Small Blog, Big Strategy

It’s incredibly tough for even the biggest brands to master content marketing. So what about small blogs? How are they staying relevant today? Microtargeting and interest-based awareness have changed digital strategy and these tactics are now home to small bloggers.

Kia Street blogIt’s incredibly tough for even the biggest brands to master content marketing. So what about small blogs? How are they staying relevant today? Microtargeting and interest-based awareness have changed digital strategy and these tactics are now home to small bloggers.

Let’s call “small” any blog with more than five active content contributors and at least a few published posts. Sound like you? Keep reading for more of my take on how to amplify your blog’s online presence. If you site has yet to be born, refer to this easy-to-digest explanation on the first steps of getting a website — securing a domain name.

kia street blog graphicDevelop Reasonable KPIs

No matter how big or small the budget, there are plenty of ways to get your content out there. For example:

  • Be at the top of results when users search for you on Google
  • Maximize reach and awareness of new posts immediately after release
  • Drive and sustain website traffic via Twitter and referrals
  • Focus on what is most important to your business: such as user acquisition, overall awareness and user engagement.

This allows you to divide and conquer with paid search, native advertising, social media and affiliate marketing. Consider this perspective when developing your own KPIs.

Aggregate Your Audience Data

What does your audience like on each channel? What do they care about?

Ask your audience data a lot of questions to help you dive further into who your readers are, how they use the chosen platform and what type of content they respond to most. Now see if you can match your blog’s content to the trends found within your audience data. This can help you understand if you’re offering the right content for your audience.

Think of your analysis as instant market research. Your audience data allows you to truly map out your customer’s journey. Some marketers are innovating this concept entirely by creating content paths to match their content marketing goals.

Identify a Content Strategy

Once you’ve solidified your goals and target audience, examine your strategy. Nix any initiatives that don’t contribute to your ultimate mission. What is it that you ultimately want your audience to do? The answer to this question should drive your content marketing strategy.

Experiment With Social Tactics

Experiment with targeted content that is engaging and personalized. Be transparent and interesting to your users. Here are a few simple ideas to make this happen:

  • Host a live Q&A panel on Periscope featuring your editorial staff;
  • Let the audience choose the topic of your next blog post via Twitter polling;
  • Find, attend and capture industry events with Instagram Stories.

Depending on your audience and the theme of your blog, there are many ways of standing out to both followers and non-followers, alike. Play with and test different tactics for best results!

kia blog post chartLearn, Try, Repeat

The best piece of advice for any small blogger is to learn, try, repeat. Here are three principles for riding the trend waves of your industry:

There are tons of sources that can provide you with the training you need to be successful in content marketing. Use them!

You can never go wrong with experimentation, but you can definitely go wrong without it. Don’t be hesitant toward failure.

Digital changes by the second — and so do the needs of your audience. Remember to periodically optimize content to fit the needs of your users.

Learn, try, repeat: It’s the most effective way for small blogs to sustain authority and relevancy in 2017 (and beyond!)

Copywriting for Social Media Marketing: 3 Best Practices for 2014

Effective copywriting for social media marketing was the game changer in 2013. Still trying to prove ROI on social media? Make 2014 the year you stop obsessing over measuring trivial stats—and start generating leads with social media. Do it without sacrificing brand integrity or annoying prospects. Use these three, proven social media copywriting best practices.

Effective copywriting for social media marketing was the game changer in 2013. Still trying to prove ROI on social media? Make 2014 the year you stop obsessing over measuring trivial stats—and start generating leads with social media. Do it without sacrificing brand integrity or annoying prospects.

Use these three, proven social media copywriting best practices.

Yes, You CAN Sell on Social Media
“People who say it cannot be done should not interrupt those who are doing it,” said George Bernard Shaw. He’s right.

Effective social media and content marketing attracts, engages and takes customers on journeys to better places—where they decide how, when and were to get there. Effective copywriting for social media powers each stage of the “attract, engage, nurture” process.

Effective copywriting for social media is all about helping customers:

  • believe there is a better way (via your short-form social comments)
  • realize they just found part of it (on your longer-form blog) and
  • act—taking a first step toward what they want (giving you a lead)

Best Practice No. 1: Re-think the Role of Your Blog
“Gating” your best knowledge and tips is less and less effective each year. For example, buyers are becoming more likely to offer fake or “un-attended” email addresses in exchange for your whitepaper. What’s the answer? Long-er form content that proves you are worth a real relationship to the buyer.

According to sources like InfusionSoft (and my own experience!) buyers are registering less and less. Why? Because competitors are increasingly giving-away their best knowledge. Where?

