blogs

Oct

2018

What to Do When You’re Tired of Reading Bad Articles in Your Industry? Write Your Own.

I just died a little inside when I read this article in The Economist that flatly demonized an industry that was created to help people and the planet. It’s so frustrating when you get excited to read an article that features your industry only to realize that anyone else who reads it will be misled and further misinformed.

I have seen this in the music industry, habitat restoration, holistic health, cannabis health, climate change, water conservation, blockchain tech, cryptocurrency, and renewable energy industries. And, if we’re honest, we’ve all pulled our hair out at some point after being exposed to false news about our industry. It’s heartbreaking and let’s admit, it makes you want to toss the culprit! I MEAN… makes you want to calmly educate the reporter. 🙂

But this is why we are wholeheartedly dedicated to quality content that educates especially for those industry leaders who are disrupting the status quo. We’re on a quest to help those people set the record straight on topics that matter if only people had a chance to see them without bias.

Blogs and articles are a huge way to create doubt where doubt is needed and help people make better, healthier choices, and in many cases, save lives.

Here’s a great example of what I’m talking about and what inspired my rant. The Economist (left image) vs. A.R Marketing House (right image)

Have a look at the dates, these two articles above were posted within 1 day of each other. If you read the poorly researched one on the left without being an insider in this industry, you might not realize that you’re being taken on a ConocoPhillips (oil industry) mind trip. ⛽🎢 The article on the right was a piece we wrote for Go Solar Group, where our sole focus was to gather impartial, industry insight and predictions. It features actual industry expert insight from an interview we conducted with former Director of the Advanced Manufacturing Office for the Department of Energy.

🤔 How many news articles have you read that completely misportrayed your industry?

TAKE ACTION: For every cringe-worthy article that exists in your industry, commit to writing one article to counteract and correct the false ones. When more and more industry leaders stand together to educate with an emblazoned purpose, that’s when the floodgates in your industry will open.

This is where WE 🎤 GRAB THE MIC 🎤 and break the silence and frustration to become the visionary thought leaders that gather a crowd to share our expertise. Our planet, our medicine, our politics, our technology, our wellbeing, they all need so much healing right now. That healing starts with a conversation. That conversation starts with insight. That insight comes from you!

What will you do? Share your thoughts with us! What would you like to set the record straight about in your industry? We’re here to listen & help!

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We don’t just make content, we build bonds with our clients that allow us to truly convey their message. Are you interested in working with a dedicated team of content innovators (with a sense of humor, of course)?

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Sep

2018

Google Demystified: Here’s How A.R. Marketing House Creates Content that Aligns with Google’s Mission

Great Content = Great Google Ranking

Just as the caliber of your character matters for customer relationships, it matters to Google and here’s why… Google is continually evaluating website content based on relevance and quality, so too are the people using Google. What does that mean? It means that as we move closer and closer to a marketing structure that really caters to people’s needs, we train Google how to register those met needs, just the same. It’s safer to assume quality means EVERYTHING and increasingly so. However, here’s a quick reference guide to give you a better idea of what that looks like.

Key Points for Q.A. based on Google’s Mission

High-quality, high-value content
Great content formatting that is easy to interact with
Superb user experience (UX)
Eliminating any aggressive and/or deceptive advertising
Fixing any and all on-site SEO issues

How does Google Judge Content?

A good rule of thumb is to improve quality content across the board and over the long run for your efforts to be realized by Google. You will want to have marketing staff and content professionals conduct a full content audit then update old blogs using your new high-quality, no more excuses rubric.

