content strategy Archives - Broad World Business

Articles Tagged with: content strategy

Why your business needs to start a blog, hosted by Broad World Consulting in Vancouver, BC

Blog content for your business: why it’s a digital marketing must have

Blogs aren’t only for travel influencers, sports fans, and parents — they’re a big part of an effective content marketing strategy for businesses of all sizes. Your digital marketing plan should include blogs to capture and nurture leads. Here are some tangible ways blogs will benefit your business.

It’s good for Search Engine Optimization (SEO)

Search engines want to know the sites they’re displaying to searchers are relevant and active. They reward frequently updated websites by pushing them to the top of the search page. A new blog post counts as an update — boosting your SEO and giving you a better chance to be discovered by new audiences.

Blogs offer more real estate for calls to action (CTAs)

When we’re dealing with snackable content like social media posts, we really only get one chance to ask for something with a CTA. Long-form content like blog posts offer significantly more space to add relevant CTAs throughout the entire piece. This makes it easy to speak to different ideas within the blog post with a well-timed CTA for the reader. This makes it easy for your audience to discover the right product or service for them, no matter where they are in your sales funnel.

Some examples:

Talking about your killer pricing? Add a button or hyperlink that says ‘Get a quote’.
Mentioning a checklist you’ve put together to simplify something in their life? You can ask for their email in return for the free download.
Explaining a particular service? Link what’s included in your packages.

Your audience will be thankful they don’t need to scour the internet hunting for the right resources. Want help writing a click-worthy CTA? Read this article from HubSpot.

Value-added content

Blogs give you the opportunity to provide your audience with something they want — bringing them to you. This is why it’s so important to write about what your audience is already looking for. Searchable topics draw people in, and a well-written blog keeps them engaged. The more they get to know you, the more trust builds, and the more likely they are to want to work with you.

A lot of brands out there are constantly asking for something in return — add to cart, book a call, enter your email — which is great for last steps in acquisition. However, it’s refreshing when a brand supports you in your at-home research, makes your life easier, and shares their expertise.

Use long-form to create other content

You probably have more ready-to-go content than you realize! Creating good content takes time, energy, and creativity — which is why you want to milk your content for all it’s worth. If you’ve written a clear blog post, chances are it easily breaks into a few main ideas. Build out smaller pieces of content with those ideas and use them across social media, email marketing, ads, and other touch points.

Remember: most content is only seen by 20-30% of your followers, and of those, many of them won’t engage deeply. Don’t be afraid to break down existing content and reframe it in a fresh way.

When written and set-up correctly, blogs allow search engines to get your content in front of the right people — people who are searching for businesses just like yours.

Questions or need a hand getting your blogs up and running? Leave a comment or shoot us an email: [email protected]

Digital Marketing Strategy: find your content cocktail recipe

Here at BWC, we love a good cocktail. It’s a well-balanced mix of delicious ingredients that do just the trick. We like to think about marketing content strategy in the same way. But the content cocktail recipe one business uses won’t necessarily be right for another’s digital marketing needs. It’s all about finding the right mix — because, no, you don’t need to be on each and every platform that exists.

But if the recent Facebook outage taught anyone anything, it’s that your digital marketing content recipe might need a little tweak. You don’t want to put all of your eggs in one basket. Here are some content strategy recipes that we’ve deployed for our clients. (And the why.)

BW client content strategy recipe examples:

Broad world content strategy for JennaMaye Fitness in Vancouver — JennaMaye Fitness focused on building community and converting fitness subscribers.

Broad World content strategy for True Curated Designs — Tori from True Curated Designs wanted to demystify fine jewelry and share her knowledge.

Broad World content strategy for Jasmine and Bethany — These real estate dynamos focused on building community and trust to market the homes in their portfolio.

Broad World content strategy for Merbae — Merbae came to us with the goal of booking more events and setting up an e-commerce site.

To sum up, there’s no one recipe for the ideal content mix to achieve your business goals. (And always, always know your why!) We’d love to help you create your perfect content strategy. Let’s go for a cocktail or coffee — on us! 🍸 DM us or visit biz.broadworld.co

Beyond Facebook: Six ways to diversify your digital marketing strategy

Do you have more than one way to communicate with your customers and team? If the Facebook outage in October taught us anything, it’s that we are very heavily reliant on the FB… oops, we mean Meta… family of social media apps — Facebook, Instagram, Messenger, and WhatsApp. It also likely (re)inspired business owners to diversify their digital marketing efforts. Because… what if it happens again? Or worse, the apps become obsolete? *shudder*

The network was down for a whopping six hours. While this may not seem like a big deal for a casual user, the prolonged gap in services affected businesses big and small around the world.

