The Ultimate Marketing Machine
Tools and strategies
In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.
Yet in most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago. Hidebound hierarchies from another era are still commonplace.
Marketers understand that their organizations need an overhaul, and many chief marketing officers are tearing up their org charts. But in our research and our work with hundreds of global marketing organizations, we’ve found that those CMOs are struggling with how to draw the new chart. What does the ideal structure look like? Our answer is that this is the wrong question. A simple blueprint does not exist.
Marketing leaders instead must ask, “What values and goals guide our brand strategy, what capabilities drive marketing excellence, and what structures and ways of working will support them?” Structure must follow strategy—not the other way around.
To understand what separates the strategies and structures of superior marketing organizations from the rest, EffectiveBrands (now Millward Brown Vermeer)—in partnership with the Association of National Advertisers, the World Federation of Advertisers, Spencer Stuart, Forbes, MetrixLab, and Adobe—initiated Marketing2020, which to our knowledge is the most comprehensive marketing leadership study ever undertaken. To date, the study has included in-depth qualitative interviews with more than 350 CEOs, CMOs, and agency heads, and over a dozen CMO roundtables in cities worldwide. We also conducted online quantitative surveys of 10,000-plus marketers from 92 countries. The surveys encompassed more than 80 questions focusing on marketers’ data analytics capabilities, brand strategy, cross-functional and global interactions, and employee training.
We divided the survey respondents into two groups, overperformers, and underperformers, on the basis of their companies’ three-year revenue growth relative to their competitors’. We then compared those two groups’ strategies, structures, and capabilities. Some of what we found should come as no surprise: Companies that are sophisticated in their use of data grow faster, for instance. Nevertheless, the research shed new light on the constellation of brand attributes required for superior marketing performance and on the nature of the organizations that achieve it. It’s clear that “marketing” is no longer a discrete entity (and woe to the company whose marketing is still siloed) but now extends throughout the firm, tapping virtually every function. And while the titles, roles, and responsibilities of marketing leaders vary widely among companies and industries, the challenges they face—and what they must do to succeed—are deeply similar.
Highlights from the Survey
The framework that follows describes the broad traits of high-performing organizations, as well as specific drivers of organizational effectiveness. Let’s look first at the shared principles of high performers’ marketing approaches.
Big data, deep insights.
Marketers today are awash in customer data, and most are finding narrow ways to use that information—to, say, improve the targeting of messages. Knowing what an individual consumer is doing where and when is now table stakes. High performers in our study are distinguished by their ability to integrate data on what consumers are doing with knowledge of why they’re doing it, which yields new insights into consumers’ needs and how to best meet them. These marketers understand consumers’ basic drives—such as the desire to achieve, to find a partner, and to nurture a child—motivations we call “universal human truths.”
The Nike+ suite of personal fitness products and services, for instance, combines a deep understanding of what makes athletes tick with troves of data. Nike+ incorporates sensor technologies embedded in running shoes and wearable devices that connect with the web, apps for tablets and smartphones, training programs, and social networks. In addition to tracking running routes and times, Nike+ provides motivational feedback and links users to communities of friends, like-minded athletes, and even coaches. Users receive personalized coaching programs that monitor their progress. An aspiring first-time half-marathon runner, say, and a seasoned runner rebounding from an injury will receive very different coaching. People are rewarded for good performance, can post their accomplishments on social media, and can compare their performance with—and learn from—others in the Nike+ community.
Top brands excel at delivering all three manifestations of brand purpose—functional benefits, or the job the customer buys the brand to do (think of the pick-me-up Starbucks coffee provides); emotional benefits, or how it satisfies a customer’s emotional needs (drinking coffee is a social occasion); and societal benefits, such as sustainability (when coffee is sourced through fair trade). Consider the Unilever Sustainable Living Plan, which defines a set of guiding principles for sustainable growth that emphasize improving health, reducing environmental impact, and enhancing livelihoods. The plan lies at the heart of all Unilever’s brand strategies, as well as its employee and operational strategies.
