Best Practices to Maximize Your Content’s Impact

Best Practices to Maximize Your Content’s Impact

Best Practices to Maximize Your Content’s Impact

5-easy-ways-to-generate-website-traffic

Content is a Fundamental Part of Your Digital Strategy

How much are you prioritizing content creation and promotion for your organization? Creating strong content is a staple in digital marketing and savvy brands continue to make it a priority. Today’s modern buyers quickly turn to websites or social media channels to gain better insight into a business’s purpose, ethics, and social approval — so it’s imperative that brands showcase fresh and relevant content.

Gone are the days of creating generic content merely to show participation. Content creation is an opportunity for businesses to show off industry expertise, improve search engine ranking and even increase their overall online presence. But, how can you create content that pushes the bounds of regular vanity key performance indicators? This article will break down the best practices to get the most out of your content.

Creating Content

When it comes to creating high-quality content, you must take into account two factors: intent and planning. As the old saying goes, “failing to plan is planning to fail,” and it’s never been more true than when it comes to content creation.

Disregarding a content strategy will strip you from a better understanding of your purpose for creating each piece of content and how you will share it with the world. Take the time to understand why each part of the content you want to create is important and how you plan on distributing it to your audience.

When developing a content strategy, consider the following factors to get the best results possible for your business:

 

  • Consider your target market and the issues they face. Your organization solves a problem. This is your opportunity to provide a solution that your target market needs help overcoming.
  • Next, you’ll want to consider your customer’s journey and how each piece of content will fit accordingly.
  • Finally, the numbers don’t lie! Analyze current content’s performance data to determine the message and create a well-rounded strategy.

Pro Tip: Consider the Pareto Principle for your content strategy. Spend 20 percent of your effort creating content and 80 percent promoting it.

Ready to take action? Let’s have a conversation

Publishing Content

When it comes to publishing content, you don’t want to take the shoot-in-the-dark approach for many reasons. Always strive to put as much thought behind your content distribution as you do into your content creation.

Here are a few quick reminders when trying to publish content optimally:

 

  • Save the stress, and don’t publish your content on every possible platform. This is overwhelming and will undoubtedly lead to burnout. Instead, focus on a few of the most relevant platforms for your content and let yourself grow.
  • Another frequently overlooked consideration is leveraging third-party channels like guest posting and user-generated content. These are great ways to gain social credibility and get your name and content out in front of other relevant audiences.
  • When you’re first starting, your content will take time to gain traction, but don’t let this get you down. Find a frequent publishing schedule that you can keep because consistency is the overall key, especially at the beginning of your content creation journey.
  • Be strategic about which platforms you publish content on, and don’t be afraid to move on if needed. Understanding which platforms are best for your business starts with knowing where your target audience hangs out online. If you find your content isn’t performing well no matter how many changes you make, then it might be time to try publishing elsewhere.

Promoting Your Content

If no one knows you’re posting, then does it count? Of course, it does! However, promoting your content is equally important as creating content. Promotion doesn’t stop after one post; there should be a thoughtful strategy for optimally promoting content after publishing.

To get the best promotion for your content, consider the following:

 

  • Re-purposing content will help you gain the most mileage from one source of content. This method will save you time and stress when looking at a barren content calendar. You can re-optimize or reformat content for different platforms and mediums. For example, if you publish a video, turning the same messaging into a blog post will provide you additional content without too much extra effort.
  • Re-marketing is often a dreaded yet highly effective method of promoting content. Be open to spending a little money to stretch the potential of your content.
  • Finally, getting your content out to the most people is nowhere near as effective as getting the most relevant people. This is where leveraging influencers who speak and already have credibility with your target audience will give you the results you need!

Bringing It Together

Bringing together a solid content strategy will help your business get the notoriety and publicity it deserves. A catered plan will carefully detail the intention of each piece of content that speaks to your target audience versus just anyone who happens to scroll by. Only focusing on these few platforms will help you get the best results instead of spreading yourself thin across multiple platforms. Finally, focusing on strategic promotion will be the ultimate deciding factor on how far your content goes in the digital ecosystem.

