Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
All You Need to Know About Content Marketingsangerarayal
As more and more marketers have begun to realize the power of digital marketing, content marketing has quickly become the name of the game.
While many may be under the mistaken impression that it all comes down to posting content on your business website, it is much more.
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Whether you’ve attended a webinar, downloaded an ebook or shared a graphic on Facebook, you’ve probably participated in content marketing without even knowing it. Content marketing is one of the most effective and popular marketing tools in today’s cluttered world – and one your ministry or nonprofit should be using.
5 Steps for High Impact Content Marketing StrategyArabella DeLucco
In the past, creating keyword-heavy, quick and dirty content helped optimize web pages for search engines, but now, the web is full of noise. More importantly, your audience is getting very particular on what they consume and share. The more content you produce and publish, the more chances you get to engage your audience, but focusing only on quantity is detrimental to your brand voice. How do you build a high-impact content marketing strategy that builds your voice and visibility online with minimum time and effort? Don’t skip a beat and learn how to balance quality content with consistent posts and distribution.
Key Takeaways:
- Practical tips for content curation to help you carve the time out of your busy schedule
- How to establish your brand as a thought leader in its field, creating credibility and building your social media follower base
- How to engage your social media followers, and convert their attention into support for your company
- Which tools and platforms can help you identify and share killer content in no time
- How to harness the potential of social media to engage your most important supporters and allies in valuable conversations
Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media. This white paper is brought to you by Elon University's Interactive Media graduate program.
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
All You Need to Know About Content Marketingsangerarayal
As more and more marketers have begun to realize the power of digital marketing, content marketing has quickly become the name of the game.
While many may be under the mistaken impression that it all comes down to posting content on your business website, it is much more.
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Whether you’ve attended a webinar, downloaded an ebook or shared a graphic on Facebook, you’ve probably participated in content marketing without even knowing it. Content marketing is one of the most effective and popular marketing tools in today’s cluttered world – and one your ministry or nonprofit should be using.
5 Steps for High Impact Content Marketing StrategyArabella DeLucco
In the past, creating keyword-heavy, quick and dirty content helped optimize web pages for search engines, but now, the web is full of noise. More importantly, your audience is getting very particular on what they consume and share. The more content you produce and publish, the more chances you get to engage your audience, but focusing only on quantity is detrimental to your brand voice. How do you build a high-impact content marketing strategy that builds your voice and visibility online with minimum time and effort? Don’t skip a beat and learn how to balance quality content with consistent posts and distribution.
Key Takeaways:
- Practical tips for content curation to help you carve the time out of your busy schedule
- How to establish your brand as a thought leader in its field, creating credibility and building your social media follower base
- How to engage your social media followers, and convert their attention into support for your company
- Which tools and platforms can help you identify and share killer content in no time
- How to harness the potential of social media to engage your most important supporters and allies in valuable conversations
Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media. This white paper is brought to you by Elon University's Interactive Media graduate program.
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
Foi confirmada em segundo grau a sentença obtida pelo Ministério Público de Santa Catarina (MPSC) que determinou ao município de Botuverá a implantação, em 90 dias, dos programas relacionados à execução de medidas socioeducativas em meio aberto para adolescentes em conflito com a lei.
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
While everyone is trying to predict the next big thing in the ever-changing digital landscape, we believe that one thing will always stay relevant: Great content that resonates with your target audience and caters to their needs.
Developing a Content Marketing Strategy for Your BusinessChristian Buckley
Six steps to developing a winning content marketing strategy and jump-starting your overall marketing plans. Presentation given at the 2013 Microsoft Worldwide Partner Conference (#WPC13) in Houston, Texas by Christian Buckley (@buckleyplanet), evangelist for Axceler (www.axceler.com).
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignMLT Creative
Beginning by producing a stellar B2B marketing offer, through promoting it on your channels, to measuring its impact, you will learn how to piece together the main components of a holistic marketing campaign.
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Content marketing-Management career institute PoojaPatidar11
Basic definition:
1.Content Marketing:
Content is the information and experience which share and published in different forms.
2.Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
3.Content Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
4.Content Distribution:
Marketing refers to the activities of a company associated with buying and selling a product or service.
