I Quit My Job. The Reason Why Will Surprise You.

Sorry were you looking for content about quitting your job and/or Super Mario Bros? My bad…

Ever click on a link and the resulting content is not at all about what you clicked on or it wasn’t exactly what they promised? Find it annoying and frustrating?

The term for this tactic is “click bait”, and this is where the internet seems to be moving. More and more marketers are using this same methodology to maximize clicks to their free downloads. Promise something big to encourage form completes, meanwhile the actual content is a shadow of what was promised.

It’s annoying. It’s frustrating. And it’s not sustainable for building a business. Continue reading “I Quit My Job. The Reason Why Will Surprise You.”

We Want to Make Your Business Smarter!

NorthIQ Email Newsletter

My favourite email every week is Mark Evans Weekly Startup newsletter.  Not only does he feature some of his own content every week, but he rounds up a ton of other content each week.

It’s a curated email of incredibly valuable information. Check out a recent issue of the newsletter.

Craig and I send each other links almost daily. The other day he asked a simple question.

“This is cool stuff, why don’t we share it with more people?”

It was so obvious! Of course, why aren’t we sharing this out? We’ve got the tool (MailChimp) to do it, we even have a small mailing list.

Sign up to the NorthIQ Smarter Business Newsletter

Continue reading “We Want to Make Your Business Smarter!”

How Marketers Ruin Email

Why Do Marketers Ruin Everything?

I signed up for a PDF a couple of weeks ago about something I was moderately interested at the time. To be honest, I saw the file, and was interested in .

Immediately I got three response emails. One contained the PDF that I wanted, the next one (sent five minutes later, before I could even download the file) was a follow up question, and the next, sent 30 minutes after the first, was an urgent plea for me to join a webinar in the next hour.

I kept up with the mailing list for two weeks, and I counted the emails that were sent to me, in the end there were 38 emails delivered to me over the course of 13 days from this one marketer. Continue reading “How Marketers Ruin Email”

Storytelling is a Powerful Content Tool

Storytelling in an era of echo chambers

It was a Saturday morning, I was just sitting on my couch when my phone pinged to let me know an email had arrived. I put down my coffee and looked at the notification. It was my friend Jonathan, and the subject had one word. “Help.”

“I’ve been posting online for a month now and I’m not getting any traction at all. I don’t have a bunch of money to put into ad words, and people tell me that I’ve helped them in the past. Why can’t I get any traction online? It seems like everyone is shouting and nobody is listening,” he asked.

He was right, I struggled with how blunt I was going to be, I saw the problem – the reason nobody was reading Jonathan’s posts was that they were boring, unoriginal, and had no unique point of view.

“You’re right, Jonathan, Twitter often feels like a big, vast echo chamber. The idea is to present a unique point of view in a way nobody else is doing it. You’ve got some awesome insights, but you’re fighting against the big guys, they’re louder, there’s more of them, and they aren’t afraid to post constantly. You seem afraid to actually take a position, so you’re showing two sides to the story when we both know one of them is right and the other is wrong. Let’s meet for a beer (my treat) and we’ll put together a plan.”

What Jonathan needed was to tell a story, he didn’t need to “share his unique value proposition.” We sat down for an hour, and I explained to him how storytelling works.
Continue reading “Storytelling is a Powerful Content Tool”

How to Write Content That Helps Find Your Customers

Content That Finds Customers

We have previously written about “Getting Started in Content Marketing” where we discussed content strategy, and what you want to get out of the experience of content marketing, where you will send people, what channels you’ll market with, how to format your postings, and how you’ll know you’re successful.

In our NorthIQ Smarter Business Guide we talk about figuring out who your customers are and creating personas around them.

Today we’re going to discuss how you can use content marketing to find your customers. Continue reading “How to Write Content That Helps Find Your Customers”

Simple Rules for Writing on the Web

Zombies and Giant Fluffy Kittens

When you’re writing on the web, you need to think about your what your message is, and how you will tell your story. A great idea with poor execution will fail. Great execution with a bad idea will fail. You need both a great idea with an amazing “hook,” and you need to execute on that idea well.

Well-written content will be read by more people, more often, and will be shared more than poorly written content.

There’s a few simple rules you can follow to make your writing better. Continue reading “Simple Rules for Writing on the Web”

Getting Started in Content Marketing

Content Marketing Journal

Communication is the key weapon in any marketer’s toolbox. Content Marketing is a trendy term now. Companies and people are using high quality content to get more traffic, and to build more leads. In order to effectively content market you need to understand the basic principles of communication that will get your content noticed.

Before you even get started in content marketing there are several things you need to have ready. Continue reading “Getting Started in Content Marketing”

Digital Sharecropping is Dangerous

Digital Sharecrop DonGraham flickr23155134n06

Sharecropping is a farming term for growing your crops on someone else’s land.  The land owner gets paid for the use of the land, and you get all of the risks and rewards that come along with the crop itself. It’s an ancient tradition, and it usually benefits both parties. However, as the share cropper, any investments you make to the land are ultimately to the landlord’s benefit. If you take really good care of the land, and make it more fertile, the landowner can raise your rent the next season, or change the terms of your lease.

The same is true in the digital world. Continue reading “Digital Sharecropping is Dangerous”