Tag Archives: Content Marketing Tips

7 Ways to Get Maximum Value from Your Company Blog Posts

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Just because you hit publish on a new company blog post, share it on social media, and email it to the folks on your subscription list, doesn’t mean the blog post is through. On the contrary, there are plenty of ways to repurpose older content and wring more value from it.

There are many benefits to repurposing old content, regardless of whether that content performed well or it didn’t. If you’ve got a blog post that failed you, repurposing it might allow you to give it a new lease on life—to salvage it and derive some value from all your hard work. Conversely, if you have a really popular and high-performing post, repurposing it can allow you to harness that momentum and reach even more people with your message.

And there are a number of effective ways to breathe new life into an older blog post, too. Here are seven that the Grammar Chic team recommends.

Update Older Posts

In most industries, trends shift and best practices change over time. As such, it may be worthwhile to revisit your most popular posts every year or so and see if a new iteration is needed. You can revise an older post with new statistics or trends, then share it all over again.

Optimize Older Posts

It can also be worth revisiting older posts to tweak their SEO features—inserting new title tags, meta descriptions, and keywords for some of your most effective posts, drawing on new analytics and more recent data.

Turn a Blog Post into an Infographic

Pull out the main talking points and put them into image form. Then share that image widely on your social media platforms!

Break Down Larger Posts

Often, a comprehensive, big-picture post can be whittled down into three or four smaller posts, which delve into specific topics a little more deeply. Provide readers with one overview post, and then some smaller supporting posts that get down into the nitty gritty.

Turn Long Posts into Downloadable Offers

You can also expand your more in-depth posts and format them into e-books or white papers, making them available as downloads on your company website.

Use Your Blog as Fodder for a Webinar

We’re big believers in webinars, and we know that sometimes a popular blog post can provide the blueprint you need for a really compelling online presentation.

Split a Post into an Email Series

A final thought: You can dissect a blog post and draw a few 50-to-100-word blurbs from it, then use those in an email series—a great way of providing added value to your subscribers!

Of course, all of this starts with creating compelling blog posts—and for that, we’re here to help. Contact the ghostwriting team at Grammar Chic today at www.grammarchic.net, or 803-831-7444.

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

Help Your Employees Fall in Love with Content Marketing

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Here’s a little Valentine’s Day challenge for you: do something that makes your team members fall in love with content marketing. Instead of keeping your blog writing and social media posting in a silo, open it up for the entire company to own a stake in. Get the buy-in of key players in your organization, and start benefitting from their ideas, their inspiration, and their encouragement.

An impossible task, you say? Not at all. There are things you can start doing right now to make your content marketing more inclusive, and to bring non-marketing team members into the process.

It All Starts with Education

The first step is ensuring your colleagues and employees all know what content marketing actually is, and why it’s valuable. Have you ever hosted an employee in-service where you go over the content marketing basics? You can do it in a half an hour, probably, perhaps during a lunch meeting some day. Think of a way and a time when you can make the case for content marketing, and ensure everyone at your company has at least a basic idea of why it’s worth their support. Connect it to other departments, too; for example, make sure you explain how content marketing makes life easier for customer service reps, and how it brings in leads for the sales department.

Have a Vision

It’s important for people to know what content marketing is, but also how you want to portray the brand through content marketing. What are your values? What are the aspects of the company you want to emphasize? What are some of the buzzwords you use, the pieces of verbiage you employ when talking about your brand? Share all these things with the team. Provide them with a written reference/guide they can call upon, too.

Ask Team Members to Share Content

Most of the team members in your workplace will have personal Facebook and Twitter accounts—invaluable platforms for sharing the company’s blog posts and status updates. You can’t force them to do this, of course, and shouldn’t try—but it never hurts to ask. Express how meaningful it would be, and you may by surprised by how many employees rise to the challenge.

Seek Input

Once you’ve schooled your co-workers on what content marketing is and why it matters, you’re in a place where you can ask them for their feedback on current content endeavors. What’s working? What changes would they recommend? Take their feedback seriously. Also note that customer service and sales reps, who deal with customers directly, may have some great avenues for new topics—frequently asked questions from customers and leads.

