The Scoop @ MSCO

Why Internet Marketing Consultants Need Content


Inside an Internet Marketing Consultant's HeadMore and more business is being done digitally and an internet marketing consultant can be useful in figuring out how to get a piece of the action. But there are different kinds of internet marketing consultants. There’s the online marketing strategist that focuses on SEO or PPC like Google AdWords, the social media management services guy, the website design specialist and the digital media planner and buyer, just to name a few. But all of these internet marketing consultants should care about content. Why? Because it sells.

How does it sell? That’s more complex. But your internet marketing plan isn’t complete without a comprehensive content strategy. In fact, content has always played an important role in marketing, regardless of channel.

A Brief History of Content Advertising

When you really look at it, content has always been important to advertising. Long ago, ad sponsorships developed out of the desire to attach a brand with a particular piece of content. You can find an example of this model in the game show The Price Is Right. Contestants play games revolving around the price of goods, ranging from baking soda to cars, in hopes of winning something. Do you think those products got there by chance? The brands paid for the opportunity to be part of the content. The content enhances the visibility and personality of their brand. It’s classic content marketing.

Flash forward to the 21st century and marketing goes digital but stays true to its roots. Rather than paying for sponsorships on shows, brands began to develop their own content to attract the attention of the right audience. Brands even built audiences simply because they had content. Ever heard of Facebook? YouTube? Pinterest? These go-to content pages are now major media channels every internet marketing consultant wants to use for their own brand. 

It works especially well for niche audiences. The internet brings communities closer whatever their interest. It also lowers the barrier to entry for many brands, giving them as many options to plug into the online conversation. Why wouldn’t Kraft create a recipe website for foodies? Or American Express create resources for small business owners through Open? 

As internet marketing consultants, we did this exact thing a few years ago for MARS. For the launch of Steel Horse Coffee, MSCO put together a productivity website that offered content that someone most interested in purchasing coffee with flavanols might enjoy. We developed a productivity index. We held productivity awards. We petitioned for a National Productivity Day. All done in the name of content for the brand. Needless to say, the campaign was a success.

An Internet Marketing Consultant Should Start With Content

These days, content is everything in the digital marketing world. In fact, a good way to tell if an internet marketing consultant is up to date in his thinking is to ask whether or not content is valuable. If he says it’s not, he’s ten years behind the times.

The question isn’t whether or not content is important. It’s what content you want to deliver. The first step is to create an editorial calendar with the help of an internet marketing consultant. This will let you lay out everything you want to say to your audience for a set period of time. It takes into account holidays, important dates for your business, sale periods and more. Once you have the general concepts, start writing or creating some of what you want to say. Trust me, once you get started, it just pours out.

Next, you should decide how you want to deliver your content. Depending on your goals, there are a few different methods an internet marketing consultant can consider. 

Blogs

For many, this is the first place that comes to mind regarding content generation. It’s personal. It’s dynamic. It can host all forms of media. If you need a web-based platform for articles, audio or video, this is a great option. 

And the internet marketing doesn’t stop with content creation. Building articles and other features with keywords is great for SEO marketing. Content created in one place can be shared elsewhere, such as on social media. Podcasts hosted on a blog can be distributed through worldwide networks. Really, the possibilities are endless when it comes to content blogging.

Of course there are some things to keep in mind. There’s the regular maintenance of a content heavy website, including domain and hosting costs. Even if you already have a website, having an ever growing cache of pictures and videos can overload your hosting, requiring you to pay for more storage. Still, if you want to build a community resource, you may want to start with a blog.

Newsletters

What’s old is new again! Email newsletters are easy to set up and maintain. They’re great for highlighting what you do well, sending special offers to customers and sharing important industry information. Depending on what you want to accomplish, email newsletters are a fantastic tool for the internet marketing consultant.

You will need to have a database of customers to which you can send a newsletter, however. (Shame on you if you don’t keep a record of customer emails.) There are also modest costs associated with email sharing platforms, though there are free options as well. Plus email spam has become heavily regulated, so you want to make sure all users opt into the database, which is easy enough but still something an internet marketing consultant has to consider.

