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10 Content Marketing Tips For Start-ups

Suzanne Stevens, BrightRock’s executive director for marketing , shares her top content marketing insights for entrepreneurs.

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1. Nothing worthwhile is free

There’s a misnomer that using social media is an easy, affordable marketing approach. Don’t be fooled! It takes specialist skills, hours of effort and experimentation, and therefore money to run a successful content-based marketing strategy. It’s a strategic and financial commitment to succeed in the highly competitive content space, so don’t just jump in without proper consideration.

2. Know exactly who you’re talking to

You have a plethora of choices on where to place your content. Define who you want to reach as narrowly as you can, identify exactly where you will find those people, and then select only a few of the best platforms or channels to place your content. Lots of content, in lots of places, reaching lots of people that aren’t key to your business, is of no value.

The right content delivered to exactly the right people will have an impact. Today we have excellent data available, so interrogate the numbers to make informed choices.

Related: 3 Ways To Build Your Brand Identity Using Content Marketing

3. Know what you want to say

For your content to be credible and authentic, it must have clear editorial pillars directly linked to your business, your product and your marketing strategy. These editorial pillars provide the strategic framework within which you can be creative.

4. Don’t copy; create

It is important to have your own voice, tone and style. People have so many choices of when, where and what content they consume. If you want to compete for their time and attention, you need to serve them something unique. This is important if you want engaged consumers that come back for more.

5. To insource or to outsource, that is the question

If you possibly can, insource a significant portion of your content creation. Your content will stay on strategy, turnaround times are quicker in the 24/7, always-on world of content, and it can be more cost-effective.

But make sure you get out: Avoid becoming myopic and repetitive by making sure you expose your inhouse team to “outside world” experiences regularly.

6. You need a team of rainbow unicorn kittens

Harness as much diversity of thinking, talent, skills and demographics in your content team as you can garner. The world of content is fraught with pitfalls that can cause reputational damage if you get it wrong. The wider the variety of inputs you have, the more in touch you are with the different views that your content can evoke. It’s demanding, it’s fun and it’s worthwhile.

7. It’s not on top, it’s inside

Forget the old-style marketing approach of placing big brand logos all over the place. It’s all about the subtlety of what we call “in-content branding” which is captured in your tone, style and messages linked to your strategic editorial pillars.

Like a good news service, always think about ‘the story’ first. It’s the story that grabs peoples’ attention.

Related: How Content Marketing Adds Real Value To Your Customers’ Lives

8. Don’t get stuck on repeat

Don’t use exactly the same content on every platform at the same time. Each platform is used differently by its consumers, and for your content to perform optimally, you need to tweak and change your content to suit the platform it is being placed on. You will soon see that some content it better suited to some platforms and should rather not go on others at all. But, once you have a repository of on-strategy content, you have an asset that you can repackage in new and different ways on the same, or new platforms.

9. Measure, experiment, measure, experiment, measure

It’s all about learning and iterating, and keeping an eye on the numbers. News, social media, stories are constantly changing: super-relevant today, completely redundant tomorrow.

It is an always-on, live environment where you learn as you go, tweaking and adapting your approach as you publish.

10. Like a great cake, create layers

Try to reach the people you want to talk to more than once on your key platforms with different, yet on-strategy content. We call this “layering”, and it’s an effective way of amplifying your message and business. When the right people see your message more than once in different contexts, they start to understand your message better, and your business becomes more relevant and impactful. “I see you guys everywhere”, you will hear them say.

Suzanne is a founding director of BrightRock and heads up all its brand and marketing activities. She has over 20 years of marketing and communications’ experience and has been involved with the launch of new entrants into five sectors of financial services. BrightRock’s content-led marketing strategy is the subject of an international business school case study.

Visit BrightRock on The Change Exchange, Facebook, Instagram, Twitter and YouTube to see what BrightRock has been up to in their content marketing strategy.

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How To Immigrate With Your Family By Starting A Business In The UK

The simple way to make your entrepreneurial dreams come true in the UK.

Sable International

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Many people, especially those with families, are reluctant to up sticks and move to the UK. These would-be movers are often worried that they will not be able to secure employment in the hugely competitive UK job market. This source of stress alone is enough to discourage some from pursuing their dreams of living in the UK. But, there is an innovative and accessible solution.

The UK has several visa classes aimed at individuals who wish to invest in the country. These give an individual the right to live and work in the UK with their families, if they make a defined investment. A visa that interests South Africans is the Tier 1 (Entrepreneur) visa. We have developed our UK Tier 1 Entrepreneur Investment Programme to help South Africans looking to immigrate to the UK alone, or with their families.

The basics of the Tier 1 (Entrepreneur) visa

To be awarded a Tier 1 (Entrepreneur) visa, you will need to invest at least R3,5 million (£200,000) in an existing UK business or one you start up. There are certain other requirements, but these are not particularly onerous, and most investors will qualify if they submit their application correctly.

The entrepreneur visa allows you to live and work in the UK, and take dependant family members with you, defined as your partner and your child under 18. If you have the capital, or are willing to liquidate your assets in South Africa to raise it, the Tier 1 (Entrepreneur) visa is a great way to relocate your entire family to the UK.

Do note: You will need to make specific applications for each dependant, so it is vital you consult with an immigration expert before beginning the application process.

You’re not just immigrating, you’re investing in the UK

By starting or investing in a UK business as part of our programme, you will be granted the right to live and work in the UK, and earn an income from that business.

