You can get the same level of insights from your off-line marketing as you can your online marketing!

We’re here to talk if you’d like to brainstorm how you can get a hold of your off-line marketing performance.

(Originally posted by HubSpot and tagged under their Analytics and Cartoon archive.)

You’ll find that  only some of the content on your or a Client’s site is delivering most of the traffic.  I haven’t tested it but I’d bet you that the 80/20 rule applies (that’s 80% of your traffic coming from 20% of your content).

That’s why there is one critical principal you must use with your content to maximize the impact.

Marketing success comes from maximizing your reach.

When I audit marketing programs (on-line or off) I look first for the data that indicates or will indicate the program reach.  You never know which part of the marketing will have the greatest impact.  But if your reach isn’t all it can be, it doesn’t matter.  A great bit of creative that no one sees is no better than a terrible bit of creative.

With on-line marketing, the secret to great reach is re-purposing your creative.

Blog Content Strategy

It starts with a good content strategy. Choose 12 monthly themes that flow with the seasons and work for your market niche. Then break those 12 themes into two primary topics that in and of themselves represent common problems people in the industry have that you can solve.

Next break each of those primary topics into six sub-topics that help define and resolve the problem. These six sub-topics represent your blog posts (three a week). Each sub-topic will need 300 to 400 words of original, jaw dropping valuable content (we’ll call each one a micro-article).

Maximizing Your On-Line Marketing Reach

Write these articles all at once or on an ongoing basis. Pull out three to four 120 character or less “sound bites” from each article and use them for Twitter/ LinkedIn updates.

Once a week, the micro-articles should be rolled-up and re-written into a single 600 to 1200 word article that can be submitted to the article sharing sites. This article should then be converted into a PowerPoint style presentation and posted to slide-sharing sites.

Every two weeks, the two PowerPoint presentations should be re-written and combined into slides to support a bi-weekly webinar. The webinar should be recorded , cleaned up, and converted into two video lengths: full (less than 10 minutes) and 2 to 3 minutes.

The two videos should be posted to a YouTube channel, other video sharing sites, and promoted through micro-blogging and social bookmarking. The full length version should have highlights and sound bites transcribed and serve as blog post. The sound-bites can also serve as micro-blogging updates.

Once a month, the four articles should be combined into a white-paper that can be made available for download from your website after registration and/ or posted to professional directories. The article can also be modified for professional off-line publication and /or press-release.

This strategy will allow you to generate a large presence on-line without building a large pool of content. When a car company creates an image of a car, they use that image in commercials, on billboards, in magazine print, and in web banner ads. They don’t create a new piece of content for each medium. Your written content should be no different.

At Portland Marketing Analytics we assist companies of all sizes develop an on-line marketing strategy that is based on sound marketing principals and supported by clear anlaytics. For a free 30 minute consultation on your website and how we can help you make the most of it, give us a call at 207.619.2297 or visit website auditing services for more information.

For marketers, any means of reaching out to a potential customer is done with two objectives in mind.  You are always trying to either change consumer behavior or change consumer attitude.  The rules of marketing haven’t changed.

The players have gotten smarter, the equipment has been greatly enhanced, the field has been radically reshaped.  But the purpose, objectives, and opportunity remains the same. So…

Let the games begin.  Marketing has been in transition for some time but as an industry, marketing analysts are just starting to figure it out. Have you?

This video is a riveting 4 minutes that defines the challenge and opportunity better than I’ve seen before.

If you’ve been sitting on the sidelines because you don’t know how to justify the spend it’s time to start figuring that out.   We can help.

If you’ve been diving in but haven’t a clue if the spend is worth your effort it’s time to get that straight.  We can help.