Tag Archive | "Marketers"

10 principles of digital accessibility for modern marketers

Developers and designers can help differently abled users navigate websites by using CSS to control visual page elements. Here are other ways accessible websites are built.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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5 Things Successful Content Marketers Do to Make Sure Their Work Gets Read

There’s a lot of content created every day — and most of it gains almost no attention. In 2015, Moz…

The post 5 Things Successful Content Marketers Do to Make Sure Their Work Gets Read appeared first on Copyblogger.


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The Marketing Thank You Box: 12 reasons modern marketers can be thankful

In this month of gratitude, here are 12 elements of modern marketing you can be thankful for.
MarketingSherpa Blog

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Why Content Marketers Need Editors

I’m good at math. If you looked at my standardized test results from when I was back in school, you’d…

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Google Introduces New Metrics to Help Marketers Test Ad Strength

For some time now, Google advertisers have been frustrated by a lack of reporting metrics on Universal App marketing campaigns and responsive display ads. The limited data has made it difficult for these advertisers to determine which ad combinations are the most effective.

Research by Google, however, revealed that 91 percent of mobile device users have purchased or planned to purchase something after they saw a relevant ad. 

Since relevance is a key factor behind the which ads most appeal to consumers, Google recently rolled out an ad strength metric and also suggested best practices and key insights that can help marketers improve their ad’s performance.

The metric on ad strength will provide advertisers with a barometer that can measure an ad’s content. Ratings will range from “poor” to “excellent.” The metric will also measure an ad copy’s diversity, relevance, and quality. It will also have actionable feedback, thereby making it easier for this tool to check and enhance an ad’s effectivity.

Image result for google ad strength

Marketers will have access to ad strength early September and the metric will hit the responsive search ad platform shortly afterward.

Google also shared some tips and best practices to improve campaign performance. For instance, the company recommends that ad executives utilize several unique headlines, design elements, and product descriptions to assist Google’s machine learning feature in churning out multiple ad combinations.

Another suggested best practice would be to create a minimum of five headlines for responsive search advertisements. For responsive display ads, it would be best to come up with five brand logos and about 15 images, descriptions, and headlines for every ad.

The combination of diverse ads and Google’s machine learning feature is a potent one. The feature ensures that your advertisements are personalized, helpful, and relevant to a wider group of consumers. This customization will result in ads being shown more often, thus reaching a large pool of prospective customers. According to Google, marketers that integrated machine learning with their campaign saw 15 percent more clicks.

Google has also taken steps to make it easier for advertisers to design effective responsive search ads. The company now gives marketers a sneak peek of different ad combinations as they are developed. They can also check the reports and details for descriptions, headlines, and top combinations. Knowing these numbers will help you see which ad appears more frequently in search results.

The post Google Introduces New Metrics to Help Marketers Test Ad Strength appeared first on WebProNews.


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Email Marketing: Why phishing emails (unfortunately) work … and what marketers can learn from them

Phishing emails are just plain thievery. While phishing emails don’t ultimately deliver value, they do communicate value. Not to everyone, but to a specific audience. And that is why some people act on them.
MarketingSherpa Blog

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Digital Marketing News: Preferred Platform Study, B2B Influencers & Blockchain For Marketers, & Travelers Turn To Instagram

Marketing Charts Platform Usage Graph

Social Media Marketing Update: Preferred Platforms and Content Types in 2018
A multitude of the latest trends in social media marketing have been detailed in a new report from Social Media Examiner, revealing that Instagram has surpassed a declining Twitter in overall popularity, while B2B marketers continue to prefer LinkedIn. MarketingCharts

Study: Millennial travelers’ Instagram use has grown 375% since 2013
U.S. millennial travelers have turned to Instagram 375 percent more than they did in 2013, according to new research on social media usage among travelers, while Google stayed the top overall travel site. Marketing Dive

Facebook Releases Latest ‘Topics to Watch’ Report, Highlighting Key Trends
U.S. marketers now have access to Facebook’s latest list of topics to watch, as the social media giant released its “Topics to Watch” list for April, 2018, including the fastest-growing conversation topics on the platform. Social Media Today

