[Blog Abstract] Content Marketing For Law Firms

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Marketing Strategist, Todd Rader, discusses the recent Forbes article, Content Marketing For Law Firms (Hint: Legal Content Doesn’t Have To Be Boring) by Alex Valencia, Forbes Agency Council Member.

While this article speaks specifically to the stereotype of the legal industry as being strict, stuffy and, ahem, boring, its insight applies to many B2B marketers seeking to engage customers. Eighty-four percent of people expect brands to produce content that entertains, provides solutions and produces experiences and events. This is a high bar to achieve and success requires customer insight, a strategic plan, and creative expertise. Continue reading “[Blog Abstract] Content Marketing For Law Firms”

Cognitive Fluency: The Psychology Secret to Higher Conversions

Every day, prospects and customers pass judgement about your products or services based on presentation. To develop new leads or build customer loyalty, getting your brand’s message right is crucial, especially for new businesses.

But to persuade a customer to do something, you need to know how to approach them in a way that makes them want to buy or share their information.

What is cognitive fluency?

In the most basic form, cognitive fluency is ease in which information is processed. Does the task feel difficult? Was the information easy to understand? Successful digital marketing is all about how we make our target audience feel – we want to use cognitive fluency to effect decision making.

When it comes to driving online conversions, long gone are the days of cluttered landing pages and annoying pop-ups. Instead, we’re now in the era of minimalism and letting the user call the shots.… Continue reading

B2B Content Marketing: What Works in 2019

B2B Content Marketing continues to change as business marketing gets more complex. Everyone has heard of the classic search engine optimization where businesses fight for rankings for a few specific keywords. But this system doesn’t work in all industries.

In some industries, the product is so new that people are not aware of its existence. Most of the time, they are not even aware of the problem that this product or service can solve. This means that customers don’t know the keywords exist.

In certain industries, customers rarely rely on social media or e-commerce. Buying often happens on an offline network. And categories for these products may not exist on big-box e-tail sites like Amazon.

So, with all these difficulties, is it possible to make content marketing effective for these types of situations? The answer is yes, but content marketing campaigns need to be flipped on their head. Continue reading “B2B Content Marketing: What Works in 2019”

5 Things You Should Do Immediately After Writing a Business Blog Post

You have just poured your heart and soul into creating the perfect blog post for your website. You have found beautiful graphics to illustrate your major points. You have posted it to your website. Now, you have just a few more tasks to check off your list because no blog post can be considered complete until you have promoted it. After all, you want the world to know about the business blog that you have just created.

When you think about business-to-business blog promotion there are several different factors that you need to keep in mind. Think about how you are going to connect your blog to various groups like shareholders, executives, and lower-level management who will be using the product. Double check that you have included data-driven charts and graphs as they are vital to blog marketing. Think about how you are going to keep your blog promotion going … Continue reading

Tell Stories with Your Content Marketing

I’ve made an observation. I could be wrong, but I feel like businesses and content marketers are forgoing storytelling-based content for the more popular styles of content like list post and how-to articles.

As an SEO, I assume this is because it’s easier to promote these types of content to influencers for backlinks. And that may be the case, but I caution against forgetting about the most basic way to communicate ideas and move people to take action.

While specific styles of content may be easier to promote and increase domain and page authority, visitors don’t care about any of that.

The Content Marketing Institute defines content marketing as:

“… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. “

While it’s easy to get lost in technical marketing … Continue reading

How to Crank Out a Fascinating Idea in 60 Seconds or Less

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Paid Marketing, Kim Figor, discusses an Inc. article by contributor, Sally Hogshead “How to Crank Out a Fascinating Idea in 60 Seconds or Less.”

If I were a betting woman, I would be willing to bet that most people, if not all, struggle from time to time in coming up with ideas on topics to write about or the topic might be there, but the words escape them. I know for myself, this is true. Many times, the most difficult task of writing is deciding what to write about. This task becomes even more challenging for me when I’m up against deadlines.

Of course, more times than not, the reason I’m up against these deadlines is that I couldn’t decide what to write about, so … Continue reading