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Top 10 Blog Posts on Life and Entrepreneurship in 2017

2017 blog postsHappy New Year! I hope you woke up today inspired to tackle your goals for 2018. Whether it’s kicking a bad habit, taking better care of yourself or going after a new job, everything starts with that first step. I hope I can offer you some motivation to take your first step toward reaching your New Year’s goals and resolutions with a special blog post. I’ve compiled the top articles from 2017 on life and entrepreneurship that you, the readers, helped to show me were among your favorites.

While today is a day to look toward the future, I want you to join me on one last look back at 2017 and the topics that inspired thousands of you to possibly join me on an entrepreneurial journey!

#10 The Benefit of Business Turnover in the New Year

In the business world, it seems like when it rains it pours. Losing a few clients back-to-back can feel like the walls are caving in around you. Will you survive? The short answer is – yes. In fact, business turnover can be a prime opportunity to restructure and rebuild an even better business model that will service you well into the future.

Read the original blog here.

#9 Five Things You Can Immediately Do To Gain More Business

Speaking of rebuilding your business, did you know there are five things you can implement right now to gain more business? No gimmicks, just honest advice. Don’t overlook the low hanging fruit that could be at your fingertips right now!

Read the original blog here.

#8 How to Plan an Event That Inspires Guests

I’ve planned a lot of events throughout my career and have witnessed the stark contrast between events and events designed to inspire their guests. The difference in outcomes is substantial. Whether you’re a non-profit on mission to raise funds or a for-profit business looking to give back to the community, I share my tips for planning an event that inspires guests to act.

Read the original blog here.

#7 How to Win Over a Client in the First Meeting

In business, your first meeting is like a blind date. You and the client both arrive hoping to hit it off, but that doesn’t always happen. In most instances, you are in control to make a good first impression and win over the client in the first meeting. This blog shares how you can do that!

Read the original blog here.

#6 Five Signs a Client is Not a Good Fit for Your Business

As much as you want to win over a client, you don’t necessarily want to work with every client who comes your way. Why? Well sometimes a client isn’t a good fit for your business. Maybe it’s their budget, their values or their attitude. Here are five signs a client is not a good fit for your business.

Read the original blog here.

#5 The Two Week Evaluation Every Entrepreneur Should Take

Are you a business owner/entrepreneur? Then you most definitely want to start the New Year with this two week evaluation. Find out if what you’re currently doing is aligned with what you hope to achieve. Are you happy? Satisfied? Balanced? I know I’ll be starting 2018 with this two week evaluation!

Read the original blog here.

#4 Low Cost and No Cost Business Tools Every Entrepreneur Should Use

This proved to be a very popular blog post in 2017! It seems that most business owners can relate to the topic of wanting to find low cost and no cost tools to help their business run as efficiently and lean as possible. Check out what I use and recommend!

Read the original blog here.

#3 What No One Tells You About a Career in Public Relations

I’ll be honest. When I chose a career in public relations, I really didn’t know what it was. I knew it required writing and communicating, which I love to do. However, there are some significant details about choosing a career in PR that no one told me. It’s likely they didn’t even know what this wild ride would include! So I’ve shared what I learned to hopefully educate some future passionate PR professionals.

Read the original blog here.

#2 Seven Things I Will Never Have as a Business Owner

While owning your own business will provide you with a lot of advantages, there are a few things I know I’ll never have as a business owner. But it’s not all bad! Take a look at what you can expect to kiss goodbye whenever you take the entrepreneurial leap.

Read the original blog here.

#1 How to Create the Job You Want

And the number one blog post from 2017 on life an entrepreneurship was “How to Create the Job You Want!” I’m not surprised. Who wouldn’t want to learn how to take control of their career by creating their dream job? Yeah that sounds glamorous and easy and I caution you that it’s not. However, I share some useful and practical advice for taking the initial steps toward creating a job that you love to wake up to each day.

Read the original blog here.

Which of these top 10 blog posts on life and entrepreneurship inspired you the most? What topics would you like to see me touch upon in 2018? Share your thoughts by leaving a comment below!

