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How to Create a Killer Company Newsletter

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The dreaded newsletter — It’s something that every company strives to send but also wonders if it’s worthwhile.

Most of the time your newsletter list consists of current customers or maybe even leads that weren’t ready to buy. A company newsletter is a great way to maintain brand awareness with your customers. Newsletters can also be a great asset to stay in front of those leads who are not ready to convert. It’s a subtle way to stay top-of-mind while keeping your company brand relevant. When putting together a newsletter, there are two major items to consider. 1) The design and 2) the content.

01. THE DESIGN

The biggest mistake companies can make with their newsletters is the design. While graphics and pops of color can look appealing, they should definitely be kept to a minimum. Here’s why:

  • Too many images increase the likelihood of your email ending up in spam/junk
  • Excessive code in emails can break how they render in different email inboxes
  • Heavy design elements like color, graphics, and custom fonts may not display properly on mobile

Newsletter templates should have a simple yet aesthetic design. It should easily allow readers to move their eyes throughout the content. One great way to accomplish this is by using different content sections or blocks, which can also help organize your newsletter.

                    newsletter1

These email templates are provided by BEE Free and are available for free on their website. Read our blog The Top 3 Free Email Builders to learn how to import this newsletter template into your email marketing platform.

02. THE CONTENT

The type of content within your newsletter will depend on your audience and company brand/voice. If your company voice can be fun and playful, a newsletter is a perfect place to portray it. For example, if your company is a financial institution and your newsletter audience includes clients, it may not be the greatest idea to use a playful voice. Your audience is expecting professionalism and valuable resources in your newsletter.

Contingent on your audience, the following types of content are great for peaking interest and may be a great fit for your newsletter:

Promotions

Promotional offers are one of the most common types of content in newsletters. Offering discounts or special promos can help encourage repeat business but can also help bring in new sales. Social sharing buttons or referral programs make it easy for your readers to share with fellow friends while helping you capture new business.

Resources

Resources like blogs, case studies, and ebooks are just a few examples of the valuable content you can offer your audience in newsletters. For B2B industries, it’s likely that customers will be interested in the material they can relate to their own business efforts. For example, a case study on how another company has overcome the struggle of increasing lead conversion may be valuable for others in the same position. By offering these types of resources you are encouraging your customers to build their knowledge base and in turn, customers will associate value with your company.

Spotlights

Whether you’re adding a new team member or introducing a new client, spotlights are unique content pieces to share with your audience. Employee spotlights could consist of industry related tips, fun facts, reviews, and more. Showcasing a new client may involve a brief introduction but also what your company will be doing to help them. If industry appropriate, spotlights are a great place to get fun with your company personality.

Industry/Company Updates

Reviewing the latest and greatest news in your companies industry is extremely important. By sharing industry updates you’re not only educating them, but you’re also showing your readers you keep up with industry trends and you’re ready to compete. It proves your business is continuously learning and making strides to remain relevant. Updates may also include software or application announcements, especially if your business works with the applications or are widely popular within the industry.

Events

Events are a timeless resource that can hold huge value with customers. Types of events can vary and may include: webinars, networking, fundraising, educational workshops, tradeshows, and more. Newsletters can be a great space to announce these types of events as the email list typically includes the mass majority of your database. Many times hosting or attending an event can also help capture new leads.

If you’re already a pro at email newsletters, check out 8 Valuable Content Marketing Tools You Can’t Live Without.

How to Create an Effective Editorial Calendar and Grow Your Business

An effective editorial calendar can get your business on the right track fast. It will help you stay organized, come up with new ideas, reveal gaps in your publishing schedule, and ensure everyone on your team is doing what they’re supposed to.

But more than that, a well thought out editorial calendar has the ability to help you drive more traffic to your site, encourage more people to subscribe to your email list, and boost sales so you generate more revenue than ever before.

If you currently have an editorial calendar (or are looking to create one very soon) and want to learn some surefire ways to maintain it so it works for you and not against you, check out these 4 tips for creating an effective editorial calendar.

