Rame Marketing eBook Final Version

7/31/2019 Rame Marketing eBook Final Version

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How to getinvolved in

ContentMarketing

and why you should

Understanding what its all about

The marketing audit

Developing your strategy

Implementing your plan

Creating & distributing your content

Monitoring & measuring results

Nurturing & scoring leads
http://www.ramemarketing.co.uk/


2/36

Table ofcontents

Help my marketing isnt working any more Page 3

Why is content so important? Page 4

How did we get here? Page 5

What are the key drivers? Page 6

Its not about us stupid, its about them! Page 7

What do we mean by Content Marketing? Page 8

Are we just talking about web pages? Page 9

So what constitutes content? Page 10

Does content marketing offer any advantages? Page 11

Is Content Marketing the solution to all my woes? Page 12

Nobody gives a damn aboutyour products (or services) Page 13

Can I just jump in and start producing content? Page 14

Where do I start? Page 15

Where will all of this content come from? Page 16

Producing good content takeslonger than youd think! Page 17

How do I promote my content? Page 18

Optimise your content for search and share Page 19

Write content for your audiencenot search engines Page 20

Blog to get found Page 21

Why you should be identifying buyer personas! Page 22

Why you need an editorial calendar foryour content marketing Page 23

How to put together your editorial calendar Page 24

Content marketers: Why you should thinkand act like a publisher Page 25

You will need a production schedule Page 26

Mobile marketing; The next big thing? Page 27

Bringing off-line and on-line together Page 28

The power of video Page 29

How do you stand out from the crowd on-line? Page 30

Social media marketing?Make sure you have a plan! Page 31

Make your content marketing efforts work Page 32

Youve generated the interest, dont lose the sale Page 33

Why your own marketing efforts are failing? Page 34

Resources Page 35

Thejour

ney

tocon

tent

marketing

nirvana

page2


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Help, mymarketing

isnt workingany more

Marketing is evolving; new technology is changing

buyer behaviour making it almost impossible for

companies to control the information ow out to the

markets. As Darwin has taught us, when it comes to

evolution, there are winners and losers. In this casethe winners will be the companies or individuals who

embrace change and tailor their marketing to the

needs and wants of their audience wherever their

audience is active.

This means taking the parts of traditional marketing

practices that still work for you and supplementing

your marketing strategy with inbound marketing

and content marketing techniques. This places

the emphasis on pulling your audience towards

your business, through the creation of compelling

content that your customers and prospects perceive

is valuable. This content can be hosted on your

website and disseminated via social media and

found through search.

Source: MarketingSherpa October 2010

Quote:People shop and learn in a whole new way comparedto just a few years ago so marketers need to adapt orrisk extinction

Brian HalliganCo-author of Inbound MarketingChief Executive Ofcer, Hubspot

page3

Tweet this eBook
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Because content drives search, content drives lead

generation and content drives social media. Without

the hook of great content its difcult to engage with

an audience. Great content acts like a magnet and

pulls people towards you.

So its important that:

a) You actually have good content that supports

your overall business plan. Content that highlights

to your audience that you understand their

problems and issues. And more importantly,

that you can help them. Remember its

about them, not you.

b) Unless you have an e-commerce site its unlikely

that rst time visitors will make a purchase

because theyre invariably at different stages

of the buying cycle. So your content needs to tell

a story to move visitors along and persuade them

to make a conversion, which is the ultimate aim.

c) Your content needs to be optimised for

search and share.

d) And you need to re-purpose that content in as

many ways as you can to ensure you get the best

return on investment (ROI) for your efforts and you

post that content where your audience is active.

Why iscontent soimportant?

page4

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5/36

Trade shows, direct mail, print ads, email, the

mainstays of traditional marketing all have a place

in supporting brand equity, maintaining relationships

and keeping existing prospects and customers

informed. But with trade show audiences in decline,most direct mail ending up in the bin, the

difculty of determining the ROI on print ads,

stricter spam lters making emailing conversions

more elusive, its become extremely difcult

to engage with an audience who may not be

ready to engage with you.

How didwe get here?

We need to stop interrupting what peopleare interested in & be what people are

interested in.CRAIG DAVIS - CHIEF CREATIVE OFFICER, WORLDWIDE

J. WALTER THOMPSON (WORLDS 4TH LARGEST AD AGENCY)

KeyTip:

Realign

your

marketing

budget

in

a70:30ratioto

wards

content

market

ing.

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Traditional marketing is interruptive. Changes to the

web and the proliferation of web based tools that

now exist have changed buyer behaviour FOREVER

making it far easier for buyers to engage with you

on their terms, when they are much further intothe buying cycle. Decision makers are less inclined

to speak to a sales person until they have carried

out their own research into what you (and your

competition) have to offer. This means a completely

different, more open and for some, less comfortable

approach is required.

