Do you struggle to engage with your audience as effectively as you would like? Do you often find yourself stuck for ideas for content? This blog sets out content ideas for software companies seeking to kickstart their company blog.
List useful resources
A simple but helpful blog is always a good place to start for content ideas for software companies. This could include a bunch of online tools. Or you could highlight resources that would help any organisation regardless of industry. Team Gate’s blog looks at 400 awesome free resources you can use to grow your business. It includes everything from social media and community management to SEO and website analysers.
Use video instead of text
Consider using video content instead of text. Video allows you to show your personality and convey your passion for the topic. Recent stats show that 43% of people want to see more video content from marketers and over half of the marketing professionals say video gives the best ROI. In fact, over half a billion people watch a video on Facebook every day. That equates to around 8.3% of the people on earth! Wistia, a video platform for marketers, publishes mainly high-quality video content alongside text-based posts.
Discuss the hottest tech trends
When considering content ideas for software companies, you cannot go wrong if you write about latest technology trends. Some examples of the latest trends in the software industry today include:
Businesses in every industry are going to start building apps on blockchain platforms, which means the demand for blockchain developers is going to go through the roof. There is also interest in blockchain news in general, therefore content on the topic will likely attract many readers.
Similar to Blockchain, cybersecurity is an area which a growing number of developers are finding demand in. In recent years, cyber attacks against organisations have been increasing in both sophistication and damage caused. Articles on cybersecurity would be a good way to enter into regular posts regarding the topic. A good example is an article by The Market Mogul, which describes cybersecurity as ‘The focal point of 2018’ and sets the scene on the topic.
A guide to data management and data governance could be the first step for people setting up their big data initiatives. Eric Brown, an entrepreneur, data scientist and consultant wrote a useful blog called ‘A roadmap to success with big data’. This article gives a good idea of some of the essentials worth considering when starting out with big data.
The use of AI in improving and personalising your customer service is the obvious topic to go for. However, there are countless areas for discussion within this area. AI is being used in supply chain management and even creating a better hiring process. Interviewed developed a software which uses machine learning and natural language processing to sift through resumes to filter the best ones out from the rest.
Respond to industry research
Consider using a new angle to trigger a conversation. Industry research always attracts discussion amongst readers, especially in the comments section of the posting. It would be smart to be first to publish your own thoughts on latest industry research. If you do this, try approaching it from a new perspective to give your readers some food for thought.
The Economist gave a different angle towards automation – mentioning that over half of jobs are vulnerable to automation taking over.
There is a shift within IoT (Internet of Things) from building your own IoT stack to choosing from a range of IoT platform providers. This blog could cover the top categories of considerations that are the foundation of choosing an IoT platform provider – such as security and return on investment. This will assist developers when making the important choice.
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Have you started writing content? Are you wondering why some of your posts get more attention than others? If you are writing regular content for a business audience, it is possible to improve the traction that you get with your content. In this blog post, I will go over our Content Scorecard (101 points in total – we give you one point for trying!) to show you how to significantly improve the quality of your blog posts.
Content Scorecard: Strategy
A key part of the work I do with my clients is developing a content strategy. A content strategy first defines who you are writing content for (ideal customer). Then it considers what challenges your content will address, why you are writing the content (your objective) and how you will ensure that the content reaches the right audience.
In summary, a content strategy enables effective content creation. You know that your content is relevant and created to meet your business objectives. In the content scorecard, 30 points go to content strategy – yes, we love strategy that makes sense!
Content Scorecard: Quality
Quality is probably the most multi-faceted aspect of creating effective posts. A recent survey of 170 B2B Marketing & Sales professionals revealed that half of B2B buyers now rely more on content when researching a product or service, or making a purchase decision. 78% respondents put more emphasis on the trustworthiness of the source. Over 60% consider quality factors such as benchmarking data, the inclusion of research and insight from industry. You could add more value by linking to trusted external content. And don’t forget to link to your own content too!
Making content easier to access (65%), more mobile-friendly (41%) and easier to share (40%) are other recommendations that B2B buyers agreed with. Our scorecard highlights many of these areas and carried a hefty 60 points!
Content Scorecard: Headline
We all love a good headline. But what makes a headline good? There are a number of factors, and not everyone agrees. These factors are for certain though: You need to make it clear what your blog post is about. Then there’s the issue of how long the headline should be. To accommodate the rules of the web, it is better to keep the character count to 65 characters. That way, the whole headline will show up in an online search.
