Content Marketing Archives - Page 2 of 8

How Online Apparel Brands Succeed with Digital Marketing

March 28, 2018/0 Comments/in Branding, Content Marketing, SEO, Social Media /by Leverage Marketing

Of all the consumer goods available online, the apparel category—including clothes, shoes, and accessories—has seen some of the biggest gains.

Revenue for online apparel in the U.S. reached $80.96 billion in 2017 and is projected to grow to over $123 billion by 2022.

Online sales are expected to account for 40% of the apparel and footwear market by the 2030s.

In the past few years, major fashion houses like Louis Vuitton and Gucci have begun shifting marketing dollars from print ads to digital channels in response to the steadily growing popularity of online apparel shopping.

Apparel brands that focus on their ecommerce presence have opportunities for dramatic growth as shoppers move online. But the competition is stiff. Big brick-and-mortar retailers like Macy’s and Kohl’s have been investing significant resources in building their online stores, and Amazon is cutting into the apparel sales of traditional apparel retailers with its low prices and fast shipping.

Niche apparel brands can’t compete with Amazon and other major retailers on price and shipping, so they must carve out a unique selling proposition—and clearly communicate that proposition to their target audience—to succeed online.

How are small- and mid-sized apparel businesses standing out from the competition and connecting with online shoppers? We spoke with three business owners (and Leverage’s own Director of Strategy, Dan Valle), to find out what digital marketing strategies have worked best for them.

Foolies: Developing a Buyer Persona to Grow a Brand

Niche apparel brands can’t succeed in a crowded online space unless they have a clear understanding of who their ideal customers are. This was something that Alex “Nemo” Hanse, owner of the T-shirt company Foolies Limited Clothing, learned as he built his brand. “When I started seven years ago, I thought that my brand was for EVERYONE,” Hanse says. “Incorrect!”

Hanse realized that he needed to focus on a narrower audience, so he began building a profile of his ideal customer, including details like where she works, what her goals in life are, and how his brand would bring value to her. One thing he realized as he developed his buyer persona was that he should be focusing on marketing to women of color. He stresses that this doesn’t mean other women can’t buy his T-shirts. “It just means I know who I need to talk to [in order to] get my message across and help my brand grow.”

Developing customer profiles, or buyer personas, can help brands like Foolies make decisions about where to engage with their audience, what content formats to try, and what messaging to use. While a buyer persona may begin as a semi-fictional representation of an ideal customer, apparel brands should use customer surveys, interviews, and sales data to shape their personas as their company grows.

T.C. Elli’s: Creating Content That Stands Out in the Fashion Industry

Content marketing allows ecommerce apparel companies to differentiate themselves from their competitors, attract more organic website visitors to their site, and convince shoppers to buy from them. However, new ecommerce brands may discover that the data-driven and long-form content that’s dominating other industries isn’t as effective for them.

Tahnee Elliot, CEO and founder of the Texas-based fashion boutique T.C. Elli’s, is quick to make this distinction. “Fashion retailers are competing with top fashion bloggers, magazines, and other influencers in a space that can only be described as crowded,” she says. “Content for fashion brands must provide benefits for the customer, be visually and aesthetically pleasing, and meet the ‘first, better, or different’ principle.” T.C. Elli’s mix of content includes a visually-compelling blog and Instagram posts that highlight ways to wear the brand’s pieces. Elliot says that by regularly producing high-quality content, “we managed to increase traffic both online and in-store, boost organic rankings, and build brand awareness.”

One Tribe Apparel: Finding the Right Collaborators

Influencer marketing—a partnership between brands and consumers with a large or engaged online following—has become a key strategy for many ecommerce apparel businesses. As a visual platform with 500 million daily active users, Instagram is an obvious place for fashion brands to find relevant influencers. But some apparel brands have found success by looking beyond Instagram.

Ryan O’Connor’s company One Tribe Apparel, which sells handmade clothes and accessories from Thailand, has gotten the best results from collaborating with bloggers in the brand’s niche. “I chose bloggers specifically because we can have many points of exposure with them,” O’Connor explains. “Not only do we usually get a product review with a link for SEO value, but we get photos of them in our clothes that are usually shared on their social channels as well.” O’Connor adds that many bloggers also run product giveaways, which allows One Tribe Apparel to grow their audience by requesting that social media users follow their brand accounts to enter the contest.

For O’Connor and his team, working with bloggers has a bigger ripple effect than working with social media influencers alone. “If we work with just an Instagram influencer, we usually get one to three posts from them, whereas with a blogger we get the SEO benefit, social media benefit, and referral traffic from their site.”

Leverage Marketing: Identifying the Best Strategies for the Brand’s Stage

At Leverage Marketing, we recognize that there’s no silver bullet strategy that will work for every apparel brand. Whenever we take on an apparel client, we look at where they are in their brand lifecycle and identify the tactics with the most potential for the stage they’re in. Dan Valle, Director of Strategy at Leverage, points to two specific cases where tailoring our tactics to an apparel brand’s stage led to significant growth.

“One of our clients was an already-established brand with a good amount of brand awareness and a substantial set of current and past customers,” Valle says. “With their target audiences, most audience members had heard of the brand and had a positive affinity for it. We saw an opportunity to expand into new audiences while continuing to build lifetime value for current and past customers.” Leverage began pursuing newly targeted, non-branded search terms to reach new audiences and grow the brand’s customer base. At the same time, we prioritized email marketing to cross-sell and alert past and current customers about new products, leading to an increase in repeat purchasers.

Leverage also worked with an apparel brand that was in the introduction stage of their brand lifecycle and had a modest budget. “We committed to improving this client’s brand awareness through influencer marketing and content marketing,” Valle explains. Leverage also began building out search engine-optimized onsite content to work towards the longer-term goal of helping the client rank for keywords with a high volume of monthly searches.

Valle recommends that every apparel brand looking to grow takes stock of their current audience and stage in the brand lifecycle. “With this knowledge, you can make better decisions about the tactics that have the most potential now and in the near future,” he says.

Using Digital Marketing to Make an Impact in Online Apparel

As an apparel company, you don’t need the marketing budget of a Macy’s or a Nordstrom’s to succeed online. What you do need is the ability to identify your audience, tailor your content to them, and provide value that they can’t find elsewhere. Taking a customer-first approach will help you win over online shoppers and keep them coming back to your ecommerce store.

