Mistake Proof Your Post

What do you do when you finally hit the publish button only to realize later that your proof reading skills were a little off that day?

I say own it. While we strive for perfection sometimes we miss the mark. The image below is from our last blog post and it clearly has a typo. Did you see it?



It is easy to see all of the typos in writing by others but it is pretty common to miss your own mistakes. We certainly didn’t mean to publish this with the typo, but it presents the perfect opportunity to share some tips on how to avoid this situation.

  • Give it a break. When you are passionate about what you are writing, you will often see what you think you wrote versus what is really there. For me, I usually need 24 hours away from my copy in order to see what I really wrote. I will sometimes try and do the backward reading trick, you know, where you read the copy from the end to the beginning. In the case of this typo, that wouldn’t work because “are” is a word, just not the word that was supposed to be there.
  • Enlist an editor. This is the best option even if the person reading it doesn’t have subject matter expertise. In fact that can be even better. We tend to be more focused if we are unfamiliar with the subject.
  • Run it through Hemingway. I will use this online tool to see if my copy is too fluffy and to check for typos.
  • I haven’t used it yet, but I hear that Grammarly is a great tool as well.

Of course none of this works unless you actually do it, as I have proven.

Best Content for B2B Marketers

I can’t tell you how many times I have heard one of our B2B clients say, “In my industry people don’t do that.” when referring to prospects researching a company online before contacting a sales person. In every other are of business, your prospects are researching online before buying. Why would they not do this in their business pursuits as it pertains to you?

The truth is that they are. But, we still like proof.

4188668871_1cdca993dd_mEveryone likes numbers to back up their reasoning, so check this out.

Here is one of the primary reasons you should be investing in content: in a recent survey conducted by DemandGen Report, 45% of the survey respondents said they typically view three to five pieces of content before they talk with a salesperson. Twenty-two percent said they consume five to seven pieces of content before they engage with a sales rep.

What happens if they don’t find any content from your brand? We guess they are talking to the folks that published something.

But, you also have to publish something that is of true value. And, it turns out that most people aren’t interested in your sales collateral.

The other important consideration from the survey was the request for more fact-based information and less sales speak. It’s not surprising that case studies and white papers are high on the list of types of content that buyers are most interested in. It takes time to produce a worthy case study, but if you get a plan in place to quantify the right information from the start, it will get easier with each study.

This type of content is ideal for repurposing.

Case studies and white papers can be supported with snack-size content like blog posts or articles on LinkedIn. Hit the highlights and provide a link to the complete document. It doesn’t have to be long to be informative.

With 67% of the respondents on the survey saying that they are relying more on content now to support purchase decisions than they did a year ago, this is not an area of your marketing strategy to ignore.

If you struggle with putting together a content strategy and/or plan, we would be delighted to help.

Give us a call at 720-334-7308.






But, All of My Business Comes from Referrals

Awesome! We hope that you have a ton of them.

But, content marketing is a hidden gem designed to help you nuke your business, even if you are a services firm.

How so? You might ask.

Well, consider these three points:

  1. People who get referred to you still may not know you. What will they do? Look you up. Research we call it. One of those great areas to show your stuff lies in your blog. Take our blog, for example. You can learn quite a bit about content marketing and how to write by reading our blog. In fact, you could learn enough to DIY your way past the goal line, and you will see results. Is it the most current stuff? No. Is it everything we know? Also no. But, it gives people a great place to learn more about us – well beyond the simple portfolio of work we have done before.
  2. Speaking of which… There is success in association. People often ask us about the spaces we work in and who we have worked with. They want to know that we have proven ourselves in their arena. We often use case studies to tell that story because there is power in the testimony. Be strategic with your stories. Span the industries you want to work in. Scale the business sizes, if you work with all kinds. Draw patterns, and give your audience a connecting point that shows you know their stuff and won’t be learning on their dime.
  3. The “SME Effect”. People want to know that you know your trade and are the resident expert and most qualified to help them. When you publish articles, blog posts and even social media activity, it gives a connecting point for your knowledge. We have been working hard to perfect this for B2B companies using LinkedIn. Many people spend time making all of these connections and building followers and never do a thing with it. Well, we have seen remarkable results by focusing on building contacts at the job description level and then publishing amazing articles that speak to the most pressing issues of the day that get in front of those very people. We talk about the stuff that they are most interested in. This gets read, and we see leads from it. As you publish articles, include a link that sends them to a landing page and further illustrate how you can benefit them. This will grow your conversions.