As a business owner, and after some initial panic, you possibly got productive in other ways. (Your inbox hasn’t been this organized in years, right?) Or you took the outage as a sign to back away from your computer, put your phone down, and get outside. Or you read an actual book. And when the apps were back up, you rejoiced. But again, we ask you: What if it happens again? (It did, a few days later, but for less time.)

So let’s look beyond the blue F at other platforms that can diversify and bolster your content strategy. Be sure you can communicate with your target audience at any point!

1. Email marketing

Your email list is G-O-L-D. It’s yours and yours only. It’s really the best way to communicate to your customer base and get mega ROI for your efforts. Why? To give you one example, for every $1 you invest in email marketing, you can expect to make $42. We’ve shared three top email marketing tips for clicks and conversions here.

2. LinkedIn

In our humble opinion, LinkedIn is underused and underrated. It’s truly a brilliant place for small businesses to share info and connect with potential customers, partners, and collaborators. Don’t be afraid to use it as a sales tool and shine bright with your industry knowledge.

3. Twitter

Facebook has a Twitter account. That’s how they communicated during the outage, keeping people on track with what the heck was going on. Twitter is the place to share quick, concise info. And any time Facebook goes down, we picture Twitter as Mr. Burns tapping his fingers with menacing delight.

4. TikTok

The power of video content is mighty enough for TikTok to have gathered 1 billion users and grown faster than any of its big brother and sister apps. More and more brands are utilizing this platform in creative ways and it’s ultimately about how you can make it work for you. (Don’t feel like you have to keep up with the TT influencers — you do you!). Take a trend and make it your own, or create a new one altogether. The platform rewards creativity. It’s also important to note that while TikTok videos and Reels are similar, they are very different.

5. Internal Comms Tools

For any business owner who uses Messenger or WhatsApp for office group chats and to communicate internally and/or with customers, the FB outage wasn’t great news. Slack, Microsoft Teams, Skype, and Google Chat are all great alternatives — with most included in your business software, or free. (As are good old text messages.) As for keeping the channels of communication open with customers, click here to scroll back up to email marketing. but more so an internal comms backup tool.

We stand by our stance that you don’t need to have all social media apps — it doesn’t make sense for every business. But the need to have more than one network to communicate with your customers is clearly there. Diversify your digital marketing so you don’t get caught short (again).

6. YouTube

As mentioned with TikTok, video is a powerful engagement tool. YouTube is a great channel to sprinkle into your marketing efforts but can seem a bit daunting. See our checklist to effectively set up your YouTube channel.

Did the Facebook outage make you amp up another channel or app? We’d love to know your experience — share in the comments below. And if you need support in diversifying your digital marketing, we can help! Pop us a note here.

The FAQ 2021 Edit: Your top digital marketing questions answered

There are a few questions that keep popping up with our clients no matter what industry they’re in. The world of marketing and branding can be so big and confusing. So let’s break it down and demystify it together with the answers to the marketing FAQs we get from our clients and followers.

Does email marketing still work?

YES. It’s a direct and effective way to consistently re-engage with your audience — especially with your superfans who are following along your business journey with you. Most EDM platforms allow you to really narrow your messaging and create journeys based on each individual’s interactions with your content.

Email marketing has insane ROI attached. On average, every $1 you invest on email marketing yields a $42 return. Yup, you read that right.

Do I need to hire a marketing team?

You don’t necessarily need to have an internal team to take care of all your marketing. But there is a point in your business growth where it makes sense to hand stuff off to someone else. Maybe it’s an intern to take care of pesky tasks like social media scheduling or writing alt text. Or perhaps a strategist to put together an overarching plan to ensure your marketing is working cohesively. Maybe you’re not exactly sure what you need and opt to hire an agency like Broad World Consulting *wink, wink* to help you nail your business goals. Stay mindful of your workload and know when it’s time to ask for a helping hand.

What is SEO?

SEO stands for Search Engine Optimization, which is just marketing jargon for online categorization. Basically, all of the words you write online (on your social media accounts, website, blog, etc.) tell search engines like Google what your content is about — and who it’s important to. Search engines then take that information and index it. So when someone searches for keywords online, Google can show them relevant information. If you’ve used keywords and alt text strategically, this will help you get your business in front of the right audience.

What is brand voice?

