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The 6 Most Important Qualities for Your Brand to Demonstrate Through ContentContent marketing is a strategy that’s used for both customer acquisition and customer retention. On top of that, how you present your brand through content marketing will affect how it’s interpreted on other channels, like social media. Though you’ll use content to improve search rankings and incite conversions, the most important function of content is, arguably, to illustrate the nature of your brand, including:

  • Your core values. What’s most important to your brand, both internally and externally?
  • Your target audience. Who are you speaking to, and how do you want to come across to them?
  • Your unique identifiers. What is it that sets you apart from your competitors?

So what are the most important qualities for your brand to demonstrate through the content you write, and how can you demonstrate them?

Top Qualities to Show

These are some of the most important qualities you’ll need to emphasize in your content:

  1. Trust. As Michael Johnson of Bridgepoint Consulting explains, trust is the single greatest factor in building and maintaining long-lasting customer relationships. In content marketing, that quality is of the utmost importance, as it dictates reader acceptance of all the other factors. Trustworthy brands will draw readers in and hold more persuasive power over them; they’ll also attract more recurring readers, as readers specifically seek out sources they know they can trust. Unfortunately, it’s hard to demonstrate trust with just one post; committing to facts and objective reasoning (along with citing high-authority external sources), over time, can help you build that trust.
  2. Novelty. Novelty is useful for many reasons, not the least of which is the fact that novelty and surprises lead to higher memorability. Novelty also distinguishes you from the competition. Fortunately, novelty is much easier to display than trust—especially for new readers. Selecting unique topics, finding unique angles, and presenting genuinely surprising information can all be valuable here.
  3. Passion. If your content reads like it was written by a bored high school student, it isn’t going to attract any shares, comments, or links. You need to demonstrate some degree of passion about your subject matter, and the best way to do that is to entrust a writer who’s actually passionate about the subject to write it. Cover your topic in depth, and show that your content is more than just an item on a mandatory checklist.
  4. Expertise. Are you making generic statements, or giving concrete, detailed recommendations? Are you summarizing what other people have written, or are you presenting new opinions and perspectives? The level of expertise you present through your content will have a substantial effect on how people respond to it—and how they view your brand, especially compared to the competition.
  5. Care. To be successful, you’ll need to show your readers and customers that you truly care about them. You need to understand and demonstrate that you know what their core needs are, and that you want to address them. The first step of this process is doing the market research necessary to understand the psychology of your core demographics. Beyond that, you’ll need to spend time experimenting with different subjects, angles, resources, and tips to see what’s most likely to appeal to that audience.
  6. Culture. According to Dennis Hahn of Liquid Agency, modern branding depends on far more than just image; you have to present an entire “brand culture.” This is an accumulation of beliefs, values, and personality-like qualities that come to represent your brand. Is your brand laid-back or hyper-vigilant? Does it encourage rebelliousness or order? There’s no right answer to these questions, but your content needs to clearly demonstrate what your brand culture is—and how it affects what you do.

Mastering the Demonstration

It’s one thing to know which qualities need to be demonstrated, and another to actually demonstrate them. After all, you can’t simply announce, “Our company is very trustworthy” and expect your customers to be on board. Instead, you need to subtly present these qualities, through:

  • Topic selection. These qualities may become evident based on the topics you select; they’ll illustrate your target audience and values, and could help people understand how trustworthy your brand is.
  • Brand voice. The tone, vocabulary, and subjective qualities of your brand’s “voice” will also play a role in how your content is received.
  • Consistency. Anyone can write a single post that exemplifies a brand’s nature, but if you want that reputation to stick, you’ll need to display it consistently.

Some of these qualities will vary based on the nature of your brand, but all of them need to be present if you want your content campaign to be a success. It may take some practice to perfect your approach, but your reward will be ongoing reader loyalty.

4 Website Marketing Tips For Property Investors And Real Estate MogulsAs a property investor, you’ve got a full plate. Between showings, calls, and managing tenants, you’re probably wondering if there’s an easy way to market your rentals. There is, and it’s fairly simple. Here are some helpful tips to get the most out of your efforts:

1. Don’t worry too much about SEO

This sounds like marketing heresy, but SEO for your website shouldn’t be your primary focus and here’s why:

SEO is a term describing methods used to optimize a webpage so it can be found in the search engines. In the past, this involved getting backlinks with specific anchor text, and phrasing content perfectly on each page based on popular keywords.

Today, this method rarely works because search engines like Google continually change their algorithm, and have eliminated exact and phrase matching. What you type is no longer what you get.

I’m not saying SEO is dead, but it’s transformed significantly. Context has become the new king, and Google uses LSI algorithms to determine a page’s relevance.

