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Archive for the ‘content marketing’ Category

Power point fail

 

Recently, I attended a large networking event that featured an out-of-town speaker who had been brought in to share research results on a very important topic. (Vagueness added to protect the not-so-innocent.) I had been looking forward to this presentation and was ready to take notes in hopes of blogging about the insights I gained.

Instead, the speaker committed two of the biggest power point sins – her slides had lots of words on them, and she READ them to us. This was a room full of approximately 600 intelligent, thoughtful people. I’m pretty sure we all knew how to read. After a couple slides, I looked around the room and noticed people were talking to each other, checking their phones, or daydreaming.

Power point has been around for many years and at one time, it was common practice to pack each slide with tons of data. Not anymore. We are a much more visual society. Speakers are competing fiercely with mobile devices for their audience’s attention.  Many times, they lose.

So how can you win? By leaving information OFF your slides! A couple months ago, I delivered a presentation at the Junior Achievement National Empowering Success Conference. My presentation is below. Notice anything? The slides don’t say much. If you want to know what I said, you need to download the presentation so you can read my speaker’s notes. Everything I wanted the audience to know was in my notes, not on the slides.  During this presentation I was not only competing with mobile devices, I was competing with LUNCH. But because the slides didn’t say much, the audience paid attention to what I said, the presentation got great reviews, and everyone stayed awake.

The next time you have to make a presentation, challenge yourself to leave much of the information off your slides. This more visual method will keep your audience engaged.

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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You still need 1000 words

Friday, November 15, 2013 — 

 

I have 836 pictures in the camera roll on my phone. That’s a lot of photos. Most of them were taken so I could share a moment with someone else. There’s a reason for all the photos. Pictures illustrate a moment and convey more information faster than words. Although I can’t find any scientific evidence to back this up, I’ve read that people process images 60,000 times faster than words.

In today’s digital age most people are literally exposed to gigabytes of information on a daily basis. For this reason, many marketers are turning to more image-based communications such as infographics and visually-driven layouts for everything from annual reports to what used to be called “whitepapers.” Applications such as Instagram and Pinterest allow for easy photo sharing and help organizations connect with people on an emotional level.

We love image-based communication. It helps our clients tell stories and connect with emotions. Whether we’re working with an attorney, a bank, or a nonprofit, all our clients need to connect with their clients’ and prospects’ emotions. When someone can’t see what you’re selling, they must understand how they will feel after purchasing a service, attending an event, or making a donation. However, it’s important to remember that the photo can’t do all the work. A picture may be worth 1,000 words, but you can’t skimp on the accompanying text.  Think about your photo captions, social media posts, and the tags you associate with your images. Then YOUR pictures could be worth 1,001 words.

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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Marketing and the unemployment line

 

The other day, a nice gentleman stopped by our office to drop off a resume. Unfortunately, we are not hiring right now. But even if we were, we would never hire him. Wondering why?

The guy was applying for a graphic design position. However, the layout of his resume was sloppy. Nothing lined up. On top of that, in less than one minute I found many typos including misspellings, double commas, missing spaces, and words that were partially bold and partially normal fonts. I don’t think he proofed his work even once. Don’t get me wrong, we all make mistakes. I’ve made plenty myself and shelled out lots of money to fix them. But the only thing I know about this guy is what his resume tells me, and his resume tells me he is not very careful.

Whether you are marketing yourself, your company, or something else, it’s important to be as careful and accurate as possible. Remember that people judge things they can’t understand based upon the things they can understand. You can’t really tell if your banker or lawyer is smart, but you can read their newsletter to see if they seem to know their stuff. If their newsletter is sloppy and full of typos, you would be likely to assume that they are not very careful in their work, even though your banker or attorney did not actually do the layout of the newsletter. Heck, your banker or attorney may not have written the article that was attributed to them! We ghost write for people all the time.

Whether you do your own marketing or pay someone else to do it for you, always remember to put your best foot forward, or you’ll end up like this…

 

And remember that just like with many other things, when you outsource marketing help, you get what you pay for. (So if you’re looking for some cheap help and love to proofread, I’ve got the guy for you!)

 

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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Inspiration can come from anywhere

 

I was working with a client to write a blog post recently when we both agreed we needed some new inspiration.

Inspiration can come from everyday objects or from anywhere. Whether it’s from the pattern on your grandma’s China, the paint color in your kitchen or the buckle on your bag, I believe there is usually something I can take away from one spot and use somewhere else. Case in point, @susanschoultz, Clear Verve design director, often finds herself taking photos of patterns on buildings, interesting floor tiles or colorful artwork. I’ve been with her when she’s done it. She’s always thinking of ways to bring an aspect of those characteristics to her design work. (She posts her photos on Instagram, by the way.)

It’s all about figuring out what it was about these things that draws her to them.

