by Rachel Moffett | May 6, 2022 | ContentWritingChat
You spend quite a bit of time, effort, and money when it comes to your content marketing efforts. So, don’t you want to make sure you’re seeing a return on your investment? Of course!
That’s why it’s crucial you take the time to measure your content marketing success so you can see what performs well and what doesn’t. This way, you’re able to focus on creating the content that’s going to generate the best results, allowing you to get more bang for your buck.
But how do you go about tracking this type of data? We’re breaking it all down for you in this month’s #ContentWritingChat. Let’s dive into the tips!
#ContentWritingChat Recap: Measuring Content Marketing Success With Amanda Webb
Our guest host for this month was Amanda Webb. Amanda is a digital marketer who knows a thing or two about diving into your analytics to determine whether or not your content marketing efforts are paying off. After all, her mission is to help boost your ROI in business!
Q1: Why is it important to track the success of your content marketing efforts?
As Amanda pointed out, it takes time to create great content. And because our time is precious, it’s important that we’re being smart about where we’re directing our attention. You wouldn’t want to continue investing a bunch of time into something that isn’t working out, would you? By measuring your content marketing success, you’re able to spend your time more wisely.
When do a deep dive into your analytics to see how your content is performing, you’ll also gain a better understanding of what resonates with your target audience. This will allow you to create more of the content they want and enjoy.
Dana knows it’s all about providing value to your audience. But how will you know you’re providing value unless you actually review the data to see how people are responding to your content? You won’t! Tracking key metrics will allow you to create a more effective strategy moving forward.
Don’t risk publishing the wrong content! Do the research to figure out what your audience wants to see from you and you’ll drive more traffic, engagement, and conversions.
Q2: How do you know which metrics are important to track? Should you track the same things for every piece of content or does it change with each content marketing campaign?
Always make sure to set goals for every piece of content you create. Amanda shared some great examples of common goals you might work toward, including building brand awareness, growing your email list, and increasing sales.
The metrics you track will always be tied back to your marketing goals. And as Andrew pointed out, this can vary by campaign depending on what the purpose of the campaign is.
A few metrics that are always smart to track include: traffic, engagement, and conversions. Those are things we all want to see as creators.
For Carla, it’s all about tracking conversations and conversions. Both are crucial metrics to pay attention to when you’re a business owner or marketer.
Q3: What about vanity metrics? Are they worth tracking?
Amanda offered some great insights on vanity metrics. And as she said, audience growth is great to track, but you want to make sure you’re building an audience of the right people if you want to see long-term success.
Just make sure the vanity metrics aren’t distracting you from the main goals of the campaigns you’re running.
Q4: When do you measure content marketing success? Weekly, monthly, quarterly?
It’s clear that Amanda sees the benefit in regularly tracking key data for content marketing success. She suggests monitoring new content or campaigns on a daily basis. For more long-term strategies, she suggests monitoring data on a weekly or monthly basis. Doing this allows you to tweak your strategy as needed.
Andrew likes to do a weekly review to get a sense of how his content is performing. He also does monthly and quarterly reviews, which allow him to go deep into his analytics and gain a better understanding of how his content is performing.
Q5: What are your go-to tools for tracking the success of your content marketing efforts?
Amanda shared a few great tool suggestions, including Google Analytics, which is a staple for any content creator. She also recommends using a time tracker like Toggl. This allow you to see how much time you’re spending on marketing tasks.
Andrew’s favorites include Google Analytics and Hootsuite. If you use a third-party social media scheduling tool like Hootsuite, their analytics will be so helpful in measuring content marketing success.
For Carla, it’s all about Google Analytics, Later, and Facebook Business Suite. These are worth checking out if you haven’t already.
And don’t forget! There are built-in analytics for many of the platforms we use on a daily basis. For instance, Twitter has analytics that provide a wealth of information about your content and your account growth.
Q6: What do you do when you’re not seeing your desired results? What strategic actions can you take to drive more traffic, engagement, and sales?
Sometimes the content you worked so hard to create doesn’t perform as well as you’d hoped. It happens to the best of us and is no reason to be discouraged. Instead, follow Amanda’s advice. Figure out why your content is working by tweaking different elements to see if anything changes. You can swap your headline or test different CTAs to see what works best.
