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Showing posts with label MARKETING. Show all posts
Showing posts with label MARKETING. Show all posts

Monday, 23 June 2014

7 Tips for Starting a Content Marketing Strategy

Final-content-mangement

They say that hindsight is always 20/20. That when we look back at where we came from we can see things we wish we would have known or done better. This couldn't be more accurate when I look back over the years at my content marketing efforts.
But you're in luck! I've outlined seven of the most important ideas I wish I would have known when I was first starting out in content marketing years ago. I hope they help you get ahead of the game.

1. Tailor to your personas

A persona is a fictional representation of your ideal client. You can create different personas by bucketing ideal clients based on common characteristics, needs or problems. Developing your personas is not only a fundamental piece of your marketing strategy, but also of every function within your organization.
They are key because you can tailor your content strategy, conversion offers, social posts, etc. around each persona's specific goals, needs and point of pain.
Tailoring your content around your personas will help ensure the right people are finding it, help increase engagement, and help build a loyal audience of the exact types of people you're trying to target for lead conversion. Without clearly defined personas, you will simply be shooting in the dark with your efforts.

2. Look at it as an investment

Content marketing (just like most things in business) is a marathon, not a sprint. It will not be an overnight success, but instead builds up momentum over time, like a snowball rolling down a hill. This can be quite scary for those who come from a paid media background with instant gratification in results.
In order to stay focused and dedicated in the beginning, continuously remind yourself that each blog post and each content offer is an investment in your marketing "assets" and in the business. Although it's usually estimated to take six to nine months to really start picking up steam, this is a relatively short investment for the long-term success of your marketing program.

3. Make it an organizational initiative

One key to success in content marketing is to get the entire organization, from the top down, to buy into a "culture of content." This means that everyone in the organization will not only get excited about your marketing team's efforts, but will also actually get involved in the production and promotion of content.
This is probably one of the biggest challenges marketing teams in larger organizations face, but it is critical. My advice is to start at the top and get all your C-level execs to back creating a culture of content. From there, you can follow this advice to promote the content culture throughout the organization.

4. Content doesn't have to be written

Many times when we think of "content marketing" we right away think of written text. However, it's important to keep in mind that that is only one media format. If writing is not your strong suit, think about incorporating video or audio content into your strategy.
Ultimately you want to pick the media format that works best for your team to produce and is best received by your audience. This also can include a combination of multiple-media formats. Once you find the right balance, you will be able to create content easier with bigger impact on your audience.

5. Quality over quantity

There has been this long-asked question: Which is better, writing a ton of basic articles or a few amazing articles? The bottom line is every piece of content should provide the reader value and leave them happy they had read it. Yet, it's important that you are consistently and frequently posting. So there needs to be a balance, which is slightly different for every organization based on resources, industry and your audience.
Typically I recommend posting a minimum of three good-quality, 700-word blog posts per week. Although when first starting out this may seem like a lot, this is a great formula to build traction in your content marketing fairly quickly (typically four to six months). If you can do more than three blog posts a week, that's awesome, but at a minimum work to post three.

6. Writing is only half the battle

As time-consuming writing your content may be, it is only half of the battle. The other half is promoting the content to drive people to read it. This is many times often overlooked by marketers simply because they are so glad to have the content finished.
Make sure you create a plan of action for promoting your blog content and dedicate 25% to 33% of the time it took to write the blog to promoting every new blog. This is critical for getting the most out of your content marketing strategy.

7. Repurpose

One of the greatest skills expert content marketers possess is knowing how to repurpose content in many different ways. Their brain can see opportunities to use existing content in many different ways to maximize the value of that content.
For example: Let's suppose you or someone in your organization is creating a presentation for a trade show. This is a great piece of content that can be easily repositioned into many different forms, providing huge content value.
After the event, reuse the content as an on-demand webinar conversion offer. Then have the webinar transcribed into text and divide up each of the main ideas into individual blog posts. Then take the most popular blogs and expand on them to create an e-book (and so on).
Although each content marketing strategy is going to be a bit different depending on the organization, the ideas in this article will be applicable to any scenario. For those of you just starting out with a content marketing strategy, I hope that you can keep these in mind and that they help accelerate your success.