Repurposing old content for other platforms where you find your target audience will help you get the most out of your content. Maintaining a consistent flow of high-quality content will be the best step to take when starting or reconsidering your strategy. Maximizing your content’s impact will help grow your company’s brand and leave you feeling happy as you see a positive return on your content investment.

Hopefully the tips above will help improve your content marketing campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

Best Practices to Maximize Your Content’s Impact

Best Practices to Maximize Your Content’s Impact

Looking to get the most mileage out of your content marketing? Creating strong content is a staple in digital marketing and savvy brands continue to make it a priority. Discover best practices to showcase expertise, improve search engine ranking and increase overall online presence.

read more
How to Hire an SEO Agency

How to Hire an SEO Agency

Internet visibility drives website traffic and can help you reach your business goals. To get the most out of any SEO agency, you need to ask the right questions to ensure you find the right partner.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

Creating High-Value Content for Your Sales Team

Creating High-Value Content for Your Sales Team

Creating High-Value Content for Your Sales Team

5-easy-ways-to-generate-website-traffic

Content Marketing Can Fill Gaps in Your Sales Cycle

The digital marketing landscape is ever-changing, constantly challenging marketers to learn new ways to reach their audiences. Most businesses that are determined to succeed incorporate some form of content marketing. An often overlooked benefit to creating compelling content is equipping your sales team with the right resources to fill gaps in the sales cycle and increase their close rate.

Your Content Must Be Worthwhile

Getting the most out of your content means not only is your target audience able to find value, but so is your sales team. The relationship between sales and content is so closely interlinked that 95 percent of buyers choose a service provider who delivers the content to help them navigate through each stage of the buying process. Unfortunately, this doesn’t mean that just any piece of content will work; the content needs to provide genuine value to the audience otherwise, it may have damaging effects.

Most of your content marketing strategy should focus on client-facing content such as blogs, videos, podcasts and webinars. Internal content such as pre-call sales checklists and sales manuals have their place in a content strategy, but this article focuses on client-facing content.

Why Don’t Sales Reps Use Content?

In a perfect world, sales reps can use provided content during outreach, lead qualification and to help support proposals. Perspective clients can walk away well-informed and ready to make the right decision. However, this isn’t necessarily the reality because sales teams repeatedly miss the opportunity to provide prospects with the valuable content your marketing team has created.

Some reasons that sales reps don’t use content are:

  • They don’t know if the content is up to date
  • Finding the right content among the waves of existing content is time-consuming and daunting
  • They’re unsure what content is best for the specific stage of the sales process (in some cases, the content could be too “high-level” for initial discovery meetings.)

Pro Tip: As of 2020, 70 percent of marketers are actively investing in content marketing, which means it might be time you did the same to stay competitive.

Ready to take action? Let’s have a conversation

How Can Sales Teams Start to Incorporate Content?

Every great organization requires effective communication to be successful. For sales reps to start utilizing the appropriate content during their pitches, the marketing department should educate them to ensure they are aware of what’s available. Organizing content according to type, audience, and objectives will help sales teams find what they need to bolster their sales. In addition to better organization, consider the steps below to help facilitate good communication and collaboration among internal teams.  

Meet with Your Sales Team

They are on the front lines, fielding common concerns and questions which means they have a slew of pain points your clients are constantly facing. Frequently connecting with your sales team will enable your marketing department to better understand what content can help increase overall sales. 

You’ll also better understand:

  • Prospect feedback on your products/services
  • Common objections sales reps face
  • Find gaps in sales strategies that you can fill with helpful content

Audit Existing Content

After meeting with your sales team, you should have a better idea of what is working well, and where your content can be improved. As marketers, we also have access to massive amounts of data. Have you tracked the metrics on the content your team has already created? The internet is constantly moving, which means the shelf life for pre-existing content doesn’t last long and may need to be re-optimized. Additionally, sales teams can’t use out-of-date content during their sales calls, so it’s equally important to create content and revitalize old content.

