Why Do Companies Work With Tempesta Media After Bad Experiences With Other Content Providers?

Tempesta Media turns content creation into a simple process that doesn’t take more than a few minutes of your time. We provide you with quality content at scale. We do this by working with a team of qualified writers with expertise in your specific industry. We also work with in-house editors and your appointed customer success manager.

Getting started with content creation

Our content creation process starts with a kick-off call with your customer success manager. This call helps us create a Voice Profile™ and develop guidelines. Our writers will follow this when they create your content.

In the Voice Profile, you establish your company’s voice, style, target audience and more. This, in turn, helps your writers and editors quickly grasp your company’s goals.

The next step is a writer audition. We work with a diverse pool of writers with unparalleled expertise in areas like technology, finance, healthcare, education, B2B and many other industries. From this pool of continuously vetted writers, you will review short pieces written by some of your industry’s experts. You will then pick which ones most closely match your style and voice.

The key to a successful content creation strategy: The editorial calendar

how often your company should blog

Once you have selected writers for your team, we will work together to create an editorial calendar. The purpose of the editorial calendar is to identify topics that will provide your audience with valuable content while establishing yourself as a leader in your industry.

You will get to review and approve your editorial calendar. You can also request revisions if needed. The next step is creating the different pieces from the outlines in your editorial calendar. We will send you the finished content on a weekly basis (or however often you would like to receive it). You can then decide whether to publish it or request revisions.

Tempesta Media’s editing and revision process

Our in-house editors review your content and correct any mistakes before you receive your first draft. This step enhances quality and reduces the number of revisions needed. We have an unlimited revision policy, but the quality of the work we deliver helps us keep the average number of revisions at 0.30, which is 10 times better than the industry average.

A team that includes customer success managers, writers and in-house editors allows us to deliver outstanding quality at scale. Think of us as your content creation department – we’re here to help you grow and develop a strong online presence through engaging and thought-provoking content. Contact Tempesta Media today to get started.

Achieve Content Marketing Success With Tempesta Media

Content marketing is an effective way for businesses to establish credibility. It’s also a great way to build trust and drive visitors to their websites.
Tempesta Media has developed content marketing solutions for every type of business. We give attention to quality and the ability to scale easily.

Tempesta Media – an all-inclusive content marketing service

  • Writers with real-world experience and expertise – Tempesta Media writers have worked in the industries that they write about. Thus, they are qualified to provide credible content.
  • Unlimited revisions- Clients can request unlimited number of revisions to make sure they meet their content needs.
  • Editing – Our team of professionals edit every article to ensure that the content matches the client’s voice, fulfills assignment guidelines and is well-written.
  • Voice profile– The “voice” of a business refers to the communication style of its content. Tempesta Media writers will match a company’s voice to maintain brand consistency. Writers adhere to such guidelines to fulfill content goals.
  • Personal account manager– We assign an account manager to each client to ensure a constant exchange of information. They are like your content marketing quarterback: they optimize your voice and writing team.
  • Plagiarism screening– Our platform screens the content to ensure that it is not duplicated or unoriginal. This saves your company from a potential lawsuit.
  • SEO meta descriptions and keywords– We train our writers to include meta descriptions and keywords that are relevant to the content.
  • Unlimited use of platform– Clients can use the Tempesta Media platform and its technology for free. The platform is intuitive and easy to use. Finally, an all-inclusive content solution that can help you scale high-quality content.

Why other content marketing companies fall short when it comes to providing the quality you need

Photo by bruce mars from PexelsThe problem with most content marketing companies is that they hardly ever deliver what they promised. Some of the typical issues with these companies include:

  • Writers of varying quality – The writing quality varies from good to poor. The reason is that many companies hire freelance writers without vetting their qualifications. This often means that clients must request more revisions and are lucky if those revisions are up to standard.
  • Writers lack industry expertise – Many content writing companies hire one-size-fits-all writers who have no experience with specific industries. This results in issues such as legal experts writing content for a medical company. If your company is in a niche industry, it will be nearly impossible to get content that truly engages your niche target audience.
  • No voice profiles – Without understanding a client’s voice, it is impossible to create appropriate content for a target audience.
  • Additional costs for editing and customer support – Many of these companies charge extra for revisions to content and editing. They also require premier memberships for customer support. Think of this as the Spirit airlines of content marketing – you think you’ve secured a deal until you realize all the hidden costs that come into play.
  • Not based in the U.S. – Some content writing companies are based overseas, which means English is not their first language. This will cause many communication problems and also affect content quality.