A leaked look at Facebook’s search engine for influencer marketing
A glimpse inside Facebook’s possible future influencer marketing search engine plans has been published, including a branded content marketing tool. TechCrunch

The Best Days and Times to Post on Social Media [Infographic]
The most successful times and days for posting social media content have been examined in new study data from Unmetric, showing differing posting sweet spots for Twitter, Facebook, and Instagram. MarketingProfs

Instagram Officially Launches Ability to Re-Share User Posts in Stories
All Instagram accounts have been given the ability to re-share public user posts to Instagram Stories, with a new “Create a story with this post” feature, the company recently announced. Social Media Today

May 25, 2018 Instagram Statistic

2018: The year of influencer marketing for B2B brands
B2B influencer marketing has come into its own so far in 2018, and is expected to play significantly in predicted total brand spending of $ 101 billion by 2020, which Michael Brito explores. Marketing Land

What Blockchain Could Mean for Marketing
Digital marketers could benefit from learning how blockchain technology is making waves in the marketing world, and Harvard Business Review has examined the expected forthcoming data-driven boom. Harvard Business Review

Facebook updates Ads Reporting & introduces new ‘creative reporting’
Facebook has introduced expanded ad and creative reporting options, rolling out to all advertisers over the next month. Marketing Land

Adobe Buys Magento for $ 1.68 Billion to Target E-Commerce
Adobe has agreed to purchase Magento in a $ 1.68 billion deal aimed at boosting Adobe’s e-commerce market share, the firm announced Monday. Bloomberg

ON THE LIGHTER SIDE:

Being Agile Marketoonist Cartoon

A lighthearted look at being agile, by Marketoonist Tom Fishburne — Marketoonist

Try Not to Laugh: 7 Hilarious Ways to Use Humor in Your Emails — Sleeknote

MoonPie’s Social Media Strategy Has a Secret Ingredient: Character — Skyword

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Ashley Zeckman — 20 Experts Give Their Best Advice for Engaging Email Copy That Converts — Delivra
  • Lee Odden — 33 Marketing Quotes to Keep You Motivated — Depositphotos
  • Lee Odden — Conférence Marketing de contenu: créativité et engagement au cœur des stratégies (In French) — Infopresse
  • Caitlin Burgess — 10 Tips for Saving Time and Getting Better Results with Your Content Marketing — Small Business Trends

Please join us once again next week, when we’ll have a new array of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Camera Shy: 7 Tips for First-Time Video Marketers

Video Marketing Tips for First-Timers

Video Marketing Tips for First-Timers

Video isn’t for the faint of heart. You need to feel confident enough to put yourself, and your brand, out there. But it’s a medium that a lot of marketers are exploring as it holds a lot of potential.

In fact, Cisco’s Visual Networking Index predicts that 82% of all internet traffic will be video by 2021. Video is a main source of content consumption, including everything from the news to YouTube tutorials. And as marketers looking to demonstrate thought leadership and credibility, video presents a unique opportunity to get in front of and educate your target audience. However, 64% of marketers agree that video is the hardest type of content to produce, turning many people away from embracing video.  

Never one to shy away from a challenge, we’ve been diving in head-first here at TopRank Marketing. We’ve been doing video for a while through our Digital Marketing News casts, but we recently started expanding to include a video series (Crush-It!) that inspires the next generation of curious, courageous, and clever digital marketers. Each video features one of our internal experts, which brought both seasoned and green video personalities to the stage.

If you’re thinking that you want to enter the world of video marketing, check out our team’s video marketing tips from their own experiences in front of the camera, as well as behind the scenes.

Our Video Marketing Experts

Tiffani Allen TopRank MarketingTiffani Allen

Senior Account Manager

One of the anchors for our Digital Marketing News YouTube series, Tiffani is a veteran in front of the camera. Having starred in over 100 videos, as well as directed videos for a few of our clients, Tiffani knows how to organize and shoot effective videos.

Follow Tiffani on Twitter and LinkedIn.

Josh NiteJoshua Nite

Senior Content Marketing Manager

As Tiffani’s Digital Marketing News co-anchor, Josh also has plenty of advice for marketers going in front of or behind the camera. With over 100 videos under his belt as well, Josh is no stranger to video marketing.

