All posts by mike

converse-unique-marketing-strategy

Converse Listened To Us

Back when I was a kid I always wanted to be different, I wanted something to help me stand out.  I couldn’t find anything until I found my first pair of converse.
I still remember opening the box, that fresh shoe smell.  A treat you only get once in a blue moon.
Red high tops on white soles were the number 1 color we all wanted. The white laces just popped!
That classic image, you just can’t remove from my mind.
They were comfortable tough, light and durable.  Breaking only after years of abuse from the teenage boy antics
Even when I see a pair now, I feel excited all over again taking me back to those boyhood days, even through my shyness the shoes gave me confidence nothing else could, it kept my chin up no matter what.
The love for the shoes is worldwide, and everyone knows the deal when someone’s got a pair on, they know they’re an individual who goes against the norm.
People just can’t get enough of them and their customized styles.
I remember seeing a pair in Banana Republic, Black high tops with a beautiful white sole.  There was one problem, it wasn’t converse!
It was tempting, they were £10 cheaper, but I knew I would have to claim they were real when in fact they were fake.
I just couldn’t do it.
I couldn’t deal with the shame
I don’t know how I would feel if the design was shelved or completely changed, the relationship might just have to take a break.
Fortunately, Converse have stuck to their guns with what works.
You know what you’re getting when you get a pair of converse; the style, the quality, the concept and the confidence.
When I see someone wearing converse I automatically think the owner is cool.  No other shoe brand does this, gives you this reward.
Over the years I’ve seen them try different things, test here, test there but the one thing is they’ve never changed or hurt my feelings because they kept to their main principles.
I fell in love from day one and that love grew when I saw you could customize absolutely anything, I was in shock and awe.
I just couldn’t believe it.  It was mad!
Even after being acquired by Nike they didn’t change.
Converse knows what their customers love and the one thing I hope you learned from a fan is: Focus on what you’re doing and don’t let others influence your decisions.
Thank you Converse
Repurpose-content-marketing

Why & How To Repurpose Content

It is essential you get in front of your target audience. Wouldn’t you agree?

You’re able to create brand awareness, fans, and eventual sales.

But you’ve been struggling and wondering how can you do this more easily? That’s pretty simple. You put yourself in front of them in as many places as possible.

I’m not talking about random places, I’m talking about where they hang out online. This will allow you to become more targeted in your efforts and more cost-efficient.

By targeting those places you won’t have any old person viewing your content, you’ll have people who will view happily and if beneficial enough they’ll share your content too.

The sharing part is important, if one person shares your content there’s a chance one of their friends will see it too, potentially they’ll share your content too and so on.

When you achieve this it’s an endless cycle and that’s when things go viral.

 

 

Be Everywhere

The annotation of being everywhere has been put out to the world and many people have tried to follow that but have struggled to actually implement it due to lack of content.

The lack of content shouldn’t stop you as you only need one piece to start with. You then multiply that content into different types of content; video, audio, written etc, and spread those to as many mediums as possible.

Don’t go crazy here, you want to be targeted.  There is no point sharing your content where no one is interested.

 

How To Find Your Audience

To put this simply you will need to do a bit of research.  Your audience will hang out on most platforms but you don’t want to be going after everyone, you want to be targeting platforms where a higher number of interested people are.

You wouldn’t set up a beer stand in the park. Even though you would get a few sales, from a business standpoint it isn’t as effective as setting one up in a festival.

You may have to pay more rent at the festival but you know you are going to make a lot more money.

buying-audience-online

 

Trial And Error

By now you should already have a good idea of where your audience hangs out online. This should be a determining factor but not the ultimate one.

When starting it is a good idea to replicate people who have had success on a platform already. They’ve basically laid out the blueprint for you to follow.

Always keep in mind that you shouldn’t aimlessly follow a method or technique forever. Once you understand how the platform and method works you should tweak and try new things.

Remember to think of yourself as a scientist. Your testing hypothesis on new methods or existing ones to see what will work best. You will fail, but at the same time, it only takes one test to find something which blows everything else out of the water.

