Crafting Your Case for Content Marketing

Even if you know that content marketing is a valuable strategy, it’s not always as easy to convince other people of that fact.

Between the expense involved and the downright foreignness of content marketing to most marketers, it can be difficult to encourage other people to get onboard – especially when these people include your CMO.

Luckily, there’s a way around this difficult scenario.

By understanding how to build an effective case for content marketing and implement it accordingly, you can have your company creating custom content and reaping the benefits of this compelling form of marketing in no time at all.

Read on to learn more.

First Things First: Why Do People Still Resist Content Marketing?

Despite the fact that content marketing is so demonstrably valuable, many marketers simply fear what they don’t know.

Unless they’ve used content marketing or seen it in action before, it’s natural to expect that they’ll be wary and confused by the prospect.

What’s more, content marketing doesn’t offer the rapid, fast-paced turnaround many marketers want. Instead of being an instant gratification mechanism that offers immediate results, content marketing is a long-term strategy that drives a positive ROI over months and years.

Unlike many short-term strategies, though, it also maintains its value — for months and years.

Despite this fact, though, the adoption of content marketing makes CMOs do things they’re uncomfortable with. For one, it requires them to question their traditional beliefs about marketing, which they may hold dear even if those beliefs are no longer pushing results.

What’s more, it can be difficult for inexperienced CMOs to understand how content drives value and why it’s so wise to take a highly customer-centric approach to marketing.

Thanks to all of these factors and many more, it’s up to you to create a compelling case that demonstrates the benefits, value and importance of content marketing.

Here’s how:

Crafting Your Case in 5 Simple Steps

Whenever you pitch someone with a new idea, it’s critical to be as organized as possible. Introducing the concept of content marketing to your CMO is no different. To ensure your content adoption talk goes as well as possible, follow these five steps:

1. Arm yourself with the facts

Imagine this: you sit down with your CMO and say, “Hey, we need content.”

Is he or she impressed?

Probably not.

What if you did this, though: “Hey, did you know that 85 percent of consumers consult expert content before they make a purchase?”

While the foundational message of the two statements is similar, the delivery is incredibly difficult.

By arming yourself with the facts before you sit down for this conversation, you set yourself up to succeed and change minds.

2. Shine a light on widespread adoption trends

Sometimes, CMOs are hesitant to make big changes because they believe that nobody else in the industry is doing it.

When it comes to content, though, this simply isn’t true.

Right now, 75 percent of all marketing leaders report experiencing increased loyalty and reduced marketing costs thanks to content marketing. This is why CMOs continue to make large investments into content marketing and why the trend shows no sign of stopping anytime soon.

When your CMO understands how popular content marketing truly is and what hefty investments other companies are making into it, it’s much more likely that he or she will agree to adopt the strategy.

3. Demonstrate the cost-saving potential

One of the greatest motivators in the world is money. While many CMOs mistakenly believe that content marketing will be more expensive than their current marketing strategy, this simply isn’t true.

Unfortunately, marketers who have never used content before often need help seeing this.

Tell your CMO, for example, that content marketing is a fantastic way to lower the costs of advertising across the board. While it does cost money to produce content, these costs are often substantially less than the costs associated with producing traditional advertising material.

There are bonus points available if you can demonstrate how much, exactly, content creation will save your company.

4. Bring in some case studies

To convince your CMO of the value of content marketing, you might have to demonstrate other prominent companies that have adopted it successfully. One great way to do this is to bring up some prominent case studies.

Take GE, for example. Recently, GE entered into a partnership with BuzzFeed to create custom content. While GE wasn’t at that point as a company widely perceived as intuitive or innovative, customers exposed to the custom content the brand created overwhelming ranked GE as a “Creative” company.

This perception resulted in a huge boost in GE’s brand recognition and the positive feelings customers had about the brand.

While one case study may not be enough to convince your CMO, proving that other prominent companies have adopted content is a fantastic way to start implementing it in your company.