2. Get a Google My Business Listing and focus on it

Whether you’re selling properties or renting them out, what you need most is a local business listing presence on Google. Google returns search results with appropriate business listings based on a person’s zip code. For instance, if you live in Chicago and search for “carpet cleaners,” you’ll get a list of local carpet cleaning businesses at the top of the page. These aren’t search results – these are local businesses who have listed their business with Google.

If you want to be in that top spot when people search, you have to register your local business with Google. If you aren’t taking advantage of Google’s free listing, you need to head over to this guide to find out how it works. Once you register your business, you can optimize your listing so people see you when they search for property related terms.

When you have a local business, your website may get buried in the SERPS (search engine results pages) no matter what you do. It’s a better use of time to focus on your Google My Business listing rather than optimizing your website for SEO. Even if your website does come up on the first page, your business listing will be seen first.

3. Outsource taking care of your tenants

Many property owners choose to use a property management company to handle their rental properties. If you don’t want to find or manage your next tenant, you don’t have to. In fact, this is probably the easiest way to be a property investor because it’s almost completely hands off.

Property management companies will screen your tenants, provide maintenance services, and even collect rent on your behalf. Sure, there’s a small fee involved but it frees up your time.

4. Qualify your leads strictly

It’s tempting to cast a wide net and call everyone you can, but realistically, that’s not effective. It’s referred to by many as “the shotgun approach” and has proven to be a waste of time. When you’re targeting leads, you want to be a sniper.

Identify your target market for leads and be specific

Identifying your target is harder than it looks. Not because it’s actually hard, but because the temptation to claim “everyone” as your market runs deep.

Your target could be “anyone looking to buy a home in the next 6 months.” Or, your target could be “people with a minimum income of $300k/year and a member of a country club, looking to buy a home in the next 6 months.” The latter is easier to market to because you’ve narrowed down enough criteria to craft your marketing messages specifically aimed toward them. And you know exactly where to publish your marketing messages.

For instance, if your property is near a golf course, your copywriter could easily craft a marketing message aimed at country club members looking to buy a house next to a golf course so they don’t have to drive very far to play their favorite sport all the time. In this case, your property’s proximity to a golf course is an asset to your marketing efforts.

On the other hand, the same message will be of no interest to people who don’t play golf.

Marketing your properties doesn’t have to be hard. It’s all about leveraging your resources and investing your energy in the right places.

Authenticity Is Your Best Content StrategyCreating quality content is the foundation for all content marketing strategies. Your visitors won’t know which marketing gurus you follow or what strategies you use – they just want amazing, fresh content.

Content marketing is like creating a restaurant for people who know they’re hungry, but don’t know what they want. Your job is to get them to look at your website and say, “This is what I want!”

In order to get people to look at your website, you need to get people to click on your link. Most marketers refer to this action as “driving traffic,” although that paints an overly simplistic picture.

If you’re like most internet marketers, you’ve been taught that traffic is everything and without traffic, your site will die. So, before getting into authenticity as a content strategy, let’s quickly dissect the traffic myth because frankly, traffic isn’t everything. You need to unlearn this myth before you can understand authenticity.

Don’t drive traffic like cattle

According to Wiktionary, a cattle drive is “the process of transporting a herd of bovine animals by compelling them to walk across a significant distance of countryside.” The animals don’t know where they’re being led or why; they’re just following the rest of the herd.

If you’re driving traffic to your site that isn’t converting, you may as well be driving cattle. You’re just moving people from one website to another; they don’t know where they’re going.

A low conversion rate means the people you’re targeting aren’t interested in what you’re selling. You’re probably targeting mass numbers of people in the wrong demographics using non-buying keywords. They probably clicked on your link because of a clever ad, and when they arrived at your site, they just bounced.

Stop thinking of your visitors as “traffic”.

Referring to your visitors as “traffic” makes them seem like a crowd of insignificant people who are only numbers and stats to you. You may not know your visitors personally, but thinking of them this way makes it easier for you to say, “Oh well, there’s plenty of fish in the sea” when your efforts to “drive traffic” fail to convert. You perpetuate the cycle of driving mass amounts of traffic, hoping for a few sales.

Authenticity as a content marketing strategy

If the marketing guru you’re learning from doesn’t focus on authenticity, you’re wasting your money. With millions of websites sharing the same type of content, only those with unique voices become a success. A unique voice doesn’t come from a checklist; it comes from authenticity.

What is authenticity?

Authenticity is being true to your passion in a way that benefits the people you’re trying to reach. It’s having no ulterior motives in what you do, even in business. If you’re going to start a business to make money, but you market your product to people as if you’re in business to help them, that’s being inauthentic.

