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Content Marketing

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Soar Collective: How to pick the best digital agency

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“Internal sales and marketing teams have a tough job figuring out when and what to outsource, and to whom. And, with good reason. Outsourced project work can be the difference between your business exceeding its targets and a manager getting the boot from their job. But with so many agencies popping up — seemingly faster than a new Joe & The Juice bar — how can you figure out which agency is right for your business?

The truth is, not all agencies are right for you. I’m not here to tell you that my company, LEP Digital, is your guiding light either — we could be a shoo-in or a complete misfit. It depends entirely on your business and what you’re looking for.”

Do you know how to pick the best digital agency for you and your business?

 

Our Director, Laura, explains a few factors to consider when searching for a digital agency to match your needs.

Thank you to Soar Collective for the feature. Read more…

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Why blogs are banging for your business

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For business owners, having a platform to reach out to your customers is vital; but, having a two-way conversation with prospective buyers? Well, that’s just smart. According to Jason Kapler of Adweek, “It’s time marketers put down the megaphones and join in a dialog with each customer”. You’re probably already doing this: you can implement contact forms, reach out to customers through your social media presence, and connect through electronic direct mail (eDMs), but are you aware of just how powerful and effective blogging can be?

For many, when they hear the word blog, they hear the word, burden. Yes, at LEP Digital, we do admit that blogging can be time-consuming. I mean, who in your business is going to regularly research, develop and write effective content on top of their full time role? You’re probably thinking, ‘what could I possibly keep writing about?’ Most importantly, for any business that is conscious of their bottom line (let’s be honest, that’s pretty much all of us), the cost of running a blog can be a little bit daunting.

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However, I want to convince you that a blog is an exceptional brand tool. It can be used to generate leads and build a digital presence if implemented correctly. Whilst on the outset it may feel like extra task added to your to-do list, a blog should be treated as any other element in a marketing strategy – and trust us, it works.

Let me tell you why blogs can only boost and benefit your brand.

Blogs can give your customers major feels

Every business out there is craving customer loyalty and a blog is the perfect platform to start those long-term relationships. According to Quick Sprout, 60% of consumers feel a sense of positivity about a corporate brand after reading their blog, and 61% have made a purchase based solely on a blog post.

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What’s fantastic about blogging is the capacity to share content with your customers in a human and personal way. For example, you can give ‘behind the scenes’ access to your customers, provide insights and stories around your business operations, encourage two way conversations and build trust with your target audience through high quality content that they find relevant and interesting.

Blogs can boost your social efforts

It’s 2018 – most businesses out there should have social media accounts. Whether you’re on Facebook, Instagram or Linkedin, we all know that social media is another effective tool to build your business. However, for many, deciding what to post on social media can be a quandary. If you’re producing regular content for your blog, you have regular content to share across your social media platforms. With your blog being out and about across the social media sphere, there are more opportunities for people to click through to your website and ultimately encourage leads for your business.

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Don’t forget the power of sharing too. According to Complete Business Online, “One of the most powerful benefits of blogging is the opportunity it creates for others to share your blog to their personal networks. This sets you up in good stead for potential virality or exponential market growth. With so many different sharing platforms available in 2018, visitors can share the direct link to the blog, Tweet it, Instagram direct message it or email it to a friend”. Um, marketing on the house? Yes, please.  

Blogs set you apart from your competition

Be the brand that’s always ahead of the game. Blogs can allow for you to do this. No matter what industry you work in, you want to come across to your customers as an industry leader. Having a blog provides your business with a launch pad of information and a source of knowledge. As WishPond suggest, “If you’re a retailer, for example, write blog posts about your products. Your customers will get to know you as the knowledge source for the products they want. If you’re in B2B, post articulate, well-researched articles about your service”.

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By focusing your content around your market, your business can present themselves as well versed, whilst highlighting your knowledge and providing insights that perhaps your competitors cannot. It can also help to remedy sales objectives.

Blogs get you into Google’s good books

We all want to be number one on Google. Whilst a blog might not get you there overnight, it can certainly assist with your search engine optimisation over a longer period of time. Google adores activity, so don’t get lazy. According to pixeld.com.au, “static pages that have displayed the same content since Google can remember are quickly de-prioritised by search engines as they make their way to the wastelands of ‘page 57’ in search results.”

As I have done in this article, it’s important to embed backlinks. As Kelly Thomas Mango of OpenVine notes, not only is it good online etiquette to reference other sources, but high-quality links are a valuable commodity for a business to rank higher on Google.

