Category: Content Marketing

The practice of content marketing involves the creation of useful content to be distributed on different channels to amplify your audience reach. The articles you will read under this category will provide you with tips and advice on how to launch effective content marketing strategies and campaigns.

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  • The Free Content Strategy Template (And How to Use It)

    The Free Content Strategy Template (And How to Use It)

    Most content fails for one reason. There was never a plan behind it.

    A content strategy template fixes that. It turns a vague goal into a clear plan of what to create, who it is for, and why.

    Below is the exact template I use with clients. You can copy it straight from this page, download it as a PDF, or generate a filled version with the free Claude skill further down. No email, no signup, no gate.

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    What Is a Content Strategy Template?

    A content strategy template is a simple framework that connects your business goal to the content you publish.

    It answers a handful of questions before you write a single word. Who is this for? What will it cover? How will it get found and shared? How will you know it worked?

    Answer those once, and every piece of content after that has a job to do.

    Content Strategy vs. Content Plan vs. Editorial Calendar

    These three get mixed up constantly, so here is the difference in one line each.

    • Content strategy: what you create and why.
    • Content plan: the specific topics you will produce.
    • Editorial calendar: when each piece publishes.
    content strategy vs. plan vs. calendar

    The strategy comes first. The plan and calendar flow out of it. Skip the strategy and you are just publishing and hoping.

    Why You Need a Content Strategy Template

    A template does three things a blank page cannot.

    It forces the hard decisions up front, so you are not making them post by post.

    It keeps everyone pointed at the same goal, which matters the moment more than one person touches your content.

    And it makes your content measurable, because you decided what success looks like before you started.

    The difference shows up fast. A team with a strategy knows why the next article exists. A team without one publishes, waits, and wonders why nothing moves.

    The Content Strategy Template

    The template has eleven sections that take you from a business goal to a measurable plan. Copy this table into a Google Doc or spreadsheet and fill in the right column.

    Section What to define
    Business goal The one outcome this content serves: leads, sales, traffic, or authority.
    Success metrics How you will measure the goal: organic traffic, signups, rankings, or revenue.
    Target audience Who you are writing for and the specific problem they have.
    Content pillars The 3 to 5 core topics you want to own.
    Keyword and topic research The terms your audience searches, with volume and difficulty.
    Content audit What you already have, sorted into keep, improve, or remove.
    Content types The formats you will use: guides, comparisons, tutorials, videos.
    Publishing cadence How often you publish and on what schedule.
    Distribution channels Where you promote each piece: email, social, outreach.
    Brand voice and guidelines How your content should sound and the rules writers follow.
    Measurement and review When you check results and update the plan.
    What goes in a content strategy template

    Grab the Template (PDF and Claude Skill, No Email)

    You have three ways to use this template. Pick whichever fits how you work.

    • Copy it. Grab the table above straight into a doc or a sheet.
    • Download the PDF. A printable, fill-in version you can keep and reuse. Download the PDF template.
    • Generate it with AI. Download the free Claude skill, drop it into Claude, and it will interview you and draft a filled strategy in minutes. Download the Claude skill.

    None of them ask for your email. The PDF is the same template you see here. The Claude skill turns it into a guided, done-with-you draft.

    How to Fill Out Each Section

    Start with one business goal

    Pick one primary goal, not five.

    Content that tries to drive traffic, leads, sales, and brand awareness at once usually does none of them well. Choose the outcome that matters most this quarter and let it lead.

    A good goal is specific. “Get more leads” is vague. “Generate 50 demo requests a month from organic search” tells you exactly what the content has to do.

    Define the metrics that prove it

    A goal you cannot measure is a wish.

    Tie each goal to a number. Match the metric to the goal:

    • Traffic goal: organic sessions and keyword rankings.
    • Lead goal: signups, demo requests, or downloads.
    • Sales goal: revenue and conversion rate from content.
    • Authority goal: backlinks and branded search.

    Write the metric down so you know what success looks like before you start.

    Get specific about your audience

    Do not write for everyone. Write for one person with one problem.

    Name who they are, what they are trying to do, and what gets in their way.

    Here is the difference. “A freelance designer who wants steady clients but hates selling” points you at dozens of article ideas. “Small business owners” points you at nothing.

    Choose 3 to 5 content pillars

    Pillars are the core topics you want to be known for.

    They keep you from publishing random posts that go nowhere. Pick a handful of themes tied to your goal and audience, and let most of your content live under them.

    That freelance designer’s pillars might be finding clients, pricing work, and running the business. Every post fits one of the three.

    Do the keyword research

    This is where strategy meets search.

    For each pillar, find the terms your audience actually types into Google, along with their search volume and difficulty. My guide to keyword research walks through the full process.

    Audit what you already have

    You probably have more content than you think.

    List your existing pages and sort each one:

    • Keep: pages that rank and still fit your goal. Leave them alone.
    • Improve: pages with potential that are thin, dated, or stuck on page two. Update these first, because they are the fastest wins.
    • Remove: off-topic or dead pages that drag your site down. Redirect or delete them.

    Fixing what you already have often beats writing something new.

    Match formats to intent

    The format should fit what the reader wants.

    Someone comparing tools wants a comparison. Someone stuck wants a tutorial. Someone deciding wants a guide. Map a format to each topic so you are not defaulting to the same blog post every time.

    Set a realistic cadence

    Consistency beats volume.

    One strong post a week you can sustain is worth more than five in a burst and then silence. Set a cadence you can actually keep, and put it on a calendar.

    Plan distribution from the start

    A great post no one sees is wasted work.

    Decide up front how each piece gets in front of people. Email, social, and content promotion should be part of the plan, not an afterthought.

    Write down your brand voice

    If more than one person writes for you, the voice will drift without rules.

    Note how your content should sound, the words you use and avoid, and any formatting standards. A short guide here keeps everything consistent.

    Decide who reviews it, and when

    Content marketing compounds, so the plan should evolve.

    Name who checks the numbers so the review actually happens instead of quietly slipping. The right cadence for that review is covered further down.

    DOWNLOAD PDF TEMPLATE
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    The SEO Layer: Keyword Research and Content Gaps

    This is the part most content strategy templates treat as an afterthought. It is the part that decides whether anyone finds your content.

    For each pillar, build a small table before you plan a single article.

    Keyword Volume Difficulty Intent Do you have a page?
    Your target term Monthly searches How hard to rank Informational, commercial, etc. Yes / no / ranks poorly

    The rows where you have no page, or a page stuck on page two, are your content gaps. Those are the articles to write first, because the demand is already proven.