Not sure where to start? Leverage Marketing can help you target your ideal customers, develop campaigns to stand out from competitors, and measure your results. Contact us to learn about our full suite of digital marketing services for ecommerce apparel brands.

Your Step-by-Step Guide to Building a Content Marketing Strategy [UPDATED]

March 13, 2018/1 Comment/in Content Marketing /by Leverage Marketing

Note: This post was originally published on September 6, 2017. We updated it on March 13, 2018 to include a downloadable content marketing strategy checklist.

As a business owner, you’ve heard that content marketing is less expensive and generates more leads than traditional advertising. Sounds like something you should get in on, right? After hearing about the benefits of content marketing, your first impulse might be to start a blog that you or your team members update when time allows. Unfortunately, you’re not the only business who has had that content marketing idea, and it’s no longer enough.

Every 60 seconds, there are 1,445 new WordPress blog posts published. In that minute, there are also 500 hours of video uploaded to Youtube, 3.3 million Facebook posts published, and 65,972 Instagram photos uploaded. That’s a lot of content to compete with, and adding your blog post to the mix is kind of like throwing a rock into a deep lake. Your target audience isn’t going to find it, and you’re not going to see any meaningful returns.

So how do you plan a content strategy that will have a real impact? Blogging can certainly be a part of it, but you have to go further—the best content marketing strategies involve:

researching the target audience
using a mix of content formats
optimizing for search engines and readers
and aggressively promoting on multiple channels.

Let’s take a closer look at each of those steps. If you don’t have time to read the full post now, or if you’d like to get these steps (and more) in a handy list format, you can click below to download our Content Strategy Checklist.

Get Familiar with Your Audience

If you’re taking a scattershot approach to content marketing—planning and producing content that you think will appeal to the widest possible audience—you’re wasting your time. To drive potential customers to your site, you need to know who your target audience is, where they spend time online, and how they prefer to consume content. Here are a few ways to find that information:

Survey your current customers. Find out what websites they enjoy browsing, what social media platforms they use, how often they read blogs or listen to podcasts, what questions they have for your business, etc.
Audit your current website content. Which pages have gotten the most traffic? Where have readers spent the most time? What path do shoppers take before making a purchase? Diving into Google Analytics can give you some great insights into what content is and isn’t working.
Pay attention to social media. Look at the types of content your followers comment on and share on social media. Facebook Insights and Twitter’s Audience Insights Dashboard (available with a Twitter Ads account) will both help clue you into the interests, preferences, and purchase behavior of your audience.

Experiment with Different Content Types

Writing blog posts might seem like the most straightforward way to get your business into content marketing, but if this is all you do, you’re limiting your audience. Not everyone enjoys consuming online content in the same way, so it’s important to experiment with different content types to see what’s most successful with your audience. Online content formats include but are not limited to:

Videos
Infographics
Podcasts
Webinars
Case Studies
Quizzes

You should also create content that appeals to people at different stages of the sales funnel. For example, a company that sells alpaca fleece blankets might produce the following content pieces:

Awareness Stage: A video showing the eco-friendly process by which alpaca fleece blankets are made
Interest Stage: An infographic showing some of the benefits of alpaca fleece
Evaluation Stage: A product comparison guide for sheep fleece vs. alpaca fleece blankets
Decision Stage: Testimonials from real customers who love having alpaca fleece blankets in their homes

Make Sure Search Engines Can Find Your Content

The best content marketing strategies incorporate search engine optimization (SEO). SEO is what helps your web pages rank well for relevant search terms so that more potential customers can find your site. SEO strategies are complex, and there’s no way to thoroughly cover them in a single blog post, but we do have a few tips to get you started:

Do keyword research. Keywords are the terms that internet users search for (and that will ideally lead them to your site when they find one of your pages in their search results). You can find keywords that are related to your business and content topics using tools like Google Keyword Planner and Moz Keyword Explorer. Use keywords naturally throughout your content (i.e. add them where they make sense, rather than adding awkward sentences and phrases just to work them in).
Write title tags and meta descriptions for all pages. Your title tags and meta descriptions are what web users see in the search results, so it’s important to write compelling copy that will make readers want to click through to your site. If you’ve built your site on WordPress, you can enter your title and meta description using a plugin like Yoast. If you’re not using WordPress, you can still plug meta information straight into your site’s HTML.
Optimize your visual content. If you’re producing videos, infographics, or other visual content, include a transcript or written summary on your site so that search engines can find the content.

Promote, Promote, Promote

Content promotion is an essential part of any content marketing strategy, but novice marketers all too often skip this step. Failing to promote your content is kind of like prepping for a dinner party and forgetting to invite your guests: you will have put in a lot of work and potentially produced something amazing, but no one will get to enjoy it because they don’t know it’s there. (That was the last analogy for this blog post, I promise.)

There are many different content promotion routes you can take, and it’s best to promote your content across multiple channels to increase its reach. For example, you could:

Share your content on your social media accounts and encourage readers to share on social media as well.
Bundle several recent content pieces into a bi-weekly or monthly newsletter that goes out to all your subscribers.
Write a press release announcing your new content (this approach is best when your content includes original research or a truly newsworthy update).
Reach out to influential industry bloggers to see if they will share your content or offer you a guest posting opportunity.
Invest in native advertising (e. paying a third-party publisher to include your piece on their site as ‘Sponsored Content’).

Putting Your Content Strategy Plan into Action

Implementing a content marketing plan for your business won’t yield results overnight. However, if you consistently produce and promote original content tailored to your target audience, the benefits can ultimately include increased traffic, greater brand recognition, and more conversions.

Great content marketing requires a lot of time and resources that you may not have in-house. That’s where Leverage Marketing can help. Contact us about our content marketing services: we’ll do all the heavy lifting so you can focus on running your business.

Old School vs. New School SEO Strategy

February 21, 2018/1 Comment/in Content Marketing, SEO /by Bob Kehoe

There’s no question that the world of search engine optimization (SEO) has changed drastically since the advent of Google and its original competitors like Yahoo!, Ask Jeeves, and AltaVista back in the 1990s. SEO marketing strategies have adapted to modern user trends, Google’s algorithm updates, and today’s technology. Old school SEO relied on agencies and websites gaming search engines to pull in customers and become first in the rankings. Even though many outdated SEO techniques no longer work, they’re still common advice given to new content creators and SEO specialists.

These outdated SEO strategies and content writing can penalize your sites, as Google recognizes and demotes websites with low-quality or irrelevant content as of its Panda and Penguin updates.

