The Point

Posts Tagged ‘content marketing’

Feb

Storytelling: How Much Does It Really Matter? [Content Matters Episode 32]

Content Matters storytelling

Is it vital to approach blogging as storytelling? Andy and Barry look at both sides of this interesting argument in this edition of Content Matters. 

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Feb

The Content Marketing Lie Detector: It’s Time to Turn It On

Content marketing lie detector

Clients, marketing service providers, I need to talk to you both.

First, clients, marketing directors and such, a word with you please…

An immense population of marketers (or those that pretend to be) are peddling falsities. A little lie detection may prevent you from parting with dollars you’ll later want back.

And now, marketers (or those pretending to be), please…

Stop bullshitting your clients.

Stop telling them to blog more often.

Stop suggesting they blast their voice everywhere. Every hour. Every day. On every network.

Stop telling them video is the answer to everything; they need to edit images for every shape and size; hash-out 5 to 10 can’t miss hashtags with every update; offer more downloadable content upgrades; recruit more influencers; turn their audio into video, their video into audio, their images into GIFs, their GIFs into slideshows, their slideshows into webinars, their webinars into courses…

Stop convincing clients to sell their souls and become wham-bam-thank-you-spammers of SEO-optimized and ROI-maximized content—unless you can prove it works.

Stop.

If they’re paying you to advise them about digital marketing tactics, tell them the truth. Start with this:

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Nov

Can Your SaaS Copywriter and Content Marketing Consultant Do This?

SaaS Copywriter

Are you considering hiring a SaaS copywriter and content marketing consultant? You’ve come to the right page.

If you’re looking for the “how to” type of posts I generally write I understand if you skip this one and trust you’ll come back soon.

That said, if you have a SaaS brand or manage marketing for a software company, you’re bound to find this post valuable. The conversation here today (er, monologue) is about what a SaaS copywriter can do for you.

Most of my clients sell subscription-based software and rely on my experience to help generate leads, increase conversion, and foster loyalty. Based on my online travels and 30 years of producing marketing content, here’s what I think a SaaS copywriter and content marketing consultant can do for you.

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Aug

B2B SaaS Marketing Strategy: 27 Smart Marketing Tools and Tactics

 

SaaS Marketing Strategy (1)

SaaS companies come and SaaS companies go.

I watch closely. Sometimes from the outside. Sometimes from within.

The death rate of SaaS companies can be discouraging, but on the other hand, the long and growing list of mega-success stories in the software subscription business is downright inspiring. The continued growth of the industry is too…

SaaS Growth

Source: Trends in SaaS for Enterprise IT

The overall SaaS market will reach $164.29 billion by 2022.

Source: Transparency Market Research

So what’s the difference between the movers and shakers of the cloud wars and the dearly departed? Well, I sit (virtually, that is) in their marketing departments, so from my point of view, the answer is the marketing tools they choose and the tactics they use.

Most of my clients are SaaS companies. Most offer B2B platforms. Staying on top of effective B2B SaaS marketing strategy is critical to my business. If you can say the same, this post’s for you. (more…)

May

Building Your Content Marketing Team and Talent [Content Matters Episode 26]

Content Matters Episode 26

Research indicates companies struggle to find trained and qualified talent to expand their content marketing efforts. In this episode of the podcast, we’ll share tips for building your team and the types of talent you may need to scale.

Listen to “Building Your Content Marketing Team and Talent [26]” on Spreaker.

 

The episode begins with:

  • Industry research regarding hiring challenges and team size
  • Should you build a large team of specialists or hire a small number of people with varied talents?

Then, we talk through the types of positions and roles you may consider:

  • Content director
  • Managing editor
  • Content strategist
  • Community manager
  • Graphic designer (We also talk about DIY design tools)
  • Video/media producer
  • Analytics expert
  • Technology platforms experts

In the cheese & mousetrap segment:

  • Barry encourages you to master one medium before expanding into others.
  • Andy talks about experimenting with using “in-line CTAs” in blog posts.

Resources mentioned in this epsidode:

 

Coming in the show’s next episode:
Getting your content marketing act together—processes to get the work done

Apr

Get More Bang for Your Buck by Repurposing Content [Content Matters Episode 25]

Episode 25

Everyone dedicated to the practice of content marketing knows how exhausting it is. In this episode of Content Matters, Andy and Barry explain how to repurpose content—a proven, effective way to save time while increasing your output. 

Listen to “Get More Bang for Your Buck By Repurposing Content [25]” on Spreaker.

