I get by with a little help from my… content marketing tools! But really, your workday will instantly improve by employing the helpful assistance of today’s technology. From cloud-based content calendars to savvy keyword trackers, get ahead on your content marketing game by trying out these services.
This blog is not written by a robot—at least, not yet. Perhaps you’ve heard about the new “journalistic robots” that news wires like the Associated Press are now using to create simple financial stories using numerical data. With robots capable of producing written content, what effect will it have on human-created marketing? Well, not much. While robots might be able to generate stories about stocks, they can’t create content marketing as entertaining or engaging as a human can. Here’s why:
When it comes to figuring out the essence of your business, you need someone to sit down and talk you through learning exactly what you stand for. Making sure your brand is well-established is so important, but there’s a right and a wrong way to conduct that interview. A poor interview can mean terrible content, and the content you produce can make or break a sale. Make sure your interview follows these easy tips.
It seems like you hear about it everywhere nowadays: the words “Content Marketing” seem to be cruising through your mind daily, but what do they really mean? Content marketing can be anything from writing and maintaining your blog to posting on social media, to anything that will strategically market your business online.
However, studies are showing that small business owners are struggling to keep up with their content marketing for two main reasons: lack of time and lack of content. These are no excuses, though! Here are a few reasons that content marketing should be a main focus for your business.
Starting April 21, Google will now be sorting websites based on how mobile friendly they are. This means if your site is not compatible with mobile devices, it will be more difficult to find via Google.
They are using a new algorithm that prioritizes these sites because they feel it will boost “undeniably legitimate” sites and remove outdated sites. To check whether your site is compatible with mobile devices, visit the website here for a test. A pass means there is nothing to worry about, but if your website fails, some changes need to happen immediately.
Logos, websites, taglines, slogans, values… it’s what the average brand-builder thinks of when they consider what goes into creating a brand. But there are only so many ways to build an average brand, so sometimes they end up looking similar. You don’t want to copy someone else’s brand, so what other ways are there to build it?
At Red Mallard, we are all about building your brand in a way that makes it stand out among the rest. We have a couple outside-the-box ideas to help you get started.
- Important Interior: Believe it or not, the interior of the business can send a powerful message to potential clients. A serious interior says this business is all about commitment. A more fun atmosphere can convey that a company is easy to work with. While ultimately it probably will not be the deciding factor as to whether a client will use the services, it can help give them the right feel for the company.
- Social Butterflies: On the clock or not, a business owner and their employees are always representing their brand. Social events, whether for work or not, help the owner meet new people that can always become a potential client. Hosting a party is even more beneficial, as it requires the business owner to interact with everyone.
- Constructive Cars: Some brands are known for their cars. Think Geek Squad or Oscar Meyer—their brand is emblazoned on their car. Though sometimes they can get a little silly, a well-branded car can help promote your business without thought.
- Utilize YouTube: YouTube is an easy way to build a brand without spending much money. Use the videos for white papers, testimonials, behind the scenes, or whatever works best with the brand. Just make sure the production value is high, as most viewers will not accept homemade videos as legitimate.
Red Mallard wants to help you create the strongest brand for your business. If you have any questions about how to build your brand, give us a call today.
What’s the one thing you do before trying a new restaurant, buying a new product or visiting a new city? Check the reviews. The aggregation of reviews and opinions about a product, service, or place can mean far more than a targeted sales pitch. That’s why content marketing is so important. It’s an opportunity to provide balanced information, develop relationships with potential clients, and spark conversations, without being a sales bully.
Here are three specific ways we see the benefits of content marketing play out.
Content marketing is a creative and versatile tactic to create and increase brand awareness. Providing useful and engaging content raises interest from potential clients. Awareness is the first step to a sales conversion and so the initial hook is necessary to move forward with the truly desired next steps.