Imagine your business was a person. How would they speak? That’s your brand voice. Just like your company has a personality through visuals like your logo and font, your brand voice tells the world who you are. It’s important to meet your audience with the correct vocabulary, tone, and level of professionalism.

Can my company benefit from digital marketing?

Yes. Every kind of business can benefit from digital marketing. Online platforms help you find your audience in online spaces and draw them in. Whether your audience is searching for a service on Google, scrolling Instagram, or even browsing what’s new to their neighborhood on Maps — having a presence in these online spaces gives your business a better chance to be discovered.

How often should I update my website?

This depends on your business and what you’re selling. If you’re a clothing brand, you’ll definitely want to update your website with every new drop and season. But if your offering stays consistent, you may not need to update as frequently. What’s most important is that your website is up to brand standards, doesn’t look outdated, and shows up as impressively as you do in person.

What pages do I need on my website?

It depends, but let’s go through a few of the basics:

Homepage – An absolute necessity. With a single glance, your homepage should tell your audience exactly who you are, and what value you provide.
Contact – Another crucial piece. Keep it simple and clear to make it easy for people to get in touch and hire you.
About – You may also want an about page to humanize your brand and flaunt your credentials and your why.
Services/Products – This can be helpful to outline your offering and price point within the market.

Do I need a blog?

Probably. A blog can significantly strengthen your website’s SEO and get your content in front of the right people. Putting out strong content positions you as a thought leader in your industry and helps your business build trust with your audience. It’s also an effective way to repurpose that content into social media posts that add real value for your audience.

Does my business need to be on social media?

Yes. Again, it’s really important to build your online presence. But you don’t need to be on ALL platforms — just the ones that are relevant to your audience. So if you’ve got a product that’s fun and flashy, it makes sense to jump on Instagram or TikTok. But if you’ve got a professional and information-based brand, LinkedIn might be more your jam.

Do I need to constantly be creating new content?

Yes and no. Try to strike a balance between evergreen content while also staying ahead of trends with faster-moving thought leadership pieces. That way you can add long-term value for your customers and get SEO on your side.

Is it okay to repurpose your content?

Absolutely! Less than 20% of your following on social media or email will see your content. There’s no need to reinvent the wheel. Be sure to update things like stats and pricing to stay accurate. This is also a fantastic way to expand your content across multiple channels, simply tweak for the user behaviour on that specific platform. Read our full guide on how to make the most of your content.

How do you create effective content?

This answer isn’t one-size-fits-all. Not all platforms are built the same so your goals should be tailored to each one. Really focus on nailing down your goal for each platform so you can determine what success looks like. That way you can match your copywriting and calls to action to support your goal.

What is lead generation?

Lead generation is the process of attracting potential customers and converting them into customers. This process depends on your goals, platforms, and how long a lead needs to be nurtured before they convert. Generating a lead could be collecting someone’s email address, getting them to an event, or delivering a series of emails to push them through your sales funnel.

Remember, on average it takes 11 exposures of a brand for someone to make a purchase.

What is remarketing?

Remarketing is the process of reaching out to people who have already been familiarized with your brand. Whether they’ve made a purchase before or simply looked at some products on your website, remarketing keeps your business top of mind and gets you closer to a sale.

How can Broad World Biz help me achieve my marketing goals?

We offer every kind of marketing service, from digital marketing, to strategy, to PR events, and full website design and construction. We know marketing isn’t one-size-fits-all, which is why we personalize all of our packages. We’d love to help you streamline your marketing plan to make it effective for YOUR business.

Book a free consultation.

Did we miss anything in our marketing FAQs video or in this post that you want and need to know? Pop us a comment below or contact us.

Six creative ways to use carousels for your social media strategy

While Instagram is focused on becoming a video-first platform, carousel posts still see the highest engagement! Carousel posts are one of the best ways to get creative with your Instagram and Facebook content, and engage your audience.

Don’t believe us? The engagement numbers don’t lie:

Videos: 1.45%
Still images: 1.74%
Carousels: 1.92%

That last number actually jumps to over 2% when all 10 carousel slides are used! Not only are they super engaging, but they give businesses and personal brands a chance to get creative.

Here are six of our favourite ways to utilize carousel posts:

*Don’t feel like reading? Watch the video!*

Consolidate images

Rather than spamming your followers with 10 feed pictures of the same event or product, put it all together in one post. Think of it as a storytelling tool: a swipe-through post can make your audience feel like they’re actually there with you in whatever you’re doing. This is also way more reliable than posting individual pictures — and crossing your fingers that the algorithm pushes them to the right people.

