Patrick Giammarco, owner of Inbound Marketing agency PWG Marketing, recently completed the content marketing certification master course offered by Content Marketing Institute (CMI) and has been designated as a content marketing specialist.
What Content Marketing Certification Means
“We were well-positioned before, but after completing CMI’s master content marketing course and achieving content marketing certification, we’re even more prepared to help our clients’ build teams and create content strategy that really moves the needle,” commented Giammarco.
CMI’s content marketing certification course is a set of 13 courses designed specifically for today’s marketing professional. The course includes intensive and comprehensive lessons on topics like how to build and engage an audience, how to create a channel plan, and how to measure success. Joe Pulizzi, the founder of CMI, points out that CMI’s course is the only one that provides tangible assets to work with instead of delivering just theories and tactics.
PWG Marketing has spent close to 10 years creating innovative, memorable, and successful marketing campaigns focused on:
PWG Marketing is dedicated to helping clients create and promote content that drives awareness, creates trust and converts leads into customers. Content includes professional blogs and websites, as well as business-specific e-books, infographics and white papers.
About PWG Marketing
A hybrid marketing agency, PWG Marketing is on a mission to replace annoying, interruptive marketing with marketing that people love. Powered by Duct Tape Marketing and HubSpot software, PWG Marketing develops integrated inbound marketing campaigns that include: strategy, branding, content publishing, public relations, social media, SEO, website development, email marketing, lead nurturing and analytics. Find us at www.pwgmarketing.com.
About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012-2015 Inc. 500/5000 company.
Does Your Content Strategy Have These 4 Must-Haves?
A comprehensive content strategy is the key to customers finding your website and engaging with your content—ultimately leading to better conversion rates. The decision to stay on your website or click away takes only a few seconds. Grabbing someone’s attention in those first moments is crucial, so the elements of your content strategy can make or break your website.
The number one aspect of a successful content marketing strategy is (not surprisingly) your content. However, creating engaging content is far more complex than just writing about your product or service in an exciting tone of voice. You must account for search engine optimization, consider the trend toward personalized content, and focus almost entirely on user engagement. If customers can’t engage with your content, they’ll click away.
Mastering content writing comes down to focusing on material that benefits readers. Your strategy must concentrate entirely on providing content your customers will want to read. This can take the form of an interesting blog, problem-solving or how-to articles, or a post with images or video. Mobile users—who now make up the majority of all website users—are beginning to prefer video content to written content. Keeping up with modern trends to answer consumer demands is crucial to creating killer material.
Understanding Your Ideal Client
To start, you must first understand your Ideal Clent. Content marketing is no longer about selling your product or service. It’s about entertaining and educating your readers and giving them relevant information that shows the value of your company. To remain competitive in your industry, you must know your audience inside and out. This means understanding their habits, trends, interests, and expectations.
Knowing what they need from you is the best way to hook your readers and achieve conversions. Your website must fill a gap in your industry and provide something other websites don’t offer. Find out which social media outlets your audience uses the most. If you appeal to the under 30 crowd, they’re most likely on Instagram or Twitter. Older groups trend more toward Facebook. Make your content shareable on your target audience’s preferred social media site. Tracking their trends and interests will ensure your business stays relevant.
Effective UX and UI Design
User experience design (UX) refers to the analytical and technical aspects of the user design process. User interface design (UI) refers to graphic design—although the demands are more complex. Developing a firm handle on both UX and UI is essential to creating a successful website. UX and UI work together to create an engaging, easy-to-use platform.
UX design’s goal is to boost customer satisfaction by enhancing the usability and pleasure your page provides. It focuses on the customer-website interaction. For example, the latest UX trend is to place a greater emphasis on creating a personalized user experience, highlighting customization. Indeed, the customer is now a vital part of the branding experience. The content you create must be as personalized to your audience as possible.
UI strives to create an attractive, appealing website for users. Creating a page that encourages customer interaction (such as one with responsive design) immerses your audience and makes for an all-around more enjoyable experience. Your UI strategy should also guide users seamlessly through your website, encouraging them to stay on the page and explore.
Your content marketing strategy isn’t complete without taking steps toward top-quality branding. An effective branding strategy will give you an edge over competition and leave a positive impression on customers. Branding tells your consumers what to expect from your business and what sets you apart from others. It should give your company value. For example, if your enterprise is the experienced, high-quality alternative in your industry, this is what your brand should convey.
