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10 Ways to Amplify Content Promotion Strategies

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Generating content is the first step in engaging your audience, but your job isnt quite done once the content is out there. In order to get the most out of your content, you need to understand how to market what you have. Employing content promotion strategies can help boost your reach. Here are 10 ways you can expose your content to more prospects.

1. Ask For Contributions from Top Influencers

By publishing content, you automatically leverage the attention of your existing audience, but tapping into a bigger influencers larger base can open up your content to a wider crowd. How do you do this? Simply cite and link to top influencers when applicable. When you mention these influencers, you have a good chance of getting them to share the content, thereby exposing it to their audience.

Related Class: Finding Influencers to Amplify Social Reach

2. Give Those Influencers Meaningful Incentives

If you hope for an influencer to share your content, you must be prepared to give something in return. Give influencers an incentive, whether its a promotion or a product review, or any other form of mutual exchange. In turn, they are much more likely to help build your audience by sharing content on their platform.

3. Engage Niche Communities

It would be great to achieve mass appeal across a wide range of audiences, but that’s not how you should focus your attention. Instead, focus on the smaller segments that your content appeals to most. You might have content that specifically appeals to online marketers or the tech community; if thats the case, seek out places where these people tend to gravitate, and stay active in those communities.

4. Using the Skyscraper Technique

One way to create content with a built-in audience is to use the skyscraper technique. The idea behind this method is to find the best content thats already published by your competitors and build on it. Any content can be improved on with better design and more in-depth material. This isn’t the same as plagiarism, or spinning: borrowing ideas and making them better isn’t stealing. It’s how all writers, artists, thinkers and innovators thrive.

5. Create Hero Content

Rather than focusing on quantity of content, work on bigger and better content. Concentrate on producing resources that can be marketed and promoted, and spend the effort getting it out to the community.

Related Class: Creating and Curating Content People Love

6. Use Native Advertising

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Native advertising is paid content that fits into the standard structure of a site. Native advertising usually performs better than something like a banner ad, as long as it doesnt come off as pushy, or clash with the tone of your site.

7. Use Broken Links to Your Advantage

When you write powerful content, find other sites that have linked to similar articles, and identify those with broken links. You can use extensions to identify sites with broken links or broken redirects. Then, contact the staff to suggest your article as a replacement for the broken link or redirect. It may sound counter-intuitive, but it works. If they agree, that backlink will help your SEO for that particular page, thus improving the visibility in Google’s organic results for that article.

8. Buy Niche Property

If you are already a large Internet business, buying niche property is a viable option for you. While obviously an expensive prospect, acquiring an existing site that focuses on your market is a great way to quickly expand your platform and get your content out to the right audience.

9. Give Incentives to Sharers

Contests and access to exclusive content are both great ways to increase your audience’s engagement. If you provide them something in exchange for sharing your content, you can gain considerable growth directly from that incentive.

10. Use Snip.ly

Snip.ly is a tool for creating banners on the bottom of your content that links to other articles and resources on your site. This is a great way to keep site visitors around longer, which helps garner clicks and improve usability metrics.

Content promotion strategies can significantly boost your audience reach, which means more clicks, leads and sales. While I’ve touched on a number of these methods, don’t get overwhelmed: dedicating yourself to just one or a few can have a big impact.

Nick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups. Using his journalism training, Nick writes for publications such as Entrepreneur, TechCrunch, and Yahoo. He concentrates on teaching small and medium-sized enterprises how best to manage their social media marketing and define their branding objectives.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Finding Influencers to Amplify Social ReachContent Marketing Strategy for Social MediaCreating and Curating Content People Love

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here!

 


The Difference Between Inbound and Outbound Marketing

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Although the strict line that professional marketers have drawn between inbound and outbound marketing is disappearing over time, the difference between these strategies can almost be described as the difference between paid content marketing and display banner advertising. That description may be in the right ballpark, but it only lands us on first base.

There are a myriad of differences between inbound and outbound marketing (of which different conversion strategies are only a small part), differences which even celebrated thought leaders sometimes equate with the “old” and “new” dichotomy. This way of thinking rarely moves the ball forward for the rest of the marketing world.

When examined more closely, the relationship between inbound and outbound marketing is a bit more complicated, and that’s why we’ve dedicated this post to explaining the relationship between them in terms that marketers of all stripes are likely familiar with: Conversion Strategies, Target Audiences, and Offers. We recognize the ‘versus’ terminology that we employ to describe this relationship may seem to imply an opposition between them; it’s not meant to do that. It is more intended to set up a spectrum along which any marketer’s inbound or outbound tactics may fall, whether they are deployed for content strategy, an email marketing campaign, or the design of an advertisement—or perhaps most effectively, all three.

1. Conversion Strategy: Attraction versus Promotion

The motivational force behind attraction is a pull. The motivational force behind promotion is a push.

When marketers adopt inbound conversion strategies, such as content publication, they want to gently pull users and consumers in their direction, converting with an attractive offer. When they opt for outbound marketing strategies such as banner advertisements, they want to gently push users and consumers along a predefined path, converting with a promotional offer.

A standard inbound conversion strategy will more often reach for indirect methods of persuasion (like branded infographics or product placement) than a standard outbound conversion strategy, which will more often cut to the chase and make a direct offer. These outbound strategies might include “buy-one-get-one-free” promotions, discounts, and other types of financial incentives. The best marketers are often able to blend these two conversion strategies, perhaps opting first to gently push an outbound promotion to raise awareness of a free offer, and then placing additional, attractive information along the path toward accepting the original offer. This information can be designed to gently pull the user or consumer toward accepting an additional offer, and create enough loyalty to make them a paying customer. In fact, many successful software as a service (SaaS) companies, including LinkedInAncestry, and the popular buzzword search tool BuzzSumo, use this exact conversion funnel strategy to grow their customer bases.

2. Target Audience: Business-to-Business versus Business-to-Consumer

The art of targeted business messaging lies in the science of research. The art of targeted consumer messaging lies in the science of even more research.

Finding the right audience is one of the hardest parts of marketing. Die-hard proponents of inbound marketing strategies would probably tell us that’s why we should allow our ideal audience to find us, while die-hard advocates of outbound marketing strategy would probably tell us that’s why we construct ideal audience personas: to target those we suppose would be most interested in what we have to offer. The assumption underlying both suggestions is that business audiences will naturally gravitate toward subtle, inbound messaging since they are constantly looking to improve their business, whereas consumer audiences require a more robust, outbound message, since they are a more passive bunch.