What are thekey drivers?

In todays information age of marketing

and web 2.0 a companys website is the

key to their entire businessMARCUS SHERIDAN - AUTHOR OF THE SALES LION BLOG. MARKETING SPEAKER

Forman

y,thisis

new

ground

.Shifty

our

think

ingand

dontbe

afraidtotry

somethi

ng

new.The

reissomu

ch

blandru

bbishou

tthere

thatyou

raudien

cewill

appreci

ateach

ange.

KeyTip:

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Most websites and marketing collateral shout out to

an audience:

Look at us

Look how good we are

Look at what weve doneRead about why were number one

Our products and features are great

What your audience really wants to know is that you

understand their pain points and that you know how

to solve their problems and issues.

Its not aboutus stupid,

its about them!

The internet has turned what used

to be a controlled, one-way message

into a real-time dialogue with millions.DANIELLE SACKS - WRITER, FAST COMPANY

Gettok

nowyou

r

audienc

e,itso

nly

throughk

nowing

themthatyo

ullbe

abletoe

ducate,

entertain

and

inspiret

hem.

KeyTip:

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As more and more people use the web to search

for information that is relevant and valuable to their

own needs and wants they are turning away from

the meaningless advertising messages they are

bombarded with. Remarkable content, createdby YOU, published where your audience is active

and aligned to the prospects interests, industry and

position within the buying cycle pulls those prospects

through to your website. This is an important point as

those people who visit your website via interesting

and relevant content they have discovered will

have a more positive attitude towards your offerings

than any prospects driven there through traditional

marketing means.

What do wemean byContent

Marketing?

If you have more money than brains,

you should focus on outbound marketing.

If you have more brains than money,

you should focus on inbound marketingGUY KAWASAKI - FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COM

KeyTip:

Readal

lyouca

nabout

content

market

ing,imm

erse

yoursel

finthe

subject

.You

wontbe

disapp

ointed.

Youll

ndlink

stofan

tastic

resour

ceat

theendofthi

seBook

.

Tweet this eBook

page8
https://twitter.com/intent/tweet?text=Reading+@HubSpot%27s+new+ebook,+%22How+to+Use+Facebook+for+Business:+An+Introductory+Guide%22+for+2011+http://bit.ly/okh1P8+https://twitter.com/intent/tweet?text=Reading+@HubSpot%27s+new+ebook,+%22How+to+Use+Facebook+for+Business:+An+Introductory+Guide%22+for+2011+http://bit.ly/okh1P8+


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No! Every piece of content you produce can be

repurposed, you can tweet about your eBook, the

eBook can become a slidedeck and uploaded

to Slideshare, a voice-over can be added and

uploaded to YouTube, the voice-over can be turnedinto a podcast, extracts of the eBook can become

Blog posts or enewsletter articles. Always plan to

repurpose whenever you produce any content.

Great content can differentiate your offering from

the competition, help you gain credibility in your

marketplace and position you as a thought leader.

Are wejust talkingabout web

pages?

To be successful and grow your business and

revenues, you must match the way you market

your products with the way your prospects

learn about and shop for your products

BRIAN HALLIGAN - CO-AUTHOR OF INBOUND MARKETING,

CHIEF EXECUTIVE OFFICER, HUBSPOT

Wakeup

and

smellth

e(conte

nt

marketi

ng)cof

fee.

Thebus

inesswo

rld

ischang

ing,so

get

onbo

ardorg

et

leftbehind.

KeyTip:

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10/36

Content marketers believe valuable content

should be at the heart of your marketing strategy

and distributed via the most appropriate channels

for your audience, who are, after all, actively

looking for what you have to offer. In order to makeit easier for your prospective customers to nd you

and your solutions, you need to be producing:

Web pages

Blogs

eBooks

enewsletters

White papers

Application notes

Podcasts

Video

Case studies

Articles

Infographics

Twitter feeds

Curated content

Aggregated content

o And more

So whatconstitutes

content?

as youve noticed people dont

want to be sold. What people do want

is news and information about thethings they care aboutLARRY WEBER - AUTHOR OF MARKETING TO THE SOCIAL WEB

KeyTip

:Relatio

nships

arestill

veryimp

ortantin

busines

s.

Makesu

reyour

content

shouts

aboutw

hatmak

esyouu

nique

andtrust

worthy

andsho

wsyour

humanside.

Tweet this eBook

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11/36

A major advantage that this type of content has is

longevity. It has a longer shelf life and is cheaper

to produce than traditional marketing campaigns.

Whats more the search engines love it and as

you produce more content you should see biggerincreases in visitors to your website.

Does contentmarketing

offer anyadvantages?