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Posted by on January 1, 2018 in Business & Success, Life

 

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T’was the Morning of Christmas (As Retold by a Mom and Entrepreneur)

T’was the Morning of Christmas

christmas break

(As retold by a mom and entrepreneur)

T’was the morning of Christmas, when all through the house
not one electronic was turned on, not even a mouse.
Their cords were wrapped up in the corner with care,
in hopes that I had strength to leave them there.

My babies were nestled all snug in their beds,
while visions of toy trains danced in their heads.
Before too long, they would clamor to the tree,
to assess what Santa brought for the family.

Would I remember how to slow down and soak up the view?
As a mom and entrepreneur, it’s something I don’t often do!
No doubt it would feel different to completely unwind,
what’s the worst that could happen, we’d have a good time?

So from now until New Years, the blog posts can wait
there are loved ones to hug and cookies to bake.
This short disconnect will help creativity to soar
and inspire me to write better than ever before!

Until then, don’t worry what to do with your time,
make your own holidays relaxing as I’ve done mine.
Here’s my final wish before the exit I make,
“Happy Christmas to all, and to all a short break!”

–Adapted from the holiday favorite by Stephanie Shirley
 
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Posted by on December 25, 2017 in Life

 

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Entrepreneur at Age 30: Life’s About to Get Good

30

Today is my 30th birthday. To the vast majority of people, that milestone doesn’t change any aspect about your career. But for me it does. I started my public relations consulting business, Bennis Public Relations when I was 23 years old. In those first few months of stepping out on my own, I also started the blog that you’re reading now.

The most fitting tagline I could think of at the time for my blog was “The World As Told By a Twenty-Something Entrepreneur.” I didn’t know where this leap of faith would take me, so I was hardly worried about what would happen when this tagline was no longer true of me or my business. I just wanted to survive my first year of taxes!

Six and a half years later, I’ve done more than just survive. I’ve surprised myself in more ways than I can count, and I’m fortunate to say the entrepreneurial journey is the path I’m meant to be on for the rest of my foreseeable future. However, this year presents me with a unique challenge. I need to take a step back, reflect on how far I’ve come, and embrace a new mindset that progresses beyond the twenty-something entrepreneur I was when I first started the business.

Bennis Inc Old Tagline

Sure, I could keep things simple and update the decade to “thirty-something,” but what fun is that? Rather, I want to share with you the thought behind what will become my new tagline and my new mantra for my personal and professional brand. I want to pull back the curtain and give you insight into how I’ve developed and re-developed my business model over the years, how I’ve had to pivot, pause, leap and stretch.

Will you join me as I relive a little of my entrepreneurial “dance?”

Getting Comfortable with Being Uncomfortable

In the first year or so of starting my own business, I had to get comfortable with being uncomfortable. By that I mean I learned to live lean! I canceled cable and internet and worked out a deal with my neighbor to share his WiFi so we both saved on cost. I took on odd jobs in my spare time to help make ends meet. I tightened my budget in a lot of creative ways, all for the reward of starting my own business.

I may have been young at the time, but I was wise beyond my years for doing this. A lot of people don’t want to sacrifice the little luxuries of right now for the ability to afford far greater luxuries in the future. My business was my baby and I was willing to do whatever I had to do to help it grow.

Using “Young” to My Advantage

Throughout my twenties, I felt like I needed to constantly prove to people that my age was an advantage. I’ve witnessed many businesses who simply like the idea of hiring an older PR consultant because they feel as though age alone qualifies someone as being more experienced and knowledgeable in their field. This couldn’t be further from the truth.

I was strategic about calling out my age and positioning it as one of my greatest strengths. In my biography, on my website and in client meetings I made sure to align my youth with the concept of new energy, innovation, fresh ideas, cutting-edge technology and a different way of thinking. Again and again, I was able to build confidence in my clients and win their business over other consultants who were easily twice my age.

Learning that Responsiveness is Unique

As I grew my business, I felt like I really hit a tipping point when I focused on providing quality, reliable service. It sounds so simple, but it was a huge point of differentiation for me. Being responsive to my clients and delivering good, fast service helped me to substantially grow my book of business.

