Moon Marketing Blog

Top 4 Skill Sets Required to Create Content That Gets Results

Posted by Krista Moon on May 2, 2018

Sales and marketing content is vital for communicating your value to potential customers. However, creating it can be arduous: and, bad content is worse than no content, so it has to be good.

When I first started inbound marketing, I was trying to create everything by myself. I quickly realized that was inefficient and expensive. That may sound counter-intuitive: how can it be MORE expensive to do it yourself vs. hiring someone? That's easy - if I'm doing jobs that I'm really not skilled for, it takes me longer and doesn't turn out as well, so I don't get the best results over time.

Read More...

How to Create Content That Helps Salespeople Sell

Posted by Krista Moon on March 19, 2018

One of the biggest problems businesses face is figuring out what to say to take a prospect from “Who the heck are you?” to “I want to do business with you!”

How do you get on your prospects’ radar and capture their interest? The first step is to clearly understand your buyer journey. The second step is to create and promote the type of information prospects need at each stage.

Read More...

What is Content?

Posted by Krista Moon on December 27, 2017

Here’s an analogy: The main reason you go to a networking event is to meet people and get to know them. You don’t sit in a corner by yourself checking emails on your phone with your head down (at least you shouldn’t be!). You’re working the room, introducing yourself to people and getting to know them by asking thought-provoking questions.

Read More...

Resources for Creating Buyer Personas

Posted by Krista Moon on November 8, 2017

Most organizations understand who they're trying to sell to, at least at a high level. But it's often pretty vague and centers around company information like industry, revenue, # of employees, and geography. The problem with that approach is that sellers and marketers aren't trying to talk to companies; they're trying to talk to people.

Read More...

8 Steps to Creating a Customer-Centric Content Strategy

Posted by Krista Moon on February 8, 2017

The hardest part of implementing a content marketing plan is figuring out what to write about. Companies usually begin in the self-promotional phase: they write about upcoming trade shows, new hires, case studies, and press releases. The content is very company-centric.

While it’s great to showcase the company culture, products, and services, it’s kind of boring stuff. It’s not likely to pique the interest of many new potential customers.

The most successful content marketing strategies are customer-centric. The content is written to teach, inspire, and motivate. Prospects find it interesting and helpful and become followers and evangelists for the brand. Good content helps companies build a following, generate leads, and increase sales efficiency.

Here are eight steps to help you start developing a list of relevant, highly valuable topics for your content strategy.

Read More...

Litmus Test: Is Your Blog and Email Strategy Truly Driving ROI?

Posted by Krista Moon on May 20, 2016

Blogging and email marketing are increasingly becoming standard practices for businesses of all shapes and sizes. Creating content and sending messages is very easy now-a-days, which puts us in the midst of a never-ending data explosion.

Videos, articles, chats, streams, texts, emails, pictures…With so much content available, people have to pick and choose very carefully what they want to give time to. Only content that is relevant to the issues, thoughts, or concerns a reader has will get noticed, and only content that adds value in some way will get their time.

Read More...

Example: Website Content and Sales Cycle Alignment

Posted by Krista Moon on February 25, 2016

Most websites are set up for prospects near the end of the sales cycle. They're focused on driving prospects to "contact" the company in some way (demo, trial, consultation, etc.). But, not everyone that comes to your site is ready to jump actively into the sales process. They just want more information about their problem and possible solutions. They want to self-educate so that when they do end up talking to a salesperson, they can feel more confident about what is going on.

If you're not providing content that's aligned with all the stages prospects go through to make a purchasing decision, you're limiting your opportunities and opening the door for your competitors to snatch up good potential customers.

Read more to see an example of how to align your website content with each stage of the sales cycle.

Read More...

3 Microsoft Word 'Review' Features to Use When Editing Content

Posted by Krista Moon on July 20, 2015

Every company needs to create content: web pages, proposals, presentations, blog posts, ebooks, emails, etc. Without a solid process, collaborating with others to develop content can be very cumbersome and clunky. It can take much longer and be more difficult than it needs to.

Microsoft Word has some features that can help streamline the content editing process and increase efficiency.

Read More...

Know Your Audience Through Curating Content

Posted by Lee Madaus on June 3, 2015

If you ask any stand up comedian what the most difficult part of his or her job is, they might say, “Reading the room.”

This phrase refers to the comedian's ability to analyze information from the audience and use that information to improve their act. They have to be able to perceive what jokes people are loving and what jokes aren't hitting the mark, so they can factor that into the rest of the set.

On a base level, inbound marketing has to be able to do the exact same thing.

Just like a comedian, a marketer has to to know what their audience will be into and what they will likely ignore. It makes sense if you think about it: you can't appeal to an audience that you don't understand.

So what is the best way to understand what your readers want? To many inbound marketers, it's content curation.

Simply put, content curation is finding and sharing articles with your audience. What exactly does that mean to a business owner? It means that if you know how to curate valuable content and analyze your audience's response, then you can learn what interests your current readers and what can potentially attract new ones.

Read More...

How Creating Marketing Content is Like Recording an Album

Posted by Krista Moon on January 29, 2015

One fall day I jumped on my bike (bicycle that is) to take a nice 15 mile ride in Northern Michigan. As I was enjoying the fall colors, I turned on my tunes to Octane on Sirius radio. The DJ was interviewing Flyleaf about their new album, Between the Stars.

As I was listening to the interview, a thought popped into my head: these songs are content, with a goal of driving a following and increasing sales.

That's the same exact thing any company needs to do: Create content that drives followers and sales.

Read More...

Subscribe to Get New Articles

Stay Connected

Popular Articles