Content Marketing

is the only Marketing left SETH GODIN - KEYNOTE SPEAKER, AUTHOR OF PERMISSION MARKETING

KeyTip:Conte

ntMarke

tingpul

ls

custom

ersand

prospects

to

you,the

yrealre

adylooking

for

whatyo

uhavet

ooffer.

Theres

noneed

toshou

tatthem

,

interrup

tthem,o

rgenera

lly

annoyt

hemany

more.

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Content marketing isnt a magic bullet that will solve

all of your business issues. Its another addition to the

marketing toolkit that will contribute positively when

used correctly as part of your marketing strategy.

Great content isnt going to sell poor products orservices but content marketing will help to create

a more level playing eld between the SMEs and

their larger competitors. You no longer have to

negotiate (or pay) to get your content published in

a magazine or web portal. The web and new web

tools have allowed you to become a publisher.

Is ContentMarketing thesolution to allof my woes?

I am all for conversations.

But you need to have a message

RENEE BLODGETT - FOUNDER BLODGETT COMMUNICATIONS

KeyTip:

Remarka

blecon

tent

aligned

toyour

prospe

cts

interest

s,indus

tryandp

osition

within

thebuy

ingcyc

lewillp

ull

thoseprospe

ctsthro

ughto

yourwe

bsite.

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This might come as a shock to some people but

nobody really gives a damn about your products or

services. So if all of the content on your website or

your sales collateral or your email newsletters harp

on about how great you are, then you are ona hiding to nothing.

The key to success is to build empathy and trust

with your audience. Identify the pain points of

your prospects. What is it that keeps them awake

at night? Why would they buy what you have to

offer? Why would they choose you rather than your

competition? What can you do to help them? Find

the answers to those questions and youre on the

road to success. So your content needs to shout out

we understand your problems and issues we can

solve your problems and issues and reduce your cost

by....... you get the message.

To be successful you need to get under the skin of

your prospects and understand their business issues.

Nobody givesa damn aboutyour products

(or services)

Think like a customerPAUL GILLIN - AUTHOR OF THE NEW INFLUENCERS

Talktoy

our

custom

ers,sur

vey

them.Ta

kethe

timeto

ndou

t

whatthe

yreally

want.

KeyTip:Tweet this eBook

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14/36

No! Like everything else in business, you need

a plan. Content marketing is an additional part of

the marketing toolkit and your output will depend

on your overall business objectives e.g. increasing

brand awareness, lead generation, thoughtleadership etc.

So work with your team or consultant to:

Determine the goals

Work on the messaging

Evaluate the best format and platform options

Start work on the plan

Can I justjump in and

start producingcontent?

Marketing isnt magic.There is a science to it.

DAN ZARRELLA - SOCIAL MEDIA SCIENTIST, HUBSPOT

Taketh

etimeto

develop

yourco

ntent

creation

,distribu

tion

andsha

ringstra

tegy

rightfro

mthe

start.Th

iswillp

ay

dividen

dslater.

KeyTip:

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The rst thing to do is to carry out a content audit.

You need to know what content you currently

have available so that you can make an informed

decision about what content is needed.

List all of the existing web page titles including

downloadable spec sheets and web based articles

into an .xls spreadsheet. Then take an inventory

of existing content from previously published

articles, enewsletters, brochures and PowerPoint

presentations that can be scanned to see if they

are suitable for repurposing and add those to the

spreadsheet.

Brainstorm what you believe you need to provide

and then map that content against those page titles

in the spreadsheet to determine the gaps.

The picture you end up with will determine your

action plan.

Where doI start?

Were all learning here; the best

listeners will end up the smartest

CHARLENE LI & JOSH BERNOFF - AUTHORS OF GROUNDSWELL

KeyTip:

Youcan

quickly

plug

gapsby

intervie

wingyo

ur

exper

ts.Vide

othein

terview

andad

dtoyou

rweb,p

ublish

thetranscr

iptasa

serieso

fblog

posts,c

reateapo

dcast.

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This comes down to resources and you need to

decide whether you have the resource to create this

content in-house or whether you need to outsource

it. There are pros and cons to both.

In-house: keeps the costs down but youre probably

asking people to carry out tasks over and above

their day-to-day job roles.

Outsource: You need to select the team, preferably

they should have some knowledge and experience

of your industry, they need to be briefed and they

need to be managed.

Where willall of thiscontent

come from?

Institutions that once had to go through

media to deliver information are nowthemselves mediaANDREW NACHISON - FOUNDER, WE MEDIA

KeyTip:Ah

ybridap

proach

maybe

best.Keep

things

in-hous

ebutbri

ngina

consulta

ntorcre

ativeag

ency

tohelp

driveth

ingsforw

ard

andsolv

eresou

rceissu

es.

