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1 Just Work the Program

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Justin Belmont – Enjoy!
Work The Program

Photo Credit: Barber Chair

Many barbershops go beyond a simple haircut to treat customers to a grooming extravaganza. A haircut may come with a beer, great conversation, hairstyling tips, full shampoo and conditioning with top-notch men’s hair products, and a massage chair. A repeat customer will likely expect a repeat performance. Yet, if the barber falls short on the friendly conversation, if he forgets to offer a beer, or even if the massage chair is out of order, the customer may not return.

While any of these mistakes is forgivable, the customer has come to expect a certain type of haircut. As the owner of a new luxury barbershop, you would need to set the standard of service and stick to it.

Marketing is no different. Patience may be difficult in the midst of a marketing program, but if you lay out a plan and follow it consistently, you build customer confidence in your brand.

Work The Program

Photo Credit: Maplay out a plan and follow it consistently, you build customer confidence in your brand.

For example, if your social media campaign begins with three tweets per day and you begin to build an audience on this strategy, that audience is going to expect to find tweets three times a day. Along the same lines, if you only tweet once or twice a week, you may build an audience that prefers a sparse style. If you start to ramp up your daily tweets, this audience may un-follow you.

In either case, decide on a consistent strategy that is appropriate for your brand before execution. If your social media ship has already set sail without a consist heading, reevaluate the program. Start anew, but be faithful to the new program. In some ways, correcting course on a social media program may be easier than on other marketing platforms. Format is fairly standardized, making frequency the primary consideration. As long as you supply relevant content, there are relatively few corrections to be made. Traditional marketing campaigns, such as pitching media or running online advertising, may require more work to recover.

Work The Program

Photo Credit: Marketing

Whether the business is a barber shop or a new real estate investment firm, the rules are the same for any small venture. Consistency is key. The logo on social media pages should be the same as the logo on emails signatures and on the bandit signs posted around town. If you want to build consumer confidence that your business is legitimate, maintain branding across platforms to establish recognition. For example, the Nike “swoosh” branding is so recognizable that Nike no longer needs to supplement it with the brand name. The logo speaks for itself.

Inconsistencies are a red flag to audiences that something is amiss. Sloppy marketing may indicate that the product cuts corners as well. Audiences may think your company can’t handle the work, either because distractions have let the marketing program fall to the wayside or because the company cannot afford proper business promotion. No matter the cause, inconsistent marketing will elicit shaky confidence, which in turn will make customers disappear.


Justin BelmontJustin Belmont is the founder and editor-in-chief of Prose Media (prosemedia.com), a writing service that creates high-quality content for brands–from blog posts and newsletters to web copy and white papers. Prose (@prose) employs top professional journalists and copywriters with expertise in a variety of industries.

With a background in corporate communications, Belmont has an MFA in Writing from Columbia University and was formerly an editor at Google.

3 Essentials for Increasing Content Exposure

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Justin Belmont – Enjoy

Photo credit: bigstock

So you’ve read about content marketing and why it matters. You’ve written and rewritten everything so that it sounds better. You felt you’ve done a lot, and nothing’s more disheartening than spending ages writing a masterpiece, only for it to have three likes on Facebook (worst case scenario: you, best friend, and your mom).

Good content sells. But does good content sell itself? Not necessarily. If nobody even has the chance to read it, good content is as good as wasted. That’s why exposure matters – it makes people know about your company’s existence and all the good writing in it. Here are 3 basics showing you how it can be done:


Writing shareable content means publishing content that can be shared, retweeted, or reblogged (with link to your official page or website) among people in social networks. It can be something really simple, like daily exercising tips for a sports company, or the different ways you can tie a scarf for a fashion brand. Whatever it is, it must be related to people’s lives so that they will share it with their peers. Add a pinch of humor for better results – we tend to circulate jokes.

Once you publish something shareable, your words spread. If people are impressed with your content, they may even do the advertising for you and become constant followers.


Keywords are the main ideas to your post. By identifying them, you can classify your content under categories searchable by targeted customers. This improves your SEO (“Search Engine Optimization” – more on that here), and assists customer navigation.

Take hashtags on sites like Facebook, Twitter and Tumblr for example. It helps categorize posts, and what’s more – if people search under a certain hashtag (#yum for instance), they can see posts of people or firms they aren’t even following. That makes keywords another network apart from the people you know. Given the right utilization, spotting keywords can help you grab customers who happen to be searching for what you’re writing about.


People love to be up-to-date, so you’re more likely to get new readers by appearing on newsfeeds than hoping somebody skims through pages of search results for your posts from 6 months ago. This means writing regularly and consistently pays off – it increases the chance of people noticing your posts, and if your content is as good as you think it is, more readers.

When readers choose to follow something, they want to be given new content on a regular basis. Every time you leave your readers with no updates is a disappointment to them. Consistent updates tell your readers you’re active. It’s like a serial – once a serial goes on hiatus, most readers will be lost by the time the next update appears.

And one final thing: be persistent! It’s perfectly normal to have less-than-satisfactory readership at the start. Keep writing, make sure your writing gets noticed, and you’ll go from there, the way it does for many of the popular blogs and websites.

Justin Belmont (1)Justin Belmont is the founder and editor-in-chief of Prose Media (prosemedia.com), a writing service that creates high-quality content for brands. Solutions include blog posts, social media updates, website  copy, newsletters, white papers, and emails. Belmont has an MFA in Writing from Columbia University, and was formerly an editor-in-chief at Google.  Prose Media (@prose) supplies custom content by top professional writers, with expertise in a variety of industries. Our agency handles the whole production process—from pitching ideas and researching to writing, editing, and proofreading. Get a free quote today.