    Start with the terms that have real volume and a difficulty you can realistically win. Chasing the biggest keyword on day one is how new sites stall.

    A Filled-In Example

    Here is the same template filled in for an example: a small project management software company that wants more free-trial signups.

    Section Example
    Business goal More free-trial signups from organic search.
    Success metrics Trial signups from blog traffic, plus rankings for target terms.
    Target audience Team leads at small agencies who are drowning in spreadsheets.
    Content pillars Project management, team productivity, agency operations, tool comparisons.
    Keyword and topic research “project management for agencies,” “asana alternatives,” “how to manage client projects.”
    Content audit Keep the strong how-to posts, improve two thin comparisons, remove three off-topic pieces.
    Content types How-to guides, tool comparisons, and templates.
    Publishing cadence Two posts per week, planned a month ahead.
    Distribution channels Weekly newsletter, LinkedIn, and outreach to agency blogs.
    Brand voice and guidelines Practical and plain-spoken. Short sentences, real examples, no jargon.
    Measurement and review Monthly review of signups, traffic, and rankings.

    Notice how every choice traces back to the goal. That is what a strategy does. It makes the next decision obvious.

    Using AI to Speed Up Each Section

    AI will not build your strategy for you, but it can do the grunt work in each section faster.

    Use it as a first-draft engine, then apply your own judgment. A few prompts that help:

    • Audience: “List the top five problems a [role] at a [type of business] faces when trying to [goal].”
    • Pillars: “Suggest five content pillars for a brand that helps [audience] achieve [goal].”
    • Topics: “Give me 15 article ideas under the pillar [pillar] for [audience], grouped by search intent.”
    • Audit: “Here is a list of my existing posts. Group them by topic and flag likely overlaps.”

    Or skip the prompts entirely and use the free Claude skill from the download section above. It runs this whole process and hands you a filled strategy.

    Either way, check the output against real keyword data. AI is good at ideas and bad at knowing what actually gets searched.

    DOWNLOAD PDF TEMPLATE
    DOWNLOAD CLAUDE SKILL

    Turn Your Strategy Into a Monthly Content Calendar

    A filled-in template is a starting point, not the finish line.

    Once you have it, do three things.

    1. Turn pillars into a topic list. Brainstorm 10 to 20 article ideas under your pillars, guided by your keyword research.
    2. Load them into a calendar. Assign topics to your cadence so you always know what is next.
    3. Review and adjust. Keep what works and drop what does not.

    Do that, and the template stops being a document and starts being a system.

    Common Content Strategy Mistakes to Avoid

    A template only helps if you avoid the traps that sink most strategies.

    • Chasing too many goals at once. One clear goal beats five vague ones.
    • Skipping keyword research. Publishing without it is guessing what people want.
    • Writing for everyone. Content for everyone connects with no one.
    • Ignoring distribution. A post with no promotion plan rarely gets seen.
    • Never reviewing. A strategy you set and forget is out of date within months.

    How Often Should You Update Your Content Strategy?

    Review it monthly and rework it quarterly.

    A monthly check keeps you honest about what is working. A deeper quarterly review lets you shift pillars, drop dead topics, and set new targets as your goals and rankings change.

    Content Strategy Template FAQ

    What should a content strategy template include?

    The eleven sections in the template above: business goal, success metrics, audience, content pillars, keyword research, a content audit, formats, cadence, distribution, brand voice, and a review schedule.

    Is this content strategy template free?

    Yes. Copy it from this page, download the PDF, or use the Claude skill. No signup, no email.

    What is the difference between a content strategy and a content calendar?

    The strategy decides what to create and why. The calendar decides when to publish it. Build the strategy first.

    Is this good for an SEO content strategy?

    Yes. The keyword research and content audit sections are built for SEO. They point you at the terms you can rank for and the pages worth improving first.

    Want Help Building Your Strategy?

    A template gets you started. A real strategy tied to your goals gets you results.

    If you would rather have an experienced hand build and run it, that is what my content marketing consulting is for.

    Get in touch to talk it through

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  • Boost Your Brand: Mastering Multichannel Content Marketing for Better Engagement

    Boost Your Brand: Mastering Multichannel Content Marketing for Better Engagement

    Staying ahead in content marketing means more than just keeping up—it means being proactive on different channels, not just a single one. Multichannel content marketing lets you do this and more to maximize your brand’s impact online.

    Embracing a multi-channel marketing strategy allows you to cast a wider net, engaging potential customers at multiple touchpoints. Let’s explore how to craft a successful multichannel marketing strategy that captures and retains consumer attention in this competitive digital age.

    Key Takeaways

    • Utilizing multiple channels, such as social media, email, and blogs, helps expand audience reach and engage more effectively with diverse demographics, increasing brand visibility and engagement.
    • While multichannel involves using different platforms independently, omnichannel ensures a seamless and integrated customer experience across all platforms, essential for enhanced customer satisfaction and brand loyalty.
    • It is crucial to maintain a consistent brand message across various platforms. This requires careful planning and tools like digital asset management systems to ensure all communications are on-brand.
    • Utilizing analytics is critical for measuring the effectiveness of different channels and understanding customer behavior. It aids in optimizing strategies for better engagement and ROI.
    • Crafting content that resonates with each platform’s specific audience significantly enhances engagement levels. This involves understanding the unique characteristics and preferences of audiences on different platforms.
    • Employing multifunctional marketing platforms like HubSpot or Marketo can streamline management across multiple channels, allowing for more efficient campaign tracking and content distribution.
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    Understanding Multichannel Content Marketing

    Using multichannel strategies grants your brand the crucial ability to meet customers wherever they spend their time online.

    By engaging with them through multiple channels – like social media, email, blogs, and even physical interactions – you increase both reach and the likelihood of creating meaningful conversions.

    Consider this data-driven insight: integrating multiple channels into your marketing approach doesn’t just spread your message wider; it enhances customer engagement levels.

    For example, companies utilizing four or more digital channels outperform those using single or dual channels by 10-15% on average(even as high as 25%) in revenue. This statistical advantage underscores a preference and necessity for adopting multichannel approaches in today’s fragmented media landscape.

    On a practical level, deploying a multichannel content strategy allows for diverse touchpoints with your audience. In this age where consumers are, on average, connected to two or more devices daily, adaptability through multichannel tactics ensures that your message cuts through the noise, reaching your audience with contextually relevant content that resonates and drives action.