You can’t be all things to all people—and you wouldn’t want to be. Today’s content marketing centers on offering one thing better than the competition. Customers want a company that excels in niche areas of business. Take Uber, for example. Its brand promotes a cheaper, more easily available alternative to taxis. They chose one area of that industry and mastered it. Similarly, your website, packaging, logo, and promotional materials should communicate your brand effectively and let customers know what they can expect.
All in all, your content marketing strategy needs to target what moves your company forward: customers—the lifeblood of any business. If your website keeps readers engaged with relevant material and effective website design trends, your business will stay ahead of the competition.
Want More Content Strategy?
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Branding in the Inbound Age Webinar
Inbound Marketing Consultant and branding expert, Patrick Giammarco, will host a free Webinar titled Branding in the Inbound Age on Thursday, October 6, 2016 from 9-10 am EST. All registrants receive an e-book titled The Essential ABC’s of Inbound Marketing.
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Giammarco, owner of an Inbound Marketing agency, has delivered marketing strategy, content marketing and inbound marketing services to businesses around the world since 2008.
“Making a brand standout today is no easy feat and branding in the Inbound Age is a different game all together,” said Giammarco. “Branding in today’s Inbound Age means branding in the Age of the Internet and digital marketing moves so quickly that brands need to keep up or risk getting left behind,” he added. “How you brand your business today is no longer just a function of clever creative and timely ad placements, but your ability to deliver content to the right people, in the right places, at just the right times.”
Attendees of Branding in the Inbound Age Webinar will learn:
- What Inbound Marketing is
- Why Inbound Marketing is critical to the growth of their business
- How Inbound Marketing works
- What businesses need to implement an inbound strategy
Are you harnessing the power of Inbound Marketing? Join Patrick Giammarco October 6, 2016 for his free Branding in the Inbound Age Webinar. Click to register http://demo.pwgmarketing.com/register-branding-in-the-inbound-age-webinar.
About PWG Marketing
A hybrid marketing agency, PWG Marketing is on a mission to replace annoying, interruptive marketing with marketing that people love. Powered by Duct Tape Marketing and HubSpot, PWG Marketing develops integrated inbound marketing campaigns that include: strategy, branding, content publishing, public relations, social media, SEO, website development, email marketing, lead nurturing and analytics. Find us at www.pwgmarketing.com.
Content Tips for Boosting Online Visibility
“Content marketing is king,” as many digital marketers have said. But content itself doesn’t rule supreme; high quality content does. As search engine algorithms become more intelligent and businesses become more customer-oriented, publishing engaging material is imperative. Consider these 6 content tips for boosting online visibility and keeping your company at the top of its content strategy game:
- Get to know your audience. Your production teams need to go further than brainstorming about what they would do if they were a customer. Understand exactly what kind of person makes up the target market, what those individuals find interesting, and how the brand can enrich their lives. Big data and analytics allow companies of all sizes to find this information. Discover this first, and high quality content will follow.
- Focus on originality. You don’t have to come up with something ground breaking every time you post, but it does need to express your point of view and a new angle. If you copy and paste or write an article that looks and feels too similar to another, you may not get results – and you might suffer penalties. Make sure your content reflects your uniqueness in the industry.
- Post regularly, but allow for flexibility. Posting prolifically can lead to success as long as the material maintains originality and relevancy with your audience. For instance, if you post every day and your followers constantly get emails and alerts from your blog, newsletter, or brand journalism site, they might start to back away because of the sheer volume of articles. Instead, focus on writing only when you have something truly impactful to say, and optimize that piece of content to make it work.
- Keep placement and keywords in mind. Where you put your content can also determine its efficacy. For example, a beautifully written article may resonate well with your target market, but if it hasn’t been uploaded where your market spends the majority of its time, it may go unnoticed. Post and share content on strategically chosen sites, and use long-tail keywords to ensure the right people find it.
- The headline matters more than you know. About 80% of your audience will see your headlines, but only about 20% will delve deeper into the content. Entice audiences to take a second look with attention-grabbing, curiosity-provoking, and impactful headlines.
- Multimedia is greater than text alone. Digital content includes articles and blogs as well as images, infographics, short and long form videos, slideshows, and interactive content. People all have content preferences, and some prefer to mix it up. Expand your online material to include a variety of mediums, break up the text, and invite further engagement.
High quality content comes from a place of understanding and willingness to take some risks to increase visibility and drive ROI. Use these tips, make content actionable, and revisit posts that aren’t performing. It’s never too late to make high quality content work for you.
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