Content is King, but what’s behind its reign?

What is content marketing?

The best definition I have heard of content marketing is that formulated by Joe Pulizzi, founder of Content Marketing Institute:

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

It is the art of communicating with your clients and prospects, and regardless of what type of marketing tactics you use, it inevitably forms an inextricable part of your efforts. After all, it forms a huge part of marketing; from email marketing, through direct mail, to social media and blogging. Regardless of what you are trying to communicate and regardless of the medium, quality, clarity and added value should be the cornerstones of any campaign. These cornerstones are always embodied in content.
One important thing to highlight here – despite its clear final objectives, content marketing should not be a simple sales outlet beefing up your services, products and offers. On the contrary, its focus is to educate and gently persuade prospects, and help the public make their buying decision through easily searchable, relevant and engaging storytelling.

Content is King

The phenomenon of content marketing is not new. Its onset was predicted by Bill Gates in 1996 in his famous essay “Content is King”.  He did not use the term ‘content marketing’, but clearly stated that “content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” A famous marketer and best-selling author Seth Goddin has gone as far as saying that “Content Marketing is the Only Marketing Left”.

With that in mind, it should not come as a surprise that modern marketers continue to invest both budget and time in content marketing. According to the Content Marketing Institute 2013 reporton content marketing benchmarks, budgets and trends in the UK, marketers are investing more in content marketing than their international peers. Furthermore, 64% of them plan to increase their content marketing spend over the next 12 months. Even those that rate their efforts as least effective plan to make significant investments in content marketing.

What’s behind Content’s reign?

The popularity of content marketing derives from its ability to generate qualified leads. Simply: we live in the Information Age.The technological advances that occurred in the past decades have revolutionised the way people search for information. Because information is so easily accessible, people typically use platforms like Google, Bing, and Yahoo, to find new products, services, and solutions to their problems. They want information and that is where the content comes in. High-quality, informative, unique and engaging content equals higher search-rankings. It makes you more searchable. It gives your audience important information and builds a rapport. It therefore makes you more reputable and puts you in a position of a leader in the industry. Furthermore, the recent explosion of social media serving as distribution platforms is largely incremental to content consumption. Over 329 million people read blogs each month, and 27 million pieces of content are shared each day. Relevant, valuable, and engaging content makes your brand more shareable.

In a nutshell, content marketing  is a fundamental part of a marketing strategy as it is crucial for turning a visitor into a customer.

Advertisement

How to leverage LinkedIn groups to gain more influence.

LinkedIn groups are brilliant platforms for self-expression and networking. They can significantly boost your professional profile and as a result generate quality business leads.  However, in order to utilise them effectively, you must think strategically and obey certain rules of online behaviour.

#1 Join right groups

The quantity of the groups available on LinkedIn will overwhelm you and the maximum you can join is 50. Start with those related to your industry to meet like-minded professionals, discover the latest trends, find out what your competitors are up to, and shine with your expertise in front of those seeking professional advice. You may also want to stretch further and join groups related to your vertical market. There you will be able to find out what your potential clients talk about, and what their concerns and needs are. If your business targets a particular location, you can join groups that gather business professionals in the area of your interest, for example Business 4 Basingstoke or Business in Berkshire. Defining your target market will help you define your group search criteria.

#2 Listen and participate

So, you’ve joined a number of groups and want to bombard their members with your brilliant blog posts to show off your expertise. You may as well want to hold your horses. The key to LinkedIn groups’ strategy is patience. Scan the on-going discussions and familiarise yourself with their nature and tone. Acknowledge interesting content and comments by liking them. Start commenting on other members’ posts, express your agreement and justify your disagreement. Your input should be relevant enough to provoke a dialogue.

#3 Start your own discussion

You have already established your presence in the group by commenting on others’ posts. Now it is your turn to start a discussion by posing a thought provoking question and sharing valuable content. Bear in mind that some groups don’t allow their members to post links to external sources. Nevertheless, they are still great places to be, as they tend to generate more of the actual discussions and opinion exchange. The majority of groups however are less restrictive and revolve around content sharing. Start with sharing interesting and informative articles and blogs provided by other well-known industry leaders. It will show that you are a resourceful and up-to-date professional, who is willing to research and share a piece of advice without promoting yourself.

