Useful tips, tricks and information to help you get the most out of your content marketing strategy. With so much content to choose from – blog posts, videos, Tweets, whitepapers and more – it can be hard to pick the right content for the right job. I was lucky enough to write an in-depth guest post on this topic, over on the Cursive Content blog. Attract – We need to grab the attention of our target audience, and draw them to our content and business. Close – Leads need to be closed; and we need to encourage our buyer personas to become fully-fledged customers. Within each of the four stages of the content marketing funnel, there could be dozens of smaller sub-goals.
Once you’ve identified the sub-goals you want to achieve, you can choose the content types that will most easily achieve your goals.
Your distribution channel will effect how your buyer persona responds to your content marketing mix. We’ll be taking an in-depth look at content marketing distribution in a future post, so feel free to subscribe to the blog! Ryan is the founder of Contender Content, an Economics and Sociology Graduate from the University of Sheffield, and a prolific writer of enthralling web content, short stories and anything even vaguely related to weightlifting.
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Isobel divides her time between her home in a loch side village in Scotland and her second home in southern Spain. David is a very active Council Director of Glasgow Chamber of Commerce where he heads the Youth Employment Policy Group and is a member of both the Trades House of Glasgow and the Merchants House of Glasgow. David is a UK Charity Trustee for the marine protection organisation, the Sea Shepherd Conservation Society. Liz has worked in Further Education for a total of 20 years, the last 17 years at Stevenson College Edinburgh. Liz also graduated from Stirling University with a Post Graduate Certificate in Tertiary Education with Teaching Qualification (Further Education) in 2004.
Director of Development with Scottish Ballet, Business Development Manager at Hampden the National Stadium and set up LpC Events in 2008. In addition, she has delivered many time management courses (which she calls focus management) to companies and individuals.
Valerie Maclennan, originally from Stornoway on the Island of Lewis, now living in the Glasgow area, has a warm relaxed friendly manner, and good sense of humour which has helped create the atmosphere required for her highly popular  interview chat shows. Max uses his skills as a master manipulator of thoughts and ideas to influence members of the audience to make choices and decisions seemingly out with their control.
The Marketing Mix To market or sell its product successfully, a business must develop a strategy based on four key elements. Presentation on theme: "The Marketing Mix To market or sell its product successfully, a business must develop a strategy based on four key elements.
Product The actual item that a customer purchases, including the packaging, image, guarantee and after-sales service. Core, actual and augmented product Level 1 - Core this is the basic product or service - consists of the benefits customers are provided with when they buy and use a product Level 2 - Actual This consists of 5 elements - brand, quality, styling, features and packaging. Product Life Cycle In a modern industrial society changes are continually occurring in the market place.
Product Life Cycle Changes dictate that their will always be demand for new products while, at the same time, others will be in decline.
Solution 3 During the growth phase, there is little competition from rival businesses whereas during the decline phase, new products are entering the market. Extension strategies Methods employed to prolong life of the product and stop them going into decline stage - may lead to periods of sales growth.
Advantages & Disadvantages of a Product Mix Advantages Spreads risks Meets needs of different market segments Increases profits Raises profile of firm to become market leader Disadvantages If firm only produced one product and it failed, firm would fail. Marketing Task 2 Explain why a good product mix would help a business to remain successful (3 marks) Explain how an organisation can extend the life of a product.
Solution The business can spread the risk of failure among a range of products which means that should one product fail, they would have other profitable backups to take the financial impact.
Product innovation Development of new products is essential if businesses are to replace those in decline. Solution A product mix is the range of products that a business produces whereas a product line is a group of products that are similar.
Solution Having a product line allows new products to be launched as existing customers are more willing to try them which increases the chance of them being successful. Benefits of branding Allows instant recognition Increased customer loyalty Repeat purchases Stable level of demand allows for better production planning Possibility to charge premium prices Opportunity to enter new markets Can convey image to consumer - ‘snob value’ Money value of brand as an intangible asset on balance sheet Easier to launch new products on strength of the brand name. We can help you project more of your talent, power and influence when you present yourself and your ideas to others.
