It’s hard to imagine a world without the Internet.
Billions of people are going digital to search for information, shopping for groceries or do their banking. That’s why businesses should follow the suit and master the digital marketing basics.
However, you can’t expect to become a digital marketing expert overnight. The field is vast and involves several concepts necessary for establishing a solid online presence and meeting consumers in the digital realm.
In this introduction to digital marketing, we’ll help you understand all the modern marketing techniques it constitutes, why they’re essential for your business, and how to use them to your advantage.
Billions of people are connected worldwide via the internet. From searching for information to shopping for groceries or banking, the internet has become an essential part of our day-to-day lives.
Very simply put, ‘digital marketing’ refers to all marketing efforts that take place on the Internet.
It involves promoting your products or services on digital channels such as via a website, social media, or email.
Digital marketing is also about leveraging consumer insights. It uses data to formulate marketing approaches targeted at specific market segments.
For example, checking the number of impressions of your blog posts lets you determine how many times visitors view the content. It also gives an idea of what type of topic appeals the most to viewers and tailors your content according to user behaviours.
The advantage of using data to sell online is that it allows companies to make calculated marketing decisions. Knowing who to target and where to sell online gives digital marketers the ability to estimate budget spending for a certain set of Return Of Investment (ROI) goals.
Whether it’s inbound marketing or digital marketing for clients, common KPIs for digital marketers include increasing brand awareness, lead generation and conversions across different digital marketing channels.
Digital Marketing Introduction: The Fundamentals
The role of digital marketing is to help brands gain online visibility, acquire leads, and turn leads into paying customers.
There are several digital marketing concepts that enable business to connect with prospects and attract a steady stream of customers.
Let’s dive in and explore each concept so you can start building an effective strategy!
What does a digital marketer do?
Digital marketers have different specializations, but they often work together as a team to make a campaign succeed with their ROIs. Some of the different departments include:
A design team to make the creative assets
A copywriting team to write the ads
A performance marketing team to create and manage paid ads
To give you a better understanding, you may refer to the diagram down. The chart shows you the various aspects influencing a website and or mobile app, plus the array of digital solutions a digital marketing agency could offer to improve those aspects.
For example, a Search Engine Optimization (SEO) Manager is responsible for overseeing the performance of websites and web pages. The manager optimizes websites by conducting regular website audits to identify technical issues to be fixed. He or she will also do regular keyword research to rank the site for certain keywords, so as to boost the position of a website (ranking) on Google’s search results page.
On the other hand, a content marketer is in charge of content marketing. He or she focuses on content development and content distribution. Examples of content creation include writing articles and electronic direct mails (EDMs) that represent a brand’s story to connect and engage with the target audience.
The content marketer often tracks web traffic using Google Analytics and also conducts keyword research in order to know the kind of content readers are looking for.
Performance marketers or advertisement specialists are also critical to many marketing campaigns. These are the people responsible for social media marketing (social media ads) and also search engine marketing (Google’s display ads).
Here are some examples of digital marketing elements that people specialise in:
Email marketing is a low-cost marketing channel that can be used by any business, from small startups to large corporations. It has been proven effective in driving conversions, generating revenue and building a loyal customer base.
In a nutshell, email marketing is a type of direct mail marketing that provides information about products and services to potential customers. Its goal is to get people interested in your business’s product/service offerings so they will purchase them.
Content marketing is a digital marketing strategy that focuses on creating and distributing valuable, relevant, and consistent content to attract, acquire, and engage a clearly defined audience.
The key objective of content marketing is to create both evergreen and timely assets that will serve as a foundation for your business’s growth.
Social Media Marketing
Social media marketing helps companies to reach customers by connecting with them on the platform through content and other promotional methods. It can also be used to develop brand awareness, increase customer engagement, and improve sales and lead generation.
Search engine marketing is the process of promoting your business or website by paying for advertising on search engines like Google and Bing. It’s a digital marketing technique that helps businesses rank higher in organic search results.
Search Engine Optimisation
Search engine optimization (SEO) is the practice of optimizing a website or web page to improve its ranking in search engine results and thus increase traffic.
The first step in SEO is to create content that will attract users. The second step is to ensure that the content on your website or blog is accessible, easy to read, and relevant for users.
SEO can be used for a variety of purposes including increasing online visibility, driving traffic, making money from advertising on your site, boosting brand awareness, building authority and credibility with key influencers, and attracting new customers.
Digital Marketing Is A Crucial Part Of Any Business Strategy Now
Digital marketing is more in demand than ever.
During the COVID-19 pandemic, many businesses and individuals were forced online, triggering a digital transformation. As a result, the Internet is now being used at a rate never experienced before.
Companies with digital solutions can easily answer customers’ queries online and are better able to grow in this post-pandemic normal. Due to their digital transformation experiences, companies are now better equipped to move forward in a digital world.
Digital marketing is likely to be a critical part of any company’s business strategy in the future. It is also evident that digital marketing is crucial for any company to remain adaptable to any market situation. The firms that cannot adapt digitally are likely to be left behind.
Now that you have a better understanding of digital marketing, it is time for you to consider how your business can transform digitally too. If you’re interested in making a digital marketing campaign for yourself or need advice on digital marketing, contact us.
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Orignal publication date: 11 May, 2020 Updated: 25 November, 2022
Brand personality is critical in digital marketing. In an increasingly information-saturated world, it helps your brand stand out and lets you tell your company’s story in an engaging and interesting way.
Your company profile is your public persona online. Everywhere you have an opportunity to tell that story – from your “About Us” webpage to your social network profiles – provides a chance to showcase your brand personality with an audience, and it’s imperative that it resonates with them.
Take the two examples below, which company profile below piques your interest more?
“Hey, we’re Company A. We work to provide solutions to your issues. We have several high-profile projects coming up in the next few months. If you’d like to work with us, you can always give us a call!”
“Hey, we’re Company B! We’ve been part of the recent (high profile program you recognize) in conjunction with (company you’ve heard of). It is focused on improving the welfare of people from (community or area you know). Our recent case studies, (case 1) and (case 2), have been published in (publication you recognize). These projects have (results that you would value for your business). If you believe we can help your business with a solution, inquire with us. We’re here to help!”
Shorter doesn’t necessarily mean sweeter.
Besides its brevity, Example 1 lacks details. It is vague, using terms like “provide solutions”, “several high-profile projects,” and doesn’t attempt to build any rapport. There’s no substance to it and it comes across as a generic, automated email – no one is interested in reading more than a few of those in a week.
Example 2 is specific. It sends a “value-driven” message, with examples and results that you, their audience, can relate to. To top it off, it comes across as far more personable and approachable than Example 1.
What makes a company profile boring?
In Example 1, any audience considering the company’s services may not get past the first line. There’s no information available on the actual services on offer and no detail to make it appealing. Less ambiguous statements that are backed by data and specific can improve it tremendously.
The importance of company profiles for brand development
Your website is your virtual business card – your virtual office -, and your social media profiles are your online “outlets” representing your brand on their respective networks. Anything you say in these profiles reflects the image and values of your company.
Everyone knows this: black and white are boring when compared to the spectrum of colours on the colour wheel. In the same way that a colourful website drives attention to elements you wish your audience to focus on, a ‘colourful’ company profile can really make your brand stand out and be noticed.
It is first important to develop the right tone of voice that resonates with your defined customer persona. More importantly, the tone of voice is something you must be comfortable with personifying to the world. The table below shares voice characteristics you may consider for yourself.
The right ‘colour’ for your company profile can have an amazing inbound effect as it proliferates.
2. Keep It Simple
A company profile should not be too short, à la Example 1 above. At the same time, being overly verbose can be detrimental too.
Here is an example that comes across as tooting its own horn without caring for what a reader may be interested in:
“Hello there, we’re Company C!