These satisfied clients turned into ongoing retainers and also my best form of marketing. Nearly 90% of my clients are word of mouth recommendations in some form. That’s powerful! Not only do recommendations result in very qualified leads, these businesses tend to share the same values as my existing clients who are a pleasure to work with.

The bottom line: If you are responsive, attentive and reliable, you will instantly set yourself apart from the majority of other businesses out there! It’s a disappointing truth I have used to my advantage.

Increasing My Value, Increasing My Bandwidth

About two years in, I had built up a good book of residual business and my brand was growing. In order to continue to take on more clients I needed to do one of two things. I needed to raise my prices or hire employees. I had no interest in splitting profits and managing employees, so I needed to re-evaluate my rates to determine what was fair to both me and my clients. It’s a delicate balance. If you charge too little for your time, you’ll have plenty of business but still be dissatisfied with your earnings. If you charge too much for your time, you’ll turn away good customers. And the customers who do hire you at this premium price will want the moon and the stars. So how did I manage this?

Every year my hourly rate goes up by $5. This becomes my new base rate for all new clients. For existing clients, I honor the rate I gave them when they initially signed into their contract. So long as they maintain or increase their level of services with me, they get the benefit of this rate. If they choose to pause or decrease services, their new contract will be at my current market rate. Make sense?

By implementing this new policy, I was able to give my loyal clients the benefit of great rates that aren’t arbitrarily raised on them each and every year. That’s way better than a box of chocolates at Christmas! In return, they give me the benefit of consistent business. My annual $5/hour raise covers inflation and the growing demand for my services that keeps me at market rate.

Forming Strategic Partnerships

By 2015, I found a whole new untapped potential for my business and that was strategic partnerships. Through my network, I was introduced to an advertising agency, media firm and government relations firm, all of whom are now my strategic partners on an ongoing basis. How it works is that I am often called upon to offer my public relations services to their clients as an enhancement to the services they provide. They pay me (directly) by the hour or by the project and their client in turn pays them. For some of my partners, I use their business’s email address and business cards, giving them the benefit of the appearance of a larger in-house staff. For others, they prefer me to work with all clients directly, under my name and entity. Both work for me!

Through my strategic partnerships, I am able to work with huge corporations and associations that I could never tackle alone. When we combine our resources and expertise, we provide a full menu of services that directly compete against the region’s largest agencies that have way more red tape and overhead. It’s the best of both worlds for our clients: they get everything they want under one “roof” at a highly competitive rate. And it’s the best of both worlds for my partners and me: I get a constant stream of new work at my market rate and they get to make a little off the top.

Refining My Sales Process

For many consultants, the hardest part of growing a business is refining the sales process so that it’s efficient and consistent. Personally, it was for me. I would struggle to leave a client consultation with a clear path for how to proceed. How do I structure the proposal? What if the client wants to haggle prices? It wasn’t until about the last year or so when I finally felt like I had a clear sales process that allowed me to craft quick proposals that resulted in signed contracts in a matter of a few days.

I recently outlined a lot of my tips for achieving this. Now I leave client meetings in control of the next step and with the promise to deliver a proposal to them the same-day. If you choose to embrace a similar sales process to mine, you will be amazed by how much time and energy you were putting into proposals that simply didn’t need it. If anything, all that extra “fluff” was a distraction from what you were really trying to sell them. Trust me on this one.

Planning for the Future

What does the future hold for me? I’m a PR consultant not a fortune teller, how should I know? But in all seriousness, I do have a strategic plan for my future and that’s to continue to forge more large-scale partnerships with other businesses who want to offer their clients the service of public relations and strategic communications. I plan to selectively work with fewer, but larger clients who are on annual and quarterly retainers. I plan to continue to take on one-time projects as I desire as a means to help small businesses grow. And I plan to cut back to a 3-day work week, when reasonable, and enjoy more time spent on vacation and with my family.

It’s beyond measure the amount of hard work, drive and sacrifice it’s taken to get me to this point, but at the same time I feel I was also in the right place at the right time for much of this to happen. As the philosophical saying tells us, “Luck is when preparation meets opportunity.” I suppose this quite rightly sums up my entrepreneurial journey thus far.