Want an example on where to send them from one of those great articles?

B2B Lead GenerationCheck out our B2B Lead Monster landing page. We publish articles on lead generation for B2B companies and drive them to this page. It could be an article published on LinkedIn or a Facebook post, etc. But, we send them here and track the results. It’s proven quite powerful.


So, how do you fare?

If not so well, give us a call at 720-334-7308



nasa-twitterGoogle is Now Showing Tweets on Mobile!

Starting May 19, Google and Twitter have a deal that allows Tweets to be seen on Google. Just open the Google App on your Droid or iOS device, and search out your favorite hashtag. Google will give you the results.

The application?

Real-time tracking of content. If you hold events, this is a no-brainer to get some visibility. Google really is focusing on the mobile gadget. Pay attention, content marketers!

We wonder what the 2016 Presidential candidates who are tech-savvy might come up with here. Keep an eye out. And, for the ones who are not, #getagripalready.

Here’s a link to Google’s full article. 

You can see their example using @NASA as their guinea pig.

Google’s Mobile Algorithm Change and Fixing URL Structures

Google is making another change to their search results.

Content Marketing ServicesAre you mobile-friendly? Google is changing the algorithm to make sure you are.

The title of your website is now going to display in search instead of the domain name. And, they will use your URL structure as breadcrumbs.

What does this mean?

For starters, if your site name is called something like “Home”, imagine what Google will do with that. On the flip side, this does give you some opportunity. Some folks have acronyms or other funky domain names that don’t render well in search. Now, you will be able to show the title of the site in search. “Content Marketing Services” could conceptually be used as our site title, for example. Google allows you use structured data to setup what name you want displayed in search results.

Why is this important? Your page title might be able to gain you more clicks. Think of all of the possibilities.

The issue of breadcrumbs can also influence clicks. For those of you who use rather bizarre URL structures, this will now be displayed in Google’s search results.

So, www.contentandblog.com/addknree-3&02!fs-0093 would render a mess. It would show up “Content and Blog > addknree-3&02!fs-0093”.

But, www.contentandblog.com/services/leadgeneration would render “Content and Blog > Services > LeadGeneration”, which would display much cleaner.

Which of those two would you click on?

The application?

When making blog posts, make sure to use URL structures that are intuitive to the eye.

If you have any questions, give us a shout at 720-334-7308.


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One Big Idea to Build Facebook Reach

Facebook Ads

Organic reach is down on Facebook.


And, Facebook recently implemented changes making it so that a Facebook page is docked for posting anything promotional.

Docked how? How can they tell? What?!?

Think about your personal Facebook page. You like different pages, which give you updates. But, with so many pages out there, Facebook uses algorithms to determine what gets shown to you. On a given day, it’s something like 15,000 posts that a person could see, and everyone is trying to make sure theirs is shown.

Since these changes, Facebook looks at your wording to determine whether your post is promotional. If so, their algorithms are less likely to put you in a given person’s news feed.

Well that’s certainly annoying! Why would they do that?

The reason Facebook made these changes is because they have to put their users first. People were complaining about too much promotional material from brands on Facebook so Facebook responded to keep the user experience high (in their eyes).

The thing you can do to get around all of this – the thing Facebook is encouraging – is to use Facebook Ads. It isn’t anyone’s favorite idea to start spending money on something you used to get for free, but the tools are now so robust and diverse that it will likely be more effective for you than direct mail or other outbound tools. You can profile down to a pretty concise set of criteria – even people who once clicked on an ad, went to your site and didn’t buy.

Okay, okay! How do the ads work?

Social Media ExcellenceWell, you can click the boost post button, which you may have tried, but Facebook offers many other, better options as well. Scary as it may be, they track just about everything about a person. Any information you’ve given to them can be used for advertising. You can target ads based on city, state, country, age, gender, pages they like, and more. 

And if you’re looking to talk about your company for free, post pictures; humanize your company! My most successful clients do a first draft of 2 posts per week, where they supply images and a description. We turn it into a post.

Remember: Top of Newsfeed = Top of Mind.

This article is a guest post by Scott Lee, President of PixelSpark Digital, a social media agency that does some pretty amazing work with Facebook advertising and getting businesses known. If you want to discuss more on Facebook advertising like how much to spend for your particular situation, etc., you can give Scott a call at 303-916-9449 or go here for their website.

