content marketing

Why Your Business Needs Whitepapers

Think white papers have faded into the grey? Think Again!

Called the “cornerstone report” in business industries, often highlighting benchmark moments in our industrial and financial evolution over the years, white papers have been around for the better part of the twentieth century and despite a few misconceptions they are in fact still in demand.

Why? Simple! There is just no better way to present well researched, in-depth information.

Infographics Aren't Dead

They say a picture is worth a thousand words, and nowhere is that more true than in the world of marketing.

Many businesses create websites, hoping to attract more clients, but that is usually easier said than done. The internet is often referred to as the great equalizer, because no matter how good your product and service, on the web, you are competing with every other content creator for your audience’s attention. Over 211 million pieces of content being created every day and standing out from the digital noise is becoming ever more difficult.

Of these 211 million pieces of content created daily, more than two million of those are blogs posts, and according to some sources, the average time spent reading one of these articles is a mere 37 seconds. How much of a wordy blog post can people really absorb in 37 seconds?  

Earn Your Audience's Attention: Revamp Your Lead Generation Strategy

Gone are the days where you could buy your audience's attention. It's a whole new ball game; attention needs to be earned. Your target market won't show an interest unless you're absolutely worthy of their time. It's time to make an effort and create compelling content. You're not going to be able to slide under the radar with mediocre texts from the nearest content mill - and that's definitely a good thing.

The aim here is to use high-quality content to convert visitors into leads. Sure, it's easier said than done, but let's face it, nothing worthwhile ever falls into your lap without a little effort.

You Need a Content Strategy that Works

At least 90% of B2B buyers have stated that online content has an effect on their purchasing behaviour. The fact of the matter is this: if you're not on the content marketing bandwagon, you're rapidly falling behind.

A few years ago, content marketing involved nothing more than churning out bulk collections of mediocre text. It didn't really matter what you were saying, as long as you were actively posting something, your business was in the clear. With the growth of the Internet, however, that particular landscape has changed. Now, more than ever, the competition is intense. In order to take your business to the next level, you have to create content that is educational, insightful, and engaging.

In short, you need a goal. And in order to achieve that goal, you need a content strategy that works.

Making Your B2B Blog More than Just A Blur Of Information

Let's talk about pimping your blog.

Blogging has become a real social phenomenon over the past few years and for good reason. Besides being a great customer service tool, its ability to rank highly in search engines, attract swarms of traffic, create advertising revenue, promote services and generate sales has led to the growing importance of the blog as a business tool worldwide.

Simply put: there just isn't any way around it.

As books inform us of the past, blogs inform of the here and now.

So what makes a blog great?

Like most things in life, there isn’t really a one-size-fits-all approach.

One man’s trash is another man’s treasure, so yes, in some aspects it comes down to your target audience, as well as topic relevance. But wouldn’t it be great if one had a general recipe for success?

There might not be a one-size-fits-all approach, but below are a few of the most fundamental things one needs to keep in mind when hammering out that next blog.

Blogging: It's Still In, It's Still Fabulous, and You NEED It Bad

Attention spans are shortening.

People are getting lazier.

Social media seems to be the only thing people have time for these days.

The popularity of visual content is growing by the second.

And it seems like your feed is filled with memes rather than a good read.

So, is blogging still as relevant as it used to be?

Should you, quite honestly, give a crap about keeping your blog going?

Here, have a truth bomb: YES. YOUR BLOG IS STILL THE KING OF CONTENT.

AI has the potential to make our lives so much easier

Raj 6.jpg

Raj Anand, Goodman Lantern

AI has the potential to make our lives so much easier. Social media is a great testing ground for new AI tech, and it can save a whole lot of time and money. You’ve got to have a strategy that uses different platforms. You also have to be active and engaging across them all. AI has the potential to reduce your workload. You can get more done in a day by automating your most common tasks. 

1. Social Media Automation

It’s become pretty normal to spend a huge amount of cash on boosting social media engagement. The more content gets pumped into the platform, the harder it is for you to get your content noticed. It’s far more cost-effective to use AI to automate the process. It’s gaining popularity as the tech gets more advanced.

Automating the process of posting content is a huge benefit in itself. More advanced tools search for the best content and send it to your subscribers. You boost engagement without lifting a finger.

2. Analysing and Selecting Content

Content creation forms a large part of any marketing budget. Your social engagement hinges on strong content. You need to hold your client’s attention. 

If you have great content, people will want to read it. They’ll also share it, allowing more people to see your business. The better your content is, the better your engagement on social media will be. You’ve got to be relevant and deliver content that people love. It needs to translate well across the population, or be some form of in-joke for a select industry. Your strategy depends on your target market.

There are some fantastic AI tools that find trending topics, posts, and images. They analyse which types of content work well and deliver those results to you. It’s a marvellous way to take the guesswork out of your content development process. 

3. Collecting Client Information

There’s too much data available out there. There are over 2.7 billion terrabytes (2.7 zettabytes) of data online. AI systems can do sorting work much faster than humans can. It’s more possible than ever to sift through a huge amount of information for the most relevant details. 

You can learn every detail of a business’ inner workings from research alone. The amount of information available is so vast that much of it gets overlooked. Using AI to do the hard work for you is much cheaper than paying, training, and maintaining an intern. 

It’s possible to filter the results to deliver specific information. The GL team and I have developed one such tool. We’re proud of it. It’s called GoPinLeads (http://gopinleads.com). Tools like ours reduce your workload and deliver leads with up-to-date information. Every salesperson has fought with expensive, obsolete data. Details in companies change more often than you think, and AI can deal with that. Automation is the future, and it will save you a ton of time.

Using Digital Content

At the end of 2015, 76% of recruiters said that the biggest challenge they faced was locating candidates with skillsets which matched the criteria their clients were looking for. In an industry that is heavily shifting towards a more marketing-centric approach, challenges like these (among others) can only be overcome by adapting to new techniques and tactics, most of which revolve around online marketing and digital content.

10 Tips for using Content Marketing in Recruitment

Until very recently, content marketing was thought of as a tool used solely for boosting sales and growth. However, the versatility of content marketing is rapidly making its mark. Every industry has its own pool of potential employees, all of whom are interested in useful content that could assist them in their job hunt. Recruitment agencies are beginning to use this tool to their advantage, creating pertinent, poignant content that will assist them in finding model employees for the companies who make use of their services.