Denver Marketing Company Explains the Extremely Low Lifetime Cost of Content

Content Marketing

You know that content marketing is a highly effective way to attract and engage prospects, earn their trust, and ultimately convert them into customers. And you’re eager to start creating some compelling marketing content to do exactly that. However, when you start crunching the numbers on what it will cost to stock your content library you begin to get cold feet. Fear not! If you’re working with the right Denver marketing company, they’ll point out that the lifetime cost of quality marketing content is extremely low.

Creating “Evergreen” Content

If there’s one word that best describes how to maximize the return on your marketing content investment, it’s “evergreen.” Some companies make the mistake of generating an endless stream of content that is outdated almost before it makes it out the digital door. Even if it is very high-quality material, it will only have value for a very short period. Other content marketers, however, understand that with a little bit of forethought, you can create content that stays fresh and relevant for years!

Now, of course, some of your content is going to be about “current events” in one way or another. Those pieces of content are likely going to come and go fairly quickly. But there are other types of content that can be designed in such a way that they have value for many years. For example, a piece that gives the historical background on the market that you serve can be very evergreen if crafted the right way.

In particular, when creating content, be sure that:

  • It doesn’t include dates, which immediately start the “shelf life” clock on an item.
  • You use general time frames like “recently,” “not long ago,” etc.
  • You avoid references to widely known events that can be dated.
  • It covers concepts that are not likely to change anytime soon.
  • You avoid popular culture references that will quickly go out of vogue. (“Our product has the same kind of mass appeal as a fidget spinner.”)

Content by the Numbers

To put the value of evergreen materials in perspective, imagine that you spend $500 to create a piece of content that gets stale very quickly and only generates 10 leads before you ultimately stop using it a handful of weeks later. That’s $50/lead. Not terrible, but not cheap either.

Now, think about the difference if that piece is designed by your Denver marketing company to be timeless and therefore can be used for many months or even years. Let’s say for the sake of argument that ultimately it generates 500 leads. Now we’re talking! That $500, which felt like a budget buster at the time, is proving to be one of the best marketing investments you’ve ever made, as it’s currently bringing in leads at $1 each, and that number will only get better.

The Key is Strategic Content Creation

A-Train Marketing has been a leading Denver marketing company for almost 20 years. We know how to craft materials that grab a prospect’s attention today and will continue to engage your target audience for months or even years to come. Give us a call and let’s talk about a content marketing strategy that will help your company grow.

Healthy Homes with Rocket Jones and the City of Fort Collins

Healthy Homes Fort Collins 

The key to serving our community comes from recognizing the strengths of partners within it. In line with this idea, A-Train Marketing has partnered with Rocket Jones and the City of Fort Collins to create the city’s project, Healthy Homes.

 

Drawing on Rocket Jones’ expertise as a technology partner, our team has taken the lead on project research and design to complement Rocket Jones’ skillful code writing, testing, and app launch experience.

 

This interactive, mobile-targeted web application allows residents of Fort Collins to do a self-paced assessment of their homes while promoting education and healthy living conditions in homes across the city.

 

Through this local partnership, A-Train Marketing, Rocket Jones, and the City of Fort Collins can provide residents of Fort Collins and northern Colorado with a high-quality product that showcases the strength of local partnerships in their homes. Stay tuned for the release of the Healthy Homes app coming soon from the City of Fort Collins, A-Train Marketing, and Rocket Jones.

Crafting the Perfect Posts? Mental Health Marketing Agency Explains.

Blogging

If content marketing is the core of your mental health marketing strategy, you should be performing a number of activities, including developing and launching compelling marketing content, using a variety of social media platforms to reach your target audience, updating/enhancing your web content on a regular basis, etc. In that scenario, your blog posts are just one element of your content portfolio. Consequently, you may find yourself writing them somewhat robotically in an effort to meet deadlines. If so, you may not be getting the interest and readership that blogging is capable of generating.

The Formula for Better Blog Posts

In order to optimize the value of the posts that you are putting time and effort into creating, you want to keep certain key attributes in mind, including:

Engaging headline

The human attention span gets shorter every day. You’ve got six or seven seconds max to grab a reader’s attention with your mental health marketing blog posts. If you don’t, they’ll move on to something more interesting. Some studies have shown that headlines in the area of 70 characters and 12 words are optimal.

Eye-catching featured image

The featured image for your post appears at the top. You probably don’t want it to be a literal representation of what’s in the post. In fact, if it takes a reader a fraction of a second to understand the how the image relates to the post, that “epiphany”  is a positive thing that enhances the reader’s experience.