5. Drive home that content marketing offers high ROIs

In the late part of 2015, a Fortune 500 company working with NewsCred started measuring the ROI of its content marketing efforts. What it found was shocking.

When the firm compared the ROI of its content versus its paid banner advertisements, it found that the funds allocated to content marketing were 2.73 times as effective as the budget allocated to banner ads. What’s more, the content the company created produced 1.53 more leads per dollar spent.

While the perception is that content marketing is expensive, showcasing the ROI potential for this simple and amazingly effective form of marketing is often exactly what hesitant CMOs need to see.

Implementing Content in Your Office

While it can feel frustrating to try to convince a hesitant CMO of the value of content marketing, the potential payoff is well worth the work. In addition to the fact that content marketing is more effective than traditional outbound marketing, it’s also less expensive and more valuable to consumers – which can provide a huge boost of recognition, engagement, and sales for your company.

While it may take some time for your CMO to see the many benefits of content marketing, putting in the effort to demonstrate it is a worthwhile battle.


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Julia McCoy is a writer and entrepreneur. She created three businesses and wrote a book at 16; at 20, she dropped out of nursing school to teach herself online writing and start Express Writers. Today, her content agency has more than 70 writers and thousands of worldwide clients. Julia hosts The Write Podcast and #ContentWritingChat, and is the bestselling author of So You Think You Can Write? The Definitive Guide to Successful Online Writing. Follow her on Twitter and Facebook.

The post Crafting Your Case for Content Marketing appeared first on SiteProNews.

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Video Marketing Challenges: How to Overcome Them

A recent study done by surveying roughly 230 respondents (including marketing professionals and online consumers) suggests that although video usage numbers are increasing exponentially, 39 percent of the businesses are still not using video for their marketing strategy.

Some of the primary reasons why video production is still intimidating for these businesses are:

● Lack of compelling strategy and expertise;

● Lack of production budget;

● Lack of bandwidth.

We discuss these challenges and their possible solutions in brief.

1. Lack of compelling strategy/expertise 

Unlike other content forms, video may be a challenge to some because it involves script writing, producing a shoot etc.

One could either completely outsource the skills to a video marketing team or use a combination of DIY in house and outsourced skills approach. By experimenting a few times, it is easier to understand the production process and develop necessary confidence in DIY video production.

One could also work with a basic “Hero Hub Hygiene” strategy (for example, a Volvo commercial). Within this framework, one could create large-scale and emotive content (Hero) to disrupt, engage and entertain masses along with raising huge brand awareness on a main social channel such as YouTube (Hub) for frequent visits by viewers. By creating regular product/service specific content (Hygiene) one also caters to the target audience in an educative manner.

Compelling content creation can also be achieved by creating a video series. This keeps the branding and styling consistent and increases the number of dedicated customers.

An innovative and exciting way to do the same is user-generated content. A great way to interact with customers, it allows them to use their video recording devices and create demonstrated testimonials or simply fascinating videos creating brand awareness.

2. Lack of funds

Although high-end equipment does create higher quality video content, it is absolutely unnecessary as long as a solid strategy is formed. Today, with the affordable and easily accessible video cameras like GoPro, microphones and editing softwares, creating videos is now more feasible than ever.

One can find a number of online resources to learn more on pocket-friendly video production. Such as:

• Wistia’s Video Production Library

• Reel SEO’s YouTube Channel (for all things YouTube)

Use of animated videos saves you more. Unlike a live-action video where one may face several challenges such as location, logistics, hiring on-screen talent etc, animated videos provide a number of benefits.

• You get to choose between a range of options such as explainer videos, FAQs, vision awareness etc.

• You could save a lot with various cloud-based apps for creating animated videos.

• Any changes in script or strategy or expansion of campaign can be done by slight tweaking, within the budget.

• Animated videos are great means to explain complex methodologies.

