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A Masterclass In Content Marketing – When You’re Out Of Ideas.

I was reading my Facebook feed and a US based content marketer of my acquaintance posted this request.

“OK, we write blog posts every month for a beach client. We’ve been writing for him for several years and the team is getting a little brain dead trying to drum up fresh ideas. Would love your help. They are a family-friendly vacation rental company (houses for a week, no weekends). Please leave your brilliant suggestions below & thanks!”

I couldn’t resist the challenge – but first, I started to read the answers she’d already garnered from her community.

What did I find out?

That there are a ton of creative folks whose minds are happy to help out when asked.

And so instead of stunning you with my amazing insight, I’m going to reproduce below the long list of suggestions made about what content to write about for a beach client.  And show you how you can adapt and learn from this list for your own business content marketing. 

How to use this content insight for your business

  • First, print out this article onto paper (old-fashioned, but helpful for this exercise).
  • Pick up a writing instrument (mine’s a fountain pen with liquid ink).
  • Draw two columns alongside the list of articles.
  • Go though the list and in the first column write down the underlying theme of the article title.
  • Then in the second column write down what an equivalent theme would be for your business.
  • Lastly, brainstorm 3-5 topic titles for each theme you write down for your business.

Have you got over one year’s worth of content already?

Here’s how to make the most of your archive and to lock good content into strong keywords and hashtags that convert.

The goal of content marketing is to get your website found, your brand recognised and aligned with the reasons people buy from you.  Creative Agency Secrets does local marketing.  I have many local marketing keyword phrase-laden articles on our website.  So when the local “grease monkey” in Pukekohe (don’t try to pronounce that if you’re not fluent in Maori) searched online for a local marketing agency, we showed up in the list, he called us; we’re meeting on Friday.  This is a marketing tactic that works and starts dialogue. And you can do it.

But if you think that ‘build-it-and-they-will-come’ is the tactic, you’re wrong. 

You must understand why people buy, what attracts them and then double down on the tactics and topics that already work for you.

Get canny with advanced content marketing

Make a keyword theme map with a few hundred keywords you’re probably not targeting. The keywords should dictate the content you write.  Use an independent, non-Google, non-Bing keyword discovery tool like SBI (we have an account and can do this for you).

Now you have that keyword theme map, which of the keywords are on page 2 of search results that could benefit from relevant, internal backlinks on your site? 

Also, does your business-model actually need new content? What does any single, new piece of content do for the business? Instead, how about focusing on the 20% of content that is already producing results and instead of writing more – promote that content more aggressively?  

Re-purpose the content that converts and share each piece more often also put it into every format (i.e. image square, image rectangle, video, audio, cinemagraph, infographic, ebook, slideshow, podcast guest) to maximise both its impact and its re-useability.

If the location is a very small place that is not overly commercial use the social content which is already being shared by visitors by searching “nearby” or local name hashtags.  The smart folks at from Socialize.co.nz demonstrated this to the Paeroa Chamber of Commerce members.  They brought up content on social media that tourists and visitors were sharing.  This already had the place name tagged on photos and other socially shared content.  If local business owners re-shared that content, while tagging each other, they could build up some serious momentum around the town name on social media.  And all this without creating any original content at all.

So thanks to Karen, she has helped us write your masterclass on advanced content marketing. 

