Content is king but it’s how you use it that counts
Continuing on from where we left of last time
So the key is to develop arrangements to find out what each of your target prospects and existing clients, community by community, sector by sector, want by listening to or reading what they have to say.
Now I know most miss out this stage.
The professional’s logic is clear. We know what problems people are facing; we know the issues that companies’ boards are worried about; we don’t need to ask anyone, we know; we don’t have the time to waste doing this; we have other priorities; and, don’t you know how many client issues I’ve still got to address before tea time?
Oh dear oh dear. I have stopped trying to change the minds of those that take such a view. I do understand where they’re coming from and do appreciate the everyday pressures that have to be faced. But once again we come round to that oh so frustrating maxim: You really do have to be spending far more time working ‘on’ rather than working ‘in’ your business.
And in case I’m not making myself clear. The issue we are considering is one of the most important areas you could and should be working on; know where your prospects and target clients are hurting, worrying or where they are about to trip up, as they see it, from their specific perspectives. This is so important, so important it has the power to define your firm’s future. Focus here and a whole new world can open up.
I remember the time in the mid 1990s when confronted with this in a most memorable way. Read More…
When marketing professional services, content is king.
The creating of quality content isat the heart of marketing professional services; it is central to you, and your firm, engaging with prospects and for these folk to go on to seek you out for more of the same.
In this ‘internet marketing tips’ presentation, and the following presentation, we’re considering how you use your content, because no matter how good it might be, if it doesn’t get used appropriately, then to what purpose has it been produced?
The whole of the issue of providing quality content fits into a much bigger context of inter related issues founded on:
- understanding the needs and wants of your target prospects;
- providing quality content that helps them address their concerns and interests and that meets their immediate needs;
- getting this content out to them; and
- then becoming known as the thought leader and trusted authority in those niches in which you choose to compete, based on using, to great effect, the quality content you continue to produce.
If the creating of quality content is one of our over riding objectives it has to be seen in the context of its future use, so:
- how should you think about it?
- what are the keys to getting your focus right? And,
- how should you be using it to best effect?
Now take a look at the presentation:
As I mentioned in the video if you want to take a look at my book The art of persuasive communication and view the first few chapters click on the link.
The other books in this professional business development series include:
Creating great value content using lists
Welcome to the second in our series of presentations relating to creating great quality content to build rapport, secure relationships and attain trusted authority in your chosen niches.
This presentation made originally for my Facebook page The art of persuasive communication is presented here because it fits so well in this series on creating and using great quality content.
People find lists useful and so they like them:
- Lists are great search engine fodder so are good for SEO;
- When stuck for content lists are easy to prepare and use as a ready filler;
- For service professionals lists are easy and straightforward to prepare & present;
- Lists are great for focusing your opinion and recommendations;
- Writing lists helps to keep you on top of things;
- People like to bookmark lists;
- Lists can help you lighten the load and make things more enjoyable;
- Lists are seen as being intrinsically helpful.
Finally lets consider a few guidelines from that copy writing genius, David Ogilvy:
- Never send a list out on the day you write it. Read it aloud the next morning—and then edit it.
- Write the list the way you talk; that’s to say, naturally.
- Use short words, short sentences and short paragraphs.
- Never use jargon words, it comes over as pretentious.
- Check your quotations; make sure you get them spot on.
- If it is something important, get a colleague to improve it.
Lists are powerful, they help to build genuine rapport; many can be used as evergreen back up for when you’re pushed for time or can’t think of what to write about.
For far more information if you want to take a look at my book The art of persuasive communication and view the first few chapters click on the link.
The other books in this professional business development series include:
Creating great value content
Welcome to the first in what will be a series of presentations running over the next 2 weeks with the titles:
- ‘Building great quality content’,
- ‘Creating great content based on using well founded lists’ and
- ‘Content is King: But then it’s how you use it’.
All presentations focus on how to use great quality content to build rapport, secure relationships and attain trusted authority in your chosen niches.
Do please give me feedback on how you find the content as I am always looking for ways to improve things and to make what I provide really valuable.
If you want to read far more in regards to The Art Of Persuasive Communication then do get my latest kindle book.
Many neglect it but developing exceptional communication skills is the holy grail when it comes to effective marketing in the modern era. Your online content, its quality, its focus, its value, the way its presented and the way in which it is appreciated by those it is aimed at, really does matter.
In this book I look at communication from the online perspective. I consider the difference between content writing and copy writing and what this means to you a business owner of a professional service firm wanting to get your message out to those you’d like to be serving.
I look at your use of content on your website, on your blog, on your social media sites and in your emails.
I consider your use of content in the search engine optimisation context.
I look at a myriad of detailed areas from headlines and titles to long tailed keyword phrases, to what to focus on, calls to action; gaining social proof, and much more.
What is clear, for anyone who wants their content to be found on the internet, in whatever format it may be produced, is that there are some very simple basics you must adhere to.