Having shared with you some of the most significant moments I’ve experienced in my career as a “twenty-something entrepreneur,” I now want to share with you my new blog tagline as I enter this next decade of life.

Passionately Communicating My Entrepreneurial Journey

This new tagline will suit me for the rest of my life. I’m passionate about communicating, in every form you can imagine. My blog is just one way in which I can give you a window into my entrepreneurial journey which I plan to be on for a long time.

Though it’s bittersweet to close the chapter on my twenties, a time in which I took risks, hustled hard and learned a lot about myself, I realize that I plan to keep doing exactly that in my thirties….forties….fifties…you get the idea.

Whether this is your first visit to the Bennis Inc. blog, or you’re one of my loyal subscribers, thank you for being here and stay tuned. Life’s about to get good!

 
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Posted by on December 18, 2017 in Business & Success, Life

 

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How to Promote Your Business Using Public Relations

How to Promote Your Business Using Public Relations

So your business has done something awesome. Maybe you’ve set a new record, received an award, given back to the community or opened a new location. You want to get credit for your good work, but you’re not sure how to get anyone to pay attention. What can you do?

The good news is there are a lot of ways in which you can promote your business using public relations. Here’s a look at the top 6 PR tactics I recommend using when you want to promote your business, or even you – personally!

  1. Press Release

Not everything is worthy of a press release. I mean, you can still put the time and effort into sending one out but the media is not really going to care unless your news is deemed interesting to their readers. Be strategic with the angle of your press release. Be sure to clearly answer the question “What’s in it for me?” that readers will likely have. If your business received an award, great! But why should anyone else care. That’s what you need to focus on if you want your press release to get picked up.

  1. Letter to the Editor

Unlike a press release, writing a letter to the editor is an opportunity to share your opinion. You must be factual, but you can also add your personal insights. You can use a letter to the editor to promote your business indirectly, yet still effectively. Keep a lookout for recent news or events that relate to your industry. Offer your advice or bring to attention a larger issue impacting your community. Most importantly, you will be given a byline, which you should be sure includes your business’s name and website.

  1. Guest Column

Contributing to a guest column is another great way to gain media attention for your business. Your writing will be published in the main news sections, which is an advantage over letters to the editor or op-ed pieces which can sometimes get buried. Some outlets openly welcome guest contributors and post their rules for submission on their website. Others are less clear. You should reach out to reporters who regularly cover your industry or area of expertise. Most importantly, be sure you provide high quality content and are timely with your responses. If you can build a relationship with a reporter, you will have the opportunity to contribute again and again.

  1. Media Pitch

If you have something really newsworthy to promote, consider reaching out to reporters and pitching them your story. If you can earn a live feature story at your place of business, this is a highly valuable marketing opportunity! Now, this isn’t as easy as it sounds. You need to make sure your pitch is clear and compelling. Again, be sure to answer the “What’s in it for me?” by making it obvious how your story impacts their audience.

  1. Public Speaking
    You don’t need to be a polished public speaker to make this PR tactic work for your business. If you have a compelling story to share, maybe it’s how you’ve grown your business or how you’re giving back to the community, you can promote your business and its work through public speaking. Think of local clubs and organizations that often have featured speakers. Reach out to them and pitch the idea of having you as their next guest speaker. Getting in front of your local community is a great way to grow your presence, and grow your business as a result.
  2. Case Studies

If absolutely nothing else, you can always promote your business through case studies. Do you have an exceptional customer story to share? Has your products or services drastically improved someone’s life? Writing case studies for such examples will help to illustrate what your business does. You can then take these case studies and promote them on your website, social media, e-mail newsletters and by sharing them with specific potential customers who can relate to them. The best thing about case studies is that you’re not relying on the media or someone else to make sure they get published – you’re in control of how and where they are promoted!

Which of these tactics do you see most valuable for promoting your business? Share your thoughts by leaving a comment below!

 

 
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Posted by on December 11, 2017 in Business & Success, Life

 

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Why Being Positive Makes You a Target for Criticism

The first Monday of each month, I dust off a favorite post from the Bennis Inc Blog archives and give you another chance to enjoy the wit and wisdom that’s been shared. Enjoy this month’s treasure – and if it inspires you – be sure to share it with family and friends!


