content marketing

By Collin and Christina Canright

Ebooks have gotten a lot of attention over last the month with the excitement of the Apple iPad. Before that, however, ebooks had proven themselves as business-to-business marketing tools with distinct advantages over the traditional white paper.

Now we are not discussing ebooks as the electronic books read using the Amazon Kindle or Apple iPad. Instead, we are referring to ebooks used for marketing purposes to show thought leadership, explain a subject, or take a position, much like traditional white papers.

Like a white paper, a pertinent and relevant ebook can generate leads, as they attract attention to the author. The marketing ebook is essentially a unique twist on the white paper format, but is different, especially from a design perspective. Generally published in Adobe Acrobat PDF format, marketing ebooks feature lively, educational copy enhanced by engaging graphic design, in a format that works especially well when read online.

A white paper is like a journal article. An ebook is more like a magazine article.

The ebook format provides a more engaging experience for the reader, builds a case, and uses a more design-intensive format. It’s fun, too. You can use the best of visuals developed online and in magazines to attract readers and compel them to read the concepts you are laying out for them. This is definitely not white-paper style.

But like a well-formed white paper, an ebook tells your prospects that you are a credible source of information, giving you that sought-after expert status. The best part about an ebook is that it is distributed widely for free and is intended to educate, generate interest, and inspire action. Ultimately, an ebook is a way you attract people in order to get a relationship.

In “The New Rules of Viral Marketing,” David Meerman Scott goes so far to say, “ebooks have become the stylish younger sister to the nerdy white paper.” He further stresses the importance the ebook serves by stating that, “ebooks have a great deal of importance to readers. People can instantly see the value of a product that looks like for-purchase content but can actually be downloaded for free. In my opinion, ebooks should be material people want to read….”

Although Scott dismisses white papers, we believe that white papers and ebooks each have a place—each are valid tools. White papers, for instance, are still the top source of information for technology buyers, according to the Eccolo Media 2009 B2B Technology Collateral Survey. It all depends upon the specific marketing message and the audience you are trying to reach.

The release of an ebook can also be a web and social media catalyst. People prefer to consume collateral from their computers: Only 1 in 4 surveyed even print out an online document, the Eccolo survey shows. And content is as much a source of social media outreach as conversation and customer service.

For further ideas on marketing ebooks, here are links to get you thinking:

16 Must-Read B2B Marketing Strategy Ebooks
A survey of ebooks from lead generation to case study writing.

10 Must-Read eBooks for Social Media Lovers
A great list of social media and marketing related ebooks.

Tags: B2B marketing, content marketing, David Meerman Scott, ebooks
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Nothing—I mean nothing—beats a good headline to ensure an article or blog post gets read. A case in point:

“Sumo wrestling bank robbers … and Tesco”

A good description helps, too:

“I guess these desperate times cause desperate actions, as the last few weeks must have created the funniest spate of bank robberies ever seen. First, there was the Russian Sumo wrestler who wrestled an ATM out of the wall. . . ”

Needless to say, I clicked immediately on the link to see Chris Skinner’s whole story, “Credit crunch bank robberies.”

-Collin

Tags: content marketing, copywriting
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Like a white paper, a pertinent and relevant ebook is a powerful lead-generating tool. Now we are not discussing ebooks as in Amazon Kindle ebooks—and there is some confusion because these days “ebook” means books read on electronic devices.

Instead, we are referring to electronic books, generally published in Adobe Acrobat format, that are used to show thought leadership, explain a subject, or take a position, much like traditional white papers.

The ebook is essentially a unique twist on the white paper format. The format provides a more engaging experience for the reader, builds a case, and uses a more design-intensive format. It’s fun, too. You see a lot of retro ’50s and early ’60s style designs and unique graphics in ebooks. This is definitely not white-paper style.

Just like a well-formed white paper, an ebook tells your prospects that you are a credible source of information, giving you that sought-after expert status. The best part about an ebook is that it is distributed widely for free and is intended to go viral.

