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Right Hand Planning is a professional marketing agency that develops marketing strategies that help brands build traffic, leads and sales.

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Marketing news and insights from Right Hand Planning.

Filtering by Category: Content Marketing

Sizzling Pad Thai Video

Pete Semple

Bangkok Thailand

A friend from Bangkok Thailand sent us a video via WhatsApp. We didn't know what the subject was but from the beginning you can see it's about the famous dish Pad Thai.  

Upbeat music and quick-shot editing of colorful scenes grab you from the start and take you on a culinary journey. You're on the water, in a crowded market, at a fancy restaurant, helicoptering over the jungle...

Who knew there was so much to know about Pad Thai and it that it could be so exciting?

Viral Video Sneak

Only toward the end did we start to suspect this video's about more than Pad Thai. But we weren't resentful over a bait-and-switch promotion, we wanted to know more.

 

Why It Works

Why does this video works so well? Here are a few ideas:

  • Relatable yet intriguing topic - a food video on a familiar yet foreign dish
  • Beautiful imagery
  • Fun and fast-paced
  • Interestingly informative
  • Shareable - high viral potential
  • Soft sell


Did you know the real promotion before the end?

Your Content Is Your Brand

Pete Semple

Below is an interesting item from an article in ShutterStock about new marketing terms for 2016, "10 Up-and-Coming Marketing Terms You Need to Know".

What really stood out to us is how you can no longer separate your brand from your content and vice versa. Here's # 2 from their list, "Content Brand":

2. Content Brand
Content marketing is no longer a suggested marketing approach; if you aren’t creating original, useful, and interesting content for your users, then your brand will be left behind. 

The future of content marketing means...
Read More

Great Content Marketing Example

Pete Semple

Here's a short video showing interesting results from a study on procrastination. Read below for how it serves as a great content marketing example.

How Is It Content Marketing for Insurance?

It's an interesting video. And it's a GREAT example of content marketing from Prudential. There's nothing in the video itself about Prudential or buying financial planning services or insurance.

The topic of procrastination is only tangentially related to insurance and financial services in that they are products and services many consumers put off buying.

What Makes It Effective

It's on a subject almost everyone can relate to, procrastination. It's brief, informative, entertaining and well produced. Quite shareable too.

Remember toward the end of the video where there are blue screens with text describing the process and results of the study?

Did you notice that the blue color and font are the same as the Prudential brand? Subtle. And then the last title slide openly promotes the company and products.

Results

It would be interesting to know if it worked as a marketing tool. It would certainly seem to raise awareness that Prudential sells investments and insurance, which might be their goal. Will it sell policies? Only they know...

Content Marketing Isn't Surgery or a Shotgun Approach, It's Consumer-Based

Pete Semple

Cesar Milan Site Content Marketing
Cesar Milan Site Content Marketing

This is a great article from entrepreneur.com, "How Dog Whisperer Cesar Millan Learned New Tricks for His Website" about how a content marketing approach to site traffic and sales can be used to deliver the right content to the right user at the right time. We don't know anything about the Searchlight product mentioned in the article, but the overall approach to content marketing they talk about is one we also believe in.

“You can’t reach everybody with paid ads. You need to find ways to get into the target customer’s buying process earlier and to engage them across different channels with great content at key stages of the buyer’s journey.”

http://www.entrepreneur.com/article/249124

Why Use Guest Blogs?

Pete Semple

PART I - Why Use Guest Blogs?

PART II - Guest Blog Content Strategy

PART III - Guest Blog Post Options and Rates

Benefits of Guest Blogs

Reach New Customers

To get more exposure of your brand and product to your target audience - that's the best reason to use guest posts on blogs that share your target audience.

Reach Prospects When They're Most Receptive

Find online strategic partnerships

It's a bit of a zig-instead-of-zag strategy to get subtly in front of potential customers when they are open to an informational message, but they don't have the defenses up like they do when they're shopping for a product and are expecting to be "sold" to.

Form Partnerships with Related Businesses

Another huge benefit of reaching out to fellow bloggers and site owners is that you get to meet people in related business that share the same customers. This is the kind of networking that lead to many more great strategic alliances from co-op advertising deals, to actual joint product development.

Make Competitors Keep Up

The more contacts you get, the more you expand your base and create networking opportunities. And to keep you motivated, don't think that your competitors are doing the same thing! Guest blogging is a hot strategy right now.

For every connection you make and relationship you build there's one more partnership you have, and one less partnership your competitor can use to expand!

Get Content Based Backlinks for SEO Benefit

Backlinks from other content-based sites have always been considered among the most safe and effective backlinks for SEO search benefits.

