Tag Archives: content marketing

Make Your Content “Seeable”, Not Just “Readable”

- Mansi Priya, Marketing, Trivone Digital

If you are struggling to obtain results from your content marketing efforts, it’s time to power up and take your content marketing to the next level. Today, words are not enough to keep customers and prospects engaged. Whitepapers are no longer the secret to inbound marketing. Visual has become the new norm.

Content, especially marketing content, is not just something one can read and understand; you would be no different from newspapers that have content people consume at will. To engage prospects and customers, content should be able to connect with them, address their issues, concerns and challenges. When your content descends into the battleground of your prospective clients, it becomes immediately relevant, engaging and of significance.

Using the right tools, you can speed up this process. Light the fires around your content strategy by effectively utilizing visual content— infographics, videos, GIFs, memes and much more. Get creative and bold—show your customers and prospects ideas instead of telling them. Make your content more “seeable” than just readable.

Word-heavy content can easily kill interest. Break the monotony of plain text. Make the content light and consumable by using images to simplify complex concepts and ideas. Clients and prospects would find it 10x more attention-worthy and easy-to-follow. To connect effectively with your target audience, build a strong story and tell it with images, comic strips, videos or memes.

The more the images and infographics in your content, the more shareable it is on digital platforms, and higher the chance of it going viral.

So focus your efforts on making an impact with the content you have: To reach your audience, keep it short on text and high on visuals!

Importance Of Content Marketing Strategy

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- Anit J. George, Content Writer, Trivone Digital

A website is an active medium for getting information about your products or services. Content is of prime importance, and its quality matters most. The success or failure of your website depends on the quality of content, which can make or break your online business.

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Have you been using the previous year’s content marketing strategy? If so, you need to change it for the coming year by drawing up a strong content marketing plan that meets your business goals.

Digital marketing is the latest trend and quality online content can provide your customers valuable information about your products and services.

Content marketing is important to your business for the following reasons:
It provides information: Potential customers must know about your products or services to help them decide as to how it benefit them. Your website content should spur them into action!

It drives traffic: Every kind of business these days desires to develop web content that would draw maximum attention. Content should be well written and constantly updated to have a positive impact.

It develops loyal customers: Good quality content can create a positive buzz about your products and services and result in loyal customers who follow your brand constantly.

It enhances SEO – Your website’s visibility is enhanced by good quality content. It would lead to the building of a powerful brand by linking SEO to an effective content marketing strategy and thereby improving the rankings.

Your content marketing strategy should encompass all digital media, such as social media, blogs, marketing and promotions. If implemented effectively, it could give a major boost to your business.

It’s Not Just Content Marketing, It’s Value Addition

- Mansi Priya, Marketing, Trivone Digital

Today’s audience can spot inauthenticity a mile away. Content Marketing is about adding value to consumers, not advertising to them. Do that ~ Allie Klien

Modern CMOs know that growth and fragmentation of digital marketing is creating new juncture to reach the target audience across different demographics, locations, devices etc. However, the same trends are increasing the personalisation, complexity and volume of content and data their organisations must manage. We can analyse that, today’s marketing trends are changing the role and responsibilities of the existing CMOs. The modern CMO knows that all companies are digital companies and has to keep pace with complexity of modernised marketing tactics.

Content Marketing

The role of the modern CMO is not only to focus on content marketing but much more than that. According to a survey, B2B companies are spending most of the budgets on curation, delivery and promotion of their content in order to drive business, influence customers and grow their brand presence. Despite increasing expenditure on content, too many campaigns are failing to connect with customer needs and concerns. Many fail to understand that it is not just about content anymore, having an engagement and connectivity with customer is vital.

New channels of engagement are increasing the complexity and cost of content marketing. Reaching the right audience on the right platform is essential. CMO should be in process to plan content marketing to reach the target audience on multiple platforms through multiple devices. It is no longer putting thought leadership piece in a mail or blog, there has to be a go-to-market plan as well. A plan to address various audience around digital. The content strategy has to be comprehensive with an integrated marketing program.

The CMO today should be in process to create content strategy involving the right people, processes and technology. There is a need to keep pace with rapid changing technologies, understanding about customer sentiments and knowledge of competitive threats. Since online content significantly influences buying behavior, customer relevant and engaging content is one of the most essential need that should be worked on.

Apart from creating the right content, its placement is equally important. It should reach the target audience in the most user friendly manner. According to a survey majority of the people access B2B content through smartphones. The second major half access the same through tablets. It is critically important to have mobile content that reaches majority of the target audience. 

Online content is imperative in influencing and shaping strategic dicussions to help marketers and sales teams to automate the process of customer acquisition, nurturing and retention. Apart from curation of content, delivery and reach of content is also critically important. Best practices must be developed to add value to all aspects of content marketing.