Old School SEO (late 1990s-late 2000s)	New School SEO (early 2010s-forward)
Ranking for all keywords	Rank for relevant keywords
Use multiple variations of the same keyword	Keywords are secondary to content
Keyword stuffing	Use keywords sparingly
Continuously reuse evergreen content	Write new, relevant content
Put links, keywords, and tags into footer	Use a clean footer with important information
Cloaking (one page to search engine, another to users)	Never employ black hat SEO practices
Overusing internal links with same anchor text	Only employ internal links when pertinent, use anchor text that fits within content
Dedicated pages for every keyword variant, separate microsites, and domains	Appropriate landing pages for content, but no additional pages to rank
Unstrategic linkbait to get users to click	Appropriate titles that draw users in

Learn how to avoid the black-hat methods of old-school SEO and use updated SEO techniques to target your customers.

How Did Old School SEO Work?

SEO content has evolved drastically in the two decades since we started using search engines, but it had to start somewhere. While some examples of “how it used to be” are exaggerated, writing for SEO used to mean:

Keyword Stuffing– Jam keywords everyone you can—in the content, into tags, into locations. The more keywords you could fit onto a page, the higher it would rank.
Keyword Variants– If your primary keyword target was “engagement ring,” you’d use dozens of variations on that—like “diamond engagement ring,” “engagement rings,” “engagement rings jewelry,” etc. It would go on endlessly to attempt to hit any keyword match possible. Without the power of broad match keywords, exact matches were a necessity.
Cloaking and Writing for Engines– Back in the early days of SEO, cloaking was common. You’d develop a set of SEO keywords for the search engines and show the users something totally different on the page. Sometimes this created instances where the keywords didn’t match the content at all.

SEO strategy evolved over the 2000s, as keyword stuffing become less common, domain names were no longer keyword intensive, and links become the most important part of SEO content writing. Google’s algorithms grew more sophisticated, and the search engine market started to shrink. By the end of the decade, only Google and Microsoft were real players in the market—and SEO specialists were developing their techniques to suit their algorithms.

How Does SEO Work in 2018?

So how has writing for SEO changed in two decades? Should content writing even focus on SEO and keywords anymore? The goal today is to solve the searcher’s query. Content should answer questions people are asking, helping them accomplish their task. That can be purchasing a product, learning how to complete a DIY task, or educating themselves about a new topic. Content that performs these goals will be most successful. Additionally, some SEO strategies have gotten simpler, and some more complex in response to Google’s changes in its Panda and Penguin updates. Panda can detect lower quality, and thin or plagiarized content and Penguin can easily detect link and tag manipulation. Algorithmic updates affect site rankings and SEO content writing, but good writing is more likely to rank highly.

Intent Matching– Inserting every single keyword variant is no longer necessary. Instead, think about the searcher’s intent. Write a piece of content and use keywords that factor that intent in. Using the engagement ring example, a single page about how to purchase the perfect engagement ring would suffice, incorporating several relevant keyword phrases.
The Tags that Matter– Whereas all tags used to be stuffed with keywords, only a few really matter anymore. Those are the title element and body content. These are the areas in which you need to use your keywords. It’s still valuable to use keywords in other places, like the URL field, meta description, and image alt attributes, but they’re not necessary.
User Experience Reigns Supreme– With Google Analytics to view engagement data, you can see how users interact with your content. That means that the experience of reading content and engaging with your website is more important than ever before and contributes to Google’s rankings. High-quality writing that your users interact with provides results.

Develop SEO Optimized Content

When developing content in 2018, create a workflow that incorporates SEO strategy for the modern age. Follow some basic steps, and you’ll be on your way to crafting first-class content that your users want to read.

Develop a keyword list you want to target
Determine what searchers want to achieve with their queries
Create an outline and draft your piece
Write primarily for the audience, integrating the keywords
Figure out why people will want to share this—make it exciting

If you’re still employing old school or black hat SEO tactics at your company, Leverage Marketing can help you start employing new techniques. Our content marketing team knows how to write for SEO and connect with your audience.

How to Tailor Your Content Marketing to the Sales Funnel

January 10, 2018/0 Comments/in Content Marketing /by Leverage Marketing

From a content marketer’s perspective, it would be great if the typical sales funnel looked something like this:

A web user searches for tips on networking for creatives.

The user finds a blog post called “How to Master Networking as a Creative Professional” and clicks on it.

The user is awe-inspired by the tips in the article and checks the author’s bio. They see that the author is promoting a networking book she wrote, and they immediately drop $30 on a copy.

There may be some situations where the conversion process is this quick (especially for smaller purchases), but in most cases, movement through the funnel is slower. Content marketing is a long game that depends on building trust with your audience over time. To build that trust, you must be consistently useful to your audience. And to be useful, you must tailor your content marketing to the sales funnel.

For our purposes, we’re going to define the content marketing funnel as having three sections:

Awareness (Top-of-Funnel Content)
Consideration (Middle-of-Funnel Content)
Decision (Bottom-of-Funnel Content)

There are no strict rules about what types of content to produce for each section of the funnel. However, we do have recommendations for content types that are well-suited to each stage.

Awareness Stage Content

Your top-of-funnel content should be tailored to potential buyers who have little or no familiarity with your brand and products. At this stage, the shopper is:

Looking for an answer to a question
Trying to figure out how to solve a problem
Looking for a tool or resource to meet a need

Your content needs to provide the solution the web user is looking for, in an easy-to-digest format. Content types that work well at the Awareness stage include:

Blog Posts

When planning blog topics, think about the problems your customers are typically trying to solve with your product or service. If you’re stuck, the question database Quora can be a good place to start. Search for key terms related to your business to find out what real people have been asking.

Once you’ve decided on a question, give a concise answer in the first paragraph of your blog post, and then use the rest of the post to elaborate. This format can increase your chances of landing in a Featured Snippet (i.e., the content box that appears at the top of many Google search results pages.

Webinars

Webinars provide an opportunity to educate and start engaging with your audience. As with blog posts, your top-of-funnel webinar content should focus on solving a problem for your potential customers rather than promoting your products or services. You may also want to build in a Q&A component where webinar viewers Tweet or message you questions to answer at the end of the webinar. This allows you to interact with your audience directly and get ideas for even more Awareness stage content.

