Blog

What is a Content Pillar? How to Use Pillars to Grow Your Website Traffic

Published on July 14, 2022

If you spend any time at all talking to marketing people, you’ll hear the expression “content is king.” In this age of omnichannel communications, people prefer to educate themselves and would rather learn about a brand via their “own research” (a.k.a. curated content) than be punched in the face with heavy-handed advertising. That’s just science

So if you’re going full speed ahead into content marketing, you’ll need to identify your pillars first to create a strong framework for your overall strategy. Let’s dive in!

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Which Social Media Platforms Should My Business Consider?

Published on March 18, 2022

Are you finding it hard to navigate the sea of social networks available to today’s businesses? Do you find yourself burdened with questions about what platforms you should be on? 

“Are people still on Facebook?”

“Is LinkedIn better for my business?”

“Am I missing out by not being on TikTok?”

Let’s tackle these questions together as we provide you with some underlying knowledge of what platforms can suit you best in today’s market.

We’ll start by breaking our field up into two primary categories: established platforms and emerging platforms. What’s the difference? We’ll admit, in an ever-changing environment it’s a slightly arbitrary distinction. But in our judgment, an “established” platform is one that has been around for over a decade, with a proven track record of helping businesses across all sectors. Emerging platforms are the opposite: they may contain more niche communities that have only been around for a few years or less. Now that we have that sorted, it’s time to dive into the names you’ve already heard of. 

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Want to Close More Sales? Great Content Is Your Secret Weapon

Published on March 16, 2022

According to recent studies, 70% of people would rather learn about a company through articles than an advertisement. 68% report feeling more positive about a brand after consuming content from it.

What’s more, research shows that B2B decision makers tend to engage with at least five pieces of content before they buy. And yet, in spite of all of this, there is still a common perception that content marketing is only about bringing in prospects, rather than generating real, substantive conversions.

While content is a vital tool for inbound marketing, it can also be put to work turning leads into customers – at every step along the buyer’s journey, and in a variety of creative ways.

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Online Reputation Management for Law Firms

Published on March 10, 2022

It’s fair to say that practicing law may be one of the world’s oldest professions. That is to say that, as long as there have been laws to enforce, there has been a need for lawyers – going all the way back to ancient Greece.

And, for our Chicago-based audiences, we hardly need to reiterate how important lawyers are – after all, Illinois’s favorite son and America’s 16th President, Abraham Lincoln, got his start practicing law, as have countless other politicians and prominent figures in world history.

With all that being said, it’s important to realize that the practice of law has always adapted and shifted with the times. The young Mr. Lincoln may not have needed to worry about what people were saying about him via online reviews – but the practicing attorneys at your law firm certainly do!

Whether your focus is on real estate, personal injury, business, family law, estate planning, or any other area where lawyers practice today, it’s important to be able to keep in contact with your audience – so that new clients can always be ready to find you when the time comes.

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How To Write Content That Actually Converts

Published on March 9, 2022

There are countless reasons why your brand needs to be generating unique, high quality content – it primes the pump for social sharing, it cultivates community and loyalty, and it’s a surefire SEO solution for boosting organic traffic.

But blogging has another function, even if we content marketers tend to keep it quiet. The dirty little secret behind most copywriting? While it is a sure way to create value, there’s no escaping that, at the end of the day, your words are there to help sell – to convince users that your site, your brand, is where they should be placing their trust and spending their hard-earned money.

With that in mind, veteran copywriters will be quick to tell you that it’s all-but-impossible to write one golden blog post that will convert every audience member to a customer, every time. (If you know that copywriter, let us know, because we’d love to hire her.)

But there are some important tricks, reminders, and rules keep in mind for writing creative content that converts.

Here are five ways to write content that helps drive conversions – without sacrificing quality: 

1.) Add Emotion

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Launching a New Website? Don’t Forget to Check These 10 Key Elements Off Your List

Published on March 1, 2022

It’s hard to overstate the importance of having a website for your brand. Today, your next customers are connecting with businesses and doing their product research online, via search engines, review platforms, and social media networks - which can all help funnel users directly to your personalized landing page. 

Having a unique, handcrafted website that is functional, responsive, and optimized for search engines can go a long way in helping your business stand out from the crowd. Your brand website is also a powerful marketing tool. It’s your calling card, your elevator pitch, and your sales funnel, all rolled into one. Your website can help your brand reach new audiences on search engines like Google, and help convert curious visitors into lifelong customers. 

If you’re nearing the end of your website design and development process, you’ve probably been over all this - and then some! You’ve talked about design. You’ve discussed creating compelling calls to action and functional conversion tools. You’ve thought long and hard about the importance of UX. 

Now, it’s time to move into the last phase, and start fine-tuning your site so it’s ready to launch. It’s time to look over the little details, to make sure your website is going to appeal to audiences, and rank highly with search engines. Before your site goes live, it’s also important to start planning for the future, and develop a strategy for all of the maintenance, performance, and security tasks to come. 