46 Content Article Suggestions for a Beach Client

  1. What to pack (by season, by age of child, when Grandma is staying) 
  2. Activities for road trips 
  3. Kid friendly restaurants/ attractions 
  4. Road trip checklist to make sure your vehicle is road ready
  5. Beach fashion
  6. What to do when the weather is less than perfect
  7. First aid tips
  8. Disaster relief while on vacation at the beach
  9. Books to read on a beach
  10. Local beach walks
  11. Easy meals
  12. Meals using local ingredients and where to buy them
  13. Newest spots to check out this year… There are always new restaurants opening
  14. A feature on Oregon inlet fishing charters… My next door neighbor will be on the newest edition of wicked tuna, on fishin’ frenzy.
  15. The history of the area is also very interesting… And there are a wide array of topics, from casinos to shipwrecks, to boat building.
  16. The different types of architecture you can find out here is neat, too… Flat top houses (there is a tour each year), nags head style cottages (what do each of the different ornamental elements on them mean?), life saving stations, etc
  17. Beach nourishment is coming to the northernmost beaches this year, too. What is beach nourishment?  They are dredging sand from the ocean and pumping it onto the beach to widen them.
  18. Top reasons people didn’t go to the beach, but should have
  19. How to make the best sand castles 
  20. Top 5 reasons not to bury a sibling in the sand 
  21. Food that goes best with sandy fingers 
  22. Beat the heat with these 3 things 
  23. How to avoid sand spurs
  24. Top 3 things kids really want in a beach vacation 
  25. Top 3 things adults really want in a beach vacatio, 
  26. Don’t leave___ until you have eaten the____ 
  27. What NOT to do when you’re at the beach (leave the work and technology at home) 
  28. What to do when you want to sit on the beach and your spouse doesn’t
  29. Fun stuff off the beaten path
  30. Volunteer options when you’re staying at the beach (relax and do good at the same time)
  31. Best place to get coupons to save money on local attractions
  32. Do this, not that (places to go, places to avoid, etc.)
  33. Top movies to watch on netflix while you’re at the beach
  34. How to tell if you shouldn’t wear a bikini or speedos
  35. Top reasons to visit in seasons other than summer. There are lots of events in the spring and fall 
  36. Sea glass and shells are best found in the winter months
  37. The Secret to finding the best shells and sea glass
  38. Best places to take your kids out to eat
  39. Which restaurants are best for a date night
  40. Art projects for the beach
  41. 10 things to bring with if driving to save $$
  42. What to do in the rain
  43. Playing card games for 5-8 year olds
  44. Camps or other activities they can do
  45. Fun community activities if you want to meet others
  46. Where to shop for food
  47. Best source of local restaurant discounts
Learn How to Growth Hack your Website in May

Learn How to Growth Hack your Website in May

What it means to Growth Hack.

Growth Hacking is a new phrase meaning to aggressively make a step-change in business success.  It’s not just a cute phrase, there are specific techniques which can make significant improvements to website success.

You define success and we’ll teach you how to make it happen.

What is your #1 marketing and sales problem?

Get the answers about how you can growth hack your web success with USA experts Dan Morris and Rachel Martin during May 2016.

Face to face consult or small group workshops.

Email [email protected] with your #1 marketing and sales problem.

Rachel Martin website GrowthHacking expert

Rachel Martin website GrowthHacking expert

 

 

Be ahead of new traffic for your business creative agency secrets audience industries new zealand

Be ahead of new traffic for your business

There are millions of people around the globe who want what you have.

They just don’t know you exist yet.

We just need to stand in front of them. Because it’s not always easy for a guy in Timbuktu, Kalamazoo, Ahipara or Middlemarch to just stumble upon you. But that doesn’t mean they aren’t pursuing their dreams and goals without you.

They have gathered with others, in clusters around the internet.

That’s why Audience Industries created their Clusters Marketing Plan.

Have you strategised the year plan for your business? Your niche topics, your challenges, your product launches? Have you coordinated your social media marketing around these ideas?

But most importantly have you structured your marketing so you’re always standing in front of the people who don’t know you exist now?

Chances are: no. Because we all get caught up in the daily activities that run our business. It’s time to get organized! Where do you even begin?

Start Here –> Audience Industries: Clusters

You need to get your editorial, sales, and marketing calendar all sorted so you can get ahead of new traffic for your business. So gather up your ideas, grab a pencil and your calendar, because with the Clusters curriculum we’re going to look at your business, evaluate who your audience is, how to grow it, and plan your path to success.

For marketing specialists, in-house marketing managers and marketing directors, public relations agencies, digital marketing agencies, full service agencies alike, together let’s etch out your plan, analyse the steps and plot the route. It all starts with you and your business.

Down to the details!