These are links another site had to agree to give you and therefore they can act as a strong vote of confidence which in turn can get your site ranked higher in the search engine results.

Guest Blog Services

Guest blogs are the safe and effective and way to get traffic to your main site and backlinks to your off-site content.

The problem is who has time to write posts and them contact sites until someones actually respond?

That’s why we have two guest blog post services where we write the articles and get them posted for you!

Blog Post for Links – For as low as $19.90 per post (at 10 post rate) you get 10 high quality articles written and posted on Page Rank 3 or higher blogs owned by our pre-selected partners.

These are perfect for building high-quality backlinks to your best off site content like videos, off-site blogs, Squidoo lenses or hosted content like PDFs, infographics or presentations on sites like SlideShare, etc.

Guest Blogs for Traffic – These are hand-picked niche blogs we contact for the first time just for you to post an original article that we'll write and submit for you. These blogs are Page Rank 3 minimum.

Guest Blog Content Strategy

Pete Semple

Guest Blog Post Content Strategy

Expand Your Audience with a Smart Content Strategy

Grab a prospect's attention and create a customer for life when you offer them just the right information at just the right time. These perfectly-timed intersections can not only get people onto your website, but can also create customers for life because you become seen as a trusted expert.

Content StrategyThe way to do this is to create a content marketing plan to give prospects just the information they're looking for.

Content Marketing Strategy Example

If you think about how we search for information, there's almost always a process that starts with broad searches about what we're trying to achieve and then gets more specific as we understand the choices and evaluate options. In marketing it's called the "Purchase Funnel".

For example, consider how a shopper might search for a low MPG car:

  • First they find a list of low MPG cars
  • Then they decide if they want a small or family-size car
  • Then they consider foreign or domestic
  • They pick one and research manufacturers
  • Finally they pick a brand look at the models and options

Meet Prospects at Every Stage

As you can see, the search goes from broad to narrow. Since people's searches cover several different topics, the information they need to consider to make their choices is very different at each stage of their search.

Use Search Terms In Headlines and Content

A successful content marketing strategy can use articles, infographics and videos with relevant headline and content to answer a searcher's question at each stage of their search.

With this strategy you increase your opportunities to get your name in front of customers and guide them with helpful information throughout their search. Of course, your helpful content should invite them back to your site where you highlight how the features of your product meet their needs.

How to Make Sales with Guest Blogs

Set Up Landing Page for "Conversions"

The goal of your landing page should be to make a "conversion", whether a sale, or sign up, phone call or download. Getting visitors to your site is hard work so be sure the landing page people click through to has a clear way to capitalize on that traffic to meets your goals.

A proper landing page should...

1.) Be on the same topic as the article. Ideally your landing page should complete the conversation and ask for the sale (or other conversion).

Customized email optin form example.2.) Have a clear Call to Action with benefit. The call to action can be, "Call now to save money" with phone number or "Sign up here to learn to lower your taxes" next to a sign up form.

Remove Distractions

Consider removing sidebar items so that the call to action (buy button, sign up form, download, etc. is the only "actionable" option on the page. In WordPress most themes have a "Page Width - No Sidebar" Page Template option (might not be an option for Posts).

Don't link to your home page if it's not where sales or "conversions" take place OR if it's on a broader topic. You will lose viewers if you link people to a page that forces them to look for the information they were just reading about.

Ultimate Inbound Marketing Strategy

Content Marketing and Guest Blogging are the ultimate Inbound Marketing strategies because they use content on third party sites to reach to potential customers with helpful information when their defenses aren't up against being "sold to".

The third-party credibility that comes from having your material appear on another person's website and a guiding approach of helpful content that seems to be answering exactly the question people are asking at that moment will provide a huge boost to your brand's awareness, trust and credibility moving forward.

Guest Blog Options

Guest blogs are the safe and effective and way to get traffic to your main site and backlinks from your off-site content.

Strategic Partnerships with Related Sites

High quality backlinks and traffic come from getting your content posted on popular sites or bogs in related fields. It's thought that Google considers backlinks from highly relevant sites to be of high value which can help your site in the search engine rankings.

Equally important is that visitors who come from related sites are likely to be much more interested in your material than less-relevant sites where your content might be hosted.

Examples of related sites:

Let's say you have a site about home schooling in Indiana and the Education section the Indianapolis Star runs an article you send in on their website.

Or if you get a guest post published with a link back to your site from the non-profit Indiana Non-Public Education Association's website. Traffic from both of these sites are likely to have an audience very interested in your education-related site.

External Sites for Backlinks and Traffic

Additional backlinks and traffic to your site are obtained by hosting your off-site content like videos, articles and PDFs and presentations and infographics on third party content posting sites such as HubPages and SlideShare.net.