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3 not so easy steps to create a real content marketing strategy

A good content marketing strategy will attract new business opportunities using content. To be successful, you will need to know exactly who you are talking to and how they make purchasing decisions (the buyer persona). You will also need to answer the buyer’s questions at each stage of their “buyer’s journey” and map your sales process using content (content plan). Finally, identify where the content would most likely reach your target audience (distribution plan). These are the three elements of a content marketing strategy that can grow your business, but creating these strategic plans takes a lot of work. Here are the steps you need to take, and resources you can use to create your own content marketing strategy. All great things take time and effort, so make the time and put in the effort!

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Apr 24, 2014 4:38:55 PM
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To Win on Social Media, You Need High-Quality Content Curation

Social media—an integral part of a complete inbound marketing plan—wields significance influence in this era of social business, where your prospects are increasing looking to social media as they make buying decisions. The social media arena is an increasingly loud and chaotic place; a captivating social media presence is critical to help you stand out, rise above your competition and emerge victorious with increased lead generation and new business.  Ignore social media at your risk.  Without a sound social media strategy, you will be unable to optimize your content marketing, amplify your website traffic, or enhance your all-important lead generation and conversion.  You must offer high-quality content curation in order to not cross the line of being overly “salesy” or promotional.  

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Apr 23, 2014 3:52:00 PM
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Inbound Design Series: 4 Examples of Fantastic Enterprise Website Design


This is the first entry in my Inbound Design Series where we take a look at web design best practices for the inbound marketing world. I'll be covering design best practices, giving inbound design tips, and showing some examples of real websites.

The Value of Good Design

Design is valuable, an investment, and will pay dividends over the life of your business.

First and foremost, your website may be one of the first things that a potential customer sees related to your brand. If they come to a website that looks like it was built in 1995 using Adobe Dreamweaver, this will reflect poorly on the brand. Worse, a bad design may be enough to send someone running back to Google and into the arms of a competitor that has a website that is easy on the eyes.

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Apr 22, 2014 2:47:00 PM
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Why Sales Qualified Leads are a Terrible Success Metric

There are a number of different metrics you can use to track the success of your inbound marketing efforts. When I started working in an agency, I was quickly indoctrinated into the belief that generating sales qualified leads (leads that have reached out to be contacted by sales) was THE name of the game.

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Apr 18, 2014 2:35:00 PM
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6 Ways to Prevent Business Blogging Errors from Eroding Your Credibility

You don’t need to be an expert on grammar, punctuation, and spelling to create useful, relevant online content that will be read, appreciated, and shared by potential buyers of your business’s products and services. This is what I tell the clients of my agency when I’m encouraging them to get more involved in the content creation process—even do some writing themselves.

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Apr 17, 2014 1:51:00 PM
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5 Social Media Faux Pas

Social media dominates the time people spend online, and a vast majority of companies now have some type of social presence.  Unfortunately, social success remains elusive for many; common social media faux pas are largely to blame.  Social media as a marketing channel is a force to be reckoned with, which you cannot afford to ignore.  Being a contender for meaningful social media influence requires a solid strategy and sidestepping the common social media faux pas at a minimum.  Top-notch social media marketing is not overly brand-focused; it captivates your social audience, engages your social prospects and offers significant value—through high-quality original content and curated content from trusted outside sources, which you share across your social media channels, such as Twitter, LinkedIn, Google+, Facebook and Pinterest.  Avoid common social media faux pas to amplify your social media ROI through increased influence and lead generation and conversion.  Learn how to stand out and triumph over your competition in the social media arena. 

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Apr 9, 2014 9:58:00 AM
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A Sound Social Media Strategy Is Imperative

Brands who ignore social media do so at their own peril.  Although the business world seems to have accepted social media as a viable marketing channel, many organizations completely lack or struggle with social media strategy.  Winning social media marketing is not solely brand-focused; it is about captivating your social audience, engaging your social prospects and delivering real value—in the form of your own original content as well as the high-quality content of others, which you have curated from trusted, industry-leading sources.  The social media landscape is a vast, loud and often chaotic place; breaking through the noise and reaching your captive audience requires a sound social media strategy.   

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Mar 17, 2014 5:00:00 PM
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On Content: Boring Business, Enjoyable Content

“Most people don’t think about us until they need us.”

I’ve heard that line dozens of times from dozens of content marketing clients, most of them in the business-to-business (B2B) field. The truth is that there are only a handful of industries that people who aren’t direct participants in that industry follow: Hollywood, for example, professional sports, and of course, whatever’s going on in the board rooms and R&D departments of the top tech players like Apple and Facebook.

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Mar 14, 2014 8:30:00 AM
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The Social Side of SEO

What do you need to know about the social side of SEO?  Social media now has a significant impact on your search rankings.  SEO has gone social; your social media presence combined with the social capital of your content—the social signals generated by your digital publishing efforts—play an important role in how visible you appear in search results.  Marketing success is unattainable without highly shareable content.  When your content is curated and shared on social media, it sends social signals like tweets, +1s, likes, pins and LinkedIn shares, which indicate the popularity and social reach of your content. 

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Mar 5, 2014 10:30:00 PM
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Create Lead-Generating Content Marketing

High-quality content marketing is imperative for effective lead generation.  For content to deliver a significant volume of leads, it must be highly relevant, deliver real value, not be overly “salesy” or promotional, be high-quality, offer real data as proof, and support your business objectives.  Content marketing is critical.  Due to sweeping search engine algorithm changes, including Hummingbird, content marketing is one of the only strategies that can consistently incite positive results.  Your old SEO tricks may no longer be effective, so high-quality content marketing is now more important than ever.  The success of your digital marketing and the future of your business depend on your ability to deliver content that generates leads

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Feb 26, 2014 5:00:00 PM
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