Unlike Tempesta Media, other content providers lack an easy-to-use technology platform. They also don’t provide clients with a personalized account manager who assures quality control, customer service satisfaction and consistent content delivery.

The problem with hiring freelance content writers

Opting for a content writing solution that includes a heavy reliance on freelancers is a losing proposition because many freelance writers are:

  • Unreliable – What happens when a freelance writer decides not to deliver an article? Or becomes unresponsive?
  • Poor time managers – Clients will spend a lot of time managing freelance writers to ensure they deliver content that adheres to an editorial calendar.
  • Lacking in editing skills – Freelance writers often lack the editing skills necessary to make revisions to content. They also don’t come with a full-service editing department to review content, which means that you could be responsible for the editing – a task that can be time-consuming.
  • More likely to plagiarize – Writers who are not vetted often “borrow” content ideas and phrases from professionals. This leaves clients vulnerable to plagiarism accusations and a loss of credibility in their industry. In fact, a study found that plagiarized content on the internet increased from 25% in 2009 to 44% in 2011.

The importance of a content strategy for the future

Content marketing is here to stay. This means the best providers in the industry also help their clients develop a content strategy for the future.
Tempesta Media provides clients with a content strategy that includes:

  • Creating a target audience – Who will consume the content and why?
  • Determining best formats – Which type of content most effectively communicates a client’s culture and vision? Is it short blog pieces, long-form articles, white papers, e-guides or video tutorials?
  • Determining publishing channels – What social media platforms are most appropriate for the content? For example, image-driven content such as short-form videos and photos are ideal for Instagram, which has more than 800 million monthly active users and 8 million Instagram Business profiles. More telling, 25% of Instagram ads are single videos, and engagement levels are the highest for videos that are 30 seconds or shorter. The Tempesta content team understands how to create the appropriate content for social media platforms based on the marketing needs of each client.
  • Content management plan – What is the content publishing schedule, and how will businesses analyze return on investment?

The importance of making a wise choice

Content marketing is a key driver of business success. It is important to choose a content marketing company that uses professional writers who deliver outstanding content on time and will not consider a job completed until it meets a client’s needs.

Managed Services vs Marketplaces – Which Content Marketing Solution Is Better?

In today’s digital age, creating content is essential for businesses in all industries to attract and retain customers. Often times a business does not have the time or resources to continually produce high-quality content so they look to outsource.
Still, once a business decides to outsource their content needs, they quickly face another crucial decision: whether to use a content marketplace or managed content service (read about the pros and cons to both options). When determining what outsourcing method is best for your business, it is important to keep a few things in mind:

Defined turnaround times

When working with a content marketplace, agencies and enterprises are often not provided with specific turnaround times for their content. Without a specific timeline, it may become difficult for businesses to track and maintain a content schedule. This lack of transparency simply adds another hassle to a business’s end goal of creating consistent, quality content.
Managed services, on the other hand, work directly with their clients to adhere to established turnaround times. Tempesta Media not only provides customers with topic suggestions and editorial calendars but also guarantees that all pieces under 1,000 words are delivered to the customer within five business days.

Scale and quality for B2B content marketing

While both methods of outsourcing allow agencies and enterprises to receive content at scale, the true difference between a content marketplace and a managed service is found in the quality of the content delivered.
When using a content marketplace, customers are confined to a set list of categories for desired tones and styles of their content, ranging from “conversational” to “academic research” and “reporting.” Such broad categories often fail to truly capture the voice and brand of a business’s customers, leading to multiple revisions and unsatisfied customers.
At Tempesta Media, content strategists work directly with customers to create a unique “Voice Profile,” which ensures the content’s tone and style consistently align with a business’s brand. The personalized Voice Profile is a unique and unrivaled step that allows Tempesta Media’s expert team of writers to consistently create high-quality tailored content.