Follow Josh on Twitter and LinkedIn.

Nick Nelson

Content Strategist

Recently appearing in one of our latest Crush-It! episodes, Nick has useful tips for first-timers. Having covered video marketing strategies and tips in the past for our own blog content, Nick’s also picked up some advice from leading brands and video experts.

Follow Nick on Twitter or LinkedIn.

Steve SlaterSteve Slater

Senior SEO and Digital Advertising Manager

Video isn’t widely known for being SEO-friendly. But as a dedicated SEO expert, Steve provides great insight into how you can still take advantage of video for search marketing. Steve has also appeared in our Crush-It series, becoming a breakout star with some helpful tips.

Follow Steve on Twitter and Linkedin.

7 Video Marketing Tips for First-Timers

#1 – Get ready for your close-up.

Video is all about “looks,” but looks don’t just boil down to your hair or makeup. It’s more so about making sure that your talented cast comes prepared and well-versed on the subject they’re going to be talking about. This will allow them to appear more comfortable, relaxed, and confident on camera. Afterall, everyone appearing in the video will be an extension of your brand. To help you get ready for your close up and put your best self forward, here are some tips from our team on your appearance and demeanor.

“If you appear nervous or lacking in confidence, it’ll probably be visible to viewers. This is no easy task, especially for the camera-shy, but be mindful of the vibe you’re giving off. Try as hard as you can to relax and have fun. It’ll show.”Nick Nelson

“Relax! It can be uncomfortable to be on camera, but the more you do it, the easier it gets. Think of it as a conversation with your audience versus a video – it takes some of the pressure off. Also, avoid super busy patterns or lines when you’re picking out what to wear. It can make some really crazy things happen visually.”Tiffani Allen

In addition to keeping your appearance in check, you also can’t stop once you start. This lesson can be applied to plenty of things you’ll try throughout your marketing career. But if you want to experience success with your videos, it will take a lot grit, determination, and outside-the-box thinking. Even if you aren’t getting the views or subscriptions you want, you have to keep at it, optimizing your approach along the way.

“You have to commit. The first video probably won’t be great. It might not even be good. Keep going and it will get better.”Steve Slater

We’ve been iterating on our approach to video since 2016, starting with the basics, learning as we go, and striving to make each take better than the next.

Here’s an early example from us from a couple years back.

And here’s a video from last week. We’ve been working on finding the perfect lighting scenario, experimenting with different cuts, angles, and interstitials, and other refinements.

#2 – You don’t need a blockbuster budget.

Video is an expensive endeavor. Or, it can be. Between lighting, audio, video, and editing equipment, it can quickly become a costly investment. But just because you have all of the bells and whistles, doesn’t mean your video will be a success. Instead, focus on the content of your videos to ensure that your video will be watched and appreciated.

“You don’t have to have a huge budget. You can work with what you have to create a great video, you just have to get creative.”Tiffani Allen

Our own videos don’t have a huge budget. For example, we shot the below video in one of our offices and used the creative theme of meditation to engage our audience. It was an out-of-the-box idea, but it currently holds the title for longest watch time.

Read: How to Get Started with Video Content Marketing (Without a Blockbuster Budget)

#3 – Practice your narrative, not your lines.

When it comes to film, there’s usually a script that’s followed. When it comes to your video marketing, you’ll also want a script that helps you stay on track and express all of your talking points. However, while it’s tempting to document everything you want to say, word for word, avoid that urge as best as you can. Having a script is helpful, but it can also cause your video to feel less organic or authentic. Check out our team’s tips below for practicing ahead of filming.

“I would recommend carefully planning out your talking points ahead of time and rehearsing them so they don’t escape your mind on the spot. You don’t need to memorize a script — in fact, you might not want to, as you’ll likely come off as robotic and not very conversational — but memorize the things you’d generally like to say. This will help prevent the “ums” and “uhs” that can become stressful when the camera is rolling.”Nick Nelson

“I would recommend going over your talking points to have a good understanding of what you want to say, but NOT scripting it out verbatim. You want to keep it sounding natural and human.”Joshua Nite

“Practice your narrative, not your lines. If you try to remember what you’re going to say verbatim, you’ll likely need to do multiple takes and it may come off as rehearsed or inauthentic. Know what message you’re trying to deliver and you’ll have much more fun!”Tiffani Allen

#4 – Nail down your intention.

