Chuck D of Public Enemy thinks your marketing automation is like ripping one on an airplane

Is Public Enemy Right About Marketing Automation?

Do you believe the hype on marketing automation?

As a connoisseur of old school rap, we wanted to view marketing automation tools through the prism of Public Enemy.

Why Should You Care?

What if you ain’t down with Public Enemy? What if Neil Sedaka is more your speed? What if you see the phrase marketing automation and your eyes instantly glaze over like when a work meeting extends into the Hour 2 mark …

You should read this post because we aim to make this topic interesting through the prism of pop culture. We show how you can use marketing automation to drum up substantial new business and, besides, we compare it to flatulence. Where else you gonna see that comparison? Keep reading!

Cue Up the Marketing Automation Example

We recently received a LinkedIn invite to connect with someone who most likely automated the organic LinkedIn outreach.

 

Marketing automation done poorly alienates the prospect

This message is impersonal, generic and sloppy. The person didn’t bother with a personalized first name placeholder and addressed me as “Hi there.”

The Connect Request seems generic in the icebreaker, building lukewarm intrigue by mentioning that the sender is “moving into” our geographic location defined generically as “the area.”

The Call to Action has a typo where there is a “form” instead of a “from.”

In processing this invite in seconds, I got a completely inauthentic feeling that I was being splattered by a massive automation gun and, consequently, blew the dude off.

If Chuck D got this message, he might compare it to smelling a fart from a passenger next to him on an airplane. The Public Enemy frontman isn’t pretending that he didn’t SMELL automation and is calling bullsh*t.

Is a Marketing Automation Strategy Hype?

P.E.’s 1988 song Don’t Believe the Hype enjoyed immense critical success. Frustrated, confounded and suppressed by the establishment, their message to the audience was don’t buy into media lies and propagandistic marketing. The group’s leader, Chuck D, espouses that we be critical thinkers in spite of what’s presented. Hype and reality do not go hand in hand. Hype is talk without the walk. 

Is marketing automation innovation or just spam? Is a marketing automation platform like HubSpot kitty litter for media and business elites to gush over in their insatiable thirst to cash in on the latest trends?

Marketing Automation Is Hype!

If you were remotely familiar with Public Enemy and Chuck D, a hard-scrabbled King to his sidekick Flavor Flav’s Jester role, you would assume the seer armed with a mic feels marketing automation is a steaming pile of bull excrement:

An automated cold email addressed “Dear Friend” isn’t intimate. It’s robotic. You’ve got our stats, but you don’t know us.

We’re just a cell in a massive Excel file. We can sense your automated “intimacy” is just you calculating a spreadsheet formula. You don’t care about us.

You spit out words in an automated SMS but we can’t hear you. Nuttin’ but noise! You didn’t segment your list and mistargeded us. We reply STOP to the disinterested bot hawking cheap carburetors.

As technology rushes, we lose touches. We believed initially in social media too. Now we understand why the people who build this stuff don’t let their kids use it.

Automated Marketing Campaigns: As Inauthentic As the Guy Who Sold You a Used Buick Sending You a Holidays Card Where He Misspells Your Name

Is Chuck D still living in the ‘80’s or does he have a valid point about the inability of marketing automation to effectively and meaningfully interact with humans? 

Given the pro’s and con’s of marketing automation software, today’s digerati might chalk up P.E. as old school with critiques of marketing techniques and marketing automation tools as outdated as the group’s standard definition videos.

Marketing Automation Origin

Back in the day, prudent marketers utilized Print, Radio, TV and Billboards to hawk widgets. Today, traditional media has been supplanted by internet marketing, of which marketing automation plays a central role. 

Today, marketers use software like HubSpot to create automated marketing workflows and marketing activities from launching campaigns to creating and scheduling posts, email campaigns, SMS/MMS, social media management and other “touches.” 

Marketing automation is more efficient, cost effective and requires less bandwidth to nurture incipient and long-standing customer relationships. In so doing, it has morphed automation into a CRM (Customer Relationship Management), allowing integration to automate repetitive tasks and carpet bomb your contacts with some level of finesse and at a lower price point while scoring invaluable customer data.  

Is There a Correlation Between Marketing Automation and Robots?

Marketing automation naysayers cite similarities. Times Magazine estimated that 2 million jobs will be replaced by robots by 2025. Robots are cleaning floors at Wendy’s, checking in guests at hotels, taking blood pressure readings at CVS, harvesting vegetables, erecting buildings and keeping malls secure as guards. Marketing automation is replacing sales people. Touch point marketing teams promoting face-to-face customer relations, flyers, street teams, personal trend influence marketing and site sampling are facing extinction. Call centers are leasing their space.   

It’s All About the Benjamins!!!

Says Marketo.com:

Companies that implement this kind of lead scoring enjoy 28% better sales productivity and 33% higher revenue growth than companies without lead scoring. Marketing automation saves money and time. Done well, nurturing can result in 50% more sales leads at 33% lower cost per lead.

 

2 Types of HubSpot Marketing Automation Features

Content with Teeth (CWT) is an official HubSpot partner. We will discuss automation in one of the most dynamic marketing automation platforms.

A Sequence is email based. A Workflow is more dynamic because it sets enrollment triggers to automatically enroll prospects or contacts with an assortment of data points from clicking on a button in an email to past purchases.

Is Marketing Software That Automates Across Multiple Channels Just Another Dumb Trend?

We have jumped on the marketing hype train. A few years ago, chatbots were the rage. They allow automated messaging in Facebook’s Messenger and other platforms. We saw an ad on Facebook promising hundreds of leads for a bargain, $0.99 a warm body or something similarly ridiculous. As connoisseurs of clickbait, we signed up for the webinar and bought the course north of a grand. 

The entrepreneur promised a 30-day money back guarantee. He answered questions diligently on a Facebook Group as we students got into the course. After 30 days, the dude ghosted, leaving students in the dust. Chatbots were a thing … yes, a scammy thing.

Marketing Automation Ain’t Hype!

Marketing automation helps and can be particularly effective when used with a content strategy. According to a ReportLinker press release:

The marketing automation software market was estimated at USD 3.60 billion in 2020 and is expected to be USD 11.46 billion in 2027, registering at a CAGR [Compound Annual Growth Rate] of 17.76% through the forecast period (2021-2027).

Businesses big and small are investing in marketing automation software like never before. Sorry Chuck D.

Need a Reliable Worker in 2021? Get a Bot …

In 2021, people talk about the “Great Resignation” where employees would rather work on their own instead of toiling for companies both big and small. In a tough labor market, employers from enterprise companies to start-ups can replace marketing efforts with automation.

A “bot” is available 24/7. If a prospect lands on your website on Friday night at 3am, marketing automation tools like chat workflows in HubSpot can respond and nurture a conversation that is sent to a human Sales Dedicated Representative the following Monday morning to follow up. Furthermore, a platform like HubSpot can conduct lead scoring to prioritize the most promising leads for that SDR. 

Marketing automation is always working, requires no expensive benefits and is reliable once you have mastered the basics.

Combining Inbound Content with Outbound Marketing Automation

Content marketing, inbound or whatever you want to call it, typically snails, taking 3-6 months to create engagements.

Says Neil Patel on the long-term outbound strategy:

Do you know that it takes at least 3 months to get rewarding traffic from search engines?

To see a considerable uplift in numbers from the search engines, you’ll really need 6 months. HubSpot shared that their organic traffic grew by 538% in a year, solely by relying on their personas to dictate their keyword usage.

Marketing automation is a short-term fix. Prospects get your emails, texts or social media messages and can respond immediately.

When you combine inbound with outbound, you shorten the cycle to gain traction from your content. For example, a dynamic inbound blog post (more content), coupled with the outbound method (marketing automation), is a recipe for immediate engagements and effective lead generation.

Hey Chuck D, the “Hype” Worked For Us

Recently, we ran a HubSpot workflow triggered by contacts in our mass list opening an email blast promoting a blog post on how to use LinkedIn to develop buyer personas. We enrolled 255 people in the Workflow, landed three meetings and enjoyed interest from one business owner who ultimately signed a long-term contract with Content with Teeth.

With the addition of this previous client into a long-term retainer, we were able to pay off the cost of developing the blog and automation mere weeks into the new contract.

Best Practices for Automation

Here are some suggestions for marketing automation in general.