When you’re honest and your intentions match the way you market your product, that’s authenticity and that’s what people want. Nobody wants to read a blog about how to make money online unless the content is original, unique, and authentic.

Success in a saturated niche

Achieving success in a saturated niche is possible when you’re authentic. How many review websites are out there? Yet, Tim Schmidt does it differently. He makes a great point about the lack of useful reviews. Schmidt says, “I’ve never found a go-to source for information. Somewhere I could read REAL reviews of products that people actually used. In specific, products I buy. Sure, Amazon is a decent place to read reviews, but there is just zero VOICE out there and you don’t know who is behind the product reviews many times.”

Schmidt offers something you can’t find on Amazon – authenticity. In addition to reviewing the product with video demonstrations, he provides enough background information for visitors to discern who is reviewing the product.

Similarly, Dave Asprey created an internet empire around coffee by adding his authentic flare to the heavily saturated niche. Sure, his brand name “Bullet Proof Coffee” is catchy, but that’s not why it took off.

Asprey used his passion for improving biology (also known as “biohacking”) to inspire the world to change the way they drink their morning coffee. He wasn’t trying to get rich by dominating the market; he used the market to help people transform their lives.

It’s not that traffic isn’t important, it just shouldn’t be your priority. Authenticity should be your number one priority. Once you’ve found your authenticity, your visitors will have a reason to buy from you.

8 Tips for Finally Making Money with Your Fashion BlogA blog is a lot of fun at the beginning, but if you’re not making money, it’s hard to sustain. Most blogs have the potential for monetization as long as you have the right strategies working for you. If you’re tired of making pennies from your fashion blog, here are some things you might consider:

1. Sign Up for Ad Networks

One of the most popular ways to monetize a blog is through advertisements on your website. When your site visitors click or interact with an ad in a certain way, you make money.

You could sell ad space independently, but it’s easier to sign up with established advertising networks. Some of the best include:

  • Google AdSense
  • Chitka
  • Lijit
  • BlogAds
  • PropellerAds
  • Infolinks

Do your research on each of these networks to find the best deal. Some ad networks will perform better than others. Some will also cost more with fewer benefits, so look for one that offers equally advantageous gains.

2. Let Others Handle the Revenue

If you love taking photographs, experiencing the latest trends, and sharing with others more than you like worrying about the money, you can hand that portion over to someone else. Companies like the Income Store, buy existing sites and turn them into revenue-generating machines. You could also have them build you a revenue-generating website from scratch that you maintain total control over.

3. Sell Products or Services

You probably have a variety of product ideas or services to offer the general public. You might start your own clothing line or boutique. You could also sell your fashion consultant services. You’ve probably become pretty good at photography since the start of your blog, and could sell that as well.

Selling products and services through your blog will require a lot more work than passive income, but if that’s a challenge that excites you, you’ll enjoy high profits from your efforts.

4. Join Affiliate Programs

Affiliate programs allow you to earn commission from certain products that you recommend. They might be from other bloggers in your sphere or from major companies. All you have to do is mention the product with a link to the site, and you’ll earn commission every time someone makes a purchase using your link.

Like ad networks, affiliate linking strategies can be done on your own, but they’re more likely to yield success through affiliate programs. Here’s a list that’s tailored towards a fashion blogger’s repertoire.

  • LinkShare
  • Rewards Style
  • ShareASale
  • ShopSense
  • Commission Junction
  • Ebay Enterprise
  • Kontera
  • Clickbank

Again, make sure that you’re getting the most advantageous deal. Some of these sites may offer better rewards than others, so do a little research first.

5. Use Instagram

Instagram is one of the most valuable social sites for fashion bloggers. According to Harper’s Bazaar, designer brands spend more than $1 billion a year sponsoring Instagram posts. You can get in on some of that action by implementing excellent Instagram marketing strategies.

There are many strategies for becoming well known on Instagram, including negotiating exclusives with advertisers, working with agents, and using influencers. But the most important strategy involves regularly posting to your Instagram account and increasing your following. From there, you’ll develop media attention that will naturally lead to increased readership and revenue.

6. Write Reviews

Just like companies will pay for affiliate links, they’ll also pay for positive product reviews. Network with other bloggers, fashion designers, and other industry product developers to try products and review them on your blog.

The goal here is to be genuine in what you write. Don’t endorse products you don’t approve of. Readers will be able to tell that you’re not passionate about the product, and your blog will lose credibility.

