The Found Gen

Marketing That Works.

storytelling

by

Why Your Content Needs to Look as Good as It Sounds: Make your content memorable

Too often in content marketing, we focus on the actual content. But, making your content visually appealing is what makes it most successful because it gets noticed.

Whether you’re creating an ebook, eblast, blog, or other type of content, it should look as good as it sounds. Making writing and design work together will make audiences notice and engage with the content.

Here are some reasons to make design just as important as your content:

It makes content more readable.

The more visually appealing something is, the more likely people will look it over—skim it and even read through it. Use of colors, headlines, and graphics, and coming up with ways to section off content makes it more readable. This also makes the content more memorable and increases the likelihood that someone will respond to it.

Not everyone absorbs information the same way.

Not everyone reads things the same way. Some prefer to skim, while others dive in and read every word. An excellent design can make your piece of content appeal to both groups. Headlines highlight important messages, while subheads and pull quotes denote secondary messaging. Sidebars and boxes showcase complementary messaging. All of these design elements increase absorption.

Some people are visual learners.

Most people, in fact, learn from visual elements. Not planning for this and including a visually appealing design with graphics and pictures means you’re not connecting with an entire segment of your audience. Design can you’re your content inclusive. If you neglect design, visual learners will rarely take away anything from the copy.

Design establishes a visual identity.

It may sound superficial but looks matter. Emphasizing design will make your content stand out and get noticed. When you use standard colors and design elements, you establish your brand identity, and people will notice.

Design encourages an action.

Thoughtful design calls attention to your message and inspires people to take action. When design is done right, it works with the copy and shows people what to do with the information.

At the Found Gen, we know that design and writing are equally important in a content marketing strategy. We can craft your content and present it in a highly visually inspiring way. Get in touch today.

by

The Best Types of Lead-Generating Content and Why You Need Them: Offer something valuable to potential customers in exchange for their contact information

Drumming up new business is both a complicated and delicate task. You don’t want to be too aggressive in your approach, but you also want to reach people in a way that leads them to engage with your products or services.

Generating leads is one of the ways that content is king. You just have to create the right type of content and use it to target potential customers.

What Is Lead-Generation Content?

A lead-generation content strategy asks people for their email address or other contact information in exchange for a valuable piece of content. While your blogs may be available online for free, lead-generation content is something special that people are willing to pay for in a sense. And, it lets you create a valuable list of potential leads.

There are many types of lead-generation content, but here’s an overview of the types that are most effective and why you should be using them:

eBooks

eBooks are one of the top ways of capturing leads. Though they take time to create, eBooks let you educate potential leads, show off your expertise, gain credibility, and capture leads in the sales funnel—i.e., you can capture email addresses and other contact information while people are searching for your product or service. Always choose topics that provide valuable information and that inspire people to contact you.

Case Studies

Case studies tell stories that focus on you and how you’ve solved a problem for your customers. They effectively showcase why you’re an asset and what you can do. Case studies are highly valuable because they turn readers into customers.

Cheat Sheets and Checklists

Cheat sheets and checklists are examples of short pieces of content that provide valuable information that people can use for future reference. People can print out or save this content as a quick guide, and they are usually extremely willing to give you contact information to get them.

White Papers

White papers work because they let you expound on a topic that you know a lot about and provide useful information surrounding the subject. You can also include a call to action so that people will get in touch with you.

Creating a lead-generation strategy takes careful planning. Let The Found Gen help you create a plan and determine the type of lead-generation content that will work best for you. Get in touch today.

by

Are These Content-Creation Roadblocks Plaguing You? Here’s how to overcome them

Most businesses know they need content and a content marketing strategy. But, they have no idea how to how to take the first step. Trust us, we understand.

A lot goes into content creation. You have to know your audience and set clear goals for what you want out of your content. Then, there’s drilling down into the services or products that your business provides to develop topics for the types of content that can best reach your audience.

Getting there takes time and effort. So many businesses face roadblocks in their path to creating content. If any of these content-creation barriers are plaguing you, get in touch with us today so we can help.

You have no strategy.

Blindly creating content without a purpose or plan will get you nowhere. This is why there’s so much content out there that falls into a black hole. You need a goal in mind and a clear picture of your target audience, so that you know what type of content they are most interested in.

Content needs to include solid information that answers questions for people or solves problems—and, it needs to be better than any similar content out there. And, once you have actually created the content, you need to have a plan for getting it in front of audiences, through email marketing or social media. Thinking all of this through will get you great results.

You put it off altogether.

Creating great content takes a lot of time and brainpower that you probably don’t have. Too often, companies put off content creation and marketing in general because it’s too time consuming and they don’t have anyone on staff to tackle it. But, procrastinating or neglecting your content creation can sometimes give your competitors an edge. If you don’t have time to create content, hire a professional to help.

You lack brand awareness.

Even if you are creating content, it might not be the right type of content, especially if you lack brand awareness. Truly understanding your brand and letting that drive your content is the only way to really connect with audiences. You need to offer the right information in the right way and include calls to action that get your business the outcome it’s looking for, whether it leads to a purchase or other touch point.

Don’t let these roadblocks stop you from implementing a content marketing plan. We can help. Give us a call today.

by

Why You Shouldn’t Handle Your Own Social Media: You need a professional strategy

It’s a simple fact: businesses shouldn’t handle your own social media accounts. Chances are you don’t really know how to do social media the right way and probably don’t have the time. That’s why you should hire a professional.

