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7 Keys to Succeed at Content Marketing

Businesses, non-profits and media outlets ignore content marketing at their own peril. A recent experience I had working for a small non-profit client illustrates the point. For 15 years, their success in attracting new donors and sustaining current subscribers came from the wealth of information on their website that educated and informed constituents about the pressing issues of the day and how those issues impact society. In other words: content. What not to do… Recently, they brought in a new Operations Manager who admittedly knew little about content marketing and production and who – as a result – drastically slashed the research and writing staff. In addition, he cut the budget to the point that subscribers began leaving after bombarding the organization with questions about the sudden lack of substance. Today, their website offers almost no new content and the organization continues to lose members. In addition, they have also lost most of their writers, a key graphic artist and their managing editor. All as a result of their ignorance or apathy about the importance of content marketing. While this example is specifically about a non-profit organization, the parallels to business are obvious: without helpful, trusted and credible online content […]

The Psychology Behind Social Media Engagement

Ask any seasoned marketer, and they’d agree: Understanding your customers is largely dependent on understanding how they think. Your digital marketing strategy should be guided by your answers to certain questions. What do your target customers need? What do they want? And what can you do to influence their decision-making process? Take social media engagement, for example. The importance and impact of social media on any business’s overall marketing strategy has been discussed ad nauseam, both here and all over the internet. At nearly every speaking engagement I’ve been invited to, I had to discuss how being on social media can benefit brands and businesses. Chief among these is the level of engagement you get, which is basically how involved your fans and followers are with you on social media. Social media engagement may come in the form of click-activated reactions (such as the Facebook like button), shares (retweets on Twitter, regrams on Instagram, and so on), and responses (comments on your LinkedIn status updates, for example). However, while it’s natural for engagement to be expected on social media, the level of engagement tends to vary based on a number of factors that may or may not be within your […]

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