#4 Share your own content

Having gained some recognition and influence through comments and sharing valuable content, it is now acceptable to share your own. Furthermore, be responsive. Acknowledge every comment and actively participate in the discussion you have started. Some of the members will disagree with your opinion and there is nothing worse than letting your views be shattered without even trying to argue your point. Building a dialogue on the other hand is very likely to develop further connection with the participants. I was surprised how many people reached out to me just because I discussed something with them in LinkedIn groups. I have considerably grown my LinkedIn network as a result of my activity in groups, and I know that I can always reach out to people I met this way.

#5 Don’t sell

This is a rule number one for any LinkedIn activity. Personally I always get annoyed when I see a cheeky sales pitch. LinkedIn groups are online communities, not market stalls. Any selling effort may put the group’s members off. I have witnessed it many times. Boost your credibility, establish yourself as an industry leader, build quality connections, and take it from there, not the other way around.

All in all, what I always keep in mind when embarking on any form of social media activity is this quote: “If your social media informs more often than it promotes, you’re on the right track. If it is deeply helpful rather than deeply promotional, you’re probably on a roll!” Dave Kerpen

Is your LinkedIn profile seductive or destructive?

Aimed at business professionals, LinkedIn is great for generating business leads. Not to deceive you – full and effective implementation of LinkedIn marketing strategy does require some effort and time. It starts with your profile. This is your marketing piece and it is absolutely crucial to make it rich, visible and credible. A poorly constructed and incomplete profile will not attract much attention and can turn your potential customers away. By following these tips you can stay ahead of the game and grow your business:

#1 Constructing a compelling headline

This 120 character long line is the door to your profile, so make it irresistible! Many people simply put their job title in this field which is a missed opportunity. First of all, you need to use terms that resonate with your target market, as this will improve your SEO and therefore make your profile more visible. Think of Google keywords and you will be on the right lines. Secondly, clearly explain who you are, what you do, and how you can help. Indicating your level of seniority or academic credentials might help enhance your credibility, but do not limit your headline to a “director”, “owner”, “manager”.

#2 Writing a killer summary

This is the part of your profile where you build this initial connection with your prospective client. Captivate them! Every single word must emanate with the enthusiasm and passion for what you do. I know it is easier said than done, but whenever I want to write something more than technically informative, I get back to this amazing Simon Sinek’s speech for inspiration.

Speaking in the first person give a brief introduction of who you are. Explain WHY you do what you do – is it because you love it? Do you have a passion for it? Is it because you want to challenge the status quo? Think big – don’t merely reflect on your product/service, but instead reflect on your personality and dreams to make the readers believe in what you believe. Then offer your prospects a tasty sample of your expertise. Don’t be tempted to over-promote yourself. Instead, address your prospects, and explain how your products/services can benefit them. Highlight your unique selling points, explain what differentiates you from others in your industry, and why reaching out to you will give them a competitive advantage.

Remember – it’s crucial to use the right keywords in your summary to make your profile appear higher in the LinkedIn search rank. Use them wisely, otherwise your profile will be seen as spam!

#3 Showcasing your work experience

Take your prospect to your trophy cabinet. This section gives you a chance to show the scope and variety of your experience and expertise. Focus on your current role and elaborate on at least two or three relevant past positions to demonstrate your professional versatility. Again, don’t forget to make use of keywords while describing each role to optimize your LinkedIn search rank and to make it easier for your prospects to find you.

#4 Leaving all sections complete

Leaving you LinkedIn profile incomplete is like abandoning a project half way through. It will discredit your attention to detail and the ability to commit. On the contrary, a complete, tidy, and up-to-date profile suggests that your work will be as meticulous and thorough. Furthermore, you would not want to miss more opportunity to shine. The Skills & Expertise section for example gives your clients a glimpse of your potential and is another great opportunity to utilize terms they are likely to use when searching for you. Likewise, the information you give away in other parts, e.g. education, awards, and interests may be exactly something your client is looking for.

Building a visible, compelling and complete profile is crucial if you want LinkedIn to work for you!