Yes it is about ensuring that what you write is well written, in the language of the intended reader, that it’s easy to read, free of typos and without grammatical errors, but it is about much more; so do take a look at the book
For far more information and guidelines, if you'd like to take a look at my book The art of persuasive communication and view the first few chapters click on the link. The other books in this professional business development series include:
Making vidoes on the hop, at a moment’s notice.
Done well making videos on the hop is business video marketing at its best.
If you’re to make the most of opportunities afforded by the use of Business Video Marketing and the social media, particularly if you want to take advantage of time sensitive matters you have to be ready to make a video at a moment’s notice.
One thing to say before I go on. When something comes up on the hoof the technical or visual quality of the video is not so important providing the value or interest of the content is of a really high order; that said the quality cannot slip below a certain standard.
So, the need to have to produce something in short shrift need not be a worry but you have to have planned things in advance.
You, or someone who’s been designated and who is readily available, should be ready to film when the moment arises; this means having all your essential kit to hand; meaning your camera with a directional, external microphone and light and a tripod; though this may not be needed and not appropriate, but it really does help if you can steady the camera.
You’ll find there are many Business Video Marketing opportunities to present ‘made on the hop’ video presentations that serve a myriad of business development, relationship establishment and, trust building purposes if you give it some thought.
Using online video to gain ranking positions
Using video snippets as a means of gaining ranking status should be at the forefront of your thinking about how to use online video to take you to the next level.
One of the best blogs for copy and online video insights is ReelSEO. This week they have posted something I think you’ll find really interesting. It relates to: Using Video SEO To Steal Clicks, Localize Results and Increase Conversion Rate. Click on the link to take a view.
The most important finding in this piece is that that online searchers, using the search engines, pay more attention to video thumbnails than they do to “traditional” results. [This is where there is a picture of the video in the search result]. When a user sees a video image in the results pages, they know that there is engaging video content related to just what they are looking for.
Take a look at the SERPs that come up for the most important keywords you’d like to rank for; especially those that have a localised orientation [they are geographic specific, eg. Interior design services, Leicester]. You’ll typically find very few videos in the listings.
This is a massive opportunity going missing for most and one you need to be on top of. Think of it. A quality video snippet could get you a top ranking for each of the most important keywords you’d like to rank for.
A leadership example we can learn from and apply in our internet marketing
Targeted internet marketing
Its strange but some of the oddest videos can have profound messages within them; I’ve embedded one below. Trust me, do watch it, and think about the points being made.
So who is it targeting? It’s targeting people who want to be leaders!
Now don’t be put off by the nut who is dancing; he’s the reason for the message but the message transcends the nut………… And don’t just watch the video and smile and say that’s right. Do really think about it.
What does it mean for you and your firm? In your community, in your sector?
And note this. This video got a standing ovation at a Ted conference.
Not watching Ted presentations! You absolutely must; they’re free, hugely engaging and presented by some of the world’s best presenters. Over the top? No!
Ted presentations are full of some of the most engaging, most interesting, most courageous and most valuable presentations you’ll find on the web today; and they cover every conceivable subject area. You’ll find the Ted site:by clicking here
But for the minute back to the video presentation on leadership!
When you’ve watched it, ask yourself, are you ready to stand up first, or to be the second nut? Because both are needed.
Targeted internet marketing is so important you have to be doing it.
The Socrates Template For WordPress
Very frequently I get asked about the template we use for this blog. It is the Socrates template
I can say that we have been really pleased with how it has worked for us; the functionality is great, the support, if issues arise, is 1st class and it really serves our purpose well. I can unequivocally recommend it.
To take a look at the Socrates web site click here.
Perfectionism And Procrastination When Working Online
This video presentation, whilst taken from our accountancy sector coaching course, is nonetheless valid across all professional service sectors. It looks at the terrible twins, Perfectionism And Procrastination when it comes to doing things online, particularly when it comes to writing content, setting up blogs and making videos.
See it as a valuable wake up call; there is much that you’ll find in here that should strike a chord.
Email lists are critical if you’re concerned about, how to get your videos out.
Hi
If you’re making videos and you want to get them out to those target prospects that you’ve made them for, then your email list is very, very important.
So why is it that so many neglect this mission critical area in their marketing?
In this post lets consider some basics you need to be on top of.
Of itself an email list, for a professional service firm, no matter how large it is, is totally and utterly useless, unless it comprises of a list of people and businesses who have an affinity for the services you offer, who have an interest in what you have to say and who chose to open up what you send them whenever you send it.
Focus is all
To this end, focus is everything. And in this regards if you can’t or you haven’t segmented your list then its value is going to be very limited. Emails going out with messages that are not well targeted; that’s to say targeted on those you’re sending them to, are invariably a total waste of time; by contrast when they’re well targeted and comprise of excellent quality video content, they’re worth their weight in gold.
If you want your list to keep coming back for more then it really is important that the list is well segmented so that you know exactly who you’re writing for and what they want to hear from you. Read More…