Content and Blog is grateful for their contribution.

Google’s Latest Algorithm Change – Mobile-friendly Websites

If your website is not mobile-friendly, you will hurt your visibility.


Mobile-friendly WebsitesStarting at the end of April, Google is evaluating a website’s rank against mobile-friendliness. If you are not responsive, you better get there soon.

Common issues facing non-friendly sites are buttons that are too close together, font sizes that are too small and content that doesn’t size right so that people can view it.

If you want to see whether your site is mobile-friendly, go here to run Google’s mobile test.

And, if you want to read about the entire story, visit Google’s page on mobile-friendly sites here.

No matter what, make sure that your site renders well on the mobile device soon.


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3 LinkedIn Activities to Improve Sales

Content Marketing Services Sales

How can sales leverage marketing’s content to improve the sales cycle?

Content Marketing Services Sales

One answer is relatively simple and somewhat critical.

We have been on this kick for a while now how the sales process is changing and that people in the B2B and B2C worlds do so much more education online before they ever speak with a sales person. This is a marketing issue. 

And, it is going to put all kinds of pressure on marketing folks to perform well and get information out on the Internet to drive up demand and bring home qualified leads.

But, what can sales do to leverage marketing as this happens?

Are there any activities for sales people to do on a daily basis to help improve their own production?

Here are three:

  1. Do a LinkedIn search for the types of folks that you want to sell to. For example, we target “content marketers”, “copywriters” and “marketing communications” folks for our training programs. Start adding those contacts to your network. As you do, LinkedIn will continue to suggest more of those types to you. This makes it even easier to continue to add more. Now, you are building a great list of contacts in your target market.
  2. See what Groups these folks belong to, and start contributing thoughts around issues that are being posed online. This also allows you to see what is of interest at the moment and to start to build up your own credibility rather than just peddling stuff.
  3. Coordinate with marketing to develop content that you can contribute to the groups and on your individual profile. This works great if you can grab blog posts, short videos, etc. that really help speak to the problems that your target audience is having. Over time, your contributions add up. Shares happen. You get known as a resident expert. Finally, leverage your contacts through warm introductions, InMail touches, etc. to speak on a personalized basis to your now, captured audience.

A special note: if you can create calls to action that are embedded into your posts that offer some lead magnet (like an infographic), you can really boost your engagement. We like to ask for their email address in exchange for the download. Then, we automatically add them to a MailChimp list based upon our criteria (downloaded this, subscribed to that) for future engagement. When our content team publishes the next cool article, post or whatever, we can send it on to our audience proactively and personally. “Hey, I thought of you when I read this.”

People like getting information that solves problems.

Your objective is to associate your own personal brand, as your company’s ambassador and resident thought leader, with solving the problems that your prospects are having.

It is a process, and your marketing folks should be more than willing to help out because the quality of the leads generated will be superior to anything outbound marketing can do. And, your sales cycles and close rates will improve a lot.

Let us know if you have any questions. Email us at hello@contentandblog.com.


Content Marketing’s Role in the Changing Sales Cycle

The Sales Cycle is Changing! Hark!

We have been preaching it for a while. The sales cycle is changing. And, content marketing must get involved quickly to help. We recently talked about how much later people are entering the B2B sales process. It’s 57% later, according to CEB’s “The End of Solution Sales.

That means that you have to be visible online when folks are in the “education” phase of the buying process. Get the right message to the right people at the right time, as we like to say.

But, there is more.

Harvard Business Review has been talking about how the Consensus Sale is evolving. They are finding an average of 5.4 folks needing to sign off on purchases now, inside the enterprise. What? Oooofff! That slows us down big time.

They quote:

[quote author=”Harvard Business Review”]The implication for suppliers is clear: The best way to build customer consensus isn’t to do a better job of connecting individual customer stakeholders to the supplier but to more effectively connect customer stakeholders to one another.[/quote]

What does this mean? We call it building community.

When you know who is in your tribe and what your village looks like, you can author stuff that connects and builds community. This is precisely what HBR is talking about. We agree completely and have been promoting this concept for a while. It is time to get on board.

The take away?

  1. Map out the players in your sales cycle.
  2. Look inside and outside the corporate walls.
  3. Define what is in it for them, and then work to build content that actually brings them together rather than creating lines of separation.
  4. Track, measure and adjust constantly as the village grows and shrinks.