Managed services compared to doing it yourself: Return on time

A managed content service provides agencies and enterprises the best of both worlds – the ability to produce scaled content written by industry experts, while focusing on what they do best: delivering high-quality products and services to their customers.
Don’t fall behind in the digital world by placing unnecessary burdens on your marketing team. It’s time to outsource your content needs to the experts. Contact Tempesta Media today and allow us to be your trusted content provider.

Customizing product descriptions to your audience improves ecommerce conversion rates

The buyer personas or Voice Profiles used to create long form pieces of content are extremely relevant when it comes to product descriptions. If product descriptions are used to sell the product – the sales pitch will be more effective if it speaks directly to the person reading it. Product descriptions should be helpful and provide the reader with an idea of what the product is, how the the product will be used, and why they should pull the trigger – purchase it!

Product descriptions should matter to my audience

Product descriptions are short so each word matters. After each sentence, ask yourself:

  • Does this matter to the reader?
  • Does this resonate with my buyer?
  • Does this explain how the product will directly benefit the buyer?

Using language to keep your audience in mind with a product description

Language can be adjusted based on the readers knowledge level, demographic details, intended use, and pain points. The person who will be buying jet skis online is different from the person who will buy a new car seat online. When it comes to writing towards the correct knowledge level – remove any jargon or words that are not familiar to your wider audience as jargon doesn’t make the product description helpful to the reader. Jargon can actually just confuses the reader!

Cosmetics Example

Someone purchasing cosmetics online is a sophisticated cosmetics user. A makeup beginner would go into the store to receive a lesson and recommendations from a professional. A sophisticated cosmetics buyer on the other hand, would be willing to take the risk and purchase makeup products online. Perhaps the buyer already knows the brand or has tried similar products in the past. The language should reflect the knowledge level of the audience while providing enough detail to help them determine whether or not they should make the purchase.

  • Example of a product description not targeted towards the audience: This eye shadow is mauve with a hint of silver sparkles. This eye shadow is perfect when used with eye liner and mascara. The shadow container is about the size of a quarter.
  • Example of a product description targeted towards the audience: This eye shadow is a brown mauve with a hint of silver sparkles to make your eyes pop. The shadow has a creamy consistency with a great deal of pigment to ensure the color lasts all day long. The shadow can be applied wet or dry. Easy application with a fluffy eye shadow brush or with the finger. Recommended to use with our long lasting eye shadow primer. The shadow will brighten up your eye lid and is a great asset to your overall smokey eye shadow look.

Questions to consider when writing a product description

  • How will my audience use the product?
  • When will my audience use this product?
  • How big is the product?
  • What questions does my audience ask about the product?
  • How familiar is my audience with these types of products?
  • What are the deciding factors for my audience when purchasing this product?
  • Why should someone pick this product over others in the market place?
  • Are there any product installation details that the user should be aware of?

Use descriptive language to show not tell

Words are more powerful when they can be backed up. Instead of making claims, explain it.

Luggage Product Description Example

Instead of just saying, “lifetime warranty”, say something like, “the strong luggage is guaranteed to last for all your travels to come – even the muddy outdoor camping trip!”
Keep in mind who your audience is when using descriptive language. Specific and unique adjectives won’t appeal to a younger audience who is buying lip balm. Abbreviations and slang won’t work well for senior citizens. Product descriptions shouldn’t be wordy, but they also shouldn’t leave the reader with more questions.

Focus on your buyer and SEO

SEO is important but you cannot write your product description for the search engine. You have to write product descriptions with your audience in mind. Incorporating long tail SEO keywords is helpful, especially for the title, however, your product descriptions should read well and be helpful. If your product descriptions are over optimized for SEO, it could hurt your conversion rates.
For help creating a voice that ensures your product descriptions are targeted, contact Tempesta Media.

