Now that I quantified my proposal service accomplishments, it’s time for the content side

I won’t belabor you with the process of summing up Bredemarket’s content accomplishments for clients. Suffice it to say that I used Toggl Track and other sources, in a manner similar to the way in which I summed up Bredemarket’s proposal accomplishments for clients.

If you don’t want to be bothered with downloading a brochure, here’s a picture.

Or you can download the PDF.

Until I added everything up, I didn’t realize how many case studies I had written.

If you want to receive my 12th case study…

Shattering my assumptions by using LinkedIn for local marketing

At the same time that Bredemarket helps other firms to market themselves, Bredemarket has to market ITSELF, including social media marketing. And for the past year I’ve subscribed to the following formula:

  • Use LinkedIn for professional marketing to biometric/identity and technology clients.
  • Use Twitter as a supplement to this.
  • Use Facebook as a supplement to this, and also use Facebook as Bredemarket’s sole foray into “general business” marketing.

It sounded like a good formula at the time…but now I’m questioning the assumptions behind it. And I’m hoping that I can prove one of my assumptions wrong.

My initial assumptions about marketing to local businesses

As I write this, Bredemarket has no clients in my hometown of Ontario, California, or in any of the nearby cities. In fact, my closest clients are located in Orange County, where I worked for 25 years.

It’s no secret that I’ve been working to rectify that gap and drum up more local business.

So this was an opportune time for me to encounter Jay Clouse’s September 2021 New Client Challenge. (It’s similar to a challenge Clouse ran in August 2020. Repurposing is good.) Clouse’s first question to all participants asked which market we would be targeting, and in my case the local small business market seemed an obvious choice.

And this dialogue played in my mind…

So when I market to local businesses, I’ll want to do that via relevant Facebook Groups. Obviously I won’t market the local services via LinkedIn or Twitter, because those services are not tailored to local service marketing.

Questioning my assumptions

Then I realized that I was wrong, for two reasons.

  1. First, there are LinkedIn groups that concentrate on my local area, just as there are LinkedIn groups that concentrate on biometrics. I had already quit a number of the dormant Inland Empire LinkedIn groups, but I was still a member of two such groups and could (tastefully) market there.
  2. If LinkedIn doesn’t provide an opportunity for me to do something, why don’t I tailor my use of LinkedIn and provide myself the opportunity?

Specifically, some of you may recall that I only have two LinkedIn showcase pages, but I have three Facebook groups.

  • “Bredemarket Identity Firm Services” is present on both LinkedIn and Facebook.
  • “Bredemarket Technology Firm Services” is present on both LinkedIn and Facebook.
  • “Bredemarket General Business Services” is only present on Facebook.

I explained the rationale for the lack of a third LinkedIn showcase page in a nice neat summary:

Using myself as an example, I have segmented my customers into markets: the identity (biometrics / secure documents) specific market (my primary market), the general technology market, and the general business market. I don’t even target the general business market on LinkedIn (I do on Facebook), but I’ve created showcase pages for the other two.

If you consider that “local business services” is a subset of “general business services,” some of you can see where this is going.

Ch-ch-ch-ch-changes

But it took a while for the thought to pound its way into my brain:

Why DON’T you target the (local) general business market on LinkedIn?

I could just create a new showcase page, a process that would only take a few minutes. I wouldn’t even have to create any new artwork, since I could simply repurpose the Facebook general business artwork and use it for a LinkedIn local business showcase page. (Repurposing is good.)

(As an aside, my approach to artwork for Bredemarket’s marketing segments was dictated by LinkedIn Stories. Which is now disappearing. Oh well.)

So anyway, LinkedIn is now the home of Bredemarket Local Firm Services.

Now I just have to populate the showcase page with content (and continue to do so), invite people to follow the new showcase page, and proceed on my plan for world domination, one loft at a time.

Call to action time

And if you’re a small business in the Ontario, California area, here’s some information on the services I can provide to you.

And if you want more detailed information, please visit https://bredemarket.com/local/. (Read to the end.)

And if you want even more detailed information, contact me.

So which assumption will I shatter next?

I’d like to prove THIS assumption wrong:

(Still waiting for that $10,000 per hour client.)

Agile content

I purposely chose the title “Agile content” for this post, because for some of you “scrummy” individuals it will easily convey what I want to say: content can be tweaked as needed.

Pair programming, an agile development technique used by XP. By Lisamarie Babik – Ted & IanUploaded by Edward, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=9546406

But I could have chosen a title that did not resonate as well with modern audiences: “Newer weblog content.”