“We have recently worked with Company A’s project in Africa. Handled by our personnel A, B, and C, each specializing in (expertise 1, 2, and 3), we’ve achieved stellar results in the project that made (variables 1, 2, and 3) each have a respective 230% increase while having only a 2% margin of error.”
On the surface, it seems like it has all the ingredients that might sell your company right. However, it is too lengthy and has lots of unnecessary details that borderline on narcissism. Your audiences want to know what you did, how you did it, and how it ended up with just enough details that are easily digestible in a few seconds.
In comparison, Example 2 is about the right length. Each sentence is focused on improving the understanding of the reader about their business. Specifics are kept to a minimum, enough to impress readers, but shies away from overloading them with percentages as listed above in Example 3.
The language utilized also needs to be simple enough that even an 11-year-old can understand it. It is important to ensure audiences outside your industry can easily understand your profile. This helps it to proliferate faster.
3. Tell a Story
People bond over stories. While discussing your company’s results with clients, your profile also needs to mesh its personality with a mission and purpose. Get readers to “be in your corner” when they read it. Humanize your profile to help your audience connect.
If pitching your profile online, via social media, for example, utilize the area provided for writing your “About Us” section. Try including the origin story of your brand and the values that make your company what it is.
Check out Coca Cola’s LinkedIn profile as an example. LinkedIn allows more space to write a lengthier profile. On other social networks, you’ll need to condense it while maintaining the story.
It takes practice and some work, but you can keep telling your brand story and keep your audience engaged.
4. Organize Your Narrative
As you may have guessed – there are many perspectives you can add to your company profile. We describe 3 different styles, each focusing on different things for their company narratives:
The Friendly Neighborhood Business: Small and medium businesses targeting their local communities benefit greatly from this type of narrative. The narrative focuses on the brand’s values when it comes to creating its products or providing its services.
For example, Riverside Foods’ narrative focuses on the founding family’s first food mart and their experience forging the standards they have in providing their quality products and services.
The Professional and Clean-Cut Solution: Medium to larger businesses targeting other businesses use this particular narrative in their descriptions. It focuses on its processes and continuous development of practices to optimize its operations.
An example is Addiction Foods. It is a custom pet food manufacturer for dog food brands, writes on its ‘About’ page that they focus on reinventing and revolutionizing pet food formulation and production consistently for its clients.
The Doer: All businesses of different scales can find this particular narrative style efficient in developing brand retention despite its objective and achievement-driven voice.
Henrik Plumbing from California uses a third-person narrative approach in its description. It details their specialization in residential, commercial, and industrial piping services. Further stress is placed on their efficient operations due to their 25 years of experience providing their services.
5. Test It Out
Before publishing your company description, have someone else read your profile. This isn’t just to spot editorial mistakes.
You can easily develop tunnel vision when writing descriptions. Another set of eyes helps to reveal areas to make it appeal even more.
The more people you share your profile with, the better. It’ll allow you, over time, to collate feedback and craft an even better company profile that has a greater impact on your business.
Company profiles tell people what your company can do, how it began, and what it can, and has, achieved. It’s something worth investing time in and crafting with care. Best of all, it’s easy to do!
We hope these five simple steps can ensure that your profile stands out from the rest and creates the right traction for your brand.
Originally published: May 2 2018 Updated: 25 November 2022
When chasing audience engagement and building customer satisfaction and loyalty, content marketing plays a key role. Content marketing is the act of using content to attract and retain customers. It’s any media that can be used to create awareness about a product, service, or event.
The goal of content marketing is to create valuable and compelling information so that people will keep coming back for more. The easiest way for marketers to do this is by creating blog posts, infographics, videos, podcasts, etc. Content marketers want their content to be informative and interesting or entertaining enough that people will want more of it.
Why Content Marketing is the Most Important Skill for Marketers
In the age of digital marketing, content marketing has become a significant factor in many marketing strategies. The long-term success of a company hinges on its ability to produce and distribute high-quality content that resonates with customers. In recent years, marketers have started to recognise the importance of content. They have begun embracing content marketing as a means of targeting their customers and driving sales.
Key Content Marketing Skills:
Understand customer behaviour: Marketers should have a good understanding of what customers want and how they behave in order to create effective content that will resonate with their target audience.
Storytelling: Good storytelling is what makes a marketing message memorable. It’s the art of telling a brand’s story in an interesting way that will resonate with the audience.
Developing a Successful and Sustainable Content Marketing Strategy
Content marketing works hand-in-hand with integrated marketing – a marketing approach that takes into account the customer’s journey and touchpoints.
Integrated marketing is more than advertising across multiple channels; it integrates all aspects of communication (i.e., advertising, public relations, events, web design and social media) to create a cohesive customer experience.
When developing a content marketing strategy, take the integrated approach. Convey a clear, unified branded message to drive higher customer engagement on your company’s products or services. Also, keep in mind that your four P’s of content marketing – Purpose, People, Placement, and Promotion – should work together in an integrated marketing campaign.
Marketing’s Four P’s and Their Role in Your Content Marketing Strategy
The four P’s provide a solid foundation for your content marketing strategy. They serve as the building blocks for creating content that’s relevant, valuable, and engaging.
What’s the purpose of this piece of content? What goals are you trying to achieve? The purpose of content is to provide value to your audience. When you’re creating content, ask yourself “what am I trying to accomplish with this piece?” If you’re trying to make your audience laugh, for example, then you’ll want to create humour. If you want your audience to get more engaged with the brand, then focus on a call-to-action or build awareness about your brand.
People are the most important part of content marketing. Without people, there would be no need for content. So, it’s crucial to know who your target audience is and what you’re trying to reach with your content.
There are many different types of people in our world today and each type of person has their own interests and needs. Suppose your business sells vegan products. Your target audience will be individuals who want to eat healthier or people who have dietary restrictions. If you run a business that sells athletic equipment, then your target audience will be those who want to improve their health or those who are athletes themselves.
The placement of your content is another critical aspect to look at. If it’s being used for a social media campaign, it needs to be distributed on the appropriate channels. For example, if the content is about how to make an omelette, post it on social media channels that are popular with foodies and those interested in cooking.
How are you going to promote your content? Promotion is essential to make sure your content gets the attention it deserves. In general, there are two main types of content promotion: organic and paid. Organic promotion includes submitting your content to directories like Hacker News, Reddit, Quora or Facebook Groups while paid promotion includes services like sponsored tweets on Twitter, LinkedIn, or Facebook.
Key Elements of a Successful Content Marketing Strategy
A good content marketing strategy is a mix of various content types, such as blog posts, videos, infographics, and webinars. Remember that content marketing isn’t only about writing content, but also about distributing the content across your website and social media profiles.
The strategy should be tailored and varied.
For example, if the content is for a company website then it should be geared towards attracting potential customers. If it’s for an email marketing campaign, it should seek to build relationships with current customers. Content should be tailored to the purpose it serves and varied so that it does not bore consumers.
The strategy should be executable and achievable.
Every content marketing strategy needs to be achievable – setting objectives that are too far out of reach will only cause stress and frustration in the long run. It’s important to set targets that are doable and achievable will boost productivity and morale.
The strategy should be continuous and never stop.
Your content marketing strategy should not be time-limited like regular marketing campaigns. Aim for ongoing engagement, instead, it should be ongoing and sustainable, so that your potential clients feel that they can trust your company at all times.
Best Practices for a Successful Content Marketing Strategy
1. Know your audience and their need for information.
The more you know about your audience, the better able you will be to provide them with what they want. This means that you must do some research on who’s reading your blog or website.
You should also understand what types of articles they like and don’t like. Your content needs to be useful and applicable to your readers. If you write something that doesn’t interest anyone, no one will read it.
2. Create a plan and think about the message you want to deliver
Before you start writing, come up with a clear idea of what you want to say. Think about why you’re writing and what you hope to achieve from your content.