Coschedule have an amazing Headline Analyzer that anyone can use for free. We absolutely love it! The tool considers not just the length of your headline but also the sentiment and structure. It’s quite difficult to have the perfect headline but with practice and by tracking the performance of your posts, it will become more obvious what works for your target audience.
Our content scorecard calculates your score in 10 content effectiveness factors. The scores cover strategy, quality and headline in content, showing areas of strength and improvement. We hope that you use this scorecard every time you create a blog post. Over time, you should get better scores and start to see the performance of your content improve. Give the scorecard a try; let us know how you get on.
Note you need to be on your desktop (not mobile) to download it.
Our organic traffic is more than twice that of social media. That has been true for the past year at YO! Marketing. It wasn’t the case when we first started; social media was our main platform to push our brand name into the public domain. It took time to get organic search to our website. Organic search keeps growing, and it shows that we create content that our target audience is actively searching for. Our experience matches recent research on the increasing role of search over social media for web traffic.
Data shows the shift towards organic traffic
Perhaps one of the most exciting things about digital marketing is the constantly changing environment. Since 2013, social media held the lead as a referrer of web traffic and many said that position was cemented for the next decade.
However, in 2017, there was a significant shift in traffic patterns. The top six search engines drove 34.8% of measured site visits, in comparison to 25.6% for the top 13 social networks. There is now an even stronger shift for web publishers to publish good quality content.
Unsurprisingly, the top search engine in terms of share of visits is still Google. Google accounted for more than 97% of search-referred visits during the second half of 2017.
A recent study from a Demand Gen Report showed that for the majority of B2B marketers, email (59%), search (56%) and websites (51%) are the most effective channels in driving early-stage engagement. Social Media (44%) was somewhat lower on the list. 50% of people said that direct search was the go-to channel for lead generation.
Therefore, it appears that search engines are now being used more to search for content directly. There has never been more important to create relevant content with SEO in mind.
The search for relevant content drives online users to websites. Picture this: a visitor lands on your website after searching for cybersecurity training. The crucial factor is whether they find what they need on your website. This is the role of content: To provide relevant information to your target customer in a timely manner.
Content marketing is highly valued in the digital marketing industry. It has grown significantly in the last 5 years. One study reveals that content marketing will be a $300 billion industry by 2019 if investment continues at the same level. This graph shows the increasing interest in content marketing as a search term. Its acceleration is most evident from 2012 onwards.
But how do you create great content?
First, focus on what you are writing about. The aim is to key to make your audience happy by providing content that they want to read. If you do this, you and your business will soon be regarded as authorities in your industry. Before you write, consider:
What makes this story stand out from the rest
How can I give this a positive message or angle
To nail this, you need a content strategy. Ask questions like:
Who is this content for?
What problem am I trying to solve?
Which keywords and phrases do my audience use to find information?
Which topics do I need to cover to create valuable content?
Assessing your content with six simple steps
The idea behind assessing your content is simple: Outline a set of steps for every blog post and tick them off as you go along. The aim is to do every step each time you publish a post to leverage organic traffic sources. Once you have a content strategy that details the topics and a content plan, take the following six steps:
Find a keyword with high SEO potential: You want your audience to be able to search and find your content when they need it. The right keyword will assist in creating content optimised for search engines. Consider using tools such as Mozbar keyword explorer or Google Keyword Planner. It estimates the volume of search traffic for any keyword and offers suggestions.
Research some of your top competitors’ posts for your keyword: Once you have decided on a keyword, head to Google to search for your term. Choose a few of the top 10 ranked posts. Look for similarities and gaps where your content can come out on top and add more value.
Ensure your content motivates action: Create content that contains measurable data to back up your facts, step-by-step guidance and a path to action. After all, if your content helps the reader they are likely to come back for more!
Create and share a content upgrade: Content upgrades can be downloadable Excel templates, PDFs, or e-books – simply anything that helps your audience put your content into work. Try upgrading your best performing content.
PRO TIP: To find your most popular content via Google analytics, go to Behaviour>Site Content>All Pages
Craft a single call to action (CTA): Keep in mind that each piece of content should have one call to action which reveals a clear next step for your audience to follow. Whether it’s to sign up for your email list or a trial of your product, the key thing is to only have one call to action, as any more will confuse your readers and might cause them not to take any action at all!
