Best Social Media Tips for Business — Strategic Public Relations Consulting

People still ask me and I still love to have this conversation, although the method behind the social media madness has changed over the years, my suggestions, from years as a PR professional and as a consultant that has managed brands for over 100 clients, are generally the same. We could write an entire book on how to be successful in social media, as social media marketing is both complex and simple. There are a few pieces of advice that apply to everyone…

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Rockstar Blog Tips 2020

Looking for the best blog tips for 2020?

Recently, I published a blog post on how to write awesome blog posts.

And while I tried to touch on the most important aspects of writing a good post, there are so many other points that I didn’t get the chance to touch on.

So in today’s blog post, we’re going over a few additional rockstar blogging tips to help blow your audience away.

Want to learn more about content marketing? Click HERE.

Let’s dive in!

Blog Tips 2020

Incorporate SEO and Design Elements

It’s not good enough to just have a blog. You need to have a good-looking, user-friendly blog.

The overall design of the website will be the first thing that you’re visitors see. Therefore, your blog design and layout can have a huge impact on your page views, bounce rate, and conversions.

There are certain key design elements that you’re going to want to include on your blog website, such as:

  • A search box
  • An RSS feed
  • Breadcrumbs (to help users navigate your site’s pages)
  • A “flat site” architecture (which minimizes the number of clicks it takes a user to reach your blog posts/content)
  • Images
  • Links to your top-performing content (but not too many)
  • Avoid over-using ad space
  • Always encourage comments and feedback from your viewers
  • Social sharing buttons

For more tips on SEO, check out our recent blog post titled Off-Site SEO Tips for Small Businesses.

Use Lists (And Lots Of Them!)

List articles, which are sometimes referred to as listicles, have recently become a very popular type of blog format.

According to most content marketers, there are three different types of list articles you can create: brief lists, detailed lists, and hybrid lists.

A brief list doesn’t use very much description. However, it is designed to entice the reader to bookmark the post to use as a resource later on down the road.

Blog Tips 2020

With a detailed list, each list point should be its own thought, serving as a powerful way to convey complex or detailed information on the topic.

Lastly, a hybrid list makes use of both formats, brief and detailed lists. Often times, this will be accompanied by a highly-descriptive narrative or individual explanations between the actual list points.

This post, for example, has quite a bit of detailed information on each topic point, making it a good example of a detailed list.


Track Your Blog Metrics – Blog Tips 2020

You’re not going to be able to know if your blog posts are performing well unless you track and monitor their performance. Here are the five most important metrics to track:

  • Visitors
  • Leads
  • Subscribers
  • Inbound links
  • Social shares

Measure these five metrics regularly to identify any weaknesses that your content may be producing. At the same time, this will also help you learn about what your audience truly cares about, as well as what blogging tactics are working well for you.

When you identify any topics and tactics that work particularly well, make an effort to replicate them, and be willing to forgo any ideas that aren’t working well.

One expert tip is to identify your top 5 best performing blog posts and try to find what they have in common.

turned on monitoring screen

Don’t Forget About Names and Bios

The next item on our list of rockstar blog tips 2020 is to make sure you’re including names and bios on your blog posts.

Blog readers aren’t only interested in blog posts. They’re also interested in the people who write them.

For example, just imagine coming across a particularly well-written blog post. You decide that you want to read more content from the author, but when you search for the author’s name, all you find is “admin”.

So even if you’re the only person writing blog posts on your website, make sure to include your name, title, and any other information that may relevant.


Consider Publishing Curated Content

When writing a blog post, it can either contain original information and content or it can be curated content that you’ve sourced elsewhere online.

There’s often a misconception that using curated content is unoriginal and a lazy way of creating a blog post, but I think it’s just the opposite.

In fact, it takes time and consideration to create high-quality curated content, which often results in a valuable piece of content that helps information seekers save time by cutting through all the online clutter when looking for answers.

This type of “tips” blog post is a great example of curated content, which pulled and compiled marketing expertise from other industry leaders who’ve already written about tips for blogging.

Essentially, curated content can help put vital pieces of information together in a way that wasn’t available online before.


Promoting Your Content – Blog Tips 2020

When actually writing and creating your blog posts, it’s a good idea to keep the publishing and promoting stages in mind as well.

You’re going to want to make sure that each blog post you create has a clearly defined call-to-action. In other words, you need to make it crystal clear what you want your readers to do when they’re finished reading your post.