Blogs.

We cannot keep forcing readers to give up their contact and purchase intent details in exchange for our content marketing assets. So my first social media copywriting best practice for you is strategic.

Becoming a better social media copywriter starts with the right strategy.

Converting readers to leads demands the best copywriting on social platforms plus effectively written, long-form content. Your best tips, tricks and advice that helps customers achieve a desired goal, avoid a risk or solve a problem.

Your blog is the content marketing hub. It is where your short-form social media copywriting directs prospects. Facebook and Google+ updates. LinkedIn group discussions, status updates, company page posts, your LinkedIn profile call to action.

Social media drives visitors to blog content that proves you’re worth a real email address!

Best Practice No. 2: Follow a Process, Not Just Passion
Don’t get caught up in the “show you’re human” and “tell a good story” nonsense. Having personality and being interesting is the entry fee. It’s essential. The force multiplier is an effective copywriting for social media process.

Start here. Write a solution (answer) to a problem (question) your target market needs solved on your blog. Follow these guidelines to make sure your words get acted on-prospects see your call to action and ACT on it.

1. Get right to-the-point
When you write be like a laser. Don’t make readers wait for the solution. Hit ’em with it in the first paragraph. Give them everything up front at a high level. Then, in the body of your article …

2. Reveal slowly
When it comes to all the juicy details of your remedy take it slow. Slow enough to encourage more questions—to create curiosity in the total solution. When you do this, make sure you …

3. Provoke response by leveraging the curiosity you just created
Yes, be action-oriented and specific. But avoid being so complete in your blog, LinkedIn or Google+ post that readers become totally satisfied with your words.

Remember to:

  • start with customers pains, goals, fears, ambitions or cravings in mind … and …
  • structure blog posts to teach, guide or answer in ways that …
  • create hunger for more of what we have to offer (a lead generation offer).

Focus on following this structure. Form the habit. You can do it!

Best Practice No. 3: Get back to basics
I know it sounds trite, but hear me out. There is one copywriting tip (habit) that consistently produces new business using social media. It’s an old direct response marketing rule.

Give customers a clear, compelling reason to act immediately—resolve, experience or improve something important to them.

This is why your blog is so critical.

At the most basic level, customers need help:

  • believing there is a better way
  • realizing they just found it (on your blog) and
  • acting-taking a first step toward what they want (giving you a lead)

Blog or video content that makes customers respond does one thing really well: It answers questions in ways that makes potential buyers think, “Yes, yes, YES … I can take action on that. That will probably create results for me. Now, how can I get my hands on more of those kinds of insights/tips?”

This is the key to using a blog to sell. This simple idea is the difference between blogging for sales and starving! Make it your goal. Good luck in 2014.

Practicing What We Preach

At eM+C we recently launched a LinkedIn Group and we’re excited about it. The eM+C LinkedIn Group offers readers of eM+C, eMarketingandCommerce.com, eM+C Weekly and All About eMail a place to connect and discuss interactive marketing topics and the state of online marketing in general.

At eM+C we recently launched a LinkedIn Group and we’re excited about it. The eM+C LinkedIn Group offers readers of eM+C, eMarketingandCommerce.com, eM+C Weekly and All About eMail a place to connect and discuss interactive marketing topics and the state of online marketing in general.

With the economy being the way it is, we thought this was the perfect time to start such a group. More than ever before, eM+C readers need a place to communicate, network and, heck, even rant with one another about what’s going on out there.

We also intend to use the group to get feedback from our readers about our brands. Please feel free to use the group to communicate with us about what you like and don’t like about the eM+C brand.

From time to time, we’ll post questions about our products, and we hope you’ll take the time to answer them. The more suggestions and feedback you give us, the better the magazine, Web site and e-newsletters will be for you.

We also started the group because we could see that our readers are very interested in LinkedIn. A recent article we ran by Jim Gilbert called “5 Tips For Using Linked In as a Business Tool” might be our most popular and best-read piece yet. Thousands of people read it when we posted it on Feb. 26, and thousands are still reading it today.

Another reason to join the group, according to Gilbert, is that it gives you a chance to market yourselves. If you answer a question asked in a LinkedIn Group, for example, the “questioner” can rate the best answers to the question. In turn, the best answers are awarded “expert” status in LinkedIn, Gilbert says. That can be a great branding tool for you to use.

But, don’t pitch your company’s products or services. Instead, give the best, most altruistic answer you can.

So for these reasons and plenty others, join the eM+C LinkedIn Group. It’s a win-win.