content marketing tips


How do you decide what material to develop and promote, or what subjects to focus on for your content marketing efforts?


Do you have trouble coming up with new ideas on a regular basis?


When you have to consistently come up with new material for your audience, it can be difficult and exhausting.


There is no need to be alarmed; we’ve been there, too!


We’ll run out of ideas at some point, but it won’t be the end of the world. Step back from your content marketing efforts for a while and take stock of what you’ve learned.


What Exactly Is Content Marketing?

With content marketing, you create and disseminate valuable, consistent, and relevant information in order to engage a certain audience, keep them interested, and motivate them to take action that results in revenue for your business.


Publishing on social media, video marketing, press releases, guest blogging, e-newsletters, and video content are all examples of content marketing strategies.


Some businesses choose to hire a content marketing agency when developing their strategy for content marketing.

Content Marketing Topics: 3 Pointers for Success


Keeping a Record of Your Content Plan


When you document your content strategy, you’re doing more than just keeping track of the information you produce. For your content marketing plan to be successful, you need to know why and who you’re developing it for, as well as what channels you’ll use to promote and support it. Only 42% of content marketers have a written strategy for their content marketing efforts.


What method will you use to select a topic for your paper? If you’re having trouble coming up with subjects for your content marketing strategy, consider these five suggestions:


Determine and articulate your company’s objectives.


Building a solid foundation and getting a clear picture of your organization’s goals are the first steps in deciding on the best content marketing subjects and goals for your content. To begin with, why do you need to implement a content marketing plan? Some of the most common organizational goals for B2B and B2C firms and brands can range from lead generation to improving brand recognition to driving engagement. This is a wonderful place to start, and you can choose from a variety of content marketing strategies based on your organization’s objectives and needs.


Analyze your data to get the most out of it.


After reviewing your content marketing strategy’s organizational goals, use your analytics to see what your audience enjoys. If you’re having trouble coming up with new ideas for your content, go back to some of your best-performing posts and give an old favorite a fresh look.


When it comes to developing a content marketing plan, using analytics can help you make better choices. Businesses are increasingly turning to a fully integrated content management system (CMS) as an effective resource (CMS). A content management system like Hubspot’s lets content marketers generate and manage their material with ease while optimizing it for results and tracking its performance.


When brainstorming new content ideas, you can also use your social media insights and statistics to make informed judgments. Look for a common theme among your most popular posts after you’ve determined which ones are the most popular. No matter what the content type is, does it consistently outperform the rest? You may also want to look at how many people have interacted with these postings (by way of likes and comments, for example).


Then, ask them.


Another way to find out what your target audience wants to read about is to ask them directly. It’s crucial to know what your audience craves and wants to see because they are the ones who are connecting with your material.


This can be done in a variety of ways. Setting up a poll or posting a question on one of your social media accounts is all it takes to get started. What type of content do you want to see from your followers? Make sure to make an opportunity for open-ended responses when you ask this question.


Your FAQs can also serve as inspiration for new blog posts. The most commonly asked questions by members of your target market can be a valuable resource for developing content ideas for your marketing campaign. Even if you think you’ve exhausted all of your ideas and material, FAQs tend to change with the times and trends. FAQs evolve over time, shedding light on emerging issues and subjects that you may be able to answer.


When it comes to content marketing, it’s time for your audience to have a say in the approach.

Prepare yourself for these 10 biggest content marketing challenges.

Since there is no upper limit to the amount and variety of information that can be produced, it can be difficult to keep your content marketing fresh and appealing. Look out for these ten frequent problems and take action to overcome them as you attempt to create content that stands out amid the hundreds – possibly thousands – of posts being published at any given time.

Reflection outside the confines of the internet


Using your blog as an inbound marketing platform can be both beneficial and limited at the same time. It’s possible that blog entries could be lost in the avalanche of other content. Try to think outside of the blogosphere and provide your readers with new and in-depth content on platforms other than your own. White papers, longer articles, case studies, and films are examples of different possibilities.


The lack of funding


Good content requires a lot of time, effort, and study. Although your audience’s hunger for material is unending, the ongoing necessity to produce a large quantity at a short notice can limit your creative capacity. One way or another, producing the kind of content that will set you apart will cost you – either in terms of time or money – either your own effort to produce or the expense of hiring others to do it. While it may be more expensive to do so, outstanding content will reap its own benefits.


Quality versus quantity in a battle


How can you maintain high standards of quality while also churning out enough material to satisfy the digital marketing strategy’s voracious appetite? Your quality is going to suffer, or you’ll have to slow down to produce quality content which means less frequent posts. Good content will make all the difference to both your audience and Google, so it’s important to keep that in mind as you try to strike a balance. In order to generate great work, you don’t have to post less frequently, but you can also afford to spend a bit more time honing your writing abilities and creating engaging content.