Here’s what Audience Industries will cover in the Clusters curriculum:

  • Start: What is your audience learning? Who are they and what are they focused on? Let’s mine this info, find partners, and learn new ways to do things.
  • Module 1: Locate the places and audiences where your message is welcome and put them on your marketing calendar
  • Module 2: Put all your notes and ideas you’ve made over the years, do the keyword research and trend analysis, and build your launch around them!
  • Module 3: Plan joint ventures into your schedule for the friends in your business niche and get both your audiences to grow.
  • Module 4: Find out what your audiences needs and wants, build it and work strategically through your marketing and editorial calendar.
  • Module 5: Don’t get wrapped up in the wrong keyword research tool. Go after the keywords you can win.
  • Module 6: 80% of your revenue stems from 20% of your efforts: find out what that 20% is and do more of it to increase your revenue.
  • Module 7: Plot the offers you’re going to make throughout the year against the demand and be smart about it-put it in your calendar!
  • Module 8: Put everything together in one place. Make room for lead time, pre-sales, pre-launch, follow-up, upsells and coordinate with your content, keywords, audience, hashtags and offers.

By the time you have completed the Clusters curriculum, you’ll have your editorial, sales, and marketing calendar set up for the whole year! You’ll be ahead of the game, just watching your new traffic take the route you pre-planned for them. Amazing!

If you haven’t been following the Audience Industries digital trail…

THE Audience Industries is coming to New Zealand and we’ve been writing all about it. They’ll be trailblazing their way across the north and south islands, spreading knowledge about how to turn your online business into a revenue generating machine. Four curricula in all, four cities, and eight days to learn how to kick your business into gear online:

  1. Sequoia – the place to begin your website marketing.  Suitable for website administrators, marketing staff and newcomers to online and digital communications. [1 May Auckland, 3 May Dunedin, 5 May Wellington]
  2. Circles – audience engagement is the only way to keep visitors coming back to your website.  What to do, how to do it and when to do it.  Suitable for marketing communication managers, public relations, agency marketers and anyone who has done the Sequoia curriculum. [4 May Dunedin, 6 May Wellington, 9 May Auckland]
  3. Clusters – once you know the techniques from Sequoia and Circles, put it into practice in a strategic year plan.  Suitable for marketing specialists, in-house marketing managers and marketing directors, public relations agencies, digital marketing agencies, full service agencies. [10 May Auckland]
  4. Escape Velocity – designed for entrepreneurs and startups, this course pulls together everything you need to drive revenue for your business from online/offline integration.  Suitable for both bootstrapping startups and established enterprise who have a goal to grow and then sell their business. [29 April Auckland]

With these curricula combined you can be the CEO of your website. Get your tickets booked now.

Know your audience better with Audience Industries Circles

Know your audience better with Audience Industries Circles

How well do you really know your audience?

Do you know what their interests are, what they want and need? Sure, we’d like to think it’s all about us and our brand. But there are strategies to reach your audience in a way that will get them engaged in you and your brand that goes beyond the surface of what you think they want from you. There are tried and true ways for you to know your audience better.

What’s your common denominator?

Find out what you have in common with your audience so you can be the brand that they trust. Engage them to keep them coming back to you. If you’re a marketing communication manager, in public relations, an agency marketer or have done the Audience Industries Sequoia curriculum, you should understand what to do, how and when you need to to make sure your audience comes back to you… every time.

Get to know your audience better with Audience Industries Circles

Audience Industries is coming to a town near you in May and are bringing Circles with them. Really good news for you. The course is broken up into 7 modules that will help you to really get to know your audience. Audience Industries wants to show you how to bring your audience to you, over and over again. Keep them coming back by speaking their language, learning their paths and optimize your ads to deliver maximum value for your site. Because we know, it’s all about the money.

Here’s what’s in store for you if you sign up for Circles:

  • Module 1: Learn what your audience has in common with you
  • Module 2: Be the brand/business that your audience trusts
  • Module 3: Find out what your audience wants and needs
  • Module 4: Break down the elements of compelling stories and apply them to YOUR story
  • Module 5: Understand what makes your audience take actions on your site and use the information for good
  • Module 6: Get the strategies that create likes, clicks, shares… real engagement on your social media channels
  • Module 7: What you should know before you optimize your ads

Sound like something your business needs?

