Creative Marketing Channel

Best in class companies utilize content marketing for brand awareness, customer acquisition, lead generation, and customer retention. It’s no surprise more than 60% of ALL companies plan to substantially increase their content marketing efforts in 2012.  Why is content marketing so popular? What content marketing tactics do best in class companies employ? Here, in part six of my six part content marketing series, I answer these questions and more.

Why is corporate content marketing so popular?  Great content ranks well in search and a good search ranking leads to more traffic, leads, and conversions. Google’s Panda update in 2011 changed SEO forever declaring content the primary force responsible for best rankings.

What kind of corporate content does Google like best? According to Rand Fishkin of SEOmoz, Google rewards interesting, unique content because this type of content fosters visitor happiness. Yes, Google actually looks at visitor happiness now. Is your content engaging? Do visitors spend time reading it? Does your content answer visitor queries? Does it motivate visitors to perform an action? Does it inspire them to return to your site (your content core)? If you answered yes to these questions then Google is already giving your content and your search rank a big thumbs up. “Think more broadly about on page optimization – not just keywords,” explains Fishkin. Compelling images and creative content encourages a deeper experience for your visitors. (From Advanced On-Page Optimization – Whiteboard Friday by SEOmoz). Big takeaway: More relevant, unique and interesting content directly correlates with higher rankings and a deeper visitor experiences.

How do best in class companies create all of their great content? Producing enough engaging content continues to challenge most companies to some degree. One way they meet this challenge is outsource their content marketing to businesses like mine. Take a look at the percentage of companies who outsourced content marketing in 2010 and 2011:

(Data from MarketingProfs B2B Content Marketing: 2012 Benchmarks, Budgets & Trends).  Since 60% of all companies intend to increase their content marketing in 2012, I predict outsourcing percentages will grow as well.

What content marketing tactics do best in class companies employ? According to the MarketingProfs /The Content Marketing Institute’s report ” B2B Content Marketing: 2012 Benchmarks report, Budgets & Trends,”  best in class companies share 7 content marketing practices:
1. They invest 31% of their marketing budget into content marketing.
2. They segment their content based on the buying cycle.
3. Content marketing is C-Suite supported.
4. They plan to increase their content marketing over the next 12 months.
5. They use at least nine content marketing tactics.
6. They outpace less effective companies adopting blogs, articles, videos, eBooks, social media, and mobile content.
7. They have an effective distribution network using at least 3 – 4 social channels at a higher rate than their peers.

The Creative Marketing Channel specializes in optimized corporate content marketing and distribution. Improve your Google rank, deepen visitor experiences, and increase brand awareness, leads, and conversions when you hire The Creative Marketing Channel to create your company’s content.  Connect with us on YouTube, Linkedin, Twitter, Google+and Facebook. Email us at cl@2designs.com.

SEO for PA and MD and beyond. Part 5 of a 6 part content marketing series.

This week I realized I’m surrounded by a plethora of SEO marketing clowns who relentlessly call and knock on my clients’ doors. They weasel their way in, these filthy clowns, and dazzle my clients with false data and poor methodology. Yet twice in the last month, these same clowns have collected over over $8,000.00 from two of my customers, promising big results in a very short time span.

I know I’m preaching to the choir here since those of you reading my blog are equipped to make smart digital marketing decisions. But, just in case one of my crazed, high rolling local customers is reading this post, here are 6 dead giveaways you’re going to be ripped off by a marketer.

1. A door to door or phone salesman is trying to sell you internet marketing. Think about this for minute. You probably use the internet – haven’t seen this company on the internet – yet that is what this salesclown is trying to sell you. Internet visibility from a company with an invisible internet presence. Hmmm.

2. They’re going to give you a “bigger listing” and a video on THEIR platform and then drive traffic to your listing all for a contract and a thousand dollars a month. They may even throw in some PPC ads. Heads up everyone. Why on earth would you want to drive traffic to any place but your website? As renowned digital marketing blogger Adam Singer says, you must be your own media company. When you put money into pushing leads onto someone else’s platform then you are depriving yourself of the long term, permanent benefits of a solid SEO/content marketing strategy.