Customers are looking for thought leaders, people who know what they’re talking about. Content marketing provides an avenue to demonstrate the skills and expertise of a company. It also is a way to establish trust with the customers. This isn’t a direct sales ploy. All gimmicks removed, content marketing creates a following among the customer base and then indirectly offers a solution through your service or product.
Content marketing is also an outlet to reinforce the purpose and vision of a company. While content should be fresh and new, it should also all point toward a common goal. Sustainability, health, technological innovation—whatever it is that drives your company’s mission, vision, and goals—content marketing reminds customers of these tenets on a regular basis.
Where have you seen the benefits of content marketing in your company? We’d love to hear your story. And if you haven’t implemented a strategy at your firm yet, let’s talk. Red Mallard would love to help.
My father and I went to LA to see a Samuel Beckett play called “End Game.” We’re both of a certain philosophical/existential bent, so we enjoyed it, but that’s not what I wanted to tell you about today.
What happened after the play was far more interesting.
Walking to the theatre, we happened upon a type of store I haven’t been in for years: one of those chic, upscale places that sell off-the-wall greeting cards, cocktail recipe books… things I don’t need, but now want.
I said to Dad, “Let’s stop in there after the show.”
Lunch was fine—Brussels sprouts had bacon and an apple gastrique, a word I needed to look up—and we enjoyed the show. Time with Dad is always great and this was no exception.
We headed to the store, which has me feeling a bit excited and expectant of what treasures we’re about to behold.
Near the checkout counter, my eyes stop on a collection of necklaces in a glass case. They’re not exactly what my wife would wear, but close enough. Plus, it’s a “just because” gift which, as we all know, just about everybody appreciates.
So, I see one I like. Sure, she might like it. Price tag reads $50. Not too steep so, I figure, “why not?”
Apparently, my glasses weren’t on that day.
When I asked the shopkeep to show me the necklace, she instead said, “well, you know this is $350…”
With her tone of voice, she might as well have ended the sentence with “…and we both know you can’t afford that.”
Now, a few things flew through my head in that moment…
First, a little bit of sticker shock since, frankly, seven times what I thought was the price is enough to exhaust the “just because” budget and put us squarely into “you spent how much?” territory.
More than that, I’m more than a little put off by her assumption that I wasn’t planning to spend that much.
The fact is, she’d only known me for 90 seconds before sizing me up and assuming a $350 necklace would put me in the poor house (though, my wife would have looked fabulous).
In reality, she didn’t know me. And she made enough of a negative impression that I’m telling you about it today.
Here’s the point:
Know Your Audience.
If someone is in your store, on your website, or asking you about your business, don’t assume they’re dumb or making a mistake. Answer their questions, help them out and make them feel like they want to return to you for their next question.
Your clients and customers want to like you and trust you. The right messaging in the right tone can build that trust. The wrong messaging will alienate your clients and prospects much like the necklace lady.
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Last week, Red Mallard brought together local business leaders to hear from founder and President of Cortech Engineering, John Pugh. With a recent multi-million dollar acquisition under his belt, John has the impressive experience and knowledge of running a business from start up to sell.
We’ve had the pleasure of working with Cortech to drive their digital strategy since 2013 and knew John’s insight would benefit other businesses in the area. So we ordered some Italian food, baked homemade brownies (a serious hit), and heard about how John translates his company’s culture and mission through the sales process.
After John’s presentation, we heard from our very own John Welches on ways to integrate digital marketing into a business. Are you trying to figure out how to increase sales or build your online presence with the use of digital marketing? Reach out to us today. We’re happy to walk you through the presentation and customize it to your company’s own needs.
Thank you to everyone who made it out to our inaugural sales and marketing lunch. With such positive reviews, we’re looking forward to doing it again soon! So stay tuned for details. And yes, there will be brownies.
As Bill Gates once said, content is king. Without excellent content, a company cannot succeed to its fullest capacity. I recently read David Meerman Scott’s book, The New Rules of Marketing & PR, where he covers how important content is when building a brand’s image. He touches on a few tips about how to create great content to enhance your brand that are worth sharing: