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A Day in the Life of an Award-Winning Content Marketer

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By Hector Cisneros

Often a prospect will ask me how much it costs to advertise on the web. They may even be more specific and ask, "How much to build a website or engage in blogging or pay per click?" When I answer the question with, "It depends on lots of things", I often get a perplexing look. This, I  believe, is because most businesses feel their question is a simple one. However, just because the question is simple, doesn't mean the answer should be simple as well. Especially if you're guaranteeing success and not just selling them some advertising. And that's where the difference lies. At Working the Web to Win, we start with the premise that we "Must Succeed", not just sell them a marketing service. So, in this episode, I thought I would share some of the details that go into achieving that success for our clients. That way, if you're talking to an advertising sales rep, you can ask them if they also provide this kind of extensive service. So buckle up and get ready for a whirlwind tour as we explore the "Daily Life of an Award-Winning Content Marketer".

Not long ago I wrote an article called; "The Guide to The Working The Web Universe", where I covered many of the types of work we do to produce high levels of traffic and organic page one position. We have also published "Case Studies" describing what produces success and delved into "How to Build an Audience" in the content marketing world. Now I want to give you an abbreviated blow by blow of what we do, but more importantly an understanding of why we do what we do.
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How Our Process Begins -  Our process begins by doing about 4 to 6 hours of preliminary research for our prospects. We feel it's impossible to quote someone a price until we have a handle on what will probably work. We have the prospect fill out a  short questionnaire, that once completed will provide us a clear picture of what the prospect is doing right, what their challenges are and how this relates to their competition. It also addresses things like what they believe is their target market, who their competitors are and what is their effective marketing budget. The answers to these questions go a long way toward helping us produce accurate and effective solutions for achieving client success. Once this is complete, we meet with the prospect and go over the findings, and offer a list of possible solutions. When a prospect accepts our proposal, we move to the next step in our award-winning marketing solution.

Onboarding a New Client - Now, let's look at the onboarding process for a new client. As content producers, we publish content in the client's name. So, it is extremely important to us and our clients that we do this in their voice. We start by having them fill out a "client profile" that allows us to write in a voice that matches their personality. We then take this profile into account with every item we publish for them. This includes blogs and articles, curations for social posts, videos we create or any other content that we produce. We do this because anything we do for the client also brands them and their products.

Along these same lines,  we also gather more details by further researching and honing the client's facts to make sure we understand their ideal customer profile, their unique selling proposition, they're the most effective message, their most compelling offer and which marketing venues best fit their budget and immediate needs. Most other companies start by selling a product without doing any research. They just sell what they have to sell and hope it produces results. Yes, they all have an onboarding process, but rarely do they dig deeper to make sure they have the right target and offer in mind.

We Insist On Clear and Frequent Communications - Another difference you will see at
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Working the Web to Win is our insistence on clear and frequent communication with the client. What I mean by this is we schedule a weekly conference call to keep us and the client up-to-date on the effectiveness of the campaign. Sometimes, these calls may include a brainstorming session to come up with a blog or video idea, or they may include summaries of weekly pay per click or social media stats. Regardless of that week's subject, the purpose of the call is to actively be the client's marketing partner, not just a company that sells them advertising. Marketing that does not rely on luck needs to be monitored and adjusted and this can't take place unless the marketing department is in close communication with sales and management.

The Daily Grind - On any given day, it's common to find our writers working hard on creating unique new articles and blog posts, writing curations for social posts, organizing and preparing a posting schedule and physically posting content. This is usually followed by reviewing daily or week stats and then looking to see if anything out of the ordinary is showing up in those stats. 

The Search for Anomalies - Believe it or not, a good deal of our weekly labor time is spent chasing down anomalies (i.e. Changes to the way the internet acts). These frequent changes affect organic search ranking, pay per click bid pricing, keyword trending and negative keyword usage, and the ever-annoying upgrades and changes that affect the feel and functionality of marketing platforms like Adwords, Facebook, Hootsuite, and others.
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As part of our daily duties, we monitor various online marketing platforms (Adwords, Facebook, Hootsuite, etc...) to manage communications with social followers, answering prospect communication forms and making sure that all sales leads and data are passed to our clients. This is then followed up with on the weekly conference call to make sure we understand if the leads are turning into sales. Most pay per click companies will make sure the client is aware of the number of clicks and calls a client is receiving, however, it is rare, that the marketing company will make adjustments to the campaign to make sure that the clicks are turning into cash. Most of our competitors will focus on the number of clicks. Our focus is on creating conversions, which is the most important stat when you're providing guaranteed results.