You’ll never get anywhere if you don’t start somewhere. Start by brainstorming ideas for your first draft. Don’t worry about grammar or spelling at this point; just focus on getting your thoughts down on paper. A good way to start is to write down ideas that come to you in an ‘Idea Bank’.
3. Focus on quality content and not quantity
Quality content is the key to success online. While blogs with low-quality content can get quickly shared and become popular on social media, these posts are rarely read for long periods of time.
Focus on publishing quality content that appeals to your target audience. Write content pieces that educate people, engage or entertain readers, or provide a point of view that’s difficult to find elsewhere.
4. Find your voice and start creating content that is uniquely yours
“Finding your voice” is often the first step people take when starting to blog. There are many different styles of writing and finding the one that suits you best can be difficult. One way to find your voice is to start by asking yourself what it is that you want to say. Once you know this, it becomes much easier to determine how to say it, what tone of voice would be best on a personal or professional level.
5. Make sure that you have enough time to write content every day
It’s important to make sure that you have enough time to write content every day. Anyone who wants to be successful with copywriting or just writing, in general, knows that it can be hard to find time to write.
Content development can take a lot of time, especially when you’re first starting out. So, be sure to set aside enough time to work on your content every day. Just like with any new skill, it will improve with more practice.
6. Have a clear goal or target audience in mind before writing any content
Writing for the Internet and the search engines shouldn’t be a guessing game. By focusing your writing on your specific goal and target audience, you can create content that will resonate with your site visitors. The more focused you are on these areas, the more likely your visitors will find what they’re looking for.
7. Be consistent with the frequency of publishing new pieces of content
The frequency with which you publish new content is dependent on the goals of your company, the needs of your customers and what your competition is doing. Posting content at least once a week will help to maintain high levels of traffic to your site, but this may not be possible for all companies.
8. Know what type of content works best for your product/service
The content you create for your product or service is one of the most important factors to its success. Knowing how to create content that works for your target demographic will help you gain followers, generate engagement, and drive conversions.
Creating the right content is the first step to helping your target demographic find you. However, people are bombarded with content all day long on social media, through email, and on other platforms; which makes it difficult for people to notice your post or message. If you want them to take notice of what you’re posting, make sure you put in enough time and effort into creating it.
9. Make sure that you know the different types of social media channels where you should publish your posts (Facebook, LinkedIn, Twitter, Instagram, Snapchat, TikTok, etc.).
Social media has been a major influence on the way people interact with each other. In addition to being a place to share news and connect with friends, social media is also where people find jobs, make business deals, gather news, and access entertainment. However, it can be difficult to keep up with all of these different channels and make sure your posts are seen by the right audience.
Be mindful of what kind of content your target audience wants to see when they visit different social media platforms as opposed to your blog – your content should be tailored to match the channel it’s being published on or delivered to. The best way to do this is by understanding the audience that will be viewing your content.
Building Dynamic Buyer Personas for Content Marketing
You have a list of 10,000 possible customers. What do you do? You can’t target all of them, but you need to decide which ones to focus on.
Buyer personas are a tool for narrowing that list down to a few key groups, based on the roles they play in their lives and the problems they’re trying to solve. When you’re developing your buyer personas, remember that they should never be static – that is, your buyer personas should be constantly evolving and be adapting to changes in the market and their lives.
People don’t stay the same after all, so why would your buyer personas stay the same? Their needs and pain points change as they grow older, move, have families, start and leave school, etc. It’s important that your buyer personas reflect the developments in your buyer personas’ lives, that way you can adapt your content to match their interests and needs.
For example, if you have a buyer persona named ‘Homemaker Hannah’, a homemaker in charge of housekeeping, looking after the family and taking care of the home. Let’s say she was only recently married and you were targeting her as a young woman.
After a few years, however, your ‘Homemaker Hannah’ may have started a family, started a job to earn extra cash, or maybe she got divorced… Either way, her life no longer fits the label ‘Homemaker Hannah’. Time to change it up and update ‘Homemaker Hannah’ to match whatever your new research dictates.
Creating Successful Content
People want to find new information on their own, but they also want to be told what to do. If you’re an expert in your field, share your thoughts on trends and new developments in your field. Be careful to avoid “sales pitches” and instead offer value-added content that provides new insights. Remember, one of the principal purposes of content marketing is to earn your audiences’ trust and establish yourself as a thought leader in your industry.
Here are a few things to keep in mind when creating your content:
Make your content relevant The content you make should address your target audience’s needs. When you’re setting your goals for your content creation, make sure you’re thinking about what questions it’s answering or the problems it’s solving for your audience.
Make your content Interesting When was the last time you actually read an article or watched a video that was boring? Probably never. Why would you? Boring content is boring, after all, why would you read something that you did not find interesting? This is a key point when you go about creating your content: if it’s not interesting, your audience isn’t going to read it.
Make sure your content is understandable Having the best content in the world isn’t going to do you any good if no one can understand a word of it. Nothing turns audiences off faster than a technical, jargon-filled piece of content, whether it’s an article, video, or podcast.
Your audience is only human, and not all of them will be experts in your field so make sure you’re using lay terms and not overloading them with jargon.
A Note about ‘Going Viral’
In the world of content, people often talk about ‘going viral’. Social media trends are defined by the number of people who view them. Virality means that something spreads quickly throughout social networks.
A video goes viral when many people watch it online. An article goes viral if many people read it online. A petition goes viral when many people sign it. A website goes viral when many people visit it online. Viral content goes viral when it reaches a large audience. When someone shares something online, that person gets at least one other person who visits the page.
For example, if you write a blog post about how to make a doughnut-shaped cake, then three people read the blog post, and two of them share it with their friends. Their friends may also read the article and share it with their friends, and so on. Each person sharing your content is called a ‘viral’ user. In this case, the number of visitors to your site could be as high as 1 million people.
Virality ratios are calculated by dividing the number of new visitors from a given period by the number of existing visitors from the same period. A site may go viral if the virality ratio is above 1. For example, if you have 10,000 visitors per day and 2,000 of them come from the previous month, then your virality ratio is 20% (2,000 divided by 10,000). This means that you need to increase the number of new visitors by 20% to reach viral status.
Pros and Cons of Viral Content
As with most things in life, trying – or succeeding – at going viral is a double-edged sword. There are many benefits of viral content that you shouldn’t ignore, including:
Good source of traffic: Viral content by its definition reaches a lot of people, and so has the potential to provide you with a lot of traffic.
An efficient way to get your message out: Due to its wide reach and massive sharing, viral content allows you to get your message out more efficiently than non-viral content.
Great way to build your brand’s reputation: Do you want to spread the word about your brand? Going viral has the power to spread your reputation far and wide.
A refreshing way to market your business: Viral content has the potential to reach potential customers who may not otherwise see your content or hear about your brand.
Save a lot of money on advertising: Viral sharing is a positive experience and allows your customers to keep the message going by continually sharing and resharing it, thus saving you money down the road that you might spend on advertising.
Adds creativity to your marketing: Digital content doesn’t always go viral. In fact, it’s quite the opposite – you have to put in the effort and focus to hit your virality targets. This means adding creativity and really speaking to your audience.
Let’s you stand out: Viral content is interesting and makes a lot of noise, allowing you to cut through the chaos of social media channels.
On the other hand, there are also disadvantages to going viral that should be taken into consideration if viral marketing is the strategy you’re going for:
People might not take your content seriously because they think it’s just a joke: Viral content tends towards the amusing or entertaining, and if you’re not careful your original message can get lost in the ensuing sharing-frenzy.
Less control once you’ve put it out there: Once it’s live, it’s out there forever and you have little control over where it goes or what people do with it. While this is true of almost everything that gets published online, viral content draws a special kind of attention to itself so it bears warning you of the loss of control.
