Marketing Eye

Wednesday, 17 June 2020 15:07

Building Customer Trust Through Data

Customer loyalty is an incredibly invaluable resource, especially when budgets and spending are tighter than ever. While it might be difficult to land new customers right now, it's essential to invest in the customers you have now. Gaining that trust will not only strengthen your relationship with that customer, but it will also help you to develop content to reach new customers in the future. But it all starts with loyalty. Personalized content is an excellent tool to support that loyalty, but you need to know what your customers expect from you.

Published in Marketing
Thursday, 20 February 2020 12:39

How to Improve Your Content Marketing

Are you satisfied with your content marketing practices? Improving our daily marketing tactics is an ongoing, cyclical process that requires a good bit of testing to get right. Content marketing is a great tool for educating and informing your customers, but it’s important to make sure that our content is optimized to perform as well as it possibly can. Below, we’ve got some tips and techniques for improving your content marketing to increase engagement with your audience.

Published in Marketing
Wednesday, 12 February 2020 15:40

How to Write an Effective Case Study

Winning over prospective customers is never an easy task. You have to demonstrate that you are capable of delivering on what your product promises. Writing case studies are a perfect way to showcase your company’s ability to follow through on what you provide. A case study examines the customer’s challenge or pain point and what it took to get a solution. They can vary in length, but the case study should measure success using metrics that your client has agreed upon. A well-written case study shows the positive impact your business has on your customer base. Below, we discuss how to write a case study that will attract new leads.

Published in Marketing
Tuesday, 02 January 2018 16:35

Are You A Bad Writer?

Does your company have a flexible, scalable, groundbreaking, industry standard, or cutting edge product coming out? Well, while that's great and all, every other company has that exact same kind of product description for their new products.
Published in Marketing
Thursday, 14 December 2017 12:19

What's the Difference?

Being a marketer who has a background in public relations, it’s always been very apparent that marketing and public relations overlap all the time. So much so, it becomes blurry where the two differentiate. This makes me wonder, are public relations and marketing evolving into the same department, or is there reasons the two remain separate entities?
Published in Marketing
I am not a storyteller in the sense that I engage a crowd through great wit and charm. I am no Gatsby and certainly not great. I have friends who command an audience – but that is not in my nature to do so. I like to listen so I can come back to my desk and write stories about what I have heard.

That is not to say that I don’t do public speaking - I am quite reasonable when on topic - but I am a different kind of storyteller: more hack than raconteur and certainly no Peter Ustinov – the greatest raconteur that ever lived. The Fault in our Stars author John Green says it best about many writers, “Writing is something you do alone. Its a profession for introverts who want to tell you a story but don't want to make eye contact while doing it."
Published in Marketing
Thursday, 16 February 2012 19:14

Are you writing your death wish?

What is the value of writing content? If content is king... how is this defined? When content is written well and tells a story or a message that people resonate with, it is KING. But what happens when it doesn't. When content falls prey to audience misconception or to a swing in favour because your opinion or comments differ from the opinions of your audience?

Olympic swimmer, Stephanie Rice, was innocently tweeting backwards and forwards to a friend and used a word that may be seen as deogratory to people who are homosexual, and all of a sudden she was 'on the nose'. Ousted. Gone.

In Kyle Sandilands latest rants, he said one thing that went a little too far, and all of a sudden, he too has fallen prey to the swing of the public and more importantly, the sponsors who subsidise his wages.

Content management, whether it is in the written form or through a media platform like radio, television, podcasts, webinars, youtube or any other media of this type, needs to be managed.

The written form for small businesses covers custom publishing, custom media, customer media, customer publishing, member media, private media, branded content, corporate media, corporate publishing, branded media, your website, your direct marketing campaigns, blogs, landing pages and more.

What is content marketing?

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.

What content marketing is not... is it does not 'sell' in a direct manner. It is un-interrupted marketing. It provides knowledge and explanation driving customer and prospect loyalty.

This marketing blog is a clear example of how content can work for an organisation. It provides information on 'real life' small business operations whether it be how we work with customers, marketing, employees, mentors, finance or expansion. It travels through the daily grind of being an entrepreneur and dealing with real emotions that at times goes up and down according to how the week flows. It is often raw with experiences or up-beat with positivity. The marketing blog uses examples of people that I interact with in business and in life and it cover how your personal life influences your business life.

How can you improve your content marketing immediately?

"Develop case studies and put them online, write a blog, use mobile enabled web outreach with website landing pages, video, advanced search engine optimisation, digital content and be sure to measure through analytics the results. How long are people reading your content? What is more popular?

Hiring a professional writer or a journalist to help you develop content that is readable will be beneficial to any business who is choosing to produce high quality content.

IN TODAY'S COMPETITIVE ENVIRONMENT... IF YOU ARE NOT CONTENT MARKETING, YOU ARE NOT MARKETING. THINK ABOUT HOW YOU CAN DO THIS BETTER.

Mellissah Smith, in Atlanta.