But strategists who are dogmatic about either approach tend to miss the mark by overlooking the art and science of research—that is, listening rather than pushing new ads and pulling new leads. Some of the best marketing strategies are born from long stints of research and development, which culminate in the creation of the most relevant message reaching its most relevant audience. It’s often easier to research a business than it is to research a consumer. After all, there are fewer businesses on the planet than consumers, and consumers tend to change their preferences more frequently than businesses do. But taking the time to listen to an audience and shape our message around their proven needs and desires offers a much more lucrative payoff than leaving a trail of breadcrumbs or shouting into the void. As market research has shown, marketers for both business-to-business and business-to-consumer companies can make good use of Facebook analytics to discover and monitor new target markets.

Related Class: Facebook Advertising and Targeting

3. Offers: Education of User versus Sale to Consumer

An offer of educational information is perceived to be more valuable by users of services. A promotional sales offer is perceived to be more valuable by consumers of goods.

Value is more often determined in the eye of the consumer than in the eye of the supplier, at least in a free market. When it comes to goods and services online, the case is no different. But there is a difference in our marketing expectations for service providers and suppliers of goods. The expectation for marketers of services, particularly SaaS, is that they should adopt an inbound marketing strategy by publishing content like blogs and videos, whereas we expect marketers of goods to adopt an outbound marketing strategy by pushing online promotions such as discounts and free shipping.

The problem with these expectations is that they often force young SaaS companies and commercial online vendors to make uninteresting offers to users and consumers who want to see more than another marketing agency infographic or commercial website sign-up coupon. Some of the best and biggest companies have risen to the top because they balance educational information with promotional sales. The increasingly popular massive open online course (MOOC) providers like UdacityCoursera, and edX are excellent examples of what can happen when we hybridize user education with promotional sales, as their business is premised on offering a quality education for 1 percent, and sometimes 0% the cost of taking an equivalent college or university course. Imagine what could happen if more companies started flipping the script, and commercial websites like Amazon began offering courses in web sales, while marketing agencies began offering bundle deals on memberships with their company that included access to all their best content. Content entrepreneurs and educators at Online Marketing Institute are already doing this with the provision of corporate training courses and certifications, the former of which specifically prepare business teams to expand their inbound and outbound online marketing expertise, while the latter helps individuals gain expertise in online marketing on the whole

Such hybridity is the lifeblood of the marketing era we find ourselves in now, an era that demands innovation every day.

A version of this article first appeared on BestMarketingDegrees.org

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Top of the Funnel Tactics for Inbound Marketing, Facebook Advertising and TargetingContent Marketing Implementation: Executing a Winning Content Program

Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

 


How to Get More Traffic to Your Blog in the New Year

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For most of us, the new year is motivation to sort out our digital mess, clear the inbox and fix old bugs. I like starting a new year with the feeling of old stuff being sorted. This way I feel better prepared for new projects and challenges in the New Year.

As business owners and marketers, one of the things we tend to put off is sorting out our blogs. We’ve become accustomed to handling small inconveniences and bugs. Many of us can  barely find time to publish new content let alone find the time to research the  countless new plugins available or update old articles.

Well, I hate to break it on you, but getting all that technical staff in order is probably more important than publishing new content. Lack of security opens you up to the risk  of losing all your precious content. . Slow pages and broken links means lost readers and conversions. You need to start thinking about your blog performance now, so you can  start the new year with a better converting, more successful blog. So what to do to first?

Fear not, this checklist will take you through the complicated lists of plugins and tools, so  you can get right down to execution.

Step 1: Fix or remove broken links

One of the most widespread issues with a website of any age is broken links. Broken links present both SEO and usability issues. The more broken links your site has, the less trustworthy it looks both to a user and a web crawler. You may have no control over pages that go down over time (resulting in broken external links) but you are fully responsible for the links that you have on your pages, even older ones.

It's impossible to keep track of broken links and images, even if you have a smaller site. You need a reliable tool to handle this for you.

Netpeak Spider is an ideal solution for larger-scale websites. It's a desktop program, so you won't have compatibility issues with your browser. It’s also fast, and very flexible - you don't have to be an SEO expert to use it. Just run the tool regularly and fix new errors as they are found. Look for errors in red, those are the most important to eliminate.

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If you have a small blog, make sure to install the awesome Broken Link Checker WordPress plugin. It may slow your site down if you have too many pages, but it works great for blogs with under ~500 articles.

To avoid slow-downs and downtimes, you should disable automatic crawling to make sure it will run a new report on demand.

The plugin saves a ton of time by letting you remove broken links right from its dashboard.

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Step 2: Keep an eye on your site security

Did you know that around 37,000 websites are hacked every day? It's no joke! Even with some security measures taken, you still run the risk of getting hacked. Huge sites, with multi-million dollar budgets like Yahoo! and LinkedIn are regularly hacked, and WordPress is not the most secure environment out there.

A proactive measure is submitting your website to  Google's Search Console. They have one of the largest databases of compromised websites, and they almost instantly know once a new site has been hacked. They will send you an email once they notice anything weird with your website so you can take measures on the spot.

Now that we have monitoring in order, make sure you have taken these steps:

  • Always update your WordPress version as soon as possible, and update your plugins as well.
  • Always install well-trusted plugins. Search Google before installing anything and only install from the wordpress.org website.
  • Never keep "admin" as a user. Come up with a different username for the blog administrator and use a powerful password (later versions of WordPress will generate a good one, so just go with it).
  • Use Login LockDown to limit login attempts.
  • Never login to your blog using public WiFi, never give anyone admin access unless you know and trust them, never give anyone permissions to upload anything to your blog (use standard contributor permissions for your site contributors).

Step 3: Make sure you address downtime timely

How often is your site down? According to these stats, even the most popular hosting providers have terrible uptime numbers. Your site may be down without you even realizing. Being offline is one of the worst thing that can happen to a digital entity. It means your website visitors have nowhere to click, no way to get in touch with you, and no way to engage.

Try Monitority to be notified whenever your  site is down. The tool is absolutely free and the moment your site goes down, your email is pinged so you can look into the problem right away. If you have a few sites to manage, give Pingdom a try. It has some cool analytics and monitoring reports you'll find useful. Pingdom also talks to the monitoring dashboard with Cyfe.

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Step 4. Find better keywords for your old content

Your content can be outstanding, and people may still not be able to find it. That means wasted effort. It's a new year coming, time to make the most of your old content so you’re ready to create new articles.

Try Serpstat to discover good keywords and optimize older articles. Just take a core term from your article, run it in Serpstat and set the competition filter between 0% and 3% to discover relevant phrases that may take you on top of Google's search results page.

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Step 5. Try and push those search positions higher

There are tons of search queries that your site is already ranking for. You may be unaware of those because they rank below the fold and hence they are not sending too much traffic. However, these are often keywords that have huge potential.

