Maureen Ink

Content Marketing

Whether writing an article, crafting a blog post, or shooting a YouTube video for our clients, we’ve found that creating a level of brand consistency and recognition across the visual content works to reinforce their message. A consistent font, typography, selection of images and writing style will drive home your brand messaging.

Content ignites interest, conveys your unique value, and drives your business. All smart businesses are constantly creating content whether they know it or not. In the online world, content is your voice. It differentiates your brand, creates relationships with your prospects and draws them closer.

When it comes to sales collateral, the right message matters. The same holds true with content creation; you will want a stylistic consistency to your message. To do that, keep in mind the following three precepts:

1. Find your voice
2. Adopt a style
3. Reuse visuals

To be successful, content creation should be consistent and continuous. It ignites your audience’s interest and draws them to you.
Photo by Mademoiselle Lavender

P.S. As a business already generating content, you will want to leverage the content you create, a little like a Swiss army knife. A case study can serve as a collateral piece for your sales force, content on your website and grist for a blog post. Blog content adds meat to your social media marketing and helps write your e-newsletter. A white paper can fuel your email marketing, as well as generate leads on your website. When evaluating content ideas, look at how well they engage an audience, then at their potential to be used in other ways.

Social Media Marketing

“With Maureen’s strategic guidance and partnership, we dove fully into the world of social media marketing. Thanks to her, we filmed a YouTube video, launched an Amicus blog which has tremendous momentum, and established ourselves on Facebook, Twitter, LinkedIn and YouTube. Maureen helped us integrate our approaches seamlessly to achieve agency goals such as volunteer recruitment, community building and fundraising.”
Steve Nelson, Communications Director, Amicus, Mpls., MN

Amicus YouTube video
Amicus blog
If you’re looking to promote your company with free media attention, and who isn’t, then running continual well-timed content via a blog, YouTube and social media channels is a great idea. Small, cost conscious start-ups and nonprofits like our client, Amicus, cut through the competitive noise thanks to info-spreading channels like Facebook, Twitter and LinkedIn.
The main thing is to be creative, edgy and worthy of buzz.

How to Market a Startup through Social Media:
1. Craft a reason why people should care about your company.
2. Make things easy to share.
3. Set up goals and a marketing timeline.
4. Rank your name.
5. Develop a pitch list: blogger outreach can be extremely helpful. It’s one of the single most important tactics any business can leverage.

Then. . .
A. Monitor and respond to what people are saying.
B. Keep the buzz flowing with content marketing efforts.
C. Make sure people can find you: Google Search, Android and Apple App stores, Facebook Search, YouTube

Any questions? Want a free 15-minute consult? Give us a call at 952-828-6844 today.

Blogging

“I’m expecting our Inside Change blog, developed by MaureenInk, will grow to between 6,000 and 7,000 views by the end of 2012.” Steve Nelson, Director of Communications, AmicusUSA

When we designed and wrote a blog for AmicusUSA, we made certain they could measure traffic to their site. During the past two years, stats gave Amicus the impetus to continue. The blog’s readership kept increasing, spurring website visits, engagement and contributions. MaureenInk developed and maintained Inside Change for six months, then turned it over to their internal staff. In July of 2012, Communications Director Steve Nelson said, “The blog continues to exhibit healthy steady growth, connected of course to our social media and email marketing. I’m expecting we’ll grow to between 6,000 and 7,000 views by the end of this year (2012).” Here’s how the Amicus blog stats look:

Besides measurement, formatting a blog for scanning is another key to success. Only 16% of people read websites word for word. Source Then too, the average person only comprehends 60% of what he reads. Source

Most people scan the page by looking for headings, key words or other visual cues. Studies show that reading from a screen is more tiring and 25% slower than reading from paper. When blogging, we keep this in mind. We employ the following techniques to make our own and our clients’ blog posts easier to read:

1. Headings and Sub headings: Use oversize or bold words.
2. Lists: Posts with bullet points gain more readership than posts written in essay style.
3. Formatting: Use bold, CAPITALS, italics and underlining to draw attention to points.
4. Pictures: A photo is worth a thousand words.
5. Borders/blockquotes: Eyes tend to focus on boxes around quotes and key points
6. Get to the point: Edit your work carefully.
7. Don’t introduce too many new ideas: Don’t overwelm your readers. If necessary, link to a series of posts related to each other.
8. Space: Don’t fill up every inch of your screen. Space is inviting to readers.

Remember, measure readership every step of the way to see which posts outperform others. And always make your blog scannable or you run the risk of losing readers to another blog that is. Blog visual by Kris Olin

Call 952-828-6844 today for a free 30-minute social media consult.