In this episode we cover:

  • How repurposing addresses so many challenges content marketers face
  • Reduce—Why you should consider creating less content (that’s deep enough to repurpose)
  • Re-use—Strategies for re-using email, slide decks, internal documents and other forms of communications
  • Recycle—Strategies for turning existing content into different forms for greater media reach
  • Redo—Why you should return to old content to optimize its performance

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Feb

The Many Benefits of Collaborative Content [Content Matters Episode 23]

Content Matters Podcast - Episode 23

Two heads are better than one. It’s cliche, but true. In this episode of Content Matters, Andy and Barry get into the many reasons to create collaborative content.

Listen to “The Audience-Expanding Advantages of Collaborative Content [23]” on Spreaker.

In this episode we cover:

  • The many reasons to do collaborative content
  • Ego bait—is it more meaningful than it sounds?
  • Getting started with curated content
  • Making your content better with quotes from contributors
  • Creating and contributing to roundup posts
  • The value (and fun) of doing expert interviews
  • Reasons to make guest posts part of your guest posting strategy

In the cheese & mousetrap segment:

  • Barry explains an important key for selecting the right collaborators
  • Andy digs into how to use testimonials to increase conversion

Resources mentioned in this epsidode:

On the next episode of Content Matters:
The Tactics Successful Bloggers

Listen to any or all of the Content Matters podcast episodes and share your thoughts about the program on iTunes. 

 

Feb

How to Go Big with a Small Digital Marketing Budget [Repurposing FAQ Too]

SMALL DIGITAL MARKETING BUDGET (2)

Your digital marketing budget isn’t big, but your aspirations are.

I hear you. As a content marketing strategist, writer and creative director, I get this question all the time…

“How can we create great content on a small digital marketing budget?”

Along a similar line, I know every time industry research is published I’ll see “lack of budget” ranking among the top challenges.

Top content challenges

Okay, so your budget’s an issue. I’m obliged to address it. I do so in conversation nearly every time I discuss content planning with a new client. I’m about to share with you a version of my answer. It could surprise you.

Care to guess what I say? Might it be…

Go to a writer brokerage or freelance finder website and find a low-cost writer? Task internal employees (non-writers) with the writing? Forgo strategy. Forgo design. Forgo promotion?

No. No. No. No. And no. (more…)

Dec

How to Make Your Website More Effective

make-your-website-more-effective

Search “how to make your website more effective” and the winner of the search engine sweepstakes is…
5 Free Ways to Make Your Website More Effective NOW.

Good stuff. It’s a guest post on Pat Flynn’s Smart Passive Income site by Sarah Peterson of SumoMe. She says to make your website more effective you should:

  • Reduce decision fatigue
  • Capture the audience’s attention with strong taglines, images, and specific language
  • Present social proof
  • Audit and optimize the technical stuff
  • Move your opt-in offers higher up on the page

These are good suggestions. Thanks Sarah and Pat.

Want to make your website more effective with design? A strong post from Peep Laja at ConversionXL recommends:

  • Create a visual hierarchy based on objectives
  • Make the things you want visitor’s to click bigger and easier to get to
  • Use great visuals that comply to the rule of thirds
  • Use white space
  • Simplify

More good stuff and lots of cool examples and explanations of design principles.

Now I want to share my suggestion—just one, one big one.

The way to make your website more effective is…

Make your website more generous.

Simple, right? Be like Santa. Make a list and check it twice.

What goes on that list? Like Santa’s list, it should contain the things your people want you to produce. They’re probably not going to write you letters or sit on your lap and tell you, but you need to find out what they want somehow.

You need to know precisely what challenges your audience face and give them solutions.

Give, give, and give some more and what you get is a more effective website. (more…)

Dec

6 Blog Post Formats that Work Best in B2B Online Marketing [Research]

blog post formats b2b

Should we obsess about earning shares and links with content in B2B online marketing?

Buzzsumo does. They’ve been at it for a few years now, madly crunching data gathered from their own platform, to objectively report on blog post formats and content types that are well shared and earn links.

Shares and links come with benefits. They amplify your content and help increase traffic. You could argue, however, as many do, more eyeballs don’t necessarily translate to conversions.

I don’t take social shares and links from other websites lightly. They say to me the content struck a chord with readers. It may be a fuzzy measure of success, but a measure no less. In fact, thanks to Buzzsumo, it’s a measure you can access instantly and use to gauge interest levels of your content. I’m into it.

“Shares can particularly help visibility and content distribution while links tend to help authority, search engine rankings and longevity,” wrote Buzzsumo’s Steve Rayson. The quote comes from Steve’s post, The Top B2B Content of 2016: Six Lessons for Marketers.

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