In addition to engaging customers and inspiring employees, a powerful and clear brand purpose improves alignment throughout the organization and ensures consistent messaging across touchpoints. AkzoNobel’s Dulux, one of the world’s leading paint brands, offers a case in point. In 2006, AkzoNobel was operating a heavily decentralized business structured around local markets, with each local business setting its own brand and business goals and developing its own marketing mix. Not surprisingly, the outcome was inconsistent brand positioning and results; Dulux soared in some markets and floundered in others. In 2008, Dulux’s new global brand team pursued a sweeping program to understand how people perceived the brand across markets, paint’s purpose in their lives, and the human truths that inspired people to color their environments. From China, to India, to the UK, to Brazil, a consistent theme emerged: The colors around us powerfully influence how we feel. Dulux wasn’t selling cans of paint; it was selling “tins of optimism.” This new definition of Dulux’s brand purpose led to a marketing campaign, “Let’s Color.” It enlists volunteers, which now include more than 80% of AkzoNobel employees, and donates paint (more than half a million liters so far) to revitalize run-down urban neighborhoods, from the favelas of Rio to the streets of Jodhpur. In addition to aligning the once-decentralized marketing organization, Dulux’s purpose-driven approach has expanded its share in many markets.
Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”
A spices, and flavorings firm, emphasizes both depth and breadth in delivering on its promise to “push the art, science, and passion of flavor.” It creates a consistent experience for consumers across numerous physical and digital touchpoints, such as product packaging, branded content like cookbooks, retail stores, and even an interactive service, FlavorPrint, that learns each customer’s taste preferences and makes tailored recipe recommendations. FlavorPrint does for recipes what Netflix has done for movies; its algorithm distils each recipe into a unique flavor profile, which can be matched to a consumer’s taste-preference profile. FlavorPrint can then generate customized e-mails, shopping lists, and recipes optimized for tablets and mobile devices.
Learn Advantages for an Entrepreneur
For an entrepreneur who chooses to build a business in an existing business ecosystem, participating as a member of an ecosystem may offer the following advantages:
1. Market entry barrier reduction: joining an existing ecosystem can significantly reduce the technology barriers to enter a market, which in turn reduces the time to money, startup costs and ongoing operations costs.
2. Access to customers: ecosystems provide ready access to a well-defined, often international, base of customers. Access to customers is often one of the most difficult challenges for a startup to overcome and achieving access to customers can be one of the most expensive operational costs at the early stage of development as the revenue is just starting to ramp.
3. Operations cost reduction: ecosystems provide infrastructure services that reduce operations and startup costs, allowing the entrepreneur to avoid spending time on non-value activities such as information technology, process and technology.
4. Elimination of regional limitations: or local barriers related to access to talent, which no longer restricts a particular business operation to a large population center. The forming and operating of the business can now be location-independent.
For an entrepreneur who chooses to create a new business ecosystem and associated keystone organization, the business ecosystem model offers the following advantages:
1. Makes niche markets viable: keystone organizations can leverage niches by allowing members to make more money than they might as independents due to lack of reach or lack of community.
2. Leverages international disparities: a business ecosystem can allow widely differing costs of labour around the world to be harnessed, which can undermine the economics of incumbent providers.
3. Makes scarce skills abundant: ecosystems can harness under-employed experts and aspiring professionals for a wide variety of products and services.
4. Collaborative communities: help redefine the keystone organization assets to widen its value to member companies; communities can also help develop and sustain the assets to reduce operations costs.
All search engine marketers are trying desperately to promote trends
Especially the trends that are aligned with traditional digital marketing. SEO is immensely important to enhance key to improving your website’s visibility, driving more traffic and better conversion rates.
The first thing one can do as an internet marketer is to avoid making mistakes. Following “SEO Best Practices” can be difficult for online marketers. With search engines changing algorithms on a periodic basis, every SEO strategy needs to adapt and adjust with the latest techniques while giving up on age-old practices. Here are some of the prominent mistakes made by SEO experts:
Mistake #1: Not optimizing images with rest of the content
Optimizing images is sometimes not part of the SEO strategy and can be over looked. Adding target keywords to images relevant to the rest of the content helps search engines understand them. A link to the image with just numbers and alphabets in odd positions does not convey anything but some relevant words and numbers would matter. One should incorporate descriptive keywords for every image. Including relevant alt text helps search engines to find images in relevant searches and even the accessibility of the site.
Mistake #2: Keyword stuffing
Nowadays websites contain varied types of content in terms of text. One needs keywords for SEO and use of right keywords is important for getting the right audience. Optimize them carefully to gain popularity in search engines. But keyword stuffing will only ruin your website ranking since cramming a keyword multiple times makes content worthless. Only keywords do not get customers to a website. Also, Google algorithms will get the site blacklisted and also issue a bad ranking.
Relying on large amounts of mediocre content can affect sites. Using specific keywords with strategic placement and relevant content is effective. Creating insightful info about a topic can can attract attention through different channels.
