Filtering by Category: Training

We Can Train You - Can You Train Yourself?

Sure – there’s no point in having a Ferrari if you can’t drive stick – but imagine owning one of these classic race cars and having the skills of Mario Andretti...

and then completely ignoring it!

This is the trap that the majority of business owners fall into when they start a content marketing strategy.

“Bike-Riding” Information

Content marketing isn’t terribly difficult to learn – it’s like riding a bike – once you know how to do it you can’t really forget.  Yes you should title your content properly and add the right tags but really, it is more about what you produce than what you do with it.  The trick with content marketing is to create something that your customers are going to love:  is it unique, is it relevant and interesting, does it solve a customer’s problem, is it funny or accessible – is it worth creating?

Technology Makes Learning Easy

Do you remember the first time you used a word processor?  Probably not – neither do we – but we’re sure it looked pretty complicated until we got used to it.  We find that most clients like to learn visually in that, they like to look at the screens and ask questions – Skype is the perfect tool for this.  You can be a continent away and we can share the same screen and talk about which bits do what and how they work.

We back up these Skype sessions by making quick 5 minute screen casts specifically for your business that you can refer to if you do forget something.

The Number 1 Lesson We Have Learned

Everybody understands the power of content marketing, everybody starts out with good intentions but the vast majority of people fail to keep up their content marketing strategy because….

Nobody has the time.

Life Coach?

We can give you the knowledge you need to implement an effective content marketing strategy, we can quickly train you on how to use the tools to publish and distribute your content, yet unless you commit to it and in doing so, change your behavior during the working week, then you will fail.

We’re not recommending that you go out and hire the nearest Life Coach, what we’re saying is that, as part of your training, you have to look beyond taking on new skills and at how you will train yourself to use them.  That is the key to content marketing success.

Image Credit: Ferrari F430 in Madrid, HDR by markp_dmoz on Flickr

Content – Are You Sure You Can Handle It?

I WANT YOU to write blog posts! by Search INfluence on Flickr

You get it!

Adding quality content to your website is the best way of moving up through the search engines – whether it’s text, video, audio, images – whatever – so long as it is relevant and interesting – the more new content you add the more likely it is that people are going to talk about you.

So why do the vast majority of people find it so hard to actually follow through and do this?

Producing Quality Content Takes Time

The majority of our clients are small to medium size businesses – if you’ve got less than ten employees it’s unlikely that you have the budget for a dedicated online marketer – so – whose job is it to write the copy for the website?

We can guarantee that the person with Marketing in their title is rushed off their feet with traditional channels - the longer term ROI of online / social media marketing just doesn’t stack up in the short term; phone a client or write a blog post – guess which one loses?

Writing Quality Content is a Skill

We’ve written this before but it’s worth repeating: just because you watch House religiously doesn’t mean you can diagnose your own illness and a passion for the Practice doesn’t make you a lawyer. Sure you’ve been writing most of your life but it doesn’t mean you’re any good at it.

Writing for the web is different than writing a letter or an essay or even a marketing brochure – there is a structure and an underlying logic to writing a blog post – it isn’t hard to learn but like the professions above, you have to practice it to get good.

Setting Yourself Up to Fail

As a small business owner myself I think the reason people struggle with producing copy is that they don’t allocate a significant value to it. Because they’re smart and capable individuals they look at the act of producing web copy and assume that they can do it themselves - why pay someone for something that you’ve been doing since you were three?

Of course what happens next is that life gets busy, time gets short and if they do actually allocate time to write they suddenly find that it’s hard to convey what they want in an interesting way. Be honest – if you have ten things to do – which do you do first – the ones you know how to do or the ones you have to work at?

Outsource the Writing of Content

We’re working with a couple of different clients who have some copy for their sites but need it optimized for SEO – keyword phrases researched, text tweaked, re-presented and organized. Good copywriters can charge anywhere from $35 an hour up to the $100+ - we tend to work with people in the $50 to $75 an hour range and are delighted with the quality we receive.

If you can establish a relationship with a writer who over time gets to know your business – where you can have a 15 minute Skype conversation with them where you relate the idea of what you want to get across – maybe provide a couple of links to sites – have them produce the copy, tag it and then post it to your site – how much is that worth to you?

This of course has sparked the idea for the next post – which will talk about online marketing spends shifting – I wonder what companies are doing with the hundreds of dollars a month they were spending on “SEO” – link building, multiple sites, etc – do you think they’re now spending it on copywriting?

Image Credit: I WANT YOU to write blog posts! by Search INfluence on Flickr

No point in having a Ferrari if you can’t drive a stick!

Having an integrated digital footprint is not enough; you have to know how to use it: how to add content, what type of content to add, what tools to use to track responses and so on.

Most successful business owners are used to learning new skills and fortunately none of this is rocket science.  A few hours initially to understand the concepts followed by an hour a week for the next month is normally all it takes.

Kilted Chaos will work with you to identify the best place to start; we use one on one Skype training supplemented by client specific screen casts that you can refer to later.  Training is built around you and your business.

Contact us and learn how to get more out of your own time.

New Content Consulting - Part 2 - Content Strategy

Content defines the relationship between you and your customer; Content is how people learn about you, it is how they find you and it determines whether they choose to spend time and money with you.

Content about your business is everywhere; it may have started on your website but ends up in search engines, personal blogs, Twitter streams and Facebook walls. You can determine what content you create, but once it is published you have no control over how it moves or over what will be created as a result.

Kilted Chaos works with businesses to get them thinking strategically about content; we offer expertise in designing and developing platforms on which content lives, we help businesses plan their internal resource and train staff to best use their time when creating, distributing and reacting to content.

Contact us to see how we can help you...

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