3. Their online reviews are awful and bloggers have taken the time to write about their unethical business practices. Take Yellowbook for example. A quick search and it’s easy to see to find all kinds of negative reviews, complaints, and videos. Yet, Yellowbook is the salesclown who sold one of my clients – that’s right – first by phone and then person to person. And, the greatest irony of all is they found my client after I backlinked them to this online phone book. Ouch! Bet you can guess where I’ll never be backlinking again.

4. They have a horrible website grade. I’m a big fan of grader.com – a free tool which looks at your site’s basic SEO and makes SEO recommendations. Bottom line is anyone who claims to be competent in SEO should have an A grade. Yet, a local “SEO specialist” who bamboozled my second client has an F. Here’s a copy of his report (I crossed out his name…this time.)

5. They don’t blog regularly.  This first hit me when I read “7 Signs You Shouldn’t Hire *That* SEO Agency.”    Since content marketing is SEO then an empty blog or no blog indicates lack of knowledge about the industry. If they aren’t doing what they need to do for their own company, it’s not realistic to think they will work miracles for you.

6. They think SEO, content creation, web design, and social media marketing are separate entities and are to be created separately.  None of these are created in silos anymore. This is yet another reason a qualified digital marketing company is a far better choice than a partitioned “specialist.”  Search engines  look for everything from solid architecture and quick download speed to metadata and unique content. What do the search engines value? Take a look at my new company video and find out.

My company won’t call you repeatedly or knock on your door to bedazzle you with false data and pushy marketing.   Yes, it’s a lot less interesting to learn your business needs to consistently add original, optimized content to your blog and website in order to grow your digital footprint. Nevertheless, this is a necessary part of every smart digital marketing plan.  Results will not be instantaneous but they will definitely be long-lasting and cumulative.  You can easily find my company on Google’s first page of organic listings – the same place you want to be found. Simply type in “PA digital marketing” or “MD digital marketing” and there we are.

The Creative Marketing Channel belongs to oz 2 designs LLC, Pennsylvania and Maryland’s first choice for 3D animation, SEO, SEM,  website design, social media, content marketing, print design, email marketing, and all things interactive and digital.  Inquire about hiring us here. Connect with us on YouTube, Linkedin, Twitter, Google+and Facebook. Email us at cl@2designs.com and stay tuned for part 6 of this 6 part content marketing series.

Content marketing for Philadelphia, PA and beyond – Part IV of a Six Part Series.

In the last five years video has transformed itself into a non-negotiable content marketing asset. Video viewing, now part of nearly everyone’s online behavior, is proven to directly influence online buying.   If you haven’t jumped into video yet, here are compelling reasons you should.

Millions watch billions of online videos every day.
101 million people in the U.S. are going to watch 1.3 billion videos TODAY.  “178 million U.S. Internet users watched online video content in June (2011) for an average of 16.8 hours per viewer. The total U.S. Internet audience engaged in more than 6.2 billion viewing sessions during the course of the month … ”  Online video is a significant part of our online lives with a 706% growth in the last five years. Today,  84% of all people aged 12-65+ consume online video. Although both men and women equally likely to watch online video, men watch 1.7 times more than women. (From comScore Releases June 2011 U.S. Online Video Rankings and comScore’s Online Video by the Numbers)

Online video influences C-Suite behavior.
26% of US executives view work related videos daily, 20% view them several times a week and 20% view them several times a month. What’s most interesting is C-Suite behavior after they’ve viewed an online video.  64 – 66% of the time they visit the video vendor’s website and  53% of them conduct a search for more information. Of the executives who view videos daily, 51% of them make a business related purchase after watching a work related video. (from eStrategy after hours Executives and Online Video Charts based on Forbes Insights data.)

Sharing video is a popular past time.
People not only like to watch videos, they like to share them with others. One in three online video viewers will leave a comment, two in five viewers upload videos themselves, and one in two viewers regularly shares videos with others. More than half of all viewers watch online videos with others as well. (from comScore “Online Video by the Numbers”)

Create a video marketing plan before you start.

Put together a video action plan with discrete goals (plan from comScore “Online Video by the Numbers”)

Is your goal to…
Increase website/microsite visits?
Improve brand opinion?
Introduce a brand message to a larger audience or a more niche audience?
Drive direct online or offline purchase behavior?
The technology infrastructure of the Internet affords these opportunities to you.