1. Choose a Good Platform

In the past, we’ve discussed the importance of having a reliable editorial calendar solution. Luckily, if you use WordPress as your content management system (CMS), there are plenty of WordPress editorial calendar plugins on the market that have the features you need to run a successful content marketing strategy.

A good editorial calendar solution will have some (or all) of the following features:

  • Visual display of your posting schedule (daily, weekly, and monthly)
  • Drag & drop interface for easy rearrangement
  • Quickedit functionality for changing titles, content, and schedules
  • Editorial comments for communicating with your team
  • Social media posting ability
  • Analytics to measure success
  • Built-in email marketing
  • Integration with third-party tools

Some of the best editorial calendars on the market today include CoSchedule and Edit Flow.

Editorial Calendar Example

Every website will require a different type of editorial calendar. Some may need to be accessible within the WordPress dashboards as seen above with Editorial Calendar; others may prefer a third-party website. Take the time to see what you and your team need to streamline the content creation process as much as possible.

2. Have a Plan

The only way your editorial calendar is going to help you become more successful is if you have a plan in mind before your start randomly scheduling posts to go live.

Here are some good questions to ask yourself as you set out to create your editorial calendar:

  • What are your overall goals?
  • Who is your target audience and what are their pain points?
  • What type of content do you want to publish on your site?
  • How often can you consistently publish content?
  • What is your content marketing budget?
  • Will you have a team? What are their assigned roles?
  • How will you measure the success of your content marketing strategy?

Answering these questions before you start filling in your editorial calendar will give you (and your team) some direction.

3. Audit Existing Content

Sometimes coming up with fresh new ideas on a regular basis can be tough, especially if you want to publish content on your website many times a week.

That’s where auditing existing content comes in handy.

  • Fill in the Gaps. Going through content that has already been published on your website will help you see the categories that are lacking content so you can draft new content based on those topics. You’ll also find areas that can be expanded on that will be perfect for standalone blog posts.
  • Update Old Content. Old blog posts are perfect for filling in content gaps on your calendar. Interfaces, images, products, and ideas all change over time. By rewriting content that is old and outdated, you keep site visitors up to date and give your site some new content.
  • Repurpose Posts. Another way you can use old content is to repurpose it to seem like new. Maybe a popular blog post can be turned into an exciting infographic. Perhaps readers will appreciate a long blog post that’s broken into actionable steps. Or maybe you can take an existing post and branch off it, taking a small idea from it and turning it into its own standalone blog post.

Getting creative with your content is one of the best ways to fill your editorial calendar.

Full Calendar Example

By having your calendar filled out at all times, like the one in Nelio Content seen above, you can see what type of content you need and when it should publish on your site so site visitors are always given high quality and engaging content that makes them want to stick around.

4. Include it All

Editorial calendars are not just for blog posts. In fact, scheduling everything in your content marketing plan will make it easier to stay organized, fill in the gaps, and see what opportunities you’re missing out on.

Try scheduling blog posts, email campaigns, social media posts, infographics, webinars, and even video content into your editorial calendar. This will give you a bird’s eye view of what’s going on at all times.

If you have a team, scheduling in your entire content marketing plan will give everyone the ability to see what they’re responsible for individually and the status of all projects.

And don’t forget to take advantage of your editorial calendar’s built-in features. For example, add editorial metadata such as content topic, title, publish dates, like the WordPress plugin Edit Flow lets you do.

Editorial Metadata Example

If you want something that mimics the popular Trello content management system, check out Kanban Boards for WordPress. With it, you can set up your editorial calendar in stages so everyone knows what stage each piece of content is on, making tracking of the content creation process easy to do.

Content Creation Status Example

If you do use Trello, and want to include the data in Trello in your WordPress dashboard, be sure to check out the relatively new WordPress plugin WP Trello.

Final Thoughts

In the end, there’s a lot that goes into a content marketing plan that goes beyond just scheduling your site’s posts. However, having a reliable editorial calendar, and knowing what to do with it, can make a world of difference.

