SCML11: A Website Content Coaching Session

Figuring out how to present your business on your website can be HARD! This is something I work with clients on all the time. And, in this episode of The Smarter Content Marketing Lab, you’ll get to eavesdrop on a coaching session I recently had the pleasure of conducting with Tyler Inloes, owner of Five17Fitness.

During our session, we talk about things like:

  • The importance of getting the “hero” section of the home page right
  • Being clear about who your business is serving and what you’re offering
  • Describing the benefit of your lead magnet so that readers will be enticed to download it
  • Why you should have more uses of “you” rather than “me” or “us” or “we” in your website copy
  • Strategic use of video on a site
  • Talking about your offerings from a customer benefit perspective instead of a feature perspective
  • Addressing customer questions in ways that differentiate your business from competitors

It was a fun and interesting session, and–if you had a website for your biz–there are probably a few tips you can pick up from it. That’s my hope, anyway!

Take a listen and then let me know if you have any questions about your own site. Shoot me an email at michele@smarterwritinglab.com and we’ll set up a time to chat!

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SCML 10–Learn How to Write Your Book with Jennie Nash

Have you thought about writing a book? I’m not talking the next Great American Novel. Instead, I’m talking about writing a non-fiction book that focuses on your area of expertise. One that can serve as a powerful calling card, can help position you as a leader in your field, and can increase your ability to get the clients you want. If you have, but just aren’t sure where to start, then you’ll want to listen to this episode with book coach Jenny Nash. And, even if you haven’t thought about writing a book, you might reconsider after listening to what she has to share.

Jenny is the founder and chief creative officer of Author Accelerator, a book coaching program that gives writers the feedback, accountability and support they need to write their best books. Her own coaching clients regularly land top New York agents, national self-publishing awards, and book deals with houses such as Scribner, Simon & Schuster and Random House. She is the author of four novels, three memoirs, and one self-help book for writers. So, to say that she knows what she’s talking about is an understatement!

What You’ll Learn

In this episode, you learn a LOT about how and why you should consider writing a book about your area of expertise, including:

  • How to find a book topic that will grab the attention of your audience and provide value
  • The difference between having a blog and having a book–and why it matters
  • Why people still want material in book form
  • The level of authority you gain as the author of a book in your field
  • Using a book as a gateway into higher-priced product or service offerings
  • How a book can be used as a “calling card” to build your business
  • Getting over the idea that you’re not a writer
  • Using voice-recognition software to jump start the writing process

Cool Stuff We Talked About

Have questions? Have ideas for an episode of The Smarter Content Marketing Lab podcast? Just want to reach out? GREAT! Shoot me an email at michele@smarterwritinglab.com or leave a comment below.

SCML 09: Big Content Marketing Tactics for Small Business Success

If you’ve ever looked at the content marketing strategies and tactics of large companies and wondered if you could ever do something as amazing, the answer is a resounding YES! In this episode of The Smarter Content Marketing Lab podcast, Annie Zelm of Kuno Creative describes how content marketing approaches used by some of the large clients she works with can also be applied to growing a smaller business.

What You’ll Learn

Annie provided LOTS of fantastic and actionable information that focuses on:

  • Understanding exactly what customers are looking for when searching for products or services online
  • How to find out what’s driving traffic to your site and to the websites of your competitors by using tools like SEMRush
  • Why you should become a resource for potential customers about topics they’re interested in
  • The fundamentals of inbound marketing
  • Using social media to help identify topics your audience is interested in
  • What you can learn from individuals who DIDN’T become a customer (and why that’s so important)
  • The difference publishing blog posts on a regular basis can make to your business growth
  • How platforms like SlideShare can help you increase the reach of your content marketing
  • Why it’s worth investing (even a little bit) in video as a part of your content marketing efforts
  • The need to look at the long game in content marketing

Links to Cool Stuff We Talked About

Kuno Creative: Laura’s agency that focuses on “ending content chaos.”

Follow Annie on Twitter at @anniezelm

SEMRush

SlideShare

They Ask. You Answer. A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer by Marcus Sheridan and Krista Kotria (This is an affiliate link. By using it, you don’t pay a penny extra. But I get a very small–yet HUGELY appreciated–payment that helps keep this podcast going!)

Also, be sure to connect with me at Michele@smarterwritinglab.com and at The Smarter Writing Lab. I’d love to hear from you!