Aug 17 2015

15 Legit Ways of Building an Email List That Delivers

Category: contentGuest Author

Data shows that over three quarters of consumers chose email as their preferred mode of communication with brands they patronize. 81% of US shoppers are likely to buy more – both online and offline – as a direct consequence of emails based on their past buying behavior. In fact, 28% of shoppers who receive promotional emails weekly actually would like to receive such emails more often! Clearly, this is one high ROI marketing tool.

But before you head over to your email database and start firing out round after round of promotional emails, wait a minute.

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Oct 20 2014

3 Online Marketing Assets That Can Make Your Year Bright

Category: contentTom Shivers

Assets in a business are items controlled by the business that generate revenue. Liabilities are debts and financial obligations owed by the business to third parties. So then:

Equity = Assets – Liabilities

tractor-harvester

credit: Derek Sewell

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Aug 11 2014

How User Generated Content Can Lead To Sizzling SEO

Category: contentGuest Author

What do YOU, Gandhi, the Queen of England, and Joseph Stalin ALL have in common?

Photo Cred: @Wikimedia

Believe it or not, all of these figures were named Time Magazine’s Person of the Year at some time or another. In 2006, the publication named YOU as its annual choice, to reflect the rise of individual content creator on the internet.

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Jun 16 2014

4 Flaws Of Business People Who Hate Marketing

Category: contentTom Shivers

In the vein of Jeff Foxworthy’s “You might be a redneck,” – you might be a Business owner who hates marketing (Bowhm). Ok, maybe I’m being a bit extreme and you’re really a business leader who is uncomfortable with marketing (bowiuwm), but that acronym doesn’t roll off the tongue like Bowhm does (pronounced boyeem).

If you are cold, calculated and don’t have an empathetic bone in your body, you might be a Bowhm…

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Mar 03 2014

Lead Generation Catalyst: Access To The Expert

Category: contentTom Shivers

kitty-on-huntTransformation can come to a business when their content goes up a level. This is especially true for businesses who must be viewed as authoritative by their prospects or possess expertise during the sales cycle.

You know what happens when a prospect starts asking good questions; it’s like the hunt to get all the details before putting any money down. Here are some ways to evoke the hunt in your prospects.

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Jan 21 2014

4 Categories Of Content That Brings In The Biz

Category: contentTom Shivers

Use this content marketing guide to visualize how your ideal prospect wants to engage with your business through content that naturally leads her to take action.

There are a number of ways to conceptualize how content marketing captures the attention of your ideal prospect, builds interest in your business and converts them into a customer: AIDA (attention, interest, desire, action), New Marketing Funnel (awareness, consideration, conversion, loyalty, advocacy). Chose a marketing funnel concept that works for you.

1. Top of the funnel content

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Nov 18 2013

Quality Content Part 2: How To Measure Content Engagement

Category: contentTom Shivers

speedmeasureFor most businesses there are two types of content to focus on: content that gets a decision (service and product pages) and content that gets shared (blog posts, white papers, etc.) It’s the latter type that I’ll be focusing on in this post.

This type of content is designed to intrigue your target audience (prospects) so that they want to share it with their friends and followers.

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Nov 06 2013

Quality Content: The Mark Of Influence

Category: contentTom Shivers

Get-what-you-pay-forQuality content is an ambiguous term because it conjures up different meanings depending on who, what and why. For example, car enthusiasts are drawn to Car & Driver Magazine for its unabashed discontent for under performing cars while car shoppers are drawn to AutoTrader for its reviews, advice and comparison tools.

Quality means different things depending on who, what and why. And by the way, Google is not really evaluating content quality since Google is not a leader but a follower. G sniffs around the web for signals that tell whether an author, brand, company or entity has a following, has influence, and/or is a leader.

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Sep 03 2013

Entertainment Marketing: Is It Right For Your Business?

Category: contentTom Shivers

An interview with Bill Van Eron of Headwaters Marketingthe-show

Does entertainment and marketing overlap to you?

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Aug 12 2013

Content Marketing: Take Advantage of the Impending Event

Category: contentTom Shivers

An impending event is any future occurring event that two pumpkin-buyerparties can agree will take place. For example, a moving date, our home sold and we now have 30 days to pack up and move so the new owner can move in.

Knowledge of an event like this can make a sales person’s job much easier since decisions must be made by the impending event.

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Jul 29 2013

Entertainment Marketing: 17 Ways to Engage Your Prospect On A Budget

Category: contentTom Shivers

Most content I see these days is designed to be useful to targeted prospects. And that makes me wonder, have you tried entertaining content?

Why so serious? Chill and give your people something to enjoy.

“But Tom, we don’t want people laughing when considering our brand.”

I promise you, they won’t be laughing when it’s time to make a decision about your offer, but they might forget about you… unless you give them something that sticks in their memory, makes your brand lovable and Fun!

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Oct 01 2012

5 Mistakes of Bad Promotional Infographics

Category: contentGuest Author

What was once a brilliant communication tool has now been fed to the digital marketing rubes, who lack the creativity to even choose a relevant topic for their infographic, let alone arrange the data they have into a compelling design. A lot of bad promotional infographics seem to make the same mistakes, but they all stem from the fact that a lot of marketers aren’t willing to put in the time or the effort required to generate good content that people actually want to click on and share.

If I sound a little harsh on the “creators” of these bad infographics, it’s only because it irks me when uncreative, lazy people try to capitalize on the success of insightful people who are willing to do the hard work necessary to create something great. You can avoid falling into the former category by not making the following mistakes. Continue reading “5 Mistakes of Bad Promotional Infographics”

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May 29 2012

Secrets to More Relevant Content Marketing

Category: contentTom Shivers

An interview with J Rich Wilson of Innovar Collective

In your whitepaper: Secrets to Creating Content for Buyer Personas, what do you mean by granular segmentation of content?

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