Posts in Digital Marketing

content marketing

The 3 Minute Guide to Your New Content Strategy

June 23rd, 2016 Posted by Blog, Digital Marketing, Uncategorized 0 comments on “The 3 Minute Guide to Your New Content Strategy”

One of my favourite book series included a long, frustrating love triangle. I could have sworn that the entirety of the love triangle drama could have had its own book, it was so drawn-out. Looking back, I realise that the author was trying to eke out another book deal, using a plot device that a majority of readers are tired of. This is a bit like trying to build a content strategy: in an ever-changing environment, it gets hard to come up with brilliant and relevant ideas. Trends appear and then are quickly lost in the sea that is the demand for the newest and shiniest content that is worth the effort and time it takes to consume.

Rand Fishkin, co-creator of SEO consultant firm Moz, explains that content marketing isn’t a straight line up from clicking a link and then becoming a devoted follower, customer, or reader from visit #1. It’s a slow curve wherein a website is visited, hopefully browsed, liked and remembered, visited a few more times, and then a decision is made whether the consumer likes this company or brand enough to follow them on social media, subscribe to their mailing list, and/or purchase their products. Content creation is about building a relationship with the consumer by creating content that is relatable and interesting to consumers and enables them to interact with your brand on a more personal level.

The above depends entirely on your content strategy and goals. But how does one create a content strategy that will succeed in achieving your individual goals? I’m going to dust off my crystal ball and shuffle my tarot cards to show you the way to your future (content strategy).

Research: the crystal ball knows all ????

Building a content strategy requires you to do some important research on your company, as this will affect the type of strategy you use.

These key points need to be looked at and researched:

  • The company’s business model
  • The company’s website and social media use
  • The company’s customers
    • Who they are, what they do, why they converted to customers
    • Conduct surveys and interviews
  • The competition
  • The industry the company works in
  • The company’s best features (most popular web pages, best-selling product, etc)
    • What attracts consumers to this company?

Data analysis: palm reading of your character and life so far ✋

The data you gather from your research will be useful in analysing your current content and how successful it is in bringing in traffic and creating converts.

  • A benchmark audit to collect analytical data such as traffic, page views, pages per visit, time per visit, rankings, and conversion rate help you in comparing the results of your new strategy to your old one
  • A content audit to determine just how well your company is doing online. Take a look at your top pages (the amount of pages you look at is determined by how much content your website has) and analyse how your content is performing through analytical metrics, SEO metrics, and content review (those top pages you collected should be reviewed to see who they attract and how they do it, such as the most searched keywords for example)

Planning: tarot card reading of your future ????

With your analysis complete, it’s time to determine your content strategy.

The strategy should consider:

  • Your goals (increase in site traffic, brand awareness, audience engagement, etc)
  • Your values
    • What matters to your company? What does it stand for?
  • The purpose of the content (to build awareness, to be shared, to create inbound links, to make a sale, to promote a new trend, etc)
    • Gated content is useful for gathering customer data as consumers are asked to exchange information or create an account to be able to access larger amounts of content
    • Curated content can be used to take a break from having to come up with a brilliant idea, instead gathering information and data and using it to your advantage, such as creating a fun infographic. (Just remember to always give credit when credit is due!)
  • Different customers and customer needs
    • Those surveys and interviews you conducted will differentiate your company’s different customer profiles
    • These profiles will come in handy when creating content with a specific purpose or targeted to solve a problem a consumer may have; it’s always easier to write when you know exactly who will be reading and why they’re reading
  • Defining features, themes, or topics evident in most of the content created; something your company can stand out with
    • What’s your angle? What makes this piece of writing different to the other five on the same topic?
  • Use of digital content such as social media or content platforms (aka video, audio platforms)
  • Quantity (how much content you create weekly or monthly)
    • Using a content and/or social media planning calendar is useful in maintaining regular posting and creation
    • Planning calendars help ensure you are able to create quality content without being overwhelmed or running out of steam

Following the strategy: Magic-8-Ball says “go for it!” ????

The creation of content can be achieved through:

  • Collaboration
  • Keeping on top of industry news
  • Taking advantage of current news and events
  • Eyeing the competition
  • Create guidelines/checklists for creating content

Empathy, transparency, and passion evident in your content are the cornerstones to building a meaningful relationship with your consumer.

As you follow your content strategy and create content, make sure to regularly analyse it to see if it’s achieving your goals and whether it can be improved. If your content doesn’t do as well as you hoped, try to see why, and how you can fix this.  


Building a content strategy includes a lot of sitting around and looking at numbers and drawing conclusions from those numbers in an effort to discover new ways to create and promote content. You’re almost a scientist, technically.

