How does great content help you out? More importantly, how can great content ever solve any problems?

We talk about this a lot here on The One Forward. In fact, here’s a good post from Romack on how to cut through the noise and really improve the content you put out there, as well as this post on diving deep with your message – but what are we saying? And how will this help you?

Well today, I want to give you three practical reasons for consistently putting out great content for your online audience, and how it can help you solve problems for your brand or business. This isn’t the end of the discussion, and I welcome your thoughts on how great content will prove a truly valuable tool to help your brand solve problems online – but these are the three I’ve come up with for today. Give them some thought, and ask yourself if you’re seeing these results with your content… If not, you may want to consider your methods.

1. You’re Building Authority
   When you write content (and I mean everything from your blog to your status on Twitter), do so with intentionality. Care. Provide content you think others may want to know, and do your best to only speak on those things that you know well. Topics relating to your brand and your industry. When you do this, over time if you truly do know what you’re talking about, people including your potential customers will come to you expecting the consistently helpful information and insight you give. You will establish in their minds a perception of authority on the subject at hand, and if you as the authority, can then turn around and inundate those who respect you with your gratitude – you can bet you’ll be swimming in a sea of loyal fans, anxious to buy whatever it is you’re selling.
2. You’re Ranking Higher
   The second, and not-so-obvious added benefit of writing consistently great content, is that you’ll start seeing your brand rank higher in search results. Really? Really. After all, what is it guys like Google are really looking for (I mean, aside from total world domination)? They’re looking for pertinent, relevant content. But what about SEO? Am I saying you can achieve the same results through great content that you could with traditional SEO practices? Well… In a way, yes – but let’s not focus on that today. I might just so happen to talk about that with my next post. The bottom line though, is this: When you put out consistently relevant content that is pertinent to your industry and your brand, and to the consumers out there looking for it – Google/Yahoo/Bing will find that content, and you will rank higher as a result.
3. Do the Math: You’re Converting More
   If the first and second points are true for you and your brand, then this third point becomes true as well. If you are the perceived authority, or at least have some perceived authority in your field of expertise; you inundate your fans with gratitude and caring; plus you’re driving more traffic to your site thanks to this great content that search engines are finding that makes consumers want to buy/subscribe/whatever it is you need them to do – then you will convert more, plain and simple. Yes, there are other factors in conversion, such as how easy it is for a consumer to follow your call to action, but if you are their trusted authority in your industry, and you’ve been regularly putting out great content to earn and keep that trust – your customers will do just about whatever it takes to buy your products. Making it easier for them to do so, then becomes an afterthought at that point.

What content are you building right now? Is it for yourself, your boss, or someone else? How do you establish authority for the brand you represent? Let us know by leaving your comment below.

Content courtesy of The One Forward Blog and Community. "Solving problems with content."

For this special Friday post, I want to start off talking about something near and dear to my heart – my daughter. Just the other day, this beautiful, 16 month old little girl started really, truly walking for the first time! Yep, she’s a late bloomer, and although she’s been taking some steps for about two months now, she’s finally actually putting two-and-two together, and realizing, “Hey, this really IS the best way to travel!”

But the funny thing is, that just the other day, when it all started to “click” for her, you could read it all over her face that there was still some uncertainty in her brave decision. You could tell she was still contemplating whether or not it was really worth the effort to make the transition from crawling to walking – I mean it’s so much easier to just keep crawling than it is to learn how to walk, right? It was like she was just teetering on that edge, and it really could have gone either way at that point. One good push forward, and she’d be walking in a flash – but one good bit of doubt, and she’d be back on the floor again, maybe to try again another day.

And that’s the way it seems to be with most kids, even though some, like my son who was walking at around 9 or 10 months, are simply more eager and ambitious than others, and don’t seem to take as long to “catch on” to the concept.  Either way though, it’s a BIG deal to start walking. It’s unknown territory for us at that age, and even though we see everyone around us walking, there’s no tangible proof that it’s actually going to make our lives so much better when we do it ourselves. Plus there’s the actual hurdle of taking those first few steps, getting our coordination down, and well, learning how to do it. Why make the effort to jump into something you’re not even sure is going to make your life better (you can’t possibly imagine how it will change your life, forever for the better), when it’s so much easier to keep crawling? We all have to realize that for ourselves, and for some, like my daughter, it simply takes a little time.

So it is with social media. More often than not, when a brand or business, and those individuals who represent those brands, take a look into social media they think, why do I really need to make the effort to get into that? I’m already advertising, I’ve already got a marketing strategy, and who’s to say this is really going to make my life that much better? Sure, we here in the industry retort with our own and even other “expert” opinions, but again, it’s like watching everyone around you walk – you can see that others are doing it, and have made it work for them, but your quite comfortable right there where you’re at on the floor, and you just might not feel like it’s worth the effort!

To take that one step further, there are even brands and companies out there who’ve “tried” the social media thing – and it just didn’t work for them. They took a few steps, but then that surge of doubt rose up and they just decided they’d probably rather wait it out, until the pressure to walk was off. But much like we all have to realize when we’re oh so young – we all have to learn how to walk! If you’re capable, you will learn how to walk – it’s just in our DNA to do so. If you have a brand or a business these days, you WILL have to learn to incorporate social media into what you do. Why? Because it’s in the DNA of every single one of your customers to look for brands that at least attempt to make a connection with them. It’s in the DNA of your customers to want genuine communication from their friends, family members, and even the brands they look to do business with on a regular basis. Communication and social interaction is so deeply integrated into who each of us are as humans on this planet, that even a natural introvert like myself can realize that if you hope for your brand or business to succeed and continually attract the attention of your customers, then communication and social interaction has to become part of YOUR DNA as well.

The ship has sailed on whether or not social media is the best way to travel (and communicate your brand online). So don’t let the train leave the station! If you’re out there wondering whether or not social media is worth the investment, remember your DNA. Your current and potential customers are all out there waiting to hear from you, and pretty soon they’ll make the choice whether to go back to your brand, or to your competitor based on which of you were able to create that personal connection with them that their DNA craves. Commit to going social – and never look back! It’ll be the best step forward you’ve ever made.

Thinking about going social, but not sure where to start? Maybe you’ve “tried it”, and didn’t get the ROI you were hoping for? If so, let us know about it – we’d love to help get you moving in the right direction! Happy Friday, and have a great weekend!

Content courtesy of The One Forward Blog and Community. "Solving problems with content."

Welcome to our first Monday post here on The One Forward! I get to kick off our second week of action with something I’ve been discovering more and more in recent weeks across the web. As I’m constantly researching within my own industry, as well as within my clients’ industries, I get to see a lot of great new concepts, products, brands, and messages – some of them presented in a clear, and concise manner that’s easy to grab onto, and some that aren’t. I find the ones that can relate their message and communicate their brand or product in a clear, concise manner, usually stay with me long after I’ve left their blog, website, or product page. These brands get their point across, and I “get it” almost immediately in most cases, and am unlikely to forget it once I’ve moved on.

So what has this led me to believe? That brands, products, messages and concepts that are clearly and concisely defined, are more likely to “stick” with the consumers and general audiences who come across them, than those that aren’t. So what do I mean by “Stick”? I define “Stick”, in this case, simply as this: “Stick” is the power of a brand to latch itself to consumers’ minds upon initial exposure to that brand.  In other words, your brand or marketing strategy has “Stick” if someone can instantly recall your message and your brand, after just the first glance. Pretty powerful stuff this “Stick” is! And trust me, in this culture where everyone is inundated with information all of the time, you want to get your hands on as much of it as possible.

