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 Some companies make the mistake of generating an endless stream of content that is outdated almost before it makes it out the digital door.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.

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!

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!

Details on 5 New Facebook Features from One of the Top Marketing Firms in Denver

5 New Facebook Features

Whether you use Facebook as part of your social media strategy or to stay in touch with family and friends, there are a number of new features available that you should be aware of. Like many marketing firms in Denver, we encourage our clients to get everything they can out of every social media platform that they use. We like to back up that advice with some helpful information about what the new functions are!

What’s New on Facebook?

Here are five new Facebook features we think you’ll find interesting:

  • Powerful new insights from analytics. Facebook has long had highly accurate paid advertising measurement tools. Now, you can track Facebook page interactions such as shares and post reactions using omnichannel analytics for applications, websites, services, and bots. In addition, Facebook has rolled out a new Automated Insights tool powered by artificial intelligence (AI). So, as one of the top marketing firms in Denver, we will be getting great mileage for our clients from these features.

 

  • Live streaming from your computer. There was a time when you had to use a tablet, smartphone, or camera setup with the Facebook Live API to stream. Now, you can use Facebook Live from your laptop or desktop computer. Admins can give other users the ability to stream to the page at any time by making them Live Contributors. You can also pin comments to the bottom of a Facebook Live broadcast to highlight important information for viewers. A download of streaming software is required.

 

  • Personal fundraisers. Facebook has launched a new “personal fundraiser” feature that is available to users 18 and older in the U.S. It allows you to create a dedicated Facebook page that describes the fundraiser and shows a donation goal. They can then receive money through the site. Fundraisers can be created for six categories currently: medical bills, crisis and disaster relief, assistance for families after a death, education expenses, pets’ medical bills, and personal emergencies. All fundraisers undergo a review process.

 

  • Facebook Stories. The new Stories feature is similar to options available in Messenger, Instagram, and Snapchat. Users can add videos and photos to their Story, which then appears in a bar at the top of their friends’ news feeds. Stories disappear within 24 hours

 

  • In-app camera. Facebook’s new in-app camera lets users apply filters, masks, and frames to images. There are also “reactive” effects, which are things like snow that are added to a scene and that react to movement.

 

Bonus: How To Turn Off the Automatic Text Translation

For some people, the automatic text translation feature in Facebook is more of a hindrance than a help. So, if you’re one of those people, here’s how to turn it off:

  1. Sign in to Facebook and browse your news feed for a post written in a foreign language. If the post has already been translated, a link that reads “Automatically Translated” will be displayed at the bottom.
  2. Click on the Automatically Translated link to show the translation settings for the selected post.
  3. You can then choose between Never translate language and Disable automatic translation for language. With Never translate language, Facebook won’t offer to translate posts written in the selected language. If Disable automatic translation for language is selected, Facebook won’t translate posts written in the selected language, but it will still offer to translate them.

 

For Business or Pleasure, New Facebook Features are Always Interesting

There you have it! A quick Facebook roundup from one of the leading marketing firms in Denver. Have questions about how to leverage Facebook in your social media marketing? We’re happy to answer them. Give us a shout!

Want to Elevate Your Behavioral Health Marketing? Use Storytelling.

Storytelling… it’s one of the oldest and most effective forms of communicating information. Rattle off a list of impressive facts and figures about your offerings and your audience will likely have forgotten them five minutes later. But tell them a compelling story about how your services changed someone’s life and they’re sure to remember it weeks, months, even years from now. Storytelling can be especially powerful in behavioral health marketing.

