How to Outsource Content Writing

Outsourcing your content writing can often seem treacherous. How do you trust someone that you don’t know with something as important as this? Content writers have similar nervousness about taking on new clients, as experience has shown that not every client is willing to pay for quality.

Thankfully, it’s not all doom and gloom. Finding the right fit for your business outsourcing needs often brings about the best possible results. The right content creators produce high quality work, within a fraction of the time, while doing what they love. As it stands, content creation is the top activity outsourced by B2B marketers. With the increase in need for content marketing, businesses must publish consistently high-quality and long-form content in order to remain relevant in the market.

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The most important thing to remember when it comes to content is, if you are looking to scale your business, you can’t do all the work yourself. There is no shame in hiring help, especially if that help will provide high-quality content more quickly than you are able to do alone. The second most important thing to remember is that cheaper is not always better. When it comes to content writing, you really do get what you pay for. But no need to worry, here are some simple things to remember when outsourcing your content writing.

How Can I Successfully Outsource my Content Writing?

The question of how to outsource content creation does not have to have a scary answer. In fact, it is rather simple once you understand the fundamentals. You need to develop a clear plan for your business that includes detailed descriptions on what you are looking for in a content creator, and what you are wanting to avoid. So let’s look into it:

Let Go of Your Fears

Do you have a fear of miscommunication? Does general distrust and the desire for control prevent you from reaching out? Don’t worry, we’ve all been there. This is something we like to refer to as “Post Traumatic Outsourcing Disorder,” and it’s a more common affliction than you might think. Outsourcing content creation can keep your business growing and your profits increasing, but you need to have a proper strategy if you want to avoid PTOD. Many businesses who have had poor dealings in the past with content creators, no longer know how to outsource content creation. But don’t worry, you will heal from this.

The best approach to outsourcing is prevention. Although that may sound counterintuitive, avoiding certain pitfalls will ensure that you don’t have a repeat of previous disappointments. Websites that offer fast, cheap, and high quality content sound too good to be true, and this is often the case. High quality content should be your biggest priority, and you should be willing to invest in it.

Make Wise Choices

Some content writers will offer inexpensive services while claiming to work with clients ‘across every major vertical service.’ This is all well and good, until you start to consider their work in horizontal services. Always pay attention to grammar and spelling mistakes in their posts. Professional content writers make very few mistakes, as they should have a thorough checking and editing process. Posts and applicant responses are a guide to the level of service you will be receiving if you hire them.

3 Common Mistakes to Avoid When Outsourcing Content Writing

In trying to understand how to outsource content creation, there are some common mistakes that can be avoided to make the process smoother. So pay attention to the following:

  1.  Have a Strategy

The quality of your application process will dictate the quality of your content later on.  Having a proper strategy in place when you approach the process will ensure a better outcome. Consider what type of content you need; what voice your brand has; who your target audience is; what your goals are regarding content marketing; and how you prefer to communicate.

  1. Don’t Make a Decision Too Quickly

Do not rush to find a content creator. As with everything, making the right decision requires careful consideration. Make a list of qualities you want in a content creator, and hire based on them. Putting in a little extra effort will ensure better results.

  1. You Get What You Pay For

As mentioned previously, cheaper does not mean better. You should never be looking to score a deal when it comes to outsourcing content writing. You should definitely have a budget in mind, but you should not compromise on content quality in order to keep costs low.

Some Advice on Successfully Outsourcing Content Writing

When it comes to outsourcing content creation, communication is key. Not only should you have a clear strategy within your business, you should communicate this to your potential content creators. You should include in your strategy: a definitive budget, set deadlines, and a clear and well thought out vetting process for potential writers. Evaluate your writers based on prior writing samples, or test their skills by asking them to complete a small trial task. A good content writer should always be willing to prove their abilities.

Another good option for outsourcing is to hire a content writing agency. Agencies provide professionalism, experience and flexibility that may often be lacking in freelancers. Agencies take care of the vetting process for you, so you know that you will likely be receiving quality content. However, you still have, and should definitely use, the option of asking for a trial task.

Go Ahead, Get Started

A better understanding of how to outsource content creation can make the process smoother and more stress free. The key is to go into the process with a clear strategy and a deep understanding of what your intentions are, and what you are looking for in a content writer. While the budget is important, you should never lower your standards to save money, as this is a short road to losing brand value. If you are still a bit confused about the process, maybe we can help.

The Importance of Case Studies

In recent times, businesses have started to invest in case studies more frequently. This strategy has been implemented in order to increase conversion rates from website visitors to clients. These case studies are usually posted on company websites for the page visitors perusal. However, it is important to understand what the value of case studies is, and how effective they can be at increasing your company’s conversion rates.

The following blog explains how and why case studies are able to increase your company’s conversion rates and how they can be used to increase your company’s sales.

The Value of Case Studies

Everyone loves a good story, and as such, case studies are a way to present information to potential clients from the perspective of people who have already used your services. Through a story, the potential client’s emotions can be evoked, giving them the opportunity to understand the brand and their offerings from a previous clients perspective. Stories can allow the potential client to see your brand through a more personalised perspective, allowing them to understand what they can expect once they use your company’s services.

How to Structure Your Case Studies

Most good case studies consist of three main components. The first is a section which outlines the problem that was experienced by the client. The second section highlights the possible solutions that were identified in order to resolve the problem. Finally, the last section discusses the solution that was used to resolve the problem most efficiently and effectively. A well written case study allows the potential client to understand the benefits of using your company through the well-documented experience of a previous client.

Why are Case Studies Important?

The following section highlights the importance of case studies and how they can increase your conversion rates for your business.

Niche-specificity

Well-written case studies are very targeted and niche-specific. This meant that when your potential client reads the case study, they understand that specific goal that was set to be achieved and how your company was able to achieve the goal through the various strategies that you implemented. Furthermore, your case study should resonate with your target market and provide information to them that they can relate to and that is relevant to them.