Another blogger I follow wrote about how this persimmon pump inspired her to design this desktop wallpaper. Between the bold color, the detailed white stitching and the floral touches, the shoe gave her some good material to work with, she says.

For me, inspiration comes from some phrase I hear during an interview or a feeling I get while getting to know more about a topic. Writing headlines, picking themes for publications or creating marketing messages are usually inspired by something else.

Sometimes, sitting down to write something — anything — gets my creativity moving and motivates me to start that blog post or a case study I need to write.

Jackie Costa is the director of content marketing at Clear Verve and works with clients to communication more clearly and create smarter, better marketing materials. Listen for her on Twitter as @JackieMCosta.

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What content is right for you?

 

Content marketing has become the newest gotta have it thing in marketing. And just like many marketers were told to “get us up on Facebook” for no other reason than someone had heard of this new Facebook thing and it sounded cool, content generation is now a jump in with both feet and no thought thing.

But the problem is that creating all this content is WORK. A lot of work. And there are a ton of platforms you can use. For example:

  • You can write a whitepaper and post it to your website, or create a microsite, or post it to Facebook, or Tweet it, write a press release about it, or…
  • Work with a videographer create a video and post it in a bunch of places (see above)
  • You can create a short-form video, such as a Vine, for your website, YouTube, or Facebook
  • Try uploading a presentation or e-book to Slideshare
  • Write and post information to your LinkedIn account
  • Create your own magazine on Flipboard
  • Tweet
  • Blog
  • Set up a Facebook page or a Google + profile
  • Maintain an online press room
  • Publish an e-newsletter
  • Don’t forget about Instagram, Pinterest, and a thousand other platforms I can’t think of off the top of my head
  • And on and on and on…

Who has time for all this? Even large companies struggle to keep up with it all. And there’s nothing worse than setting up an online profile and then abandoning it. In fact, a recent study showed that 70 percent of buyers are relying on content more than they did just a year ago to make buying decisions.

So take your time. Think about what you actually can do. Pat yourself on the back for what you accomplish. Keep your eyes open for new opportunities, but remember that just because something exists, that doesn’t mean you have to use it.

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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Tell us how you use content for marketing

 

Clear Verve Marketing today launched its third original research project looking at how businesses in a variety of industries across Southeast Wisconsin use content marketing.

 

Click here to take survey

 

 

10 questions to ask when redesigning your website

Tuesday, June 18, 2013 — 

 

I was waiting for my summer highlights to process when I started daydreaming about how exciting makeovers are. If you’re like me, you can sense when it’s time for a change. You start doing some research, talk to a few professionals, ask questions, take the plunge and come out looking fabulous.

Same goes for website makeovers. If you’ve had the same site for more than three years, it might be time for a redesign. Here are 10 questions you should ask before redesigning your website.

What’s the goal of my site?
Before redesigning your website, you must determine what it is you want the site to do for you. Once you have a strategy in mind, it will be easier to build your sitemap and decide what applications need to be included. You don’t necessarily need to rebrand your site, just re-engineer its goals.

What are my customers’ needs?
Start with understanding the expectations of your current audience and then your targeted audience. Are they different? You’ll want to use any metrics available to figure out how your site is used, where it’s viewed, what pages do well and what pages don’t. Find out where viewers are coming from. Let the data drive your decisions. Plus if you consider search engine optimization while building the site, you’ll be served up at the top of many searches.

Are your customers tablet and smart phone people?
Desktop and laptop computers are no longer the most frequent place websites are viewed. Make sure your website can respond to varied screen sizes and conform to the touch feature found on many mobile devices. Clear Verve (and the industry) calls these sites “responsive.” We basically design three versions of your site so that it looks good wherever it’s seen.

What do I really need?
Don’t let fancy design or technology get in the way of functionality. Keep your site’s navigation intuitive. In general, it’s still a good practice for people to be able to find what they are looking for within three clicks.

Should all this chatter about content affect my redesign?
Absolutely. You’ll want to fill your site with compelling content that in some way helps your audience. It can entertain them with stories and photos, inform them with announcements or survey them for ideas. An occasional sales pitch is even OK. Your content should benefit you as well. The right combination of content will significantly contribute to your business leads, search engine optimization and digital marketing. Also be sure you add a sharing function. You’ll want to repurpose your content to social media networks such as Instragram, Facebook and Twitter.

What type of content generates the most response?
Content is more than text. Images actually get more clicks than word-based calls to action. Use well-designed, interesting buttons and graphics to keep visitors on your website longer. Imbedded videos, for example, speak to people and trigger their curiosity to explore more.

What about the technical piece?
There are great Content Management Systems available today that allow you to change things on your site whenever you want. Be sure your new design has a CMS behind it. And for the love of Pete, make sure your server is fast and reliable.

