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6 Reasons You Need Content Marketing To Build Your Business

6 Reasons You Need Content Marketing To Build Your Business

by | Jul 8, 2019

Why content marketing?

You’ve probably seen the term everywhere in the last few years, but do you know what content marketing is?
The Content Marketing Institute defines it thus:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

There are several ultra-important words in this sentence – my picks would be: relevant, consistent, attract, audience, profitable. 

What does content marketing actually involve?

Most small businesses with an online presence have at least a vague idea of the concept of content marketing. In practice, it’s the process of publishing e-books, videos, articles, images and any other type of content online to market a business or product.

There are a couple of problems, though. Much of the content marketing advice you’ll read online comes from digital marketing agencies, and it’s often overwhelming for a small business that doesn’t have a marketing team. How on earth are you supposed to pump out all those videos and e-books when you’ve products to sell and customers to keep happy?

In a fit of enthusiasm, you create a PDF and then post about it a little on social media. This doesn’t work, which means you don’t get the results you expected and – understandably – you now feel despondent about the whole idea of content marketing.

But the bottom line is that content marketing IS important and well worth getting to grips with. Let’s look at some of the reasons why:

Great content is valuable for SEO.

These days, search engine optimization has to start with quality content. True, you still need some keywords and backlinks to your site to do well in Google searches, but the days when just keywords and backlinks worked are long gone.

Google is pretty smart these days – it understands questions and longer phrases, so a long string of keywords at the bottom of your web page won’t help, and could actually get you penalised.  I’m amazed that some websites still have this – and “keyword stuffing” just looks so obvious and unnatural!

Google also looks at other factors such as your social media activity, and the relevance of your content. By that I mean how good you are at answering questions that people are asking – and searching for the answers – in Google.

And while we’re talking about SEO, let’s not forget Pinterest. Pinterest is actually the 2nd largest search engine (behind Google and YouTube which can be considered a single entity). Research has shown that 84% of Pinterest users have buying intent – dramatically different from social media users.  Many businesses ignore Pinterest – potentially a serious mistake! 

DOWNLOAD MY FREE GUIDE TO PINTEREST MARKETING FOR BEGINNERS 

Content brings you traffic.

You need content to encourage visitors to your website, for example a Facebook page post or an Instagram image. Then you need content to let them get to know, like and trust you. Posting regular blogs and videos will be a valuable contribution. If they like what you publish, they’ll come back for more.

It’s an ongoing process; you need to be publishing content such as social media updates on a daily basis, or several times a day – and blogging regularly (I’d suggest at least once a month, but find your own comfort level).

Ideally,you should be creating other types of content such as videos, slideshares, infographics regularly too. Don’t forget that one piece of content (e.g. a blog post) can be repurposed into other forms such as video, slideshare, downloadable checklist etc.

When you understand how to extract the maximum value from your content, it won’t seem like such hard work.

Content brings you leads.

 Once you’ve captured attention with your content you’ll need more to generate leads. You can do this by exchanging a useful checklist or guide (yes, this is content too!) for your visitors’ email addresses. Think about the questions that your clients ask you most frequently, and create a guide, checklist or cheat sheet that answers these questions – all you need is a Word document, made into a pdf and uploaded to your website.

Set up your email software to deliver this as a download when someone enters their email address, and bingo – job done and a new subscriber on your list.

Content builds trust.

There are millions of websites out there, why should anyone buy from yours? You need to make a connection with your visitors, to show you understand them and can be trusted to deliver exactly what they need.

Guess how you do that? Yes, with content – relevant content that answers their questions and addresses their concerns, making you the go-to person in your niche. When that happens, watch your business become profitable!

Content grows your brand.

If your content has a consistent message that’s congruent with the rest of your business then your content will tell the world about what you do, how and why.

People will be attracted to you because your message triggers an emotional response, making them feel “I need this”. Quite simply, emotion is the fuel for every successful marketing strategy. 

Content helps you sell.

There is an art to writing product descriptions and articles that sell. It’s all about emotion! But to make your sales content work at its best you’ll need to deliver it to your audience when they are 100% ready to buy. How do you know when that is? If you’ve been nurturing and tracking their progress using content marketing, then you’ll have all the information you need.