Related: Want To Start An Import Business – Here Are The Importing Terms And Documents Involved

The business you invest in will want you to play an active role, not just contribute seed capital. If you want to invest in a business without being an active director you will be allowed to do so, but you may not be eligible for the Tier 1 (Entrepreneur) visa.

Another restriction is that you cannot hold this visa and work for a business other than the one you are invested in. But, your partner will be allowed to work in whatever field he or she pleases.

How do you choose the right business to invest in?

There is always an element of risk when investing in a foreign business, particularly when you’re thirteen thousand kilometres away from the country you’re investing in. It’s important to understand exactly what you’re investing in before you take the plunge.

That’s why our UK Tier 1 Entrepreneur Investment Programme is hugely beneficial. It matches your investment capital with a pre-approved investee business. We’ll make sure that your skills are matched with an appropriate venture so you can be an active director of that business.

We’ll also handle your visa applications, providing you with a comprehensive immigration and investment solution. Our partner’s list of investee businesses is over 200 strong, giving you an array of choices in various industries. This allows us to pair you with the business that best suits your investment goals and skills.

But what if you have a successful business in South Africa?

It’s no secret — emigrating from South Africa is difficult for many families who have deep roots and thriving operations. There’s no reason why you can’t keep your business in South Africa as well as relocate to the UK.

Nothing restricts a Tier 1 (Entrepreneur) visa holder from owning and overseeing businesses in other countries while they are on this visa. Many clients choose to relocate to the UK while ensuring that their original business continues to operate. In this way, you will be supplementing the income from your UK investment with revenue generated by your South African business.

You can hold British and South African passports if you apply for your British citizenship in the correct manner. You must obtain permission from Home Affairs in South Africa to avoid having your citizenship revoked. Retaining your South African citizenship will make it much easier for you to continue running a business here.

Talk to us today

There are compelling reasons to move to the UK — a brighter future for your children and a more stable country in which to retire. Our comprehensive solution will ensure you get the most out of your relocation.

Visit www.sableinternational.com/entrepreneur or send us a mail on ukinvest@sableinternational.com 

If you’re thinking of immigrating to the UK or investing offshore — either or both — we can help.

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(Video) TomTom Telematics – Let’s Drive Business (UK)

TomTom Telematics

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WEBFLEET provides you with the right information at the right time to make smart decisions and achieve your goals: Lowering cost, reducing time on the road, supporting drivers and delighting customers. Running a business can be hard. So let’s make it easier. Request a demo and find out more at telematics.tomtom.com/webfleet/landingpages/launching-the-new-webfleet.

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Making The Case For FTTH With BDCOM

Successfully making the case for FTTH with BDCOM, Miro offers tangible solutions when deploying last-mile fibre connectivity through cost effective PON technology.

MiRO

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As a service provider, deploying a fibre network may seem daunting, expensive and unappealing; this stems from the capital expenditure required, as well as the added risk of the civil work needed during application. With the gaining popularity of fibre amongst various sectors; from service providers, to the end-users who demand high-speed internet, the demand for fibre is only gaining continuous traction; from the rising use of video-streaming platforms, to the ever-stable demand for reliable connectivity solutions, both for business and home use.

Given these facts, as well as the lingering hesitancy of expanding with fibre, the possibilities of this much desired optical connectivity can be realised through PON. Passive Optical Networks are currently transforming the face of last-mile fibre deployments. A world where sending data happens at the speed of light is now tangible at a tenth of the cost with PON. All the advantages which arise from optical fibre are now available in a cost-effective solution.

The demand for cost-effective, last-mile fibre solutions are also increasing due to the high bandwidth requirements of households and businesses; the large expenditure on active equipment and the on-going challenges of delivering high-capacity internet in densely populated areas are only some of the existing concerns. These, amongst other challenges faced by service providers, are accelerating the interest in deploying fibre optic networks to provide higher bandwidth delivery, reliability and lower latency levels.

The hesitancy of deploying fibre within a service offering stems from the myth that a fibre roll-out, especially in last-mile applications, can be a great expenditure in terms of infrastructure and operating costs. This myth can now be proven false with our FTTx solution from BDCOM.

The solutions available with PON (Passive Optical Networks) have been proven to reduce installation cost by up to 70% with the use of simple reflective devices, known as splitters.

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Related: Embracing Technology For Business

PON, completely negates the need for active equipment (such as switches, boosters etc.) because it allows the light, to be reflected towards the intended receiver (ONU) which then talks back to the light source (OLT) which is situated by the POP (Point of Presence). PON take up less physical space and consume less energy than traditional Ethernet because of the reduced number of active equipment. PON deployment costs up to 50% less than Ethernet, this includes components, labour as well as materials. The requirements for cooling are also less than with Ethernet, offering the client a saving on their utility costs.

Furthermore, fibre optic cables have a lifespan of up to 50 years as opposed to the 15 year lifespan of Ethernet copper. By analysing these facts, PON technology is arguably the only cost-effective solution to a fibre roll-out because of the major decrease in deployment and maintenance cost; therefore, there is also no surprise as to why it has become increasingly embraced by hospitals, government agencies and universities, amongst other industries.

bdcom-miro-south-africa_smallFor more information on the best last-mile PON solution for your fibre application, please do not hesitate to contact our experienced sales team; introducing you to the possibility of FTTx, together.

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