3. Lack of bandwidth

Going for an animated video can be an excellent means to overcome this issue. In case of animated videos, the entire project can be done independently without depending on a location, schedule and other logistics unlike in live-action videos. You can showcase any location and include as many characters as you like in animated videos.

In the case of live-action videos, the team can be reduced to three people, namely the producer/writer, videographer and on-screen talent/narrator.

There’s no question that there are obstacles in the way of video marketing. Don’t let these obstacles stop you from creating an impact for your brand. If you can find a way to overcome these obstacles, the reward is great.


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Garima Agrawal is currently working as a digital marketing executive at Onters. She likes to write about explainer videos and digital marketing. She is MCA graduate from DAVV University.

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Who is Nairaland owner? – NAIJ.COM


NAIJ.COM
Who is Nairaland owner?
NAIJ.COM
Today he is known as a webmaster and businessman. He grew up in Nigeria and learned technologies here. As soon as he has found out about the Internet, such sphere his drawn his attention. He studied electric engineering in the University of Ile-Ife

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15 Ways a Web Copywriter Can Build Your Presence Online

For most online professionals, one of the largest challenges of today’s online economy is developing and maintaining a Web presence.
Today, it’s not enough to simply create a website and get writing. Instead, online professionals need to invest the time and effort required to build their online reputations and develop a real presence in Web-based communities.
Unfortunately, this is a difficult and time-consuming process that most professionals simply don’t have time for.

Luckily, a skilled Web copywriter can step in and help you build your online reputation.
From social media to content variations and reader engagement, a professional copywriter can help you build a robust online presence and make a name for yourself within your various online communities.
Read on to find out more.

15 Ways Copywriters Build Your Online Presence

As an online professional, you’re in trouble if all you have to represent you is your website. An online presence, however, helps ensure you have an adequate body of work to represent you and that customers can find you easily. Additionally, building your online presence is a great way to get noticed on the Web and produce higher-quality customer engagement.
Here are the top 15 things a Web copywriter will do to help you build your online reputation:

1. Introduce new content types

If you’re focusing on only one type of content, such as blog posts, you’re selling yourself short. By branching out into different kinds of content, including videos, infographics, and visuals, it’s easy to attract new audiences and connect with your existing fans. According to MarketingProfs, there are several different types of content that you should be creating. They are as follows:

  • Blog posts. Blog posts are the old standby. Many professionals treat their blogs as their home base and use them to conduct most of their marketing duties. In addition to providing a platform for building brand voice, a blog also allows professionals to foster search rankings, pursue thought leadership, build an online community and grow a base of online subscribers.
  • Articles. Articles are a multi-purpose form of online content. Written for personal or third-party sites, articles provide helpful, informative content for readers from a variety of audiences and backgrounds. In addition to writing articles for your personal site, a copywriter can also write articles for any external sites you may have, which can help build authority for your brand.
  • Infographics. Infographics are an innovative form of visual content that combines the informative nature of a blog post with the visual appeal of a customized image. Ideal for transmitting facts, figures, and statistics, an infographic is a great way to enhance your content strategy and begin providing unique, targeted content to your readers.
  • Videos. As it stands now, 71 percent of marketers report the video they use in their content marketing strategy converts as well if not better than their other types of content. In light of this, introducing video to your content marketing is a fantastic way to diversify your Web content and help your readers connect with your brand more fully.
  • Podcasts. Podcasts are a popular form of audio content that are informative and accessible. Designed to appeal to mobile users and help professionals build a strong following, podcasts offer a long-form content style that’s hard to achieve with articles or blog posts. Ideal for people who have in-depth knowledge to share, a podcast is a fantastic way to engage and excite listeners. Because podcasts are becoming a highly popular form of content, many copywriters have experience with producing, transcribing, or publishing podcasts.
  • eBooks. eBooks are often given away as a promotional item when readers sign up for subscription services or e-mail lists. Despite their regular use as an incentive, however, eBooks can be useful for a wide variety of purposes. From helping you establish yourself as an authority in your industry to ensuring that you provide value and relevance to your readers, an eBook is a great place to cover long-form topics and provide in-depth expertise.
  • White papers. White papers are a form of educational content that’s designed to offer knowledgeable readers long-form, in-depth content. While they require a significant amount of time and research (which is where a skilled copywriter comes in), white papers are ideal for drawing qualified leads and providing advanced and high-quality information for readers.
  • Quizzes. Quizzes are a magnetic and exciting form of content. According to KISSmetrics and other industry experts, interactive content is the future of content marketing. In light of this, brands that focus on creating and distributing interactive content are better prepared to cater to the needs of changing consumers in the coming years. Quizzes are ideal for polling readers about your website’s functionality, finding out which content they’d like to see more of, and surveying them about their preferences and desires. When used like this, surveys are a fantastic way to boost engagement with your audience and promote a closer relationship. While many professionals find quizzes time-consuming to write, a copywriter can create targeted interactive content that can help you learn more about your customers.