By Valleyhollandman – blogactive.com, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=24045040

After all, some of you remember what blog (weblog) posts were back in the day. They were not conceived as permanent, immovable statements, but were more transitory (akin to diaries) and could be adapted over time.

Changing my message

Even today, I’ve practiced adaptation with two versions (so far) of Bredemarket’s goals for 2021. (Perhaps it’s time for me to look at them and see if they need revision.) And others have done the same thing, recycling and updating content.

We can practice “Agile content,” regardless of whether or not we have a good idea of what we want to say.

  • Sometimes we know what we want to communicate. We set our goal, create content that meets our goal, and share it. Back in December, I had a pretty good idea of the goals that I wanted to set for 2021, so I shared them. The subsequent tweak that I made was relatively minor.
  • But sometimes we DON’T know what we want to communicate. Perhaps you’re entering a new market or pitching a new product, and you don’t know how the potential customers are going to react. Perhaps your initial idea is COMPLETELY wrong and will need to be COMPLETELY revised.

In the latter case, rather than waiting for all the focus groups and scientific studies and everything else (which can kill productivity), one option is to put something up NOW. And if the customers don’t like parts of it, adapt the content.

Or perhaps you keep on building new content that effectively supersedes the old.

  • For example, last year I created a page here that described the Bredemarket 400E Short Editing Service. Just between you and me, I have NEVER sold this particular service, and this is the first time in months that I have mentioned it. But I never pulled the “400E” page down, because for all I know I may be contacted tomorrow by someone who has content and needs me to edit it.
  • At the same time, all of the newer content that I have created on this website and elsewhere emphasizes my writing services rather than my editing services.

Changing YOUR message

The same thing that applies to my business can also apply to yours.

Maybe you want to test some content, either broadly (by linking to the content on the main page of your website and/or on your social media) or in a limited fashion (by only selectively sharing the link to the content). As you gather feedback about the content you have created, you can either leave it as it, tweak it, make wholesale changes to it, or delete it entirely.

Of course you need to remember that past content can still hang around somewhere, because the Internet never forgets. But in some cases it’s better to try some content out NOW, rather than waiting for all the facts.

As one of my clients likes to remind me, the perfect is the enemy of the good.

Which is why that same client had me create some content several months ago, and revise and expand on it as needed and as needs change. The client could have waited until now to release the content, which includes an important new product feature that couldn’t have been communicated several months ago. But then the client would have missed out on months of sales, as well as feedback on the original iteration of the content.

I’ll confess an ulterior motive: as a consultant, I get paid more to create and update content than I do to create content and do nothing with it afterwards. But the client benefits also because it starts using the content more quickly, leading to more sales.

My earlier calls to action didn’t communicate all of these options

Do you need Bredemarket’s help in content creation? Contact me.

3 ways Bredemarket can help your business, the mid-October 2020 edition

There are a number of ways that writers can grab readers’ attention, and one of those is via the list post. They’ve been around for over a decade, and they’re still popular. Why? Because they grab the reader’s attention.

So I thought I’d use the list post format to talk about Bredemarket’s current focuses in contracts, as well as in pitches and proposals to potential clients. Perhaps your business can use one of these three services, or perhaps you can use two or three of them. (I just wrote a proposal this week that included all three of the services listed below, as well as some other things.)

In preparation for this post, I reviewed Ali Hale’s 2008 ProBlogger post “10 Steps to the Perfect List Post.” (You see what Hale did there.)

One: Have Bredemarket write your 400 to 600 word text

I’ve previously talked about why you may want to have someone else write your blog post, your Facebook post, your LinkedIn post, or any other short text. (Advance warning: this “list post” is going to have some little lists in it…)

Regardless of the reason, Bredemarket can assist you in creating that content that you need. Via a collaborative process, Bredemarket will work with your business to craft the text that you need, and provide you with the final text at the end of the contract. The entire process can be completed in 15 calendar days or less, often much less (one of my clients and I completed one blog post in less than 3 days). Bredemarket’s goal is not to get the job done quickly, but to get the job done correctly.

For more details on the process, see the Bredemarket 400 Short Writing Service.

Two: Have Bredemarket write your 2800 to 3200 word text

Longer text is used for deliverables such as white papers; longer thought pieces; detailed company, product or service descriptions; lengthy customer testimonials; or other items.

The reasons for having Bredemarket write your longer text are similar to the reasons for having Bredemarket write your shorter text, but the process is a little more detailed.

Because these deliverables are more complex, more work is needed at the beginning of the process, and more time is needed for the reviews. Therefore, the process for a longer text piece can take as long as 49 calendar days, although again it can often be completed much more quickly. Again, the goal is to deliver the correct text to the client.

