Tag Archives: content marketing

Strategize and choose the right Digital Media Marketing Channels with these Handy tips

B9-digital-marketing-chartDigital media marketing isn’t as straight cut as traditional marketing hence, you need to identify the right channels that work for you and then put your money in it. What works for a competitor might not work for you so conduct a proper research of the available tools and channels for your brand and product before you create your strategy. It is very important for a brand to assert a strong online presence to make a mark. With the help of social media marketing, your brand will be able to reach a wide audience but how will you know which channels work the best for you? It will mostly depend on your business and the kind of people you’re targeting.

Familiarize yourself with some of the popular channels on digital marketing before creating your strategy:

  • Email marketing
  • Search engine optimization (SEO)
  • Social media marketing includes: Facebook, Twitter, LinkedIn and Pinterest
  • Content marketing
  • PR on digital media marketing

Once you get to know how each of these channels work, you can formulate your plan of action keeping the following points in mind:

  • Define your business or company goals: Take a close look at your company’s needs and then you can decide on how you want to use the social media to help achieve them. While there are many goals that might traverse between personal and actual business goals, the common ones are – brand awareness, customer retention, sales & lead generation and reduce cost. Concentrate on the more important and primary ones and go ahead then proceed.
  • Budget: Off late, brands have been allocating a greater part of their marketing budget to social media marketing. When deciding the budget, keep in mind the following things: fees for digital marketing crew, paid advertising, content creation services fee, fees for graphic artists, photographers and videographers…depending on the kind of posts you want. It makes sense to first have the strategy in place and then plan the budget.
  • Define your marketing objectives: Marketing objectives help you measure the success of your strategy within a specific period of time. The objectives must be specific, measurable, achievable, relevant and time-bound. Ensure that your objectives are in line with the company’s overall vision and have a deadline.
  • Target audience: Before you choose to use the channels for social media marketing, you need to know where your audiences/customers are and where the competitors stand. Research the demographics of the main social media channels listed above to know where your customers are. After studying the demographics closely, choose the channels that best suit the target audience interests and online behaviour. Most social media channels will give you a broken down report of the users so go through it carefully and also keep an eye on industry reports and surveys.
  • Choose the right channels: As mentioned in the previous point, different social media channels can provide you with reports on demographics of the users. Depending on these, choose the channels where you find the customers you are targeting instead of wasting time on all the different channels. Many brands create accounts in multiple channels that don’t really help. For example, if the data tells you that your prospects spend 40% of their online time on Facebook and 20% on Twitter, you know which primary and secondary social networks you should focus on.
  • Create content strategy: It won’t be wrong to say that social media marketing is content driven. The best marketing strategy will not work if not supported by great content. The three main components for any successful social media content strategy are: type of content, time of posting and frequency of posting. The posts you make on different channels are form and context dependent. The tone and voice of the posts should be in sync with that of your brand.
  • Assign specific roles to people: To avoid confusion and waste of time, to increase productivity, avoid confusion and overlapping of duties assign specific jobs to the staff. Once the roles have been decided upon and assigned, it’s time to execute. You can plan the marketing activities on a weekly basis that is less confusing or on a daily basis, avoid monthly basis as it is too long a time and things might change in between.

Now that you have got your tips handy, go ahead and choose your channels and strategize your activities. We at Unspun have experts working closely with clients on a daily basis helping them formulate their plans.


How to Create Awesome Content

Content_Marketing_StatisticsYou would want to create amazing content that humanizes your brand. You need content that gets customers to convert. But let’s be real: You don’t have time to maintain a blog, and keep your business running at the same time!

There are so many wonderful things about the digital age in which we live, and we’re lucky to have an ever-growing abundance of information at our fingertips.

Social media is a great way to attract attention. But that doesn’t mean you can just throw your links out there and people will come flocking. If you want your content to succeed on the major social media networks, you must consider whom you are sharing it with. Then, you can write the perfect copy and produce the best content and optimize it for each social network to lure them in.