2. Create content for different levels

While you need a large selection of content to appeal to your current audience, creating content that caters to different audience levels (beginner to advanced, for example) is a fantastic way to engage all of your audiences. While it’s not possible to meet every content need your readers may have, it is possible to ensure that you’re creating content that caters to a broad segment of different audiences. For example, if you ran a content marketing company, a copywriter could help you create beginner content that covered the basics of content marketing and offers introductory information on several typical content marketing tactics. The copywriter could also write several posts on recent Google algorithm updates and changes for your more advanced readers. By covering both of these bases, a copywriter can help you cater to your entire audience rather than just a small portion.

3. Develop custom graphics

Graphics are a powerful way to enhance the functionality of your content and copywriters understand this. By creating custom images, infographics and videos, a copywriter can help you expand your audience and provide more value for your readers. Researchers recently found that including colored visuals in a piece of content increases peoples’ willingness to read said content by an average of 80 percent. If that weren’t reason enough to include visuals in your content, it’s important to consider the fact that including visuals is one of the most efficient ways to set yourself apart from the competition and differentiate your brand in a unique and positive way.

4.  Optimize content for organic traffic

Currently, there are millions of searches conducted on Google on a daily basis. Because of this, it’s important to ensure that your brand is creating online content that targets those searches appropriately. Organic, SEO-optimized content performs best for this. By optimizing your content for naturally occurring keywords and writing it for humans first and search engines second, a copywriter can ensure that your content doesn’t get buried in a long list of search results.

5. Promote audience engagement

While it’s all well and good to create quality online copy, it’s not worth a whole lot if you don’t engage with the audience that is helping your copy succeed. There are dozens of ways to interact with your audience – ranging from social media to blog comments – and a copywriter is an invaluable tool to help you do this. For example, a copywriter can take over the responsibility of reading the comments and messages your customers leave and then respond to them accordingly. In addition to communicating to your readers that you’re actively engaged with them, this simple step can also help your customers remember your brand and differentiate your content from all of the other professionals on the Web.

6. Develop promotional content

When you give something away, you build relationships with your readers. It doesn’t matter what you give away – eBooks, guides, images, etc. – just so long as you’re giving something away. In addition to demonstrating your knowledge in a specific area, giving something away also provides extra value for your readers and helps you stand out from the crowd.

While many professionals understand that giving content away is an important piece of the puzzle, it’s not uncommon to have a difficult time actually creating content to give away. This is where a copywriter comes in.  As a general rule, the content you give away for free should be informative and engaging, but not complete. The idea is to offer free content that makes your readers want more and a copywriter can easily create eBooks, guides, and white papers that do just that. By ensuring that you’re giving away professional, intelligent, and relevant content, you can differentiate yourself from the competition, strengthen your voice, and build consumer confidence. All of this can help you enhance your brand and build your career.

