The Hubcast 77: Being First, Being Consistent & Celebrating Victories Welcome back to The Hubcast, folks: A weekly podcast all about HubSpot news, tips, and tricks. Please also note the extensive show notes below, including some new HubSpot video tutorials created by George Thomas. HubSpot Strategy The future of marketing Are you balking at simply…
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From a traditional marketing standpoint, the answer to the question in the headline above is simple.
Content marketing means creating and sharing valuable free content to attract and convert prospects into customers — and customers into repeat buyers.
Copywriting gets a reader to take a specific action. Sometimes that’s making a purchase, but it can also be subscribing to your email list, signing up for your content library, or calling you for more information.
Content marketing is blogs, podcasts, and email autoresponders.
Copywriting is sales pages, ads, and direct mail.
Two different critters, right?
Well, not if you’re doing it right.
Content without copywriting is a waste of good content
There are some blogs out there with seriously good content — and only a few readers. (Maybe yours is one of them.)
If you’re writing great articles that people would love to read, but you’re not getting the traffic you want, the problem may be ineffective copywriting:
Your headlines might be too dull. When your headlines are boring, they don’t give people any reason to click through to the rest of your writing.
Your headlines might be too cute and clever. If this is the case, you’re simply showing how smart you are without communicating any reader benefits. If your headlines are too dull or too clever, learn how to write magnetic headlines.
You haven’t explicitly thought about how your content benefits readers. Just like a product has to have a benefit to the buyer, your content has to be inherently rewarding to readers or
Shortly after the release of The Lego Movie (2014), more than one professional marketer went on record to say that it was the best piece of content marketing they’d seen in a long time.
Well, I finally saw the movie, and I don’t buy that claim. Why?
To be honest, I have a hunch it won’t pass a simple test — a test I’m calling “The Six Marks of Effective Content.”
And what exactly are those six marks? They are:
A headline that instantly commands attention
An opening that hooks your audience
An element of education, inspiration, or entertainment
A persuasive story
A single, focused moral
A well-crafted call to action
Seems easy enough to pass, but before we dive in, do me a favor if you have seen the movie: Think through how you would grade the movie based on these six marks. And then let’s see how we compare at the end. Cool?
Here we go.
1. A headline that instantly commands attention: A+
If we were to evaluate the title of the movie based on the four U’s of headline writing, The Lego Movie is a below-average headline:
Is it useful? No.
Is it urgent? No.
Is it unique? Yes.
Is it ultra-specific? Not really — all we know is that it’s a movie about Lego bricks.
A headline I would write for the movie using the four U’s might look something like:
Soap Bubbles and 44 Other Surprising Things You Can Make with Lego Pieces
The Fellowship of the Brick
Lord Business Is No Megamind
However, the headline doesn’t
Are you looking to custom build your own website pages, landing pages, email templates, and more, but don’t know how or where to get started in HubSpot?
If that’s the case, then this HubSpot Tutorial video by @GeorgeBThomas is perfect for you. In this video, George gives you a quick overview of all the amazing
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The Rainmaker Platform has so many useful features, it’s easy to overlook a few here and there.
But one of those overlooked features may be exactly the feature you need to attract your next audience member or convert your next customer.
In this webinar, the sixth in our six-part Rainmaker Platform webinar series, Chris Garrett and I will walk you through 13 “hidden” features of the Rainmaker Platform that can make a big difference in your sales and marketing … once you know they’re there.
And, how to use them.
Among the features you’ll learn about:
Rainmaker’s front-end post and page editor
The built-in editorial calendar
Simple A/B testing
Redirect links … which can be created in two easy ways
The avatar shortcode (Rafal Tomal’s favorite!)
Plus many more.
Not only will we explain how to use these features, we’ll explain why they were included in the first place and what situations call for their use.
We hope you’ll join us. The webinar is free, and it takes place on Thursday, January 21, 2016 beginning at 5:00 p.m. Eastern Time (4:00 p.m. CT).
And yes, we’ll take questions as we go.
Click here to register for this event:Unleash These 13 “Hidden” Features of the Rainmaker Platform
Even if you can’t attend live, still register. Once the replay is ready, we’ll email everyone who registered so you can get caught up and learn about these exciting Rainmaker Platform features.
We’ll talk to you next Thursday!