Determine where and how your target audience is consuming video

Keep your mind open to using the new opportunities online video affords:
Using a YouTube Partner as a brand advocate
Developing branded content that spurs conversation
Cross pollinating your social media campaigns with video
Use the many resources and measurement companies available to determine if your goals have been met
Most any goal can be easily and discretely measured

Does your business need to integrate video into a smart content marketing strategy? The Creative Marketing Channel belongs to oz 2 designs LLC, Pennsylvania and Maryland’s first choice for video animation and special effects, website design, content marketing, print design, email marketing, and all things interactive and digital.   Inquire about hiring us here. Connect with us on YouTube,  Linkedin, Twitter, Google+ and Facebook. Email us at cl@oz2designs.com and stay tuned for part 5 of this 6 part content marketing series.

Content Marketing for Lancaster, York, Harrisburg, Camp Hill, PA and beyond – Part III of a Six Part Series.

The biggest trade show in the world is happening right now and it’s hard to miss those businesses participating.  That’s because the show is online and active participants know how to show up on search.  Read the rest of this entry »

Content Marketing for Baltimore, Maryland and beyond – Part II of a Six Part Series
Businesses around the globe know content marketing brings traffic, leads, and conversions. From social media to webinars there are a multitude of content marketing assets. Yet, each and every content marketing strategy must begin – and end – with your website. When constructed using a solid content marketing strategy most websites make a a bold appearance in organic search.  Below I share what constitutes an effective content marketing core.

Creation of a Fierce Digital Contender
Google looks for relevant, original, optimized content and solid website construction which is why search engine friendly websites feature smart content marketing. Here, I’ll briefly share how my company creates a fierce digital contender.  First, (after we qualify a client) we learn all we can about his/her business and business goals. Our Objective: Create a a drilled down list of categories with future expansion in mind.  We create our list through a demographic and keyword evaluation process.  This means we ask A LOT of questions, review a lot of materials and do research.  After our list is approved, we move to the construction, design, and content creation phases.  The end result: A stunning website complete with a solid content marketing strategy for maximum ROI.

A Solid Content Marketing Core Example
Janney Painting Inc., an East Coast commercial and industrial painting company in Manchester, Maryland hired my company to create their new website. Take a look at it:

Rather than the traditional “Contact Us” and “Services” buttons you see something far more detailed and specific.

Search Results Tell a Story

Now, take a look at their organic Google search results – keep in mind their new site was loaded to the internet September 7th 2011.

More noted Google search results:

Quarry Painting Company #8
Asphalt Plant Painting – #7
Grain Elevator Painting Contractor #5

A Strong Core for Long Term ROI
The results my company achieved for Janney Painting Inc. in less than two months are impressive. Janney Industrial Painting’s ROI to date is an astounding 524%.   My company recently created their brand new blog and their first article. Over time, Janney Painting Inc.’s organic rank for a multitude of relevant keywords and phrases will continually increase inspiring even more traffic, leads, and conversions.   As a marketing tactic, SEO’s ROI for both products and services is an astounding 68% or higher. To survive and thrive in today’s digital world, every B2B and B2C business needs a strong content marketing core.

About The Creative Marketing Channel
Do potential customers find your website on search? If not then your business needs a strong content marketing strategy from a qualified digital marketing agency.  The Creative Marketing Channel belongs to oz 2 designs LLC, Pennsylvania and Maryland’s first choice for SEO,  SEM, animation, website design, content marketing, print design, email marketing, and all things interactive and digital. Inquire about hiring us here.   Connect with us on Linkedin, Twitter, and Facebook. Email us at cl@oz2designs.com and stay tuned for Part 3 of this 6 part content marketing series.

Content Marketing for PA and MD businesses – Part I of a Six Part Series.

