Rin Hamburgh & Co | Certified B Corporation

“Let’s connect on LinkedIn.” vs “Please buy my thing!” Don’t be that person at a networking event that goes straight in with a sales pitch. Be cool, man, be cool. “But I really want them to buy my thing!” Ok, so think about how you can tempt them along the journey until they eventually get to a point of sale. Here’s how you can do it with content… 1. Meet at event → “Let’s connect on LinkedIn” 2. Connect on LinkedIn → “Thought you’d find this article interesting” 3. Read TOFU article post → “Download our how-to guide” 4. Download how to guide → “Attend our industry panel webinar” 5. Attend industry panel webinar → “Watch our video case study” 6. Watch video case study → “Try our online diagnostic tool” 7. Try online diagnostic tool → “Book a consultation with our team” 8. Book a consultation → “Here’s a proposal” 9. Read proposal → “Become a customer” Just remember, you can’t rush the process. Providing all of these touch points actually gives your potential customer time to build trust in your brand, making the final deal much easier to get over the line. Now cut and paste the list above so you can refer back to it. And if you need more help with adapting it to your business plan, give us a shout. *I totally stole this list from Rin btw, obviously.

Hands up if you’re confident that every blog on your website is 100% up-to-date, relevant to your current audience and reflective of your brand as it is today 🙋♀️ Thought not. Honestly, don’t stress though - I don’t know many companies that would be happy for you to rifle too far back through their blog archives. You know regularly auditing your blog and doing a thorough declutter and revamp is really important for everything from UX to SEO to identifying gaps for future content creation. But… you’re putting it off. Because it’s a proper faff! Except it isn’t if you have the right tools. Which is why we made one that we thought we’d share, to encourage more people to get started. It’s nothing overly fancy or high tech, just a spreadsheet designed to help you: 🚀 Track content to your buyer journey and sales funnel 🚀 Identify which posts to keep, cut or change 🚀 Identify the gaps and prioritise future content creation It’s even got dummy entries so you can see exactly how it works, and there are links to further reading that will help with the whole process. If you’ve been putting off organising your blog content, this is your chance to get it off your to do list so you can move on! Download today at https://lnkd.in/eSWBZBvx #contentaudit #blogaudit

Funny but true. It’s also one of the reasons AI jars with me. I appreciate it’s very clever and can make everything quicker and more efficient blah blah blah. But when we use it to replace our own creativity, the very thing that makes us wonderfully human - well, that’s just sad. The ability to create, the process of creating, is so fundamental to our wellbeing, mental health and development, as individuals and as a society. And creativity is not about being super quick and efficient, it’s about exploring and discovering. ❓Would you rather have an AI-generated imitation of a Van Gogh painting hanging on your wall? Or a beautifully unique canvas painted by a local artist? ❓Would you rather read a novel that was produced in seconds, or one that took years of experience and dedication from it's author? ❓Would you rather represent your business with a piece of content churned out by a machine, or one carefully crafted by a person that truly understands you and your business? Sure, use AI to summarise a complex document or research options for your next holiday. But when it comes to creativity, leave it to the professionals. #AI #ContentCreation #Humanity

Super excited (genuinely, not just because that’s what people say on LinkedIn) to be welcoming Lucy Cox to the Rin Hamburgh & Co | Certified B Corporation team! Lucy will be joining us as an account manager and I already know she’s going to fit right in. Why? Because we’ve been working with her for years - only before now, she was a client! Lucy is not only an enormously talented marketer and all round wonderful human being, she also really gets our business, the value we offer and, more importantly, what our clients need. Welcome to the team, Lucy, so pleased to have you on board.

Let’s play a game of snog, marry, avoid…. 💋 💍 👎 …but with your blog! If you’ve got dozens of even hundreds of blogs on your website that date back years, chances are many of them have become outdated, irrelevant, or simply don’t reflect who and what your brand is today. So, it’s time for a blog audit - 💋 SNOG: A decent blog, you can see it’s merits, you wouldn’t kick it out of bed. But it’s far from marriage material and you only want the very best representing your brand. So give it a glow up. Expand it. Add current references. Give it some sexy SEO appeal. Include great ‘next step’ CTAs. 💍 MARRY: A solid example of everything a blog should be. This one’s a keeper. Make sure it doesn’t get forgotten about - reshare it, turn it into a carousel post, draw out powerful quotes or stats, put it together with a couple of other blogs and make an ebook. Give it the love and attention it deserves. 👎 AVOID: You might have been into it a few years ago, but you’ve moved on. You’ve grown up, your tastes have matured. The fact that it’s still hanging around is a bit embarrassing. Get rid, kick to the curb, in the bin, you’re blocked mate. Doesn’t that feel better already? We’ve got a super helpful 7 step guide to help you look at what you’ve got, assess it against set criteria, figure out what’s working, what isn’t, and what you can do about it. I’ll share the link in the comments because LinkedIn is the jealous type.

When it comes to linking content to bottom line results, the single most important thing to understand is how that content fits into the buyer journey. Once you understand the buyer journey, you can ensure that you plan both content and activities to suit each stage, guiding your audience steadily towards a sale. You can also get your CTAs right, ensuring you don’t go in for the sale too early (but also make sure to go for it when the moment is right!). Here’s an example of how to move people along the journey with each next step, which I shared when I spoke at The Marketing Meetup before Christmas - ➡️ Meet at event - “Let’s connect on LinkedIn” ➡️ Connect on LinkedIn - “Thought you’d find this article interesting” ➡️ Read TOFU article post - “Download our how-to guide” ➡️ Download how to guide - “Attend our industry panel webinar” ➡️ Attend industry panel webinar - “Watch our video case study” ➡️ Watch video case study - “Try our online diagnostic tool” ➡️ Try online diagnostic tool - “Book a consultation with our team” ➡️ Book a consultation - “Here’s a proposal” ➡️ Read proposal - “Become a customer” Of course, not everyone is going to follow this journey through from start to finish. You might talk to someone at an event and find they’re keen to use your diagnostic tool straight away. Or you might have someone download a how-to guide they found through a Google search, then attend an event you’re speaking at, then book a consultation off the back of that. The point is that you at least need to know what the next step might be and plan for it. Creating a solid content strategy is the single biggest influencer of whether your content will generate results or not.