When you hire a professional marketer to take charge of your social media accounts, you’ll get a wealth of expertise that can truly benefit your business. Here’s what they can do for you:

Share Their Knowledge

Sometimes, people assume that if they know how to use social media, they can run a business page. Or, that any teenager or millennial can run a successful social media campaign. But, that’s not true. There’s a lot more to it than simply posting pictures and links.

Social media marketing experts understand analytics, reporting, monitoring for mentions, content, the importance of interactions, and more. They can bring their extensive knowledge to your business so that your reach grows.

Give Your Social Media Time and Attention

Social media needs to be an organized task. It can’t be approached haphazardly or as an afterthought—not if you want results anyway. Most staff members don’t have the time to give social media accounts the attention they deserve, and they many not particularly enjoy doing it. Social media experts will post regularly, keep all information current, respond to comments and requests, and lots more. They will also monitor analytics and work to grow your audience.

Create Valuable Content

Social media experts will guide you through deciding what kinds of content you want to share, and actually create the content for you. They know what content will work best and can help tailor content to reach your desired customers. The most-shared content is usually content that’s was created especially for your business.

Strategize to Get the Best Results

Simply setting up social media accounts and posting occasionally just doesn’t cut it. You need an actual strategy that includes planning, reporting, and producing results. Experts keep up with social media trends, and this is an essential part of a social media strategy. An all-encompassing social media strategy will help you identify the most effective social media platforms, the content that works, and more. It’s an intentional effort that will build your brand.

Help You Make Your Mark

Your customers are on social media, and you should be too. Social media helps businesses make a mark, and a top-notch strategy can help you rise above the competition. You can directly connect with customers and showcase your products or services—both of these are great for your bottom line.

Hiring a social media marketer is a worthwhile investment. It will grow your customer base and expand your reach. Let The Found Gen’s social media experts create a strategy for you. Get in touch today.

by

How to Handle a Social Media Crisis: It’s all about your reaction

Social media is great for business—most of the time. It’s a great place to showcase your business and engage with customers, but sometimes mistakes happen or crises occur.

Businesses should handle these situations with care. Social media gaffs can happen in an instant and get out of control before you know it. You don’t want to make these instances worse, but you can’t neglect the situation.

If you have a social media crisis on your hands, here are some tips for handling the situation:

  1. Plan Before the Crisis

Because most businesses are on social media these days, you should create a plan for when a crisis occurs. Crises can include anything from a problem that your business is inadvertently involved with, an angry customer, or general social media mistake. Being prepared will help you be proactive when issues arise.

The plan should include how to respond to negative comments and when to release a statement. Should you disable commenting, or hide or delete posts? Also, identify the person responsible for handling crises and make sure they have clear instructions for what to do.

  1. Keep an Eye on the Situation

Things can get out of hand quickly on social media, so you have to stay on top of it. Keep track of anything and everything, including negative hashtags, number of reactions, comments, and shares. What are people posting? How far has the crisis extended? Understanding the scope of the situation will help you create a plan for what to do.

  1. Own Up

How you handle a social media crisis can make or break your business. People will notice, and remember (for at least a little while). Having a clear plan and assessing the situation are essential first steps, then you have to take responsibility. This may mean posting a statement on social media and responding to comments—both good and bad. People will appreciate your transparency.

No one wants or expects a social media crisis, but they can pop up from time to time. Handling the situation with care is essential to diffusing it and moving on.

by

5 Branding Mistakes to Avoid: Be consistent, clear, and welcoming

A company’s brand identity is what attracts customers and sets it up for success in the marketplace. Branding connects with customers and establishes loyalty.

Brands should be clear, consistent, and welcoming so that people feel a connection with them. It should convey integrity and innovation. That should be the goal anyway, but branding can be a challenge.

When you’re developing your brand, be sure to avoid these mistakes:

Inconsistency

Your brand should be memorable. This is essential to standing out among the competition. Branding should also be consistent so that it continues to be recognizable, so always establish brand guidelines. This should include rules for colors, logos, fonts, imagery, capitalizations, spacing, and other elements. This keeps everything consistent and familiar.

Being Outdated

Anything related to your brand should be kept up-to-date. This can include marketing materials, websites, social media accounts, and more. Keeping everything cohesive and current maintains a strong connection with customers. Neglecting the details might create a negative image for customers that you’re not on top of things.

Misspellings

Spelling and grammar matter. Your brand will likely not be taken seriously if you neglect these important details. Make sure any content that you deliver is consistent with your brand’s message and is clear and well written. Take the time to carefully review anything you put out to your customers.

Not Being Team Focused

All members of your team are ambassadors for your brand. Any public interactions are important in carrying our your brand’s messaging. Train your team on the qualities of the brand, how to maintain a branded presence, and what their role is within the brand. Keep everyone informed of changes or updates to the brand.

Neglecting the Mission

Successful brands have a clear, simple, strong purpose that’s well-defined. Creating strong core principles and a clear mission will keep your purpose in mind at all times, and it gives you a roadmap for connecting with people.

Branding is essential for companies to become recognizable and establish a presence in any market. A lot goes into successful branding, so tread carefully so you don’t make any mistakes.