An intro with a hook

There are two goals for the initial sentences of your post. First, you want to make it crystal clear what the post is about. If readers have to go looking for that information, they’re likely to go looking for something else to read! Second, you want to describe the post content in a way that teases your audience and makes them want to read more.

Variety in body copy length

Some experts advocate shorter posts (approximately 350 words), while others recommend longer ones (2,000+). To appeal to both types of readers, it’s a good idea to vary the length of your posts.

Subheads and bullets

If you make it easy for a reader to find what they’re looking for in your post, they’re likely to keep coming back. If instead, you lump 500+ words into, say, three large paragraphs, your readership will plummet.

Solid data. Posts containing facts and figures are very appealing to people. While your topic won’t always be one that involves stats, if you’ve got ‘em, flaunt ‘em!

Clear, compelling meta description

Meta descriptions don’t actually appear in a post. They are displayed in search results in order to give potential readers an idea of what they’ll be seeing if they click the link. In the same way that you want a headline to entice the reader, the meta description must do the same.

If You Build a Better Blog Post…

As experienced mental health marketing experts, we know that interesting, easily consumed blog posts are an essential element of an effective content marketing strategy. In fact, that holds true for all the different types of companies and organizations we work with across many industries. If you’ve got inbound marketing goals, our full-service agency can help you meet them. Give us a call!

Fort Collins Marketing Agency Lists Targets You May Be Forgetting

Networking

 

In its simplest form, marketing is about attracting and engaging with your prospects with the goal of converting them to customers. However, if you spend all your time, effort, and capital focused on them, you will miss out on other key groups. And connecting with them is important to your overall success. As an experienced Fort Collins marketing agency, we remind our clients to make contacting these people a part of their marketing plan.

Be Sure You Connect with More than Just Prospects

As you are creating and promoting your compelling marketing content, don’t forget to share it with these groups:

  • Customers. Yes, they already know who you are and what you do. However, you never want to take them for granted for a couple reasons. First, they most likely have a choice of providers. If you don’t show an ongoing desire to keep their business, they may take it elsewhere. Second, they have already indicated they like your product or service by becoming a customer. This makes them prime candidates for buying the new release or addition to your line. Don’t assume they’ve heard about it — be sure they do.
  • Resellers. If you have people outside your sales team who sell your offerings, you want to ensure that they are aware of all new developments. So, let them know about the product releases you put out, marketing content you create, etc. They can’t do their job well if they are operating in the dark.
  • Partners. Just like your resellers, your partners are best able to connect you with business opportunities if they are up to speed on everything that is happening at your company. Be sure they are getting your email communications.
  • Potential resellers and partners. If you want to show potential resellers and partners that you are worth their time and effort, you need to keep them well informed about your offerings. They need to know why they would be wise to work with you.
  • Media outlets, bloggers, etc. No, they probably won’t be buying your products or services, but if they speak favorably about them, some of their followers might. It’s easy to think that reporters and bloggers will hear about happenings at your company through the grapevine. However, they may not. So, it pays to spend a little time ensuring they get the information they would need to write about your offerings.
  • Industry Associations. Once again, your outreach efforts here won’t likely result in an immediate sale. But keeping your company top of mind can help you get clients through recommendations.
  • Your Fort Collins marketing agency. Even if some new development at your company doesn’t warrant engaging with your marketing firm, it’s still a good idea to keep them posted about it.

Seeing the Big Picture

As Fort Collins marketing experts for nearly 20 years, we understand that to be successful you have to take a comprehensive approach to your marketing efforts. Our full-service firm can help you with any aspect of your marketing plan from strategy to content creation to execution and analytics. Contact A-Train today to learn how we can help you reach your objectives.

Music, Mascots, and Marketing: An Introduction to A-Train’s New Hires

Team members

A-Train is proud to announce that we have recently added four new members to our team and we’d love to introduce them to our friends and the community! We asked each of them to answer three questions, their answers really reflect the diverse interests and personalities on our team.

 

Clayton Shannon – Web Development Specialist

  1. Which band/musical artist, past or present, would you want to tour with?

Besides the early Grateful Dead, I wouldn’t mind touring with a down-tempo electronic artist like Shpongle or Shulman. They travel all over the world, and have a devoted and intellectual fan base.

  1. What would your mascot be if you had one, and why?

I’d have to say that my mascot would be the dancing Snapchat hotdog because he is timeless but also down-to-earth.

  1. What aspect of your new position have you enjoyed most thus far?

I would say that my favorite part of working with A-Train has been seeing ideas go from a vague notion to a massive campaign. There is something special about seeing your work transmitted to so many people.