As you can see, there’s a bit more to content marketing than posting on social media and updating your website a couple of times per year. If done well it can bring you traffic, leads and sales. Off you go…

Questions?  Post them below!

Ready to get started?

All types of content are essential to marketing these days but it’s time-consuming to create those images and videos if you’re new to the whole concept of content marketing.

Take a look at these Viral Content Templates that help you create eye-catching, highly engaging graphics for social media. They’re designed for busy business owners just like you, to save you lots of time and effort! All you need is a free Canva account.

Why not join my Facebook group where I share lots of ideas, tips and resources to create visual content for your business?

Or, if you’re looking for an alternative to social media – with no algorithms blocking your links, and no need to worry about follower numbers or engagement – my free guide Pinning To Win (for beginners to Pinterest marketing) is definitely worth a look!

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16 Motivational Quotes For Entrepreneurs (Free To Share)

16 Motivational Quotes For Entrepreneurs (Free To Share)

by | Jun 22, 2019

Need a bit of motivation?

Sometimes, a quote is all you need to get you motivated and in the mood to tackle something you’ve been putting off… here’s a selection that I hope you will find helpful!

You are welcome to share – all I ask is that you link back to this blog.

The images are optimised for Pinterest, but they will work on most social networks (not Instagram)

For more motivational, inspirational and confidence-boosting affirmations, quotes and worksheets, check out my CONFIDENCE BUILDERS printables bundle. 

Let me know…

Which one resonates most with you?

Please feel free to download and share, but you MUST include the following credit:
Designed by Naomi J Johnson / Value Added Video

or simply link back to this blog post.

Happy Sharing!

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How To Get Your Blog Posts Noticed

How To Get Your Blog Posts Noticed

by | May 19, 2019

I wrote a blog post – what’s next?

You’ve written a blog post –  great!  It feels good doesn’t it?  Now that it’s written and published,  obviously people will be flocking to read it…?

Sorry to burst your bubble, but that’s not going to happen, unless you’re a worldwide celebrity or member of the blogging Illuminati.  For us mere mortals, the work does not stop when that blog post is published.   The world is not eagerly awaiting your latest words of wisdom.   “If you build it, they won’t come” is the truth of the matter.

I’ve previously written about the benefits of blogging for your business, how to generate ideas and write consistently.  It’s worth a reminder here that blogging is not about self-promotion. It’s about providing useful, relevant content that your target audience finds interesting – and cultivating that audience over weeks, months and even years.

Let’s look at a few ways to get your amazing blog post noticed and read by as many of your target clients as possible.

Be yourself.

We are all influenced by others – by what we read, what we watch and listen to.  You should develop your own style of writing, just as you have your own ways of speaking and interacting with family, friends and business colleagues.

Don’t try to be someone you’re not – obviously this applies in every aspect of business.  People are quick to spot a fake!

Use simple language.

Write as if you’re speaking to a friend or colleague who doesn’t have your level of specialist knowledge – think about how you’d explain something them in simple terms.

Don’t try to baffle people with technical jargon or complex descriptions (unless you are writing solely for an audience in the same industry as you).  Always make it conversational and invite feedback.

Promote other blogs and bloggers.

As I said at the start, blogging is not all about you.  If you’ve read a great post recently, and it’s relevant to the topic you’re currently writing about, include a link to that blog.

Hyperlink it with relevant keywords and you’ve given yourself an SEO boost as well as helping the other blogger. Share other blogs on social media too, if the topic is relevant to your audience.  I do this all the time.

I use Feedly, a free RSS aggregator tool, to compile lists of relevant blogs that I can easily scan and pick out interesting and relevant posts to share.  It’s not all about you!

I read a few other blog posts to help me compile this one, including “How to get your blog noticed” by Arfa at She Means Blogging.  Check it out! 

Share on social media.

This is an obvious one but many bloggers forget that sharing a post just once isn’t going to work.   Once you’ve written and published a blog post, you need to share it multiple times for as long as it’s relevant to your audience – which may well be years!

