Great Content and it’s Value.

On the internet, there is great content and there is poor content. Content on the internet is simply the various items that can be found, varying from written pieces to interactive media to audio and visuals.

There is a huge list of content that the internet and google just loves, but to summarize it, the internet loves quick and easy-to-understand information. This is very important in regards to monetization on the internet.

Nowadays, when someone wishes to purchase something, the internet is the go-to place. The internet makes it easy to buy something without leaving the comfort of your home, but this is why it is so important we create great content, to make people want to buy online from our websites. Something any marketer must realize, is that people do not openly search for advertisements, everyone wants content. It isn’t the shameless ads that drives the force of one’s sales, it is the content that makes a mark with the potential buyer that truly makes or breaks online sales.

So what sort of content should be developed on a website? What should this content exactly accomplish? Well it is very important that your content makes your website memorable and appealing. You want your content to make your website something that will make it easy to interact, get information and also have enough hype to let users share it with other users. The vocabulary used can already make a website memorable and give it an ounce of personality, but that alone will not do the trick of gaining buyers. It is also important to interact with buyers and have yourself open to answer questions, which is why a section that either allows for forum posts or contact information is a powerful asset to any website ever, not only a website meant for pushing sales. Customer interaction between other fellow customers can also help spread the word a lot faster, but having social media share buttons can also be an effective way of pushing your content outside of your website.

It is very important to focus content on the user and not yourself. Make it easy for customers to access and have the content make a lasting impact. Content is key to any website, so let your content create the user-experience that satisfies your audience.

Put more you in your website

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Colour your website with personality.

By Cassandra Secord

Having a website for your business or organization is now a necessity. After all, we live in a world where if it doesn’t happen online, then did it really happen at all? Yes, websites have become essential, but how do you even begin to create one?

When it comes to creating your website there is so much to consider: layout, colour, content, even search engine optimization (SEO). But don’t get overwhelmed. The key to a great website is creativity.

So hear me out, I’m not saying to ignore design principles, quality content, or SEO tools. I’m saying that there’s no magic formula for these things and that putting some personality and passion behind them will help.

When I was younger my dad asked me a question.

“Say you’re making good money and buy yourself a two-seat sports car. You come to a stop beside a bus stop and look over to see the love of your life, your best friend, and an elderly woman who is ill and trying to get to the hospital. What do you do?”

Of course, I told him I would give the old lady a ride to the hospital. Surely my best friend and true love would understand. It’s what I thought he wanted to hear- what I thought anyone would want to hear. But his answer was different.

“I would give the keys to my friend, let them drive the woman to the hospital, and sit there and enjoy the time with the love of my life.”

I told him I didn’t know that was an option. He told me he had been thinking outside the box.

Okay, a touching story, but what does it have to do with website design?

Well, I gave my father the answer I thought he wanted, but it was a generic answer, there was no ‘me’ in it. His answer, it gave what everyone wanted, to get the elderly woman to the hospital, but it also was unique to him. His personality shone through in his choice.

This is what designing a website is like. You have to consider what your users want. What layout works for them? What content do they want to see? What are they searching for online? But once you’ve figured all of that out, you need to include a piece of yourself in it too.

So how do you do that? Well there are a lot of ways. ICF offers a short list of simple ways to incorporate your personality, including your about page, your colour choice, and your writing style. Or if you’re feeling a little more ambitious, check out these unexpected ways to add your personality. Error messages, pop-ups, loading pages, the possibilities are endless.

Okay, these are all fun, but don’t forget about your content. Content is king, after all.

First, avoid writing like a robot. No one wants that. Yes, this is professional communication, but you’re still human. Allow your emotions to show through (to an extent, let’s leave the break up drama out of it). And don’t start working on content by dealing with SEO, write first and edit that in later. This article expands on these and other ideas.

Overall, it’s your website, your business, and your personality. So let the you shine through, and your website will shine too.

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Don’t just make it good, make it different.

How to Connect with your Target Audience Using Buyer Personas.

By Carik Gaudet

 

The innovation behind social media gives everyone the tools to spread messages directly to their target audience. These tools come in many forms – from video content to blogs.

Though, before you go searching for the right tool for the job, it’s necessary to know what the tool is for.

If you don’t know, you need a buyer persona.

What is a buyer persona?

A buyer persona is a fictional profile you build of your ideal audience. Depending on your services, this can be very specific. No product or service targets towards everyone, and buyer personas are used to identify the needs of your audience.

To be successful in finding your target audience and creating your buyer persona, you need to take a broad group, break it down, and personify it.

Learn about your audience. Conduct research to find what they want and need. Once you learn about them, adapt to their demands and deliver through your services.

Why you need to know your buyers

As stated by Edelman’s Consumer Marketing Study, “90 per cent of people want brands to share“, when in reality, only “10 per cent think brands do it well.” The act of sharing and responding to customers’ demands can separate you from a good company to a great company.

What to include in a buyer persona?