Building brand trust and reputation

Case studies are a demonstration of the work that your company has done for other clients in the past. As such, this can be used to your company’s advantage by showing potential clients your vast experience within the industry and demonstrate what your company is able to do for its clients. This can allow for potential clients to develop trust in your brand and increases that chances of them wanting to use your services. Furthermore, enhancing the case studies that you have presented with figures and data can allow the potential client to see the success rates of your work and how your company has been able to help your previous clients achieve their goals.

Explaining the problem solving process

Case studies should ideally be oriented around problem identification and problem solving. As such, it is important to ensure that the problem and solutions are clearly outlined and explained in the case study. Although potential clients may already be looking to use your services, they need a compelling reason to opt for your services as opposed to those of your competition. As such, through understanding your company’s problem solving process, they can understand what to expect once they become your client, determine whether your team has the capabilities and competencies required to solve their problem and make the decision to then use your services based on the experiences of your previous clients.

The power of referrals

Prior to the evolution of technology, consumers accepted the benefits of products at face value, as there weren’t many accessible ways to conduct independent research on a product. We currently live in the information age, and as such, potential clients are most likely to want verification for the services that you provide. This can be acquired through platforms such as social media platforms. As such, using case studies can be an effective way for potential clients to understand the experiences of other clients and determine whether they are looking for the expertise that your team is able to provide. Case studies can provide potential clients with proof of the services that you provide and evidence that you are able to deliver on the services that you offer.

The creation of additional content

Some companies may be hesitant about using case studies as they often require an initial capital investment and a time commitment. However, once the structure for your case studies has been finalised, it can be used to develop future case studies. additionally, case studies can be more efficient at conveying your team’s capabilities and competencies, and explaining your customer’s experiences.

How To Increase Your Case Study Conversions

The development of case studies can be a time consuming process and as such, it is important to ensure that it is done correctly, so as to not waste the resources that you have invested in their development. However, publishing the case study on its own may not be enough to convert clients. As such, you can ask visitors to your page to join your email marketing list so that you have their contact details and are able to send them information about the services that you provide. Additionally, you can track the progress of your case studies and understand how successful they have been at converting page visitors into clients.

Case Studies and the Role They Play in Your Business Marketing Goals

Most successful companies in the business sector are no strangers to the power and potential of proactive marketing. Whether using video footage, infographics, ebooks or testimonials, content marketing has many pronounced benefits to offer.

Effectively opening a mode of communication with consumers, content marketing is able to directly improve business output in relation to client response, through highlighting important aspects including product popularity, sale rates and needed solutions.  In conjunction with this, case studies can also be seen as a very beneficial form of content marketing.

They provide an element of storytelling that can better share your product or company information in a less aggressive manner, and because of this, statistics have shown that as much as 92% of consumers prefer a story based form of advertising. It all comes down to how your case studies are created.

Fundamental Components to Consider in Your Case Studies

An important fact to keep in mind is that your marketing campaigns will only be as successful as the amount of effort you put into them. Be it the style in which you write your content, your marketing elements or the subjects you choose. Doing a little research and ensuring your provided information is as beneficial to your audience as possible is vital in creating a proactive output instead of a waste of space.

A few important aspects to consider include:

Your Chosen Title 

Being the first thing readers see, your title will effectively set the pace for the rest of your offered information. Titles should be short and catchy, to the point and can even include the success you want to discuss. For example – Global Outsourcing Company Slashes Data Editing Costs.

They are meant to grab public attention and make readers want to know more.

Subject Summary and Overviews

Subject overviews and summaries are the very point of a case study. By including a well written subject summary you can effectively showcase what the difficulty was and how your company successfully addressed it while improving your client’s end goals in the process.

In essence this is what your readers want to know about, how did you help others and can you effectively help them as well.

Highlighting the Problem

By providing an in-depth view into the difficulties the client was facing, your case studies can provide a form of relatability. Most business problems are common, and no one enjoys feeling alone in their crisis.

Making sure the difficulties are present also allows for a more exciting final solution reveal, which can greatly improve your marketing reaction.

Providing Solutions 

This is it, the part all of your readers have been waiting for. A realistic fact of marketing is that the majority of your consumers only really care about what they can get out of the product or service you’re offering. A sad reality but one that can be used as a marketing advantage.

By blatantly revealing the solutions you provided and the benefits involved in that, more of your readers could find themselves comparing your services to other services they have gotten. Make it sound extremely beneficial and you could find more clients turning to you when they need something done.

Results

Getting results is what content marketing is all about, and when you provide well written case studies that is exactly what you can achieve. Case studies can provide concrete evidence that your services work and investing resources into your company can be a worthwhile endeavor.

Metrics and statistics are very well used in this section because they provide a greater level of believability to your claims. For example: statistics have shown that  47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.

Successful Marketing Comes Down to the Quality of your Choices

While providing well written case studies can assist in many of your marketing needs, choosing the right content and client type is just as important. There are numerous ways to achieve this but getting down to basics to determine where and how you can achieve your best impact comes down to a few simple details:

Selecting the Right Target Audience

The larger your chosen audience is, the better your marketing chances will be. As said before many business difficulties are common, so whether you want to assist with workload, costs, legal matters or brand growth. Chances are there will be businesses needing your assistance.

The trick is in making sure your case studies and other forms of content marketing is accessible to the right people, namely business owners, CEOs and other marketing teams.

Providing a Sense of Reliability

Case studies can be seen as a marketing success story when used well. It’s understandable that companies are less likely to share their less successful stories, however in the same way that testimonials provide a sense of customer satisfaction.

Case studies can effectively provide the same topic information while also highlighting the experiences other clients have had. Helping newer client feel more assured as well as informed.

Including your Client

It’s important to remember that as helpful as case studies can be to your marketing goals, they are in fact not only about you. Keeping your client involved in this process is vital and can have severe consequences if not properly handled.

By ensuring your client is comfortable with you discussing the details of your assistance and how it affected them, you will be better prepared and could even benefit from their direct input which will add even more credit to the final product.

The Power of Case Studies and Defining the Sense in Your Business Marketing

Whether used as a means to elaborate on specific findings or to better reach and educate your audience, case studies are a powerful marketing tool that provide numerous benefits when used correctly. When publishing a case study on your website, LinkedIn profile or local newspapers or magazines take the time to ensure it not only describes what took place but effectively showcases what your business is all about and more importantly what you’re capable of.