Bite-Sized Downloads

Single-page guides, checklists, or tip sheets are great resources to attract potential buyers at the top of the content marketing funnel. They can also be powerful lead generation tools: simply make them downloadable and ask readers to enter their email to get the PDF file. We tested this at Leverage and found that we get a steady stream of leads from a downloadable list of 40 questions to ask before hiring a digital marketing agency.

Video Tutorials

Video tutorials appeal to visual learners and can be a useful tool to walk your audience through a process that’s difficult to describe in words. Videos are also highly shareable on social media, making them a key content type for the Awareness stage.

If your company produces video tutorials for your website, you should also upload them to YouTube. YouTube is the second largest search engine and has 1.5 billion logged-in monthly users, so it can be a powerful platform for growing brand awareness.

Consideration Stage Content

Your middle-of-funnel content is for potential buyers who are starting to search for the best solution to their problem. They may already be actively comparison shopping. This is the point in the content marketing funnel when you need to convince them that you can deliver something your competitors can’t. You can do this with content types such as:

Case Studies

Case studies provide cold, hard proof that your product or service has helped real people. You should incorporate data, but your focus should be on telling a story. Each case study should reveal the problem your customer or client was facing and how your product or service helped them.

Downloadable Long-Form Content

Have you come up with a topic that’s too in-depth for a single blog post? Turn it into a whitepaper or eBook that site visitors can download when they enter their email. Focus on providing information that your audience can’t easily find elsewhere online (after all, there must be an incentive for them to share their contact info). If possible, include original research.

Product Demo Videos

Shoppers typically want to see how a product works before they buy it, especially if it’s a type of product they haven’t used before. Product demo videos give you a chance to show your product—and your brand voice—in action. One great example of a successful product demo is Blendtec’s long-running Will It Blend? series, which has given the Total Blender a chance to pulverize everything from iPhones to glow sticks.

FAQ Page

It may not be the most glamorous piece of content on your website, but the FAQ page serves an important role. It gives you a space to publicly answer some of the questions that customers commonly ask you when they contact you. Your FAQ page can also address objections or concerns that potential buyers may have. Use your FAQs to reduce friction so that buyers can move to the decision phase of the sales funnel.

Decision Stage Content

Bottom-of-funnel content is intended to sell buyers on your product or service. At this point, the buyer has done their initial research, become familiar with your brand, and compared you to your competitors. Now you can encourage them to convert with content types like:

Comparison Charts

Comparison chart example from Permaflow Gutter Protection

Make it easy for buyers to see how your product or service packages compare—or how your products stack up against competitors’. A comparison chart or table lets buyers review the pros and cons of each option without toggling between multiple pages.

Customer Testimonials

85% of consumers say they trust online reviews as much as personal recommendations. Let your current customers become your salespeople by featuring reviews or testimonials on your site. If you’re a smaller B2B company, you may want to reach out to clients directly to see if you can feature them on your site. If you’re a bigger company, use social media and email surveys to encourage your customers to share their thoughts.

Email Drip Campaigns

Email series are ideal for people who have engaged with your company (think: added items to their shopping cart or downloaded an eBook) without completing a purchase. Run an email campaign with an offer your potential buyers can’t resist, like a free trial of your software or a discount on their first order.

Producing content for every stage of the content marketing sales funnel can help you nurture leads and increase conversions, but it also requires a lot of work. If you need help creating content for the entire buyer’s journey, contact Leverage Marketing. Our content marketing team is ready to help you meet your business goals.

3 Ways To Use Emotional Marketing To Reach People

January 3, 2018/0 Comments/in Branding, Content Marketing /by Bob Kehoe

While you might not immediately think of emotions when you think of marketing to your customers, they are an integral part of relating to your clientele and establishing a genuine brand connection. According to Shayna Smilovitz from Instapage, “Emotional branding then is creating an emotional connection to one company that separates it from the rest, creating brand loyalty over time.” By playing on different kinds of emotions, you can humanize your brand and show customers how your products and services solve their essential problems.

You can establish genuine trust with customers by making them feel like they’re an important part of your brand and creating content that gives your readers something to discuss. Fifty percent of every buying decision is driven by emotion, so creating effective emotional advertising is the most effective means of gaining and retaining customers.

But how do you craft this emotional connection effectively? Do you use branding, ads, or stories to facilitate the relationship? We’ll explain how to use storytelling to engage with your audience, review several different approaches to emotional marketing, and show how utilizing this strategy can benefit you in the long run.

Using Storytelling to Connect with Customers

Ultimately, whether you’re writing the great American novel or crafting retail content, you’re trying to tell a compelling story. Emotional advertising is about developing a story that speaks to your audience by entertaining them. Even if you’re just writing a “how-to” guide or a recipe, you can make it fun and exciting, adding storytelling elements into it. Customers respond more readily when you use emotional marketing that appeals to the senses directly.

When writing or creating emotional ads, you’ll need to consider your audience. What are their wants and needs? Understanding their desires and aspirations will help you create relatable content.

When telling your story, it’s essential to use the tone of your audience. Write in the vernacular that your target customer is familiar with, with authentic words and powerful verbiage, to craft copy that directly speaks to your customers.

Different Approaches to Emotional Marketing

An excellent emotional branding campaign successfully transforms a casual customer into a brand advocate. According to the Disney Institute, emotionally engaged customers are:

At least three times more likely to recommend your product
Three times more likely to re-purchase
Less likely to shop around
Much less price sensitive

These statistics show why it’s integral to create a campaign that stimulates your customers’ emotions.

There’s more than one way to make an emotional connection with your customers. Hubspot has identified six core emotions that encourage sharing, engagement, and purchase including happiness, sadness, fright, surprise, anger, and disgust. By playing on these feelings, you can create personalized advertising suited to your customers’ needs. Emotional advertising is about understanding how to utilize these core emotions, evoke a response in your readers, and have that lead to action. That act can be a purchase, sharing, or engagement, depending on your goals.

Your Customers’ Deeper Desires

Emotional marketing can also tap into certain desires of your customers, utilizing deeper feelings than the core six emotions. Developing an ad or campaign that utilizes these approaches (detailed in Entrepreneur), can be more powerful and lasting. They include:

Inspiration: Creates pride, like a human interest story
Aspirational: Taps into audience’s dreams, like a lofty goal, lifestyle, or experience
Expressing love: Reaches into personal and raw emotions
Milestone Connection: Celebrates a brand anniversary or important life events
Local angle: Connects to people’s passion and pride for where they live

This way of approaching emotional marketing helps create meaningful connections with your customers in a way that feels reliable and honest. If you don’t manage this authenticity, your advertising can fall flat and damage your relationship with customers. It’s essential to determine which strategy will work best for your business. The key to emotional advertising is understanding your audience and telling an authentic, believable story that will stick with them.