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How Many Hashtags Should You Use on Instagram

Published on February 4, 2022

If you're using Instagram to share your content and promote your business, you probably already know the importance of hashtags. But the real question is, how do you make them work for you? Which hashtags should you choose? How many hashtags is too many?

Knowing why hashtags are on Instagram in the first place, and how to use them effectively to promote your content, is one major key to your success on the platform. 

While “the ‘gram” is widely known to make frequent changes to optimize its organic search algorithm, there are truisms about good hashtag use that are seemingly timeless. Regardless of whether these precedents are timeless, here is the latest on how to use hashtags to their fullest potential when working with Meta’s golden child. 

Let’s start by dispelling some myths about Instagram hashtags. Hashtags are not on-platform advertising mechanisms. They are “a tool that provides context about your post” and its content. In other words, they’re there so the algorithm promoting organic reach can do its job better.

Hashtags are also not a “more the merrier” type of deal. Stuffing hashtags into your content won’t do it any favors, and you run the risk of choosing an irrelevant hashtag that someone may have intentionally muted. Let’s illustrate with some examples. Say you’re a tech influencer who’s made a post about the recent Tesla recall, and CES is chugging along as it does in early January (these events coincided earlier this month). Adding #CES to the bottom of your post about the Tesla news can be harmful if it has nothing to do with the annual Consumer Electronics Show. In fact, many tech news consumers may be so inundated with nonstop CES news (or morally opposed to the convention being held during a wave of viral infections) that they mute the hashtag. 

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How to Create a More Consistent Content Strategy

Published on January 6, 2022

“Genius is one percent inspiration and 99 percent perspiration.” – Thomas Edison

Widely regarded as the father of modern electricity, Thomas Edison was a relentlessly prolific inventor, and is considered to be one of the most important engineers in American history. So it’s a little bit reassuring to read that such a significant figure sometimes struggled with his productivity and creative output.

We know how it feels to be burnt out, tired, or otherwise unproductive – and we’re willing to bet that you sometimes feel the same way. Like there aren’t enough hours in the day? That no matter how much you accomplish, you’ll never actually manage to polish off your “to-do” list?

Whenever feelings like these creep up, it can be easy to retreat from what needs to be done, and instead fall back on that old, reliable stand-by – procrastination.

“Why force it, if the creative juices just aren’t flowing?” you ask.

“Isn’t it better to wait,” you may well reason, “until I feel that big, creative second wind?”

These feelings are completely natural. But when it comes to your content marketing efforts, they could be dangerous.

The Importance of a Consistent Content Marketing Strategy

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#SelfCare: How to Detox From Social Media Like the Pros

Published on December 30, 2021

The average person will spend more than five years of their life on social media, and most users spend roughly two hours every day on some social platform or another. Social media accounts for as much as 30% of total time spent online, and up to 80% of social media usage takes place on mobile devices – meaning that, in many cases, we literally can’t get away from that next tweetstorm or Instagram notification.

Two hours a day is a huge chunk of time to be spent doing anything – let alone using services with known links to negative health effects, ranging from increased feelings of loneliness to sleep deprivation. For many, social media is a stressor, and it can be a trigger for anxiety and frustration – yet it can be hard to connect with friends and family without it.

And for many, social media isn’t just a habit, but a cornerstone of their daily life. That’s particularly true for people in our chosen field; working as we do in digital marketing, we’re even more plugged in than the average user, and large portions of our day are spent checking in on social media analytics, monitoring posts and comments, scrolling through feeds on Buffer, SocialPilot, or Hootsuite, and creating content for Twitter and Facebook.

What this means is that we sometimes have to check in and set hard limits on our social media usage – for the sake of our own mental and physical health. Looking for some help getting started with a digital detox plan? Just want to be more mindful when it comes to your social media consumption?

Here are a few strategies that we’ve found can be quite helpful, whether you’re just taking a temporary breather from social media or trying to set more productive habits for your future:

1.) Set Technology-Free Windows of Time

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Digital Marketing for Real Estate, Architecture, and Interior Design

Published on December 23, 2021

In the fields of real estate, architecture, and interior design, appearances and aesthetics play a big part in the final product. Whether it's an entire building or just one room, you only get one chance to make a lasting first impression.

The same goes for digital marketing!

Putting a digital marketing strategy in place is one way to enhance and share the appearance of yourself or your firm in the minds of your next clients.

By producing content that speaks to specific audiences, bringing in visual media that represents the unique view of your firm, and building an engaging website, real estate agents, architects, and interior designers can use digital marketing to secure leads and demonstrate their professional finesse.

Ready to build your brand’s digital home – and reach your next batch of paying clients? Here’s what home professionals need to know:

1.) Handcraft a Dynamic Website

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