4 Ways Content is Changing in 2018

 


A new year is almost upon us. That means it’s time to start thinking about 2018 and how we are going to inject new life into our marketing initiatives. With this in mind, here are four ways content is going to be changing in 2018.

  1. Create Better and More Consistent Content

The focus will be less on quantity and more on quality. That said, prospects want to see a consistent flow of content from you. They should be able to determine with a great deal of accuracy when they will receive the next video, e-mail, podcast or blog post from you.

  1. Don’t Try to be All Things to All Prospects

With so many social platforms, it’s tempting to try to be on all of them. The problem is that is a lot of work to do it well, and you would be better served picking a few and focusing on making your use of those platforms the best they can be. So, while cross-channel integration is still necessary, I’m suggesting you be highly selective. Use your analytics and see which social platforms pull the highest for you. Just because one platform is hot at the moment doesn’t mean it’s the best option for you. No matter which options you choose, make sure you have content that is unique to each platform.

  1. Video Will Only Increase in Popularity and Effectiveness

If you’re not on the video bandwagon, it’s really time you get on it. Video works so well, its use is only continuing to grow. That’s because it’s so engaging. Video captures attention like no other medium. And, when prospects are watching, they are receiving your message, and they are more likely to engage, which brings them closer to a sale.

Don’t worry if you don’t have a big production budget or video crew. You can shoot pretty good short videos on your cell phone. Your main focus needs to be on the content of the video. Keep it simple and recognize that you’re most likely not dealing with professional actors. Have your talent speak from the heart.

  1. SEO is Back

If you took a break from SEO, you’re going to want to put this back on your radar. While social media platforms work great to reach prospects, you don’t own those platforms. You own your website and blog, so you should invest the time to make sure your SEO is pulling hard for you. SEO has to be viewed as a long-term commitment and investment. However, it will pay dividends for years and make you happy you did it. A blog post that is well optimized and high ranking can drive quality traffic to your website for months and years after it has been posted. Having a lot of relevant content on your website drives leads, increases your keyword ranking, and drives traffic to your site.

Use the remaining time in 2017 to develop your marketing plan for 2018, keeping these four content trends in mind.

 

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How to Use Content to Attract Customers and Close Sales

We all know that content is king. It’s the driving force behind attracting customers and closing the deal. The following seven tips should help you get the highest ROI from your content marketing. Choose the ones that work best for you.

  1. Approach Content Like It’s Tactical Warfare

If you’re going to win the marketing war, you have to have a strategy that has multiple components that reach your prospects on different platforms and specialized ways. Even more importantly, you have to make sure you publish new, relevant content regularly to boost your SEO. And, while you’re at it, refresh your old content so it appears new. Your prospects will like this and so will search engines.

  1. Make Content Laser Focused

You can’t be all things to all people, but by using data analytics, you can get pretty darn close. See what your prospects’ actions are telling you about what they want from you – then deliver it to them with content that speaks to their desires or that answers frequently asked questions. An added advantage of this approach is that it boosts your key word search results.

  1. Develop Content That has Value

If you want prospects to give you their information, you have to give them something in return. And, it needs to be something they want and can use. This encourages paid ad clickthroughs, increasing the number of eyeballs that see your content. Consider offering exclusive content for social followers or build a highly targeted Facebook group for prospects that offers content your data has indicated will be useful to them. Work with sales to find out common objections and address those in your content.

  1. Disseminate Content Far and Wide

Use your website and other social channels strategically to get your content to your prospects where they are.

  1. Actually Look at Your Data

I know it takes time, but if you actually look at your data, it tells you quite a bit about what’s working and what isn’t. You can use your data to determine where you have content gaps and then work to fill them.

  1. Build Targeted E-mail List Segments

The data you gather from engagement in your content pieces can be use to create an e-mail list group that is highly targeted and features specific conversion pieces.

  1. Advertise Special Content Pieces

If you have created an exceptional content piece – like a white paper, case study, or e-book – advertise it to prospects. Ask them to request it from you, which is a much easier way to get the process to “yes” going.

These seven tips are pretty comprehensive. Don’t worry if you’re not doing all of them all of the time. The point is to have them on your radar and to implement as many of them as works for your business. Good luck!

 

Why You Should Visit the New Producers Digital Network Website

Producers Home Page

We have redesigned the Producers website, making it an informative stop on your journey with us. Log on today to meet the team – we may not look exactly how you expected us to look! You’ll also see our thoughts on what makes us different and the unique way we approach working with our clients. But, the best part is the gallery that showcases lots of different samples of our work so prospective clients can see for themselves how we deliver. Of course, there are also several FREE helpful e-books you can request and a link to our popular blog.

Here’s a peek at some of what you’ll see in our gallery of work.

Our Work

We at the Producers Digital Network love what we do. We hope that shows in our work and on our new website.

 

The Producers Helped Capriotti’s Win Top Honors at FLDC


The 2017 Franchise Leadership Development Conference was held October 11-13 in Atlanta, Georgia. Each year, Franchise Update Media works with a team of highly respected researchers to personally evaluate various participating franchise sales organizations and awards franchise winners in several categories at this well-attended event.

Walking away with the Star Award for Best Social Media Presence is Capriotti’s!

