Tips and Tools

Guess What? You Need a Content Strategy

How’s your content marketing panning out for you?

Do you have a strategy in place, or are you just flinging your stuff into the ether and hoping it’ll make an impact?

Too many people think that a blog post here or there will cut it. Maybe they’ll lengthen their posts a little to stretch beyond the 500-word mark. Maybe they’ll start sharing to their Facebook page a little more often (let’s say twice a week instead of once in a Blue Moon)

Here’s what you should know:

Your content is probably fine. It’s your strategy that bites the big one.

content strategy gopinleads

Here’s are some fun facts for you:

  • 62% of the most successful content marketers have a documented strategy vs. 16% of the least successful.

  • 72% of content marketers who increased their level of success over the past year credit their strategy as a major contributor.

How much more convincing do you really need?

A solid content marketing strategy can offer you insights into making smarter, more successful tactical decisions. There’s nothing that brightens up a content marketers day quite like the ability to plan, manage, and execute the right steps every day.

How Do You Set Up Your Content Marketing Strategy?

It’s up to you to define what your core business and customer needs are. Your content strategy should address these needs.

Answering a few key questions will help to set you on the right path:

  • What is your purpose? 
    You need to figure out why your content exists and what you hope your audience will do once they’ve taken a peek at it. Their actions should always provide some value for your business, so make sure you align your expectations accordingly.

  • Can you define our audience persona and buyer journey? 
    Which one audience will benefit the most from your content? You need to figure out what their current user state is and how their personal needs and goals could evolve in the near future.

  • What is your unique editorial mission? 
    Take a step back and look at your brand’s unique perspectives. You need to discover what differentiates your approach from that of your competitors. Find your voice.

How to Define Your Purpose

Simply put, you need to know what you’re going to achieve with your content. Different types of content are suited to different things. You need to figure out where you’re going in order to discover the best way to get there.

Here are some key things your business could be struggling with:

  • Brand awareness: 
    Are you trying to drum up awareness of your service/product to penetrate a new market? Or are you aiming to launch a new product or compete with a market leading competitor?

  • Audience engagement: 
    Are you trying to set yourself up as a thought leader or reliable source of information? Do you need to find influencers (or micro-influencers) to spread the word about your brand?

  • Website traffic: 
    Are you dealing with a high bounce rate? Do visitors to your website just not stick around? Do you need content that will push them to the CTA you’re hoping for?

  • Lead generation/nurturing: 
    Do you need help qualifying your leads? Are you struggling to get your current leads to move down your sales funnel?

  • Increasing your marketing ROI: 
    Are your marketing costs too high with no decent results for your efforts? Are you trying to find ways to open up new revenue streams or increase your current sales targets?

  • Customer retention and loyalty: 
    Is your churn rate way too high? Do you need to find better ways to get your customers to stick around? Are you struggling to find a way to upsell your services to existing low spenders?

How to Set Realistic Goals

Once you’ve ironed out the purpose of your content, you can start looking at setting yourself some realistic goals:

  • Sales goals 
    Develop mixed media content that will support specific marketing campaigns or sales-driven goals

  • Cost-savings goals 
    Create content that will increase the cost efficiency of your marketing activities across the board.

  • Business growth goals 
    Develop content that helps in generating new revenue streams or creating new product lines.

How to Identify and Understand Your Target Audience

While every business hopes its content has universal appeal, content marketing typically works best when it is targeted to serve one audience above all others. When you publish broad-reaching content that aims to be all things to all people, it never gets specific enough to provide much value to anybody.

Simple Steps to Find Your Brand Voice

If someone saw your content on a different channel, or without your logo attached, would they know that it came from your brand? Without careful planning, you could end up with content produced in a jumbled assortment of tones and voices which may not use language consistently or provide a clear and consistent image of your brand.

More common in larger organizations and often exacerbated by external entities like agencies and freelancers, an inconsistent brand experience can nevertheless be a problem for businesses of all size.

Though some might think a brand that sounds human is more important than one with a consistent tone, a brand voice isn’t necessarily about sounding non-human: it just means creating a voice that is consistent, and positioning your organization as an authoritative and easily recognizable source of information for your area of expertise.

A consistent brand voice and vocabulary are vital for implementing intelligent content strategies and localized content.

One simple way to find your brand voice is create a brand voice chart. Below, we’ve outlined the five steps you need to follow to create and maintain a consistent brand voice.

Brand Voice.png

Identify a representative sample of your content

After gathering all of your content, from web pages and videos to e-books and your social media, cast a critical eye over it and identify those examples that could possibly have come from your competitors, and set them aside. Try to identify examples of content that are unique to your brand, and those that embody what you want your brand voice to be. Print these examples and put them up on a whiteboard, grouping them together with other pieces that have a similar feel.

Describe your brand voice in three words

Working with your key content creators and brand identity owners, as well as other staff such as PR, customer service and sales teams, and review all of your example content, discussing any common themes and grouping these examples into thematic groups.

Imagine then, if your brand was a person, how you would describe its personality to another person. How do these traits make your brand different? For example, would you describe your brand as:

  • Authentic

  • Quirky

  • Passionate

Define each personality trait further and try to identify how these characteristics show up in your content and topics, and in how you communicate with your audience?