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Whether youre doing it yourself or

outsourcing it there are several issues to be

considered, for example:

Youve decided one of the main aspectsof your marketing plan will be to help

differentiate your offering through a thought

leadership stance and the main marketing

tool for this will be an eBook explaining the

benets of your offering in general. Further,

you intend to create empathy with your

audience by explaining how you have

identied and understand their main pain

points and how you can provide a potential

solution. In return for downloading the eBook

you expect the prospect to exchange their

contact details e.g. name, company, email

address etc.

Firstly, you need to storyboard the process.

There will inevitably be numerous revisions

before you are happy with the nal content.

Anchor text to relevant external documents

e.g. blog articles or web pages should beincluded. It will have to be proof read by

someone else (who?) and the content will

probably have to go through a sign off

process. The layout of the eBook will need to

be agreed and probably contracted out to a

design house. Budgetary issues may need to

be resolved. A brief will be required, designs

agreed, regular progress meetings held,

graphics or images will need to be sourced.

The pdf template will need to be optimised

for search.

Producing goodcontent takes

longer thanyoud think!

Focus on the core problem your business

solves & put out lots of content & enthusiasm& ideas about how to solve that problem.LAURA FITTON - FOUNDER, ONEFORTY.COM

apoutth

eproce

ss

nadvan

cewithk

ey

mileston

esalong

theway

.Trytog

eta

highle

velspo

nsor

withinth

ecompa

ny

whocanh

elpreso

lve

resourcingiss

ues.

KeyTip:

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Ensure share icons have been added.

When you are happy with the nished article

publish it on your website. You will probably want

to promote it through various other means too e.g.

email, external web banners, Pay Per Click (PPC)advertising, Slideshare etc. Best practice is to build a

dedicated landing page, optimised for conversion,

that you can drive all of your trafc towards and

monitor the results. Again all of this takes time.

How do Ipromote my

content?

When you breakdown all the uff, there

are two ways to promote and market your

business; dumber, slower and expensive -

or smarter, faster and cheaper

DAVID SITEMAN GARLAND - HOST OF THE RISE TO THE TOP

KeyTip:

Repurpo

seyour

content

where

your

audienceis

active.

APPC

campaig

ncangive

your

content

aleg-u

p.

Tweet this eBook

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Optimiseyour content

for searchand share

You cant just rely on writing good content

and then sitting back waiting for hordes of

prospects to beat a path to your website.

You need to give your great content a leg-up

by ensuring that its optimised for the searchengines. Google always advise to write

for your audience but writing compelling,

informative content, aimed at helping the

audience, whilst keeping an eye on search

engine requirements will pay dividends.

There is no shortage of information on how to

do this through carrying out keyword research

and then incorporating those keyword

phrases into:

Title tags

Meta descriptions

On-page titles

Section heading

Body text Image alt text

Anchor text etc

There are various tools available to help

you research your key words and phrases

but keep in mind that your audience might

not always use the same words and phrases

that you use internally within your company.

So also think about topics that would

have a general interest to your audience

or phrases that may be complementary

to those you offer.

It no longer makes economic sense to

send an advertising message to the manyin hopes of persuading the few.M. LAWRENCE LIGHT - FORMER CHIEF MARKETING OFFICER, MCDONALDS

Rememb

erto

linktos

upportin

g

articleso

rweb

pagesw

ithinthe

bodyco

ntent

through

anchor

text.

KeyTip:

Tweet this eBook

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20/36

Write contentfor your

audience notsearch engines

All of us at one time or another has picked up a

book that just grips us, we cant put it down, well say

to ourselves, just one more chapter even though its

the middle of the night. With great stories we want to

know what happens next. Your web pages need todo the same job. You need to tell your visitors a story

and ensure they become absorbed and dont close

the book (or bounce out) through lack of interest.

Unless you run an e-commerce site most people who

visit your site wont make an immediate purchase.

Most people will browse, research, compare and

theyll be at very different stages within the buying

cycle. Your content strategy needs to take this into

account.

Remember how difcult it is to get a customer

in the rst instance; dont lose them by taking them

for granted.

By listening, marketing will

re-learn how to talkDOC SEARLS & DAVID WEINBERGER - CO-AUTHORS OF THE CLUETRAIN MANIFESTO

Youret

ellinga

storyto

takeyo

ur

visitors

through

the

different

stages

of

thebuy

ingcyc

le,

theend

gameis

aconversi

on.

KeyTip:

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Blog toget found

If you dont have a blog, introduce one

and fast.

Because every time you introduce a blog

post you add another web page and thatsan opportunity to get ranked for your key

terms in the search engines. In addition a

blog provides an opportunity to add fresh,

compelling and relevant content to your site

on a regular basis.

