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Viewing posts categorised under: Content Marketing

Creating Content That Stands Out Among the Noise

Posted by Liz Papagni in Content Marketing | 0 comments

creating content Let’s be honest: There’s so much content out there on the internet right now that it’s hard to get noticed. If you’re creating content for your brand, this can be pretty discouraging. How many times have you posted a blog or a video, only to watch with dismay as the view count slowly ticks over to one, then two, then…stops. It’s true that content has saturated the internet. There’s always room for more, but people see so much during the day that it’s hard to grab their attention anymore. Brands have to resort to doing something crazy—like sending chicken into space to cook it—in order to get attention. So, let’s address the issue. Is it time to stop creating content? Well, no. You just have to figure out how to reach your buyers through the constant noise. Thinking outside the box is a great option, but first, let’s just go back to the basics.

What Are You Selling?

Before you can stand out from the crowd, you have to know what makes you different from that crowd. What’s your Unique Value Proposition? Why would buyers want to work with you over any other similar brand? Using your UVP in your content is a great way to reach the people who need your exact expertise. Whether you provide the luxury option, the affordable option, the fun option… All that matters is that your audience knows what they’ll get if they buy from you.

Who Are Your Buyers?

Are you creating content that you hope will go viral, or are you creating content that you hope will help your buyers? If you’re only focused on the number of views you’ll get, then you aren’t thinking about the people who really do need what you’re selling. Instead of focusing on the thousands of people who might be amused for a moment by your blog or video but will never make a purchase, instead think about your target audience—the people who have pain points you could be solving with your content. Why wouldn’t you reach out to only those people instead of wasting your energy, time, and money trying to get content in front of people who aren’t your buyers?

Now, Let’s Get Crazy

Once you know your UVP and your buyer personas, then it’s okay to get a little crazy. Just make sure the crazy content you’re creating to get noticed is specifically created to get noticed by your buyers. Who knows? Maybe your buyers need to see some chicken launched into space. The whole point is, content is how you connect with your buyers. It’s how you continue to inform and educate them about your products and services. You have to have it; you just do. But you also have to make sure it’s the right content for your buyers or there’s no point in creating it. If you’re not planning your content marketing strategy with your buyers in mind, then you’re just contributing to all the noise. If you’d like to talk about how you can reach your buyers with a direct and effective content strategy, whether for your social media platforms, your blogs, thought leadership articles, or video marketing, then give us a call. We’re here to help.

Why People Want to Share Your Content

Posted by Liz Papagni in Content Marketing, Social Media Marketing | 0 comments

share your content When you publish content for your brand, your goal is to provide information to your buyers that helps them decide to buy. Also, however, you want them to share with others, right? The elusive but oh-so-lucrative viral post has been known to change everything for brands that managed to get it right. Creating a post that will go viral isn’t easy. In fact, in most cases, it’s just seems like dumb luck. There is a formula you can follow that’s guaranteed to reach people, though. That formula is the same, regardless of your target audience—only the content changes. How do you access this formula? Well, it’s easy: Understand the psychology behind shareable content and you can replicate it again and again. In other words, you just need to know why people want to share.

To Educate or Entertain

The number one reason people share content online is to inform people or to make them feel. That’s why video has really surged in popularity as marketing content. It’s easy to cover all the bases, from information all the way to emotion. It’s not just about video, though. In-depth articles that really make us not only think, but also think about others who might enjoy them—these also prompt shares. There is psychology behind this. When we discover new information that we want to share, a part of our brain actually lights up. In other words, sharing information and making others feel something is important to us, as humans. That’s why social media has absolutely changed the way we market to our buyers.

To Feel a Part of Things

Sharing content also makes your buyers feel like they’re part of something. Everyone wants to feel connected, and joining in on the latest trend—sharing your content, you hope—gives them that feeling of belonging. Content that appeals to this drive within us can range from funny to sad and everything in between. Some people want to connect with their emotions, and they’ll watch something that makes them cry again and again. Others want a good laugh in the middle of their day, so they’ll share anything that brings a chuckle. Still others like to see victory for the underdog, and they’ll share that triumph with all the underdogs in their lives. That share gives them purpose and makes them feel like a part of something.

To Feel Powerful

People want to feel like they know something before anyone else does. Being in the know or “fear of missing out” drives a lot of what we do, and that includes sharing posts on social media. You’ve probably seen something shared a thousand times on Facebook and thought, “Eh, no point in sharing now. Everyone’s already seen it.” And yet, when that perfect post comes along—the one that makes you think, makes you laugh, makes you feel—you pounce and share it right away. It’s science. If you want to reach your buyers, think about these things before creating your content. If you can keep these reasons for sharing in mind, you might just craft the next viral video or blog. As always, if you need help creating marketing content for your brand, we’re here for you. Just give us a call.  