In “The New Rules of Viral Marketing,” David Meerman Scott goes so far to say, “ebooks have become the stylish younger sister to the nerdy white paper.” He further stresses the importance the ebook serves by stating that, “ebooks have a great deal of importance to readers. People can instantly see the value of a product that looks like for-purchase content but can actually be downloaded for free. In my opinion, ebooks should be material people want to read, compared to the dense and usually boring white paper, which our buyers feel they should read but often don’t.”

We believe that each are valid tools. It all depends upon the specific marketing message and the audience you are trying to reach. And, the release of an ebook can also be a web and social media catalyst.

For more on ebooks and how they are used in marketing, see our Canright Network Contact Program. For more on white papers, download our own “White Paper Basics” report.

Tags: content marketing, email marketing
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Email newsletters remain highly relevant even in the social media age, according to a survey conducted by BredinBusiness Information. Some 79% of survey respondents reported that email newsletters were still relevant while 97% rated email newsletters as an important or very important source of business management advice.

In terms of content, the survey shows that email newsletter readers prefer industry news and “how-to” articles. About 86% of respondents look for industry news frequently or occasionally, followed by technology (78%), and sales and marketing (73%). On a scale of 1 (not important) to 5 (important), the survey shows, how-to content rated 3.6, slightly ahead of case studies, perspective pieces, product information and offers, and company news.

BredinBusiness Information conducted Marketing Online to SMBs August 28 to September 4, 2009 and based its results on responses from 381 principals of U.S.-based businesses with fewer than 500 employees.

Our experience with enewsletters parallels that research and has uncovered the following best practices for enewsletters:

Timing

Stick to the schedule. Of all the best practices, this is the one that counts. Regularity trumps creativity. Every time. Set a schedule and get the newsletter out on time. We tend to graciously or comically acknowledge schedule breaches when they occur, as they inevitably will.

The BredinBusiness Information survey shows that readers prefer enewsletters on a weekly (42%) and monthly (27%) frequency. Our own experience suggests that weekly newsletters must contain highly relevant, almost essential, content in order to retain readers.

Content

• Use a consistent sender and subject tag line.
• Make sure the sender is recognizable to your audience—the BredinBusiness Information survey indicated what “who” a newsletter is from is more important than “what” the subject is.
• Keep the subject line is compelling and short.
• Write one main article that provides the most information.

• “How-to” articles
• Review of industry trends
• Top 10 tips
• List of resources
• Answers to common client questions
• Interviews with associates
• Review of a book/resource we use

• Include a “personal touch.”

• Editor’s note
• Fun/creative section
• Jokes
• Photos

• Using 25% of the newsletter for business promotion is OK.

• Promos for services
• Testimonials

• Weave business success stories into articles/tips
• Write for click-through.
• Include links to other relevant information from all sources, including research reports and other information you drew on in writing your article.
• Add relevant links to your website and offers for better tracking and conversion.

Design

• Design with email reading habits in mind.
• Keep the overall design simple for easy readability
• Put highest value links near the top (easier for readers to take desired actions)
• Move images below the fold (readers with image blockers won’t see blocks in preview pane)
• Guide the eye  by using design elements to make an email or enewsletter “scanable” by the reader.
• Consider the email preview pane as most readers see an email in Outlook’s preview pane, so make sure the most important information displays there.
• Avoid clutter: you only have six seconds at most. Focus your message on what will compel a customer to read and take action.

Tags: content marketing, copywriting, Design, email marketing
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One of the best ways to generate leads is to show what you know, and one of the best ways to show what you know is through great content. By distributing articles, blog posts, newsletters, reports, and other materials, you can become a trusted source on social media sites and feed your social media program with content that educates your prospects. In this way, your business can help theirs.