Try Google's Search Console "Search Analytics" feature to show you which search queries are driving traffic to your blog. Make sure to check a box called "Position" (for some reason, it's unchecked by default). This way you'll see your page average position for each search query.

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If the average position of a keyword is 5 or lower but it's driving traffic, this means two things:

  • It will send tons of visits if it's #1 or even #3.
  • It is not that hard to push it higher, without additional effort.

What to do with these keywords:

  • Discover which exact pages are ranking for the term.
  • Use this WordPress plugin to send more internal links to that page.

Usually, this quick exercise results in 2-3 higher positions and therefore better traffic.

Are you ready to take action? Hopefully this checklist will get you started. Happy New Year!

Want to learn more about any of the subjects mentioned above? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

 


11 Ways to Acquire More Leads Using Your LinkedIn Profile

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LinkedIn can be a great source for generating potential B2B leads if you know the right tactics. In this article, we’ll go over the top 11 strategies to acquire more leads from LinkedIn:

1- Optimize Your LinkedIn Profile to Connect with Potential Prospects

The very first step is optimizing your LinkedIn profile. In order to do this, you must expand your network by connecting with other industry users. The trick is to form connections with people who you’re unfamiliar with, with the goal of establishing a long term relationship whenever possible. However, this requires subtlety; otherwise, you might be seen as a spammer.

When LinkedIn users receive an invitation, there are two ways they can see it: their notifications bar, and the message inbox. The notifications bar showcases a small preview including your name, title, and the beginning of your message. If these are people who don’t know you, chances are they require more information before they accept your invite. To learn more about you, they’ll click on the invitation to view the full message.

The full message contains your name, picture, your title and tagline, and your message. A profile picture is very important, and without it, you won’t be taken seriously. Your job title will help users decide whether you’re worth connecting with or not.

The main thing that people check for when poring through your profile is legitimacy. The best thing you can do to help increase this is to simply make sure you’ve completely filled out the details of your profile page, including links to your website and published works if applicable. You may also try adding a line that lets people know you’re willing to connect with new users.

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2- Tag Prospects and Influencers in Your Conversation

LinkedIn tags are a great way to enhance your efficiency and provide your sales cycle with a more streamlined process. These tags enable you to group your contacts any way you want, and though LinkedIn offers some generic options to start, the real fun begins when you create custom tags.

Filtering and organizing your connections becomes very simple with LinkedIn tags. Tags make it easier to understand various segments of your connections, based on details that are not available on their profiles. A maximum number of 200 tag categories may be used at a time.

You can tag based on location, clients, prospects, industry, media contacts, event tags, and strategic partners. It’s even possible to use LinkedIn tags in your sales process to identify their position in the sales cycle; you no longer have to worry about forgetting leads and tracking prospects.

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Just click on the Tag button and select appropriate tags from the drop down, or create new ones

3- Frequently Add Connections to Your Network

It’s a good idea to invest a bit of time each working day to build your connections. Using the “People You May Know” list, you are able to broaden your social network easily. At the same time, you’ll become known as a person who reliably expands their network, which is important. Keep in mind that every person you speak to regarding work or business in the course of a business day is a prospective LinkedIn connection waiting to be added to your network.

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4- Join Groups and Share Updates

LinkedIn enables you to interact with people who are present in the same groups as you. You can use this as a targeted method to add value to other users, expand your present networking with connections and prospects, or exchange helpful business insights. All it will cost you is five minutes of your time each day to post an update to your network. You can use this daily update time to post videos, blogs, or articles that will be of interest to your customers and prospects. You might even use the “Pulse” feature present on your dashboard. Every time an update gets posted, your profile is displayed on the feeds of all your connections. However, take care never to sell when posting updates. Use them only to share your business expertise and add value to your network.

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Go to Interests, click on Groups, and step into the world of LinkedIn groups.

5- Buy LinkedIn Ads

LinkedIn ads allow you to get in front of suitable prospects. Ads improve your visibility, thereby increasing your “know, like and trust” factor in the community. LinkedIn ads possess great targeting options, and micro campaigns allow you to limit advertising costs, gain more visibility, and track your progress easily. Learn as much as possible about paid ads to maintain a high score and run the most effective campaign possible.

Ads can be bought in two ways: CPM, also known as cost-per-mille (‘mille’ meaning 1,000 impressions), and cost-per-click (CPC). For sponsored content, it’s probably best to go the CPC route. CPC ads generate fewer clicks in the short term, but LinkedIn will continue to show them until money is earned. This is helpful when you want visibility and recognition.

In the case of text ads, CPM is the way to go. These are great for lead generation.

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Go to the Business Services menu and select the Advertise option to create an ad and explore your options.

6- Use Ad Rotation Strategically to Prevent Banner Blindness

When using LinkedIn ads, it’s best to create a bank of different ads for rotation, rather than putting all your eggs in one basket. This not only helps to prevent banner blindness, it also allows you to determine which ads perform the best. Choosing the winning ad can lead to a massive spike in conversions and clicks generated.

Applying for ad rotation is easy. You can rotate your ads evenly, or enable the LinkedIn algorithms to pick the best one. You should allow your ads to run for at least a couple of weeks before evaluating their performance, to make sure you have a large enough sample size. When you’ve found the best-performing ads, you can easily swap out the losers and begin testing new ones.

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7- Regularly Post Your Articles on Pulse

Pulse is an amazing tool for LinkedIn users to discover meaningful, reliable content that they can share with their target market. Users who remain active on the platform will stay at the top of their network. This sort of passive awareness comes in handy when reaching out for an introduction. It is good practice to promote guest contributions on your LinkedIn profile and engage with potential customers by seeking feedback on your content. Posting articles frequently on Pulse gives you a chance to educate leads, which in turn adds to your value and leads to stronger relationships.

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8- Adopt the Auto-Suggestions Provided by LinkedIn to Constantly Improve Profile Visibility

You will receive frequent notifications from LinkedIn to add new users to your network. Your ultimate goal should be to establish a connection with them and ensure that when they view your profile, they will see helpful and relevant information about your business. Growing your network on a regular basis will boost your profile visibility. Auto-suggestions are extremely helpful in connecting you with the right users in your industry. When it makes sense, it’s a good idea to ask for recommendations, and provide them to members of your network. This will strengthen the connections you already have, and increase the overall reputation of your profile.

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9- Add Valuable Content to Your Sponsored Updates

Sponsored updates are a more subtle form of advertising that allow for more precise customer targeting. To use them effectively, you must first generate lots of quality content, then create different sponsored updates within a fixed time frame to promote that content to your target audience.