The promotional stage is also important to keep in mind and can involve a good amount of strategic thinking.

For example, you might want to put a different plan in place for your average, awesome, and super awesome blog post.

While you’re going to want to put a large amount of effort into promoting your super awesome blog post, you might only share your average blog posts a single time on social media.

But you’re not going to be able to promote your blogs very well if you don’t have an active, engaged audience.

That’s why it’s important to work on clearly defining your target audience before you start creating, publishing, and promoting your content.


Answer Questions

It’s sometimes hard to figure out what to create blog posts about, especially if you’re trying to publish several blog posts every week of every month of the year.

But one extremely effective way to come up with relevant content ideas is to dive into our audience analytics and find out what sort of questions your audience is asking on search engines.

For example, if you’re a cosmetics brand, you might find that many of your audience members are asking, “Are there any harmful chemicals in my cosmetics?” and landing on one of your competitor’s websites.

You would then want to take advantage of this by exploring other similar and relevant questions you could answer to draw in some of this same audience.

By learning what questions your web visitors are asking, you can maximize your content’s potential to be a valuable solution to the reader.

Blog Tips 2020


Creating Valuable User-Centered Content

Likely the biggest mistake a blogger can make is missing the mark of their target audience. In other words, forgetting who their readers are and what they’re interested in.

Essentially, your content should primarily serve as customer service. And in order for it to be helpful, it needs to be user-centered and clearly communicated in simple language.

In other words, to create valuable content, you need to find out what your users’ problems are how to align your content as a solution to their troubles.

According to industry experts, your content needs to be findable, readable, understandable, actionable, and sharable.

Hobo marketing
  • Findable content includes an H1 tag; at least two H2 tags; metadata including title, descriptors, and keywords; links to other related content; alt tags for images.
  • Readable content includes an inverted-pyramid writing style, chunking, bullets, numbered lists, following the style guide.
  • Understandable content includes an appropriate content type (text, video), an indication that you considered the users’ persona, context, respect for the users’ reading level, articulating an old idea in a new way.
  • Actionable content includes a call to action, a place to comment, an invitation to share, links to related content, a direct summary of what to do.
  • Shareable content includes something to provoke an emotional response, a reason to share, a request to share, an easy way to share, personalization.”

Contact us today to learn more about how content marketing can help your business grow.

The Evolution of Content Strategy — Laura Costelli

Like most things, the practice of content strategy has changed and evolved in the past decade. We currently live in a fast-paced world where people want short, quick information. Due to this, the practice of content strategy has had to evolve with the times, particularly with website content. According to an article from the Nielsen […]

via The Evolution of Content Strategy — Laura Costelli

Content Marketing in Sudbury, Ontario

Learn about content marketing in Sudbury, Ontario.

Believe it or not, but content marketing has already been around for a few hundred years.

Right around the time when the printing press was invented, businesses and marketing professionals have been using this age-old concept to reach their audiences and entice them to interact with their brands.

However, it wasn’t until the advent of the internet that the practice truly started to gain popularity. In fact, according to Google Trends, content marketing, in its modern form, didn’t really take off until 2007.


I’ve recently done a bit of analytics research and realized that a lot of my readers are still just getting started with content marketing.

Therefore, I want to go over some of the fundamentals of the practice. The aim is to help explain how content marketing can help brands grow and thrive in a continually evolving digital environment.


Content Marketing Simplified

You might be asking yourself, “What is content marketing, anyway?”

Most people are lately bit hazy on the definition.

But when you receive an email from a company that you like. Not a sales promotion, but just a newsletter about their latest developments… That’s content marketing.

Or when you log onto social media and see a post from one of your favorite companies, promoting a recent blog post or ebook they’ve recently launched… That’s content marketing.

The distinction to make is that content marketing is not promotional in nature. Rather, it’s purpose is to entertain, educate and engage an audience by providing good information.

two people drawing on whiteboard

Essentially, content marketing is used to turn new prospects into loyal customers, making it more likely that they’ll make a purchase or interact with a brand in some way.

One of the best and most-often quoted examples of this is Red Bull’s Felix Baumgartner who set the world record for the highest skydive from a balloon hundreds of kilometers up in the atmosphere.

At the time, this was one of the most talked about events on the internet, and Red Bull was recently tons of content to help cover the event.

From blog posts and interviews to online advertisements and live coverage of the event taking place.