Why You Should Hire Native English Writers

For any business, deciding on the best writers to tackle your content needs can be daunting. There are so many factors to consider, and even more questions that arise from these factors. The biggest dilemma stems from choosing between native English writers and second-language English writers.

While it may seem an obvious choice to some, second-language English writers present a tempting offer, as they are usually less expensive. However, there is a strong argument for avoiding this temptation and choosing a native English writer instead. After all, you get what you pay for, and sometimes cheaper ends up costing you more than money.

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Why Choose Native English Writers Over Second-Language English Writers

Native English writers offer many benefits that second-language English writers simply lack. These benefits outweigh the difference in price. From better grammar to a true love for the language, these benefits include:

Better Grammar and Spelling

While it is true that both native English writers and second-language writers learn the same school curriculum, native English writers have been exposed to the basics of grammar and spelling from a young age. Children learn from their surroundings. When you are immersed in a language from a young age, you are far more likely to pick up grammar and language use faster, and more effectively. Simply put, native speakers understand the language itself far better.

When reading a document written by a non-native English writer, there is a higher chance of grammatical and sentence structure errors. This makes the piece less reader-friendly and far more awkward. Second-language English writers tend to make more mistakes and are often less likely to pick up on these mistakes as they go.

Better at Research

Added to the fact that native English writers have a better mastery of the English language, they are also able to conduct proper research. They are able to find and interpret research effectively. So there is a greater chance of the research being relevant and reliable.

Furthermore, fewer instances of plagiarism occur with native English writers. They do not have to rely on the words of others in order to bring a point across to a reader.  They are capable of understanding a piece and interpreting it in their own words. Simply put: they don’t rely on translations in order to fully understand.

Often, second-language English writers rely too heavily on source material. This makes the chance of plagiarism much higher. If a writer does not understand the research they are doing, they won’t be able to interpret and relay the information correctly. This leads to clumsy writing and unreliable information.

More Able to Communicate Effectively

One thing that is immediately noticeable about native English writers is their ability to communicate. Whether corresponding with a client or getting a point across in an article, English writers do it best. This stems from the fact that they have settled into their language. They aren’t intimidated by big words, complex sentences, or multiple requests at once. They are able to use their language in a way that is easy to understand and effective in conveying meaning.

Second-language English writers often find it difficult to convey a point that they themselves struggle to understand. Try as they might, some things are lost in translation. They require more time spent on conveying instruction and explaining what is required of them. This can be time-consuming, which ultimately costs more in the end.

Fewer Revisions and More Initiative

Another benefit of using native English writers is the fact that they develop content with little to no revisions. They are able to receive instruction from a client and present a final piece, even when the client is a non-English speaker. They are able to use the information given and extrapolate from it, ensuring that there is very little need for clarification.

Second-language English writers, on the other hand, tend to require very strict guidelines. They are not likely to be able to take a topic and run with it. You end up having to do half the work for them, as their creativity and extrapolation skills are not of the same standard as native English writers.

A Better Understanding of the Culture

The English language is more than just grammar and sentence structure. There is an entire culture that comes along with it and it can change from region to region. Native English writers understand regional language use, and how it can impact the meaning of the piece. For example, in Britain, the word ‘tea’ has multiple meanings, from a hot beverage to an evening meal. This kind of regional understanding can be lost on non-English writers, and it can be difficult to learn along the way.

Second-language English writers come from a variety of backgrounds and cultures. They often lack the proper understanding of the English culture, and specifically where it changes regionally. This leaves large gaps in interpreting information and being able to understand audience appeal.

Able to Use Nuances

Along with regional English come the nuances of the language. Native English writers are far better equipped to understand the little things that make the language, and its users, tick. These small nuances are seldom able to be learned, as they are so entrenched within the culture. This is particularly relevant when appealing to an audience. Native English writers use inside jokes, puns, and wordplay to keep the reader engaged and entertained.

Second-language English writers lack this cultural understanding. This makes them less likely to engage playfully with the reader. In terms of content, it is much better for a reader to be entertained whilst being informed, as they will be more likely to return for more or to recommend content that they have enjoyed.

More Passionate About Writing

Not all English speakers are good writers. As with any language, it takes someone who is passionate to turn words into art. And writing truly is an art. Native English writers have a great love for the language, and writing is their way of expressing this love. It goes beyond a mere job. They find inspiration and creativity in every task. Because native English writers have such a command over the language, they are better able to use their imagination to create unique and inspiring content. They are not limited in terms of creativity, as they are not as concerned that their writing will not be up to standard. Passion is difficult to imitate, and most native English writers write for more than the fact that they are good at it.

For second-language English writers, on the other hand, content writing is often just a job. They churn out piece after piece, working to a tried and tested formula, and with little regard for uniqueness and finesse. Second-language English writers often end up writing English content because the job requires it, not because they are particularly fond of the language itself.

It is better to hire someone who wants to showcase their passion and talent as they are more likely to do a good job. It is clear to readers when a writer has put time and effort into a piece. The more the reader feels as though the content is special, the greater the chance of them returning for more.

These are just a few of the reasons as to why native English writers outperform second-language English writers, and why they are the better choice.

Native English Writers are the Best Choice

Giving a task to a native English writer ensures that you will receive content that is of the highest standard, with little to no mistakes. You won’t need to send the piece back for multiple revisions, and you won’t need to sit and correct it yourself.

While native English writers may seem more expensive, you always get what you pay for. Choose a native writer and you won’t have to waste money on revisions. You also won’t have to send it to another writer to make up for discrepancies.

Native English writers understand the finer aspects of effective communication. They are able to keep readers engaged and excited about the content they are reading. They are able to use their cultural understanding to give a sense of familiarity to their writing, with little effort and to great effect. Content creation is an investment, and finding the perfect writer should be a priority for any business.

Native English writers exceed the job requirements, as they love writing, and want you to hire them for other projects.

The choice is no longer up for debate. Native English writers are the way to go.