Competition is always on the go


The fact that your competitors are also attempting to provide high-quality material at a reasonable time and cost complicates your mission. At least some of the time, your biggest competitors may be able to outperform you in terms of speed and quality of the material. Make sure you don’t get distracted by their actions. Of course, you should keep tabs on what your competitors are doing, but your primary focus should be on developing a digital marketing plan and creating content to support it.


Effectively utilizing the power of organic content


Making organic content function in the age of bought content is becoming increasingly difficult. You may easily pay for an ad on Google if you want to, but it’s equally critical that you have quality content that attracts readers on its own. It’s becoming increasingly challenging to get your material in front of your customers’ eyes, especially when sponsored advertising may be pushing other content to the head of the queue. In order to maintain reaping the benefits of organic content, email marketing is a great option.


Expectations that are too high


One of the major issues with content marketing is that many people expect it to work immediately. When you inform a customer or management that a digital marketing strategy would take years to pay off, they are unlikely to be pleased – but regrettably, that is the reality. In order for content marketing to be effective, all parties involved must be aware that it may take some time to see the benefits.


Experiencing burnout


Each day, content creators churn out tens of thousands of words and dozens of ideas. They’re going to run into a wall at some point. It’s possible that inspiration may wane, deadlines will be more difficult to meet, and the quality of your work will begin to suffer. Set realistic timelines and goals, and concentrate on the quality of the content rather than the quantity as the best option.


Making a genuine contribution, rather than merely filler


It’s easy to create material just to fill the page rather than providing true value to your readers when you’re rushing to meet deadlines or only caring about the quantity of information you publish. It’s important to be aware of this trap at all times and avoid falling into it. Be sure to take a step back and reevaluate your strategy and content on a frequent basis to make sure that your information is interesting and useful to your target audience.

It’s a delicate balancing act between artistic expression and search engine optimization


When it comes to SEO, it can be tempting to solely focus on the proper keywords and put the quality of your content on the back burner. Your readers and Google will punish you if you do this, so relax. SEO-friendly material can be created that is both informative and keyword-rich at the same time. The quality of your pages is assessed by Google, thus good content means good SEO.

Developing a strategy and keeping track of the results


It takes a lot of time and effort on your part and the part of your content team to create engaging content. Are you getting more views as a result of this? Do you need to improve the quality of your leads? Answering these questions will be easier if you have something to measure the outcomes against. It’s crucial to plan ahead of time. Start a content marketing campaign, but first determine what you hope to accomplish with it. Your strategy can be tested against its goals by comparing the results of analytic data to those of the goals.


Content Marketing


The marketing world has changed immensely over the last few decades. The time of print publications being the top way that consumers reading their news is over. A majority of people do a large amount of reading online rather than opting to pick up a newspaper or magazine. Digital marketing has made it more important than ever to create top-quality content.


The marketplace is saturated with a variety of content and generic content simply doesn’t garner the traffic that it used to. The days of clickbait are dead and now the need for in-depth content has increased to an all-time high. The following are tips to help take your content marketing campaigns to the next level.


Create Content Ideas Based on Data

Technology has made it easier than ever to collect data on marketing and advertising campaigns. There are even tools that allow brands to find out which pieces of content delivered the most in terms of traffic or social interaction. Content needs to be based on data as this is a great way to help ensure results. A new spin on an old topic is quite common as there is only so much to write about in certain niches of business. Take the time to sit down as an entire team to help come up with ideas for content. You would be surprised how well the staff will be able to suggest topics even if they are outside of the marketing team. It is also a cool idea to think about different ways to monetize podcasts with sponsors from your niche, or with some specific podcast merch. 


Get Influencers Involved

The world of influencer marketing seems to have erupted over the last 5 or so years. There has always been influencer marketing but in recent times it has come to attention. Celebrities like the Kardashians making ridiculous amounts of money for a single sponsored post. The aspect that a company has to keep in mind is ROI as micro-influencers offer a far better return than a worldwide celebrity. These influencers have built a base of trust with their followers. This trust leads to recommendations being more influential to their community. The smaller influencers are not going to recommend a product that is subpar as it would risk the trust they have built. A moderately sized influencer is going to engage with followers at a higher level than that of a Justin Bieber.


Host a Weekly Podcast with Guests

Hosting a podcast has become far more prevalent than in the past. There are plenty of professionals that have made a great living hosting a podcast like Joe Rogan. Businesses can help legitimize themselves if they are new to a specific market by simply inviting the right guest to appear on the podcast. The creation of great content can easily be done through thoughtful conversation on specific topics. An agenda should be set before the podcast as simply rambling is not going to turn a new company into a thought leader on a specific subject. Transcribing these podcasts is equally important as this can help in terms of SEO and make the content searchable.


Social Media Promotion Cannot be Undervalued

Social media is the perfect platform to promote content whether it is written, video, or a podcast. Take the time to ask a question when referring to the content in order to engage with followers. There is an option to promote posts to increase exposure but this should be done carefully. The last thing a brand wants to do is to blast a mediocre piece of content out there for the company’s target demographic to see. The images that are included on social media posts need to be carefully selected. These images can be the attraction to a piece of content especially when posted on a platform like Twitter where captions are limited to a certain number of characters.


Consider Enlisting the Help of a Marketing Agency

Looking into outsourcing your content marketing to an agency can yield results. Finding an agency that specializes in various areas of digital marketing can be wise. Picking a reliable company with years of experience is going to be the best option.


“Agencies already have established contacts in online media. This can increase the reach of a content marketing campaign. Do not underestimate what years out media outreach can do when it comes to having content placed on some of the top publications in the world”, according to Exults Marketing.


Content marketing is going to be a staple of any successful business in the digital age. Take the time to create the best content calendar possible for social media accounts, the company blog, and offsite publications. The consistent generation of quality content is not going to go unnoticed by customers as well as others in the industry. Beat the competition through intelligent marketing that is based on quality rather than trying to game the system.


There’s no denying that starting an ecommerce business today is an intimidating task. Chances are, whatever you offer, there are hundreds, maybe thousands, of other online businesses doing the same thing – and making profits at it!


In this hyper-competitive business atmosphere with an incredibly high failure rate (some studies claim this number is as high as 97%), online brands are on a constant quest to stand out.


Generally speaking, when it comes to ecommerce, copy and on-page content tends to take a backseat to aesthetics and UX-friendly design and layouts. However, if you’ve got the right brains behind the keyboard, content can be one of your most powerful weapons in converting visitors and getting them to open their wallets. A BigCommerce study found that content marketing contributes to over 75% of ecommerce revenue, directly or indirectly at major online stores.



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Indeed, investing in content creation and marketing is one of the smartest decisions you can make for your online business. Here are a few ideas to think about when tackling your strategy for the year ahead.


Craft a Consistent Brand Voice from Day One

Building an authentic brand voice from the ground up, especially in the ecommerce world, is a very intricate task. On the website, written words are the primary vehicle for showcasing your brand voice, tone, and values. This is how people begin to trust and relate to your messaging. A big mistake to avoid early on is getting in the mindset that you will just get the basic text on the page, then tweak it later.


Keep in mind, establishing a memorable brand involves a meaningful correlation between words and visual effects. That said, the copywriting and design processes need to be on the same page during the initial creative stages.


For instance, your brand might need to have a bold, but not overconfident aura to it. Or, you might need to be cheeky, but not disrespectful or offensive. Most importantly, the copy – be it a product description, email, or social media post – needs to be able to differentiate you from every other business working towards similar goals.


British fashion brand Missguided does this beautifully, projecting itself as “forward thinking” and “inspired by real life.” The tone on their site, emails, and social networks are chatty and colloquial, the brand is constantly projecting a kooky and rebellious personality.



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Use Headless Tech to Extend Your Content Presence

The Small Business Marketing Report stresses the importance of content on an ecommerce site that is focused on selling products. “In a crowded market, having a website that simply serves as a brochure is no longer competitive,” says the report. While blogs on ecommerce sites are intended to provide valuable information and reviews of various products, along with use cases, the business goal of converting readers to customers remains.


However, online retailers have found it difficult to integrate content that drives traffic and offers a better experience to shoppers from backend functionality that makes order processing, payments, and other transactions possible. Again, sites that start out as blogs and then add ecommerce functionality also run into a wall when they find that their content management systems (CMS) are not up to the task.


The solution is headless ecommerce, which essentially “decouples” the presentation layer of the platform from the commerce functionality, giving retailers more legroom to serve rich brand experiences via digital content. If you’re looking to publish content that is personalized via AI-based tools, that changes dynamically across multiple devices and platforms, new-age CMSs such as Contentful or Vue will do the trick.


One of the best uses of headless ecommerce for retail brands is that it enables them to create satellite content presences, microsites, campaign-specific mini-sites, or even progressive web apps (PWA) for mobile, with top-of-the-funnel (TOFU) content that increase brand awareness, engagement, or even build a critical mass of web traffic – all of which indirectly aid in selling.


A good example of a micro-site that features a successful content series (in a specific format – video in this case) for an ecommerce brand is Will It Blend? by Blendtec, the blender and mixer maker that gained fame for their mind-blending video of blending an iPhone.


Building on the success of that video, they created a whole site just to showcase more brain-blending videos of the “Don’t try this at home” variety. And yes, it all serves to feed their marketing funnel, thanks to prominent “Our Blenders” links and other UX elements on the site.


will it blend

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Write Product Pages That Pop

Scripting product pages is an art.


Now, it doesn’t take a super-creative copywriter or an engineer to spell out the technical details and functionality of a product or service. However, this only defines a good product page. A great product page is one that does this in a way that clearly expresses the brand voice while instilling customer confidence.


Product pages are what truly define an online storefront. The bad news: A study conducted by Conversio (now Campaign Monitor) tracked over 400 ecommerce businesses and found that the average conversion rate on product pages was just below 9%.


As intimidating as this number sounds, the underlying message is brands need to step their game up and provide top notch information. Ultimately, a product page should work to give prospective customers the proper knowledge and motivation to make a purchase.


In most cases, the name of the game with product pages is writing short and sweet copy that gives potential customers all the information they need in your one-of-a-kind brand voice. Further, headings and descriptions need to be written with the proper attention to SEO. Also, just like the rest of the website, the words need to be written in accordance with the visual aesthetics of the page. As you can imagine, this is much easier said than done.


Finally, every product description needs a crystal clear value proposition that emphasizes why the visitor should buy your product. Spell it out in detail, whether your item is unique and unusual, or commodity-like and faces high competition. Cosmetics brand Glossier has mastered this art.



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Over to You

If the design and visuals of an ecommerce website are its bricks, content is the mortar. When you are starting out and budgets are tight, it can be tempting to cheap out on both content creation and promotion. However, the message of your brand is what visitors (and Google) relate to. A feature-rich product range or swanky website will only get you so far if the accompanying text is plain and lifeless.


Ecommerce content has many different variables attached to it. A seasoned marketing team can tie it all together across multiple digital channels, so that your audience sees a consistent brand voice everywhere, and connects with your products, values, and unique selling proposition. Utilizing branded content to the fullest is one of the smartest decisions you will make.

Content Marketing Plastic Surgeons

Great content is always a vital piece of any marketing strategy, but it can serve several distinct purposes for plastic surgeon marketing. Continue reading below to find out what those purposes are, along with a few tips on how to create great content.


Set Yourself Up as A Plastic Surgeon Authority

The right pieces of content can help to set up you and your practice as authorities in the plastic surgery field. Your potential clients will be looking to find a plastic surgeon who is (and most importantly, appears to be) experienced and knowledgeable. Many people are nervous about undergoing surgery of any kind, but especially when it goes past in-office, noninvasive, or minimally invasive procedures.


Dispel Commonly Held Myths

There are many commonly held myths regarding plastic surgery, despite many advancements in the way the public looks at it. Great content, when written properly, can help to dispel this. To be effective, the pieces must be well-written and fact-dense. This can help to not only make those curious about procedures to feel better about it, but also to help put a better face on the plastic surgery industry in general.


Increase Local SEO Ranking

Content is part of an overall digital marketing strategy that can help to increase local SEO ranking. This means you will rank higher in the search engines when people look for a plastic surgeon near them. Since the vast majority of clients will come from within approximately two hours of your office’s location, this can significantly help to improve your practice’s success.


General Tips for Great Content

Anyone can create content, but not all content is created to be great. Below are a few general tips and best practices for ensuring your content is up to the highest possible standards.


  • Never lie or exaggerate. Especially in plastic surgery, it is vital to tell the truth as it can be backed up by facts.
  • Make all articles and blog posts aesthetically appealing and easy to read by utilizing numbered lists, bullet points, H2 headings, and short paragraphs.
  • Always double check grammar and spelling prior to publishing content.
  • Use a minimum of two different content formats to reach the largest audience. This might include video, articles, blog posts, press releases, social media, podcasts, or even live streaming.
  • Make sure the content you create provides your current and potential clients with something they need. This could be the answer to questions, valuable information, or even discount codes and coupons.
  • Always value quality over quantity. It is better to write one great piece of content than to publish ten mediocre ones.
  • Be consistent in both your posting schedule and what you say. Keep the same tone of voice and maintain the same views throughout all your website’s content.