“I want to thank everyone on the Producers team for their hard work over the past year.  You are great partners and do such an amazing job each week promoting our brand on social media platforms and creating effective content. We could not have won this award without your team.” Bruce Evans, Capriottis – VP of Franchise Development

Congratulations, Capriotti’s!

 

 

 

 

 

5 Ways to Streamline Your E-Mail Creation and Approval Process

 

email-buttonE-mail marketing is a very effective way to both drive and nurture leads. However, it can be difficult to generate ideas, offers, and content…and to obtain the necessary approvals.

Here are five ways you can streamline your e-mail creation and approval process.

  1. Designate a Gatekeeper

One person should be in charge of your e-mail marketing. This person is the one who will be in charge of making sure everyone responsible is getting their work done on time and that e-mails are being sent when and to whom they are supposed to.

Create an e-mail calendar that includes the e-mail topic, the call to action (CTA), and who in your organization is going to provide copy, data, photos, etc. for the e-mail. This ensures there are no surprises and everyone is working from the same page.

It’s also a good idea to designate one person in each business area as the e-mail contact. This person is responsible for reporting any e-mail worthy news from their department to the e-mail gatekeeper. One of the biggest obstacles with creating e-mails is having the content. This is a good tool to create a flow of content ideas.

  1. Work Smarter

It’s a good idea to come up with two or three reusable e-mail templates. This way you’re not recreating the wheel each time. You can rotate the order of the templates you use so prospects don’t see the same template back-to-back. Then, all you have to do is drop in new copy, new images, and a new CTA and you’re done!

  1. Establish Guidelines

It’s helpful to have some guidelines established before you begin. For instance, decide the contact name and information you will be using for each type of e-mail campaign you send and where it will be placed in the e-mail. Will all e-mails (regardless of who they are from) use the same logo and direct prospects to the same website?

Also, make sure each e-mail adheres to your brand guidelines and make sure everyone involved has a copy of your brand guidelines to refer to. You’ll also want to address what makes a good subject line as well as words to avoid in your subject line so you can increase your open rate.

  1. Develop a Need-to-Know Mentality

Of course, in a perfect world, everyone’s opinion would count and everyone would get equal time to weigh in with an opinion on each e-mail you send. But, we don’t live in a perfect world. We live in a fast-paced, results-driven marketing world. As such, it’s best if you streamline your e-mail marketing approval process to the bare bones. Whose eyes absolutely, positively have to see the e-mail before it is sent?

  1. Meet to Discuss Progress

Figure out what works best for your organization, but a brief meeting to discuss new content ideas, what’s working, and what isn’t is essential. (Make sure you have someone from Sales present so you know how the e-mails are working for them.)

If you implement these five strategies, you’ll get your e-mail creation and approval process in check and start seeing the payoff of this effective marketing tool.

4 Ways to Measure the Success of Your Social Media Videos

 

The success of video in social media can’t be denied. It has the highest conversion rate most likely because it’s the most personal medium, closely replicating real life. So, we marketers want to make sure our videos are hitting the mark. Here are four ways you can measure how your videos are working for you.

  1. Make your video no longer than 90 seconds.

Prospects have short attention spans. Videos between 20 and 90 seconds in length are optimum. After that, your engagement is going to suffer. Make sure you know beforehand where you’re placing the video and what time constraints that platform may or may not have. Another recommendation to consider is adding captions to your video since most platforms have the videos play on mute unless the prospect clicks on the audio. If your captions tell prospects what the video is about, they are more likely to click the audio on.

  1. Respond to what your view-through rate tells you.

Your view-through rate tells you how many prospects your video reached and how many watched it (for 3 seconds or more). If your view-through is lower than you want it, you need to address either the video or your reach. A/B splits are a good option to test the video content. Also, make sure you engage with your prospects from the start of the video or you will lose them.

  1. Know that seconds count.

It takes just 3 seconds to be considered a view, but if you can get prospects to view your video for 10 seconds or more, you know you’re doing something right. You want your prospect to stick around and watch the video you created – hopefully to the end. Prospect video views of 10 seconds or more are considered positively engaged. Anything beyond that signifies highly engaged prospects and a real home run.

  1. Feedback counts too.

Of the videos that reach your prospects and that they can view and that they watch, if those prospects rate your video poorly, then you’ll need to address your content. If, however, they like the video, leave a positive comment, or share the video, then you know your video hit the mark.

Video has emerged as one of the most powerful and effective marketing tools you have at your disposal – if you do it right. Use these four tips and listen to and analyze the feedback you get from your prospects. This will get you going in the right direction.

 

 

 

 

What Experiences Are Your Prospects Looking For Online?

As marketers we’re always interested in what experience prospects are looking for when they go online. AOL recently asked more than 50,000 people this very question. They polled individuals in eight countries including the United States, Brazil, Germany, Italy, Japan, the United Kingdom, Canada, and Spain.

Researchers boiled the responses down to eight so-called content moments or experiences users want when they log on. The infographic below illustrates the results AOL found from the survey.

 

As you can see, most prospects go online to be inspired, feel good, and see fresh ideas. Consider keeping this in mind as you develop your digital content and strategy.