Content Marketing : A Consummate Medium Of Success

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- Aman Sohi, Manager Content, Trivone Digital

Content is the reason search began in the first place ~ Lee Odden 

Content plays an important part, when we talk about methods of communicating. In earlier times, reading was the best way of understanding. With advancement in technology, content never loses its glory. Today, more or less all brands develop their websites based on content and infographics. As a client or an onlooker, it is very important for us to understand about a company and reading content can be the best way. In other ways, content is considered as a backbone of any online branding company.

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This is one part of the story, after drafting good content, it is supposed to reach the desired audience. Content marketing does the trick and fast-growing marketing agencies leave no stone unturned in order to make sure that content is placed right before the client. Whether it is B2B or B2C target segment, good and relevant content sell like hot cakes. In this new age of semantic and social search, content marketing has emerged as, more than just, a buzzword or a fad to one of the most important and critical element in digital marketing. No doubt it has grown to become one of the most powerful tools available for doing business and connecting with targeted customers through the internet. According to facts, more than 73% of businesses rely on branded content for marketing and promotion. Social media, articles, newsletters and blogs remain at the top content marketing tactics used by many businesses. 

Some of the benefits of content marketing includes 

·    It generates more inbound traffic to the client's website- Custom content is favored by up to 68 % of consumers for the basic reason that it caters to their interest of particular need for information. 
·    It increases engagement with the targeted audiences.
·    It generates more leads. Based on an effective content marketing campaign, companies having relevant blogs and websites can generate 97% more leads than other companies. 
·    It increases sales.
·    Builds brand awareness. 
·    Establishes the client as a thought leader. 
·    Is cheaper than traditional forms of marketing. 

How to reach the C-Suite with content?

Content marketers spend a lot of time and money creating just the right content to engage their customers and prospects, but much of it goes unheeded by the most coveted audiences — the C-suite. Executives are a challenging audience and because of their buying power, it is worth cracking the code on executive content. The C level executives only believe their peers for information and know what they need. They do not waste time with 'salesy' pitches and lightweight stories. In order to generate successful content for executives, the following points need to be followed:

·    Ensure your facts are credible as credibility is key to success
·    Provide actionable and timely information on issues that matter
·    Summarize
·    Channel matters 
·    Push beyond the common wisdom and top of mind trends

To conclude, we can surely state that popularity and reach of any content will depend on the content marketing strategy. 

Video Marketing : The Essential Element Of Content

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- Mansi Priya, Marketing, Trivone Digital

Standing out of the crowd and create a marketing campaign out of the box has always been a challenge for a marketer. In digital campaigns content should appeal visually and be retained by customers. So the digital marketer has to brainstorm, on creating methods to leave a strong impact on the readers. In the era of digital transformation and data available in your palm, an essential element to impress the reader is video.

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Today when people are too busy in their life, with lowering patience levels, digital marketers need to grab the attention of the target audience. Video Marketing is an extension of text content marketing, but it serves as an alternative medium for businesses to convey their message. Through videos marketers can reach a wider audience and get more exposure to their message. Watching video is less time consuming and creativity of audio-visual clipping leave a good impact on the audience.

Videos are a big hit on social media. They give customers quick overview of product/service without involving them to read detailed text information. The involvement time of the customer is reduced and makes it interesting for them. 

To tap the upcoming audience, which is comprised mostly of millennials, marketers should understand what impacts them best. David Shing, Digital Prophet at AOL, says that Gen Y consumers are “freaky for videos”. They like to spend their time on content. To make the content consumption interesting for them, use of videos is important.

As marketers put more emphasis on storytelling, to make an emotional connect with the customers, showing a video is like a cherry on cake. This enables to build strong connectivity with the customers. Videos enable strong storytelling in short yet memorable way, which viewers can enjoy and marketers can analyse.

We can imagine the future of videos. After tremendous success of You Tube in so many years, people started sharing videos on social media sites such as Facebook and Twitter. This practice became so common that Facebook opened doors to video creators. Earlier this year, Facebook announced that, its video uploads would be having embedding on other sites. Now Facebook is attracting major video creators to the social network and making it more dynamic for its readers.

Thanks to the technology tools, it has become easier than ever for anyone to create a video at minimal cost. It has become easy to capture the attention of readers by videos yet it is critically important to have an effective strategy. The consumption of videos has increased excessively on mobile. The technical plugins and resolution should be taken care of, to make the consumption easy for audience.

The Digital Marketer should not skip this essential element in digital campaigns to create strong impression on readers.

