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Consultants: How Do You Get Clients to Endorse You?


client testimonials
Sharing client testimonials is one of the most powerful ways to promote your consulting services. After all, you’re not tooting your own horn. Prospects who may be on the fence about hiring you over someone else will probably be swayed by the fact that other businesses are pleased with your work. But how do you go about getting these testimonials?

Just ask! When you do great work for clients they are typically happy to provide you with a brief endorsement.  Ask as soon as possible—after they’ve started to see results and your work is fresh in their mind. Simply send them an email requesting that they write a few words about their experience working with you and the results you achieved.

But what if they don’t have time? The most effective way to obtain a testimonial is to write it yourself (from the perspective of your client, of course), and then send it to them for approval and/or to tweak it. Most clients will be glad to sign-off on the testimonial you write. Why? Because you saved them time and took the initiative to craft a well-written statement on their behalf. 

That’s it! Now you just need to put the testimonial on your website to share with potential clients. You will showcase your talent and get the word out about all of the great work you do without sounding like an advertisement.

When NOT To Publish an Article on Your Blog


content marketing program
I know. Sounds crazy, right? Isn’t it always a good idea to publish new content on your blog?

Not always. In fact, not ever if your articles are poorly written. It sounds obvious, but this point is often overlooked. 

Editing is just as important as writing when it comes to content creation. After all, even an article written on a hot new topic that your target audience wants to learn about will fall flat if there are typos, grammar mistakes, spelling errors, incorrect word choices, poorly written sentences that don’t flow, etc.

Actually, describing poorly written articles as falling flat is an understatement. It’s far worse than that. You risk damaging your reputation and brand, not to mention sending potential customers fleeing into the waiting arms of your competition.

Avoid leaving your target audience with a negative impression of your business by only publishing articles that effectively communicate your expertise on topics that are important to them. If you’re like many business owners who don’t have time to write articles for your blog, let alone manage the entire content marketing process, dedicate an in-house resource with the required experience or consider outsourcing it to a pro.

Setup your free blog writing and content marketing consultation by emailing info@novowriting.com or calling 310.792.8888.

SPECIAL TAX DAY OFFER: Sign-up for Novo Writing’s content marketing program by the close of business on Monday, April 15th, and get 1 FREE articleClick here to learn more.

3 Common Causes of a Stalled Content Marketing Program


content marketing program
Would you rather view this article as a video? Click to watch 3 Common Causes of a Stalled Content Marketing Program.

Successful content marketing doesn’t just happen—it takes a collaborative effort to ensure proper planning and execution from start to finish. Let’s take a closer look at three reasons why content marketing programs get stuck.

1. Not Planning Ahead

Content creation can’t begin until we know what we want to write about. Planning ahead by creating an editorial calendar with article topics is extremely important. Brainstorm and decide on topics at least one month ahead of time. If you don’t know what you want to write about, your copywriter can help by doing research on popular topics related to your industry, products, and services.

2. Not Having a Single Point-of-Contact

Involving too many people can quickly stall a content marketing program in its tracks. When working with an outside copywriter, it’s important to have a single point-of-contact who leads the company’s content marketing efforts. This person should have the authority to assign topics, make edits, and approve articles for distribution.

3. Slowing Down the Review Process

A streamlined review process ensures that articles don’t end up sitting in an inbox or waiting for multiple people to review articles and provide feedback. It’s best to not have more than two people involved in making revisions to articles.

In addition to article topics, the editorial calendar should include a timeframe for each article to be completed. For example, the copywriter has to have the first draft written within three days of assignment, the company’s marketing coordinator is required to turnaround feedback and revisions within two days, and then the writer must have the final version completed in one day.

The faster the article is written, approved, and finalized, the faster it can be posted on the company’s blog and then published elsewhere online to maximize its effectiveness.

Set yourself up for success by working with a professional copywriter who can help ensure your content connects with your target audience.

Learn more about content marketing and writing articles for your business by calling Novo Writing at 310.792.8888 or emailing info@novowriting.com. Visitwww.ContentMarketingProgram.com for more information.

The Content Marketing Results Are In. How Do You Measure Up?


content marketing program
Successful businesses in virtually every industry use content marketing to connect with their customers. In this month’s newsletter we’re going to take a closer look at recent trends in content marketing.

The Content Marketing Institute and MarketingProfs.com recently surveyed over 1,000 B2B marketers to see how the pros approach content marketing.

The study showed that regardless of company size or industry, 9 out of 10 marketing companies used content as a form of marketing to grow their business.

Out of 20 different content marketing strategies surveyed, the #1 most popular plan of attack was writing and posting articles, coming in at 79%. Rounding out the top five were social media (74%), blogs (65%), email newsletters (63%), and case studies (58%).