There’s no shame in abandoning a content format or strategy that isn’t working for you. Just make sure you’ve allowed ample time to measure your success to see if there are any benefits before moving onto something else.
Updating copy and adding new images can go a long way to refresh your content and drive more interest. And as Andrew said, something as simple as changing your posting schedule on social media can make a huge difference when it comes to driving impressions and engagement.
Q7: When is it worth putting advertising dollars behind a piece of content to generate more attention for it?
Amanda’s advice is to not put money behind a piece of content that isn’t performing well organically. She suggests making some tweaks to boost performance before putting a portion of your advertising budget behind it. She also said it’s smart to put money behind sales content so you can increase conversions.
Want to join the next #ContentWritingChat? It happens on the first Tuesday of every month at 10 AM Central. Just follow @ExpWriters to stay updated.
by Rachel Moffett | Apr 8, 2022 | ContentWritingChat
From blog posts to social media content and email newsletters, we all want our content to convert. We want people to read something we’ve written and be inspired to take action.
We want them to visit our websites, leave comments, and purchase what we’re selling.
But is there a secret to writing content that converts to boost the success of what we create? That’s what we’re diving into in this #ContentWritingChat recap!
#ContentWritingChat Recap: How to Write Content That Converts
This month, we hosted a community chat and invited all the incredible creators in our community to step up to the plate and share their advice.
Q1: You should always keep your target audience in mind when writing content. What should you know about them that will help increase your conversion rate?
As Jennifer mentioned, it helps to first know the demographics of your audience. This includes their age, gender, and where they’re based in the world. She said it’s also smart to determine which brands they follow and purchase from, the kind of content they’re engaging with, and what their goals and pain points are. All of this will shape the content you create because it’ll help you speak directly to them and their needs.
You can even go as far as to find out what they do (professionally and in their free time), plus how they most enjoy consuming content.
Andrew brought up a great point about knowing where your audience is spending their time online. It’s crucial that you invest in the platforms they’re most active on. Otherwise, they’ll be less likely to discover you. So, be where they are and create content that addresses their pain points.
Knowing what your target audience is searching for online allows you to make note of any gaps in your content. This way, you’re able to discuss the topics that matter most to them, ultimately attracting more people to your brand.
Q2: How can you use emotion within your content to motivate a reader to take action?
When creating content that evokes emotions, you always want to address the most common pain points your audience struggles with.
Andrea offered some great advice. She suggested tying emotion to the pain points of your target audience or to the dream they’re trying to achieve. That will help you to better connect with them and will increase the likelihood that they’ll convert.
Don’t be afraid to take people on a journey with the story you tell because it’s sure to get them feeling emotional. Plus, it’s more likely to hold their attention throughout.
Jennifer suggests also sharing some testimonials from past clients or customers. This is relatable and allows them to see how your offering has been a game-changer in their lives.
Q3: Urgency is a great way to boost your conversion rate. How can you communicate urgency through your content?
Always remember to include a call to action so you can let people know what that next step is. But to create that sense of urgency, you can also add a limited-time offer to make it even more enticing.
If there’s a deadline to sign up or limited spots, be sure to share those details. People won’t want to miss out on an offer that resonates with them, so they’ll be more inclined to purchase when they know a deal is expiring.
Email marketing is one of the most common ways people communicate urgency, as Jennifer pointed out. Those emails indicating a sale is ending always seem to land in our inboxes!
Q4: There are various copywriting formulas content creators turn to, such as PAS (Problem – Agitate – Solve). Do you have a favorite?
PAS is definitely a go-to and easy for any creator to utilize. Give it a try the next time you’re writing copy!
Q5: Sometimes there are obstacles preventing someone from taking action after consuming your content. How do you eliminate those obstacles to increase your conversion rate?
Make sure your website is mobile-friendly so people can easily check out from their smartphones. That’s a must in this day and age!
Andrew suggests removing any distractions on your landing pages and make it super easy for people to click that “buy now” button. If people have to jump through hoops to sign up for something or check out, they’ll potentially leave.
Q6: A/B split testing is an important part of conversion copywriting so you can see which content performs best. What elements of your content can you tweak and test?
