It’s a noisy world. Despite best efforts to speak directly to an audience with content and campaigns designed to capture their attention, too frequently those campaigns will fall on deaf ears.
If you feel like you’ve experienced this kind of challenge, there is a solution – one that’s been around for much longer than the terms “content / engagement marketing” have existed, but not a lot of companies have given it the time and energy it requires. The solution is simple – Become part of the conversation. Then you’re no longer talking at your audience, but talking with them. Becoming a thought leader is the most efficient way to achieve the kind of loyalty and brand value that helps you stand out from the crowd.
Establishing you and your team as thought leaders is extremely valuable. There are challenges to measuring your thought leadership efforts, but looking at the right metrics prove what is common sense – when someone provides valuable information, they become a trusted advisor. And when the time comes, those advisors are the ones business leaders will turn to.
You may not have named it “thought leadership”, but you’ve likely participated in efforts to establish both your credibility…
Targeting content to the right audience is a vital piece of any comprehensive thought leadership strategy. The industries you serve may be looking for your guidance and expertise, but they don’t know where to find it. Creating educational content tailored for that vertical and getting it placed in an industry-specific trade will not only get you the right kind of attention from prospective clients, but it will also bolster your credibility and increase your brand’s value in the marketplace. We’ve helped our clients get noticed by their targeted verticals – here are some of their recent features:
Think Tank: To Thrive, Luxury Brands Must Embrace Data-Driven Marketing – Women’s Wear Daily
Is Your Business Fully Prepared to Handle Online Sales Growth? – Website Magazine
3 Tactics for Understanding the Modern Consumer – Total Retail
How governments can reap the benefits of the cloud – GCN
Unpaid bills threaten to undermine health care sector…
Most businesses need to redo their website at some point to refine their message, reach a new audience, or make the site easier to use. Developing and launching a new site has a lot in common with remodeling your physical business. In both cases, your goal is to create the best possible space for doing business. That requires careful planning and ongoing communication with the agency handling your site redesign. Here are eight best practices we recommend, based on our experiences helping clients make the most of their websites.
- Set your goals before you begin and refer to them as you go. Your agency will base the redesign on these goals, so spend as much time as you need goal-setting with your company’s decisionmakers and your agency before you move ahead. When questions arise during the design process, use the goals to guide your answers.
- Focus on what your audience wants. In most cases, this means refocusing your site content on customer benefits, with technical features taking a supporting role. Businesses sometimes struggle with this step, especially those that offer technical or complex services and products. Remember, potential customers visit your site to learn what your business can do for them….
A picture may be worth a thousand words, but visual content can be much more valuable. As more people get most of their information from screens, content tools such as photos, illustrations, infographics, and video are the keys to engaging your audience. Research from many sources shows that including visuals can get more audience members to read, share, and use your content. In this post, we’ll look at three of visual content marketing’s biggest benefits.
Science says our eyes and minds tend to wander when confronted with a page of text – one often-cited statistic says that site visitors read about 20 percent of the words on a given page. That means that if you want to get your message through, you need visual information to combat text fatigue and keep your readers’ eyes on your pages and posts.
Visa Europe’s library of infographics takes complex topics like cross-border payment tokenization, multi-lateral interchange fees, and contactless payment adoption and distills them into easy-to-scan packages of visual information. Each infographic uses the traditional Visa blue and gold color palette for heightened brand visibility.
The next step
Try this test with some of…