Needs more hands-on messaging to keep reinforcing your brand messages: Viral marketing is more engaging than other kinds of content marketing, and requires marketers to stay plugged in to limit the negative content that may be generated as a result.
Can be a waste of time if it doesn’t hit your actual target audience: Your viral content may go viral with the wrong audience, and there’s not really much you can do about it.
Can be hard to achieve virality: Generating viral content isn’t something that you ‘just do’. It requires a solid understanding of your audience and their psychology. It can be very easy to get it wrong and never go viral at all.
Measuring Content Marketing Success
Measuring your content marketing success is a two-pronged approach: metrics and return on investment (ROI). Most marketers, especially when first starting out, are more familiar with metrics than with ROI, so let’s start there first.
Which Content Marketing Metrics Should You Measure?
Many first-time marketers start off with vanity metrics – page followers, likes, etc. – rather than look at engagement metrics, which is where the truth of success or failure truly lies. There are six key content marketing metrics that you should be measuring:
Lead Quality How good are the leads that your content is generating? How valuable are they? How long do they stay with the company? It’s a good idea at this stage to know how to calculate lifetime customer values (CLTVs) which is done simply with this formula: “Customer Lifetime Value = (Customer Value * Average Customer Lifespan)”.
Conversions (Sales) What percentage of your leads generated are converted to real customers? It’s easy to talk about leads brought in, but their true value lies in whether they become customers or not.
Web Traffic How many visitors does your content pull to your website? Calculating the unique visitor count and understanding the demographic that visits your site will help you ensure that your content is hitting its mark.
Onsite Engagement What is your website traffic doing once it’s on your site? Is it exciting at certain points or lingering at others? Knowing how your website’s visitors are moving through your website can help you optimise their touchpoints and improve your content at each level.
Social Media Engagement Only now do we get to dive into all those shiny metrics that many of us are familiar with: likes, shares, comments, followers, etc. These metrics are all great ways to track just how engaging your content is and whether it is having the effect that you were aiming for.
SEO Success Content marketing and search engine optimisation (SEO) go hand in hand and should always aim to work together. Making sure that your content is helping drive SEO and vice versa will provide a solid foundation for your content marketing success. For more information on SEO and how to make it work for you, check out ourSEO Ultimate Guide.
What is Content Marketing ROI?
Content marketing ROI is the percentage showcasing the revenue gained from your content marketing initiatives versus what you spent on it. For content marketing to be successful, the ROI must be positive.
The success of your content marketing strategy goes beyond just the money you make. If you don’t get any pageviews, shares, or visitors, then no one will find your business to buy your products or services. To get an accurate idea of your content marketing ROI, you have to identify what metrics will provide the clearest picture of its performance.
4 Steps to Measure Content Marketing ROI
You can calculate your content marketing ROI in four simple steps:
Step 1. Calculate your Expenditure
How much did it cost to create the content? If you’re working with an in-house team you’ll need to take into account the salaries of the team members involved in the content creation – copywriters, designers, etc. Also, be sure to include any expenses you incurred for content assets; for example if you needed to purchase images, video or audio stock.
Step 2. Calculate your Distribution Cost
What did it cost to get your content out there? Again, don’t forget to include in-house costs that may fall under this category. This will also include your paid promotions like PPC, social or SEM advertising. Be sure to include any costs for special tools or software for your content distribution or creation.
For example, if you pay for and use a social media management tool like Hootsuite, Buffer, or SproutSocial, or you use content creation tools like premium Canva, then these costs need to be added to your calculation.
Step 3. Calculate Sales Value
When your content strategy is working, it will generate leads that convert. In other words, you’ll be adding to company revenue.
In some cases, this is incredibly obvious and easy to track – a basic call-to-action on a content piece that someone clicks to buy a product.
Other times this relationship is less clear and indirect, in which case you’ll need to get a little creative with how you calculate the influence your content piece had on generating that specific lead. Most marketers do this by claiming a certain percentage of the lead revenue rather than the whole hog.
Step 4. Apply Formula
Steps 1 and 2 provide the total cost of your content development, and with step 3 you now have the value.
To get your ROI percentage, simply apply the formula below:”.
Everything Keeps Changing
“Omnia mutantir, nihil interit.” – Ovid
We live in a dynamic world, where things are constantly changing. Digital transformation has been spurred along by the pandemic of the 2020s, and content marketing strategies have had to swivel, pivot and overcome a whole host of challenges.
What was once a simpler game has now become a complex warren of strategies and goals. Content marketing leads the way in the development and showing of new ideas, innovations, technology and communication with target audiences. There’s little doubt that the impact of the global pandemic will leave its mark on digital marketing as a whole, and force content marketers to keep up with changing trends.
Everything is constantly changing and we are constantly learning how to adapt to the changes and use them to our advantage. As a content marketer, it is your responsibility to accept change and build on what came before you.
Organised by CMS Asia, a jury panel consisting of high-performing women from across Asia-Pacific, working at companies like IBM, Visa, Netflix, and Citibank, to name a few, announced the winners at a virtual awards ceremony on March 14.
This was the 2nd edition of awards dedicated to women content marketers. Over 50 nominations were received for this edition and 10 participants were declared as recipients of the top honour:
Ruchika Rana Malhotra
Meng Wu (Cheryl)
Olwen van Dijk-Hildebrand
“I was incredibly nervous during the ceremony, there were so many amazing women in this group, I thought to myself: there’s no way I can win, not matched up against this crowd! And then they said my name and I felt a wave of giddy excitement rush over me,” Olwen said shortly after the ceremony.
After her recognition as one of the APAC Content Mogul 50 last year, it comes as no surprise to her team that she has once again been recognised for the great work she does at 2Stallions. With her as Head of Content – and now also as Head of Social – 2Stallions saw an increase of 35% in web traffic in 2021, an increase in lead generation conversion of 184.5% from 2020. Content downloads also increased by 252%, and the 2Stallions social following doubled in size.
On LinkedIn, Olwen added that “[t]he work I get to do as a content marketer is rewarding, but it’s also enlightening – I learn new things every day, I talk to different people all the time, I encounter new perspectives and fresh inspiration at every turn… It’s truly a privilege to be a content marketer right now. And it is truly an honour to have my work recognised in this way – especially by this amazing panel of judges! What a powerhouse of amazing women, each of them an inspiration.”
This award is an inspiration and motivation for the entire team, and, we hope, for our clients as well.
If you’re out there, wondering how you can drive sales and increase your lead generation, perhaps it’s time to look at improving your own content marketing. If so, get in touch today, we’re happy – and clearly equipped! – to help.
Social media has turned into the most prominent platform used for connecting with friends, forming communities, networking, engaging with customers, and promoting a business.
Through this tool, marketers and business owners can reach new audiences and engage with prospects. It also enables them to attract a wider, targeted audience by placing ad campaigns.
First, What is Social Media Marketing?
Social media marketing, a.k.a. SMM, is the process of interacting with your target audience through social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, YouTube, and more.
SMM is a powerful way to build brand awareness, draw in potential customers, stay on top of engagements, and promote your products or services, among other things. This practice also includes creating and sharing compelling content pieces, including articles, images, and videos.
Social Media Marketing Glossary
Check out the list of commonly used social media terms to keep yourself in the know.
Algorithms – is a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.
Advertisement – short for ad, it is the promotion of a product, brand, or service to a specific audience.
Brand awareness – is the level of familiarity consumers have with your brand. It’s often considered one of the main goals of social media marketing.
Content marketing – is the practice of attracting and retaining customers through the creation and distribution of original, valuable content such as videos, whitepapers, guides, and infographics.
Direct message(DM) – refers to a private message sent directly to a user’s social media inbox.
Digital marketing – is a concept that uses the Internet and digital technologies such as desktop computers, mobile phones, and other d online platforms to promote products and services.