You know how it is, always test, test, test. That’s how you can get the best return on your investment.

 

What Is Content Repurposing

In a nutshell, you are taking a piece of content you’ve already produced and reusing it in another format.

Many of these processes can be automated and you can hire a team to get this done.

 

Why Repurpose Content?

You’re looking to get in front of as many targeted people as possible and the only way to do that is having several types of content.

People are spending their time in different places, that means that not all of your customers will be hanging out on one platform or website. Whether that be a forum, social media or a blog.

When you repurpose content you are essentially saying to people “Hi, here is something you’d be interested in.” And you’re bringing it to them instead of them coming to you.

 

Repurpose Process

One of the easiest ways to repurpose content is to shoot a video. You can repurpose a video in so many ways that you can put the new content literally everywhere.

So what can you do?

repupose-content-be-everywhere

YouTube

After shooting the video you upload it to YouTube.

 

Podcast

Take the audio from the video, add an introduction and end credits and upload it to Itunes. Boom, you’ve just made a new episode with minimal effort.

 

Blog Post

Have your video transcribed and then rewritten into a blog post. I would advise when rewriting it either write it yourself or have it done by a native English copywriter.

 

Facebook Video

There are 2 options, you can create a snippet of the video which then encourages people to click on the link and go watch the video on YouTube, or you can upload the whole video to Facebook. We all know how much Facebook loves the video.

 

Facebook

You write a post on your Facebook page or profile and link to the video whether it be on YouTube or Facebook.

This post should be written in a way that it intrigues people to want to view the view.

Remember you also have your blog post now which you can also put into your schedule as a post

 

Instagram

  1. Have a virtual assistant take quotes from your video and write them down.
  2. You select the one you want to use.
  3. Create pictures with the quotes.
  4. Post on Instagram

 

Instagram Video

  1. Take the best 50 seconds of the video
  2. Add an end to the video telling people to go watch the rest of the video on YouTube.
    • Have a link to your channel in your bio
  3. Upload to Instagram

 

Infographic

  1. Take the transcribed notes
  2. Take the best points
  3. Turn it into a helpful infographic
  4. Post in relevant places

People love infographics and will share this with their friends. This gives you the opportunity to be seen throughout the internet as the infographic will have your website URL on it and at the same time will be helping people with a problem they have.

You can also use the guestographic method by Backlinko to gain valuable backlinks from relevant sites.

 

Twitter

Send out multiple tweets per day on Twitter, these can include:

  1. Different quotes from the video.
  2. Short tweets linking to the video,
  3. Short tweets linking to the blog post
  4. Pictures
  5. Quotes.
  6. Infographic

 

The list of the types of tweets is endless.

I would advise automating this process with Buffer.

 

Pinterest

The Infographic is perfect for Pinterest, this is an untapped source of traffic which many businesses ignore.

  1. Set up your profile and boards
  2. Add related pins to those boards
  3. Gain 200 followers
  4. Find related boards over 10k
  5. Join those boards
  6. Pin related quotes and infographics pictures to group boards
  7. Do the consistently to gain traffic

Use Tail Wind to automate this.

 

Now It’s Over To You

This is only just scratching the surface of content repurposing. I have given you the main methods that work for countless businesses around the world.

You should already know where your audience hangs out online, if not I would do research to find out as this will be vital to the success of your content repurposing campaign.

You can do this by going to relevant social media platforms, Reddit, Quora, online forums just to start.

 

Rinse And Repeat

Repurpose your content to gain exposure is not a one-time thing.

You will have some good results if done right the first time but if you continue you will start to build your brand’s presence on that platform and people will become more familiar with your brand.

Some of those people who were on the fence will become customers.

 

Automation

Saving time is essential, by using automation tools like Buffer you can schedule your social media posts to go out at certain times of the day for the extended amount of days allowing you to set it up once and focus on more important work.

 

Outsourcing

If you’re too busy like me or don’t have the team members to do this I highly recommend you outsource these tasks.