Smiling sunflower in summerIn the midst of so many horrific, unsettling and unnerving events going on worldwide it can be hard to maintain a positive outlook on all the good that still exists.

The media has done an excellent job of using all of these stories to sell papers based on shock value. How scary can they make the headline? How much hype can they create within a single article? Unfortunately, the duty then falls upon our shoulders to seek out the truth and to build up our own sense of hope.

Hope – what a powerful word.

Hope, or the lack thereof, can completely change your outlook on life. Even when surrounded by negativity, feeling hopeful can keep that bounce in your step and that smile on your face. However, in thinking late one night before bed as I had just scrolled through some of the latest headlines and was reflecting on some of the conversations I had that day, I came to the conclusion that one unexpected byproduct of having hope is that it can make you a target for criticism.

Anymore, if you don’t give in to fueling the hype machine with your responses to casual conversations about politics, wars, healthcare or the weather, people tend to criticize your motive for doing so. Want to see this point proven first hand? The next time someone asks you “So what do you think about [insert negative topic]?” Respond with, “Oh, I’m really not concerned. The solution is in good hands. And it’s still a beautiful day, right?”

The criticism you’ll receive, either by verbal rebuttal to continue the conversation or by a strange look and an awkward silence to end the conversation, will fall into one of three categories. Let’s take a closer look at what they are.

You don’t care enough

Myth: If you’re hopeful that things are okay or will all work out on their own, you simply must not care enough. Not true. You care, you care a lot. This is why you’ve taken on the challenge of cultivating a positive outlook at a time when it is the default and the easy way out to be negative. Regurgitating the mass media’s opinion takes little care whatsoever. It’s the positive people that truly do care about the greater good by maintaining hope.

You are naïve

Myth: If you’re not worrying, it’s only because you are too naïve to understand the gravity of what’s really going on. Not true. If anything you have a better understanding of the topic than most people which is exactly why you’re choosing not to worry. Either you know it’s something not worth worrying about or you know that worrying does absolutely nothing to solve a problem, even if it is of concern.

You are not doing everything you can to help

Myth: If you’re holding on to hope that the solution is already in good hands, you aren’t doing everything you can to personally help the situation. Not true. Pertaining to 99 percent of the world’s topics of concern, you personally can’t do much more to help than to remain calm and positive. By not contributing to the hysteria or spreading around exaggerated facts to scare people further, you’re doing one of the most important things you can be doing – spreading peace and hope.

It’s a tough topic, but one that I think is very important for us to give some thought to. Are we the hopeful ones being criticized into today’s frenzy of negativity and fear or are we the ones fueling it? Don’t let the risk of criticism stop you from cultivating hope in your own life!

In what ways have you experienced criticism for being positive? Share your own stories by commenting below!

 
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Posted by on December 4, 2017 in Life

 

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7 Tips for Writing Faster Client Proposals

7 Tips for Writing Faster Client Proposals

For a business owner, putting together client proposals or customer quotes (whichever applies to your industry) can feel like the bane of your existence some days. If you invest way too much time and energy into your client proposals, that’s time you’re not spending on doing actual work. Moreover, on the chance that client chooses to work with a different business, your time was a complete wash.

So how can you streamline your proposal process? Here are a few tips I’ve picked up along my entrepreneurial journey that allow me to put together just about every client proposal in an hour or less.

  1. Use a standard template.

While every proposal will (and should) be unique, you will save a lot of time and headache by developing and following a standard template. More than just consistent branding, a standard template will guide you with what information to include where. As you build an archive of past client proposals, you can pull entire sections from these, especially if you’re proposing a similar package of services.

  1. Scope the client’s desired services in the first meeting.

During my first meeting with a client, I leave with a pretty well defined scope of services. That’s very intentional on my part. With a narrowed focus on what my client wants, I can quickly and efficiently put together a proposal and email it to them same-day. I’ve found that producing a proposal on the same day of our meeting keeps the momentum going and often leads to a signed contract within a day or two.