If you create an effective editorial calendar, and set up it up to include your entire content creation process, you can publish consistent content that will drive traffic, engage your audience, expose your brand to a broader audience, and even increase sales.

Adding to that, if you’re looking for a way to complement your editorial calendar, and automate your email campaigns, try adding FeedOtter into your content marketing strategy. With a quick setup process, integration with Marketo or Pardot, and the ability to email your blog content to anyone at any time, FeedOtter helps you generate more leads and land more conversions so your business can grow.

 

Plan, Create, & Share Content with these Top Tools

One thing content marketers care the most about is creating new fresh content that helps attract more traffic. We know that great content can be beneficial in a number of ways. Some include increasing your company’s online visibility, providing value to your prospective customers, and maintaining brand awareness. Whether you’re a newbie just getting started with content marketing or well-seasoned, the objectives of putting a content piece together are the same: Plan, Create, and Share.

Here are some of the top tools that help plan, create, and share your content:

Plan

When planning your content, there are typically 2 phases; Discovery and Organizing. Discovery might look something like exploring trending hashtags or keywords. One tool I like to use is Google Trends, which allows you to enter a keyword and Google will report the frequency of it being searched as well as any related key terms or phrases. The best part is, this tool is FREE!

By looking at the “related queries” content marketers are able to pinpoint exactly what their audience needs to hear from them. For example, I can see from Google Trends that there is a large interest peak regarding what content marketing is. This shows me that a large portion of my audience may still have some reservations about what content marketing entails.

google trends

Now, when it comes to organizing I am extremely biased. This is because I am obsessed with Quip. If you haven’t heard of Quip yet, they are a Salesforce product that allows users to collaborate real-time on shared documents, spreadsheets, project plans and more. They have a fair pricing structure for businesses, but if you are a one [wo]man show then Quip is absolutely free!

quip

The interface is extremely user-friendly and allows you to stay organized with the ability to create sub-folders and, my favorite, color code them! Natively through Quip, you can utilize a number of other tools like the process bar, project tracker, kanban board, and calendar as another way to keep organized. You can also drop comments anywhere within the document to spark a conversation or note a reminder. These examples just hit the tip of the iceberg when it comes to the different possibilities with Quip. Ultimately, Quip is a great tool that can help you integrate with other platforms and collaborate with colleagues or clients.

As a content marketer, we’re sometimes creating content, like social posts or blogs, that contain other related sources such as photos. Instead of saving the photos to my desktop, I outline my content then copy and paste my photos where they belong. Quip documents can also be shared with anyone, where others can solicit feedback in real-time via the internal chat function. Another awesome feature of Quip is the ability to great-looking documents using the native tools. Personally, I’ve used them to create client project plans, content calendars, and more. One of my favorite aspects about Quip is that it cuts down the number of emails to my inbox with the real-time notifications. I have no doubt this will become your favorite tool within Quip because who doesn’t want to cut out the number of work emails they receive!

quip folders

 

quip document

 

Create

When it comes to what type of content you should be creating, it’s best practice to put yourself in the reader’s shoes and determine the best way the content can be easily interpreted. Whether it’s writing blogs, creating infographics, or ebooks Canva has a variety of templates to help bring your content to the finish line. Canva is an online graphic design tool that offers easy editing with a drag and drop feature. While they do have paid versions of Canva, including enterprise levels, I have found the free version works just fine. The only feature I feel I am missing out on is the ability to create different folders for my content.

canva home

Canva allows you to choose from 50,000+ layout templates for different types of content and search thousands of icons. While many of these icons are free, users can decide to upgrade to other icons or images. There’s also the ability to drag and drop shapes, lines, and charts. Lastly, you can upload computer photos, which can then be edited by the built-in photo editor. Canva is another one of my favorite tools I’m biased about because it’s so easy! With a breeze, you can create ebooks, infographics, social graphics and much more. To top it all off, these graphics can easily be saved by selecting the download button in the upper right corner, where users are given the option to export as a PDF, JPEG, or PNG. Thankfully there is no fussing over the exported file type.

canva templates

canva layouts

canva builder

 

Share

At this point, you’ve come up with a great plan for your content. You’ve organized what you need to get done and taken the right steps on how to get that content created. Now, you’re ready to share and optimize your content.