Provide Tools for Collaboration

Finally, make it easy for team members to share images, memes, questions, articles, or anything else they think will be useful for the company’s content marketing endeavors. Something like a Dropbox or Google Drive folder can be just perfect. Simply offering a convenient, hassle-free way to submit content and ideas is a great way of involving others in the process.

The important thing is to open the doors of your content marketing mission; allow other team members to come alongside you. It can only make your efforts sharper, stronger, and more effective. Also, don’t hesitate to bring in the pros from Grammar Chic. Reach out to us at 803-831-7444 or www.grammarchic.net for a content marketing consultation.

 

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Why Your Facebook Ads Aren’t Working

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Over the last few years, Facebook has subtly but significantly shifted its focus toward paid ads. While it remains highly important to distribute valuable content and to seek organic reach, it’s just as vital for businesses to pony up for some paid Facebook ads. Companies that don’t pay to play may not receive as much traction in Facebook news feeds.

The good news is that Facebook’s ad platform is a powerful one, providing both a broad reach and the ability to narrowly target the people who see your ads. The bad news is that it can be hard even to understand Facebook’s ad platform, much less optimize it—especially if you’re relatively new to Facebook advertising.

The Grammar Chic team has ample experience with Facebook’s ad manager. We know what works, but also what doesn’t. If you’ve tried your hand at Facebook ads and not gotten the results you’d like, there are a few potential reasons why.

Poor Targeting

The first potential reason is that you just haven’t honed your audience enough. Though it may seem counterintuitive, it’s actually better to target a very specific audience than a wide one. Simply put: When you target with precision, you increase the likelihood that your ad will truly resonate with the reader.

Buyer personas can come in handy here. Before you start work on a Facebook ad, really think about who you’re trying to reach—basic demographic information, values, pain points, etc.

Poor Headline

Another potential issue? A headline that doesn’t grab the reader. In the age of Facebook, attention spans aren’t what they used to be, and it’s important to choose a heading that really conveys the value of your product or service.

Directness is key. You want something that will register with people who are quickly skimming through Facebook—so avoid the temptation of making your headline too clever. Instead, simply articulate the value you can offer to readers. Say what’s in it for them.

Poor Image Selection

Your Facebook ads should include images; those without images tend to receive much less engagement, sometimes just a fraction of the engagement that a good image will bring. Actually picking the right image can be tricky, and may require some trial and error.

Our advice is to remember that your ad will show up in people’s newsfeeds, and you want it to look like it belongs there. Something casual and organic—a photo of people using your product, for instance—may be a better option than something glossy and staged.

Poor Landing Page

One more note: When people click on your Facebook ad, they should be taken to a specific landing page—not to a generic home page. You want them to land somewhere they’ll receive specific information about the content of your ad, and ultimately where you can convert them into clients.

A good landing page shouldn’t have too much information, but it should clearly state your value proposition—and it should close in a strong call to action.

Make Your Facebook Ads More Effective

Your Facebook ads can have a major effect—and to make that happen, we encourage you to meet with our team. Grammar Chic can help you craft compelling ad copy, write beautiful landing pages, and ultimately get a strong Facebook ad strategy into place.

Contact us to learn more, at 803-831-7444, or www.grammarchic.net.

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How to Keep Your Emails Out of the Spam Folder

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Email marketing is potentially quite rewarding, an effective way to stay in contact with clients and with leads. As with anything, though, it takes some strategy and foresight if you want to steer clear of major obstacles—and as far as email marketing goes, the most major obstacle of all is the spam filter.

Simply put: People won’t like receiving low-value, spammy emails, which is why most email programs have sophisticated algorithms to detect spam and send it directly into a separate folder—keeping inboxes clean and uncluttered. That’s good news for email users but bad news for marketers, whose well-intentioned emails may inadvertently run afoul of these spam filters.

So what can you do to keep your emails in inboxes, where they belong? Keep reading for a few practical tips.

How to Avoid Getting Your Emails Flagged as Spam

To keep out of the way of those spam filters, here’s what we recommend:

Don’t buy an email list. If you’re sending emails to people who didn’t ask for them, it’s likely that they’ll flag your messages as spam. Only send marketing emails to customers who actually opt in to your email list.