Engagement rate – is a social media metric that tells you much about a post that motivates people to interact with it. It’s defined as (number of people who engaged with your post/number of people who saw your post)
Follower – refers to a social media user who has subscribed to see your posts in their feed. Both personal and business accounts can have followers.
Frequency – is a Facebook/Instagram advertising term that refers to how many times your ad was shown to the average user in your target audience.
Hashtag (#) – is a way of connecting your posts on social media to other posts on the same subject or trending topic.
Influencer – is a social media user with a significant audience who can drive awareness about a trend, topic, company, or product.
Influencer marketing – a strategy involving collaboration with an ‘influencer’ to promote a product, service, or campaign.
Insights – refers to the analytics and performance statistics you can see on your Instagram profile in the Instagram app.
Mention – is the act of tagging a user in a social media message. Sometimes called @ mentions, these usually trigger a notification for that user and allow your audience to click through to their bio or profile.
Newsfeed – is the Facebook term for the screen that shows all the latest updates posted by people the user follows.
Notification- is a message or alert indicating new social media activity. For example, if somebody likes one of your Instagram photos, you can receive a notification on your phone that lets you know.
Objectives – are the results you want to achieve through your ad campaign. These objectives are used to determine which key performance indicators to follow and optimise ad spend.
Platform – means the same thing as “social media network” or “social media channel”. However, a social media platform is technically the software behind a social network, including its API, backend, and markup language.
Reach – is a social media metric that tells you how many people have seen your post. It differs from impressions in that even if a user sees your post multiple times, they still only count as one person reached.
ROI – short return on investment, is a measurement of how much revenue your activities on social media are generating for your company versus how much you are spending on them.
Social media analytics – is an umbrella term used to describe both social analysis tools and the information those tools provide.
Targeting – is a social media advertising term that refers to how you select the potential audience for your ads.
Traffic – is the number of users who visit a given website or page.
Trending – is a subject or event that had a sudden surge in popularity on social media.
Viral – is a term describing content that spreads exponentially on social media. This typically occurs when people share the content with their followers, then their followers share the same content to their followers, and so on, creating a snowball effect.
Benefits of Social Media Marketing
1. Build Brand Awareness and Recognition
Social media marketing helps build better brand awareness and recognition. Unlike conventional media, like TV or print, social media brings your business in front of customers more rapidly. The reason? It’s because half of the world now uses social media.
Prospects might come across your social media post–and they might share it when they find the content handy and relatable. The shared post could attract more eyeballs and encourage engagement (i.e., likes, comments, shares), helping spread the word about your brand faster
Building online communities are one of the most effective ways to get your name out there. Here’s the good news: forming a community has now been made easier, thanks to social media.
Facebook, in particular, lets you bring as many people as possible together through Facebook Groups. Members can invite their friends, family members, or colleagues to join the community and share their stories, posts, and opinions.
Apart from creating a Facebook Group, you can also create a community by sharing meaningful content. Getting your social followers to tell their stories sparks conversation. It encourages others to participate in the thread, allowing your social media posts to appear in the News Feed.
When your posts show up in the people’s News Feed, you’re likely to prompt more discussion–and promote positive word-of-mouth. For instance, existing customers may recommend your products and encourage prospects to give them a try.
2. Form Online Communities
Social media marketing helps build better brand awareness and recognition. Unlike conventional media, like TV or print, social media brings your business in front of customers more rapidly. The reason? It’s because half of the world now uses social media.
Prospects might come across your social media post–and they might share it when they find the content handy and relatable. The shared post could attract more eyeballs and encourage engagement (i.e., likes, comments, shares), helping spread the word about your brand faster.
Social media profile optimisation. Adding branded keywords to your social media profiles lets your business become searchable. It also helps to include links to your company website, products, or services.
Content distribution. Social media gives you access to a much wider audience than your website alone. Publishing and sharing content across your social networks helps attract more traffic to your site.
Link building. Building links is one of the many SEO techniques. You can incorporate links in the call-to-actions (CTAs) of your social media posts or link the product you’re promoting to a specific landing
4. Improve Customer Satisfaction
Social media allows you to establish direct contact with your target audience. You can engage with your audience consistently and respond quickly to their questions or concerns via the platform.
Since social networks provide you with opportunities to connect with fans and followers, building healthy customer relationships becomes easier. Here are a few ways to use social media in enhancing the overall customer experience:
Connect with customers who have questions, complaints, or feedback
Keep followers updated on the new services and product offerings
Involve prospects and followers in campaigns (i.e., polls, giveaways, share to win, etc)
Social Media Marketing Strategies
Like in other digital marketing concepts, you’ll need a solid strategy to succeed in social media marketing. Thankfully, there’s not just one but a handful of techniques you can implement to leverage the power of social media. Here’s how you can use the tool to its full potential:
1. Personalise Social Media Content
According to a study, 81% of customers want brands to know them deeper and find the best way to approach them. Users crave personalised experience and respond better to content tailored to their needs and interests.
This is where crafting personalised content comes in handy. Personalisation can give your business a boost in social media engagement, not to mention customer loyalty and brand affinity.
Below are some tips to get your content personalisation right:
Segment your audience. Start by creating buyer personas, a profile of your ideal customer. Then, compare them against your existing customers’ data, such as age, location, language, interests, goals, and more.
Create content for each segment. Once you have your personas in place, produce content that’s most relevant to them. While blog posts and videos are the most comment content forms, you can also explore other types including:
product comparison guides
Keep personalisation offline and online. Investing in AI-powered chatbots is one way to facilitate personalised, real-time conservation.
2. Partner with Influencers
Influencer marketing is another tried-and-tested social media marketing strategy. Collaborating with ‘influencers’ (thought leaders, celebrities, other individuals with a large following) lets you expand your customer base and drive purchase decisions.
A post by an influencer can have a much bigger effect than a post by an everyday user on the same platform. The reason behind this is either because consumers find influencers credible or they look up to them.
3. Run Social Media Campaigns
Social media marketing works hand in hand with social media advertising. Advertising on social networks is a sure-fire way to reach your target audience fast. So if you have more funds to support your SMM initiatives, consider placing ads on different platforms.
Types of social media ads include Facebook ads, video ads, stories ads, slideshow ads, playable ads, ads in Explore, and more. Whichever ad you plan to run on whatever platform, make sure to set marketing goals. A few objectives you can include are:
Obtain user input
Create email marketing lists
Increase website traffic
Increase overall brand engagement
Generate more sales
How to Measure Social Media Marketing Performance
The best thing about social media marketing is that it allows you to measure the performance of your SMM efforts. In short, it helps you determine whether your strategy is hitting the mark or not.
Here are four of the most important social media metrics:
Engagement. The engagement metric measures how users actively interact with your content. Engaged audiences interact with a post through likes, comments, shares, retweets, and brand mentions, to name a few.
Reach. This metric is influenced by two factors–timing and content. It indicates the number of unique users who have seen your post.
Impressions. This social media reporting metric tells you the number of times your content appears on someone’s feed.
Conversion. The conversion metric lies at the end of the funnel–it measures the number of leads converted to sales.
Evaluate & Adjust Your Social Media Marketing Strategy
By this point, you should have a clear grasp of your social media strategy.
You’ll never know how one campaign performed until you evaluate and compare it against your goals.
The ability to take a bird’s eye view of your social media interactions can help you put things into perspective. Take a look at your best-performing content and modify your campaigns when your material isn’t working as expected.
Befriend social media analytics. Use data to track your social presence. React to your social media ads to keep the momentum and most importantly, maintain a laser focus on your goals.
When things become overwhelming, go back to basics. Revisit this guide to start anew and come up with an even better strategy.
Do You Have Your Social Media Marketing Plan for 2022 Figured Out?
A well-thought-out strategy is insufficient if not carried out in the same manner as planned. You must design visual content so that the user is fascinated by the post even before they read information.
