This is a (soon to be retired) Slidecast production of a podcast I did with Todd Wheatland on SlideShare marketing.
SlideShare to Retire Slidecasts
Sadly, I've just learned while producing this Slidecast that SlideShare is discontinuing the abilit to combine audio with presentations (visuals) effective Feb. 28, 2014 - the last date you can create them.
The will convert any existing Slidecasts to static presentations on April 30, 2014.
Why is SlideShare getting rid of Slidecasts? According to a help article on Jan. 28, 2014, SlideShare states: "We launched Slidecast in 2007 to allow users to pair audio with their slides. While we have seen some great Slidecasts created, usage hasn’t been as widespread as we had hoped, and we have decided to discontinue this feature on SlideShare."
It seems to me that SlideShare is forcing us now to produce videos. And, since you can add/link video from YouTube, for instance to a SlideShare document, I suppose we'll see more YouTubes vs. posting the original content on the SlideShare platform.
Enjoy this Slidecast while you can. I will need to converf it to a YouTube by 4/30/2014. Drat.
Listen to the podcast version of this slidecast here.
View this on SlideShare (for a little while).
I think creating a great blog post is a lot like making amazing love.
Think of Bryan Adam's song: "Let's Make a Night to Remember" where he sings:
"Let's make out, Let's do something amazing, let's do something that's all the way..."
A great blog post is like that, too. It packs an emotional charge that can lead to something amazing - some thought-provoking, life-changing action that can help someone head in a better direction or give them the courage to stay on right path.
To go all out - all the way.
There's also something implied in this analogy that I dare not go too far with. But in essence it has to do with the power of two. It takes two, passionately committed people to make some amazing love (okay - get your minds out of the bedroom, I'm not talking about sex!).
All I'm saying is if you're in the mindset of wanting to go all out in creating some amazing blog posts people will remember, I want to be your partner!
I invite you to guest post on the B2B Inbound Marketing blog.
Guest Post Guidelines
As I embark on my own quest to create some amazing guest posts on other blogs, I figure why not invite others to guest post on this one. So, effective today, I am inviting bloggers to submit a guest post request. But please, make it amazing!
Why guest post?
I’ve been aware of guest posting and its benefits over the past several years. And I’ve done some guest blogs for HubSpot (here and there), but I’ve never had an intention to make it part of my content marketing strategy, until now.
If you care to know where my head is and what I believe the benefits of guest posting to be, look and listen no further than the following:
- Gregory Ciotti, marketing strategist for Help Scout discussed how he used guest posting to rapidly grow an audience and generate thousands of subscribers to Help Scout’s blog and resources.
- Kristi Hines of Kikolani shared with me on another podcast how she used guest blogging to build her authority as an online marketer and freelance writer.
- Jon Morrow, associate editor of Copyblogger (another business that’s grown via outside contributors) and his Boost Blog Traffic site, plus his GuestBlogging.com course. Jon, in my view, is the king of guest blogging.
- Joe Pulizzi revealed to me how he used outside contributors to grow Content Marketing Institute into one of the fastest growing private companies in America. (CMI has been on Inc. magazine’s list of the top 500 for two straight years!)
By the way, I love Joe's take on it:
"The more people you can invite into your community, the more opportunities that they will share with their audience, and their audience is (y)our audience."
I rest my case.
I’m in. Are you?
If you’re interested in guest posting for this blog, here’s what you need to know and do.
Create Amazing Content around These Topics
- B2B content marketing
- Insightful and extremely practical posts about content marketing strategies, trends, business models, success stories, types, tools, channels, promotions and measurements (to name a few)
- Look at the list of the most popular posts for this blog for topics, angles and gaps to expand upon for your post
- Surprise me with something innovative, interesting, creative, forward thinking or entertaining that aligns with the above topics and my audiences’ interests
Your Amazing Guest Post Content and Format Guidelines:
- Your post must be fresh and original content that has not been published before.
- You agree not to publish the post elsewhere, including your own blog or Web site. You may, however, post a brief snippet or summary on your site that links to the guest post.
- Your post should be 750 – 1500 words long. (or pitch me on a different word count)
- You may link to external sources of the specific things you talk about for helping the reader to get a fuller understanding. Avoid, however, self-promotional links or those that lead to sales pages or may be construed as advertising.
- I encourage guest bloggers to link to other B2B Inbound blog posts that are relevant to the topic you are writing about.
- Your post should have a compelling and captivating, if not enchanting title
- Generous use of sub-heads (H2s), ordered and unordered lists and images (see next point) along with short sentences and paragraphs to make the post scan able and easy-to-read is highly preferred
- You may provide a main image up to 600 pixels wide in JPG or PNG format, plus other, smaller images to fit within the flow of the copy (one image for every approx. 350 words of text). You must have ownership or creative common license rights to use these images and give attribution where appropriate.
- By submitting a guest post you ensure it does not violate any copyright laws.
Your Amazing Blogger Byline
Your post will include your author byline with a headshot image of you at the bottom. The byline is a great way for you to become better known to my readers, and for them to discover more about your skills and knowledge via the description and up to 3 external links you care to share (see below).
- Bylines should be no more than 3 sentences telling readers who you are, what you do, and where to find you.
- Send a profile headshot image of you in JPG or PNG format that is 145 by 145 pixels.
- You may have up to 3 properly formatted anchor text links that goes to your Web site, blog, social media or any free resource (free opt-in okay) of educational content that is directly related to the topic and central theme of the post.
Guidelines for Amazing Promotion and Engagement
I expect you will promote the heck out of your guest post with your audience and social media networks. I will do the same. You will also be amazingly engaging with the readers in the comments about your post.
How to Submit Your Amazing Guest Post Idea
When you’re ready to pitch me on your guest post idea, please do not send me a draft of the complete post. Instead, send an email to greg (at) b2binbound (dot) com with the following:
- Type “Guest Post Idea from (your name)” in the subject line of the email.
- Give me your idea of a topic and why you think it will resonate with the audience on my blog
- Give a couple potential examples of a title for the post
- Tell me a little about you, why you want to guest post
- Include links to your blog or examples of your writing elsewhere
- Also include links to you on social media
How I Plan to Respond to Your Amazing Idea
Please allow 5-7 business days to hear back from me once you’ve submitted your guest post idea. I will email back with any questions to better understand your idea. I may also accept your idea on the spot, or reject it and ask you to resubmit. I also may feel, based on the guidelines and profile of what I’m looking for your idea is just not a good fit at this time.