Repurpose blog content

If you’ve got a content marketing strategy, chances are you’re putting a good amount of effort into your blog content. So milk it with carousel posts.

Let’s say your latest blog post has five main points. Break those points into five images or graphics and toss them in a carousel post. It’s quick to read, highly shareable, and enticing to save — all of which boost your place in the algorithm. The best part is, if your audience enjoyed it, they’re likely to go read the original blog post. All of these things build more trust and communication with your audience, which equals more loyalty over time.

Show off your products

If you run an e-commerce shop, carousels are an awesome way to show off your products. Imagine you’re a clothing store with a new line dropping — a carousel can get that message across in a cohesive way.

Be sure to connect your shop to Facebook and Instagram beforehand for best results.

Storytelling

We’ve all heard that a picture is worth a thousand words. And well, every brand has a story to tell. Imagery is one of the best ways to say a lot without actually saying much.

Use this space to communicate your brand feel. Tell your audience about your values. Share mood boards. Show off the process of creating your new logo. The possibilities are truly endless.

Aesthetic Management

Do you have a photo you want to share but it doesn’t exactly fit in your feed? Carousels help you maintain your aesthetics. Start with a branded post that fits into the overall look of your feed, then follow with the image that doesn’t “fit”.

This is a great tip for industries that aren’t exactly sexy. Let’s say you’re a plumber who wants to show off a bathroom piping job. Start with a related image — like your truck or some staff — that draws your audience in, then move onto the practical stuff.

Before and afters

B&As are used in a ton of industries to show off talent: interior design, home renos, organization services, hair salons, you name it. They’re really effective at showing your audience what their life can look like if they use your service — so use carousels to humbly brag about your fantastic work.

We suggest starting with the after shot to maintain a cleaner feed and show off your talent right off the bat, then move into the before. Or, use Stef’s favourite technique from tip #5: start with a branded post, show us the before, and end strong with the after.

That’s the beauty of carousels — they’re versatile, so use them in a way that works for YOUR brand and YOUR industry.

How are you incorporating carousel posts into your social media strategy? We’d love to hear from you in the comments! For more marketing and branding tips visit the blog.

Tips for content value from Broad World Consulting

Four tips to get better value from your content

We’ve all felt like we’re behind on content, always trying to come up with fresh new ideas. Chances are you’re probably making more original content than you need to and simply not squeezing every last drop out of each piece. Not only will this save you a huge amount of time in the long run, but it also allows you to tailor the messaging for different touchpoints. This is creating content value.

Blog, email, social media, and newsletter all call for different levels of detail. Additionally, users on each platform have different habits and expectations for what they’ll see — and how they’ll engage with it. For example: Someone who bookmarks a detailed blog post to read on their coffee break isn’t the same as the person who’ll do the same with an Instagram post while using the app in line at the bank. You need to capture your audience wherever they are.

Today we’ll show you how to take a well-thought-out hero piece and break it into bite-sized content for all of your channels.

*Don’t feel like reading? Watch the video.*

1. Start with a hero piece of content

Your hero piece is going to be the main piece of content you’ll pull from in the next couple of steps. Usually this is a blog, or maybe even a long-form whitepaper. No matter what you’re pulling from, make sure it’s well-researched and well-written. This will keep your content strong as it gets broken down into smaller pieces. Not sure how to format your hero piece for best results? Keep reading.

2. Wireframe your long-form pieces

This is how our team formats almost all of our long-form content. (Pssst, we used this trick on the blog post you’re reading right now.)

Start with your intro: “Here’s what I’m going to tell you.”
Follow with three or more sections that dive into relevant aspects of your topic. This is the part where you tell them.
Outro and call-to-action: “Here’s what I told you.”

3. Point form each section

When it comes to those sections in the middle of your hero piece, it helps to think of bullet points to expand on. Be sure to talk through the problem, provide solutions, and discuss the different options for each unique scenario.

4. Use the smaller points to create bite-sized content

This is our favourite part. You know those sections you created? Each of those is one piece of content! Yup, that’s a minimum of three pieces of snackable content from one blog post. We did that.

So, where can those content snacks be used?

Build each point into different Instagram posts to give your audience value over time.
Turn them into a Reel.
Add it as a block in your newsletter.
Or… all of the above!

The goal is to get the most out of your content. Remember, even your biggest fans only engage with 20% of your content across all channels — and you have new people who are just learning about you all of the time. Don’t be afraid to place the same messaging in different places or repurpose content you’ve previously used. (Just be sure to freshen it up when necessary!)