Mistake #3: Not Setting Up Canonicalization
When implementing an SEO strategy, one should make sure that you do not have duplicate content on the site. If there is identical content for online access using different URLs, you need to identify the right page for visitors and implement a canonical to help search engines know that it is not a duplicate version.
Mistake #4: Disregarding Pages by Not Indexing Them
One should not forget indexing pages. Pages that are broken or missing are going to avoid search engine results altogether because pages indicating 404 error are excluded. A high number of 404s leads to an increase in bounce rate and visitors will feel cheated of any information. Search engines crawl websites and rank them and 404 pages interrupt their process. It is important not to have broken links on your site and keep the website active.
Mistake #5: No updates on site
After spending months to create an interactive and attractive website, one should try to keep it dynamic with consistent blog posts or some other content. Companies fail to optimize the site with keywords and just sit back to watch the traffic decrease. Let in some updates that will help your prospects with relevant information and they might convert to leads.
One needs to make a schedule for posting different posts related to your field on a regular basis, and consistency will get you the attention of search engines too.
Mistake #6: Neglecting social media
Neglecting social media is a crime in this day and age. Social media is no longer an optional marketing ploy but a necessity for businesses. By being conversant and relevant on popular social sites like Facebook and Twitter, one can enhance a company’s image and credibility. Sharing your content will lead the search engines and drive potential visitors to your site. Social media following can also boost brand awareness amongst loyalists.
Mistake #7: Lack of internal links
One might think that it is erroneous to link to one’s own content and even think that search engines might read into it and even blacklist the pages. Despite what you may think, internal links to website is great for SEO and helps search engines to crawl to your website. One should focus on the most important pages of any site and strategize posts to link back to those pages. One should find a real connection between pages to do the linking task.
Mistake #8: Failure to measure progress
Improving SEO is like losing weight. One needs to check and measure your progress on a consistent basis. One should know the current standing when you start, and then track the changes. With solid metrics in place, one will know that the SEO practices have been working or not. If you do not think that there has been any progress, then it is preferable to drop it.
Credit: Keval Padia
It has been widely reported by Search Engine Land, Techcrunch, and others that Google is planning a new update to their algorithm regarding mobile-friendliness. Mobile web traffic now exceeds traffic from desktop users, so Google is emphasizing how important it is that websites have the ability to display information correctly on mobile devices.
In the spring of 2015, last year Google first prioritized this and will update that original announcement again next month with a new change in their ranking criteria.
What does that mean to website owners and administrators? Simply, you may lose mobile traffic if your site is not compatible with mobile devices.
Fortunately Google does provide a tool in which you simply type in your url to check your site.You can find it here —-> Google Mobile Checker <—-
Something else that is less critical, but worth paying attention to is AMP – (Accelerated Mobile Pages). Google would also like sites to use their formula for making web pages load faster. They are emp
You can find all about it at the following link. —-> AMP <—-
Best of success in all your endeavors.
Jon Lombard – Contributor
7 Tips For An Authentic And Productive
Does this sound familiar?
You’re sitting in front of your laptop, staring at a blank screen.
The deadline for the article you need to write is approaching, and you’re struggling to get started when you should be in the final editing stages.
As you sit there trying to put your expertise in writing, a strange insecurity creeps up your spine. You see yourself changing before your own eyes, transforming from a confident expert into a self-conscious amateur.
It’s your own Dr. Jekyll to Mr. Hyde transformation experience.
I’ve been there.
I used to hate writing
Well, actually, it was more like loathing than hating.
Anytime I needed to write anything I’d procrastinate, pretending that avoiding the project would make it go away. Needless to say, the procrastination led to a flurry of rushed writing at the last minute to meet my deadlines, resulting in less than my best work.
But my real problem wasn’t the act of writing. It was fear. Fear of making mistakes, fear that what I wrote would sound stupid, fear that my writing wouldn’t make sense to the reader, etc.
My insecurities were turning me into a monster
So there I was, a guy with more than 15 years of experience, who has won some awards and is even a judge for three international design competitions, worried about sounding stupid.
It sounds ridiculous, but my fear of screwing up made writing a miserable experience for me.
I even used to try to compensate for my fears. I’d use stiff, formal sentences and large, important-sounding words to try to “prove” I knew what I was talking about. Unfortunately, all that did was make me sound like a pretentious jerk.
It was like I was changing from Dr. Jekyll into Mr. Hyde anytime I had to write something.