How to Submit Your Amazing Guest Post
Once I accept your idea and we have general agreement on any necessary details or logistics, you may submit your post with images and byline as follows:
- Email your post with byline as an attached HTML file (preferred, but if that’s not possible for you let me know and we’ll work out another method)
- Email or send the images via Dropbox or another file transfer method (I can re-size as necessary to fit)
My Amazing Guest Post Editing and Publishing Process
Your post may be accepted as is, or with minor edits for greater clarity, grammar and punctuation. I may provide a short introduction or conclusion to provide context as to why I believe the post is important to my readers. If I feel your post is on-point but needs more substantive changes, I will email you back with my thoughts and request for revision.
Let’s make it Amazing Together!
If you made it this far, thank you! Just a final word...
I understand what it takes to write a blog post and the work involved. However, I am not obligated to publish a post you have submitted. If you follow these guidelines and we make a good team, you'll have no trouble getting accepted and crafting an amazing post for the readers.
Do not be offended if your post is not accepted. It could be very well written, but just not on-topic or the right message for my audience at this particular time - and we justr couldn't, for whatever reason, get together on it. If your post is rejected, you are obviously free to do whatever you want with it.
Thanks for your interest in being a guest blogger. I look forward to working with you on your first, and hopefully many more posts to come. Who knows where this might lead?
I’d like nothing more than to see this be not just a one-time fling, but to have it work out for our long-term mutual benefit.
Let's make some amazing blogs for our audience to remember.
This is the SlideShare, Slidecast version of the podcast: Epic Content Marketing Questions from the Experts. It all stemmed from an earlier episode with the indomitable content marketing warrior, Joe Pulizzi on How to Tell a Different Story with Epic Content Marketing.
Slidecast Embed Version
Note: You may need to click the "View Fullscreen" mode if the audio "Play" button is not active in your browser.
Making of this Slidecast
Former guest experts of the B2B Inbound Expert Interviews Podcast contributing to this production include Jay Baer, Steve Lazuka, Mark Levy, Doug Kessler, Kristi Hines, John Lee Dumas and Bernie Borges. And they all have one thing in common (okay, maybe two or three): They are all experts in their own right, they all love Joe Pulizzi, all are beloved by him as well. (They're pretty high on my list as well.)
If you doubt that's the case, just listen and watch this Slidecast. It will remove any doubts. Hopefully, it will get your gears meshing.
It should also serve to point out that making epic content marketing is less about how smart you are and what you can do on your own. It's more about what you can do when you combine talents, expertise, passion and relationships to help make the world a better place.
As Joe says on the show, "You don't have to shoulder it all alone." As I said and outlined over here in the show notes, this I believe is the future of marketing and business success. And the future is here, now.
What are you doing to mix up some of your own epic content marketing magic with friends and experts?
Post Production Note: The SlideShare - Slidecast version received over 750 views within the first 24 hours. SlideShare sent an email, several hours after it was first published, to say it was "popular on SlideShare. So we featured it in the PRO section on our homepage alongside other great content from our professional users."
Are you publishing a business blog that gets small amounts of traffic, engagement or social shares? You could just be starting out or maybe you've been at it for, what seems to be, a very long time.
Your content is solid, good stuff, well-written and focused on the needs of your audience. Yet the number of people reading your posts are low, and it's not getting progressively better.
It's enough to make you throw in the towel. But don't. All you need is a little help from some new friends - some advice from the experts!
Social Media Examiner's Michael Stelzner talks about a growth principle that involves not just great content, but leveraging other people, as well. He calls it the Elevation Principle in his book, Launch: How to Quickly Propel Your Business Beyond the Competition. The formula goes like this:
Great Content + Other People - Marketing Messages = Growth
One way to use the Elevation Principle for growing your blog's traffic and subscriber numbers is by creating a promotable blog post. A promotable blog post is one in which other people (experts in their industry/topic) contribute great content to your post, without ever knowing about it, at first, but when notified love to help you promote it.
Allow me to share a true (client case study) story that illustrates this strategy, and then share some tips on setting up your own, promotable blog post.
The Sleep Post
We now refer to it as the "sleep post." The actual title is Advice from the Experts: Sleep Your Way to Peak Performance. Brad Volin, the author of this post is president of Adigo (a client of mine). We decided to try some "other people" influencing to hopefully draw more awareness and readers to Adigo's relatively new blog.
Adigo provides audio, web and video conferencing optimized to their clients' needs. They appeal to business and management leaders who care deeply about productivity, time management, team building and leadership skills for running highly effective virtual meetings. They are value-based, do work that matters and wish to operate at peak performance.
I had been having trouble sleeping and came across a TED talk by a neuroscientist who talked about the effects of sleep deprivation on creativity, making good judgments, and other aspects of personal/professional performance. The title of the talk was "Why we sleep," and he gave some very interesting scientific information as to the benefits of sleep, which we felt would really resonate with our intended audience.
Certainly, they'd want to know how a lack of sleep could negatively affect their leadership and productivity. Moreover, they'd love some tips on how to develop better sleep habits. Some were given in the talk. But we wanted more. Here's where it got really interesting.
A few Google searches turned up some fascinating blog posts on tips and strategies for developing better sleep habits. You see where this is going, don't you?
Yep, we wrote a blog post that included a short summary of the neuroscientist's key points in his TED talk. We even embedded the video of the talk right in the post. This was followed by advice from our (other people) experts, offering their insights, tips and strategies for getting better sleep, and leading a more productive, happy life.
We used snippets of the advice from these 4 bloggers who were experts in productivity, time management, healthy habits and nutrition. For each of the expert's content we curated, we also gave a little commentary for context and a 'read more' link to their original article.
Through a little research, we found Twitter handles and email addresses for our experts. And just as the post went live, Brad sent a personal email to each expert thanking them for their insights and letting them know he was delighted to include them in the sleep post, which also included backlinks. He also mentioned he would be sharing and promoting their content via social media.
This post practically went viral. Well, not in terms of a YouTube kind of viral. But viral relative to what we had been seeing for the blog. Visits in the first few days were 1,400% over previous posts, and social shares increased by 2,000%! 3 of the 5 experts wrote back to thank Brad for including them in the post. Leo Babauta of Zen Habits and Russell Foster, professor of circadian neuroscience at Oxford University did not send a reply, but we didn't expect them to, either.
From this story, you can see how the Elevation Principle of including and shinning the light on other people has the power to promote your content and take your readership to the next level. It can wake up your blog and expose you to new markets.
By the way, I'm sleeping much better now!
