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My client Rosie had a successful husband and didn’t need to work, but she so wanted to help put lower-income families into homes. My client Harvey loved to over deliver in service by going the extra mile for his clients, but when he worked with homes in the $100,000 range, that desire got him really burned out.
They may not ask it this rudely (or they may!) but your prospect is always thinking this question. Advertisers want you to fit into their existing media boxes, but their marketing advice might not suit your needs. Before you do the usual billboards, grocery store and newspaper ads, take time to think about how your last 10 clients found you.
It may sound dull, but the best marketing advice anyone can give you is to prepare a marketing plan.
Two real estate partners I know work their marketing plan around the school calendar and focus heavily on networking through parent-teacher organizations and sports teams. With just five basic questions you’re much closer to achieving your goals and ensuring more success, more easily in your business. Note: This article is for informational purposes only and is not intended to be a substitute for professional legal advice. We will listen to all your requirements and, with you, work out a marketing strategy tailor-made to your needs. Once your bespoke marketing advice plan has been perfected we will then begin to implement. Taking our own advice has seen us successfully grow through Sheffield's recession, let us help you do the same. Please contact us using any of the means below and we will be delighted to discuss any questions you may have. Truesilver Marketing & Web Design - Free marketing sessions, web design, email marketing and social media. Websites, Facebook, Twitter, Printed Media and Emails ideally should all integrate to help you build a great contact base and continuous clients - but you might be confused by all the different terms and ideas being thrown at you as a small business owner. We offer simple, cost-effective sales and marketing advice and solutions that are tailored to your business.
You might have a website but for some reason it doesn’t work, or it was never completed, or the original designer is no longer contactable. For just 75p a day (in other words ?22.50 per month) you can have a beautiful, optimised, bespoke website for your business. Sometimes we're too in the thick of it to see the best way to gain more business for ourselves. You'll get some ideas there and then with some clear cut ways to improve your sales - and that's what we completely focus on, sales.
Although paid search is our primary focus here at WordStream, we (along with almost every other company these days) are also in the media business.
Since content is such a big part of what we do here at WordStream, we wanted to look back at our content marketing advice and collect it all into one, invaluable post.
With so much content being produced, competition in today’s so-called “attention economy” has never been more intense. Not only do you have to set the quality bar incredibly high, but you also have to keep meeting (or exceeding) this standard.
For more advice on how to stand out in an increasingly competitive crowd, check out this post on 11 of the biggest content marketing challenges and how to overcome them. One of the most common misconceptions about content marketing is that simply by publishing blog posts, your business will magically take off and you’ll be besieged by armies of eager prospective customers clamoring for whatever you sell. Some bloggers are content to glance at the number of social shares their latest post has accrued and make a judgment call on its success based on that.
Whatever you want your content to do, it’s crucial that you evaluate the performance of your content using analytics and other data-driven approaches – otherwise you could be wasting your time and money on content that isn’t doing anything for your business.
However – and whatever – you measure, be sure you’re actually assessing the performance of your content consistently to ensure your time and money are being used wisely and productively. If you’re running a PPC campaign and producing content, you should also consider repurposing your most strongly performing headlines into your ad copy.
If you think about it, PPC ad copy and content share a lot of the same “hooks,” such as an emotionally engaging angle, strong verbs, and easily understood benefits.
One of my biggest pet peeves about the content marketing industry is the focus on storytelling.
However, that doesn’t mean that all content is storytelling, or that all content marketers are storytellers. Don’t shy away from telling stories if that’s what makes the most sense for your content, but don’t buy into the hype that every single piece of content has to be an engaging, complex narrative – it simply isn’t true.
One of the biggest challenges facing content marketers is competing with and overcoming the sheer volume of content being produced. So much of the content being produced (especially in tight-knit industries such as digital marketing) merely parrots and regurgitates the opinions and viewpoints of a select few. Taking an unpopular stance, speaking your mind when others won’t, and flirting with controversy can be a powerfully effective strategy in your content. Some content experts advocate for a “keyword-less” approach to content; publishing content that serves reader interests first and foremost, and doesn’t concern itself with anything as “distasteful” as keyword targeting. A topic as broad and complex as keyword targeting for SEO is far beyond the scope of this post, so I won’t try to condense it here.
Read more about using data in your content in this blog post about marketing data and how to use statistics to make your content more convincing.
For each and every post, ask questions about how the content advances and develops your brand’s voice.


