Tag Archives: Professional Content Marketers

How to Make Your Boring Industry Really Interesting

At Grammar Chic, Inc., we truly believe that content marketing can deliver meaningful results for any company, in any industry.

But some may have to work a little bit harder for it than others.

Simply put, some industries more naturally lend themselves to fresh, exciting, compelling content. But what happens if you sell annuities?  What happens if you prepare tax returns? What happens if you’re an estate planning lawyer? We’re not saying these things are unimportant! We’re just saying they may not seem as flashy or as exciting to the average reader.

It may cause you to wonder what can be done to turn your “boring” line of work into really rich, persuasive content—content that people will actually want to read.

Here’s our advice.

Always Be Helpful

A good rule of thumb: If your content is helpful, someone out there’s going to find it interesting.

Take our example of an estate planning attorney. You may write a blog post about how to draft a will; when a living trust is necessary; or how to choose guardians for your children.

Those topics may not jump off the page, and sure, some may say they’re unglamorous. But people want to know those things. They need to know those things. And if you can provide that information in a clear and actionable way, there will be readers who find great value in it—

period.

Maybe the best advice here is to change your way of thinking: If you can’t make your content exciting, just make sure that it helps someone.

Write Without Jargon

One thing that can stand between you and an engaged readership is reliance on industry jargon.

We see this a lot when working with insurance companies, who trot out a bunch of words and phrases that may be foreign to the layperson. Of course, that’s the quickest way to get eyes to glaze over!

Don’t think (or write) in terms of industry buzzwords. Instead, come at it from the customer’s point of view. What are their pain points? What answers do they seek? And how can your company benefit from them? Focus on those things, with as much clarity as you can.

Inject Some Personality

Your business may be boring—or at least, that may be how people perceive it.

But you’re not boring!

Feel free to inject some personality, even humor, into your content. Sometimes, that’s all it takes to make your content come alive.

This might mean throwing in some personal anecdotes, some gentle self-deprecation, or even some specific examples from past clients (ensuring you keep things anonymous, of course).

Another strategy is to draw connections to shows, movies, or other pop culture reference points that might mean something to you. Remember our posts invoking Mad Men and The Walking Dead?

Get Help from the Pros

It’s frustrating to feel like your industry is just a dead space for compelling content—but we honestly believe that any field can be made enticing, or at the very least valuable, to the reader.

We’d love to show you how. Reach out to Grammar Chic, Inc. to schedule a content consultation today. You can reach us at www.grammarchic.net or 803-831-7444.

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

6 Ways You Can Clean Up Your Content Marketing

Is it too late for spring cleaning?

Not where your content marketing is concerned.

In fact, there’s no time like the present to sort through your social media profiles, your website, and your blog, refreshing your content and removing clutter.

The goal? A content marketing enterprise that’s streamlined and effective, providing a more satisfying experience for your audience.

We recommend doing a quick content clean up at least once a year, and in this post, we’ll provide a few steps you can follow to make that clean up effective.

6 Ways to Clean Up Your Content Marketing

  1. Rewrite your social media profiles. When’s the last time your Facebook “About” section was revised or your Twitter bio got an overhaul? Do they still reflect the core value proposition of your business and the kind of language you like to use to describe your products and services? It’s a good habit to review and revise this content annually.
  2. Prune your email list. The goal for any email marketing effort is to have an active and engaged subscriber list. Do you have people who haven’t opened or engaged with your messages in two or three years? If so, you’re probably safe removing them from the database. You might also check for any email addresses that bounce messages back to you; sometimes it’s a simple typo that’s causing your messages to go unread, so verify that you’ve entered the email address correctly.
  3. Audit your links. Nothing frustrates your website users like links that lead to nowhere. It’s worth taking a few minutes to scour your Web content for any links that may be broken, either repairing or removing them as necessary.
  4. Organize your blogging efforts. Has your company blog fallen into an irregular, inconsistent schedule? Develop a new editorial calendar, clarifying when new posts will be written and published. Also note who’s responsible for what—i.e. which team members will do the writing, the image sourcing, the posting, and the social media promotion.
  5. Check your online reputation. Do you have customer reviews you’ve never responded to or online listings that are less than flattering? If you haven’t Googled your company name in a while, do so now, and get a better sense of what’s out there. You might also set up a Google Alert to stay in the know.
  6. Clean up your Google My Business page. Does your GMB account have up-to-date hours and contact information, as well as fresh images? Is it time to rewrite the content to better reflect your current business and SEO objectives? Review your GMB page and make whatever adjustments are necessary.

Content marketing clean up isn’t the flashiest topic, but it can be an important way to keep your efforts aligned with your goals. Reach out to us if you’d like to discuss further ways to enhance your content marketing efforts. Connect with Grammar Chic, Inc. at www.grammarchic.net or 803-831-7444.

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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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6 Reasons Your Small Business Should Invest in Content Marketing

A question we get asked all the time by small business owners: Is content marketing really worth the cost? Does the payoff ultimately redeem the time and effort put into writing, publishing, and monitoring blog and social media content—or the money spent outsourcing it to a content marketing company?

We obviously think that it does, and we encourage our clients to think not in terms of cost but investment. Yes, content marketing has a threshold for entry, and trying to cut corners ultimately just means you end up with bad content and wasted resources. But when you actually invest in doing content marketing well, the dividends can be manifold.

Here are just a few examples.

Why Invest in Content Marketing?

  1. It proves your thought leadership.

Say you’re a financial planner. Why should a potential client choose you over any of the other financial planners in your area? Why should they assume that you know what you’re talking about and have the expertise to provide wise investment advice? One answer is that you show them you know what you’re talking about by producing content—content that shows a real fluency with your chosen niche or subject matter. The result? Prestige for your brand; trust from your potential customers and clients.

  1. It feeds the content monster.

The content monster is our little nickname for Google’s search algorithms, which always want more, more, more fresh content to gobble up. All else being equal, the site that has new blog updates twice monthly is going to have better search engine visibility than the site that lays dormant for years at a time. In other words, an investment in content marketing is an investment in SEO.

  1. It allows you to connect with customers and clients.

Content marketing isn’t just about blog posts. It’s also about social media, and a well-maintained social media presence can bring lots of little interactions and touch points with your clients. Google refers to these as “micro moments,” and they’re important for building brand loyalty and boosting your transactions/conversions.

  1. It educates your customers.

These days, the consumer experience never actually starts in a physical retail location. It starts online with the customer doing ample research to ensure a wise purchasing decision. You need to guide that research toward you and your brand, and content marketing is how you accomplish that. Content marketing provides the means for elucidating all the reasons why a customer might pick you over the competition.

  1. It can be a form of customer service.

One way to use content marketing is to provide product tutorials, troubleshooting guides, and FAQs—showing potential customers that, if they ever have questions about how to use your product, all they have to do is head to Facebook or YouTube and they can have their questions answered.

  1. It proves that you’re listening.

Good content is always tailored to address the specific needs, interests, and pain points of the end user—which in turn shows that end user that you’ve taken the time to get to know and understand them, and that you listen to what they say. Again, the upshot here is trust and rapport-building.

We could go on—but rather than do so on our blog, we’d love to do it on the phone with you. Reach out to Grammar Chic, Inc. and we’ll tell you how we think content marketing could make a world of difference for your small business. Contact us at www.grammarchic.net or 803-831-7444.

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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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