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Posts Tagged ‘inbound’

Marketing 101: Copywriting vs. Copy Editing vs. Content Writing

June 8th, 2018
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

I recently received the following request about one of our MECLABS Institute Research Partners  (MECLABS is the parent research organization of MarketingSherpa.) …

“One of the pages we are building is a Bio page/section. The Research Partner is having their people write their own bios.

I know you’re already working closely on the other pages, but wanted to see if you would be able to take those and do some minor copy editing …”

Now, we have an excellent copy editor (the blog post you’re reading right now is likely far better than my original draft, thanks to Linda Johnson). And while I’m quite confident of my copywriting skills, I readily admit I am a very poor copy editor … but I’m often mistaken for one since the different words sound so similar.

I bring up this example for the latest in our series of marketing terms posts because I’ve often seen the two terms confused by marketing managers, project managers and the like. Throw in content writing as well, and it gets even more confusing.

So to help you differentiate between similar roles and find the person with the skill sets you need for your websites, blogs, print ads, direct mail letters, brochures, product spec sheets, catalogs, and on and on, here’s a quick guide. Even if you’re on the marketing technology side and don’t consider yourself a “creative,” it helps to know the people you should call when you need help.

Copywriting — Helping the customer come to the best decision about a brand, product or conversion goal

The copywriter writes TV commercials, radio spots, print ads, marketing emails, direct mail, brochures, out-of-home advertising and other types of advertising or marketing. The goal is usually to get an action from a customer, whether that’s making a purchase, becoming a lead, giving a donation or coming to a conclusion about a brand (branding).

Harry McCann famously coined the phrase “The truth well told” for advertising.

Copywriters are the ones who tell it well.

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They Won’t Bite: How talking to customers helped Dell EMC turn its content strategy around

October 12th, 2017
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“What we were finding was that a lot of our content was very product focused, and really quite technical. It’s not that we didn’t need that, but we weren’t engaging with customers at the top of their decision making,” said Lindsay Lyons, Director, Global Content Strategy, Dell EMC.

Lyons and her team came to the same content revelation that many marketers do — “we were talking about what we wanted to talk about, and not talking to customers about what they wanted to talk about,” she said.

In this content effort, they overhauled production efforts to ensure that content went through a stringent and honest assessment. This ensured that the content was not only in the tone that customers wanted to speak in but also in the spaces that they were already interacting in.

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Insta-famous: 4 quick tips on how to build your brand’s Instagram profile

June 16th, 2017
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Instagram is a great space for marketers. Brands and friends are freely intermixed, and the platform has a light, fun vibe, and there is an emphasis on creativity.

This is a space where, when done correctly, you can be counted among your followers’ favorites. They’ll look forward to your brand’s posts, or click to view your stories, more than any of their real-life friends.

Read these four tips to get a jump on how to take your brand to another level on Instagram and get in with the platform’s cool kids — some of whom are actually giving these tips.

Tip #1. Interact with other brand Instagram accounts

After BBC Earth and 500px discovered a natural overlap between their two communities, they decided to shake things up and offer Instagram followers a different perspective.

500px users are a full range of photographers, from those just starting out to professionals. BBC Earth has a photographer following as the natural history brand for the British Broadcasting Corporation.

They created an opportunity to bring each other’s content to a wider audience in a week-long “Instagram takeover.” The two brands posted content for each other for a week, bringing each other’s community and conversations with them.

“We saw this Instagram opportunity as a way to show off our community to the world, in particular [to] the 500px community of really highly skilled photographers,” said Kara Segedin, Community Executive, BBC Earth.

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4 Lessons About B2B Inbound Marketing from a Sunday Morning in the Coffee Shop

June 6th, 2017
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I was in Starbucks the other day, and in walks an older gentleman. I couldn’t help but notice that people kept focusing on him and chatting him up — in line, while waiting for a drink, etc.

I could overhear the conversations a bit, so I asked someone sitting near me, “Was that guy in the NFL or something?” He responded, “Yeah, that’s Rocky Rochester. He was defensive tackle for the New York Jets in Super Bowl III.”

He happens to sit by me, and we strike up a conversation. He notices I’m wearing a Hofstra shirt, and he says, “Hey, we used to practice there.” Then, when I notice his Super Bowl ring on his finger and mention it, he does something that simply shocks me.

He just hands it to me. So, I’m sitting there, holding a ring from Super Bowl III. The Super Bowl of Super Bowls. Broadway Joe. The Guarantee.

I share this story because inbound marketing was on the top of my mind in that coffee shop on Sunday morning — we were putting the finishing touches on the MarketingSherpa Inbound Marketing for B2B Quick Guide  — and I realized this story was the perfect analogy for effective inbound marketing. Often, we get so focused on data and metrics, technology and automation that we overlook everyday human interactions like this.

However, normal human interactions are what we should be trying to emulate with our marketing, especially inbound marketing.

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Snapchat Do’s and Don’ts from HP’s session at MarketingSherpa Summit 2017

April 21st, 2017
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Throughout my tenure at MECLABS Institute, parent company of MarketingSherpa, I’ve worn a lot of hats. I have been the managing editor of MECLABS.com, produced web clinics for MarketingSherpa’s sister site, MarketingExperiments, and currently serve as a senior manager of digital analytics, where I help our Research Partners make sense of mountains of customer data.