Omnichannel

Hit ‘em on air, sea and land with email, SMS, social media and multiple channels. People learn differently. Some from reading, others from video. Some prospects might rely on email while others engage more with a message on their phone or a LinkedIn message.

Personalize

Use placeholders beyond your name. “Dear Friend” isn’t cutting it. Consider adding name, company into your messaging to disguise your automation to prospects who are growing more savvy to impersonal messaging.

Segment

Break your lists into parts.  CWT had a list of 2,500. We whittled it down to 1,000, then segmented it by business owners, marketing people and local Florida-based businesses. If we send a humorous “Florida Man” satirical post to the owner of a small business in Omaha, she is going to ignore it or unsubscribe because the content doesn’t align with her interests.

Hubspot Marketing Automation Best Practices

Here are some marketing automation tips for the HubSpot sales and marketing platform.

Don’t Spam

Don’t overload your contacts with messages. Build in delays, so you give people a breather. We recommend at least three days between messages.

When creating marketing automation in a platform like HubSpot, it is a good idea to give prospects a delay or spacer between outbound messages

 

In picking a particular delay, we recommend using “Delay for a set amount of time”.

Using set delays when creating a marketing automation strategy can lesson prospects from feeling bombarded

Be careful with “Delay until event happens”. That means if the contact gets an email and opens it, they immediately get the next email or message. This could be useful if the prospect is eager and you want to convert them. From our experience, however, the contact gets bombarded with emails and unsubscribes. You now have lost a lead.

Go Omnichannel

Marketing automation is more than email! You can use the SMS platform Message IQ that integrates with HubSpot. You can also integrate LinkedIn Sales Navigator with HubSpot to gather more data on your contacts.

Use If/Then Branches in Workflows

If/Then branches follow conditional logic. IF the prospect opens your email, THEN they receive an additional action like another email or text message.

 

 

Use If/then branches or conditional logic in HubSpot automation to lead prospects into further actions as they engage more with the content

You can create different “branches” as shown by the Interest and No Interest ones above. BE VERY CAREFUL deleting an If/Then branch.

 

 

Be careful when deleting an action in a HubSpot marketing automation workflow, so you don't lose hours of work

You don’t want to lose HOURS of work from a complex workflow by mistakenly selecting “This action and all after it”, removing all branches below this particular action.

Open Letter to Public Enemy’s Chuck D

If you run into Chuck D of Public Enemy at Ralph's, don't mention marketing automation

 

You run into Chuck D at Publix. He is shopping for Henny and you forget his name, just remembering him blankly as one of the faces on that CNN ‘90’s special.

 You ask him to take a selfie and he flees. He just got off a flight in Florida where some dude next to him beefed automation. He isn’t having it!

 Chuck, hire us to write creative content for the Public Enemy blog. We will combine it with marketing automation that disguises the stench with personalization, omnichannel outreach and other effective marketing automation strategies.

 We will prove you wrong that marketing automation is hype! It Will Take a Nation of Millions to Hold P.E. Down circa 2021.

Content with Teeth is a HubSpot marketing automation provider. If you have questions on how to wring results from marketing automation and generate leads, please get in touch.

A content creator creates content to promote and/or entertain

What Does Content Creator Mean?

So you’ve heard the term content creator. But you’re not sure what it means. Let’s define it: A content creator creates content.

But let’s expand on that.

A content creator provides information and/or entertains like taking a free stock photo (Angela Roma from Pexels.com) and adding a silly message.

There are different types of content creators or content producers: content writers (i.e. blogs, social media posts, landing pages, etc.), news writers (i.e. articles), photographers, video creators, and much more. You can create content on various platforms and marketing channels in a wide range of industries.

Business marketing teams assign a person (or people) who creates content to build awareness and drive organic traffic to their website.

Why You Should Care?

As a business owner or marketing professional, you NEED content to build a pipeline and guide leads down a sales funnel. Without it, you won’t be able to give your audience the information they crave. You might be sick and tired of this phrase, but content really is king. You can’t inform, entertain, and persuade your target audience without it.

Content creation and lead generation go hand in hand. So take advantage of a content creator to drive traffic to your website, help people solve problems and boost conversions.

What Is an Example of a Content Creator?

The writer-director Billy Wilder was a content creator before this term was even used

Billy Wilder, co-screenwriter and director of the film noir classic Sunset Boulevard, was a “content creator” before that term was even coined.

The beauty of content is that you can repurpose it in other media and multiple forms. For example, you can see Sunset Boulevard in multiple iterations.

Other content creators have turned the film into a musical (the original London production closed in 1997 after 1530 performances) and books (Sam Stagg’s expose of behind-the-scenes making of the film Close-up on Sunset Boulevard).

Before becoming a screenwriter and director in Hollywood, Wilder avoided getting into the family cake business, dabbled in journalism as a stringer and was even a taxi dancer in Berlin.

Most content creators AREN’T legendary Hollywood writers or directors. Most content creators DO take the circumstances and events from their lives and others and use this clay – like Wilder – to mold interesting work.

If old movies and their directors don’t push your buttons, here’s …

3 Reasons Why You Should Care About Sunset Boulevard

Billy Wilder is a content creator and his classic film Sunset Boulevard lives on

We get it. You hear about old movies that aren’t even in color and groan. Why should you care about prehistoric stuff like Sunset Boulevard?

1. For the introverts: join a work Zoom call without video. When others ask why your camera is off, turn it on and tell the group, “All right, Mr. DeMille, I’m ready for my close-up!” People on the call may have zero idea what you’re talking about but innately know you are talking over their heads. They may diss you behind your back but will ultimately leave you alone.

If you are getting married, use this still from Sunset Boulevard for your engagement publicity

2. For the ladies: Use the above still from Sunset Boulevard as a template for your marriage announcement pics. Have your fiance float face first in the pool and you can stand over the ledge instead of a gaggle of reporters. Friends will admire your macabre sense-of-humor and, bonus, you can reuse the photo if the marriage tanks and you get divorced.

3. For the gossips: why recycle the latest Bennifer angle again at a cocktail party? The story behind Sunset Boulevard is full of murder and intrigue. Working this juicy backstory into your dishing of goss will give you a sheen of respectability.

Ok … So How Do I Find a Good Content Creator?

Looking to invest in digital content creation? Have a plan.

1. Determine Your Medium
Are you starting a podcast? Trying to create videos? What about blog posts? White papers or eBooks?

Whatever type of online content you want to create, find a content creator based on that. Need blog content? What about social media posts? Look for a content writer with experience with social media marketing and RSS.

2. Set a Budget
Figure out how much you can afford to pay for content creation. How much you pay a professional for creating content will depend on a number of factors:

● The scope of the project: This includes how big the project is. So if you need blog posts, think about how many you need. How many words will the posts be? Will it be an ongoing project? Or just a one-time thing?
● The type of content: Some content takes longer to create than other types. If you need a whitepaper or eBook, expect to pay more than you would pay for a blog post. And if you are looking for blog posts, you’ll likely pay extra for writers who can create a subscription list with an RSS feed.
● Skill level and experience: You can choose to hire a beginner or expert. Typically, the higher the skill level, the more you’ll pay. And you often get what you pay for, so look for a high-quality content creator. Hiring a writer with a bachelor’s degree in English, who has been featured in The New York Times, and has an impressive list of sample articles, will likely give you better results than someone with no credentials.
● The subject of the content: Some topics require way more research than others. So expect creators to charge more for technical subjects like technology and engineering.

3. Find out Where Content Creators Hang Out
Go wherever content creators spend their time. The thing is, a lot of successful content creators understand that they need to create their own content on top of the client work they do. It’s one of the best marketing strategies they can use to show off their work.

So you can find some of these talented folks on certain platforms, depending on the type of content they create:

● Medium: Writers
● YouTube: Videographers
● Instagram: Photographers and Videographers
● Unsplash: Photographers
● Dribbble: Graphic Designers

You can also focus on communities where content creators hang out like Facebook or LinkedIn Groups. Content creators are constantly marketing their services in these groups. For instance, there are tons of freelance writing groups on Facebook. Writers are not only networking with other writers, but they’re also looking for clients in these groups.

Comb social media and YouTube videos for user generated content and media that you like. You can use the search functions on social networks like Facebook, LinkedIn, and Instagram to find creators. Message the creator or brand and ask if they are interested in your project. Reach out to your LinkedIn network for introductions and referrals to content creators. You can also create listings on job boards. Be detailed in your job description in order to attract the best talent.