The above tips can help you to create great content for your plastic surgery website. Once of the best ways to ensure you have great content for the most effective overall marketing strategy, however, is to hire a professional company to assist you.


Social Selling


Consumers have evolved from the advertisement focused demographics of the early millennium. It’s no longer enough to serve ads that simply promote your product. People are demanding advertisements that entertain and help them solve problems.


It shouldn’t come as much of a surprise. After all, media is changing and people right along with it. Instead of televised media, we’re now using social media. Consumers expect brands to take advantage of the new opportunities for building relationships.


To succeed in the new world of online advertising, businesses need to embrace relationship building and give people what they want. In other words, companies need content marketing.


Content marketing provides written or visual content that entertains, informs, and helps build a repertoire with consumers. Businesses have already taken notice of the strategy’s merits, with 88 percent of B2B marketers already utilizing content.


To see real success, your brand should leverage content into budding relationships that eventually send customers down your sales funnel.

Ads That Push Your Content

Traditional advertisements, even across social media, focus on selling your product. These ads are important, but they don’t fit well with content marketing. However, social media ads in particular can co-exist with a content strategy.


Instead of advertising for your product, advertise your content on social media. Start with media that solves a specific problem. Think about issues customers in your niche face, and then solve them with your content.


Next, create a social advertising campaign that links back to this content. Consumers who see your advertised content get pushed into the awareness phase of your buying funnel. Once you’ve captured their interest, you can then start building a long lasting relationship.

Remarket the Customers Your Ads Draw In

The next step in leveraging social selling into a stronger sales funnel is remarketing your customers. Harness your new social media generated awareness and start retargeting consumers.

Building your remarketing funnel focuses on advertising to people that followed your social ads back to your content. For instance, someone who linked from Facebook to your website will see your ads across other platforms.


This makes an effective way to move people from the awareness phase into the consideration/decision phase.


The idea is for people to see your advertisement when they’re on the fence about making a purchase. Your remarketing advertisements push people into thinking of your brand before the competition.


How you decide to go about your remarketing depends largely on your budget and overall content strategy. Google Adwords and Facebook offer the best remarketing tools for most businesses.


Adwords targets a broad spectrum of users, while Facebook helps continue targeting customers who’ve already responded to your content-centric ads.

Social Selling and Email

Now that your consumers are in both the awareness phase and consideration phases, the next step is closing your sales and boosting your conversion rate.


Consumers who’ve started accessing your content and moving down the sales funnel are ripe for targeting with email marketing. Contrary to popular belief, email marketing is still an effective way to reach customers.


Email actually has a higher conversion rate (66 percent) than social media messages and direct mail.


Set up your retargeting campaign and social media marketing so that consumers are led to landing pages with email sign ups. Offer content incentives to collect email addresses, and then use those emails to send promotions that close sales.


People linking from your remarketing advertisements especially, are already interested in your product and susceptible to email marketing campaigns.


Keeping Customers Interested

Potential customers at every level of your sales funnel are still just that; potential customers. Companies need to offer incentives to build brand loyalty.


Repeat consumers actually cost less than new acquisitions, and are more likely to make additional purchases. The final step in your social selling sales funnel strategy is recycling people through the funnel.


To keep customers interested it’s easiest to once again utilize social media. Continue sharing content with your customers across social media to ensure your brand awareness stays high.


Email marketing also works well to retain customers. Don’t focus all of your emails on selling your product. Consider offering unique content and discounts to consumers who’ve already made a purchase.


Content marketing over social media helps move customers down your sales funnel by creating interest, showing value, and rekindling interest in the long-term.


Social media ads for your content increase awareness, which in turn allows for remarketing for product consideration. Which then leads to direct email marketing opportunities and finally sales.


With the right strategy, social media selling takes potential consumers and turns them into repeat buyers.

Content Writing & Marketing Tips


As content marketing becomes more of a central focus for marketing strategy, it is easy to miss some elements and nuances of your content that can really help drive your idea home. Of course, your reason for your content is to create and distribute it to your consumer base and the goal is to get positive and profitable reactions from your targeted audience.


Content marketing doesn’t just stop at blogs either, it can include videos, infographics, case studies, and whitepapers. Content marketing is one of the most important aspects of marketing for just about every type of business today; however according to a report from the Content Marketing Institute; only 44% of B2B marketers have clarity on content marketing success. In addition, the report noted that 60% of marketers said that producing engaging content is the most challenging part. If you focus on building content and including these four important elements, you will slowly find the best content fit for your business.



Not all fonts are created equal. You can easily help convey a point, thought, or feeling immediately by using different fonts. Choosing the right font can elevate your content while choosing the wrong one can be detrimental. Fonts can help your text stand out will be able to deliver your message with style and design too.