Tips for Creating a Promotable Blog Post
Here are some of my tips for creating your own promotable post with other experts:
- Find the correlation or overlap between the problems, needs and desires of your audience (lack of sleep can hurt performance) and your topic (increase productivity/peak performance). Then look for experts who have created content around this convergence.
- You do not need permission to curate a snippet of content from other blogs. Keep it to around a max of 250 words which comprise a quote or content copied in a list or paragraph. Don't go overboard, be respectful. The idea is you want to spotlight and give some props and commentary on their brightest thoughts. You don't want to make it seem like you've simply scraped their content for self-serving purposes. Think of the bloggers whose content you're curating or bringing together as highly regarded, featured experts.
- Do be sure to provide 1 to 3 links to your experts. These could include an anchor text, keyword rich link (just use the title of their post), a read more link, and perhaps a link to their personal blog or to a social media (Twitter recommended). This third point is especially useful and appreciated when the original article was a freelance or bylined article they wrote for another blog - that way you'll be offering traffic direct to their home base!
- Have a mix of top tier experts and some with whom you're more likely to get a response from, and who will likely promote your post to their networks. The top tier experts (in our example Babauta and Foster) are not likely to acknowledge or promote your post, but lend considerable credibility (and promotability) to your central theme and message. Plus, the other experts will love being mentioned along with the big guns making it even more likely they will want your post to be sufficiently promoted.
- Send multiple tweets that mention the experts together and individually with a link to your blog post.
- Be sure to send a personal email from the author of the blog to each expert you included. Do not send a group email by CC'ing everyone. Make it personal and succinct with an appreciative tone. But do mention they were "featured" along with (names of the other experts).
- When the experts reply to your email, tweet or retweet your posts be sure to reply back and thank them. Look to build a relationship with them on social media and their blogs. Who knows, you may get an opportunity to guest post or have them write an article for your blog in the future.
- Massively useful advice from the experts posts like this, in addition to giving traffic numbers a boost, have the potential to generate links.
- List type posts work really well for curated content type posts like this.
- A variation of a curated, advice from the experts post is to do a post where you "ask the experts." In this case, reach out to well-recognized experts on your topic and ask for their best tip or strategy. For an example, see Kristi Hines: 32 Experts Share Their Best Blog Post Promotion Tips.
Learn More Blog Post Promotion Strategies
The above idea for creating a promotable blog post using the Elevation Principle can work many times over for you. You could include this type of post as a monthly staple in your blog's editorial calendar.
In addition to this, and variations on other ideas you may have, there's also a new course on blog post promotion by Kristi Hines of Kikolani I want to tell you about.
Blog Post Promotion: The Ultimate Course (affiliate link) includes dozens of strategies you can use to successfully promote your blog posts, which will lead to more traffic, subscribers, social shares, and more.
Kristi, a professional blogger, contributor and guest blogger in the online marketing space has poured a wealth of knowledge, personal and industry experience into this course. There are 16 modules, tons of bonus materials, and an 8 part tutorial on how to create promotable content.
I've signed up for the course and urge you to check it out. As Kristi will tell you, "You can't just create great content. You have to promote it!" Work at your own pace. Pick the modules you want to develop expertise in, jump around. You get lifetime access to the course, no upselling, and Kristi is adding fresh content on a periodic basis at no additional charge, ever!
Get all the details of the ultimate blog post promotion course, and save 30% with my discount code: PODCAST. (By the way, Kristi will be a guest on an upcoming Expert Interviews Podcast talking about guest blogging and blog post promotion tips.)
I'd love to hear your thoughts and tips on what works for you in promoting your blog or content.
On Sept. 6, 2013 Libsyn, a leading podcast hosting service, aired the B2B Inbound Expert Interviews Podcast (EIP) 30-second promo on episode 005 of The Feed (Libsyn's official podcast). Appearing in the opening portion of the show regularly hosted by Libysn's community manager, Elsie Escobar, the promo features this show's theme music bed along with a pitch by yours truly (Greg Elwell) that's punctuated with marketing terms and the names of some of my guest experts.
Listen to Libsyn The Feed Ep 005 Intro with EIP Promo
I was thrilled to have the opportunity to create that promo. It was also a great exercise in trying to whittle down the show's essence by also capturing the "sound" of it while creating enough interest in a mere 30-second spot. (Try it sometime!) That was followed by another invitation to podcasters, like me hosting on Libysn, to create a Feature Q&A to be posted on the Libsyn blog. Both were terrific ways to gain added exposure for my show, more so however, these and the other initiatives mentioned below, are even more remarkable, community building practices all marketers can learn something from.
Now, in case you're not familiar with Libysn, here's a blurb on who they are direct from their website:
"Liberated Syndication (libsyn) pioneered the system to host and publish podcasts in 2004. And since then has grown to the largest leading podcast network. In 2011 Libsyn hosted over 10,000 shows, with over 1.6 billion downloads, by 18 million monthly audience members."
Most podcasters I know use Libsyn to host their media files. I've used Libsyn since publishing my first episode, and currently have 26 shows hosted, streamed and played through iTunes and other directories worldwide. Their HTML5 Player (embedded above) saved me when Google and Yahoo! both discontinued their free audio players. And, for just $20 per month I get plenty of storage (400MB) and great stats to support the needs and growth of my show.
This isn't a post to promote Libsyn or my EIP show (wink, wink). It may have started off that way, but then it hit me, it's really about community building.
Podcasting is a little like playing golf. It's not so much a competitive match with the other golfers as much as it's about mastering the course (and your own demons). For podcasters the course involves equipment, software, format, systems, methods, workflows, verbal communication skills, dogs barking (and your own demons). Plus, it can involve getting the most from a guest if you have an interview type show - and I'm sure I'm leaving out a ton of other really important aspects of what it takes to produce a quality podcast! Podcasters, more than any other "sport" learn from and support each other. This is, I believe, the intent by Libsyn to help empower a community of podcasters by posting the following mission statement with regards to their weekly series of featured Q&As with podcasters:
"This series is all about showcasing Libsyn podcasters. Its sole purpose is to introduce these awesome podcasts to the world as well as share their podcasting insight to empower the community!"
I was delighted when Libsyn, on September 9, 2013 featured: Rockin' Libsyn Podcasts: The B2B Inbound Expert Interviews Podcast. Thank you Libsyn! I hope my journey so far helps, inspires or equips other podcasters with the courage to start or keep on podcasting!
As much as I like the service I get from Libysn, I like it that they've started their podcast as a way to support their community. I like it that they're focused on educating podcasters and explaining in detail how things work, and what it can mean for improving your experience. Learning how to read the stats by user agents to better understand how and where people are consuming your show is just one example of practical insights shared by Rob Walch, Libsyn's VP of podcaster relations on episode 003 of The Feed.