It might be as simple as a designed social media post, a video, or even a picture of your product that has been professionally or artistically photographed. The goal is to catch people’s attention before they get interested in your product or service.
The goal of social media marketing is to connect with your target audience. So, put a strong emphasis on this to keep your business ahead of your competitors.
This article emphasised the fact that there are several parts to having a current social presence. Making your own doesn’t have to be time-consuming or a drag. If you create measurable objectives and follow each of the processes above, you’ll be well ahead of the game when developing a social media marketing plan for your company.
Need help boosting your brand awareness, audience engagement, and online visibility on social media? 2Stallions got you covered! We provide social media marketing services that can help you grow your audience and business.
Learn more about our social media marketing services and process here. Wishing you the best in 2022!
Content marketing has evolved from a revolutionary marketing concept to a critical marketing tool for virtually every company across every sector. The value of content marketing stems from its capacity to boost the amount of high-quality traffic to your company’s website.
Many business owners do not realize that content reigns supreme in raising awareness and producing high-quality leads, both of which are necessary for healthy revenue growth.
The truth is that well-planned and executed content can attract your target audience to your company’s website, where they eventually convert into leads and, finally, sales. Here is what you need to know about content marketing and why it is essential for your business.
What Is Content Marketing?
Traditional advertising involves letting your target market know how great you are at what you do. The same concept applies to content marketing.
Content marketing is an approach that involves developing and sharing engaging and relevant online content, such as blog posts, articles, podcasts, videos, other material in trying to entice, connect with, and retain your target market.
This method demonstrates your expertise, raises brand awareness, and puts your company at the forefront of people’s minds when they need to purchase what you sell.
Why Is Content Marketing So Important?
If you aren’t yet convinced that you need to incorporate content marketing into your marketing strategy, here are a few reasons why content marketing is so important.
We Live in a Digital World
Because we live in a digital world and most of what we do as people depends largely on our online activity, your business’s future depends largely on content marketing. This is because your target market is online, and in order to reach them effectively, your business needs to have a strong online presence.
The bottom line is that your target market is online, and if you want to reach them, your marketing strategy has to concentrate on reeling in your audience through quality online content.
It Helps to Create a Trusting Relationship with Your Target Market
When you supply your viewers with interesting and relevant material, they are more likely to trust your business. You’re effectively developing a relationship of trust with your customers by connecting with them in this way and offering answers to their questions using helpful content.
Produce high-quality material on a regular basis to boost your brand presence and ultimately encourage loyalty, which can help boost your company’s revenue.
Establish Yourself as an Expert in the Field
Publishing high-quality content allows you to demonstrate your competence and expertise in your industry. When your videos, articles, blog entries, podcasts, and other material responds to your readers’ inquiries and help them fix actual issues, you establish yourself as an expert in the field who is worthy of their time.
People are more likely to remember the brand or company that provides them with the information they require. Higher ranks for your site in search engine results are likely to follow once you have established your expertise in your respective field.
It Encourages People to Return to Your Site
When you provide your online visitors with quality content, you offer them a favourable experience and create a positive impression. This favourable experience is likely to reaffirm their opinion of your business and encourage them to read or watch more of your material in the future, which means they are more likely to return and more likely to make a purchase.
Good Content Increases Your Conversion Rate
The goal of any marketing strategy is to drive sales, and consumers today are a lot wiser nowadays. They do not like being bombarded with advertisements while enjoying their favourite show and are no longer hooked by catchy jingles.
In a world where information is readily available, audiences want to have their minds fed. Therefore, it is much easier to reach your target audience and encourage them to convert after establishing a relationship of trust through quality content.
Boost Your SEO Ranking
When they want to find the answers to a question, the first thing people do is pick up their phones and type in a search query on Google. If you want your brand to be seen by your target market, your goal should be to rank high on search results.
Google has made it mandatory for companies to generate only helpful content if they want to rank towards the top of users’ search results. Your organization can increase its online visibility and achieve greater SEO rankings by continuously creating high-quality content.
About the Author
Evestar’sImo Bennard is a marketing professional who originally hails from Nigeria. He enjoys spending time with his family and friends by hanging out on the vast coastal plains of the southwest regions. Unless he’s on a mission of creating meaningful relationships with his business associates while ensuring that each client achieves their business objectives with each content campaign that was developed.
Let’s face it, getting the attention of your target audience isn’t easy in today’s marketing environment.
The concept of viral content is a modern enigma. It might appear as though videos of singing babies or fascinating deep-dive profiles of Instagram influencers suddenly gain millions of views. When it comes to viral material, there is frequently an unexplainable element of luck and timing, but for the most part, it boils down to planning, thinking, and attention to detail.
Here are four tips to create content that goes viral:
1. Know your audience
Successful content is entirely dependent on your audience and how they respond to it.
The first step to “virality” begins with your audience. Understand why your followers follow you, understand their background, then deliver posts that fulfill what they’re looking for. It’s hard to grow an audience without first establishing your brand and deciding the sort of follower you want to attract. Determine your desired niche or area of expertise, such as industry expert, social media maven, or brand influencer.
It’s hard to grow an audience without first establishing your brand and deciding the sort of follower you want to attract. Determine your desired niche or area of expertise, such as industry expert, social media maven, or brand influencer.
People will see your title and choose whether or not to click through. Include precise and actionable information in your headline to make it more appealing. Use a statistic in your headline or inform people how many tips they will receive.
People actively seek out information that guarantees a reaction because we know that if we respond, others will most likely react as well, ensuring that your shared content receives guaranteed views and likes.
3. Create content worth sharing
Another way to create viral content is to write content that people can relate to. Once you’ve captured the attention of your audience, you must deliver on the emotion or content promised in your hook.
People watch silly cat videos on the internet because they feel something when they watch them – a sense of levity in a chaotic world, a connection to a cherished pet, or just the opportunity to chuckle. The video of a cat about to pounce isn’t life-changing, deep, or even somewhat significant, but it does evoke emotion.
The most current trend in internet content is toward authenticity, which acts as an emotional hook in and of itself. After the audience complained that they didn’t want to see picture-perfect versions of life, the Influencers or content creators are now sharing about their hardships, life lessons, and day-to-day lifestyle.
Their content is effective because people can connect with and relate to it, and they believe that others in their networks will as well. This is how content becomes popular: the creator understands what their audience wants to see and delivers it in a way that encourages the audience to share it.
4. Make it visual
The packaging of everything needs to be pretty, isn’t it? Can you imagine the value of video if a static image is worth a thousand words?
Many industry professionals propose producing video content across social media networks to promote engagement lately. You might believe that making a viral video is risky, but there are a few things you can do to help your content take off.
To begin, keep in mind that longer isn’t always better when it comes to videos. The majority of individuals use mobile devices to access social media. This indicates that people are probably on the go or multitasking while watching your video. The key to a good video is to quickly hook viewers with an engaging title or thumbnail image, and then to end the video before they are bored.
In today’s oversaturated digital market, making viral content is more difficult than ever. A great social media post requires a combination of attention to detail, planning, and chance. A solid hook, good content, and an awareness of what your audience wants to see are the three components of viral content.
How you approach social media now should be an extension of yourself — an extension of who you are. Don’t try to be something or someone you’re not. Don’t try to hack the algorithm. Just show up as your true authentic self and watch what happens.
Content marketing is one of the most diverse and involved sectors of the digital marketing industry. In this issue of the Marketing Expert Series Sendhelper’s Dheepu George takes us on a deep-dive into the world of content marketing and writing. A dedicated and award-winning journalism graduate, Dheepu has been working in the digital content sector for many years. His passion for journalism – especially for writing – has allowed him to work at the heart of digital marketing. So join us for this issue of the Series as Dheepu takes us on a journey, sharing his knowledge and experience.
Welcome, Dheepu! Excited for you to join us on this issue of the Marketing Expert Series. Let’s start with something easy. Tell us a bit about yourself! How did you get to where you are today?