While this may seem like a lot of work, you can reap rich rewards as a result. The point of this method as opposed to CPM or CPC is to deliver value upfront in order to attract customers. When using sponsored updates, make sure to track your campaign’s success after it’s begun to evaluate the most valuable incentives and implement any changes to your sponsored updates in the future.

Take the time to learn how effective content is created to give your advertising strategy a tremendous boost.

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10- Make Use of Advanced Search

Advanced search filters are a great way to search LinkedIn users based on their relationships, company size, seniority level, and function.

The first criteria you should use in the Advanced search is location, title, and industry. The trick to B2B sales is  targeting the same level of employer or employee in every company, and this is where the title filter comes in handy. If location is a factor to doing business, use the location filter ensures that all the contacts you find have the potential to do business with you, similarly, you can use the industry filter helps you scope out targets within your target industry.

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Click on the Advanced option to the right of the search box on your LinkedIn homepage to access advanced search.

11- Run an Email Marketing Campaign on LinkedIn

LinkedIn has its own personal messaging system called InMail to help you connect with new users. It’s easy to apply for your own marketing campaigns. All you need to do is ask your round table and webinar guests to cover an event on their networks. This method works best if you send focused messages to recipients using the filtering tools offered by InMail. It is easy to filter recipients on the basis of industry, company size and role, and thereby locate ideal targets for boosting your campaign.

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Final Thoughts

Nothing beats LinkedIn when it comes to highly relevant social media marketing. As an entrepreneur, creating an effective LinkedIn engagement strategy is a surefire way to acquire more leads and connect with the people who matter. With the profile management tips and tricks we’ve shared above, you’re now ready to leverage your profile to attract more leads than ever.

About the Author

Joydeep Bhattacharya is a digital marketing evangelist and author of the SEO blog, SEOsandwitch.com. He is a Google Adwords and Analytics certified professional helping brands increase their presence online. He can be reached via Twitter or Facebook.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Creating a LinkedIn Engagement StrategyCreating and Curating Content People Love, Email Marketing Tactics

Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

 


5 Ways Online Team Training is More Effective Than In-Person Training

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Online team training is vital to your team’s effectiveness. The digital era has ushered in a compelling focus on online team training, offering more value on the whole than  traditional training methods. Benjamin Franklin said it best when it comes to investing in your team:“An investment in knowledge pays the best interest.”

In a 2015 survey with more than 200 participants, one-third of employees said that their companies’ training strategies were not productive. Another third of those participants said that company training is not interesting or engaging.

But marketing strategies continue to change, and employees that stay up-to-date on those changes will certainly be more effective. To stay up-to-date requires training. The equation is actually quite simple: effective and engaging training methods equate to a more effective team.

Your team may be lacking the training necessary to make moves in your unique industry. According to HR Professionals Magazine, “The U.S. Bureau of Labor Statistics found that employers with fewer than 100 employees provided only 0.8 hour – that’s only 12 minutes of manager training per six month period.”

Online team training is all-encompassing. In addition to gaining skills, your employees can brush up on product knowledge and access important resources via online training as well. This puts your workforce ahead of the competition, ultimately enhancing your company’s bottom line.

From startups to industry leaders, online team training is essential. Last year, L’Oreal, the leading cosmetic company in the world, took online team learning to the next level: they utilized the Massive Open Online Course (MOOC) model to train 160 of their employees.

Your workforce has become mobile, and your team training program needs to follow. Let’s take a closer look at how online team training is more effective than traditional hands-on methods.

  1. Online Team Training is Cost-Effective and Employee Compatible

Online team training is more cost-effective than traditional training. When you keep your employees engaged, they are more likely to stick around. Your team is an investment, and your team training strategy should reflect and protect that investment.

A 2014 survey by Gallup found that, “The bulk of employees worldwide -- 63% -- are ‘not engaged,’ meaning they lack motivation and are less likely to invest discretionary effort in organizational goals or outcomes.”

A mandatory training course that takes your employees away from projects they need to get done will only decrease morale. And when morale is low, employees tend to move on. The value of training your team effectively will subsequently help your retention efforts, according to USA Today Money.

People’s attention spans are also decreasing, according to Learning Solutions Magazine. The publication notes that, “Current researchers argue that the average attention span of American adults has dropped and it is limited to 20, 10, or even five minutes.”

Finally, online team training is easier to swallow for many employees. Many effective online training modules run for a maximum of 15 minutes. This helps employees stay focused; two hour long in-person training sessions just won’t cut it anymore.

  1. Online Team Training Bridges Gap with Mobile Apps and Gamification

Online team training has introduced exciting new ways for employees to learn, such as gamification. The PowerPoint training days may very well be dead - your team wants their training to be fun and engaging, similar to their online lives. Online team training essentially bridges that gap, by using what employees already love and are familiar with.

Treating online training like traditional methods will therefore yield the same ineffective results, according to Training magazine.  Virginia state performance support coordinator and instructional designer Sherri Dosher,  says, “If an organization simply puts PowerPoint bullets online, the end result will still be death by PowerPoint. It’ll just be DOA at the computer versus the classroom.”

In an effort to combine what employees already know and love with online team training, companies are using mobile apps and gamification as tech resources. Integrating gamification is making online team training more engaging than ever.

Jiffy Lube learning and development manager Ken Barber,  says, “More graphics, more videos, more voiceover, more knowledge checks, and fewer word slides will make the course engaging and fun for the students.”

Combining mobile apps with online team training will also increase effectiveness for your employees and business. A 2015 study by Global Workplace Analytics found that 25 percent of U.S. employees work remotely in some form. With so many of your employees connected and on-the-go,  keeping them plugged-in to online training via apps will only increase effectiveness.

  1. Many Company Topics are Simply Geared for Online Team Training

Online team training offers simplicity when it comes to many business topics that  are simply geared towards an online platform. Compliance-based courses such as software technical skill building on Office, Java, etc., and HR required training like sexual harassment courses can be easily tailored for online access.

Online team training can also be implemented for new hires. A series of courses can help new employees get up to speed faster, allowing assimilation into the team dynamic more effectively, according to employment solutions platform TrainingToday.

“Repetitive content, especially for new employees in a high turnover environment, is ideal for e-learning,” says Ken Barber. “While these could be taught in an ILT class, the information is easily communicated in an interactive e-learning course.”

Verizon is another company that effectively  uses online team training to its advantage. Via VerizonTech IT, the communications company offers knowledge-based courses online to deliver information consistently. And they do it across multiple channels, focusing on the end-user’s pace.

  1. Online Team Training at the Micro-Level Keeps it Simple

One major pitfall of hands-on training is the risk of over-training. A Sales Performance International report warns about the ineffectiveness over-training has. The study finds that multiple day training sessions could cause  50 percent of information to be forgotten within five weeks.