You can hire someone from Upwork or OnlineJobs.ph where you can hire a virtual assistant from the Philippines for $3-$5 an hour and they will take care of all of this.

For writing and blog posts, I would hire a Native English copywriter as you want these to be high quality as these posts represent your company.

outsourcing-repurpose-content

 

Conclusion

If you’re sticking to just one piece of content to get your message out you are doing yourself and your business a disservice as you are missing out on so many potential customers.

You want to have your message in front of as many targeted people as possible, this way your message will hit an endless amount of people.

Why You Should And Need To Guest Post

If you have the mindset that you don’t need anyone else to help with your blog, that’s fine.  You’re thinking, why the hell would I need to guest post for anyone else, I get enough exposure on my own.

You have a valid point. I don’t deny that, but if you’re after some SEO juice power, exposure to new audiences and to build some powerful relationships this is the perfect way to do it.

Don’t get me wrong, I’ve seen many blogs create multiple backlinks for themselves without doing this but that is another skill all together which takes quite a while to get.

What I’m talking about is getting some quick-fire results which will help you grow.

 

Builds Relationships

If you’re like me and you love to chat with like-minded people, I can guarantee some of them are going to be content producers or writers who have their own blogs.

This is the perfect opportunity to get some valuable backlinks whilst at the same time take a huge load off their back.You know how hard it is to write a blog post, edit and proofread it. We’re talking a couple of hours. What a better way to do this than have someone else do this for them.

You know how hard it is to write a blog post.  You have to write it, edit it and proofread it. We’re talking a couple of hours. What a better way to help them than have you do this for them.

This will give you a presence on their site whilst you can start talking with them more and this should only be your first interaction with them.  You will be looking to get more from them in the future.

But remember it is not a one-sided game, they may also ask for your help.

 

SEO Link Juice

One of the key factors Google and any other search engine takes into mind when ranking any site is how many relevant backlinks you have pointing towards your site.

When I talk about relevant you shouldn’t be looking for any old website you should be looking for a site which is on similar subjects to yours. Google knows if your backlinks come from an irrelevant site and then you will be punished. however on the other side of the foot if you get a lot of relevant links you will start to rise up.

However on the other side of the foot if you get a lot of relevant links you will start to rise up.

This in effect will rank your site higher and you will get more organic eyes on your website content, just what you’re after.

 

New Audience

With your own blog you’re limited to the audience you can bring in and that could be very limited based on how well you share and are able to rank your site.

However, by using someone else’s site you will be introduced to a new reader every time someone reads your post. And it will be like an informal introduction from the owner of the site.  The reader will trust you more from the get-go.

Hopefully, at the start of the post, the blog owner will introduce you as a guest writer. This way the reader will know it is someone new. But I have a feeling what they’ll know something is up when they’re not hearing the same tone as usual.

Hopefully, you would have offered something new in this post, a different angle and this will intrigue your new reader to click on the link to your website and start consuming your content.

 

Blog Targeting

This should be pretty obvious as stated above, but to make this crystal clear you should be looking for websites in your niche. You are looking for a related audience which you can talk with.
Why?

Because your main aim is to get new readers to your blog that will be interested in what you have to say.

You first need to look through the blog you want to write on and make sure you’re not wasting your time. You want to be looking at the blog and first see if they accept blog posts and what type of blog they run.

There’s nothing worse for a personal blogger than receiving an email asking to write on their blog and if you read any post you can clearly see that this is not the blog you want to be writing on.  Seriously would you let someone write on your personal blog, no it’s your blog and for no one else to write on.

Their Alexa rank is also very important, you want to see how well their blog ranks, this can affect the power of the backlink.  I would also check with SImilarWeb.com.

Use Moz research tool to look at how many websites are pointing to the site, this can give you a good indication of how popular and powerful their site is.

With all of these tools, you can find invaluable information.

 

Why You Shouldn’t Mass Send Emails

I am not sure who invented the mass email style which is very impersonal but at the same time detrimental to your efforts.

The quantity effect will allow you to send emails to hundreds of people a day but your success rate will probably be low just because you’re not targeting your not sending a personal enough email, and most people can see that type of email a mile off.

