First, I explain the difference between hiring freelancers and finding an inbound marketing partner at Greenroom Interactive. In short, working with a partner that can help with all aspects of marketing instead of one small portion can really make the difference in your results. I’ve got nothing against freelancers – but when it comes to the complexities of inbound marketing, you’re better off finding someone who can help you with the entire picture.

Then I jaunt over to the SEO Copywriting blog and discuss a news content marketing strategy that can help with rankings and social sharing. Creating enough quality content is hard – but if you become a reliable source of news for your industry, you’ll always keep the content pump flowing – and get higher rankings to boot.

I’d love your comments on either blog – and be sure to connect with me on Google+!

The post Maximize Your Inbound Marketing with News and Partnerships appeared first on Six Degrees Content.

Websites fail for a number of different reasons – bad design, broken links, poor navigation structure – but if all of those elements are in place and you’re still seeing bounce rates through the roof, it’s time to focus on your content.

Here are a few ways your website content is missing the mark and what to do about it:

Content strategy? We don’t need no stinking content strategy!

Before even a single word goes on your site – you need to figure out where you’re headed. Establishing a content strategy and understanding why you want visitors on your site and what you want them to do there is essential. Content strategy is more than just coming up with some blog posts and page titles. It’s the thinking that goes behind your content, your conversion actions and even your design choices. No content strategy – no purpose – no website success.

It’s not too late! By taking a look at your ideal clients, considering the keywords that are important to your audience and creating something that really speaks to their needs and answers their questions.

Welcome to our site where we talk like robots – instead of humans. 

Your website has a voice. Whether you like it or not, it speaks in a distinct voice and from a specific point of view. Both of these seem to be missing from some business websites. They focus more on getting their point across in a totally politically correct and corporate-tized way than speaking to real humans. It doesn’t matter if you’re a B2B company – you’re selling to humans. You need to speak like one. Get to know your buyers and find out what they are like. Speak like them. Have a specific point of view. Say something with your website content.

Want a quick way to tell if your web copy is too robotic? Try reading it out loud. You’ll be able to catch the stiff language and awkward phrasing.

We want people to buy – or call – or sign up – whatever they want to do, we’ll take it.

 There’s a time and a place to offer options, and your website content isn’t necessarily one of them. You need to focus on the action that you want your reader to take at the end of that page. Don’t rely on your visitors to make the assumption that they need to click on your contact form or visit your store once they’ve read your web copy. Make it easy for them by narrowing their decisions and showing them how to do it.

It’s not that website visitors are stupid – they are just busy. They want to be shown where to click, what to fill out and how to proceed to take the next step. Use a call to action at the end of every page and limit the options. Even though a visitor could technically call, email or fill out the contact form in order to take the next step, pick one. Then design your website content around that choice.

Image credit: L. Marie

What about you?

Have you made any changes to your website content and noticed a difference? I’d love to read your best tips for making website content work.

The post Why Your Website Content is Failing – And What to Do About It appeared first on Six Degrees Content.

Here are three keys to keep in mind when you develop a short blog post:

Keep your topic ultra focused.

If you’ve decided to publish a blog post on the shorter side, use a narrow lens and focus on one aspect or one topic. It’s not the time to delve into your start up’s philosophy on entrepreneurship, but it’s the perfect platform to discuss a feature of your web app.

Give your audience actionable content.

You want them to come away from your post with a step that they can take right away. For example, in your green friendly kitchen cleaner article, give your blog post readers a bulleted list of tools they’ll need and step by step instructions for cleaning with eco-friendly products.

Make your content part of a series.

If you have trouble keeping your short blog post ultra-focused, make it part of a series. Online marketing is a complicated process. A series of short blog posts on ultra-focused online marketing steps will help give your readers bite sized action steps without overwhelming them.

Are there any other tips you’d add for short, sweet content?

The post A Short Guide to Short, Sweet Blog Posts appeared first on Six Degrees Content.

So you get to work and do the best you can. Months later, when your website isn’t performing well you wonder if the money you spent on the redesign was worth it.