Massive amounts of information via marathon in-person training sessions are simply no longer effective. Overtraining leads to more employee stress, poor cost-benefit ratio, and a loss of interest, according to Houston Chronicle. Online team training, however, has picked up where traditional methods  have failed.

TED Talks are an excellent example of effective micro-level online team training. Through TED, you can access industry leaders and learn a variety of topics in short 15 to 20 minute increments. This allows information to be processed in a more meaningful way, keeping you and your team engaged.

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  1. Online Team Training Offers Freedom and Flexibility

Research suggests that 47 percent of employees want freedom and flexibility in their company training. Online team training serves those in need of just that. With the mobile workforce on the rise, companies are taking a hard look at how they implement training programs.

A 2014 survey by the Association for Talent Development found that 16 percent of the 340 companies surveyed use “at your own pace” online training. Not allowing employees to learn at their own pace can be counterintuitive. Employees who do not learn at their own pace often rush through training and simply brain dump what they’ve learned in a short period of time.

Interestingly, a 2015 Harvard Business School study found that those who reflected on learning tasks performed at higher rates with higher material retention. Online team training that emphasizes freedom and flexibility will certainly be more effective. Employees will not be as inclined to rush through training if they know they can do it in parts.

Online team training clearly offers more value to your employees than traditional in-person training. From marketing to the art of negotiation, your team can gain invaluable business assets such as planning, strategizing, tactics, techniques, and software development, among other skills needed in an effective workforce. Implementing a cost-effective and flexible online team training program is powerful strategy to increase employee output and expand your bottom line.

Nick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups. Using his journalism training, Nick writes for publications such as Entrepreneur, TechCrunch, and Yahoo. He concentrates on teaching small and medium-sized enterprises how best to manage their social media marketing and define their branding objectives.

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here. 

 


7 Best Productivity Tools for Digital Marketers

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Multitasking and productivity

Multitasking and productivity

As a digital marketer, you know that you must utilize tools like social media, analytics, data visualization, technical skills, teamwork, and others. But all this complexity can take up a lot of time, and time is money! For your digital marketing to actually be efficient and productive, it’s important to use everything at your disposal.  Unfortunately, there are so many productivity tools available that it can be difficult to choose the best ones that will work for all your digital marketing campaigns. That is why we have put together the following list of the top seven productivity tools for digital marketers to help keep teams on track and get work done more efficiently.

  1. Coschedule – Coschedule is a marketing calendar that will help you to plan, promote, execute, and automate your digital marketing by eliminating miscommunication, complex spreadsheets, and disconnected workflows, creating  total visibility among projects. Coschedule brings together content marketing, social media marketing, marketing projects, and blog management, making it the central location for all of your inbound marketing. There is one calendar for everything that your team is involved with, which you can use to plan, publish, promote, and automate all of your content.
  2. Time Doctor – This slick time management tool will give you the insights you need to know what is truly going on with your business at any time.  Time Doctor helps users to see how they are really spending their time, so they can make changes to dramatically increase productivity. Features include time tracking with screenshot monitoring, time spent in meetings, track time to clients and projects, see websites and apps used when working, a payroll module, login portal to see work done for clients, and dozens of other features  to keep your team on track.
  3. Skimlinks – Use this tool to monetize your content and get the most out of your digital marketing efforts. Skimlinks gives marketers the power  to create much more compelling content by leveraging insights about content that performs best, and determins what your readers want to see more of. This tool comes with busloads of features  that can  increase your earnings exponentially, and the data generated will help you to earn more from premium ad sales. The more you learn about what your readers want , the better your content is going to be. The better your content, the more your customers will make purchases!
  4. Infusionsoft – This  sales and marketing automation software is created specifically to help small businesses succeed. Using Infusionsoft, you can amp up your digital marketing efforts to capture more fresh leads, improve your conversion rates, become a master at e-commerce, manage every step of the sales process, and save a lot of time so you get even more done. You will learn about the tactics that others are using to achieve their digital marketing goals, and you can use these tactics to do the same for your business. And if this sounds like a tool you’d like to try, there are currently three sales promotions going on, so be sure to check out Infusionsoft’s website to learn more!
  5. Crowdfire – This is a Twitter and Instagram friend management app that makes gaining new followers easier than ever, especially when you apply your amazing digital marketing skills to your campaigns. Crowdfire  lets you clean and grow your Twitter accounts with automated DMs to send customizable messages, Instagram post scheduling, the ability to copy followers of competitors’ accounts, and to see who is not following you after you follow them. There are a number of pricing plans, from a free basic account to a high-usage Jupiter account, which is specifically for social media and communications agencies at $199 per month. This is a no-nonsense SaaS solution for increasing your Twitter audience.
  6. Hightail – No matter what type of marketing campaign your team is working on, you need tools  for sharing files, getting feedback, and bringing all your marketing projects from conception to completion. Hightail is a tool that allows creative digital marketing teams to collaborate on  the best marketing campaigns for your business, enabling them to work faster, and storing projects files in a single location that all team members can access. The feedback feature is especially useful, saving collaborators from the headache of organizing responses, and freeing up more time for creativity. You can sign up for free right now to try this tool, and see how it can improve every aspect of your digital marketing workflow.
  7. Basecamp – It’s  pretty easy to get off track while you are working on any type of digital marketing campaign, unless you are using the right tools for communication and organization. Basecamp allows you to run  digital marketing campaigns without resorting to email, texts, and meetings. This tool is a much better way to stay organized and get all of your marketing projects completed, by keeping your whole team on board and involved every step of the way. With everyone on the same page, potential problems can be mitigated and taken care of as soon as they arise.  Basecamp can improve every element of your digital marketing by keeping the most important priorities in view at all times.

These are just a few of the tools you can use to increase the effectiveness of all of your digital marketing. From being able to track time spent on projects, to maintaining open communication across the board and keeping project resources and tasks organized, these are practices that all digital marketing teams can benefit from. 

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

 


How to Set the Stage for Highly Engaging Content

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Five years ago, I was not a writer. I liked reading books. I would devour them all day long if I had the chance. But somehow, with a pen in my hand, I was unable to create engaging content. Everything seemed synthetic, robotic and my efforts seemed fruitless. So, one day, I decided to stop forcing the issue. Instead, I started to analyze any interesting article that came my way. I took them apart, and the things that I discovered helped me blossom  from a wannabe writer into a professional content creator.

Today, we’ll go through the key elements that create highly engaging content. Even if you feel like you are neither a designer nor a writer, the following formula will give you the ingredients to make text interesting and effective. Once you understand these ingredients, you’ll be well on your way to creating thought provoking, engaging, relevant, educational content that supports your business goals. Let’s begin! 

