Category Archives: Business Writing

4 Ways the Right Content Can Fuel Business Growth

To achieve consistent growth at your company, everything needs to be firing on all cylinders—your sales team, your marketing department, your business development crew, you name it. Everyone needs to be doing their part, leveraging resources and expertise to move the ball forward.

Content marketing is very much a part of that equation. When wielded strategically, content can actually be fuel for your business growth—helping turn leads into conversions and one-time customers into repeat clients.

A few types of content can be especially helpful in this regard. Here are our recommendations.

4 Types of Content That Can Help Your Business Grow

  1. Product and service descriptions.

Whether you have an e-commerce clothing boutique or an all-purpose plumbing company, it’s important to devote some website real estate to describing what it is you do—and how your customers stand to benefit. Remember, online shoppers can’t pick up, examine, or try on your products and services, so you need Web copy that makes them feel like they have. Be descriptive enough to help customers feel confident that they know what they’re getting into, and focus on the benefit to the end user—what’s in it for them when they buy.

  1. Landing pages.

Imagine this scenario. A potential customer sees a PPC ad for your law firm’s estate planning services. They click it, and it takes them to your firm’s home page—where there’s no explicit mention of estate planning. That may be frustrating, and your lead may decide it’s not worth their trouble to poke around your site to find what they’re looking for. The long and short of it is, it’s valuable to have dedicated landing pages for each service/product you have, ensuring that you can always send leads to somewhere that specifically addresses what they’re looking for.

  1. Emails.

Don’t ignore the power of email marketingstill the most effective way to directly connect with your customers past and present. Whether you put together a monthly newsletter or a weekly e-blast, take the time to think through your content (including subject lines) to make sure you’re offering value. When leveraged correctly, email marketing can build brand awareness and loyalty, and turn some of those one-time customers into follow-up buyers.

  1. Google My Business listing.

Has your company signed up for a free Google My Business listing? It’s worth doing, as it can help you achieve greater visibility among local search engine users. And that positive SEO impact is compounded when you take the time to write compelling, keyword-optimized descriptions of your business. All of this is just to say that GMB is an invaluable but oft-overlooked content deployment opportunity, and it can play a big role in helping you connect with local customers.

Do You Have the Content You Need?

Chances abound for you to use content in a way that leads to business growth—and the Grammar Chic, Inc. team is standing ready to help you make the most of them. Reach out today and let’s talk together about a sound content strategy for your company! Connect with us at www.grammarchic.net or 803-831-7444.

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Filed under Blog Writing, Business Writing, Content Marketing, Content Writing, Email Writing, Social Media, Web Content

How to Spot Online Propaganda

You can’t believe everything you read—especially online.

As content marketing professionals, this is something we’re uniquely sensitive to. We believe strongly that there’s value in companies providing good, substantive, valuable information as a way to build their brand and establish thought leadership.

And yes, the content marketing model does blur the line between information and advertisement—but it’s only effective if it’s ultimately truthful.

By contrast, a lot of the content out there is outright propaganda—designed to misinform, to mislead, and to obscure the truth.

To be a responsible online citizen, it’s important to know the difference. That’s what we’re going to look at today.

Where You’ll Spot Propaganda

The first thing to be aware of is that propaganda can come from almost any source. Some common examples:

  • Brand/company pages on Facebook. Note that Facebook doesn’t regulate these pages and doesn’t have any standard of transparency or veracity in place. Maybe one day that will change—but for now, public pages are all potential breeding grounds for propaganda.
  • Twitter accounts. We’re mostly thinking of bots here—fake accounts that usually have a highly political slant. Be careful; not every social media user is a real person!
  • A lot of the memes that come across as good-natured and funny are actually made by marketing companies and have an insidious agenda—which isn’t necessarily a bad thing, but it is something to be aware of!
  • News items. A lot of the links that look like real news could in fact be—we hate to say it—fake news. You can usually tell by looking at the URL; anything lacking a good, clean URL (like nytimes.com, washingtonpost.com, bbc.com, reuters.com, economist.com etc.) could potentially be a propaganda site.
  • Photo editing tools have become truly advanced and sophisticated—and sadly, you just can’t take every online photo you see seriously.

Steer Clear of Propaganda

That’s just a cross-section of some of the places you’ll find propaganda—and our point really is that you can find it anywhere. So the question is, how can you protect yourself?