It’s called content marketing. Content marketing is the use of relevant and educational content to engage an audience and generate interest in an organization and its mission. Here are three content marketing tools you can use to feed your social media lead generating machine:

1. Enter the “white paper,” a ubiquitous and established tool

White papers have become a cornerstone of most lead-generating campaigns, and the format continues to be one of the most thriving campaign tools following the economic downturn. According to the “2009 Media Consumption Report” from TechTarget, the white paper continues to be the favorite content source buyers turn to when evaluating new technology. The content format also continues to have strong viral impact; nearly 93% of readers pass along up to half of the white papers they read and download, according to InformationWeek’s Best Practices Research Series on white papers.

For business marketers, white papers provide a way of generating leads in a way that builds trust and enhances reputations. A well-written white paper indicates that you and your organization are on the cutting edge, that you are a thought leader in your field, or that you know a market or technology extremely well. White papers can enhance your company’s credibility, educate prospects about your services, inform potential customers about ways to improve their business and profitability, and even change the world to make it a better place for your business, friends, and family.

2. The ebook: White paper alternative or replacement?

Like a white paper, a pertinent and relevant ebook is a powerful lead-generating tool. The ebook is essentially a unique twist on the white paper format. The format provides a more engaging experience for the reader, builds a case, and uses a more design-intensive format. It’s fun, too. You see a lot of retro ’50s and early ’60s style designs and unique graphics in ebooks. This is definitely not a white paper style.

Just like a well-formed white paper, an ebook tells your prospects that you are a credible source of information, giving you that sought-after expert status. The best part about an ebook is that it is distributed widely for free and is intended to go viral.

In “The New Rules of Viral Marketing,” David Meerman Scott goes so far to say, “ebooks have become the stylish younger sister to the nerdy white paper.” He further stresses the importance the ebook serves by stating that, “ebooks have a great deal of importance to readers. People can instantly see the value of a product that looks like for-purchase content but can actually be downloaded for free. In my opinion, ebooks should be material people want to read, compared to the dense and usually boring white paper, which our buyers feel they should read but often don’t.”

We believe that each are valid tools. It all depends upon the the specific marketing message and the audience you are trying to reach. And, the release of an ebook can also be a web and social media catalyst.

3. And…don’t discount email as a relevant tool for generating leads

When new innovations hit and catch fire, they are exciting partly because they fill a need, and partly because they are new. As each new tool becomes accepted, the old tools, such as steady email, take a back seat. But just because they are in the background doesn’t mean they are not necessary. Where would you be without email?

Each member of the social media trinity—Facebook, LinkedIn, Twitter—can reach an audience, but that audience isn’t necessarily following your updates as religiously as they’re checking their email. People may log in to Facebook several times a day, but their email windows are constantly open. The fact remains: email is still popular.

Indeed, eMarketer reported in November 2009 that college students are holding tight to email use despite the explosion in social networking sites. “These results may be surprising to some, but not if you consider the role email continues to play in the day-to-day lives of Gen Y,” the report stated. “As long as email remains the collection point for social networking updates, including alerts around new followers, discussion updates and friend requests, it will remain a powerful force in marketing and our lives.”

Similarly, SocialTwist, a widget provider, reported in Social Media Sharing Trends 2009 that, “Despite the social media revolution – traditional forms of networking like email and instant messaging continue to be the most popular mediums of sharing content across the Internet. Nearly 60 percent of overall sharing happens over emails.”

So don’t discount the email newsletter and bulletin. For many businesses, a monthly email newsletter, coupled with social media posts, can do more to bring leads in the door than anything else. It keeps your content right where they live—in email—and markets through education, which is the most effective thing any marketing tool can do.

-Collin and Christina

Tags: B2B marketing, content marketing, email marketing
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The future of media and marketing continues to unfold this week in social ideas and products.

3 Ways Google Buzz Could Affect Your Brand

Much buzz this week about Google Buzz and its direct competition to social networks (Facebook) and microblogging services (Twitter). Daniel B. Honigman of Weber Shandwick gives you three reasons why you should care.

