What is Tumblr?

By on Apr 2013 in Content Marketing

tumblr

Recently I’ve been playing around with Tumblr – a social blogging platform — to experience what it’s all about.

I like to think of Tumblr as a love child between Twitter and WordPress. It’s just hilariously easy to set up and start blogging. Tumblr is also a platform where posting frequently – like you do on Twitter – is acceptable. This is after all a platform where short form posts are the norm.

Unlike WordPress, Tumblr is a social network that allows you to follow other blogs, like other posts and reblog interesting content. Your Tumblr blog is also hosted on their servers, and customisation options are limited compared to what you might be used to on WordPress. Sure you can change the theme, but that’s about it.

Publishing on Tumblr

When you first login and see your dashboard, you’ll immediately notice the different forms of posts you can publish.

what is tumblr

By looking at the publishing options it becomes clears that Tumblr is not a place to write anything north of 400 words. It’s not forbidden, but when you start following other blogs you’ll see that short posts and visuals are the way to go here.

Building an Audience on Tumblr

Tumblr is a social network, which means you can follow others, and people can follow you back. You also have the chance to Like and Reblog interesting content, similar to Twitter’s Retweet and Favorites.

In order to get those Reblogs, you need to Tag your posts appropriately. That’s essentially how to build an audience on Tumblr, because tags are what people use to discover new content on a certain topic.

How Can Startups Use Tumblr

First of all there’s nothing stopping you from posting a lengthy blog post and Tumblr can be used as your primary blogging platform. Instagram does! And so does Pinterest and Path.

Path on Tumblr - What is Tumblr?

But because your blog is hosted on Tumblr’s servers, there will always be a chance that they might go down. Making your blog inaccessible at time. Paul Stamatiou goes into more detail about why you should avoid Tumblr in this blog post.

Nevertheless, you can still use Tumblr as something supplementary to your main blog if you like.

Say you’re pushing out at least one lengthy blog post on your WordPress blog. And one day you find a post you want to share and comment on, but not go into too much detail and ask others what they think. In that case you can use Tumblr to publish a link post and attach your thoughts to it. 

Another example is how Twitter uses it for sharing company news (see Twitter).

Generally whatever you publish on Google+ and Facebook can be used on Tumblr. The advantage here is that you reach a different audience.

So, is Tumblr right for my business?

I’m afraid you can only answer that question. But to get you started, you can check out some statistics I gathered for a blog I did for Cuutio, see Which Social Network Is Right For Your Business

Are you using Tumblr? Tell us what you think in the comments section.

New Ebook Released: 10 Secrets To Writing Content That Sells And Grows Your Business

By on Apr 2013 in Content Marketing

Today I’m happy to announce the release of my first ever ebook 10 Secrets To Writing Content That Sells & Grows Your business. It’s been one hell of a ride, but this 37-page baby is ready to get downloaded.

ebook cover3Dv2

Why Learn How To Write Killer Content?

Today, content is playing a crucial role in helping consumers with purchasing decisions. A product can’t speak for itself and unless you can be in more places than one, your content needs to perform!

Copywriting is essentially what drives action here, and it’s a skill every business executive, entrepreneur and engineer should definitely learn!

Think about how we communicate online. Social media, email, instant messaging, blogging, etc. It’s all through writing. And it can make the difference in getting yourself meetings with investors and signing up more consumers.

In this 37-page ebook, I’ll tell you the secrets that famous copywriters like David Ogilvy, William Bernbach and Leo Burnett used to make a fortune.

By downloading your FREE ebook you will discover:

  • How to communicate your vision effectively
  • How to convert prospects into customers
  • How to write persuasive web copy
  • How to create engaging blog posts
  • The essentials for writing compelling content that builds awareness, grows your online presence, attracts more web traffic and closes more deals

You don’t need a marketing degree or the skills of a Pulitzer Prize reporter to become a proficient copywriter – just the motivation to download and read this short ebook.

My vision for this ebook is to give everyone who reads it the essentials for creating compelling content that sells and grows their business.

I started copywriting based on the very same principles I talk about here. It has gotten me in touch with executives from various industries including online advertising, mobile, digital media and real estate. Which has enabled me to make a living writing – heck, it even got me an apartment in Amsterdam with only one month’s notice!

Sign up to to the mailing list and get your free copy now!

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The Beginner’s Guide To Creating A Unique Selling Proposition

By on Apr 2013 in Other

“In advertising not to be different is virtually suicidal,” said William Bernbach.

In business your goal is for people to buy your product – and NOT the competition’s. But if the product is no way different or better, folks will have no reason to buy from you!

A unique selling proposition (USP) is a way for you to distinguish yourself from others. A simple exercise to begin with is to go through all the benefits your product delivers, and then identify how your competition is positioning themselves.

Remember that your USP must be a benefit! A benefit that your competition has overlooked, and is not advertising. Even though you might share similar benefits, you can always find something that differentiates your business from the herd.

However, the challenging part is to find a benefit that is strong enough to compel people to jump ship and buy your product.

Unique Selling Proposition Example: Evernote vs. Day One

I’m a big fan of Evernote, a note-taking application that syncs across all my devices. Nevertheless, I found myself looking into another application called Day One, that some would argue is very similar to Evernote. Both can be used for taking notes, but the difference between the two is that Day One is positioned as a journaling app and delivers features, such as passcode protection and reminders, which Evernote does not.

By positioning themselves as the go application for journal writing, DayOne has proved very popular with folks who want a written record of events and has won several awards, including App of the Year in 2012.