Hello, I am Dheepu George. I am an award-winning journalism graduate from the University of Strathclyde, Glasgow. Prior to pursuing journalism studies, I was at the helm of launching Sendhelper, the best home services brand in Singapore now, in 2015. Since then I had been leading its business operations and partner management before I went on to explore my passion for journalism, and writing in particular, in 2018. Post my graduation, as chance would have it, I returned to Sendhelper but this time as the Head of Content Marketing. I am proud to say that this homegrown startup is one of the top 50 rising tech startups in Southeast Asia. I am also a creative writer who happens to be a confessional poet although I pretend not to be one.
Currently, you’re the Head of Content Marketing at SendHelper. Tell us about SendHelper and your role there.
Sendhelper is one of the top 50 rising tech-enabled startups in Southeast Asia. We are a managed online marketplace that connects verified and trusted home service providers with households in Singapore. We offer a range of services like cleaning, cooking, laundry, aircon, handyman, home improvement and renovation, pest control, disinfection, elderly care, and tasks and errands. I am the head of content marketing at Sendhelper. My role is to devise strategies to create and market value-driven content that connects with our potential and existing customers and service partners across all brand platforms and social media channels. We create digital content – images, videos, articles – that answers questions and provides solutions to problems around household chores. Ultimately, our objective is to build a brand name that households can count on through delivering connected content experiences and thus helping them make informed decisions through their buying journey.
As a content marketer myself, I often get asked this question: what is content marketing exactly? What role does it play in brand development and digital marketing in general?
Content marketing in simple terms is creating and distributing relevant content to reach and nurture new customers with an objective to convert them as well as to retain and delight existing customers. Good content should address a customer’s pain points by providing them with appropriate solutions and helping them in each step of the buyer journey.
Content has always been at the core of every consumer-centric organisation and their marketing strategy. Only the methods of creation and channels of distribution have evolved or changed. Content marketing allows organisations to tell their brand stories to potential customers. In the long run, it helps you build brand awareness and authority. To grow as a voice of authority in a given domain and construct a positive brand image in the minds of customers, a focused and connected content experience across channels is necessary. Innovative content ideas will help you stand out from the rest. You have a clear affinity for content development for customer acquisition – in your opinion, what is it about content marketing that you find best helps drive customer acquisition?
Content marketing is about telling stories, stories that will resonate with your target audience. At Sendhelper, we create content that provides easy and convenient solutions for tackling household chores. We create content that provides customers solutions to enjoy an improved and stress-free lifestyle.
Content marketing helps you to build relationships with customers and enhance brand trust. Once you earn the trust of potential customers, they will eventually stay invested in your brand. What I like about content marketing is that we provide customers valuable information in a way it is easy to consume without demanding them to buy from us. There is less noise of hard-selling.
Say, for example, an expat living in Singapore might not be well educated about local rental agreement and different clauses in it. These clauses suggest mandatory home maintenance, regular aircon servicing etc. To help them understand these requirements, we write articles, create visually appealing and shareable infographics about it. Someone who moved in recently will definitely find this content informative and helpful. Content marketing attracts or pulls customers to like and trust brands.
Being said that, content development for customer retention is as important. It wouldn’t be right to say I have a clear affinity for customer acquisition. As much as we focus on the top, middle and bottom of the funnel, we must keep creating interesting content to nurture and engage with existing customers. Newsletters and social media engagement are great examples of this. It will bring you opportunities to upsell as well as more referrals. Any content marketing strategy should equally focus on both customer acquisition and delight after purchase; tell stories to delight them so they never will have to regret choosing you.
Social media requires a different approach than say, writing copy for websites, or developing articles; how would you suggest that a newcomer to the content marketing field learns how to navigate these different channels?
Whichever channel you choose to write for or create content, the key is knowing your audience. On social media, a more conversational tone is preferred over something formal. You can incorporate humour and friendly banter to draw the attention of your target audience and thus improve their engagement with your content. Finding your voice is necessary here because that is going to be the brand voice people will recognise eventually. Although Facebook allows for long-form writing, I would advise you to keep written content short and simple on social media otherwise. Writing articles is a different ball game. It is more like writing a journalistic piece, a feature story, I would say. Here research is important. Decide on what to write about based on search queries your target audience performs on search engines, feedback from regular customers or any topic you think is relevant to your business. You have the luxury to adopt flowery prose instead of simple sentences. However, make sure you present content in a digestible form with proper headlines and signposts. Using an appropriate and focused keyword based on your initial research will optimise your article for search engines.
Website copywriting must be to the point that will convert customers. There is no room for long-winded sentences and flowery words. Remember how your target audience will land on your website page. They would search for a solution to their problem on a search engine using a keyword and end up on your website. Once they are on your website, you should provide them with the exact information they are looking for. Otherwise, they will quit the page immediately (bounce off) and go in search of other websites. Consequently, a higher bounce rate will adversely affect your SEO rankings. Ask yourself, have you got all the necessary information on your landing page that a potential customer wants to know about you, your product or service offerings? Eventually, you need your website visitors to take a desired action like navigating to another page or proceeding to make a purchase. Lack of enough and easily consumable information shouldn’t break the deal. Who are you writing for? What is the objective of the content? Why are you writing it? How and when do you want your audience to take action? – These are the basic questions you need to keep in mind when writing for different channels.
Can you share some tips on how one can develop compelling content on social media or other platforms?
The first and foremost thing required to develop compelling content is to know your audience or who your customer is. Have a persona in mind. If you are creating content for everyone, you are creating for no one. The way you communicate to a stay-at-home mum is different from talking to a professional who is a bachelor. The language, choice of words and topics will be different while crafting content for different customer personas. Also, you must have a thorough understanding of social media platforms on which your target audience is more active and engaging; know where they are! You need not necessarily be on every social media platform. Choose the ones relevant to your audience, understand the nature of the platform, its algorithm and create customized content for each of them. You should also understand that what works on one platform may not be as effective on another. For example, articles and infographics work well on LinkedIn and Facebook whereas videos are effective on Instagram Reels, Tiktok and YouTube, and images on Pinterest. Once you understand your audience and learn the nuances of each platform, look out for real-life experiences your customers have shared with you on social media or the customer service team regarding your products or services. Solutions to their pain points can be turned into a blog topic or infographic, videos of happy customers are great additions to your social media, important days, festivities and observances every month are topics for content creation- these are some of the tips I can tell you from the top of my head.
2020 and 2021 have been interesting years, to say the least; as marketers, I think we’ve all seen a shift in how our audiences approach to content. What sort of new opportunities and/or developments do you believe will continue to grow, or indeed, develop based on the world’s experiences with COVID-19?
From my personal experience, I realise that customers value ‘trust’ more than ever. They wish to engage with reliable brands that assure quality and safety. From this standpoint, I would say creating high-quality content is the way forward. Content that evokes a feeling of belongingness, a sentiment of camaraderie and consideration, a sense of safety and care, a desire for endurance, and a need for empathy will play a vital role in every step of a customer journey moving forward. Consumers will only engage with brands they trust in a post-Covid world. I don’t think they will take chances with businesses considering the physiological and psychological challenges they endured in the past year or two. Brands that promise peace of mind will succeed.
Any advice you’d give to young and aspiring marketers, particularly those with a knack for storytelling or content development?
If you wish to grow as a storyteller or a content developer, keep your eyes and ears open. Consume any content that comes your way and try to make sense of it. Read as much as you can – fiction, non-fiction, poetry, articles, journals etc. Pay attention to content created by global as well as local brands so that you can adopt some of their best practices when you create your own content. This is how you learn until you find your own style. Improve your writing skills – learn to write without spelling or grammatical errors, learn to write in simple sentences and paragraphs. Pick up some basic image design skills (Photoshop or Canva), video making and editing skills (Adobe Premiere, Canva or VN Editor) and an understanding of content management systems like WordPress.
