The importance of using hashtags in social media

The importance of using hashtags in social media

The importance of using hashtags in social media cannot be stressed enough.

It is a very important element to not to forget to use in your social media posts because the # allows your content to be found by people who are interested in various topics.

On Twitter especially the hashtag gives your tweets a better chance of being seen rather than be lost in the millions of tweets sent every second.  You can also look at a trending # to see if you could get involved in the conversation and further create awareness around your brand.

Check out my #curlymarketertip video below where I explain why the hashtag is important so that you understood how to use going forward and if you want to get the most out of Twitter why not check out my detailed post here 

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Posted by Phillip Twyford in Social Media, 0 comments
Do you know what tagging is and why it is important?

Do you know what tagging is and why it is important?

When it comes to maximising the reach of your posts on social media, tagging is a key element to not forget.

By tagging people or companies, it gives your post the opportunity to be seen and shared with a wider audience while also building relationships for you and your brand.

For example, if I was at a conference and I wanted to tweet out about a particular speakers presentation I would not only tag the conference organiser, but I would also tag the speaker (if they have a Twitter profile).  To tag I would put the @ symbol before their twitter name or handle, mine is @ptwyford, and then send my tweet.

By tagging the speaker in this example above they would get a notification of my comment on Twitter, and if it was positive and complimentary they would probably share my comment, possibly follow me and expose my brand to their audience.

Check out my video below where I explain exactly what it is and how to do it and for more tips and to get started on Twitter check out my post here

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Posted by Phillip Twyford in Social Media, 0 comments
Are you using your Twitter header background to its full potential?

Are you using your Twitter header background to its full potential?

Are you maximising how you use your Twitter header background?

A lot of people ignore just how valuable this space is by simply using generic images or worse still leaving it completely blank.  However, the way I view the Twitter header is as a billboard to advertise visually what you do and why someone should follow you.

Check out my new video below where I show you what not to do, and I also give you an example of how to use your Twitter header background to its full potential by showing you the profile of Kim Garst

If you want more tips to get you started successfully on Twitter than check out my detailed post here.

 

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If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

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Posted by Phillip Twyford in Twitter, 0 comments
Do You Know What A Pinned Tweet On Twitter is?

Do You Know What A Pinned Tweet On Twitter is?

Do you know what a Pinned Tweet on Twitter is?

The Pinned Tweet is the very first tweet that anyone ever sees when they visit your Twitter profile.  It is an excellent opportunity for you to showcase a standout piece of content that represents your brand and what your profile is about.

For example, if you have a business solution video why not have this as the pinned tweet so that when your target audience comes to your profile they see this first.

Another great way to use a Pinned tweet is if you are at a conference.  You can tweet out that you are attending with a suitable image and the conference hashtag, and then any other attendees can instantly engage and recognise you.

In my curly marketer tip video below I give you a full explanation about the Pinned Tweet and to find out more about how to get started with Twitter check out my detailed post here.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

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Posted by Phillip Twyford in Twitter, 0 comments
Don’t make this mistake when creating your Twitter bio

Don’t make this mistake when creating your Twitter bio

When writing your Twitter bio don’t make this common mistake.

The Twitter bio is your chance to share some personality, communicate what you do or specialise in and also to place some keywords so that your target audience can find you via Twitter search.

In my video below I explain one practice that I advise you don’t do unless it is the one exception I tell you about.

If you want more guidance on getting your business started on Twitter check out my detailed post here.

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Posted by Phillip Twyford in Twitter, 0 comments
How to take a video you created & share it on your Instagram story

How to take a video you created & share it on your Instagram story

Instagram has continued to explode in growth and popularity and one of its most popular features is the Instagram story.  A story is a short series of videos around 15 seconds that people share around a topic that they are passionate about etc.

Because of the video time limit for a story, people tend to create multiple short videos and then upload them one after the other as part of their story.  However, this can be very tedious if you are having to manually cut down one video into multiple videos.

Thankfully, in this video below I share with you an excellent tool that will allow you take a long video you created and cut it down into 15-second frames so you can share as an Instagram story and do check out Dan Knowlton on Instagram from KPS Digital Marketing to see some excellent ways to use stories.