Perhaps my most cherished responsibility, however, has been to act as the resident Snapchat journalist around the MECLABS campus. Whether the office alligator is sunning himself beside the lake, a company-wide ping pong tournament is taking place, or we’re surprising Aimee Reynard, Senior Events Manager, on her birthday at Summit, if something interesting is going on, I consider it my duty to spread the word to my coworkers via Snap.

For this reason, I jumped at the opportunity to work with Frank Danna, Content Director, Softway and Stef Brower, Global Social Marketing, HP on their MarketingSherpa 2017 Best Practices session, “Navigating the Complex (and Weird) Landscape of Snapchat: An inside look at HP’s Snapchat journey.”

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How HCSS Used an Interactive Contest to Increase Web Traffic 800%

December 9th, 2016
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Pretty often with complex B2B products and services, it can be difficult, even for customers to show off the intricacies and value of the entire process.

With more than 4,000 construction companies and 45,000 end-users on HCSS software, the company was looking for a way to leverage clients’ stories and turn them into usable and compelling content.

 

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How to Build a Brand that Customers Passionately Love

May 6th, 2016
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Every Friday leading up to June 7, when IRCE begins in Chicago, MarketingSherpa will be diving into the lessons learned from last year’s Media Center interviews with speakers and attendees, such as Eoin Comerford, CEO, Moosejaw. He and I spoke last year about taking risks in campaigns in order to reap the rewards of customer loyalty.

 

“What it comes down to is, do you want a brand that people will care about? If you try to be all things to all people, you’re really nothing to nobody,” he said.

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Content Strategy Versus Content Volume: How HR tech company, WorkCompass, wrote less content, but increased leads by 300%

January 29th, 2016
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Content marketing is a lot of work. Any company doing content marketing has to also run a media business on the side of their regular business.

But what if you could do less writing and still increase your leads by 300%?

That’s exactly what Alan O’Rourke did at HR performance management software company, WorkCompass, with a small marketing team.

According to his blog post on Audience Stack, O’Rourke was having trouble getting his content marketing efforts to pay off.

I tried it for a few months but found I was just sending more content to the same people. More was not better. It was just more. Using basic inbound marketing our audience and reach was not growing.

So what he did instead was create an inbound marketing strategy that focused 70% of his team’s effort on promoting his content, and 30% of his team’s effort in actually creating the content.

The results were fantastic. In fact lead capture (my primary measurement of success) jumped by over 300%!

Fortunately, he mapped out his entire strategy in a nice infographic. He calls it the One Month Micro B2B Marketing Plan — although I’m sure most savvy ecommerce marketers out there will be able to apply the same principles to their own content marketing strategies.

Micro B2B Marketing and Promotion Plan - Audiencestack.com
The Micro B2B Marketing and Promotion Plan from AudienceStack.com

 

So what does this mean for your team?

It means you can at least test slowing down your editorial calendar to produce higher quality long form content to promote over and over again.

P.S. I found O’Rourke’s blog post and infographic from a post on Reddit, where he had promoted it. Now I’m writing about it here, giving him links and hopefully sending a significant amount of traffic his way. So he’s doing something right.

 

You might also like

B2B Marketing: Content strategy results in 50% of qualified leads being inbound [From MarketingSherpa]

Content Marketing 101: Tips on content strategy

Content Marketing: How an energy data company’s content strategy increased leads by 733% [From MarketingSherpa]

Inbound Marketing: Beef jerky company develops content strategy around brand character to increase social media fans 2,113% [From MarketingSherpa]

Last Minute Tips to Engage Customers Through the Holidays

December 22nd, 2015
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Every year, the holidays have a way of sneaking up on us.

Just like there will be a mad rush at the mall on December 24, there are probably some marketers out there who are trying to think of some last minute ways to connect with customers during such a congested season.

Social media and other content is the best way to get some last minute and creative engagement with your customers. In the spirit of giving, here are three tips that could spread some goodwill between customer and brand.

 

Tip #1. Every interaction is an opportunity …

… even if it’s a complaint. At this time of year, people are stressed, busy and more likely to complain about your service than compliment it.

Even if it is something silly, like the complaint Reese’s faced at the beginning of December with customers voicing concern that their Reese’s peanut butter cups didn’t look much like Christmas trees. The backlash was titled “tree shaming” and gained the hashtag #Reesesfail.

#ReesesFail

 

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Inbound Marketing: How to turn your customers into brand enthusiasts

November 6th, 2015
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KontrolFreek has taken a “very organic” approach to building its base of customer brand enthusiasts and ambassadors, which it calls FreekNation.

Ashish Mistry, President and CEO, KontrolFreek, sat down with me at IRCE 2015 in Chicago, and discussed how the company was able to work within pockets of influence in its digital marketing to turn customers into fans.

The key to how the marketing team has been able to do this is through a number of different avenues in its digital space.

 

Authentically develop relationships with customers

“One of the things we realized early on was that this was going to be the core of our marketing,” Ashish said.

The team thought email would be one of the main marketing drivers, he added, but what has been the most interesting development, from his perspective, is to see how important the social role of these brand enthusiasts has been for the customer base.

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