There are additional advantages of

blogging, a blog can be used as a platform

to differentiate your offering from your

competition through, perhaps, a thought

leadership stance. Once the content is

published it can continue to offer results to

the search engines months after publication.

Blog posts can be re-purposed as enewsletter

content or to answer customer questions

or to promote intellectual content such as

technical papers or eBooks. And a blog offers

the opportunity to entertain your audiencein a way you can never do through your

website.

A recent Hubspot report stated that on

average, SMEs that Blog have 55% more

website visitors than those who dont, 97%

more inbound links and 434% more indexed

pages, which further enhance SEO results.

No matter what, the very rst piece of socialmedia real estate Id start with is a blogCHRIS BROGAN - KEYNOTE SPEAKER, FOUNDER NEW MARKETING LABS

KeyTip

:Ablog

offersth

e

opportu

nitytoe

ntertain

your

audienc

einaw

ayyouc

ould

never

dothrou

ghyour

website

,

becreativ

e,dont

forgeta

udio

andvid

eoconten

t.

page21

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22/36

Why you shouldbe identifying

buyerpersonas!

Write content for your prospective buyer, how

do you do this? Well put yourself in their shoes

and list all of the issues you think they may

have. Give them a persona and build a

prole, a representation of a target customer.Think about some of the following:

Where they live

What problems they may face

Their responsibilities

Their frustrations

What pressure are they under

What are their needs

What role do they play in the decision

making unit (DMU)

Have they downloaded any prior content

What technologies would they be using to

access content e.g. PCs, smartphones,

tablets etc.

When youve answered all of those questions

youll have a much better idea of the type

of content most suited to that persona.

If you operate in the B2B sector the chances

are that the purchasing decisions will be

made by a number of people. The persona

arguments are just as relevant in the B2C

marketplace, the difference may be that

the decision making unit consists of various

family members.

By publishing content that shows

buyers you understand their problems

and can show them how to solve them,you build credibilityARDATH ALBEE - AUTHOR OF EMARKETING STRATEGIES FOR THE COMPLEX SALE

ainstorm

likely

persona

swithth

e

salesan

dcustom

er

suppor

tteamo

r

anyone

elsewh

o

hasfac

e-to-fac

e

dealingsw

ith

custom

ers.

KeyTip:

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23/36

In order for you to plan and manage the content

marketing creation process and to help everyone else

involved keep track of timelines and dates,

its a great idea to create an editorial calendar.

Another advantage of an editorial calendar is that

it helps visualize how and where you can re-purpose

articles e.g. the eBook due to be published next

week could be used as a source of blog posts to be

published at a later date, the planned webinar could

fuel several enewsletter articles. By including key dates

within the spreadsheet on, for example, the launch

of a new product or a key trade show, this helps plan

content activities within the necessary timescales.

Why you need aneditorial calendar

for your contentmarketing

Instead of one-way interruption, web

marketing is about delivering useful content

at just the precise moment a buyer needs it

DAVID MEERMAN SCOTT -MARKETING STRATEGIST, AUTHOR OF THE NEW RULES OF MARKETING AND PR

Populat

etheed

itorial

spreads

heetwit

h

informa

tionreg

arding

person

as,tone

ofvoice

,

painpoints

etc.to

be

address

edbyeachpi

ece

ofconte

ntprior

tohanding

overto

thecon

tent

creators

,tohelp

direct

theirart

icles.

KeyTip:

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How to puttogether your

editorialcalendar?

Increasingly, the mass marketingis turning into a mass of nichesCHRIS ANDERSON - AUTHOR OF THE LONG TAIL

Identify key dates that may impact the

content you want to create and when you

need it. Brainstorm among the team what

you want/need to produce (keep in mind the

stages of the buying cycle). Identify the bestmedium for each piece of content; identify

how/where you may want to re-purpose

each piece. Identify how you will track the

success of each piece. Write an abstract for

each piece, ll in the key elds. Decide who

will create the content.

An editorial calendar can act as a brieng

to those tasked with creating your content.

An excel spreadsheet incorporating some

of the headers bulleted below with some

of the key elds already lled in can make

it a much simpler task for an author to get

creative juices owing rather than handing

them a blank piece of paper and telling them

you need a story or an article by next week.

Headers could include:

Publishing date

Objective Draft title

Audience

Persona

Keywords

Call to action

Medium

Note: the headers may change depending

on the type of content to be produced.

aveam

aster

spreads

heetwh

ich

provide

sanat

aglanc

e

viewofa

llactivit

ieswith

separa

tecalen

darsfo

r

eachsp

ecic

activity

e.g.blo

gging,e

books,

eventse

tc.which

ensures

nothinggets

missed

.

