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36 Ideas To Grow From Good To Great Content Marketing

Do you have a defined content marketing strategy?

36 tips inside, if you have time to cherry pick through:

To save you time I have pulled together a few main points and provided some details:

To write well for the web, you need to understand what today’s Internet users want and expect.  Users want web content that:-

  • Is easy to skim & scan
  • Is written in a style that is direct, concise and factual
  • Is focused around their needs (not yours)
  • Has credibility and inspires trust

1. Understand how users read on the web

Users read differently on the web – unlike when they are reading a book from cover to cover. On the web, users don’t read word for word. They skim content, trying to get a quick impression of what it’s about.  They scan for the bits they are interested in and ignore the rest.  You need to understand how users read on the web, then write content in a style that makes it easy for them.

2. Write content that is easy to skim & scan

  • Be direct
  • Start with your conclusion
  • Limit each paragraph to one key concept
  • Use meaningful headings
  • Use bullet points and numbered lists
  • Include summaries or overviews

3. Keep your wording short & simple

Be brief and concise. Reduce your word-count to a minimum. Write clearly and simply. Give your users links to simple background information, so that the most casual visitor can work out what you are talking about.

4. Know your audience

Who are you are writing for?  What are their needs? What will they come to your web page to find or achieve?  What is their level of expertise? Build a profile of your various audience groups. Focus your content around your users’ needs and tasks, not around yourself or your organisation.

5. Engage your user

Imagine who your user will be, and keep that imagined person in mind as you write for him or her. Talk directly to your user. Provide interaction.

6. Build trust

  • Be factual and accurate.  Where appropriate, prove the verity of your information with links to trusted websites or by quoting trusted authorities.
  • Include only content which conforms to the purpose of your website.
  • Protect privacy and respect copyright.
  • Keep your content up to date.
  • Publish your contact details.  Provide users with a sense of knowing who is behind the website.
  • Spell-check your content.
  • Invite people to report errors, then fix them.

7. Test then refine your content

First test it yourself – review each web page while imagining how it reads to a new user. Then test it on users to learn what works and what causes difficulties. Test your content on different audience groups with different levels of knowledge. Test web page performance in all common browsers. Test, refine, test, refine, test … (You get the idea).

8. Help people (and search engines) find your content

Organize your content so that your website is easy to navigate. Use hyperlinks to articles on your own website and to other helpful sites. Do keyword research to determine what keywords people are likely to use to find your content. Sprinkle your content with those keyword phrases, paying particular attention to your article title, headings and your leading paragraph.  Provide alternate text descriptions for your images (Google loves knowing what images mean).

9. Create the right tone, look and feel

When you create web pages, aim for a unified tone, look and feel throughout your site. Aim for the right tone to suit your audience group and your subject matter. Keep the tone of your website unrelentingly positive. Use multi-media cautiously – it should enhance the page, not distract the user.  Develop an appropriate identifying brand if you do not already have one, and include it on every page and communication. Color, images and the ‘tone’ of your conversation with the user all help to create a psychological impact on  your users, and help to communicate a subtle message about who you are.

10. Be generous with your expert knowledge

Users value expert knowledge.  It can be a draw-card for visitors to your website and it helps to build credibility because it establishes you as an authority on your subject. Don’t give your expert knowledge all at once.  Organize it into digestible pieces. Give a summary first, then let your users drill down for more details.

Customer Engagement…leveraging online marketing and social media

Nov 24, 2013   //   Blog, social media

Individuals are becoming increasingly connected with each other; this has been enabled mainly by the Internet, and our desire for instant gratification through consumption of information. This has resulted in attention shifting focus from traditional media such as newspapers, TV and radio to an instant medium, the Internet. With instant gratification the Internet gives, we stimulate our own individual personal interest in anything from receiving instant news updates from pre-selected sources to product reviews from other consumers to the community connection social media can give with friends or others.

Just like the High Street or your local community, your organisation can leverage the power of the Internet to engage directly with customers and prospects. No longer can you afford to leave aside the various online marketing tools that could enable your organisation to reach additional customers or more importantly retain customers.

Understanding your organisation and the various online marketing tools available is essential in today’s world, it can be vital for survival. Social media is powerful when used in the right context; a good place to start is with a defined strategy that complements your current marketing objectives. After you set a number of objectives to be achieved by your social media strategy, you can measure its Return on Investment.

An example objective could be to generate X amount of sales leads / product or service enquiries directly for the chosen social media tool, using Y amount of resources or a specific call-to-action. With measured campaigns and expected outcomes, social media and its impact can be measured like any other form of advertising. Social Media can be used as a customer service channel, directly advising on customer queries or to gauge and/or manipulate the reputation of a brand.

The power is in your hands to develop your marketing strategy to increase customer engagement via Social Media and online marketing techniques.

A free online image editor

Nov 18, 2013   //   Blog, open source


Lots of people aren’t in the position to buy or download expensive photo-editing software. One excellent PhotoShop alternative is Pixlr, a FREE online image editor. It enables you to fix, adjust, and filter images in a browser (all cloud based).

Its Express and Advanced versions make it a winner for both newbies and serious photo retouchers.