Some tips:

  • Be a skeptic. Simply having a discerning mindset, and realizing that what you’re reading could be propaganda, is a good first step.
  • Google around. If you find a news story that seems hard to believe, use Google to look for other sources. If you can’t find them, it may very well be phony. One of the first things taught in journalism school is that all facts in any story should be confirmed by two reliable sources. In today’s day and age, finding two or more sources that share a story’s detail is not overly taxing. Real news stories are picked up by multiple outlets—even if a single platform breaks the story.
  • Avoid interacting with unvetted sources. Liking and commenting on a public page can suck you into the web of propaganda—unless you know the brand in question and trust them.
  • Take reviews with a grain of salt. Online reviews are sometimes fake—and you can usually tell which ones lack credibility. Fake ones won’t be very long or specific.
  • Read widely. Don’t rely on a single platform or website for your news. Try to be a curious and voracious reader.
  • Learn what fake ads look like. It’s helpful to know how you can identify paid content—and there are usually some giveaways. On social networks, as well as on Google, these ads will be labeled as “sponsored.” On Instagram specifically, sponsored posts must carry the hashtag #ad.

The bottom line: it takes some effort and some deliberation to tell which online content you can trust—but it’s worth it to not get snookered by the propaganda machine.

We’d love to tell you more about honest and authentic content creation. Reach out to Grammar Chic, Inc. to learn more! Call 803-831-7444 or visit www.grammarchic.net.

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Filed under Blog Writing, Business Writing, Content Marketing, Content Writing, Social Media, Web Content

How to Connect with Baby Boomers through Content Marketing

It seems like every day there’s a new think piece about millennials. (We recently contributed to this phenomenon ourselves.) It’s worth taking a step back, however, to remember that there are other people in the world buying products and consuming content. The success of your company may largely depend on how well you can connect with these demographics.

Take the Baby Boomers, for instance—still very much a commercial force to be reckoned with. But unlike millennials, Boomers came to content marketing and social media later in life, which means their responses can be a little different. Today, we’re going to offer just a few practical considerations for connecting with Boomers through digital content.

Using Content Marketing to Reach Baby Boomers

  1. Use the right formatting.

It’s always important to format content in a way that’s easy to read, from any browser or device type. That’s doubly important when you’re marketing to Boomers. We don’t mean to be insensitive in the least, but candidly, Boomers may not quite have the same ocular health as you younger readers, so short paragraphs, large fonts, and plenty of white space can all help with clarity.

  1. Don’t go hog wild with abbreviations.

The tl;dr version: Your Boomer customers know an awful lot, but they may not know all the latest Internet short-hands. Use full words.

  1. Develop catchy headlines.

By catchy, we don’t mean clickbait. What we mean is headlines that convey an immediate value: 7 tips for better estate planning, or 5 foods to increase digestive health, or 4 home renovations that enhance your home’s worth. Make it clear to the reader how your content will benefit them; show them that it’s worth their time to consume it.

  1. Don’t make Boomers feel old.

By all means, talk about the issues that are close to Boomer hearts, but do so in a way that makes it clear they are still spry and they still have plenty left to give. Avoid the one-foot-in-the-grave attitude that mars so much Boomer-centric content.

  1. Choose the right platforms.

Studies show that some Boomers are active on Twitter and Instagram, but these are relatively small populations. Facebook remains the platform of choice among Boomers.

  1. Focus on blogs and video content.

Finally, make sure you’re focused on the kinds of content that Boomers tend to like—and, according to most studies, that means concise, to-the-point blog posts and brief, informative videos.

Right Content, Right Audience

It takes a thoughtful approach to deploy content that will ultimately connect with your Boomer customers—and Grammar Chic’s team can help you develop it. Contact us today to discuss any of your content strategy needs, either at www.grammarchic.net or 803-831-7444.

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Breathe New Life into Your Content Marketing Strategy

These days, most companies understand the value in content marketing. Just because you’re doing content marketing, though, that doesn’t mean you’re deriving the maximum value from it.

If your content marketing efforts have grown stagnant—or never quite took off in the first place—that’s no reason to throw in the towel. Instead, it shows that you need to step back and revise your content marketing strategy.

Take Stock

Start by gathering data. Conduct a content audit of your website, sizing up the blogs, downloadable guides, FAQ pages, infographics, and other assets you have assembled.

Look at your Google Analytics or a comparable dashboard and see how these assets are performing. What’s working, and what’s not?

If you don’t have any analytics set up, now’s the time to do so! Until then, you can possibly glean some anecdotal data: Did you have a piece of content that got a lot of Facebook likes or shares, or something your customers have actually mentioned to you in conversation?

Get a clear sense of where your content marketing stands before you disrupt it.