1.Content Formatting

According to Google, the best general formatting for your blog as well as other website content needs to include:

Superb headlines and meaningful subheadlines
Readable, well-formatted text (both for Google and your readers)
Catchy and honest introduction with a lead-in question
A body with rich information that is unique and valuable to viewers
A bold, actionable, and helpful conclusion that empowers the reader with a propelled sense of knowledge toward a particular action.
A place for leaving feedback to allow for extended discussions, unanswered questions, or handling rebuttals of your process or logic
But wait! Don’t forget images, video, and gifs. You will need to make sure each has a purpose, place, and presence that matches the intention of your content and is correctly formatted

2.Length of Content

Not too short when it should be longer, not too long when the answer should be short and direct. In other words, maintaining integrity in the length of your content. When developing your content, treat it as if you are sharing the information with someone famous that you’ve always admired, just pick someone, whether dead or alive. Think about the conversation you would have with that ultra-important person. Would you overindulge on a topic that only requires direct answers? Would you be too brief on a matter that needs a little legwork to explain and get the breadth of your point across?

The point is, if you’re maintaining integrity with the length of your content, you will be maintaining integrity with people and with Google. When you do this, you won’t need to reassess your content every time there is an algorithmic change.

3.Duplicate Content

There are rules to the content game, my friends. Those rules include not making multiple copies of the same content and spreading it across various channels for the sole sake of increasing your presence. With that said, it’s also not sufficient to change up a bit of the headline, text, or a little unimportant something just to say it’s different. There are ways to funnel your content to various channels like LinkedIn or Medium without raising red flags, however, you will need a conscientious team to know how and when to execute this. Heed the correct methods for sharing content on multiple platforms according to Google standards, using the tools available on each of those platforms.

4.Uniqueness, Nerve, and Talent

Does your content team have the journalism chops to compete with Forbes and The New Yorker? This may seem like the standards of a heaven-sent content creator but if you want to be competitive in the future online market, this will need to be the trajectory for the intellectual and creative output of your team. Are they savvy, well-read, up-to-date on a variety of topics that will influence your content like industry history, nuances, and public opinion?

Figuring out if you have the right content team will require that CMOs and Directors, 1) find the curious team with the intellectual capacity to think of topics in a newsworthy way, a group they can trust that will keep all company goals in mind while developing a creative edge for company content and 2) give your team the creative flexibility they will need to find new and innovative ways to make your brand shine with your content.

5. Bonus…

Involve Lobbyists in your Educational Content tactics!

One huge way to leap over the competition and help your industry as a whole is to connect with lobbyists in your field. Become the go-to source and deliver content in the form of presentations, graphs, data-to-content, reports, and other helpful evidence. This can be used for lobbyists to do their job better while illustrating their key points for proliferation and protection of your industry in Congress.

It’s not enough to offer solutions, sometimes you have to realize the historical underpinnings of your industry in order to deliver relevant insight to people. Then, you have to apply your efforts collectively to push the movement in your industry, forward. Double down on educational content and political action for a winning combination that addresses both the long-term and short-term goals of your company as well as your industry as a whole.

Learn more about how we use High-Quality Content to solve the educational & Google Ranking needs of our clients. [su_button url=”https://armarketinghouse.com/contact-us/request-a-quote/” background=”#dcae1d” size=”5″]GET RANKED[/su_button]

Apr

2017

5 Trends In Marketing Your Holistic Health Care Practice

Holistic Health Care: 5 Marketing Tactics

Increasingly, more and more people are opening up to the idea of holistic health treatments to accompany and sometimes replace their current conventional health care treatments. People are becoming more skeptical of modern medicine, whether it’s because they feel it has failed them, the surging prices for care and prescriptions, or the alarming side effects, risks, and dangers associated with current pharmaceutical drugs. Many people are questioning whether to trust their general physician and the choices of treatment being prescribed to them. Individuals and groups are noticing skyrocketing rates of cancer and other new and alarming ailments, which is creating a shift toward concerted investigative efforts for finding the right care for themselves and their families through holistic care. This is an exciting time for practitioners, teachers, herbalists, growers, and anyone in this emerging holistic health care field.

Education is needed more than ever for the many who are exploring their options for alternative medicine. The stigmas attached to holistic care and medicines are disappearing, and quickly! Holistic health businesses, small and large, are learning to keep up with the inbound style of how people are getting their information as well as how they shop for services. Keeping your audience educated will motivate this growing industry to seek you out as the expert for their very precious health care.