    Differentiating Between Multichannel and Omnichannel

    Understanding the distinction between multichannel and omnichannel strategies is crucial for effective execution.

    Multichannel marketing involves interacting with customers through various independent channels, each operating as a standalone conduit for engagement. Each channel offers a unique way to interact with your brand, giving consumers multiple avenues to connect based on their preferences.

    In contrast, omnichannel marketing takes a more integrated approach. Here, all channels are connected, providing a consistent, seamless, and unified experience regardless of which platform the customer uses.

    This integration ensures a cohesive customer journey, virtually guiding the user through a well-orchestrated experience that enhances satisfaction and brand loyalty.

    For instance, while a multichannel retailer might use social media, a website, and a physical store independently, an omnichannel approach links these channels. That means a customer can order a product online and pick it up at a physical store without re-entering or correcting information at each touchpoint—a seamless experience.

    Benefits of Multichannel Content Marketing

    Benefits of Multichannel Content Marketing

    Expanded Audience Reach

    Expanding your reach across multiple content marketing channels such as social media, email, blogs, and even in-person events helps you connect with a broader audience. While platforms like Facebook and Twitter are great for engaging with the Baby Boomer generation, TikTok and Instagram can better reach Millennials and Gen Z.

    Each channel offers unique demographics, providing opportunities to tailor your content and engage effectively with different age groups and preferences. By leveraging the strengths of each platform, you ensure that your message lands in front of the right people, exactly where they spend their time.

    Enhanced Customer Engagement

    Multichannel content marketing also enhances how you engage with your audience on their preferred platforms with content that resonates with their unique needs and preferences. This could mean using video content on YouTube to provide detailed explanations of your products, quick tips on Twitter, or immersive story-driven content on Instagram.

    Each interaction builds trust and fosters a deeper connection, accelerating the buyer persona journey from awareness to decision-making in your sales funnel.

    Increased Brand Awareness

    When your content appears across various platforms, you’re seen more often and perceived as a dominant force in your industry.

    Consistent, tailored, and consistent messaging that aligns with your brand identity reinforces your market presence and helps build a memorable brand. This omnipresence in your audience’s everyday digital experience puts your brand at the forefront of their minds when it’s time for them to make purchasing decisions, efficiently turning awareness into action.

    Key Challenges in Multichannel Marketing

    Key Challenges in Multichannel Marketing

    Managing Consistency Across Channels

    Ensuring your brand message remains consistent across various platforms poses a significant challenge in multichannel marketing.

    Each channel, social media, email, or physical storefront often has its tone and style. Aligning these to project a unified brand image requires meticulous planning and execution.

    For example, your marketing team must ensure that promotional messages adjust for the formality of email and direct mail while staying casual on social media platforms like Instagram or Twitter.

    One effective strategy involves developing a comprehensive brand guideline for all departments. This guideline should include specifics on tone, style, imagery, and core messages.

    Tools like digital asset management systems also help by storing and providing easy access to approved content, ensuring all materials sent out are on-brand.

    Analyzing Marketing Attribution

    Understanding which channels drive the most value can be another mountain to climb. Marketing attribution in a multichannel approach involves tracking from the point of sale to the initial customer engagement or contact point across various channels. The complexity arises because multiple touches usually contribute to the final conversion, complicating the ability to assign value to a single source.

    Sophisticated analytics tools and CRM systems are crucial in unraveling this complexity. They allow you to trace customer journeys and pinpoint which channel interactions ultimately led to conversions. For instance, you might discover through data analysis that while the final click came from a paid search ad, the journey began with an engaging blog post or a social media interaction.

    Steps to Implementing a Multichannel Strategy

    Steps to Implementing a Multichannel Strategy

    Identifying Target Channels

    Pinpoint where your target audience spends most of their time online. This involves analyzing demographic data like age, interests, online behaviors, and geographical locations. Social media platforms like Facebook, Instagram, and Twitter might be top contenders, but don’t overlook other channels like email marketing, SEO, and paid advertising like Google Ads.

    To make this step more precise, gather and analyze customer behavior data. This customer data will reveal where your audience is and how they interact with different types of content.

    For your marketing analytics for instance, younger demographics might gravitate towards visual and fast-paced platforms like Instagram, while professional audiences may engage more deeply on LinkedIn. Mastering this step ensures your message reaches the right ears and eyes.

    Creating Tailored Content for Each Channel

    Once you’ve established your channels, the next step is to craft content that resonates specifically with each platform’s audience.

    Content customization is key—it’s not just about modifying content for different platforms but crafting with the intent to engage and connect with the specific audience preferences of each channel.

    For example, Instagram content should be visually appealing with concise captions, while blog posts for your website should be detailed, informative, and SEO-optimized to capture organic search traffic.

    Other tips to remember when creating personalized content:

    • Quality trumps quantity. Concentrate on creating high-quality, engaging content that appeals directly to the interests and needs of your target demographics.
    • Consider the frequency and timing of your posts by analyzing when your audience is most active.
    • Keeping a consistent and strategic posting schedule can significantly increase engagement rates.

    Utilizing a Multichannel Marketing Platform

    Comprehensive multichannel marketing platforms help automate content distribution across various channels and provide detailed analytics on performance.

    Tools like Hootsuite, HubSpot, or Marketo offer functionalities for scheduling posts, segmenting audiences, and analyzing the success of marketing campaigns across different channels.

    Using a multichannel marketing platform, you can simplify the management of multiple campaigns, track the customer journey more efficiently, and make data-driven adjustments to your strategy. This multi channel marketing approach ensures your marketing budget is spent effectively, maximizing ROI and driving better results across all platforms.

    Examples of Effective Multichannel Marketing

    Exploring case studies of successful multi channel marketing campaigns highlights the critical role of effective multichannel marketing strategies in driving exceptional outcomes. Each case illustrates the cohesive use of various channels, tailored content, and seamless customer experiences.

    Coca-Cola’s “Share a Coke” Campaign

    Coca-Cola personalized the beverage experience by replacing its iconic logo with familiar names on the bottles.

    The campaign, leveraging social media, interactive kiosks, and traditional advertising, increased Coca-Cola’s U.S. sales and boosted its social media engagement.

    The personalized bottles became sought-after items, propelling consumers to share their Coke experiences online, turning personalized marketing campaign into a massive, hands-on success.

    Netflix’s Personalization Mastery

    Netflix’s use of sophisticated algorithms to customize viewing recommendations demonstrates the power of data-driven content personalization in a multichannel strategy.

    By analyzing user preferences and viewing habits, Netflix delivers highly relevant content recommendations, enhancing user engagement across its platform and mobile app.

    This strategy significantly boosted their subscriber base, highlighting the impact of customized digital experiences.

    Starbucks Mobile and In-store Integration

    Starbucks seamlessly integrated its mobile app with in-store operations, leading to a boom in mobile orders, now representing a significant portion of all transactions.

    Customers can customize their drinks, earn rewards, and locate stores through the app. This uniform experience across mobile and physical locations underpinned a significant rise in customer retention and sales figures, emphasizing the benefit of consistency across channels.

    Best Practices for Multichannel Content Marketing

    Leveraging Analytics for Strategic Insights

    Gathering and evaluating analytics across different platforms gives you deep insights into customer behavior and preferences.

    For instance, tracking engagement rates, click-through rates, and conversion metrics helps you understand what content resonates best with your audience. Tools like Google Analytics and social media analytics platforms provide comprehensive data that you can use to optimize your campaigns.

    Begin by identifying which types of content perform best on each channel and why. This will allow you to refine your approach to multichannel content, tailoring messages to fit the behavioral patterns of your target consumers.

    Additionally, consider utilizing heat maps and A/B testing to hone your content further. Heat maps show where users interact most on your page, guiding you where to place key messages or calls to action.

    A/B testing different content elements reveals what variations drive better performance, ensuring that every content you create is data-backed and optimized for engagement.

    Repurposing Content Across Platforms

    This multi-channel strategy doesn’t mean simply copying and pasting content from one platform to another. Instead, it involves adapting the core message for different mediums to increase its reach and impact.

    A comprehensive blog post, for instance, can be transformed into an engaging video for YouTube, a series of posts for social media, an infographic, or even a podcast episode.

    When you repurpose content thoughtfully, you extend its lifespan and reinforce your message without the additional resources required to create new content from scratch. A webinar can be broken down into multiple bite-sized videos highlighting key points. These videos can then be shared across your multiple platforms, each adapted to suit the platform’s norms and audience expectations.

    Important

    Each platform has its unique strengths and audience preferences. A strategy that works on Facebook might not resonate as well on TikTok or LinkedIn. Customize your content to fit the platform while keeping the underlying message consistent.

    Moreover, consider the SEO benefits of repurposing content. Break down long-form content into bite-sized articles, each targeting a specific keyword. Doing so boosts your visibility across search engines and drives organic traffic effectively.

    Conclusion

    Embracing multichannel content marketing is your pathway to creating deeper connections with your audience and driving more conversions. By harnessing the power of analytics and focusing on strategic insights, you’re better equipped to deliver content that resonates across various platforms.

    Frequently Asked Questions

    Why is multichannel marketing effective for consumer engagement?

    Multichannel marketing increases consumer engagement by reaching audiences across various platforms, ensuring more touchpoints and opportunities for interaction. This approach also allows brands to meet consumers where they are, enhancing the overall user experience and satisfaction.

    What are the main challenges in multichannel marketing?

    The main challenges include maintaining a consistent brand message across all channels and analyzing which channels contribute most to conversion. These challenges require multi channel approach, careful planning and robust analytics to manage efficiently.

    How can analytics improve multichannel marketing strategies?

    Analytics provide valuable consumer behavior and campaign performance insights, helping marketers optimize their strategies. Tools like Google Analytics can track engagement metrics, while heat maps and A/B testing can pinpoint areas for improvement in user experience.

    What is the importance of content repurposing in multichannel marketing?

    Content repurposing helps maximize the reach and impact of marketing efforts across multiple media channels by adapting and reusing existing content across different platforms. This approach ensures brand messages are consistent and tailored to each channel’s preferences and requirements.

    How can businesses measure the success of their multichannel marketing efforts?

    Success in your multichannel marketing campaigns can be measured by analyzing key performance indicators (KPIs) such as engagement, conversion, and ROI. Employing analytic tools and conducting regular performance reviews can help businesses understand the effectiveness of their strategies and make necessary adjustments.

  • How to Build an Effective Content Hub: Key Steps and Benefits

    How to Build an Effective Content Hub: Key Steps and Benefits

    Have you ever heard the term “content hub” and wondered what it is and how it could benefit your online business? 

    Today, I’ll answer those questions and teach you how to build an effective content hub. 

    I’ll keep it as simple as possible. So you can grasp the idea quickly and use it to improve your website’s authority.

    Sounds good? Let’s get started.

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    What is a Content Hub?

    A content or marketing hub is a centralized space where your digital content – blogs, videos, e-books, podcasts, and more – lives and interconnects. 

    It acts like a one-stop shop for your audience to explore and engage with your content. 

    The best example I found is Hubspot’s content marketing hub. It’s a space where you can see the platform’s various content categorized into different types and niches. 

    effective content hub example - Hubspot's marketing hub

    Another content hub example you should check is Investopedia‘s home page. Once you open it, it will welcome you with the latest articles, podcast episodes, its market simulator, and so much more. 

    Benefits of an Effective Marketing Hub 

    A content hub brings a wealth of advantages in SEO and content marketing. Here are some of them: 

    • Improved Engagement: It makes it easy for readers to explore your media content in one spot. So they can easily find what they want to consume. 
    • Better SEO: It’s like giving Google a map of your site. That allows the search engines to understand your site, crawl it better, and boost your SEO efforts.
    • Streamlined Content Management: A content hub will enable you to sort everything and reduce duplication. 
    • Expert Status: Your content hub is also a great place to showcase your knowledge, experience, and skills. 
    • Stronger Branding: A content hub lets you consistently display your brand’s voice and style across content. And that reinforces your image and helps build audience loyalty.

    Key Steps for Building an Effective Content Marketing Hub

    Although content hub offers numerous benefits, it can only be valuable when executed correctly. 

    The following comprehensive guide outlines the steps to create a solid content hub.

    Step 1: Determine Your Objectives and Target Audience

    Before anything else, establishing your objectives and defining your target audience are crucial first steps. 

    Neglecting this step can lead to lacking direction and clarity, resulting in scattered, irrelevant, or ineffective content.

    Here’s a step-by-step guide to help you. 