So what are some simple ways you can grab up a whole bunch of “Stick” for your brand? A lot of times we just throw an idea at the wall, and hope it sticks – but you can be more sure than that! Here are three rules of “Stick”:

1. Keep your brand recognizable.
   - Does your brand clearly and accurately represent what you do? Or are you kind of all over the place? Make sure the first thing people see about you represents your product or service, and at least gives some idea to what you’re all about. This is how folks identify you – make it recognizable.
2.  Keep your message clear and to the point.
   -  Don’t think your message can be condensed into a simple slogan or catch-phrase? Try harder – it can. Sometimes creating “Stick” for your brand means “dumbing down” your message into just a few words that grab the essence of what you do – without all the jargon that typically hangs people up. Your brand has a role to play in the marketplace – consumers want to find out what that is without having to read the entire script.
3. Don’t deviate!
   - One of the biggest obstacles brands face in finding “Stick”, is brand confusion. And no, I didn’t say “cold-fusion”, I said “confusion” (although cold-fusion might actually be an even bigger challenge itself). Brands constantly think they have to “do more” to get their point across, or to expand their offerings – and I say to you – “Do Less”. Work harder, but only to improve the clarity of your message. If you’re offering something new or different, tell folks what it does for them in addition to the old product, and apply the same rules of “Stick” that you did before.

Finally here, remember this: K.I.S.S. – “Keep it simple, and stick.” Yes, this is a common acronym, I know. But it, in and of itself, outlines the basic principles of “Stick”. It’s something we all recognize, the message is clear and to the point, and despite many attempts to “dress it up” with other words and acronyms, the core of the message remains the same. Do this, and I promise you’ll be well on your way to achieving some serious “Stick” for you and your brand!

Does your brand have “Stick”? What about other brands you’ve seen across the web, or otherwise? Who out there really gets their point across, and who just doesn’t get it? Share your thoughts/observations below – and remember to make it stick! Happy Monday!

Content courtesy of The One Forward Blog and Community. "Solving problems with content."

Yesterday, my good friend Justin (a.k.a. Romack) talked about the power of storytelling for your brand. He gave us a rather insightful glance into how stories communicate more than just facts and information. They can also relate the passion and excitement you have for whatever it is you’re talking about – and after all, it is YOUR brand, and YOUR products, right? You should be absolutely passionate about it! Tell your story, and you’ll convince readers of exactly that, then maybe they’ll want to be passionate about your brand too.

But the point of my post here today, isn’t simply to recap what Romack said yesterday. Instead I want to talk about focus. What is focus? Focus is a car, yes. But more importantly, focus is that upon which you fix your gaze. That upon which the entirety of your efforts are built. This is that thing that is MORE important than anything else to you and your brand, and that ONE thing that you cannot take your mind off, or else the whole house of cards will collapse. So, naturally I ask – what’s your focus?

What (or who) is the center of attention for your brand or company? Is it you? Your abundant knowledge of your industry? Your product? Your company? Your bottom line? If you answered yes to any of these (and remember, there can only be one – there’s no such thing as focusing around something), well I hate to say it, but – you’re doomed.

Let me get back to storytelling for just a second. What is it that makes a great storyteller so effective? I happen to think great storytellers all have one thing in common – they know how to get out of the way, and let the story tell itself! In other words, if you’ve got a great product, a great company, a great leader (maybe you), and a great story, all you have to do, is tell it. Tell it with the passion that’s already in you, and your audience, including customers and potential customers, will connect with it. If they can connect with your story, then they will connect with you and your brand or product.

So, still not clear as to what your focus should be? Okay, I’ll tell you. The focus of ANY brand, ANY operation, and ANY good story, is on the audience. Your customers! If they are not driving your business, if they are not the one thing your company is built upon, then what is? Make your customers your focus, and tell your story with them in mind – not your reputation or bottom line.

Remember, you can still talk about your brand, about your products, about you, but do so with your audience in mind. If there’s truly something great there, they’ll find it, and reward you for it.

We’ve talked about the importance of telling your story, and now doing so with you customers in mind. What’s the best way of going about this for your brand? Share your thoughts with us, and in the coming weeks, we’ll address some ways brands and businesses can do these two things more effectively.

Content courtesy of The One Forward Blog and Community. "Solving problems with content."