Tag Archives: Content Marketing Advice

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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Connecting with Millennials Through Content Marketing

Among its many virtues, content marketing is ideal for reaching millennials.

The reason for this is actually pretty simple: Millennials—whatever you think of their pros and cons, their strengths and their shortcomings—are naturally adept at sniffing out bullshit. They know when they’re being coerced, duped, or talked down to, and as a result, they have very low vulnerability to traditional, prescriptive advertising.

But content marketing is different: Here, the goal isn’t to talk anyone into anything, but simply to find some helpful, engaging, Google-friendly information. And to the extent that content marketing does have ulterior motives, it’s usually pretty transparent.

All that to say, if you’re wondering how you can use content marketing to better connect with millennials, congratulations! You’re already on the right track!

With that said, there are right ways and wrong ways to connect with millennials through content marketing—and in this post, we’ll offer some tips and some solutions.

How to Connect with Millennials through Social Media

  1. Remember the mantra.

The old line about content marketing is that it’s “selling without selling.” That is, you want to earn trust and create brand awareness, but you don’t want to give a hard sell. That’s really important for getting content marketing right, but it’s especially important for reaching the millennial generation—because again: They tend to be pretty allergic to aggressive sales pitches. Focus on engaging and authoritative content, offer a gentle call to action, and trust your content to do its job.

  1. Don’t mistake millennials for dummies.

Or at least, don’t assume they’re ill-informed. Statistics show over and over that millennials tend to do a ton of online research before they buy anything. Keep that in mind when you develop content: Your millennial readers are probably well-studied, they’ve seen the competition, and they’re examined some of the same sources as you. What you offer them should be original; it should have a unique point of view; and it should exist in dialogue with other content that’s out there.

  1. Note that millennials tend to be justice-driven.

The millennial generation is often called the social justice generation—and there’s a reason for this: While they may not vote for the same political candidates or hold the same policy preferences, millennials as a whole tend to be pretty motivated by racial, economic, and environmental justice issues. One of the best ways to earn trust is to highlight the ways in which your brand stands for those same things.

  1. Leverage FOMO.

Something else that millennials as a whole have in common: Fear of missing out, or FOMO. This marketing concept is hardly new, but it’s gained new resonance as marketers have increasingly sought connections with millennials. If you can use your content to instill a sense of urgency, or cause the reader to feel like they can take advantage of a limited-time or limited-quantity offer, that can really help you reach millennials.

  1. Get visual whenever you can.

You can and should write blogs as part of your content marketing strategy, but also make sure you use plenty of visual content—including Instagram posts, Facebook and Twitter memes, and graphics embedded in your website content. Simply put, millennials tend to be pretty visual—and much as we hate to admit it, words alone probably won’t be enough!

With these pointers, you can start connecting more effectively with members of the millennial demographic—and for additional tips or content marketing resources, we hope you’ll reach out.

Chat with us today by calling 803-831-7444 or by visiting www.grammarchic.net.

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10 Innovative Content Marketing Resolutions for 2019

New year, new opportunities to create content that shines. As we sprint headlong into 2019, consider turning over a new leaf (or 10) with regard to your content marketing efforts. Here are some outside-the-box suggestions to get you started.

1. Stop thinking quantity-first, start thinking quality-first.

We meet a lot of small business owners who get hung up on content volume—and while we definitely think it’s important to be consistent in your content development, we also think that quality matters more than actual quantity.

Did you know that, for many companies, the overwhelming majority of their online engagement comes through just five percent of their content? That’s because that one really high-quality, in-depth blog post you develop is ultimately way more meaningful than 10 micro-blogs you dash off in an afternoon.

Resolve to produce good stuff this year, as opposed to just a lot of okay stuff.

2. Stop guessing and start measuring.

It’s amazing how many businesses invest big bucks in content marketing, but almost nothing into measurement and analytics. Simply put, if you’re going to be investing in any kind of marketing channel, you should have some idea of how well it’s performing for you.

And this doesn’t have to be some big, technical, or expensive undertaking. Google Analytics is free and user-friendly. Social media management platforms such as Hootsuite come with their own built-in reporting features. Start paying real attention to these metrics today.

