by Sarah K Perlman | Mar 5, 2023 | Branding, Content Creation, Marketing, Social Media
Looking to develop your content strategy? You’re not alone. According to the Content Marketing Institute, only 40% of B2B marketers have a documented content marketing strategy. Around a third have a loose, undocumented strategy, and 27% have no strategy at all. Why does this matter?
Since the pandemic, content usage has increased by 207%. People are searching online every minute to find the answers to questions that your business can answer! Providing quality content to assist them is a key tactic to drive business. But you have to be intentional about what content you create, where you post it, and how you create it.
To help develop your content strategy, answer these 14 questions:
Identifying Your Target Audience
- Who is my ideal client? Hopefully you have a current client who is just a dream to work with. But if you don’t, imagine what they would be like. Picture the field they work in and what their daily responsibilities include. Do some sleuthing online to see what these people likely care about when it comes to their work. (Or if you’re a B2C business, figure out the circumstances that would lead to them buying your product or service for their personal use.) You need to know as much as you can about your ideal client so that you know you are speaking their language.
- Which of their pain points can I speak to? I separated this out from the above because it’s critical to understand how your business can solve your clients’ problems. A pain point is a problem that they are currently having, without an obvious solution. (Or maybe it is obvious and they just haven’t done it?) Once you know who you’re talking to and what problems you’re solving for them, you’ve got a path to start creating content.
- How do I want my audience to view me? This should be an easy question to answer if you have been faithful to The 10 Commandments of Branding. If you have an established brand mission, vision, values, and voice, then you know how you want to be viewed. If you don’t… time to do some homework!
Planning and Creating Content
- Why do I want to post about this? When you start creating content, this is a crucial question to ask yourself. Is this content really helpful, or do you just like talking about it? I mean, I’m a huge fan of pop punk music, but that doesn’t relate to marketing (or does it?) so I won’t be blogging about it. Make sure your content falls into one of these categories:
- Educate—teaches your audience something new
- Inspire—encourages your audience
- Entertain—evokes emotion in your audience
- Does this help position me as an expert? Continuing the above example, my love of My Chemical Romance isn’t going to paint me as an expert in marketing. Evaluate your content ideas and be sure that they relate to your business offerings. Showcase your expertise in your field, which you’ve gained over years of education and experience.
- What pain point is this solving for my idea client? Not every piece of content have to solve one of your clients’ problems. But 80% of your content should fall in the “educate” category, so most of it should relate to something specific that they are struggling with. Consider those pain points you established above and think of content you can provide that eases the pain. A good tip I like to remember is to tell people WHAT they should do, but not always HOW they should do it. You should be providing value and helpful answers, but if you give away all your secrets they won’t need your business!
- How can my content usher my audience through the sales funnel? You should create a wide variety of content that helps people at all the various stages of your sales funnel, including those who are already clients. Here’s a quirky little secret: instead of a funnel, I like to picture an onion. The outer layer is a little flaky, like the people who are just skimming to see what’s out there. They don’t really know what they’re doing, so you need to tell them what’s up. The next layer is a little bit thicker, for people who know what’s going on but aren’t ready to buy. They might have specific questions but aren’t in a position to engage with you directly. Even thicker is the next layer, for the people who know exactly what they need and are trying to identify the best option. This group needs proof of your expertise and signals that you are the right choice (case studies, testimonials, etc.). The thickest, innermost layer is for your current clients. Even though they are already buying from you, they can still learn new things and be inspired and entertained by your content.
- What’s the best format for this content? If I tried to make this blog post as an Instagram reel instead, it would never work. There’s way too much detail. Conversely, if I tried to make a blog post out of an inspirational quote (which I typically post on Insta), it would be ridiculous. Take some time to flesh out your idea a bit and visualize what format fits best.
Choosing Publishing Platforms
- Where does my audience spend their time online? Back to your ideal client—where do they hang out? Are they reading about the best fishing spots in North America? Are they watching makeup tutorials on YouTube? Are they scrolling through TikTok at 1am? The more you can find out about your audience’s habits and preferences, the better you can serve up your content in the way and location they want. (Not to mention that if they are searching for you, their go-to sources will be able to find you too.)