Categories in three groups-
a]Owned content distribution
b]Earned content distribution
c]Paid content distribution
5.3S model of content-
•Snackable (short & simple)
•Shareable
•Searchable
6. Content marketing includes-
a]Infographics
b]E-books
c]Photographs
d]Case studies
e]Question & answer articles
f]Blogs
g]Videos
h]Apps
7.Principles of content marketing-
a]Originality
b]Value
c]Consistency
d]Visibility
e]Engagement
f]Depth
g]Evolution
Summary
1.Develop editorial content
2.Publish the right mix on the right channels
3. Engage with the audience with each piece of information (interaction, comments, retweets…)
Basic definition:
1.Content Marketing:
Content is the information and experience which share and published in different forms.
2.Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
3.Content Marketing:
Marketing refers to the activities of a company associated with buying and selling a product or service.
4.Content Distribution:
Marketing refers to the activities of a company associated with buying and selling a product or service.
Categories in three groups-
a]Owned content distribution
b]Earned content distribution
c]Paid content distribution
5.3S model of content-
•Snackable (short & simple)
•Shareable
•Searchable
6. Content marketing includes-
a]Infographics
b]E-books
c]Photographs
d]Case studies
e]Question & answer articles
f]Blogs
g]Videos
h]Apps
7.Principles of content marketing-
a]Originality
b]Value
c]Consistency
d]Visibility
e]Engagement
f]Depth
g]Evolution
Summary
1.Develop editorial content
2.Publish the right mix on the right channels
3. Engage with the audience with each piece of information (interaction, comments, retweets…)
The shifting healthcare landscape shows providers are less interested in the retail/detail approach to sales. Instead, they are looking to industry partners to provide high-quality content that helps them solve problems, provides them with professional education and training, or offers them best-practice consulting.
20 questions to ask before launching a content strategy King Content
Beginning a content marketing journey can be overwhelming – there’s so much to think about and so many questions that need answering. We all know the importance of having a content strategy before we get started, but what does that really mean?
If you can confidently answer each of the questions in this week’s SlideShare, you’ll be well on your way to having it all figured out.
Similar to EworksWSI Cyprus 2016 Content Marketing Whitepaper (20)
The year 2016 has been called “The Year of Video Marketing”. Video is the future of content marketing and the key means for people to satisfy their information and entertainment needs. Businesses that fail to include it in their internet marketing strategies will miss the many opportunities video marketing delivers to businesses.
Email Marketing Solutions Deepen Customer Relationships
& Nurture New Prospecting Opportunities. Transform Your Business Communication Channels with First-Class Email Marketing Techniques.
Chances are.your everyday business functions wouldn't be the same without email. right? But aside from the
mundane blast you might send out to your database whenever you can, WSI's Email Marketing Solutions enables the use of your inbox to evolve. Literally. The strategies we develop are more than just a blast. They are targeted, precise, and engaging, allowing you to deepen your relationships with customers as well as prospects. Before you know it, your email marketing campaigns will garner you the loyal following you deserve and you'll never look at that ‘send' button the same again!
This social media plan is meant to serve as the foundation to start incorporating social media into your company's marketing strategies. The social media tactical plan helps you to:
- Drive more unique traffic to your website
- Expand the reach of thought leadership content
- Measure the value of social media strategies
- Better identify, understand, and engage potential buyers
More info and details on http://eworkswsi.com.cy
Mobile Marketing in Cyprus: EworksWSi offers mobile site, bulk SMS management, mobile applications and mobile marketing strategies for businesses in Cyprus. If you want to take advantage of SMS marketing, by using our SMS management platform, you can upload, manage your unlimited SMS campaigns online. Account opening and maintenance is free. Once the account credited, SMS messages are charged by unit unril the available credit is used.
EworksWSI is proposing the lowest bulk SMS rates in Cyprus.
