Marketing Firms in Denver say You Should Consume Your Own Content

marketing firms in Denver - Group of friends share a mealIf your organization is like most, you conceive, draft, publish, and refine your content with one group in mind: your target audience. However, as one of the leading marketing firms in Denver, we remind our clients of another group of consumers they should keep in mind: their own staff. Why? Read on…

Benefits of Sharing Your Content Internally

As you’re working to get that excellent content you’ve created in front of the right people, don’t forget that your own staff can take advantage of it. Here are some of the many benefits of having them check out what you’ve created:

  • Get everyone on the same page. If you want your prospects and customers to trust you, you have to be sure that they are hearing the same message from all areas of your organization—sales, support, the C suite, etc. Your marketing content can help with that. Although it isn’t created for the purpose of standardizing how your staff talks about your products and services, it can have that unintended benefit if people are encouraged to read it.
  • Smash your silos. Not only can consuming your own content ensure that your employees communicate accurately and effectively with your prospects, it can help them communicate more clearly with one another. It’s easy to believe that everyone in your organization has the same understanding of your products and services, but often that’s not the case, as each department sees things a little differently. Promoting your content internally can help break down those walls.
  • Ensure clarity and consistency. While your content surely goes through review and approval steps, that quality assurance process is probably performed by a few people at best. Encouraging your employees to consume your content puts many more well-trained eyes on your material and can help you catch inaccuracies.
  • Generate new content ideas. As you’ll hear from any of the leading marketing firms in Denver, more often than not if you ask someone in your company for ideas for new content, they’ll struggle to come up with any. However, when they start paying attention to the material you’re producing and can come to you with ideas as they arise, you’ll likely get many more suggestions.
  • Get more help. As people start to understand how good, and important, the content you’re producing is, it becomes easier to get assistance from subject matter experts. Not only do they understand that they are making a significant contribution to the company’s marketing efforts, they know that people around the company will see what they’ve helped produce, and take a sense of pride in that.

It’s Time for Some Home Cookin’!

You’ve worked hard to create killer content. So, be sure that you’re getting all the value you can out of it. This includes “feeding” it to your own coworkers. If you’ve got questions about how best to leverage your marketing content, give us a call. As one of the top marketing firms in Denver for nearly two decades, we’ve got answers.

One of the Top Denver Marketing Agencies Gives Content Curation Tips

Content Curation

Content curation involves finding, organizing, and displaying information on a particular topic or area of interest. Companies that use a content marketing strategy can take advantage of curated content to augment their own content creation efforts. As all of the leading Denver marketing agencies will tell you, a mix of original and curated content will help you build a loyal audience.

7 Content Curation Considerations

Follow these guidelines to get the most out of your content curation efforts:

  • Always give proper credit. Let’s be clear: content curation is not stealing or plagiarism. Rather, it should be seen as the helpful sharing of content created by others. That said, you must clearly indicate the author of any material that you share with your audience. And, if an author requests that their material not be shared, you must respect that request.
  • Curate from a variety of content types. Your audience will take the greatest interest in your curated content if you give them variety. Companies new to curation may think it always involves the sharing of written materials, but you can use any type of material — video, infographics, audio recordings, you name it!
  • Add your perspective. When you select a piece of content to share, it should be something you find interesting or informative. Telling your audience what you like about it provides them with helpful context and also brings the attention back to your company.
  • Provide a sample only. When you curate content, give your audience a sample of another’s work, not the entire piece. Ideally, the curated material should highlight some aspect of your own original work.
  • Look to others in your ecosystem first. One of the best places from which to curate material is your business partners, vendors, etc. For example, a printer might look to the Denver marketing agencies with which it does business. Not only can you be sure you’re providing information your audience will find relevant, you’ll also be doing a favor for the author who will, hopefully, do the same for you one day.
  • Track a piece’s performance. You should monitor how your audience receives any piece of content you put out, whether it includes curated material or not.
  • Be a taker, and a giver. If others approach you about using content that you’ve created — or simply use it and indicate you are the author — you should give them your blessing unless you have a compelling reason not to. What goes around comes around!

Making Use of the Amazing Content Out There

With so much great content available in the world, you’d be foolish not to take advantage of some of it periodically.  And, your audience will thank you for it. Have questions about how to integrate content curation into your outreach efforts? As one of the leading Denver marketing agencies, we can answer them. Contact us today!

