Archive for the ‘Internet Marketing’ Category

The Problem With Inbound Marketing

I’ve been promoting the concept of inbound marketing for about ten years now. I certainly didn’t coin the term “inbound marketing,” but it’s a concept that has been the basis of my teaching and it’s the approach that I’ve used to build my business. (more…)

We Need to Evangelize More About Content Marketing

I’ve really ramped up my content marketing activities in the past six months and have learned a lot. I try to share what I find as I find it, mainly as a way to keep track of all of it myself. The best way to follow along is my Twitter feed, but I’m also starting to use content curation services such as Meddle and Scoop, to test drive them and to share/save content.
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Is Outsourcing Your Content Marketing Evil?

More than ever small businesses are using some form of content marketing to promote themselves. I’ve been beating this drum for a number of years and it’s taking hold in a big way.

In a survey conducted earlier this year by BusinessBolts.com, 74% of small businesses surveyed said they were using content marketing. And the tactic must be paying off, because three-quarters of small businesses also said they planned to do more content marketing this year than last—and just 4% said they had no plans to do any content marketing at all. (source: eMarketer)

But here’s the rub. It’s tough getting all this content done and it’s become a major point of friction for marketing departments big and small.

Another nugget from this same survey stood out for me – 61% surveyed said they created all of their written content on their own and never outsource.

We outsource entire departments these days – accounting, customer service, hr, tech support – so why not content creation? In fact, some marketers I’ve spoken with think this notion is not only unacceptable, it’s somehow wrong.

I believe that outsourcing content creation is an essential marketing tactic, particularly for small business.

Now, outsourcing is not the same as abdication.

Employing virtual resources to gain the greatest leverage possible is how you compete today, pure and simple.

If, however, you want to outsource anything in an effective manner you’ve got to do the work to create systems, processes and routines that ensure a high quality collaboration experience and a high quality end product.

Again, you can delegate certain elements of content creation, but you can never abdicate inbound content creation to a hired gun.

You need to maintain tight control on themes, voice, message and specific topic needs.

When you do decide to get some help from outside services or individuals here’s how I recommend you proceed.
Create a list of proposed titles for blog posts or articles and briefly describe the context of the article. This list should come from an annual editorial plan based on key topics or themes for your business. (Think SEO!)
Find a service like Zerys, InboundWriter or Blog Mutt and locate a couple potential writers to give a try.
When you receive your articles, don’t just cut and paste them, take the time to go over and edit for specifics, tone, voice and that personal touch.
If you find a particular writer that seems to work well for you, you may decide to set up a routine – so many blog posts per month, for example.
Then you can go about focusing on creating perhaps one very thorough post on your own each week. (The writing process, research and need to explain something in writing will benefit you in the long run so I never advocate total outsourcing of writing.)

Supplementing or building wider content reach using virtual contributors is a very smart small business play but you need to manage the process just as you would any important element of your business.

I’ve started a list of content outsource services and hope you’ll add your favorites to the list.

About John Jantsch
John Jantsch is a marketing consultant, award winning social media publisher and author Duct Tape Marketing and The Referral Engine. He is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consultant Network that trains and licenses small business marketing consultants around the world.
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The Problem With Inbound Marketing

I’ve been promoting the concept of inbound marketing for about ten years now. I certainly didn’t coin the term “inbound marketing,” but it’s a concept that has been the basis of my teaching and it’s the approach that I’ve used to build my business.
(more…)

Top 10 Must-Have Marketing Tools in Today’s Digital World

Marketing online is serious business, and without tools that support your mission, your campaigns don’t stand a chance. While you could wade through the massive volume of marketing tools currently available in this dynamic and fast-paced space, we aim to simplify the process by presenting you with today’s best suite of products.
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What is the best way to use offline marketing to drive web traffic?

Straight MarketingDigital marketing is the shiny new toy in the world of marketing, often leaving more traditional (offline) marketing by the wayside.

However, offline marketing still has a valuable place in raising profile, attracting new customers and increasing sales. Often the most effective marketing campaigns are those that integrate offline marketing techniques with online marketing.

What is offline marketing?

Put simply, offline marketing is any form of marketing that does not involve the Internet. Examples include: advertising (print, TV, radio, outdoor), direct mail, sponsorship, and exhibitions. (more…)

10 Reasons Why You Need a Mobile Marketing Strategy

Now that 80% of the world’s population own a mobile phone and four out of five consumers shop using their smartphone, jumping on the mobile marketing bandwagon sooner rather than later is a strategy webmasters cannot ignore. Mobile marketing is not just trundling along – it’s going at breakneck speeds and is only going to get faster!
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Top 10 Successful Marketing Ploys on Reddit

Reddit intimidates a lot of people — marketers especially. If we don’t understand the social dynamics and invest time into understanding the environment, our marketing efforts will crumble.  On the other hand, if we take the time to learn reddiquette and study the most successful content, we can make Reddit one of the most powerful marketing tools in our arsenal. But first, let’s get our feet wet and observe some of the most successful marketing strategies on Reddit.
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20 Ways to Spice Up Your Business Blog

Most businesses are beginning to see the value in having a company blog, but it can be difficult to decide what to do with it once you make one.

A good business blog doesn’t focus so much on selling, but instead on providing information and making your customers want to do business with you. If you do it right, your blog can help you become a leader in your industry; you should post relevant, up-and-coming information that shows customers your knowledge, while also giving them ideas.
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Are the colours of your website’s design conveying the right emotional response?

We’ve previously discussed how colours in images can affect the coherency of a website’s design but this blog looks at what the colours themselves can mean to your visitors.They can give a website meaning, convey an emotion or demonstrate values before the user has even begun to read the main website content. They can create impact or even guide a visitor from one part of the site to the other.

All colours can generally have a negative or positive effect on your website design and the emotion it conveys will heavily depend on what content and shapes are placed around them it but that’s another blog entirely. For now let’s look at some of the general emotions associated with the most popular colours:

Red

Red: Power, passion, danger, stop, importance, emergency, anger and rage
In conjunction with oranges you can bring out the warmer emotions in your website design. Blacks and dark colours will convey strength, formidability and anger.

Orange

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