Tag Archives: Best Content Marketing

September 19, 2014 · 2:58 pm

Branching Out: How to Effectively Expand Your Social Marketing Presence

When it comes to social media marketing, everyone’s gotta start somewhere. Maybe you launched a Facebook page when you first started your business, and it’s gotten to the point where—through consistent content updates—you’ve developed a loyal social following. Now, you’re ready to expand onto other platforms—taking on Twitter, Pinterest, Instagram, or some combination of new social networks.

This is good and right thinking. You can effectively use your following on one social platform to build up a readership on another social network, and amplify your brand’s online presence. This isn’t necessarily easy, though—and just because you were successful on one social channel, that doesn’t guarantee you’ll be successful on others.

Doing What Works

The first step, of course, is research. See what’s worked for you in the past, on your current social channels. Look back on your analytics to see which posts reached the most people and got the most clicks—and which ones fell flat. There may be certain topics or kinds of content that just don’t jibe with your brand or appeal to your users.

At the same time, though, it’s important to understand the differences in social channels—and to realize that what works on one may not translate well to the others. Facebook, Pinterest, and Instagram are all extremely visual, while Twitter is somewhat less so. Twitter and LinkedIn users may be more solidly within the B2B sphere, whereas your Facebook fans are more likely to be end consumers. Understanding these differences requires you to read up on the new social channel you’re employing, and to think strategically about where you can continue your existing methodologies—and where you may need to experiment.

Planning Your Presence

Of course, you’ll need to make sure your new social platform is included on your editorial calendar, and that you’re updating it consistently. Crucially, you can’t just repeat content from one platform, assuming it will work well on the other. If you’re repeating the exact same content then there’s no reason for anyone to follow you on both channels, so you’re limiting your user base on each of them.

Your planning process should also encompass some goal-setting. So you’ve done well on Facebook—but by what standard? Likes, clicks, website sales, brand loyalty? Do you expect to succeed on Twitter by these same standards—or do you have different goals in mind? Is there a whole new audience you’re trying to reach? Why, exactly, do you want to branch out onto a new social platform? Use these questions to help guide you in your strategizing, and in your new content creation.

Cross-Promote

Once your new platform goes live, of course, you’ll want to make sure you promote it to your existing social media fans. Build up a few posts of really snappy, original content—something different than what you’ve used on other social networks—then invite your current followers and fans to meet you on this new network. If you make it clear that you’re offering fresh value—not just the same old thing—then you may very well retain them in the long run.

Clearly, then, expanding your social media presence means expanding your content creation. That’s a tall order—but Grammar Chic, Inc. can help. Contact us today to learn how: Call 803-831-7444, or visit http://www.grammarchic.net.

How to Reach Mobile Users with Your Content Marketing

It’s the most obvious thing in the world to say that smartphones have changed our culture—but are you aware of just how much? According to the most recent Pew Research Center data, more than 90 percent of adults in this country own smartphones. What’s more, more than 63 percent use those phones for regular Internet access; more than a third access the Internet primarily from their mobile devices.

You can guess the implication: Marketers have been shifting their strategies away from desktop users and toward mobile users. Now, more than ever, Internet marketing requires that careful attention be paid to on-the-go mobile Web browsers.

Shifting Paradigms

To address mobile users requires business owners to make a real paradigm shift. It’s not just the device that changes, from desktop Internet browsers to mobile users. It’s the very behavior involved. Those using their mobile devices need content that’s brief, attention-grabbing, and directly applicable to their consumer questions and concerns.

A tall order for small business owners seeking to ensure that their content marketing reaches any and all Web users? Not necessarily. Just try to keep in mind some of the following tips.

