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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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.

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!

My animals and a great love story. Two things I adore. That’s why the short films produced by Mutual Rescue drew me in like a moth to a flame. They tell the stories of humans and the shelter animals they adopt. And they do it in such a beautiful and moving way. In my opinion, these films are content marketing at its very best. And here’s why:

  • At approximately six minutes each, they’re engaging from start to finish
  • They harness the power of storytelling so perfectly
  • They have a clear and meaningful message
  • They accomplish the marketing goal of the organization in such an authentic and effective way

The first of the films was “Eric and Peety.” According to Carol Novello, co-creator of Mutual Rescue and president of Human Society Silicon Valley,  it’s been viewed more than 88 million times since its release in 2016. Here it is:

After seeing this, I knew I had to find out what the thinking and strategy were behind this film and the others Mutual Rescue has produced. And, thanks to Carol Novello, I now know. And you can, too. Listen to the podcast to hear all about it. I hope you’ll be as inspired as I was.

To find out more about Mutual Rescue, connect with the organization here:

Website: http://mutualrescue.org/

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How can you determine if content marketing is right for your business? And, if it is, where and how do you get started–especially if you have limited resources? These are just a couple of the MANY topics I discuss with Laura Creekmore, owner of Creek Content and a widely-respected expert in all things content marketing. Her agency focuses on ending content chaos–and that’s what she helps us do through the advice and insight she provides in this episode of The Smarter Content Writing Lab.

What You’ll Learn

Laura graciously shared her expertise on SO many interesting topics, including:

  • The missed opportunity of NOT considering content marketing to grow your business
  • How you can learn about content marketing and start doing it without experiencing overwhelm
  • How content marketing can be used to effectively educate your audience about what you’re selling
  • Why content marketing isn’t about “sales with more words”
  • How content marketing can be used to turn you into a trusted advisor in the eyes of your target audience
  • The long-term benefits of a consistent content marketing effort
  • How matching your customers’ problems with your offering or product can help you shift your mindset about selling
  • The importance of being intentional about your content marketing efforts
  • Why you might want to consider bringing part of your personal story into your content marketing

Links to Cool Stuff We Talked About

Some of the following links are  affiliate links. By using them, you don’t pay a penny extra. But I get a very small–yet HUGELY appreciated–payment that helps keep this podcast going!

Creek Content: Laura’s agency that focuses on “ending content chaos.”

Follow Laura on Twitter at @lauracreekmore

They Ask. You Answer. A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer by Marcus Sheridan and Krista Kotria

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
by Ann Handley

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

 

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This is an example page. It’s different from a blog post because it will stay in one place and will show up in your site navigation (in most themes). Most people start with an About page that introduces them to potential site visitors. It might say something like this:

Hi there! I’m a bike messenger by day, aspiring actor by night, and this is my blog. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin’ caught in the rain.)

…or something like this:

The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickeys to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community.

As a new WordPress user, you should go to your dashboard to delete this page and create new pages for your content. Have fun!