How Do I Become a Content Creator?

Maybe you don’t want to pay people for content creation. Or maybe you’re interested in joining the content creation field yourself. Whatever the case, you need a digital marketing strategy in order to become a successful content creator. Here’s the rundown:

Choose your medium(s): When creating content, which medium do you gravitate towards the most? Do you want to write blogs? Write product reviews? Do photography? Create a YouTube channel? Choose the medium that best serves your purposes. You might even choose more than one.
Choose your niche: Choose a niche that you’re interested in. Then, research the niche as much as you can.
Learn your audience: You can’t create relevant, valuable content if you don’t know who your audience is. Be as detailed as possible so that you can create content that’s tailored to a specific audience.
Research relevant topics and content ideas: Look up great ideas for topics and relevant industry news your audience may be interested in. If your chosen medium is writing, look at specific contexts. Let’s say your audience is into wellness. A good topic would be: “Five Habits to Increase Your Overall Wellness”.
Make a content calendar: Using your curated list of topics, plan out when you’ll be delivering that content to your audience.
Use tools to optimize your content: If you’re writing, use SEO tools like Yoast and Chrome extensions to boost productivity.
Create engaging content: Start creating content! Create valuable, bite-sized (attention spans are short these days) content that informs, engages, and/or entertains.

So you’re wondering how much does a content creator make? Well, that depends on a lot of things. In fact, it’s a broad range: $29k to $79k a year. How much you make will depend on your experience, how many clients you bring in, the type of content you create, and more.

Go Create Some Killer Content, or Better Yet, Get an Expert

You’ve looked at your email inbox and social media feeds. You hear about 6,000 TV shows that you MUST watch and just don’t have the time. Bottom line: there’s a boatload of people creating great content in today’s world. It’s critical that you hire someone who can craft content that gets and KEEPS your audience engaged. Creativity is key. If you’re still stuck, consider Content with Teeth. We’re ready for our close-up, Mr. DeMille! We have over 20 years of experience as content creators. Get in touch for a free consultation

Blogging and writing doesn't have to be REDRUM horror

You Can Still Do Blogging Even If You Hate Writing; Here’s How!

The Venn diagram above shows the intersection of three characters from three classic movies centered on writers. Jack Torrance from The Shining can’t get past the blank page and an axe gets put through a door among other things. Barton Fink faces the blank page and ends up waking up to a bloody corpse in bed. Paul Sheldon from Misery meets his ultimate creepy superfan. 

These three movies about writers all intersect in REDRUM. The message is clear. Writing is horror … WRITING IS MURDER!

If you are a SMB (small and mid-sized business), you know writing, specifically blogging, is an effective way to shill your product or service online.

Perhaps you have no phony angst about writing, just don’t have time for it or even dislike it and want to focus your energy on some other aspect of your business. Whatever your deal is, this post is a guide on how to do it yourself quickly and cheaply without mayhem and horror.

What is Blogging and Why Do You Need It?

The consultants, coaches and other assorted court jesters of the professional class tell you to pivot to video, carpet bomb social media, get nice with an influencer or buy a ton of expensive podcasting equipment that will collect dust in your office.

Is blogging even relevant? What is it exactly?

Simply put, blogging is the act of putting text, photographs, and other media on a self-published website. The act of publishing a personal blog post began as a way for individuals to update their audience on their daily lives using their free blogging sites with a free domain. However, business potential is what has taken blogging to greater heights via the self-hosted WordPress blog.

 Blogging has evolved from simply putting up text with photographs, to using those media to promote brands or act as support for businesses and services. The growth has seen blogging become a part of content marketing.

INSERT AD BLOCKER HERE

Blogging can disseminate your message beyond ad blockers

 Your own personal brand or business will absolutely benefit from having its own blog to enhance its digital marketing strategy as a whole. It is always advisable to use online ads to get to customers. However, the number of people using ad blockers has risen steadily over the years. It is now estimated that 42% of internet users block ads.

 When you think about it, ads cost a pretty penny, and the campaign will come to an end. That is the compelling reason to start a blog. In the long term, content marketing will be cheaper in comparison to ads.  This is especially true for evergreen content that will see users flocking to your website in search of answers and solutions.

 How To Blog Without Killing Someone (Or Yourself)     

Well, you’ve made up your mind to start a blog. That means you have to get web hosting and a custom domain on a blogging platform known as a content management system. You can start with free blogging platforms that have free hosting to get a feel of what it takes to run a successful blog.

 The best way for you to start blogging on your own blogs is to install WordPress. Start with a free blog, and many WordPress hosting companies will automatically install WordPress and even hook you up with your own domain to use on your free WordPress site. 

 From here, you can use the free themes or a website builder to design a beautiful blog site, whether it is a news blog, a fashion blog, or a personal brand. You don’t need to be an expert in web design to start your blogging journey. With a good WordPress theme, just publish content consistently and engage positively with other bloggers.

 The blogging community of your chosen niche, whether food blogs, travel or sports, can become a valuable asset. They can refer you to great blog hosts and offer great insights into your editorial calendar.

 When you start blogging, you can make money online by selling ad space on your blog. By far the most popular ad service is Google AdSense. These ad services work best on news blogs such as The Wall Street Journal, since they tend to have more traffic, but you can still sell advertising space on a niche blog.

 Before you develop your first blog post, consider this; whenever you are checking something on your favorite search engine, you will simply put in your query, and the search engine will do its best to give you results that match it. Why does that happen?

Research Keywords So People Will Find Your Posts

Keywords are the terms or phrases that people use when doing a search. If you want your content to be easily found, you will need to use keywords that relate to your content. Before you sit down to write, you should do some keyword research.

Traditional keyword tools can be quite costly. Luckily, there are affordable alternatives. One such alternative is Neil Patel’s Ubersuggest. The best part is, Ubersuggest can show you the exact keywords you can use to rank quickly on search engine results pages.

 Visit Ubersuggest and type in the keyword that you want to research.  You will then get a report that lists a number of useful metrics. However, what’s important is the Keyword Ideas button on the left-hand navigation panel.

 

Doing keyword research for blogging doesn't have to be insanely expensive. Use tool like Ubersuggest

 

On the new page, just above the table, there is a Page 1 Ranking Potential button. Click that and enter your website’s domain. Ubersuggest will analyze your website and suggest to you the keywords you can use to easily get on page 1 of the SERPs (Search Engine Results Pages).

Brainstorm by Talking Into a Transcription App

 

Brainstorm with an app like REV and turn it into an outline for a blog post

Once you have your keyword suggestions, it’s time to put your brain into search mode. This means coming up with creative content ideas to write about, and potential headings to use.

People get ideas in different ways. It can be while walking your dog, waiting in the drive through line or playing MINECRAFT. Brainstorming is a process that needs you to let go of your internal critic/editor and just fire whatever comes into your mind unfiltered.

You can use the REV app to dictate your babble. When it’s time to get down to business, you can then transcribe the formless ideas and get an outline or “angle” to turn your ravings into a blog post.

Structure the Brain Fart

Once you have the transcription, it’s time to attempt to give it a structure. For this, it would be best to get rid of all distractions. Feed the cat or dog and let the kids out to play. Schedule your spouse/lover for an appointment at the DMV, so they will be gone for hours.

Transcription in hand, structure your idea and then do a vomit draft.

Don’t be squeamish or offended by the vulgarity.

The purpose of the “vomit draft” is to release the words or copy for the post as quickly as possible WITH ZERO EDITING. The idea here is not to be perfect or try to reword your lines or ape being a prestige author like Hemingway or Virginia Woolf. The point of the vomit draft is to get to the end of the damn post as quickly as possible. If you can’t think of a word, do not THINK or look something up. Insert an “x” or “—” and come back later when rewriting your formless vomit draft into a masterpiece.

Writing Is Rewriting

Surfer SEO is a tool that is easy to use and affordable

 

Writing or any creative effort is much easier when you have something to work with. Vomit draft on hand, you can turn your base prose into flowing poetry or just a string of words that describe why your product or service helps solve a problem of your audience

You can use digital tools like Surfer SEO to help structure your vomit draft and make it rank quickly. Surfer SEO is widely hailed and loved for being an affordable option.