Leader Among Denver Marketing Agencies Shares Storytelling Sources

Storytelling

Storytelling… It was the first form of “marketing” centuries ago, and it’s still the most powerful form today. Organizations that do it well find that they quickly build an engaged and loyal audience. However, many companies don’t use storytelling simply because they don’t feel they have a story to tell. As one of the leading Denver marketing agencies, we know that’s just not true.

5 Excellent Places to Find Inspiration

Where does the material for interesting and compelling stories come from? The fact is, it’s all around you:

  • Your clients or customers. Your prospects want to know who these people/organizations are, why they use your products and services, etc. And, they want that information to be in story form. “Jim uses our software to streamline processes and increase ROI” may be true, but it’s not interesting. “Jim is an avid sports fan who coaches not one, not two, but three youth soccer teams! Completing his work quickly and accurately means he can leave the office in time to be a leader and mentor to a group of kids who are discovering their passion for the game.” Now readers can make a human connection. If you’ve got customers, you’ve got stories.
  • Your staff. Here again, a high-level intro is fine (“Mary is our client satisfaction manager, and her role is to…”), but, the more detail you provide, the better. “Mary developed her desire to ensure client satisfaction after having a number of frustrating interactions with customer service organizations herself…” Our team at A-Train includes people who are among the best at Denver marketing agencies, so you’ll see we like to share their stories.
  • Your organization. You can get great mileage out of telling stories about your company that go deeper than when it was founded and what its focus is. So, why was the company started? Has its focus shifted over time? What does the company do to make its community a better place? How has the organization failed at times and how does it recover from missteps?
  • Your products and services. And you want to steer clear of “features and benefits” here. Instead, tell readers how and why your offerings have evolved. Or share some tidbits on how your product development process works. Explain what it’s like at the company in the sometimes stressful weeks before a new offering is announced.
  • Your take on current events. Stories related to what’s currently in the news can give you a nice short-term SEO boost, but they also help your audience understand who you are and what you’re about based on your perspective.

Helping You Write Your Next Chapter

As one of the leading Denver marketing agencies, we’ve got years of experience helping our clients uncover, fine-tune, and promote the stories that make them unique. What engaging tales can be told about your organization? Let’s get together to talk about it! Contact us today.

Denver Marketing Agency, A-Train Marketing, Says Key to Content is Finding the Right Mix

Juggling Veggies

Content marketing, more than any other form, tends to be a strategy where one company covets another’s material. “Did you see that great infographic that our competitor put out? We need to do something like that.”  As an experienced Denver marketing agency, our reply is, “Maybe you do. But maybe not.” We say that because the key to content marketing is finding what works for your company or organization.

Launch, Watch, Repeat

As a content marketer, you need to march to the beat of a (potentially) different drummer, so to speak. It could be that what you see your competitor doing is effective for them and would be effective for you. But the reality is, you won’t know what kinds of content will work for you until you get some out there. So, here’s what we advise our clients to do:

  • Publish some content. Using what you know about your target market, create some engaging content. Then publish and promote it, giving it every opportunity to do its job of enticing, informing, and nurturing prospects.
  • Analyze the results. Use one or more of the many tools available for measuring consumption of your content. Gut feel (“People really seem to like it.”) won’t work here, of course. You need stats.
  • Tweak and repeat. If a piece of content shows promise but isn’t performing as well as you had hoped, make some modifications, publish it again to a new audience segment, and see how it performs.

Through this process, you can quickly zero in on the pieces of content that your target market finds most interesting and useful.

Like to Cook? You’ll Love Content Marketing!

With the individual ingredients identified, it’s time to get to work creating the ideal content marketing stew. We’re a Denver marketing company, but we also like to think of ourselves as gourmet chefs! That’s because there is more to an inbound marketing strategy than simply having good content. How often should you reach out to prospects in order to be most effective? What mix of materials and in what sequence delivers the best results? How can we move prospects through the sales funnel most efficiently and effectively? Answer these kinds of questions correctly and your success rate will skyrocket!

So, here again, an iterative approach is what you need in order to generate the stats that define your optimal content marketing strategy. Now, of course, the tweaking and analyzing never really ends. You’ll need to continue developing great content and figuring out whether it fits into the mix and if so where. But at this point you’ll be generating positive results and simply looking to make them even better.

Helping You Create the Right Content

As a leading Denver marketing agency, we’ve helped clients large and small in a wide range of markets figure out how best to reach their prospects. How can we help you do the same? Contact us today and find out!

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.

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!