Need help finding the right font? Try these:



Content Length

The length of your content can help or hurt your marketing strategy. This is where knowing your audience and monitoring what works will help you tremendously. Even if your content is worthy of a long and detailed article, that may not be what your audience has the time or patience to read. Depending on your business, a long, in depth article might be just the right thing. The key to finding the right length for your company is testing and measuring.



How do you distribute your content? After taking all the time to create your content, if you don’t distribute it through the right channels, then who is going to read it? You should have a plan for delivering your content. Knowing your target audience helps you streamline your content delivery so that it will reach your potential customers where they are online. This is achieved by knowing how they behave and more testing over time of what works.


Entertainment Value

Will your audience find your content interesting, informative, inspiring or entertaining? If they don’t, your distribution strategy could already be on the back foot as the hook to make them stop isn’t powerful enough. Remember, there’s an enormous amount of content out there so understanding what will make your piece priorities by your audience is incredibly important. This doesn’t mean you have to be a comedian if it is not right for your business; however, content can be entertaining in other ways. When you measure your success and see how your content is being engaged with and shared, that is when you know you are on target.


Key Takeaways

The key to successful content is to pay attention to detail and strive for the best content that fits your business. This includes using fonts, testing the length, crafting a distribution strategy, and ensuring that your content will engage your audience. When you monitor your audience’s reactions and actions to your content, you can start to see what works best and implement changes that help reach objectives. Remember to measure your success using social insights and media monitoring tools so that you can continue improving upon your testing and strategy.
About author

Elizabeth Victor is Brand Advisor for Isentia She enjoys sharing social media and branding tips for all sized companies. She also enjoys sharing tips on PR monitoring and management.

Winning Content Strategy

Stop looking for new ideas for your Content Marketing strategy and start comparing yourself with your competition.


The next endeavor that you should focus your energy on relating to content marketing is in making a direct one-on-one comparison between you and your competition.


How can you be sure that this is a good idea? If you put yourself in your future client’s shoes and analyze their point of view, you will observe that before choosing either your or your competition’s services, the first thing that they do intuitively is to make a comparison of those offering the same services as you do.


According to a study carried out by GE Capital Retail Bank, 60% of consumers begin their research using a search engine before going to the final page where they will make their purchase.


It is in this context that even the organic predictive results from Google itself suggest creating content based on what others have previously searched for.  One example to consider is by comparing different software solutions for customer service:




At the end of the day, it is the potential client that is interested in this comparison and there is nobody better than you who can provide it for them.


Without going too far, in case you don’t do it, a third party like Software Advice (who has been in business for over 10 years) will redact this content in order to generate leads and then sell them to you, or even worse, to your competitor:


Software Advice


But what is the correct manner for creating this content, even when you must also talk about your competition?

Fair and clear comparison

The starting point is in putting together a comparison that is accurate, even if it means you are not the winner in all of the categories.


If you reveal some facts about your competition and they are not correct, the user comparing the data before making a decision will realize this and it will end up being a negative strategy for your investment in content marketing instead of being a positive one.


The wisest thing to do is show a simple chart comparing yourself with 2 or 3 of the most well-known competitors in your sector:


Software Comparison


It is not just a comparison chart

Even though the most didactic way of doing a comparison is by using a chart, it does not always have to end there.


Before the user sees the comparison, you can share with them the things that differentiate you from the competition and explain to them why they should choose you:




Avoid using many words, prioritize images

Following the example which we began with, where we compared different services for customer service, one that I would like you to notice in detail because of its excellency in development is that which Intercom did with a special landing page.




Anyone can say they are better than their competition in “being the most user-friendly,” “fastest,” “having the best technology,” or even “with customized service 24 hours a day” but the goal is that you show them how you do this. And the best way to do this is with visual examples, images.


And why not even use a video, as the people at HelpScout did in order to compare their tool with Zendesk:


Help Scout

Don´t forget to close the sale

This strategy for content marketing should end with a call to action in order to close the sale.


Close the Sale


Try doing this with a free trial period in order to avoid any objections the client may have and so that they can start using your service right away.


If you can make it so that the user can use your software before that of your competition you will have the advantage in the fact that they will dedicate more time in figuring out how your service works, adapting to your procedures.


Highlight user reviews

When we did A/B trials for finding out which content worked best in our company while comparing us with the competition, we realized that the greatest conversions were achieved when we highlighted what our clients said (reviews).


This idea came about when we saw the survey that BrightLocal carried out, which showed that 88% of clients said they trust online reviews just as if they were personal recommendations.