With the existence of several types of marketing mediums, it’s important to pinpoint which one will best connect with your audience. There are a couple of different routes to take here. Whether it be through social media, blogging, or email marketing, there are a number of tools that can help with scheduling and overall distribution.

For social media management, my favorite tool is Sendible. Of course, the platform has the ability to schedule posts, including Instagram, but it also lets you engage with your audience right from the platform feed. This is extremely beneficial as it cuts down the time of jumping from platform to platform in order to connect with customers. You can also monitor keywords to stay in-front of trending topics and most importantly users can customize their reports and dashboards to measure what’s working.

sendible

As a content marketer, you know blogging can be a tremendous resource for your company. These blogs can also act as a great resource for email marketing, whether you’re blasting your monthly subscribers or using them as valuable content for new leads. There’s a great tool called FeedOtter that allows users to easily build email templates that pull in blog posts from your website. FeedOtter seamlessly integrates with Pardot and Marketo to immediately send or schedule emails of your new posts. The platform offers out-of-box newsletter templates or you can create your own style. The beauty of FeedOtter is all the email sending and management is being done through your marketing automation platform. Therefore, unsubscribes and bounces are still effectively being managed in one area.

feedotter

Optimize your content

One significant step when sharing your content is ensuring it has been optimized. The easiest way to enhance your blog post is to assign keywords, tags, and develop the SEO. When using WordPress, one of my favorite SEO plugins is Yoast SEO. It’s by far the most self-explanatory and user-friendly tool to use for SEO optimization. Once the WordPress Plugin is downloaded, a section of every page will be dedicated to Yoast SEO where you can not only develop SEO on blog posts, but also individual pages. The Yoast section will score the SEO on the page on a number of characteristics including title, keywords, meta description, readability, and more. Most beneficial, the Yoast SEO plugin will tell users exactly what they need to work on to get good SEO.

yoast seo

 

Learn more content marketing tools you can’t live without.

8 Valuable Content Marketing Tools You Can’t Live Without

When it comes to content marketing, the goal is always to create newer and better content to attract, convert, and retain more site visitors. Not to mention, everyone wants to drive more traffic, generate more leads, and make more sales.

But you can’t just create content and hope that people come. In fact, you need to make sure what your publishing on your website has value for your readers and is relevant to what they’re looking for. Otherwise you’ll never become successful.

Now, you might feel that you’re part of the 42% of people that think they’re good at content marketing. But you should know there’s always room for improvement.

And if you’re not part of the 88% of people that use content marketing as part of their overall marketing strategy, it’s time you get started.

With that said, no matter which category you fall into, we’re here to share with you some of the very best content marketing tools to add to your arsenal so that you make the most of your time and effort.

1. Hemingway Editor

Hemingway Editor

The Hemingway Editor is a free online tool designed to proofread your content before you publish it. It can be accessed online or you can download the desktop app.

When you cut and paste your content into the editor, it will highlight things such as:

  • Lengthy, complex sentences that can be shortened
  • Phrases that can be simplified
  • Any instances of the passive voice
  • Adverbs and other phrases that can weaken your text

With the Hemingway Editor you make sure to deliver the strongest, most well-written piece of content possible, and that all of your site visitors will understand it.

2. Trello

Trello

Trello makes collaborating with your team effortless by letting you organize your content marketing strategy like a Kanban board. See your workflow in a visual way using boards, lists, and individual cards. Assign tasks to your team members, leave comments and attach files, and make sure only the people you want on each board has access.

Trello Boards

This free content marketing tool syncs across all devices, has an easy to use interface and layout, and makes sure all your content gaps are filled in immediately so you consistently publish high-quality content for your site visitors.

3. SEO SiteCheckup

SEO SiteCheckup

You should know by now that SEO is crucial to your success. After all, it doesn’t matter how great your content is if no one comes to see what you have to offer. That’s why focusing on SEO optimization so your content shows up in relevant search results is so important.

