10 TED Talks To Inspire And Excite Business-Makers And Big Thinkers

If you’ve been living under a rock of disillusionment and lethargy, it’s time for you to crawl out and greet the world of TED Talks.  TED Talks are a popular circuit of conferences held globally which live up to their tagline of ‘ideas worth spreading’. No matter what you’re into, TED Talks can show you a brand new perspective with compelling and creative flair.
From Bill Gates and Bono to Jamie Oliver and Julian Assange, TED Talks are packed with humour, knowledge, and invaluable insights – this is your chance for a business consultation from industry giants. We’ve dug up a treasure trove of speakers, perfect for sparking brain cells as you deliberate over your business, brand, or big idea.
Marketing guru and successful author, Seth Godin delves into the concept of why bizarre, bad, or bawdy ideas are more successful at gaining our attention than boring or banal ones. This talk will make your understanding of ‘ideas’ do cartwheels with the concept that being too ‘good’ can actually be detrimental, and encourages businesses and entrepreneurs to be remarkable and ready to roll the dice on risks. Godin has proven his mettle and published a number of bestsellers including “Purple Cow: Transform Your Business by Being Remarkable” and “All Marketers Are Liars”.
Behavioural economics is an ace up your sleeve if you’re an entrepreneur or business owner. Rory Sutherland is the Vice Chairman of Ogilvy and Mather, an advertising and marketing agency that towers over the globe – one good reason to take down every word. Listen as Rory explores why changing the perceived value of a brand, product, or service, can influence opinions and purchase decisions. Sutherland’s presentation has been crafted to be not only astute and entertaining but brimming with vital material for any and every business owner and entrepreneur.
Dan Ariely is a professor, author, and behavioural economist, and his astonishing research findings illustrate to the extent that the decisions we make are not only inevitable, but predictable. Listen closely, because the cogency of this concept can not only assist you in maximising your business performance, but could help with your budding marketing campaigns. Ariely has written a selection of books on this subject including “Predictably Irrational” and “The Honest Truth About Dishonesty”.
Columbia University strategic communications professor, author, and motivational speaker. Simon Sinek’s deceivingly simple name conceals the list of impressive titles. His understated but stirring leadership model echoes this, beginning with the “golden circle of motivation” and moving into why you do what you do, rather than what you actually do. He has written a book exploring this subject further called “Start With Why”,
5) WHERE GOOD IDEAS COME FROM  BY STEVEN JOHNSON We’ve all seen the lightbulb ‘Eureka’ moment – where ideas are reduced to that one moment of absolute clarity. Steven Johnson refutes this process with the evidence of history on his side, and will have you pondering your next big idea. Johnson is an author of multiple bestsellers, showcasing the intersection of science and technology intertwined with his personal experience. His book “Where Good Ideas Come From” touches on this TED topic, and expands further into the history of human innovation.
6) THE PUZZLE OF MOTIVATION  BY DANIEL PINK If you’ve been using cash like a carrot on the end of a stick, then check out this TED Talk to rethink your conventional reward system. Using cold hard cash to motivate your staff may actually be more harm than good. Pink is an author, journalist, and former speechwriter for Vice President Al Gore. In this talk, he examines the possibility that people will actually perform worse when motivated by monetary rewards.
7) THE 8 SECRETS OF SUCCESS  BY RICHARD ST. JOHN “Is success a result of luck or intelligence?” According to renowned author and success analyst, Richard St.John, the answer is neither. St. John has spoken to over five hundred very successful people and asked them to define what it was that they would credit their success to. The final results of these answers revealed eight traits that are attributable to successful people. Read more in St. John’s book “The 8 Traits Successful People Have in Common”.
‘Chalk and cheese’ you’re thinking, right? Marketing and physics might seem to appear on opposite ends of the spectrum, but Cobley, a marketing director of Google, has an unbridled enthusiasm for both. Cobley uses the scientific method of Heisenberg’s uncertainty principle, Newton’s second law of motion, and the second law for thermodynamics to reimagine fundamental theories of branding.
Esteemed president and co-founder of 37Signals – a company specialising in web-based productivity tools. He is adamant that the ‘office’ isn’t good place to work, with ‘ASAP’ and meetings creating toxicity. His suggestions can help you to charter your office back towards success, and he’s dishing out this advice in his talk. If this topic intrigues you, read an extended piece in the book “REWORK”, co-authored with David Heinemeier Hansson, to unearth new ways to ideate creating and working.
Parents will love this one – Herold maintains that weekly allowances encourage children to form the wrong habits while nurturing the expectation of a regular paycheck. Cameron Herold doesn’t provide his children with a weekly allowance – instead, his children are encouraged to look for work in the yard or around the house and negotiate a price, developing their entrepreneurial spirit and forward-thinking. Herold makes a compelling case for a new form of education and parenting to give budding entrepreneurs the tools to forge their path, rather than teaching them to limit themselves to the path predetermined for them by current sociological constructs. Herold has been raising businesses from the dust all this life and uses this knowledge to coach CEO’s from across the world. Read more in his book “Double Double”, designed to help businesses double their profits and revenues in three years or less.