Yes there’s work involved, but there are many tools that allow you to automate social media posts. Having said that, I don’t recommend automating everything, because it looks bad and will likely reduce the reach of your posts.

I find Buffer particularly useful – if you install its Chrome extension, it’s very easy to share a snippet of your blog post – simply highlight the text you want to share, right-click and choose “share selected text”.
Choose which social network to share on and you’re done!

buffer selected text

Appropriate social networks will vary according to your business, but in general I’d recommend Facebook, Twitter and LinkedIn as the best places to share.

In particular, Facebook groups are worth spending time researching and joining those where your target clients are likely to hang out.  Be aware though that each group has its own rules – don’t share blog or website links if that contravenes the group’s rules.

Just think  – if someone in a group asked a question and you happen to have a blog post that provides an answer – wouldn’t it be worthwhile replying to their question and linking to your blog post?  They’re very likely to go and read the post –  and with any luck, explore more of your website too.   I’ve used this strategy myself many times –  the majority of my clients find me via Facebook.

For many business bloggers, Pinterest is a must. You may think of Pinterest as a social network, but it’s primarily a search engine, and a very effective one.  People use Pinterest for research and they are often on there with the intent to buy.  I’ll come back to Pinterest later when I discuss images.

Repurpose your blog posts.

It would be silly not to mention this in an article about getting your blog posts noticed.   What do we mean by repurposing?

A blog post is a piece of written content –  generally 500 words or more in length.  When you’ve written a piece of that length, it gives you many shorter snippets that you can use for:

  • Tweets
  • Facebook posts
  • Instagram posts
  • LinkedIn articles or posts
  • Pinterest pins

You could also record a video of yourself talking about the content of your post –  upload it to YouTube, Facebook and LinkedIn.  Take a 60 second snippet and share to Instagram and your Stories on Facebook and Instagram –  or Instagram TV if you’ve set that up (I haven’t as yet!)

Make a slideshare presentation based on your blog post, turn that into a pdf and offer it as a free download.  The official term for this is a Content Upgrade.  You’re giving people a way to keep the blog post for reference, without having to return to read the original every time.  And of course when you offer the download in return for their email address, you go on to keep in touch with them regularly – ensuring you’re always in their mind when they need the sort of help you provide.

As an alternative video idea, use Lumen5 to produce a short slideshow-style video based o the blog post.  I’ve done that several times – here’s a video based on my post “Blog Like You Mean It”

Add eye-catching images.

This is so important.  Research has shown that the brain processes images up to 80,000 times faster than text.   A block of text looks plain and uninteresting, but add a vibrant image or video, and we’re immediately drawn to the page.

the eye processes visual content up to 60,000 times faster than text

Any old image you find on Google won’t do –  unless you want a hefty fine.  You need copyright free images, or even better, those you’ve created yourself.

We talked about Pinterest earlier –  if you plan to use it, you’ll need to take the time to create additional images because it has very specific requirements – the optimum size is 600 x 900 pixels (portrait orientation).  I make sure each of my blog posts has a “pinnable” image at the bottom – as well as a “featured” image at the top.

It’s often worth adding the title of your blog post on the image – and always make sure you use a keyworded alt tag (this helps with SEO as it shows up when the image doesn’t load for whatever reason)

And of course, don’ t forget your call to action at the end of each post.  Tell people what you want them to do next…

Email your subscribers.

You do have an email list, don’t you? People who’ve opted in to hear from you regularly…
When you publish a new blog post, it makes sense to let these people know – send them an email with a brief precis of the post and a link to read it in full.  Always invite them to reply or message you if they want further information or simply to offer feedback.

Your turn…

What do you do to promote your blog?  What works best for you? What do you need help with?
Let me know in the comments.

Not sure how to get started?  I’d love to help –  check out my blogging support packages or message me with any questions you have about blogging or creating eye-catching images and videos.

and the 8th way…

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Will Blogging Help My Business?

Will Blogging Help My Business?

by | Apr 19, 2019

Why do I need a blog?