If you are getting started in digital marketing why not check out my 6 part series on how to create a digital marketing strategy here.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Posted by Phillip Twyford in Instagram, 0 comments
Do you know what a UTM Link is?

Do you know what a UTM Link is?

Do you know what a UTM Link is?

Simply put it is a unique link that you can create for a piece of content that you share which will allow you to track the effectiveness of a piece content on a chosen channel.

For example, if you were testing an email where you had different versions of the core message you could create a UTM link within the email body copy to track what email was the most responsive.

In my #curlymarketertip video below I explain what they are and how you can benefit from using them.

If you want to create a UTM Link just visit the Google Campaign URL builder and if you are just getting started with digital marketing why not check out my 6 part series in how to create a digital marketing strategy.

 

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Posted by Phillip Twyford in UTM, 0 comments
How to remove the white background of any image

How to remove the white background of any image

It can be frustrating sometimes when you have an image or logo and when you insert it into a document or presentation but you need to remove white background from an image to stop having the white border of the image coming through.

For example, maybe you have a new logo and you want to place it on a background that is not white.   Or maybe you have an image where you just want to remove the background so that you can overlay onto another image.

Unless you can remove the white square in the background it will appear.

However, in this curly marketer tip video, I show you how to remove this from an image so that you won’t have this problem anymore.

If you want to find out how to create your very first digital marketing strategy why not visit my 6 part series here 

 

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

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Posted by Phillip Twyford in Images, 0 comments
Do you want to be able to download a video from YouTube?

Do you want to be able to download a video from YouTube?

In this #curlymarketertip, I show you how to easily download a video from youtube using a site called Computer Hope.

The advantages of doing this are, you can now share this type of content natively on your channels rather than just a link that I believe will bring more impact to you your post.

Also, I do believe that more and more of the social media channels are penalising content where links are shared because in effect you are taking anyone that clicks on the link away from their medium.

Therefore, natively posting a video as advised above should keep you in the good books of the various social media channels.

Do you want to be able to download a video from YouTube?

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I hope you enjoy this post and please share with your community.  If you would like to read about a tool that will help you with your YouTube channel then read my post here.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in YouTube, 0 comments
How To Create The Best Content Marketing Strategy

How To Create The Best Content Marketing Strategy

Before I get into the nitty-gritty of how to create a content marketing strategy, I want to give you a compelling reason why you need to make Content Marketing an integral part of your marketing budget.

Consider this statistic highlighted courtesy of Lenati

67% of the typical B2B buyer’s journey is now done digitally, and 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions.

Even though this statistic is based on a B2B consumer I have no doubt that the outcome would be the same for a B2C buyer.  Why?

The consumer whether B2B or B2C is intelligent, protective of their privacy, does not want to compromise on quality, expects a personalised user experience and above all now conducts their own research before considering making an enquiry.  

Gone are the days of someone blindly engaging with a sales rep and this very point is encapsulated in this piece of research from the Demand Gen Report – Content Preferences Survey which states that:

47% of buyers viewed three to five pieces of content before engaging with a sales rep.

At the end of day, while increased website traffic, increasing impressions and lots of social shares are positive, a business will only survive if it can turn casual visitors into advocate customers.

Therefore, a business needs to employ tactics and use strategies that will motivate and increase the chances your target audience will want to do business with you, and a content marketing strategy, done well, is just such an answer in my opinion.

Business Is Buying Into Content Marketing

In 2017 Content Marketing is appearing to be now seen as an integral and vital part of a company marketing strategy. This is very well evidenced by an excellent survey done by Smart Insights who asked their readers the following question.

“Select one marketing activity that you think will give your business the biggest incremental uplift in leads and sales in 2017 (or your clients if you work for an agency or as a consultant)”.

Out of 2,352 responses, Content Marketing was polled at the top as illustrated by the image below courtesy of Smart Insights

 

Top Digital Marketing Techniques for content marketing strategy

 

Content Marketing Is Becoming Universally Accepted

In 2016, 90% of businesses were implementing a content marketing strategy and tactics in their business and for 2017 it is estimated that this figure will increase according to this report by the leading authority in the area of Content Marketing The Content Marketing Institute

They define Content Marketing as follows:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”.