7. Hold Seminars and Classes

As an expert in the fashion niche, you’re qualified to teach classes and hold seminars for a small fee. Other bloggers in your niche, devoted followers, and those truly invested in the fashion realm will be your target audience here. You can leave an excellent impression on your constituents, as well as put a little more cash in your pocket.

8. Befriend Fashion Agencies and Brands

If you’ve developed a strong following, the next step is reaching out to fashion agencies and clothing brands. This is one of the most exciting parts of monetizing your blog, since it will give you a chance to connect with some of your favorite brands.

Ask to be added to brands’ media lists and reach out to smaller, up-and-coming clothing brands that will appreciate a little extra PR. Brands will pay good money to use your blog for word-of-mouth marketing.

Despite what you’ve been told, you can create a highly monetizing blog out of a hobby. If fashion is your life, it’s time to quit your day job and make this your money making method.

5 Tips for Using Your Blog as a Key Marketing Tool Everyone talks about the power of blogging for promoting conversions, increasing your brand awareness, and raising SEO rankings. However, simply writing and publishing a few blog posts a week won’t be enough to give your business a much-needed advantage. Here are five ways to make your blog work for you:

1. Set Clear Goals

Yes, a basic blog will assist your search rankings in some small way, and can provide some information to consumers who were already planning to do business with you. But if you don’t have a goal in mind, you’ll leave potential on the table.

Decide what your blog can offer. Do you want higher organic search rankings? Do you want higher sales? Do you want to resonate with your audience and develop a greater following?

Your goals will define your content and web presence. After you’ve established your primary goal (and maybe a couple of secondary backup plans), create an action guide, including a schedule of events. You’ll find that this online platform is far more effective with a plan in mind.

2. Create an Effective Blog Structure

Although you want your blog to mesh well with your website, treat it like a separate entity. It’s not a half-hearted addition to your current website; instead, it’s a useful resource that can singlehandedly raise sales and attract loyal customers.

First, consider the design. Is it easy to read? Does it have good navigation? Are the pages optimized for SEO? If you aren’t sure how to improve your blog’s design, consider getting an hourly consultation with a web designer.

Next, pay attention to the voice and style of the articles published. It should be based on your target audience. If the audience is a younger consumer audience, a more upbeat, conversational tone is in order. A B2B audience might require a more professional tone.

Then, have a standard structure for the blogs you post. At the very least, a blog post should be at least 300 words, use eighth-grade level writing (for B2C companies), use short sentences and paragraphs, and be clearly defined in sections. If you’re after higher search rankings, your on-site blog posts should be at least 1,000 words in length.

Finally, establish your publication schedule. According to Hubspot research, companies that published blog posts 16 or more times per month had 3.5 times the traffic of those who posted four times or less in a month. Make a schedule to post at least a couple of times per week for best results.

3. Brush Up on SEO

Know how to get the most from SEO. A regularly updated blog has 434 percent more indexed pages to help your rankings. SEO leads also have a 14.6 percent higher close rate than outbound leads like direct mail or print advertising. If you use your blog to raise your SEO rankings, you’re more likely to get found by actual customers, not just idle visitors.

There are many factors that go into good SEO, but two of the most important are keyword research and link building. Explore the best-performing keywords in your industry, and make them a part of your blog.

Then, work on a backlinking strategy. The best way to get backlinks is publishing links on third-party sites. Establishing publication relationships with third-party sites is difficult, so it’s best to use an SEO company or content creation organization that focuses on backlink building.

4. Write Promotional Blog Posts

Once you’ve defined your goals, set up your blog structure, and learned more about SEO, your blog can promote your products and services. A promotional blog post will explain the benefits of using your specific product or service in your location (if applicable).

For example, look at this blog post from a law office in Milwaukee. First of all, it sticks to a good structure, as it’s designed to rank for certain keywords like “motorcycle accident” “Milwaukee lawyer,” and “personal injury attorney.”

But more than that, it explains the value of hiring a personal injury attorney. The SEO keywords and structure of the post get a consumer on the page; then their explanation of motorcycle accident injuries and a person’s rights create a solid connection between consumer and business.

5. Use Multimedia

It should be common knowledge today that blogs need visuals to perform well, but many small business blogs are only composed of text. Blogs with images get 94 percent more views than those without. What’s more, blog posts featuring videos will attract three times as many inbound links.

An essential part of your blog structure should involve multimedia. In some cases, your videos and infographics will enhance your blog posts, and in others, they’ll replace them entirely. Just make sure multimedia is a key part of your marketing strategy.

Doing so will set you up for greater connections with your customers. Go where your customers are, and be the kind of knowledge resource they need. When you carve your blog in such a fashion, you’ll identify your clientele and use this medium to speak directly to them.