Why companies outsource their product description writing

Product descriptions are imperative to selling products online and increasing transactions. Given the impact that effective product descriptions have on your business, they can’t be overlooked. And to make matters even more complicated, product descriptions need to be targeted towards the audience and provide enough detail to truly increase conversion rates.
Many companies struggle to create new product descriptions to keep up with the new products that they sell. Let’s face it, hundreds of new products each season comes out to a lot of content. When you crunch the numbers, finding an outsourced partner to create new product descriptions makes a ton of sense. Here is why:

Scaling is pivotal to keeping up with demand

If your copy can’t be turned around in one week, and your existing infrastructure can’t meet the requirements to keep up with new product offerings – you aren’t built to scale. With Tempesta Media, we can increase your writing team to ensure that you can meet deadlines. Need product descriptions broken down by the category, style, and color – across hundreds of products? We’ve got you covered. We have the resources to meet your demands, plus, your account manager optimizes your voice and writing team to ensure that you are happy with the copy that is turned around.

Overhead makes in-house copywriters too costly

Hiring a full time employee is never just the cost of their salary, it also includes benefits, training, equipment, and time for the interview process and on boarding. Additionally, a full time employee has a limit to how much content that they can create. This limit means that turnaround time could be delayed and when products aren’t launched in a timely basis – you can lose out on revenue. If you only need product descriptions on a seasonal basis, hiring someone full time means they will not have a consistent workload. For example, they will be overloaded during seasonal launches and bored in between seasons when they don’t have enough work.

Freelancers are tough to manage and aren’t scaleable

Freelancers don’t come with the same overhead associated with full time employees, however, they eat up a lot more time. Freelancers are notorious for:

  • Ghosting – they are involved in a project, but when another project comes reaches a deadline, they go missing in action.
  • Unreliable turnaround times – it is hard to know if they will actually return the deliverable on time. This means you have to follow up multiple times to receive the deliverable and if they can’t meet the deadline, you might just be out of luck.
  • Taking a lot of time to manage – back and forth emails combined with answering questions, continuous recruitment, and diving into spreadsheets takes a lot of time. Some people end up spending so much time managing freelancers that it becomes a full time job.

Freelancers also aren’t scaleable because as your business grows, your requirement for more copy grows. An increase in copy means you will need more writers, and this takes time. It is difficult to find writers, train them and manage them. Would it be great if you had a partner that can scale with you?

SEO and editing ensure product descriptions bring results

Tempesta Media’s outsourced content writing solution provides SEO optimization and editing for every piece of content. The SEO and editing are included, meaning you save more time and the content will be higher quality.

Experienced product description writers

There is a nuanced approach when it comes to product descriptions that is different from long form content writing. Great product description writers need to be able to turn features into benefits while also appealing to the search engines. Tempesta Media creates a writing team for your business with writers who not only have experience in your industry, but are also experienced in writing product descriptions designed for eCommerce.
Ready to explore the possibility of an outsourced product description writer? Contact Tempesta Media today at sales@tempestamedia.com.

Questions to ask a content marketing candidate during an interview

Interviews are a great way to examine a candidates qualifications and also see if the candidate is a good cultural fit for your business. Interviews are a bad recruitment tool if the candidate fools you into hiring them or doesn’t perform well in an interview setting. Nevertheless, it is nearly impossible to hire employees without an interview. We’ve gone ahead and compiled some questions to ask next time you interview someone for a content marketing position.

External competition and content marketing recommendations

Asking about the competition it’s a great idea – in almost any interview. In regards to a content marketing interview, dive deeper by asking some of the following questions:

  • Who would you say are our companies biggest competitors?
  • What are your thoughts on the competition?
  • What do you think our company is doing well compared to the competition?
  • How do you think our company could improve on after considering the competition?

Asking for competitor content marketing recommendations not only shows how invested the candidate is in a potential job at your company but you also see their ability to research and interpret new information. Content marketers need to be able to pick up on trends, identify gaps, and take information to transform the message.
For example, a successful content marketing person will look at the competitors website and see where that competitor might have gaps in their existing content offerings. Those gaps could lead to great topics for future blog posts. Additionally, that person may also pick up on trends and key components of the competitors’ business to inform their current company of strategic recommendations to get ahead of the curve.