An example is what FreshBooks does with their content which compares themselves to QuickBooks (the leader in the market for accounting software) specifically utilizing reviews from people who left the competition behind and united with them:




Always leave space for frequently asked questions

Lastly, don’t forget to answer the most common questions that these potential clients may have at the moment of making a decision to hire your services or those of your competition.


If you can answer their doubts before any other, definitely the possibilities of gaining the user will be more in your favor:




Handling this strategy for content marketing as a sales landing page is the most recommended method. The comparison chart should be the base upon which the content is written, accompanied by a sales call to action, images, comments, and frequently asked questions. This is the method I suggest that you follow.


Another option for this type of content is to use more general content such as: “What are the 5 best accounting tools for a business?” And there you could include your company in the list instead of a side-by-side comparison that we saw previously. But always follow the concepts we just went over.





The most important thing to consider is that now it is in your hands and not those of a third party to offer a comparison between your services and those of your competition. It is your duty to show the advantages that differentiate you and thus be able to successfully close the sale at the time the user is making a final decision.



The source of this knowledge and its redaction was shared by Cristian Rennella, Computer Engineer and Professor of the Catholic University of Argentina. Director of Marketing at MejorTrato for Mexico. His passion in the past few years has been centered around the developing entrepreneurship in South America.

Mind Mapping Tips
I think it’s safe to say that pretty much everyone working in the Search Engine Optimization and in particular working on either content marketing and/or link building campaigns has at some point struggled with coming up with new content ideas.
There are various brainstorming techniques as well as tools designed especially to help you with this task. What I am going to discuss here today is mind mapping, or to be more specific, how to use mind maps to brainstorm content ideas.


What is mind mapping

A mind map is a diagram used to visually organize information. Just like the example below.
Mind Map
The term mind map was coined by a British author and TV personality Tony Buzzan
Mind maps have multiple uses, you can use them to take notes, to study, brainstorm ideas or even plan a new website.


Tips and Tricks

Before we start, there are a few great tips and tricks to brainstorming with mind maps effectively. If you follow and remember these little pieces of useful information, then you are sure to have no trouble when it comes to brainstorming.


  • Have a clear idea of what the topic is.
  • Define your desired outcome.
  • The subject title should be the mind map title to remind you what you are brainstorming.
  • Add branches and topics and the sub-branches with their sub-topics without worrying about organization for now (you can organize it later).
  • Brainstorming is all about letting the idea flow freely from your mind.
  • Take a break when you run out of ideas or become tired from concentration. Return to it after a short break.
  • Once you have collected all of your ideas you can start structuring and organizing them.


Brainstorming content ideas with mind maps

Here’s the part you’ve been waiting for eagerly – how do you brainstorm content ideas with mind maps? Well, once you have followed the steps for preparing your mind all you need is some paper and colored pens or some mind mapping software.


Here is how you can brainstorm ideas using mind maps.


1) Place your main topic in the center of the page.

2) Close your eyes, take a deep breath and let the ideas come to you.

3) As the ideas start to form, draw arms for your mind map and label them.

4) As your ideas become more detailed, make sub-arms from the key ideas and write short, detailed notes. As you think of content ideas think of all the questions your audience may ask. Look at your keyword research spreadsheet and include these in your mind map as well.

5) You can continue expanding until you have explained and described your ideas to the best of your ability.

6) Out of quantity comes quality. You can now pick up the best ideas from your mind map.

Your final result should look like the example below.


Content Ideas

Group brainstorming with mind maps

If you are brainstorming in a group, make sure you have someone to record the ideas and a ‘leader’ for the session to keep things organized and under control. You will also want the group to be small.


Mind mapping tools

There are a lot of tools available online and in the App Store both paid and free or you could simply use pen and paper. I suggest you try a couple (using free trials) and pick the one which works for you best. Some of the tools are very simple others can let you add links, images and attachments to your mind map.


To get you started here is a short list (in no particular order).

  •– quick and easy to use, free, browser based tool.
  • MindNode one for Apple fans, available for Mac, iPad and iPhone. Very nice, clean design.
  •  SimpleMind  – available on Windows, Mac, Android & iOS.
  • iMindQ – available on Mac, iOS, Web, Android and Windows.



Mind mapping is an amazing and versatile method that allows for us to be creative and really get our ideas down in an organized and highly structured manner. I hope this post will inspire you to try mind mapping and that it will help you with brainstorming your content ideas.


