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Content Marketing Works Infographic

How Content Can Set You Apart From Your Competitors

Content marketing is a necessary tool in your marketing toolkit.  100% of your marketing efforts rely on content as the chief method of conveying your message.

Some interesting statistics on content marketing include:

  • 47% of buyers viewed 3-5 pieces of content before engaging with a sale rep. (Demand Gen Report, 2016)
  • Companies that published 16+ blog posts per month got about 4.5X more leads than companies who published only 4 posts monthly. (Hubspot 2015)
  • 86% of consumers would like to receive promotional emails from the companies they do business with at least monthly and 15% of those prefer to get daily emails. (Statista, 2015)
  • Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Demand Gen Report 2016)

What does this mean to me?

Content is key. Customers are searching for it before they ever contact you. The more content you share the higher the number of leads you’ll get. Customers expect to hear from you. The more times you touch base with a prospective customer the higher the probability they will do business with you in the future.

Here’s a snippet of a talk I did recently on the subject of Content Marketing:

Content Marketing really works. Have you created a content strategy yet? If you need help, let me know.

Why Video Makes Sense for Your Website Today

There are many ways to communicate. The written word is one way. Visual media such as videos coupled with sound is another very effective way to communicate.

Why Use Video?

From Videobrewery.com 75% of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown:

  • 50% watch business-related videos on YouTube
  • 65% visit the marketer’s website after viewing a video and according to Invodo 92% of mobile video viewers share videos with others.

Does Video Convert?

MarketingProfs say 70% of marketing professionals report video converts better than any other medium.

ReelSEO says Homepage videos are shown to increase conversion rates by 20% or more.

Unbounce says using video on a landing page can increase conversion rate by up to 80%.

As you probably can tell from the statistics shared above, video is an important element to add to your site.

How Do I Use Video on My Website?

Let’s look at three business intelligence companies who use video on their websites.com uses videos everywhere on their site.

FIGURE 1 DATAWATCH.COM

Yellowfin.com utilizes video very effectively too.

FIGURE 2 YELLOWFIN.COM

Panorama does a good job with offering plenty of videos.

FIGURE 3 PANORAMA VIDEOS

What about your business?

Do you have videos on how your product works?

Do you have how-to videos to increase awareness about your product or service?

Start using these videos effectively on your website.

Need help writing a script for a video? Contact me at to get started today.

Catch Customer’s Attention By Solving Their Problem Now

There are many forms of lead generation tactics: newsletter, special reports, blog posts, articles, webinars, videos, case studies, white papers, and more.
Although, one tactic stands out – White Papers.

Why Use a White Paper?

96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016 Source: https://www.hubspot.com/marketing-statistics)

And because White Papers have a dual purpose. On one hand, they offer helpful information on a particular topic. On the other hand, White Papers help position you as an expert in your field. This builds creditability and trust among your potential clients.

What is a White Paper?

A White Paper is a type of a report. It’s written as an educational piece. Typically describing a particular problem in a specific industry. It describes how people have tried to solve that problem and failed. It also shows how the problem is finally solved, along with a subtle mention of a specific product that solved the problem.

When is a White Paper Used?

At the top of the sales funnel you find lead generation pieces to get people into the sales funnel. Once a prospect has entered your sales funnel, you will nurture them with content. This allows you to overcome any obstacles preventing a future sale.
This middle portion of the sales cycle is where we help a potential client get to know your company has the potential for solving their problems.

What is Gated Content?

When content within a White Paper is highly valuable, it should never be shared for free. This is called gated content because one must pass through the gate of an “Opt-In” to receive the information requested.

The content shared in the White Paper should be so compelling your potential client has no qualms about entering their name and email address to get this content.

Let’s a take a look at a couple business intelligence companies to see how they use White Papers in their marketing strategies.
Qlik.com has multiple White Paper opt-ins throughout their site. Below you’ll see one specific to Qlik Sense Architectural Overview.

FIGURE 1 QLIK WHITE PAPER OPT IN
Panorama is bucking the industry norm by giving away their White Papers with no email opt-in. While this may be helpful for the customers, this is definitely not best practice. Panorama is losing valuable marketing opportunity here.

FIGURE 2 PANORAMA WHITE PAPERS
What topics in your industry would make a useful White Paper? What problems does your product or service solve? Can you write a compelling White Paper to convey how to solve that problem?

Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015 Source: https://www.hubspot.com/marketing-statistics)

If you’d like help with White Papers, contact me to get started on your own White Paper.

How Content Curation Helps Your Brand 

There is no doubt that getting in front of your prospective clients with good content is key.  But who has the time to research, write, edit and publish all that good content?  That’s where content curation can help.

I want to share a well-kept secret with you.

Why Content Curation Helps Your Brand

There are several ways content curation strengthens your brand:

  • Positions you as an Expert
  • Adds credibility to your name
  • Shows you are resourceful
  • Demonstrates you care about others
  • You become a publisher

Become a Publisher

When you become a publisher others look to you for the latest information in your niche.

Posting relevant content, even if its not your own, bolsters your reputation as someone who knows their stuff.  And by sharing other people’s content it stands out because everyone else out there is shouting about themselves.

Content curation demonstrates your ability to find good content.

When the most people out there want to use technology to further themselves, sharing other people’s content can raise your own visibility. This demonstrates your ego isn’t driving the reason for sharing. You are perceived as caring by sharing.

So we’ve covered the how content curations helps your brand, now let’s talk about that great secret…

Finding Relevant Content

To find relevant content on a regular basis you could…

…type in keywords in Google search box and click on link after link reading to see what’s relevant. But that would definitely take too long.

Or you could…

…setup a Google Alert based on those keywords in your industry and wait for the automated email you receive to get links to content.  But that alert may get lost in your inbox among all the other emails you get daily.

Automation is Key

No, to find relevant content… you need automation.

I have just the tool for you.

It’s called Paper.li.

It’s an online magazine or newsletter tool. It allows you to publish an online newspaper based on social media feeds and keywords you select as you set it up.

For example, I’ve mentioned previously my target market is businesses who sell business intelligence tools.  Therefore, I setup my own newspaper is called Business Intelligence Daily.   See the example below:

Business Intelligence Daily

Paper.li Newsletter Example

Having your own newsletter allows you to always have access to the latest information posted. It provides articles, videos, pictures, podcasts, etc.

You’ll never have to go searching for something to share. All you need to do is open your newsletter and copy article link and post to whichever social media site you may be working in.

It couldn’t be simpler!

Another Benefit of Content Curation

Once your newsletter is setup, you can start growing your list too. As more people read the newsletter, they will likely sign up to receive your newsletter via email.

So now you know a trade secret of content curation. Are you ready to get started?

Contact me if you want help with your content curation plans.