But think about it for a second, Red Bull is an energy drink company. Although there are plenty of extreme athletes out there who probably consumer their beverage, their brand has nothing to do with extreme sports.

But by releasing this type of viral content, Red Bull managed to attract thousands of potential customers to their brand.

Content marketing Sudbury

Content Marketing For Marketers

By now, you should know that content marketing isn’t about the brand itself. It’s not about their products or their services. It’s about the audience. And what they care about.

Content marketing aims to offer the type of content that no other competitors are offering. And by doing so, brands are able to elevate themselves from being a simple commodity to being something that people actually like and trust.

It’s important to remember that content marketing is significantly different from traditional product marketing efforts.

Instead of things like sales collateral and product-specific info, content marketing uses blog articles, ebooks, video tutorials, webinars, etc., to answer specific questions people are asking online.

Simply put, content marketing is the best way to turn a brand’s product, no matter how plain Jane and ordinary it is, into something different.

In the end, by establishing themselves as a credible expert on topics that matter to their customers, brands are more likely to be discovered by the right people and earn their trust and loyalty.

This allows brands to strengthen their customer relationships, build an active and engaged online audience, and in turn, increase their profits.

low-angle photography of man in the middle of buidligns

How Content Marketing Leads To Brand Success

Now, at this point, you’re probably thinking that content marketing is something you should look into. But it’s important to understand that it’s not just about writing a few short blog posts on relevant topics…

It takes a lot of work, dedication, and patience to see real results with content marketing.

However, it is still an ideal approach for brands that are looking to provide their customers with a better experience, while also making a positive impact on their bottom lines.

Below, we’ll go over some of the main reasons brands choose content marketing to help them grow.


To Make It Easier For Customers To Find Them

In today’s digital world, almost everyone is asking questions and searching for information on the internet, using search engines like Google and Yahoo.

Therefore, as a brand, you want your name to be at the very top of the search engine results page. (SERPs)

And the best way to do this is by answering people’s questions by creating relevant blog posts, videos, ebooks, and other types of content.

For example, a pool installation company might change its marketing mission from being pool installers to being a leading expert on fiberglass pools.

Then, they could start producing content that answers specific questions related to fiberglass pools. In turn, attracting new prospects and making it more likely that they’ll interact with the brand.

Content marketing Sudbury

To Attract, Engage, And Delight Their Audience

A brand’s content is only as valuable as its ability to attract and engage its audience to interact with the brand repetitively, either as email subscribers, blog followers, customers, or brand advocates, or ideally, all of the above.

Then, once a brand has built up an addressable audience, their content marketing efforts can help increase sales, compile valuable customer info, and compel their most ardent followers to share their content with their friends and family.

For example, a photography brand might decide to create a content strategy targeted at other photography professionals.

While the idea behind the decision might be to drive product sales from the company. They would create content that focuses on providing valuable information to its audience that they’ll find helpful. Rather than selling their products.


To Reach New Customers

Obviously, the main goal behind almost any marketing effort is to generate revenue. And content marketing can be a powerful driver in this aspect.

So when a brand builds an audience that trusts and wants to hear from them, that audience is far more likely to buy their products or services.

For example, many brands find that their email subscribers are more likely to take advantage of their paid services than their blog followers are.


To Increase Revenue From Existing Customers

Another major reason that brands are using content marketing is to simply turn their existing customers into more loyal followers. Which, of course, has the added potential of increasing sales through upselling.

In some cases, a brand can even monetize some of its content by selling subscribers to gated content or offering ebooks and courses.

Content marketing Sudbury

Building Better Content For Your Customers

Again, it’s important to remember that content marketing takes time and doesn’t happen overnight. In fact, it takes weeks and sometimes months just to learn about your target audience and how you can offer them the best content.

However, content marketing is one of the leading marketing strategies today, simply because everyone is searching for information online.

This makes it easy for brands to offer content that provides their customers with solutions to their problems.

Do you have any questions about content marketing in Sudbury, ON? Or maybe just need some help explaining content marketing to a client or friend? Contact The Hobo Marketing Co. today and learn how content marketing can help you.


The Digital Marketing Analytics You Need To Be Tracking —

It’s the first of the month and that means it’s the time I generate analytics reporting for my clients. Last month I wrote and article on LinkedIn about why you need to be looking at your analytics each month. Here’s the why: It helps you better understand your audience. No more guessing. Whatever your industry, […]

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