    • Conduct thorough research: Review your audience’s demographics, behavior, and interests. Check relevant groups and forums, utilize keyword research tools like ‘Answer the Public,’ and study your competitors.
    • Map out your audience’s interests: Identify the topics and types of content your audience finds most engaging. 
    • Use targeted questions: Questions like those listed in Indeed’s guide to targeting can provide insights into your audience’s needs, goals, and challenges.
    • Build customer personas: Based on your research, create representative profiles of your target audience. This can guide your content creation and ensure it aligns with your audience’s preferences. You can use Hubspot’s Make My Persona for this. 
    hubspot's personal builder for effective content hub creation

    Remember, this process requires careful thought and planning, but the time invested will pave the way for a thriving content marketing hub.

    Step 2: Plan and Organize Your Content 

    Once you understand your goal and target audience, it’s time to plan your content. Here’s what you can do. 

    Choose Your Central and Sub-Topics

    Picking a core topic for your content hub is like setting your North Star – it guides all your content creation efforts. 

    This topic should be broad enough to branch out into related sub-topics. So you can provide a diverse yet interconnected content pool. 

    Let’s say you run a fitness blog; your core topic might be ‘Healthy Living,’ and sub-topics could include “Nutrition,” “Exercise Routine,” and “Mental Health.”  

    Tools like WriterZen, Answer the Public, or Buzzsumo can help you identify trending and related topics.

    Select the Type of Content Hub

    Content hubs come in many shapes and sizes. 

    • Hub Spoke Model: This is where you have one main piece of content (the hub), with related content (the spokes) branching off it.
    • Content Database: This is a vast collection of content. Your visitors can search through it to find exactly what they’re looking for.
    • Content Library: It’s like a bookshelf of various content types, neatly organized by category so users can find relevant material easily. The Hubspot content hub above fits this. 
    • Topic Gateway: This is a blend of resources focused on a specific topic. It’s perfect for comprehensive exploration and catering to long-tail keywords.
    • Topic Matrix: A layout that neatly organizes lots of content under topics, perfect for sites with heaps of information to share.

    You may check Portent’s blog on how to choose a content hub for a more detailed explanation. 

    Choose Your Media Content 

    Variety is the spice of life, and it’s no different with content. 

    Mixing up your content types – blog posts, infographics, videos, podcasts, or interactive quizzes – caters to different audience preferences and learning styles. 

    Use your audience research to inform your content mix, and be bold and experiment and track engagement levels.

    Create an Editorial Calendar

    An editorial calendar is your content’s roadmap. 

    It helps you plan, coordinate, and visualize your content creation and distribution schedule, keeping your hub fresh and dynamic. 

    Tools like Trello, Asana, or even Google Sheets can help you track your content’s progress from idea generation to publication.

    Step 3: Design and Develop Your Content Hub 

    When it comes to your content hub, remember this golden rule: stellar content deserves an equally stellar home. So let’s talk about design!

    First, pick a design and layout that’s attractive and matches your brand’s aesthetics. Consistency is key in reinforcing your brand image. 

    Secondly, make it navigable! Create a structure that guides your audience smoothly from one piece of content to the next, allowing them to explore easily.

    Next, make your content pop with graphics and images that draw the eye. But don’t stop there; help your audience find what they’re looking for with a robust search function. 

    Lastly, ensure a seamless experience across all devices. Whether on a desktop or mobile, your hub should shine!

    To sum up, a well-designed hub gives your content the spotlight it deserves, improving user engagement. 

    Step 4: Create and Publish Compelling Content 

    Once you’ve established your main topics and subtopics, it’s time to roll up your sleeves and create engaging content. 

    Remember, the lifeblood of your content hub is high-quality, valuable, and relevant content. It will draw your audience in and keep them coming back for more.

    Reoptimizing your existing content can also be highly beneficial at this stage. Look for opportunities to update, repurpose, or enhance your old content to align with your new content hub strategy.

    Here are some best tips to remember when you create content:

    • Use Storytelling: A well-told story can captivate your audience, engage their emotions, and make your content memorable. Try weaving a story into your content, whether a case study or a blog post.
    • Add Multimedia Elements: Different types of multimedia – videos, images, infographics, podcasts – can make your content more dynamic and engaging. 
    • Provide Value: Ensure that your content delivers real value to your audience. It should solve a problem, answer a question, or provide new and valuable information.

    If you want more tips, here’s a detailed article on how to write a good blog post.

    Step 5: Promote and Distribute Your Content 

    In content marketing, the 80/20 principle states that you should spend about 20% of your time creating and the remaining 80% promoting content.

    This idea was introduced by Derek Halpern in 2013. 

    Let’s put that into the perspective of a 40-hour workweek. If you follow this rule, you will spend about 8 hours (20%) of your week crafting premium content. 

    That leaves approximately 32 hours (80%) of your week to strategically distribute and promote this content, ensuring it gets in front of the right eyes.

    Promoting your content hub on the following channels can maximize its visibility and reach. 

    • Social Media Marketing: Sharing your content on social media platforms can help reach a wider audience. These platforms can also provide valuable feedback and engagement metrics.
    • Email Marketing: Sending out regular newsletters or updates about new content on your hub can keep your audience engaged and coming back for more.
    • Collaboration and Guest Posting: Collaborating with influencers or posting on other platforms can expose your content to new audiences and increase your authority and reach.

    Wrapping It Up 

    Building a well-designed content hub can take time, but its benefits make it a worthy investment.

    Let’s quickly review the content hub’s best practices and the steps you must take. So you can start constructing your compelling content hub today:

    • Identify your goals and understand your target audience.
    • Organize your existing content and plan the new ones.
    • Design a user-friendly hub.
    • Create compelling content.
    • Efficiently promote and distribute them.

    Now it’s your turn to harness the power of a content hub. Use it as a platform to establish your authority, boost your SEO, and enhance user engagement. 

  • How to Sell Digital Products: Tips + Main Threats for Online Sellers

    How to Sell Digital Products: Tips + Main Threats for Online Sellers

    Selling goods and services online sounds promising. The benefits include low overhead costs, low barriers to entry, high-profit margins, and more. Not to mention, the business is on a massive market, the internet.

    Statista, a company specializing in consumer and market data, reports $4.9 trillion in eCommerce sales in 2021. By 2025, these sales will increase to $7.4 trillion.

    Entertaining the idea of going into eCommerce with plans of selling digital products? Then, you’re looking at brighter days.

    In this article, we’ll talk about how to sell digital products. Along the way, you’ll get tips and learn about the main threats for online sellers in 2022.

    What Is a Digital Product?

