Tag Archives: content development

You Do You! 4 Differentiating Questions to Ask to Discover How You are Different Using differentiated messaging to influence every purchasing decision

July 23, 2015

Customer touches, such as a visit to your web site, tradeshow booth, or a conversation bedifferentwith your sales team, must communicate why doing business with you is going to net a more valuable experience than your competition. Researching companies online has become so simple and buyers are now well informed and self-vetting. If your messaging is not on point, you will automatically be ruled out before you ever have a chance to follow up on that lead.

Many companies have a hard time putting their unique value proposition into words. Here are four questions to ask your team to develop more differentiated messaging:

Continue reading

Mastery: Master Your Craft and Grow Your Business Taking Tips from Historical Masters

July 14, 2015

To truly master any subject, a person normally believes he or she should merely have to study the material over and over again to become knowledgeable on the subject matter. While this is a great way to learn about a topic, the way to become a master of any field goes further than that. As Leonardo da Vinci believed, “Learning never exhausts the mind.”

I recently read Robert Greene’s Mastery, a book written in 2012 that analyzes and documents traits of brilliant historical figures who were considered masters of their craft, ranging from Mozart to Henry Ford, as well as more contemporary people, such as Temple Grandin. This led Greene to recognize many similarities of the traits one must have to be a master, including many that may not be readily expected.

mastery-thumb

Continue reading

Be the Signal Amidst Noisy Content Creating Content that Breaks Through the Digital Clutter

July 7, 2015

Creating excellent content is the core of any inbound marketing strategy, but it’s much easier said than done. If you aren’t already overwhelmed by the amount of content you imagine you’re up against online, the actual data shows that the competition is probably worse than you expected. Sorry. In 2014, business analytics company Domo created this infographic to show just how much data is generated every minute:

infographic

Continue reading

Approaches to Your Marketing Organization, Part 2 Continuation of the Pros, Cons, and Cost Variations That Must Be Considered

June 30, 2015

In last week’s post, I covered the first set of considerable approaches that you can utilize when formulating a marketing team within your organization. This next post will outline the pros, cons and costs to consider for my last proposed approach as well as a hybrid mix of each of the options.

3) Outsource Marketing

The third option is to outsource marketing to a team of experts with special focus in targeting technical audiences (like…say…TREW Marketing). Marketing firms come in many flavors – some strategy logoonly focus on one specialty (e.g., SEO, web design, PR, strategy and brand), while others are full-service and cover all or most areas of inbound and/or outbound marketing. Some focus primarily in project execution while others tackle marketing from top down: strategy first and then activities and tactics to follow. Because individual activities may need to change to support the overall strategy, a full-service firm with all the marketing tools at its fingertips can more easily take advantage of opportunities to best accomplish your business goals.

Continue reading

How to Get Your Engineers to Contribute Technical Content to Your Blog Guest Blogger: Kelli Allen, Electrical Engineer

June 9, 2015

In order to keep your blog fresh and up-to-date with relevant material for your engineering, scientific or technologist readers, you need to include technical content on a regular basis. This requires getting your engineers in the company involved. But, it can be difficult for engineers who are too busy, lack confidence in their writing, or are reluctant to participate for fear of giving away too many ‘secrets.’

Providing Technical Content Without Revealing Secrets

Computer_WorkIn order to be relevant and generous with your content, it is key to include product- or application-specific information and technical documentation. What you provide to readers influences their perception about the products and services your company offers, the level of competence your engineers have, and the level of technical guidance they may be able to offer to the reader as a customer. At the same time, there is real concern about divulging confidential information. Often, the thought of revealing anything confidential keeps engineers from blogging (or generating any content for marketing). To overcome this, work with the engineer to determine what is confidential and what can be shared. Often, the confidential elements are quite small, and the rest of the story is still very compelling and informative.

Continue reading

A Blog About Blogging: Four Tips to Reach Blog Success Lessons Learned from a Decade of Blogging

June 4, 2015

Back in 2004, I was fresh out of college and working at my first job as a PR writer. I’d kept in touch with one of my favorite professors, who was the editor of a news magazine, and one day he emailed to ask if I would write a blog for his magazine.

Blogs were relatively new back then, and while I’d seen a few of them in my college days, they were nowhere near as ubiquitous as they are now. My former professor was interested in trying out this format as a way to get some different voices and opinions on his site without just having people write a bunch of formal op-eds.

Continue reading

Getting YOUR Customers to Talk TO You and ABOUT You How Case Studies Influence Sales

June 2, 2015

“Over 90% of people say that reviews from people outside the company influence their decision to buy.”

*Hubspot’s Ultimate Case Study Creation Kit

I once asked a sales team, “If there is one thing you need to help close more business what would it be?” I heard back a resounding “CUSTOMER CASE STUDIES!” And after that, my content strategy for the year was set.

I believe a customer success story is the single, most powerful piece of content in your toolbox because of its influence to buyers and because it is one of the few assets than can be used during any stage of the buyer’s journey. This is great news since creating content for all personas and buyer stages is an arduous task – especially if you do not have a dedicated content team.

Continue reading

Duplicate Content: Avoiding Penalty from Google How to best contribute and repurpose content

May 26, 2015

Content creation is one of the most challenging tasks for B2B companies targeting technical audiences such as engineers and scientists. At TREW, we recommend repurposing and curating content as one way to overcome “writer’s block” and a lack of technical writers. However, there exists an important grey area when it comes to repurposing, curating, contributing, and duplicating content where your efforts can be detrimental to your search rankings and legitimacy.

Ideally, you would never duplicate (meaning completely copy and re-publish existing content to a new web page or site) content, and in fact, not posting at all may be better than duplicating. However, there are ways to reuse content in a manner that won’t be penalized by search engines: repurpose, paraphrase, rewrite and curate. 

Continue reading

The Art of Content Curation

May 7, 2015

“Content curation” has been quite the marketing buzzword so far this year. For those of you who may have been out of the marketing trend loop, content curation is the art of finding relevant, meaningful information from a variety of online sources and sharing it in a organized manner with your target audience (or “personas”).

This strategic marketing ‘art’ can present considerable difficulties due to the abundance of available content you must sort through; from the plethora of social media networks now, to emails, to news feeds, to blogging—the list goes on and on. What should you share with your audience? What is worthy of a repost or a reference in your next blog or newsletter? And how do you balance it with the original content your own team is creating?

Continue reading

Inspired Content Marketing: Brainstorming New Topics for Modern Digital Media

April 21, 2015

People think content marketing – creating and sharing media in order to acquire and retain customers – is just what good marketers have done before. But the truth is, the media landscape has changed. And thus, content marketing has changed. Mostly.

From the beginning of marketing, campaigns were successful when they offered something, and helped potential customers do their jobs better. The best campaigns connect buyers via their pain points to solutions rather than simply pitching a sale. Those practices still remain true. They are what good marketers have always done before, and what good marketers continue to do now.

However, digital media has changed the possibilities for content marketing.

 

Doug Kessler Content Marketing Institute

Continue reading