 

Brys Scotland – Graphic Designer

  1. Which band/musical artist, past or present, would you want to tour with?

I’d love to go on tour with Brett Eldredge!

  1. What would your mascot be if you had one, and why?

Owl, I’m a night owl. My productivity is at its peak at 2am! Oh and they are my favorite animal.

  1. What aspect of your new position have you enjoyed most thus far?

Seeing my work come to life as I drive around the Northern Colorado area. It makes me feel like I am making a difference in my community, even if it is through design!

 

Jeff Morrell – Strategic Analyst

  1. Which band/musical artist, past or present, would you want to tour with?

Rival Sons would be awesome to tour with, they are saving rock n roll!

  1. What would your mascot be if you had one, and why?

It would be a Honey Badger because they are tenacious.

  1. What aspect of your new position have you enjoyed most thus far?

I really enjoy the professionalism and passion my co-workers show for every client project.

 

Allison Dyer Bluemel – Account Manager

  1. Which band/musical artist, past or present, would you want to tour with?

I would want to tour with The Foals or M83.

  1. What would your mascot be if you had one, and why?

Hmmm…mountain goat probably. They’re good at climbing and a little rowdy (both good things to aspire to in my book).

  1. What aspect of your new position have you enjoyed most thus far?

I’ve really enjoyed getting to collaborate with everyone on various projects, particularly messaging and web design jobs. It’s been great to see what everyone excels at and feels passionate about in their daily work.

 

Not only has A-Train gained an invaluable amount of expertise and industry knowledge, we have also enjoyed adding four stellar new personalities to the mix. We hope you have the opportunity to meet and work with all four of A-Train’s newest team members soon!

For Digital Marketing Fort Collins Turns to A-Train to Get Started

Start

 

For help with their digital marketing Fort Collins companies, and organizations around the Denver metro area, turn to A-Train. Those new to digital marketing, and in particular content marketing, are always pleased to hear that it doesn’t take much content to get a program started. In fact, to paraphrase Chinese philosopher Lao Tzu, “The content marketing journey of a thousand miles begins with one piece.”

One Piece Makes a Program – At Least Initially

Content marketing is the practice of using engaging, informative materials to establish your company as a trusted expert in its field. In doing so, you are inviting your target audience to explore your offerings and become customers.

While it’s helpful to eventually have a large library of compelling content, the beauty of content marketing is that you can start with as little as one high-quality piece. Whether it is a case study, an infographic, a video, or a process checklist, if you offer it freely and refrain from delivering it with a “hard sell” approach, you can now call yourself a content marketer!

In fact, there are a number of benefits to starting your content marketing program slowly. They include:

  • Minimal commitment of resources. If you don’t yet have a true content marketing team in place or a relationship with an experienced provider like A-Train, no problem! As long as you are able to create a small number of pieces of content, you’re in good shape.
  • Simpler measurement. In order to be successful at content marketing and digital marketing Fort Collins companies must be able to assess how well each piece of content performs. The fewer items you have, the simpler it is to compare one to another.
  • Easier adherence to brand standards. Every piece of content you produce should accurately reflect your brand. Having a small number of pieces of content initially, makes it easier to ensure that that is the case. (If you need help with establishing or updating your brand, A-Train can help with that as well.)
  • A tantalizing tease. If the content you are producing is helpful to your target audience, they’ll be hungry for more. And while you don’t want to keep them waiting too long, there’s nothing wrong with whetting their appetite!
  • An understanding of “repurposing.” Repurposing of content means sharing it in different ways in different mediums. For example, you can turn slides from a presentation into individual infographics. It’s a practice that can be very helpful when you have a small content library. And it continues to be a good tactic as your content portfolio grows.

Assisting with Your Ongoing Success

A-Train is a leader in digital marketing Fort Collins to rely on. We can help you turn your first steps in content marketing into ongoing success. From collaborating to create your content to developing a strategy around how to use it, to helping you promote your material, we’re an experienced, full-service agency. Give us a call and let’s talk about your needs.

Marketing Agencies in Denver Rely on Use of the PESO Approach

Media

 

Not long ago, “specialized” marketing firms were getting a great deal of attention. Companies and organizations were looking to capitalize on these agencies’ in-depth, yet narrow, expertise. So, you might have a relationship with a digital firm, a social media firm, a multi-media firm, etc. And each of them handled a certain aspect of your marketing. As one of the leading marketing agencies in Denver turns to comprehensive marketing initiatives, we’ve always found that trusting one firm to produce a cohesive campaign for you is very effective.

What is PESO?