Their Content Editor tool makes things easier for you. Just start with picking the right keywords and creating a draft. From there, you can analyze your competitors to get a bearing on the kind of content you should come up with. Subsequently, Surfer SEO will provide you with metrics such as word count that you should aim for.  

The content creation tool will also give you suggestions for terms and phrases to use. These words are picked directly from Google’s APIs, which means your content will become fully optimized for the terms that users rely on for accurate results.  

Congrats! You Have a Finished Web Log With Minimal Drama

You did it! You finished the post without strangling your beloved cat or hubby. Writing isn’t so bad, is it?

 If you put this post into practice and still find writing and blogging equivalent to the act of moving in Hades 24/7 or dragging a cold corpse through hell, just get in touch. We have ample experience and can sojourn said corpse on your behalf.

Yes, Content Is a Buzzword King but there is no doubt content marketing delivers tangibly results over other marketing strategies

Is Content Marketing Worth It?

I bet you’ve come across cliques like ‘content is king’ in your recent online escapades. Or better yet, maybe you’ve heard ‘quality over quantity ‘ or ‘content strategy’ among many other content marketing buzzwords.

 

The truth is, while most people have an idea of what content marketing is, many find it hard to determine if content marketing is worth it. Before we get to whether content marketing adds any value to your business, let’s define it first.

 

What is Content Marketing?

Content marketing is the creation, sharing, and promotion of different media to attract, engage and retain clients. Compared to other forms of marketing, content marketing is an indirect promotion of a brand and its products.

 

You can be the reason this post gets the attention it deserves. So, if this stuff is helpful, please click the “Click to Tweet” button below.

 

Content marketing is the creation, sharing, and promotion of different media to attract, engage and retain clients. Compared to other forms of marketing, content marketing is an indirect promotion of a brand and its products. Click To Tweet

 

The main objective of content marketing is to stimulate interest in potential customers to learn more about your company. The media, aka the content used in content marketing, can include blog posts, video content, podcasts, email newsletters, and social media posts. If content marketing is the road to paradise, content is the signposts that give directions to la-la land.

 

That said, distributing valuable content is only aimed at a clearly defined audience. This can only happen after thorough research and the creation of buyer personas. Furthermore, content marketing only provides a positive ROI or online sales after consistent and strategic campaigns aimed at the target audience.

 

Is content marketing the same as inbound marketing?

Inbound marketing and content marketing are basically the same but often thought of differently, courtesy of industry jargon. Both have the goal of creating value for business prospects, attracting them, and finally, retaining clients. Content marketing, or should I say inbound marketing, does all the above subtly while providing solutions to potential clients. Inbound/content marketing will both involve a blog, video, podcast, infographic, SEO, and definitely lots of words. While most say that the two are different, they mean the same thing and have one common goal: Help the customer see the value of your business and how it solves their problems. This begs the question, are content marketing efforts worth it, or just hype and time waster?

 

Content marketing is effective

Yes, this is a bold statement, but there’s a ton of data from Demand Metric to support it.

 

Less expensive, more qualified leads

As per Demand Metric’s infographic, content marketing costs 62% less than any other marketing strategy. This can be attributed to the long-term returns of content marketing. For instance, creating an evergreen post that solves a reader’s need and ranks well on search engines will see you getting leads months after the publish date. Just because content marketing is cheaper doesn’t mean the results are awful.  On average, content marketing gives you 3x as many leads compared to traditional marketing.

 

Go ye to where your customers are at

If that’s not enough for convincing, here’s another stat: 20% of internet users’ time is spent online reading content. Additionally, 57% of people read content marketing titles at least once a month. As the game of brand awareness shifts online, more than the traditional media, content marketing proves valuable. Not only do you get to show off your brand subtly, but you also get to help consumers with their questions, which increases brand recall. You wouldn’t easily forget someone that helped you in the past, would you?

 

Ads are not a customer favorite

While ads are effective to some extent, consumers don’t want nor tolerate them. By 2015, 200 million people were using ad blockers, and the number is expected to rise as privacy breaks the ceiling and rattles ad-dependent content marketers. Furthermore, 86% of people will skip adverts, and 70% will choose articles, any day, over paid advertising

 

Content Marketing is building relationships

On the flip side, 60% of people, after reading brand content, are inspired to seek out a product from the business. What’s more, 80% of people appreciate learning about a brand from custom content.

 

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On the flip side, 60% of people, after reading brand content, are inspired to seek out a product from the business. What's more, 80% of people appreciate learning about a brand from custom content. Click To Tweet

 

These stats show that online content marketing, when done right, can hand you the consumer’s heart, loyalty, and brand advocacy. Interesting content takes the spot on why people choose to follow your business on social media, which leads us to the next point.

 

It’s not just about creating content and closing that chapter. It’s a game of consistency, and no matter how cliche it may sound, Quality over Quantity.

 

Content or inbound marketing isn't a numbers game, but quality game

 

As Orbit Media reports, consistency in content marketing leads to better returns. The report shows that bloggers who intentionally pump time and effort into blogging do make money. Orbit Media is not alone in making this claim. HubSpot complements this truth with its own. The CRM company notes that blogs with 16 posts a month can expect to triple their website traffic.

 

As Brian Dean puts it, the more time spent creating content, the better the results. Consumer’s bar for quality is only going higher. The ultimate truth still remains — it takes time to create content that is useful and share-worthy.

 

To achieve this type of useful and share-worthy content, you need a content strategy. The beauty of a content strategy is how it leads to organic lead generation subsequent to compounding traffic.

 

Let’s see content marketing at work with the content marketing examples below.

 

Case study: Realtor’s content generates leads

John Garuti III is a Southwest Florida realtor who invested heavily in advertising to develop leads. He found Google Ads leads were weak and decided to pivot a content-driven strategy focusing on video and written content.

 

He developed a “lead magnet” or buyer’s guide for Babcock Ranch, the community he specializes in. He has earned 270 leads from this content thus far, including 6 in the last month.

 

A piece of content or "lead magnet" generated new business for John Garuti III, a SWFL realtor

 

We started working with John recently to generate content. We created a content marketing strategy and focused on the keywords that he was well-positioned to rank for quickly.

 

For example, we did a post focusing on the keyphrase “homes for sale babcock ranch” a few weeks ago.

 

The result?

 

John is already in the first few pages of Google for this keyword and moving up quickly, as you can see.

 

Content marketing, specifically blogging, helped a SWFL realtor improve his search engine rankings

 

Creative Content leads to even greater results

Remember the stats I shared above? One of them stated that 80% of people appreciate learning about a brand through custom content.  For content to be custom and attractive to prospects, it needs to be creative content.

 

Take our client, Cloud Compliance Solutions, for instance. We got them started on HubSpot and kicked off several email campaigns that framed their services as a NASCAR pit crew.

 

 

IT professionals responded to the creative framing positively, and we achieved an email CTR of 5.2% (the average CTR of email campaigns is 2.6%).

 

Conclusion

Again, we have to admit that a content marketing campaign can be a whirlwind when you have other business operations to think about. However, the value content marketing brings to the table is undeniable. If you want to get the positive ROI content marketing is sure to give, schedule a free consultation with our content marketing team. We will develop a content marketing strategy, custom-tailored to your business needs.

Be a Boy Scout and plan to use LinkedIn to generate buyer personas for whom might buy from you

Be a Boy Scout & Develop “God Proof” Buyer Personas Utilizing LinkedIn

Does the “Be Prepared” Boy Scout motto clash with the marketing convention of buyer personas?

Buyer personas are composite sketches of whom might saddle up and ring the cash register when it comes to your company’s products or service.

How could a sweet, innocent Boy Scout run afoul of the machination of evil marketers developing buyer personas in an effort to concoct a dastardly content marketing strategy to take over the world?

You can be the reason this post gets the attention it deserves. So, if this stuff is helpful, please click the “Click to Tweet” button below.

How could a sweet, innocent Boy Scout run afoul of the machination of evil marketers developing buyer personas in an effort to concoct a dastardly content marketing strategy to take over the world? Click To Tweet

Regarding our poor Boy Scout, consider the Yiddish proverb that states, “We plan, God laughs.”

We can all relate. You plan for a day at the beach. Pack the sunscreen. Make the sandwiches. Get there early to snag a parking spot only to have it start raining once you unpack the beach towels.

This post aims to save the noble Boy Scout and his plans.

We strive to give you a strategy to develop buyer personas by utilizing the largest business database in the world to develop an audience with data, not guesswork or “hunches.”