There are a number of things you can tweak when split testing. Consider changing your headlines, CTA, buttons, and the images you’ve used. Your copy can be rewritten too. Just be sure you only change one thing at a time so you can see which element is really making the difference.
Jennifer agrees. Switch up email subject lines, headlines, and images to see what appears to resonate the most with your audience.
Q7: Which metrics can you track to determine how successful your content is?
Andrew suggests tracking metrics like clicks, time on page, etc. Ultimately, it goes back to the goals you set for a piece of content. Did you achieve what you set out to do?
Open rate, click-through rate, page views, and conversion rate are all important to track. This will allow you to see how successful your content has been.
Q8: Are there any tools to help measure the effectiveness of your content?
Google Analytics, Ahrefs, and SEMrush are always favorites!
Don’t forget to use the built-in analytics for your social media scheduling tool, like the ones on Hootsuite.
Want to hang out with us for the next #ContentWritingChat? Mark your calendar for the first Tuesday of every month at 10 AM Central. Then, follow @ExpWriters to stay updated!
by Rachel Moffett | Mar 4, 2022 | ContentWritingChat
There’s no denying that social media is a powerful way to establish your authority online and make connections with new people from around the world.
However, the road to becoming a social media pro isn’t always an easy one. There are so many platforms to consider, algorithms to deal with, and then you have to create content!
Luckily, in this #ContentWritingChat recap, we’re sharing some social media marketing tips that you can implement throughout the year ahead. We discuss the top tools to check out, training options to enhance your skills, and more.
#ContentWritingChat Recap: Mastering Social Media Marketing in 2022 with Andrew C. Belton
Our guest host for this month’s chat was Andrew C. Belton. Andrew is a Social Media Marketing Strategist, as well as the founder of Symmetrical Media Marketing. He joined #ContentWritingChat to share his expertise and help you take your social media presence to the next level. So, let’s dive into the tips!
Q1: Which platforms are you focusing on building for your brand or company?
For Andrew, his primary focus when it comes to social media marketing has been LinkedIn. It’s a great platform for making professional connections, as well as for publishing content. Andrew’s company is also giving extra attention to Twitter and Facebook.
The same platforms are on Asangi’s radar as well. Personally, she’s focused on LinkedIn and Twitter, but is incorporating Facebook for company use.
Q2: Which tools do you use to help manage social media marketing?
Hootsuite is a favorite for Andew and it’s the tool he frequently recommends to clients. He also likes using IFTTT for automation, as well as Canva for designing graphics.
Here at Express Writers, MeetEdgar has long been a go-to for our team. We like that it allows us to create a schedule focused around certain types of content. Plus, you can build a library of content that repeats forever for platforms like Facebook.
We have another Hootsuite recommendation! SproutSocial is also a tool worth checking out. But as Asangi knows, you can’t go wrong with a trusty Excel workbook. Sometimes all you need is a good spreadsheet.
Dana keeps it simple with a pen, paper, and Post-Its. After all, it’s really about using the tools and methods that work best for YOU. And if you’re a team of one, you don’t necessarily need digital tools for planning.
Q3: What kind of training have you pursued or is offered by your company for social media marketing?
Andrew recommends checking out programs from both Hootsuite and HubSpot Academy. Each offer some robust programs that will help you take your social media marketing skills to the next level.
Thomas has previously tried the Facebook Blueprint certifications, but found it wasn’t the right fit for his needs. That’s why it’s important to research and see what these various programs offer so you can be sure you’re making a smart investment. Instead, his team hosts internal conferences where everyone can recommend webinars and they can have training time together.
There’s nothing quite like getting hands-on experience! Sometimes the best way to learn is to just dive in and do the job. Over time, you’ll learn a thing or two yourself. However, there’s nothing wrong with turning to online courses or Googling when you need extra help, as Asangi knows.
Dana has no problem using Google when she needs to find information on a certain topic. She also loves joining Twitter chats, as they’re a fantastic way to learn from others and to expand your knowledge.
Q4: What recent trends have you noticed in social media marketing?
As Andrew pointed out, short-form videos are all the rage these days, particularly with platforms like TikTok and Instagram Reels. If you know your audience is interested in this kind of content, it would be worth experimenting to see how it performs for you.