Case Studies

“It was gratifying to see how quickly Maureen could jump into an unknown industry, come up to speed, and write intelligently for our audience of golf course superintendants and sports turf managers.”
Deanna Griffith, Marketing Manager, Jacobsen/Textron, Charlotte, NC

Case Studies
Gamma Vacuum/JobBOSS ERP
UniPoint Software/ Acro Associates Case Study
Jacobsen/Textron City of Austin Case Study
LaSalle Bristol Corp./Business Analytics
Michigan Ladder/Macola Progression
Areias Systems/ Alliance

Five Keys to a powerful case study:
In a noisy world, the demand for reality-based communications continues to grow. Testimonials and public relations, especially case studies, are rising in value as the cornerstone of any trust building campaign. MaureenInk’s strategy for a solid case study that connects with your audience:
1) Choose a customer who is a true success story.
2) Obtain an in depth interview with plenty of material to fuel the story.
3) Back your story with real data. Numbers speak volumes.
4) Stay in touch with your customer/source during the writing process, so they are engaged and willing to approve it when completed.
5) Make sure to email them a PDF of the finished story for their website or use as a collateral piece.

Web Content

We are a nimble, dynamic team of web content specialists who craft persuasive SEO web content that:
1. Makes it easy for prospects to find your site in search engines
2. Communicates clear, powerful messages to your clients and prospects
3. Persuades site visitors to take specific actions, such as call you. Some examples of our content on client sites:
TGC Services
Exact Software
Unipointsoftware.com
Jacobsen.com
Amicususa.org

You need your website to be original, enticing and effective. MaureenInk chooses every word with care, to support the goals of the site and drive your business forward.

No matter how well designed and interactive your website, flash and good architecture alone will not close the deal.THE FUEL OF COMMUNICATION IS WORDS.
The right words sell your ideas, services and products.

Don’t put a web developer or designer or programmer in charge of your most powerful sales vehicle. Trust the journey to a talented web content writer who will steer your business successfully–on the path to leads, sales and continuing word of mouth.

We back all our work with an unconditional guarantee: a full refund if you’re not satisfied. Click here to see our latest website project for TGC Services, a California IT consultancy.

“MaureenInk excels at website content that builds credibility and authority. For a website like Exact’s that required a high ratio of valuable content mixed with periodic promotional messages, Maureen proved invaluable. She is a pro at blogging, case studies, white papers . . . the type of content that solves a problem our prospects care about. She helped Exact in those areas for years.”       Michelle Schindler, Sr. Marketing Mgr., Exact Software, Mpls., MN

White Papers

The key to writing a successful white paper is knowing it is not about features, but benefits. Begin by identifying the outcome or positive influence your customer gains from using your product or service.

Here are examples of white papers we wrote that do just that:
The Metrics_Driven_Organization_
The Balanced Scorecard
The Technology Solution
Recession Proofing the Lean Way

Always surround the benefit with context. In what areas, situations or venues does the benefit have meaning? Why does it matter?

Place the benefit and context within your readers’ interests. Your audience will only read if your white paper addresses their concerns, and the more urgent the better. While you’re at it, please do not mention the product or service behind the message, i.e. your company, in the body of the piece. Your goal is to build a connection between the information your readers need and your company or brand.

Anything that smacks of promotion will break that bond. An artfully written white paper or ebook will automatically point to the unique virtues of your organization, without ever mentioning your product name(s).

To encourage a relationship, include a call to action such as a demo, or webinar invitation in the accompanying email or in the signature that draws readers a step closer to your company. To learn more, call 952-828-6844 today for a free 15-minute white paper consult.

eBooks

An eBook excels at producing highly qualified leads. You offer a prospective customer your expertise in exchange for contact information. Creating and disseminating an informative eBook makes your company an authority. You capture trust, build a relationship, gain a customer. Here’s an example of one we created for Exact Software. Leads numbered 200+ the first day of an e-mail blast: Recession-proof Your Business

Lead generation, thought leadership, website traffic, social media buzz/press and customer loyalty are a few of the benefits of a well-crafted eBook. To turn your next eBook into a valuable asset, you’ll need an expert writer. Maureen Fischer offers you experience as a United Press International reporter, plus 15 years of copywriting for top ad agencies. For insights, extensive research, expert interviews, compelling storytelling and maximum leads, contact MaureenInk today at 952-828-6844.

Creativity

If you’re looking for creative marketing professionals who understand how the current state of the web operates and know how to make it work to your benefit, let’s talk. Typically we work with owners and marketing managers who want to cut through the competitive noise and truly differentiate themselves. Strong writing, design and unconventional approaches bring your stories to life. Life as in leads, sales and referrals.

With MaureenInk, you see complex topics become crystal clear. Your business benefits from innovative work that garners excellent word of mouth. You build customer engagement. Contact us today at 952-828-6844.