Social Media

There’s also the relatively new social media as a content distribution channel. In most cases, social media has few maintenance costs, all the infrastructure you could want and a “built-in” audience. Plus, if your content is good enough, here is where it is most likely to go viral. We’ve seen this with CEO Mark Stevens’ posts on LinkedIn, including his latest about McDonald’s

Social media does have some drawbacks, though. First, you have to build a network and depending on how you do that it can be costly. Talking to the audience you’ve built is sometimes a challenge as well. Social networks differ in the amount of organic reach they provide. For example, Facebook reportedly only grants 1% organic reach on posts. If you have a page with 10,000 likes, each post only reaches 100 of those people. Very tiny. Again, paid reach helps goose those numbers but it may be better to control your own audience with other means like blogging and email.

You’ll probably want to use some combination of all three of these ideas and share content between them, feeding off each platform’s strengths. The important point is to work with an internet marketing consultant that understands how to use content to drive leads and build a brand.

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NY Marketing Expert Has #1 Post On LI

The latest LinkedIn post from NY marketing expert and CEO of MSCO, Mark Stevens, has been getting a lot of attention. Posted just yesterday, it has already has over 200,000 views. This is a great example of how something so seemingly simple can go viral, as long as it is done the right way. Mark’s LinkedIn success doesn’t stop there, his last viral post received nearly 800,000 views. That’s over one million views between these two posts alone, and he’s not done yet!

Why McDonald’s Is Dying has it all – from a great and attention grabbing title to strong and thoughtful content that backs it up, you just can’t beat it. Check it out and voice your opinion in the comment section. Is Mark onto something, or do you disagree with his thought process? Let us know!

Mark has been regularly posting on LinkedIn since July of this year. With over 100 posts, he has certainly been making a name for himself. Throughout this time, he has learned a great deal about how LinkedIn works and how to use it as a highly effective marketing tool. Having a team member that has ‘cracked the code’ on something as powerful as LinkedIn has made us that much stronger as a team. We have been able to incorporate Mark’s knowledge into our marketing strategies, and clients are already starting to see some results.

In the time that it took me to write this post, over 20,000 more people have read Mark’s article. The post still has a lot of life, and I can’t wait to see how much it grows. Mark’s unique insights are just one of the things that makes him a sought-after thought leader and NY marketing expert, and I’m so proud to say that I’m working at such a forward-thinking company. Read More

New Clients Join Our NY Marketing Firm

Since our last new client round up, three clients have joined our NY marketing firm family. We are, as always, excited to work with these great new brands. Every client opens the door to a whole world of possibilities, not only for the brand but for MSCO, as well. With each new client, we are able to expand our creativity and offerings to best fit their needs.

Interstate Fire & Safety Equipment Co. Inc. has been a leader in fire protection since 1951. It’s always a pleasure to work with well-established brands, especially when they’re as esteemed as Interstate Fire. For over 50 years, they have been providing the area with fire protection equipment and services, public fire safety awareness campaigns, and fire code compliance programs.
MSCO plans on taking Interstate Fire to the next level. We see a huge opportunity in commercial and residential building complexes. With our new campaign, we are going to be highlighting all of the additional benefits that Interstate Fire includes as standard practice. The fact that Interstate Fire goes far beyond standard, all the way to exceptional is a huge selling point, and we, as a creative NY marketing firm, can’t wait to do great things for this client.

Dynamic Strategies is an information technology company from New Jersey. They came to us for a much needed brand redefining. After our initial meeting with Dynamic Strategies, one thing was clear: they needed a better way to represent everything that they do. To start with, they need a new name and a comprehensive offering of their services. We will be planning that new branding along with new website development, streamlining their service offering, turning them into the a small to mid size business resource and advertising them in the tri state area.

The Kayak Fishing Store, a store that specializes in the sport of kayak fishing, is now an MSCO client. We are excited to take on such a unique client that is surely going to push our creativity to new heights. For this client, we are refreshing the brand with new creatives, a new web presence, new messaging, and a precisely targeted campaign. The Kayak Fishing Store will be keeping its name, but MSCO has come up with an amazing new name for the sport of kayak fishing. Stayed tuned for more details on this!

