What is Culture in the Workplace? And Who Cares?

work culture

Culture in the workplace isn’t always intuitive; it is something you must work hard to create. It is representative of who you are and what your philosophy is – the DNA of your company if you will. This is why defining workplace culture is so influential right from the start.

From branding to your company mission, expectations, goals, marketing, and the content you are putting out there – company culture is the heart and soul of any business. And while culture is often challenging to define, doing so could give you a leg up in your niche. Establishing a positive, constructive, and encouraging workplace culture is the first step to not only attracting quality employees and clients but creating a unique brand. 

What is Workplace Culture? 

Company culture. 

No, this isn’t just a buzz term; it’s the real deal. But what does it really mean? In today’s crazy-busy world where the only constant thing is change, it is crucial to hone in on who you are and what your company stands for. Culture in the workplace has evolved over the years, helping organizations implement and promote specific values, beliefs, visions, habits, and more. 

Sure, company culture can impact your employee turnover and retention, as well as the overall mood of the workplace, but it’s so much more than that. Through different avenues (think branding, social media, blogging, digital marketing, email campaigns, and more) you can communicate to your audience exactly who you are and what others can expect from you. This is the overall goal of any business. 

Why Does Culture in the Workplace Matter? 

There are many reasons why understanding what culture in the workplace looks like for your organization matters. It is both a business strategy and a way to advocate for your beliefs and values through personalized tactics and avenues. 

A positive workplace culture can do the following:

  • Drive engagement
  • Attract long-term employees
  • Promote happiness and satisfaction
  • Improve performance 
  • Help your business thrive 

Let Your Branding Do the Talking 

So, where do you start?

Once you’ve established a healthy culture in the workplace, it’s time to get to work. Branding, marketing, and communications are all excellent tools that will help you connect with your audiences, both internal and external. These tools should be used to support your company culture, and, in turn, do the following:

  • Sell your services and products
  • Improve internal operations 
  • Attract new customers and retain loyal ones
  • Broadcast and promote your brand 

How do we do this? For starters, the Your Imprint team is here to not only help you create a plan that is tailored to your organization, but also to implement this strategy through a strong brand message that is fully representative of your company culture. 

Culture in the workplace matters because it is how others will see you. 

If your branding is off or if your marketing doesn’t align with your philosophy, it can cause a ripple of disruption from which it’s hard to recover. We can help you use the various digital marketing tools at our fingertips to share your company culture and make sure you are sending the right message to your audience. 

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When to Hire a Content Marketing Team

Content Marketing

You’re finally running the business of your dreams. You love your products, you love your customers, and you love your job, but there’s one issue: you want to be content marketing, but you’re so busy running the business you don’t know where to start.

While deciding on the best practice in this arena is a highly individual process, there are some general guidelines you can follow to help clarify the next step.

When Is Content Marketing A Good Investment?

Before we talk about whether you should keep content production in-house or hire a team, we should consider if it is a smart use of money and time.

Content marketing can be great for businesses that has a solution for a problem of which people aren’t aware. If you have devised a great niche product or service, content marketing can spread the word in a way that doesn’t feel pushy or insistent. Your potential customers will have the opportunity to feel as though purchasing from you is there idea.

This is a fantastic strategy seeing how social media doesn’t seem to radically change people’s minds if used argumentatively. By approaching a situation with a more neutral information-oriented strategy, you can get your customers on board of their own accord.

The final thing to consider when deciding if content marketing makes sense for your company is your goal for the campaign. As stated earlier, content is more of a long-term strategy. It can definitely bring in new customers, but its real strength lies in its ability to help you retain customer loyalty through consistent dialogue.

Traditional ads may be a better move for a brand-new business with little previous exposure. Transitioning to a more integrative strategy may make sense as time passes, but if the goal is to maximize views on a small budget, content marketing may not be the best choice.

When Should You Hire a Content Marketing Team?