Here are some tips for how you can create amazing content that defines you:

Integrate your work and play
Creating content is a lot more fun when you can truly be yourself. When you’re yourself, you can tell stories. And when you tell stories, your content marketing is holistic and comes alive.
Your stories are your strengths. When you integrate your work and play, you open the gates to creating amazing content for your business. It gives you more creativity to create content. And creativity is the best (and sometimes only) way to stand out.

Create conversations
Markets are conversations. This concept isn’t new. But so many businesses forget its value. Creating conversations is extremely important. You need to create conversations with your customers to create amazing content. Your content needs to cause some type of reaction. And when you can create conversations that cause reactions you can.

Have fun with your content
Stop waiting on the traditional systems of yesterday to save you. The tools are in front of you to create your own platform and pave your own path.
When you have fun with what you’re creating, your culture comes alive. And bonus -sales happen more naturally.
Show off your amazing personality by creating fun, engaging content. It shows you’re a leader in your industry. And leaders make an impact with their business (and make more money!)

Focus on one type of content. And do it. Do it well.
Your blog is one of the most important channels for your content marketing efforts. If you want to start creating content, but you’re not sure where to start, blog is your answer.
A blog is the cornerstone for your business. And when you create written content, it can exist on the Internet forever, and get picked up by Google. And who doesn’t want to be on Google?

Opt Out of Updating Old Content; Make New Posts Instead
If you’re blogging about a developing story or continuing topic, create a new post rather than updating the old page. Your audience do not want to read articles and posts that they already have. Redundancy is always a big NO.

Use Online Data to Discover Trends
Twitter provides great real-time data about what topics are trending and what people are buzzing about, and Google Trends gives insight into the hot button topics people are searching for. Creating content with this online data in mind will keep you in the loop and allows you to optimize your content for those trending search terms.

Evaluate your Top Content
Testing allows you to discover what is working and what is not in your advertisements. Evaluating your top content is the same idea. Examine your top-ranking pieces and try to see why those posts did so well. Did you include several images? Was it a timely news piece? Did you include a great offer?

Make it Easy to Share
Imbed Twitter, Facebook, LinkedIn, and Google+ buttons on your content pages so that visitors can easily share them via social networks. We’re all far too busy and/or lazy to copy and paste.

Use Dynamic Content and Internal Links
Increasing on-site discovery is important in boosting page views and time on site. You can suggest relevant topics to visitors through the use of dynamic content (most shared topics, most viewed topics, etc.). Internal links and relevant anchor text also make it easy for your visitors to discover additional content and navigate seamlessly throughout your site.

Keep Your Ideal Audience in Mind
Always create great content with your ideal customers in mind—will this information be valuable to them? If not, how can you craft the information so that it will interest them? If you use personas in your marketing efforts, consider the various personas, their individual interests, and unique needs.

As always, content is king. Your pieces won’t ever get too much attention if they don’t offer valuable information that interests people. However, when you’re creating great content that just doesn’t seem to rank, these tips might be just the boost you need to get your content noticed.

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5 Tips for writing better Blog Posts

writing-better-blog-post-titlesBlogging is an important tool in content marketing, and with the number of blogs out there, it becomes important to stand out and get noticed in the blogosphere.

If the title doesn’t grab you, you are not going to look at the post. Similarly, if the intro isn’t interesting, the rest of the blog post will definitely be ignored. There are some ways in which you can improve the quality of your blog post.

A good title: The importance of a good title is often underestimated. People spend a lot of time writing the post and then give a title that is less than imaginative. This is a sure-fire way of getting your blog ignored. Spend some time crafting that eye-catching title. It will serve you well.

Making lists: Rather than write a long essay, if you were to break down your blog post into a list, it will get more hits. The reason is that online readership is different from offline readership. On the net, people have very little patience and time to read essays. They should be able to get the gist of your blog just by scanning it.