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And, don’t forget to video log (or vlog for all the cool kids). Pick up that camera and go on a video rampage people! I can’t stress enough how important video is. But, if you’d like to be reminded, you can read my six reasons here. Creating vlogs is another way in which you can speak with your customer base. Not only does it break up the content, but, as you guessed, Google’s going to love for you for it. Search Engine Land explains, “Video is evidence of quality content, and as part of a media mix on a site, it helps send signals to search engines that your page or site contains rich media relevant to search requests”.

So, this means regularly updating your website with fresh content and making sure your blogs are keyword rich. Don’t forget to integrate backlinks and fill your blogs with plenty of images and video content. If you want to be besties with Google, blogging is the way to go.

Embrace the blog

Ultimately your blog provides your brand with the capacity to reach out to current and prospective customers in a way that other tools may not. Consumers are looking for transparency and honesty in brands that they associate themselves with. Additionally, you can be a source of relevant industry information. At LEP Digital, content creation for our clients is at the heart of everything we do. If you’re keen to introduce a blog for your business, then let us help you. Invite us to a coffee date today.

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6 reasons why video in content marketing is hot right now

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As referenced in Zoolander, video is so hot right now. Very hot.

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It’s probably no secret that video content is on the rise, especially when it comes to digital marketing. Think of all the videos that you’re seeing on Facebook now and, since Snapchat came along, both Facebook and Instagram have released a story feature in response. YouTube is now the second largest search engine after Google, and has over four billion views a day. More and more brands are turning to video to tell stories, and engage with customers to keep their attention.

According to Jason Park from the Content Marketing Institute, “video is projected to take up over 90 percent of the online content pie within the next decade.” Some common questions that we get asked include:

  • What sort of video content should my brand be producing?
  • Do videos work for all industries?

Hubspot suggests the best types of videos that brands should be sharing across there platforms are:

  • Explainer videos
  • Product demonstrations
  • How-tos
  • Testimonial videos.

As for the second question, in my opinion, yes. There’s always a story to be told if you find the right angle. So if you’re not developing engaging video content for your brand then, unfortunately, you’re dragging your feet behind behind your competitors. Let me share six reasons why you should be contemplating video content for your digital marketing strategy.

1. Start a conversation

We know that visual content is the key to engaging with a broader base of potential customers. Think of all the videos that have gone viral this year alone. Admit it, in the last few weeks, you’ve likely shared a Facebook video or tagged a friend that the video might be relevant to.

People are 10 times more likely to engage, share and comment on video content compared to blogs and other text only social posts.

 

2. Build trust

Don’t ever underestimate your customers – they are your brand representatives. We’re bombarded with marketing information, receiving up to 600 messages a day, according to B&T. Consumers are getting savvy, so being transparent and honest with them will help you build brand trust. Video content can do this significantly better, and faster, than text content. Visual content gives you the opportunity to express your brand authentically, share your core values and encourage loyalty. Providing your potential customers with valuable or revealing information and speaking to them as if they are your friend can quickly build up trust.

3. Impress Google

If you embed a video on your website, then chances are your visitors are going to be hanging around for a little longer. Why does Google love this? Well, your visitors are spending more time on your website which, in turn, signals search engines that your site is content rich, putting you in the Google’s good books. With Google purchasing YouTube back in 2006, there has been a significant way in which videos affect your ranking on search engines.

According to Moovly, websites that embed videos are 53 times more likely to show up on page one of Google.

 

4. Befriend Facebook

When you think Facebook, you think algorithms. Running and maintaining business pages can be overwhelming, as Facebook constantly changes the way algorithms work. However, Facebook is rewarding businesses that produce video content, particularly sponsored video content. According to SEO.com, “Facebook video views are among the most cost effective forms of social advertising. Facebook is on a mission to dethrone YouTube as the video king, and in its quest to own your marketing dollars, it is offering some awesome incentives. Which is to say, they’ve created a platform for video ads that is extremely affordable.”

5. Get those click throughs

If you’re already creating video content for your brand, are you including them in your email marketing campaigns? Think how many emails you receive daily. How many of them are currently including video? “Video content increases the open rates by 5.6% and increases the click through rates by 96%” says . This is a great technique to set yourself apart from your competitors and double your chances to improve your click-through rate and convert customers on your website.

6. Trigger emotions

Video means you can humanise your brand, evoke emotion and ultimately drive action. Voices, music and animation can be used to bring your brand to life and allow the watcher to feel something. Unlike large amounts of dense text, video content can convey dry information in an engaging manner, pull at heartstrings, make people chuckle or make people tear up, all whilst playing to the subconscious. Vidyard explain, “Current research breaks emotional triggers into two main actions post-viewing: sharing and buying. While your specific goal may sit along a spectrum somewhere between building awareness and converting qualified leads, these two categories of emotional impact will get you well on your way”.