The best content strategies don’t create content for the sake of it, to sell (as the only goal), or to create click-bait. Content that engages with your audience, imparts useful knowledge, and resonates with the reader is the best kind. Consumers who feel like your company cares and that they (the consumer) matter will respond more positively and it will be easier to create a convert, subscriber, or brand loyal.

This guide was created with the help of Portent and Moz.
Alice Antonov is a Marketing and Advertising graduate. She has a keen interest in reading, social media, and all things digital marketing.

instagram for business

3 Tips on Using Instagram for Business

May 27th, 2016 Posted by Blog, Digital Marketing, Small Business, Social Media, Uncategorized 0 comments on “3 Tips on Using Instagram for Business”

In light of Marquetable’s small win with Instagram (1000 followers in under 2 months), we decided to write a post with some tips on how to get started with using Instagram for business.

If you’re reading this, you’ve probably already realised one very important thing: Instagram is becoming increasingly important for businesses of all shapes and sizes, in both the business to business space, and the business to consumer space.

If however, you’re not already convinced to start using Instagram for your business, here are some statistics for you:

  1. As of 2015, 26% of the Australian population uses Instagram.
  2. It is the the 3rd most dominant social media networking site in Australia, just after Facebook and LinkedIn.
  3. Instagram is also being used nearly 26 times a week on average by Australians.

These statistics highlight the fact Instagram is one of the most important social media sites, and therefore an Instagram strategy for your business is very important. In this post I’m going to give you 3 very important tips on how to get started with using Instagram for business.

1. Curate your feed, and follow a similar visual style

This is one of my favourite Instagram accounts @magaret__zhang. Here are some reasons why her Instagram has over 756,000 followers:

  • Her photos are well curated.
  • She breaks up her feed with minimalist images (the image of pool, the image of the sky), to make it look less cluttered.
  • She posts the same sorts of images: beautiful views, food and fashion.
  • She uses a similar filter in all of her photos: sharp and structured with a strong contrast between light and dark.


2. Don’t be afraid to #regram and post images which aren’t directly related to your business

After you define your target market, you should also keep in mind the kinds of things they would like to see on Instagram (these may or may not be directly related to your business).

If you’re a mink lashes company, whose target market is young women between the ages of 18-25, perhaps posting the occasional image of a puppy or kitten might appeal to this audience, so long as it fits within the look and feel of your brand.

3. Like, follow, comment and unfollow people who don’t follow you back

It goes without saying it’s important to be active on your Instagram account. This includes: liking, following and commenting on other users photos.

I think it’s also important to maintain a good ratio of followers to following. To do this, I recommend getting this free app called Followers for Instagram. This app helps you keep track of your new followers, see who unfollowed you, and view all the users who are not following you back. You can also directly unfollow people through the app.

So there you have it: 3 Tips on Using Instagram for Business. Thank you for reading! If you’d like to keep track of what Marquetable is up to on Instagram, click here to check it out.


Queenie is the founder and director of Marquetable, an up-and-coming marketing agency that specialises in digital marketing.


free marketing tools

5 Free Marketing Tools You Must Try!

May 20th, 2016 Posted by Blog, Digital Marketing, Email Marketing, Lead Generation, Small Business, Social Media, Uncategorized 0 comments on “5 Free Marketing Tools You Must Try!”

The five free marketing tools I’m going to share with you have changed my life, and they’re free, which is also a great plus. I hope you get some good use out of them, I certainly have!

1. Wisestamp

Wisestamp is a free email signature software with interactive social media icons. You can also include a CTA and banner in your signature (for a small fee). This is a great way to drive more traffic to your website and create more engagement with your social media channels. Here’s a sample of the signature I created with Wisestamp below.

2. Stocksnap

While Stocksnap isn’t technically a marketing tool per se, this is my go-to website for beautifully curated, royalty-free photos. All of the images on the site are free to use on any promotional material.

3. Website Grader

Website grader is a free tool from Hubspot, which tests how strong your website is and gives your website a score, out of 100, based on a variety of factors. It also shows you ways you can improve your score too. I highly recommend testing your website on this tool, and making changes to it before you start driving more traffic to your website.

4. Buzzsumo

Buzzsumo is a tool which searches the web for interesting, and trending content. This tool is perfect to use if you aren’t quite sure of what you would like to post on your social media.

5. Sumo me

If you’re curious how your visitors are actually using your website—where they click, how far they scroll, etc. Sumo me is the perfect wordpress plugin for you. It can show you exactly what your visitors are doing, via heatmaps, clickmaps, scrollmaps, and visitor recordings.

how to use linkedin

How to get the most out of your LinkedIn Account

May 1st, 2016 Posted by Blog, Digital Marketing, Email Marketing, Small Business, Social Media, Uncategorized 0 comments on “How to get the most out of your LinkedIn Account”

Perhaps your friends or colleagues have convinced you to get a LinkedIn account, but you’re not quite sure how to optimise it, or if you’re even doing it right.. If this sounds like you, this post is for you! Here are my top 3 tips on how to get the most out of your LinkedIn account.