But I think what's really great is Libysn's focus on engaging, interacting with, promoting, and giving their community of podcasters multiple ways to interact and be heard. It's a model for building, supporting and growing a tribe. What better way to get your voice heard than to be invited, with open arms, to participate in a community and have the opportunity to be further discovered? That's exactly what they've done, not only with featuring podcasters via promos and featured Q&As, but with Twitter and Facebook, too. Like a ball of twine, growing more significant with each wrapped strand, Libsyn is building a strong community, one podcaster, one promo, one feature, one tweet, one conversation, and one like at a time.
One thing seems clear to me: podcasters, and those in their ecosystem, make great comrade in arms. There's just something unique and special about how they help support, promote and encourage each other - greater than I've seen with any other creative or marketing type of fraternity, bloggers included. There's a sense that we're all in this together - a rising community of podcasters indeed lifts all shows.
So, even if you're not into podcasting or a current member of the podcasting brother- and sister-hood, pay attention to how this group builds community. It may just help raise some tide around your fleet as well.
And, if you are, or about to get into podcasting, check out Libsyn, subscribe to the show in iTunes, and become part of a thriving, one-for-all and all-for-one community.
What works best for B2B content marketing?
According to a recent survey, the B2B Content Marketing Report, respondents reported customer testimonials (89%) and case studies (88%) are the most effective content marketing tactics. The survey (snapshot shown below) was conducted by Holger Schulz in the B2B Technology Marketing Community group on LinkedIn, with results posted here on Slideshare.
Why are customer success stories effective?
Have you wondered how to create a really great customer success story, or how you might use it in your marketing?
Customer success stories (AKA case studies) can be powerful tools for B2B Marketers. Their primary purpose is to help introduce a prospect to a product or service in the context of a successful implementation of it by another company.
They work particularly well towards the middle and bottom of the sales funnel when potential customers are looking for some real-world examples with a touch of radical transparency (You may recall from my podcast interview with Jay Baer on creating massively useful marketing with Youtility: prospects are looking for robust, detailed information about how your products/services work in the real world.) Customer success stories can be effective to illustrate just how inherently helpful your solution can be.
The most effective and compelling B2B marketing case studies are those where the focus is clearly on the business implementing the solution, not on the company who sold it.
They work even better when the buyer is positioned as the "hero" of the story, with the seller offering guidance, and of course the solution at the opportune time. Think of the customer as being on a quest (more on the quest story plot later) to solve an important business problem in much the same way Indiana Jones set out to find the Ark of the Covenant, and unlock its power.
Moreover, a well-crafted case study is essentially a story of the buyeys' journey. As such, to resonate with other potential buyers, it should contain elements of effective storytelling. Otherwise, it may simply come across as bland, unbelievable, or worse still, a self-promotional advertisement. And no one finds those helpful or compelling enough to warrant taking the next step.
Here's how to go about crafting a compelling B2B customer success story:
Engage with your customer as a willing participant
It should go without saying, but I will anyways: a customer success story is as much, if not more, about the customer as it is about your company. (Duh - this might be why they're called "customer success stories!") So for goodness sakes, first discuss it with your customer! What's in it for them? Position it as a tool they will be proud of and can use perhaps in their own marketing and client relations. After all, your customer is the true hero of the story. So collaborate with them from the very beginning and all the way through to make it truly shine.
Begin by answering some key questions
The most important part of constructing a compelling story is taking the time to ask good questions. For starters...
- What’s the purpose of your case study?
- Who is the audience/buyer persona you are targeting?
- What do you want them to do upon reading the case study? What’s the call-to-action?
- How will you publish and promote your case study?
- How can your customer use it to their competitive advantage?
Think about the customer situation, the experience and situation around the sales and delivery process. Be curious. Don't be satisfied until you uncover the "real" story. Be like Peter Falk in the T.V. Series Columbo, "Excuse me, but there's one more question I'd like to ask before I go." Keep asking questions like:
- When did this take place?
- What were the circumstances at the time?
- Who was involved (people from client and company side, roles)?
- What was the main problem, goal, project or opportunity?
- What did the customer stand to gain or lose - what was at stake?
- Were there people who were especially helpful or difficult?
- What information and/or rationale supported the direction to seek your solution?
- How did this involve a change in what was, with what they were moving to?
- What resistance, conflict, complications, and tension did they experience?
- How did you or the team overcome these obstacles?
- What emotions of fear, pain or pleasure were present?
- Were there any surprises, twists or turns or unexpected outcomes.
- What is the one thing you'll always remember about it? Nancy Duarte in Resonate calls this a S.T.A.R moment: Something They'll Always Remember. These are powerful insights to include!
- What was the solution (your products/services)? And briefly explain how your technology/solution/service/product works.
- What was the final resolution or outcome?
- What did they/you learn, or what was the moral of the story?
- What key takeaway or core value came to light at the end of this story?
- What are the key benefits the customer realized as a result of adopting your product or service?
- Get the cooperation of your customer and some quotes. Share how this will benefit them and how they can use the success story to their advantage. What’s in it for them? Can you combine this with a news release to get them more exposure? Remember to make them the hero, not you, your company or your solution. It should be about them.
Use the quest story plot to give it structure
The quest story plot is a well-recognized format used in literature, musical theater, novels and the movies. It also plays out in real life and people will identify with the structure and elements of it as you tell the story. It’s an excellent format with which to tell a customer success story: a journey which pulls the hero to some distant, all-important goal.
A Suggested Format & Structural Flow:
- Create a working title.
- Describe the situation prior to implementing the solution.
- Make a transition. This is short, but should indicate the key driver that led to making a change and what prompted the customer to go on the quest for a better solution. "Blue Sky Inc. knew their self-managed and hosted IT infrastructure was no longer sustainable...so they turned to the cloud."
- Recount the challenge and the turning point (and any final ordeals) to adopting the solution. These are things that may have been encountered just before or while finding and adopting the solution. Quests don’t normally go smoothly, be honest about the journey. Others will identify and find interest in the twists and turns. Also, you might describe alternative solutions or options tried or considered, and why they weren’t the right fit.
- Describe the solution to the problem.
- Convey how things are different now – the results – lessons learned.
4 Main Structural Sections to Include in Your Completed Case Study:
Now take everything you've probed, gathered and thought of thus far and begin to write out your B2B customer success story in these four parts:
Section 1: The Pre-Solution State
Section 2: The Challenge
Section 3: The Solution
Section 4: The Results
Additional Tips & Resources:
Formula for writing an effective title for your success story:
Client name plus verb plus benefit plus solution equals your headline.