This will shorten your sales cycle and increase your close rates.

If you need help, email us at hello@contentandblog.com.


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Sales and Marketing Alignment

It is interesting to see how much chatter there is on how sales and marketing are coming together.

Well, for marketers, it is interesting.

We find that companies are still generally holding onto the “old-school” system with a heavy bent towards outbound efforts. The rolodex remains the grail.

So, just to digress a bit…

Here are some cool stats on sales and marketing playing together.

We found it at Type A Communications from last year. And, the saga continues.

Here’s the link.

Creating LinkedIn Engagement

Laura Stein of Content and Blog LInkedin ProfileIs there a way to create engagement on LinkedIn that goes beyond just posting updates?

We have seen folks trying to create noise and grow their following base by posting or repurposing content all over the place, especially on LinkedIn. Hey, we do it! Good content will travel. So, no harm there. But, sometimes, it’s just broadcasting to the crowd.

So, we are working on creating better engagement on the profile itself. How can we get the person to seek more interaction with us outside of the social platform? Can I get them to subscribe to one of my amazing lists, where we share the world’s secrets on how we make their lives super easy?

You bet!

We have been working on some programs that allow people in our communities to tap into our knowledge outside of the post thread in LinkedIn. What we have learned is that the business community is interested in real information that has value. People love quick downloads with amazing facts and figures or infographics that they can use in presentations, etc. This stuff is magnetic. But, can we actually create engagement inside of our LinkedIn profile? Yes, you can. 

This program entails a couple of elements:

  1. A Hot Topic
  2. Landing Pages or Other Lead Magnet Tool
  3. Infographic or Other Cool Download
  4. MailChimp or Other Email Platform
  5. LinkedIn’s media upload link

What we do is create a great download. It has to be something of value and interest. Infographics work really well. Then, we create a two-step interaction process that asks the person to enter his email address in exchange for the download. Once they enter their first name and email addy, the system automatically adds them to our MailChimp account and emails them the download directly to their inbox. We like this process because they can save it and view it later on. And, we will remarket to them when new downloads become available. They can opt out at any time.

We use LeadPages for our landing pages and email opt-ins. It is a great tool and can be found here. Note, this is our affiliate link, so please click it, if you want to learn more on them. We get credit for the love and are grateful.

The application? 

Generate your call to action, and embed it in your summary section on your LinkedIn profile. It is nice and shiny and just speaks to action. People can click it and walk through the process of getting more goodies from you.

Secondly, you can also display these as images, links, buttons, etc. If you create the link, you can then embed that into your posts and use them on your Company page and Showcase Pages as you post information that correlates to the download. These create further engagement.

In fact, if you start publishing really great blog posts or other content, you could then repurpose your own post content onto LinkedIn and add a CTA link to it that allows folks to engage you for the long haul.

Give it a try, and let us know if you have any questions.

If you want to see one for yourself, check out Laura’s Summary section on her LinkedIn profile.



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One Big Email Marketing Secret

Email Marketing Conversion is impacted by your template design.

Sounds kind of obvious doesn’t it?

But, it’s true. The artist wants to create something that catches the eye and makes you gaze. The analyst wants all kinds of embeds and integration.

But, the reader wants something of value.

Sometimes, a straight text email is all that you need to get to the top of your audience’s mind. Seth Godin is a master of this. His email subscription is always plain text. Every now and then, you get a few links. But, that’s it.

And, it always makes its way into my inbox.

The emails that look like you spent a million dollars in design with lots of images, calls to action, etc. tend to end up in my junk mail, even when I have said “yes”.

The point is to really track what is going on with your email campaigns and consider that less might be more, when it comes to conversions.

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Why Buyers Engage Deeper Into the B2B Sales Cycle

Content Marketing can give you a massive sales edge on the competition.

If you are in B2B sales, pay attention.

We have been talking about how people research the Internet before engaging companies in the buying process. Well, this is cool, and it is fun to see mathematical validation come out on something you know to be true. The folks at TrackMaven did a presentation just recently and were quoting all kinds of stats on content marketing.

A big one: “B2B companies are 57% of the way through the buying process by the time that they engage with a sales rep.” This came from CEB’s “The End of Solution Sales.” http://bit.ly/1vNheBv

We did not know it was that far down the road. This is telling.