Our “plan” is not foolproof but will hopefully stand up to the Great Mystery who may be indifferent to human artifice and foibles.

 

Via Giphy

Why Do I Need Buyer Personas?

Most startups and young businesses fail because their product or service doesn’t align with the marketplace. In other words, they didn’t adequately research if there was demand for their product or service before diving into creating the product and hawking it.

By generating buyer personas, you research who might buy from you and know the problems they encounter and that you can solve with your product or service.

So I Plan & People Buy, Right?

Basically.

Adam Smith would approve of your intent to map buyer personas to ratchet up sales.

But how do you do it? What is the plan, Stan?

Let’s dive in with some actionable, step-by-step instruction. We start with the great marketer Herman Cain’s 5 x 5 x 5 Method.

 

Without question, the late Herman Cain (RIP) developed the 5x5x5 Method to develop buyer personas

Via CWT & The Christian Science Monitor

 

Ask yourself what are 5 questions that 5 buyer persona are asking at 5 separate stages of a marketing funnel?

A marketing funnel is the journey the buyer takes from becoming aware of your product or service all the way to the narrow bottom section where they commit to buying from you.

Via Giphy

The 5 stages of a funnel are:

  1. Awareness
  2. Interest
  3. Evaluation
  4. Engagement
  5. Commitment/Purchase

So the 5 x 5 x 5 Method yields 125 total questions or subjects for content that you can produce to transform prospects into buyers.

My tweak to Herman Cain’s 5x5x5 Method (there is no doubt that the former presidential candidate and fast food Godfather created this strategy) is to amend questions with “pain points.”

Ask yourself what are the 5 problems your various buyers face from becoming aware of your product to actually buying it?

If you are introducing a product or service, you want to be a problem solver and address the issues that your target audience may have.

How to Develop a Buyer Persona

Enough with pizza politicians and instruments to imbibe fermented hops. How do you do specifically develop buyer personas?

There are ample online tools to assist you. For example, HubSpot has a buyer persona generator.

You input data and create distinct personas who may be interested in your product.

Use online tools like HubSpot's Buyer Personas Generator to chart your potential cusotmers

Via CWT & HubSpot

 

As you can see from above, HubSpot’s tool presupposes that you KNOW metrics like buyer titles and the geographic areas where they may reside.

If you’re launching your business or changing focus, you may not know these answers besides speculation.

Is there a way to determine buyer personas with actual data instead of hunches and guesswork?

Use the Power of LinkedIn to Generate a Target Audience

LinkedIn, specifically Sales Navigator, can give you a better understanding of your potential audience.

Sales Navigator is premium LinkedIn that allows you to increased search capabilities for a sales team to hone in who might be interested in their product or service.

We are asking for the “sale,” even if this content is free. If you find this information useful, tap the “Click to Tweet” button below.

Sales Navigator is premium LinkedIn that allows you to increased search capabilities for a sales team to hone in who might be interested in their product or service. Click To Tweet

Utilizing Sales Navigator Recommended Leads

If you have Sales Navigator, first click on the Sales Nav icon at the top right of your LinkedIn account. If you don’t have Sales Nav, stick with me. I promise to make it up to you at the end of this post.

Use LinkedIn Sales Navigator to develop buyer personas

 

Sales Navigator will open in another tab. The algorithm tracks your interactions on this platform and who is engaging with you. You can utilize the algo, specifically Recommended Leads, to see who might be an ideal audience.

In Sales Nav, click on “See all” under Recommended leads” in the top right portion of your screen:

LinkedIn algorithm can show you ideal buyer personas based on who you have interacted with on the platform

 

This opens up 200 prospects “based on LinkedIn activity.” How do you exploit this list?

Simply scroll through the search results and look for prospects that look promising. At this point, let intuition guide you.

I scroll through my Recommended leads and see one prospect, Casey, who is co-Founder of Couchsurfing International.

Someone who helms an organization dedicated to couchsurfing is an ideal prospect for Content with Teeth. I click on the prospect’s name to view his Sales Nav profile more closely.

You can find ideal customer personas with LinkedIn Sales Navigator

 

I examine the profile closely for cues like title and geography. Casey is/has been a Co-Founder, CEO and Founder. He is in the Bay Area. Under highlights, I can see that he is a second-degree connection. In other words, he knows people I am connected to. In this case, I look under Highlights and see we are both connected to nine mutuals.

If I wanted to connect with Casey, I could mention one of these people or ask them to introduce Casey to me.

It’s helpful to look up the target directly on LinkedIn to see other data.

Click on the three horizontal dots at the top right of the screen.

From Sales Navigator, view a potential prospect on LinkedIn to learn more metrics that can help develop buyer personas

 

Select “View on LinkedIn.com” in the dropdown and the prospect’s profile will open up in another tab.

From here, I can see Casey’s full experience.

Viewing the LinkedIn company page can give you further information to develop buyer personas

I right click on Casey’s company “Couchsurfing International” and select “Open link in new tab” where I see company details such as industry and employee headcount under the About tab.

A LinkedIn company page offers useful info to develop buyer personas like industry and company headcount

 

I know Couchsurfing International has under 100 employees and is an Internet company. More importantly, I see that the organization is funded. Regarding “Company size,” this is self-reported by whoever created the LinkedIn company page initially.

Know that these numbers are not iron-clad and based on hard data. Despite this, from snooping around LinkedIn and Sales Navigator, I have  a greater idea who LinkedIn’s algo thinks is a good match for me.

I don’t stop with just employee headcount and industry. I scroll to the bottom of Casey’s LinkedIn profile to view his Interests.

View a potential prospect's Interest like LinkedIn groups that they belong to in order to develop metrics that go into generating buyer personas

 

I click on the See All button and view Influencer and Companies that Casey follows. I am particularly interested in Group that he belongs to. I click this tab.

Utilize LinkedIn Groups to develop buyer personas

 

LinkedIn Groups are a key resource. I could join one of these and meet other prospects similar to Casey. As a group member, I have the ability to message other members without being directly connected to them as a first-degree or existing connection.

We will discuss utilizing LinkedIn groups to develop a content marketing strategy in a future post. Stay tuned!

Rinse & Repeat

I click back to my Sales Nav search and “rinse and repeat” this process with other promising targets. From just the first page alone, I see that 13 of the 25 prospects that Sales Nav recommends are in San Francisco. I look up other suggested leads and see what LinkedIn Groups they belong to and whether any overlap with Casey’s.

From a rudimentary glance at just the first page of results, I see that I might want to target Silicon Valley. Even though my company is based in Southwest Florida, my reach isn’t geo-limited to Florida or the Southeast United States. As a creative content agency, I can do business anywhere and might want to focus on Internet companies, primarily in San Francisco and the Bay Area.

From viewing LinkedIn recommended leads, I have a greater idea of what titles in what industry and company size to target in what geographic area. If I play around with this, I will have greater idea what to fill in the HubSpot Buyer Persona generator to generate my potential customer audience.

Utilize Existing LinkedIn Connections to Further Research Ideal Buyer Personas

You don’t have to go just by LinkedIn’s recommended leads. You can use the advanced filtering in Sales Navigator to see who looks promising in your existing or first-degree connections.

In the Sales Navigator home screen, click the Lead filters + bubble. 

 

In the next screen, filter your search by selecting “1st Degree Connections” in the “Relationship” box.

Search first-degree or existing connections in Sales Navigator in order to develop ideal buyer personas

 

This will bring up your existing connections. This brings up 5k prospects. I use the filter to make the list more manageable. Under “Industry,” I type in “Internet” based on what I saw above from Casey and LinkedIn’s other suggested leads.

In building buyer personas, you can use Sales Navigator filters like industry to expand or subtract a list of potential prospects.

 

Now I have a smaller audience of people I am ALREADY connected with where I can scroll through the search and examine shared parameters like I did above.

Utilize Sales Navigator Account Filters to Further Shape Ideal Buyer Personas

You might be starting out and not have a big network. You can research new blood in Sales Navigator, and more importantly, focus on companies that are in high growth mode.

In the Sales Navigator home screen, I click on the “Account filters +” bubble.

Use Sales Navigator Account filters to develop buyer personas

 

This brings up Account filters.

I want to focus on smaller companies that are in high-growth mode with a growing employee count and surging revenue.

First, I select a revenue range of $1-10 million.