1. What is Engaging Content?

Before starting this great journey of creation, let’s understand what we’re in for. First, the reason we’re creating content:  the attention, eyeballs, and time of readers.

Content has become a form of marketing that enjoys the greatest popularity today. This happened when billboard advertising or TV commercials began to take a back seat. How? The public has gained access to an almost infinite source of information: the Internet. Now, it is in their power to research, read, and educate themselves on any product or purchase.

In response, marketers started creating and delivering content to help customers learn about their products. This means your content must be informative, original, valuable, and add something new to the conversation.  Other elements that are secondary, but also very important are inspiration, entertainment, and the desire to receive more.

In short, readers need to love your content.

2. Start with a Boom

We all know that titles are important, but the first sentence is as valuable if not more so. The ultimate purpose of this introductory phrase is to let the readers know what to expect from the content and peak  their curiosity.

Your title  must create the same disruptive experience that an ad does. You don’t need to do that through overly long  words or exclamation points. This is best achieved through simple words that pack a powerful punch. 

In Google results, an article will show users the title and first sentence. Consequently, the first impression should be clear and poignant so that readers will be intrigued and want to know more. This is how you win more click-through rates.

However, once on your page, the writer shouldn’t disappoint readers. The text should continue to immerses the readers even deeper in the topic.

It is important to start strong since most people have an unconscious intention to skip the introduction and dive right in the subject they are passionate about. When this happens, readers lose context, and your article becomes much less effective.

3. Use Conversational Vocabulary

Consumers are not in for the ultimate metaphor. They want facts, examples, jokes, and lists. If they were looking for prose, they’d be reading Shakespeare. Content should be written as if the writers are talking to their friends. It’s a conversation, not a statement. The reader should receive a new angle on an old topic, a new solution to their problems, or an unexpected laugh. This can be accomplished with the simplest words. The difficulty here is how to combine these small words to deliver big messages.

4. Create Minimalism

The best-looking content is one with a short title, simple sentences, on point subheadings, and natural images. And the reason for this is that you are writing for the web, not a book.

Both of them have the intent to inform or entertain the reader, but they offer two different reading experiences. When you open a book, there are only the pages in front of you. Once you start it, you don’t have the urge to start others at the same time. When you are finished for the day, you simply bookmark the last page and resume reading another time.

However, reading an online article is a completely different experience. First of all, readers know there are a million other similar articles to read. So, while they are reading, they are simultaneously weighing the benefits they’re getting from your article over the cost of their precious time. If you lose them anywhere in their reading, they’ll likely move on without finishing. Secondly, it’s a distracting environment, where banners, ads, and columns on a web page can distract a reader.

Moreover, studies that observed the eye movement of web users noticed that people employ an F-shaped pattern for reading a website. So the process follows a vertical approach and moves away from the horizontal tradition. This means that while on the web, people prefer to scan an article rather than read it entirely.

A text that nurtures the attention of the online reader will follow the F-shaped formula. This means that the first two paragraphs should be good enough to create curiosity for the entire article or offer enough useful information to entice readers to read on.

Furthermore, the information found on the left side of the webpage should be highlighted and well built. These include subheadings and bullet points.

5. Use Power Words

Not all decisions are logical. One trigger that can spur someone to read an article all the way is emotion. Often, people choose a new product that resonates with their value system or past experiences and feelings. Highly engaging content should summon powerful feelings from within the reader. This process doesn’t imply a shaman or voodoo practices. It is all about simple words otherwise known as power words.

These tiny weapons are used by content creators to influence web users to perform an action, whether it is purchasing or writing a review. The power words will attach a certain feeling to your content. If you write about the last 24 hours left for your special offer, you can choose the simple words that inspire concern, fear of losing something, or the pressure of wasting time. In this case, you can use worry, risky, beware, caution, mistake, blinded or several other options.

On the other hand, a few types of engaging content want to build a connection between brand and consumer. This process requires winning over readers’ trust so you can use words such as safe, authentic, protected, secure, privacy, official, verify, lifetime, money-back, refund, research, and others.

6. Speak the Language of Your Audience

Every generation speaks a different language. So, to avoid speaking the wrong language, you need to identify your audience. To do that, you can create a persona. By gathering all the information you have about your existing customers, you will most surely identify a pattern regarding age, demographics, preferences, hobbies or career. This pattern will represent the character profile of your target audience and enable you to adopt a personality they will relate to.

Before starting to write your text, visualize this person that represents all your readers. Write for him or her only, and not just with the purpose of selling something. Write for this person's enjoyment and education. Your vocabulary will likely adjust to the type of language your audience uses. 

Conclusion

After going through all these steps for creating highly engaging content, you will realize that it is not about finding your inner Shakespeare. Professional content creators use simplicity as the secret to success. So, turn on a new blank page, and use meaningful and simple words to create an impactful conversation with your readers.

Interested in digital classes on the topics discussed above? OMI recommends the below classes to get started:

Content Marketing Strategy for Social MediaCreating and Curating Content People Love

Browse over 400 classes in the digital library at OMI. Ready to start learning? Sign up here.

Amanda Wilks knows digital marketing and the online milieu better than most marketing professionals – if she can say so herself. She’s been passionately contributing to Customer Survey Report for a while now with the purpose of helping entrepreneurs throw the ball out of the field. If you want to learn more about Amanda, you are kindly invited to follow her on Twitter @AmandaWilks01.   

 


9 Ways to Save Time on Your Social Media Efforts

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SOcia

Social Media Network

Social media has become a crucial part of any online business. Social media provides a number of benefits, including  additional exposure  for your content. This can lead to increased brand awareness, and potentially position you as a thought leader if you are putting out great and useful content.

But social media isn’t only about brand engagement, it can also be an additional avenue for customer service. Customers these days assume a social channel is an opportunity to reach out, interact, and get help. Having an active social media presence can help you get closer to your customers, and potentially serve them better.

All the benefits aside, it does take a lot of time to manage social media networks.  Here are nine ways to make sure managing your social media doesn’t turn into a full time task.

# 1 – Understand how each social network  works

Before you start creating profiles everywhere, spend some time learning about each social media network. Find out which kind of content they are more likely to host, how the conversations happen there, and which formats are the most popular.

Want to dig deeper into understanding how each social network works? OMI suggests 5 Fundamentals of Integrating Social Media Into All Digital Efforts, check it out here

# 2 – Understand your target audience

You need to know where your target audience hangs out, which social networks they prefer, and what they chat about. It's important to try to find a trend in the kind of content they share most often. Use these findings to guide your post creation.