Search Engine Optimisation (SEO) by jam Eservices

Nov 20, 2010   //   Blog, search engine optimisation (seo)

View on Vimeo.

What is SEO?

‘ the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results..’

Why use SEO?

  • If potential customers cannot find you they cannot buy either the products you are selling or the services you provide
    • Leverage investment you have made in your website and like any other promotional activity increases your bottom-line
    • Brand awareness – A website having a high ranking means more people see your brand and become familiar, even if they haven’t made a purchase or enquiry
    • Long term cost benefit – unlike PPC once you achieve a good ranking for specific keywords you don’t pay for traffic.  Although it has a higher entry cost, long term, it becomes very cost effective
    • Brand credibility – higher level of brand trust when found organically
    • Your competitors – Keeping ahead of competition in organic search results can help boost the perceived position of your company

View SEO video presentation above for more information or click here to download Search Engine Optimisation presentation (.pdf version).

testing july 2010

Jul 30, 2010   //   Blog

testing july 2010

Social Media Introduction – Presentation

Apr 6, 2010   //   Blog, social media

View on Vimeo.


We are continuing to promote the use of Social Media for organisations of all sizes and types. Please take time to view our introductory presentation about Social Media. If you believe that Social Media can help your organisation in any of the following ways detailed below, please get in touch with us for a FREE initial consultation:

  • Increase Sales
  • Manage Brand Reputation
  • Stimulate Awareness
  • Educate Customers
  • Customer Insights / Feedback
  • Increase Customer Service

SprING 2010 Newsletter now available

Mar 18, 2010   //   Blog, social media

Each quarter a newsletter will be available from the website.
Look out for the latest release for some special offers.

SprING 2010 – Social Media Special Offers Inside

Website Launch – Lurgan Model Primary School

Jan 17, 2010   //   Blog, web design

The evening of Thursday 14th January, was the launch of the website for Lurgan Model Primary School. For the past number of years jam Eservices have proudly provided Lurgan Model Primary School with web services and guidance on their digital strategy.


In photograph, l-r: Year 7 pupils, Mr Jason Campbell (jam Eservices) and Mr Rodger Toner(Principal).

The new website is designed to keep parents informed in an up to date way about the latest activities taking place in the school and to give prospective parents a flavour of what is on offer at Lurgan Model.

Launching the website on the 14th January 2010 at Lurgan Model Primary School, Mr Rodger Toner, Principal said “The Internet is now an important way of communicating with our school and wider community, we are excited with the potential that our new website offers, for example we now have a blog feature that allows us to stay in constant contact with subscribers and those who view the website regularly. Jason Campbell from Jam Eservices has proved invaluable throughout the process of designing and developing our website, Jam Eservices are continuing to maintain and develop our website.”

At the launch some pupils from Lurgan Model were present, some comments about the website included “I like showing my friends the photographs” and “I was able to show my mum some of my work I had done in class”.

Jason Campbell, Owner of Jam Eservices attended the website launch and stated “The web is a perfect medium for any organisation to communicate with its target audience and the general public, reaching them immediately and cost effectively, The new website gives the public additional ways to contact Lurgan Model including email address and online contact form”. Jason also commented “I wish continuing success for Lurgan Model for the rest of the School year and praised Mr Rodger Toner, Principal, for selecting a local business to provide the school’s website and additional web services”. 


In photograph, l-r: Mrs Lynn Brown (ICT Co-ordinator), Year 7 pupils and Mr Jason Campbell (jam Eservices).

social media – It’s not a one-stop shop

Dec 23, 2009   //   Blog, social media


No one-size fits all personality for your brand. Social media will allow you to explore how people really experience what you sell.

Social media isn’t an opportunity to reinvent a new brand, but enhances your brand’s reach. It’s all about the experience. People should get a similar experience with you online as they get offline. If you promise a great customer service experience online make sure you have the capacity to deliver this as making a promise you can’t keep is worse than never having engaged your audience.

Social media is growing globally in terms of adoption into marketing strategies and impact on informing customers to increasing sales. However we are still only beginning to commit to its value, some generalisations organisations still hold:

  • Its just another marketing strategy
  • It doesn’t fit into our organisation/who would be responsible to deliver the strategy
  • No guaranteed results

With a growing number of organisations interested in social media, a lot of the fears and preconcieved ideas are eroding. Organisations are beginning to see the huge benefits of interacting with consumers, building relationships and informing and selling.

Is your organisation using social media? If not, why not?  Social Media users what are the results?

Business blogging…..

Dec 7, 2009   //   Blog, social media

A blog is a web page made up of usually short and frequent posts that are arranged chronologically. Business blogs are an excellent way to share expertise, build web traffic, build visibility and to connect with potential customers.

Some top tips:

  1. Write Well and Write Often
  2. Submit Your Blog to Search Engines
  3. Syndicate Your Blog’s Content with an RSS Feed
  4. Use Links and Trackbacks
  5. Tag Your Posts
  6. Promote Outside Your Blog

Some of my favourite blogs include, this is a great source for getting fresh ideas about developing strategies for the web. Also which helps me keep abreast of latest thinking in the world of elearning.

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