If you are a business that has decided to start content marketing, you have a decision to make: do you delegate employees to content creation, or do you hire a marketing team?

One of the most important factors to consider in this decision-making process is the size of your company. Do you have employees to spare? Can you delegate a large amount of time for content research and creation? Good content is not a rush job, and you should prioritize quality over quantity. If this is untenable with your current roster, hiring out may be a good idea.

The second major consideration is your level of expertise in-house. If you have a dedicated marketing department, there is a good chance you already have employees capable of creating high-quality content.

If you’re whole work-force consists of people specializing in production, you should seriously consider hiring someone who excels at content creation. Keep in mind that blogging and content writing are different, and just because someone can write a blog post doesn’t mean they can handle all your content marketing.

The Takeaway:

Content creation is an investment. You need to decide if this is a good time to invest for your business. While there is no one-size-fits-all answer, you are probably going to see better returns if:

  • Your company is already somewhat established
  • You are looking for long term customer retainment
  • You have someone in-house who can dedicate a lot of time to content creation
  • You are willing to hire a dedicated, knowledgeable content marketing team

If this sounds like you, then now might be the perfect time to invest.

What is Adaptive Content and How Can I Use It?

adaptive-content-marketing

We’ve all heard that “content is king.” But, what is content without marketing? Hence, our focus on content marketing as its own service. With this aspect of marketing comes many buzzwords, one of which is “adaptive content.” This buzzword is essential for any digital marketing campaign as it refers to a multi-faceted strategy that can change the results of your marketing campaign with diligent effort.

Understanding The Basic Definition Of Adaptive Content

The key to understanding adaptive content is embracing the effects of change. Content that automatically adapts to circumstances and mediums is considered adaptive. It delivers a personalized experience that makes content marketing more effective overall. It is the heart of any digital marketing campaign because it flexes to meet user needs.

Why Is Adaptive Content Considered Flexible?

Think of how many different devices you use in a single day. Cell phones, tablets, computers, smart TVs… all these display content in a different format. The perspective of the user is flexible just as the size and shape of the screen are changeable. This means content delivery must be just as flexible to convey the best display.

It’s flexible because its delivery is only one piece of the puzzle. Not only must it flex to fit your brand design, but it must also flexibly speak to the audience. This refers to tailoring content to match your audience, not just the device they’re using. In other words, the future of adaptive content is content marketing to the extreme.

Breaking Down Content Marketing So It’s Adaptive

Content Marketing is about reiterating your brand image across the web so that it’s not only consistent, but accessible. Making your content adaptive requires three things:

  1. Desirability
  2. Viewability
  3. Quality

To be desirable is the first goal because content has a lot of competition. It must stand out from the crowd as a unique yet popular offering. Viewability refers to giving them readable content on multiple devices. And, well, quality speaks for itself. Without quality, your readers just won’t come back.

Integrating Adaptive Content Into A Digital Marketing Campaign

Content that is adaptable not only speaks to a consumer in its substantive state, but also in its words. This means that content changes in two ways: how it’s displayed and what is displayed. The ultimate goal of adaptable content is to make sure it speaks directly to your consumers in a personalized manner. So, how do you integrate adaptive content into a digital marketing campaign? It’s not simple, it requires a marketing firm that understands the intricacies of all aspects of digital marketing.

We say this because digital marketing is also multi-faceted. Adaptive content is just one aspect of that realm with which we must keep up. There’s also search engine marketing such as PPC, social media content distribution, and blog development.

Are You Making It Or Breaking It With Adaptive Content?

The only way to truly make adaptive content work for your business is to consider all the aspects of the equation. It involves looking at the type of device, the context in which it is being used, and the audience you are catering to. You can deliver content all day, but if it isn’t readable in all circumstances, then you are breaking the connection with your visitor.

This break can only be resolved by employing the digital marketing services of a professional agency skilled in all aspects of the adaptive content equation. This means they know search engine optimization strategies, the technical side of delivering on multiple devices, how to create and reuse content to your advantage, and the essentials of a positive user experience.