Avoid conventionally “salesy” language. Spam filters will weed out any emails that seem like they’re strictly selling something—so using subject lines with “sale” or “free” can get you in trouble. Likewise, “30% off” and all-caps subject lines are destined to get your emails discarded. Focus on providing real information and value, and describing the email contents in non-salesy terms.

Don’t send image-only emails. While some images are fine, you also want to include text. Why? Some spammers have tried to use image-only emails to outsmart spam filters, so messages that only contain images may be discarded automatically.

Provide options for unsubscribing or for receiving fewer emails. Again, if you want to avoid getting your emails flagged as spam, it’s smart to allow readers some say in the emails they receive.

Segment and personalize your emails. The more specifically you can target your message to a particular audience, the more likely it is that people will want to read it rather than mark it as spam.

Strategize Your Email Marketing

Of course, the best way to make sure your marketing emails hit their target is to consider a robust, integrated approach to content marketing—and that’s something Grammar Chic can help with. Ask us about it today. Contact the Grammar Chic team at www.grammarchic.net, or at 803-831-7444.

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Filed under Business Writing, Email Writing

10 Questions for Your Web Developer

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Your company’s website is sort of like its virtual storefront—so when your website gets a facelift, it can almost feel like you’re moving into new digs, or at the very least getting a major renovation. That’s something you obviously want to approach strategically, and doing so means communicating your vision to the designer, while also making sure you have the right expectations about the finished product.

If you don’t have much experience talking to Web designers, you may be unsure of what to ask. Allow us to recommend a few basic, important questions to get you started.

What Should You Ask Your Web Designer?

  1. What’s my role in the process? Your designer will need to solicit your opinion or obtain information from you at various points, and if there is any delay in your response, it could stall the whole project. Make sure you have a good sense of what’s expected of you.
  2. What are the most common hold-ups in the process? Along the same lines, you might ask your designer where projects usually stall, and how you can avoid that happening.
  3. What resources can I provide up front? Most designers will be happy to receive marketing materials, brochures, links to old websites, etc. to get some sense of your style and your branding choices.
  4. What’s the process for adding new content to the site? What do you do when you have another part of the page that you need to add, and how much will it cost you?
  5. Will the site be hard-coded? What you’re asking here, basically, is whether the site will be done in old-school HTML format. Be warned: If the answer is yes, you will have to depend on the designer to make site updates for you!
  6. How can I update the site? Make sure the designer shows you around the CMS dashboard, allowing you to easily make small tweaks or additions to the site as needed.
  7. Will the website be responsive? A responsive website is vital for mobile friendliness. Make sure you confirm this with your designer.
  8. What are all of the costs associated with this site? You’ll want to know up-front the costs associated with the domain, hosting, etc., all of which may be in addition to the fee charged by the designer.
  9. How will we discuss revisions? You may have some tweaks you want to make to the designer’s initial mock-up, so clarify how that will go down—how you’ll communicate, how promptly you can expect those changes to be implemented, etc.
  10. What are the content needs? Your designer will probably need you to provide written content for each page—but how much? And are there any SEO requirements for your content to meet?

Have Your Content Handled by the Pros

Speaking of content creation, that happens to be our forte—and we would love to help you develop the written collateral for your new site. Ask us about our process today. Contact Grammar Chic at www.grammarchic.net or 803-831-7444.

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6 Factors That Help Your Website Rank Well

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Clients are always asking us: How can we get our website to rank as #1 in the Google search results?

And the answer is… it’s complicated. Google’s search algorithms are notoriously complicated, and they can change at any moment, which is why you won’t find reputable SEO companies that promise you a particular ranking. It’s just too complex an endeavor to make such an iron-clad guarantee.

What we can tell you with certainty is that there are numerous ranking factors that contribute to your site’s Google visibility. The specific recipe is something of a secret, but Google has made public many of the most significant ranking factors. Ensuring that you have each of these ranking factors in place can help you position your site for maximum SEO success.

A quick note: There are both positive ranking factors (which make your site increase in the rankings) and negative ones (which can cause your site to incur search engine penalties). For today, we’re only going to list some of the positive ones.