Here are 5 ideas and trends to keep up with this 2017 to take your marketing and practice to the next level:

1.Niche companies will find success. There is a rising audience for natural medicine and care so creating your content to educate this rising audience will put your practice at the forefront of your industry. Focusing on marketing the specific specialized care that your practice provides and medicines you have handcrafted will allow you to target and grab that audience that needs your services and products. Customizing your messaging for specialized platforms will give your business high receptivity and retain loyal customers and audiences. No more spending your money on targeting everyone and anyone. Focus more on narrowing your approach to the specific clients that want and need your help. Focus on marketing your content for community building, experiences, and lifestyle over the old product-specific messaging.

2.Building your Targeted Content. Having educational content is key this year and will be in the years ahead. Increased education on the myths of cannabis and the intake of natural foods and herbs is much needed. Not only should more professionals be creating their specialized content, it is so important to distribute this content to the correct groups and people who will also share it profusely. The fact is you hold data that begs to be shared. Educate your audience on the story that your data tells, inform them with it on an educational blog, write newsletters to stay connected to your audience and keep your clients up to date on new insights and innovations. The success stories you hear every week in your office is content enough, so why not create amazing content with these success stories. Whether through validated statistics or testimonials, these stories need to be told. Testimonials, eBooks, and data-centric content are just some of the ways people are gathering their information, so share your educational content on twitter, create blogs, video blogs, share it on social media. You want to create content that provides so much value to your audience that they always turn to you first for their health questions and research. Your audience is begging for alternatives to the status quo treatments they have been receiving from traditional medicine.

3.Video Marketing is increasingly on the rise. People are spending more time watching videos on their mobile devices on every social media platform. Between shorter attention spans and busy schedules, videos are a major way people are getting content. If you are not creating video content you are losing out on a huge audience.

You can use video to educate your peers, students, or other professionals for your next conference. Use videos to educate your patients on research, news, your new products, as well as experiences and successes of some of your patients who have consented to tell their story. Record all of your talks and share it on social media and your website.

4.The Future of Mobile. Traffic coming from mobile devices is continuously higher than desktops, which means that you should cater your content accordingly. People are on the go, so catering your content to the mobile user lifestyle will ensure you reach a wider audience. These numbers are continuing to rise and show no signs of decreasing anytime soon. So make sure you are tailoring your content to mobile users searching for their holistic health questions.

5.Personalization. Concentrating on personalizing your content to specific audiences will keep you on the field running with your competition. Start segmenting your audience by demographics, health care concerns, and advice, while still respecting HIPPA compliance. Separating content by age, gender, ailments, and tailoring content accordingly will create successful leads and clients. Come up with a website sign up page where you can send segmented newsletters of specialized content tailored to specific groups.

There are many successful ways to leverage your unique content and data to keep up with the growing trends in 2017. Holistic Health Care is on the rise, so being a part of delivering health literacy to the American population will set you apart and also contribute to a higher calling of much-needed education.

Have questions about what you can do?

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Mar

2017

5 Marketing Techniques To Grow Your Law Firm

5 Steps To Grow Your Law Firm By Leveraging Your Unique Content

What Niche Marketing Means for Law Firms. Before spending thousands and thousands of dollars on Ads and SEO, consider focusing on your niche first. I know, I know, you see the word marketing and you think dollars signs and lots of them, but this does not have to be the case. My goal is to give you 5 wonderful ideas you can start today, to get yourself and your practice noticed beyond standard ads. Focusing on your niche, brand, and content can be a very inspiring and creative process for yourself and the amazing people you serve. This is how you become a known and trusted attorney in your field of law.

Niche Marketing. Setting your sights on specific types of clients sets you apart from your competition. The days of attorneys handling many areas of law are quickly fading. In order to thrive in this saturated field, you want to focus all your efforts on a targeted area of practice. You want the right followers, readers, clients, and quality referrals. Executing a niche marketing plan will allow you to attract the best-suited audience every time.