The buyer persona should outline: 

A Problem

Solving problems is why you are in business. The buyer persona’s problem is what your business or service can solve. These are often things that are crucial to them. Your company should consider these issues in advertising. When writing, don’t just think about what you want them to know, think about what they want to know.

Goals 

Each customer has their goals and much like their problem, the goal will help you understand how your client can get what they need.

Technical Profile

The buyer persona’s technical profile outlines their proficiency with technology, and what technology they use. The technical profile comes down to the user’s type of cell phone, computer, and the computer’s operating system.

Example: “Owns the newest Asus laptop running Windows 10; and a Samsung S6.”

Internet Usage

Tying into the technical profile, internet usage is how often the buyer persona uses this technology and what they use it for.

Example: “Uses internet 80% of the time at home; video editing; social media.”

Other critical information includes:

  • Age
  • Gender
  • Occupation
  • Family
  • Household Income
  • Favourite Websites

Use this information to tailor your approach to reach your target audience and meet their needs directly.

How to find this information

The most efficient way of gaining this information is by simply asking. By either interviewing or surveying your audience, you can receive the information you need straight from the source that matters. You can ask in person, email, or comment sections.

Alternatively, Google My Business offers an excellent place to open your business up to the public for reviews directly from your buyers. This service greatly helps you form the needs of your clients for your persona.

How to easily create a buyer persona

Thankfully, HubSpot offers a pain-free tool to assist in creating your buyer persona. The tool brings you through all of the steps needed to create your persona and helps you understand the importance behind knowing your audience.

 

Marketing and PR: The New and Old Style.

Marketing and PR are fields that have evolved a lot since their debut. Though many of us have not noticed the change, as our current generation is mostly familiar with the new ways of PR and marketing.

With the old style, marketing was simply just advertising. Throwing your product out there and pushing the ideas onto potential consumers. It was a one way ride from the company to the potential consumers. One of the harshest drawbacks in the old marketing style, was the need for a media source to get your information out into the world. Over reliance on something hard to obtain has probably saw to the end of many products with potential.

In this day in age, it’s less about forcing your information to the public. The world of marketing and PR is no longer a one way communication and the audience of both field is completely different! Regular people have way more say in things that go on then they ever did!

The new rules allow for way more feedback and conversation with your audiences. With everyone having access to information, it’s less about trying to get your product out, but instead trying to find that one consumer-base that needs you’re what you can offer. The new ways of marketing rely on you creating something that keep a niche consumer-base interested, something the consumers genuinely want. This change of target makes the marketing field a more creative and varied field than it ever was with the old style. New marketing has had so much potential in creating new jobs for people with different strengths. Examples being bloggers, web-designers, even digital graphic designers can have a bigger impact on marketing than they previously did. With help of the net, anyone at home can now market something, whether it’d be a product, service or even an idea, the net allows for easy direct-contact and many options for posting information about anything.

The old rules have no value in the new world of marketing and PR, in fact, to follow them can be considered sinful in today’s marketing world. Marketing is no longer simply advertising. Trying to appeal to everyone in the world is impossible and makes it difficult to obtain a loyal consumer-base. No one wants to have a product they don’t care about shoved at them. It does the company no benefit, and may even tarnish their image.

In conclusion, I think the new form of marketing is exciting and much more approachable. The old style comes off as annoying, intrusive and kind of a field of negativity and aggression. The new style allows for a much more relaxing approach to products.

Building a better blog

By Cassandra Secord

In the PR and business world, blogs can be a useful tool for building and marketing your company. They can be used to gather feedback from the public, to interact with the public, and to build or strengthen your company’s image.

But writing a blog isn’t as simple as typing out some words on a screen. The thought behind the writing is just as important – if not more important- than the writing itself.

So how can you come up with a killer concept for your business blog? Let’s look at a few ways to make your’s stand out.

Before you can even start thinking about your first topic for your blog, you need to name it. Creating the perfect name can be tricky. You need something that’s different from other sites, that’s catchy, and that’s reflective of what your blog will be about. Take some time to think about potential names and play around with different ones. If you aren’t sure where to start, head over to I Can Build a Blog for a step-by-step guide on developing the perfect name.

Now that you have a name, you need to remember that this isn’t another place to advertise your business or product. Ads belong a lot of places – television, magazines, billboards- but certainly not your blog! This is potentially one of the most important things to keep in mind when writing your blog. Virtually ever site that discussing business blogging lists using your blog as an advertisement as something to avoid. In fact, this article by Kissmetrics has it at the top of their list for blog tips. They highlight the importance of targeting your blog to your audience’s needs rather than your business’s.

Once you understand what your target audience is looking for it’s time to pick your topic. But not just any topic will do. Try to be unique. Even if your topic isn’t original, make sure you find a different angle to look at. Forbes actually emphasizes this as the most important step in the process. Don’t worry, finding a unique angle isn’t as hard as it might sound. Just focus on being yourself, and using your personal skills and experiences to find your take on the subject.

So before you begin typing, consider these tips to ensure that your business is getting the most out of your blog.

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Putting a personal touch on your blog can help it succeed.