What’s Stopping You?

What's Stopping YOU?Over lunch during a recent workshop, I was chatting with a woman about her business. She was despondent about her lack of success and why it seemed so difficult to attract clients, despite her experience. It felt like she was on the verge of giving up on her business dream because she was struggling to make a go of it.

Every business has its ups and downs. Before I could offer any words of encouragement or suggestions, I asked what she was doing currently to get the word out about her business.  She looked at me and after a few seconds of silence said, “Nothing. I don’t know what to do.” [Read more…]

Microcontent – Use Short-Form Content to Amplify Your Message

Information OverloadIs your audience (clients, customers, readers) feeling overwhelmed by the the amount of content and information being delivered to them day in and day out? I hear this cry of frustration daily, yet as an online entrepreneur and author, you know content is the backbone of your business.

Without a steady stream of blog posts, articles, free reports, etc., your prospective clients will have trouble finding you. The content you create is essential for getting found by your ideal clients so they can get to know you and how you can serve them. So, what do you do? [Read more…]

Profitable Content Marketing – Do I Need a Call to Action at the End of My Content? (Really?)

Guest post by Jeff Herring
Call to Action - Click HereQ: Do I need a Call to Action at the end of my article content?

A: I must admit, I was a little surprised by this question. It came from someone who had purchased an entry level resource from me, and the purchase came with a bonus strategy session.

In the book “Made to Stick” authors Chip and Dan Heath talk about the “curse of knowledge” – thinking that just because you know something means every one else knows it too.

So this question was another gentle reminder to always carry somewhere within you a “beginner’s mind” so you can make the most difference with your students.

On to the answer

So the answer is absolutely yes, you always want to have a call to action at the end of your article content. Here are some reasons to back up my absolute yes:

1) Even if you are creating content and/or articles just to see your name in print, you are doing your readers a disservice by not showing them a way to get more from you. Why? Because if you are creating content in the most powerful way, then your reader is going to be attracted to the way you approach and solve problems. The natural result of this is that they are going to want more from you. So why leave them hanging?

2) If one of the goals of your content creation is to create traffic, then of course you want a call to action. Asking the reader to go to one of your profit sites (opt-in page, sales page, blog, etc) is still a great way to generate endless waves of traffic from your articles.

3) If one of the goals of your content creation is to build a list, then of course you want a call to action. In world full of options for paid traffic, (Google, Facebook, LinkedIn, and more) I still believe new list members who are earned instead of bought make the absolute best lists.

4) And I’ve saved the most surprising reason for last: If you create content that helps someone to take the next success steps, and do not offer a way for them to go further with you, then you are simply working for your competition.

Why?

Because your reader will learn from and move forward with you, but then you leave them hanging. So then, when they read something on the same topic from one of your competitors, who offer them a way to go further, they will choose to invest with your competitors.

And you don’t really want to do that, do you?

Jeff HerringI’ll show you step-by-step exactly how to create a profitable Call to Action on this Results Now Webinar:  “How to Create a Profitable Call to Action: The Secret to Getting Your Prospects to Do What You Want Them to Do” on Thursday July 11th at 4 pm EDT – Join us here => http://JeffHerring.com/denise

Click here to register for webinar.

Social, Mobile and Content – The Trifecta of Digital Marketing [Infographic]

When you’re building your digital marketing empire, there are three kinds of content you must create…

  • Text
  • Visual
  • Micro Content

Text Content

Text is obvious. It’s about content marketing, using text-based content in order to take advantage of getting found via organic search. Content marketing is generally defined as creating and sharing media and publishing content in order to acquire customers. It’s not usually about selling, but communicating and educating your audience consistently and delivering ongoing value, so they WANT to buy from you when they are ready.

Visual Content

Keep calm and blog on!You can’t argue with the power of an image or video to get attention and drive action from your audience. “A picture’s worth a thousand words” and all that, right? There are stats all over the Web (see infographic below) about how effective images are at grabbing your audience’s attention and telling your story, resulting in much higher engagement and follow-through on calls to action.

Micro Content

The opposite of long-form content like blog posts, white papers and reports, micro content is the status updates, quote images, Vine videos, Instagram photos that grab attention and act as effective lead generators, driving traffic back to your site (when done with a strategic plan in mind). Micro content is easy to create and takes less time than writing an article.

CREATE Online Marketing LabThese types of content form the “C” in the C.R.E.A.T.E. formula Ellen Britt and I revealed at our recent teleseminar, 6 Steps to C.R.E.A.T.E. Your Digital Empire (listen below). Content is the first step.