Today, the era of specialization is giving way to new thinking. It’s becoming clear that in order to reach your audience effectively, you have to utilize four different types of media:

Paid media

This is what used to be known as “advertising.” Companies pay to reserve placement with magazines, newspapers, TV and radio stations, websites, etc.

Earned media

Here, content placement is given free of charge. This is because the material is considered to be newsworthy or of benefit to readers or listeners.

Shared media

Social media channels are the conduit for shared media. Platform users power the movement of content around the web through likes, link sharing, etc.

Owned media

An organization’s owned media consists of platforms that it operates. This includes its website and blog, as well as events that it hosts.

Why is the Integrated PESO Approach So Effective?

It turns out that a firm that can oversee and manage initiatives in all four areas is better able to synchronize the channels. Consequently, they can play off of and amplify one another. How effective is PESO? Well, if it’s any indication, many of the marketing agencies in Denver have supported in the past because of their focus on one specific area are either learning to handle other types of work or are no longer in business.

What these agencies, and the companies that used them, have discovered is that ignoring any one of these channels may mean that you are failing to connect with a significant portion of your audience. In addition, agencies have learned that seeing a message repeated in different forms on different platforms is reassuring to today’s consumers. And having one firm overseeing the message wherever it is displayed ensures that it is consistent and compelling.

Now, as soon as paid, earned, shared, and owned media were defined like the points on a compass, innovative marketers began probing the space between them. And platform providers indulged this exploration, so now we have hybrid options. For example, sponsored media and social advertising are proving to be very effective.

Putting PESO to Work for You

Ultimately, the marketing agencies in Denver turns to the ones that know how to create the most compelling combinations of the four main types of media. A-Train is an award-winning firm that has provided comprehensive, integrated marketing for two decades. So, we’re firmly grounded in the PESO approach. How can we put it to work for you? Let’s talk!

Denver Marketing Agency Shares Writer’s Block Tips

Writer's Block

 

You lean back in your chair and stretch. You crack your knuckles then gaze blankly out the window. Now you’re up and pacing back and forth in front of your desk like a caged beast, glaring at your computer screen. Yep, you’ve got writer’s block. As one of the Denver marketing agencies turns to fresh creative, we understand. Thankfully, there are a number of ways to beat the block!

Keep the Content Coming

Content… it’s the lifeblood of your content marketing program. While A-Train often produces content for our clients, they produce some on their own as well. If you find yourself struggling for words with a pristine, white document staring back at you from your computer, try one or more of these time-tested strategies:

Take a hike. Or more accurately, a short walk. Get away from your computer for a few minutes. And, no, this isn’t procrastination. Rather, it’s a brief change of perspective that may help get your creative juices flowing. Even if it doesn’t, it will lower your blood pressure a few points, which is never a bad idea.

Revisit your research. Writer’s block can be caused by not having enough raw material to work with. Review your notes, then see if you can dig up some more details about your topic. Sometimes all it takes is that one missing piece of information to get the ball rolling.

Get creative in some other form. Engaging in one creative pursuit often triggers revelations in another. So, sketch, paint, write a poem or some song lyrics, play with a ball of clay. Whatever you do, just focus on that activity exclusively for a few minutes. You may find that it pulls you out of the rut you’re in. This tactic is one of the reasons that all of the marketing agencies in Denver relies on to have offices littered with musical instruments, building blocks, etc.

Turn off your filter and just write. Your internal editor is a great resource when you’re trying to fine-tune a piece. But when all you want to do is get a rough draft on paper, it can really get in the way. Ignore it and just start writing. Bullet points. Sentence fragments. Questions (What am I trying to say?) Exclamations (I hate this task!). Forget everything you learned in English class and just go free-form for a while.

Check your fuel levels. Your brain uses an enormous amount of nutrients. So, if it doesn’t have the energy it needs, you will struggle to be creative. Dehydration can have the same effect. Drink a tall glass of water, eat a healthy snack, wait about 20 minutes, and voila! You should be powered up and ready to tackle this project properly.

You Can Do It!

We’re one of the area’s most experienced marketing agencies in Denver! Trust us when we say you can get past your writer’s block. But when you need additional help in the content creation area, we’re here for you. Contact us and let’s discuss your marketing goals.

For Expert Digital Marketing Fort Collins Relies on A-Train | 50 Percent Rule for Outbound Communications

Content

If you have embraced the concept of content marketing instead of or in addition to traditional marketing — and there are many reasons you should — it’s important to understand the key difference between the two: engaging vs. selling. As the expert in digital marketing Fort Collins turns to expert assistance with their content marketing initiatives, we encourage them to take a closer look at their outbound communications.