KeyTip:

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Content marketers:Why you should

think and actlike a publisher

Remarkable social media content and

great sales copy are pretty much the same

plain spoken words designed to focus onthe needs of the reader, listener or viewerBRIAN CLARK - FOUNDER COPYBLOGGER

With todays web based tools you can create

your own content and publish that content

on-line wherever your audience is active.

This approach can offer your business massiveadvantages against competitors through

improved results in the search engines,

re-purposing content across multiple

platforms, differentiating how and where you

offer your services or promoting your business

as a thought leader. But to achieve real

success you need a plan and considering

how a publisher would go about their business

can provide a good insight into what you

should be doing.

A publisher will look to maximize the ROI from

each piece of content, this means you need

to be focused and objective in your efforts

and the points below can help guide you:

Make a list of possible content based onyour content marketing strategy

Prioritise that list and focus on where you will

get the best return

Select your target audience (think personas)

Understand what you want to accomplish

from that piece of content e.g. the Call to

Action (CTA)

Determine the best medium for that piece

of content

Plan how you can re-purpose that content

across multiple platforms

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You will needa production

schedule

There are no magic wands,

no hidden tricks and no secret

handshakes that can bring you

immediate success but with time, energyand determination you can get thereDARREN ROWSE - FOUNDER PROBLOGGER

In order to ensure the content is available

when required its a good idea to put

together a production schedule which can

take account of milestone dates for drafts,

iterations and proofreading. Whoever isresponsible for this process should also ensure

that the article uses the correct tone of

voice and meets the quality, relevance

and consistency standards required. During

the content creation process its worthwhile

spending some time working on a strong

headline as this can have a massive impact

on whether the content is read or ignored.

Publish your content and measure and

analyse the results. The advantage of

operating in a digital world is that almost

everything can be tracked and measured.

Incorporate your ndings into improving yourcontent and processes in order to increase

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Mobile marketing;The next big thing?

Smartphones are reinventing

the connection between

companies and their customersRICH MINER - PARTNER, GOOGLE VENTURES, CO-FOUNDER, ANDROID

Mobile Marketing is a red hot topic. The

number of people who own smartphones

that can access the internet is growing

phenomenally and by all accounts will be the

medium of choice for most of us by 2013 to2015 depending on which reports you read.

Heres what you need to do to create a

customer-friendly mobile site:

Get rid of the clutter. Remove items or

content from your website that you think

might be superuous to a mobile browser.

Check your analytics. If youre likely

already using analytics data to determine

how visitors interact on your site, use

that information to determine what your

customers need from you, what can (and

should) be ported over to your mobile site

and what you can get rid of.

Try to create shorter content bursts and

use longer pages because scrolling is

quicker than waiting for multiple pages to

load. Also consider using alternate formats

such as video and audio to conservespace.

Try to limit your le size to 20k to

accommodate slower connection speeds

and avoid using Flash if your content will be

viewed on an Apple product

Re-purpose existing content to drive trafc

e.g. turn that 5000 word article into a series

of podcasts for your mobile audience

Think about new ways to engage an

audience around your content e.g. video

Claim your business on location-based

platforms like Foursquare, Gowalla and

Google Places, especially if you have a

bricks-and-mortar location.

Be creative, think about how you can

implement a campaign e.g. use QR codes

or think about having an Ap built.

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Bringingoff-line and

on-linetogether

Dont be afraid to get creativeand experiment with your marketing.MIKE VOLPE - CHIEF MARKETING OFFICER, HUBSPOT

QR codes are similar to the barcodes used by

retailers to track inventory and price products

at the point of sale. The key difference

between the two is the amount of data they

can hold or share. Bar codes are linear one-dimensional codes and can only hold up

to 20 numerical digits, whereas QR codes

are two-dimensional (2D) matrix barcodes

that can hold thousands of alphanumeric

characters of information.

This ability to hold more information and

their ease of use makes them practical for

small businesses. When you scan or read a

QR code with your iPhone, Android or other

camera-enabled smartphone, you can link to

digital content on the web; activate

a number of phone functions including email,

IM and SMS; and connect the mobile device

to a web browser. Any of these desired

functions are easily achieved by properly

creating your QR code. Its a simple

process of entering the appropriate data

into a QR code generator and it only takesa few minutes.

QR code design is also exible enough to

allow some creative design approaches

Practical Uses of QR Codes:

On your business card.

Brochures and other marketing materials.

Product packaging

Convention and event nametags

Restaurant menus

Event ticket stubs

Point-of-sale receipts

Property leaets from estate agents

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The powerof video

Youve probably got a device on you that

can shoot decent video, so whats stoppingyou? Capture and share some momentsSTEVE GARFIELD - VIDEO BLOGGER, AUTHOR OF GET SEEN

According to Google, videos are 50 times

more likely to rank on the rst page of search

engines for your targeted keywords than text.