The top 5 reasons brands fear social media

The reasons and refutations are well worn, but this posts summarizes the primary reasons why you may not care even if you know you should.

Build Ecosystems for Your Content

Chris Brogan shows how to start putting social media together, starting with your blog but viewing its content not in the isolation of the blog but as part of a greater content system. “Your blog is only one destination, and it’s only reaching one channel of a much larger opportunity and demographic,” he writes.

The Information Divide: The Socialization of News

In this post, Brian Solis continues his explorations of social media and how it’s changing news media and public relations. “As a new hybrid of collective journalism takes place, reporters who remain plugged-in to communities outside of their domain will open new doors to relevance–connecting to new stories and people that propel information beyond the reach of any one network at the speed of the now web.

all content as part of a whole.

Tags: content marketing, Social Media
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Acquire, convert, retain. All of the activities of online marketing take place within these three basic phases, as Tim Ash explains in his book Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions.

1. Acquisition. Getting people to your website or landing page. This is also called traffic generation, and from a content marketing perspective, it involves publishing ebooks or white papers.

2. Conversion. Persuading visitors to take the desired action, such as making a purchase, downloading an ebook, or registering for a webinar or white paper. The conversion process generally takes place on a landing page, the subject of Ash’s fine book.

3. Retention. Deepening the relationship with prospective customers who, for instance, have given you permission to send them your email offers or enewsletter content.

Each phase feeds into the next. At Canright Communications, we tend to use social media in the acquisition process, either as a means of sparking a conversation online that we can take offline or as a way of distributing content we write in our blog posts, enewsletter, or ebooks and report.

Conversion takes place on landing pages, which vary depending on the content we publish. We have specialized landing pages for white-paper registration, and we have sign-up boxes on our home page and blog pages.

Most of our online marketing effort goes into retention. Email marketing is our primary means of retention communication, and we believe that’s the best use for email in content marketing.

As Scott Stephen, now head of digital at Playboy, put it during a panel discussion we sponsored: “My goal in an email is simply to start a relationship and to get their permission to speak with them over time through email or other means. You don’t go on your first date and ask someone to marry you.”

Tim Ash extended that thought in his book: “Retention programs should seek to build on the initial permission with anticipated, personal, and relevant ongoing communications. Over time, as you earn the consumer’s trust and continue to provide value, you are granted higher levels of intimacy and permission in return.”

The company or individual with a changing menu of compelling content earns – truly earns – a valuable return in the form of a community of people who are highly attracted to learn more about the company’s subject and, in turn, market offerings. This invariably leads to customers.

What kind of content do you feel extends your engagement with a company? How do you manage acquisition, conversion, and retention?

Tags: content marketing, online marketing
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At the start of the new year, I set my strategies and goals and plan my tactics on how to achieve them. This year, we are positioning our marketing communications services on content marketing: the use of relevant and educational content to engage an audience and generate interest in an organization and its mission.

A good portion of social media is based on sharing content, whether through articles and blog posts distributed on the social-media trinity of Twitter, LinkedIn, and Facebook. Or through pay-per-click advertising, website downloads, or good old-fashioned email marketing.

(And if email marketing is old fashioned, what of print? Maybe it’s not wired but certainly not expired. Most of the projects we do happen to be print.)

The first tactic in our own program is a focus on white papers. We’ve updated our white paper report as “White Paper Basics: the Dos, Don’ts, Whys, Whats, and Hows of White Papers.”

The report explains why white papers are written, what they are–and are not–and how to use them to educate an audience and generate leads. We also provide examples of different types of white papers, including a few we’ve written. Our list of white paper and lead-generation resources is excellent.

Feel free to download a copy–no registration required–and pass it on, along with our January Jump Start Offer: 10% off the cost of writing and designing a white paper or report.

Call Collin Canright at 773 426-7000.

Tags: content marketing, email marketing, Social Media, white papers
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