Thanks for taking part in this Series, Dheepu, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?
You can contact me on LinkedIn. Feel free to send me a connection request. If you are interested in poetry, send me a follow request on my Instagram handle, @dheepugeorge.
The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in the next issue of the Marketing Expert Series. Please reach out to us via email.
If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.
Are you wondering what a Content Specialist does every day? We’ve got good news for you! We sat down with our very own content writer who’s responsible for guest posting, and creating content that’s well optimised both for the search engines and our target audience. Let’s get to know more about her!
Meet Faye – Content Specialist at 2Stallions!
Hi! I’m Faye Garcia, a 20-ish Filipina who found a living through writing. Yep, you’ve read it right—I’m from the Philippines!
I’m the rose among the thorns, ’cause I’m currently the only lady in the SEO team. I write SEO-optimised articles and other content for 2Stallions and its clients. I’ve been doing this stuff for over 2 years…and guess what? I’m still loving it!
Before I became part of the 2Stallions family last March 2019, I’ve also produced content pieces for various websites, blog sites, and more in my past work experiences.
When I’m not working, I’m either spending time with my toddler, doing housework, binge-watching K-dramas or listening to BTS’ songs (Yes, I’m an ARMY!). Out of all those things, I love having quality time with my son the most. I find joy in homeschooling him, playing hide and seek and doing any sort of activity with him.
What goes on in the day-to-day job as a Content Specialist?
My workdays don’t look the same. There are days that I’m so swamped and days that I only work on a few things. However, one thing is certain regardless of how busy my week or day is— I’m obviously writing! (laughs)
Google has become my virtual BFF. I ask questions, and I like it when it’s very generous in giving me answers. I hope Google is like that to you, too. 😉
To give you a glimpse of how my typical working day looks like, here are the things I regularly do:
Check my work email. Like other employees, I check my email before I start working.
Open the article requests sheet. The SEO team has this G sheet that contains the article requests and statutes. The SEO guys input the details (i.e., keywords, website URL to link, intent, etc.) into the sheet. Then, I check what needs to be written first.
Coordinate with SEO specialist/s. I coordinate with the SEO specialist handling the client project to verify things. I usually do this when working on branded content requirements (i.e., landing page copy, articles to be posted on client’s websites, etc.).
Get content ideas on Ahrefs. I log in on Ahrefs to explore content ideas and search for a topic that I would create content on.
Research. Before I start writing an article, it has become my habit to collate related articles and relevant statistics or studies. Once I’ve gathered the essential information, I create an article outline—write title suggestions, subheadings, and add corresponding references to each section—to build the content flow.
Write, write and write. Need I say more? Most of my working time is spent on writing. If you’re going to ask how long before I finish an article, I would say… it depends. It depends on the topic’s complexity and the article’s word count. Can I also include here my son’s mood?
Upload articles on WordPress. As mentioned, I also write internal articles. Once the articles are approved, I upload them on WordPress and optimise the meta tags using Yoast SEO.
Why do you think SEO content writing is important for businesses these days?
The world today revolves around the Internet. Most people use the Internet in their daily lives—from searching for products and services to finding information, connecting with friends, customers, or businesses, shopping, watching videos, and more.
With thousands of websites, articles, and content to be found online, how could you ensure that your business gets to the first page of Google? Well, just writing the content isn’t the solution. You must also write it for your readers and the search engines and incorporate the right keywords into the content to ensure high search rankings.
You’ve probably heard or read a lot that SEO-optimised web copy and articles have higher chances to show on search results pages (SERPs) than those that aren’t. You know what? That’s a fact!
A keyword-rich, shareable, and informative article will help drive more organic traffic to your website. This organic traffic may translate into qualified leads, and these leads may convert into paying customers. Did you see the domino effect there? That’s how powerful SEO and content marketing are when combined.
Do you have any advice for fresh graduates who are currently looking for jobs and are open to exploring different career paths? Would you recommend them to work as a Content Specialist?
As the popular adage says, no one is born an expert. If you find a job and feel like you’re not doing well, think twice, thrice, and many times before quitting. Don’t pressure yourself too much. Take things slow and enjoy the process.
If you have a flair for writing and are curious about how content pieces increase a brand’s discoverability, boost conversion rates, improve user experience, and build credibility, then you might want to consider SEO writing as a career path.
What challenges do you face as a Content Specialist? How do you overcome them?
I think most writers have experienced writing fatigue. There are times that I find it hard to write a good article introduction. Whenever this happens to me, I take a breather; pause for a quick snack or enjoy a cup of coffee.
Where do you get your motivation for your day-to-day tasks? Do you have any special sources of inspiration or drive?
The piling up bills are what keep me motivated. Just kidding.
Ever since I was young, I have been fascinated by how powerful words are. This fascination has led me to the idea of exploring the world of writing and taking a Communication Arts Degree.
Unfortunately, I didn’t land a writing career in my first two jobs because I lack experience. To make the long story short, I finally got lucky and worked as a Junior Content Producer in a marketing agency two years after my college graduation.
THIS. This story alone is my primary motivator. Whenever I lose motivation, I revisit my past and realise what I’ve gone through before getting on the job I dreamt of.
As years go by, my sources of motivation keep on growing—my son who inspires me to do better, my colleagues who share their feedback and my bosses who recognise my contributions to the company.
In case you’re reading this and losing motivation, know that it’s only momentarily. Take the time you need. Look back on those bumpy roads and appreciate the people around you.
Can you share with us some of your favourite marketing guides or resources?
To be honest, I don’t have my favourite marketing guides. But I often find myself reading HubSpot, Content Marketing Institute, and Neil Patel articles. Apart from those sites, I also browse grammar forum sites like english.stackexchange.com.
Is it true that agency life is ‘work without play’? Tell us a little bit more about the culture at 2Stallions.
I’ve worked for different agencies (office-based), and I never get to taste the ‘work without play’ thingy. I remember we even had game rooms, where we played Jenga, board games, Pictionary, and more.
Despite the WFH setup, I must say that the culture at 2Stallions is no different from my past employers. Here, we have monthly team outings, where we take on virtual games and quizzes. It’s good to have these things once in a while and take a break from the daily word war with myself.
Also, I appreciate the trust that the management gives to their employees. I, myself, is a living testimony because they allowed me to work on a flexible schedule, so I can balance my responsibilities as a Content Specialist and as a mom.
Get to know our #2Stallionsfamily with the #2Steamstories tag. Discover the works done by our diverse team of digital marketing professionals who will bring your ideas to life with impactful designs. Browse and download our case studies now!
If you’re looking for a content marketing expert, don’t hesitate to contact us.
Content Moguls 50, or CM50 for short, is the largest recognition platform in JAPAC region that awards and facilitates leading content practitioners throughout the region. Facilitated by the Content Marketing Summit Asia (CMS) and supported by the Asia Content Marketing Association (ACMA), this year, like 2020, CM 50 went online and hosted virtual award-giving ceremonies to continue their tradition of honouring content leaders in the region for their hard work and dedication to their field.
“To be awarded an honour like this is a big deal, particularly in the Content Marketing world,” Olwen stated on LinkedIn, “it’s really gratifying and empowering to know that the work I’ve done with 2Stallions Digital Marketing Agency on initiatives like our Marketing Expert Series is really making waves, and is appreciated for the impact it has.”
The work Olwen has done for 2Stallions so far has already helped increase our lead generation by more than 200%, and we are very happy to celebrate Olwen’s well-deserved win with her and her fellow ‘Content Mogul Champions’.
As can be imagined, this award is an inspiration for the entire team, and, we hope, for our clients as well.
If you’re out there, wondering how you can drive sales and increase your lead generation, perhaps it’s time to look at improving your own content marketing. If so, get in touch today, we’re happy – and clearly equipped! – to help.