The relevance?

We will let TrackMaven say it:

“This finding begs the question: how does your digital presence and website content compare to that of your competitors? If a brand’s content marketing does not effectively engage the buyer and influence their purchase decision quickly, then customers are likely to eliminate that brand from consideration early in the buying process.”

The entire study is attached. Download it hereContent-Marketing-Paradox.

Write Better Stuff today.


Websites: What is the Purpose?

Your website is an employee. Put it to work!

This may have come up a long time ago, but it might be time to revisit a concept that has shown its head here lately. Why does your website exist?

It seems trivial enough, but we are running into folks lately who are lighting up new sites without having worked through the elements of what their website is supposed to do for them. It’s true for other digital assets too. People say, “you need a Facebook page.” “You need to be on Twitter.” “You better blog.” “Run ads on Google.”

Ok, but why?

When you budget your online marketing out of cash flow, you spend whatever is left over. That usually means very little. So, you tend to be tactical and just do what you can with whatever money is laying around. Aging websites are built on WordPress themes because you can buy a theme for $65 (there are nice themes out there for sure). Google sends you a card that gives you $100 in Adwords when you spend $25. Great, but you need $5,000 to make the needle move. Minimalization is the mindset. Then, when you get the thing up and running, it goes into your pile of “tried that, but it didnt work for me” stories.

The asset is blamed, when it had nothing to do with your results.

If this sounds like you, we would like to offer another thought. Look at your website (or other online assets) as if it were a living, breathing employee that needs nurturing and investment to make it work well. We would like to say that your website is an employee with a job to do. And, in order to do its job well, it needs to be equipped.

You wouldn’t see a pro football player running on the field without pads. He needs gear to do his job well. So does a website and everything else online.

How do I remedy this? We heard you ask.

For starters, think strategic. All of your online assets have to support the business strategy and goals. And, they need to provide a return to you. And, they need real money. If you are doing $5,000,000 in revenue and spend $2,500 on a new website, there is a problem. If you think that it will grow your sales to any degree, you will be unpleasantly surprised. To lay a good foundation that grows sales, you should spend 8 – 10 times that amount, easy. You need strategy. You need website copy. You need a site design. You need development. You need SEO. And, you need engagement. We are not saying that you can’t build a site for less. We are saying that there is a false expectation on what your site will do for the tiny budget frequently given to it. And, it won’t do what it should.

In terms of ongoing efforts, think smaller projects. It is better to focus on a line of business and really blow it out of the water than to focus on all aspects and spread the peanut butter really thin. You can always apply the gas to other areas of your business once you get one successfully running.

Content Marketing Education OnlineWe do this with our Content Writing, as an example. When just getting started with ghost blogging for a client, we analyze keywords, what the market is interested in, what motivates your audience and where they live. It might be a single phrase that we are targeting, and we write on that topic until it starts to perform. Once it gets where it should, we add the next phrase or topic. And, we use analytics until we are worn out from looking at what that thing is doing. Now, if budget were unlimited, we could focus on a mess of words at the same time. But, we always focus. This produces results.

So, we are back to the question. What should your website do?

Most folks, when starting out, just put up a face online so that when you meet them, there is place that they can go and check you out. We call that the “Validator to the Business Card”. It is the baby step in websites. And, it is critical. You want to communicate your brand well. A bad starter website can move people away from you. So, YES to these first steps! Tell a great story. But, know that you generate the leads and sales. It just educates.

Therefore, you should grow up as fast as you can. Websites can produce leads, and they never get tired or sick, like our other employees. Develop a focused approach to how your content is published, who you target, what you want them to do, etc. And, do this before you start building. Create your message first. Know your audience. Write down what you want them to do when they come to your site.

And, then invest with intention and like it requires to give you the results you want – not just out of your pocket change. Make it work for you.

Certainly, there is a crawl, walk, run approach. We know that not every business is loaded with cash. But, you can see results and set proper expectations.

If you need help figuring this out, give us a call.



Creating Engagement

Want more conversions on your website?

Try building engagement through content give aways.

The one thing we often find is that knowledge owners diminish the value they carry because they are in it all of the time. You know the stuff. You walk in it all day long.

And, there is great value to your knowledge.

Create white papers, infographics, articles and offer them for free on your site or through email subscriptions. Share your knowledge freely, and do not worry about giving your secrets away.