Dana has also noticed video content has become an even bigger trend, but so has audio. As she mentioned, Twitter Spaces has really taken off and has become a powerful way for creators on the platform to provide value and make new connections.
Thomas is noticing a shift away from paid ads and seeing brands invest more in influencer marketing instead. Considering people are often inclined to take advice and recommendations from their favorite influencers, it’s no wonder they’re prioritizing these types of collaborations.
Q5: What resources do you use when reviewing your social media strategy and data?
Built-in analytics from platforms like LinkedIn and Facebook can offer some powerful data that will shape your social media marketing strategy. However, Andrew also likes to use Hootsuite’s analytics and Google Analytics as well.
Thomas has tons of tools he relies on, including Google Trends and SEMrush. You also can’t forget the feedback you receive from your own clients.
Q6: What are some tips that you would provide for small businesses regarding social media management?
As Andrew knows, it always starts with knowing your goals. This will help shape the plan you create for your social media presence, assist you in choosing relevant resources, and more.
Dana’s advice is to figure out where your audience is because those are the platforms you want to invest your time and energy into. This way, you stand a better chance at getting your content in front of the right people. From there, you can create and repurpose content that will resonate with them.
Asangi suggests narrowing down your social media channels to the ones that best fit your business and its needs. You don’t need to be everywhere online.
It helps to batch your content creation, so try blocking off time to create as many social media posts as you can. Then, you can start scheduling them through your favorite third-party tool. This is great for boosting your consistency and you’ll never have to worry about your accounts going inactive.
Q7: How have you adapted your content to perform optimally on social media?
It’s important to familiarize yourself with what works best for each platform in terms of content because each one is different. Then, as Andrew said, you can tailor your posts accordingly.
Know who your target audience is! Dana realizes this step is crucial not just in choosing the platforms you use, but also in shaping the content you’re publishing.
Q8: What are some tips that you have for someone looking to start a career in digital marketing?
If you’re in college, Andrew’s advice is to pursue an internship is possible. This can be a great way to get hands-on experience that will also make it easier to land jobs in the future. He also suggests taking online courses, like the ones from Hootsuite and HubSpot.
Make sure you’re open to learning new things. While you may think you know it all, there’s always room for improvement, so don’t be afraid to invest in resources that will help you grow.
Dana suggests looking for mentors that you can connect with and learn from. Those who are doing what you’d like to do have so much to offer.
Want to hang out during our next #ContentWritingChat? Mark your calendars for the first Tuesday of every month at 10 AM Central. Then, be sure to follow @ExpWriters to stay updated!
by Rachel Moffett | Feb 4, 2022 | ContentWritingChat
Does your brand have a content strategy in place for the year ahead? If not, it’s time to make a change!
A content strategy encourages you to have a purpose behind the content you’re posting, while also helping you reach your business goals. Plus, it’ll help you stay consistent. When your content is already planned out, there’s no need to question what to post next.
So, you may be wondering… How do I create an effective content strategy? Well, we have some answers for you in this #ContentWritingChat recap.
#ContentWritingChat Recap: Developing a Content Strategy in 2022
To ensure 2022 is a success for your brand, it’s time to take your content seriously. For this month’s community chat, we went over some key elements of crafting a content strategy.
Q1: What are the primary benefits of having a content strategy for your brand?
As Andrew pointed out, it’s all about consistency. Having a content strategy allows you to be consistent in your posting frequency, but it also helps you to be consistent in creating content that’s aligned with your brand. What you publish online should be a reflection of your brand’s mission and its values.
With a strategy in place, your content will be all planned out. This means you’ll never have to wonder what to post about, nor will you be scrambling for ideas at the last minute.
Dana feels inspiration is more likely to strike when you aren’t worried about filling a content calendar or meeting deadlines. So, don’t be afraid to plan ahead to create more consistency in your posting schedule.
Q2: Creating a content strategy starts with knowing your goals. How can you ensure the content you publish online will help you achieve big things?
You definitely want to keep your goals in mind when it comes to planning out your content. You can use your goals to shape the kind of content you’re publishing in terms of formats, topics, etc.