Set Clear Goals

Working with your sales team, you can establish clear goals that promote a harmonious relationship between the marketing and sales departments. While you might have an overall sales goal that’s driving your plan, also consider smaller KPIs related to engagement that can indicate if a piece of content is in fact helping prospects through the buyer’s journey.

Creating High-Value Content

When it comes time to create content, pulling a topic out of a hat or an online topic generator is no longer enough. Marketing departments have many different areas of their organization they need to evaluate before deciding on content topics. Remember that creating content takes time, and unless you’re bootstrapping, it will require an investment of time and money. It can take upwards of 50 hours per month to create high-quality content, which is why many organizations opt to partner with a content agency.

Bringing It All Together

If your sales team isn’t using the content you’ve created, then both the company and the sales reps are losing out on substantial growth. Content marketing is not only meant to attract and inform prospects but also to arm sales teams with more tools to have a well-rounded sales process.

 Keeping content current and filled with value will enable sales reps to increase close rates by providing prospects with a clear picture of the products/services your organization offers. Over time as the sales and marketing departments continue to work together, they’ll learn how to maximize each other’s gains and promote overall company growth.

Hopefully the tips above will help improve your content marketing campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

Manufacturers: How to Hire A Content Agency

Manufacturers: How to Hire A Content Agency

In a world where online sales channels have become increasingly important, digital content is a necessary part of your marketing strategy that you cannot ignore. But creating quality content takes time, creative energy and a strong understanding of search engines.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

How to Hire an SEO Agency

How to Hire an SEO Agency

How to Hire an SEO Agency

5-easy-ways-to-generate-website-traffic

Find the Right Partner for Your SEO Strategy 

Building a strong online presence is now standard practice for any organization. Internet visibility drives website traffic and can help you reach your business goals. There are many components to internet visibility including organic reach, paid placements and earned media.

Organic reach or organic SEO involves strategies to increase your website traffic and improve your site’s presence in non-paid search engine results. The world of search engine optimization is incredibly complex. Improving a website’s rank on search engine results pages (SERPs) involves technical and creative expertise, and they work in tandem to create a positive site experience and encourage repeat visits.

If SEO isn’t in your wheelhouse, you’ll likely want to partner with an SEO agency who can help you effectively navigate the search engine playing field. It could take years to acquire the internal bandwidth to build and implement successful SEO campaigns yourself. Having experts in your corner will support online visibility and will naturally assist with lead acquisition.

What Are the Goals and Outcomes of Your Organization?

To get the most out of any SEO agency, you need to determine the goals and outcomes you wish to achieve. Do you need more website traffic to help fill your sales funnel? Do you want to create more traffic-generating pages? Do you want to improve your brand’s reputation and credibility during the sales cycle?

Search engine optimization is not just about search results; it also entails how your company is detected as a whole. These campaigns are most effective when integrated into a larger marketing strategy, so you’ll need to get clear on your goals and how you are measuring success.

Think through how an SEO campaign will support content marketing, public relations and other social media marketing activities. Make sure you have the right internal team members at the table during these discussions.

Ready to take action? Let’s have a conversation

What to Look for in an SEO Agency

Although hiring an SEO agency might seem like a daunting task, you certainly don’t need to be an expert yourself to find the right partner – but you do need to ask the right questions. Here are six questions to consider when interviewing potential partners.

What is your SEO philosophy?

SEO isn’t just about keywords and content, and the best agencies know this. There are many ways to utilize search engines, algorithms, and other processes to improve visibility. There are three types of SEO you need for a well-rounded organic strategy: on-page, technical and off-page.

Ideally, you want a partner that’s well versed in all three areas. There are many consultants that only specialize in one or two, but modern SEO requires a holistic approach and experienced execution.

What SEO tools do you use?

Legitimate professionals invest in the tools required to do their work. The exact tool isn’t as important as listening for how and why various tools are used. A good partner will be able to explain why they use specific tools and the impact they can have when used properly.

What is being measured and reported?

SEO agencies who value the relationship they have with their clients know that they need to measure and report metrics that both parties find useful. They find specific details in their reports and use the data to make informed decisions. Avoid companies that cannot get specific about the metrics they used to measure success.