However on the other hand if you focus on sending a quality and personal email you’re far more likely to capture a guest post, which will help you grow but also you’re less likely to go into the spam folder.

Remember, anything in life quality always trumps quantity.

 

How You Should Pitch

When pitching a blog owner you want to avoid the copy and paste method, people have wised up to this and I guarantee you the blog owner will get many emails like this weekly and your email will end up in the trash.

Instead, you want to take a bit of time to get a feel for their blog and even read a few of their posts. Not only will you understand if this is the right blog for you but you will also be able to make the email more personal.

What I mean by this is in your email you can talk about something you liked in a particular post, or a picture, something related so they know you’re not just a robot and the email is coming from an actual human.

The owner will then also be more inclined to accept your post if they’re accepting at all.

 

Conclusion

Guest posting is a great way to get your name out there and start to build relationships if you do it the right way.

Like anything else in the world if you put minimal effort into it you will get minimal results.  However on the other side if you put in 100% into your research and email writing you’re far more likely to get offers.

WARNING: No Content Marketing Means Your Business Is Losing Money

Many businesses don’t see the value of content marketing, they just see it as an expense that will go nowhere. However time and time again it has proved an excellent way to build up an audience and pre-sell customers.

What I mean by this is if you look at any business it takes a typically takes 7 interactions before a customer will buy from you.  This can be a tedious task if you’re in a competitive marketplace.  You have to make yourself stand out.

One of the evergreen methods to do exactly that creates content around your niche which will be there for everyone to see.  This effectively is pre-selling your potential customer.

 

What is Content Marketing

Content is often confused with just the written word like blog posts and articles, but it is so much more than that. Content that you will use includes:

  1. Blog posts
  2. Infographics
  3. Videos
  4. Podcasts

Whichever one you choose will come down to the goals you have for your business and the message you want to get across.

In this post, I will be concentrating on the blog posts and website.

 

Helping Your Clients

When people have a problem they generally do a Google search and find their solution that way. They’ll look through the top few searches and they’ll generally find a website which will solve their problem.

What if one of those websites was yours and you gave them the answer they were looking for. Automatically you have built some trust and a potential future client.

By creating content specifically towards your client’s problems they are far more likely to come back to your site if they have any further problems. Or like most people, if they like what they’ve read they will dig a little bit deeper into your site.

As they dig deeper they will see more related content and start to see you as an authority.  If they’re in buying mode on that day they will go through a purchase whatever service or product you’re offering.

If however they do need to go back to Google and they search another question which is related to the last one and they see your website name again they will be more likely to click on your website than the other ones.

 

Pre Selling Your Clients

If you didn’t know one of the biggest reasons your company should be using content marketing, then here it is. You have the ability to pre-sell your customers on your products or services.

I don’t mean you blatantly sell your products in your content. What you do is provide helpful information for your client’s problem and subtly in your content your push out one of the products.

Let me give you an example, you are an accountant and someone is searching for information about how to file their tax returns. They discover your blog post on how to file their tax returns in an easy to do fashion. At the end of the post, you say you’ll give them a free 30-minute consultation.

This is not exactly selling them for money but what you are doing is getting your foot in the door. You can then give them the free 30-minute consultation in which you will sell your services. And if you’re like me once you’ve found a good accountant you don’t generally try a new one.

That right there is thousands of dollars over the lifetime of the customer.

As you can see your content allows you to build your business.

 

Is It Evergreen?

Evergreen content is where it’s at. There will always be trends that happen and things people get excited about but if you want to have an effective long-term strategy you will need to focus on what has been relevant in the past, now and will be relevant in years to come.

I like to use Google Trends to see how popular something is over a time length.

Imagine this, you have just posted a recent blog post on an up and coming trend and within 3 months that trend is gone. You didn’t get enough SEO juice from Google and now that post has either wasted your time or money.

By writing an evergreen post you will give it time to grow and rank. Remember you’re after the long term not short term.