# 3 – Learn your competitors

Find out which social media networks your competitors have joined, and what kind of content  they provide.

To ensure that you won’t be following the wrong role model, read the comments shared on your competitor's content to learn how your audience reacts to them, and how often their posts get shared. Use these findings to guide your post creation.

# 4 – Read and watch what experts are saying

Read and watch what other digital marketing experts are saying about social media and it’s use and evolution. They are highly specialized professionals. Follow their social channels so you can stay up to date and adapt quickly.

# 5 – Ask for help

If you can’t do it all, ask for help. Help may come in the form of another  person to support you or you can enlist some of the best tools or apps, such as:

  • Hootsuite: Hootsuite will let you create, schedule, and publish your social media posts much faster and more efficiently. Hootsuite will also provide you with analytics reports and courses to improve your social media skills.
  • Buffer: Another content automation tool. Try both, and see which you prefer.  
  • Smart Paper Help: An online writing service specialized in writing any kind of text. Their team of professional writers can also help you to edit and proofread your content.  
  • Sprout Social: If you have a social media team in place, get them organized with several collaboration and sharing features that will allow them to work as a group in a much more efficient fashion. 

Want to learn more time saving tips for executing high performance social media marketing programs? OMI suggest Social Media Marketing Best Practices for SMB's, check it out here.

# 6 – Create a content vault

You probably spend a lot of time looking for images, resources, videos, and other materials to round out your content.  

To avoid burnout, create a content vault, a kind of library where you will keep all materials that you will need to create your posts so you can easily access them and don’t waste time browsing around.

# 7 – Brush up your skills

Pay attention to each part of the creation process, and check if anything needs improvement. It might be your writing, it might be the way you do research online, it might be how you choose and prepare the visual resources.

As soon as you identify what is slowing you down, either find a way to outsource that part, or find the time to practice.

# 8 - Plan your posts in advance

Create a month by month spreadsheet, and list every post you will create, the topic to be covered, where it will be published, the visual resources that will go with it, when you will publish, and which goal you are trying to achieve.

This upfront work will make the process much faster down the road.

# 9 – Use monitoring tools

Last but not least, you should consider adopting tools and services so you have a better view of how your content is performing. Some good options are Google Alerts to get daily or weekly updates of your chosen keywords. Or you can use Topsy or Social Mention to provide you with real-time information about your social media accounts.

The bottom line

There  are a number of  ways to save time on your social media efforts. Some of them will cost you some money, but most of them won’t be noticed by your budget.

Good luck!

Interested in getting certified in Social Media? Check out OMI's certification in Social Media Marketing, here.

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Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

About the author:
Rick Riddle is a marketing consultant and an up-and-coming blogger whose articles aim to help people with digital marketing, blogging, entrepreneurship, and career. Feel free to follow Rick on twitter and LinkedIn.

 


How to Create a Successful Online Ad Campaign to Accomplish Brand Awareness

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Man creating brand awareness campaign Concept

Man creating brand awareness campaign

While technology has significantly changed how companies market their products and services over the years, the guiding principles behind successful advertising campaigns have remained constant.

Before you launch an advertising campaign, whatever the media and channels, you first must know be able to answer these questions:

  • What is the marketing budget?
  • How long will the ad campaign run?
  • What are your marketing goals?
  • Who is your audience?
  • How will you measure your marketing goals?

It also helps to know what your competitors are doing. More on that later.

First things first

Let's not put the shopping cart before the horse, so to speak. That is, one of your first tasks is to determine the campaign's overall goal. If your goal is to sell products or services, you will be creating a much more aggressive campaign than if your goal is to increase brand awareness.

You can find a great deal of information on digital advertising campaigns designed to drive conversions. Somewhat less prevalent are articles focusing on the creation of online advertising campaigns simply designed to create brand awareness. We're talking apples and oranges or, in this case, conversions and clicks.

The ultimate goal of an online brand awareness campaign typically is to drive traffic to your site. Once the visitor clicks through to your site, you have the opportunity to educate and engage via relevant, valuable content. But we're getting a bit ahead of ourselves here.

Your ad campaign will be impacted by the factors listed above, which means you may have to tweak your original goals along the way. For example, if your original goal was simply to create top-of-mind awareness for your brand, you might want to inundate the web with banner ads. You would place ads based more on reach and frequency than on targeting a specific audience. However, if your online marketing budget is limited, you probably would have to rethink such a broad-based approach.

Consistency is key

You may not be able to blanket the web with your banner and search ads, but you can (and should) be consistent in your creative efforts. In doing so, you will build visual recognition with your online audience. Over time, elements such as your color scheme, logo and fonts will instantly resonate with viewers.

The banner ads below are good examples of consistency in advertising. It just so happens the ads are promoting BP, which has had to dig its brand out of the PR hole created by the oil spill back in 2010. And with the release of the "Deepwater Horizon" movie, the BP brand may take a bashing again.

screen-shot-2016-10-01-at-11-40-46-am

A brand awareness campaign such as BP's hovers between the worlds of advertising and public relations. Because BP is already a known brand, the overarching goal may be brand awareness, with a campaign devoted specifically to altering the public's perception of the brand.

Note, too, the call to action (CTA) for each of the banner ads. It is not an "in-your-face" CTA like BUY NOW. Instead, the CTAs encourage the viewer to "Learn more" or "Read the Report." In the most simplified sense, brand awareness campaigns are soft sell vs. hard sell.

In fact, your brand awareness campaign could be the precursor to a straight sales campaign. This ties in perfectly with the consumer buying process:

AWARENESS --->  RESEARCH --->  EVALUATION --->  COMMITMENT

Just keep in mind that it most likely will take longer to see results from a brand awareness campaign. Patience and persistence will pay off in the long run.

If you want to learn more about brand strategy and awareness, OMI recommends How To Be The Most Talked About Brand. 

How to get the most bang for your buck

The Google Ad Network is a popular choice for setting up a digital advertising campaign. According to Google AdSense, the most successful banner ad sizes are:

  • 336x280 large rectangle
  • 300x250 medium rectangle
  • 728x90 leaderboard
  • 300x600 half page
  • 320x100 large mobile banner

Whether you're resizing an image within each ad or the ads themselves, this can eat up a lot of valuable time. That's when a tool like the Image Resizer comes in handy. Simply upload your image, plug in the desired width and height in pixels, and you've got yourself a resized image.

The tool also comes in handy when prepping ads and images for social media. That's right, don't overlook advertising on social media sites. These can be particularly effective for brand awareness campaigns. Admittedly, it all can be a quite overwhelming. Here's a helpful guide to ad sizes on social media.