Go Back to Basics

It’s important to determine why your content isn’t connecting with the end user. There could be a few things happening here:

  • You’re not writing with your customers’ pain points in mind. Revisit your buyer personas and make sure you’re tailoring your topics to your audience.
  • You’re not writing toward the right goals—for example, you’re not writing content that will cultivate trust, or that will result in more phone calls or appointments. Be clear in articulating your content marketing goals, and make sure you use them to direct your content creation.
  • You’re not distributing your content in the right channels; are you sure you’re active on the same social platforms as your target audience?

Look again at these basic considerations and see how your content measures up.

Reallocate Resources

It’s possible that you’re misusing your valuable content marketing resources—for example, spending money and time on the wrong platforms, or spreading yourself too thin.

Look at your social media metrics and see if you’ve had particular success on Facebook, or on LinkedIn, or on Twitter. Conversely, see if you’ve consistently come up short on a particular platform.

You may be able to make better use of your resources by cutting losses on one platform and doubling down on another.

Connect with Influencers

Influencer marketing isn’t going to replace content marketing, but it can augment it.

Do some research to figure out who the movers and shakers are in your industry—and start tagging them in tweets, engaging with their content, and forging a cordial relationship. An influencer can amplify the reach of your content and lead to a big increase in your followers.

Hire a Content Writer

A final way to breathe new life into your content marketing efforts is by hiring a ghostwriter—someone who can help you refine your brand’s voice, tell your story, and ultimately offer greater value to the end user.

That’s where Grammar Chic, Inc. shines—and we’d love to consult with you about your content marketing needs and goals. Reach out to us today and let’s start a conversation: Hit us up at www.grammarchic.net or 803-831-7444.

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5 Ways to Prepare for the Holiday Marketing Season

For many businesses, the holidays are make-or-break. Retailers, in particular, depend on a brisk holiday shopping season to reach their annual revenue goals. To ensure a successful season, it’s vital to execute a sound marketing plan—and the time to start is now.

Remember that the holiday shopping season really begins on November 1—which isn’t that far away! You don’t want to be scrambling to get your affairs in order at the last minute, so take some time to prepare for the holiday marketing season today. Here are five steps we recommend.

Plan Your Promotions

Before you do anything else, get a good sense of what you’ll be promoting this year—and how. Make a list of any particular products you want to focus on, and decide what kinds of discounts or special offers you can afford. Also think about special promotions, whether that’s a Cyber Monday sale of a free-shipping offer that extends through the end of the year.

Decide when you’re going to schedule these promotions—when you’ll announce them, and how long they’ll last. Put it all on your calendar. This is a critical first step before you start producing any marketing collateral.

Build Marketing Emails

Once you decide what your seasonal promotions will be, you can start building marketing emails to announce them.

There’s a lot of work that goes into email marketing—choosing templates, uploading images, and writing body text. Again, you don’t want to be doing this at the last minute. Pick your promotions and start developing your marketing emails today. (Our content marketing team is happy to assist with this.)

Create Landing Pages

As you promote special offers—whether through email, PPC, or some other channel—you’ll want to provide your customers with an offer-specific, conversion-oriented landing page where they can complete their transaction.

In other words, if you send out an email promoting a certain product, you want to send traffic to a page that’s all about that product—not just to your company home page.

These landing pages require some build-out, so start today. Remember to keep landing page copy brief and value-focused. Again, the Grammar Chic team can help!

Spruce Up Your Website

Hopefully, this marketing activity will result in a big traffic spike—so make sure your website looks its best. Some quick tips:

  • Audit your site for accessibility issues, such as broken links, and make the necessary repairs.
  • Run some speed tests to be sure your site loads quickly across all platforms and devices.
  • Look for any content opportunities—for instance, product guides or tutorials, tied to the products you’re promoting this holiday season.

Create Marketing Collateral

One more thing you can start doing today to prepare for holiday shoppers: Develop the creative materials you’ll require for seasonal promotions. We mentioned marketing emails already, but also consider product- or offer-specific blog posts, video guides, Web content additions, graphics, banners, and more.

The time to start preparing for a successful holiday marketing campaign is now—and our team can help. Ask us more about our expertise in developing marketing emails, blog posts, landing pages, and beyond. Contact Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

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5 Factors That Give Your Website Credibility

Your website provides customers with a peek into the kind of business you run—its reputation, its trustworthiness, and its basic value proposition. In other words, your website hints at how credible your company is, and whether or not customers should trust it with their time and money.

Just think for a minute: There are plenty of legitimate businesses on the Web, but also some sketchy ones. Potential customers aren’t going to bank on your business unless they see that it’s the real deal—not something shady or unscrupulous.

And customers aren’t the only ones who care about credibility. Search engine algorithms also work to assess the credibility level of your website. As you might imagine, a higher level of credibility will improve your SEO rankings.