  1. If the client doesn’t know what they want, charge to tell them!

If you find yourself in a meeting with a client thinking “They have no clue what they need! Where do I start?” this is a good indication that the first thing you give that client is a strategy. And by give, I mean get paid to create a comprehensive strategic plan. Working with a client to map out their strategic plan will help you see if you work well together. You will also prove the value of your work while outlining the scope of your services moving forward.

  1. Don’t put a price on anything until you agree upon scope.

This is the third point to focus on the importance of scope. Do you get the picture why it’s so important? If not, let me give you one more reason to consider. Say you create a large proposal for a client, throwing in stuff you didn’t talk about and you’re not sure they really want. You put a final price on it and send it over for review. Then the client comes back and wants you to take out what they feel is about “half” of the services and then wants you to also cut the price in half. This could put you in a really tough position!

Maybe the half they removed consisted of the less time consuming services, so it’s not really an even split. Maybe you gave them a slight discount considering they were going to purchase a larger block of your hours. Now you’re in a sticky situation. You either take the work for less than you would like to charge or have to explain to your client why the price is higher than they feel it should be.

Avoid all of this mess by providing your client with an “idea proposal” for them to first prioritize the exact services they are interested in having you quote. Then quote away! You may even consider breaking down the total price into line-items so if your client should wish to remove a piece of the proposal, it’s clearly marked how this will impact the total price. Which brings us to the next point…

  1. Break down the proposal into small line-items and let the client pick and choose.

If your client has a limited budget, but you still want to showcase the full scope of services you can provide, consider quoting the services out as smaller line-items. For example, a client asks for your help with a direct mail piece and new marketing materials, but you know they desperately need a new website and social media overhaul. Include these extra pieces in your proposal so they can see what each will cost.

I most often see one of two things happen. The client is pleasantly surprised by the price and decides to add the extra services in right now or they create room for it in their business’s budget and come back a few months later to complete the extra work. Whether it’s now or later, it is extra business you may not have gotten unless you presented it!

  1. If the client’s deliverables will vary each month, simply sell blocks of your time.

For a few of my clients, their strategic communication needs ebb and flow from month to month. One month we might focus all of our hours on a single, large project. The next month there may be several smaller projects that take up our time. For these clients, I simply sell them a block of hours that they can apply however they wish. If an urgent project comes up, we can shift the focus of our monthly hours or they can add hours to their retainer. The best part is that presenting this option is a very simple proposal to put together! I show my standard hourly rate and then the various discounts per hour they will receive based upon the quantity they pre-purchase.

  1. Put a 30-day expiration date on all proposals.

Finally, I highly recommend placing an expiration date on all of your proposals. You can determine how strict you want to be, I personally say 30 days from the date the proposal was delivered. The benefit of doing this is two-fold. First, you add a sense of urgency for the client. They realize that if they wait beyond that 30 days, you may take on a different client in their place and no longer have the bandwidth to accommodate their work. This results in closing the contract sooner. Second, you reserve the right to issue a new proposal once that 30 days has passed. If there is higher demand for your time, your price will likely increase. This is a standard practice many industries use and you should too!

To bring it all back together, the key to writing faster client proposals is to be efficient and strategic in your first meeting with the client to leave with a prioritized list of what they want. You also want to develop a standard template, use pieces from past proposals where applicable, and be careful about how you structure your pricing so that you don’t back yourself into a corner. Finally, protect your time and add a sense of urgency to your proposal by setting an expiration date.

What tip for writing faster client proposals did you find most helpful? Or do you have another tip to share? Join in the conversation by leaving a comment!

 
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Posted by on November 20, 2017 in Business & Success

 

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How to Be Your Own News Source (Guest Blog by Beth Ann Matkovich)

The following post comes to us from Beth Ann Matkovich, a marketing communications and writing professional from Camp Hill, PA. Please see her complete byline at the end of the article and learn how to connect with Beth Ann!


How to Be Your Own News Source

Let’s face it, not every business or industry has a compelling story to tell.