It’s not the designer’s fault – it’s yours.

Writing your own web content is like cutting your own hair. It might look pretty straight forward. You may think that it you work slowly enough that you’ll master it. But even if you have the right scissors and a friend to help it’s still going to be a bit “off.”

Here are four reasons why writing your own content is a bonehead move.

Your website can make or break your business.

You only get one chance to make a first impression. The most amazing design in the world isn’t going to fix spelling errors, missing calls to action and other major content mistakes. By taking your web copywriting into your own hands you’re creating a stifled site that isn’t going to give you the results you’re looking for.

Web writing isn’t “regular” writing.

As an English major and then journalist, I thought I knew writing well. When I made the shift to web writing, I realized how little I actually knew! Writing for website audiences isn’t the same as putting together a report or creating a news story. Readers scan, hop around the page and skim through website text. If you don’t know how to format and layout the writing on your website, your traffic won’t covert and your website won’t be effective.

SEO Copywriting needs a special approach.

I wouldn’t be doing my job as a web writer without mentioning search engine optimization. SEO doesn’t have to be a four – er, three – letter word. Writing for search engines is something that takes skill, practice and staying on top of the latest guidelines for search engine placement. Do you have the time to follow all of that? A web writer can do it for you.

You’re too close to your product or service to write well.

I’m willing to bet you can rattle off the great things about your product or service in a heartbeat. But is that really what your prospects want to know? Since you know all of the details of what went into your product or service, it might be hard for you to pull out the key benefits and juicy details that will have your website visitors ready to buy. Knowing the ins and outs of what you do can actually be a detriment to your web content. Let a copywriter help you find the main highlights and pump them up for you.

You’re too busy to get it done.

Your new website project or product launch could be delayed weeks or months if you try to tackle it yourself. You have enough on your plate. Letting a web content writer take the reins on your project will mean a faster launch date and quicker profits.

When is it okay to DIY? Some business owners can master blogging really quickly. Others are good at creating presentations that help sell what they’ve got to offer. But when it comes to the content on your pages, you’ll get the best results by calling in a professional for SEO copywriting.

(Image Credit: Seth W.)

The post 4 Reasons Why Writing Your Own Web Content is a Bonehead Move appeared first on Six Degrees Content.

Your audience is waiting for you.

As a solopreneur, your time is limited. You’ve only got so much to work with each day and you’re wearing so many hats you need to cover lots of bases in that small amount of time. That’s why it’s so important to focus on the marketing activities that will get you the most consistent, reliable and effective results.

Content fits the bill for your solo biz for many different reasons. If you’ve ever read a great blog post, downloaded a free report, tuned into a webinar or taken interest in someone’s update on Facebook, you know how effective content can be. It’s worked it’s mojo on you as a reader/listener/subscriber/fan, etc. Do you want to know the secret formula behind WHY it works?

Here’s exactly why content works for those other business owners (and how you can tap into that  for your own business).

Content helps you highlight YOU!

As a solo business owner, your business is YOU. When clients hire you or buy from you they are working with YOU. Written or recorded content created by YOU is the best way to give them a preview of what is in store for them. Content in your voice with your unique perspective, your insight into what you do (whether it’s personal coaching or pastry baking) and your personality. Your business needs you to thrive – and content is the best platform for that.

Content brings the search engine results!

I’m going to put my SEO nerd hat on for a moment and reiterate that Content is King when it comes to search engine marketing. What’s great about being a soloprenuer and having a tightly focused target market is that it’s fairly simple to rank for your main keyword terms. If you’re creating fresh, relevant content on a regular basis you’re giving the search engines what they want – ways to categorize you and rank your website. The more content you produce on your topic, the more likely you’re going to be ranked well. There are other factors at hand of course – but content is so important it’s a good starting point for SEO optimization.

Content helps make social media even better!

Social media sharing is a great way to connect with others – but if you are only sharing what other people have to say you’re not making a big impact. When you produce your own content on your own website, you can share those posts and updates with your social media followers. You give them valuable content, point out your website and subtley introduce them to your products and services. And you thought social media was just about sharing what you had for lunch! It can be so much more when you produce your own content. As an added bonus – search engines are giving more weight to social media activity (especially Google+) so it’s important to get out there and share with your solo biz audience.