More detailed information here: http://eworkswsi.com.cy
Eworks WSI Cyprus 2012 Mobilemarketing simplifiedEworksWSI Cyprus
"Mobile. Simplified. Understanding Mobile Marketing Strategies That Work"
They are in our pocket, purse, on our nightstand and never more than an arm’s reach away. While you can use them to make phone calls, most of us use them for text messages, checking e-mail, reading news articles and by 2013 Gartner predicts it will be the most common device used for browsing the web. Yes, we’re talking about the mobile device (aka “smart phone”) and how it’s changing the way we communicate with each other and providing businesses new and effective ways of connecting with our customers and prospects. But for many, developing a strategy of how to best utilize these devices remains a mystery.
Social media have become an integral part of tourism marketing in Cyprus. This new way to communicate with clients has revolutionized the industry and has largely replaced the traditional client communication and interaction.
Optimize your webpages for more conversions with professional online testing tools and processes. Eworks WSI Cyprus optimizes your conversion rate using an online testing methodology that is outlined in the attached presentation.
We serve businesses in Nicosia, Limassol, Larnaca and Pahos in Cyprus.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
2. Page 2
CONTENT MARKETING: MAKE AN IMPRESSION
Introduction
Content marketing has given small businesses the opportunity to become their own publishers of
news and content. It has leveled the playing field between small and large businesses due to the
fact that it’s now affordable for all of us to publish and curate content. But the challenge that
many businesses usually face is finding the time and developing a mindset to create a consistent
flow of new, interesting information.
Competitive intelligence, can help you become a content marketing secret agent, but there’s
another target audience that you need to pay an equal amount of attention to – your ideal
customer.
In the past, digital marketers would make educated guesses about the type of content needed
for businesses, but this strategy can be a hit-and-miss approach and it leads to creating content
that is only read by a few people. In order to be successful at content marketing, you need to
add value. You need to speak directly to the challenges that your ideal customer faces and help
them solve these challenges – in turn, you become the go-to person for their business. There are a
few things you need to do to achieve this.
Understand Your Customers
This is a key question when determining the roadmap for your content marketing strategy. Where
do your customers hang out in real life and online? What forums and websites do they visit? What
challenges do they face and what kind of content can you create that will help them overcome
these challenges?
Buyers are already overwhelmed by the amount of content that businesses generate (and you’re
not the only one distributing content – buyers are overwhelmed by the sheer amount of content
coming from everybody who is marketing in the digital space). We need to shift our thinking as
publishers and provide content that breaks through the vast amount of digital noise. The only way
we can do this is by focusing on quality instead of quantity.
Marketing budgets are limited, which is why digital marketers need to focus on generating
content that is well-received and leads to conversions. Instead of embarking on a costly exercise
of generating new content from the get-go, many marketers can make great strides by taking a
step back and conducting a content audit to determine the following:
Find out what content already exists within your company.
There are undoubtedly presentations, proposals, brochures and action plans that can be
adapted for content marketing purposes. A lot of great content will already be available within
an organization and many times, all you need to do is remove sensitive client information and
repurpose it for your target audience.
Take a content inventory and identify gaps to fill.
When creating an inventory of content, you will probably find that there’s a lot of information
available on a number of products and services, but there are giant gaps when it comes to other
3. Page 3
CONTENT MARKETING: MAKE AN IMPRESSION
products or services that a company offers. Identifying the gaps will give you a good starting point
when it comes to determining what you need to write about.
Replace or remove outdated content.
Few people visit their corporate website on a daily basis and they’re usually horrified to see how
outdated some of the information is. A content audit will show you where you need to remove
and replace old legacy content.
Improve the quality of existing content.
If you’re working with content that’s more than five years old, you might find that it contains good
information but the tone, style and focus don’t hit the mark. Improving on existing content is a
good way to stretch your marketing budget Instead of getting completely new content written,
you can tweak content that’s already been created in order to make it more effective.
Use content in new and different ways.
Case studies can be transformed into downloadable Whitepapers, internal company news can
be turned into blog posts, PowerPoint presentations can be repurposed into SlideShare
presentations and photos from your conferences and functions can be used to populate your
Pinterest account. Making your content strategy as far-reaching and effective as possible starts
with being innovative about how you can take content and turn it into multimedia items, news
items or any type of content that your target audience would want to consume.
Find out who you can team up with to curate additional content.