People do not have enough time to learn all that you know about your space. They have their own busy schedules and goods and services to create.

So, share freely and build up your brand of expertise.

You will gain followers.


3 Keys to Better Website Conversion

Website copy is a foundational component to how well you convert the traffic that comes your way.

searchProfound? On the surface, you would think not. But, website copywriting is one of our most popular services, and we couldn’t begin to tell you how often we see that our client’s site copy is a huge impact to their poor conversion rates.

If your conversion is light, there are a few things that you might consider:

1. Know your visitor. We are growing in our bent on defining the audience, what motivates them and the behavior that we want from them. A common fear is that if we write too tight of a message, we will exclude people. If we look at that conversely, we could say that if we write to our target audience with a compelling story that resonates with them, they will be more likely to engage us. It is ok to write to a focused niche – one that you dominate or should dominate. Build off of your successes. You can always expand target markets later. But, we find that a shotgun approach is less effective than a laser, especially when you do not have a brand that is widely known or are in a very competitive space.

2. Consider how people interact with websites. Often, people write all about their product or service with lots of great detail right there on the homepage. The thought is that if I give them all of the information, they will find the one nugget that works for them and engage us. It sounds like a good idea, but as we have mentioned frequently, you only have a few moments to capture people’s attention on the Internet (seconds – not minutes).

Results will capture attention. Yes, you need to say a little of what you do on your homepage. People need that education, but do not write a book. We would suggest that you have a few points in mind that display what you have done in the past – things that are measurable. A great example can be found here. Mike talks all about moving $1.5b in sales. Wow! His target audience includes CEOs’. Do you think that they will get that message rather than saying all of the consulting services that Mike offers?

3. “How?” is the question. After a visitor has a moment on your site, the big question that they should ask is “how?”

  • “How did you do that?”
  • “How can you do that for me?”
  • “How can I find out more?”

If you tell your story well, people will see that you are fantastic in producing results. The next natural step should be in finding out if that result can be had by them. This starts the invitation process, where you get to give more information at a series of steps rather than all up front. If you are writing to a specific target market, results will have a greater likelihood of transferring across the industry and allowing you to take them deeper.

So, be focused on what you write, what you want people to do and whom you are writing to.

Your conversions will increase.

If you need help in defining your audience and your message that will work like a laser, give us a call.


Content Analytics Are a Must

There is a big shift and trend towards new analytics tools coming out… and for good reason.

Content TrainingMarketers are constantly under pressure to prove their value. We find that many folks simply don’t really know what we do when it comes to generating a bunch of stuff that gets published on the Internet.

“Where does it go?”

“Why would you do that?”

“We don’t need social media.”

“It costs how much?”

Well, the game is changing. At Content and Blog, we have been working hard to hone the strategy component to our efforts. We keep working on a process that incorporates SEO, analytics and Social Media to really grow sales the most (and prove our value).

And, as a little FYI, we are loving the folks at CYFE. They make an awesome toolset that does a great job at creating CYFEdashboards for everything you can imagine. The support is amazing, and Deven Patel is the bomb in terms of leadership. Give the folks a shout, and let them know that C&B shared a little love their way.

Oh, today’s Content Marketing Training tip:

Using SERPs in combination with Google Adwords can really help you figure out what to write about. SERPs show you the rank of keywords that you are targeting. Which page does your stuff display in? SERP means “search engine results page”. Adwords allows you to drop in a keyword and see how much search activity is around that word. They also allow you to look at similar words that might be performing better.

For example, “Content Training” is in much higher demand than “Content Education”.

If we want visibility for Content University, we would be wise to write about “Training” rather than “Education” because more folks are looking for “Training”.

There is more to it by far, but this ought to get you thinking in the strategic direction.

Let us know if we can ever be of service to you.



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21% of Marketers Cannot Measure

screenshot 5Analytics are fun. They can be tricky. And, even a basic approach can help produce some sizable results.

Do you know what to measure? Where to find it? How to find it? What to do about it?

Content and Blog can help.

But, this post is more about research. Content Marketing Institute put out its annual report on all kinds of data. For example, 70% of B2B folks produce more content, but 32% say that they are challenged in finding good content professionals. *We are Waiving!!!!*

Here’s a link to the full report.


Facebook Calls to Action

In case you didn’t know it, Facebook is now letting you add Calls to Action (CTA’s) to your page.