Are you interested in developing an emotional advertising strategy? The Leverage Marketing team specializes in creating campaigns that build lasting relationships between brands and their customers. Contact us today to learn what we can do for your company.

6 Online Branding Strategies Your New Business Can Use Now

December 20, 2017/0 Comments/in Branding, Content Marketing, Social Media /by Leverage Marketing

When you’ve been busy getting your business off the ground, marketing may not be your biggest priority. However, it’s never too early to start branding your business, and the sooner you adopt online branding strategies, the better.

Branding your business online will help you connect with your potential customers in the digital spaces where they spend time. A good branding strategy should give your audience a strong sense of what your company is all about and why they should choose you over a similar competitor. A well-developed brand will stick with consumers. Even if they’re not ready to buy from you right now, they’ll remember you when they need your products or services.

Let’s look at some of the online branding strategies you can start implementing now, even if your budget and resources are limited.

Expand Your About Us Page

Take a look at the About Us page on your website. Does it read like a laundry list of basic facts (e.g., founder’s name, year launched, location)? Is it a short paragraph that you told yourself would serve as a placeholder until you came up with something better? If so, it’s time to invest more energy in the content on this page.

The About page is your chance to introduce customers to your brand and show them what you stand for. This page needs to answer the questions:

Why does this business exist?

What does this business do better than anybody else?

Not everyone who lands on your site will visit your About page, but those who do will gain a better sense of what drives and defines your brand. And the act of developing content for your About page will help you and your team come up with the language that best describes your business, which you’ll continue to use in both offline and online branding strategies.

Document Your Buyer Personas

Before you can get rolling with your website branding strategies, you need to understand who you’re trying to reach. 74 percent of online consumers say they get frustrated when a website’s content is irrelevant to them, so it’s important to tailor your brand content to the right buyers.

You may already have an idea about the kind of person who will love your product or service, but do you have documented buyer personas? A buyer persona is a representation of your target audience based on market research and historical data. If you’re a new business, you may not have a lot of customer data to base your personas on. That’s okay: you can start with broad personas and add details as you learn more about your audience. For example, a company that sells beard grooming products might identify two primary audiences:

Men with beards
Women buying gifts for their bearded partners

As their business takes off, the beard care company can begin collecting demographic information from sources like Google Analytics, customer surveys, and interviews.

Once you learn more about (and document) your target buyers’ interests, pain points, and buying process, you’ll be better prepared to connect with them through your brand messaging.

Create a Brand Style Guide

No matter what branding strategies you use in your online marketing, your brand voice and visual style need to be consistent. Consistency helps your audience quickly recognize and identify with your brand, while inconsistency can confuse your audience and cause them to see your business as unprofessional. Your new business should take the time to create a brand style guide that includes:

Your brand’s mission/goals
Your brand story (e., the reason you exist)
Adjectives to describe the brand, as well as adjectives to describe what the brand is not
A description of your audience (e., your buyer personas)
Notes about language to avoid
Your brand color palette
Your brand typography (e., the fonts you’ll use)
Approved versions of your logo and descriptions of when to use each one
Best practices for visual content

Is that a lot of detail? Yes, but it’s worth it. Having a brand style guide that you can share with your employees and freelancers will keep everyone aligned with your brand voice. And that kind of consistency pays off: you’re three to four times more likely to enjoy brand visibility when you consistently present your brand, leading to an average revenue increase of 23 percent.

Develop a Customer Reward Plan

Branding your business online isn’t just about attracting new customers—it’s about building brand loyalty.

One great way to improve your customer retention is to reward customers for every purchase. For example, you could:

include a personalized thank-you note whenever you ship an online purchase
send customers a discount code after they buy something or subscribe to your newsletter
let customers earn store credit every time they make a purchase.

Adopting a reward plan will help you become known as a company that truly cares about its customers. Additionally, if your company offers a type of reward plan that none of your competitors have, you can use it as a unique selling proposition. For example, the shoe company TOMS markets the fact that they donate a pair of shoes to a child in need every time a customer makes a purchase.

Encourage and Share User-Generated Content

One of the main goals of branding is to engage with potential customers so that they’ll choose to buy from your business. And one of the beauties of online branding is that you can directly connect with your audience on the digital platforms where they’re already spending their time.

Once you start building an audience online, encourage your followers to share brand content on your website and social media. User-generated content, which can be anything from product reviews to unboxing videos, builds your brand’s authenticity and provides social proof. When potential customers see real people using and enjoying your product, their confidence in your brand will increase.

So, how do you get your online followers to create and share content with your brand? Give them an incentive. For example, you could run a photo contest with a gift card prize or pledge to donate $1 to a charity every time followers post an Instagram photo using your branded hashtag.

Build an Influencer Network

A discussion of online branding strategies wouldn’t be complete without mentioning influencer marketing. Influencer marketing involves working with someone who has a dedicated base of online followers so that their followers can get to know your brand. This might include writing a branded guest post on an influencer’s blog, having an influencer share a photo of your product on Instagram, or teaming up with an influencer to host a webinar, just to name a few examples.

As a new business, you might not feel like you have the clout to work with an influential blogger or social media personality, but influencer marketing campaigns can work for companies of all sizes, as long as you’re willing to invest some time and effort.

The first step you’ll need to take is to identify online influencers who closely align with your brand and your customers’ interests. You can do this manually by performing Google searches for blogs that are relevant to your industry, or you can streamline the process by using an influencer database tool like Buzzsumo or Upfluence.

Once you’ve identified influencers you’d like to partner with, you’ll need to take the time to build a professional relationship. Subscribe to the influencer’s newsletter, comment on their blog, share their content on social media, and familiarize yourself with their brand. Influencers will be much more open to working with your brand if you’ve done your research and shown an interest in their content than if you abruptly ask them for a favor.

Need help implementing any of the online branding strategies above? The Leverage Marketing team specializes in building brands through digital channels, and we’d love to hear from you. Contact us to learn more about what we can do for your brand.