B2B Example: Blue Sky Inc. Sees 30% IT Cost Reduction with Cloud Computing
Think of these as mini-headlines to help identify the sub-sections of your case study and engage the reader’s interest.
The Challenge section example: Achieve Greater IT Cost Predictability, Speed Application Deployment
The Solution section example: SaaS Implementation Model Lowers Human, Infrastructure Costs
The Result Section: Blue Sky Inc. Speeds Deployment of New Applications, Sees 30% Reduction in Asset Cost
But wait, there's more…
- The title is everything, make it compelling and indicative of what the customer gained by adopting the solution.
- Compelling case studies are stories about people. We need to understand the human side of the problem.
- Think about it as an adventure and use elements of good storytelling in a conversational way to describe what took place. And remember, facts are important, but people make decisions based on emotional appeal. The best way to unite your ideas with emotion is by telling authentic stories.
- Position your customer as the hero of the story, not you or the solution. As the solution provider, you are in the role of the guide helping your customer through the ups and downs, twists and turns along the path.
What's your next customer success story going to be?
I'd love to hear how you may use this info to craft your next customer success story. Please drop a line in the comments below about that, or share how you've used success stories in the past.
After reading Viveka von Rosen's excellent book, LinkedIn Marketing: An Hour a Day, and discussing how to make LinkedIn work better for you on my podcast with her, I decided to spruce up my LinkedIn Company Page.
I have a ways to go, but focusing on the Home tab which included making and uploading a banner image was a good start. The other major feature to update and optimize for me was the Company Description (see example below).
Here I share with you the updated information on such things as image sizes, character limits and thoughts gleaned from Viveka on how to best optimize these sections to showcase your business in the best possible light.
Look at it this way: LinkedIn has given marketers and business owners the ability to create an informative, helpful and engaging company presence. Why would we not want to take advantage of these features and assets to help our business stand out and generate potential interest in our products, services, and so much more?
This guide covers most of the editable fields and features of the "Home" section of your Company Page:
- Company Page Banner Image
- Company Description
- Standard Logo and Square Logo
- Company Specialties
Let's get started!
Company Page Main Banner Image
The main company page image or banner will sit at the top of the company page, just below your logo and before your Recent Updates or Company Description. Prepare image to these specs:
- Max size is 2MB (Formats accepted: PNG, JPG, GIF)
- Image must be 646 X 220 pixels or larger
- Image may be cropped once it’s uploaded
What to include on your company page image:
- Key message/value proposition to potential customers/followers
- Could feature a new product or service (like HubSpot is currently doing with Social Inbox – see below)
- Banner is NOT a clickable CTA – it’s for messaging and branding purposes only
- Make it visually appealing and attractive to potential followers
- Include elements consistent with your brand guidelines – color scheme, imagery, typography, etc. (Do not include your logo in the banner image - you will be able to include your company's standard logo just above the banner image - logo instructions below)
Banner Image Example: HubSpot
Note: You can drive potential followers to your company page by selecting and using your company page URL in marketing promotions such as e-newsletters, blog articles, other social media updates, and off line/print communications and events.
Your company description is accessed via the company page, “Home” link and will be positioned just below your updates. Prepare your company description with these factors in mind:
- The company description window requires a minimum of 200 and maximum of 1,500 characters. (I suggest using the maximum!)
- Use plenty of whitespace, bullets, CAP some key terms, etc. to make your key messages standout. (I recommend you prepare your company description in a Word document with desired formatting and then paste it into the LinkedIn window.)
- Sprinkle keywords throughout your description and write it for the user and what’s in it for them.
- Consider speaking directly to your LinkedIn audience. Something like: “We are glad you found our LinkedIn company profile. Check out our Services…” (Viveka von Rosen, LinkedIn Marketing: An Hour a Day).
Here's how my Company Description reads:
About B2B Inbound
Welcome to the B2B Inbound, LinkedIn Company Page!
Follow this page for industry updates, company news and up to date information on our products and services. Plus, we occasionally run promotions exclusive to our LinkedIn community of followers, and will announce those right here! CLICK THE FOLLOW BUTTON ABOVE TO FOLLOW B2B INBOUND!
At B2B Inbound, we are primarily focused on providing professional CONTENT CREATION SERVICES for clients’ websites, blogs, landing pages and any other digital or inbound marketing initiative. Our content marketing and creation services include:
• Blog article writing
• Web copy and editing
• E-books, white papers, etc.
• Landing page copy and content
• Customer case studies
• Online news releases
We also provide CONTENT STRATEGY and INBOUND MARKETING planning, services and campaigns such as:
• Blog launch or re-launch
• Podcast strategy, hosting and production
• Overall content strategy with an online editorial calendar
• Sales lead management (lead nurturing) campaign planning and execution
• Social media planning, coaching and training with LinkedIn, Twitter and Google+
B2B Inbound is a CERTIFIED HUBSPOT PARTNER. We help companies get up and running with the HubSpot's integrated marketing tools and assist or fully manage clients’ HubSpot portal along with executing campaigns and reporting results.
Contact Greg Elwell with any questions or needs you may have for our services at email@example.com or (707) 745-3503
inbound marketing, HubSpot partner, Internet marketing, search marketing, content marketing, social media marketing, blog article writing, web copywriting and editing, email marketing, lead nurturing, podcast production and hosting, customer storytelling
It's a start. What do you think?
Standard Logo and Square Logo
The standard logo is the one used in the upper left section of your company profile page. The square logo will be used in the network updates. Sizes are as follows:
- Standard Logo: 2MB max., 100 X 60 pixels max, PNG, JPG or GIF
- Square Logo: 2MB max., 50 X 50 pixels max, PNG, JPG or GIF
I recommend using the maximum size allowable!
When you’re editing your company information and description, you may as well update and add to the specialties feature. You get a maximum of 256 characters to list all your specialties. Use descriptive, keyword-rich terms your potential followers and customers would recognize and be interested in. These will show up at the bottom of your company description content.
For more on LinkedIn marketing...
Check out the show notes and podcast I did with Viveka von Rosen on LinkedIn Marketing Essentials! (Includes tons of show notes and other LinkedIn resources!)
Question: Have you optimized your LinkedIn Company Page? And what are you doing to promote it?