- What platforms am I comfortable learning and using? It doesn’t matter if your audience spends all their time on TikTok if you’re not comfortable using it! (Can TikTok even be used for a business? Short answer: YES!) If you’re not already on the platforms that your audience prefers, check them out and see if you can understand them and get behind using them. If not, don’t include them in your strategy. (Or outsource… more on that below.) It’s also not important to be on every social media channel plus a blog plus a podcast… If you spread yourself too thin, it’s pointless anyway. Find out where your audience is, evaluate your comfort in using that format, and choose where you’re going to be.
Establishing Your Process
- Where can I look for inspiration? Before you can create valuable content, you have to consume valuable content. This doesn’t mean you should look at your competitors’ blogs and rip them off. Great ideas can come from anywhere, especially other industries and entertainment sources. For example, if you’re a wedding photographer, research fine art sources for inspiration. Or look within your industry at other vendors. Maybe a wedding cakery will inspire your next great Instagram post.
- How much effort am I willing to put into my content strategy? Not gonna lie, this all takes a lot of time. If you’re new to creating graphics or writing blogs, there’s also a learning curve you’ll have to experience. How much time are you willing to invest in developing your content strategy and the tactical execution of your plan? Be realistic, because the best laid plans mean nothing if you can’t get the content published.
- What tools can I afford to use? There’s a wide range of tools available for creating graphics, scheduling social media, posting blogs, even drafting content. Some are free, while others cost big bucks. How much can you invest in these tools to bring your strategy to life? Or can you outsource as a “tool” instead?
- Should I consider outsourcing to a pro? According to the Content Marketing Institute, half of all marketers outsource at least some of their content creation. If this list is overwhelming to you and you don’t know where to begin, consider finding a marketer to partner with. Even if you can answer some of these questions but don’t have the time or resources to activate your strategy, reach out. You may find that it’s more cost effective (whether in terms of money or time) to outsource.
by Sarah K Perlman | Dec 29, 2022 | Branding, Customer Experience, Marketing
How strong is your customer loyalty? Do your customers return to you as soon as they need your services or products? Or do they shop around for the lowest price or most convenient path?
If you know me at all, you know that I am a Coca-Cola fanatic. I will not drink Pepsi. If a restaurant doesn’t serve Coke, I drink water. But a little-known fact about me is that I used to drink Pepsi! When I was in high school, there were only Pepsi machines around the campus and I was fine substituting while on campus.
Since then, I’ve been choosing to drink Coke. I’ve convinced myself that anything less is just worthless (even Coke Zero). Psychologically, I just know that Coke is the best. What led to me becoming so loyal to Coke?
Short answer: consistency.
Using Consistency to Build Customer Loyalty
The secret to building customer loyalty is being consistent. Not just in any one area, but in ALL touchpoints.
1. Visual branding
Coca-Cola was the most common consistency example cited in my printing classes. It’s the brand that was always used to emphasize the importance of reproducing an exact color on any and every substrate. From cardboard boxes to magazine ads to aluminum cans, Coke red is always consistent. They even had their own PMS color created just for them!
Beyond the color, Coke has had the same font for their logo since 1886. It’s been tweaked slightly over the years, but the script has remained largely the same for almost 140 years. This type of consistency means that the image is instantly recognizable to consumers.
2. Brand Reputation and Values
Reputation is difficult to control in a lot of ways. It’s the expression of what a collective thinking is about your brand, and it can be incredibly challenging to change a bad reputation. However, reputation is strongly tied to your brand’s values.
Continuing the Coke example, their values include bringing people together. Ads are always about sharing a Coke with someone and use emotional marketing to resonate with consumers. The name campaign (where they printed names on bottles) was an innovative way to encourage people to buy and share Coke. Yet it fit right into their desire to bring people together.
When people know what you stand for and you’re consistent about representing your brand, they’re more likely to feel good about supporting you.
3. Product or Service Quality
No matter where you travel in the world, you can find a Coke. It’s always refreshing and always delicious!
This is not to say that it’s the same formula everywhere you go. Just like McDonald’s has different menu items to better serve customers in other cultures and countries, Coke has slight differences depending on where you go. (For example, Mexican Coke is renowned for its use of real sugar instead of high fructose corn syrup.)
But the point remains that, regional differences aside, you always know what to expect. I can buy a Coke at my local grocery store and get the same taste as I’d get from a gas station in Colorado. That’s consistency, and the guarantee of getting what I want every single time has cemented my customer loyalty.