The Weekly Followup - Our clients pick the day of the week and the time of day that we set up our weekly conference calls. In the beginning, most of the calls take anywhere from 45 minutes to an hour and a half. After about two months, the calls whittle down to between 15 minutes to a half-hour. At six months, most calls are short, in the five to ten-minute range. Yet we find that this type of communication keeps the campaign on track, maximizing the return on investment. These conference calls determine if changes need to be made to the campaign. Most other companies like to take a set it and forget it, then get the check approach. Although this often leads to profit on the marketing company's side, it often falls short on the client-side. You see, our calls always provide the facts, not skewed data trying to make the campaign look good. If there is bad news we don't pull any punches. If we feel the pay per click campaign needs to stop, we tell it like it is, even if we make zero dollars because the campaign needs to be put on hold.
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Flex Plans, Our Exclusive Secret Weapon - Because our method requires regular communication, it often leads to modification of the original campaign. This is also one of the reasons we can offer a guarantee. We are willing to make changes to the campaign if something is not working as well as it should. Our "Flex Plan" gives the client peace of mind and reduces their risk. Flexibility becomes part of the campaign, at no additional cost to the client. In essence, our Flex Plans assume we are always ready to reassess the initial strategy if the current marketing environment has changed. Other companies can only give you what you signed up for until the campaign is over, whether it lasts a month or a year.

The Tidbits are Not forgotten - Believe it or not, there are many other daily details that need to be taken care of that are not mentioned in this article. Things like goal setting, monitoring schedules, and milestones, client follow up, content re-purposing and content distribution and article publishing. All in all, the amount of work that goes into making sure we succeed for our clients far exceeds what most of our competitors do when they sell you an advertisement. Having said that, we wouldn't have it any other way. When we started Working the Web to Win, our goal was not to sell a bunch of advertising products. It has always been to find clients who are looking for outsourced partners who will effectively do their marketing for them. We love working with marketing directors because they often don't physically create the content, they manage the process and we feel this arrangement is a perfect fit.

So, if you're looking for a marketing partner who provides guarantees, who offers flexible
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marketing plans at no additional cost provides top-notch customer communications and who only has your best interest in mind, you could be our next client. I suggest you take a few minutes to fill out our FREE Web Presence Analysis worksheet and have us produce a 4 to 5-page report showing you where your company stands compared to the competition. It costs you nothing except a few minutes of your time. On the other hand, this valuable report is yours to keep with no obligation other than to meet with us to explain the details. The report even gives you a game plan. And just so you know, If your company is doing well, the report will reflect that too.  We hope this information was useful in helping you find a worthy marketing partner to help your company succeed. We also hope that you give us a look-see as well because we know we will do a good job, even if it's just for the FREE Web Presence Analysis.

That's my opinion; I look forward to reading yours.

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This article provides a detailed look at how an award-winning company produces high-quality results for its content marketing clients. Details are provided of the actual work along with explanations of why this work is important for the success of the campaign. This article also offers a FREE web presence analysis to help companies make wise decisions with regard to their digital marketing. Lastly, this article also provides a link to our BlogTalkRadio show that goes with this article.

If you feel your business hasn’t found the profits it expected on the Internet, we can help with guaranteed services that produce positive results, or you don’t pay. We also make sure that your websites are secure. If you would like to see your websites rank higher, you can contact us by dialing 904-410-2091. We are very good at cost-effectively creating tangible online results for our clients. We also provide 27 different digital products to help businesses get their message out. If you’re ready to take your web results to the next level, simply call me at 904-712-9355. I will email you the Free Web presence anlisys worksheet for you to fill out. It only take a few days for us to create the Free 4 page report for business. No hard sell, just useful information. An informed prospect is more likely to make wise choices which is why we don't sell, we help businesses find solutions. Our claim to fame is that we are one of a few companies that actually provide real guarantees at a fair price.

If you found this article useful, please share it with friends, family, and co-workers. I recommend checking out the links on the blog, along with checking out other related articles on our Show Notes Page.  Also, don’t forget to listen to the BlogTalkRadio show on this subject. If you have a related useful comment or opinion about this article, leave it in the comment section of this blog. Also, don’t forget to plus us, on Google+ and share us on Facebook, Twitter, and LinkedIn as well.

Hector Cisneros is COO and Director of Social Media Marketing at Working the Web to Win, an award-winning Internet marketing company based in Jacksonville, Florida.  He is also the co-host of the weekly Internet radio show, "Working the Web to Win" on, which airs every Tuesday at 4 p.m. Eastern. Hector is a syndicated writer and published author of “60 Seconds to Success” and the co-author along with his business partner Carl Weiss of their hit book also called “Working the Web to Win.”