We thought it might. That’s why founders Dan Morris and Rachel Martin are bringing Audience Industries to New Zealand for the second time. The Circles curriculum is coming to these big NZ cities this May, so book your tickets now while there’s still time:

It’s not just the Circles curriculum that’s coming to town.

If you think the Circles curriculum is good… you’re right! But Audience Industries has 3 other curricula that we think you should take a look at, too, to help you grow your business in an online world. Read more about the Audience Industries NZ Tour from Creative Agency Secrets to see just what else you can learn from Dan and Rachel. Don’t waste any more time wondering how to grow you business revenue online! Book your tickets for a city near you now.

Shuttlerock | New Zealand Software for User Generated Content

Shuttlerock | New Zealand Software for User Generated Content

PLEASE NOTE: Some of the details in this article have been rectified per recent conversations with Shuttlerock. These new details are noted below! Thanks for your feedback, Shuttlerock!

We’ve come across marketing software created by a business here in New Zealand called Shuttlerock. It sounds sort of science fiction-y and futuristic – something you might see in a Rae Bradbury novel. In a way, it could be next gen technology in content sharing and revolutionize how businesses aggregate and manage user content to their benefit.

Shuttlerock New Zealand Software for User Generated Content Creative Agency Secrets Aucklance

What Shuttlerock does with user generated content…

If you’re a business and have social media channels, have you ever wanted to capture all your customer feedback and testimonials in one place? Sure, leaving it in the platform from which it originated is perfectly acceptable. But, what about putting it in the one place in which your put the majority of your efforts, i.e. your website. Right now, this information has to be collected manually and configured in an appealing way so that your traffic, your customers and followers, can see: Hey! Other people like this product and have gone so far as to say something about it on the internet!

Shuttlerock New Zealand Software for User Generated Content Steps Creative Agency Secrets Auckland MarketingIncluding content aggregation, Shuttlerock takes it a few steps further

Besides collecting user content for your team to sift through, sort, and put on display on your website, Shuttlerock also helps you promote your brand to get more user generated content. How? Contests and promotions, of course! We know that one of the best ways to get engagement online is to incentivize your followers to promote you and your brand. You can get them to share their visual content promoting your brand and reward them for doing it. If done right, you’ll get a flood of content that you can then share, directly on your site. Not only do you get to share their excitement with your other followers but they’ll also be excited to see that their content is being shared with the world. What better way to encourage and reward loyal followers!

Who is using it and how.

Shuttlerock operates in its home country of New Zealand and now Japan and the US. In recent Shuttlerock news, Lady Gaga used the program to allow her followers in Japan to upload their content to her website. These photos, directly from the source (her fandom), will be collected and used to create a poster for her Japanese ‘Cheek to Cheek’ album. Now, that’s innovative.

What I find interesting about it.

This program puts power into the hands of your marketing team in a way that can really make a difference for the brand. For one, your team can manage the content via apps, as well as share their own related content, which gives the brand a more approachable, human aspect that’s approachable. And, for two, they will have social proof of what is and is not working for the brand that can be shared with upper management. I find that extremely valuable for businesses to really make a dent in their market and bring exactly what their customers want based on their feedback.

Shuttlerock New Zealand Software for User Generated Content Dollar Sign Creative Agency Secrets Auckland Marketing

The cost.

So, the only thing that I’m hung up on is this bit: the flat fee of $500 per month. For big businesses with marketing budgets that would make you swoon, $500 a month is a drop in the ocean. However we can’t forget about smaller businesses with much tighter marketing budgets – to whom $500 a month is completely unattainable. Shuttlerock, there’s nothing inherently wrong with your fees. I’m just suggesting you have a tiered option for businesses big and small. It could be based on company size, or social media following, even the amount of content that gets shared. Just saying.

UPDATE: From our recent contact with Shuttlerock we’ve been informed that the fees are $5,000 per month and are focusing on enterprises… BUT! they’re currently powering their way through some key partnerships with the goal to, eventually, have options for small and medium enterprises. Until then, we’ll look on Shuttlerock with starry eyes!!

But, way to go!