Visual Content : A Pivotal Tool

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- Mansi Priya, Marketing, Trivone Digital

It is easy for people today to find information on internet. But do we know what makes it difficult for them to find out what is relevant? In the busy lives people are looking for information that is relevant and makes their work easy & quick. To make it simple, one crucial part that needs to be considered in a content strategy is Visual Content or Infographics.

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How important are these infographics? 
For marketers infographics is a way to convey their message in just a picture with creativity, which their readers can glance through and get a solution for their problem. It is an important tool in teaching, in business, in giving inspiration and in presenting information. As much as 97% of marketers are using social media for their businesses and out of these, 92% have acknowledged the importance of this tool.

It is not just one person who is trying to deliver his/her message, there are thousands of people who are trying new ways to do the same. So this makes designing an infographic a strenuous task. The challenge is to make your information delivery process attractive. Make your message visually appealing and convey the message with right pictures and graphics. One has to dig deep into the topic and think creatively to deliver the message in a very unique way and outshine the competitor.

It is very easy for the readers to go through images, less time consuming and interesting for them. The message delivered by an infographic is retained by the reader for a longer time. It provides readers the benefit of improved content and makes data processing easier. 

Use of infographics enables the reader to engage with the information being delivered. The creativity involved in an infographic makes the information more appealing to the reader. It shows the valuable ideas, grabs the attention of the reader and easier to understand. By reading pages and pages of words the readers might get bored and turn away, but infographic lessens the boredom and awakens their interest. It delivers information more quickly which is retained by the readers.

We can say that infographics simplify the communication, clarifies the message and makes the communication material compelling and attractive. If you are missing out this tool in your content strategy then think again. Whether an infographic is a huge hit or not, it is always a sound investment in content marketing. As technology continues to progress, more interactive infographics and visual content can come up. This brings an additional layer of engagement to content, which is “snackable” to the readers and retained by them for a longer time.

Make Your Content Resourceful

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- Mansi Priya, Marketing, Trivone Digital

To have an effective content marketing strategy there should be a written plan for it. Do you know why it is done? It is because one should make content a resource. In today's world the internet is flooding with content. Out of that flooded content there is very limited amount that is actually useful. Don't confuse your reader with too much content, instead provide them with content that leads to a solution.

idea

There are two types of content present on the internet. One is which the reader just reads and flips to another. The reader reads that because it is interesting to read, catchy language makes the reader read the full information, or good use of graphics is done. The other content is the one which reader reads and retains. That content is the one reader is looking for. (S)he retains that content because it provides a solution.

To make your visitiors turn to readers and tranform them from readers to target audience one should be resourceful in content. Provide solution based content and not just readable content.

 

Keep Audience Glued To Your Website

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- Mansi Priya, Marketing, Trivone Digital

The primary aim of every website is to generate traffic, but business owners should ensure that their digital campaigns generate traffic for a specific target audience. The right audience stays at the website and will lead to conversion. It is important for a website to retain the traffic and the audience revisit the site. 
 

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To keep your audience stick your website and make them revisit is a primate. Lets talk about some tips which can help you make your audience stick to your website

#1 Right Audience
The first and foremost thing to be taken care of is the right audience. The website should appeal to the correct audience and do not misguide the audience using irrelevant data or inappropriate design. The positioning of the website should be done correctly keeping in mind the emotional and pyschological requirements of the audience. For example, a B2B company website should not be similar to a website of an FMCG product. So catering to the right audience is critical to make them stay on your website.

#2 Design
The first thing that leaves impact on the visitor is the design of the website. Good use of graphics and attractive designing should be done. The visitor should not feel bore about the website nor should it be that the design is over the top. It is important to make the website attractive, and interesting. The design should convey the right message and postion the website appropriately.

#3 Content
The website should display clear and understandable content. It should connect with the audience and live up to the landing page promise. Good headlines should be used to make the audience stick to the website and read the content. Depending on the audience a relevant style of writing should be used and make the visitor glued to your story.

#4 Navigation Structure
When a visitor gets to a website and have no idea how to find what he is looking for, then the structure is poorly executed. The structure of the website should be clear and easy for the audience to reach the right service or the right story in not more than 3 steps. The structure should not confuse the audience leading them to the wrong story or service. The content should be organised in a way that goals of the website are met by integrating user needs, business needs and content categorisation.

#5 Interactive & Engaging
When you attract traffic to your website you should be immediately able to engage them. There should be relevant content on website to keep them engaged. The website should have videos and testimonials to connect with them. The website should be interactive and have a two way communication such as maintaining a comments and feedback column. As you engage your visitors you  build trust, which leads to conversion. 