When markets started turning south in 2008, the president of our firm called a meeting and asked us to brainstorm ways that we could generate income outside of our typical revenue stream. Social media was just coming into popularity, so I suggested that we monetize our intelligence. As the market was falling and things began to move ever slower, I proposed that we share our intelligence with clients and prospects to establish ourselves as industry leaders during the downtime, so that when the recession passed, we would be top of mind when our clients and prospects needed our services.

The Power of Content Marketing

But with no “news” or stories to share, how can companies become their own news outlet? The answer is easy: content marketing. Simply put, content marketing puts you in front of your current and potential clients.

Whether you offer a product or a service, or are a B2B or B2C organization, your knowledge is your product. According to an oral presentation given by Tyler Bouldin, Senior Web Strategy Manager at WebpageFX, the benefits of sharing your knowledge are many:

  • It establishes you and/or your company as a subject matter expert.
  • It establishes you and/or your company as an industry leader.
  • It engages readers and gains followers.
  • It improves retention.
  • It can turn leads into prospects.
  • It fills potential gaps in the sales process.

Start with These Key Questions

But before you put pen to paper or fingers to keyboard to create your content, Bouldin notes that it’s important to identify who you want to reach. Is it existing clients? New prospects? Others? After you identify your audience, describe who they are by creating a persona. Are members of your audience men, women, or both? How old are they? Where are they located? What is their education and income level? What are the pain points that you can address or resolve for them?

The last point is critical, as it is the foundation of your content. But let’s take a step back for a moment. Yes, content marketing is intended to ultimately bring in sales. But the purpose of developing content is to inform your audience and share valuable information. By educating your readers, you become a trusted source of information. Content marketing is not a one-way pushy sales pitch.

Have a Clear Focus for your Content

So what should you write about? According to Bouldin, that question can be answered with another question: What do you know about that will interest your readers? Back to square one, right? Wrong. Consider what changes are taking place in your industry and how it impacts your audience—and most of all—how you can help. What do you do or offer that no one else does or that differentiates you from others? What are your clients’ most frequently asked questions?

Plan Ahead

After you’ve identified your topics, create a plan for sharing your content. Creating a content calendar is a helpful way to visualize what content is posted where, and to schedule topics accordingly around other or related topics or events. Having a plan also offers a checklist of sorts to ensure that the work gets done.

Success is in Promotion

So you’ve identified your audience and topics, written your content, and created a plan to share it. Now get out there and promote it! Bouldin notes that if your company or organization doesn’t already have a blog, create one. This is an ideal venue for your content.

Be sure to share and promote your blog on social media. It’s important to keep your audience in mind when considering social media platforms. You likely won’t attract many 55+ business professionals on Snapchat, so make sure your message is appropriate for the platform and its audience.

You can also create an e-newsletter to get your content directly to your audience. Online tools such as MailChimp or Constant Contact are popular platforms that can help you track engagement so that you can see who is opening your newsletter and when, and allow you to adjust send times and content as appropriate. For extra mileage, share your expertise with industry trade publications and blogs.

Measure, Adjust and Refine Your Efforts

If incoming calls and foot traffic don’t show the success of your content marketing efforts, get out your measuring tools. Google analytics can give a good overview of your content’s performance and allow you to drill down into pages, users, engagement, and bounce rates.

Just like any other marketing tactic, content marketing is not a once-and-done deal. After creating and sharing your content, measure your message’s effectiveness and start again. Keeping your message in front of your audience will keep you and your organization ahead of your competition and establish you as a valued news source for your readers.

Have you used content marketing to position your business as an industry leader on a particular topic? What strategies did you find to be most successful? Join in the conversation by leaving a comment!


P Beth Ann McCoy (2)About the Author: Beth Ann McCoy is a marketing communications and writing professional from Camp Hill, PA. She has broad experience with small, non-profit organizations, large international corporations and everything in between. She has written short and long-form content for local and global publications including Harrisburg Magazine, the Central Pennsylvania Business Journal, World Pipelines, and Water and Wastewater International, among others. Beth Ann welcomes new opportunities and can be reached at bmatkovich@hotmail.com.

 
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Posted by on November 13, 2017 in Business & Success, Guest Blogger

 

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