Bad Grammar and Spelling Mistakes Could Be Hurting Your Content

To write, or not to right, that is the question:

Whether it is nobler in the mind to suffer the consequences of poorly edited content, or whether to take up arms against bad grammar and oppose spelling mistakes, should not be a complicated matter. The power of the written word is affirmed by the belief that content is king.

Since evergreen content still gets a resounding green light from all technology, online and social media companies the world over, content generation will be a never-ending quest. This is where the copywriter comes into play. They are the ones who will write what you want to say, and they will write it the right way, so that Google and other search engines will be able to find it easier.

So, there will always be a need to write, but why the pedantic focus on doing it right?

The Ultimate User Experience

While Google and other search engines have admitted to not having an exact algorithm to assess bad grammar and incorrect spelling, they certainly have algorithms that can detect a bad user experience. Unfortunately, having a sleek and sexy website with great visual content does not even get you halfway there. Your visitors should be actively engaged with your website, whether that means reading the latest blog, watching a video or partaking in a user poll.

The overall user experience (UX) of your website has become a far more valuable digital commodity than ever before. While Google still fights a furious battle to sniff out black hat techniques and tactics like keyword stuffing or cloaking, their focus has shifted to a more encompassing way of differentiating good sites from bad sites.

The ideal scenario is to create a unique, or at the very least, pleasant user experience that makes them enjoy some of your content. This has led to many advertising and marketing agencies believing that UX is the new SEO.

Realise your limitations

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In digital marketing, as in life, we have to know what we are able to do and what is outside of our capabilities. If you simply do not possess the creative flair to word a marketing campaign while incorporating SEO implementation, then you should let someone else do it. If you are preparing a blog post in a language that is not your native language, then have someone with a firmer grasp of the language give the piece a once-over.

Sometimes it is difficult to let go. Especially if it’s your own business and you are passionate about your products or services, it is absolutely vital that you distance yourself from the things you are not good at. That little bit of distance might mean outsourcing your content writing or marketing efforts.

However, have no fear, in sending it off to someone else, you will be able to have a clear head when the content arrives at your desk for approval.

Avoid confusion

Try to avoid confusing your visitor at all costs. Besides the aesthetic appearance of the site, be clear and concise throughout your site as best as you can. The last thing you want is for the reader to feel like a mouse stuck in a maze. If they don’t know where to go or where to click, Google will pick up on it. And how will they know?

If your visitor dislikes the confusion, or finds the site unclear, then they will probably bounce somewhere else. Meaning, they will click a bit here, click a bit there, but they will not engage with any call to action on your site. At the same time, if your landing page is filled with errors and your visitor leaves without going to any other pages, this will spike up your bounce rate. And Google pounces on a high bounce rate like a hungry chicken on a juicy grub. This, again, will decrease your SEO ranking.

If you have finished composing your next post or your new product launch, you have to sit down in a quiet space and read it aloud to yourself. If it doesn’t make sense or is just mildly confusing, the reader will be lost. Either rewrite it or fix it, or get it to someone else who can.

What Are Your Options?

Those naughty mistakes and grammar gremlins usually sneak in because you did not read or check your own work, which is just inexcusable. More often than not, bad grammar and other oopsies appear because you are simply unaware it is an oopsie. If editors need degrees and content specialists only improve with experience, it is unfair to expect an entrepreneur to specialize in anything other than his current trade. He does not need to have superior understanding of SEO implementation, layout and design, the creation of great marketing content, or a comprehensive insight into grammatical correctness.

How can an entrepreneur fix something if he doesn’t even know that it is broken?

We have established that there will always be a need for informative and engaging content. We have further clarified that bad grammar and spelling mistakes can direct traffic away from your site, which will cause your site and all your amazing products and services to shift back to the results on page 12.

It is important to find for your spot in the sun. As bad grammar and spelling errors can be avoided, dedicate yourself to finding a solution. More often than not, the solution will be having to outsource the editing or rewriting of your content, or just to outsource the entire content generation component altogether. You will still have the final say whether to use it or not.

The four main purposes of good content are to entertain, to inspire, to educate and to convince. If your website spelling and grammar errors are hindering the reader from obtaining any of these four gratifying experiences, then you urgently need to relook the writing processes you currently have in place.

How Whitepapers Can Help Your Content Marketing Strategy

Along with the big shift toward social media and digital marketing, there came a long list of additional adjustments to modern day content marketing strategies: the mad scramble to make all content mobile-friendly, the haphazard Facebook promotions, not to mention the weekly or monthly email campaigns. In the process of chasing after the likes of Instagram and continuous attempts at pushing for viral marketing initiatives, we often overlook the value of the humble whitepaper.

In an age where content is king, whitepapers are essential to establishing a brand in an overpopulated space. But before understanding how whitepapers can aid your content marketing efforts, it is best to understand exactly what a whitepaper is and how to write one better.

Blog vs Whitepaper

While whitepapers are not blog posts, there is often confusion about the differences between the two. For starters, if you are compiling or writing a whitepaper for a particular project, you immediately become aware that you are writing something entirely different than a normal blog post.

No matter the trade or scope of practice, you have to treat it as a well-researched article for an industry journal. So, do your homework thoroughly. The reader expects cold, hard facts and logical arguments, not conjecture. Be prepared to be taken to tsk on your sources or your figures.

Whereas a blog is very much about the individual, their thoughts, their experiences or just their day at the beach, whitepapers are solely about the topic. Think of it as Twitter vs LinkedIn. One would be more informal, while the other would be noticeably more professional. A good white paper is driven by factual content that should be referenced and it should serve as a platform where industry professionals can engage with one another.

Style & Tone

Think about sitting at the big boy table of the industry you are writing about. Better yet, it is a symposium for industry specialists and you are the lead speaker. You are surrounded by experts, leaders and qualified professionals on all sides. You are there to deliver a presentation on the topic you are writing about. What would that presentation look like?

If your answer omits the words concise, clear, to-the-point or brief, then go back and reread the paragraph again. When you are talking to professionals, you should adjust your tone accordingly. Unless you are the sole influencer in your industry and everyone looks to you for guidance, you will probably have someone higher up the ladder reading your white paper. Make sure they don’t find something to fault you on.

