3 Simple Ways A Content Marketing Strategy Cuts Costs

3 Simple Ways A Content Marketing Strategy Cuts Costs

Cut Costs + Increase Growth with a Content Marketing Strategy

Get Going!

By now, you know that establishing a content marketing strategy is a smart step for your brand in many ways. But, just how can a strategy help or hurt your bottom line? Well, there are 3 simple ways in which a content marketing strategy can cut costs for your business.

Assess & Enhance Brand Presence

The first step to crafting a killer content marketing strategy is to figure out where your brand currently stands. This could be done in a number of ways, but the most common is a simple content audit. Find out how to perform one here.

By performing this audit, you can find out what’s working, what’s not, and where you want to be in the future. Then, you can begin to lay out a solid content marketing strategy with your strengths, weaknesses, and goals in mind.

Laser Focus Your Content

Content is time-consuming to research and create, why would you want to waste time on content that isn’t properly targeted for the right audience and their needs?

A detailed and documented content marketing strategy will help you flesh out your brand’s exact demographic and their unique needs. If you don’t already know who your customers and potential customers are, you need to get down to brass tacks right now.

P.S. This is where targeted buyer personas come in. Learn about them in our previous blog post.

When you’re aware of the needs of your audience you can then streamline your previous and future content to suit their wants, needs, and deepest desires. Hence, positioning yourself as a leader and garnering loyal followers.

Reduce Need for Paid Advertising

Content is an exceptionally powerful and long-lived tool to have on your side no matter your industry. In this day and age, properly developed and implemented content can help reduce the need for paid advertising, especially through traditional outlets.

Well-written and developed content is evergreen, and as such is designed to always be in style. By ensuring that you’re always creating relevant and laser focused content, you can rely on the organic reach and influence of your existing and future content. Paying big bucks for radio and TV ads will be in the past.

Do you have a preferred reason to enhance your business and bottom line with a content marketing strategy? Share it with me in the comments!

My Journey Down the Content Marketing Rabbit Hole & Why You Need to Take The Leap

Like Alice, I randomly stumbled upon and tumbled down a rabbit hole. The difference is that my proverbial “rabbit hole” happened to be a headlong skid into the realm of content marketing. I didn’t realize it at the time, but that tumble saved my life.

So, I’d like to share my journey down the content marketing rabbit hole and explain why you need to take that leap as well.

What Is Content Marketing?

In essence, content marketing is the act of providing rich, relevant content to your audience across all platforms. This means that you’re doing your very best to engage your customer and give them what they’re looking for on your website, social media, newspapers, etc.

Content Is everything and everywhere. You can’t afford to mess it up.

Everything the light touches is content.

My Personal Journey

My personal journey into content marketing began in 2011 when I inadvertently landed my first marketing job.

I had just moved back home and was in desperate need of a job. I ended up taking a marketing and office assistant position at a local sign-making franchise and found myself immersed in all sorts of social media, email, and direct marketing. Needless to say, I was lost but I quickly learned how to “swim” and took to marketing like a duck to water.

Since that fateful initial marketing position, I’ve always gravitated towards marketing in many ofits different forms taking jobs in copywriting, social media management, and SEO among others.

I began hearing about this new-fangled type of marketing called “content marketing” and after reading up on it I realized that it pretty much sums everything up in two words. I continued to learn and keep myself up to date on all the new things happening in the world of content marketing, as I plugged away at my day job.

Why It ClicksWhy It Clicks

Day after day of learning about content marketing but not being allowed to implement best practices within my current day job kind of cinched it for me.

I decided that in order to do right by what I know and what I’m good at, I had to strike out on my own. I needed to be able to share the wonderfully simple idea of content marketing with people that were willing to listen and were willing to grow their business.

Thus, Ink.e Digital was born and I am now pushing my content marketing craziness on everyone that I meet!

Why It Makes Sense to You

Content marketing is a very simple concept that takes quite a few different moving parts to be effective. However, when it is effective…boy, is it EFFECTIVE! Seriously, you’ll notice a difference and you’ll hear your customers talk about you (and your content) in such an excited tone.

Taking advantage of the wonders of content marketing and taking that leap down the rabbit hole begins here. Are you ready to take the tumble and begin giving your audience what they crave?

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Or, if you need a little more convincing…here are a couple of other articles that I’ve written about the wonders of content marketing.

What Is Content Marketing & Why Should A Business Owner Care?

