3 Online Tools for Content Marketing

Any good handyman, plumber, or even a lawyer, knows which tools to use to perform their job for optimal success. A handyman with no ladder, a plumber with no wrench or a lawyer without law books most likely struggles to stay in business. But arm those knowledgeable experts with the tools they need, and what do you know? Oftentimes, they achieve success beyond measure!

A good content marketer may pontificate the most creative ideas, but if she fails to use the right tools to most effectively share those ideas with her target audience, then great success likely remains just out of reach. At Red Pen, we’re constantly exploring and trying new “tricks of the trade” to help our clients boost online traffic to their websites.

Here are three tools we love to get the best results:

1. Visual Content and Branded Images

Images are everything. Period.

No matter what content you create, more people will view it if it features an image. And even more importantly, those who view your content with images will remember 65 percent of it three days later, compared to just 10 percent of content without an image. Maybe it all goes back to those pretty picture books we used to learn to read as a child?

Pictures definitely tell a story, and more businesses are using photos, videos, infographics, charts, graphs, screenshots and other imagery to share that message with their customers. Visual content is one of the biggest trends for content marketing in 2017, which makes total sense when considering the Internet of Things.

While using stock images and memes seems like a quick and easy solution, try to avoid taking the easy way out. It’s better to create customized, branded images that reflect the tone, voice and style of your business. Customers love to learn about the companies they hire, so let your personality shine through with photos of your employees at work or play, or post a video that’s instructional or funny and engaging.

2. Email Newsletters

No matter whether you’re a B2C or B2B, email remains one of the most effective marketing tools available to businesses. It’s personalized, targeted and delivered directly to your customers.

For your business to be successful at email marketing, you must first develop a good game plan. Make sure your team clearly understands what business news and content you plan to promote with each send, along with some engaging Calls to Action and service offerings to include.

Some of us must crawl before we walk, meaning not every company has the capacity to spin off weekly or bi-weekly emails. It’s better to start small and stay consistent than deliver spotty emails no one expects. Craft a simple monthly newsletter with some coaching from our team and you’re sure to score some points with your client list.

Surprise your audience with content that takes them in a new and unexpected direction. It’s OK to talk about topics that are relevant – but not directly connected – to your business. Readers will see you as an expert in your field who stays on top of topics that matter to clients. If you deliver interesting, valuable and engaging content on a consistent basis, customers will look forward to reading it each week or month

3. Landing Pages

What happens when you create a sweet post that reaches thousands of people with shares here and there that point nowhere? You get nowhere. All of the work you put into creating engaging visual content, titillating social posts and an effective email strategy will make no difference in the world to your business if there is nowhere to direct the user.

A landing page is a separate page on your site that’s dedicated to delivering the promises you make in your content marketing. It’s a call to action for the customer to do something – sign up for a free trial, subscribe to a newsletter, watch an instructional video, learn more about your product, etc.

Your home page is not a good option for this purpose, since customers might view an immediate call to action on your site as pushy and invasive. They want some time to think about your product or service, and a separate landing page gives them some breathing room.

Be specific about what you’re offering and provide an incentive for customers to take action right now by offering them something your competitors are not. Sometimes simplicity works best, so be straightforward and to the point and limit choices. An effective landing page is usable, accessible, persuasive and promotes trust in your brand.

Are these three tools in your content marketing toolbox? Let Red Pen show you how to use them to boost your traffic.

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