Layout

Again, think about your presentation to the big boys. There should be a beginning, a middle, and an end. Oh yes, definitely an end. The worst thing you can do is to leave an open-ended presentation without a conclusion or a closing argument.

Usually your beginning will be your introduction, the middle will be the body of the content and the end will be your final point-making paragraph. There are deviations from this format, but they are exceptions to the norm.

If your introduction highlights the problem areas or the core of your topic, then the body of the content should offer solutions to these problems or expand on the topic, while the conclusion will tie both the introduction and the content together as a final clarifying point.

No Selling

This is probably the defining and most challenging point. It is the one thing that could rob your content of its white paper status in a flash. Never, ever, sell yourself in a white paper. While the aim is to inform and to share insight, it should never be to sell or showcase your brand, or, for that matter, even favour any particular brand to the point of it sounding like paid-for content.

Don’t get me wrong, you have to leave your signature or your credentials after the conclusion. The reader needs to know who you are, but it is best to make them want to know who you are and what you do. A white paper is not a fruit stall with random bits of information, and you are not the street vendor looking for hapless hopefuls who you can peddle your services to.

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How Exactly Can White Papers Boost My Content Marketing Strategy?

If you are still unsure how this ties into your content marketing strategy, then try to see it from a digital perspective. Thousands of businesses are looking for high quality content to share through their channels. In so doing, they offer their clients, customers or patrons, effective solutions to their problems or concerns. You have just provided a detailed solution to their problem or an insightful feature about a current matter.

The validity of the post gives you validity. Every hyperlink to your white paper provides a positive effect on your SEO ranking and it brings a new customer from a previously unexplored marketing avenue. With a great distribution plan for your white paper, you will not only expand your reach but you will generate a better online presence.

While your in-depth research material offers other businesses with a tailor-made problem solving kit, your white paper also creates an atmosphere of collaboration and inclusion with other businesses or brands.

Conclusion

The most important point to remember is the power of the content you opted to write about. A moving or informative white paper is often made up of strong factual content, based on extensive research exercises and referencing industry leaders or influential entrepreneurs with the relevant experience. Incorporating that knowledge into your content marketing strategy, will establish you as a reliable source within the industry. And that will give you a powerful advantage over most of your competitors.

Marketing 101: What to do With Original Research

As the varied and wide expanses of worldwide marketing have shown, no two strategies are alike. Each strategy will have to cater to different project needs, and knowing which strategy will work best for you is the starting point in any successful endeavor.

One of the most difficult hurdles to overcome in marketing is the mass amount of effort needed to create an end product worthy of beneficial responses.

In all things, there are those who thrive and those who dwindle; with the latter coming in at an astounding 65%. It’s natural for one to start asking why. 

What is it exactly that “successful” marketers are doing that the less experienced ones aren’t? 

Original Data in the World of Marketing 

What sets successful marketers apart is that a vast majority of them have admitted to using original data wherever possible.  

The real question is: how do they do that, and how can you do it too?

If you find that you are one of the unfortunate marketing minds struggling down an unnecessarily rocky path, the good news is that you’ve started asking the right questions. Better yet, with a few tips and tricks you could completely change your marketing approach for the better.

So let’s get to it.

Game Changing Things Marketers do to Improve Their Approach 

Applying a Focused Effort 

A leading component to successful marketing can be summed up in one word: focus. This means finding original content and uplifting sales. 

While working within a budget, we tend to want our resources to do a lot of things while sticking to a basic costing structure.

In most cases this can, and often does, lead to a cluttered and potentially ‘copied’ end product. It costs less to build on an already established idea, after all.

However, this is where pack leaders and successful marketers tend to break away from the norm – they do not limit themselves by using pirated ideas, and they definitely do not try and cram a potentially successful idea into an unrealistic budget. 

What makes these successful marketers shine is that they understand that the end result should never be a reflection of what you could afford, but rather present an uplifting goal or achievement that benefits your company and any potential clients simultaneously. 

So, wanting to do your content and business justice comes down to how you focus your ideas:

  • Always start by defining your marketing goals: immediate, short term and long term.
  • With these marketing goals in mind, start asking the questions that really matter. Look at your marketing ideas with a narrow perspective and cut to the simple truths of your chosen path.
  • Find the originality in each point, instead of relying on well-used ideas to define your outcome.
  • Create realistic cost parameters that are not so small that they affect your implementation, but not so large that you cannot afford them.

Getting Your Concepts out to the Public  

Marketing can be seen as the art of give and take. When done correctly, it’s a gift of solutions a business provides to the public. The take is what they get back for their efforts. 

In order to get your content properly noticed, you need to go to the people – you need to find your readers and transform your ideas into action.

There are numerous ways in which a wider content coverage can be achieved – including media mentions and backlinks. When it comes to the application, each method can provide a different type of success when used right, and while some may work better than others; a defining step leading marketers take is choosing the right method for their end goal.

  • Upon reflection, one of the most popular forms of marketing outreach is achieved through medias mention, which can include blogging, social shares and general public recognition.  
  • Statistics have shown that as much as 69% of successful marketers create partnerships with other leading web organisations; and this usually consists of social media platforms. By doing this they are able to get their marketing content out to more people and make the potential for backlinks possible.
  • Mainstream marketers make use of both outbound (advertising) and inbound (content marketing) techniques to generate hype for their content, but, any established professional will advise that finding the balance between the two can either make or break your approach. 

Using Effective Survey Technologies  

Another highly effective technique that separates successful marketers from their less-successful peers is the ability to write survey questionnaires that provide an elevated level of interest and storytelling.

While producing surveys and generating questions may seem fairly straight forward, there is actually a proven science that goes into creating a successful survey:  

  • Successful professionals take the time to establish how they want their audience to think differently as a result of their content and what it provides.  
  • They define the story they want their marketing to tell, and gear the related questions in a complementary way, e.g. including life goals for younger respondents.
  • They use respondent disqualification technology to maximise their selection process, e.g. age, sex and race. This helps ensure the surveys are being completed by the precise group of people needed at any given time.
  • They use survey logic technology when needing a survey to perform optimally. This allows a survey to ask the right questions in relation to the feedback the respondents provide, thereby avoiding incomplete surveys due to lack of knowledge or interest.