Does Your Business Need a Content Marketing Strategy?

5 Ways Content Marketing is Like Owning a Cat

 

5 Ways Content Marketing is Like Owning a Cat

Cats are bastards. But, strangely, they’re pretty easy to understand, keep alive and keep happy. Believe it or not, maintaining a solid content marketing campaign is just like owning a cat. Here are 5 different ways content marketing is like owning a cat.

1. They’re pretty much like a self-cleaning oven.

Cats and content marketing are both super easy to maintain, once you figure out the basic workings. Cats just need food, water, a litter box and a cardboard box to be happy.

Content marketing only requires that you know yourself, know your market and have the resources to keep the food bowl topped off. Because God forbid there ever be a hole in the food bowl. Once you know what you’re doing, it’s pretty easy to maintain forward momentum.Cleaning kitty

2. They love the simple things in life.

Let’s face it, cats don’t care if you spent $5 on a cat toy or not, they will always love the milk ring or foil ball better.

Your audience is the same. Don’t over-complicate things when the simplest answer is probably the best one. Provide them with what they need and what they want in the easiest way possible. Your audience is busy, and they don’t have the time to sit through a 30-minute explanation of why iOS is better than Android.

Note: there’s a huge difference between enjoying the simple things and being easily amused. Don’t mistake the two. Ever.

Cat playing

3. They will crap where you let them.

No, seriously. Everyone knows that if you don’t keep a litter box clean, your cat will do it’s business wherever it feels like it.

When it comes to content marketing, you should always keep it clean, keep it simple and keep it relevant. The minute you jump off topic, your audience will crap all over whatever medium you’re using. No one wants to go back and clean up a Facebook wall, do they?

4. They will always think they’re smarter than you.

Cats do this. You know it. We know it. The whole freaking world knows it. Cats are smart little bastards, and they think they’re more clever than Einstein.

The truth is, everyone thinks they’re smarter than the person(s) making the point. Sometimes you have to play to it and admit that you’re no infallible. But, remember that while the customer is always right, the customer is not always RIGHT. This lesson applies more so to reputation management than content marketing, but they kind of run in the same vein. Don’t fight with your audience or your cat. They will always think they’ve got the upper hand. Play things smart, and play them cool.

5. They can and will be your best friend…but only when it works for them.

Cats are not like dogs. They will make loving them difficult, except when it suits their fancy. Dogs, on the other hand, are pretty much in love with you from day one. But, they don’t present much of a challenge, other than the training.

Maintaining a solid content marketing strategy relies on the fact that you will not always make everyone happy. Sometimes people will not like what you have to say, but that means that they aren’t your primary demographic. But, if they maintain contact it says that they know that what you’re saying is important, and they just need to reach a point in their lives when it means something to them. At that time, they’ve become your demographic and your best friend.

These are our little fluffy butts – Brody, and Luna.

Brody
Brody
Luna
Luna

In essence….

Cats are easy to maintain if you know what you’re doing, just like content marketing. There’s no time like the present to discover and implement a documented content marketing strategy. Email us today for help!

What is a Buyer Persona and Why Does It Matter?

What is a Buyer Persona and Why Does It Matter?

Knowing who your customers are is half the battle. But, how do you nail down who those people are and how to appropriately target them? The answer is targeted buyer personas!

What is a Targeted Buyer Persona?

In short, a targeted buyer persona is a snapshot of your ideal customer(s).

This detailed snapshot should detail:

  • The age range of the person(s).
  • Dominant gender of your demographic.
  • What interests them.
  • How they make their decision.

Google Demographics ScreenshotGoogle Interests Screenshot

But, How Do I Figure Out These Things?

Don’t panic! Figuring out your buyer personas is much, much easier than it sounds.

If you’re new on the block, figuring out your buyer personas can take a little bit of time and sometimes some guesswork. It’s ok if you don’t know who your ideal demographic is yet. But, you can figure this out by doing a little asking around or digging through your website analytics.

If you just started your business, you should have a loose idea of who would buy what you’re selling. If any of those people are friends or colleagues, ask them to answer a few questions for you. This will help you nail down a good idea of who you should be trying to talk to.

If you’re an established business, it is much easier for you. The following avenues are typically a persona goldmine and should be mined at all costs:

Google Analytics Demographics and Interests

If this feature isn’t already turned on, please enable it right now. This option will help you not only figure out who your ideal customer is; it can tell you how they’re interacting with your website/content. This is key to taking full advantage of your content marketing strategy.