It always goes back to finding ways you can serve your audience. Create content based on what’s interesting to them and what will address their pain points.
Q3: Where do you get fresh content ideas that will appeal to your audience?
Sometimes it’s as simple as seeing what your favorite creators are talking about. That can help generate tons of new ideas!
Kushlani finds that scrolling social media, reading articles, and talking to her clients about challenges can be a great source of inspiration for her content strategy.
Andrew turns to research studies, polls, and the latest news to help him generate content ideas.
Dana said watching all different genres of TV and movies is helpful for her when she needs to get the creative juices flowing. And of course, you can’t go wrong with simply asking your audience what they’d like to see from you. They’ll share their thoughts.
Q4: How do you decide if it’s worthwhile to invest in a new content format? Do you follow the trends or stick to what you know?
The content formats you choose should fit two main requirements: it should showcase your strengths and appeal to your target audience. This will increase your odds for success.
Joana sees the value in experimenting with trends. After all, you never know when something may take off for your brand and perform really well.
Asangi agrees that it’s worth trying new ideas and trends. At the end of the day, you never know how something will work for you unless you try.
It’s also smart to consider how something fits into your budget. Do you have the money to invest in pursuing these new content ideas?
Q5: How does distribution play a role in your content strategy? What ways do you spread the word about the content you’ve created?
Social media and email marketing are common distribution tactics to include in your content strategy. That’s because they’ve been shown to be effective at generating traffic. Other tactics Andrew relies on are personally messaging his LinkedIn contacts that may benefit from his content and employee advocacy.
Dana plans to focus on social media and email marketing for her distribution plan as well.
Kushlani’s advice is to consider the type of content, your audience consumption, content goals, and distribution goals before fleshing out your distribution strategy.
Q6: How often do you check your analytics to measure the results of your content strategy? And when do you make changes if something isn’t working?
Joana checks her analytics regularly, twice a month in fact. However, she waits three months before making changes. This allows ample time to see how your content is performing.
Andrew checks his analytics weekly and receives automated reports from Hootsuite to assist with this.
You may even find that you want to give certain types of content more time before you start diving into the analytics of a post.
Q7: Accessibility is crucial to ensure everyone can enjoy your content. What changes can you make in your content strategy to accommodate those who may be visually impaired or hearing impaired?
Captions, alt text, and transcripts are crucial when creating accessible content.
Taking one piece of content and making it available in different formats can be very effective. As Asangi said, you can turn a case study into a video and also include captions to make it accessible.
Even simple tweaks like adding alt text to the images you post on social media can make your content more accessible.
Q8: Do you use any tools to help you plan, create, and distribute your content? For example, a content calendar, social media scheduler, etc.?
Besides relying on her brain, Joana uses paper and pen, a content calendar, and a social media scheduler to be a content pro.
Want to join us for the next #ContentWritingChat? Mark your calendars for the first Tuesday of every month at 10 AM Central. Then, follow @ExpWriters for all the latest!
by Rachel Moffett | Jan 7, 2022 | ContentWritingChat
If you want to succeed in business, it’s important that you take time to build the Know, Like, and Trust Factor with your audience. That’s because customers are only going to be inclined to do business with brands they trust. Meaning, if they don’t see you as a trustworthy and reliable source of information in your field, they probably won’t ever make a purchase. And we all want to be profitable, right?
So, the question is… How do you build this all-important KLT Factor to set your business up to thrive? Well, one way is to produce amazing content! And in this #ContentWritingChat recap, you’ll learn how to create online content that attracts your target audience and makes them fall in love with you.
#ContentWritingChat Recap: Building the KLT Factor Through Online Content
This month, we hosted a community chat, giving our awesome chat participants the chance to shine. They shared some great tips on building the KLT Factor, so let’s dive into the recap.
Q1: The Know, Like, and Trust (KLT) Factor is often talked about by creators and marketers. Why is this such an important thing to focus on when building your brand?
If people don’t know who you are, you’ll miss out on tons of opportunities to build relationships, land sales, and more. That’s why the first step is to get yourself out there and become known.
As Kushlani said, it really comes down to the final element: trust. Without that, it’s going to be difficult for your business to grow and generate sales. People need to know they can count on you before they’ll spend any money with you.