Design Compelling Visuals: High-quality visuals help differentiate your content from the competition and provide an opportunity to illustrate complex information in a simple and easy-to-understand visual. Tools like Canva are extremely useful – you don’t need to be a graphic designer!
You won’t forgive me if I said I didn’t have a marketing strategy. And your grudge would be fair. After all, I’m a marketing consultant. My 2018 marketing strategy exists and it makes a lot of sense i.e. I’ll do more of what worked and less of what didn’t. That’s all, right? Well, no. This year, I’ve taken a brutal approach to my traditional planning. Everything I do has to link back to clear KPIs, in particular, MONEY. Yes, the dirty word that few people can discuss.
As a business owner, you probably know how much you want to make this year. It’ll be a percentage increase from last year. Or you might want to generate similar revenues but improve your profit margins. If your marketing strategy doesn’t help you make the money and margins, don’t bother. I mean it. What you have is another to-do list that you will soon forget.
Ask these questions as you develop your marketing strategy
Is your mission for this year the same as last? Why?
Are you planning to serve a different kind of customer? If you are targeting larger companies, do you have the credibility, resources and competencies? If not, how will you get it?
Do you have a different value proposition for each customer group? Have you understood what each care about so that your product resonates?
What is your overall business promise to your customers? To be the best or the cheapest or the most reliable?
How much of your revenue will come from marketing efforts?
How much will you spend on marketing to get this revenue?
What proportion of your revenue will come from repeat customers?
Can you get referrals to new customers from existing or previous customers? How will you ask for these referrals?
How much of your business will come from referrals e.g. 40%?
Which marketing activities will help you achieve these goals e.g. ads, events, SEO, networking etc?
How much will you spend on each activity?
How will you know that it is working?
What kind of content do you need to create to attract and engage new and existing customers?
Will you create these materials internally or will you engage an external company?
What changes do you need to make to your processes and systems to allow you effectively track and maintain a healthy sales pipeline e.g. CRM, email marketing?
What are your non-financial goals e.g. award to win, public speaking engagements, adopting a charity?
These questions will really focus your strategy. If you don’t ever look at your strategy again then it’s unlikely that you are meeting your goals.
To help you keep focused, consider hiring a marketing consultant who understands your industry, not just marketing. An hour or two a month with the consultant can be invaluable in reviewing your marketing efforts against business goals, and making changes if necessary. You are running your business on limited time, resources and budget. Can you afford to spend time on strategies that don’t take you forward?
Understanding your company’s competitive landscape is crucial if you want to build an audience for your business. It is about understanding the business environment outside your business so that you are in the best position possible to grow your business. Competitor intelligence can help you to quickly identify your niche and grow faster.
The kind of information you might get when you research your competition include but are not limited to the social media channels they use, pricing, value proposition, key customers and product features. Here are 6 ways that you could effectively use competitor intelligence to plan your marketing strategy.
Customers who buy from them
Many company websites reveal who their customers are – particularly if they have big-name clients e.g. Fortune 500 companies. When you do your research, take note of your competitors’ existing customers and profile them. You can use a spreadsheet for this and include information like the industry, employee size, revenue and organisation culture e.g. innovative, traditional, conservative etc (if you can figure that out).
Don’t worry if you have some blanks. The idea is to build a reasonable picture of who your ideal customers are – or who are not. Another angle you could possibly take is to notice who is not their customer. Are there any similar companies that do not buy from them? Can you find out why and who those companies buy from instead?
Key social media channels
When you develop your marketing strategy, you will need to include the social media channels that you will engage an audience. With a limited budget, time constraints and a small pool of resources, it is ideal to pick 1-2 channels instead of trying to be everywhere.
Researching already established competitors will provide clues as to which platforms are most relevant to your industry and audience. The beauty of social media is that you can also look at the profile of followers and see who else they follow. This will give an idea of their interests so that you can engage in richer conversations with them.
Content that resonates
If you have many players in your marketplace, there is a lot of knowledge that you can tap into to create a marketing strategy. Some experimentation early on is important to help you identify what works for your target market. But researching your content market and learning what works for your competitors makes your experimentation more focused and your learning curve less steep.