    A digital product is an item you can offer in exchange for cash or other currencies. Unlike traditional products, it doesn’t have physical features. It’s also intangible — you can’t touch it.

    A typical example of a digital product is an online course. Platforms like Teachable, Udemy, and Skillshare can help you create and sell online courses.

    Selling online courses is highly profitable — and so is the eLearning market. With a (CAGR) Compound Annual Growth Rate of 2.61% (2022-2027), the eLearning market is projected to have a market volume of $64.50 billion by 2027.

    9 Tips for Selling Digital Products Online

    Store of laptop software. Apps icons in shopping cart. 3d

    Here are nine tips for selling digital products online:

    1) Think about Different Digital Products

    Selling a product under a niche that encompasses your existing knowledge allows you to use your passion as financial capital. It’s also faster and less expensive.

    Examples of digital products are eBooks, mobile apps, and software programs. Other examples include membership sites, paid content, and exclusive webinars.

    You can also adopt a digital strategy to accommodate your current product offerings.

    For example, Dunkin’, a globally recognized coffee company, offered e-gift cards. The goal is to let people buy Dunkin’ products for their loved ones.

    2) Feel the Market Pulse and Trends

    Create a list containing the digital products you want to sell. Then narrow it down to one or two potential items. By then, see if there’s a market demand for your product.

    Ways to feel the market pulse:

    • Use Google Trends – Enter a keyphrase using the tool. Then see if it’s trending in your target region.
    • Maximize social listening – Find out where your target audience is. Then learn what these people are saying about you.
    • Perform competitive analysis – Know your competitors and find out what they’re selling. Then you can sell similar products for lower prices. Of course, you can also offer something different and better.

    3) Identify the Right Audience

    You’ll attract more leads if you create a buyer persona or a well-defined representation of the consumers you want for your business. It’s key to understanding consumer behavior, streamlining marketing strategies, and creating high-quality content.

    Take it from Olivia Brabbs Photography, a business run by an artist who sells photographs. When she shifted her perspective to a business angle, she committed to capturing still shots of subjects relevant to lifestyle, tourism, and hospitality.

    The result? Her photography business boomed. Now, she offers more services and caters to more clients. Her operations also became more organized.

    4) Start Developing a Digital Product

    Begin creating and delving into your digital product idea. Once your digital product is ready, your product is up for reuse and unlimited downloads.

    • Set goals – Clarify what you want to achieve with your product. And think of definite ways of aiming for these goals.
    • Create a product roadmap – Tell the story of how you want to develop your product over time and follow it. Include details on how you plan to address user experience and marketing.
    • Decide on distribution channels – Do this strategically to get off to a good start with an audience. For example, if you decide to set up a blog, update it and load it with sufficient resources so it can provide regular value.

    5) Launch a Lead Generation Campaign

    lead generation

    Leverage authority marketing from day one. Create effective content and tell people about your product to show your excellence.

    Tips:

    • Guest star on podcasts – Endorse your brand and product casually. Just be sure to select a podcast from an authoritative content creator.
    • Publish guest posts – Benefit from the existing traffic of high authority websites. And structure your post to highlight the benefits and strengths of your product.
    • Host events – Engage with prospects. Invite thought leaders, industry experts, other digital product sellers, and big names in the eCommerce scene.

    6) Set the Prices and Tiers

    You can use pricing as a marketing strategy. It can determine can ramp up interest, increase sales, and attract leads and new customers.

    Tips:

    • Decide payment methods to accept – Include popular modes of payment like PayPal and debit and credit cards with the VISA and Mastercard logo. Also, consider the methods commonly used by your target audience.
    • Offer tiers – Tiered pricing lets you provide different levels of service. Your customers can access information and product features depending on how much they’re willing to pay.
    • Base prices on geographical backgrounds – Focus on your target audience. Set the price according to the market-clearing arrangement in their area or to reflect the shipping costs.

    7) Launch an E-store

    Launching an e-store on the best eCommerce platforms (fully hosted) like Shopify and BigCommerce is an excellent idea. Another excellent idea is to use an open-source eCommerce platform and run an e-store on a self-hosted website.

    Benefits of using fully hosted eCommerce platforms:

    • Lower costs – You wouldn’t need to pay for tools, the skills of a professional web developer, a web hosting package, and more. You can also benefit from the effortless and fast initial setup.
    • Scalability – Fully hosted eCommerce platforms can guide you as your needs change. For example, they can absorb traffic spikes easily.
    • High security – The IT professionals who provide services specialize in eCommerce. Their focus is on guaranteeing the servers are in top-notch condition.

    Benefits of using an open-source platform on a self-hosted website:

    • Challenging to set up – If you’re not tech-savvy, you need to hire someone who can navigate the installation process on your behalf.
    • No centralized support – If you encounter difficulties, you’re on your own. You may need to hire a tech-savvy individual to help you fix issues. 
    • Costs can grow – The long-term costs can overwhelm you. As your revenue grows, so will keeping up with the monthly fees for maintaining your website.

    8) Encourage Sales

    Don’t expect ideal buyers to feel a connection with your product the moment you introduce it. Give them time to identify its strengths and familiarize themselves with it as a solution to their problem.

    How to attract buyers:

    • Incentivize – Offer rewards like discounts, special offers, and lower fees for the first buyers.
    • Be omnipresent – Offer your digital product through different online channels like social media platforms and mobile apps. From the platforms, use a link to direct them to your e-store.
    • Persuade –Pitch your product to your target customers after analyzing customer behavior. For example, if your targets have a penchant for visual appeal and feature-rich products, attract these people by emphasizing the aesthetics and features of your product.

    9) Ask for Feedback and Testimonials

    Invite customers to share their 10 cents worth of your product or brand. Designing a page solely for feedback and testimonials raises their chances of accepting your invitation.

    Tips:

    • Share your intent – Inform customers of why you’re asking for their input. Tell them what you plan on doing with it, too. 
    • Ask directly – Approach customers for feedback — plain and simple. That’s how Etsy, an online marketplace focused on selling unique items, encouraged 25% of customers to leave reviews.
    • Create a Net Promoter Score (NPS) survey – Ask a simple question where all respondents have to do is give your a rating. An NPS survey is effective because it’s not easy to do and understand and not time-consuming.

    Potential Threats when Selling Digital Products

    Here are the common threats that sellers of digital products face:

    Issues with the Digital Supply Chain

    Regularly assess your supply chain and ensure everything is working seamlessly. Otherwise, it will negatively impact your credibility, trust ratings, and overall reputation as an online seller.