To develop buyer personas, use account filters like Revenue to get a better idea who might buy from you

 

Next, I select a “Company headcount growth” between 5-40%.

To develop buyer personas, use Account filters like Company headcount growth to find companies who might buy from you AND are growing

 

This brings up nearly half a million companies, so I use the Company headcount and Geography filters to restrict my list. I search for Bay Area companies, Oakland specifically, that have between 11-50 employees.

This give me a list of 249 companies, something more targeted and manageable to work with.

I scroll and see Opera Event, an organization of social media content creators.

To develop buyer personas, use Accounts filtering in Sales Navigator to learn info on companies who might buy from you

 

I have been successful getting work by partnering with other marketing companies, so I decide to investigate further. I click on “View All Employees”. I find the CEO, Brandon. I view his profile in LinkedIn.

You can piece together who might buy from you or buyer personas from investigating LinkedIn and Sales Navigator

 

 

From reading his About section, I find a potential buyer persona – CEOs and Founders in high-growth startups in the tech sector.

 

 

 

I examine the Opera Event LinkedIn company page. I go to the Insights tab where I see the startup is in high growth mode – 44% in 2 years.

Use LinkedIn to research buyer personas from companies who are in high growth mode

 

10 Minutes & I Know More About Whom Might Buy From Me

In just 10 minutes playing with Sales Navigator, I have a better idea of parameters like title, geography, industry and other factors to plug into HubSpot’s buyer personas generator to develop my audience.

A 10 minute investment on LinkedIn makes you a bulletproof Boy Scout who can yield buyer personas despite a wrathful God.

We dare you to share! If you like this content and want to support us, please tap the “Click to Tweet” button below to share on Twitter.

A 10 minute investment on LinkedIn makes you a bulletproof Boy Scout who can yield buyer personas despite a wrathful God. Click To Tweet

But … BUT!

Via Giphy

I hear your cries of protestation! You don’t have Sales Navigator. I feel you. It ain’t cheap at $80/month if you pay monthly. You can sign up for Sales Navigator inside LinkedIn and get one free month.

I have a better deal where I can get you TWO months free of LinkedIn Sales Navigator. Two months free will give you enough time to try out Sales Nav to not only build your buyer personas but also do active lead generation and engage potential prospects. You can then decide whether you want to pay for it.

If you would like to hit me up for two months free of Sales Navigator, let’s chat.

Done-For-You Marketing gives busy entrepreneurs a life, so they can have a vacay at the Clown Motel

What Is Done-For-You Marketing?

I recently pitched a company who was unhappy with their SEO provider. The vendor was making the company pay for the fancy SEO software themselves and requiring the client to write and optimize their own content.

This is the inverse of Done-For-You marketing where you pay someone to tell you to do the work.

As the name implies, DFY marketing is where you pay someone and they do the work for you. Do It Yourself (DIY) is where small business owners get down and dirty and produce the content and digital marketing campaigns themselves. Click To Tweet

 

DIY vs. DFY Digital Marketing

 

This graphic contrasts DIY vs. DFY marketing

Via CWT, Medium & riciardus from Pexels

 

The advantage of DFY Marketing is basically a time shift. 

You outsource and receive much needed time to concentrate on some other aspect of your business than being a part-time marketer. You could go on vacay with the family where you RV to the Clown Motel on your way to Vegas. Or you could pull an all nighter becoming a real estate magnate on the Monopoly app game.

No judgement …  hire us or another content provider and do as you wish with the time that we save you.

DIY Savings

 

 

The benefit of DIY digital marketing is that you save money you would otherwise pay a freelancer or agency like us.

The barometer is how mature your organization is. If you have resources and value your time, you may want to pursue Done-For-You services. If you are still on the Baby Boss spectrum of corporate titanhood, then you can go at it yourself as a business owner and continue to burn the candle at both ends.

What Are Done-For-You Marketing Services?

 

If you are a mature business, hire a baby content creator to save you time

Via CWT, Tyla & Transparent PNG Images For Free

 

When it comes to content writing, you can hire someone else to crank out original website, advertising and social media copy. 

You could do it yourself but trust an American writer who wrote numerous short stories, books, essays and memoirs. This same author won numerous literary awards, had one of his books made into a Hollywood blockbuster with  prestige thespian du jour Meryl Streep and was even made Commander of the Legion of Honor by a French President who commissioned the pyramid-glass deal in front of the museum where you can see bros drinking beer and trying to make the Mona Lisa smile.

William Styron did, indeed, have swag and once famously said, “Let’s face it, writing is hell.” 

As a blogger with next-to-nothing cultural impact but many hours at the desk, I second Styron’s observation. Hire someone else to do the writing because writing sucks! Click To Tweet

If you think the writer “doth protest too much,” face an empty page or screen and see how many minutes, hours or days it takes for you to agree with the author of Sophie’s Choice.

If you are not a masochist, think of it this way …

When you need to change the oil in your car, you go to Jiffy Lube. You can do it yourself, but is all that work and hassle really worth it when you can have it done for under $30?

 

Video Killed the Content Star

 

 

They have been saying this for years, but over 80% of content people consume online in 2021 is video.

If you have the resources, you can hire someone to create videos for you. Creating engaging content doesn’t have to be a commitment in the thousands of dollars. 

You can hire a creative content agency to write the script and then hire a film student from a local college to shoot and edit it inexpensively. 

In the old days, one would enter a Business of Distinction and see an expensive oil painting in the boardroom of the founder/chairman/OldWhiteGuy looking stoic.

A slick corporate video this century is the heir to the boardroom oil painting of yesteryear. It signifies a brand oozing purpose and resources.

Outsource video production and play in the prestige game.

 

I Saw Your LinkedIn Profile & You’re Special. Now Buy Something From Me.

 

Stop spamming people on the best resource for B2B online. 

Copying and pasting the same dried up script is not how you catch other businesses’ attention. Hire a professional that will not only craft messaging scripts that command attention but create an entire content package for a personal blog and social media that will brand you as an expert in your industry that can “help” prospects, not “sell them.”

Utilize a digital marketing service that helps devise a tailored marketing strategy and raises your personal brand and authority through effective content.

Tips on Finding DFY

 

Poets like Charles Bukowski may not be ideal content writers

Via CWT & Air Mail

 

Content writing is not creative writing. You need to be both creative and analytical (research keywords etc). If you hire a poet to do a blog piece, they may get you beautiful words that no one reads because it is not optimized for SEO. 

However, if you get your copy automated, the content will be too generic and not glue readers’ eyeballs to the screen. A professional digital marketing agency with a fresh marketing strategy can help you strike the perfect balance between creativity and analytics. 

 

Bro, I GOT Video. My Feng-Shui Consultant’s Au Pair Knows Spielberg.

 

Clowns 'R Us at CWT will provide your content

Via CWT & Las Vegas Review-Journal

 

When outsourcing video production, ask to see a freelancer’s work. If they don’t have a “sizzle reel” or YouTube/Vimeo portfolio, be wary. Any good video producer will want to have their best work front and center. 

Ask to see a list of equipment they have and if they plan on investing in gear just for your shoot. If they are shooting an interview with you on camera and they don’t have a makeshift teleprompter, even a tablet with a teleprompter app on it, be wary. Before doing an interview, ask them if they need to get a “B roll.” If they don’t know what that is, then consider hiring someone that has a clue.

I Hope This LinkedIn Bot Finds You Well

 

When it comes to LinkedIn marketing, does the freelancer or agency rely on automation? LinkedIn is hammering people who use scrapers and automation to connect and message with people online. Yeah, you can pay $10 a month for a bot to blast out messages to prospects, but what happens when LinkedIn shuts down your account for breaking their service agreement that strictly prohibits automation? Avoid this conflict by paying for a professional marketing team to help build relationships with potential customers through original, engaging social media content. 

 

Can We Create a Mid Funnel of SQLs Who Convert at a Low CPA?

 

If a digital marketing consultant speaks in riddles, find somebody else

Via CWT & energepic.com from Pexels

 

Above all, if your freelancer or agency starts showering you with jargon when you ask questions about their digital marketing strategy, be wary. Click To Tweet

If they can’t describe what they will do for you clearly and concisely, then they are trying to disorient you to try and justify their fee, i.e. con you.