For more details on the process, see the Bredemarket 2800 Medium Writing Service.

Three: Have Bredemarket examine your website and social media accounts

Perhaps you don’t need text for your website or social media accounts. Perhaps you need a checkup on these properties.

Ever since I started Bredemarket, I’ve been examining the web pages and social media accounts for a number of companies, including my own. And a number of times, I’ve run across some errors.

  • Perhaps the text on the site uses the wrong word to describe something.
  • Or perhaps a link doesn’t work.
  • Or perhaps one part of the site says one thing, while another part says a totally different thing.
  • Or perhaps the contents of the site are old. (A site that brags about Windows 7 compatibility, or a site with a 2019 copyright date, is not the site of a thought leader.)

Or perhaps the collection of sites doesn’t have any obvious errors, but exhibits missed opportunities. One company posted some excellent content on one of its social media channels, but failed to cross-post the content to its other social media channels, or to the website itself. Therefore, most potential customers were unaware of the great content from the company.

Bredemarket’s methodology for a website/social media checkup is simple, but thorough. The two major steps are

  • for Bredemarket and the client to agree on the scope of the checkup (for example, should the checkup include the personal LinkedIn page of the company CEO?), and then
  • for Bredemarket to examine six factors as part of the checkup.

While you’re waiting for me to write my list post about six critical items in a website/social media checkup, you can cheat and read the list yourself in my description of the Bredemarket 404 Web/Social Media Checkup.

Incidentally, I can’t quote the length of this service, because the length depends upon the number of pages to check, the percentage of those pages that require a more detailed (rather than cursory) check, and whether there are PDFs or other documents on those pages that also require examination.

Can your business use any of these services?

Now Bredemarket provides other services (you can say that I have a whole…um, list of them), but right now (mid-October) these three services seem to be the most popular. Like I said, I recently proposed all three of them to a single client.

If you could use one of these three services, you can fill out the “Request Information” form at the bottom of each service description (Bredemarket 400, Bredemarket 2800, or Bredemarket 404), or you can contact me in one of the following ways:

If your marketing channels lack content, your potential customers may not know that you exist

[Update, January 27, 2021: a July 2020 study from Demand Gen Report explains WHY up-to-date content is important. I addressed that study in this post.]

One of Bredemarket’s most popular services is the Short Writing Service. It can help small (or large) businesses solve the content problem.

You know what the content problem is. Your business has established one or more marketing channels: a website, blog, email list, Google My Business site, Facebook, Instagram, LinkedIn, Snapchat, Tumblr, Twitter…or many others.

But the marketing channels are useless IF THEY HAVE NO CONTENT.

Or old content.

Or poorly-written content.

Maybe the information on the marketing channel is six months old, or a year old, or nine years old. (Trust me, this happens.) Or maybe there’s content on one marketing channel, but it’s never cross-posted to the other marketing channels for your business.

What are the ramifications of this? If your channels lack content, your potential customers may forget about you. And that’s NOT good for business.

I’ll use myself as a BAD example. In addition to my business blogs at Bredemarket (https://bredemarket.com/blog/) and JEBredCal (https://jebredcal.wordpress.com/blog/), I maintain several personal blogs. One of those personal blogs is Empoprise-NTN (https://empoprise-ntn.blogspot.com/), and that blog is obviously the ugly stepchild of the bunch. Between 2016 and 2019 I authored exactly ZERO posts on that blog. So if someone is looking for authoritative commentary on NTN Buzztime games, they’re obviously NOT going to look to me.

The obvious solution to the content problem is to CREATE CONTENT. Some people have no problem creating content, but others may need some help. They may not have the time (https://bredemarket.com/2020/09/25/when-you-dont-have-the-time-to-craft-your-own-text/), or they may need some help in selecting the right words to say.

Bredemarket can help you solve the content problem, one post at a time. The Bredemarket 400 Short Writing Service (https://bredemarket.com/bredemarket-400-short-writing-service/) uses a collaborative process, in which you and Bredemarket agree on a topic, Bredemarket provides a draft of the text, and the text goes through two review cycles. At the end of the process, you have the text, you own the text (this is a “work for hire”), and you can post the text on your blog or Facebook or wherever you please. Your content problem is solved! And if the post includes a call for action, your potential customers can ACT, potentially providing you with new business.

Speaking of a call for action…

If you would like to talk to Bredemarket about ways to solve your business’ content problem, contact me!

Bredemarket 400 Short Writing Service

(new text of approximately 400 to 600 words)