Degrees of Demographics

A great upselling trick used by industry professionals is including the ebb and flow of public consumption and patterns aka demographics. There is always some form of peer pressure prevalent in our day to day lives, and established marketers not only understand this, but find ways to use it to their benefit.

Obtaining a successful marketing impact can easily be achieved by using demographics, whether concentrating age groups, branding and public consumption or business details like company sizes, industry inf
luence or notewort
hy accomplishments. 

  • Researching demographics is not only beneficial, but crucial when wanting your work to seem credible. 
  • Successful marketers often use statistical data relating to popularity, populations and group trends in the form of “comparison” – e.g. using data in men vs woman scenarios, or saving percentages in one service vs another. This often lends them an edge over their competition purely because they are “In the know” and able to work that knowledge to their best advantage. 
  • Highlighting the attitudes and habits of different generations can also work in one’s favour; especially when targeting younger respondents. The better it makes them look, or the more impressive it seems the more they will want it. Look at celebrity presences in marketing – This is why they do it! knowing your targeted audience and customizing your efforts accordingly by applying relevant incentive could greatly benefit your end goal.     
  • Another one of the most successful benefits of demographics is that they can be very dependable and recurring, generally the public is very prone to patterns and overtime come to expect certain things. A great example of this is summer or winter sales, as the seasons change people start to expect certain types of marketing, offers and sales. Tapping into this is a great way to boost your revenue.   

Creating Original Content is what Success is all About!

An important aspect and probably the most defining difference between those who succeed and those who don’t is the ability to not only create quality content and a healthy outreach but use the momentum gained to generate future directions and accomplishments based on the feedback given by clients. 

Getting your company on the map might be the first step of marketing, but as so many successful professionals have learnt; it’s the ability to not only make today a success but also convert that proactivity towards the days to come; through adapted content creation.

So go ahead and make your mark, keep these tips in mind and soon you’ll be in successful category too! 

Getting Your Content Marketing Checklist Done Right

We’ve all heard the term “content marketing” at one point or another, B2B sales professionals swear by it, companies grow on it and we probably look at it every day. But what exactly is content marketing? Despite the popular catch phrase and the various principles floating around, this business savvy concept has remained somewhat vague to the general public and startup companies alike.

To break it down, content marketing is an advertising/ business method that concentrates on making any business content more exciting and attractive to its audience, it gives all the relevant details in a higher definition; more colour! Better deals! Bigger prospects! And a wider coverage, the point? To show why doing business with that specific company is in your best interest of course.

However, as fun and creative as it may sound, creating a fluid content marketing approach is in fact a tried and tested science that takes a few tricks and more than a little ingenuity.

flat lay photography of turned-on silver iPad beside Apple Pencil

The All-inclusive Content Marketing Checklist 

Ensuring success has always started with a healthy amount of planning and direction, therefore it stands to reason that every company should have a profitable and solid marketing plan put in place. Sadly though, this is not the case for many companies around the world.

Statistics released earlier this year suggest that as many as 63% of companies do not currently have a tried and tested marketing plan set in place, a travesty to be sure. But do not fear, the all-inclusive content marketing checklist is here!

Below are a few tried and tested steps all content marketing plans should have in place, and if you find your current plan does not include these, feel free to add them in to the betterment of all involved.

Build Your Future on Solid Ground

Before you can create a single piece of content your first thoughts should always be “where is your content going to live and thrive?” As vast as the internet may seem that specific territory has more borderlines than America! So, finding your own little piece of heaven is essential. The pieces I’m referring to are called domains, and whether you like it or not, this is where most of your ideas will get created and expressed, especially if you’re wanting a wide impact. (Everyone is one the internet these days)

A common service offered is the ability to “rent” domain space from other users. Yes, it’s cheaper and comes with the great perk of already being established, but! There are some noteworthy down sides too. We all know the saying, “my house, my rules” and that is essentially what it comes down to. When choosing to use someone else’s domain not only can they limit your creative freedom and time, they can use your ideas and hard work for their own gains, so at the end of the day you could stand to lose a lot more than the cost of having your very own domain. It is now also very possible to have a domain created for you should you have the money and the need, some professionals offer very competitive pricing as well.

Decorate Your Soapbox

You may of heard the term “cornerstone”, it can have different meanings depending on its use, but in this case it refers to marketing content that generates the highest levels of interest from an audience. No two cornerstones are the same, it all depends on your targeted audience, e.g. a beautiful blog about tiger lilies will not do that well when sent to the construction industry no matter how intricately it is written, and vice versa.

Though, having a defined cornerstone is essential to any successful content marketing plans, they have the power to not only make you more interesting; they gain you a higher level of relevance and notability. In many things, people appreciate familiarity and there is a much higher possibility for success when it comes to being known for doing something specific very well.

Don’t Lose Your Beautiful Ideas to an Ugly Presentation

One of the more common mistakes made, especially by beginners; is taking a great idea and putting it out badly e.g. badly written content, cluttered or overworked approaches, or tacky sales pitches. Yes, the point of marketing is to make money as quickly and creatively as possible, however this side of business should always be handled with a touch of professional pride.Each marketing piece should be pre-planned and checked for any errors or possible improvements.

Another aspect of this is the security and comfort level of your website or company portal. Ever felt that sense of dread running down your spine when a message pops up warning you of the safety levels at a website you have been navigated to? Imagine if your client’s and audience had to go through that because you’ve neglected the server security on your sight!

At the end of the day, filling your website with interesting content is only as effective as the platform you display it on, so a word to the wise; always keep your presentation up to scratch, even if it takes a little longer or costs a little more.

The Benefits of Email

Statistics have shown that up to 93% of B2B marketers use email as their main form of communication and interaction.  And with good reason, Flashy content and pop-up ads on a website are fantastic at grabbing people’s attention, but for a more tailored approach and relationship building, personalised emails have shown an astounding success rate. Recent surveys have shown that this old school method can still be up to 40% more effective than social media.  You may find yourself asking why, it actually comes down to a few very simple reasons.