If you’re writing a blog post, putting together an eBook, or drafting an email, there’s typically a call to action (CTA) with a link. When it comes to video, however, that type of call to action becomes harder to include. While links are important and can be included as bumpers or within the video description, we would challenge you to think more critically about the action you want to inspire from your audience.

Video offers a vastly different experience for your audience than physical text. This means your CTA can offer a different experience as well. Do you want viewers to subscribe? Like the video? Share it? Comment? All of those CTAs now become options. You need to decide what you want your audience to do before you think about a measurable CTA.

“This comes down to being creative. What are you really trying to accomplish? Know that first, then figure out what tools you have at your disposal to get there. Can’t embed CTAs in your YouTube videos? Use bumpers with short links and add them to the description.”Tiffani Allen

For our own Crush-It videos, we added clickable CTAs at the end of our videos to subscribe to our channel or watch another episode.

Crush-It Video Calls to Action

#5 – Put someone in the director’s chair.

If you have a low-budget for your video marketing projects, odds are you don’t have a director or cameraman to back you up. While we don’t expect you to go out and hire someone to fill that void, simply enlisting a coworker or friend to press record has immense value. Even if they don’t have video experience, if they can help you start and stop your video clips, you can save hours in the editing chair.

“I think my biggest piece of advice is to have someone behind the camera. It really helps if it’s someone who knows what they’re doing (like our own video mastermind, Adam Dunn), but even just having someone to push the button and stand there made a drastic difference in how quick and easy it was to record.”Joshua Nite

via GIPHY

#6 – Video transcriptions aren’t just for closed captioning.

Video has a reputation for not being SEO-friendly. Because video by nature has minimal crawlable text, the SEO value is perceived to be low. However, there’s a workaround we’ve discovered that can more than make up for a video’s lack of text. What’s that secret? Transcriptions that allow for supportive, repurposed blog content and increased search visibility.

“Transcribe those videos when you embed them on your website. Don’t miss out on giving Google all that great content to index.”Steve Slater

“If your video focuses on keywords and topics that are important to your audience, it might be worth creating a written transcript and having it accompany the embedded video in a blog post. This will enable you to gain SEO traction and draw more inbound traffic for the vid. Include optimized headers and everything for maximum impact. Moz sets a good example of this with their Whiteboard Friday sessions.”Nick Nelson

Moz Whiteboard Friday Video Transcription

#7 – Be your biggest critic.

If you’re anything like me, you do not like the sound of your own voice or watching yourself on screen. But if you want to improve your videos, it’s something that you have to do to measure your own performance. Skipping out on watching yourself can lead to you repeating past mistakes.

“To quote the great LIttle Walter, ‘you better watch yourself.’ I know it isn’t fun but watch your own videos. See how you look and act on camera.” - Steve Slater

via GIPHY

Lights. Camera. Action.

Video marketing is a large undertaking for any brand as it involves looping in your brand’s internal thought leaders, investing in new equipment, and putting your brand into uncharted territory. But if you let the fear of budget, failure, or judgement hold you back, you’ll never reach the results you’re looking for.

For your best chance at creating video that’s award-worthy, it’s important that you stay organized, authentic, and determined. And we speak from experience when we say that it can be challenging at times, but the payoff is video content that educates and inspires — a common goal for many marketers.

Not sure what your first video should cover or aim to do? Struggling to come up with a starting point? Check out our other video marketing resources for inspiration and guidance:

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What Content Marketers Can Learn From an Adept Dungeon Master

Content Marketing Lessons from Dungeons & Dragons

Content Marketing Lessons from Dungeons & Dragons

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own.

After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below.

What Is a Dungeon Master?

For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore.

One thing Dungeon Masters are not responsible for, however, are the players’ actions.

Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions.

“The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims.

Does any of this sound familiar? It certainly resonated for me.