Then one sentence from my college professor changed everything
I had a job that offered tuition reimbursement benefits, so I decided to take some college classes. One of my classes was a composition class, and the professor gave me the best writing advice I’d ever heard.
“Write the way you talk.”
It can’t be that easy! Seriously? What a liberating idea! That one piece of advice helped me break free of my fears and relaxed my writing style. No more procrastination. No more using large, unnecessary words to try and impress the reader. I could just relax, be myself, and write.
Now before you get the wrong impression, let me explain something: writing the way you talk does not give you permission to write poorly, or to publish content that sucks.
What it does is help break down the mental barriers of fear and procrastination that keep you from being a more engaging, and more productive writer.
Here’s how to use “write the way you talk” to squash your insecurities and avoid sounding like a pompous idiot:
1. Imagine yourself having a chat with a trusted friend
Good writing is like a conversation between the writer and the reader. So when you’re writing, think about how you would explain your topic to a close friend who was sitting next to you.
If you were having a conversation with that person, what words would you use? What would you talk about first? What examples would you give to help them understand your topic? What questions might they ask?
Approaching your writing this way will help you write copy that’s more informal and conversational in tone, that better engages your audience. As it happens, it’s also the best way to write sales copy.
2. Record yourself talking about your topic.
Not sure what you sound like in a conversation? Try recording yourself talking about your topic.
This is especially helpful for people who have clients they talk to on the phone regularly. The next time you’re explaining something to a client on the phone, record the call and listen to it later (Be sure to check the laws in your state first. Some states require you get the other party’s permission before you record). The easiest way to do this is with one of the many available plugins for Skype that do call recording.
3. Take a deep breath, relax, and just be yourself
By writing the way you talk, you can’t help injecting a little of your personality into what you write. After all, you’ll be writing in your own voice, using plain English everyone can understand, and a tone that makes you seem more human than textbook.
Combine that with a few relevant, well-placed personal stories and you have the makings of some irresistible content.
4. Use the same words that you do in your everyday life.
If you write the way you talk, you’ll be more inclined to use common, everyday words that you would normally use in conversation.
This prevents you from sounding like Captain Jack Sparrow using (in my best Johnny Depp impersonation) obtuse and generally confounding speech that makes your readers wish they were drinking rum.
So keep your writing simple and clear without artificially inflated language. A good rule of thumb is: if the average person would need a dictionary to know what your word means, then you need a different word.
5. Toss out the rule book and just start writing
If all the rules about grammar, writing styles, active versus passive voice, and punctuation are adding to your insecurities about writing, toss out the “rule book” for awhile and just write.
Focus on getting the main points of your idea down in your first draft, and don’t worry about anything else.
Once you’ve done that, you can go back and edit the heck out of what you wrote.
Do you notice any obvious errors? Is there anything that could be rearranged to bring more clarity to what you wrote? If so, now’s the time to fix it along with any grammatical, spelling, or other writing problems.
After you’ve made those corrections, leave the article to sit overnight and look at it again in the morning with fresh eyes. Is there anything you can do to make it even better?
6. Enlist the help of a close friend to keep you honest
Want to make sure that what you write actually sounds like you and not someone else?
Enlist the help of a close friend. Have them read what you write, and tell you if it sounds like someone else wrote it. This will help keep you true to yourself, and will force you to be authentic with your writing.
7. Read what you write out loud
One of the first editing tests I put my writing through is reading it out loud. Doing that makes awkward sentences and bad punctuation become obvious, because as you read, you’ll naturally “stumble” over the parts that need to be fixed.
So as you read your writing aloud, pay attention to those places that tend to trip you up — they may need some additional work.
The moral of the story
Get over the fears of messing up or sounding stupid. Just write the way you talk and you’ll be able to knock out your first draft in no time.
If you’re willing to do that, you’ll find that you’ll dread writing a lot less and be able to get more writing done because you’re working on it instead of fearing it.
I’ve been using these tips to guide my writing for several years now, and today I got the best evidence yet that they work.
I was talking with one of my clients on the phone about blogging, and as we were discussing the content for her blog she told me, “Whenever I read something you wrote, you always sound like such an expert. Like you really know what you’re talking about. ”
Need I say more?
So go ahead. Dive in. Who knows? You may even start to like writing.
Written by: Logan Zanelli
"…25-30 year old single women with annual incomes over $75,000, who live in San Diego, who like to shop…So if we are pretending we’re a clothing store, these might be some of the questions we should ask:
Where do they shop?
What magazines do they subscribe to?
What blogs might they read?
What do they struggle with when shopping?