Identifying something unique about your products and making a big deal about it – you help folks see it from a different perspective. What you’re saying to consumers is, “When you buy our product, you’ll get this particular benefit.” For Day One, the benefit is that you get a journaling app that lets you keep track of your life.

Ideally, you want to find a strong benefit to set you apart. However, for markets where you might find yourself with a flood of competing products, you might want to follow these useful tips.

1. Make A Big Deal About A Little Known Benefit

  • Make a list of your product’s features and benefits
  • Study the competition’s marketing content
  • Spot anything they’ve ignored? Then highlight that feature and benefit they’ve missed and present it in a unique way.

2. Differentiate Packaging, Delivery And Guarantees

  • Make your packaging the stand out attraction, Puma’s Clever Little Bag is an excellent example.
  • Promise delivery times your competition isn’t offering
  • Out do the competition’s guarantee. Do they offer a 30 day money back guarantee? Offer customers a lifetime guarantee instead!

3. Build A Brand Personality

  • Give your brand human characteristics
  • Classic example include: the Marlboro Man (masculine), Nike swoosh (athletic), Apple’s bitten apple (youthful)
  • Your logo, content, videos, mascots and employees help personify your brand
  • Examples of businesses using mascot include; MailChimp with their chimpanzee, Angry Birds with its birds and pigs, and Evernote has an elephant.

A unique selling proposition can be anything, but it’s up to you to find out what it is and take advantage of it. Oreo is notorious for its twist, lick and dunk campaigns showing consumers how they can eat the sandwich cookie and M&M came up with the “Melts in your mouth, not your hand” tagline. So, what’s your USP?

7 Traits Of Highly Successful Content Managers

By on Apr 2013 in Content Marketing

Content manager writes on a keyboard

Today, more than ever, original content plays an important role for businesses to attracting more sales. For instance 90% of consumers find custom content useful, and 78% believe that organizations behind the content are interested in building good relationships.

But for all the advantages inbound marketing brings. Someone needs to take care of creating content. You could do it yourself, but what if you’re too busy? well in that case you can a hire or assign a content manager to focus on content creation.

Sounds easy, doesn’t it? Just tell someone to do it and you’re all set – unfortunately it’s not as simple as that. You can’t just put someone in the content creation hot seat without careful consideration, for the same reason you wouldn’t just put anybody in charge of your bookkeeping.

To make sure you have a highly successful content manager, lookout for these traits:

  1. Good writing skills – Most of the content will be in writing, you want someone who’s a wordsmith and isn’t prone to silly mistakes.
  2. Excellent communicator – A content manager needs to communicate ideas in a simple and persuasive way.
  3. Attention to detail – No matter how much we try, there’s always typo in a blog post we push out. Good proofreading skills are essential so that you don’t lose any credibility because of some spelling mistakes.
  4. Social media guru – The whole point of content marketing is to create something shareable so you can reach more people. Make sure your content manager is somebody who can engage and grow your audience on social media.
  5. Creative – “If it doesn’t sell, it isn’t creative,” according to David Ogilvy. In today’s world, if nobody shares, it isn’t creative.
  6. Passionate – There’s just no way to fake passion, which is why the person you hire has to be passionate about the product.
  7. Tech savvy – You can’t run away from the fact that at some point, you’ll need to make changes to webpages and add some code. So instead of a content manager wasting your developers’ time, make sure they know at least some basic HTML and image editing skills

For information, check out the original post I published on Cuutio: Five Things To Look For When Hiring A Content Manager

Image by wrayckage

How To Write Great Marketing Content By Understanding Your Audience Better

By on Apr 2013 in Other

 How To Write Great Marketing Content By Understanding Your Audience Better

What’s the key to getting more sales, social media shares and followers? Simple. Give people exactly what they want!

When it comes to your content, understanding who you’re talking to is vital This is the foundation that all the popular startups and blogs are built upon. The thing they do right is knowing exactly what makes their customers tick.

The same principles that make Amazon and the Mashable! so popular, apply to writing content that sells.

To write content that sells you want to think of yourself as a salesperson on a keyboard.

What the most successful salespeople have in common is their ability to connect with customers. In other words, empathy is the characteristic I’m referring to here. Which by definition, is understanding and sharing the feelings of others.

By understanding who your audience is, you’re in a prime position to deliver content that meets their needs. And that means more shares, subscribers and most importantly, sales.

Understanding Your Target Audience

The first step of course is to gain a basic understanding of your audience. Start off by finding the answers to these questions:

  • Who’s involved in the buying decision? e.g. CEOs, Marketing manager, business owner, etc
  • What does their day look like?
  • How are they measured for success?
  • How can your content help them? How do your product fit into their needs?
  • What does your audience want?
  • What does your audience want to avoid at all costs?

Next up. Listen and observe what your audience values most. Here are a few ways you can stay tuned in:

  • Visit forums where they spend time online
  • LinkedIn Groups
  • Google+ Communities
  • Set up Twitter searches relevant to your audience
  • Attend trade shows and networking events
  • Subscribe to relevant blogs and monitor the comments

The secret is to put yourself in their shoes. Your audience’s reasons for buying might be different from yours, which is why it’s essential to become familiar with their needs. Imagine how much time you’d spend crafting content, only to realize it’s ineffectiveness when no sales materialize. Or when that blog post doesn’t go viral. That’s the price you pay when you fail to understand who your audience is.

Find out and focus on what keeps your audience up at night!

Question: How do you get to know your audience better?

Photo by Y. Duarte