In the past, I’ve worked with several clients who asked me to make their corporate blog “sexy” and more appealing. Even large, well-established corporate blogs can learn a great deal from the influential blogging superstars who dominate web publishing. Whether you’ve been tasked with revamping an ailing corporate blog or launching one from scratch, don’t look to other corporate blogs for inspiration.
One of the questions I’m asked the most often is, “How can I become a better writer?” To many would-be content producers, their relative lack of experience or confidence is the biggest obstacle to their aspirations, and there’s nothing worse than telling people to just stick with it in the vague hopes that their writing skills will improve.
I’ve been blogging professionally for quite a while now, and although I’m confident in my abilities, I’m always trying to improve and seeking out advice and help from the experts.
Even if you know what you’re doing when it comes to content, adopt the mindset of the perpetual student, and never be satisfied. The Google Featured Snippet is some of the most coveted real estate on the search engine results page. So much time and effort goes into content production, only for a blog post or whitepaper to underwhelm you.
Just as you’re (hopefully) using remarketing in your PPC campaigns to maximize their impact, you can use remarketing to get more eyes on the content you’re producing. While incredibly powerful, content remarketing is still very much the exception, rather than the rule.
It is very important to know about the target audience that actually what they want actually. Really CONTENT MARKETING is important for us to attract and convert prospects into customers, and customers into repeat buyers.
World Travel Market is administerd by events organiser Reed Exhibitions, which also organises other travel industry events including Arabian Travel Market and International Luxury Travel Market. When she came to me for marketing advice, I suggested she posts her desired shopping list in images where she could see them all the time.
Instead, successful business people, including real estate agents, use discernment to focus on a target market that best suits their skills, personalities and interests. His commissions at that level didn’t allow him to exceed expectations in a way that was profitable and enjoyable. The question you need to ask yourself is: where is my target audience looking for information about real estate? They’re each visible at events, volunteer regularly and are the first to know about moves into or out of the district. We bring to your business a wealth of experience in both consumer identification and the numerous approaches into obtaining them.
Essentially we will deal with all aspects of your Marketing strategy, so no information or purpose will be lost - as may be the case if several companies are involved.
It'll take around an hour and can be conducted over the phone or, if you're within travelling distance of our offices, face-to-face. Purely by virtue of having a blog, we’re constantly looking at ways to not only optimize our content’s performance, but improve the content itself.
However, we weren’t “content” (pun most definitely intended) to focus on our content marketing advice from 2015, but rather the very best content-related content from the entirety of the WordStream blog.
Whether you’re a seasoned blogger with strong traffic or a fledgling newbie with a small (yet beautiful), brand-new blog, you’ll find plenty of actionable advice you can use immediately in these 13 tips and strategies.
As such, it’s vital that you only publish the very best content possible, or you can’t possibly hope to succeed. This can be a challenge for even the most experienced content production teams, but it’s essential in standing out from an increasingly large crowd and making your voice heard.
However, even the most widely shared blog post may fall short of achieving your business goals.
For more advice on content marketing metrics and how to measure them, read this in-depth guide by WordStream Founder and CTO, Larry Kim. Even if you’re giving away your best content for free (which you should be), that doesn’t mean you can’t get a greater return on investment from your content. If a headline resonated strongly with your readers, a variation of it will likely resonate strongly with prospective buyers. They’re also similar (or should be) in length – AdWords and Bing Ads have mandatory character limits in their ads that advertisers have no choice but to follow, while shorter headlines of around six words tend to perform strongly from a content perspective.
Check out this blog post on how to think like a content marketer for PPC for more tips on how you can make your content go further.
Don’t get me wrong – I firmly believe that storytelling is a crucial skill for aspiring (and even experienced) content marketers to cultivate, and that brand storytelling is one of the most effective ways to reach prospective new customers with your message. Sometimes, a straightforward blog post that serves a purpose and provides value for your readers is more than enough. With literally millions of blog posts being published every single day, making your voice heard over the tsunami of (poorly written, useless) content can be an almost insurmountable task – unless you take a stand that nobody else is willing to take. This is why readers are rapidly becoming desensitized to content – if there are hundreds of blogs all saying the same things, why should readers waste their time consuming that content?
Of course, you should take care not to offend or be contrarian for its own sake, but dare to be bold and speak your mind.
We’d publish insightful, thought-provoking blog posts about our chosen topics, and find enormous online audiences eager to learn from our experience and buy whatever we’re selling. Again, this is great in an ideal world, but it’s a jungle out there – if you’re not thinking about keyword targeting, you can bet your competitors are.