How to Optimize Your Content for Mobile Users

The first step is to understand that this is not a passing fad; some reports indicate that as many as half of all Web searches take place on mobile devices, and that’s not going to change anytime soon. The mobile mindset needs to apply to content creation at the deepest level, then. Taking long-form content and breaking it down into bullet points may work in the short-term, but not in the long haul. You’ve got to rethink everything you’re doing with content creation.
It’s not just about making content shorter. In fact, Google’s algorithms reward content that’s long—but only if people actually read it. The question is, can you create content so gripping that people will spend their entire bus commute reading your 1,000-page article? If so, then great. If not, a more digestible article is probably best.
Mobile users aren’t going to take the time to read an article—or even to open it—unless the headline compels them. A good headline, optimized for mobile readers, should have an emotional hook. It should convey value—in short, it should answer the question of what’s in it for me.
For mobile readers, the first paragraph or two are essential. Don’t waste their time with a long lead-in. Instead, offer a quick, bullet-point synopsis of the article’s content to convince them to read on.
Formatting matters! Big fonts, popping colors, and streamlined layouts are all important. Also ensure that your call-to-action elements are tappable—i.e., that mobile users can click the phone number on the screen to call you directly.
Above all, write conversationally. Make it easy to read what you’re writing. There’s no need for fancy words and jargon in an article optimized for busy, on-the-go readers.

Remember: Mobile is here to stay—and it’s vital that your content reflects that.

The team at Grammar Chic specializes in a variety of professional writing and editing services. For more information about how we can help you, visit www.grammarchic.net or call 803-831-7444. We also invite you to follow us on Twitter @GrammarChicInc for the latest in writing and editing tips and to give a “like” to our Facebook page. Text GRAMMARCHIC to 22828 for a special offer.

What One Law Firm Can Teach Us About Content Marketing

For all of the articles and blog entries—including entries from this blog—that sing the praises of content marketing, there remain many business owners who are resistant to the idea, or at the very least a bit skeptical. It is not hard to understand why this might be. On the face of it, content marketing might seem a bit counterintuitive— and certainly, the idea that giving away free insights and expertise could somehow grow a business and positively impact sales takes some getting used to.

But content marketing really does work—and if you don’t believe it, just ask Sheela Murthy. Murthy is the founder of an immigration-focused law firm, The Murthy Law Firm, and was recently profiled in an article from The New York Times. In the article, Murthy shares her story of how content marketing transformed her fledgling law office into one of the most respected and best-known firms in the entire world. (And, we might add, a firm that brings in some $10 million in billings, year after year.)

Murthy’s Story

Sheela Murthy—an Indian immigrant—founded her law firm in 1994. That same year, she launched a company website—long before corporate websites became commonplace. In fact, she tells the Times that websites were so uncommon at the time that other firms considered her fairly “weird” for putting so much time and effort into launching one.

But launch it she did—and it has paid off hugely. From the get-go, Murtha wanted her website to be an online hub for legal information and guidance, not a promotional or “salesly” forum in the least. By giving away copious amounts of free information, Murthy established herself as one of the most authoritative figures in her field. Today, hers is the most-visited legal website in the world, and her practice assists clients from all over the country.

Content Marketing Done Right

There are several lessons that other businesses—law firms or otherwise—can learn from The Murtha Law Firm’s website.

One of the lessons that Murtha teaches is that, when it comes to content marketing, it is important to have a strategy in mind—and to stick to it. “From the beginning,” The New York Times tells us, “her strategy was to post information about immigration.” By never deviating from that core objective—never venturing into shameless promotion, or going off-topic—Murtha transformed her site into an online traffic magnet.
Another lesson learned is that good content marketing is centered on helping the user, giving him or her something of value. Murtha says that the driving force behind her website was never, necessarily, to rake in money (though she’s certainly done so), but rather to “make people feel empowered and respected” as they face various legal conundrums. In the same way, your company—whether it’s a law office, a plumbing company, or a doggie daycare—can focus on distributing content that is informative and actionable, as well as relevant to your user base. Don’t be surprised when this kind of content leads to a growing online following, and ever-improving search engine visibility.
Another important lesson: Content marketing sells without selling. “There’s no hard sell,” Murtha says, of her website—“it’s priority is not to bring in clients but to help and show we care and know our stuff.” But bring in clients she does; in addition to her annual billings, Murtha also has an online bulletin board community with more than 165,000 members. All of these folks are coming to her website because she’s putting sales on the backburner, and instead focuses on establishing her industry expertise and know-how.
A final lesson: Content marketing really works. Clients are “banging down the door,” Murtha says to The New York Times. “The feeling is, ‘If they give this much away for free, what must it be like if you pay them?’”

Indeed, by establishing online authority, and demonstrating a willingness to help clients and consumers in a meaningful way, companies can watch as their own sales climb upward—all thanks to a strategic content marketing campaign.

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What One Law Firm Can Teach Us About Content Marketing

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