If your primary business isn’t to become a news agency for your industry, you can’t spend all your
time creating quality content. The smart way to share the latest, best and most relevant
information with your fans and followers is to dedicate a portion of your content strategy to
content curation. Content curation is sorting through a large amount of web content to find the
best, most meaningful bits and presenting these in an organized, valuable way. It’s a valuable
part of any successful content marketing strategy.
What Your Content Marketing Mix Should Look Like
According to the experts, a best-in-class marketing mix should consist of:
● 65% original content (created by your business)
● 25% curated content
● 10% syndicated content
A marketing mix of different sources of content will not only help you to leverage your resources
more efficiently, but it will better engage your target audience because you’re focusing on
sharing high value content with them.
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CONTENT MARKETING: MAKE AN IMPRESSION
Types of Content
Now that you’ve seen how a marketing mix can consist of different types of content, it’s important
to understand how content is defined. Here’s a quick overview of the top two types of content
(original and curated):
Original Content
Original content is the content that you create yourself – it’s the content that takes blood, sweat
and tears (or at least dedicated time) to produce. Whether this means your staff members are
actively writing blog posts, filming videos, repurposing brochures into long-format press releases or
you are writing case studies of the projects you completed, they all fall under the umbrella term of
original content.
Curated Content
While curated content refers to content that was produced by someone else, there is still a level
of personalization involved because real people (you, your digital marketer or your staff) have
gone through the process of selecting it to share with your audience. The key to getting content
curation right is committing to consistently finding, organizing and sharing high quality and
relevant digital content with the right target market. In order to do this ethically, keep these tips in
mind:
o Remember that you’re sharing someone else’s original content, so make sure you
have credited the original source of the content.
o Make the content more personalized by adding your own point of view, writing style
and opinions as you curate the piece.
o Make sure your own comments and input are longer than the piece that you are
reposting.
In order to get the most traction out of your content marketing efforts, you have to ensure that
your social media strategy is aligned with your goals. Share all your own (and curated content) on
social media to make sure they reach your target audience, who can in turn share the content
with their own networks. Write intriguing and attention-grabbing social updates and share the link
on Twitter, Facebook, LinkedIn, Google+ or any other relevant platform.
Creating Your Content Team
In order to produce the best content, you need to build your own content marketing team and
this starts with hiring strong writers. Not only should they be able to write in plain, compelling
language and produce content that flows and reads well, but they also need to understand what
your audience’s needs. Besides your own team, you can also supplement your resources with a
team of reliable freelancers who can help with creating content under your guidance.
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CONTENT MARKETING: MAKE AN IMPRESSION
Content marketing doesn’t have to be limited to two or three people. Encourage participation
from outside the marketing team. The people within your company have probably been asked
many questions about your products that have never been addressed to a wide audience. These
questions will help you generate content ideas that need to be researched. Similarly, if customers
are contacting you with questions, chances are there are hundreds of people online that are
asking the same thing. You want your brand to be there at the forefront to answer them.
Look at the experts or experienced people in your organization who have a lot of valuable
information to share and either ask them to contribute content or provide information so that your
writers can rework this information into eBooks, case studies and whitepapers.
Once you’ve got content ideas and people assigned to create this content (which can include
managers, sales representatives, marketers and support staff), set targets so that everyone knows
how many blog posts and social media updates – such as tweets and Facebook posts – need to
be posted within a specific timeframe. Keep in mind that the backbone of successful content
marketing is a consistent flow of new, interesting information.
The Importance of Establishing Buyer Personas
Your website should be more about customers and less about your bottom line. If your customers
can see that you are prioritizing them, they are more likely to trust you and your product.
Encouraging customers to share information about your brand and products will build up your
brand reputation and eventually reflect on your bottom line.
Use the content you produce to let your customers know that you understand their unique
challenges and are focused on tailoring your information, products and services in order to help
make their lives easier.
What Are Buyer Personas?
Buyer personas are fictional, generalized representations of your ideal customers. They help you
understand your customers (and potential customers) better, and make it easier for you to tailor
content to the specific needs, behaviors, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you gather from
your actual customer base (through surveys, interviews, etc.). Depending on your business, you
could have as few as one or two personas, or as many as 10 or 20. If you’re new to personas, start
small! You can always develop more personas these questions if needed.