    Tips on optimizing the supply chain:

    • Use an inventory management system – It allows you to monitor your stock, back orders, and purchase variances.
    • Centralize data – Unify data sources for everyone in your business to know the same information. This prevents misinformation and lessens redundancies.
    • Shorten flow – Eliminate any area that can cause even the slightest delays. The goal is to reduce the processing time required for your operations.

    No Organic Traffic

    Fact: 90% of online stores fail.

    One of the reasons is a dramatic decline in—or zero—organic traffic.

    To rectify this, apply off-page and on-page SEO techniques. Load up on high-quality content, update website speed, manage public relations, build links, and more.

    Data Security

    data security on how to sell digital products

    There’s a swarm of alarming cybersecurity threats to online sellers. Two of them are identity and data thefts.

    Tips to address threats with data security:

    • Secure sensitive data – Putting an email authentication system in place is a way to identify fake accounts. Also, consider using Sender Policy Framework, DomainKeys Identified Mail, and other DNS-based mechanisms.
    • Apply state-of-the-art data security methods – Update software and other tools, use AI for enhanced security, and more. Remember, you process payments and financial details.
    • Work with a well-trained team – Before delegating tasks, train employees on cybersecurity. It helps heighten your e-store’s security.

    Lack of Data Encryption

    While the cases of cyber crimes are increasing these days, some online sellers still undermine the need for proper data encryption. Consequently, this exposes them to data breaches and unauthorized access.

    Tips to resolve problems with a lack of data encryption:

    • Manage access levels – Limit what type of data your employees can access. Ideally, they should have access to the data they use.
    • Use encryption – Encrypt in layers, too. The idea is to make it too labor-intensive so a hacker will lose interest in getting in.
    • Back-up data – Prepare for the possibility of data getting lost with a solid backup system. If such a situation happens, you should have no problem recovering your old files.

    Conclusion

    Now that you have read the article, start selling digital products. Remember, your success as an online seller is also related to your attitude. Don’t go into the eCommerce business half-heartedly.

    Related:

  • Make Unique Blog Visuals in 5 Simple Steps (Beginners Guide)

    Make Unique Blog Visuals in 5 Simple Steps (Beginners Guide)

    So, you want to become the next top blogger everyone talks about?

    You have an original idea, and you’ve selected a niche. You are skilled at writing engaging content, but you also know that, besides an intriguing title, you need powerful visuals to attract your readers.

    Not every blogger is a graphic designer, plus if you are only learning how to start a blog hiring a designer doesn’t sound like a viable option. To overcome this challenge, most bloggers use stock photos in their blog posts, and that is only one of the possible solutions.

    On the other hand, there is a number of free online software that can help you create your own visuals even if you are an amateur and aren’t confident at design.

    Creating visual content for your blog is easier than you might think. In this post, we will cover the three main topics to help you get started:

    1. Why should you create original visual content,
    2. What should your visuals be based on, and
    3. How to make stunning visuals to support your blog post.

    Why should you use original visual content in your blog?

    Visual elements take a very important place on your blog. They have the power to captivate the viewer, inspire your readers, increase the readability of the blog, share meaningful information more clearly, plus they are good for SEO.

    Your blog is created to bring some value to the readers. But, before your readers even give you a chance, you need some help to capture their attention. Visuals and an overall design of your blog can help you stand out among your competitors.

    Visual content is more engageable. Because we like to consume information visually, images are the first thing people see when they enter your blog, and they can help you keep the reader interested in reading the whole text.

    Furthermore, visual content breaks the dry text into more readable segments. If you illustrate your findings with an image or video, people will not only understand you better, but they will get to rest their eyes at the end of each chapter before move onto reading the rest.

    And last, but not least, visuals have an important role in your SEO. Optimized images and videos are increasing the value of your page, helping Google spiders determine that your blog is relevant and your content is adapted to the reader.

    5 things to bear in mind when making visual content

    5 things to bear in mind when making visual content

    #1 Keep it relevant

    Just because the visuals are good for your blog, it doesn’t mean you should add an image for the purpose of just having it there. Each visual element should be useful and follow the story you are telling. 

    Engaging content drives traffic to your website, and if you abuse the visuals, they can backfire on you plus you can lose the trust of your audience.

    #2 Keep it in line with your brand

    Every little detail of your blog is important and has a purpose. Visual elements should play their role in supporting your brand and thus they must follow your brand identity and voice.

    Your brand identity is not only about the colors and shapes you use. It is also about the attitude you present. Make sure that your visuals are presenting the same values and emotions as the rest of your blog.

    #3 Keep it balanced

    Visual content is supposed to support your content. This is why you should find the perfect balance between image and text in each of your posts and don’t suffocate the blog with visuals.

    One image per chapter, to illustrate your point, is just enough. If you have many valuable examples to share, break them down into headings and include a paragraph to explain why are they relevant and what they present.

    #4 Keep it optimized

    The HTML code of each visual element on your blog contains attributes that help the readers understand your images. Optimizing this line of code can help bring the audience to your website when they are using visual search.

    Title and alt tags are important to describe your content to the software that is unable to read the visual data but also to help those readers with visual impairment understand what you are saying.

    #5 Keep it simple

    Visual content in your blog should be informative and illustrative. Create simple graphics to engage your audience, and stick to the rules of minimalism. You are not creating an art exhibition.

    When you use online software to create graphics, such as Visme or Canva, it is easy to make a beautiful and captivating design by following the simple outlines the software provides you with.

    How to make unique blog visuals in 5 easy steps

    How to make unique blog visuals in 5 easy steps

    #1 Choose the right format

    Simple blog graphics are always a great way to go when you are illustrating your blog post. However, information can be presented in many visual forms. For example, if you are sharing statistics data, charts and graphs can help you illustrate your text.

    If you are presenting a lot of data and you need a little help from a visual component to bring the data closer to the readers, make infographics to get their attention.

    #2 Start with a template

    Once you have decided what you wish to create, choose the template you find suiting to get you started. Templates can save you a lot of time in comparison to starting from scratch, especially if you are new to graphic design. They already incorporate the golden rules of graphic design, and all you need to do is insert your data, without worrying if it will come off right.

    #3 Customize your visuals

    Complete your graphics with the title, highlighted quotes, statistics, and numbers from your text. Use the custom icons and add images that are relevant to support your statements. Rearrange the elements accordingly.