This is a very clear definition of what Content Marketing is and when you think about it makes perfect sense when creating your content marketing strategy.  

Customers, buyers and prospects in 2017 are more sales savvy, knowledgeable about what it is they want and are intent on doing their own intensive research when trying to find an answer or a solution.  

Therefore, it stands to reason that if a company provides quality information that is relevant to their audience that allows them to come to a decision easier, than the company in question should see positive results.

But this not the case!

Businesses Are Struggling To Get Success With Content Marketing

Even though Content Marketing makes sense and companies understand the benefits that can be accrued from employing such a strategy, businesses are struggling to get the success they want.

In their 2016 Content Marketing Benchmark report The Content Marketing Institute in conjunction with Marketing Profs found a number of challenges (see image courtesy of Smart Insights below) that businesses reported when trying to get traction with Content Marketing.

content marketing strategy challenges

If I go back to the headline of this post titled:

How To Create The Best Content Marketing Strategy

I do believe that a number of these challenges could be tackled and the results improved if companies reviewed what they had defined as their Content Marketing Strategy.

Consider these core statistics for a moment:

70% of marketers lack a consistent or integrated content strategy. (Altimeter)

80% of B2B marketers have a content marketing strategy. 32% documented 48% not

Having a detailed documented content marketing strategy that is consistently applied, reviewed and iterated where and when necessary, is a crucial element that based on the above results a lot of companies are failing to do which then feeds into the issues and struggles that I alluded to earlier.

 

content marketing strategy

How To Create The Best Content Marketing Strategy

targeting for your content marketing strategy

Step 1 Define Your Goals

This invariably is the most critical step.  If you don’t know why you are undertaking Content Marketing and what is it that you want to achieve from your Content Marketing Strategy you will struggle to see any real traction or benefits accrued. You may, in fact, do damage to your brand as you come across confused and inconsistent in both messaging and communications.

When defining goals when it comes to Content Marketing I believe you have to do it with your end customer in mind and based on the stage of the sales journey they could be on with you.  

Simply Measured did an excellent job to flesh this out and how you need to create content that has a purpose.  From this article, they put forward an excellent content funnel (see image below) where they mapped content against the traditional sales funnel journey a person would travel.

Social Metrics Map for content marketing strategy

I think the above map would be an excellent overlay to allow a company develop very personalised and relevant objectives for the various tactics that would be employed as a prospect moved closer to conversion.

Customer Personas for content marketing strategy

Step 2 Persona Research

Knowing and understanding what your customer and the target market pain points, needs and wants are is crucial for your content marketing strategy so that you can align your message tailored to what will peak their interest.

Hubspot outlines a very detailed plan to begin creating your customer personas but a core element is you have to conduct your research on the market and use insights from customer surveys, reviews, interviews from your sales team etc.

Every customer and prospect is looking for a solution or an answer, but the core interest or element that they deem critical in order for them to make a decision is vital to know.

For example some customers maybe price focussed, others look for testimonials and proof of delivery.  Once you can identify these you can then better craft your message to resonate with them.

Content Audit for content marketing strategy

Step 3 Content Audit

A lot of companies have produced lots of content yet it gets forgotten in place of yet another campaign.  

When developing your content marketing strategy, you must review what has been done before, how did it perform, did it work, did it not, why did work, why did it fail, could it be used again, updated etc.

Looking at what the company has initially produced and reviewing how it performed the first time will provide not only potential content for the new strategy but doing this review will yield critical performance information to ensure mistakes that happened the last time don’t occur again.

Wordpress for your content marketing strategy

Step 4 Content Management

You need to document and agree on a system for creating the content, publishing the content and then reviewing how it performs against your objectives and KPI’s as part of your content marketing strategy.

For example if the company decides that a blog will be a core content tactic to be used, will this be managed via WordPress or an alternative solution, or will you decide to have one all encompassed approach that allows for content marketing, analytics and CRM to be contained in one bespoke piece of software such as Hubspot.