Videos receive a 41% higher click through

rate than text links. Video is more engaging tous and we view it as a trusted media far more

when making a decision, than reading text.

There are many types of video you can shoot

depending on the project objective, e.g.

How to videos

Interview style video

Talking head

Talk show style with several people

having a discussion

Product demos

Customer testimonials

Ensure the sound quality is good, if required

use external microphones. Check the lighting,

shoot the video, edit where necessary.

On completion, embed video in eNewsletters,

Blogs, Linkedin accounts, Facebook.Upload to your website, YouTube and Vimeo.

Dont forget to make your videos shareable,

use keywords in the description, title and

keyword tags. Re-purpose them as podcasts.

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How do you standout from the crowd

on-line?

In order to survive, you need to somehow

differentiate your offering from your

competition. In a bricks and mortar store youcan have an enticing shop front, you can

have extremely helpful and professional staff

and you can run sales promotions but if more

of your business is on-line or its trending that

way, how do you get found when 75% of

internet users* never scroll past the rst page

of search results?

Well the bottom line is, if Google cant nd

you no-one else can and although your

website is extremely important there are other

platforms to consider. The more keyword rich

content you produce and disseminate the

more chance you stand of being found by

the search engines.

So the creation of interesting, relevant,

valuable content is no longer just an option,

its critical. A Blog can be automatically

output to Twitter, Facebook and Linkedin

via an RSS feed to increase lead generation

opportunities and improve search results.

Blog posts can also be re-purposed into

email content or grouped together to forman eBook. An eBook can be the basis of a

PPC campaign to collect contact details, the

eBook itself can be re-purposed into a slide

deck that can be uploaded to Slideshare.

The key point here is not to view any initial

content in isolation but to have in mind from

the very beginning ideas of how you can

cut and dice that content to get it in front of

as many people as possible. But remember,

the content has to have a perceived value

to your target audience, if it doesnt youll

fail and just merge in with the masses most

of whom are just producing me too

brochureware for a rapidly diminishing

audience.

Dont make that mistake.

*Source: Marketshare.hitslink.com, Oct 2010

JIM COLLINS - AUTHOR OF GOOD TO GREAT

Good is the enemy of greatThe

vast majority of good companies

remain just that good but not great

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Social mediamarketing?

Make sure youhave a plan!

The future of business is socialBARRY LIBERT - AUTHOR OF SOCIAL NATION CEO, MZINGA

Social media can be a pretty daunting

activity with the ever growing and ever

changing choice of platforms available.

The important thing to remember is to focus

your attention on where your audienceis active. Dont spend all of your time on

Facebook if none of your customers or

prospects are there. Its too easy to get

hooked into collecting likes and pluses and

followers without having a clear view of what

this means for your business or how you can

channel these activities into something more

tangible e.g. revenue (SM purists take note).

Social media is about interaction and you

need to invest time and effort into that

endeavour. Oh and by the way, this is

where having relevant and compelling

content spread across the web helps attract

searchers towards your offering.

Reaching out to your audience wherever

they are active will help to create a stronger

brand presence in the market and allow you

to listen to your customers (and competitors).

But social media needs to be seen as partof the total plan and should be used as an

integral part of your marketing strategy.

To view social media as a stand-alone entity

and to go through the process of ticking

boxes dilutes its potential and reduces

the impact it can have on your business.

Measuring the ROI of social media can be

difcult but not impossible. However if you

start out with a plan and a view of what

success will look like prior to the campaign

launch date then at least you will be able to

make a comparison between expectations

and achievement.

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KeyTip:

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Make your contentmarketing

efforts work

The most important piece of advice I can give

is to ensure that you have Google Analytics

enabled on your website. Its free and can

be added quite easily. You need to sign up to

a Google account and Google provide you

with a piece of code that your webmaster

can add to the pages on your site (or blog).

With analytics added you can track visitors to

specic webpages on your site, identify where

those visitors have come from, how they

moved through your site, any actions they

took (downloaded an eBook), how long they

stayed on your site, what pages are popular

(or not) and the list goes on. The analysis of

this information is very useful for tweaking the

content on your website or identifying content

for future development.

Google also allows you to set up alerts that

can be emailed to you enabling you to track

activity on key words or phrases, competitoractivities, your own brand, URL or company

name etc, highlighting conversations your

content may have kicked off.

A tool with a similar purpose is Social Mention,

this provides real time social media search

results for key words or phrases important to

you. Alternatively you could use Hootsuite

which lets you monitor multiple social network

pages from one platform.

Additional information can be found from

sharing and bookmarking widgets such as

sharethis or Addthis that you may have on

your web or blog pages. Facebook, YouTube

and Slideshare also offer statistics and counts

and engagement feedback and dont forget

blog comments.