This is great! Our only suggestion is to allow us to add the text to the CTA button rather than select from their list of a few titles.

Other than that, it is good to add a little engagement to your page.

We set one up to describe our subscription services. The button takes you to a landing page that gives much more detail on what the subscription programs can do for you. And, we tie Google Analytics to the landing page to track our metrics.

All said, it is a great step forward.

And, if you want a more intense version of a Facebook CTA, check out our app that allows you to download a free white paper on Digital Marketing Data. 

Facebook is getting in the game!

Here’s what our Facebook app looks like:

Clicking the Yellow Download button asks the person for their email and sends them the PDF right to their inbox.

Give us a shout today at 720-334-7308, and we will help you design engagement programs to drive more sales.

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Integrating Sales and Content Marketing

Are you kidding me? Sales and Marketing working together? Pfffft!

Our parent company, elevate29, has built its business on being able to successfully integrate marketing and sales together. For one, marketing has become more accountable to revenue so the progression is natural. But, the two sides are anything but homogenous. And, sales folks are heads down, trying to make the sale happen. They historically do not have time for marketers. After all, marketing serves sales, right? It is marketing’s job to create demand and generate leads. This is true.

But, successful companies think larger than that, and their culture reflects it.

Since most companies do a Google search on any prospective vendor, they typically are better educated and have valuable insight about you even before they speak to you, as a potential vendor. If you look at the auto industry, you can see how that sales process has dramatically changed. Carfax and other tools now equip the buyer better than ever before. The same thing is happening in your industry. Yes, in your industry. Your buyers are doing research online. They are looking for answers to their problems and taking note of the players out there who have those answers. And, they are gaining knowledge so that if you are one of those chosen few for engagement in the sales process, they will be better equipped. From a sales perspective, this means that they are entering the sales cycle later down the funnel. The early stage of education is being handled by the buyers themselves, online. And, you get to pick up the ball more towards the 40 rather than the 20.

The application?

You need good information online. The starters include articles, white papers, case studies and the likes. Testimonies are great. And, if you can actually give answers to problems (kinda like we are doing here), you can build your online presence at a topical level, which is even more critical. No one can hit all of the issues at once. Today’s content needs to be laser-focused – not shotgun-minded. Target a specific person in your audience with what is bothering her today. Address it by giving suggestions on the issues they face. They will draw the connection between your expertise and their issues. Rinse and repeat. Keep going until you exhaust every issue that your market faces. Right, it is impossible. This is why content marketing is so important. And, once you get the basics, you can enter into the realm of engagement online through social media, video and arenas like LinkedIn Pulse.  


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As a little extra loving, here is an infographic from our friends at KnowledgeTree. Content-Sales-Infographic

If Facebook Were a Rainbow

Does your Facebook page color matter?

screenshotYou bet!

Wisemetrics did some research and found that there is a correlation to LIKES and color. And, it varies by country as well – for all of you international players. AllFacebook published a cool article on the findings.

Green happens to be the brightest color.

Pinks and reds dont fare so well.

What’s the application? Be indigenous to your audience. Even the colors you choose impact preferences.

If you do lots of business in India, purple will work better than yellow-green, which works best in the US.

There are all kinds of crazy things that impact how people convert. Content is made up of colors, it would seem.

The Fast Track of Communications

The Latest College Trend.  No, it’s not Social Media.

Communication is taking off and is on a fast track for super stardom.  The discipline of communication is becoming more widespread in all industries because experts are finding that their weakness is communicating what they know. There are amazing engineers oscreenshotut there, but they can’t always sell their products because they aren’t communicators. They are engineers.

This goes for many experts. They know their field, but it’s challenging to communicate their value because they aren’t communicators.

And, most importantly the world of communication is always evolving and must be studied.  Professional communicators must stay appraised of the latest and greatest trends.  We see this in the business community all of the time. Communicators are in high demand, and there is just never enough of us.  What is exciting is that the Universities are seeing the trend too.  Students are now seeking out Communication as a career path. And, their opportunities are endless.

It is very exciting to see that demand will be met, and we will have more communicators soon.  It’s an amazing field to be in with a lot of rewards on all levels.  We can’t wait to start working with the next generation of communicators.

Content and Blog is encouraged. And, we will help anyone looking to enter the field. Just shoot us an email at hello@contentandblog.com, if we can answer any questions for you as you seek our your own career in communications.

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