In a world filled with so many people and industries using numbers to categorize us (ticket numbers, flight numbers, seat numbers – even your Identity card!) Being recognized as a person with a name and reason has actually become a very rare and coveted gift. This is one of the things that still set personalised emails apart from the rest, you have to admit you feel a little more recognised when you see your name at the top.

And finally one of the best reasons is that emails are usually a lot neater and to the point. We all enjoy web-surfing but within reason! Sometimes it’s nice to be able to get to the point quickly, not to mention that any decent marketing company takes steps to ensure their legitimacy reflects in their emails, so no more scam! (unless you don’t pay attention to where you click)

Keep Your Approach Convenient and Catchy

So what’s the most important part of marketing and advertising? No one cares more about what is happening right now then the mass public, especially if it affects them directly. After years of evolution humanity has caught the convenience bug and it stuck, we are constantly looking for better and faster ways to do things, and that is the very loophole marketing professional like to look for. Benefits, benefits, benefits! The public’s favourite word. So when designing your content always try to look at it from the customer’s perspective. Ask yourself what do they want to hear, what questions could they possibly have and ensure to supply the answers. But most of all make convenience your main characteristic.

Remember, most people still believe that money can actually buy happiness; and as a professional marketing specialist it’s your job to prove them right!

Simple Marketing Tips That We Can Learn From Celebrities

We all know the saying, “The stars are the limit.” Originally meant as an inspiration or motivation, it has changed and adapted – taking on a life of its own. Now, it conjures up visions of glitzy and glamorous lifestyles. Throughout the years, celebrities have been harnessing the power of their talent and notoriety to achieve larger fan bases, greater incomes, and vaster networks. They do this by combining smart business sense with popularity-based thinking.

Today, marketing has become a whole new ball game. Whether it’s a perfume advert, a new brand release, or celebrity endorsements, it has become apparent that the aim of the game is to get your name out there. When it all comes down to it, he stars have always done it best.

When looking at such an esteemed level of success and wealth, one cannot help but ask, “What could the rest of us gain by taking a page out of a celebrity’s marketing book?”

Marketing Tips You Can Apply to your Next Campaign

Numerous different factors go into a successful marketing campaign; each as important as the product or image you are trying to promote. Making sure you use the correct approach can mean the difference between success and failure, and in most cases you only get one attempt. There is no one more familiar with this concept than a celebrity. They make their bread and butter on go big or go home concepts.

Here are a few reasons why:

Building a Tribe 

In the land of stardom, you’re only as good as your fan base. Because of this celebrities, spend years cultivating a strong following in a variety of different ways. Word of mouth is invaluable after all. There wouldn’t be much point to marketing if you had no one to market to, now would there?
Sharing one’s passion and spreading the vibe could be seen as the soul of what marketing stands for. They say there is strength in numbers and that could very well be one of the reasons why celebrities seem so powerful from afar, its difficult to feel small when the masses are chanting your name.

Creating a client base (or following) is the most essential part of marketing, and there are numerous ways it can be achieved including drawing attention to yourself and the products you have on offer. Making your business look as attractive as possible and striking where people tend to look the most. AKA Social Media.

One great example of this is the big moving and shaking some celebrities achieve on public platforms. Instagram statistics have shown that Beyoncé is currently one of the top 5 most-followed people on the app; raking in between 5 and 10 million likes on most photos.

Beyoncé has managed to turn herself into an iconic beauty, revered not only for her incredible singing ability but her luscious long hair and breathtaking smile.This specific move also opened numerous doors to a beauty product line and a relatable femininity the public adores.

As a means of getting your name and your face known, social media has become an incredible marketing tool and something that should be used to its greatest potential.

Speaking your Client’s Language 

Presenting themselves in a manner their clients and fans can relate to, celebrities and companies spend a lot of time not only promoting themselves but selling themselves in the universal language of prosperity. Making sure your message is received on the client’s level is fundamental to success. The best marketing campaigns are always kept simple and to the point, avoiding confusion and frustration.

A great example of this Steve Jobs. Instead of blasting clients with an overwhelming amount of technical details, his leading pages are always to the point and bursting with benefits. At the end of the day the main thing your client wants to hear is how they can benefit from using your product or supporting your movement.

Loving what you do

Passion is by far the most important ingredient in a successful marketing recipe, whether that means strutting your stuff on the red carpet or throwing your heart into your next business campaign.

A great example of this is the famous Ripley’s Believe It or Not! The entire concept of this worldwide show was created by Robert Ripley’s pure passion for the extreme, unusual, and unique. Going back as far as 1930, the Ripley franchise began as a highly successful newspaper panel that took off with such a bang it was converted to radio and later the television show so many have come to love.

Due to the combination of excitement generated not only by the producers and team but the audience as well, no location was too far, no area to dangerous and no fact too obscure, the lifeblood pumped into this fantastic idea lead to an international following and a massive corporation now housing over 20,000 photographs, 30,000 artifacts and more than 100,000 cartoon panels. With 80-plus attractions.

By applying this kind of passion to your marketing campaigns, your chances of a long-lasting success can quadruple, simply by making your kind of passion contagious.

Taking the Time to Listen

As much as the public adores sensationalism, there are times when they are better able to connect to the type of content they can relate to. An important point to remember is that the majority of your clients already know about your product because they use it daily. Simply relying on information output can lead to redundant results. Growth can be defined by learning. The best way to do that is by listening to your clients and working with that feedback.

A great example of this is talk shows like Oprah, which creates a dynamic that brings the public into the show and makes them a physical part of it. Over the years, Oprah became famous for her giving nature and many lives have been changed because of it.

Her approach became more than just another talk show, she started paying attention to what people needed. Launching home remodeling projects, charity movements and needed assistance when people asked, and as a result, instead of being just another television personality she turned into a daytime angel.

Sometimes what you can give will greatly change what you end up getting back.

No Concept is Exactly the Same 

One of the leading stresses in any industry is the level of competition you need to stand off against in order to succeed. An important point to remember is no matter how much or how little competition there is in your industry, every concept can be unique. Learning to make that work for you can dynamically change your end success.