Unicorn Marketing and Your Business

December 7, 2017/2 Comments/in Content Marketing /by Bob Kehoe

If you work in the digital marketing industry, unicorn marketing has been an it-phrase for the last few months. Popularized by Larry Kim and his Content Marketing Moneyball webinar, a content unicorn is a key piece of content that’s been:

successfully shared
engaged with
ranks high on Google
meets important metrics like high CTR, ROI, and conversion

Unicorn content marketing is about throwing away everything you think you know about content marketing and dealing with the data. Instead of attempting to meet arbitrary quality guidelines, the theory of unicorn marketing posits that your best performing content is your quality content and that you should reuse it and repurpose it.

With a successful unicorn marketing strategy, you and your content team can take advantage of high-performing content, learn how to spot a unicorn, and think long-term about your content strategy. Utilizing unicorn marketing services can lead to viral articles that drive traffic to your site, have high click-through rates, and ultimately drive leads.

What is Unicorn Content?

Unicorn content is that blog post, webinar, video, or another piece of content everyone is talking about. It’s a piece of content that performs in the top 1-3% of your site and usually delivers most of your traffic. Unicorns are not only traffic drivers; they’re the best-performing content pieces in many ways. They usually have higher social engagement, clickthrough rates (CTR), and conversion rates than your donkeys (the rest of your content). The top 10% of your content will, on average, have a That’s why finding and cultivating your unicorns is so important.

In content marketing, we’ve tried to define quality content by many unrelated metrics: length, spelling and grammar, readability scores, expertise, and even more obtuse values. But unicorns are quality content. Quantity begets quality. You’ll find your unicorns in a hill of donkeys by producing hundreds of pieces of content and finding what works well. There aren’t boxes to check off to create quality content, and most of your blogs and videos won’t perform well. It’s all about finding your unicorn content and capitalizing on it.

What Do You Once You’ve Found a Unicorn?

Once you’ve found unicorn content, it’s time to use it. When you find high-quality, top-performing content on your site, you’ll “want to sound the unicorn alarm,” as Larry Kim says. Promote the content through your social media channels, and repurpose it into different forms, such infographics, videos, and SlideShare decks. If it’s something temporary, like a Webinar or Facebook Live video, you can always use it again for a different audience. While it’s not possible to predict what will succeed, you can reuse what does perform well in a new context to increase its chance of exploding.

One common trait found in unicorn content is the use of stories that evoke emotion. Use happiness, surprise, affirmation, and fear to craft your unicorn content marketing. With a consistent publishing strategy, careful data analysis, and valuable information for your readers, you can produce more unicorns.

What Does This Mean for My Content Strategy?

Overall, content marketing goals for your business should remain the same. Even while using a unicorn content marketing strategy, consistency is key. Keep writing, learn from your metrics, and invest in your high-performing content. Look at your data after several months and find what’s working—use your statistics. It’s not always possible to predict what will be popular, just try to create the spark that will help any piece of content succeed, whether it turns out to be a donkey or a unicorn.

Are you having trouble writing high-performing content that maximizes ROI? Leverage Marketing’s content team knows how to turn a herd of donkeys into a blessing of unicorns. Contact us today to start your journey to better content.

Debunking Myths About Writing and Blogging for SEO

December 6, 2017/4 Comments/in Content Marketing, SEO /by Bob Kehoe

“Blogging” sometimes earns an eye roll from business owners. This is probably at least partially because a lot of business blogs have a reputation for being:

Woefully neglected
Run by a cadre of proofreading-averse interns
Run by someone who has read about the importance of blogging for your business, but who doesn’t know quite how to execute for maximum effect

The reason that a lot of company blogs are unloved often has something to do with the fact that businesses don’t have the time or knowledge to execute a great blog strategy, and without a great strategy, blogging doesn’t always demonstrate a lot of value. However, it doesn’t have to be like that.

Blogging is just as much about building your site’s SEO value as it is about engaging your customers. Blogging and SEO are a match that is meant to be, and neither is quite as good without the other involved. If you’re pursuing some SEO tactics on your site but not blogging, you’re missing a huge opportunity to expand your SEO work, and if you’re blogging without an eye to SEO, you’re not getting all the value out of your blog that you could be.

With all this confusion about how blogging and SEO are actually related, a lot of myths about blogging for SEO have begun floating around in business’s collective consciousness—hence the spread of intern-run company blogs. Don’t fall prey to these myths: get the full scoop on how blogging does actually help SEO.

Myth #1: Blogging for SEO reasons is a waste of resources – search engines don’t care about my business’s blog.

Contrary to what you may think, search engines care a lot about what you’re blogging about or if you’re not even blogging at all.

Search engines are a lot like your customers—they’re more likely to trust information from sources that look authoritative. Think about it; if you were shopping for something, would you rather buy a product from a site with no product description, or would you rather shop at the well-organized site with lots of helpful information?

Search engines would rather serve up a site that’s full of useful info for searchers. This is a simplified explanation of a concept known as “authority”, and it’s one reason why blogging is important to the long-term prosperity of your site. Blogging is a straightforward method of building up your site’s stock of useful info, which helps make your site look like an industry authority, no matter what your industry is.

Blogging also helps SEO by building up the amount of information on your site that other sites could link to. This is one of the ways that search engines determine which sites should rank highest in search results. If there are lots of different relevant and trustworthy links pointing back to your site, Google is going to see you as an authority and will grant you higher rankings in the results pages because of it.

Myth #2: Blogging is only for companies with “fun” offerings – nobody’s going to read our blog, ever.

People have questions about pretty much everything, even boring stuff. I don’t get really excited about filing my taxes, but I still have questions about it that I turn to Google to answer—which a lot of big companies know, and why they spend time and money writing blog content that targets confused taxpayers like me who are looking for answers. I can almost guarantee that your product or service isn’t more boring than taxes, and even if it is, that probably just means there are a lot of unanswered questions surrounding it.

This is where blogging, SEO, and content marketing all need to work together to achieve results. Even if you answer tons of relevant questions and impart lots of relevant info in your blog, your content is still going to be hard for people to find without a great SEO-focused keyword and content promotion plan. That’s a big and multi-faceted topic that doesn’t quite fit into this post, but we write a lot about this kind of stuff on our blog. We can also just do all this hard work for you, because we know you have plenty of other things to do besides trying to learn how to write the perfect blog post for a business.

Myth #3: Blogging isn’t necessary if you’re doing other SEO stuff.

Run your business however you want, but if you focus solely on product and service pages, you’re missing the benefits of an SEO-focused blogging effort. Why? Well, like trying to scratch an itch on the middle of your back, there are just some search queries you can’t target with your top-level site content.