Storytelling

Crafting Memorable Stories

Telling a story is easy. However, telling a story that resonates with your audience and impacts not just their brain but their heart as well — that takes a little more time, effort, and expertise. Here are some tips for crafting memorable narratives that stick with listeners:

  • Know the story. It’s surprising how many organizations set out to tell their story or that of one of their clients without actually knowing the details. Ask 10 people within an organization to share its history or provide details about a particular event and you’ll get 10 very different versions. Before you try to tell your tale, be sure to do your research.
  • Shape the story. You should never be dishonest with your audience. However, there’s nothing wrong with assessing the facts and choosing to focus on specific aspects. A good storyteller highlights the portions of a story that contain the most emotion. That feeling is what listeners latch on to.
  • Understand your audience. As you think about how to shape your story, consider it from the perspective of your audience. For example, what are they excited about… afraid of… longing for? The first test we all do when deciding whether to stay tuned in to a speaker is to evaluate whether they are “speaking our language.” In your behavioral health marketing, you need to make it clear that you can relate to the listener’s joy and pain.
  • Share the story internally. Before you tell your audience a story, it’s critical that you run it by key people (or better yet, everyone) in your organization. This does two things. First, it helps you confirm that the story is accurate. Second, it ensures that people who contact you based on the story get the same information from everyone on your staff.
  • Publish and promote the story. Once you’ve crafted an engaging tale, be sure you’re doing all you can to get it in front of your audience. And that doesn’t mean just once. Effectively promoting a story (or any piece of content) means working continuously to get it exposure.
  • Consider a sequel. Are there aspects of the narrative that you didn’t tell originally that would make a great Part II? Have there been recent developments that warrant a related piece? Sequels can be very effective and easier to produce given that they come with an established audience and an existing foundation.

What’s Your Story?

Storytelling is a strategy that is a perfect fit for behavioral health marketing. From anonymous characterizations of your clients to members of your skilled and dedicated staff, you’ve got unlimited raw material. If you’re looking for help in shaping that clay, give us a call. We’re a leading Denver-area marketing agency with nearly two decades of storytelling experience and a number of behavioral health clients. Let’s talk about how to share your tale.

8 Productivity Tips to Get More Done

If you’re like most people, you frequently have more tasks than there are hours in the day to complete them. It’s critical that we find a way to consistently put out a high volume of high-quality work. And since we can’t add more hours to the day, we have a set of strategies we use to get more out of those hours.

Productivity

Great Ways to Get More Done

We’ve found that the key to productivity is having a strategy and sticking to it. Here are eight tips for getting more done:

  1. Plan your day. Block out 15 minutes before your workday starts to write down a list of the tasks you will complete today. Be optimistic, but reasonable. Put your highest priority tasks at the top of the list.
  2. The “New Day 90.” Spend the first 60-90 minutes of your day knocking off as many tasks as you can. Ignore your inbox, voicemails, and reading the headlines — just work. Being able to check the box on some key projects early in the day can eliminate some of your stress and set a positive tone for the rest of the day.
  3. Take breaks. Your body — in particular your brain — needs periodic breaks throughout your day to rest and recharge. Account for these breaks in your productivity plan. Keep them short, but insist on taking them even if things get hectic. It pays off in the long run.
  4. Learn how and when to decline work. We all want to do everything we can to help our coworkers and our company succeed. However, taking on more than you can handle is counterproductive. Be sure to say “No” if you are asked to add something to your list but just can’t do it.
  5. Take care of your body. The advice to get 7-8 hours of sleep, eat well, and exercise regularly doesn’t sound like a productivity tip. However, when your brain and body are rested, fueled, and ready to go, you’ll be surprised at how much more you can get done.
  6. The “Two Minute Rule.” We all have them… those quick tasks that get sent our way and can easily pile up. As these requests come in, use this standard: if it can be done in two minutes or less, do it now. If it can’t, add it to the productivity plan.
  7. Leverage productivity tools. There are a wide range of tools available for streamlining and automating tasks. Find the ones that work for you and make them a part of your workflow.
  8. Keep your desk decluttered. Having a neat, organized work area makes it easier to find what you’re looking for (saving you valuable time) and can help decrease your stress level as well.

Helping Companies Achieve their Marketing Objectives

As a respected marketing firm, we’ve earned a positive reputation for our productivity and creativity, and for helping organizations entice and engage their target audience to achieve outstanding results. Let’s talk about your marketing objectives and how we can assist you in meeting them.