Brain storming for content marketing strategy

Step 5 Content Brainstorming

While this is down as a step it will not be a once off action.  

Setting up agreed idea generation meetings is a necessity to allow for new ideas or the iteration and improving original content previously shared with the market.

At these sessions, you need to agree what types of content should be produced and for blog posts using a blog post title generator like this one from Hubspot is valuable.

Ultimately though at these sessions you are looking to come up with ideas and solidify the core content you wish to create as part of your content strategy.  

Some excellent forms of content that could be created are as follows:

 

 

  • Blog
  • Ebooks
  • Whitepaper
  • Industry Report
  • Infographic
  • Video
  • Tips sheet
  • Templates
  • Podcast
  • Quotes
  • FAQ’s

 

 

Blog for your content marketing strategy

I placed a blog at the top because I truly believe that it is a content marketing tactic that is mandatory for the majority of companies.  

Not only does having a blog help in the long term with SEO and page-rank, but it allows you showcase your expertise to your market and the beauty of a blog is that a post or multiple posts under the same theme could be repurposed into any of the other content forms listed above.

create Calendar for your content marketing strategy

6 Content Planning

Creating a plan around an editorial calendar is critical from a Content Marketing point of view.  You need to work towards having your content designated for a certain audience and then scheduled to post and be distributed at key periods ahead of time rather than try to do it live on the due date.

An editorial calendar allows you plan what content should go on what date against each of the social channels, and it can also allow you forward look at specific events or seasonal times like Easter or Christmas where if applicable, you can ahead of time create content specific to that event, and hence, become more relevant and on topic in the face of your audience.

content marketing strategy

7 Unlock Influencer Relationships

A lot of companies fall into the trap that because they are “the company” they see themselves as automatically being an influencer in the market.  While that may be true of some of the large brands it is not a given.  

In many industries from tech to food to fitness, there are individuals who have built up a follower base of raving fans who live and breathe every word and piece of content that these people promote.

However, I would never advocate any company or individual that they go down the influencer route by purely paying for an influencer to endorse or promote their company or product to their audience.

I believe in creating genuine relationships with influencers where there are mutual respect and support for what each other is doing by building a trusted relationship built on transparency from which the benefits that can be created are very positive for everybody.

unlock communication for the your content marketing strategy

8 Promotion

One of the biggest mistakes both individuals and companies make when it comes to Content Marketing is the area of promotion.  For example, with a blog post, a lot of bloggers and companies will simply post the blog once and forget about it.  

However, promotion and multiple publishing are key to ensure that as large a segment of your audience gets to see a piece of content.

This is yet another reason to have an editorial calendar where reposting of content at set times across various mediums from email to social can be utilised.

Conclusion

Content Marketing is becoming an integral part of every company’s marketing strategy, but I do believe that a lot of the struggles that companies are facing with their own Content Marketing as identified in the research is down to the fact that either there is no documented strategy in place, or at best they are using a very loose plan.

For it to work it needs to have its own detailed plan that is linked to the overall strategy for the business.  You need to set a budget to ensure your Content Marketing can properly work towards achieving the objectives set, you will need to actively measure and monitor results of how content is performing and iterate or change as required, and above all, you need to have patience.

content marketing strategy

Apart from having no documented strategy, I believe the number one reason why a lot of companies struggle for content success is that they don’t have patience and expect it to be an instant win.  

Unfortunately, this is not the case and I always advise a client that at a minimum you need to allow for 6 months of consistent activity before you could see any traction.

This is where Marketing and Finance can come to blows as return on investment is questioned.  

However, building awareness, reputation, expertise and trust takes time.  If you commit to it and focus on aligning your content against the requirements of the target audience at the right stage of the content funnel, I honestly believe you will seriously increase the likelihood of taking that prospect from intent to conversion.

I hope you enjoy this post and please share with your community.  If you are struggling with content marketing why not read why post here to get some tips here.

Best wishes

Phillip

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

 

Originally published on Marketing Maven

Posted by Phillip Twyford in Content Marketing, 0 comments