When it comes to the bottom line of business, the how will always trump the what. They say there is nothing new under the sun, and this is quite true in most cases. Yet even i
n
a world where there are so many types of  deals, salesmen still manage to sell their goods. Why? Because they change the way they do it.

A great example of this would be the Apprentice. The business/marketing industry is by far the most saturated of them all. Yet despite such staggering odds, these salesmen turned their concept into a televised competition and successfully grabbed the attention of the masses, it was a bold and unique idea and even though they are just another group of salesmen, their execution turned them into a revolution. At the end of the day, finding a way to stand out is the very point of marketing.

The Point of Marketing and How to Get it Done Right 

When done right, marketing not only has the power to launch a business or increase your notoriety, it can also change the way the world sees you and what you stand for. There may be over 7 billion people living on this earth but a vast majority of them are dying to make their mark.

When designing a marketing campaign, make sure you use the most effective methods. Your goal is to cut down to the core of the issue and customise your approach to not only establish your brand but give it a noteworthy identity.

As the stars of Hollywood have shown, you might not win them all but the ones you do win can catapult you and your business into that coveted spotlight.

Push Notifications – What Are They and Why Do They Matter?

In today’s world, ringing cell phones and notifications have become as fundamental as the iconic postman and tastefully stamped letters. In those few moments, when picking up a phone, most cannot help that little thrill of excitement in wanting to see what new and exciting news has come their way. But what exactly are push notifications, and why do so many of us get them on a regular basis?

In a nutshell, push notifications are app-specific messages that are created for one reason and one reason only… getting your attention. They come in a wide range of styles, colours, detail and audience targets; and even go as far as using different languages to get their messages across – hello emojis! Some love them, some hate them but at the end of the day they exist to create app awareness.

However despite what some may believe, there is actually a science that goes into making these little message bearers, and no, it does not include a spamming manual for dummies.

person holding black android smartphone

Some Differences Between Conventional Text Messages & Push Notifications

Now, they may look the same, appear on our locked screens the same way and even use the same notification sound but the truth is, text messages and push notifications do not operate the same way. So, in order to better clear up any confusion, here are a few fundamental differences between the two:

Message Character Counts

One of the main differences between these two forms of communication comes down to a simple character limit. Whereas text messages can use a large amount of characters and will most likely still be opened and read, push notifications have been limited to a much smaller word limit, mostly in an effort to decrease opting out statistics. Getting your info onto one lock screen notification can mean the difference between a new client and a damning opting-out statistic.

Statistics have shown that push notifications using 10 words or less have an 8.8% chance of a successful feedback, while notifications using 20 words or more drop down to 3.2%.

Beneficial Cost Factors

As any avid text sender will know, each message you send out costs money; yes it may only be a small amount, but do the math – these things add up! This is why the cost factor or lack thereof is one of the most beneficial points when using push notifications – you don’t get charged to send and the receiver doesn’t get charged to receive them.

Freedom of Choice Through Opting In and Out Options

In today’s society, freedom of expression has become the soap box on which we all stand – however, this is eclipsed by our inherent need for privacy and peace. Because of this, push notification apps are extremely liberal with opting in and out options whenever they send out the next batch. Sadly the same cannot be said for text messages; in those cases, the good old delete and blocking method is your only option – otherwise, you may find your inbox filling up faster than the office rubbish bin.

How to Create the Perfect Push Notification

Making a push notification can get a little technical and comes with its own set of compliance laws, handed down by the APNS. However, Once the basic requirements and system functions have been put into place, there are a few very important points to keep in mind.

Keeping it to the Point

With such a strict character limit, it’s important to be as direct as possible. Lead your notification with the point behind it – for example Title (Extreme Surfing) – location (Malibu Beach) and a catchy hook (Catch The Real ????, Not ???? On Facebook)

Noting Device Specs

An important point to keep in mind is the device systems your intended audience may be using. For example, if you were to create your push notification in an Android compatible software, not only will you have access to the majority of cell phone users, but a vast array of other gadgets including GPS watches, Google glass and more.

Keep It Personal

There is nothing that can make a person feel more redundant than receiving a mass message, and with over 7 billion people currently living on our beloved planet, that feeling of uniqueness in a high commodity. A great way of cashing in on this is by making each of your notifications personalized according to the user they are sent to. For example Hi Josh or Howdy Lisa… That one detail can make a vast difference.

Common Push Notification Errors – and How to Avoid Them

When executed correctly, mobile push notifications can provide users with relevant and interesting information to encourage them to engage with an app. However, when these all important notifications are poorly implemented, they can prompt a user to delete an app altogether. Because of this, there are a few shaming errors that need to be avoided at all costs.

Notification Permissions

It’s a fact, one of the most irritating things about using an app is when you’re immediately blasted with notification permissions straight after you’ve downloaded it – it’s tacky and has a way of making the entire thing look like a money-making scheme. So, before jumping ahead and invading your user’s screens with notifications, take a moment to get them hooked onto your app first.

Sending Notifications in Bursts

Have you ever heard someone ring a doorbell repeatedly? Burst notifications popping up on a screen one after the other will have a very similar effect, and could have a negative impact on how your users view your app, so in cases like this, don’t be surprised if you find the door being slammed in your face. Timing your notifications to one or two a day at different times is more than enough.

Getting Sneaky With the Off Button

One of the worst things you can do is make it hard for your users to find the notification off-button – there is a time and a place for everything and getting a push notification in the middle of an important meeting is not a great way to go, for you or your users. Instead turning off app notifications should be straightforward and quick. Allow your users to edit their own notification preferences within the app, instead of being forced to go to their phone’s native settings.

A Nudge in the Right Direction

There is no doubt that when done right push notifications can be extremely beneficial to a business, and even enjoyable and informative to the public. If you are looking to increase your product engagement, retention, and acquisition then this really is the way to go, however in all things it does come down to how you do it and the quality of your action trumping the quantity of your statistics.

When done incorrectly these little message barriers can be disruptive and annoying so in order to avoid enticing a negative sentiment keep the points mentioned above in mind and watch your new notification styles push your company into the popular crowd.