At Content With Teeth, our quality content matches the cost. Just like with any aspect of your business, creating a digital marketing strategy is an investment. Small business owners often try saving money, but when it comes to marketing, lower costs will get you a reused blog post and cliché email marketing copy. We provide content creation but can help track analytics via Google, HubSpot and other digital tools to see if you are “ROI-positive.”

We’re In The Space Age Of Marketing

 

You can talk to an audio device and book a reservation at a restaurant. You can skate just above the ocean on a board on the 4th of July while holding an American flag like the Facebook guy. The Jetsons age is here! 

Get DFY marketing and remove the headache of doing everything yourself. Focus the time saved on being a part-time marketer on increasing sales and earn enough dough to launch yourself into space like George Jetson or the Amazon dude or the Tesla dude or the Virgin Group dude or the ….

If you just want help in a marketing campaign or with content creation and don’t aspire to be a gazillionaire tech d-bag, definitely reach out and say hello.

Content creation is a creative team that is "different," but not ear-severing different!!

What Is Content Creation? 

Content creation is the assembly line of written and/or visual media to disseminate a message about a brand to generate interest among a target audience. 

Content creation is usually produced by a company’s in-house marketing team or outsourced to an agency that works on a retainer or per-project basis. Your content should appeal to your buyer persona, making information accessible to your audience through blog posts, e-books, videos or social media posts.  

Content Creation vs. Content Curation

Content curation is the act of searching for, gathering, and presenting digital content for a specific subject matter. Unlike content creation, content curation does not include original content but rather assembles different content from a variety of sources. 

Let’s look at one of the fastest growing companies in the last decade, Netflix. Initially, they were content curators boasting a wide lineup of TV shows and movies from other studios.

In 2013, Netflix became content creators producing their own TV series House of Cards. Netflix now owns household staples such as Stranger Things, Big Mouth, and Black Mirror, proving that content creation is valuable as this investor details:

Doing a comparable comps valuation to other publicly traded movie and entertainment companies reveal that Netflix has a P/S multiple that is valued more than 3 times more than the valuation of traditional media companies

It may be better to own than rent, but content doesn’t create itself. Content creation teams must be creative AND analytical, understanding the importance of impactful raw data such as keyword research and SEO. 

Myth Of The Crazy Artist

 

You want a content creation team that is a little crazy just as long as the Account Rep doesn’t remove an ear in front of the client.

Original content requires the cliqued corporate maxim of thinking “outside the box.” When you hire a content creator, you’re probably thinking “how do I generate awareness for my product or service” rather than “how do I get this guy to paint the sunflowers instead of downing the absinthe?”

Whatever the goal, people creating things have hatched a “crazy artist” myth that stretches back infamously to Van Gogh infamously, if not earlier. When hiring a content creation team, a little crazy is good but they need to be blessed with a numbers-based approach 

In other words, to create unique online content that people can actually find, you need to be creative AND analytical.

For one of our clients, LeBlond Ltd, a Cincinnati-based manufacturing firm, CWT has blogged for them for nearly ten years and the numbers show the content consistently performs.

Numbers Never Lie

 

For a 30-day period (May 31 – June 29, 2021), the blog content created by CWT has ranked in 6 of the top 10 most visited pages on our client’s site.

 

The content creation of CWT produces short-term results.

 

The blog content has a high average duration (2.07 minutes). Average session duration illustrates how long users stay on your site. It’s a useful metric for indicating engagement and the true value of your site’s content as time is a human’s most valuable resource (time is money, amiright?)

Although 2-3 minutes seems like a blur in the day, this is a solid session duration for most sites. Two minutes is enough time for users to read content and interact with your website. 

The blog posts also average a lower bounce rate (45.34%) than the other pages in the Top 10 traffic list. What exactly does this mean?

 

“One and Done” Isn’t Just Five-Star Basketball Recruits

 

Have you ever gone to a movie that was so awful you walked out mid-movie? A “bounce” (often called a single-page session) is essentially the same. It’s when a “one-and-done” user lands on a site and exits without interacting or triggering another request. Bounce rate is a metric used to track single-page sessions. Research shows any bounce rate under 50% is considered to be really solid. 

Finally, blog content creates leads. One example is this piece that is eight years old and is evergreen content with over 30 comments, mostly from machinists wanting parts. Those are leads solely from comments left on the post!

 

Are You Linsanity or Can You Score Over 40 Consistently?

 

The content that CWT creates produces longer-term results

 

Some might say a 30-day period is a small sample size, however, in Quarters 1 and 2 of 2021, 4 of the top 10 pages with the most traffic for LeBlond are blog posts that CWT produced. This is a 6-month period in which nearly half the top 10 pages are from blog content. 

The numbers don’t lie. Our blogs produce more traffic and yield high results on a consistent basis. 

The blog posts have a higher average duration (2.19 minutes) with a lower average bounce rate (60.24%) than the other high-traffic pages. In other words, prospects are viewing these pages longer and checking out other content on the site than the other non-blog pages.

Finding The Right Production Crew

 

Via Newsweek

 

We mentioned Netflix earlier. In hiring content creators, you want a team that can take the process from inception to completion or in film/tv talk, from  pre-production to post-production.

Pre-Production in Film/TV: writing the script and budgeting

Production: filming

Post-Production: editing and scoring

We can use the same process used to produce stuff you consume on a screen and apply it to your content creation process.

 

Pre-Production Analysis & Content Development

 

 

Content Creation has an initial strategy stage where keyword research is conducted.

Via CWT & TODAY

 

At Content With Teeth, we start with pre-production. This is where we do some in-depth brainstorming to help create a content strategy. Some ideas will be stronger when presented as visual content (videos, infographics, etc.) while other pieces may be suited for text. Either way, we’ll work collaboratively to deliver you amazing content

We don’t stop there. After devising your content, we help distribute it. If you’re B2B, we might recommend a LinkedIn marketing campaign to disseminate your content on the world’s largest business database. We might use other social media platforms to promote the content like Instagram or Twitter.

 

Record the Score to Analytics in Post

 

In evaluating effective content creation, CWT uses sales and marketing platforms like HubSpot.

Via CWT, Premium Beat & HubSpot

 

Now, this is where the analytics come into play. Most content creators will throw some copy your way and call it a night. We go past production to post-production and help measure important analytics and metrics to see what’s working.

We’re an official HubSpot partner and have the means to ensure your content reaches the right audiences, achieves your business goals, and generates organic traffic. We use analytical tools like HubSpot Analytics, Google Analytics, and MonsterInsights to do this. 

With our model, we not only PRODUCE the content but DISTRIBUTE it (LinkedIn marketing, HubSpot email campaigns, social media, etc) and MEASURE it in “post-production” to inform you what is working and what is not.

Lust For Life AND Numbers

One who excels at content creation melds creativity with analytical thinking.

Via Anna Kester from Pexels, PNGEgg & CWT

A good content creation team should have a “lust for life” and a “lust for numbers.” A good mix of Left + Right brain stuff. Mixing the creativity of an “outside-the-box” creator like Van Gogh with the analytical skills of a number-crunching savant is the key to optimizing your content creation process and producing high-quality content. Reach out to us if you need a content creator excelling in both brain swim lanes. 

Is Creative Content Worth It

Is Creative Content Worth It?

What is creative content?

Creative content is any mishmash of words and/or images that is distinctive and essentially artisanal. In other words, it takes more time to produce and is, therefore, more expensive.

It is the brand that you will read on the beach with your iPad while on vacay. It is a company whose commercial you see on TV and don’t immediately reach for the remote.

Crack Up Corporate Cavemen

Creative content is dope cavemen.

Creative video content is modern day neanderthals with slick suits as sugar that the New School Don Draper marketing managers add to the corporate medicine to make it go down easier.

Content Marketing utilizes creative words, videos and marketing tools like research and landing pages to attract and keep an audience. If you frame a brand with flair that solves a problem for their target audience, the latter will reach out and “convert.”

Does it deliver?

 

Creative Content Writing

As mentioned, creative content tends to be more distinctive and more costly for a company or brand looking to push product.

Who wants to pay more for anything, let alone a blog post, promotional video or social media copy that can be outsourced on Fiverr or thrown to the AI gods that are building their omniscience prescience 1 by 0 by 1?

This post argues that unique content produced by an expert is worth the investment because, bottom line, you get what you pay for.

A Steak-umm-Style Content Strategy Delivers Marketing Sizzle

 

Creative Content for Social Media - CWT

If you can make frozen meat interesting on social media, then you are delivering on brand image.