1. Use keywords as often as you can.

This is very important if you want to be found on LinkedIn. The more keywords you use, that are relevant to your job, the easier it is for people to find you.

Some awesome places to put keywords are:

  • Your job description. Include as many relevant keywords and skills as you can in this section.
  • Your summary.
  • Your experience section.

2. Use a professional photo.

Please don’t use a selfie or a low-quality image for your profile picture because it doesn’t convey professionalism. Try to strike the right balance between professional and friendly in your LinkedIn profile picture. This way, you will position yourself as an authority in your industry, while also giving an aura of approachability too. If you don’t have a professional photo, I suggest going through your LinkedIn contacts and reaching out to a professional photographer.

3. Post content regularly.

Posting your own original content on a regular basis, especially to showcase your skills, products or services, is a great way to remain at the front-of-mind of your audience.

email marketing engagement

How to get more engagement from your email marketing campaigns

April 28th, 2016 Posted by Blog, Digital Marketing, Email Marketing, Lead Generation, Small Business, Uncategorized 0 comments on “How to get more engagement from your email marketing campaigns”

In the process of teaching someone how to do an email marketing campaign, I stumbled upon my very first email marketing campaign and I think it’s fair to say that since then I’ve learnt a lot of worthwhile things about email marketing. And I’m going to share some of these tips with you because I think you shouldn’t have to make the same mistakes I have!

1. Avoid using too many pictures!

People nowadays have been trained (by digital marketers just like you) on how to recognise a mass-email within a split second of opening the email. One of the biggest indicators that you email is trying to sell something, or that it isn’t personal is if you use a big image as your headline.

Please avoid doing this.

Not only will your recipients know your email is sent out in bulk, but often times the images don’t even load anyway, especially on mobile phones. So, try to avoid using images where you can and I guarantee this will increase your click through rate and conversion rate of your emails.

2. Have a CTA, but make sure it’s subtle.

The worst thing you could do in your email marketing campaigns is try to sell to your audience, without first building a relationship with them.

Of course, it’s important to have a call to action in your email, but if your email is mainly about your “offer” people will get annoyed and they will unsubscribe.

Instead, try and make the CTA more subtle and perhaps put the CTA at the end of your email, rather than at the beginning.

3. Try not to be too salesey in your email.

Try and be a bit more creative with your emails. When composing your email, think more about what you can offer your audience, and how you can benefit their lives rather than making a sale.

Adjusting your mindset to focus on your customers will enable you to have better relationships with your subscribers overall.


social media marketing

3 Tips on Social Media Marketing from a Millennial

April 21st, 2016 Posted by Blog, Digital Marketing, Social Media, Uncategorized 0 comments on “3 Tips on Social Media Marketing from a Millennial”

Millennials, who first coined the term “selfie” are often described as vain because of their constant and passionate documentation of their lives on social media.

So are we vain, or just PR savvy? That’s up to you to decide. But something that
should not be ignored is the fact that millennials are often at the forefront of every social media trend and because of this I think older generations could learn a lot from the social media use of millennials.

Here are my tips for social media marketing that will increase your reach and engagement.

1. Think before you post.

This is the golden rule of social media – be strategic and try not to rub anyone the wrong way (unless your marketing strategy is to create controversy).

I’m sure we’ve all come across those ill-thought-out Facebook statuses, pictures, tweets etc that made you uncomfortable and consequently “unfollow/ unfriend” the person who made it. Please don’t be this person. Think before you post! Think “Is this necessary? Is this relevant? Is this kind?”

2. Let people know what’s happening in your life.

Think of the most powerful message you’ve ever read on your social media accounts – chances are it was a personal story someone was brave enough to share with their followers.

Though my experience, posts about my personal experiences, life stories and lessons learnt tend to do the best on social media. I think it comes down to a combination of factors:

– People like knowing that whatever they’re going through someone else is going through it too!

– People can empathise much easier with story-telling, and

– People enjoy finding out what’s happening in other peoples lives.

If you have a story you would like to share, I suggest sticking to motivational and learning stories. If your personal story is a sad one, try and paint it in a way that’s inspirational and uplifting!

3. Post often.

Post often on your social media. This will ensure you remain front of mind to your audience.

In this day and age, it really pays to start conveying yourself in a desirable way online. I think that as social media and technology advances, so will the need for more people to have PR and personal branding skills.

If you require any additional support on social media marketing, simply send me an email. I also have a short guide on how to grow and nurture your email database, which you can download by clicking here.

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