7. Begin guest blogging

Guest blogging is the holy grail of building an online presence. By sharing your insights on someone else’s platform, you not only expand your audience – you also broaden the blog owner’s audience. One of the most important aspects of guest blogging is that it provides you with an opportunity to establish yourself as a leader in your industry.

Unfortunately, many professionals simply don’t have the time to pitch or write guest blogs. Luckily, copywriters specialize in this and can help your brand secure great blogging opportunities that help your company grow. A copywriter can help you begin guest blogging by taking the following steps:

  • Fleshing out your goals. To find beneficial guest blogging placements, you’ll need to determine what you want your company to reap from guest blogging. For example, you’ll seek out different platforms if you’re trying to build backlinks then you will if you’re aiming to establish yourself as an authority in your niche or market. A copywriter can help you determine your goals ahead of time to prevent wasted effort and expense.
  • Find prolific bloggers. After you’ve established your guest blogging goals, a copywriter will get to work finding a platform. Often copywriters begin this process by conducting a Google search for prolific bloggers related to your industry. This will give the writer a good idea of who is writing about what and where potential articles could be pitched.
  • Pitch a guest post. Once you and your new writer have found a blog that seems like a good fit, it’s time to pitch a guest post. You and your writer can put together a list of topics and the writer will handle the pitching and writing while you reap rewards guest blogging offers for your company.

8. Start a podcast

Podcasts are a helpful and exciting form of content that readers love. I recently started my own podcast – The Write Podcast – and other professionals have a long history of doing this before me. In addition to being highly portable and appealing to mobile users, podcasts offer you the ability to share your knowledge, connect with your readers on a different platform, and expose new audiences to your content. The right copywriter can help you write, record and produce podcasts.

9. Write reviews 

Much like a podcast allows you to establish yourself as a leader in your industry, reviewing related products or services in your industry allows you to branch out, expand your knowledge, and connect with audiences on a new level. When you offer to write reviews, some industry leaders may even connect you with their services for free. Regardless of what types of products or services you decide to review, a copywriter can help you craft and publish reviews that produce traffic and customer engagement for your brand.

10. Merge into videos

Video is a hugely useful form of content when done correctly. Because video has become such a massive component of successful content over the last several years, most copywriters can help you develop instructional videos or even air weekly videocasts for your subscribers. Merging into video can be a hugely helpful way to build your online presence and expand your brand.

11. Get active on social media

If you’re looking to build an online presence, social media is one of the best ways to do it. Qualified copywriters can help you build a social media presence on sites like Facebook, Twitter, Pinterest, and Periscope. A copywriter can also help you use social media to distribute different types of content and provide insider updates for your readers.

12. Maintain a consistent posting schedule

Regardless of how you choose to build your online presence, it’s critical to be consistent, and copywriters know this. Because of this, a great copywriter will help ensure that your branding, color choices, voice, and content remain the same across all platforms. By being consistent across all of your social accounts, blogs, and content channels, it’s easy to build brand recognition and connect on a deeper level with your followers.

13. Develop your brand voice

To create a brand presence, it’s important to be authentic in all of your online content and a copywriter can help you do this by building your brand voice through content. This helps ensure that the presence you’re building is your genuine presence and that readers can know what to expect from your content.

14. Build real relationships

One of the best ways to build an online presence is to build real relationships with your followers. A good copywriter can provide them with authentic value, respond thoughtfully to their questions and concerns, and poll them regularly to ensure that your brand is still creating content they love. Remember that today’s marketing environment focuses more on relationships than it does sales. In light of this, you stand a better chance of making the sale if you concentrate on building the relationship first and hiring a copywriter is a fantastic way to build a strong foundation.

15. Hone your focus

To build your online presence, it’s important to consider what you want to be known for. If you’d like to be known for providing helpful tutorials, for example, this is what you should focus on. Regardless of what you want your focus to be, a copywriter can help you define your brand mission and create an actionable plan to ensure that you’re meeting the mark.