For example, pretend you have a website for your llama rescue ranch. Obviously, your homepage, “About Us” page, and other key pages on your site will target search queries such as “llama ranch” and “llama rescue”. But think about a long question query like “what do llamas eat”. This search query gets 500+ searches a month, not a lot of other sites are trying really hard to rank highly for it, and it’s relevant to your industry. You can’t really target that query on your homepage without sounding awkward, but you shouldn’t just give up on those 500 searchers a month that could be learning about your ranch, either. Why not write a blog post for your business that targets this query?

Sure, maybe those searchers aren’t actually looking to visit a llama rescue ranch today—but maybe they’re really into learning about llamas, and they didn’t even know your llama rescue ranch existed until they read your blog post. That’s a future visitor you just ensnared with the power of blogging for SEO.

Myth #4: We should use every single blog post to directly promote our offerings.

This is a myth best busted by putting yourself into a non-digital scenario. Say you want to buy a car but have very little idea what you’re looking for, which model or features you want, or even what your budget is. You’re just kind of scoping out the market—you’re not even sure you’re going to get a new car. Then you head to a used car dealership to just walk around and look at the selection of cars for a bit, and the salesman pops out and says, “I CAN SELL YOU THIS CAR FOR $5,000 LESS IF YOU BUY THIS CAR RIGHT NOW, NO QUESTIONS ASKED!”

That’s essentially what you’re doing to potential customers when you try to make every blog post into a big promotional sales pitch. It’s a version of a bait-and-switch technique, in that you’re working to draw in a reader who is likely just seeking information or tips, and then you try to close a sale with someone who isn’t even close to ready to buy. By doing this, you’re practically asking visitors to bounce from your site.

Let the main product or service pages on your site be the sales pitches. If you want to use your blogging for long-term SEO impact, spend your time more wisely by giving readers answers and information and a call to action that will either keep them on your site, or will stick your brand name in their mind or in their browser’s bookmarks bar. That way, when they’re actually ready to buy something, they’ll know and trust your site, and they’ll come to you first.

Myth #5: Blogs don’t ever convert readers into customers.

There’s a nugget of truth to this SEO blogging myth: blogs aren’t good at converting customers right on the spot. If you are expecting your blog to immediately turn casual readers into paying customers, you are going to be disappointed, no matter how good your call to action is.

Most people aren’t going to enter your site for the first time through a blog post and slide right into the checkout process or lead form fill, and it’s a little unfair to expect them to. Think about it – how many times have YOU done that? We’re willing to bet it’s not many.

We get it: you want to pursue marketing activities that deliver immediate ROI and boost results sooner rather than later. But blogging for SEO benefit is a long game—and there are a LOT of perks to running a long game. While a reader may not make a purchase or submit your full form after reading one blog post, think about what DOES happen when someone hops onto your site for the first time via a blog post.

They see your brand name.
They get a sense of what your site offers, and associate your brand name with that offering.
They may feel some level of affinity for your brand for answering their question, providing them with information, or offering a solution to their problem.
They could sign up for your newsletter, download your eBook, or perform another action that allows you to keep their contact information and convert them down the line.
They could share the post with other people, extending your reach and repeating the cycle.

Advertising agencies are literally paid thousands of dollars just to get companies’ brand names in the consumer’s mind. A good SEO-driven blogging strategy accomplishes this, and you don’t have to pay for an ad on a billboard or stick your logo on the rear end of a bus. Sure, following a bunch of SEO blogging tips and strategies is going to take some of your time and resources, but the reason why blogging is important for your business is because it is a sustainable method of building your site’s authority and bringing in first-time visitors. Show me a bus sticker that does that.

Still not convinced blogging for SEO is worth your time? We get that you don’t want to put money into something that doesn’t give back. That’s why our team has become experts at squeezing every drop of SEO value out of your blog. Get in touch with the Leverage Marketing team today and let us do the lifting with your blog for a while.

11 Essential Influencer Marketing Facts and Statistics

November 29, 2017/22 Comments/in Content Marketing, Social Media, Video Marketing /by Bob Kehoe

Influencer marketing is a phenomenon of modern marketing that places expert consumers in the role of consultants for buyers looking to make informed purchase decisions – and the power of influencers is growing every day.

Influencer marketing is the management of exchange relationships between service and product providers and trusted consumers with authority over a target audience.

Social media, one of the main mediums for influencers to flex their marketing muscle, has a white-knuckle grip on the youth of the early 2000s. Over the past 10 years, social media has built an entire digital world in which millennials socialize, create, and consume. The majority of their interactions and decisions happen online, and now they are reaching the age at which they are making and selling products and services. The wise marketer should pay attention to the growth rate of influencer marketing and track the statistics that can help craft a successful influencer marketing strategy and campaign.

To get you started and thinking about influencer campaigns and research, we’ve dug up some surprising influencer marketing statistics:

74% of people trust social networks to guide them to purchase decisions

Three out of every four customers trust the opinions on social media, including friends, family, and influencers, to help them make the right decision about a product or service. If you’re not working with influencers, you could be losing those customers to your competition.

49% of people rely on influencer recommendations

That’s nearly half of all potential customers. Influencers build trust by creating a memorable brand and creating useful and relevant content. When consumers feel safe with influencer recommendations, they follow them and purchase those products.

In 2016, influencer marketing surpassed print marketing

According to Google Trends, the following three marketing channels deserve your attention:

Video marketing is still the most promising marketing channel
Influencer marketing is moving in on video marketing
Print marketing is falling behind in effectiveness

“Influencer marketing was rated as the fastest-growing online customer-acquisition channel, beating organic search, paid search and email marketing.” – Tomoson

Customers are blocking ads

47% of customers have reported that they use ad-blocking technology when browsing. Only 14% of people can remember when they last saw an ad and what it promoted. The power is shifting to the influencers – real people with real opinions.

75% of marketers claim to have allocated money for influencer marketing

Unless you’re already actively enticing influencers to try your product or service, your competition has you beat. Marketers know that influencer marketing is a top contender for marketing channels – it’s time to hop on board with social networks and influencers.

Businesses make, on average, $6.50 for every $1.00 spent

Tomoson found data that backs a huge return-on-investment for marketers and companies who use influencer marketing. At an average of $6.50 in revenue for every single dollar spent, the risk is, at least for now, well worth the reward.

Marketers spent $25,000 – $50,000 per influencer marketing program in 2016

Linquia’s deeper research found that spending on influencers has increased, as well. Most budgets for influencer marketing fall within the $25,000 – $50,000 range, which matches the external marketing budgets of small-medium sized companies.