As you can see, we have certainly been keeping busy, even though the holidays are quickly approaching, and things don’t seem to be slowing down anytime soon!

Click on the links below for more information on our three newest clients and take note of what they look like before we’ve had a chance to work with them. Change is definitely coming!

Interstate Fire & Safety Equipment Co. Inc.
Dynamic Strategies
The Kayak Fishing Store
 

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Marketing Consulting Services Are Just The Beginning

Many of you may be familiar with MSCO as a firm that provides top-notch marketing consulting services.
But did you know that our CEO, Mark Stevens, also writes blog posts covering everything from personal, life advice to career related wisdom in addition to his unique insights on our marketing consulting services?

Last week, he wrote an article The Day My Car Caught Fire, So Did My Career 
which details the events of a Thanksgiving he had when he was in his twenties. As you may have guessed by the title, he didn’t have a traditional turkey dinner that night. This article touches on both personal and business related news. Mark has learned so much through the years, and I, for one, feel lucky that he’s willing to share it with us. With over 13,000 views already, I can’t be the only one that feels this way.

Mark has been posting on LinkedIn for a while and has covered almost every topic you can imagine. People from all over the world are taking his advice to heart, and he’s seen a lot of success. He has, in fact, written one of the most viewed post in the history of LinkedIn with his article Why You Must Lie On Job Interviews And What You Must Lie AboutThis post skyrocketed almost immediately. Now, sitting at just under 800,000 views, the post is still getting attention. If you haven’t read any of Mark’s articles, I suggest you start with this one! It’s a perfect example of the kind of writing and opinions that makes Mark (and MSCO) so unique and honest.

If you want to connect with Mark or take a look through his other LinkedIn posts, click the LinkedIn icon below. You’re sure to find something that catches your attention and makes you think.

Mark Stevens, CEO of Marketing Consulting Services Firm MSCO, LinkedIn
While our marketing consulting services will always come first, it’s refreshing to work for a firm that offers so much more. Read More

Bestie Bag New Product Development

Just about two months ago, we signed Bestie Bag on as a new client. You may recall the blog post about this product development client. We took the original idea of a bag designed for kids with sensory learning problems and turned it into a product that all tween girls can enjoy, the Bestie Bag. See the blog post here, if you missed it!

The product development thus far has been remarkable. We’ve made slight improvements on the design and introduced the Bestie Girls. The bags are currently being manufactured, and we’re looking to launch the product on December 1st. The Bestie Girls each represent a different bag, color, and personality. Each bag comes with an exclusive Bestie Girl key chain, pictured below. These characters are original designs from our newest graphic designer, Ligia Barao. Ligia and I have been working hand-in-hand to bring this concept to life, and we couldn’t be more proud of our accomplishments so far!

Bestie Bag Product Development - Key Chains

Meet the Bestie Girls!

Zoey, to start with, loves to bake. The yellow of her Bestie Bag reminds her of her favorite recipe – her grandma’s lemon bars!

Claire loves nature and animals. She even has her own dog, Luna, who will be officially introduced by our launch date.
Rachel is all about fashion and music. She’s the one to turn to if you’re looking for the coolest new band or fashion accessory.
Katie loves sports. She’s always up to try something new, but she’d never turn down a game of basketball or soccer.
Vanessa is a movie buff. She’s a big fan of comedies. She tells the best jokes and goes out of her way to make everyone laugh.

To continue the new product development process for Bestie Bag, we have been doing a lot of social and PR work. Check out our Facebook and Twitter pages! We’ve been featured in Texas Lifestyle Magazine’s Holiday Gift Guide and should be featured in more as they come out. We’ve also just started planning  for a tween focused trade show that we’ll be attending in January.

Keep an eye out for more product development news because there’s  a lot more to come!

You can learn more about the Besties on our landing page. Be sure to check back on December 1st to see our all new e-commerce site!

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