By the time you’ve read to the end, you’re more likely to be asking “Why would I NOT need a blog?”

Quite simply, every business can benefit from a regularly updated blog.  There are many positives and virtually no negatives (apart from the fact that it takes time to set up and keep updated –  but every business activity takes time, doesn’t it?)

Let’s explore a few of the reasons you need a blog for your business.

Blogging boosts your search engine rankings.

SEO (search engine optimisation) is a term the majority of business owners will have heard.  Put simply, it means “getting found on Google”.

Google is by far the most popular search engine and it’s where the majority of people go nowadays when they want to find something, whether that’s a particular product, or specific information.

But here’s the thing: most people aren’t going to look beyond the first page of search results (unless they have plenty of time to spare).   If your website isn’t on that first page, chances are it won’t be found.

These days, Google is very clever – it understands far more than single keywords.  A well-written blog post that answers a specific question has a very good chance of appearing near the top of the results –  what if you’d written that post?

Also, Google pays attention to websites that are frequently updated – by its very nature, a blog is updated frequently.  Google therefore sees this as a signal that the website is trustworthy and a valuable resource.

Establish yourself as an expert in your niche.

Regular blog posts that provide information about topics relevant to your current and potential clients, and that answer frequently asked questions, go a long way towards making you a “thought leader”.

In other words, you’re positioning yourself in your clients’ eyes as someone who can be trusted to help solve those problems that keep them awake at night.  They’ll soon begin seeking you out when they need help – and maybe referring you to their colleagues too.   How beneficial would that be to your business?

You ARE an expert – you know more about solving specific problems than a potential client,  even if it’s only a little bit more!   It’s your job to make this clear throughout your marketing, and business blogging is a key strategy you need to use.

Blogging is free.

We don’t get much for free these days!  OK, you’ll need a website if you don’t already have one, but there’s no need to pay for anything other than your domain name and hosting fees.  £50 per year should easily cover everything. The horror stories I’ve heard about astronomical prices and highly unethical practices from website companies would fill an entire blog post, so let’s just leave that there…

A regularly updated blog is a free source of traffic to your website – we’ve previously mentioned that Google loves fresh content, and what could be better than getting potential clients to your website WITHOUT running pay-per-click ads or spending a fortune on SEO (lots of unethical companies in that niche too!)

Email marketing is often free, but most people don’t read marketing emails –  and with GDPR in force, it’s a bit of a minefield.

Anyone can blog.  Yes, that includes you.  If you can write, you can blog.  It’s not rocket science.

What do I blog about?

This has to be the most frequently asked question, and it seems to be a major sticking point for people even when they understand how important blogging is.

Here are a few suggestions:

  • Think about the questions your current and potential clients are always asking – write answers to those.
  • Write a case study –  how did you help a client get great results? (obviously, ask permission before doing this, and change names if required to preserve anonymity)
  • Write a list – tools or apps you couldn’t live without, blogs and websites you always visit to keep up to date – people love to read lists!
  • Write a “how to” post.  Explain comprehensively how to do something that your clients would find useful – even better if you include a video demonstration. “How To” is one of the top search terms in Google and YouTube, so this type of post is always valuable.
  • Take a look at competitors’ blogs for further ideas and inspiration.  You should never copy word-for-word, of course, but writing a similar post in your own words, with your own slant on the topic, is perfectly OK and very worthwhile.

Are you getting the idea?  Write down a few potential blog post topics now –  keep a folder specifically for this.

Ready to start blogging?

I hope you’re beginning to understand how important blogging is for your business.   If you need further inspiration, take a look at my post “Blog Like You Mean It”

I’d love to read your blog –  why not share in the comments,  or message me on Facebook.

Not blogging yet and not sure about the best way to get started? Have you been blogging for a while but there are aspects you don’t understand, or you’re not happy with the way your blog looks?
Either way, my blogging support package Be A Better Blogger  has something to suit your needs –  why not take a look now?