Next, social is critical for amplifying your message, and mobile is increasingly where your audience can be found. In Ellen Britt’s interview with Gary Vaynerchuk for The Future of Ink, Gary talked about the “Stream Economy.” For simplicity’s sake, think of that as mobile (you can listen to the interview here). Did you know there are more than one billion smartphone users in the world? That’s mind-boggling!

The day after we delivered the teleseminar, I ran across the infographic below. It’s a great illustration of why it’s important for you to pay attention to what’s going on in the digital marketing arena and jump on board (if you’re not already).

digital-marketing-trio-600x3003

(Source: SlickText)

Ellen Britt and I are launching a one year content marketing mastermind program called The C.R.E.A.T.E. Online Marketing Lab. Listen to the teleseminar where we reveal the complete C.R.E.A.T.E. formula, and then contact us immediately if you would like to learn more. At the time of this post’s publication three spots are filled and we are accepting a maximum of ten members.

11 Ways to Use Content Marketing to Build Visibility and Buzz for Your Event

content-syndication“Content Marketing” appears to be the buzz word for 2013. While the word, or phrase, may be showing up everywhere, the concept and practice has been around for years. Business bloggers have been practicing content marketing since the early the part of the twenty-first century.

Content marketing goes way beyond blogs now. As I’ve been working on the marketing for the inaugural Digital Publishing Online Intensive, it struck me how many ways  Ellen Britt and I are using content to get the word out about the event.

If you’ve got an online event or a live in-person event that you’re promoting, here are 11 content marketing tactics you can model to build the buzz. NOTE: this may seem self-serving because I’m using my own event as an example. I want you to see how we are repurposing content in multiple formats, posting on many platforms, and using various tools to reach people.

1. If you’re hosting a multi-speaker event, have each person create an audio tip about their topic. Post the audio tips on the sales page so prospects can get a sense of each speaker. To make it easy for the speakers, we created a special number on AudioAcrobat that the speakers could dial in to and record their tip.

Kathleen Gage audio tip

2. Transcribe the audio tipsPull out one or two sentences and create a quote image you can post on Facebook, Pinterest and Google+.

Kathleen-Gage-quote

3. Create a video from each speakers’ tips. Upload the video to your Facebook page or group. Then upload it to YouTube. Remember that transcript? You can also upload the text file with the video so you have captions with your video.

 

4. Use excerpts from the transcripts in blog posts, tweets, articles and press releases.

5. You’ll probably have head shots of your speakers, right? Create a video with the images to introduce them to the public. [Video created by Lou Bortone]

 

6. Create a photo album on Facebook with images of the speakers.

7. Post speaker photos on Pinterest and Google+. Remember to include a description, title of their session and the URL to register for the event.

8. Want to use more video? How about hosting Google+ hangouts with each speaker? Or use an app like Qwiki (iphone only) to make a video, like Ellen Britt did when she attended a conference along with six of our featured speakers.

9. Need a digital brochure? I recently discovered Glossi, a platform for creating digital magazines. It is so cool and you do not have to be a designer to use it. Check out the brochure I created with speaker bios and the online workshop schedule:

10. Want to go mobile? Using the the photos and text from other content, I used a free app called Yapp to create a smartphone app for registered participants. When they install the app, they’ll have the schedule at their finger tips, along with links for all the speakers. We’ll also be able to send reminders about session start times when the event starts.

yapp

11. Last, but hardly least, use your blog! Invite each speaker to submit a guest post relating to their speaking topic. It’s a great way to introduce your existing audience to your experts and their topics. Your speakers get a lot of exposure, you get juicy content, and your audience gets informed and inspired about what they’ll learn when they attend your event.

What You Need

If you study this list, you’ll see most of the content is used multiple times. The audio files are repurposed into transcripts that are used as tips, tweets, status updates, quote images and blog content.

Most of the tools are free. Use this list of free image sites for creating quotes. Yapp is free. Glossi is free. Qwiki is free. AudioAcrobat requires a fee. Your biggest expense though, is going to be time – the time it takes to create the foundational content and collect your image assets.

I know some people will look at this list and say, “This is a lot of work! I don’t have time to do all this.”

Well, if you want your event to be successful, you have to calculate how much you’re willing to do to make it happen. Personally, if I’m going to all the effort to put together an event and  invite my colleagues to speak, then I’m going to do everything I can think of to make it successful. Yes, it takes time. Yes, it takes energy and yes, it will take a bit of a financial investment.  What are you willing to do? Create a plan that accommodates your time and then find the resources you need (a VA), and execute.

This list of tactics is not complete. What do you do, that you’ve found to be really effective, to get the word out about your events? How do you use content to create buzz for your programs? Post your tips in the comments below!