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A Masterclass to develop your content marketing blueprint for 2014

January 16, 2014


Over the last few months I have been doing a number of digital marketing audits for clients, surveying their presence in search and social channels, to see how well or how poorly they are performing online.

Checking your online performance 

One thing I systematically do before I meet a client is paste their website URL into the HubSpot Marketing Grader Tool online to get an snapshot view of their web marketing performance, showing me their Blogging, SEO, Social outreach and other digital activities. 

You can visit the online tool and run the test yourself  by pasting your URL into the grader - it’s free and you need not give your email if you don't want to.

No cohesive marketing strategy

What’s apparent to me is that most companies are executing tactics with no cohesive strategy to tie their online marketing activities together. They are simply doing ad hoc social updates, writing occasional blog posts and doing eMail blasts without any understanding of customer needs, content types, calls to action, style or tone, let alone using an editorial calendar. It’s pure self-promotion and they might as well not be doing anything and saving themselves time, effort and disappointment. 

No understanding of customers

The single biggest problem I see is that my clients’ websites have not been designed with the information needs of their target audiences in mind. This means that they are failing to connect with their target audiences and have no chance of engaging them, developing trust, nor converting them into paying customers! This is not surprising since we are not born marketers and marketing uses many specialist disciplines, tools and templates. 

Why else would anyone pay tens of thousands of pounds to learn marketing? 

The Content Marketing Masterclass 

I have teamed up with Richard Hussey, a local copywriting expert, to run a one-day intensive Content Marketing Masterclass in Exeter on February 11th, 2014, designed to help delegates plan and implement a solid content marketing strategy to improve the power of their web marketing activities in 2014! Details of the Masterclass appear at the end of this post. 

Richard and I want to share our full spectrum of content marketing tools and techniques to help delegates develop their own content marketing blueprint for success in 2014. 

The Content Masterclass will help delegates specifically: 

  • Create deeper, more insightful buyer personas 
  • Develop a more solid content calendar + channel management plan 
  • Create the editorial content in the formats their customers want and like 
  • Engage target audiences with powerful content, with the appropriate Calls To Action and mechanisms to convert visitors into customers and grow their businesses online 

Delegates will each gain exclusive access to our upcoming Content Marketing Primer and our Content ROI Planner which both publish in February. They will also be sent their personal copy of the Content Masterclass Workbook with a specific task to complete prior to the course. 

With all of the tools, techniques and templates we provide on our one-day Content Planning Masterclass, delegates will return to work ready to implement a tried, tested and proven content marketing blueprint that will ensure 2014 is their most successful content year to date! 

Two caveats: A) places on the Masterclass are limited, and early booking is essential, and B) the intensive nature of the course is suited to a specific profile of business owner or manager

You’ll find all the details for the Content Masterclass here

Please share this post with colleagues or friends you believe it might interest. 

 

Content Marketing: Crap Or Compelling?

June 12, 2013


More and more brands are creating content online to attract their target audiences, which, say some, is creating “a deluge of crap.”

The rush by businesses to experiment with content marketing has been so intense and so poorly managed in the UK that media industry commentators in the mainstream press have warned marketers “to avoid the hype surrounding content marketing”.  

The truth about content marketing 

Content marketing is something many small businesses, especially creative sta...


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How To Find Online Influencers To Boost Your Content Marketing

May 14, 2013


Why you need to connect with online influencers 

If you write write online to attract prospects, then a top level priority will be to connect quickly and convincingly with industry influencers across key online channels like Twitter, WordPress, LinkedIn and Google+. 

This is because influencers make up the small part of the digital population that wields almost all the influence over consumers. And to achieve that goal with any degree of success and speed, you’ll need tools like KloutTraack...


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Content Marketing: 6 Steps To A Solid Content Creation Process

April 2, 2013

                                                                                                                                                                                                                                                                                                                              

How do you create enough quality content to achieve your content marketing goal?

Or, more specifically, how do you create the kind of content that captures your audience's attentio...

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7 Content Marketing Trends For UK Business

March 18, 2013

Study Says UK Business Are Embracing Content Marketing 


According to a report published by The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA), UK businesses are 'embracing' content marketing and social media to drive brand awareness (78%), audience engagement (75%) and customer acquisition (71%). 

There are 7 key content marketing best practice takeaways in the report: 

  1. Content Marketing Is Integrated : the report says the vast majority (94%) of UK bu...

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Grants Loans & Business Funding For Business In Devon And The South West

February 28, 2013

Are you a small business owner seeking early stage or next stage funding for your business? 

Are you trying to navigate the confusing “maze” of business loans and grants available to small business?  

If so, then you are one of the 33,000 other business owners and managers searching for answers to this question on Google every month! 

Add to that 33,000 an additional 90,000 local monthly searches for “business loans” and you’ve got yourself a very large and qualified community of in...


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How to Use Social Media to Grow Small Business

June 21, 2012


Social Media And Small Business Owners 

Yesterday I sat in a room full of business owners and managers from Exeter and the South West, who’d come to listen to Alastair Banks present his “Top 10 Social Media Tips”.

As I looked around the room I thought to myself: “who in this audience isn’t mystified in some way by social media, and who might be misguided about the role it plays in the sales and marketing of a business?” 

Don’t put social media in a box

As it turned out, ...


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Unlock Your Brand Strategy: A Marketing Seminar for SMEs in Exeter

April 25, 2012
 

"Be more efficient by communicating better" 

Yesterday I attended a small group seminar in Exeter entitled “Unlock the value of your brand”, hosted by Alder & Alder, a local brand marketing agency, which helps business managers and owners consider how they and their businesses can “be more efficient by communicating better”. 

The group consisted of a diverse range of business managers and business owners, all working across different industries like finance, accountancy, reta...


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Is Your Organisation Fit For Blogging?

March 14, 2012



A good plan is the heart of content marketing and a good corporate blog is often at the heart of successful content marketing. And yet more companies fail to master corporate blogging than any other digital media activity. 

In this series of posts, I’ll examine the pitfalls of corporate blogging and consider how best to overcoming them. 

Pitfall #1 - No Plan

Corporate blogging is not easy and the majority of corporate blogs start without a plan. The web is literally littered with ab...


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About


Author: Stephen Bateman Digital media pragmatist applying robust digital media disciplines to business development. I help organisations and their teams develop the content marketing skills and processes needed to grow their readers and convert their visitors into customers.

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