As any Denver marketing company will tell you, when written, designed and promoted properly, e-books can be a powerful component of your content marketing strategy. Not only do they engage and inform prospects, they can help establish your company as a thought leader and a reliable source of industry information.
And, of course, if you make your e-books available on your website, your ever-growing library earns you points with Google. While the search giant likes to see you adding material of any length to your site, recent changes to its algorithm are said to look favorably on longer, more in-depth works.
Creating Exceptional E-Books
Producing a good e-book requires an investment of time, effort, and resources. Consequently, you want to be sure that your end product delivers. Here are some best practices for creating and promoting e-books that your audience will love:
- Use an eye-catching design. With all the content out there competing for a reader’s attention, it’s important that your e-book stands out. Be sure that the cover of the piece AND the internal pages are visually appealing. You want the information and the layout to work together to produce a very positive reading experience.
- Write a title that gets noticed. A title that is accurate but boring will put your e-book at a disadvantage. People tend to be more likely to open an e-book if the title is enticing, challenging, or humorous. However, be sure to keep it short, as you don’t want it to be truncated when displayed online.
- Create scannable content. As a leading Denver marketing company, we know from experience that readers today have a short attention span. Using bulleted lists, numbered steps, and other brief and easily scanned sections will help ensure they stay engaged.
- Use credible outside sources when possible. The information you can gather internally to use in your e-book may be very good, but if you can augment it with the insights or opinion of someone outside your organization, that can be very influential to your readers.
- Have clear and compelling CTAs. Regardless of what you’re sharing in your e-book, you want the reader to take action. Be sure they know why and how to do that.
- Tease your audience. Nothing will make a member of your target audience more eager to dive into your e-book than having to wait for it. Before you publish the piece, let people know that it is coming.
- Promote your e-book vigorously. Simply announcing that your e-book is now available on your website may not do much to drive readership. You’ve got to promote it a number of times in a number of ways.
Let’s Get You Published
A-Train is a leading Denver marketing company offering the full spectrum of content creation and strategy services. If you want to start integrating e-books into your content marketing efforts, we can help. Give us a call!
Influencer marketing is the practice of reaching out to individuals or groups whose opinion carries significant weight in your market in order to educate them about your brand. The hope, of course, is that they will make a favorable comment about your products or services. And, when it is read or heard by their audience, they will contact you to learn more. As an experienced Fort Collins marketing firm, we know that taking advantage of this kind of powerful (and free!) advertising can give your company a tremendous lift.
Your Marketing Megaphone
In order be successful in influencer marketing, you have to have a plan. Simply emailing trendsetters in your industry to say, “Hey! Check us out!” will not be effective. In fact, it will likely turn people off. Here are some things you should do:
- Define your goals. What are you looking to accomplish in contacting influencers? Are you trying to get attention for a particular marketing campaign? Do you want to grow your social media following? Is the objective to get more people to sign up for a virtual event? By clearly identifying your goal, you make it much easier to assess your progress in that direction and adjust course as needed.
- Do your research. An influencer will want to see that you know who they are and what they’re about. The better you understand their perspective on your industry, the better you can tailor your message to them. The last thing you want to do is irritate someone who has the power to speak either positively or negatively about your company!
- Start small. From our decades of experience in Fort Collins marketing, we know that in every industry there are gurus who are the big fish, the minnows, and every size in between. In order to get the attention of the most notable names, you will, in all likelihood, have to have had some success with the lower tier influencers.
- Always contact them individually. Influencers have neither the time nor the patience to open and read a mass email. Your initial outreach needs to be specifically written to them. Later, when they’ve come to see the value in your offering, they may sign up for your newsletter or other mass communication. But, initially, you need to contact them directly.
- Be transparent. Influencers don’t get to their position by being easily swayed. Don’t try to disguise our pitch. Be honest. Tell them why you are contacting them and that you are hoping they’ll check out your offering and recognize its benefits.
- Give and receive. It may seem like you have nothing to offer an influencer, but they appreciate a shout out just like anybody else — especially if it grows their audience by even a few members. And there might be other things of value you can share, like an industry survey you paid to conduct, for example.
- Provide what they need to understand you. If an influencer says they want to learn more about your company, have a set of materials prepared that gives them a quick and clear overview. But don’t overwhelm them. Provide only what they ask for and nothing more.
Spread the Word
It will take some time and effort to develop a relationship with an influencer. But once you’ve earned their trust and respect, they can be a very effective advocate for your brand. And best of all, their “advertising” for you is free!
A-Train is a leading Fort Collins marketing firm, with extensive experience in connecting clients with industry influencers. How can we help you? Give us a call and let’s talk about your needs!
For companies that are new to the idea of content marketing and unfamiliar with how the strategy actually works, there tend to be many misconceptions. As one of the top Denver marketing firms, A-Train hears a lot of them. So, while the list is long, we thought we’d set the record straight on some of the most common areas of confusion.
Much-Needed Clarity on Content Marketing
Not sure what to think about content marketing? We’ll clear things up for you a bit by correcting these five common misconceptions:
- Content marketing is only for B2C companies with cool products. It’s true that the content marketing campaigns that go viral and make the news tend to be for consumer-focused companies with “hip” offerings. However, “going viral” is great, but it isn’t the goal. The focus of content marketing is earning the trust, and ultimately the business, of your target market. And, that works for any organization in any vertical.
- Content marketing sounds so easy that there must be a catch. The problem here is that people sometimes confuse “easy” and “effective.” Content marketing requires focus, resources, and consistent effort (so it’s not easy, per se), but it delivers outstanding results. No catch!
- Content marketing is about SEO, and we’re good there. While consistently producing high-quality content and making it available on your website will definitely help you in the search rankings, that’s not the sole focus of content marketing. As noted above, it’s really about earning trust by making a name for your company as one that has expertise and is willing to share it freely.
- When you’re just giving your content away you can’t track how effective your efforts are. This one is just plain wrong. Analytics are easily captured in content marketing. In fact, using data to refine your content and determine how and when it is best presented is at the core of content marketing strategy.
- Content marketing is expensive. Also not true. Create an infographic, post it on your website, mention it on social media, and voila… you’re a content marketer. Now, of course, as you scale that process, it can be very helpful to work with one of the leading Denver marketing firms. But how much assistance you get from an agency like A-Train is entirely up to you.
The Truth Shall Set You Free!
If misconceptions about content marketing have kept you on the fence about it, it’s time to dive in! And if you’re researching Denver marketing firms, we encourage you to talk with us. We’ve got nearly two decades of experience in helping clients achieve their marketing goals. Give us a call and let’s talk about what our full-service agency can do for you.