Ask about the target audience and how they will segment their messaging

Content marketing is successful when the content appeals to the target audience and the person that you are engaging. For example, a great candidate will interpret the company’s business objective and describe key components of who the audience is. If a candidate can suggest aspects of the audience based on informed research that indicates deep interest in the position and the ability to think in the mindset of the reader. Content that is written in the right voice will perform better and match your brand. Proper messaging and segmentation within a content marketing program will also deliver the best results.

Workflow management style to stay on top of content marketing projects

Ask about the candidates typical work flow management style. Content marketing typically requires a lot of different components, stages, and deliverables that can be difficult to manage at one time. A great question during the interview process is how would you manage multiple different projects at one time? This will demonstrate how the candidate thinks and organizes information. This question should determine how the candidate can handle managing a project from start to finish.

How to Create Content for a Niche Industry

Few businesses, if any, can be all things to all people. In fact, it can be an extremely effective strategy for companies of all sizes to recognize and narrowly define their niche market. Targeting a smaller audience and taking steps to dominate their market via a focused content marketing strategy is key to generating leads and positioning a company as a leader in their niche market.
Although a company may think that it’s best to reach a very broad market, focusing their content on a smaller target audience is a great way to ensure that the content is relevant to the reader. It may seem way too time-consuming to consistently create content for each of your various target audiences, however, with the right partner, this can be executed effectively at scale.

Define your target audience

  • Zero in on one key audience segment – Most companies are uncertain about what defines an actual target audience. Many companies will target multiple audiences in hopes to flesh out which one makes more sense for their business. Most content marketers will advise against pursuing more than one audience within a content marketing campaign as the relevance and performance will decrease.
  • Focus on a demographic range – Narrow the audience based on who will be making the majority of the purchasing decisions regarding your product or service. Demographics such as age, income levels and geographic location can be used to appeal to the readers.
  • Pain points – Define what the pain points are for your target audience. The content should help to solve some of the struggles that this audience faces. Develop a content strategy with topics that reflect this audiences’ daily job responsibility, education level and decision-making process.
  • Reflect proper timing – Time your content marketing campaign to match the seasonality and buying process of your audience. Ensure that your content marketing assets and campaigns are ready and launched with enough time to meet increased demand.

Industry expertise

The content must provide valuable information to the reader. Content without substance won’t provide the results necessary to generate more leads and establish your company as a thought leader. Tempesta Media has thousands of writers across hundreds of industries with real-world expertise in your field. They go through a stringent vetting process and have to qualify for industry expertise by writing for Tempesta Media in that industry before writing for any customers. The writing team is optimized based on this industry expertise and who is the best cultural fit. Because the same writers write for your company on an ongoing basis, the quality continues to improve.
By ensuring that your writing team has proper industry expertise, the quality is extremely high and saves customers the time it would take to write the content themselves.
To successfully target and create a content plan for a niche market, many companies choose to employ the expertise, knowledge and experience of a comprehensive content and marketing solution provider. They will create content for many niche industries and employ vetted writers with real-world industry experience. If a company doesn’t have a clear content strategy, the in-house staff will perform the time-extensive tasks of creating content for a niche market, SEO and lead generation, competitor analysis, editing services, voice profile, and so much more.
Tempesta Media is a leader in developing and delivering content for niche industries and driving accountable results for customers. In fact, our writer vetting process is so effective that editing and revisions average less than 0.5 per content piece across all the content that we create!
Because results matter, our comprehensive content marketing solution saves companies up to 80 percent compared to in-house alternatives. In addition, you’ll be assigned a personal account manager who will work with you throughout the entire process and manage the voice, style and final outcome of your content.

Content marketing for startups

A lot of startup companies are driven by people with deep technology expertise, for example, programmers or engineers, who had a great idea about a product or service. They started developing a product or service in the hopes of ultimately being able to serve their audience. The challenge that nearly every startup faces is how you go about attracting and getting the attention of prospective customers, when you have so little budget to work with.

Start by building your website

From my own experience, my advice to startups is to create a website, even if your product or service isn’t at market yet. Get your domain up and get at least a couple pages on the website. Get an ability for prospective customers to get added to your newsletter and spend your first marketing dollars on content marketing.