Posted By: Pawan Lubana on Monday, 23 June 2014

Monday, 28 October 2013

14 Facebook Tools You Didn't Know Existed

  • Here are some apps :

    Activity%2520log

    1. Activity Log

    You've probably seen that button on your cover photo labeled "Activity Log," but unless you're a Facebook power user you probably haven't explored this tool. It shows you every activity you do on Facebook, whether it's liking a photo, posting a status, or updating your information. You can even filter by type of activity to make it more targeted.
    Image: Facebook
  • Ad%2520create%2520tool

    2. Ad Create Tool

    Facebook gives you a host of tools to make sure your business's ads are well made and prominently placed, starting with the Ad Create tool. You select a goal for promoting your business or page (like more page likes, increased app engagement, etc.) and the Ad Create tool automatically selects the right combination of ads to help you reach it.
    Image: Facebook
  • Apps

    3. App Center

    You've been playing Candy Crush for months, but do you use Open Table's Facebook app to book a reservation? Or use the Spotify app to share your playlists with friends? If you want to browse new games and apps, the App Center is the place to go. Access it at the bottom of the left hand menu.
    Image: Facebook
  • Browse

    4. Browse

    The Browse tool will filter out a randomly selected type of content through Facebook's Graph Search, whether it's videos that you've liked or people in your networks you haven't friended yet. For those using Facebook to kill time (and aren't we all using Facebook to kill time?), it's an excellent method of procrastination.
    Image: Facebook
  • Conversion%2520tracking

    5. Conversion Tracking

    Setting up Conversion Tracking helps you track the effectiveness of your ads based on the specific action you want them to complete, like buying a product.
    Image: Facebook
  • Custom%2520audiences

    6. Custom Audiences

    If you already have curated lists of audiences that you are using, you can upload them to your brand's Facebook account to make sharing a piece of cake. Don't worry, when you upload your lists, your information is encrypted so that no one can access it, even Facebook.
    Image: Facebook
  • Export1

    7. Export Your Calendar

    If your socialite status is spread out across multiple calendars, you can export your Facebook calendar information to keep with you when you're not online. Wouldn't want to miss a party, now would we?
    Image: Facebook
  • Facebook%2520chat

    8. Facebook Desktop Chat

    Don't want to flip back to the Facebook tab every time you get a new message? You can use one of these instant messaging softwares to chat from your desktop.
    Image: Facebook
  • Facebook%2520manager%2520app

    9. Page Manager App

    If you're managing a brand's page and need to post on the go, the Facebook Manager App is available on the App Store and Google Play for easy access to your account even away from your desk.
    Image: Facebook
  • Facebook%2520power%2520editor

    10. Power Editor

    If you're optimizing and managing many different ads at once, your brand should be using the Power Editor. You can easily make minor variations to the same ad to test what works the best with your audience. This is also where you can create custom audiences for sharing ads.
    Image: Facebook
  • Interests

    11. Interests

    Facebook is full of great content that you don't need to miss. Treat the social site like a Feedly alternative and get content from various groups tailored to your own interests.
    Image: Facebook
  • Keyboard%2520shortcuts%2520messages

    12. Chat Keyboard Shortcuts

    Want to navigate around chat more quickly? Then try keyboard shortcuts.
    Image: Facebook
  • Page%2520insights

    13. Page Insights

    Page Insights is essentially Facebook's version of Google Analytics. Track your page's traffic to better understand how audiences are engaging with your page.
    Image: Facebook
  • View%2520as

    14. View As

    If you want to be certain that your Aunt Mary didn't see those pictures of you from last weekend's bar crawl, use the View As tool to see your profile as she sees it. There. Crisis Averted.
    Image: Facebook
You know all about Facebook's basic tools. You can post statuses and share articles with the best of 'em. But how often do you check your Activity Log? What is the Browse tool for?
You're not off the hook either, Brand Pages. You may know that Facebook Exchange targets ads based on user's online activity, but did you know you can create Custom Audiences to share content with?
For these and other Facebook tools you probably aren't using, check out the gallery. Hone those Facebook skills to get the most of out of world's most popular social site.

Posted By: Pawan Lubana on Monday, 28 October 2013

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