A note about this post: This is a companion article to two podcast interviews I conducted. One with Amber Naslund of SideraWorks on the topic of social business, the other with Katie Burke of HubSpot on lovable marketing and culture. Thanks to both Amber and Katie for the thoughts shared and actions taken to move these important concepts forward in practical ways!
I am experimenting with expanding and cross-pollinating coverage of topics between the mediums of podcasting and blogging. If you've been reading this blog, thank you! You may also find the B2B Inbound Expert Interviews Podcast of value (and convenience). Either way, thank you for listening and reading!
In this connected, competitive and converged era, businesses are having to re engineer processes and communications to compete, stay alive and thrive. Not just to delight, acquire and retain customers, but team members, too. And the investments they are making in flattening the organization, to open up and gain a more collaborative, participative, connected and honest culture is paying off, big time.
Take Cemex for example, the global building supply company. Amber Naslund of SideraWorks shared, on a recent podcast about social business, how Cemex created an internal social network that enabled over 17,000 of its employees in the first year to collaborate more effectively with each other resulting in improving product design and speed to market.
From this we may get the idea that conducting social business is just a fancy new term for doing social media. It's not. It's something entirely different. Amber pointed out on the show that social media is about tools and technologies, social business is about a way of being, it's more of a mindset and may or may not involve social media technologies.
Becoming a social business
While there may be many definitions and ideas of social business, here's one from a SideraWorks white paper, What is Social Business, I find most helpful:
"Social Business is the creation of an organization that is optimized to benefit its entire ecosystem (customers, employees, owners, partners) by embedding collaboration, information sharing, and active engagement into its operations and culture. The result is a more responsive, adaptable, effective, and ultimately more successful company."
Is this concept of social business relatively new to you? If so, I invite you to check out the show notes page and listen to my Expert Interviews Podcast with Amber Naslund on Social Business for a good primer.
Let me point out a few key elements from the above definition of what a social business is:
- First, it is about who you are and can become. It's about the creation (or recreation) of an organization from the inside out. It has to do with its culture and operations. It's about every member of an organization being a valued contributer. It's not about senior management proclaiming, "We are a World Class Organization" (WCO) in memos and company-speak. It's about being honest, transparent and open.
- Secondly, it involves the organization's entire ecosystem, and all of it's departments or functional areas. It's not just about what marketing, sales and customer service does; finance, R&D, IT, HR all get involved and are integral to becoming a true social business.
- Thirdly, it involves collaborating with active and authentic engagement with all parties.
- And finally, it results in progress and achievement of core business objectives.
As was pointed out in our podcast on social business:
- 84% of those engaging in social business improve their sales and partnerships
- 57% of companies who embed social business in their processes outperform their competition
In addition, a Mckiinsey report found that companies who have inserted social business into their processes found:
- 18% Increased customer satisfaction via customer service initiatives
- R&D experienced a 20% increase in time to market
- HR and talent management saw a 15% cost reduction and increased speed to knowledge among experts
Creating a lovable culture through social business
This holistic approach to becoming a social business in all facets of the business is fast becoming mandatory, not optional for most existing and new businesses. The focus of my Expert Interviews Podcast with Katie Burke of HubSpot was, among other topics, about HubSpot's Culture Code. This relatively new and fast growing software company is building itself on a culture of social business. It serves as a beacon to other companies seeking to succeed in this new connected economy.
If social business is more about the culture of a company, and creating a culture insiders truly love, then it's not so much about tools, technologies and snappy sayings. It's about activating a set of shared beliefs, values and practices that will not only serve to move the organization forward, but its members, as well.
For HubSpot, that means everyone is empowered and responsible for not only delighting customers (cooking up lovable marketing), but for creating an organization one would love to be part of in the process: lovable Culture.
Recently, Seth Godin called attention to HubSpot's emerging (lovable) culture in the post, Your manifesto, your culture. In it, he noted how they've chosen a difficult but totally worth it type of compass for moving beyond hollow mission statements. And instead, towards a path that better depicts what you stand for, who you will serve, and how you will fundamentally enhance the lives of all those you may touch.
It's The HubSpot Culture Code: Creating a Company We Love. You can view it embedded here. But you can't download or save it, as they are updating it as they go - item #10 states, "We are a perpetual work in progress."
Part manifesto and part company handbook, HubSpot's Culture Code is 155 pages - but it's not heavy reading - it's inspiring, entertaining, instructional, and aspirational. And, if you think of it within the context of becoming a social business with a lovable culture to benefit an entire ecosystem, you may just want to transform your business, too.
Take for example the social business trait of openness (transparency). The third tenet of their culture code states, "We are radically and uncomfortably transparent." And, "Power is gained by sharing knowledge not hoarding it." In practice, HubSpot makes company and industry knowledge openly available to employees on what they call, "The most interesting wiki on the planet." Examples of information shared include company financials, board meeting decks, management meeting decks, strategy topics and the wildly popular, lore and mythology section. Talk about being open, no one has an office at HubSpot headquarters. You don't need to knock or wait outside a managers office for permission to enter. Just walk right up or scoot your chair on over.
Empowerment, another key social business trait is evidenced in the HubSpot Culture Code. Empowerment, in practice, flows from openness: "The intent behind all this transparency is to support smarter behavior and better decisions." lovable cultures like this are built on trust. And trust comes from empowering team members to make good decisions without a lot of rules. HubSpot simplifies its decision making policy with just 3 words: Use Good judgment. And that means:
There are many more gems in this deck. Ones like a belief that organizations should be frequently refactored - a process of adapting, pruning and improving. The sum of these, and whatever else may be pulled out or pulled in can be argued to indeed make HubSpot a leader, not just in all-in-one marketing software and lovable marketing, but a leader in a business that's universally more social in nature with a lovable culture to boot.
Do you see signs of the need for creating a lovable culture through a social business stategy?
Learn more about social business & HubSpot's culture:
Bloggers love it when you comment on their articles, link to and share them with their friends and followers. You can do the same for podcasters - and they too will love you for it.
Leaving comments, sharing and linking to blog content helps the blogger in many ways. Most importantly, these activities foster engagement and helps the blog and blogger to grow. I'm not just talking about growing one's audience and influence, but it helps the blogger develop writing chops. It informs and helps to hone one's craft, voice and message.
Podcasters can have all that, too. Most publish a show notes page where you can listen or subscribe, read the highlights and gain access to the links mentioned in the show. Moreover, listeners can do the same for podcasters as they can for bloggers: leave a comment, share it with others and link to it from their website (blog) or bookmark it.