Social Media

When it came to distributing content through social media, not surprisingly, the top three channels were Twitter, LinkedIn, and Facebook. YouTube came in fourth.

Popularity

No industry reported below a 70% adoption of some form of content marketing. Proactive businesses know content marketing is important if they want to be competitive.

Challenges

41% of B2B marketers said their biggest content marketing challenge was “producing the kind of content that engages prospects and customers.”

So What Does All of This Mean For Your Business?

That depends. Take a closer look at your company’s goals and what you’re doing today to reach those goals. If it doesn’t include some form of content marketing, you’re probably missing out on opportunities to grow your business.

If you’re ready to talk about the ways content marketing can benefit your business, we’re all ears. Email info@NovoWriting.com or call 310.792.8888 to setup your free consultation or visit www.ContentMarketingProgram.com.

Content Marketing: Why Everybody’s Doing It


content marketing program
Content marketing has become a buzzterm over the past couple of years. Do you remember it being on the tips of every online marketers tongues, say, in 2008? Nope. But there’s a reason for preaching the importance of content marketing. It’s not a fad. In fact, it’s a way of life for businesses who want to compete online.

In case you haven’t heard, simply defined, content marketing is a marketing strategy of developing and distributing valuable content to attract and engage a clearly defined target audience with the goal of driving profitable customer action.

Quite simply, content marketing is the most effective way to accomplish a few critical things online: increase your business’ exposure in your niche, build and protect your brand and reputation, attract more qualified prospects to your website, and ultimately boost sales.

Content marketing takes many forms and there are several key steps to the process:

  • Do keyword research to discover the specific terms your target audience is searching to find information, products, and services in your niche (remember that you want to use keywords with a relatively high number of searches and low competition)
  • Write interesting education-focused (not salesy) articles, blog posts, press releases, etc. that are optimized for your primary keywords
  • Distribute each piece of content to directories, blogs, social media sites and other places online where it will be found when your target audience searches for your keyword(s)
  • Review your website’s analytics and tweak your keywords, content, and distribution strategy as needed

Another important aspect of content marketing is regularly writing and distributing relevant content. As you might imagine, writing one article every other month, for instance, will be far less effective than writing four articles every month.

If you haven’t implemented a content marketing strategy for your business, what are you waiting for? Everybody’s doing it (including your most savvy competitors).

Visit www.ContentMarketingProgram.com to see a strategy that works.

Should You Hire a Copywriter for Your Business?


hire a copywriter
I’ve been curious about objections some business owners have to hiring copywriters. So, I recently asked the following questions on LinkedIn: “Does your company hire a copywriter to write articles, blog posts, newsletters, websites, etc.? If not, why not? If so, how come?”

There were nearly 20 responses. Here are a few of them:

  • “No, we do not. But likely because we are comfortable doing that ourselves and know our business better than anyone else!”
  • “We absolutely do. We use them for our clients too . . . We’re pretty good writers, but every minute we spend on copywriting, ourselves, is a minute we can’t spend doing the things we’re best at, that leverage us.”
  • “No. Authenticity is key.”
  • “Absolutely! These tasks must be delegated out so that you can focus on high level, revenue generating activities.”
  • “No, because communicating with our audience is the most important work we do.”
  • “Everyone can write, not everyone can write well, not everyone who writes well can write appropriately; but at the end of this line is differentiation and that, ultimately, is the value of a copywriter.”

It’s clear that business owners have strong feelings on whether or not to hire a copywriter for their business.

Here are some additional questions to consider:

  • What is the quality of your communication with prospects and customers? Even if it’s authentic, poor communication can do more harm than good. A professional copywriter will understand your brand and be able to write in your “voice.”
  • Do you know how to write for the search engines as well as your target audience? If prospects can’t find your website, articles, blog, etc. because your copy isn’t properly optimized, your online marketing efforts may go unnoticed.
  • Do you know how to perform keyword research? Targeting the wrong keywords can make you rank well for search terms that are meaningless for promoting your products and services.
  • Do you have the time it takes to implement a successful online marketing strategy? Your company may be better served if you focus on your core business and rely on a copywriter to create compelling content that resonates with your target audience.
  • Do you regularly write and post optimized articles, blogs, etc. online? Consistently producing and promoting relevant content is essential for creating a steady stream of qualified visitors to your website.
  • Are you writing about your business rather than for your customers? It’s crucial to focus on the benefits your product or service provides. Remember: Your prospects are asking, “What’s in it for me?”

Hiring a copywriter can be indispensable for building your brand, increasing exposure in all of the right places, and boosting website traffic. If you don’t have the time or expertise required to write powerful content that converts, hiring a copywriter may be the right move to help grow your business.