Do I need better marketing?
Your website is just one piece of your marketing puzzle. It should be integrated with all your other efforts, both online and off, to drive customers toward your desired results.

When’s the best time to relaunch my site?

Timing matters, but it must make sense strategically. When your newly designed site goes live, it will have an impact on your traffic. Consider launching at the beginning of new campaign or when your business has a change. You’ll want to leverage the new site so it creates some buzz for yourself.

How do I ensure a smooth transition?
It takes time to get used to a redesigned website. Don’t sweat it. You can always post a tutorial as a guide for your users to help them adapt to the changes.

Jackie Costa is the director of content marketing at Clear Verve and works with clients to create and communicate smarter, better marketing materials. Listen for her on Twitter as @JackieMCosta.

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Writing for the Green Bay Packers & Content Marketing

 

I recently had the chance to hear Bob McGinn speak. Bob is a reporter who has been covering the Green Bay Packers for nearly 30 years. Now, if you’re like most people in Wisconsin, you probably think this was a great opportunity. I however had no idea who Bob was. For me, the sports section is that part of the newspaper that makes it more difficult for me to get to the business section.  Let’s just say I was not exactly excited to hear Bob speak. I thought he’d just spout statistics and I’d feel like he was delivering a lecture in Greek or something.

 

Boy, was I wrong! Sure Bob shared some statistics. And rattled off the names of a bunch of football players I’m supposed to have heard of. But he also pointed out how his approach to writing about the Packers is exactly like what a good content marketer does.

Bob tries to be original. There are lots of reporters covering the Packers and they’re all covering the same game. He tries to find a new approach to what he has to say so that his column is a little different and therefore, worth reading. How do you work to make your approach to sharing information different from your competitors?

He works at learning about the game. Bob admits he watches a lot of tape. He asks a ton of questions. While Bob may not actually play the game, he feels that he is doing a disservice to his readers if he isn’t well informed. So he works at understanding what’s going on both on and off the field. Do you keep up with your industry? How many blogs, articles, or books do you read? Do you attend seminars? Are you open to new ideas?

He works with experts. Bob is not a football player (see above), a coach, or a scout. He knows that there are some things he just can’t understand because he’s not part of the team. So he enlists the help of others to make sure he’s got his facts straight and that he’s sharing good information. It’s okay to admit you don’t know everything. You don’t have to know everything, you just have to figure out who to ask.

Whether you’re writing about sports, accounting, or a nonprofit cause, you can learn from Bob’s approach. Content marketing is the most important strategy you can implement in today’s digital age. But your content must be good to work. If you work at being original, understanding your industry, and aren’t afraid to bring in an expert or two, you too can succeed at content marketing.

 

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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Playing with Vines

 

Have you heard of Vine? It’s a fun new app that you can use to make the equivalent of a video “tweet.” You use your smartphone to make a six-second video, which you can then post to Facebook or Twitter. Once your video is posted, you can get an embed code that will allow you embed the video anywhere.

Now I know you’re probably thinking, “How great can a six-second video be anyway?” Well, they can be pretty great! In fact, the Tribeca Film Festival invited people to submit Vines for judging and got some amazing super short videos. Check them out here.

So, what can you do with a vine? Lots! Obviously, vine isn’t great for explaining complicated topics or if you need to impress someone with a high quality video, but it can be used to create a fun, simple message. Check out two we quickly made at Clear Verve.
 

2013 is the year of content marketing

 

According to a recent survey, 79 percent of marketers are now reporting that their companies are shifting into branded content either at a moderate or aggressive pace. The portion of the marketing budget dedicated to creating content is up 13 percent over the past two years.

Content marketing is using the creation of content as a marketing tool. It can take the form of blogs, social media, or website content. It can be video or email. It also includes traditional forms of content such as books, printed newsletters, or whitepapers. Anything your organization does to inform and educate your audience, with the exception of advertising, can be considered content marketing.

In the professional services world, content marketing is something that has always been done. Most accounting firms, insurance companies, health care organizations, and law firms have been producing newsletters for years. However, the number of mediums for distribution and the speed at which content must now be created is new. This poses a challenge for many organizations, as evidenced by the fact that 56 percent of brands are now outsourcing content creation. It is a necessity, but is outside the skill set of many professionals. If your organization can afford to outsource content, it provides many advantages. Content is created consistently and is of higher quality. However, if you can’t afford outside help, you can still participate. Here’s how:

  • Set realistic goals. You don’t have to blog every day. Shoot for once a week or twice a month. Just be consistent.
  • Produce the best content you can. Better to produce a smaller amount of high quality content than hundreds of gobbledygook posts nobody will read.
  • Remember, it’s not advertising. Inform, don’t sell. Your goal is not to make a sale, it is to educate your audience and demonstrate your knowledge.

Get multiple people at your organization involved. If everyone only needs to write one or two articles per year, it can get done.

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

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