Here are some of the key questions you need to answer about your consumers when developing
personas for your business:
1. What is their demographic information?
2. What is their job and level of seniority?
3. What does a day in their life look like?
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CONTENT MARKETING: MAKE AN IMPRESSION
4. What are their pain points?
5. What do you help them solve?
6. What do they value most? What are their goals?
7. Where do they go for information?
8. What experience are they looking for when seeking out your products or services?
9. What are their most common objections to your product or service?
To help you get started, you can download our full guide, How to Create Buyer Personas at this
link: www.wsiworld.com/buyer-personas
How Can You Use Personas
At the most basic level, personas allow you to personalize or target your marketing for different
segments of your audience. For example, instead of sending the same lead nurturing emails to
everyone in your database, you can segment by buyer persona and tailor your messaging
according to what you know about those different personas.
Let’s say you have a paint supply company. Who do you want to buy your product? Do-it-
yourselfers on a budget, small or large contractors and artists, for example. What would their
concerns be? What do they want from your product? The answer to these questions will give you
topics that you can use to attract potential customers looking for a solution rather than a product.
Potential content ideas could be “how to paint wooden furniture” or “what paint products are
best for industrial buildings?”
The Details of Persona Development
There are a number of other details to consider when you begin to develop your customer
personas. Here are a few of those considerations:
SEO
Using relevant keywords to create and optimize compelling content is an important part of an
effective content strategy, but you first need to take a step back and determine what techniques
will really align with your customers’ needs. You need to create a search persona to better
understand what your customers would be searching for online.
Industry Verticals
When you start to research your buyer personas, you will also see how there are specific personas
in each industry vertical (such as initiators, decision makers, buyers and gate-keepers). In order to
create content that appeals to them and helps them make a decision, you need to know the ins
and outs of each industry vertical’s decision-making process. The benefit is that you can feed
each industry vertical with the type of information that engages them. Instead of using a single
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brand voice in all your content marketing, you can interact with the right people using the lingo
they use, on the platforms they read and give them the content they want to consume with ease.
Stages of the Buying Cycle
The marketing funnel is a model that shows the journey of how a potential customer becomes a
client. Planning and creating a funnel helps you strategize exactly how you can create a
streamlined process that will result in increased sales for your company.
This model will help ensure that you don’t miss out on the most significant audience – the people
who are looking for a solution, but are not yet aware that your company can provide it. The
content you create -blogs, articles or curated content that you share on social media - needs to
speak to the specific stages of the buyer’s journey so that it is relevant and valuable. This helps
with moving the reader down the funnel of awareness to a purchase decision.
The Buyer’s Journey Source: www.HubSpot.com
Awareness Stage
In the first stage, potential buyers have a query about something they are looking to do but may
not know how to go about addressing the issue or what product they require. Potential buyers will
use a search engine to type in their query, finding you on Facebook, Twitter or through blog posts
that address this query.
Consideration Stage
Their next step will be to do further research on your products or their query, requiring more in-
depth information from eBooks, webinars and industry reports in order to make an informed
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decision. Your case studies and customer testimonials will then provide the corroborating material
to reassure potential customers that your product and service is the best choice to address their
need.
Decision Stage
Lastly, detailed and technical product information and analyst reports will tell the potential client
exactly how to use your product upon purchase.
By developing content that speaks to a consumer based on what part of the buyer’s journey they
are at, you can address and hold your potential client’s attention from the very beginning,
allowing them to navigate through content towards a purchase while empowering them at each
individual stage with appropriate information.
Not only will buyer personas and industry verticals help you narrow down the types of content that
you need to create, but it will also help you understand the triggers that cause people to search
for information in your industry.
In many cases a potential customer is triggered to start searching for solutions once they become
aware of an existing or potential problem. If you’re selling home insurance, for example, people
could either start searching for what you’ve got to offer after they move into a new home, after
they’ve been burgled, if they’re investing in new household items and electrics or if they’re
expecting a baby. Knowing that these are the triggers, you will be able to determine what
questions each persona will need answered in order to achieve their goal. This is a vital aspect for
developing an effective content strategy that will usher potential customers down the content
funnel until they become a buyer.