#6 Technically Sound
The website should be technically simple but not as simple as to hack. Every component of the website should work quickly and correctly. If the website has broken components, it leave the visitor frustrated. The plugins should work properly and shouuld be optimised appropriately with right keywords.

#7 Call to Action
A call to action is imperative that leads the reader to decide. This final step is absolutely crucial because once you have hooked your audience to your product/ brand/ service they should know the steps to take order to obtain it. This is the stage when you convert your lead into conversion through your website. See how various websites has done it well http://www.wordstream.com/blog/ws/2014/10/20/call-to-action-examples

So we analysed some quick tricks to keep the traffic stick to your website. Hope this helps you in maintaining your traffic as well as successfully increasing it.

Content Marketing The Driving Wheel For Business

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- Mansi Priya, Marketing, Trivone Digital

Content Marketing is taking a bit of heat as marketers scramble to jump on the latest trend of thinking like a publisher. B2B companies are executing this idea to enhance profitability. They are successful in doing so because targeted content is one of the most powerful tools for brand building and increasing sales and marketing.

There is no reason to state that B2B brands and companies are boring, it is the content which makes them interesting. Content makes their agenda attractive and leaves a strong impact. It convinces the reader that you are someone they can trust and do business with. One should understand the audience and cater to them in the best creative way to grasp their attention and generate revenue from it.

content-marketing

Marketers are churning out content more than ever before and reaping great results from it. According to a survey by Content Marketing Institue 70% of the B2B marketers are producing more content in 2015 than in 2014. This is a clear reflection how content marketing has become a powerful tool today. Some of the popular B2B companies have gained success in 2014 such as Toshiba, Linkedin Talent Solutions, IBM and many more.

In marketing, clarity and simplicity of message is cardinal. Good content catalyses a good content marketing which drives the business.

We DO Need Some Education!

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educate

How Do you ‘Educate’ Content customers?

Let me start with a confession. Last month I pontificated to my internal team that one should never use the term ‘educate’ customers and that it smacks of arrogance on our part. I stand corrected. Given the number of customers that I have seen in my short span of over four years in the Content business, I think there is a dire need to ‘educate’ customers. And then some.

I am constantly amazed at the amount of ignorance that prevails within the customer segments that want outside help to create content. For instance, there was this customer who was shouting at one of my content managers to “reduce the font size on Twitter”. There was this other customer who went live with a website two months back and gave a list of 40 (yeah, you read it right, Forty!) new features to be added to the website with a comment “they were expected in the design anyway”. I mean, on what basis did they go beta, alpha and then live? Didn't anybody check? Surely someone was asleep at the wheel and since the boss is now asking for explanations, the easiest thing is to palm it off as the vendor’s mistake. And there is this ubiquitous customer comment that I get “it is ok, but it can be better”! Agreed. But what exactly? The design, the content, the colors, the text, the font, the videos, the tweets, my hairstyle…

I concede that Content is not something that you can get your head around very fast. It is also a fairly nascent business, wherein you are using stuff that is lying within your own outfit to market. Having said that it is also fairly well established that it is probably one of the most powerful tools for marketing yourself. There are no clever one liners, no awesome creative to distract anyone. You are telling your story in the best possible manner to your audiences and using technology to take it to them in their own devices. It is that simple as a concept.

One of the easiest (and also the toughest) ways to do that is to inculcate a sense of discipline within the whole process. Here are five things to start out with:

1.     Why do you want content? Is it for your customers, prospects, to build a brand, for your shareholders, employees?

2.     Where do they consume their content? Is it on the mobile, tablets, radio, offline?

3.     Where is this content now and in what form? Normally most companies have around half the raw content lying inhouse and the other half to be created.

4.     Is content marketing a key deliverable of the marketing effort? If it is not, make it one today.

5.     Should I build or buy? Do you have the wherewithal to do all the content marketing activities yourself or do you need a partner?

The above questions may not be easy to answer in the first pass, but answer it one must, for they form the fundamental building block for any Content leveraging that an organization is planning to do. Most (Indian) companies go at it without any thought process. The visionary CEO believes that Content Marketing ought to be done and then everybody scrambles. I recall talking to one such person (who I hugely respect) who told me “we have the content, we know the market and we know the narrative . So why cant we do it ourselves?”. I said, “you got an office constructed, told the architect what you wanted and gave him the budget. Did you build the office?”.  The biggest fallacy that most organizations have is “Content is only smart written English”. If that were indeed so, ad agencies would not have needed copywriters and film makers wouldn't need scriptwriters.

By the way, we still partner the CEO in question.

Content is one of the most potent weapons in your marketing armory to make a difference in your business eco-system. To use, or not use the potency is the question you, as an organization, need to answer. And fast. There is no harm learning new stuff everyday.

I will be in touch.