Remember that your visitors will be at differing

stages within the buying cycle and you will

need to consider different metrics for each

of those stages.

DAN WEINBERGER - AUTHOR OF EVERYTHING IS MISCELLANEOUS

Your organisation is becoming

hyperlinked. Whether you like it or not.

Its bottom up; its unstoppable

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KeyTip:

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Youve generatedthe interest, dont

lose the sale

People are beginning to visit your site,

subscribe to your blog and download your

ebook. These visitors may be prospective

customers. But not all of the people visiting

your site will be in a position where theyre

ready to buy. Your visitors will be at different

stages of the buying cycle and your job now

is to help them move along on their journey

towards a sales conversion. So its important

that you nd a way of engaging with those

visitors to ensure they come back to visit

your website.

A contact strategy via email marketing will

allow you to provide additional information

to educate those prospects, answer their

questions and invite them to download new

content relevant to their needs. The premise

here is twofold:

Provide enough compelling information

over a period of time on how your product

or service is right for their needs, that thecontact with get in touch with you directly

(when they are ready). Or

Move your contact through a marketing

process until they are at a stage where they

can be contacted by the sales team.

To help ensure youre sending the correct

message to your audience its important to

segment your database so that you can be

more specic in your messaging.

Introduce a lead nurturing and scoring

system based on information shared by the

prospect at the initial registration. Additional

information collected through subsequent

engagement will result in an increase in sales

ready leads. This will lead to an improved

sales conversion ratio as your sales team will

be engaging with prospects that already

have a relationship with you and have

expressed a strong interest in what you

have to offer.

CHRIS BROGAN - KEYNOTE SPEAKER, FOUNDER. NEW MARKETING LAB

Marketers need to build digital

relationships and reputation before

closing a sale

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KeyTip:

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Why your ownmarketing efforts

are failing?

Youve just read this ebook, now just pause

for a minute and think about how you

yourself behave when pondering over

purchasing decisions.

Take as an example your usual Sunday

morning routine. Coffee in the kitchen and

you pick up the broadsheet, extract all of the

advertising inserts and throw them in the bin.

You read the supplement, mentally blanking

out all of the on-page advertising. After

coffee you switch on your Sky Plus to catch

up with the previous weeks viewing, recorded

without any advertising showing. You dont

receive any cold calls because youve

registered your telephone number with the

Telephone Preference Service. Then your wife

tells you she needs a new fridge, whats the

rst thing you do? You switch on your PC and

search on Google for fridges.

So why do you expect your customers andprospects to behave any differently than

you? Why are you still taking out print ads?

Putting together mass mailing campaigns

from bought in lists? Employing cold calling

programmes when your audience is on-line?

The solution to this problem is to use inbound

marketing techniques described in the

previous pages. Inbound marketing combines

content marketing, social media and lead

generation activities to create an integrated

process and strategy aimed at building trust

with your audience through the creation

and distribution of relevant and compelling

content that pulls an audience towards

your offer, generating high quality leads and

boosting your search engine rankings.

If you are not creating content that meets

the needs of your audience and hosting that

content wherever your audience is active,

they will go elsewhere.

Make sure that doesnt happen. Get yourcontent marketing strategy up and

running today.

MALORIE LUCICH - FACEBOOK SPOKESPERSON

People share, read and generally engage more

with any type of content when its surfaced through

friends & people they know and trust.

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Resources:

Content marketing blogs:

Rame Marketing

Hubspot

Content Marketing Institute

Velocity Partners

MarketingProfs

Social Media Examiner

Social Fresh

SavvyB2BMarketing

Mashable

Other fantastic marketing eBooks

Velocity Partners Content Marketing Workbook

Junta42 Content Marketing Playbook

Eloqua Social Media Playbook The eBook eBook

B2B Blogging eBook

Zero Moment of Truth

Awesome marketing books:

Managing Content Marketing

Content Strategy for the Web

Content Rules

The New Rules of Marketing and PR Inbound Marketing

Get Content Get Customers

No Bullshit Social Media

Launch

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AboutRame

Marketing

Rame Marketing is a strategic marketing communications consultancy that works with

businesses of all sizes to:

Improve lead generation activities

Generate qualied leads

Increase salesWe specialise in content marketing, social media, lead generation and Google AdWords

management and help businesses within Torbay, Plymouth, Exeter, Devon & East Cornwall.

If your lead generation activities have stalled and youd like to nd out more about smarter

marketing methods to help your business grow, get in touch.

[email protected]

0845 8620769

Mobile: 07856 771528

@ramemarketing

facebook.com/ramemarketing

www.ramemarketing.co.uk

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Rame Marketing eBook Final Version

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