Who is doing the work?

When it comes to the above fundamentals, is the company you are interested in doing the work in-house, or are they outsourcing? Will you have English-speaking writers creating content? Search engine optimization is both an art and a science. You need the right minds working collaboratively if you want to move the needle.

How do you remain up to date on trends?

SEO is a constantly evolving discipline that requires education and first-hand testing. Keeping up to date on Google’s Webmaster blog is just one step to understanding the latest trends. The best SEO agencies also do their own research and testing and have a set of best practices that build on common knowledge.

Do you have sample case studies?

Case studies often tell a very clear story of how effective your potential partner will be. SEO companies who know what they are doing and want their clients to succeed use case studies to clearly demonstrate what they can deliver.

Partnering With an SEO Agency is a Smart Move

Hiring a reputable and results-driven SEO partner begins with determining the goals and outcomes of your organization. Organizing these goals and outcomes will determine what kinds of SEO services you might need. By asking the right questions, you’ll be well positioned to partner with an agency that can deliver long-term success.

Hopefully the tips above will help improve your organic SEO campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

Manufacturers: How to Hire A Content Agency

Manufacturers: How to Hire A Content Agency

In a world where online sales channels have become increasingly important, digital content is a necessary part of your marketing strategy that you cannot ignore. But creating quality content takes time, creative energy and a strong understanding of search engines.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

2022 Trends Guiding Marketing in Manufacturing

2022 Trends Guiding Marketing in Manufacturing

2022 Trends Guiding Marketing in Manufacturing

5-easy-ways-to-generate-website-traffic

The pace of change requires marketing teams to stay agile 

The last several years have been dynamic and disruptive for manufacturers, forcing many to embrace more digital marketing tactics to compete and survive. Yet maintaining a sense of relevance with your audience has never been more challenging. Supply chain challenges and radically shifting buying behaviors requires organizations to be agile.

Marketers who can quickly adjust strategies and tactics based on the shifting landscape can generate measurable results, remain ahead of the competition and deliver an experience that aligns with customer expectations.

With that in mind, we’re sharing three trends that marketers in manufacturing should focus on: creating an amazing customer experience, using brevity in your message and incorporating personalization.

Customer Experience

B2C industries embraced a strong customer experience (CX) years ago and manufacturing is finally catching up. Today’s business buyer wants a consumer-like experience. In fact, in a Salesforce survey, 74% of manufacturers said they believe customer experience to be a key competitive differentiator. Delivering a superior experience creates operational efficiencies and generates more revenue.

 Developing a strong CX isn’t solely the responsibility of the marketing department. But given our access to various tools and data, we play an integral part in determining the right time for engagement. We can understand when sales and marketing teams should swiftly engage qualified buyers, or when we can turn a steady customer into a true promoter of the business.

By partnering with other internal teams, manufacturers can create an amazing CX throughout the entire customer journey.

Brevity

Content marketing allows for an extensive explanation of any product or service. Most marketers want to pack as much information into their content or ad space as possible. But let’s face it, our audience doesn’t want to power through a 2,000-word white paper. According to Microsoft, human attention span has dropped 25% in the last several years. 

The more succinctly you can convey your message, the more likely your audience will engage with you. Say what you need to say but do it effectively and concisely.

Explore where you can incorporate brevity into your marketing — whether that’s simplifying your website to focus on the essentials or crafting content that hits directly on pain points and solutions without the unnecessary fluff.

Ready to take action? Let’s have a conversation

Personalization

The days of relying on generic sell sheets and one-size-fits-all catalogs are over. Manufacturing companies need to adopt more B2C marketing tactics to maximize revenue growth. Today’s business buyer wants marketing and advertising that speaks directly to them.

Account based marketing, although not new, offers a chance to get closer to your prospects and customers by taking time to understand their needs, tailor the outreach and connect on a more personal level. Investing in a more personalized content strategy can lead to greater payoff.