You have a ton of knowledge and you know your client’s pain points. Use that knowledge to build out one great piece of hero content — then squeeze out every last drop to get the most value!

For more tips on content and branding, visit our blog page.

Get the full scoop on Instagram Reels

Just when you think you’re getting a grasp on your Instagram content, they throw another feature at us: Reels. Reels are 15 second video clips shared to your feed and new Reels page, offering up new brand-building initiatives.

How is it different from Stories, IGTV, or umm, TikTok? That’s what we’ll run through today.

*Scroll to the bottom of this page to watch the video*

What is Reels?

Instagram Reels are <15 second videos that will be housed in a new icon on your profile page between your Feed and IGTV. These 15 second videos can be created and shared in real-time a la Stories, but can also be created by uploading a video or multiple videos. Reels offers features like music, filters, and stickers to bring your storytelling to life.

Unlike Stories, Reels won’t disappear from your account in 24 hours, and will stay on your Reels feed. Reels aren’t meant to be super polished, but rather a glimpse at your brand’s personality with quick-to-social creative.

So yes, Instagram Reels is Facebook’s clap back to TikTok. But it’s way more than that, too.

Why did Instagram add Reels?

From January through March of 2020, TikTok had more app-installs than any company had ever seen in a single quarter. Proving further what we already knew to be true: video content is queen! Video engages followers — which builds trust, brand loyalty and community.

While Gen Z were undoubtedly the early adopters of TikTok, millennials now account for the highest population of TikTok users. Not because Gen Z has fallen off, but because their slightly older cohorts have also taken on the quirky, roughly-edited way video content is being brought to them. Instagram’s win here is that they have a whopping 1 million users, so this new feature will bring the people what they want, in a place they already are.

Editorial staff have known for a long time that written content is mostly consumed in snack-sized pieces or long form. This is proving true in the world of video as well. Instagram took a page out of Vine’s book with Stories, it’s coming for YouTube with IGTV, and here we see them again using their mammoth user base to maintain their market share over TikTok.

How do you use Reels?

For a straight-up tutorial on Reels, I recommend checking out Later’s post. I want to dive into the strategic side.

Reels are your opportunity to show the human side of you and your business. If you take nothing else away from this post, let it be that. We connect with humans and the human experience. Maybe your brand is funny, or relaxing, or motivating, it doesn’t matter. So how you use Reels should be raw and authentic to that story.

Here are some ideas that would make engaging, storytelling videos:

(Important: keep in mind we aren’t after perfection)

BTS of a photoshoot, great way to tease products or launches
Meet the team or in-office happenings, to promote talent acquisition
Tutorial videos to elevate your expertise, this could be styling, stretching, skin care, changing a faucet!
Before and after ideas, everyone loves a transformation
New arrivals or products
Routines, recipes, funny animals, chubby babies, jokes… honestly, you name it!

As I said above, Reels will be its own tab on your profile but I’d like to add that sharing a new Reel to your Stories and previewing it on your feed is the best way to get the most views.

What are the benefits of Reels?

I’ve heard from clients that the addition of Reels feels like another task in their already hectic lives. And I get it. But, this is a great time to take stock of what marketing efforts you’re putting in and which have room for improvement. Reels is still in its infancy, and is already offering up a lot of value:

1 billion Instagram users: while they don’t all follow you, this app has the most eyeballs
Reels has (proportionately) very little content on Instagram so far, this is a great time to capture a new audience
You don’t need high-quality video budgets: they truly don’t need to be perfect, just engaging
It’s simple video content! (See above)
All editing can be done right in your

More than anything, for me, this is an opportunity for you to build a loyal following and client-base. I’ve said this before and I will again, and again — you are your biggest superpower. You don’t have any issues when a customer walks into your shop/office/studio, but putting yourself out there online is scary! Remember, there are hundreds or thousands of competitors in your area, so breaking that third wall and letting people get to know you is critical.

If you aren’t doing it, they will. Sorry.

Should you be using and creating Reels?

Reels should sit naturally into your content calendar — remember my golden rule about not forcing content!

“Content is like a fart, if you have to force it it’s probably $#!t.”
~ Moi

***

If you’re still feeling a little lost in the world of Instagram Reels, that’s OK. I suggest spending some time in Reels as a user to grasp it from the audience perspective. What do you like? What grabs your attention? What kind of content are other people creating?

Don’t forget, you can always book a free consultation with me if you have questions. Or we can go for a fancy a coffee.