Attract and Delight Customers with a Content Marketing Plan

content-marketing-plan

[vc_row][vc_column][vc_column_text css=”.vc_custom_1533664399016{margin-bottom: 0px !important;}”]A content marketing plan is one of the most cost-effective ways to help potential customers find your website. But that’s only half the battle. Once you get them there, you need to provide high-quality, relevant information that answers their questions and keeps them engaged with your brand.

What is Content Marketing?

It’s the behind-the-scenes script. A content marketing plan is a strategic approach for providing valuable, reader-friendly information to a targeted audience who’s expecting something. Fresh, compelling content keeps them coming back to your website and spending more time on each visit.

Everything is content and can involve things like:

  • Article writing
  • Business blogging
  • Podcasts
  • Webinars
  • Videos
  • Free reports
  • eBooks
  • Whitepapers
  • Social media posts

Regardless of the form, the content you put out needs to be high-quality, easy to read, helpful, and most of all, entertaining.

People turn to Google for information. Google’s goal is to provide the freshest and most relevant answers to its users’ questions. If you publish relevant, accurate content, then Google will notice, and subsequently, award it higher organic search engine results.

High-quality and compelling content is more likely to be shared. They will send it to their contacts on Facebook, Twitter, YouTube, LinkedIn, Instagram, and other popular social networking platforms. News and deals travel fast in the social realm, so make sure it’s good news and the best deals.

Content Marketing Plan Implementation

Implementing a Content Marketing Plan helps businesses:

  • Improve organic Google search engine results (SEO is the broadcaster!)
  • Increase the number of targeted people that visit your website
  • Help visitors arrive at your site with presold mindsets
  • Decrease the amount of money you fork out for lead generation
  • Increase your industry authority
  • Get free referral traffic to your website
  • Increase your fan base on social media platforms
  • Improve brand recognition
  • Make it easier to turn new prospects into actionable customers
  • Build better relationships with your customers

You have probably heard or read that Content is King. Some don’t agree, but in our experience, this has been, still is, and will continue to be TRUE! In fact, it would be all but impossible to achieve any degree of online (or offline) success without a compelling story, which is told through content.

You can’t get on a stage without a microphone. Websites, social pages, branding, SEO, and content marketing plans all play a role in directing and managing your brand show.

That means that the content you publish needs to be targeted, well-written, personable, and informative. But, most importantly, content needs to be entertaining. You have a lot of competition out there, and content marketing will help you find a way to stand out.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”3/4″][vc_column_text css=”.vc_custom_1533664392188{margin-bottom: 0px !important;}”]

Content Marketing Plan Checklist

Here are the key elements to a stellar content marketing strategy.

1) Define Your Audience

You won’t do very well developing targeted content for your customers if you don’t know who they are, or you assume too much. You must identify your target audience, and then make it your business to understand what they need, what they’re looking for, and what you can provide.

However, remember that you’re not the customer and your audience may be different from what you expected. Keep an eye on your sales and most profitable leads. Who’s buying from you? Be ready to modify this audience persona regularly. They change their behaviors and attitudes as often as a teenager.

2) Research Your Competition

That’s right. Be a spy. Check out the type of content your competitors are publishing on their websites and social media pages. Are they doing ads? What kinds are working for them? SpyFu is an incredible tool that will help you with research! Ask yourself how you can do a better job of providing what your customers need.

3) SEO (Search Engine Optimization)

It’s the Golden Snitch of the digital marketing world. Catch it, and you’ll likely win the game. Search engine optimization is a core element of any successful content marketing plan. Knowing how to please your customers without irritating the search engines is the name of the game.

SEO experts know how to craft content that answers relevant questions which boost them to the top rankings in Google, Bing, and other search engines. A good content marketing plan decreases advertising costs and increases ROI. If you want to develop high-performing content, we can help you build and implement your content and SEO strategies.

