Content marketing faces the constant tension between writing for search engines or crafting it for people. But there is also another challenge that comes from decades of formal marketing education and training.
Many people, myself included, believe in the power of a strong brand. Brand positioning has influenced buying decisions for years and a company with a strong sense of their own brand and a commitment to authentically walking out that brand is at an advantage over their competitors.
Because of their small size, SME's (small to medium size enterprises) have little regard for professional marketing. They draw their inspiration from the leaders in their categories.
A few months ago, one fortune cookie held my attention enough that it still sits on my desk today. And, it provides sound insight about writing. The point of writing is to convey a specific message or story clearly so the intended audience "gets it."
Champions don't win due to luck. They win because they're prepared and create opportunities. Start reverse engineering your winning strategy and developing your salespeople's skills.
Podcasting is an inexpensive way to effectively reach and build your small business's customer base. But maybe you've never recorded yourself before, and what would you even say? Should you go ahead and try anyway?
You probably fall into one of two camps: If you're in the first camp, you change the copy on your website a few times a month in an attempt to make it sound better. (Like I do!) If you're in the second camp, you haven't updated your website copy in so long, it's practically fossilized.
Depending on the industry and nature of your business, your target market can be categorized very narrowly toward a specific type of individual or generally as a wide scope of the general population.
Why should SMBs have a social media presence? As humans, it is engrained in our DNA to make personal and emotional connections. Social media offers companies an opportunity to humanize the brand by providing customers with a forum for personal interaction with the people behind the brand.
Mobile is no longer the future of marketing, it's the present. If your small business isn't utilizing the many opportunities mobile provides, you're more than missing out, you're inadvertently setting yourself up to fail for the future.