Why You Should Repurpose Your Content


 

 

 

 

 

 

 

Content marketing increases sales, enables you to connect with consumers, and is the way of the future in the marketing world. Repurposing your content is when you take a subject you’ve discussed in the past and come at it from a new angle. You can repurpose your content in one of two ways: the format (i.e. blog posts, email marketing, social media posts, podcasts, infographics, videos, ebooks) and target audience. Repurposing your content is the most effective way to strategize your content marketing and below are the benefits of doing so.

Improves your SEO. The web pages that are ranked the highest on results pages are there because search engines trust their content. The more times you produce content around a particular topic, the greater chances you have at becoming one of the top sites on results pages. Repurposing content also increases your ability to build links, which is when you include links to a webpage to improve the page or website’s search engine ranking.

Saves time and generates more ideas. The hardest part of content marketing is coming up with fresh, new ideas. When you repurpose content, you generate new ways to share the services you provide and the insights you have in your industry.

Showcases your expertise. Your ability to spit out content in different formats and points of views will prove to others that you know what you’re talking about. When you show your expertise, you truly set yourself apart from your competition. Additionally, showcasing your expertise will keep visitors on your website and social media pages longer.  

Gains you new leads. When you change the ways you deliver your business’ message through repurposing your content, you introduce your company to new leads. Not everyone is a reader. The same thing goes for not everyone being a visual learner or an audio learner. Switching up your content media allows you to reach and retain more potential clients.

How Design Plays a Part in Your Marketing Efforts

What are the effects of having a great design when it comes to marketing? It can help you be easily recognizable to your customers and audience. Most importantly, it can help the growth of your business as it develops its unique professionalism that only your business can bring to its field.

  • Clearer message – Conveying a clear message is important when marketing to your audience. Everyone would much rather read a text that combines text and imagery that tells a compelling story and intrigues them to be apart of it. Therefore, it is important to go visual as a picture speaks a thousand words. Instead of basic black and white, incorporate photographs, graphic representations to support the message you want to spread. As a result, it would make a bigger impact and be marketable to a wider audience.
  • Strengthen company – Maintaining a solid design within your brand can help customers not only recognize it, but trust your business as well. Every creative piece or service that happens within your company, should support the identity of your business. It will show you pay attention to detail and maintain good taste, leaving your business being seen as professionals in the field.
  • Consistency – The image of your display can be one of the easiest approaches to how your customers view your services. For example, using the same text styles, logos and same hues with a specific textual style and shading pallet can be an easier way for your logo to be identified. Keeping a consistency with your logo makes a lovelier ordeal and makes it simpler to recognize in every element that it is used. In other words, you quality work are what people require, and consistency in a logo will keep your customers coming.

Your design plays a huge role with marketing and can play a huge part of the business success. With a lot of experience and knowledge, the marketing and design aspect can be beneficial to your business and your customers.

Marketing Mistakes to Avoid (Pt. 2)

This blog post is a continuation of the marketing mistakes 2 part series where we review the many popular marketing mistakes we are all guilty of doing at some point in our business. Here are some mistakes to watch out for and avoid:

Using the Wrong Platforms:

It can be difficult, at first, to decide on the appropriate platforms for promotions or simply to share important content. The best way to decide on a platform is to find out where your target audience spends most of their time and find out what are the best ways to contact them. Try sharing content on every platform available and keeping an eye on the analytics of each one to see which results in a high response rate. This will help you weed out the channels that are of no use to you.

Spending a lot Too Fast:

Chances are that, if you are spending too much too fast, you are not giving you and your company enough time to test out different platforms and strategies and are, instead, doing a lot at a time. It’s important to test out different strategies to see what works best and what doesn’t before spending all of your money.

Not Measuring Results:

Measuring your results is a crucial part of developing a successful marketing strategy. This is the only way to track whether your strategy is giving you the best results and tells you whether you should keep spending money on it or move on to something different.

Not Expanding your Network:

Networking is one of the many important components of marketing successfully. A large network means more promotions for your work. Word-of-mouth spreads like wildfire and are a trusted way of getting your business “out there” and gaining more clients.

Following in Competitors Footsteps:

Think about it; when you see competitors sharing similar marketing efforts it can be boring and eventually confusing as to which brand did what. Avoid replicating your competitor’s marketing strategies. What may work for them, may not work for your business. In addition, many times their marketing efforts may only look like they are working when, in reality, it could be a failing technique.

For help in avoiding such marketing mistakes, contact Sperling Interactive!

Marketing Mistakes to Avoid (Pt. 1)

 

We have all been there before, where we come up with a great new marketing plan but end up having a hard time getting a strong response rate. Chances are that we are committing one, or multiple, of the following common marketing mistakes:

Weak Written Material:

Having strong writing skills is a crucial part in communicating with your target audience. In order to fully get through to your customers and motivate them to take action, you must first move them with your words. This can only be done through strong written content. The content should interest your readers.