It pays not to wait

Content marketing, by its very nature, takes anywhere from three to nine months (on average, 6 months) to be able to start getting traction. If you’re early on with your company and you haven’t yet launched your product or service, that lead time that you spend by building up your content marketing in your domain presence within the internet will be invaluable to use when you do launch. When it comes time to launch your new offering, you’ll already have an established presence online.

The number one mistake that startups make worldwide: They wait until their product is launched before they start doing any marketing. I would contend that startups should start marketing the day that the company becomes incorporated. This is step one.

Start with a Blog page

Step two is determining what kind of content you should create and how you should do it. The purpose is to get your content indexed within the search engines so that it can start ranking. You really need to publish at least once a week. Something that I recommend is that you get a Blog started on your website. Even if your site only has two or three pages, such as a Home page and About Us or Contact Us, there should be one more page called Blog. If you are opposed to calling it “Blog” other names could be “Insights”, “News”, “Thought Leadership”… you get the idea.

By establishing a repetitive cadence of publishing new content at least weekly, Google or the other search engines will start recognizing that you exist. They will start including those pages within their index for their search engine.

Keep in mind, you’re not going to show up high on any of the keyword terms that you aim to achieve for your business, but at least you are getting indexed. You have built up an initial reputation. Once you launch your product and/or service, then you should rapidly increase your cadence on content marketing. Your blog cadence should ultimately get to once a day. You should also make sure that you have your social media presence. So if you’re a B2B company, you should be on LinkedIn and Twitter. If you’re a B2C company, you should be on Twitter and Facebook, and/or potentially Instagram.

There are software plugins within WordPress that most companies start with at their website that automatically take your blog posts, create snippets of it, and publish it to your social media accounts. I strongly recommend that startups create a system to effectively promote their content to their website and across their social media channels. Once they’ve gone and started that baseline, then they’ll benefit from some initial traction.

Create your buyer personas

Now, let’s talk about what is it that you should write about (or have written for you). Before you could even do that, you have to understand who your target audience is. Most companies, especially startups, will have one or more target audiences whom they’re trying to go after. It is actually true for startups because they haven’t quite narrowed down who is the right buyer of their product and service. In many instances, the startups haven’t even launched a product or service yet.

What we recommend is that you create a persona for each and every audience that you’re going after. That persona will include who it is that you’re targeting, their motivations, what they’re like (demographically or otherwise), and what it is that you want to convey to these people that is of importance to them or solves their pain points.

At Tempesta Media, these style guides for content or personas are what we call our Voice Profile. We include these to our assignments for every single one of our customers. It’s the most basic thing that needs to get into place before you can really start any content marketing.

Start with the right keywords

The next thing that you’ll need to do is you’ll need to identify the keyword phrases to target and ultimately rank for on the search engines.

For example, if you’re a credit card company, you don’t go trying to say “I want to rank number one in the world for credit cards.” It’s just not going to happen right off the bat. Pick some two-, three-, or four-word keyword phrases that have relatively low competition and search. You can start to rank by creating content that specifically targets those keyword phrases and appeal to the audiences who would be interested in those.

That’s where startups should start within the first three to six months of launching their content marketing. Get some early successes with these smaller keyword phrases because when you get successes with those that you build up, you gain more authority within the search engines, which means more traffic to your site. It also means that it’s going to be easier for you to rank on the higher keyword phrases or the ones that have higher volume or competition. Content marketing best practices for SEO also recommend that the the keyword phrase be in your meta title and descriptions as well.

Geotags matter, sometimes

If you do a geographic attack to it, like for example, a “lending company in Chicago”, that’s actually a whole different keyword phrase. When using geotags, best practices depend on the type of product or service you’re offering. Let’s say you’re a dry cleaner. Having the geographic appendage added to your keyword phrases is absolutely imperative because if you’re a dry cleaner in Chicago, you don’t want to attract visitors that are from Texas.

Take your customers to the next step

The next step that a customer needs to do to get their content marketing strategy off the ground is to determine what action that you want your visitor to take. In marketing terms, this is called the buyer’s journey.