How do they share their shopping experience?"
–Derric Haynie, CEO Splash
So, I'm new to the world of marketing. No, it's not my educational background and I am surely not "fluent." So, when I took a few minutes to read the above article (http://hive.pe/eG) written by Derric Haynie of Splash, I was amazed that there was so much to learn with regard to marketing! Apparently, I'd been utilzing some aspects of marketing for quite some time now and hadn't even realized it.
Have you ever completed a profile on an online dating site? Whether or not you were providing misleading demographic information for your profile, you were probably marketing toward a certain mate. So you created a profile in such a way that the hope was that you would attract a certain someone who had all the characteristics that you were looking for. Am I correct? Well, even though this example is quite simple, you were using some aspects of marketing. If you included photos along with your description and traits, then you (in a nutshell), were utilzing the phenomenon known as "buyer persona."
I invite you to check out Derric's blog, especially if you are like me and you are new to this world of marketing. I thought it gave a great overview of this topic and it has forced me to think more about who my target audiences are in more detail.
I'd love to hear thoughts once you've had a chance to read Derric's article.
Source: Rob Neu
Get Your Blog Noticed
It seems like a lot of bloggers, and people in general really, have a bit of a negative view when it comes to SEO (Search Engine Optimization) and how to utilize it to be one of the top entries of a search results page . It seems that lately opinions are moving in a more positive direction. I think this is awesome because SEO can really help bloggers get their content noticed. Ranking well in organic search is one of the best ways to share your voice with a larger audience and increase your authority on a given topic.
The goal of this article is to help bloggers understand that SEO is simply a tool, not the mystical black art that many have sold it to be. When you do SEO right, it really doesn’t need to impact your writing much at all. Once you learn the basics, it just sort of becomes something you do naturally without having to think about it very much. The places where most bloggers struggle are keyword targeting, strategic link-building, and technical SEO. Technical SEO is indexation problems, meta issues, and most of the other things that our SEO audits address.
None of these things should change the way you write significantly. Keyword targeting can be as simple as doing a bit of research to make sure you mention the right words a few times throughout your posts. Technical SEO sounds complicated, and can be sometimes, but if you’re a blogger using WordPress, chances are it’s actually a lot simpler than you think. Strategic link-building can be a bit tricky, but as a blogger you have a distinct advantage over other website owners in this area. Bloggers can update their site and display new content very quickly. Search engines love this kind of activity.
Harness Your Blog to WordPress
Facts don’t lie. As of this writing, WordPress powers over 38% of the Web. It is by far the most widely-used content management system and it continues to grow in popularity every year. It should be noted that this is the self-hosted version of WordPress, which is WordPress.org not WordPress.com. WordPress.com is a great place to get started, but if you’re serious about blogging and SEO you should consider self-hosting.
In addition to being popular, WordPress is also a very SEO-friendly CMS. Without doing anything extra, simply using WordPress will improve your chances of ranking. This is because it has a lot of basic SEO functionality, such as pretty permalinks and contextual page titles, built right in.
Moving to WordPress is (Usually) Easy
There are a lot of importers for WordPress that let you move your content from other systems like Blogger and Tumblr built right in. There’s also a bunch of great plug-ins and an entire guide to help make the transition to WordPress easier. One area that might be a bit of a challenge is choosing a new design for your site once you’re up and running. Lucky, there are tons of great free and premium WordPress themes for you to choose from.
Once you’ve got your blog running on WordPress, you need to start thinking about integrating some basic SEO best practices into your blogging work-flow. A good place to start making some changes is in your keyword targeting.
Over time, you’ll start naturally writing your posts in a more search-friendly format, but when you’re getting started it’s best to do these things AFTER you’ve finished writing. When SEO isn’t familiar to you, focusing on it right out of the gate will just slow down your writing and frustrate you. Try to put it out of your mind until you’re done writing and think of it more as part of your editing work-flow.
You should also keep in mind that your SEO title and your meta description are going to be the way people see your post in the Google search results. Because of this, they need to be attention-grabbing. Getting this right is critical for convincing people to click on your post. A great title can even outdo a higher ranking in some cases, so definitely spend some time thinking about improving your headlines.
How Do You Know Which Keyword to Choose?
Choosing the right keywords for your posts is another area where most people struggle. Many times the title of your posts might not be exactly what people are looking for on Google. As you do this more, you’ll start to develop a bit of a 6th sense for choosing keywords, but starting out it can be a little tricky.