Remember: These are all elements that are confirmed by Google to be crucial for SEO—so make sure you have them in place!

6 Factors to Improve Your Google Rankings

No. 1. Keywords in your title and heading tags. While we encourage our clients to use keywords naturally, rather than cramming them into their content inorganically, a couple of places you always want to include a keyword or two are in the title tag and the heading tag. The former is the title you see at the top of your search browser while you are on the page; the latter is the H1 tag, the heading you place at the top of your Web page. Both are key areas for SEO enrichment, so make sure you max them out with strong keywords.

No. 2. Content substance. While there is no magic word count for Google, studies confirm that in-depth content, which fully addresses user needs and questions, is going to rank better than content that is short and skimpy. Make sure you take the time to really develop content that offers actionable value! (Of course, this is something the writers at Grammar Chic can help you with.)

No 3. A keyword in your URL. The URL slug you use for each page of content provides another way to enrich your content with keywords. Make sure you are strategic in naming your URLs!

No. 4. Fast loading speed. Nobody wants to sit and wait for your page to load, at least no more than two or three seconds. Having a page that loads quickly—not just on desktops, but on mobile devices, is critical for pleasing users and, therefore, pleasing Google. Experiment with your site on multiple devices, and if you find that it takes more than three seconds to load, you may want to pare it down and make it load faster.

No. 5. Website security. This is especially important for ecommerce sites. Having an https:// site is a trust signal, showing your users that the site has been built to protect their information; according to Google, that’s a potentially meaningful way to improve SEO, as well as user experience.

No. 6. Internal linking. A final way to boost your online authority is to ensure that each page of content has relevant links to other meaningful, related content—resources on other websites, but also resources found elsewhere on your own site.

Clearly, there are many components of strong SEO. To get started writing rankings-friendly content, contact Grammar Chic today. Reach out to us at 803-831-7444, or www.grammarchic.net.

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How to Overcome Writer’s Block (And Generate Better Blog Topics)

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Content marketing requires constant engagement. It’s like a beast that must continually be fed. You can’t slack off, or take a month off from content creation; there are always new blog posts to be written, new social media updates to share, new emails to send. If you stop moving—if you stop hustling—your audience will shrink and your efforts will come up short.

This can obviously lead to some obstacles. Take blogging as an example. When you’re tasked with developing new, unique, creative blog posts every single day, it can be draining. You may find yourself developing a case of writer’s block, even as you also realize that you don’t have that luxury. You’ve got to keep writing—but how can you come up with a fresh topic to write about, without simply plundering and repurposing older ideas?

There are some simple habits that can prove effective in pumping those creative juices, and providing you with the fresh insights and ideas you need.

Have Regular Brainstorming Sessions

You may be the person who is tasked with writing the company blog posts, but that doesn’t mean you can’t get some help sparking your creativity. Meet with team members once a month or so and ask them for their thoughts. What are some of the questions that customers have been asking them? What are some of the topics they’ve detected interest in? How do they see the blog being improved, made more useful and informative? These brainstorming sessions can generate new perspectives you may not have thought of otherwise.

Look Through Your Customer Correspondence

Make a habit of regularly reading your recent customer emails or social messages, and take note of the questions or concerns that people are bringing up. Those are things people want to hear more about. Those are the pain points. And those can make for really timely and relevant blog posts.

Consider Your Hobbies

We’ve written articles comparing content marketing to The Walking Dead and to Mad Men—because we happen to really like those shows. Are there activities or passions in your personal life that you could translate into blog posts? Think about the things you care most about, outside of the office, and ask yourself how these things intersect with your professional life.

Subscribe to Other Industry Blogs

This one is simple: When you see another industry blog that you admire, bookmark it, or subscribe to the RSS feed. Make a habit of at least skimming through these posts from your competitors, and using them as potential launch pads for your own posts. (Obviously, you need to make sure you’re putting your own spin on things, not pilfering posts wholesale.)

These are all basic habits you can form that will keep your good-idea machine hoppin’. If you need an extra hand, though, we’re always around. Contact Grammar Chic’s ghostwriters at 803-831-7444 or at www.grammarchic.net.

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Filed under Blog Writing, Business Writing, Content Marketing, Content Writing, Writing