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Things may look a little different since the last time you stopped by our place.
We’ve been working as a team to build a new home for our Copyblogger content since last year.
Today is open house day, so come on in and I’ll give you a tour.
Why did we redesign Copyblogger?
I’ll be the first to admit it: redesigning Copyblogger was a little like turning in your perfectly good late-model car, which is in excellent condition (and getting great mileage), for something new, because it’s … shinier?
In other words, why redesign a site that already looked great?
In our case, our business has changed pretty dramatically since Copyblogger was last redesigned back in 2013.
In those days, the Copyblogger website was the single hub that served as a jumping off point for everything we did as a company — our educational products, our software, our original podcast.
Today, our company offers a wide variety of products and services, and this site is no longer the single hub for all of them. We now have a group of sites, and each serves a different audience.
What do we do today? At Rainmaker Digital, we:
Are the creators of the Rainmaker Platform, an all-in-one website solution for online marketing and sales
Are the company behind StudioPress, creator of the industry-leading Genesis Framework and StudioPress premium WordPress themes
Offer Rainmaker.FM, our podcast network for digital marketing, sales, and business advice
Have founded the Digital Commerce Institute, which features Digital Commerce Academy for digital business training, and the
Taste the tomato.
The first week of the year can stir up a lot of energy, excitement — and anxiety.
The other day, while hurriedly shoving forkfuls of a salad into my mouth (I needed to get back to work), my taste buds suddenly lit up due to a bite-size piece of tomato. It was fresh and delicious.
I decided to slow down and enjoy my food. Eating was the only task I needed to focus on at that moment.
When you approach your content marketing duties, your only job is to focus on executing your current task as best as you can.
Sometimes that task is choosing the right words.
This week’s Copyblogger Collection is a series of three handpicked articles that will show you:
How to craft and deliver captivating presentations
How to make more sales during your webinars
How to optimize every element of your online copy
As you work your way through the material below, use the following lessons as a mini content enhancement course.
How to Craft and Deliver Captivating Presentations
You could think of each piece of content you create as a presentation. It’s the enjoyable information you publish in exchange for your audience’s attention.
In How to Craft and Deliver Captivating Presentations, Michael Port dissects the features of a mesmerizing speech or presentation, beginning with the words you write.
Next, he walks you through a detailed tutorial about effective content development.
If public speaking makes you nervous — or if you’re apprehensive about publishing your content online — Michael gives you
The Hubcast 76: Buyer Persona Generator, Earning Customer Trust & HubSpot Pages Welcome back to The Hubcast, folks: A weekly podcast all about HubSpot news, tips, and tricks. Please also note the extensive show notes below, including some new HubSpot video tutorials created by George Thomas. HubSpot Strategy Earning Customer Trust…
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Hey everyone, hope your New Years was a great one and your 2016 is off to an excellent start In this episode of Mad Marketing, we’ll be discussing the following: How getting on the elliptical everyday keeps 100lbs of weight off my belly each year (literally) How River Pools and Spas is now a manufacturer,…
The post Mad Marketing 84: Why Content Marketing Isn’t About New, New, New…but Rather, Help, Help, Help appeared first on The Sales Lion by Marcus Sheridan.
It’s the question I get asked more often than any other when I’m talking with business owners about content marketing strategy.
And it’s the question we see most often from new members in our Authority Q&A sessions.
“How do I get more traffic?”
There’s more — a lot more — to content marketing than traffic.
But if you can’t attract a critical “minimum viable audience,” you’re finished before you get started.
Here’s how to use content to get the attention of those all-important prospects — the men and women who are in the market to buy what you have to sell.
The content conveyor belt
Before we start talking about traffic, we need to talk about your overall content marketing strategy.
Smart marketing is “salesmanship in print” (or, these days, pixels), to use the classic copywriting definition. And as any good salesperson will tell you, a sale progresses through predictable, natural stages.
First, you have to attract the attention of that prospect. That’s the piece we’re going to talk about today. No matter how brilliant your sales sequence, if no one knows you exist, you’re going to fail.
Then you have to engage that person’s interest. This is a particularly risky moment in today’s web environment, with millions of distractions competing for our attention.
As you keep delivering strategic content over time, engagement starts to turn into desire for what you have to sell. Whether it’s a product, a service, a charitable cause, a political candidate, or even an idea … we all have