Don’t let this section intimidate you or stop you from optimizing your posts. Google is pretty smart and they’re getting smarter all the time. If your content is good enough, they’ll frequently rank you for the keyword you should have targeted if it isn’t something that’s super competitive.
That said, in a perfect world you’d always be optimizing your content for the ideal keywords. In order to get a little closer to that, you can use a few tools to get an idea of what people are searching for on Google.
Keyword Research is Hard, but Worth the Effort
In order to pick the best keywords, you need to do a little research. There’s a tool from Google called the Keyword Planner that will let you see how many people are searching for a particular group of keywords. The problem is it’s difficult to come up with variations on your original idea to see what might work best. Luckily, there’s a simple tool called Ubersuggest that can give you a ton of ideas to test in the Keyword Planner. Here’s a guide on how to use Ubersuggest.
Spending 5 or 10 minutes doing this can mean the difference between targeting a high competition, low volume keyword or targeting a low competition, high volume keyword. It’s hard to get into the habit of doing this, but if you take the time to learn it, you’ll understand the benefits pretty quickly.
Google also has another useful tool called Google Trends which lets you see the overall interest in a keyword or a topic over a period of time. This can be a good indicator for whether a keyword or a topic is worth focusing on. Keyword research is a pretty vast topic and it’s also one of the cornerstones of SEO. Don’t feel bad if you have trouble with it, you are far from being alone. Just chip away at understanding it a little at a time.
Being an active blogger gives you a number of distinct advantages over other website owners. As a blogger, you probably already have a group of people you interact with and talk to online on a regular basis. This is a huge advantage! Keep track of where these people are hanging out on the web.
Stay active on Twitter, Facebook and LinkedIn in particular, among the Social Networks. All of these things mean that whenever you publish something related to WordPress, it’s pretty much guaranteed to get a lot of eyeballs and pull in a decent amount of links.
You need to do the same thing in your industry. Start searching for things related to your industry and follow the top results to find where everyone is hanging out. Find the popular blogs, see which social networks everyone is most active on, and pay particular attention to any forums your community is using.
Start leaving comments, talking on social channels, sharing your own content as well as the content of others, and posting in forums. Don’t spam anyone, but don’t be afraid to jump into the conversation either. Once you’ve established yourself in the community a little bit, don’t hesitate to start asking people for links when appropriate. If you’re a genuine person and you’re not just trying to leech off the community, you’ll be surprised how responsive and helpful everyone is.
Keep Track of Your Progress
If you’re not already using Google Analytics, you really need to start. Analytics can get pretty complicated and probably deserves an entire post of its own. That said, there’s a number of simple things you can look for in your analytics to help you keep track of and improve your blog’s content and SEO efforts. First of all, you’ll need to set up and install Analytics if you haven’t already. This guide does a good job explaining how to set up analytics and you can use this plugin to add analytics to your blog.
One of the biggest mistakes people make is they give up too early. The things outlined in this post take time! You can’t just target a few keywords, send a couple emails, and check analytics a few times if you want to succeed. You need to keep at it.
Don’t stop after you optimize a post or two. Do as many as you can! Go back into your old content and optimize it. Keep doing keyword research and learn how to anticipate what people will be searching for in your field. Keep your finger on the pulse of your community so you can be one step ahead of everyone and create content that people are thirsting for. You can do it! It’s not has hard as it seems, just keep working all the time and eventually you’ll get there.
Become The Best Blogger.
Is it necessary to have a goal to become the best blogger in your niche? Is content marketing something that the public on the web is seeking? Many have asked that questions about the value of content marketing and wondered if it is limited to a few types of businesses. This article was printed in Hubspot in August 2014 titled, How To Become The Best Blogger In Your Niche.
Back in 2012, Max Nisen wrote, “Content marketing is one of the biggest new trends.” He reported NewsCred’s CEO Shafqat Islam as saying, “Every Fortune 2000 company today is a candidate for content marketing. If they're not doing it, they will be.”
Two years later, Nisen and Islam’s prophecies have come to pass. We are in the age of content marketing — and it's showing no signs of going away. The content marketing arena is now so vast and so complex that people are starting to get lost. Don't believe me? Just take a look at this hodgepodge of an infographic from LUMA:
In spite of the scary complexity, blogging is still the one of the most powerful weapons in the content marketer’s arsenal. And the better the blog, the better the content marketing efforts.
So here’s my thesis: If you are the best blogger in your niche, you can be the most successful in your niche. It’s only logical. If blogging is the core of content marketing, and content marketing is the path to success, then we must conclude that being a kickass blogger is the path to marketing success.