 

Sources
Sprout Social – 17 Tips for Creating a Content Marketing Plan
BDC – 10 tips for attracting customers with great online content
Bidsketch – 10 Ways to Attract More Clients with Content Marketing
Marketing Agency Insider – How to Use Content Marketing to Attract Clients[/vc_column_text][/vc_column][vc_column width=”1/4″][vc_column_text css=”.vc_custom_1533664465698{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 10px !important;padding-right: 10px !important;padding-bottom: 5px !important;padding-left: 10px !important;background-color: #fff1db !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;border-left-color: #ffbe00 !important;border-left-style: solid !important;border-right-color: #ffbe00 !important;border-right-style: solid !important;border-top-color: #ffbe00 !important;border-top-style: solid !important;border-bottom-color: #ffbe00 !important;border-bottom-style: solid !important;border-radius: 10px !important;}”]

Bonus Tip

Don’t underestimate your customers. They’re savvy, sometimes fickle, and they do their research. Be honest with them and don’t try to hard-sell them. Provide them with information and make them feel appreciated and heard. Ask them questions and learn from them.[/vc_column_text][/vc_column][/vc_row]

What Is Content Writing? Is it Different from Blogging?

content-writing

Content writing is an umbrella term for a versatile and well-rounded magician.  All writing – creative, website, blogging, copywriting, etc. – requires a vivid imagination and a willingness to forego the ride to Normality.

What Content Writing is All About

A content writer creates written materials for the internet, especially for websites designed to sell or promote products or services.  Everything you interact with on the web is content, and most businesses and entrepreneurs have a story written and shown with content; therefore, a content writer must be able to meet the demands of a digital audience – a good chunk of which is still familiar with analog technology and traditional values.

Content writing means you must be able to connect with an audience. The most effective campaigns use content writing to entertain and delight the audience, while using copywriting to sell to them.  In most marketing departments, content writing is part of content marketing, which is a strategy that focuses on creating materials that engage, entice, and delight the audience to keep them on the site or page for longer. Content writing lends “stickability” to a brand.

A content writer is the mouthpiece of a brand or business.  She or he understands the Buyer’s journey and can relate to each buyer in a way that makes the customer experience more personal and attractive.

Qualities of Good Content Writing

Anyone who claims to be a content writer must be able to write. I know it sounds simple, but it’s a lot harder than it sounds.  Writers understand that you can’t just jot something down and have an instant masterpiece that goes viral immediately.

In fact, only 20% of visitors read your copy.  Don’t take it personally. We’re a distracted folk.

Content writing takes planning, research, and several rounds of editing.  A content writer should be able to appeal to multiple audiences and have a good understanding of how to write a story with a plot, characters, scenery, climax, etc.  Every brand story needs a script, and every show needs a director.

While content writing plays a big role in website design and content marketing, it’s a specialty in the communications industry and can be a sustainable business on its own; however, many businesses need a team for content development, so writers should partner with marketing teams to reap the benefits of additional resources and opportunities for career growth.

Is Blogging Different from Content Writing?

Yes, without a doubt. Most content writers can blog, but many bloggers can’t write other content.  Blogs have a specific tone, and content writing requires working in a variety of formats, writing styles, and platforms.

Blogging is usually informative, while content writing is often heavier in sales (copywriting), SEO, storytelling, public relations, and social media management.

The biggest difference between blogging and content writing is where the materials go. Content writers usually write for websites, advertisements, and social media. Their wizardry can be enjoyed anywhere from your local billboards to international websites, from e-mails to snail mail offers.

Bloggers are the ringmasters of informational content, which go onto weblogs (shortened to ‘blog’ in 1999). Businesses are now learning that blogs are essential to their digital success.  Business blogs help Google and other search engines find the website.