3. Create a way for your whole team to participate.

A simple strategy: Make a shared Google Document where all the members of your team can log content ideas they come across, or report on questions they are asked by customers—all of which can be invaluable inspiration for your next blog post or e-book.

There’s no reason at all why every person in your company shouldn’t feel empowered to suggest new directions in content.

4. Document everything.

Along the same lines, make this the year you actually keep track of your content marketing efforts—who writes what, how often you publish new content, etc.

Documenting your efforts can be an invaluable way to hold yourself accountable, but also to identify potential areas of improvement. And again, this is an easy thing to do: A Google Doc or a running Excel spreadsheet is really all you need.

5. Be consistent in the story you’re telling.

It’s all too easy to forget that the content you produce is really telling the story of your brand—and it’s important to keep that narrative clear and muddle-free.

Some things to think about: What’s your mission? What’s your value proposition? What problems do you solve, and what customer pain points do you address? And, why would a customer choose you over your competitors?

It’s worth it to not only ponder these questions, but also to document your answers—creating a brand narrative you can refer back to often, making sure all the content you create reinforces that central message.

6. Start thinking of yourself as a publisher.

Some of the most successful companies in the world have begun to think of themselves as publishers—and the result is that they convey thought leadership, command a large social media audience, and maintain total control over their brand narrative.

To make this resolution even more practical, consider some options for publishing branded content beyond your company website. Two places where we’ve found success: LinkedIn Pulse and Medium.

7. Unite SEO and content marketing.

We’ve all read articles about SEO and content marketing, and how they are really two sides of the same coin—but do you actually practice that?

One resolution you might make is to use tools like the Google Keyword Planner to generate some targeted terms for your content—deploying them for SEO effect but also using them as jumping-off points for your content topics. This is a simple yet effective way to make sure your content marketing and SEO efforts are working in cahoots with one another, not at odds.

8. Flip your formula.

How’s this for a creative exercise: If you tend to think of content marketing purely in terms of blog posts, take one of your most popular blogs and use it as the script for a YouTube or Instagram video.

And, if you prefer to use tools like Facebook Live, take one of your most popular broadcasts and use it as the basis for a downloadable PDF.

The point is to think outside your usual format—shake things up, inspire some new ideas, and give your audience something a little bit outside the ordinary.

9. Go live.

The thought of any kind of live streaming might be intimidating for you—and we get it! But remember, a live stream on Facebook, Instagram, or YouTube doesn’t have to be anything elaborate. In fact, the virtue of live streaming is that it allows for some candid, off-the-cuff interaction with your audience—perhaps in the form of a quick hello, a product update, or even an audience Q&A.

It’s something that can effectively humanize your brand, and it’s worth trying in the year to come!

10. Work with a content development team.

Finally, if you’ve been seeking a way to make your content production more strategic, more efficient, or more creative, maybe now’s the time to take a leap forward into working with a content writing team. That, of course, is where we come into play.

Whether you’re looking to implement these resolutions or simply want to know what your options are, we’d love to talk with you. Reach out to Grammar Chic today at 803-831-7444, or www.grammarchic.net. And oh yeah—Happy New Year!

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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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Online Marketing for Real Estate Agents – Tips & Tricks

Editor’s Note: There are numerous books, websites, and other mediums devoted to assisting real estate agents who want to grow their business. Few of these mediums, however, provide substance when it comes to leveraging the possibilities of online marketing. Mary Beth Downing is a Dayton, Ohio real estate agent who has gotten off to a fast start in her career by leveraging the web. In the article below, she shares how she has achieved early success.

Breaking in as a real estate agent is incredibly difficult. This difficulty is the reason why so many agents quit within their first few years, out of frustration. I’ve seen realtor discussion boards in which many agents say that one should only expect to sell three to four homes in their first year. As of this writing, I’ve had my license for slightly over five months and I’ve put eight homes under contract. The most exciting part is that each month has been better than the previous. I’m excited to use this article to share how I’m going about growing my business.