By using persona information to create content that answers the searcher’s question in a helpful
way it will also build trust in your brand and help establish you as a thought leader in your industry.
The Value of a Content Calendar
To make sure your potential customers are receiving relevant material at every level (and at
frequent, regular intervals), you need to create a content calendar. This tool allows you to
schedule and organize material for blogs and social networks well in advance. This way you can
make sure that your Twitter and Facebook posts coincide with relevant blog posts, creating
cohesion. A content calendar that includes all your posting platforms helps you ensure that
potential customers can move through social media along a clearly defined path that addresses
their specific need.
Marketing Your Content
After you’ve written your content and you are ready to distribute it, you need to start planning
how you are going to market it on each social media channel. Posting and distributing content
online gives you the opportunity to create more ways for your customers to find you, read about
you and trust you. When you have a content marketing strategy that includes social media
marketing, you can create a campaign-driven, highly strategic plan to track the cause and
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effect of your efforts through consumer engagement. Who’s retweeting you? How many people
are sharing your content and what does it take to make it go viral and grow your online
community? This kind of measurement will show your success, challenges and help you shape
future campaigns.
Different target audiences hang out on different social media sites, so you need to adapt your
updates accordingly (even if you’re not changing every individual blog post or article for each
social media channel). Your LinkedIn audience, for example, might include more suppliers,
colleagues and customers than your Facebook page, so make sure you craft a well thought-out
update about the content that you are sharing. Pictures also do particularly well on Facebook, so
make sure you’ve chosen an eye-catching image to accompany your post on this platform.
One of the easiest ways to make sure you’re sharing your content on a regular basis across all
your social media profiles is to use a social media management tool like Hootsuite. One of the
benefits of using social media tools that allow you to schedule your posts is that you don’t have to
login to each social media profile and manually post an update. You can ssimply write your
different updates and indicate which post should go where (and you can set the time in
advance, so you could easily schedule a week or even a month’s worth of social media updates
all at once). Many of these online tools also offer reporting tools so that you can see how many
people clicked on your links or shared your content with their networks, which can be valuable
when you need to identify what type of content is performing well on your social media channels.
Conclusion
A content marketing strategy is the blueprint to achieving your goals. At WSI, we have our content
marketing strategy template that outlines everything from your company’s content marketing
goals to the various content themes that you will be focusing on each month. A few other things
that your content marketing strategy should inclu4de are the commitments that were made
from team members, factors that can contribute to the success of the strategy, the components
of the strategy (such as webinars, webcasts, social media updates, whitepapers, blog posts,
newsletters and videos) and the steps that need to be followed in order to successfully execute
each phase of the strategy. It also includes a high-level calendar so that you can see which
marketing tactics are planned for each month of the year.
The true power of your content marketing strategy occurs when your content is shared and
syndicated across your customer’s social channels as well. Once you’ve determined how you’re
going to go about creating and distributing content, you can use this strategy to encourage your
audience to share your content and help build your brand’s awareness.
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About the Author
As a speaker, trainer and Digital Marketing Consultant, Francois conducts
many training days, boot camps and conference presentations on Digital
Marketing and Social Media.
Francois is known for his ability to take complex Web and social media
topics and make them easy to understand and accessible for everyday
people and small business owners.
He educates business owners on the practical applications of social
media networks like LinkedIn, Twitter, Facebook and YouTube.
About WSI
WSI is a digital marketing company with a strong international presence. Our Digital Marketing
Consultants use their knowledge and expertise to make a difference for businesses all around the
world. Headquartered in Toronto, Canada, we also have offices in over 80 countries. We’re a
powerful network of marketers who strive to discover, analyze, build and implement digital
solutions that win digital marketing awards and help businesses succeed online.
Over the last 20 years, WSI has won multiple digital marketing awards for our solutions by adapting
to the constantly shifting landscape of the Internet. We take pride in helping businesses make the
most of the dollars they spend on digital marketing.
Ready to move ahead and discuss a project with a local Digital Marketing Consultant? Get in
touch with one of our experts now by visiting
http://www.eworkswsi.com.cy/Contact_EworksWSI.html
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