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It’s Q4—is it time to check in on your marketing budget?

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Yes, it’s here—the last quarter of 2017. The last three whooshed by quickly, didn’t they? As we head into Q4, it can be a good time for small businesses to take stock of where their marketing budgets were spent.

Statistics show that while businesses are cutting back on traditional print and broadcast advertising, spending on digital marketing continues to increase. 66 percent of small businesses are maintaining or increasing their spend on digital marketing[i]. Makes sense, as more and more buyers turn to online sources to gather information and make purchases.

As spending on digital marketing increases, so does spending on social media, content creation and public relations[ii]. But, other statistics reveal that many small businesses still don’t have a social media presence. According to a survey, 67 of small business owners are new to social media, while another 18 percent don’t have a social media presence at all[iii].

Why don’t small businesses see the value in social media? One reason may be that they don’t know what to post. I often hear this from business owners I speak with. “I know I should be on social media–but what should I post?” Of course, if you have your own content, you’ll want to share that. Curating others’ content is also important. (For more ideas on how to curate content, see this piece, “The small business owner’s answer to, ‘What Should I Post on Social Media?’”)

Does your marketing budget include PR?

And, how can public relations help? PR can generate earned media in the form of articles that can be used as content on your site and shared via social media. A focused PR effort can also help you land opportunities for contributed articles in vertical industry publications that can then be shared on your social media channels and on your site.

And what about a company blog? Do you have one? If so, you need content for that blog. Many PR pros are also skilled writers who can help craft content. And, you can then repurpose those blog posts by self-publishing that content via platforms like Linkedin Pulse and Medium.

Another way to create content is to look to your customers for ideas. Are there customer stories you could share? Testimonials? Photos of customers using your product or service? These are all great content for social media and can also be plugged into your PR and marketing efforts in various ways.

So, as you consider your Q4 marketing budget, don’t discount the value of PR in feeding the content creation and social media machine.

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[i] http://localvox.com/resources/marketing-statistics/#small-business

[ii] http://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014

[iii] http://www.inc.com/john-brandon/new-survey-59-of-entrepreneurs-dont-view-social-media-as-essential.html#515

7 Takeaways from Content Marketing World

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As I continue to come down from the “high” of attending Content Marketing World this past week, I’ve begun to process all the knowledge I drank in.

If you’re not familiar with Content Marketing World (#CMWorld, for short), it’s a conference put on by the Content Marketing Institute in Cleveland, led by the “godfather” of content marketing (and all-around nice guy), Joe Pulizzi (@joepulizzi). This year, it drew 3,500 attendees from all over the world, including attendees from 40 Fortune 100 companies. If you create or market content, trust me—it’s a BIG deal.

So, what did I, as a writer and PR pro, take away from the event? Here, I share my top takeaways from the week:

  1. Slow down: This message seemed to come through time and again. If we’re doing too much, and not doing it well, maybe we need to do less—and do it better. It’s quality, not quantity, that matters. In our race to produce as much content as possible, something’s lost. So much of the content produced today isn’t as stellar as it could be. And, the number of typos seems to be growing, even in the work of high-level publications. Let’s slow down, take a breath and make sure what we’re writing is of a higher quality. Let’s make sure to make what we produce count. As social media and content marketing expert Ian Cleary (@iancleary) noted, “Don’t publish content just to publish – make it worthwhile.”
  2. Writing is a constant: Strong writing matters. Without great writing skills, our content suffers. That’s why, if we’re accomplished writers, we’ll always have a future in content creation. So, a focus on improving your writing skills will never go out of style.
  3. Better writing IS attainable: On the topic of writing, I was lucky enough to hear one of my favorites, best-selling author Ann Handley (@annhandley), present not once, but twice, at CMWorld. What I like about Ann is her practical advice on writing—it’s not magic. To get better at writing, guess what? You just have to write. Yes, there are some techniques and approaches Ann shares in her bestselling book, Everybody Writes, that are quite helpful (if you don’t own this book, you should). However, as she herself said in her session, “There is no magic feather” that will make you a better writer overnight.
  4. Strong opinions lead to more shares: Content marketing authority Andy Crestodina (@Crestodina) gave one of the most popular keynotes at CMWorld (no wonder he was the most highly rated speaker at the 2015 event). He talked about the power of strong opinions when creating content. What do you believe that most people would disagree with? What questions are people in your industry afraid to answer? Andy says if you take a stand and publish your strongest opinions, more followers will share your content.
  5. Social media involves more than just setting it—and forgetting it: Jonathan Crossfield (@kimota), content marketer and social media expert, talked about how history repeats itself—and there’s really little excuse for brands that could learn from others’ mistakes. Be thoughtful when planning social campaigns—don’t rush to push that campaign out there without first doing your research. Learn what not to do—and there are PLENTY of examples.
  6. Don’t forget the visuals: We know visuals are important. But HOW important? Research published by Hubspot says content with relevant images gets 94 percent more views than content without relevant images[i]. That’s 94 percent! So, find a designer or some tools (like Canva) to help you. There are also plenty of sources for royalty-free images like Unsplash and Pixabay, if you don’t have your own photos to use.
  7. Get buy-in: Content creation isn’t a solo activity. You really need buy-in from the top AND engagement to ensure the success of your content marketing efforts. If you struggle to get that buy-in, take small steps to win them over. As content strategist Deana Goldasich (@goldasich) said, “You have to walk before you can run.”

 

[i] http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.00006ju6bu19m4dg8y3gk2ofxhfjg