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Blog Like You Mean It (And Keep Your Readers Coming Back)

Blog Like You Mean It (And Keep Your Readers Coming Back)

by | Mar 24, 2019

21 Ideas To Supercharge Your Blog Posts

The more you blog, the quicker you’ll become at writing effective, impactful posts that readers love and want to share.
Here are 21 ideas and tips to help speed up your blog writing process.

Try these tips for better, faster blog post writing.

  1. Eliminate Distractions.

    Close Facebook and other social media. Don’t be tempted to check email.  Put your phone on silent. Shut your home office door, if you can.
    Try to pick your ideal day of the week and time of day to write – for example, Wednesday at 9:30, when you’ve got that freshly-made cup of coffee sitting on your desk, the kids are safely in school and the dog is fast asleep.
    And make that time slot sacred: You’ll be amazed at how easy it becomes to start writing creatively, when it’s a weekly habit.  Of course, you don’t have to blog weekly – monthly or even less frequently is fine, as long as you don’t go months without writing.

  2. Keep It Short.

    One idea per blog post will easily fit within 500 or so words. (If you find yourself passing 750 words, you’ve got two or more ideas – split them up!)

  3. Re-use and Recycle.

    Do you have any old articles you’ve written? Reports? Blog posts that never got off the ground? Put them to good use and re-purpose them into new blog posts. Here’s how…

    • Go through your piece of old content and use highlighting to isolate individual ideas
    • Pick one
    • Write a short post (no more than 500 words) on that single idea alone
    • If you do this for an entire document such as a report or even just a longer article, you should have a great batch of related blog posts in an afternoon!
  4. Write about what you know.

    Your biggest problem, if you stick to subjects you know off by heart, will be keeping the word count down! (See Idea # 1)

  5. Write first, research later.

    This tip fits with Idea # 3. When you’ve finished your post, re-read it. You’ll know if you need to expand on a statement with a line or two of research to add credibility to it.

  6. Write first, find images later.

    If you start looking for the right photo in the middle of your blog post, it’s far too easy to become distracted by pages full of wonderful visuals as you scroll through your favourite image site.

  7. Share a gem.

    If you discuss a fascinating fact, helpful link, hidden shortcut or little-known resource, you won’t need to write pages and pages! All people will see, want and grab is that one golden nugget.

  8. Use a screenshot or video.

    If your post sharing that amazing resource doesn’t quite make the magic 500 words,  boost interest and value by adding a screenshot or a screenshare video, showing some aspect of the resource that’ll make the reader want more.

  9. Start at the end!

    (aka reverse engineering) One trick widely used by professional bloggers is to write a conclusion first. Then write the introductory paragraph and several bullet points leading to the conclusion.

  10. Leave your reader keen to discover more.

    It’s better to leave your readers wanting more than bore them with pages of weighty research or – even worse – your unedited, in-depth opinion. (Think “teaser”).

  11. Create a series.

    This is a great way to break up a lengthier topic, dealing with it point by point.  Your readers will be eager for the next instalment!

  12. Dig out that never-used PLR bundle.

    If you’re like the majority of business owners who spend time online, you’ve bought PLR (private label rights content) and never got around to using it (my hand is raised here!) now is the time to dig it out and use it. Reword, move things around, or just use as the basis for your own ideas.

  13. Keep an Idea Jar.

    -either a literal one (I’ve seen people with these on their desk) or a document on your desktop or phone. Every time you think of a new idea,  drop a post it note into the jar, or update your Blog Post Ideas document.

  14. Pick a keyword.

    This is important! Similar to the Idea Jar, keep a keyword list or Excel spreadsheet. This numbered list should contain keywords that are evergreen – ones that will never go out of date for your niche.

  15. Use online tools.

    Try answerthepublic.com and contentideagenerator.com for blog topic ideas – you’ll be amazed at some of the suggestions. And the grumpy man on answerthepublic will make you smile 😉
    Not all the suggestions will be appropriate, but you’ll certainly find something of value –  these tools are great to try when you feel totally stuck.