A marketing and PR phenomenon has exploded online and its name is content marketing. Businesses of all sizes know content marketing brings active participants more traffic, leads, and conversions.  Data shows the more content you have, whether it be website pages, blog articles, or landing pages, the better your results. Read the rest of this entry »

If you think you are, then you have a problem. Why? Because social media is all about having a voice.  People tend to view social media platforms as free societies, a paradigm that renders strong arm business tactics helpless. Want to fail on Linkedin?  Simply adopt one of these 6 communication styles and you too can be the King… of Nothing. Read the rest of this entry »

Image from NationalGeographic.com

Cell phone service. We take it for granted until there is an emergency and we can’t text or call our loved ones.  This is what happened to me and thousands of others after Tuesday’s earthquake. A Linkedin post by Bill Leachman from the Linked Locals Adams York group aptly describes how many were feeling:

“…my daughter was at home and she was scared to death. With the cell phones being down, she was not able to get in touch with me for about an hour, until she was able to get in touch with me at my office. My father could not get in touch with me, either. He lives in Louisiana and he wanted to know how we were doing. I can understand how difficult and helpless someone must feel because they can not get in contact with a loved one.”

The good news is social media platforms and their smartphone applications provide a much needed safety net.

Facebook assurance
My 13 year old niece lives in VA and as soon as I heard about the 5.8 earthquake I tried to text her. Fail. I tried to call her. Fail.  Then, I started to worry. It took me a few seconds to remember she (like many teenage girls) loves Facebook. I visited her profile and was happy to see her status update which read, “Earthquake!!!!!”  She and her friends were commenting on it,  stream of consciousness style.  It was a relief to know she was  O.K. Consider downloading Facebook’s app for Android or iPhone if you’re connected to loved ones on Facebook.

Google+ gets a win
One half hour after the quake I was scheduled to make a  45 minute drive. I was a little nervous because I’m used to the comfort of  cell phone service when on the road.  Thankfully, my Google+ phone application  saved the day.  One of its best features is speed; messaging through Google+ is practically instantaneous and it was a relief to be able to communicate quickly and easily.  Consider joining Google+ when it’s out of beta. Their smartphone application is amazing.

Social media  for emergencies
With hurricane Irene on the way, I’m grateful  for social media platforms and their accompanying smartphone applications.  Emergencies look less threatening to me when I can stay in contact with family and friends.  Has social media ever helped you in an emergency? If so, please tell your story here so we can all learn from your experience.

About The Creative Marketing Channel
The Creative Marketing Channel belongs to oz 2 designs LLC – a small, flexible, full service digital marketing agency.  Connect with us on Linkedin, Twitter, and Facebook. Email us at cl@oz2designs.com.

Social media marketing, part of digital marketing, is a great way to build relationships and grow your business. It’s no surprise Linkedin recently ranked as the second most popular social media platform in the world. If you’re not making the most of your Linkedin account, here are 7 steps to grow your business on Linkedin.

1.  Professional profiles only
Have you ever Googled your name? Nine times out of ten the very first thing you’ll see is your Linkedin profile. Linkedin has some powerful SEO mojo so think of your profile as your resume to the world.  Be sure it touts a decent photo of you, at least 5 glowing recommendations from others, and links to your professional websites.  Use keywords in your summary, link to your Twitter account if you have one, and link your business name to your Linkedin company profile listing.

2.  Regularly Share an update
Sharing an update is one of Linkedin’s best networking features. If you’re not using it, you’re missing out.   Why? Because every time you share an update your connections are notified via email as well as on Linkedin’s home page.  My recent update states, ” Training two PA and one MD company to blog using search engine optimized content.” In just a few words I let my connections know details about several services my company provides without the hard sell.  Social media is all about pull, not push marketing.

3.  Comment on an update
Respond to updates from others and show them you’re not always thinking about yourself.   Connecting with others is why Linkedin is social media. Remember, your comments mean something to the person who posted. Everyone loves to be noticed.

4.  Use a Linkedin app or two
For profile wow effect, as well as to better explain what you do, employ one or several Linkedin apps. If you have a Powerpoint presentation, load it to Slideshare and use the Slideshare app. If you blog, use the WordPress app.  Linkedin offers a variety of useful apps to choose from -  explore them and determine which best reflect you and your business.