Try different content formats such as long-form blogs, videos, infographics and pictures. What brings the most engagement? Check out questions that your competitors most frequently answer for its customers. You can build a list of content themes as part of your marketing strategy – remember to put our own spin on things!
Pricing that adds value
This is not about copying your competitors’ prices. You need to differentiate yourself and add value. But knowing what the top 3 players in your industry charge vs their services vs customer loyalty will give you some great insight into what the market values are and their existing business models.
For instance, the SaaS market uses predominantly subscription models. Products range from freemium models to over £2,000 a month for complex enterprise products. A good understanding of the pricing regime in your industry allows you to deliberately pitch yourself as a credible alternative. It also gives you the insight to find a better business model that works.
Value proposition and key messages
You should have a unique message to your audience. The message needs to be clear, specific and should offer a value proposition. For instance, will you save time for your customers? Will you provide customised support? Will you be the most affordable long-term? Through competitor intelligence, you will know the other messages being shared so that you can differentiate your message to engage your ideal customers.
One of the biggest steps you need to take is to go out and get customers. For this, you need a sales strategy. Ask yourself: Will I approach existing customers of my competitors or will I approach new customers who are not currently using a product like mine? Competitor intelligence will help you to understand your competition’s offering so that you can engage existing customers if that’s where you decide to start. This is sometimes called a competitor displacement strategy. Acquiring new customers will also be easier if you spend time studying your competitors’ successes and failures.
Remember that the learning curve in business is steep. Competitor intelligence could make it flatter and easier to climb.
This article was originally published on the Upwork blog on 03 October 2017
For a recent Forrester report on the B2B digital transformation, the team interviewed senior execs from global corporation giants GE, IBM and Cisco Systems. The report highlights key themes arising from the move to align sales teams with the new reality of the digital world.
Why B2B Digital Transformation?
B2B digital transformation is driven from the buyer’s side as companies seek to attract digital buyers. Previous articles suggest that the root cause of sales and marketing misalignment is a lack of understanding of the buyer. Some practitioners explain that closer alignment between sales and marketing could even shorten sales cycles.
Therefore, global leaders like GE, Cisco and IBM have taken steps to reevaluate sales and marketing strategies and to enable new ways of empowering direct sales teams. Part of the reevaluation is a digital transformation. According to the Forrester report, key areas of best practices are experimentation, collaboration and innovation. Similar practices apply to any change management programme including social media and technology adoption.
In this blog post, I will summarise the three case studies: GE, Cisco and IBM to draw out key insights.
Cisco: B2B Digital Transformation through Collaborative Innovation
Cisco aims to tie innovation to business outcomes and to de-fragment pockets of innovation throughout the business. The goals are:
Meet customers where they are
Reach new markets more efficiently
Give sales teams more time for actual selling activities
Focusing on innovation and collaboration, Cisco executed its B2B digital transformation as follows:
They built and piloted new tools, managing the innovation from incubation to scale. The new tools were based on increased efficiency and higher quality interactions with potential and existing buyers.
They established collaboration and shared goals between sales and marketing. For instance, they paired marketing’s sentiment data with sales data. These create insights that tie to opportunities for the organisation.
GE: B2B Digital Transformation through Centralised Innovation
GE is a complex, matrix organisation with several products being sold across different divisions. Therefore, the emphasis for the industrial giant are:
Centralise new technologies
Form new collaboration partnerships across the divisions
Reduce sales cycles by 50%
Some of the positive benefits of executing the initiative were that:
Centralising enables scaling of technology. For instance, it allows the reuse and recycling of successful tools and processes. It also provides a 360 degree view of interactions at all levels across the organisation, hence increasing collaboration on opportunities.
Collaboration enables sales to respond to customers 50% faster. For instance, GE built an app to reduce time that sales teams spend addressing forecast questions. Salespeople can input information on the fly through voice text solutions. Overall, GE’s sales teams are spending more time on customer-facing selling activities.
IBM: B2B Digital Transformation through Data-Driven Sales Innovation
IBM saw significant incremental sales revenue from putting data scientists in sales teams rather than at corporate level. The success from leveraging data science can be attributed to:
Making data scientists part of the sales team. The organisation developed deeper understanding of buyers due to a more scientific approach. For instance, salespeople could differentiate between a motivated buyer and a latent buyer. Also, the teams could more accurately assign sales cycles and measure the impact of new tools and tactics.