  16. Set a timer.

    If an idea hits you, just write the post (not while driving -that’s when I often get lots of ideas)! But before you begin, set your phone timer for a short period of time (no more than 15 minutes)
    If the timer goes off before you’ve finished, save your post into a folder called “In Progress” (or whatever name works for you). Go back to your regularly scheduled work. Much later – perhaps even weeks later – dig one of these semi-completed blog posts out, when you need to come up with an update for your blog (or for a client, if you’re a content writer).
    Finishing a half-written blog post is much easier than thinking up an entirely new one. It will feel like cheating – and you’ll gain lots of practice in self-discipline and  writing faster by using the timer. Basing your post on one single keyword can help you focus and streamline each post.

  17. Write (something) daily.

    Nothing speeds up writing time more than getting into the habit of writing. Daily is good – social media posts count too, but make them meaningful! One blog post a month is better than none – but why not make it 2 or 3 posts?   It’s fine to keep them short (up to 500 words), although longer posts (over 1000 words) are also worthwhile occasionally (Google values longer blog posts).  However you tackle it, regular writing is good for self-discipline!

  18. Use a template.

    -especially if you’re writing reviews. It’s not always easy to write a short review post. In fact, many times you will get better results if you write in more depth, but using a template helps make the process relatively painless.

  19. Stick to a basic structure.

    If you don’t want to use a template, make sure you learn the basic structural elements of a strong blog post:

    • A beginning paragraph that makes a statement and promises what the reader will learn
    • At least two or three middle paragraphs that expand on the premise
    • A summary to bring your post to a strong conclusion
    • A call to action, encouraging comments or click-throughs from your reader – it’s so important to tell people what to do next.  I see so many bloggers write a brilliant post but forget to include any calls to action…
  20. Don’t edit as you write.

    Doing the latter is the surest way to:

    • Take the momentum out of your writing
    • Go off on a tangent
    • Lose the conversational feel and immediacy of your post (side note – don’t use jargon and technical language, write as if you were explaining the subject to a friend)
    • Undermine your own confidence
    • Prioritise layout, spelling and grammar above your vital message
    • Throw off your pacing (story flow)
  21. Create a plan and use a blogging calendar or schedule.

    Brainstorming and planning all your topics for the month ahead is a wonderful way to get you into the habit of writing,  and will speed up the whole process (try this for a useful calendar) Knowing your post topics ahead of time also helps you to:

    • Grab a great graphic whenever you come across one
    • Note any useful research links
    • Mull topics over in your mind
    • Seize the opportunity to ask questions of experts
    • Read related material

Final Thoughts

Do use sub-headings (H2, H3 etc in HTML terminology) and/or a few bullet points, if your blog post is over 350 words long. Sub-headings and bullet points break up the text, helping the reader feel that your post is easier and quicker to read.

The outcome of following this method means that all the fiddly stuff is done in advance.

For example:  you are browsing online, looking for graphics for today’s posts. While checking out the “People” category in your favourite photo site, you come across a photo of a small girl in a lilac dress, holding a posy of violets.

You realize this photo is the perfect illustration for next Wednesday’s post on “Styling Bridesmaids For Your Wedding”. Download it, edit, add text, your logo etc – and save it. Your photo will be ready to instantly drop in and go.

I know from personal experience that image editing can take quite a while, so the more you’re able to streamline this process, the better!

Even if you don’t use every one of these twenty-one speed tips for blog post writing, adapt as many as you can. Writing blog posts efficiently and quickly is mostly a matter of habit and practice. And the best part is… anyone can do it. Yes, YOU can reduce your post-writing time.

Try it and see!

Over To You

I hope I’ve encouraged you to write more and better blog posts. I’d love to see some of them –  why not share in the comments,  or message me on Facebook.

Need Further Help?

If you’re not blogging yet and you’re not sure about the best way to get started,  message me and we’ll chat.  Maybe you’ve been blogging for a while but there are aspects you don’t understand, or you’re not happy with the way your blog looks?
Just ask, I’m here to help 🙂

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Unsubscribe at any time by clicking the ‘unsubscribe’ link at the bottom of every email. Your details will be stored in my email marketing software but will never be sold to third parties. For full information on how your data is processed, please see the Privacy Notice.

Copyright © 2019 Naomi Jane Johnson t/a Value Added Video
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