 

Keep Watering The Plant

When you start out you can’t expect miracles, it’s like when your growing anything it takes time to grow and flourish. The same applies to your content.

If you jump to conclusions after a few weeks you’ll be left solely disappointed as your idea of what was supposed to happen didn’t happen as expected.

If you do things right and there is small competition you can expect your content to rank well in around 3 months. If you’re in a super competitive niche it can take 6 months or longer. This is all down to the Google algorithm, back links and how relevant your content is.

growing your content

Creating A Post Network

Don’t think of creating one post and you’re done. If you think like this you’re doing yourself a disservice.

What I mean by a post-network is creating several blog posts which are similar to each other that compliment each other, you can interlink them, and they all target to doing one thing. Selling your service or product.

As mentioned above, some people will come to your first post and start exploring more deeply into your website, they will look at information about your business and more blog post on relevant subjects.

If you only have one you’ve stopped them from finding more information and I guarantee they will look elsewhere and you could lose a potential client.

blog post network

Conclusion

Excluding content marketing from your business is something you can not afford to do. You are reducing your discoverability and you don’t have the ability to pre-sell clients. That the beauty of content marketing, you will have people who after reading or watching your videos will want to go ahead with the purchase.

You want to stay a step ahead of your competition.  Not only will you have content which will help your potential clients, you will also have a free presence online whether it be in Google, Youtube or a Podcast.

7 Simple Steps To Writing Amazing Content On Anything

Have you ever been given a topic that you have absolutely no idea about, and writing content for it seems impossible!

I know the feeling.  It’s not something you particularly want to do but you have to pay the bills. Not only that but your reputation as a writer is on the line.

You’ve accepted this job and now you’re thinking, how in the hell do I go about writing this?

First things first, calm down. Finishing this is easier than you think.  You just have to learn a little bit about the subject and apply your skills in exactly that same way as you normally do.

I’ve done this before.  I wasn’t happy because it was a lot hard than usual due to I didn’t know much about the subject.  To help myself and you I’ve worked out a simple 5 step formula to achieving what you could call the impossible!

So here it is…

 

1) Find Popular Related Content

The first step to create, rank and make content go viral is finding out what has done the same in the past. You’re not here to reinvent the wheel. You want to take what is popular, people want and put your own unique twist on it.

The first places you need to visit are BuzzSumo.com, Quora.com and Google Trends,

 

Buzz Sumo

BuzzSumo.com is by far one of the best websites to gaining ideas for popular content to write about.

Just type your keywords into the search bar and hit enter. You will be presented with the top shared content online. This is a huge indication of what is popular for the date range you’ve selected. You can change the date range to see what has been the most popular for the last 7 days, month or year.

I use Buzz Sumo to look at the titles of the posts and a number of shares as this indicates if people actually go on to share this post it means it has some value to them

The posts which are most appealing, open them and look at the content, even save this content for future reference.

In the example below the top two results are tools and trends.  Right there I have a start on what to move forward with.

buzz sumo

I can use these 2 search terms to further research and start to rank whichever one I wish to go with.

 

Quora

Quora is next, I use Quora to see what is the hottest questions people are asking today based on keywords.  I type in content marketing and see what comes up.

The advantage of this is you can easily find which questions are the most popular by looking at exactly how many votes and comments a question has.

You can easily determine if this is something that matters to people.

SEARCH PICTURE

Then you can go a step further and look for individual posts to see what is popular

As you can see trends comes up again meaning that I will be going with this.

 

Google Trends

As I am unsure which one is best to write about for the future I will use Google Trends to compare the two words.

This clearly shows content marketing tools is a better search term overall over the last 12 months and it looks like it will be better going into the future.

 

2) Research The Topic

  1. Decide on the search term you want to use, this one will be content marketing tools.
  2. Go through the same motion of searching through Buzz Sumo and Quora.
  3. Find out what is popular now and will continue to be popular as time passes by.

 

Research Buzz Sumo

I will go ahead and type in the search term content marketing tools, this will allow me to see what is hot for this search term.