5 Content Marketing Lessons From the Dungeon

Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience.

#1 – Your audience values originality.

If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down.

“Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says.

When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest.

[bctt tweet="When examining your content & the story you’re trying to tell, it’s just as important to stay original & play with your audience’s expectations. - @aleuman4 #ContentMarketing" username="toprank"]

#2 – Appeal to curiosity.

When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelling world that is able to hold players’ attention—something not easily done. In fact, campaigns have taken Patrick days to put together. But that doesn’t come without its drawbacks.

“I’ve spent hours upon hours creating content for a campaign. But 80% of what I create may never see any playtime. It’s ultimately the players’ choice as to what tasks they want to complete and what quests they want to go on,” Patrick points out.

While the D&D world needs to have a unique and compelling narrative, it also needs to appeal to a player’s curiosity to ensure they keep playing the game and play the parts of the game that you want them to.

How does this apply to content marketing? Well, as you know, just because you’re producing content, doesn’t mean that your audience will find it. To find the answers they’re looking for, they might scour the internet, social media, and trusted experts for more information. Having an integrated content strategy that has multiple touch points throughout the buyer journey and an omni-channel approach, helps ensure you’re reaching your target audience whenever and wherever they may be searching.

Weaving SEO, social media, and influencer marketing into your content marketing strategy helps improve the reach and engagement of the content you’re producing. Through SEO, your organic rankings and click-through-rates will start to rise, improving your organic traffic. Social media messages that are well written and value-based help attract larger audiences from their social feeds. And, finally, tapping into industry influencers exposes your content to a wider network of like-minded individuals, as well as adding authority and credibility.

#3 – Avoid corraling your audience.

Nobody likes to be told what to do, including D&D players. While the DM writes the game and serves as a referee, they cannot influence a player’s actions. And if a DM attempts to, they could quickly lose a player’s interest.

“As a DM, it can be tempting to intervene and make sure that your players are playing the game the way you intended. But this is the one thing you cannot do.” Patrick emphasizes.

This is true in content marketing, too, as making calls to action (CTAs) with zero context can be a turn-off for your audience. If you insert a CTA before your audience can learn what’s in it for them, whether it’s downloading an eBook, listening to a podcast, or subscribing to your blog, they’re less likely to do it. In fact, QuickSprout found that placing a CTA above the fold on a page decreased their conversion rate by 17% and attributed it to their audience not fully understanding why they should complete the action.

Instead, make sure that your CTAs have plenty of context and explain what the audience will gain by filling out your form, reading another blog post, etc. This helps ensure that your content satisfies your audience’s quest for knowledge.

#4 – Customize content for your audience, not the other way around.

As we mentioned previously, the players are in charge of their actions and how they choose to play the game, making it impossible for DMs to have control over the game experience. This makes it important for DMs to know their audience ahead of time, so they can include important sought-after details into different game components.

“I’ll ask players before we start what they hope to get out of the game, whether it’s take down an enemy or just to have fun. Knowing this ahead of time, I can tailor the game to what each player wants to have happen,” Patrick says.

For content marketers, this lesson should hit close to home. You need to know your audience well in advance in order to deliver personalized content. If you create content and worry about your audience later, chances are you aren’t engaging the right people.

After taking a look at your own audience’s characteristics and interests in Google Analytics, create unique personas for each of your audience members. This allows you to create content that is tailored for each person you hope to attract and engage. For example, if one of your target personas is a Director of Business Development, creating custom content that addresses a unique pain points like identifying new business opportunities or tips from the experts on how to strengthen their existing client relationships.

[bctt tweet="If you create content and worry about your audience later, chances are you aren’t engaging the right people. - @aleuman4 #ContentMarketing" username="toprank"]

#5 – Chart your course.

There is a lot going on in a D&D game. And for the DM, that number is amplified as you have to remember every detail about your players, what’s been completed, and what could come next.

“To make sure I’m on top of the game and can portray characters well, I chart the game’s relationships instead of story elements. If I focus on the story, it could quickly become useless as players might do things out of order or in a non-linear fashion. By focusing on the relationships and where they fit in the narrative, the game becomes more fluid and flexible for the players and I can keep track of their journey,” Patrick says.