5.  Join groups and interact appropriately
Although it’s a business oriented platform, Linkedin groups span both personal and professional interests.  A few of my favorite groups are Linked Locals Adams York, Martial Artists Black Belts, and Digital Marketing.  How does joining groups benefit you? Each group gives you the opportunity to meet new people who share your interests.  Often, group members pose discussion questions or post articles of interest. If moved, you should comment on group discussion posts as well as create discussion posts of your own. Avoid spamming, arrogance, or the hard sell. Social media doesn’t approve of these behaviors. Special bonus: After you comment on a discussion, Linkedin allows you to invite discussion participants to connect with you.  I’ve made a lot of interesting friends this way.

6.  Share blog posts with your groups
I consider this my best kept secret (until now). If you’re a blogger, share your blog posts with some or all of your Linkedin groups.  A notable one quarter of my blog traffic comes directly from Linkedin.

How do you use Linkedin to grow your business?
Linkedin is not a simple platform; rather, it is complex with many options and so I ask my readers this question:  How do you use Linkedin to grow your business?  Sharing your answers here is good for everyone, including you. 

About The Creative Marketing Channel
The Creative Marketing Channel belongs to oz 2 designs LLC – a small, flexible, full service digital marketing agency.  Inquire about hiring us. Connect with us on Linkedin, Twitter, and Facebook. Email us at cl@oz2designs.com.

The best diplomat I know is a fully-loaded phaser bank – Montgomery “Scotty” Scott
A fully loaded digital marketing plan is a great diplomat too.  So great, actually, that nearly 75% of all businesses are increasing their digital marketing over the next 12 months, according to Adobe Systems (from Mediapost Research Brief, “Digital Marketing Planning”). Their goal – to enhance the customer’s experience. Optimizing websites using analytics data is this year’s most deployed tactic. This optimization comes in the form of geo-targeted site content, content marketing, blogging, and rich media.   Top predicted investments for 2011 include 3D visualization, multi-media product viewing and interactive experiences.  In addition, businesses crave creative design and branded social community pages.  Both Spock and Kirk would be proud.  Why? Because real digital marketing requires strategy, analysis, and creativity.

All she’s got isn’t good enough! - James T. Kirk
If you believe your digital marketing agency isn’t good enough, you’re not alone. The sorry truth is, “only 44% of marketers are truly happy with their primary agency…” and there are two chief reasons why: The agency isn’t creative and/or the agency isn’t strategic (from Mediapost Research Brief, “Primary Agencies in Jeopardy if Reviewed”). Many agencies lack both. Google’s Panda update (or algorithm change) was a big wake up call to businesses who now see anemic, unoriginal content and boilerplate design for what it is – ineffective.   Today, businesses require their agency to be a “strategic partner who can help their business versus just an ‘idea shop.’”

You know, back home we have a saying: “If you wanna ride in the Kentucky Derby, you don’t leave your prized stallion in the stable. - Leonard “Bones”  McCoy
And your prized stallion is your media channel. Businesses no longer need to purchase expensive time and space on someone else’s channel. Instead, your business is media. Your website, mobile website, and blog are your marketing hub from which your agency shares all of your drilled down updates, videos, posts, whitepapers, webinars, enewsletters, coupons, mobile apps, etc. via branded social media.  If you haven’t become media yourself or have yet to fully leverage your media channels then you’re leaving your prized stallion in the stable.

Boldly go so your business can live long and prosper.
This is your voyage – your mission.  We are in the midst of a digital renaissance filled with new life and new civilizations.  Find a digital marketing agency with both Kirk and Spock in command and you too can break through the noise with relevant, amazing content and design. It’s no longer about perfection – it’s about experimentation.   A real digital marketing agency isn’t afraid to try numerous approaches, styles or tools.   Look for an agency that is flexible, strategic, and creative.  Businesses who do their due diligence experience the amazing ROI only digital marketing can give.

About The Creative Marketing Channel
The Creative Marketing Channel belongs to oz 2 designs LLC – a small, flexible, full service digital marketing agency.  Providing a broad range of interactive marketing services to U.S. businesses, oz 2 designs LLC is known for custom website and blog design, mobile website design, and compelling content (or social media) marketing. oz 2 designs LLC is pleased to feature an award winning animator known for excellence in 3D modeling, visualization, and animation as well as a nationally published content marketer.  To contact us email cl@oz2designs.com.