But just because your business is credible doesn’t mean your website conveys it—which raises the question: How can you inject some credibility into your website design?

5 Ways to Develop a More Credible Website

Here are five factors that can make a world of difference.

Reviews and Testimonials

One of the quickest ways to establish your business’s legitimacy is to simply offer some social proof—direct reports from satisfied customers. Reviews and testimonials are both powerful ways to accomplish this. Just make sure you steer clear of any fake testimonials, which can come back to bite you. (And today’s savvy online consumers are better than you might imagine at detecting fakes.)

Advertisements

Some businesses host third-party ads on their site in order to generate extra revenues. This may seem tempting, but it can ultimately be counterproductive. Simply put, the presence of ads makes your business seem a little iffy.

Regular Updates

Have you ever stumbled upon a website that seemed as though it hadn’t been updated in years? That’s obviously not a good look for your business site, as an out-of-date website can make it seem like the business itself is dead. Build credibility by refreshing your website content annually, and by updating your blog often.

Clear Contact Information

Here’s an easy one: Make sure your company contact information is clearly listed on your website, and invite customers to call or email with any questions. If you don’t include this contact information, it can make it seem like you’re hiding from your own customer base

“About Us” Content

Finally, you can make your business seem more credible by offering some information about who you are. Ideally, you’ll have team member bios and photos on the website, emphasizing the real people behind the company.

Boost Your Website Credibility Today

Make it clear to search engines and to potential customers alike that your business is the real deal—and that it’s worthy of their time and money. To learn more about enhancing website credibility, reach out to the team at Grammar Chic, Inc. today. Connect at www.grammarchic.net or 803-831-7444.

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How to Tell if Your Content Ideas Are Any Good

It’s often said that quality is the most important component in content marketing. What does this mean, exactly? Among other things, it implies that some content ideas are better than others, and that part of the content marketer’s job is deciding which content ideas have potential and which are better discarded.

Sometimes, you’ll have a new content idea that just seems so obvious, it’s almost too good to be true. In other cases, seeds of uncertainty will be there throughout the content development process. In all cases, it’s wise to do a quick inventory, asking some key questions to properly vet your content idea.

Is This Relevant to My Core Business Offerings?

Content marketing depends on you displaying real thought leadership, providing your readers with something valuable—not simply advertising your brand all the time.

But even when your content isn’t directly “salesy,” it should be relevant to your core business offerings, underscoring your knowledge of the field.

For example, if your business is a used car dealership, good content ideas might encompass vehicle ownership, vehicle buying guides, even vehicle financing. But you wouldn’t want to branch out to topics that don’t directly impact either vehicle buyers or vehicle owners.

Does This Topic Offer Value?

Another way to phrase this question: What’s in it for my reader?

Your content should always provide an actionable insight; there should be a clear sense in which readers are better off having consumed your content. In short, they should learn something that’s actually helpful to them.

Vet your content ideas by asking: What are the benefits? If you can’t list them, it’s probably not a very strong topic.

What’s the Hook?

Another way to phrase this question: Why will anyone care about this topic?

Sometimes, the hook is closely tied to the value proposition. If your article is 5 Ways to Save Money on Your Next Used Car Purchase, the hook is self-explanatory; everyone wants to save money, and your content offers five ways to do it.

In other cases, though, you might look for a seasonal hook—e.g., 5 Reasons to Buy a New Car in December, or Why Summer is the Best Time to Shop for New Trucks. You could also tie in your topic to hot topics, current headlines, holidays, celebrity announcements, or even sporting events; for example, an alcohol rehab company we work with recently posted a great blog about how to stay sober at Super Bowl parties.

What’s the Pitch?

Take a minute and try to summarize or explain your content angle in two or three sentences.

If you can’t give a fairly succinct elevator pitch, it may mean that the topic is still too broad or unrefined. This doesn’t necessarily mean it’s a bad topic; just that you need to polish it a bit more, and zero in on exactly what you’re trying to say in your content.

What’s the Call to Action?

Or: What do you want readers to do once they finish your content?

Does your blog lend itself to a CTA for a free consultation? Should it link to a particular product or service page? Or should you simply invite readers to contact you directly for more information?

Can I Write This?

A final consideration: Just because you have the technical faculty to understand your topic, that doesn’t always mean you have the time or the writing craft to develop your content fully.

If that’s the case, it may be wise to enlist the services of a content writing company, like Grammar Chic, Inc. Our writers can help you at each stage of content development—brainstorming, content creation, content distribution, and more.

Learn more about our comprehensive content creation services. Contact Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

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