SEO SiteCheckup is a simple SEO tool that shows you how optimized your website is. Simply enter your site’s URL and let the tool analyze your site.

SEO SiteCheckup Score

After the analysis, you’ll receive an overall score that ranges between 0-100. The higher the score the more optimized your site is. If you scroll down, you’ll also see a set of common SEO issues that relate to your site and how to fix them to improve your site’s search rankings. Keep in mind, in order to use this tool free of charge, you can only analyze one site a day.

4. CoSchedule

CoSchedule

CoSchedule is one of the most well-known, and popular, content marketing calendars on the market today. It lets you create an editorial calendar that you and your team can work together on. Not to mention, it comes with features like automated social sharing of your blog’s content, a way to manage your email marketing campaigns, and detailed analytics so you can make data-driven decisions to grow your business.

In addition, CoSchedule offers a very helpful free tool, called the Headline Analyzer, which helps you create powerful headlines for your content, lead magnets, email campaigns, and more.

CoSchedule Headline Analyzer

After your headline is analyzed, you’ll receive:

  • A headline score
  • The balance of words, taking into consideration overall structure, grammar, and readability
  • A length analysis including characters and words
  • The main keywords being used
  • The type of sentiment your headline conveys

Lastly, a Google search result snippet and email subject line preview will display so you can see exactly what your site visitors and subscribers will see if you choose to use that headline.

5. Social Media Share Buttons

Social Media Share Buttons

If you want your content to reach a broader audience, there’s no better way than to encourage site visitors to share their favorite content on their own social media profiles for friends and family to see. Add popular social icons to your site such as Twitter, LinkedIn, Google+, Pinterest, Instagram, and Facebook. And rest assured, there are over 200 other social media platforms available.

6. Google Analytics

Google Analytics

To learn where your site visitors come from, and what they do once they’re on your website, it’s a good idea to sign up for a free Google Analytics account. With it, you can see how well your marketing campaigns are doing, what devices site visitors are visiting from, and whether you landing pages are converting.

Not to mention, you can view metrics like the number of pageviews and sessions, the average session duration, and even your site’s bounce rate to make sure your content is working for you, not against you.

7. HubSpot’s Blog Ideas Generator

HubSpot's Blog Ideas GeneratorPreview (opens in a new window)

If you’re having trouble thinking up of content ideas for your site’s blog, check out HubSpot’s idea generator. Simply add a few nouns to the form field and click “Give Me Blog Ideas!”

You’ll immediately be given 5 exceptional blog headlines that you can use outright or use for inspiration.

Blog Ideas

Keep your content fresh and relevant using this free tool and watch your following grow.

8. Ahrefs

Ahrefs

Ahrefs gives you a chance to dig into your content marketing strategy and view data such as the number of backlinks, where your backlinks are coming from, popular keywords, and even mentions of your brand across the web.

Ahrefs Dashboard

You can also track your competition to see what’s working for them and make sure you do the same to draw some of their site visitors your way. Check out what keywords they’re ranking for in organic search results, how much traffic their site is seeing, and even get ideas for your own content so you can keep up with the competition and even move ahead.

Final Thoughts

And there you have it! Some of the best content marketing tools available on the market today.

Of course, this list is in no way exhaustive. But it does give you a definitive head start, especially if you’re just starting out with your content marketing efforts.

Each of this tools will play a vital role in your content market strategy and help drive more traffic to your site, increase engagement, and boost conversions and sales. So, take your pick and start growing your business now.

And don’t forget, if you’re looking for an email content marketing software that can automate RSS-based emails and help you create stunning newsletters for subscribers, check out how FeedOtter can help.

Featured Image Creadit

The Top 3 Free Email Builders

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As a content marketer, one of your most valued duties includes creating content and sharing it. However, using different marketing software may present as your biggest challenge. Picture this, you’re up against a tight deadline to launch an e-newsletter containing this month’s featured content, but you’ve run into a snag because your email template just doesn’t translate the way you imaged or worse isn’t rendering correctly.