Content & Web Design


The advancements in how pictures, videos, and advertisements are incorporated into web design are truly amazing. Web designers are able to offer clients more media options than ever before. This is surely a positive thing; however, you should make note that media is only valuable when used properly. In the world of web design, media has and always will be complimentary to clear, concise content. Put simply: content is king in web design. Your site should use the following to get clicks and make money:


Search Engine Optimized Content

The goal of web design is to create a site that functions as a revenue generating asset. It’s been shown that 96% of customers will click on a site that’s shown on first page google results. For this reason, you want your site on that first page. The way to make that happen is by using search engine optimized (SEO) content. This type of content includes the key words that people are typing into google. It also uses those same keywords to deliver a powerful and relevant message.

A Strong Value Proposition

Value proposition is what separates your company from the competitor. It’s the number one determinant in whether or not a customer will read and navigate through your site or hit the back button. The best way to state it is through text. No picture or video can form a stronger value proposition than simple language text.


Here’s a great example of simple value proposition. 


Value Proposition


Product or Service Descriptions

Product or service descriptions are best conveyed through text that’s based on targeted customers’ needs. High value customers (HVC) should also come first. Your product or service descriptions should always reach out and grab the attention of this particular group.


Blog Posts

Search engines love frequently updated content. A great way to update your content without changing your value proposition or product/service descriptions is through a consistently updated blog. Blogs can be updated whenever you want. They can also give you an opportunity to use text to convey yourself as a relative expert and establish a unique relationship with customers.

Blog Posts



As previously mentioned, media is only valuable when used as a compliment to content. Web design serves a similar role. Once clicked on, your site has one to five seconds to draw a customer in. Effective design and media is how this is done. Your design and media creates the first impression that keeps visitors on your site. It should work in harmony with content. Media can always be incorporated into text as long as it’s customized and stands out. One common mistake people make is not making media large enough for the customers to see. Another is using it in an irrelevant place in the text.


No one wants a web site that doesn’t make any money. If you’re frustrated with your website and want answers, consult a web designer who can help you make the changes you need. Remember that content is always king. Use it in conjunction with excellent web design and media and your companies web page will turn the type of profit you’ve always wanted.

Content Amplification Tools


There are several different ways to amplify content, but it’s always handy to have a tool to help you out. No matter how good your content may be, it’s only worth as much as the amount of people that read it. Whether you have a budget, or want to do it all with hard work, amplifying your content will get it in front of more pairs of eyes. That means more leads and more business for your company. These are the 5 tools you absolutely have to try if you want to get it right.




Image Source: ShareThis


When you put up web content, how easy is it to share? With ShareThis you have an all-in-one tool that makes sharing incredibly simple. It includes channels such as email, various social networks, instant messages, and SMS. You can also check back on insights to see how much of your content is getting shared and by whom.




Image Source: LinkedIn


You can publish content natively on LinkedIn, which is a great way to push users towards your website or other social media channels. We don’t often think about LinkedIn as a social network where you can share content, but it can be very effective. The people following you or your brand will be interested in the content you publish, so engagement rates and sharing rates can be very high. It’s also a great way to get your employees involved with viewing and sharing content from your brand.




Image Source: Buffer


As far as social management goes, Buffer is pretty much the king. It allows you to queue up posts to all of your social networks, getting the links shared in as many places as possible with very little work. You can set up specific posting times and also use Buffer’s algorithms to discover the best posting times for your business. You can also check statistics after the posts go live and add old content back into the queue to give traction to content pieces. And it’s all very simple, with a clear user interface and free plans available.




Image Source: Outbrain


With a huge range of websites already using OutBrain, the implications for this tool are very exciting. The platform recommends articles to users who are browsing your site, telling them what articles they might be interested in reading next through related content. This keeps the visitor on site and makes them engage more, and it’s even more effective when your articles are advertised elsewhere on other sites. Getting more eyes on more articles per visit to your website is hugely important, and can actually help with your search engine rankings too.




Image Source: Contently


Want a tool that takes you from start to finish? Contently is the one. It helps with the creation of new content, then optimizes it, and then distributes it. Could it be any simpler? You can choose paid distribution, emailing, or social media to get your content to a wider audience. This tool is trusted by some huge brands – IBM and Facebook are just two of the names featured on their home page. When marketing gurus turn to a tool for help, you know it has to be one of the best tools out there.


Content amplification is one of the key pillars of marketing these days, and if you want to get serious leads, you need to be in the region of viral with every post. It’s a tough and competitive world as so many publishers vie for attention of each reader, but it can be done. With these tools, it can be done just a little bit easier.



David Grover is a Communications Manager at Timeo, a useful tool for businesses in the UK. He’s also a freelance career coach, who’s always eager to share his experience. In his free time he enjoys travelling.