Your Facebook Insights

This is similar to the Google Analytics option. It helps provide unique details about who Likes your Facebook page and how they’re interacting with the content that you’re placing in front of them. This will not only help you figure out who your customers are, but it will also help you tailor the content that you’re developing to provide the max value to your audience.

Facebook Insights - Engagement DemographicsFacebook Insights - Engagement Stats

Your Current Customer Base

This is a no-brainer. If you’re established and have an existing customer base…ask them! Most of your clientele would be more than happy to give you feedback when you ask. Send out an email survey or simply give them a call and ask them for a few minutes of their time. You’ll be surprised at the results.

Why Do Targeted Buyer Personas Matter to my Business?

Seriously, you’re asking that question? Knowing who you’re selling to is more important than fresh air.

So here’s a run down….

Targeted Buyer Personas help you narrow down who your ideal customers are, what they like, where they’re spending their time on the web and how you can inspire them to act.

Every business needs to know who they’re catering to. Unfortunately, more often than not who you think your customer is, probably isn’t actually who they are. Do a little research and figure it out or let us do it for you! Email us today to take advantage of a fully-formed and documented content marketing strategy, which includes buyer personas, brand voice, and your mission.

What is a Brand Voice and Why Does It Matter?

What is a Brand Voice and Why Does It Matter?

You’ve probably noticed that we talk about brand voice all the time, but what is it and why does it matter to you? Well, it’s a very important part of content marketing, and it should matter very, very much.

What is a Brand Voice?

Simply put, your unique brand voice is how you speak to your ideal audience.

This voice or tone of speaking is meant to be a fluid combination of your brand culture, mission, audience demographic and the people that you employ.

Brand Culture – Your culture and the way you work on a daily basis plays a big part in how you portray yourselves to a specific set of people. You can easily distill a cultural essence into a way of speaking or a style.

Mission – Your brand mission and why you do what you do MUST be woven into each and every thing that you put out there for your audience. Plus, you and your people must believe in the mission. If you don’t believe in what you’re doing it comes through in the way you speak, and your audience will notice and turn away.

Audience Demographic – Although you should be true to you and your brand, there is also your demographic to think about. You must appeal to your ideal demographic in a way that they’ll appreciate and understand, and unfortunately the demographic that you cater to might determine that.

For Example: If your demographic are parents of young children, you wouldn’t want to use a direct or brash voice.

Your People – Your people ARE your brand. There’s no differentiating the two, and you must always incorporate the spirit of your company into your brand voice. If you employ some very quirky millennials or some very eccentric techies, make sure to filter them into your brand voice in a way that suits your audience.

Think of your brand as a person and always consider the following:

  • What would they act like?
  • How would they speak and act?
  • What kind of people would they surround themselves with?

Why Should A Brand Voice Matter for Your Business?

As a business owner, you should be concerned about whether your brand voice is correct for your brand or not because it directly relates to the kind of community you are building.

Because your brand voice embodies your brand ideals as well as speaks to your specific audience, it is imperative that every business have an appropriately tailored voice. It will be used in every single piece of content that you put out, and even should be used by all client-facing employees.

Using your unique brand voice properly and consistently will appeal to your audience on a personal level, and is meant to create brand advocacy and trust.

So, if you’re not using a brand voice…you should. We can help design the right brand voice for you, and help you learn how to use it. Email us today about a unique brand voice or content marketing strategy.

Does Your Business Need a Content Marketing Strategy?

Does Your Business Need a Content Marketing Strategy?

So, Does Your Business Need a Content Marketing Strategy?

If you read our recent blog post, What Is Content Marketing & Why Should A Business Owner Care? then you’re probably asking yourself whether you need a content marketing strategy. Well, the short answer is yes.

Because content is everything that we read, hear, or look at every single day, having a strategy in place to determine how that content is introduced and who it is presented to is a valuable resource.

What Exactly Does It Accomplish?

Outlining a documented content marketing strategy helps you nail down:

1. Who you are as a brand, and as people.
2. What you’re trying to say to your audience, or what your brand story is.
3. How to say what you’re trying to say to produce the most impact.
4. Who is actually listening to what you have to say.

Content Marketing Accomplishments

Having these things figured out will help drive your brand marketing efforts in the right direction: UP. While having a verbal strategy or unspoken agreement of a content marketing strategy is a great start, it does not compare to having a documented strategy in place for your brand.