If you’ve ever found yourself in this scenario, this blog is for you! By the end of this piece, you will know how to use the top free email builders and how to import your new design to use in Pardot.

 

BEE Free

BEE Free is one of the easiest email builders to use. You can drag and drop content onto email templates, including buttons, text blocks, images, and more.  With BEE Free, marketers can design sleek and modern emails with ease. This site also offers a way to export HTML to transfer into email marketing platforms.

To begin building your email template, head over to the BEE Free homepage and “Start Designing”. The site will prompt you to start your own design from scratch or select a template where you can filter through an abundance of free templates, usage types, and different industries.

 

Once you’ve selected a template you’re now ready to customize it! The drag and drop email builder gives you a seamless user experience. Once you’ve got the look you desired you want to “Save” the email template. However, if you’re using the free version, BEE Free will ask if you’d like to sign up for a paid plan or if you’d just like to download your template – you want to choose to download it.

 

After selecting to download the email, a zip file should load where you will find an image (holds all the images to the email template) and .html file. You’ll want to open this file and right-click to reveal the drop-down for “View Page Source”. This will allow you to view the code of the whole page. This is the code we’ll later copy and paste into Pardot.

 

In the Pardot email builder, you’ll want to paste the code from the page source into the HTML tab in Pardot.

 

*Note: You may receive the following alert: HTML message: An unsubscribe tag (%%unsubscribe%% or %%email_preference_center%%) is required somewhere in the body of the email. This can be done by highlighting the text you’d like to link for unsubscribers and selecting the hyperlink icon to choose the unsubscribe tag as the link type.

 

Once the HTML code is added I suggest previewing your email template and making revisions. Please note if you’re adding images to the BEE Free template, you will need to readd them to the Pardot template.

 

TOPOL.io

Similar to BEE Free, Topol.io allows users to design emails with a drag and drop tool and it’s “sooooo easy”. In comparison to BEE Free, Topol.io also provides a number of email templates but not nearly as many. One feature I believe Topol.io does better is the process of exporting the email HTML. Topol.io automatically creates a download of the .html file, rather than a zip file.

 

After selecting your email template to design, you’ll want to “Save & Download”, which will prompt an automatic download of the HTML. From here the same process as stated above should be followed to import the email HTML into Pardot.

Stripo.email

Unlike our first two contenders, Stripo requires users to sign up for a free account and caps off at 4 free downloads each month. However, Stripo.email states the download limits get reset every month. By selecting “Email Templates” in the navigation bar, you’re able to select from numerous email templates and filter by type, industry, and season.

 

“Try Out” your email template once you’ve selected the right fit and begin to make your revisions. When you’re ready to export the HTML, you will save the email template which will then prompt you to create a free user account.

 

When your new account has been registered you will be brought to an overview screen of all your email templates. Select the one you’d like to export the HTML and proceed with selecting the “Export” button > HTML > Download HTML file.

 

Not a Pardot user? Here’s a similar article for Marketo.

 

 

 

 

 

5 Types of Content You Should Publish on Your WordPress Site

Content marketing goes way beyond just publishing blog posts on your WordPress website. Unfortunately, many website owners consistently create blog posts and just stop there.

Sure, blogging brings traffic to your site, educates and informs site visitors about what you have to offer, and encourages them to convert by subscribing to your email list or buying your products.

But, you’d be surprised at how changing up the types of content you publish on your website can help drive more organic traffic to your site, improve SEO, get you more conversions than ever, and even land you more sales.

That’s why today we’re going to take a look at the 5 different kinds of content you can add to your website to give it fresh makeover for loyal followers and new visitors alike.

1. Infographics

Infographics are pieces of content that present information in a visual way. They help break data, research, statistics, and findings up into easier to digest chunks.

Not to mention, infographics are known for being viewed, shared, and loved by site visitors more than any other kind of content.

Ironically,  this infographic by CoSchedule shows you just how popular infographics are:

Infographic Example

This type of content has a long life span and engages site visitors and excites them to the point they want to tell others about it. Plus, it gives you valuable backlink juice every time it’s shared, which is great for your site’s SEO.