Content creation can be your #1 marketing tool this year! How are you using it to grow your solo biz?

(Image Credit: Meet the Media Guru)

The post Why Content is a Great Tool for Your Solo Biz appeared first on Six Degrees Content.

“Engage with customers on Facebook”

“Blog regularly”

“Update your website”

“Join this new social network”

Before you engage in any of these content marketing activities, you need to ask yourself one important question – WHY?

“Why” is the most important question to ask before creating content. Content without a plan and clear objectives is a waste of time and money. Not asking “Why” is what is holding so many businesses in the pattern of publishing useless content, wasting resources and wondering why they even began content marketing in the first place.

There are dozens of content tools available to help you increase leads, convert those leads to loyal customers and become essential parts of your customer’s lives – but not all of these tools are the right fit. Take the difference between B2B and B2C buyers.

Typically, B2B buyers have a long decision cycle. There are several different team members involved in the process. B2B buyers need to evaluate the alternatives, run a cost analysis and figure out the next best step. B2C buyers on the other hand make decisions more impulsively. They are looking for the broad strokes and the perks of making a purchase.

Content marketing for B2B is about providing long term value. It focuses on in depth content pieces – white papers, webinars, etc. There are other components as well but long form content marketing is an absolutely necessity for B2B buyers.

On the other hand, B2C buyers are more focused on the quick, actionable content. You can get attention for your sustainable housewares business by sharing tips for a clean home or an article on the best vegetables to try this spring. You’re going to get more mileage out of this shareable content than an in depth ebook series.

But if a company comes to the content marketing process and thinks “Hey – I NEED to write blog posts, curate content, create a white paper series, publish an email newsletter, do an infographic, connect with my audience on ALL social media platforms and do a few powerpoint presentations – NOW!!” they are doing themselves a disservice.

Content has to be tied to a goal and the goal is determined by answering the question “WHY?”.

WHY should you publish regularly to a blog?

WHY should you create a white paper series?

WHY should you create an email newsletter?

Answering the WHY helps you select the goal, which helps you narrow your content, know how to determine its effectiveness and use it more efficiently in the future.

Ask the WHY. Don’t take our word for it. Figure out why you need specific types of content and what is the best fit for you right now. You’ll be a lot happier with your content marketing and reap all of the possible results.

Image Credit: EditorB

The post The #1 Question to Ask for Content Marketing Strategy appeared first on Six Degrees Content.

Stop focusing on yourself!

One of the biggest mistakes that businesses make with their website content is having the wrong focus. They focus on what they want to see and forget completely about their audience (who are the people who will actually be making a purchase).

Websites created with the business in mind (and not the customer) typically have a lot of “marketing-ese” – that corporate talk that makes people click away. They have website copy based on their internal memos and their carefully crafted mission statement. The products and services are the centerpieces.

These websites are missing the mark.

Have you ever been in a conversation with someone who doesn’t stop to listen? You feel undervalued, underappreciated and completely bored. This is the last thing that you want your website visitors to experience!

Your website is invited visitors to make a purchase from you – to take time out of their day and learn how you can solve their problems. It’s a conversation. If you’ve got the wrong focus (you), you won’t be able to connect with your audience and increase your sales.

Creating Connected Content

Connected content is focused on your ideal customer. It paves the way for better search engine results and increased social media impact. Best of all, it boosts your sales.

When you focus on what your ideal customers wants, and not just your mission statement, your products or your services, you increase your importance to your audience and create more sales over time.

It sounds counterintuitive – and many businesses might reject it initially – but it’s been proven time and time again. Putting the focus on your customer and not your company with your content garners much, much better results.

Here are three keys to making the transition from you-centered content to connected content.

