MEET ANDY BUYTING,
- Verne Harnish, Founder of Entrepreneurs’ Organization( EO) and Author of Scaling Up
Reading this book will change your business. Call now to hear an important Free Recorded Message from Andy Buyting at( 800) 819 2804
There are four ways people consume content online: written articles, listicles, video and audio.
1. Written Articles
The written article includes tools such as blogging and white papers. Studies show that websites with valuable written content perform better than websites without content.
2. Listicles
Listicles are articles in list form. You can spot a listicle by its title—“ The six ways to be more productive at your office” or“ The eight habits highly successful people do every morning.” Easily consumed, they are extremely effective as readers can scan the headlines and read only the details on concepts and points that pique their interest. And with the ever-increasing demand on people’ s time, listicles have quickly become a preferred way to consume the written word online.
3. Video Creation
Cisco Visual Networking Index Forecast states“ Internet video will account for 79 percent of global internet traffic by 2020.” With video’ s importance growing, it is becoming a powerful way to provide content. When consumers are viewing information through video, they are more likely to give it their full attention.
4. Audio Content
Audio content includes podcasts and free recorded messages. It’ s an often-overlooked area of digital marketing— but it is currently disrupting the way society consumes content. A 2016 Edison Research report states that 21 percent of Americans ages twelve and up have listened to a podcast in the past month. That is the same amount of Americans on Twitter. Audio is also growing quickly as it is the easiest content to consume. It’ s the only form of digital content that can be consumed while doing other activities such as driving and exercising.
PILLAR TWO— PRINT MARKETING
When it comes to the quality of content, print has a higher perceived credibility than digital. For example, if you read a piece
of content on a Facebook post, you may automatically discount it. But if you were presented that same ad printed in Forbes magazine, you may feel differently and, likely, more engaged.
Inherently, readers place print on a higher pedestal because it is harder to produce and is more expensive to create than digital.
The most effective way to“ own the ink in your industry” is to take your print marketing strategy to the next level by publishing your own book or magazine!
PILLAR THREE— FACE-TO-FACE INTERACTIONS
As effective as print and digital marketing can be, it is still a one-way conversation with the buyer— you are sharing information and material, and the buyer consumes it.
Face-to-face interaction is different. You interact in real time with a prospect, which includes tools like in-person conversations, presentations, events, webinars, phone calls and even chat functions.
As entrepreneurs and marketers, you know that advertising campaigns alone may not cut it. You may need to have at least one face-to-face interaction with a buyer to validate your product or service before a buyer makes a purchase.
GETTING STARTED
If you are like most entrepreneurs and marketing managers, you may not have the time needed to create content. But there are freelance websites like Upwork and Fiverr that can provide quality ghostwriters, graphic designers, video editors and other content specialists at a reasonable cost.
IT TAKES ALL THREE PILLARS
For most of us, no one pillar is more important than the other— which is why it takes the marriage of all three to complete a customer’ s buying cycle and close a sale. And the best way to effectively keep your marketing message on point is to have the right strategy for all three pillars to own it!
Now, go out and own the ink in your industry!
MEET ANDY BUYTING,
FOUNDER & CEO CARLE PUBLISHING
“ Whoever owns the ink in an industry is the one who gains an unfair advantage over their competition”
HOW TO WIN CLIENTS & INFLUENCE PEOPLE
Create Instant Credibility and Gain an Unfair Advantage Over Your Competition
ANDY BUYTING
WARNING
Andy’ s thought leadership journey started when he published his first business book in 2007 and first magazines in 2009. Since that time, he has leveraged custom magazines and online digital content strategies to establish himself as a leading authority in content marketing and brand positioning.
Through his company, Carle Publishing Inc., Andy and his team make these strategies and tools accessible to their Client-Partners.
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