In a world where brands are continuously vying for attention from consumers, having visual, word-of-mouth content directly from other individuals on your website is amazing. And, as a consumer, seeing that other people just like you or from all the way across the globe also like this particular product, it just makes it more endearing! You want it, seeing and knowing that other people want it and are willing to share their opinions about it, all over the web.

Grow Your Online Marketing Programme with Audience Industries

Grow Your Online Marketing Programme with Audience Industries

Grow Your Online Marketing Programme with Audience Industries

Let’s get serious about your online marketing programme

Do you want to make your business work? Of course you do. So get serious about your success and let’s talk about what it’s really going to take for your online marketing programme to get you the numbers you want from your website.

Audience Industries is coming to New Zealand for a second year in a row and these two international experts from the US, Dan Morris and Rachel Martin, want to sit down with you and show you what you need to know to operate your business online and make it successful.

A sneak peek of what you’ll take away from the courses: Escape Velocity

Do you know how much you make per visitor? Per pageview? How much should you really be spending on your online marketing efforts? You’ll get the tools you need to find out and take action to make your online business pump out the numbers you want to see. Set your goals and learn from Dan and Rachel just how to achieve them with Escape Velocity.

Sound like you? This is just one of four courses in the curriculum for the Audience Industries NZ tour. You want to grow your online marketing programme? This is it. Sign up for Escape Velocity in Auckland for April 29th and learn how to tighten up your goals and really reach them.

What else can you look forward to in the 2016 Audience Industries NZ tour?

  • Auckland, April 29th – Escape Velocity Curriculum

  • Auckland, May 1st – Sequoia Curriculum

  • Dunedin, May 3rd half day – Sequoia Curriculum

  • Dunedin, May 4th half day – Circles Curriculum

  • Wellington, May 5thSequoia Curriculum

  • Wellington, May 6thCircles Curriculum

  • Auckland, May 9th – Circles Curriculum

  • Auckland, May 10th – Clusters Curriculum

Click through to read about each course in depth including the curriculum.

If you’re ready for Escape Velocity, book now and ready yourself for an event that will take you straight to the heart of the 5 key metrics you need to know as a business to operate successfully online.

Audience Industries New Zealand Tour

Audience Industries New Zealand Tour

Announcing the Audience Industries New Zealand Tour

Creative Agency Secrets is proud to be collaborating with Audience Industries for the second year running! Together with founders Dan Morris and Rachel Martin we’ll be running an 8 date tour, making stops in Auckland, Dunedin and Wellington, learning how to drive online business success.

Learn how to grow revenue with your best tool: YOUR website!

Find out how to build new revenue streams and grow audience engagement with your website with the leading edge of best practice with these two leading practitioners. Here’s a taste of what’s in store for you when you attend Audience Industries:

  • Audience engagement with community marketing
  • Persuasion and action techniques
  • How to tell a story (that people WANT to read)
  • Using data dashboards to improve conversions
  • The copywriting words that create engagement
  • How to use custom sidebars to optimise your adverts
  • A YouTube strategy to keep viewers on your videos

Get past using buzz phrases and marketing hype! You’ll learn practical solutions that you can use immediately.

Want to find out more?

Read all 4 curriculum options in detail!

We know these techniques work, and you will learn the practical solutions directly from expert, knowledgeable technicians. Don’t believe us? Look at just a couple of the testimonials we captured from last year’s attendees:

Rachel and Dan have a really lovely style and they have ‘been there and done that’ so they are talking from experience.  They’re constantly tweaking their own approach and there is an emphasis on practical application. I found them very generous with their information. No holding back.

They were genuinely concerned about the group getting the information and being able to use it.  They wanted everyone to succeed and it’s unusual to find that in presenters.

They want the whole sector to grow.  Very personable, nice and the information was extremely useful and It was easy into put into practice.  

Jayne Richardson, @jreltd, Auckland attendee 2015

Book your ticket now

  • Auckland – April 29th – Escape Velocity Curriculum
  • Auckland – May 1st – Sequoia Curriculum
  • Dunedin, May 3rd half day – Sequoia Curriculum
  • Dunedin May 4th half day – Circles Curriculum
  • Wellington – May 5th – Sequoia Curriculum
  • Wellington May 6th – Circles Curriculum
  • Auckland – May 9th – Circles Curriculum
  • Auckland – May 10th – Clusters Curriculum

Get details on the detailed curriculum of what you will learn at each event.