The results that appear I will open up and look at the ones with high share volume.

Looking through the results I can start to gain an idea of what is hot, what is not and what is relevant to my article.

 

Read Quora

Back to Quora, you can see the popularity from the comments and points.

As these are real people I would look at what they have to say about the topics and make notes about the biggest struggles and problems they’re having, solutions and anything else that is related towards your post.

Within this research, you can also start to form the basis of your post.

 

3) Create The Title

What’s the point in having a party if no one comes through the door, exactly the same thing here.

You’re content might be the best but if your headline doesn’t capture people or create curiosity no one is going to click and read more no one is going to read what you have to say.

Here are some key pointers that you need to follow:

  • Use 6-7 words
  • Use the year
  • Use Portent title generator
  • Use copy blogger headline formula
  • Know your reader base

 

Use 6-7 Words

People are bombarded with so much information that your title has to acquire their interest.  They just don’t want to waste time on something which won’t be useful to them.

Keeping your title short and sweet, straight to the point whilst creating curiosity will pull in potential readers

 

Use The Year

Everyone likes to stay up to date and including the title will let people know that they’ll be learning something new which is relevant for them for the current year.

 

Use Portent Title Generator

This website will come up with some pretty cool and zany titles but it will also give you inspiration and ideas on what potential titles you can use. I have used this title generator to gain ideas which go into my final title.

As you can see below you can take aspects of it and put it into your title, you could even use the word North Korea.  For example, 10 Content Marketing Lessons You Can Learn From North Korea’s Dictatorship.

This title is a bit long but you get the idea, people will be thinking WTF, and be drawn into your post.  It is much better than a boring old plain title.

 

Know your reader base

This can be a little difficult if you know nothing about your audience, however, after you’ve researched the topic you should have a basic understanding of what people really want and the benefits they’re looking for.

With every piece of content, you write you will need a final goal of the piece and know what people really want, that way you can structure your post more towards the reader’s needs.

 

4) Create The Subtitles

If you haven’t noticed already this article is broken up quite a lot.  This allows me to focus on specific points within the article and write the relevant information under each subtitle.  BTW this also makes writing it quicker

The fact of the matter is people don’t like reading huge walls of text, by breaking it up people can scan through your content and see which part is applicable to them. Generally, people like to get a sense of what they’re reading before they go in and read it more in depth.

They will scan through your article first before going back through to read in more detail.

 

5) Writing The Content And Check Later

This technique has saved me endless hours of sitting at a desk and staring at the screen not knowing what to write because I was thinking too much.

If you just write what comes to mind your writing will flow.  Even if you think what you’ve put down is full of crap, just keep writing.  Once you’ve finished come back and check. You will be amazed at what you will have written.

Once you have finished take a break, then go back through what you’ve written and you can see how it all fits together, what needs to be added and taken out.

Everyone knows their first draft will always look like a piece of dog crap.

 

6) Add Multi-Media

Even though we don’t like to admit it we’re all young at heart and that is shown with images.

Many people will get bored of your writing if it’s all text, but at some images, screenshots and it will change their view on your piece. Not only will they read more of what you have to say but they’ll have a better understanding as the images will back up what you have to say.

 

7) Proofread & Add Anything Extra

You’ve just finished and taken a quick rest, it’s now time to go back through what you’ve written and check it all makes sense.

When you’re proofreading your checking for spelling errors, sentence structure, whether you’ve elaborated your point enough that it’s simple and easy to understand.

One thing I like to do at this stage is add in extra pieces of multimedia and links to emphasize my points.

 

Conclusion

Overall writing can be difficult or easy, it’s just how you proceed with your research and the process you use to write something.  We never really know something until we have experienced it more.

I think if we write to a high enough standard and do enough research you can write a really good piece on absolutely anything.

The most important thing is you have the ability to provide value and something new to the people reading your article as I hope I have done today.

Just follow the rules above and you will be more than prepared to write a piece you have absolutely no clue about, well at least to start with.  And once you’re finished not only will your employer be happy but their readers will be sharing and learning new things too.

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