Final Thoughts

For online professionals, today’s most pressing priority is building a presence online. Luckily, copywriters specialize in exactly this. Regardless of whether you’re looking to earn yourself higher rankings, get more clients, or create more exciting, well-rounded content, hiring a copywriter is a smart business move that can represent a huge ROI for your brand in both the short- and long-term.


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Julia McCoy is a writer and entrepreneur. She created three businesses and wrote a book at 16; at 20, she dropped out of nursing school to teach herself online writing and start Express Writers. Today, her content agency has more than 70 writers and thousands of worldwide clients. Julia hosts The Write Podcast and #ContentWritingChat, and is the bestselling author of So You Think You Can Write? The Definitive Guide to Successful Online Writing. Follow her on Twitter and Facebook.

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The Destructive Impact of DDos Attacks

Infographic Courtesy of: Exigent Networks

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Smartwatches – The Next Big Thing That Wasn’t


You will find more statistics at Statista

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Indian police arrest Mirwaiz, Gilani to thwart planned march – Pakistan Observer

Indian police arrest Mirwaiz, Gilani to thwart planned march
Pakistan Observer
srinagar—In occupied Kashmir, Indian police arrested the Chairmen of All Parties Hurriyets Conference-G and M, Syed Ali Gilani and Mirwaiz Umar Farooq when they defying curfew tried to step out of their residences in Srinagar and lead a march towards …

and more »

Webmaster Internet – Google News

What Will Happen to Yahoo Sports, Yahoo Maps, and Yahoo Mail? An Exhaustive List. – Slate Magazine (blog)


Slate Magazine (blog)
What Will Happen to Yahoo Sports, Yahoo Maps, and Yahoo Mail? An Exhaustive List.
Slate Magazine (blog)
After putting itself on the market in February, Yahoo finally has a buyer for its internet business: Verizon. AT&T and Quicken Loans were both said to have been interested in buying the firm, and rumors of 38 other potential buyers surfaced back in March.

and more »

Webmaster Internet – Google News

Color fade: A visual history of Google ad labeling in search results

A look back at how Google has treated ads in search results from blue shading to the green label of today.

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Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

CarPlay, Android Auto Coming to all 2017 Ford Vehicles

Every 2017 Ford vehicle that rolls off the lot in the U.S. next year will be ready for deep integration with your Smartphone.

Android AUto

Android Auto is built around Google Maps, Google Now and the ability to talk to Google.

Ford cars, trucks and SUVs will be fully loaded with the company’s Sync 3 entertainment system and will be compatible with both Apple CarPlay and Android Auto.

“We developed one platform – SYNC 3 – and have been able to quickly offer the technology across our lineup,” Ford global director of electrical and electronic systems engineering Chuck Gray said in a press release. “Customers considering a new vehicle can now choose any 2017 model year Ford car, SUV, light truck, or electrified vehicle with SYNC 3 and be able to access their favorite apps.”

SYNC 3 has updated hardware and software, supplying a “faster and more intuitive performance and more conversational voice recognition to help people easily connect to their smartphone and access a variety of features, including hands-free phone calls and available navigation.” Popular apps like Spotify, Pandora, Ford PASS, AccuWeather and AAA member services are now available via the SYNC AppLink.

Apple CarPlay incorporates many of the iPhone’s features on the vehicle’s display, enabling drivers to make calls, send and receive messages and listen to music via the touchscreen or by voice through Siri. Apple CarPlay supported apps include Phone, Messages, Maps, Music and compatible third-party apps. CarPlay only runs on the iPhone 5 and later models.

Android Auto, which is available on devices with Android 5.0 and higher, is built around Google Maps, Google Now and the ability to talk to Google. It includes audio and messaging apps such as WhatsApp, Skype, Google Play Music and Spotify.

 


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Jennifer Cowan is the Managing Editor for SiteProNews.

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