Content Marketing

Apr 16, 2015 | Content

By Elvire Gosnold, Director – Blabbermouth You have probably heard the term ‘content marketing’ a lot in the last couple of years (and perhaps you have also heard the famous quote of Bill Gates ‘Content is the King’?) I thought would try and simplify the concept for those of you who were wondering what it actually is and why marketing people keep going on about it! What differs content marketing from traditional marketing is simply this:   Marketing – The division whose task is to market the products and services of the company, so to offer them for sale in a way the buyers perceive the offer as desirable. Content Marketing – The division whose task is to market the information and message of the company, so to offer them for use in a way the users perceive the offer as desirable. In summary, the magic of the content lies in being desirable. A few examples of content channels include; social networking, micro-blogging, blogs, webinars and infographics. But what is good content? Your content should be commercially-neutral and beneficial to your audience. It should solve a problem, address a challenge your audience faces, educate them, or engage them emotionally. Unlike traditional marketing (such as press releases or brochures) your content should avoid being self-promotional. Your customers should be encouraged to use your content when doing their research, so that when they later engage with your sales people your business has the necessary credibility for them to buy with confidence. The research shows that 82% of all customers feel more positive about a brand after reading custom content while 70% of customers...

Blogging

Jan 13, 2015 | Content

By Elvire Gosnold, Director – Blabbermouth As it’s the New Year, I thought I’d spend 5 minutes writing up my marketing tip for January – blogging. For the IT industry, you need to have a strong online presence in order to stand out from your competitors. Blogs are a great way of improving SEO, increasing credibility, lead generation and also engaging with your customers. Focus on content that is relevant. Instead of writing about your products/services, why don’t you emphasise on different challenges you’ve faced and the solutions your company provided. Ensure your content is on-topic, and focus on your company’s unique selling points to stand out from your competition. Blogging also drives traffic to your website. Make sure once you’ve written your blog, upload it on LinkedIn, Twitter and on your website too. LinkedIn is a fantastic method in engaging your contacts, allowing them to comment and share your blog post. Make sure you post your blog not only on your LinkedIn company page, but also on your individual page too. Some more tips for you: Focus on certain key words as this will help improve your SEO I recommend you blog at least once a month. Encourage your staff to also like/share your content on social media platforms to get greater visibility. Need help writing your blog? That’s what Blabbermouth is here...

Content Marketing is King

Jan 29, 2014 | Content

By Elvire Gosnold, Director – Blabbermouth Keywords are old hat but content marketing is a must for your 2014 wardrobe. The good news is that SEO is no longer mythical wizardry costing thousands of pounds a month with nothing to show for a good part of the year. Our friends at Google have altered the rules yet again in a bid to support genuine businesses and individuals who have something interesting to say. Organic growth in search engine optimisation can now be more easily achieved by simply creating original and meaningful content. Content marketing complements Google’s aims of creating a fairer, more realistic online search environment that not only offers a better experience for users but also the writers that genuinely have something to say. This means that successful SEO can be more easily achieved by resellers as the focus has moved away from keywords and now encourages legitimate, intelligent content that truly enriches reader’s knowledge. Therefore resellers need to move away from the opinion that you will only get exposure if you constantly repeat words such as ‘cloud’, ‘broadband’ and ‘hosted’. Those days have long gone and now you can actually get penalised for over using words. Intelligent news and discussions is what you need to be focusing on as constant, fresh and original opinion pieces will make you the blue eyed boy of the Google Guy. Prospective clients will see you when they are looking for information for their business as a whole, not just when they are doing the obvious searches for IT and telecoms services. Creating content gives you better visibility in search engines so as...

Making Your Proposal Document Relevant

Oct 11, 2013 | Content

By Elvire Gosnold, Director – Blabbermouth Forget TV advertising and winning trips to the moon, it is the modest proposal document that needs your attention. In the heat of the excitement of a successful client visit and the prospect of a new business contract it is easy to rush through the proposal and pricing in order to make sure your prospect receives the details required to sign on the dotted line in a timely manner. But if you stop and think about the experience and interaction your prospect has had with you and your company so far, the proposal document may be one of the first pieces of collateral they receive and will therefore place great importance on it for building a perception of your brand and confidence into whether you can deliver the proposed service. It is advisable to create proposal documents that are corporate and easy to edit so that you can be sure your team is promoting your brand values but at the same time can easily edit the documents to make it tailored to specific requirements without going off brand. One common mistake I see when looking at proposal documents is that resellers talk too much about themselves and their proposition and too little about its impact on the prospect. Have a look at your last proposal documents and using the ‘find’ function count how many times you used your company name, ‘we’ and ‘our’. My guess is way too many times for a document that is meant to be customer focused. Next time you are putting together a proposal, take a little extra time...