Once someone is on your website and has read an article – it is time to determine what they should do next. If you’re a startup and you don’t have your product in the market, start off with something that is very low commitment from the visitors perspective. You can ask them if they want to sign up for a newsletter at the end of the article or recommend other articles that may be of value to them. This builds your credibility, keeps the prospect engage, and serves as another relationship touch point.

The more content someone reads, the more they’re going to gain an affinity toward your company. They will also positively view your company and be more likely to buy from you in the future. So at the end of each piece of content, there should be some sort of call to action. At the start, it should be something as simple as “here are some other articles that you might be interested in” or “download this e-guide on how to do X Y and Z” or “sign up for our newsletter to get timely briefings on content marketing.”

There always should be a call to action because even though start ups have numerous priorities and initiatives, there’s nothing wrong with building up a newsletter and an email list early on. There’s nothing wrong with building up an affinity with your prospective buyers.

There was one company that didn’t launch for 12 months. Within that 12-month period, they built up excitement about their potential launch through their website. They added hype right on the front page “Sign up here to be informed when we will launch.” So almost 25,000 people had signed up for their solution before it even was launched. The moment that launched, they had tremendous success right out the door because of the material that they used to build up the momentum.

Repurpose old content

The last thing that startups tend to tend to overlook is repurposing the content that’s being created. When sharing content, you can use snippets when posting in your social media networks. The other thing that’s incredibly effective as well is using micro influencer marketing to start getting the word out about what you’re talking about.

Tempesta Media offers a micro influencer marketing solution, which is very inexpensive from a budget perspective. It could be quite effective when used in conjunction with a content marketing or your SEO program.

How to get started with Hubspot and marketing automation

Now that you decided to move to a marketing automation platform it’s important to think about the implementation plan and how you will measure success. There are many terrific marketing automation systems including Hubspot, Marketo, Infusion Soft, and others. In my opinion, most marketing automation systems offer many similar features and functionality necessary to achieve your goals. However, the pricing and set up among their solutions differ, so it’s important to consider what is best for your business. The pricing models also differ across various platforms. For example, some marketing automation systems price based on the number of user seats, the number of contacts, the number of emails, and even specific features on an a la carte basis.

When we decided to begin using HubSpot there were several factors that helped with the decision process. The first was that they offer both a sales and a marketing solution, allowing Hubspot to be the one stop shop for our organization. We found that the sales solution was easy to implement once we created the following:

  • Email templates
  • Email sequences
  • Workflows
  • Imported our contacts
  • Downloaded necessary plugins, such as the Hubspot Gmail plugin
  • Setup our integrations with various tools (such as PandaDoc)
  • Organized our pipeline

The marketing took us much longer to implement. At the time, we decided to try using HubSpot’s website content management system but found that it was much more difficult than our prior solution (WordPress). Ultimately, we made the decision to keep using WordPress.

Another aspect of the marketing tool which takes a long time to implement is creating the content. Many of the marketing tools require a substantial amount of content, such as blogs and content assets to use for email nurturing campaigns, landing pages, and attracting new leads to your website. If you are using Hubspot for the first time and don’t have any content on hand, you’ll want to begin creating a content library as quickly as possible. Hubspot’s inbound marketing methodology requires content to guide the prospect through the sales cycle. While Hubspot’s email tools might be easy to setup, writing the emails and creating the content that is included in the emails is the most time consuming part.

A few best practices when implementing Hubspot

  • Create a glossary for various email templates, email sequences, workflows, and custom fields so that when you bring more people to your team, they’ll be able to understand what the purpose of each email template is being used for. Additionally, it saves everyone time in the long run.
  • Organize your data so that you don’t bring your old mess into your new mess. Importing the data is pretty seamless using a CSV file. The worst part of the import was importing existing deals to the pipeline, as deals need to be created manually.
  • As you choose a marketing automation solution, look to see what integrations are available. Integrations save so much time and make the usability so much more enjoyable because your systems are talking to one another.
  • Utilize Hubspot’s great educational system and knowledge base which can answer most of your questions. The platform will walk you through simple tasks like creating your email signature and updating your notification preferences. The video academy will teach you the strategy behind the campaigns and systems that you build. Be strategic with the checklists to ensure you are productive with your time. There are so many bells and whistles that could distract you!