SEO Content Writing and Digital Marketing

Content writing involves a lot of SEO and research.  Learning how to do keyword and market research gives content that extra boost of originality and that helps with ranking; however, SEO isn’t just about content.  There are dozens of ranking factors, and ranking well is one of the most sought-after goals in business.  SEO is about relevance, linking (and backlinking), speed, performance, engagement, and many, many other factors.

Content writing is the voice of your brand.  It’s the personality, so the writing should be grammatically correct, entertaining, and targeted to each phase of the buyer’s journey.

If you need help with content writing, tell us about your project or website, and we’ll tell you how to get a content plan in place.

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Writing Your Own Content? You’re Probably Doing it Wrong

copy-mistakes-marketing

Let me be blunt: Just because you can craft a well-worded email or a business plan, that doesn’t mean you should write web, social, blog, and ad content.

Here’s why.

You Have An Internal Perspective

You may shop, feel, and look like your customers, but when it comes to marketing, you’re too biased to be the customer. You will always see things through the personal lens of someone who loves your product/service and wants to sell it.

It’s tempting to believe that writing your own content, starting a social media page, and actively blogging will lead to success, but this is a wildly misguided view.  You’re missing the key psychological and behavioral components of buyer behavior.

Also, we have a highly charged political and social climate right now, so you must be aware of and sensitive to these issues.  You need a skilled communicator to do this.  At the very least, you need an experienced sounding board before writing content directed at these audiences.

Headlines, Grammar, Spelling, and Word Counts Matter… A Lot

Instead of droning on about how much these things matter, here are some statistics to consider when writing your own content for a website, post, social page, or other sales material:

  • Three-quarters (74%) of online consumers are looking at your grammar, sentence structure, and spelling.
  • More than half (59%) will not do business with a company who has a lot of spelling and grammar mistakes in their copy.
  • Visitors will only read about 20% of your content, so it needs to be short and sweet with plenty of arrows pointing to a call to action (add to bag, contact, get a quote, etc.).
  • Put your best foot forward, because most visitors read in an F-shaped pattern, which means they won’t even see a lot of your copy unless it’s engaging.

Market Yourself Like A Brand Boss

Marketing is all about your communications.  Writing website copy, ad materials, social media posts, and blogging should never be taken lightly.  You don’t want to do too much, too little, too specific, or too vague. You need to be clever in the wording and understanding in the tone.  This is your brand’s personality.

Unfortunately, writing is a skill that has tragically fallen to the whims of socially acceptable mediocrity.  Don’t fall into that trap. You’ll stand out more with content from a team of writing magicians who have spent years perfecting the art.

writing-marketingFurther, this is an increasingly distracted culture with an ever-flowing flood of information pouring into our minds daily.  It’s overwhelming, so consistency will always reign supreme.

Branding is the key to consistency, and it’s a specialized field, performed by people who follow the rules of disruptive marketing and watch buyer behaviors very closely.  Brand consistency includes:

  • Colors
  • Fonts
  • Tone
  • Topics
  • Imagery

And those are just some of the obvious branding elements.  Some of the not-so-obvious ones include:

  • Image positioning and angles
  • Line spacing
  • Page formats
  • Gradients
  • Shapes
  • Quote/call-out fonts and layout
  • Anything that symbolically relates to your brand

The Bottom Line

It’s tempting to try to save money by designing and writing your own content materials, but that may do you more harm than good (and cost you way more to fix in the long run).  Just think, the time you’re spending trying to come up with copy for your homepage or a brochure could be spent more productively by doing what you should be doing – running your business.

All markets have been disrupted by drastic changes in technology, expanding social media platforms, and the infinite functionality of the Internet.  Embrace the disruption by working with a team you can trust.

Ah-hem.

I now introduce Your Imprint Marketing Studio.  We’re the “masters of ceremony” who know branding.  We can put on a show, and we’ll teach you how to manage pieces of your marketing that will save you money.  Let’s talk about your campaigns and see if what we can do will work for you.