Be original: The thing about blogs on the net is that there are millions of them. If you are going to say the same thing that others have said and offer no fresh perspectives, why should anybody read your blog? So dare to be different. Be bold, be yourself.

Format your content: Try placing visual cues at different places in your blog. Number it if it is a list. Use the bold font to differentiate subheads. Use bullets appropriately. In short, follow all the formatting rules, so that your content stands out on the net.

Use relevant images: A blog with an image looks far more attractive than a blog without. So choose a suitable image and add it along with your blog to draw eyeballs.

You need to first attract the reader to your blog through an image, then by your blog title and then the intro. Get these rules right and you’ve got yourself a blog that’s worthy of being shared.

Let Your Videos do the Talking – 6 Tips to Jumpstart Your Video Marketing

videoThe total online video audience in India has grown 74 percent to 54 million viewers, with the average viewer watching 18 percent more videos and spending 28 percent more time viewing. There is huge potential for using videos as a marketing tool. Since the costs involved in producing a video have come down, small businesses and start-ups are tapping this resource like never before.

Now, there are apps to turn PowerPoint presentations, audio, photos and other graphics into impactful lead generation videos. You can even add interactive features such as live forms right into the video, and have a really cool landing page.

Break the barriers: Forget about the old-school video, which is made for television with a proper beginning, middle, and end. Online video can be really short, extremely interactive, incredibly creative and a million other things.

Make short videos: Don’t cram too much information or detail into one video. Break it up into a series of instructive mini-segments that take on one subject at a time.

Create templates you can re-use: If you have a template you can replicate, it lowers production costs and simplifies the production process.

Create videos with text and still images. Videos don’t always have to be mini motion pictures. You can create an effective video consisting of a simple series of PowerPoint type slides with text and photos with or without audio. These can be easily created online.

Include a compelling call-to-action: No longer do people just create a video and then display a web address or phone number in the last frame saying “Call us or visit our website”. Now you can you add interactive polls, live forms, surveys, and other lead generation techniques with ease.

Upload your video online: Upload your video to YouTube and watch the magic unfold. More than 1 billion unique users visit YouTube every month and over 6 billion hours of video are watched every 30 days. When you upload your video to YouTube, you will instantly get your online video content seen by the masses.

When you master video as a format, your conversions increase, you build automated relationships; you get automated traffic, and solidify your online brand presence. So go ahead and make that video!

5 Tips for Email Writing that Converts

emailContrary to what people are saying, email as a medium of direct marketing is not dead. If used right, an email can get you conversions. So don’t ignore this still-popular tool of communication and direct marketing.

Personalize the email: An email should be like an actual conversation with the recipient. It should be personalized and be packed with personality. No impersonal, boring, cold emails that sound like a robot just spoke.

Good Content: Your email should contain good content or direct the recipient to a landing page or webpage packed with great and relevant content.

Build Relationships: Reach out to your audience with sincere and direct messages that strike a chord with them. People are more likely to listen to those who they like. So make sure your audience likes you. This can be done by effective email writing.

It’s also in the timing: The day and time that you send out your emails can affect open rates and click through rates. So be sure to know which is the best time to send out your email. It varies with regions and the target audience. The frequency with which you send out emails is another factor.

Length of your email: You will have to vary the length of your email on a case-to-case basis. Some emails need to be long and descriptive, while in other cases, being short and to the point would suffice. You are the best judge of when to resort to which kind of email. Ideally, you can write a short email when you direct your reader to a landing page or other web page, which has more content. When you are trying to educate the audience or influence them, a long mail works better.

Hope these tips will enable you to create emails that lead to conversions.

