The recent launch of Linkedin Elevate has shown the value that this professional business forum is now giving to good quality content.
Elevate is a new service from Linkedin that is designed to help companies and employees curate high-quality content, share that content via their social networks and actually measure the impact it has on their audience.
The value of sharing content is of course the relevant factor. If you as an individual or a corporate body are seen to associate with positive messages and stories then you become ‘attractive’ to prospective customers, investors and employees. Continue reading “Linkedin Elevate – Recognising the Value of Content”
Here is a guest post taken from an article by Andrew Thorp, who I shall refer to as the ‘Chief Storyteller’ at Mojo Your Business – an award-winning consultancy and training company specialising in communication.
Andrew is passionate about helping companies understand what makes them different to their rivals. He then will assist them in crafting that into a compelling story; then help them to tell their story really well.
Here, Andrew shares his thoughts after speaking at a recent M3 Connections event at RBS in Manchester.
There are several content marketing experts in my business network but the most evangelical is surely David Lomas of M3 Media Publishing. I had the pleasure of sharing a platform with him last night at one of his ‘Connections’ events (at RBS Manchester) and was asked to speak on ‘The Importance of stories in promoting your business’. Continue reading “Why Stories are worth spreading – by Andrew Thorp”
Recent research has showed PR as having the highest return on investment of any marketing tactic with a return of nearly 3 times investment.
A well-planned PR campaign can achieve different results for a business or individual.
Whether that is to increase brand profile, drive visitors to an event, target and influence a specific sector or produce sales enquiries.
But many business owners sometimes set unrealistic objectives for their PR campaigns and today, with the advent of Social Media, we all think that we can compete with PR.
It is not too difficult for anyone to make some noise on social media and catch the attention of an audience. However, ensuring that you get successful results from your efforts is a different matter… Continue reading “How effective is your PR?”
For many years, much of the web content we see has been rather sales-focused. We were all informed as businesses, to think of our websites as ‘our shop window’ and our prospects were put into a ‘sales funnel’.
Maybe nowadays we should look at our websites as more like ‘consulting rooms’ and our sales funnel as the route to our surgery.
By this I am suggesting our website should be a place where people can come to ask questions and look for ways to understand their worries.
We must do this before our prospects are ready to actually buy anything, as many of them don’t actually know what they yet want… Continue reading “How are you Filling your Sales Funnel?”
Well, my definition is: “Content marketing is the creation, publication and distribution of relevant and engaging content in a structured and strategic manner, as a way of attracting and engaging with your target audience”.
That is a bit of a mouthful, but unless every aspect of your content strategy is used, then the chances of your efforts actually gaining customers, will be very low.
Your content must be part of a structure that every business should create, as a channel for attracting customers towards them.
In this world of ‘push marketing’, we must learn the techniques for bringing the customer towards us, allowing them to discover our expertise, as opposed to just ‘pushing’ our message at them… Continue reading “What is Content Marketing?”
Even a well-written article may not be enough to actually ‘generate’ business on its’own.
When you write an article or create any sort of ‘content’, it needs to sit as part of the ‘route’ that you create for your prospective customers to follow.
This route must be designed to actually lead your web visitors, or readers, right to your front door.
I sometimes refer to this route as the ‘customer corridor’ and your articles will only work for you when they form part of this route.
Very simply, you need to create a number of simple steps for your prospects to take to reach you… Continue reading “How can articles help you generate business?”