What Is a Content Strategy (And Does My Business Need One)?

Posted by Liz Papagni in Brand Strategy, Content Marketing | 0 comments

content strategy No matter what your business is—and who your target audience is—you need content. Your content is how you continue to educate and engage buyers. How do they know what your business is all about, unless they can read your website, study your blogs, watch your videos, and engage with you on social media? Maybe you’ve gotten to this point with your business and haven’t really considered the importance of your content and its role in your overall marketing strategy. After all, you made it this far, right? Well, whether you’re just now discovering the importance of a marketing strategy or you’ve had one in place for years, it’s never a bad idea to learn new and better ways to reach your audience. Before you can get started, it’s important to really understand what a content marketing strategy is, because it’s so much more than just starting a blog.

Content Strategy: Defined

First, let’s define content. Many businesses have spent far too long considering their blog their “content.” In reality, your content is every piece of media that you create for your business—from your website pages to your blog, from your social media posts to your newsletters, and even direct mail pieces. It also includes your images, videos, infographics, press releases, articles in professional publications, podcasts, radio spots, commercials… Whew! That’s a lot of content you may not be considering. Now that we know what your content is, let’s talk about a strategy. Your strategy is when you create content with a well-planned purpose in mind in order to attain a particular goal. Your strategy could cover the course of a single day, a month, or an entire year. Now, how do we go about creating a content marketing strategy?

Creating a Content Strategy

There are several questions you need to answer. With those answers you’ll have the first steps of your content strategy created. Let’s focus on the easy stuff first:

Who Is My Target Audience?

Do you know your buyer personas inside and out? Without a full understanding of who you’re trying to reach, you won’t know how to reach them.

What Problem Am I Solving?

Knowing your buyers means knowing their pain points. Your content should be created with the sole purpose of solving those pain points.

How Am I Unique?

Your Unique Selling Proposition is what sets you apart from your competitors. Your content is how you convey that USP to your buyers.

Where Will I Post?

Now that you know your buyers, their pain points, and how you plan to stand out from the crowd, it’s time to start reaching them. Do you know where your buyers live online? Start finding out if they’re Facebookers or LinkedIn fans. Do they use Twitter? Would they prefer to get information from Snapchat or Instagram?

What Will I Post?

The type of content you post can vary according to your platform. Short and snappy for Twitter, with images designed to stop someone in their tracks and click through to your site. Facebook likes to see longer posts and, in particular, video. On your own website, you can mix things up between blogs, lists, videos, and infographics to keep things lively.

How Will I Manage This?

You have a lot on your plate now, so it’s important to determine how you can manage the content for the best results. Scheduling tools help, but it’s important to always have an eye on your content so you can see opportunities for engagement.

The Unanswered Question: Do I Need a Content Strategy

The simplest answer to this question is yes. Your buyers deserve to have access to all the information they can get their hands on before they make purchasing decisions. The only way that can happen is if you have a defined content strategy that focuses on providing that information any time a buyer needs it. Are you ready to create your content strategy? We’re always here to help, so just give us a call.

3 Ways to Make the Most of Your Video Marketing

Posted by Liz Papagni in Content Marketing | 0 comments

video marketingVideo advertising is a great way to get your buyers’ attention. Whether you release snippets of organic video on your social media accounts or spend thousands on professional video production, the important thing is, simply, that you’re marketing through video. The statistics support this, too.

So, now that you know video is the present and future of content marketing, how can you be sure to make the most of every video you release?

Keep It Relevant

If you’ve ever watched a commercial and had no clue what was being sold, then you know the pain buyers feel when they consume video that isn’t relevant to their needs. Consumers really do want more content, but it must be relevant. Confusing or generic messages will turn your buyers off. What’s worse, generic or confusing messages won’t work to help buyers remember you later. Studies show that people can retain 65% of information that’s paired with relevant images three days after consuming that content. See? Relevance is key.

Keep It Social

Facebook’s introduction of video has changed the way consumers watch. This native form of marketing means that buyers are exposed to video without needing to search for it. This also means you enjoy more organic awareness of your products and services. YouTube is still the king of online video, but Facebook gets up to 100 million hours per day in front of users. Twitter is catching up, too, with 82% of Twitter users consuming video content. YouTube is great if your buyers know what to look for, but social platforms ensure that you’re seen.

Keep it Educational

Studies show that 47% of buyers will consume three to five pieces of content before they reach out to talk about making a purchase. That includes your videos, yes, but also blogs and ebooks. Your goal should be to tell them everything they need to know about your products or services in every piece of content. How will you use video marketing this year to reach your buyers? With these tips in mind, you’re well on your way to providing a relevant, educational marketing experience that reaches consumers that don’t even know they need you yet. If we can help you provide a better brand experience through video marketing, give us a call.