What usually happens is listeners subscribe to or have downloaded the podcast via the Podcast App on their Apple device. The host of the show mentions how to get access to the show notes by going to a particular URL (website address). It needs to be really simple because people who are listening in their car or during their workout are away from their computer or tablet and need to remember it. In my case, I usually say, "Go to B2BInbound/Podcast to get access to all the notes and links for this show." This page then lists all of my podcast episodes with links to their respective show notes page.
Now one of the advantages podcasters have over bloggers is Apple's iTunes Ratings & Reviews. The ratings and reviews feature on iTunes, along with podcast downloads and other factors greatly help podcasters get discovered and keep their show visible to potential new audience members. In a sense, it's a form of crowd sourcing what's popular in podcast shows.
I won't go into the details of how this works. But if you're a podcaster, or thinking of starting a podcast, I recommend checking out two resources that will be invaluable to you as you begin to put your show together, or look to improve an existing show:
But I digress. We are talking about the importance of iTunes Ratings & Reviews to a podcaster, and how this is an added bonus he or she has over bloggers. Then, in just a short while I will explain exactly how to leave a rating and review.
I heard recently there are over 420 million blogs and around 250 thousand podcasts published. If you have a blog you want to be found on Google. If you have a podcast you want to be found on iTunes. How you get found on iTunes is through ratings and reviews.
Think of it this way. The number one destinations for discovering and consuming content are as follows:
- Google: number one search engine for topics of interest and research on the Web
- YouTube (owned by Google): largest search engine for videos
- Amazon: the main place to go for books
- iTunes: major directory and search engine for finding and subscribing to podcasts
My point is if you're a podcaster you're going to love having your show on iTunes and will work your butt off to make it more visible - something after 12 episodes I am acutely aware of. Yesterday I checked and my Expert Interviews Podcast was listed somewhere in the middle of the pack in the What's Hot in Business > Management & Marketing category. That's like being on the 10th page of Google - no one is going to find it there! Today, it doesn't even show up. Yikes!
So there's a couple of things you can do to help make your podcast more visible.
Optimize your iTunes listing
If it can be publicized on the Web it can be optimized. This also goes for iTunes. When I first published my podcast I didn't fully realize how important it is to have search- and human-friendly terms contained in your podcast title, host name and description. I've since seen the light.
Pat Flynn, in the aforementioned podcast, SPI064 details this nicely in the segment on optimizing your iTunes page. I use the Smartcast feature in Feedburner to supply this information, but there are other means available, too. There are three sections to optimize:
- Title. Don't just have the title of your show as I did with the "Expert Interviews Podcast," but include some keywords relevant to what your show is about, and which others may use to find your show in the iTunes search bar. I've since changed mine to read: "The Expert Interviews Podcast: Inbound Marketing |Content Marketing | B2B Marketing." Before, people could find me by searching "expert interviews." Now, as I demonstrate in the video, my show can be found for the search terms, "inbound marketing," "content marketing" and "B2B marketing." There is a character limit so you'll need to experiment with this, but I suggest using as many of the characters available as possible to cover as many of your primary keywords that you can. It will only serve to make you more findable.
- Podcast Author. Again, I just started with my name, Greg Elwell. But you can add much more info that will help people get to know more about you and what your specialties are. This is a little like LinkedIn's professional headline where you showcase your specialties, what you want to be known for and the market served. My new podcast author is "Greg Elwell: B2B Content Marketer, Writer and Thought Leader." A search for "content marketer" or even "thought leader" in the iTunes search bar now pulls up my podcast. It took only about 24 hours since the time I changed it to when it began to appear for these terms.
- Podcast Description. My original description was just a couple of sentences. Now, it goes into greater detail on what my show is all about, who I have on it, my goals for the show and what listeners can expect from my style of interviewing, etc. And of course, I've also included several of my most important keywords throughout the description. I suggest trying to make this interesting and compelling so others will want to listen or subscribe to your podcast. Finally, I indicated where listeners could go for more information and show notes to the episodes.
I'll be honest, it's kind of cool searching your name and keywords in iTunes and seeing that you do pop up in the listings. If you do a decent job with this, you'll find your show appearing right alongside or even before the big hitters and top rated shows!
Using the iTunes Podcast Directory
Here's a video tutorial I put together to show how listeners can search and find podcasts in the iTunes podcast directory they might be interested in listening or subscribing to. It demonstrates how to do general and category-specific searches. And it also shows podcast producers how important it is to have an optimized title, author name and description as discussed above.
How to Leave a Rating & Review in iTunes
I really started this post to talk about how important it is to being discovered in iTunes through ratings and reviews. Certainly, optimizing your iTunes listing as I've discussed will help you get discovered in keyword searches, but ratings and reviews are the holy grail of getting noticed and growing your show.
If you're just starting out and haven't submitted your show to iTunes yet, I really do recommend you listen to the podcast interview with John Lee Dumas on his eBook, Podcast Launch. You will learn why the first 8 weeks of the launch of your show is critical and how to get into the New & Noteworthy section of the podcast listings for your category.
But I now want to speak to podcast listeners vs. podcast producers. I want to encourage you to leave a rating and review for the podcasts you subscribe to and/or the episodes you listen to. It will mean so much to the author or host of the podcast. Beyond helping to make shows more visible, ratings, and particularly written reviews given honestly and objectively, can be instrumental in helping to improve the show's quality.
Here are the steps to follow:
- The first think you'll want to do is find the show in your iTunes software or account. Currently, you cannot leave a rating or review from within the Podcasts App. Hopefully, in the future you'll be able to.
- Open iTunes on your computer. Alternatively, some podcasters have a Subscribe in iTunes link or button on their show page - click that - it will take you to the iTunes Preview Page for that podcast.
- If you are on the iTunes Preview Page, click the "View in iTunes" blue button just below the show's artwork. You may be asked to choose an application in a pop-up window. Choose iTunes and click "OK" to be taken to the directory listing of that show in iTunes. Click on the Ratings & Reviews menu link and you will be taken to the screen where you can now rate and review the show.
- If you are already in iTunes, click on the "iTunes Store" button at the top right. Click "Podcasts" on the top menu and browse by category or keyword, or simply type in the name of the show you want to give a ratings and review for. For example, searching for "b2b inbound expert interviews" will get you to my show :-). When you locate it, click on the artwork (image) for the show and you'll be taken to the page where you will see the "Ratings & Review" option.
Video Tutorial: How to Leave a Podcast Review in iTunes
For you visually-oriented listeners, here's how to do what I've outlined above in a quick how-to video:
Mentioned in the above tutorial: Why five star reviews aren't as powerful as four star reviews in Amazon, by Andy Traub. (Same principle holds true for podcast reviews in iTunes.)