The Benefits of Having a Content Marketing Strategy

While the exact ROI is harder to pin down for content marketing, the benefits of a well-formed, documented content marketing strategy are boundless. Since it is essentially a passive skill, it acts as a sort of magnet that pulls your audience in and can help produce the following:

• Increased brand awareness within your niche market.
• Instil brand loyalty and trust in your audience.
• Produce a genuine community of brand advocates and fans.
• Create stronger retention and referral numbers.
• Increased sales.

DrinkBranders Content Case Study Analytics

While those are just the tip of the iceberg, they can only be achieved by documenting your content marketing strategy and following it to the letter. This means distributing copies of it to everyone within the content curation, creation and distribution workflow. It also means sharing it with everyone else that could have a hand in reaching your audience, whether through emails or face-to-face.

We firmly believe in the power of knowing who you are and who you want to reach, and we can help shed some light on that process for you. We offer tailored content marketing strategies and implementation for all types of businesses. Request a consultation today!

What Is Content Marketing & Why Should A Business Owner Care?

What Is Content Marketing & Why Should A Business Owner Care?

What Is Content Marketing & Why Should A Business Owner Care?

So, as a business owner you’re probably wondering what this new-fangled content marketing is, and why you should care, right? Well, content marketing is the new boss hog of marketing, and it matters to you a whole lot more than you might think.

Content marketing is the practice of sharing valuable information with a specific audience in a clear and relevant way that evokes emotions and inspires action.

In other words, the art of content marketing is your new best friend and should be at the top of your list for development and implementation into your current business structure.

The History of Content Marketing

Content marketing has been around for hundreds of years in practice, but in theory, it is a relative newcomer to the marketing family. By providing relevant, useful and consumable information to a very specific audience just about anything can be considered content marketing.

For example, cave drawings from the prehistoric era are content marketing. They shared very specific sets of information with very specific audiences of people.

Such as:

  • How to build a fire.
  • Where to find shelter.
  • Stories of great hunts or great warriors.

Another great example could be traditional oral storytelling in Native American culture. These stories were an important part of the culture and helped establish many different ideals within a community. Also, here are some great examples of content marketing throughout history.

The Present Day Applications of Content Marketing

There are no limits to the practical applications of content marketing in the present day. Content is everything from your web copy to the feeling people get after watching a commercial. So, it would make sense that the theory of strategizing your content marketing could go a very long way in making sure that a business is reaching the correct people, in the correct way so as to evoke the desired action.

Some very impactful applications of modern-day content marketing are:

  • SEO & search engine marketing
  • social media marketing
  • email marketing
  • PPC marketing

While these are all very different types of marketing avenues, they all come down to the quality of content driving their conversions.

Some Useful Content Marketing Statistics to Keep in Mind

Recently, the Content Marketing Institute released the 2015 B2B Content Marketing Benchmarks and Research report.

One of the key takeaways from their report is the fact that 70% of all businesses surveyed said that they are creating far more content now than they did last year. So, with that in mind, if you’re creating tons of content, why not do it right?

In the digital arena of today’s world, sharing data has become a natural and nearly involuntary action taken by everyone on the internet. In fact, 27 million pieces of content are shared every single day, according to a Nielsen report in 2013 (AOL/Nielsen, 2013).

When we think of sharing data, the mind always leans towards social media. Which makes sense, but that isn’t where all of the data sharing happens. Another great stat to think about is the fact that content marketing beat out social media engagement as the top digital priority for both B2B and B2C businesses in 2013.  (Econsultancy/Adobe, January 2013)

(Stats snagged from here.)

How Does the Future Look for Content Marketing

Although content marketing is still in its infancy, there doesn’t seem to be an end in sight. The future of content marketing is blinding. Seriously, it’s kind of like staring at the sun.

Because the concept of content marketing is both simple and common sense, we feel like it will overtake any other marketing styles and should be integrated into every business marketing plan before the end of 2015.

Remind Me Why I Should Care?

As a business owner, content marketing should be a high priority because it allows you to speak directly to the people you want to reach and create the type of connection that you need to succeed.

Who wouldn’t want to have that kind of connection with your audience? Plus, it’s easier than you think to begin and maintain a content marketing campaign for your brand. It all begins with having a documented content marketing strategy, with we can help with! If you’re interested in forging a deep connection with your customers, get in touch with us for a Discovery Consultation.