With search engine marketing (SEM) campaigns, be careful in your keyword bidding. If you're running more than one campaign at a time, you don't want to bid against yourself. With Google AdWords, you can use the AdWords Editor to avoid duplicate keywords.

As mentioned above, it's important to know what your competition is up to online. This is especially true when it comes to keyword bidding. Your competitor may be bidding on your brand name, and you can return the favor.

If you want to learn more about Social Media and Branding, OMI recommends Brand Advocacy Strategies for Social Media.

Getting them to 'click' with your content

So someone clicked on your ad and ended up on your website; now what? Your first inclination might be to take the visitor to your home page. For best results, however, create a dedicated landing page. Even better, create (and test) several landing pages to see which ones perform best. If you don't have the bandwidth or budget to design multiple landing pages, use an online service such as Unbounce, which provides landing page templates (no HTML coding needed).

The content on the landing page should follow search engine optimization (SEO) best practices. It also should be tailored to complement the banner ad. That way, when the visitor arrives at your page, there is no disconnect. It's a seamless experience. We often think of site design and functionality when we're discussing user experience (UX), but content also can dramatically affect the online experience.

Are we there yet?

How do you know if your brand campaign is a success? Many marketers are leery of brand awareness campaigns because they can be more difficult to measure. But that's the beauty of digital advertising; it's easy to track your campaigns online.

In addition to monitoring your Google and other paid search campaigns, you can use Google Adwords Keyword Planner and Google Trends to track the volume of searches for your brand name.

Be sure to conduct social listening, as social networking sites offer keen insights into how consumers react to your brand (or not). Several social listening platforms, such as Hootsuite, offer both free and paid plans.

Assuming you've integrated an email component into your online campaign (as you should), you also could conduct a survey to gauge brand awareness.

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

screen-shot-2016-10-06-at-10-46-02-am

Darcy Grabenstein is a freelance copywriter with more than 20 years experience in print and digital advertising. In the digital world, she has worked extensively with e-commerce and email campaigns. Connect with her on LinkedIn.

 


How to Maximize Your Blog and Work Smarter, Not Harder

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How to Maximize Your Blog and Work Smarter, Not Harder

How to Maximize Your Blog and Work Smarter, Not Harder

Reduce, reuse, recycle. You’ve heard the mantra, only now it doesn’t just apply to saving the planet. This mantra can also be applied to marketing, specifically digital marketing. Rather than ramping up content creation, it’s time that digital marketing professionals work smarter, not harder.

Here are a few tips to help you maximize the content on your blog and work smarter.

Build Themes into Your Editorial Calendar

An editorial calendar is not merely a holding place for blog topics and content ideas. It’s the ideal place to put down in writing the overall trajectory of your content marketing strategy.

Start by building themes into your editorial calendar. The easiest way to do this is to pick a larger topic for each month and have all the blogs for that particular month address certain aspects of that topic.

For example, an editorial calendar for a corporate recruiting firm may cover resume writing in May, preparing for an interview in June, and negotiating benefits in July. In May, the four blog posts will cover the main things to include in a resume, common resume mistakes, tools for checking grammar in resumes, and unique takes on resumes. Each of those blog posts will roll up to the general topic of resumes for month.

Repurpose Blogs into Downloadable Guides

A successful content marketing strategy does not rely solely on creating blogs. Rather, it incorporates multiple types of content to appeal to a variety of potential clients.

Instead of starting from scratch for each ebook, case study, white paper, or how-to guide you create, look to your blog. You can take content from a blog, especially a popular or well-received blog, and repurpose it into a white paper that can be gated and downloaded from the website. Or if a particular blog discusses what works, use a particular client to demonstrate how those approaches work and create a new client case study.

Turn a Blog into a Visual

Many marketing departments are fully utilizing their awesome designers or design team. Take advantage of their wonderful skills by having them turn a blog or ideas from a few blogs into a visual, like an infographic, tip sheet, or chart. This is one of the easiest ways to repurpose content, mainly because it requires chopping down content to the very basics so that the visuals tell the bulk of the story.

A great opportunity to create a visual content piece is a how-to article. How-to blog posts are the easiest to convert into an infographic or a presentation because a visual can take the place of a 200-word description. For example, if the recruiting firm creates a blog on what to include in a resume, they can work with a designer to turn it into a downloadable visual that a job seeker can reference while drafting his or her own resume (without writing new content!).

Use Analytics to Pick Topics

When topics aren’t resonating with prospects, ditch them. Stop covering topics that prospects and clients don’t care about. Eliminating the topic duds is a great way to streamline your process and focus on what matters to your potential clients.

The only way to know the difference between a dud and a winner when it comes to your blog posts is by reviewing the analytics. If you have Google Analytics installed on your website or blog, take a look at the traffic and track the downloads of your content pieces. We always suggest looking at a couple of months of data to weed out seasonal traffic spurts.

If a particular blog post does well, add more topics to your editorial calendar that address different aspects or takes on that particular topic. Using the recruiting firm again, if they wrote a topic on how to dress for an interview and it got 2x as many views as a topic on how to clean up your social media when job hunting, they should add more topics that discuss dressing the part for an interview.

Not sure where to start with Google Analytics, you're not alone?  Take, Getting started with Google Analytics, to learn to identify your preforming channels, and how to optimize them. 

Promote Your Blog Posts

It’s very rare that a blog post goes viral after sharing it on one social media channel. Don’t produce 20 blog posts hoping to hit on a topic that will have a viral reach. Instead, focus on producing 5 – 10 quality blog posts and spend time promoting them.

First, share them on all your social media channels. If you have multiple blog posts to share, be sure to share each post multiple times (at different times and days of the week). This will enable you to reach a higher portion of your audience and put more eyeballs on your blog posts.

Next, pay to promote your posts. Sponsoring your posts on sites like LinkedIn, Twitter, Facebook, Instagram, and Pinterest enables you to reach users that aren’t part of your existing audience. Allocating a portion of your budget to promotion enables you to maximize the value of your blog posts. Even a small budget can have a dramatic impact in helping your post reach a brand new (targeted) audience.

Want to learn more about how to get the best visibility for your blog posts?  Take Getting Your Blog Content Shared On Social Media, for practical tips that work really well to get more of your blog content shared.

In an ideal world, you have the bandwidth to create a ton of blog posts, but in the real world, there just isn’t time. By following the tips here, you can maximize the blog posts you are able to create and increase the ROI of each one.

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

Jeremy Durant About the Author: Jeremy Durant is Business Principal at Bop Design, a B2B web design and digital marketing firm. Jeremy works closely with businesses in need of a website, marketing and branding strategy, helping them to develop their unique value proposition and ideal customer profile. Jeremy received his BA from Merrimack College and his MBA from California State University, San Marcos.