Content Marketing

In difficult times whom do you trust? – and that is the point – when things get difficult we look to work with people we trust. Trust means we can all get things done more effectively and more efficiently. This may not be a comfortable option for everyone but it is very well worth learning whom you can trust for your sales and marketing activities especially if you are not used to trusting people in the media and related fields.

Be assured the industrial media is very different from the mainstream – they are well worth working with for Press Relations and advertising. Indeed the UK has probably the most advanced and mature media in the world, with many trustworthy people doing an excellent job. Trust means that we can regrow our industry more quickly.

I was interested to see recently that the number of notified redundancies is well down – and I have also seen that recruitment is well up. What a turnaround – so what can SMEs do to support this recovery in our manufacturing industries? Maybe it is time to look at marketing again? Contact us to discuss your marketing for recovery.

From qualitative research across our client base we estimate that 23% of free web coverage is corporate website, 22% is corporate blog and 55% is from third party sites – online journals, online directories – which get picked up by search engines.

This includes some photos and some videos but does not include:
–    Video channel internal searches, e.g. YouTube
–    Editorial newsletters
–    Industry blogs
–    Social media internal traffic
So there is clearly a lot to do for free!

Call us to see how you can use online marketing in your business

What do you do in a small niche market where everybody knows you?

In truth it may be a small niche (even incestuous!) market but it will always be fluid – people leaving, people moving around, people coming in – a churn rate which has been estimated at 40% over a 2 year period – and even the most conservative technologies change in response to many internal and external factors.

So what do you do once you are on page 1 of your favourite search engine – well clearly you make sure you stay there and arrange to be there more often for more search terms.
As many champions have found before, winning is only the first step – keeping the top spot is often a lot harder work than getting there.
So you simply do the same stuff that got you to page 1 and more. You keep the pot boiling and add more ingredients; you re-present the menu and extend it.
Then you work on service, response, stock etc. etc. to ensure that you keep your core customer base while adding new ones.

Call us to see how you can use online marketing in your business

Trickle-down content marketing

By taking a systematic approach to content generation and dissemination we find that we can cost-effectively achieve coverage for clients. This generally involves a trickle-down from the initial brief which may start as a press release, white paper, feature article or video. The process works something like this (with variations): Press Release content feeds the […]

Read the full article →

Don’t take customer applications for granted

Why do people watch YouTube – yes aside from entertainment – many many people watch “how to do it videos”. I remember one video getting 30,000 hits in a year on how to trim florists’ plastic foam with a knife. We all like to see how to do something – it gives us knowledge and […]

Read the full article →

Don’t be afraid to state the obvious!

Often it is important that we are not afraid to state the obvious – it may not be obvious to everybody and those people, newcomers to the field perhaps, will thank you for it. Just don’t tout it as new wisdom – or you will bore and probably offend the people to whom it is […]

Read the full article →

Web traffic and web presence information

From time to time I see in the SEO related newsletters and am told by individuals that the best web traffic and web presence information is provided by Google Analytics and further that an in-depth understanding of the black box algorithm they use is vital to marketing on the web. These same people sometimes go […]

Read the full article →

Creating Content for Industrial SMEs

This Whitepaper describes the basis of producing “marketing content” for use in the promotional mix of industrial SMEs Starting from the basis that we often forget that “content” is what you talk to customers about every day – Ian offers the working definition that it consists of the words, images and other informative material that […]

Read the full article →

The visual content revolution is upon us!

After many years of urging clients to use video clips online I do believe that the visual content revolution is with us. Interestingly the case for video is already made – the only question is how do we get the cost down while maintaining a reasonable quality of production – but that is coming with […]

Read the full article →