Share Podcast Shows with your Network
One of the pretty cool things you can also do is share a link to the show page in iTunes to your friends and followers on Facebook and Twitter. You can also copy the link and send it out via an email message.
Just go to the show page again for that podcast in iTunes. You will see a little pull-down arrow right next to the Subscribe button (see illustration to the left). Click that and select how you want to share it.
You have 4 choices: Tell a Friend (sends an email from iTunes with a link to the show), Copy Link (then paste it where ever you want - in your own email, share as a status update in LinkedIn, etc.), Share on Facebook (pre-populates a status update with link and image), or Share On Twitter (pre-populates a tweet with the link that you can send out with just one click). Of course you can modify these posts before sharing them with your network.
Here's an example of a tweet I sent out by clicking the Share On Twitter option:
Most podcasters I know work hard to produce quality content their listeners will find helpful and valuable. Giving them some props by ratings and reviews, and spreading a little love by sharing their show with your contacts will go a long ways towards encouraging them to keep up the good work.
Here's how it looks as a Facebook share:
Hope you've found this post with the video tutorials helpful. What questions or comments do you have about how to make a podcast more visible in iTunes?
Sometimes, even well-written headlines, web copy, landing pages and blog posts fail to engage and move people to take action. By take action, I mean to sign-up to an email list, download a white paper, buy something or just make a tiny shift in consideration of an idea or different course of action.
This is, after all, the goal of content marketing - to persuade and trigger action. This is what the Content Marketing Institute clearly indicated in the article What is Content Marketing?:
"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."
Does your content marketing efforts too often fail to drive others to engage, to take action? Any action? If so, maybe you're just being a little too nice and you need to spice it up a bit with some good old-fashioned conflict.
I'm not talking about intentionally rubbing people the wrong way, being nasty, negative or picking fights. I'm talking about introducing the element of a tug-of-war between two ideals; a struggle of opposing forces, viewpoints, paths or practices that reveal what it is to be vulnerable, human.
The reason conflict is so arresting is because we are wired for it. And we experience it, daily. Like the opposing poles of a magnet pulling and repelling, our world is full of do's and dont's, good vs. evil, resistance and cooperation, storm and calm, war and peace, what is with what could be.
Here are a few techniques for inducing the element of engaging conflict in your content:
Uncover the differences between two things
If you look in the margin of this blog under "Most Popular Posts" you will find: What's the Difference Between a Press Release and a News Release? Is there a difference? I'm not sure. But I noticed people were using the terms somewhat interchangeably and I sought to understand if there was a difference, real or perceived, then formed my own opinion and wrote about it. Here's the mysterious thing. It is not, by far, one of my most well-written blog posts. And I've been tempted to re-write it. But why mess with whatever pull or push this thing has done?
Creating elements of conflict in your content is more important to engagement than how well you write. [Tweet that]
As I write this, Seth Godin came out with the post, Writing tip: say it backwards. In it he basically says instead of stating the obvious and what people expect, say the opposite: "That your software might be overpriced." (Gasp!) "Then tell us why. We'd love to know how you're going to wriggle out of that." Conflict connects. resolving it sells.
You can do this too. Where is the tension, wonder, opposites and interest in terms, concepts, practices or ideas surrounding your business and industry?
Examine your "Story" from the villains's perspective
On the hero's journey we heed the call, but along the way dark forces (internal and physical) oppose and aim to destroy our dream of dreams. Conflict. War. In this clash we face key moments where we, like David, must trust what we got to defeat our Goliath. Victory comes. But tomorrow's another day. Another battle ensues.
This is our life. The ups and downs. This is what we know: Tension. Resistance. It is what stirs our emotions, gets our blood pumping, and makes us pay attention, get engaged.
And, if we find ways to include the elements that all good stories are made of in our content, we just might find it connecting, resonating with listeners, engaging and moving them to take action.
The struggle between what our hero wants and the opposing villainous forces makes for great storytelling. And storytelling is the content creator's best friend. Why? One of my favorite teachers on storytelling is Nancy Duarte. She writes in Resonate: Present Visual Stories That Transform Audiences, "Storytelling creates the emotional glue that connects an audience to your idea." One of the techniques writers and content creators can employ to help pinpoint and draw upon this emotional glue is to look first to the villain. What does he want?
Start with the Villian, suggests Steven Pressfield. If you know what your villain wants, you know the counter-theme,and what your hero wants. Looking at what you want to get across from the standpoint of what might prevent it from happening will open up fresh insights and inspiration. And once you have that, you have everything you need to fully engage your audience - and make them feel something.
Craft a hint of conflict (and hope) in your headlines
You may have noticed I'm a big fan of Michael Hyatt and Ray Edwards. In a recent guest blog, Edwards wrote an article for Hyatt's blog entitled, 5 Headline Templates That Grab Readers. If you look closely, every one of the 5 types includes an implication of conflict along with something that could be improved upon.
- How-To Headlines: How to Write a Blog Post Every Day (targeted to those not writing daily)
- Transactional Headlines: Try These 5 Tactics for a Week, And Be Twice As Productive (appeals to those struggling to be more productive)
- Reason-Why Headlines: Why Your Blog Posts Get Ignored, And How to Fix That (we don't want to be avoided, we want to be noticed!)
- Probing Question Headlines: Why Don't Doctor's Get Sick? (do you want to learn the secrets of turning sickness into wellness?)
- If-Then Headlines: If You Can Follow a Recipe, You Can Write Better Headlines (my headlines suck...but there's hope...recipe?)
I've mentioned this before, but there's a great little book I keep at arms length. It's David Garfinkel's, Advertising Headlines that Make You Rich. You may cringe a bit when you hear the term "advertising," don't. Instead, get beyond this (conflict) and see what you can learn from direct response copywriters. The book shows you why these headlines work and how you can adapt them to make them work for you.
I'll share just a few examples. Notice the underlining conflicts, emotions and promise these headlines elicit (emphasis added):
- Get Rid of Your Money Problems Once and For All
- Do You Make These Mistakes In English?
- Five Familiar Skin Troubles - Which Do You Want to Overcome?
It's been said that 75 percent of the buying decision in a print ad is made at the headline alone. I believe the same can be said for the decision to engage with your content - it begins and ends with your titles and headlines. And all we have to do is inject a little trouble in River City to make them more enchanting, interesting and engaging. Learn more about turning mundane blog titles into enchanting front doors.
Question: What's one of your favorite techniques for introducing the element of conflict to better engage your audience? Please leave a comment below.