2. Video

Following infographics’ steps when it comes to presenting content in a visual way is video content. It’s persuasive, easy to consume, and caters to those who  have attention spans that are too short to get through entire blog posts.

In fact, 4x as many customers claim they would rather watch a video about a product than read about it.

Want an example of a video that caught a lot of people’s attention?

Just take a look at this video by Google, which has been viewed over 10 million times:

If you’re going to add video content to your website, follow these best practices:

  • Only publish videos that offer value to your target audience
  • Include a clear call to action at the end of each video, taking people to your site’s landing page if possible
  • Publish on other platforms like YouTube or Vimeo
  • Coordinate your video content to match existing blog content
  • Customize your videos to match your company’s brand and values
  • Watch the length so you don’t lose people’s interest (aim for 2-3 minutes)
  • Make your videos sharable to expand your reach

With video content expected to make up 82% of all web traffic by the year 2021, it’s time you hop on the bandwagon and add some video content to your site now, before the competition gets real tough.

3. Guides

Guides, sometimes referred to as longform content, are the perfect lead magnet to offer people in exchange for their email address. In fact, if you’re using FeedOtter to automatically send blog and RSS content directly to subscribers, sending a guide as part of an email campaign after someone subscribes is a cinch.

This content type is typically much longer than a traditional blog post and has many useful details for people to really dig into. Adding to that, its layout is much more professional looking than a simple article about a topic.

Even Neil Patel, one of the industry’s leading digital marketers, says some of his most popular content comes in the form of guides. And he doesn’t even ask for an email address to read it:

Guide Example

Guides integrated into your site’s blog, as part of locked content, or as a content upgrade for subscribing, are comprehensive, help establish you as an authority in your industry, and make it so people don’t have to look elsewhere about a particular topic because you’ve literally covered it all.

4. How-to Content

How-to guides are a great way to teach your target audience something new. They have immense long tail keyword potential, thanks to “How to” queries, and even help boost your site’s SEO.

And best of all, they offer lots of value to your site visitors:

How-to Content Example

If you want to write exceptional tutorial content, follow these guidelines:

  • Introduce the problem site visitors are facing
  • Introduce your solution to their problem
  • Discuss your solution using easy to understand steps
  • Summarize and provide a conclusion

Always include step by step instructions and images when you can to make sure anyone reading your how-to guide can follow along. And don’t forget the call to action at the end of the post letting people know how they can tap into the solution you’ve provided if it happens to be a product or service you offer.

5. Templates and Checklists

Offering people solutions is not always easy to do in a typical blog post. The pain point isn’t always clear, and neither is the solution. However, if you create a simple (yet actionable) template or checklist, you can guarantee people will know exactly what to do.

And the great thing is, this type of content can be used over and over by site visitors. Plus, you can create a checklist out of almost any blog post you’ve written.

For example, check out HubSpot’s Ultimate Webinar Checklist. It highlights everything you could possibly need to know about how to create a webinar in a practical and useful way.

Checklist Example

One of the best ways to use this type of content is to add one at the end of blog posts as a call to action.

Plus, they should be simple, clear, and concise (like this one from Digital Marketer) and always including your site’s branding so people remember where this helpful information came from.

Final Thoughts

And there you have it! Some of the different types of content you should be publishing on your WordPress site starting now. Of course, this isn’t a comprehensive list of all the kinds of content you can create. Nor does this mean that you should forgo blogging altogether. In fact, blog content can still be the main type of content you publish.

But if you’re looking to increase traffic, generate more leads, drive sales, and improve your search rankings, you should definitely give some of these a try.

And, when you find that site visitors like a specific type of content, make sure to add it to your editorial calendar. That way you give people what they want and you reap the benefit.