Tracking the journey isn’t the only thing Patrick notes, however. He also documents player strengths, weaknesses, and stats as the game progresses.

“I keep a character sheet that details each player’s play style. For example, if a player is investing their skill points in intelligence, I can tailor future encounters in the game to focus on problem-solving instead of combat. The opposite is true for a player who invests in raw strength,” Patrick notes.

Through detailed charts, maps, and grids, Patrick is able to make sure that his players have a personalized, seamless experience for every campaign they play, regardless of how they play it.

Customer Journey & Dungeons and Dragons Journey

By taking the same approach with your content marketing, you can identify opportunities for customization and develop a strategy for weaving your content into the buyer’s journey. For example, by knowing which pieces of content attract a larger audience or drive more conversions, you can use that information to inform your content development and map your content to different stages of the funnel (see below).

Grid Assigning Content to Buyer Stages

To collect this data on your content and audience, review your Google Analytics behavior and conversion dashboards to find our which pieces of content excel at attracting, engaging, or converting your audience. Metrics like page views and entrances are good indicators for attraction, whereas time on page or number of pages per session can help you understand engagement. And, finally, the number of conversions through conversion tracking is the best way to find your top converting content. Armed with this knowledge you can create content plans that are tailored for your audience’s unique buyer journey.

Your Audience Is the Hero

A good Dungeon Master enables players to become the hero of the story through a personalized game with a compelling, original narrative. As a content marketer, it’s your responsibility to create content that transforms your audience into heroes as well, helping them solve seemingly impossible problems with your expert, best-answer advice.

Through an integrated content strategy with originality, personalization, and “best answer” content that’s mapped to the buyer journey, you can become the perfect Content Master for your audience.

For more ideas on how to become a masterful content marketer, check out these 25 content marketing tips, including how to tackle writer’s block, repurpose content, utilize storytelling, and more.

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Crushing Conclusions: Why Content Marketers Shouldn’t Skip the Ending

Importance of Conclusions in Content Marketing

Importance of Conclusions in Content Marketing

We marketing writers spend a lot of time crafting a piece of content. In fact, according to Orbit Media’s most recent blogger survey, most writers spend about three and half hours crafting one blog post—which is a one-hour jump from its first report in 2014, highlighting to me the focus on quality over quantity of output.

But let’s be honest, regardless of how long we spend on a piece of content, we have our priorities in terms of how we spend that time. The title, while just a few words, is how we grab audience attention or entice the click. The introduction is how we hook the readers. And, of course, the body is at the heart of it all where we make good on everything we’ve promised in the headline and introduction.

But when it comes to tying it all up with a solid conclusion, I’d argue that many of us aren’t giving that component the thought and care it deserves.

In today’s crowded content landscape and increasing numbness to marketing messages, we can’t afford to leave any opportunity for engagement, connection, and conversions on the table. So for me, conclusions shouldn’t be an afterthought, but rather an essential marketing storytelling element for three main reasons—which is something I detail in this little video shoot I did with TopRank Marketing President Susan Misukanis.

Take a peek at my video debut if you want the Cliff’s Notes, but I encourage you to keep reading to get more depth and examples that can inspire the next piece you craft.

3 Reasons Conclusions Deserve Content Marketing Care

#1 – Content consumption is bite-sized.

First of all, it’s no secret that humans have short attention spans. How short? Roughly 8 seconds. And in an age of so much content at our fingertips, so much content that is ready to be consumed—it’s overwhelming. As a result—whether we’re curious about a new trend, researching something we may need to purchase, professional development—we often scan or skim content to get satisfy our need for credible, quality content in the shortest amount of time.

All that said, there are absolutely moments when we’re willing to commit to diving deeper and give something our full attention—which brings me to my next point.

#2 – If we’ve done our jobs and we’ve enticed a reader to the end, we absolutely want to leave them with something of value.

At a minimum, you should be circling back to your main points to give your audience a great summary and then providing them with a next step. Depending on your industry, audience, topic and stage in the funnel, there’s a few different considerations here:

The Engagement Play

Keeping folks on-page and encouraging them to interact with the content. The easiest example here is asking a thought-provoking question that relates to the topic and gives readers a chance to lend their voice.