We’re offering single-day tickets, or get a SPECIAL for two dates in one city.

Don’t miss out on the Audience Industries New Zealand Tour! Dan and Rachel will teach you the tools so you will become the CEO of your website.

 

How to Get Better Engagement on Facebook and Twitter

Return on Investment is incredibly important, and when it comes to soft marketing tools like Facebook and Twitter, it’s easy to think that putting up a link and a bit of text would get your followers from your page to your website and buying. But social media is, and has been, a marketing tool that requires just as much finesse as print, email, and other traditional marketing tools.

So, how can you get better engagement on Facebook and Twitter?

The latter half of this month we worked to promote an international conference held simultaneously in London and Sydney called the Change in the Age of Disruption. The conference was put on by the Change Management Institute, a global non-profit institute. The goal was: increase ticket sales using Twitter, Facebook, and email. Engagement was down and it was time to get them paying attention. Collectively, we came up with a marketing plan for post ideas. People love variety in their content and they love images. Your images should grab their attention enough for them to stop, read your copy (and make it short, because you don’t have a lot of time with them) and hopefully get them to click through to wherever you’re leading them.

For this particular conference, our one-two, one-two needed to have key elements to get followers to play along.

  • Ask questions to get the audience listening
  • Offer links to articles that related directly to them
  • Inform them about the conference, news from and about the speakers
  • Conference-adjacent information like local restaurants and hotels in the area
  • Ticket details

After having a bit of a soft start for the first week to make sure we had the right footing, we launched into putting this content up with images we felt could make the audience pause for a moment with us and, hopefully, be more aware of the brand. Once they were aware of the brand and felt connected to it, they would be more likely to want to buy tickets and attend the conference.

Within three weeks time, for Facebook and Twitter, followers increased by 7%

Below you’ll find the Twitter Analytics snapshot from September and October:

CMI Twitter Analytics September over OctoberOur snapshot for a month-over-month view of Twitter Analytics reflects:

  • 164% increase in tweet quantity
  • 89% in tweet impressions (how many people saw the tweets)
  • 189% increase in profile visits
  • 128% increase in mentions (how many people were using the Twitter handle in their tweets)
  • 94% increase in follower quantity from the followers gained the month before

Overall, the increase in posts and content type really helped to get people interacting, watching and paying attention. For Twitter, using applicable hashtags also helps to get new eyes on your content and this will help contribute to engagement increases in most cases.

Facebook Analytics are a little different and we’ll give a brief overview of just a couple of them. The below graph is a reflection of the increase in visits from September to October.

CMI Facebook Visits September to October

Visits translates to: someone goes directly to your page. This means whatever content you’re posting and is showing up in their feed (if they’re following you) is engaging enough to get them to come find you. Or, they come in from a Google search or from the social media buttons on your website.

CMI Faceboook Reach September to October

 

With post reach, you would think that all your followers see your posts, which would be amazing, but in truth only a percentage actually do.

When you’re not boosting your posts, only your followers will see your content. So, when you follower base increases only a little at a time, you don’t see much of an ‘organic’ reach. Organic translates, simply, to the number of people you didn’t have to pay money to Facebook to get to see your content.

Growth in returning visitors

And as a quick overview, these were the statistics from Google Analytics for the conference website for September and October. As compared to the month prior, more visitors were returning to the site who had previously visited.

CMI Conference stats

Whereas the sessions, or the length of time a visitor spends on a website, dramatically increased which meant people were finding the content there worth reading and decided to stay a while.

In the length of time spent for the conference, the overall engagement went up significantly!

Without having paid to reach more followers on Facebook or for Twitter ads, you can still see that the time spent creating more posts, using images and graphics, writing short copy and using hashtags with a well-laid plan can really get people paying attention to your brand. And if they’re paying attention to your brand, they very well may end up becoming a loyal, buying customer or advocate for it as well.