Forgetting about SEO:

SEO is important in marketing for company visibility. When creating any marketing materials, do not forget to incorporate important industry keywords, tags and Meta descriptions to help your business rank high on search.

Repeating others Content:

Every now and then we all get stuck or seem to run out of new ideas and look to others for inspiration. However, while doing this, we end up repeating content every now and then. Doing this can make it difficult for your target audience to remember you. Write in your own point of view and incorporate your own experiences and inspirations into your work.

Not Self-Promoting:

Whenever you think about self-promotion, you probably think about something along arrogance, but it does not have to be this way. The truth of the matter is that if you’re not promoting your content, how will your audience know what your company has been up to? Promote your business’ greatest achievements and invite others to the celebration!

No Call to Action:

Not having a call to action is a big mistake. All your messages and marketing materials should end with a call to action. Connect your marketing materials to your brand and finish off with an instruction on what to do next and how to do it.

Learning from our mistakes is important. If you need help developing a marketing plan that works, contact Sperling Interactive for help!

Google AdWords Expanded Text Ads

Google AdWords is changing their format! The text ads will have an expanded text format, which will include two headline fields with more characters (30 characters) as well as an expanded description fields with 50 percent more ad text. The new changes are meant to give advertisers more control over their message and give users more information before they click ads. Overall, its new design is made for a “mobile-first world.”

Are you wondering what changes this will bring to your current ads? Well – good news— expanded text ads will still be available on the Google Search Network as well as Google Display Network. All AdWord tools that support text ads will also support it. The new design will also brings two optional path field and the display URL will be the domain website’s URL. The bad news, however, is that the old format will no longer be editable after the switch is over. This means that, even though the old ads will still run, advertisers will no longer be able edit them after it has been switched into the new format.

When getting started with the new AdWords design, here are a few tips to help you get the most out of the switch:

  1.     Use headlines that will attract prospective clients and give them enough information to persuade them to visit your site.
  2.     Be strategic with your headlines so that it is displayed in the best way possible. On search, headlines are combined with hyphens, which can cause the headline to go beyond the first line on mobile view.
  3.     An expanded description means you can communicate more with the audience; take advantage of it.

If you are thinking about getting started, click here for details on how to do so.

How to Gain Quality Followers

It is everyone’s goal to gain a large following on social media, but it can be very hard to keep those followers after you’ve gotten them. Because of this we have gathered details on ways to gain and keep a large following.

Enhance your Profile:

The first step is to focus on the social network where your following is more likely to be and enhance that profile. You can do this by using an identifiable name and image with a clear and concise description. In order to figure out which social media is the most popular for your following, you should research buyer’s personas by asking clients which social media they are more likely to be found, conducting an anonymous survey, or use share data.

Promote Social Presence:

Even though it’s important to focus on a specific social network, it is also important to still have a presence in other social media networks, as well. After getting a profile in all the important networks, you must promote it anywhere you can; this means on your website, your print advertisements, your business cards, your email messages, and even on social media.

Share Valuable Content:

Once you have your profiles set up and some following, the next step is to offer valuable content for your followers. Your content should be relative to your company and industry. However, you should be careful not to be too self-promotional. Your content should be fresh, interesting, and engaging. Adding visual content, personal posts, and hashtags can also optimize your content.

Build a Relationship:

Building a relationship with your followers is the best way to keep with around. You should interact with your followers whenever they mention or tag you into their posts. Following and building relationships with others in your industry is also important.

Making your social network one worth following is the goal in order to gain quality followers.

Networking Organizations We’re a Part of: Cape Ann Chamber of Commerce

Cape Ann was founded by pilgrims in 1623 and was named after England’s Queen Ann. Currently, Cape Ann offers big-city culture while maintaining a small-town charm, and its four communities consist of Essex, Gloucester, Manchester-by-the-sea, and Rockport. With such an amazing location and so much to offer, it’s no wonder why we have been a part of the Cape Ann Chamber of Commerce for two years.

As a member of this organization, we are able to express the great benefits that come from being a member – from networking and training to adding value to your business. The following are just some of the many benefits Cape Ann Chamber of Commerce offers:

In their membership directory (both print and digital), help coordinate ribbon cuttings for special business occasions, host networking events (seminars, speaker programs, board meetings, etc.), sponsor and advertise business events in publications or online.

Gain insight into their affinity program. Here your business can save up to 25 percent on constant contact discount and gain access to a variety of health plan options and providers through Health services Administrators. Your company can even save on credit card processing!