Motivated and engaged employees and managers who can change attitudes and behaviors from reluctance and indifference to meaningful productivity by engaging the hearts, minds and passions of themselves and their teams.


For a dose of fresh ideas that can stimulate your professional career and business growth, please call Kathy McAfee, America's Marketing Motivator at (860) 408-0033 or send us aA  note outlining your specific needs in the REPLY box below. Some say a€?therea€™s nothing new, only recycled old stuff.a€? If this is true, then perhaps innovation is easier than we all think it is. If this grabs you, please download this one-page thought-starter on how you can begin to drive innovation into your company.
Find out why you need to reduce your PowerPoint emission and how you can stop global boring with your very next presentation! Read more about how the Clean Sheet Thinking presentation pre-planning tool will help you prepare in a way that is faster and more focused than ever before. Download theA Clean Sheet Thinking template and plan your next presentation in less than 30 minutes.
If you're a woman in business, you'll want to build and maintain a solid professional image. Keep your leadership pencil sharp by reading some of my favorite books on the subject of leadership. The core elements of a professional handshake and why it is critical to making a positive first and last impression in networking, business and job interviews.
Find out how you can become moreA  memorable and relevant in your networking follow-up by sending personalized greeting cards through the snail mail.
For help with increasing the productivity of your meetings, please ask about our Overcoming Meeting Mania, offered as a Motivating Lunch'n Learn Seminar.
Get involved with the Soroptimist International organization and add your talent, time and energy to help improve the lives of women and girls in your local community and around the world. If you care about social justice and the lives of women and girls, then join forces with the YWCA whose mission is to eliminate racism and empower women.
Learn how to stand out from the crowd and your competition by leveraging grassroots innovation. Check out our digital downloads for motivating training programs to help advance your presentation skills and networking success. Club 529 is an exciting new program that teaches kids to build their own business and to invest their profits into a 529 college savings plan. Kids age 8-19 can join the club for a nominal membership fee.A  They will get acess to our web-content giving them the information they need to develop their own business. We need to create content to address each of these stages; and our marketing mix has to be subdivided accordingly. These smaller goals are the stepping stones that help your buyer persona make their transition through the funnel.
Content promoted through social media will fare better at attracting leads than converting them; whilst content distributed through email will convert, but not attract.
She is Chair of the Scottish Baroque Ensemble and she is the first woman Patron of the Glasgow Celtic Society for the promotion of Gaelic language and culture. He served as Convener of Finance in the City of Edinburgh Council, as Minister for Finance and Local Government in the Scottish Cabinet and was a member of the Scottish Parliament from 1999 to 2003. His specialist areas include finance, transport, housing, planning, local government, legislative process and the Scottish Government. 8,900 employees and for the continuous development of GTG Training’s external commercial sales to over 2,500 private and public sector organisations. Anna owns Achieve Balance which helps motivate people and companies to become more productive and achieve a better work-life balance. Anna has also delivered talks and facilitated workshops for teams from large companies, such as Lloyds TSB, to teams from SME’s and smaller networking groups.
Technological developments Fashion Political pressures Economic circumstances Many other factors The consequence - products sooner or later become obsolete! Product life cycle helps organisations anlalyse process by which products emerge, grow, stabalise and decline over time.
During the growth phase, there is a rapid increase in sales whereas in the decline phase, sales have started to fall. Very few single-product organisations No need for a direct relationship between items in an organisation’s product mix.
Profit levels will be more stable and easier to manager as the business does not have to contend with financial peaks and troughs which makes it difficult to budget. If it reduced the price, it could lead to an increase in sales and sale revenue as more people are likely to buy it.
New products give competitive edge Improve quality and safety of products If product first on the market, allows monopoly situation for a period and higher prices. It also spreads the risk because if one product is unsuccessful and ultimately fails, the business has other lines to fall back on. Business chooses a word or symbol then registers them so they can only be used on its products. Motivational Speaker and thought-leader Kathy McAfee can help you motivate the troops so that they can contribute greater value to themselves, their organizations and the world. Success or failure may be determined simply by timing and onea€™s ability to execute with excellence.