We make moving stories

At LEP Digital we’re so excited to offer video content as part of our clients’ digital marketing and content strategies. We’ve established some seriously great relationships with talented production companies and freelancers and to offer our clients end-to-end production services. We also offer some production and editing services in-house. We oversee everything from script and storyboard development, to filming, talent direction and post-production services.

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If you want to make magic and drive even better engagement for your brand, get in contact today.

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Content repurposing – The afterlife of great content

By | Content Marketing, Uncategorized | No Comments

Any content marketer worth their salt can tell you how your content is performing. And, if they’re exceptional, they might tell you why. Performance is usually measured by engagement: for example, the most viewed blog posts, time on page, exit rate and so on. However, once you post your blog and share it on social media, it doesn’t have to be the end of the road.

Repurposing content breathes new life to the well researched, critically thought out and beautifully written content. It helps you to reach new audiences, showcase authority in your industry, and support your SEO efforts by helping to build genuine backlinks to your site. Additionally, repurposing content helps reinforce your key messages.

So how do you go about repurposing content?

1. Reframe your blog posts

Examine your recent blog posts and determine if you have anything new to add. For example,  you may want to expand on a particular point if it received a lot of interest from your readers, offer a new theory or point of view, or ask a guest blogger to weigh in. If the topic is broad enough, you should consider a blog series. Reframing or refreshing your content gives your followers a reason to return to your website and aids message retention.

Avoid rehashing the same points and be sure to change the title, introduction, subheadings and metadata.

2. Transform and reshare

Everybody digests content differently: some prefer to mull over an in-depth case study, others prefer to thumb through their social feeds to find high-level reviews. Your blog post, case study or white paper can be broken down into many formats to suit different media channels. Here’s a few examples:

  • Report > Infographic

Use your report to tell a story or share interesting statistics by creating an infographic. Although they need a lot of planning, infographics are often a crowd pleaser and may be easily shared across social media platforms such as LinkedIn, Facebook and Twitter. Use visuals to make points clearer and condense your messages to a few words. If your data is from a third party source, give credit and shorten the source URLs using Google URL Shortener or Bitly.

 

  • Manual > Instructographic

Yes, you read that right. As the name suggests, an instructographic is a series of instructional graphics – think Ikea’s visual instruction booklets for its flat pack furniture. Instructographics are a great way for you to share a recipe, teach someone how to make arts and crafts, or even explain how to build a website.

  • Presentation > Slideshare

Turn your text-heavy presentations into short and sharp slideshows on LinkedIn’s Slideshare. Include a sentence or two only on each slide, and use graphics and symbols to aid meaning.

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Source: Neil Patel

  • Interview > Podcast

You’ve just finished a great interview with a subject matter expert and written an article. What’s next? Turn the audio recording into a Podcast. While reading lengthy blogs mightn’t be everyone’s cup of tea, podcasts may appeal to people on the go, including commuters, exercisers or holiday goers. We like using open source software, such as Audacity, to edit the recording.

  • Webinar > YouTube video

Convert your customer webinar recording into a video and share it on YouTube. If you’re familiar with video editing software, you can break down certain points into 60-second videos, then add background music and graphics to make it interesting. Don’t forget to share the YouTube link on on Facebook and Twitter and upload the video to Instagram.

  • Blog posts > eBook

Are you a prolific blogger? Always wanted to publish a book? Create an eBook. Step one: Gather posts on a similar theme. Step two: Arrange them into a cohesive order by writing an introduction, adjoining paragraphs and a conclusion. Don’t have graphic design skills? Try using a template from Canva. Publish your eBook it as a free download for subscribers and promote it through email to your database.

3. Answer questions

Question and answer sites such as Quora and Answers.com and industry or interest specific forums are a great place to interact with potential customers. People who post questions are already interested in the topic that you are knowledgeable about. Ensure that your answers are thoughtful and informative and avoid sales pitches.

4. Repost content on social media

Thanks to social media algorithms, instead of seeing posts in chronological order, we now see posts based on relevance. This means that only a small portion of your followers will actually see your content in their feed. So, don’t be afraid to repost old content after a reasonable time lapse. A great rule of thumb is around three months if you post as frequently as a few days a week. You may think that it’s redundant but, odds are, your followers will be seeing it for the first time.

What next?

Not all content is the suitable for repurposing. Focus on timeless topics related to your industry and high quality content pieces. If you’re not sure which content is worth repurposing, start by looking at your website analytics. And, most importantly, be creative.

We’re curious: How have you repurposed your content and what was the result? Share your ideas below.