Provide Insights not Invites

There is still a place for traditional marketing, of course. And by that, we mean tactics that invite prospects to see that your offerings are the best fit for them. However, consumers today are increasingly more inclined to respond to content marketing. There, the focus is on providing insights and nurturing prospects with a steady stream of interesting and informative content in order to ultimately make a sale.

With content marketing (also called inbound marketing), most experts agree that you should keep overtly “salesy” pitches to a minimum. People today are tired of being sold to and instead want to be collaborated with. Many say that your sales pitches should make up no more than 50 percent of your outbound communications. And some organizations achieve tremendous success with a number far lower than that.

Say What?

Companies new to content marketing will frequently ask, “If we’re not pitching our products and services, what can we talk about?” Good question! One of the keys to inbound marketing is learning to look at your offerings and your operations differently. As you develop a wider and deeper perspective, you’ll see that there is a great deal of helpful information and resources you can share with your target audience, including:

  • Checklists, forms, etc. Any type of tool or “template” that your prospects can use to do their job better or make their life easier will be much appreciated. For example, if your organization provides mental health services, a short list of the symptoms of a particular condition can be helpful for someone concerned about a loved one.
  • Educational material. Has there been an advance in technology associated with your industry? Research it and digest it. Then provide your prospects with a clear and concise explanation of what it is and how it works.
  • Surveys. Rather than telling people about your products, ask them about their needs. It’s a great way to show that you are interested in helping them. Being a “good listener” is crucial in any kind of relationship — business or otherwise.
  • Humor. Of course, you don’t want to go overboard with this kind of material. But, your target audience will appreciate it if you occasionally share a tasteful, funny piece. And doing so helps to humanize your organization.

As you can see, none of the items above are salesy. Consequently, they will all be welcomed by your prospects and help strengthen your relationship with them. Plus, when you make the tactical decision to reach out with a true sales piece, your trusting and well-informed audience will be much more willing to consume that content.

Get Help with Digital Marketing Fort Collins!

When it comes to digital marketing Fort Collins has trusted A-Train Marketing for nearly two decades. We provide everything from time-tested strategy to cutting-edge creative. Ready to do more with your content marketing? Give us a call!

Tips on How Marketing Firms in Denver Repurpose Content

Content

You’ve invested time and effort into creating and promoting an insightful and engaging piece of marketing content. But, after an initial surge in interest, it’s not being requested much anymore. Consequently, it’s probably time to move on to other projects knowing that this piece has had a good run, right? Wrong! As one of the leading marketing firms in Denver, we understand that like a cat, great marketing content should have at least nine lives!

What Does it Mean to “Repurpose” Marketing Content?

“Repurposing” marketing content means repackaging some or all of the information in new and interesting ways. Some people may think of that as “cheating.” And if all you do is change a few words and repromote the piece as “new,” it really is. However, there are ways to put a new spin on previous works that add value for your audience. For example, you can:

  • Break long-form content into smaller chunks. Pieces like white papers and case studies often have components that work well as stand-alone items. For example, charts, graphs, and other visuals might be used to create an infographic that is very appealing to someone who doesn’t have time to read the longer work.
  • Combine small pieces into a more comprehensive item. Over time you may see that you’ve written repeatedly about different aspects of a particular topic. Bringing that content together into a more start-to-finish work can be helpful for someone who wants to get the full scoop in one document.
  • Update a document with new information. If you wrote something a few years back and now the technology or best practice that you covered has evolved, add some new perspective to the old piece. Voila, you’ve gotten more mileage out of it!
  • Cross-promote an old piece in a new one. Sometimes all it takes to make an old document, blog post, or video relevant again is to draw attention to it in a new piece of marketing content. Consequently, this is a favorite tactic of marketing firms in Denver.
  • Explain a new point of view. Just like technology and best practices change over time, your organization’s opinion on something can evolve as well. If that happens, you can update an old piece with your new outlook. While it might seem unwise to contradict yourself, people will appreciate that you are open-minded and honest.
  • Try a new channel. It seems like an innovative platform for sharing information is launched every time you turn around. If you’ve not yet shared your content on that channel, give the material new life there.

Maximizing Your Content ROI

In conclusion, your content is a business asset. As such, you want to get all the value you can out of it. True, you don’t want to overuse a piece. Yet, there’s nothing wrong with updating it, presenting it in a new way, or showing it to a new audience. As one of the top marketing firms in Denver, we can help you repurpose your content in ways that produce outstanding results and deliver more bang for your marketing buck.