Buyer personas and Voice Profiles for Content Marketing

Hubspot’s buyer persona is important to ensure that your campaigns are targeting the right people and that your messages are strategic. Tempesta Media can utilize a Hubspot’s buyer persona within a Voice Profile to make sure that the content is being written for that particular audience segment. When content is written in a way that addresses the buyer persona’s pain points and is easily digestible, the content will perform better.

Find a consistent voice for your company's content

If a company walked into a local coffee shop, what would people think at first glance? What would the company look like? How would it dress? Does it even like coffee, or is it more of a craft beer aficionado? These might seem like odd questions for a company to consider – unless the company is striving to find its “voice.”
In an endless sea of competitors, a company’s voice is what helps it stand out from the crowd and get noticed. It is what helps it build and retain a loyal customer base. A voice also helps create consistency and familiarity across every piece of published content.

What is a company voice?

A company voice is the distinct way that a company chooses to communicate its mission. It is a distinct style of communicating that very clearly conveys its values and its audience.
If a company wants to find its voice, it should think about who it would be if it were a person. With a specific persona giving form to the company voice, the company can craft a unique personality. This will help it relate to the people it is trying to reach and convert them into customers. A unique “personality” also sets the company apart from the competition and aids widespread brand recognition.
This is why it is crucial to think about not just what the company is, but also who. The “company walking into a coffee shop” exercise described earlier is a good start. Leadership can also ask themselves questions such as “Is our company a Mac or a PC?”

Why does voice matter?

A company that presents a unique, identifiable voice that engages new customers and delights current ones experiences many benefits as a result. If a company knows its unique voice:

  • The company knows who it’s trying to reach, and why. Remember the old adage, “You can’t love someone until you love yourself?” The same can be said of business. With a distinct, well-defined voice, the company learns itself, and in turn, learns more about the personas it can help. It knows who its ideal customers are, what they care about, how they feel and what they need.
  • It knows the problems it can solve. Trying to appeal to everyone does not work anymore. If a company knows the personas it wants to reach, it also knows their problems. The company voice can effectively show empathy towards what ails its customers. It can then explain how its unique set of skills and expertise can make life easier for them.
  • The company is aware of the conversations it should join. Social media is a crucial medium for conveying the company voice. It presents a unique opportunity to not just talk at people, but also with people. A well-defined company voice will determine the types of conversations to seek out and participate in. This helps humanize the company. It also helps the company relate to the people it can help on a more personal level.
  • It is consistent. Companies communicating on multiple platforms know they need to serve up something a little different for each medium. Whether it’s a video, an e-book or a Twitter conversation, a company with a distinct voice will immediately be recognized across all content types.

Who is responsible for the company voice?

The company voice touches everything – from the annual report to the Facebook cover photo to the 404 website error pages. Therefore, it is important to ensure the company voice consistently comes to life across all communication platforms. This is a huge job that requires a team effort.
No one knows a company like its internal employees. These employees may have the skills needed to create content that ranks high in search, engages potential customers, generates leads and drives new revenue. However, they may not always have the time. It is easy for a company’s internal employees to get mired down in an endless list of tasks associated with the company voice, such as:

  • Building and maintaining an editorial calendar
  • Publishing blog posts
  • Writing social media copy to go with the blog posts
  • Social listening and analytics
  • Creating email newsletters
  • Scheduling social media posts and e-blasts
  • Updating the website
  • Organizing events
  • Writing and designing print collateral

Help with your company voice

Hiring a knowledgeable outside firm can help a company establish a voice across all of its channels. This will decrease the time overhead on its employees and increase credibility with potential customers. Marketing firms worth the money will:

  • Get to know the personality of the company
  • Keep the company voice consistent no matter the medium
  • Ensure the company’s voice is heard on the right platforms
  • Create custom content specific to the needs of the company
  • Demonstrate return on investment for the content it creates

If you are looking to establish a unique company voice and keep it consistent across platforms and campaigns, Tempesta Media can help. To learn more, visit www.tempestamedia.com, or join our LinkedIn group.

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