And here’s the really good news: You can become the best blogger in your niche. In the post that follows, I will provide three points that explain exactly how to gain that edge.
1) Know your audience.
Answer the most important question: “Who is my audience?”
Too often, bloggers start with the wrong question. They ask things like:
- How can I be interesting?
- What can I write about?
- What will make this post more engaging?
Those are great questions, but they are totally meaningless unless you first understand your audience.
I came across a line recently that stuck with me:
When you blog for someone, you will have plenty of things to write about. What’s more, you’ll communicate in the right way — you'll be more "human" and familiar if you treat your audience like real people.
As you ask the big question, “who is my audience,” keep in mind these additional questions that will help you develop a deeper knowledge (From University of Maryland's Writing Resources):
- What is the relationship between the writer and the reader?
- How much does the reader know
- Is the audience likely to agree or disagree with you?
- What will the reader do with the information?
The clearer your view of your audience, the better your writing will be.
Your audience is smaller than you think.
Keep in mind that your audience is probably smaller than you think. Traffic metrics do not reflect an accurate count of your engaged audience. A better way to understand your audience is through engagement metrics.
In a study conducted by Chartbeat on Slate readership, they discovered that the most engaged readers were those who scrolled below the fold. A full 86% of engagement took place when readers scrolled to read an article.
Also, share metrics tend to skew the perception of an engaged audience. The people who share your articles don’t always read the whole thing, as an Upworthy study showed. This chart below indicates how long users stayed on a page compared to the point at which they shared the article.
Your true readership is made of those who are engaged — the users who read your entire article and absorb the material.
You can build your audience.
Even though it is smaller than you think, you can also build your audience. Great bloggers grow in size and reputation. That’s what this article will tell you how to do.
The more you blog, the better knowledge you’ll have of your audience. You discover what they love, what they don’t love, what makes them click, and what makes them convert. In my Complete Guide to Building Your Blog Audience, I wrote this:
"A great blog begins with the content you create, but to be successful, a blog also needs a strong community or audience."
So you should not only learn who your audience is, but also shape that audience, too. To a certain extent, you get to decide who your audience is, and what they want to hear.
Everything starts with audience. If you know your audience and speak directly to them, they’re going to love you.
2) Be consistent.
You’re not going to be a wildly successful blogger unless you’re consistent.
An article on NewIncite had this to say about consistency:
"Quality of content and consistency are the most important factors in setting up your schedule … Consistency will keep them engaged, build brand awareness, and — if done right — help convert them to buyers."
It’s easy to talk about consistency, but it’s hard to do consistency. Bruce Springsteen wasn’t exactly a content marketing professional, but he had a great line about consistency:
"Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose and of action over a long period of time."
What worked for The Boss works for content marketers, too. You want to be a blogging rockstar? Take it from a real rockstar: Consistency matters.
Being a rockstar blogger feels good. But waking up early every day, hitting the keyboard every day, and maxing out your mental resources every day doesn't always feel good. But that gritty pain is what consistency is made of.
How often should you blog?
So, what does consistency mean in real numbers? How often do you need to publish a blog post? To answer this question, I’m going to be all evasive and tell you to refer to point one — know your audience.
"As long as the blog post serves these two goals it’s worth doing a post: 1) Is a compelling and interesting story to your target audience (the reader), and 2) Serves the objective for your blog. If that means five posts per week, great. If it’s one per week, that’s fine to. [sic] Focus on whether or not you have a story worth telling."
I can’t give you a hard and fast number. I can, however, recommend a minimum threshold — you should aim for at least one post a week.
Why? Frequent output — i.e. consistency — is positively correlated with greater traffic, as indicated by HubSpot’s research.
In addition, HubSpot discovered that bloggers with higher output had better lead generation results:
So consistency leads to accumulation of content, and the more content you have, the more results you’ll get.
3) Be totally transparent.
If you’re more transparent than anyone else in your niche, you’ll get more readers. People crave transparency.
Kevan Lee, Buffer’s blogger par excellence, writes this in his article, "The Anatomy of a Perfect Blog Post:"
"We aim for an element of storytelling in each of the posts we write, often starting a blog post with a personal anecdote or moment of transparency."
Transparency is a tricky thing. On the one hand, relationships are built on trust and transparency. But it’s hard to be transparent. Nan Russell, in Psychology Today, had some cogent insights about transparency:
"People want other people, not necessarily themselves, to be transparent … Some people find transparency threatening, especially at work, while others find it exhilarating. Some confuse transparency with authenticity, or think transparency means communicating everything or knowing everything they want to know."
