Business Growth Blog

Content

Litmus Test: Is Your Blog and Email Strategy Truly Driving ROI?

 Krista Moon    May 20, 2016

Blogging and email marketing are increasingly becoming standard practices for businesses of all shapes and sizes. Creating content and sending messages is very easy now-a-days, which puts us in the midst of a never-ending data explosion.

Videos, articles, chats, streams, texts, emails, pictures…With so much content available, people have to pick and choose very carefully what they want to give time to. Only content that is relevant to the issues, thoughts, or concerns a reader has will get noticed, and only content that adds value in some way will get their time.

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Example: Website Content and Sales Cycle Alignment

 Krista Moon    February 25, 2016

Most websites are set up for prospects near the end of the sales cycle. They're focused on driving prospects to "contact" the company in some way (demo, trial, consultation, etc.). But, not everyone that comes to your site is ready to jump actively into the sales process. They just want more information about their problem and possible solutions. They want to self-educate so that when they do end up talking to a salesperson, they can feel more confident about what is going on.

If you're not providing content that's aligned with all the stages prospects go through to make a purchasing decision, you're limiting your opportunities and opening the door for your competitors to snatch up good potential customers.

Read more to see an example of how to align your website content with each stage of the sales cycle.

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3 Microsoft Word 'Review' Features to Use When Editing Content

 Krista Moon    July 20, 2015

Every company needs to create content: web pages, proposals, presentations, blog posts, ebooks, emails, etc. Without a solid process, collaborating with others to develop content can be very cumbersome and clunky. It can take much longer and be more difficult than it needs to.

Microsoft Word has some features that can help streamline the content editing process and increase efficiency.

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Know Your Audience Through Curating Content

 Lee Madaus    June 3, 2015

If you ask any stand up comedian what the most difficult part of his or her job is, they might say, “Reading the room.”

This phrase refers to the comedian's ability to analyze information from the audience and use that information to improve their act. They have to be able to perceive what jokes people are loving and what jokes aren't hitting the mark, so they can factor that into the rest of the set.

On a base level, inbound marketing has to be able to do the exact same thing.

Just like a comedian, a marketer has to to know what their audience will be into and what they will likely ignore. It makes sense if you think about it: you can't appeal to an audience that you don't understand.

So what is the best way to understand what your readers want? To many inbound marketers, it's content curation.

Simply put, content curation is finding and sharing articles with your audience. What exactly does that mean to a business owner? It means that if you know how to curate valuable content and analyze your audience's response, then you can learn what interests your current readers and what can potentially attract new ones.

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How Creating Marketing Content is Like Recording an Album

 Krista Moon    January 29, 2015

One fall day I jumped on my bike (bicycle that is) to take a nice 15 mile ride in Northern Michigan. As I was enjoying the fall colors, I turned on my tunes to Octane on Sirius radio. The DJ was interviewing Flyleaf about their new album, Between the Stars.

As I was listening to the interview, a thought popped into my head: these songs are content, with a goal of driving a following and increasing sales.

That's the same exact thing any company needs to do: Create content that drives followers and sales.

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Writing Tip: Create an Outline First

 Lee Madaus    January 20, 2015

Want to have some good content for your website but dread writing? Don't worry, you're not the only one.

A great way to get past the hump is to start with an outline. It will help shape what you want to say, see the flow of the messaging, and make it much easier to draft the rest of the document.

A good outline has direction and purpose. It outlines your main ideas and doesn't stray off-topic. Here are 2 writing tips that can help you use outlining to develop an idea into a workable piece of content.

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3 Approaches to Drafting Digital Content

 Lee Madaus    January 8, 2015

Drafting digital content can get really stressful. You’re sorting out all of your ideas, sorting how to express them clearly, and your always worried about proofreading for errors. The biggest issue that I see with drafting is a lack of focus. This issue can be alleviated if you can piece together a drafting approach.

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4 Sales Content Ideas Guaranteed to Engage Prospects

 Krista Moon    November 5, 2014

So, you have a list of potential customers you want to contact. The problem is, they have no idea who you are.

How are you going to take them from not knowing anything about you to wanting to meet you to learn more about your products and services?

That was my biggest struggle for years. I’m pretty relentless when it comes to prospecting. While many salespeople give up after a few tries, I have no problem contacting them 10 times over a period of time.

I just never knew what I should say when I picked up the phone or typed up that email. It was agonizing. Literally.

This may sound a little melodramatic, but my whole life changed when I read Jill Konrath’s bestselling sales book Selling to Big Companies. In that book, she spoke directly to the angst I was feeling and offered a way out. In it, she said:

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Create Engaging Headlines That Stand Out From the Crowd

 Krista Moon    August 26, 2014

If you’re in sales or marketing, you’ve probably spent hours agonizing over just the right words to try and capture your prospect’s attention.

But even after all that hard work, there’s a good chance your message was never even read. Why? Because we’ve become masters at filtering out the irrelevant. We only read what catches our attention based on what we’re interested in at any one point in time.

It seems almost impossible to create a headline that stands out from the crowd. Some people can do it though – and do it well.

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Example of Generating Leads Through Sales and Marketing Alignment

 Krista Moon    June 26, 2014

Salespeople are on the front lines interacting with prospects and customers all day long. They should be driving what content marketing creates for lead generation. I recently did just that and generated about 70 sales leads in one month. Here's an example of how I did that:

Content Idea Generated Through Sales

One of my customers recently asked me if I had a blog template or some resources to help him start writing articles. I do have a solid process for that of course, but it wasn't a resource I made available online. I have a ton of articles on my website about blogging as well, but none of them are the actual "process".

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