Products aren’t the only thing that can be consistent. Service providers should also strive for consistent quality through every experience. If your maid service is sometimes fantastic and other times lackluster, you’re more likely to explore other options. But if they’re on top of things every single time they visit, you’ll be so happy that you’ll have no need to see what else is out there.
4. Product Placement
If your company is a B2C business serving consumers, you need to be consistent in where they can find you. I know that I can go into pretty much any retail establishment in the United States and find a Coke. Even if you’re a niche business that crafts vegan hemp dog collars, you should have your product always available where your customers expect you. If you sell on your website, you’d better make sure your site doesn’t go down. If you sell at a retailer, you should have a stocking schedule that allows for representation. Nothing is more disappointing than expecting to get what you want and having it be unavailable.
5. Customer Experience
This is your area to shine! The experience is paramount to building customer loyalty. Consider your buyer’s journey and the decisions they make that lead them to your product or service. Then look at every touchpoint between the decision to purchase and the transaction being complete. Have you provided excellent service? Have you delighted the customer with little details? Do these things every time and for every interaction, and you’ll have a customer for life.
When people know what to expect and know they’ll get it every time, you’ll build a loyal following who call you first when they need you. Better yet, you’re their ONLY call because nothing else compares. Build customer loyalty with consistency and you’ll win every time!
by Sarah K Perlman | Nov 19, 2022 | Branding, Campaigns, Email Marketing, Social Media
This guest post was written by Sadie Aram for Silverbrook Marketing.
The United States is home to over 4,000 higher education institutions, and each one is competing for the attention of prospective students. If that doesn’t produce enough stress already, college enrollment numbers have been on a decline due to the COVID-19 pandemic. Now more than ever, it’s important for higher education marketing teams to implement engaging and effective campaigns to reach future attendees. If you’re struggling to spread the word about what your school has to offer, make sure you have these four strategies in your marketing plan.
1. Personalize the experience.
Use emotional marketing to connect with potential students. They will be better able to see themselves at a school that recognizes and addresses their unique needs. Tailor your message to specific groups based on marketing personas developed from existing demographic data. A persona is a semi-fictional description of your ideal candidate that can help you envision the audience you’re appealing to. It can look something like this:
“Alexis is a 19-year-old high school senior. She is a section leader for the marching band and excels in her honors classes. She hopes to pursue a career in engineering when she is older. Alexis values a strong community and hopes to have security in her adult life.”
Each student has a different motive for pursuing higher education, so your institution should develop multiple personas appealing to small groups with like interests. For example, you wouldn’t market to a high school student the same way you would market to a mother looking to further her education.
2. Spotlight success.
College is no small commitment to make, so students want to get a glimpse of what’s waiting for them. Showcase student, faculty, and alumni achievement to demonstrate to prospective students the influence that their education could have on their future.
Showcasing success doesn’t require someone to be the next Albert Einstein or Brad Pitt. Are professors conducting innovative research? Are alumni holding impressive positions at high-profile companies? Are student organizations making an impact on the world? These are all feats to celebrate, and they could be strong factors in someone’s decision to choose your school.
And don’t stop at academic success! Any achievement—whether in athletics, art, entertainment, etc.—is a great way to spotlight your institution in a positive way.
3. Highlight the numbers.
When making critical decisions, we tend to rely on data evidence to inform our choices. Numbers help prove the effectiveness of your institution in a tangible way. Data reinforces your school’s success, and numbers are easier to consume than a chunk of text that portrays the same information.
Does your college have an impressive selection of majors and minors? A high freshman retention rate? A small student-to-professor ratio? Don’t be afraid to brag and show them off! Have general facts and figures easily accessible as well, such as total number of students, price of tuition, and average test scores of admitted students.
4. Adopt a digital-focused approach.
Most of today’s students belong to Generation Z, a group characterized by more digital media usage than ever before. Establishing a space for your institution in the digital world is a foolproof strategy for grabbing your audience’s attention. Here are a few ways to do so:
- Build a responsive website: Your website is often the first place students will look for more information about your school. Additionally, over half of internet traffic comes from mobile devices. Because of this, be sure that your website is well-organized and mobile-friendly. Make requesting more information easy and use your website as a gateway for your other digital platforms.