Transparency is important in blogging, because you are building trust, developing relationships, and growing an audience. At the same time you must exercise your transparency in a thoughtful and intentional way. You’re not going to spill business secrets, gossip about others, or divulge information that puts you in a dangerous personal situation.
The best advice that I’ve read comes from the article I cited above, regarding the role of transparency in the workplace. These principles, as I’ve restated them and applied to blogging, will make you appropriately transparent:
- Tell stories that demonstrate your openness and vulnerability.
- Make sure you are respecting your boundaries of confidentiality and the confidentiality of others.
- Use your transparency to help others, not simply for the sake of being transparent.
When we try to become transparent, we’re usually not as transparent as we think we are. But if we work hard to share personal stories — appropriate details included — we’ll get better at it.
Transparency engages readers and turns your blog into something that readers love. As I’ve studied many blogging niches, I’ve discovered that the bloggers with the greatest degree of personal disclosure are the most successful. So if you want to be a successful blogger, you’ve got to get personal and transparent.
Being the best blogger in your niche has very little to do with writing technique and flawless grammar. Those technical skills kowtow to some way more important things:
- Knowing your audience.
- Being consistent.
- Being totally transparent.
If you put these techniques into play, you’re on the path to blogging domination and content marketing success.
DR. Raymond Jewell, is a leading economist and Home Based Business Consultant. He is a Alpha Legacy member of Markethive and manages several blogs on the hive. Dr. Jewell is offering, for a limited time, FREE Markethive Systems just click and sign up and witness the power of the Hive first hand.
There is a distinct dissonance regarding the behavior and social change espousements between people who believe that all marketing is evil and those who believe marketing has some redeeming qualities for the good. This diversity of opinion gets played out in program planning meetings, conferences, policy debates and resource allocations (such as found in RFPs and TORs). Not everyone who works to solve intractable problems needs to be a social marketer; yet, learning some basic marketing skills will be advantageous because the most important aspect of marketing today rides with the entrepreneurs who are shaping the social changes and solutions.
1. Entrepreneurs Learn to Listen
Entrepreneurs are constantly listening, looking for ways to maximize opportunities, leverage relationships, and connect to people. And while anyone can be a good listener, doing so as a marketer requires an analytical mind—the process is not at all passive. By being trained in the analysis of your prospective customer using focus groups, and other appropriate techniques, you’ll start to learn how to really listen to what your VIP members and investors want.
2. Entrepreneurs Learn To Make Better Decisions
Knowing how to find and interpret data about your VIP members and investors means that you’ll derive a better understanding of the problems you are facing and how to tackle them in new ways. Of course, you’ll also get in the habit of shortcutting through a lot of unnecessary paperwork and honing in on the relevant data and revelatory insights that are most important.
3. An Entrepreneur Matures In His Communication Skills
The best marketers learn how to gain perspectives into different personality types and how to apply different techniques for engaging with them, based on what their idiosyncrasies are. This could be described as learning tact.
4. An Entrepreneur Does Not Waste Time
Because everyone is on a shoe-string budget, you have to be particularly perceptive concerning the prioritization of resources which is fundamental for small and large organizations and independent operators. Being creative about who ultimately falls into your sales funnel and concentrate on, the ways you reach them, and how to economize while still being effective will help you turn into an efficiency machine.
5. An Entrepreneur Must Be Aware Of The World Situation
Marketers have to be aware of what’s going on in the world culture. This means they read, attend social gatherings, try to figure out what kind of trends are making waves, and generally pay attention to the zeitgeist. No matter what industry you operate in, one must learn to be particularly sensitive to their milieu, which is very advantageous in results shown. One must become accustomed to not focusing on the details of the situation one is found in but train oneself to focus on the bigger picture. This will ultimately payoff by enabling more productive work ethics and help one do better in their chosen workspace. As a byproduct of this kind of focusing one will probably end up having a keener interest in a lot that’s going on around you, which makes one a person who is more interesting for others to be around.
Leading In Social Change
If the foregoing matters are carefully worked through then the foundation is laid for the entrepreneur to be perceived as the leader who can be emulated. This is the most effective way to become an influence for the good in the role of societal movers and shakers. This kind of functioning must be consistent and without hypocrisy in order to acquire the standing to bring positive changes to the way business is carried out. This is the challenge for the entrepreneur, but the dividends are huge.
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Chief Engineer at MarketHive