Part of building the KLT Factor is creating and nurturing your community online. This will ensure you’re developing strong, long-lasting relationships with your customers.
And of course, you can’t have trust without first being known and liked. You have to start at the beginning by generating awareness and getting people interested in who you are and what you do.
Q2: The first element of the KLT Factor is becoming known. How can a brand generate more awareness to build an audience of their target clients/customers?
You need to make sure you’re showing up online and doing so consistently. By regularly putting out valuable content, whether it’s on a blog or another platform, you increase the odds of being discovered by a new audience.
As you create content, follow Jim’s advice. Use it as an opportunity to address the pain points your audience is struggling with. If you can provide solutions to their problems, they’ll be more inclined to keep coming back.
Being part of the right communities (the ones where your target audience spends their time) is going to boost awareness greatly. Use the social media platforms they’re active on. Join Twitter chats and Facebook groups they frequent. Just get yourself out there.
Q3: Next, you want your audience to like you. How do you create content that will get your audience interested and make them fall in love with the work you’re doing?
In order for your content to appeal to people, make sure it’s relevant to their needs, something they’re looking for in the moment, and authentic to your brand voice and values.
Relatable content will help you win over potential customers. That’s why it’s so important to figure out what they want so you can create it. Social listening is a great practice for understanding their needs.
If you aren’t sure what people want from you, don’t be afraid to ask. Many will be happy to share their thoughts with you, which can ultimately be turned into content.
Q4: Authenticity is important if you want to become a likable brand. What makes a brand authentic and how can they embrace this through their content?
Having an authentic brand is about being true to your your mission and your values. It’s about honesty and transparency in your messaging. People notice these things and will develop a stronger connection with authentic brands.
As Jim pointed out, user-generated content is great for boosting authenticity because it shows that others love and support your brand. This can be helpful in building trust long-term because it provides reassurance before someone makes an investment in your offerings.
Be real and consistent when it comes to what your business stands for. Sometimes people will connect with a brand simply because they share the same values. So, always stand firm in what you believe in.
And if there’s ever a moment where you mess up, own up to it. Apologize. We’re all human and we make mistakes. The worst thing you can to is ignore it. Be true to yourself and address the situation.
Q5: Finally, you can build trust by positioning yourself as an authority in your field. How does a brand become the go-to expert over their competitors?
It helps to first study your competitors. Get clear on what they’re doing and identify areas you can step up to the plate and be better or different. When you can identify gaps in their content or offerings, you can fill them more easily and attract new people to you.
If you make a promise, deliver on it. In fact, you should aim to over-deliver. By showing up and providing exactly what your audience needs in the moment, you’ll stand a better chance at securing customers over your competitors.
Position yourself as an expert in your field. While this won’t happen overnight, it’s a long-term game that’s worth playing. Joana suggests using formats like blogs and infographics for showcasing expertise.
Q6: Are there certain types of content (like behind-the-scenes content, for example) that brands should prioritize to build the KLT Factor with their audience?
Jim is a big fan of user-generated content. Because this is content your audience has created, it doesn’t require any extra work on your part. You merely need to keep an eye out for the posts people share about your brand. Then, you can repost it to your own accounts.
Sharing both the good and the bad is truly relatable and can help people form a closer bond with your brand. Don’t be afraid to be vulnerable because it’s those moments that just might make someone love you and your work even more.
As Kushlani said, behind the scenes content is always a winner. It shows off the human side of your brand and can be helpful in building each of the three elements of the KLT Factor.
Q7: How do you know if you’ve successfully built the KLT Factor? Will there be certain metrics to track so you’ll know if you’re moving forward?
Conversions are often where it’s at because we want to know that we’re making a profit. However, you may also want to track things like shares and comments because they can indicate what really resonates with your audience.
You can also monitor your rankings in the search results. The higher your content ranks on Google, the more chances you have of building that first element of the KLT Factor: becoming known.
Is there anything more satisfying than a referral? Not only does it show you’ve successfully served customers in the past, but it really shows their appreciation when they send a friend your way.
Want to join the next #ContentWritingChat? It happens on the first Tuesday of every month at 10 AM Central Time. Follow @ExpWriters so you don’t miss out!