Suffice to say that you should be thinking of keywords you want to rank for before you sit down to write a blog post or produce any other type of content. With fact-checking and journalistic due diligence at all-time lows, it’s easy to see why so many readers have become reluctant to accept “facts” as the cold, hard truth.


However, even large, well-funded businesses with dedicated content teams can struggle to identify and define what their brand voice actually sounds like, especially when working with larger teams. It requires constant review of editorial standards to ensure that both quality and tone are consistent, as well as a higher-level overview of your blog and content in general. In such discussions, corporate content managers often point to the blogs of influential solo bloggers who have established vast, loyal readerships as an example of the direction they’d like their blog to take.
For one, these blogging rock stars simply ooze authenticity, because they’re writing as themselves and representing their own brand by being themselves – a challenge for many corporate blogs. Study how the individuals behind the most popular and influential blogs on the web have established their audiences, and emulate those strategies instead. If you’re already doing this, the chances are pretty good that you’re targeting (and hopefully ranking for) a solid number of simple keyword terms that are relevant to your business.
If your content answers a complex question by appearing in the Featured Snippet, not only could you drive a ton of referral traffic to your site, but you could also give your brand a major lift in terms of subject matter expertise. Read this post on position zero and the value of answering complex questions with your content.
Along with the actual overheads of producing content, it’s this (sometimes inevitable) poor return on investment that dissuades newcomers of content’s value to their business – a fallacy that even larger companies and experienced marketers can buy into. First, you define the audience to which you want to remarket your content, then you tag visitors who come to your site so that you can remarket to them using banner ads on the Google Display Network later. Many companies simply don’t even think about leveraging remarketing to promote their content, so if you want to get ahead of the curve and broaden your content’s reach, check out this exhaustive guide to content remarketing courtesy of Larry Kim. That's why many online marketers give their full focus and effort in making their content the best and most effective one.
My advice to you: work on discovering the answers to these questions and you’ll be well on your way to fantastic success! Once he left his own geography a bit (about an hour away) and found wealthier neighborhoods, his skills came in handy for getting him more listings and clients who were impressed by his generosity.
This could be through Direct marketing, Mass marketing, Targeted marketing or using new or traditional mediums.
The marketing advice we provide at the start, will be what is implemented at the end, there is no loss of information. Accept that producing exceptional content takes time, effort, and money – and that there are no shortcuts.
Smart content marketers don’t just produce excellent content, but also know how to measure the results of their efforts. For others, social shares or “attention metrics” such as scroll depth might be more important, a metric that can be measured by tools such as Chartbeat. Oftentimes, the people who talk the most (and loudest) about storytelling in content marketing are those who either don’t do it, or don’t understand it.
To learn more about how to target keywords with your content (and how to optimize your content for a better shot at ranking highly), check out this post on blogging tips. Similarly, if you cite data to make a point, be sure to cite it appropriately and, if possible, include a link to the original source. However, while developing brand voice through content can be challenging, it’s definitely worth considering.
They’re selling themselves by being themselves, a valuable lesson that any corporate blog could stand to learn (and practice). Read more widely and extensively by reading material you may not ordinarily read (and yes, I mean actual, honest-to-God books, not just blogs).
The more time and effort you invest in honing your writing skills, the more readers you’ll attract. While this is still a worthwhile strategy to pursue, going after rankings for complex search queries can have an even bigger payoff, namely ranking in the Google Featured Snippet – or, as Moz’s Dr.
User trust in the content promoted in the Featured Snippet is high, meaning that if Google chooses your content to answer a complex question, your brand wins big. However, there’s a surefire way to make sure that more people see, interact with, and respond to your content, and that’s content remarketing.
This results in greater brand awareness and – hopefully – greater engagement with the content you spent so much time and effort producing. It must be part of your marketing strategy to consider content as one of the important factors and not take it for granted. Don’t listen to these people, and don’t worry if you’re not a natural-born storyteller – it’s far from a prerequisite for content marketing success. In addition, you’ll probably sound and appear much more authentic than you would by merely repeating what others have said.
After all, you wouldn’t want somebody else using your data in their content without tipping their hat to your research, right? These are all questions that can help you take control of your brand’s voice and refine your messaging through content. However you choose to repurpose your content, be sure you’re getting your money’s worth from your content production investment. By answering these questions (and correcting course when necessary), you’ll also provide your audience with a more cohesive experience as a brand, something to which all blogs should aspire.



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