SEO for Start-ups

seo-for-startups.gifIf you have just set up a start-up and got a website, SEO should be a priority on your list of things to do. Great content is not enough unless it is search engine optimized. What SEO essentially does is that if you are a marketing consultancy and your SEO is in place, when users  Google for marketing consultancy, your start-up’s name should come right up there in the search results. It’s as simple as that. There is mechanics to do SEO for Your  Startup 1. Ensure that your site can be indexed. If there’s just one rule of SEO that you are going to follow, make it this one. Search engines depend on bots or spiders to “crawl” the web for sites that contain the search queries. If your site has hidden pages or broken links or any other crawl issues, it won’t show up when the crawl takes place, and your website will not feature among the search results! So make it easy for those spiders on the web and be found easily. ReadHow to get Google Index your site quickly. 2. Use Industry Keywords and Brand Keywords You need to identify keywords and make sure they appear often and enough in the right places, like the title tag, headline tag and body content. Industry keywords refer to say, marketing consultancy, while brand keywords would include your tagline, the name of the company etc. A mix of the two is essential to build your brand because initially, when your brand doesn’t have that much recognition, it is the industry keywords that will help. But once your brand builds itself up, people will start searching for your brand using your brand keywords. 3 . Choose keywords based on search intent 

  • When you are choosing your keyword, there’s no point saying “Hollywood movies” on a marketing consultancy site. You have to be specific about leading the user to your site based on the right keywords.
  • There are some keywords that are heavily competitive. It’s best you avoid these if you want to show up in the results page.
  • Keyword research programs can show you how many times a keyword appears in a  month. You can go in for oft-used keywords to improve your SEO.

4 . Link building is key – Start building backlinks.

  • Distribute press releases every time your start-up does something newsworthy.
  • Provide guest posts for other pages with linkbacks to your own page.
  • Add your site to relevant business directories.
  • Go viral on social media with content.

5.  Publish great content – Content still remains king, so make sure the content you have up on your site meets all required standards. The more content you have, the greater the chance of keywords being present. And when you put up awesome content, your link building will happen automatically, when people share your content. So don’t underestimate the power of great content!

Content RULES when you create a Website

ImageThe reason people come to your website remains the content. Regardless of how eye-catching the design and how easy to navigate your interface is, if the quality of your content is poor, then users won’t care about your design or whether you’ve built your website in Drupal. Content remains king.  There are two types of content: text and multimedia. Multimedia includes Animation, Images, Sound, and Video.

Search engine rankings too are no longer about using keywords effectively alone. The quality of content you put up on your site plays an important role in ranking high in search engines.

Trust has become an important factor in search engine rankings. Trust is increasingly about brand recognition and author recognition. Hiring trusted influencers to write for your company blog is a good way to start. Having one content expert put up articles regularly on your company website is also a good way to build credibility rather than have different voices speak out on your blog. As a content expert, there are certain things you can do to make your web content stand out.

Here are a few basics. If you have them covered, you’re well on your way to owning a content-rich website. Include relevant multimedia content and you’re golden.

  • Provide catchy titles – Come up with catchy titles that summarize and describe the content below so that it is appealing to the reader.
  • Use first person voice – Address the reader as “you” and make it seem like you’re having a casual conversation while seated across the person. This is a great way to reach out to your audience.
  • Write bite-sized chunks of content – Rather than long paragraphs with details, break up your content into small digestible chunks with one central idea in each chunk. Make it easy for readers to scan your page and come across the parts they want to read more in detail.
  • Use simple, clear language – The key is to avoid too much jargon or expressions that are not easily understood by an international audience.
  • Provide a summary – After you’ve explained something, provide a useful recap of everything that’s been said.

Planning your information architecture is an important step in designing a website.  That is the art and science of organizing websites. Peter Morville and Louis Rosenfeld aka the information architecture gurus have defined the ‘three circles of information architecture’ as content, users and context of use.

What’s the kind of content you should feature on your site? What about menu structure? What are the first-level menu items? Should you have one menu or two? What should you call the menu links? These are some of the questions you should have answers to before you build your site. Helping readers navigate through the volumes of information on offer requires considerable thought and research. The website won’t automatically be intuitive unless you make it so. Before you begin to build your website, think about how you want to feature your content, what kind of content you will feature, where you will source your content from and go on to build a great website!