Instagram has 700 million users

And a majority of those users are in the 16-24 year age range. Connecting with youth through social media outlets like Instagram enables access to a wealth of consumers, most of whom are endlessly hungry for consumer goods.

40% of Twitter users made a purchase based on a tweet

At least one purchase based on a tweet at such a high percentage means influencers do, indeed, have the ability to affect the decision-making process for customers. Engagement with influencers over Twitter has the potential to drive sales for goods that have previously been unavailable.

64% of brands are on Snapchat

Plus, they are reaching 301 million active users per month. Though Snapchat requires more creative marketing than most social channels because of the nature of the application, it also yields instant influence in the hands of powerful influencers who market across channels.

67% of marketers promote content with the help of influencers

That 67% goes beyond the 75% of marketers who have just set aside a budget. 67% of marketers are actively engaging with influencers and striking deals to promote products and services using their hard-built trust.

If you haven’t started looking into influencer marketing, take the time to get familiar by logging into your social accounts and exploring the accounts of users with large followings. Observe their words, actions, and photos, then start imagining how they can use those tools to promote your or your client’s products and services.

It’s not too late to get on board and start an influencer marketing campaign. Develop a strategy that includes some of your industry’s top influencers, and show them how useful and valuable your product or service is. If you have questions, talk to the masters of marketing at Leverage Marketing, and check out our Guide to Planning Your Digital Marketing Budget eBook to make sure you’ve got room in your budget to sway those influencers today.

5 Content Marketing Lessons from Thanksgiving

November 21, 2017/0 Comments/in Content Marketing /by Bob Kehoe

Thanksgiving is upon us this week, and everyone’s heads are swimming with thoughts of turkey, stuffing, and cranberries. But beyond being a time for a holiday feast or shopping blitz, Thanksgiving provides marketers with valuable lessons. So, while you are home with family—look to our tips for what to get out of the holiday.

Let’s take some of the lessons you need to pull off a successful Thanksgiving and apply them to an effective content marketing campaign. Make sure your Turkey Day is fruitful in more ways than eating cranberries—learn how to be a better marketer.

Start Your Planning Early

For Thanksgiving, it can take weeks of planning to pull off a successful meal and please everyone at the holiday table. You need to start finding recipes, buying groceries, and organizing where family members are going to stay far in advance. Without the proper precautions and planning, a well-organized Thanksgiving can turn into a screaming WWE match between grandma and your Uncle Carl–with mashed potatoes ending up on the ceiling.

On the other hand, when you successfully have your recipes planned, cook dishes in advance, and figure out how to separate contentious family members, your Thanksgiving will be peaceful and harmonious (minus an occasional political argument). This goal is achievable, but it takes hard work to get there.

Content marketing works the same way. Plan your company’s content on a monthly or quarterly basis, but leave time for the unexpected (like Aunt Myrtle bringing her five cats), and you’ll reach your goals. With a combination of detailed planning and the ability to adapt to changes on the fly, your content marketing will be more successful.

Create a Mix of (Content) Dishes

Just like the variety needed for your Thanksgiving menu, you need a mix of content to engage your audience. You can’t only serve a turkey and potatoes for Thanksgiving; you need multiple sides and a delicious dessert. So, too, with marketing: create e-books, videos, podcasts, blogs, and other content pieces that are right for your company and audience.

Remember that serving the same thing to your guests (or your audience) isn’t going to keep them coming back. Variety is the spice of life. Different content types and exciting new side dishes are what keep your buyers and family coming back to the table.

You Can’t Do It Alone

Thanksgiving is a lot of work. Between all the cooking, cleaning, and keeping the family at peace, it can be exhausting. But part of the fun of Thanksgiving is getting the whole family together, having interesting conversations, and learning about everyone’s lives. Take advantage of family and friends coming to your Turkey Day Dinner to delegate. Have other people bring sides, do the dishes, or even help you with the turkey.

Content marketing is similar in certain respects. It’s stressful to try to do everything by yourself. Source articles on specific content from colleagues in those fields and use your resources wisely. By delegating correctly, you’ll put less stress on yourself and put out better products in the long run. Working together, much like with the Pilgrims and Native Americans, results in a better outcome. Just treat your co-workers (and Thanksgiving guests) better than the colonists treated their new friends.

Be Grateful and Keep Giving

At the Thanksgiving table, it can be difficult to remember the spirit of the holiday when there’s a food fight or political argument taking place. Do your best to make everyone feel comfortable, even if it means satisfying someone you don’t agree with, or fixing up food for vegetarians or vegans. Thanksgiving is about giving to everyone, even those you wouldn’t usually tolerate.

In content marketing, it’s important to remember that you’re targeting your content to your specific audience, or your buyer personas. It’s easy to think, “me, me, me” and talk about your company solely–when you need to focus on the target audience’s concerns. They don’t want to know how amazing Cousin Gracie’s mashed potatoes are; they want to see the recipe for mashed potatoes—and eventually eat them.

Create content that your audience can use to further their goals, and you will guide them along a path to purchase your product—give them what they want, and maybe they’ll give back by buying what you sell. Just like your unappreciative relatives.

Ignore the Negative and Push Forward

Thanksgiving can be a difficult time to be around family. They can be callous, insensitive, and just plain rude. Perhaps you don’t have the job they wanted you to have. Maybe you’re single, or your relationship is taboo. Don’t sweat it. Many families love to criticize, and for some, it’s just a way of expressing love.

Their opinions matter, but you shouldn’t let their disapproval goad you into doing something you don’t want to or changing your path. No matter what actions you take, someone will dislike it.

With content marketing, you will also face negativity. You might get emails saying your articles are garbage and your product is far inferior to your competitor. There’s no way to make everyone like your brand or product. Even the biggest companies in the world have a niche—even if it’s close to 2 billion people (e.g., Facebook). Write content the same way you live your life—with authenticity. By bringing your voice and personality to your brand and content, you’ll attract a broader audience that cares deeply about what you sell.

Get Ready for Thanksgiving Marketing

Now that you have some tips on how to improve your Thanksgiving marketing strategy, it’s time to get started. Make sure you’re prepared for your family and the upcoming holiday season with more ideas from Leverage Marketing.

Leverage Marketing’s content marketing team knows how to talk turkey. We’ll work with you to develop a content strategy that you’ll be thankful for!