- Improve SEO: Most people rely on search engines like Google to find the information they need. However, 75% of Google users don’t click past the first page of results, so search engine optimization (SEO) is crucial to your digital success. You can bolster your SEO rankings by producing a variety of content and researching the best keywords to incorporate, but this is a highly technical field. The best results often come from the help of an expert.
- Email with intention: Students prefer email over direct mail, but you don’t want to end up in their spam folder. Remember to personalize your messages to peak your reader’s interest. You can streamline this process by using email automation software like Constant Contact or Mailchimp.
- Stay active on social media: A recent study showed that 94% of Gen Z use social media, so it’s a no-brainer that you should, too. Be sure you’re frequently posting consistent content to entice your audience. Consider posting various formats and subjects, including photos of campus, infographics, videos, and live streams.
- Leverage user-generated content: Amplifying images, videos, reviews, and other assets created by your followers is a great way to influence potential students. Having many different viewpoints from your connections gives your brand an authentic presence and gives students an exclusive look into the university lifestyle.
What do you think? Have you tried these strategies? Are there any that I missed? We’d love to hear from you!
by Sarah K Perlman | Nov 3, 2022 | Branding, Media, Public Relations
This article was contributed by Sadie Aram for Silverbrook Marketing.
Are you struggling to find the missing piece of your marketing strategy? Introducing your new secret weapon: HARO. Although some would argue that marketing and public relations are separate entities, there’s no doubt that the two go hand in hand. If you’re a public relations beginner, don’t worry—with the right techniques, you can be a HARO pro in no time.
What is HARO?
HARO, which stands for “Help A Reporter Out,” is a mailing list where reporters submit queries to connect with sources that can give information to use in their articles. Think of it like a dating app—if you have the insight that a journalist is looking for, then it’s a match! Using HARO is a more efficient way to secure media coverage than spending hours writing the perfect press release and blindly sending it to journalists who rummage through hundreds of emails per day.
Receiving press exposure is an effective way to amplify your business without paying a cent; it just requires a bit of time and effort. A simple quote can make your company visible to a new, wider audience, which will set you apart from your competitors. Earning mentions from the media can increase the credibility of your business, allowing you to become an opinion leader in your field.
How Do I Use HARO?
To use HARO, you must sign up to become a source. Create a free account using your name, email address, and company name and act on relevant queries as frequently as you like. HARO is made possible by mutual trust and support, so be sure to read the rules for sources before replying to queries. Once registered, you will receive three emails each weekday at 5:35 a.m., 12:35 p.m., and 5:35 p.m. Each email will contain requests categorized by industry, like business, sports, education, and more. You can also choose to receive industry-specific emails. Here are a few examples from the HARO Twitter, where urgent requests are posted:
“Seeking experts to provide information on how often credit card declines occur, and how to prevent it from happening in the first place.”
“Seeking the latest tools, gadgets, etc. for coffee and tea lovers who brew the perfect cup at home.”
“Seeking experts to discuss career planning as a parent”
“Seeking people with enormous Halloween decorations.”
Top Tips for Using HARO
As you can see, requests can vary greatly. While mastering HARO takes experience over time, here are a few dos and don’ts to follow when getting started:
- DO act fast: Journalism is fast-moving and queries are time sensitive. Improve the chances of your response being chosen by moving just as fast! Read HARO emails as soon as they are sent and compose a response once you find a relevant request.
- DO keep it concise: Giving a reporter exactly what they need is the best way to get noticed. Leave out “fluffy,” distracting information that steers attention away from the real message. Consider including direct quotes so journalists can pull directly from your response.
- DO include the full package: Attach a headshot, a short bio, and other appropriate details like your contact information and your company’s website. Avoid asking for an additional comment or interview, though. We’re still in the fast lane!
- DON’T reply to every request: Always double-check that you meet the requirements and bring the right expertise to the table. If your reply is irrelevant to the query, your response will go straight to the journalist’s trash bin. It’s okay to wait for the right query—especially if you have a unique angle for their story.
- DON’T do it for the backlinks: If a writer uses you as a source, they will often link back to your website. Yes, this is beneficial to your website’s search engine optimization (SEO), but it shouldn’t be the leading motive of your HARO responses. Think of it as a plus for helping reporters get the quotes they need for their next articles.
- DON’T self-promote: Unless a query is specifically asking about a certain product or service (i.e. “Seeking gift ideas for doctors and other medical professionals”), leave sales out of your response. More than half of publishers will decline a pitch that’s too promotional. Respond with value and focus on what your expertise can contribute to the topic.
