Somehow, the vast variety and scope of information created and published online has been condemned to reductive summary in the vacuous designation "content." We may be stuck with the word. Ubiquitous usage of the term has too deeply embedded itself into the culture and practices surrounding the production and consumption of online work.
Marketers know all-too-well that successful content strategy requires the ability to engage a target audience. Engaging a single audiences in is challenging enough. But brands often target markets in multiple verticals. As a result, Marketers commonly grapple with greater challenges:
Excessive Exclamation Points?!!! Who? Me?
I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse? Overly emphatic? Me? OK. Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback. I was just curious about the commentary. I sensed a big discussion behind the advice. Alas, I received no reply.
So I began to think about the meaining of my reader’s feedback. I "might" want to reconsider my overuse of exclamation points? Was this a complaint? A soft recommendation? Sarcastic criticism?
At the end of the day, the use of exclamation points is about communicating tone. And tone is largely a matter of taste—as in “there is no accounting for…”
Still, tone is hard to determine in online communication. But then that's the whole point: Communicating tone in digital media requires content writers rethink the traditional rules and tools of style--including the use punctuation to project meaning and tone. Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here's some issues to consider...
The Danger of SEO as “SEO”
In the content marketing biz, one tends to get a lot of questions about Search Engine Optimization (SEO). Certainly, concerns about enhancing SEO make sense. After all, publishing content on a company blog site will not generate business growth if prospects can’t find that content when searching the web.
The Value of Infographics in B2B Marketing
Infographics have emerged in status from powerful option to essential strategy. Consider the stats:
- According to Hubspot, "blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts."
- Demand for infographics has increased 800% in the past year.
- Infographics are liked and shared on social media 3X more than other any other type of content. -MassPlanner
The most powerful infographics do more than simply present information; they can telegraph a complex story in simple visual terms to a broad range of audiences in creative and engaging ways.
How to Differentiate Your Brand Voice: Some Essential Tips
When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”
Stressed by the Demand to Create all that Content?
If the answer is "yes," you're not alone. Studies show that marketers are undergoing increased job stress. And it's no wonder, given the increased complexity of the work. Marketers face many challenges today: High growth expectations, hyper competition in crowded market places, and the digital and social-media revolution. What’s more, growing pressure from the C-suite to implement marketing return on investment measures as a way to track and evaluate marketing success is increasing the marketer’s workload. Studies show that stress rates for marketers are on the rise.
Quick Tips for Growing Your Network on LinkedIn
Anytime someone calls into your office looking for information but is not yet ready to become a customer you should be connecting with them on LinkedIn and nurturing that lead even further. Building these types of connections is a great way to build up your potential client base and connect with a much broader network. LinkedIn has 3 degrees of connections, 1st, 2nd and 3rd, so you have the potential to connect with millions of people.