The biggest thing that has surprised me, early on, is the extent to which many new agents entirely devote their time to trying to meet people face to face as opposed to leveraging online resources. These online resources can include paid ads as well as things which you own outright (more on this below). It’s understandable that many new agents don’t want to put money into building a website or into online listings. In my opinion, however, there’s a flaw in refusing to do so. If you take the approach that “I’m not spending any money and I’ll spend my time networking and trying to meet people” then you’re only saving money if you value your time at $0. Given that time is valuable, and can’t be replaced, I find online marketing to be highly effective.

In my first five months I’ve focused on three main areas: my website, my blog, and video. I’ll discuss each of these in turn.

Real estate agents can use their website to attract and capture leads

Most agents don’t invest the time or money to create a website for themselves. This is the first mistake as having a web presence helps to validate you in the eyes of potential clients. Simply, having a website, however, isn’t enough; too many agents build a basic page for the sake of having one, but don’t truly leverage their site. You can use your website to attract clients who would have never heard of you otherwise. You can then use it to capture more of those leads and turn them into signed contracts.

I didn’t want a website that simply said “Hi, this is me. I’m a real estate agent.” I wanted something that would actually provide value to potential clients. This is why I had my webmaster integrate the MLS (through third-party software) into my site. This allows people to search listings of homes for sale through my site instead of through a service such as Zillow. One of the big benefits of this has been that individual home listings tend to show up well in organic search results on Google and Bing. So when people see a for sale sign, and search for the specific address to get more information, my site’s listing of the property shows up. People then land on my website and call me from there. This results in leads with no additional time or meaningful financial investment on my part.

Another big benefit is that the MLS integration into my website allows me to automate the follow-up process. The software I use, to integrate the MLS, allows me to add a lead’s email and other information to a database. That lead will then receive automated emails whenever a new listing, which meets their desired criteria, comes on the market. This means that, instead of me having to call someone about a new listing, they receive it automatically. This helps people to be informed of listings they may be interested in and, importantly, ensures that the information is coming from me. I could spend hours, every day, researching listings and calling people or I could have an automated system which handles this task. I prefer the latter.

My blog is crucial to my strategy of driving seller listings

As I mentioned above, most realtors don’t create a website. Of the ones who do, very few create a blog and maintain it. Blogging is crucial to my strategy going forward. The thing about a blog post is that it can be the gift that keeps on giving. Say, for example, that I write an article on “how to price your home for sale” and it gets clicked on just five times a month in search. That’s five clicks every month that I pay no money for and spend no time on after I’ve written the article. In other words, investing a little bit of time provides me with web content, which I own outright, that will continue to give me indefinite exposure to potential

clients. This is why I wrote a comprehensive series on the subject of “selling your home.” I see my blog as a crucial component to obtaining listings without expending extensive time or money.

Video is important to helping me convert leads into clients

One of the first things I did after starting my business is hire a videographer to make the following “intro” video:

This has been vital in terms of helping me convert leads into clients. This has happened in two ways.

First, the client with the highest dollar contract I’ve signed so far explicitly mentioned my video when they first contacted me. In other words, these clients found me on the web and were considering calling me. They watched my video and it helped clinch their decision. Second, and interestingly, is another call I received. I market heavily on Zillow for a given zip code. My video appears on my Zillow profile as well as on my website. I received a call from a homeowner in the zip code I market to. She stated that she had been receiving letters from realtors offering to assist with selling her home (a common tactic for obtaining listings). She went onto Zillow to get an idea of what her home may be worth as part of deciding whether or not she wanted to sell it. Since I market to her zip code, she came across my Zillow profile and watched my video. She then contacted me regarding the listing of her home and, again, explicitly mentioned my video.

The foregoing are two examples of how my video introduces me to clients and helps me to convert more leads into signed contracts. I own this video outright. That means it’s another gift that keeps on giving. It’s another way that I’m getting clients, on an ongoing basis, without having to expend large amounts of time or pay ongoing amounts of money.

I strongly believe that many real estate agents are missing out on their opportunity to leverage the web. This is actually good news. The fact that agents aren’t leveraging the web means that it’s not as competitive as one may think. In my humble opinion, this is the best way to leverage one’s time and money when growing their business.

I owe a big thanks to Amanda Clark and the team at Grammar Chic for inviting me to write on this topic.

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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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