How to write briefs that deliver great design work
In an increasingly crowded world, design work is key for businesses as they fight for mental availability through distinctiveness and clear branding. As businesses put design at the heart of their processes, there is a growing need to deliver great design briefs that work. In over fifteen years of writing design briefs, great ones, average ones, and bad ones, I can unilaterally state that if a design brief is rubbish, packed full of non-essential information, with gaps in critical parts and devoid of emotional hooks, even the best designers are going to struggle to do great work.
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No one starts to…
Five steps to creating an effective process that generates results
It’s difficult to argue with the benefits that good content marketing can deliver for businesses. We have talked regularly here on Smart Insights about the opportunities provided by great content and how it fuels many inbound marketing techniques, including:
Paid search marketing
Social media marketing
Conversion rate optimization
However, once the overall strategy and approach have been agreed, the next step is execution. Unfortunately, creating and maintaining good quality content is not straightforward. There are often many stakeholders and dependencies across businesses, including marketing, PR, creative and legal/compliance. If you work for an agency you will also need to consider the client’s point of view, too.
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One of the trickiest elements of the…
Increase leads and sales by using our full range of recommended tools and techniques to audit your content marketing effectiveness
Many content audits are limited by just reviewing SEO or making an inventory of existing content. These are both important, but to improve your content to make it more valuable to your business AND your audience, we recommend a complete 360-degree content audit covering all aspects of content effectiveness.
Our content audit is different since it helps you get more value from your content by improving each of these crucial elements of content effectiveness:
SEO – increase rankings and technical quality of content for SEO
Content coverage – a traditional inventory of types of content to identify new content needed.
Impact of content on leads and sales by integrating Google Analytics data and reviewing UX to make improvements to calls-to-action.
Content mapping to personas through the customer journey.
Audience opinions and feedback…
Repurposing content is an easy, often time-saving practice, that brings a plethora of benefits
Are you making the most of your content? Repurposing content – i.e. finding new ways to re-use your content – is an easy, often time-saving practice that brings a plethora of benefits: from reaching a new audience to saving time creating new content and improving your search engine optimization (SEO).
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In this short guide, I’m going to show you how exactly you too can repurpose your content.
Audit your content
If you’re going to repurpose any of your content, you should ideally start with the best, most popular pieces you’ve already created:
Blog posts and resources from…
In order to drive commitment levels, your content marketing campaigns need to be successful
Research from The Content Marketing Institute found that 26% of companies’ content marketing services are in the adolescent phase and 34% are in the first steps phase.
Only 50% of respondents described their organization’s commitment levels to content marketing as very or extremely committed.
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In order to drive commitment levels, your content marketing campaigns need to be successful. The problem is, it can be easy to make mistakes during the process, which can cost you links, shares, traffic and conversions.
Here, we’ll discuss the five main mistakes made in the content marketing process, the impact those mistakes…
The big mistakes that content marketers need to avoid when planning their campaigns
While many are aware of the benefits and importance of content marketing in the interaction-driven online universe, some of us still forget the countless dangers that can cause your campaign to fail before it starts generating meaningful results.
Content marketing works on a premise of building a relationship through value and intellectual or emotional connection. However, relationships need time and commitment which can render content marketing campaigns complex and messy. Tasks start piling up; team members lose sight of the goal and the initial infatuation with the project evaporates.
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To avoid going down the wrong path when planning your content marketing campaign, it’s essential you keep an eye on these risky areas:
Content marketing should explicitly be about promoting the right content to the right audience at the right time in order to achieve your marketing goals
Whether you're creating content from scratch or refurbishing existing content, your goal should be to engage and entice your target audience effectively on different platforms and, ultimately, prompt action.
Your blog posts, videos, infographics, contests and ads all need to be perfectly aligned with the buyer’s journey. This means you need to understand the awareness, consideration and decision stages.
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However, it’s quite difficult - if not entirely impossible - to do this without having a documented plan that covers effective distribution of your content. At the same time, your content marketing campaigns may end up…
Anything that affects the performance of content should be a content creator’s business (even if not directly)
Content makes the digital world go around. It helps drive greater traffic to businesses, generate lead growth, and improve conversion rates.
But content that can achieve all that requires great planning and strategizing. En route content creators run into several roadblocks.
By content creator, I mean anyone who creates content. That could be a dedicated team, a freelancer, or a new business owner who does all the digital marketing themselves, of which content creation is a part.
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With that in mind, I’m presenting a wide variety of challenges that content creators face. Some are specific to content creation, while others may…
Research into customer expectation and behaviour, quality and delivery method, when it comes to content marketing
B2B customers in the digital age have greater access to information. They are actively researching solutions and providers before engaging with a salesperson. As a result, content marketing is becoming more prevalent and receiving lots of investment.
The interest in content marketing, however, has created tough competition and higher customer expectation. How can you make sense of all the trends in the content marketing world and make sure that your strategy will bring in results?
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Here are seven…
How do you create content that people actively look out for, and make sure that they’re able to find it?
Blog posts are great for your business. They drive traffic to your website, raise awareness for your brand and continue to generate inbound leads once they start ranking in Google – in theory, that is.
In practice, it’s just as likely that your brand new blog post sees fantastic traffic numbers right off the bat...which die off quickly after the first week or so. In the world of SEO, or Search Engine Optimisation, we call this phenomenon the Spike of Hope – which degenerates into the Flatline of Nope.
This is what it looks like.
What’s happening here is: your traffic spikes after you publish and promote your blog post (on social media, through your…