1. Know your ideal customer.

Who benefits the most from your product or service? What type of buyers do you want or need? It’s not everyone. No matter how universally appealing your product is – your ideal customer isn’t everybody. Take organic food for example. In theory, everyone needs this. It’s good for your body. It’s good for the environment. But not everyone is in the market to buy organic food. The ideal client for your natural foods company is someone who values their health, someone who has the financial resources to buy organic and someone who understands the difference between organic and natural foods.

2. Give your ideal customers what they want to know.

Your website content needs to answer major questions. It needs to provide your ideal customers with exactly what they are looking for. Taking the time to understand their frequently asked questions, their biggest objections to buying and their decision making process can help make your website content engaging, valuable and shareable.

3. Look for opportunities to add more content.

Developing content for your website is a long term process. New blog posts, resource guides and web pages will need to be added as your business grows. Make it a point to be on the lookout for new topics and opportunities. You can do this by setting up a social media listening panel and checking in with the conversations that your ideal customers are having. You can look at your website analytics regularly and tap into topics and areas that are bringing in the most traffic. You can review your customer feedback and focus on issues, questions and topics that are important to them. All of these situations give you opportunities to add more connected content to your website.

Review your website through the connected content perspective. Is it all about you? Or have you taken steps to shift the focus to your ideal customers? Share your experiences below.

The post It’s Not About You – 3 Keys to Connected Content appeared first on Six Degrees Content.

That’s why it’s so incredible that websites are taking a stance on these bills that would severely limit the access we have to information. Information empowers. Information connects. And if these bills pass, our ability to do both will be severely limited. I do not think it is a surprise that these bills were presented and are being debated hot on the heels of the nationwide and worldwide uprising of the Occupy protesters – most of whom have been connected with one another via the Internet.

But despite your political leanings, if you’re reading this blog, chances are you have a business that is at least partially run online. Here’s some essential reading of the implications of these bills for your business.

• What Is SOPA? Startup Offers One-on-One Tutorials (mashable.com)
• SOPA and PIPA, What it Means for Small Business (scrappyface.com)
• End Piracy, Not Liberty (google.com – with a petition to contact Congress)
• Internet Blackout of the Day (thedailywh.at)
• SOPA’s Kind of Like That (WeForgotOurName)

I’ve signed the petition – have you?

The post SOPA, PIPA and Small Business – What You Need to Know appeared first on Six Degrees Content.

The sheer number of choices can make content marketing intimidating. Some companies may just push it aside and think “well get to it someday” and then concentrate on other forms of marketing that are less effective and more costly.

I’ve got some bad news for you if you fall into that category. Someday has arrived. Your customers are looking for information. They want to work with a company that has expertise. They are reading more about the topic online before making a purchase. If you’re there at every stage of the sales cycle, you’re going to be the one they turn to when they are ready to purchase.

Rather than try to do everything at once with content marketing, focusing on just a few key content pieces will get you the best results. Here are three pieces to use now to start claiming your stake in content marketing and getting more prospects and sales for your business.

Target your content marketing with these three pieces.

1. Blog Posts

Blog posts are the starting point for a solid content marketing plan. They feed the needs of both your audience and search engines. Blog posts give you the opportunity to give your audience actionable, helpful information that will assist them with their goals related to your product or service. For example, if you’re an email marketing company you’ll publish blog posts on getting the most out of email marketing, using web marketing techniques and connecting with your audience via email. If you’re a dog breeder, you’ll blog about selecting the right dog for your family, how to raise a puppy correctly and how to train your dog. Blog posts like these are helpful, interesting and show your audience that you’re an expert at what you do.

Furthermore, blog posts are very search friendly. They keep your website fresh and up to date – which search engines love. In addition, you can optimize blog posts for specific terms that will boost your rankings and give a bigger presence in search engine results. And the cherry on top? Blog posts are very shareable. Social media users and content curators are looking for fresh and interesting information to share. By publishing a blog, you’re increasing the chances of getting social media traffic as well.

2. White papers.

White papers give you a chance to explore a topic in depth in a way that is just not possible with blog posts. White papers are a content marketing goldmine. They provide you with the opportunity to display your expertise and be truly helpful to your target audience. It’s one thing to tweet about a topic and it’s another to create a 10 page guide to a specific aspect of that topic.

