Posts archived in Content Marketing

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April 10, 2013

10 tricks to show writer’s block who’s boss

crushed paper - writer's block - crumpled paper with unfocused background
Photo credit: Planetofsuccess.com  via Flickr

If your job requires any type of content creation, you’ve probably experienced writer’s block at one point.

This productivity killer affects us all. Even great writers suffer through it.

A recent Hubspot presentation outlined some tips on how to tackle this debilitating problem. Here are 10 tips from the presentations and my take on them.

1.  Create an editorial calendar — and stick to it.

If you’re not sure what to write about, an editorial calendar keeps you on track.

I’d also suggest using Evernote or another similar app where you can jot down ideas on the go. Good ideas can come at random times.

Also, have a handful of backup topics at any given time. Pin future topic ideas on a Pinterest board, or bookmark recent infographics and Slideshare presentations that have caught your eye. These are all possible sources of content you can write about.

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March 28, 2013

4 Notable Stats From BCAIM’s 2012 State of Marketing Survey

F5 Expo 2010: BC Business
Photo: jeremylim.ca

Last month, the B.C. Association of Integrated Marketers (BCAIM) and Ipsos ASI released a study that revealed the state of marketing in the province.

The study, which you can download via BCBusiness.ca, is the first-ever survey of local marketers in B.C.

Here are four stats from the study that caught my attention.

1. 80% of BC marketers get their marketing news from LinkedIn

In the past couple of years, LinkedIn has transformed itself from just another social network to a content powerhouse. It’s no wonder that marketers in Metro Vancouver are taking notice.

LinkedIn Today does a great job of aggregating news by topic and industry based on what your professional network is already sharing — an important curation tool given the amount of content being produced everyday. The addition of the Influencer program on the site last year gives LinkedIn users another compelling reason to check the site regularly.

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March 18, 2013

Advanced tips on how to use social media to find your next gig

Using social media to find next gig - SFU Career Services B2B

In a previous blog post, I shared some basic tips on how to use social media in your job search. In that post, I pointed out how you can use tools such as Twitter, Facebook, and Hootsuite to enhance your online brand and find job opportunities.

In a recent presentation to SFU Career Services’ Backpack to Briefcase conference, I expanded on these tips and provided more advanced tips on how students can take advantage of social media to help them get their food in the door after graduation.

Backpack to Briefcase - SFU Career Services conference 2013
Photo credit: SFU OLC

Here are some highlights:

1. Monitor potential employers, local job opportunities, and industry experts closely.

  • Use Hootsuite’s geo search to find local job openings. I suggest monitoring keywords such as “hiring,” “looking for,” and the hashtag #jobs.
  • Monitor keywords related to your industry to find professionals in your field.  Connect with these professionals by sharing their content and responding to their updates.
  • Add potential employers to Twitter lists or Facebook interest lists for a more organized way of keeping track of what they’re up to.
  • Follow organizations’ LinkedIn company pages to learn more about the different products and services that they offer, the people that have recently joined the company, and news about your industry.

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February 26, 2013

Content marketing 101: Your A-Z guide

Content marketing is not exactly new, but people have been talking about it more lately.

This year, digital marketers plan on spending more on content marketing, surpassing budgets for social media or SEO.

What best describes your company’s budget plans for the following digital marketing channels or disciplines in 2013?
Source: Econsultancy

I’m not surprised that content marketing — which is industry experts might also refer to as inbound marketing or content strategy — is finally getting its time in the spotlight. Social media should have always been part of a bigger content marketing plan.

So what exactly is content marketing? Here’s the definition from Content Marketing Institute (italics added for emphasis):

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

If you’re not familiar with content marketing, here are some concepts to keep in mind:
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February 20, 2013

How and why B2B companies should use social media

MarketingProfs B2B Forum

Lately, one question that I’ve been getting a lot is this: Is social media right for B2B companies?

It’s a fair question. If your end consumer is a business, how do you reach them online?

I did some digging and found at least four reasons why social media makes sense for B2B companies:

1. Social media can build a B2B company’s reputation.

Let’s not forget that behind each business are real human beings. And these decision makers increasingly turn to social media and other online resources to research about products and services. A well-thought out social media presence can help influence a company’s decision maker.

2. A strong social media presence can help establish your brand as a thought leader.

When you’re viewed as a thought leader, decision makers are more likely to think of you when they’re ready to buy.

3. Your social presence can enhance customer relationships.

B2B transcations are high-risk and more expensive, so relationships are crucial. Building relationships and awareness can turn to conversions.

4. LinkedIn has proven to be an effective lead generation tool for B2B companies.

In fact, the website’s visit-to-lead conversion rate for B2B companies is 4x more than Twitter and 6.6x more than Facebook.

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