The Marketing Motivator is our free e-newsletter which highlights innovative companies, people, products and ideas. Here are some pre-selected quotes on leadership that you can use in your next meeting or presentation. Call Kathy McAfee at (860) 408-0033 to discuss how sending cards can help you stand out in the marketplace and stay more visible and valuable to your clients,A  prospects, hiring managers, networking contacts, family and friends.A  If they are important to you, you should be sending them cards and showing your appreciation. Watch the video below which re-enacts Kathy McAfee's "Green Shoes Story" presentation at the YWCA In the Company of Women luncheon on March 26, 2009 in Hartford, Connecticut.
Read about the six imperatives of grassroots innovation in this article Is Your Business Weird Enough? You no longer are required to spend lots of money on TV advertising appealing to the masses to create opportunity for yourself. They will graduate with hands-on experience in business and a confidence in their own abilities to be successful.
Each piece of content within your content marketing mix should address one of your goals, and no more.
Frequency is also crucial; with certain types of content consumed on a more regular basis than others. I suggest circulating proposed meeting minutes prior to your next meeting so council members may review them in advance.
He is the Director responsible for overseeing development of new events, partnerships and products. In his career, Martin has worked in FMCG, financial services, B2B and Gaming and has spent the last 5 years building a strong and successful digital team in what is Scotland’s largest full service digital agency.
During the growth phase, unit profits are high whereas during the decline phase, profits have started to fall. Profitable products can support the development and launch of new products as they profits can be reinvested into this area rather than the business having to seek external sources of finance which could be risky. For example, Procter & Gamble manufacture a hair care product line that includes Pantene, Herbal Essences and Head & Shoulders. A cost of having a product line is that any bad publicity for one product could have a detrimental affect on affect sales across range. The Marketing Motivators at Kmc Brand Innovation, LLCA have a few thoughts to share on the subject of innovation and its role in our business success. So rather than focusing so intensely on driving up your share price or crushing the competition, why not focus some of your time, talent and energy on Helping Others be more successful. He has a particular focus on helping other organisations to match their policy and practice objectives with the best ways to contact and network with the appropriate audience they wish to reach.
She was a project manager and staff manager for many employees, helping to motivate, stretch and develop them.Over the last 4 years Anna has coached and mentored individuals and groups in business to help them boost their performance, clarify their goals and plans, overcome obstacles, improve their confidence and enhance their quality of life. A good or service that the business is trying to sell must be one that actual or potential customers want, meets their needs and they are willing and able to buy.
This would give the business access to a whole new market segment which would in turn increase sales.
Another cost is that complicated operations with different machinery and processes for each different product would have a huge financial impact on the business.
With the help of the Internet, we now have an accelerated word-of-mouth marketing vehicle within our grasp.
Your customers care about more than just the features, benefits and price point that you offer them. The TDC asked Commissioner Dailey to convey its specific concerns about the way the BCC has directed spending of the 4th cent as well as its expenditures of TDC reserves.A  Concerns about the BCC spending funds for COCA, $300,000A for Goodwood and depleting reserves was mentioned on by multiple members of the Council. She has provided career coaching to individuals to help them discover their ideal career and maximise their potential through a practical, structured approach. Tends to be most important part of marketing mix as it determines price, how it will be promoted and where it is sold.
They could also update the packaging or alter the packaging to appeal to a different market.
A Three additional agenda items were requested: (1) Mickey Brady wanted to discuss the proposed 5th cent.
She has coached employees from large organisations such as RBS, the Home Office and IBM, medium sized companies such as Baillie Gifford, Abbott and Edinburgh University and many individuals who are self employed or setting up a new business.
The case studies in the attached white paper are PROOF thatA positive results can be achieved by employing of the principles of Grassroots Innovation. He emphasized to fellow BCCa€™s the need to evaluate a€?alla€? spending on a regular basis.A  As shown by comments of the Council, it has very specific concerns about the 4th cent, COCA and Goodwood type expenditures that do not regenerate bed taxes.




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