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.

A-Train Project Highlight: Healthy Homes DIY Assessment Tool

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 an online DIY home assessment tool.
Check it out at https://healthyhomes.fcgov.com/ – be sure to view it on your phone for the full experience!
Designed to be a “mobile-first” online experience that captures the feeling and functionality of an app, but without the development costs and download requirements of an app, the website 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. The site leads residents through each room of their home to identify places where they can improve safety and comfort.
Taking this complex and lengthy process and making it feel simple and easy for users was a great challenge that A-Train’s graphic design and user experience (UX) design team were excited to tackle. We were thrilled to develop an “app-like” interface into a standard website, proving the concept and saving significant project costs. Rocket Jones’ skillful code writing, testing, and app launch experience was an exceptional compliment to A-Train’s project leadership and UX design.
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.

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.