Here’s an example from my recent post regarding Facebook’s latest algorithm changes and what they meant for influencer marketing.

As you can read, there’s a summary, actionable next steps from a takeaway and other reading standpoint, and then a related question to encourage discussion.

Engaging Conclusion Example for Content Marketers

The Emotional Play

Appealing to your reader’s emotions by leaving them with a little food for thought, inspiration or encouragement is a great way to reinforce every word up until that point and create a more personal connection. From my perspective, this route is especially great for thought leadership pieces.

In my journalism days, one of my go-to tactics here was to end with a compelling quote from one of my sources. I’d bring it all back together and then frost it with an interesting, uplifting, or sometimes a little heart-wrenching quote to really drive it home.

Here’s a subtle example from the *LinkedIn Marketing Solutions Blog. Titled Play Ball! How Marketers Can Apply the Principles of Spring Training and Experimentation, this baseball-themed post discusses how marketers can use spring training as inspiration for validating and optimizing social ad campaigns. With baseball season kicking off, the metaphor itself has a great hook for appealing to their audience’s interests.

When it comes to the conclusion, the minimum best practices of circling back and providing a summary are in play. And it’s done with the inspirational, “you can do it” sentiment woven throughout. Then the final line—”Step on up to the plate and give it a try”—gives readers “permission” to try a little something new. Of course, there’s a related CTA, too.

Emotion Evoking Conclusion Example for Content Marketers

The Tactical Play

This one is simple and probably one of the most widely used. This is all about giving readers something to do next. You’ve addressed a pain point or issue, you’ve offered insights and some solutions, but now the question is: What do they do next?

I want to be careful to say that this isn’t just a simple call to action. The conclusion should absolutely lead them to believe that the end CTA is worth their time.

Here’s a lovely example from TopRank Marketing’s Anne Leuman. Her recent post on search marketing integration, which featured a philosophical theme, she reinforces her main point and highlights key benefits. When it comes time to deliver the next step, she uses a “but wait there’s more” approach that tells the reader they have more integration possibilities to discover.

Tactical Conclusion Example for Content Marketers

Play Integration

These three plays don’t stand alone. They can be played with and combined to fit your topic, audience, and natural next steps for readers.

In our own Nick Nelson recent post In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide, Nick tackles consumer mistrust and what that means for marketers moving forward. He begins with data-mishap story, outlines the trust issue, talks about the solution, and then it’s time for the conclusion where he artfully leverages a combination of the plays above.

His first few paragraphs tug at the emotional and inspirational heartstrings, but also delivers tactical value with next steps and takeaways.

Conclusion Example from Nick Nelson

But his final line really drives it all home:

Final Line of Nick Nelson Conclusion

Finally, the related CTA isn’t just a simple “Read more” line.

CTA in Nick Nelson Conclusion

#3 – Every great story has a great ending.

Last, and certainly not least—and although it may sound a little hokey: Every great story has a great ending. No actually, every great story deserves a great ending. Period.

In Conclusion …

< Wow. No pressure or anything. >

We marketing writers are dedicated to our craft, spending hours to develop click-worthy headlines, compelling hooks and valuable body copy. But let’s not forget that every great story needs to have a great ending.

At a minimum, you should be circling back to your main points to give your audience a thoughtful summary and then providing them with a next step. And depending on your industry, topic, audience, and stage in the funnel, you should blend tactics to leave readers with something of value—whether that be inspiration, food for thought, actionable nexts steps or takeaways, or a little mix of everything.

The bottom line? Take it from the Master of Conclusions, Tom Smykowski:

Don't Skip the Conclusion Meme

Looking for ways to up your writing productivity, while also delivering on quality? Getting started can be the hardest part, so why not start with your conclusion? Get more content productivity hacks to help you take creation from failing to flying high.

What are your thoughts on the importance of conclusions? Do you agree with me? Disagree? Share your thoughts on the subject.

*LinkedIn is a TopRank Marketing client.

The post Crushing Conclusions: Why Content Marketers Shouldn’t Skip the Ending appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

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