If you want content your customers will actually pay attention to and not dismiss as digital garbage, then keep reading …

UnBoring Jacks Business Juice

CWT delivers juice-jacking creative content.

Stuff that you see and read about a product or brand that is interesting and unique to the target audience delivers better results.

Yes, we know. What one labels “creative content” is in the eye of the beholder and entirely subjective.

One person may see the Mona Lisa and consider it a masterpiece, a testament to the quizzical vagaries of human nature.

Others may see it and wonder why they waited hours in line at a boring ass museum to see it when they could have visited a tourist spot in Italy where dudes used to fight lions way back when.

Let’s back up the assertion that UnBoring marketing assets pay for themselves with numbers and a case study involving one of our recent email campaigns.

People Like Puke

Is projectile vomit creative content?

Does this content ring your bell?

Allow me to rephrase, people (at least the ones that read our stuff) like compelling, provocative email subject lines and images that pique your curiosity and are not “your-insurance-agent-hopes-this-finds-you-well” dull.

Killer KPIs

 

Creative Content Strategy

A key performance indicator (KPI) is a metric used to measure and track progress towards a specific goal. KPI’s are meant to measure your most important indicators.

Content with Teeth delivered an over 60% open rate with a recent email marketing campaign.

 

We know KPIs can be any metric used to track the progress or success of a certain goal. When it comes to email marketing used to bring awareness to blogging, the open rate is a pivotal metric to track. The average open rate across all industries is 20.94%.

3x Average Open Rate

This above email had over 3x the average open rate for business services (marketing) as detailed by HubSpot. It caught the reader’s attention with a clever, concise subject line, and the messaging inside was intriguing enough to keep readers interested. 

Whether you find it sublime or obnoxious, this content marketing got people’s attention and not at a micro sample size. This email campaign was blasted to around 1,000 people and had an open rate over 60% which is ridiculously high. 

Please … Don’t Bring Dylan Into This!

Best Creative Content Creators - Content with Teeth

In this instance, projectile vomit caught people’s attention. Although it may not fit the tidy “professional” tone of a business, The Times They Are A’ Changin’. We now live in a world where people’s brains are overstimulated. With the amount of cheap clickbait and hellishly dull ads we get drilled with daily to drive a brand, unique content is vital to differentiate your company from jokers who link Bob Dylan with marketing “content.”

Creative Content Delivers a Return

Content with Teeth delivers ROI on creative content.

Return on investment (ROI) is a performance measure that evaluates the efficiency or profitability of a business investment or compares the efficiency of a number of different investments. 

Calculating this value is pretty self-explanatory. You find the benefit (or return) of an investment and divide it by the cost. The result is most commonly expressed as a ratio.  

Our projectile vomit email content netted five meetings and $1100 in revenue, a 44% ROI. The vomit approach delivered!

Creative Content Will Pay For Itself

Creative Content Marketing Strategies

Though it is usually more costly, content that is well-written and engages an audience ultimately pays for itself. It’s the same reason one would buy a brand new Mercedes-Benz over a traditional Honda. Both cars get you from point A to B, but in the long-term, the more expensive German engineering will yield better results and reliability.

One of the most difficult endeavors for content creators is writing content that appeals to an audience but that’s also optimized for search engines. You must go beyond simply writing appealing content.

Good Copy Converts

Good copy can drastically improve your Search Engine Optimization (SEO). But how do we define good copy? The first thing to do is to research keywords related to your industry. Including these keywords in your copy will help your SEO. Digital Marketing Boss of Bosses Neil Patel posits that “catchy” and “click-worthy” copy (i.e. UnBoring Content) helps you rank on Google easier.

Insert Creative Content Keyword HERE

Or one  word before. Google determines the relevance of your page by analyzing where and how often you include keywords into your content. If you click on an organic (not an ad) search engine result and bolt immediately once you hit the article or post because the copy sucks, Google measures this bounce rate and will ding your overall SEO.
The Google Machine will even reward sites that utilize hot keywords by favoring them in search results.

Save On Ad Spending With Good Copy

C-SPAN owns Google?

Do people watch C-SPAN for pleasure? No. They want to see how our esteemed elected officials might address an issue important to them.

Similarly, nobody outside of marketing losers clicks on an ad because they find it worthy of content consumption. People click on ads to accomplish something and solve a problem. 

Insert “Is Creative Content Worth It?” HERE

One of the most effective copywriting strategies is to mirror the user’s search intent within your content. This will help you save money as good copy reduces brand ad spending. 

Search anything on Google right now and the very first thing on your screen will be an advertisement. Companies have to pay a hefty fee in order to have their ads appear at the top of search results. With an organic strategy and solid copy that is SEO optimized, you can save serious coin by avoiding those high ad prices. 

Let the Good Times Roll

Effective content marketing strategy

You Can Always Get What You Want with creative content utilized in an effective content marketing strategy. If that’s not corny enough, here’s a network sitcom:

The lady is right. You get what you pay for. We at Content with Teeth can crank out killer content that will magnetize eyeballs to your web properties. 

If your decision making is how cheaply you can crank out content drivel, we are probably not a good fit. If you lament the sad state of a genre of music ripped off from black musicians and want to carve your brand, company and product with distinction, please get in touch.

Content with Teeth is a creative content agency whose spokesperson is a crazy ass fisherman.

Creative Content Agency Does Remodeling

Looking for a creative content agency?

Well, say hello and check out our new digs!

CWT: 2 Other Content Marketing Agencies: 0

Look, Ma, Buzzfeed wrote about us!

Via CWT & BuzzFeed

We suggest you explore a content agency that remodeled its online home or website twice in one year during a horrible pandemic in a noble effort to make a BuzzFeed listicle that will and never should get published because people would rather read about Disneyfying hedgehogs.

Dude, It’s a Bunch of 1’s & O’s

Content with Teeth, a creative content agency, can help you reel in big fish

If you are a normal person and don’t bandy terms like content around obnoxiously, we feel our facelift is unique and that you should take a look.

Where else can you find a banner image featuring a fisherman who looks like the crazy guy in The Big Lebowski, a blog that features an image of projectile vomit or short and funny video case studies on the homepage that are most definitely case studies and certainly not misnomered as something else?

Our Marketing Strategy Is Grubhub

The marketing software providers Demand Metric found that content, inbound or however you call promulgating your message, costs 62% less than traditional marketing strategies and delivers three times as many leads!

We feel getting more with less is an effective brand strategy.

After a year where everyone ordered out for food, we advocate a Grubhub content marketing strategy where small businesses, strapped for time and resources, decide to let someone else cook and deliver their content.

What’s New

Content with Teeth has a shopping cart and e-commerce!

Via CWT & Craig Dacy

We got a shopping cart and e-commerce! 

You can go to our services page and buy a series of blog posts or a video concept without the serious time suck of securing marketing efforts by courting varying creative agencies.

You don’t have to endure a sales pitch on Zoom where a friendly but kinda annoying SDR asks about your “goals for the call” before asking you 200 questions to qualify you.

If your “goals for the call” are to know how much something costs and not waste time on chit chat, you’ll like the newly revamped CWT site. We publish prices and you can buy directly online.

Here’s the Deal

We wouldn’t be true marketers (aka used car salesmen with degrees) if we didn’t trot out a discount. In the next month, GET 25% OFF ANY CONTENT by entering the discount code cwt25 in the payment cart.

Our Digital Presence Is a Lefty HOF’er

CWT's company avatar is a pitcher from a sport no one watches anymore.

Via CWT & USA Today’s FTW

Warren Spahn was a Hall of Fame pitcher back in the day when people actually watched baseball. He has the most career wins by a southpaw. A baseball writer who loves Spahn says you only need three pitches.

Like a pitcher with a few but effective pitches and a restaurant that has a short menu but awesome food, we have limited our own content offerings. We ditched chatbots, social media packages and other stuff that weren’t generating strikeouts. We now focus only on content, how to distribute it and analyze what’s working with tools like an all-one-one sales and marketing platform.

Try Us Out

You are reading this, so you’re already here. Check out the new remodeling job and get in touch. If you want to buy something, use the coupon code cwt25 to get 25% off any content for the next month.

Blog Writing Service | Content With Teeth

What Are Content Writing Services?

Is your content projectile vomit? If so, you need capable content writing services.

http://contentwithteeth.com/category/content/