Another trend in manufacturing is foregoing print catalogs in favor of interactive online catalogs that can simplify quoting and ordering. Sales teams can communicate with prospective customers more efficiently during the sales cycle, better understand their needs and ultimately sell more.

Your Next Steps

Marketing teams must continually remain ahead of the curve, and manufacturers still have room to engage B2B decision makers with personalized messaging and an amazing experience.  By taking a proactive approach that incorporates key trends, organizations can position themselves to meet the ever-changing needs of their buyers.

Hopefully the tips above will help improve your digital marketing. Have more questions about developing and implementing an effective marketing strategy? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

Manufacturers: How to Hire A Content Agency

Manufacturers: How to Hire A Content Agency

In a world where online sales channels have become increasingly important, digital content is a necessary part of your marketing strategy that you cannot ignore. But creating quality content takes time, creative energy and a strong understanding of search engines.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

Marketing During a Supply Chain Crisis: Best Practices

Marketing During a Supply Chain Crisis: Best Practices

Marketing During a Supply Chain Crisis: Best Practices

As supply chain issues create out-of-stock scenarios across industries, brands are missing the opportunity to better align their marketing, sales and supply chain leaders.
5-easy-ways-to-generate-website-traffic

Marketing Can Support Supply Chain Management 

As product shortages and long-lead times continue, both customers and employees are feeling the strain. Between the lack of dock space for cargo ships and a shortage of truck drivers, experts predict that we’ll continue to see shortages until 2023. So how is this affecting brand loyalty? And how can brands improve customer experience during this crisis? 

Supply Problems Affect Brand Loyalty

New research from McKinsey reveals that product availability is the single most important purchasing factor. Only 13 percent of respondents who faced out-of-stock products in the past three months say they waited for an item to come back in stock. A whopping 71 percent switched retailers or brands.

As consumers develop new shopping habits, it’s time for marketers to re-evaluate their approach:

  1. Marketers need to better familiarize themselves with their company’s distribution and supply chain.
  2. Internal teams need to work together to help alleviate this crisis.

Here are several key steps brands can take ensure brand loyalty remains strong.

Do Not Cut Ad Spend

It’s no surprise that the brands with ongoing advertising campaigns are the most successful. While some brands are cutting their spending, others are taking advantage of the opportunity to snag new customers, shift loyalty or promote other products and services. Be flexible but keep your eye on the long-term goal of building customer loyalty. Brands that continue to run campaigns can experience several benefits:

 

  • Continue to collect first-party data which will support data-drive marketing decisions.
  • Continue to test and optimize ad copy while keeping existing customers away from competitors.
  • Test new opportunities like loyalty programs or allow shoppers to pre-buy.

Ready to take action? Let’s have a conversation

Maintain Open Communication

You have numerous communication channels available. Use email, SMS or even advertising to tell customers when items are back in stock. If delays occur, use these channels to provide updates. Customers won’t be thrilled about delays, but they will appreciate a thoughtful update.

Internal communication is imperative as well. By working collaboratively, you’ll avoid overpromising and under-delivering which can be a detriment to brand loyalty.

Create Contingency Plans

A crisis scenario has the potential to interrupt business and significantly damage your reputation. But crisis planning is not just for your PR team. Work together to determine a Plan B for every scenario ranging from raw materials shortages to closures due to variant outbreaks. Effective communication during a crisis can be the difference between a positive outcome and irreparable damage.

Your Next Steps

Our supply chain issues won’t disappear overnight. Now is the ideal time to update your response strategy across business units. Use this opportunity to explore how to build stronger relationships and keep loyal customers happy.

Hopefully the tips above will help improve your digital marketing. Have more questions about marketing during times of crisis? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

Manufacturers: How to Hire A Content Agency

Manufacturers: How to Hire A Content Agency

In a world where online sales channels have become increasingly important, digital content is a necessary part of your marketing strategy that you cannot ignore. But creating quality content takes time, creative energy and a strong understanding of search engines.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

Subscribe To Our Email List

Subscribe To Our Email List

Join our mailing list to receive monthly news and updates from our team.

You have successfully subscribed! Check your inbox for our latest updates.