Contribute to the community. By being a member your business can contribute to Business Education Collaborative to enrich the education and career development of students, to Businesswomen’s Committee that helps create a strong network group for women, to Government Affairs Council in creating a healthy business climate for the community, and to the Tourism Council, which works to promote Cape Ann as a premier visitor destination.

Gain access to other exclusive benefits like access to over 900 chamber members, office referrals, Cape Ann certificate program, and Discounts on local media advertisements.

To find out more about these benefits, or others, or if you are interested in being a member visit their website here

Persona Development

Persona Development is “a composite sketch of a key segment of your audience” (Ardath Albee). In other words, it is the legitimate process of creating a fake customer based on analytical information from your actual customers’ behavior. By creating personas, your company can gain a better understanding of how to deliver content of most relevance and usefulness to a particular group of audience. The best way to get the most accurate understanding is by creating 3-5 personas using a template.

In a template you want to gather both general profile and specific information about your persona. The more specific you get with your persona’s profile the better. This way your company will have a deeper understanding of your customers (their thoughts, feelings and behaviors) and will be able to find any overlooked tactical opportunities for your products/services. You will need:

– Name and job title

– Demographic

– Their goals and challenges

– Their values and fears

– Their hobbies

– Computer Literacy

– Where they get their news

– Blogs they read

– Customer quote

In order to come up with a specific profile on your persona you want to gather data information from your analytics to find out where your clients come from. Checking the keywords your clients used to find your business, and seeing how long they spent in your site can help you with this.

Another way to gather specific information is by communicating with all your team members that work directly with your customers. No one knows your customers better than those who actually get to communicate with them. These team members would be able to communicate the concerns and thoughts your customers bring up frequently. You can also get these informations by checking out all your social media accounts to see what your customers are saying about your company, as well as what questions they may have for your company.

If there are more specific information you would like to know about your customers, performing surveys and/or interviews are the best way to do so.

To find out more about persona development, contact Sperling Interactive.

Podcasting & Content Marketing

“Content Marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.” (Source: Content Marketing Institute)

If you were to take this definition of content marketing you could see that podcasts are the perfect platform for this marketing strategy. Now, if you’re thinking, “Podcasts, really? Who even listens to those anymore?” Well, podcasts are actually more popular now than they ever were. Today there are thousands and thousands of podcasts available on iTunes alone. Podcasts exists for every, and any, topics. Whether it is music, sports, medical, entertainment, business, science, cooking, marketing, or anything else, you could probably find a podcast on that topic. This makes podcasts an excellent medium to create content marketing.

To give an example of how podcasts are ideal for content marketing, think about a cooking podcast where they, of course, talk about cooking experiences, recipes, and anything that has to do with cooking and food. Just by doing this, the hosts is providing their audience with important cooking information while keeping them entertained. Here, the audience learns about what the best cooking utensils are for certain recipes, what products produce the best flavors, and more. Maybe, the hosts gets a promotional code for a certain product that they really enjoy using and decide to share it with their audience. All of this can lead to the audience to build a relationship with the cooking podcast, and maybe even associate cooking with that particular podcast.

In this example, the host of the cooking podcast is consistently providing their audience with relevant content and building relationships with their audience in order to enhance the amount of loyal listeners and ratings. With that said, if you have been thinking about creating a podcast in relations to your business, keep this in mind and remember that content marketing can take your business far.

Marketing Using Snapchat

Today it seems like everyone is constantly taking pictures and videos of anything. Even walking down the street you probably come across someone making ridiculous faces in front of his or her cell phones in a very casual matter. If this is the case, chances are those people are posting on Snapchat. If you are not already familiar with this social medium, it is a social app where anyone can send instant pictures or videos that can last up to 10 seconds and then “disappear.” If you wanted your image or video to be seen by all your followers, you can post them on your “story,” which will allow for your content to be live for 24 hours. Other features include drawing and text tools to customize your image, and fun filters.

Snapchat is one of the fastest growing social media networks today. There are currently over 100 million daily users with 400 million of snaps being sent per day. The users range from 18 to 34 years of age (source: SocialMedia Examiner). Because this age group is a target for many businesses, Snapchat makes for one of the best places to begin marketing your company.

First thing to take notice if you’re considering marketing on Snapchat is that you have to make every second count. Since this platform is more relaxed and wicked casual, you want your postings to not be too professional and more personable. Your posts should be fun and not “salesy.” You want to be seen as approachable and actually interact with your customers.

Overall, Snapchat is the perfect platform to get your customers exited about your company. Posting back stage content is a perfect way to do this. It gives your customers incite to what seems as an exclusive part of your company. This also allows your customers to get to know your brand and what it has to offer. Another way to get your audience exited is by releasing teasers on a new product or service your company will be offering. It also gives you a great platform to host contest and partner up with social influencers who may even know a whole lot more about Snapchat than you.

In the end, using this platform can be a fun experience for both your company and customers.