    #4 Incorporate your brand

    Change the colors to match your brands’ identity. Add your logo to the graphics and follow the guidelines of your brand standards. Don’t forget to change the fonts as well – the primary font for the title and the secondary for the subtitle and the text.

    #5 Prepare for publishing

    Export your graphics in the formats you use on your blog and make sure the quality is satisfying. The good quality of the images helps you build trust with your readers who can tell when you are dedicated to your content and provide top-notch posts.

    To wrap it up

    If you are beginning your career as a blogger and wish to establish yourself as the expert in your industry that everyone looks up to for advice – approach every aspect of your blog like a pro. 

    Don’t underestimate the power of visual content and the value of being original and authentic on the market. Visual elements help you increase the visibility of your blog and establish a long-term relationship with your readers.

    Thanks to free online design software, you no longer have to worry about making quality graphics. Begin creating simple visual stories and build your confidence step by step.

    nina petrov

    Nina Petrov

    Nina is a content writer, passionate about graphic design, content marketing, and the new generation of green and social businesses. She starts the day scrolling her digest on new digital trends while sipping a cup of coffee with milk and sugar. Her white little bunny tends to reply to your emails when she is on vacation.

    • 4 Ways To Integrate Your Employees Into Your Content

      4 Ways To Integrate Your Employees Into Your Content

      It’s hard to come up with new ideas for content. 

      Another blog? Perhaps some audio? Maybe we should stick to paid ads. 

      It might be challenging to keep your content fresh, but there are some great ways to do so without blowing your budget on a risky idea.

      One of our favorite methods is employee integration. Getting those faces you sit next to every day on camera might be the best way to sell your products or entice brands to work with you. This article’ll cover some great ways to do just that. 

      Table of Contents
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      Why should you integrate your employees into your content?

      It’s no secret that content plays a huge part in which businesses and brands find success online. 

      Great content drives engagement and produces tangible results. It can take many forms, but creators and business owners often underestimate how great a source of content their own employees can be. 

      Employees are the lifeblood of your business, bringing hard work, perseverance, and creativity to their respective roles. Without them, you don’t have a business. This is why they shouldn’t go ignored in your content. If you want to tell the story of your business it makes sense to focus not just on your products and customers, but the people who make the magic happen. 

      The rise of influencer culture has taught us a few home truths about content. 

      • Audiences love an insight into other peoples’ lives
      • Audiences want to engage with people just like them

      Whether it’s businesses such as vetcompandpen.com putting veteran voices at the forefront of their operation to attract other former servicemen and women in need, or dollarshaveclub.com integrating their everyman owners into their viral ads, using genuine employees within your content is an inspired and proven way to improve engagement with your business. 

      Image Vet Comp & Pen

      Interview and profile them

      In a hyper-connected world where everyone is carefully curating their own personal brand, having strong personalities and stories associated with your business is essential. 

      That’s why interviewing and profiling your employees is such a great way to integrate them into your content and breathe life into your business. Whether you’re highlighting new starters or having existing team members discuss new trends and topics, this type of content is an essential part of modern brand building. 

      This content can take many forms. Alternatively, you can make:

      • A quirky video
      • A Q&A blog
      • A vlog
      • A podcast

      Whatever works for your brand. But that part is important, ensure it actually works for your brand. If your audience isn’t going to listen to a 30-minute podcast, then make quick and quirky videos they can consume on the go or a blog that peers in that employee’s professional circle can link to. 

      Everyone has a unique story. Profiling them gives you an opportunity to tell that story while creating networking opportunities along the way. 

      Create ‘behind-the-scenes’ content

      A peek behind the curtain is always appreciated. 

      From celebrity gossip to an expose, we always love to know what’s going on just out of view. 

      Your content doesn’t need to be that intrusive, but simply taking the camera behind the scenes of your operation can produce some stellar content that really puts your employees at the forefront of your marketing strategy. 

      If people can see the team behind the scenes and get a sense of their passion for their work, it will make them more comfortable parting with their money and working with you in the long term. 

      This is particularly important in ecommerce, where getting a hint of how a business handles every step of the order process, from product development to packaging, is key to earning consumer trust. 

      Take jean brand nakedandfamousdenim.com, for example. Through excellent behind-the-scenes content such as this video, the brand managed to not just offer insight into the quality of their products, but introduce key players in their business structure to their audience. In general, their use of contrasting pop-art imagery and industrial-inspired video of their team working on products help to build the brand through content and employee involvement alike. 

      naked & famous denim

      Image Naked & Famous Denim

      This is easy content to make and a brilliant way to get real faces on screen doing what they love. Whether you’re full on or subtle in your presentation of employees within your content, it still makes a difference. Just pick up a camera and start filming your day-to-day. 

      Hold social media Q&As 

      The concept of the Q&A has evolved significantly in the age of the internet. 

      While previously you would have to attend an event to hear someone insightful speak on their work or industry, now there are hundreds of similar events behind broadcasts around the world every day. 

      From Reddit AMAs to Facebook Live streams, social media Q&As have exploded as a versatile way for brands to interact with their audience and conduct important customer research about their questions and concerns. 

      If you’re a YouTube blogger, you can hold livestreams and invite people to ask their questions from there.

      They’re also a great way to build the brand and personality of your business through employees. 

      Simply sticking your best public speakers in front of a smartphone or camera and having them answer some questions from your social followers is a great way to grow your brand and give a face to your business. It develops these people as advocates, someone that consumers, clients, and partners can picture next time they visit your website. 

      Best of all, working on this kind of content opens up new media opportunities. If your employees do particularly well and engage with your social following there’s no reason this can’t evolve into a regular segment, perhaps a series of vlogs or a podcast. 

      Make company events and socials more public

      While you might look at celebrations and company socials as an opportunity for you to celebrate privately, letting your audience into the party can help them connect with your business on a deeper level. 

      Now, you shouldn’t look to integrate your employees into your content by shoving a camera in the face of personal moments and following them through a night out. The occasional video and pictures uploaded to your socials are enough to give people an idea of the personality behind your business and promote it as a fun place to work. 

      Letting people know you’re celebrating your successes will paint your business as one they want to work and shop with. That tinge of jealousy they see at a great company party will drive them towards your site to learn and spend more. 

      Conclusion

      Everything you do online should be about making your brand more amiable and connect with your audience. Using your employees is a great way to do this because, at the end of the day, they’re real people too with diverse talents and personalities. 

      They might not catch on as YouTube hosts or have the social profile of an Instagram influencer, but they still help to boost your brand and establish your goals.