White papers give you the ability to take a stand, which is essential if you want to stand out in the marketplace. The helpful and detailed information that you offer in your white paper can make an impact with your readers. In addition, you’ll have the perfect tool to use email marketing and build an opt in list of prospects. Offer your white paper in exchange for the email address and name of website visitors. And don’t forget to promote your white paper on social media once it’s been released.

3. Newsletters

Once you’ve grown your list with a white paper, you need to keep your audience engaged. A regular newsletter is a perfect way to do that. Whether you publish weekly, biweekly or monthly, a consistent newsletter will build your relationship with your  prospects and help you turn website visitors into loyal buyers. Email marketing can support your social media and blogging efforts as well.

A newsletter takes your relationship with your audience to the next step. It’s less transient than social media. With email marketing, you’re reaching your audience right where they’ll pay the most attention – their inboxes. Regular newsletters give you the opportunity to share your blog content, offer additional insight and let your prospects know that you are there to help.

Using blog posts, white papers and newsletters you can develop a consistent and effective content marketing plan that will build your brand, create more leads and help your business thrive.

Image credit: cliff1066

The post Three Content Pieces You Should Be Using Now appeared first on Six Degrees Content.

Facing a content marketing plan is a lot like renovating your home. There is a lot to be done but you know once you get both feet wet you’ll be a lot better off. Starting and implementing a content marketing plan can’t be done overnight, just like home improvement. You need a plan with clear intentions in order to get either project done.

Intentions are essential for success with content marketing. They give you and your copywriter a clear goal to shoot for. They help define what type of content will be produced, where it should be published and how to measure it’s effectiveness.

If you’re not sure what your intentions are for content marketing, here is a simple step by step process that you can use to make your life (and your copywriter’s) a heck of a lot easier.

1. What do you want to accomplish?

Content marketing can help you increase leads, convert those leads, develop better relationships with your current customers, reach out to new potential partners, upsell customers and a variety of other business related goals. But one piece of content isn’t going to do all of that.

Each piece of content in your content marketing plan has a specific job. A web page that is designed to attract new leads isn’t going to be written the same as a web page that is for current customers.

Before you hire a copywriter and implement your content marketing plan, you need to get specific about your goal. What do you want to accomplish with this current investment in content? What is your biggest goal for your business? Like home renovation, content marketing is never done. There are always more blog posts to create, new resources to collect and website updates that need to be made. Instead of focusing on all of these goals at once, you need to get clear about what you want to accomplish with this specific content marketing project.

2. What type of content will accomplish that goal?

You could paint your ceiling with a makeup brush, a 2 X 5 sponge brush or a paint roller. All of them will get the job done – but the roller is going to take less time and be effective. Your goals for content marketing will determine what type of content you’ll use.

Need to spread your idea like a virus? A video or infographic will do the trick.

Want to increase customer loyalty? Try using a insider’s guide white paper or delivering great content via email.

Using the right kind of content for the job will help you eliminate the overwhelm of “What do I publish?” and zero in on the technique that will work best.

3. How will you measure success for your goal?

When you’re doing home renovation, you have a specific end point in mind. You’ll know when the kitchen has been completely remodeled (and then you’ll likely move on to the bathroom or rip up the carpet – it never ends!). But with your content marketing, the end point can be kind of fuzzy if you don’t carefully define your goals.

Having clear intentions naturally leads to clear end points. It’s not clear enough to say “I want to increase my traffic.” You need to look at your traffic stats and give your goal a number. “We want to increase traffic by 50% in 3 months” or “I want to get 75 opt ins to my free report in this month.” Knowing the measurement for success will also help your copywriter put together the right positioning and call to action for your content. Trust me…your results will be a heck of a lot better.

If you’re just getting started with content marketing or want to use it more in the coming year, get clear. Clarity will bring definition, organization and better results to any content you use to market your business.

The post How to Set Clear Intentions for Your Content Marketing Plan appeared first on Six Degrees Content.