Stay Involved
While incorporating HARO into your marketing routine, keep in mind that your first response will likely not get your company into the New York Times. While it may take a few attempts to secure media coverage, be consistent with HARO to see the best results. When a journalist uses your response, say thank you and share the article on your social media pages. Developing a relationship with a journalist can help you land more placements in the future!
by Sarah K Perlman | Oct 15, 2022 | Branding, Content Creation, Social Media
Take a few seconds to think of your favorite company. What comes to mind? Perhaps you’re imagining a specific logo, a color, or even a slogan. It only takes a quick thought to visualize the company, but what is the key to making it so recognizable? The answer is a style guide that bundles a brand’s identity into one rulebook. Yes, having a “rulebook” for your brand may sound intimidating, but a style guide is a foolproof foundation for building brand consistency.
What is a style guide?
A style guide is a reference document that specifies all visual aspects of your brand. It provides universal instructions on how your brand should (and shouldn’t) be portrayed to your audiences. Key components of a style guide include colors, logos, typography, and imagery that aligns with your brand’s identity. A well-executed style guide also identifies the intended tone and voice of brand messaging, encompassing all aspects of your brand identity.
Your style guide gives direction to any type of content for your company, including presentations, business cards, social media posts, and more. Your style guide should not only be used internally by employees but also shared with external partners to ensure that they are representing your brand correctly.
Why should your company have a style guide?
Consistency is key when creating content for your business. A recent study reported that consistent presentation of a brand has been seen to increase revenue by 33%. A style guide that outlines the standard visual elements of a brand can ensure that all your company’s content maintains a cohesive look and feel. Keeping your branding consistent also increases the awareness of your company. If your content conflicts with each other, your customers may feel confused and less acquainted with the brand.
Remember how it only took a few seconds to visualize your favorite company? Consistent branding plays a crucial role in audience recognition. As a small business, building brand awareness can be a challenge. A style guide is the first step in making your business identifiable to your customers.
While developing a style guide may seem like a tedious process, it will save you time in the long run. Having a style guide will streamline your content creation. When visual guidelines are clear to your employees and partners, there’s more time to focus on creative content rather than spending time deciding what design elements look best every time.
Components of a great style guide
Brand Story: Include a summary of your company, its offerings, its mission and vision statements, and its core values. Your brand story can also introduce tone and voice, intended audiences, and explanations behind the company name and tagline. Putting this information at the forefront of your style guide establishes the brand’s foundation and helps users understand the basics of your company.
Logo: It’s important to specify guidelines for perhaps the most iconic part of a brand. Include all approved versions of your company logo in your style guide along with proper sizing and proportion information. Give clear directions on how much spacing the logo needs in relation to other visual content. If you offer your logo in different colors, make sure to include the correct usage of each variation.
Color: Your brand should have no more than four primary colors. In addition to adding color swatches to your style guide, you should also add all information needed to reproduce the colors accurately. This means including RGB and HEX codes for digital assets, CMYK codes for print assets, and Pantone values (though Adobe is making it difficult to use these).
Typography: Like colors, your number of brand fonts should be limited. In your style guide, note the fonts and their usages. What font should be used for headings? And for paragraphs? What sizes should be used? There’s a lot that goes into typography choices that a seasoned designer could assist you with.
Imagery: Define the genre of images and illustrations that you want your brand to utilize. Whether your company is represented by dramatic action shots or family-oriented portraits, it’s important to outline best practices for these types of visuals. To do this, you should include photos your company has used in the past. You can also display stock photos that represent your brand identity.
The “Don’ts”: Including how NOT to represent your brand can be just as helpful as outlining what you DO want. Don’t be afraid to specify incorrect usage of your logo, color palette, typography, or imagery so those mistakes won’t manifest in your content.
The above are the main components of a good style guide, but the contents don’t have to stop there. The more specific your style guide is, the more consistent and efficient your content strategy will be. Keep in mind that implementing a style guide doesn’t happen overnight. The guide should be enforced throughout your company, both internally and externally, to guarantee success. Make it a habit to refer to the style guide when creating any type of content. Then, you’ll be one step closer to achieving the brand awareness that your company is looking for.
Interested in creating a style guide for your company? Book a call with Sarah today to learn more.