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Designing Pardot Campaigns in 5 Steps

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When you are first getting started with Pardot, the concepts of nurture marketing and marketing automation may be new to you. And, even if you already have a good understanding of these concepts, you may need some new campaign ideas from time to time. The way to ensure that you are successful when designing Pardot campaigns is to understand the audience that you are speaking to and what types of content will best suit the purpose that you are trying to achieve. Pardot’s automation and segmentation tools allow you to think more intelligently about which messages different groups of your audience should receive, and therefore control their experience.

Nurture Marketing

A nurture marketing strategy is one that incorporates multiple touch points with the goal of nurturing a lead to a point of sale or interest.

Marketing Automation

Marketing automation is the concept of utilizing technology to automate communication with your audience. It allows audience behaviors, such as email opens and website visits, to be tracked, and even trigger subsequent actions.

 

Step One | Build Your Audience

The best place to start with a new Pardot campaign is to define the audience that you would like to create a campaign for. This may be new prospects that enter Pardot through a contact form on your website, leads from a recent trade show you attended, or existing members of your database. When marketing to existing leads, you will have the ability to segment the list based on prospect score, tags, activity, or any field data. Read more on audience segmentation here.

Some examples of target audiences from your existing database may include:
Inactive Prospects → Run a re-engagement campaign to prospects that have over 90 days of inactivity.
Open Opportunity → Run a reminder campaign to stay in front of your open opportunities with targeted, personalized messages.
Industry → Run a campaign geared toward prospects within a certain industry.

 

Step Two | Create Campaign Messaging

Once you have selected the audience for your campaign, the next step is to craft the content and messaging that will resonate with that audience. Be sure to incorporate a central call-to-action, such as purchasing a product or signing up for a demo, and tailor your messages to align with that call-to-action.

An important part of this step is determining how many email touch points the campaign should have. Is this an audience that will benefit from weekly or biweekly communication? Is this lead at the end of their sales cycle and needs more aggressive communication? Consider your audience, and how many different touch points should be assembled.

Crafting effective content often involves informative or educational pieces. These pieces should be related to your call-to-action, but should not be overbearing. For example, if you are marketing commercial loans, you may provide a content piece that contains tips for positioning your business for financing. This helps to establish you as a thought leader in your space, and is a soft nudge to nurturing your lead to the point where they are ready to make a purchase. When your prospects engage with this type of content, it is also typically indicative of their intentions and helps to qualify them as a sales opportunity.

 

Step Three | Design Campaign Assets

When you have written your content, it is time to design the digital assets for your campaign. This will mainly be the email templates that you will need for sending, and may involve landing pages that you direct your prospects to during the campaign, or any accompanying downloadable infographics/whitepapers.

Your designs should convey your call-to-action clearly, and stick to your company’s branding. To really tie everything up with a bow here, make sure that you have generated a text version of your email, and included links behind all of your photos. Mobile users especially will expect that they can tap on an image rather than a text link to arrive at the intended destination.

 

Step Four | Build the Workflow Structure

With your audience segmented, content crafted, and design created, you are ready to build out your workflow in Engagement Studio. In addition to sending out your emails at specific intervals, Engagement Studio allows you to send your prospects down different paths depending on their behaviors, or any of their profile data. Think about any behavioral triggers such as email clicks or form submissions that may make you want to treat the prospect differently. Or, would you like to have prospects of a particular industry receive a specific case study that pertains to them, while the rest of the prospects receive a more general case study?

Building out a workflow can be overwhelming, so the best advice is to map it out on paper ahead of time. Draw a physical path that you would like your prospects to take, and then take that to Engagement Studio to investigate your options. Read more on building out your workflow here.

As part of the beginning and end of your workflow, consider adding a notification or task for sales reps. This can help them prepare and adjust for incoming inquiries as well as prioritize who they follow up with.

 

Step Five | Launch

If you have built your workflow in Engagement Studio and everyone involved has had a chance to review it, go ahead and schedule out your campaign! Be mindful of the best sending times for your audience, and adjust your workflow accordingly. The Engagement Studio allows you to set specific days and time periods for sending, so that your emails will always be delivered at the ideal time for your prospects.

Looking for more workflow ideas? Check out these templates from Pardot.