Why Niche Marketing is Different. Your audience has already searched for general information on their issues or concerns, so there is no need to provide general content. Having a niche gives clarity in exactly what you do, so it saves the clients time in figuring out if you are even able to take on their type of case. It saves you time from getting those referrals that you send to the other attorneys in your contacts. Thanks to Google, by the time they have contacted you, they already know what you do. They found you because you provided the right content they needed. They read your blog and watched your short video, and that was enough to convince them that they want to work with you.

Here are 5 Key Ways to Showcase your Practice:

1. Brand yourself as an Expert. Now that you have developed your niche, the ‘coming of age’ so to speak of developing your brand has arrived. Work with your content strategist to develop your fonts, colors, and a logo that represents your focus, and always be sure to maintain a consistent voice and tone. Brand yourself as an expert and industry leader through your content. The resources that you produce and share will be useful and answer the questions that your audience is researching.

There are not many attorneys with a slogan, so this is all the more reason to have one. Slogans are creative, fun, and designed to make you memorable. This may seem trivial but slogans are inspiring and stand out, so why not add this to your brand?

2. Niche Content. Creating your content around your niche means everything when marketing your firm, as content is a crucial ingredient for attracting new clients. Creating effective, highly targeted content will always attract the right leads, clients, and referrals.

Content is the most important marketing factor for the successful and stable growth of your law firm. The content you create and share is how people educate themselves before deciding to contact you to be their attorney. Creating resources, data, and education such as videos, infographics, white papers, articles, and blogs consistently is the way to engage your audience and support your audience’s research process. Blogs are an excellent way to brand yourself as an industry expert while informing your potential clients.

Have fun creating that amazing content focused on your niche. You have so much to give, so put it out there to drive the right audience to your website. Don’t underestimate Newsletters, it is a nice way to stay in touch with past clients, current clients, and gives readers the option to stay informed about news in your field of law and the amazing work you are doing within it. It also helps generate more leads and referrals as useful and informative newsletters are shared and forwarded often.

3. Leverage Your Website. Your website should not be a stagnant place. Having a website site that isn’t constantly updated with useful material, is like purchasing investment property but having no renters. Creating a specialized and well-organized website will drive traffic and increase your overall web ranking. Strategically placing clear, useful and helpful content that is niche focused will create more conversions on your website. Remember this is the first impression for people looking for services, so make it memorable! Here are some tips:

Landing Pages with targeted keywords attracts the right clients. Landing pages are also an excellent way to measure what content is working.

Create a virtual space for your audience to seek refuge. Come up with a list of therapists and support groups to help your clients get through those difficult situations.

Create a Data Dashboard! Create a dashboard on your website that informs your audience of live updates about interesting and relevant data like this data dashboarded created by Al Jazeera. This keeps your website interactive, unique, constantly updated with important and live information and proves your dedication.

4. Where to market your niche content? In a niche place! Where you deliver your content needs to be niche focused to attract the right audience. Carefully build trust with your readership and clients with your specialized content.

Choose carefully:

What channels are you showcasing your content on?

Who are you distributing your content to?

Who are you sharing your content with, and in what groups?

Could you be offering legal analysis to local reporters to become an authority on a specific topic?

What are some choice platforms you could lend your expert voice to?

5. Go Full Circle. Philanthropic work is great marketing. Pro-bono work is great PR. You can show visible case history and position yourself as a leader in your field of law.

Join the boards and associations that your clients are a part of. Ask your clients what groups and organizations they belong to. Get on the board of these groups; volunteer with offering your specialized skill set. Pick one organization or group and spend some time being helpful.

There are so many exciting ways to start or add to your marketing ventures. Start small if your budget is small. Ask me for advice. Follow our blogs, our posts, and sign up for our newsletter. I want to see you succeed and make this world a more wonderful place.

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Grow Your Audience! Grow Your Practice! Your practice is amazing and is making the world a better place. Why not spread your need for justice to the right people who need your help and support?