For example, if you described your brand as quirky, is your content unexpected and irreverent? If you described your brand as passionate, is it heartfelt, enthusiastic and expressive?

Create a brand voice chart

Once you have defined your brand voice, you can illustrate the way it shows up in your content with a brand voice chart - an essential reference tool for ensuring consistent tone in all of your content. The chart should include three rows for your primary characteristics, and three columns for a description and do’s and don’ts.

A secondary row of characteristics can be added for extra explanation. For example, if your brand is described as irreverent, does this translate as snarky or “challenging the status quo”.

Make sure your content creators understand how to put your brand voice into action

Once your brand voice is defined and illustrated, make sure your content creators are on board with using it. This includes anyone who creates any public communication or content.

You can help them to understand by going through examples of content that exemplifies your brand voice, or demonstrating how to alter content that doesn’t. An electronic version should be made available to them, as well as, if possible, hard copies to keep in a visible spot for reference.

As the company grows and changes, revisit and revise the brand voice chart

As your brand grows and new competitors come onto the market, it is a good idea to revise your brand chart and make sure it still suits your business. Not a set-it-and-forget-it type of tool, it needs to grow as your brand does.

At regular intervals, gather your key staff to evaluate which voice attributes are working for you and which aren’t. Some, for instance, might be more aspirational - irreverence, for example, is easy in theory, but the writers may be uncomfortable with it, or higher ups may too nervous to approve snarky copy. Make sure all aspects of your brand voice are attainable, and revise them if they are not.

Bad Grammar Can Affect Your Business

You’re a marketer, a salesperson, not a writer.

Writing just isn’t your cuppa, you do it because you have to.

You need to get your point across, you want people to realise that you’re the real deal. They KNOW you’re not a professional language buff, so the occasional mistake won’t matter.

Right? Wrong.

At all times, in business, you need to maintain a certain level of professionalism.

Your emails, social media posts, and blogs need to be both informative and accurate.

All of your outgoing messages should show that you deserve to be taken seriously.; and you can’t do that when your content is poorly written.

Omnipresent Marketing: The Ultimate Goal for Your Business

Is it possible to be everywhere at the same time?

For a regular person, no.

For a business’brand, yes.

Omnipresent marketing is a goal that all businesses should strive for.

You might think that creating killer content is all you need to do. The fact of the matter is that this is only half the battle.

A content distribution strategy is equally important. It’s what helps you ensure that all the right people see your brand in all the right places.

Facebook's Algorithm Hates You... But You Can Fight Back to Increase Engagement

Facebook is far from dead.

It grew another 18% in the last year alone, pushing it further ahead of any other potential competitor.

And people are still devoting at least an hour each day to checking out what their family and friends are up to.

The problem, though, is that the volume of content being published to Facebook continues to explode.

That means that the network has gotten even more aggressive in policing the information, filtering out the irrelevant stuff so that users aren’t completely bombarded the moment they sign in.

But that also means your ability to reach your own fans is fading. Facebook itself has even admitted you might not be able to reach any of them one day!

Fortunately, there are still a few steps you can take to reclaim the fans that you worked so hard to attract.

Social Selling: Smart Ways to Use LinkedIn for Sales Prospecting

LinkedIn is one of the most powerful social spots for sales prospecting but not many people know how to go about it. There’s a stigma about LinkedIn that makes it seem less “friendly” than other platforms.

We show you that it “works if you work it”.

Become a Winner in the Relationship Marketing Game

To succeed in real estate marketing, you need to focus on long term goals.

That’s a fact.

Take your usual short term approaches (like a week long marketing campaign) and place them in a cobwebbed corner filled with other outdated ideas. The time for “quick solutions” has passed.

Going forward, it’s necessary to shift your mindset to a forward-thinking approach.

You’re in it for the long haul. Your marketing approach should reflect the same.

Relationship marketing is the way to go.

What’s Hot in Digital Marketing in 2019

We’re well into the beginning of 2019. In terms of digital marketing, we’re heading further and further into a world where information is hurtling through the web at a crazy pace.

The concept of six degrees of separation has morphed into 6 seconds of separation. It’s no longer just about who you know but knowing where to look.

The world has never been more accessible.

Anyone almost anywhere is now tapped into the information highway, but as things usually go in the fast lane there, constant change is ever-present. Just when you’ve gotten use to one thing - BAM - it changes!

This begs the question, what will be changing in the months to come?

It’s time to shed some light.

Get Your Online Footprint in Order to Generate Roofing Leads

Finding roofer leads can be challenging, especially if you’re taking a more old school approach.

We totally get it. It’s a hands-on job, so you’re more used to a manual approach when finding new customers.

But is it really worth the effort to take a 1999 approach in 2019?

Getting your digital marketing approach is probably the best way you can generate hundreds of new leads every month - and you don’t have to leave the comfort of your office to do it.

Sometimes you’ve gotta sit back and really take a look at all the awesome online tools you have at your disposal.

Obviously, GoPinLeads is your best possible starting point. You can find a ton of local leads and use whatever contact details you find to make a connection.

We recommend a strong content strategy and email marketing.

Read on to find out more.