6 Key Sales Principles Of Influence From The Dilate Archives

Because who doesn’t love the sound of their own voice?

We’ve been indulging in some light reading of Dilate articles gone by – half-expecting to dig up thinkpieces riddled with outdated SEO tips and recommendations for softwares now long dead and gone.

Imagine our surprise when we stumbled across this forgotten gem – still ferociously relevant and keen-eyed, these 6 influence principles of selling are focussed around the psychological triggers and consumer behavioural attributes that can provide you with seriously outstanding results for your digital marketing and conversion rate optimisation. Read on to learn more about the human traits that will always define digital marketing and web design, no matter how far and wide the technology grows.


Most business owners understand the inherent importance of consistency when aiming to attract and retain a customer base.

A public commitment to your business mission will prompt potential customers to gravitate towards your brand, and provide you with the incentive to remain closely aligned with this mission statement. Your consistency instills trust, and you’ll find customers more likely to make commitments to your product or service.

Nurture the small commitments – even an email subscription or social media following can blossom into a fully-fledged purchase. If you can make a compelling offer to get your product into their home, the familiarity of your brand makes them far more likely to purchase from you in the future.

For example, many online shoppers will know the feeling of reassurance when they read a no-fuss returns policy. No obligation? I can just try it on and send it back if I don’t like it? I’ll take twenty!

By the time the cash is sent and the product is received, the buyer has committed to the product anyway and will probably not return it (unless there’s a serious defect).

The general theory of reciprocity that customers may feel urged to offer something in return. If you’ve ever wandered through a supermarket and found one of those day-defining free sample stands, you’ve probably experienced this first hand when you found yourself compelled to buy the cheese you just stood there snacking on for forty minutes. Just me?

This can be a massive psychological trigger for online retailers, where you can simply offer a free gift with a purchase. Sample sizes of other products can give your customers the opportunity to experience a new product which they might be tempted into purchasing with their next order.

If you don’t deal in physical products, you can still enlist this principle in the form of e-books, free recipes or newsletters, or something else to generate gratitude – and hopefully a sense of reciprocity.

Emotive connections are an integral aspect of customer-brand relationships.
Most customer service experts will know that a honeyed smile and a warm reception will go a lot further than a vinegary grimace, and this extends to your product and how it is interpreted by your customers. This is why our beloved celebrities often endorse products that would otherwise lack that adoration.

You might not have room in the budget for a big-name celebrity to jack up your likability, but it is still possible to maximise this – tell your story and create a personable brand infused with real world experiences and relatable outlooks. Hark, for example, social media.

You can develop your brand to be the ‘celebrity’. Some companies are known for their outrageous tweets, scathing social commentaries, or entertaining online musings, and social media allows your brand to fan out across audiences as they like and share and like and share.

Think of safety in numbers – social proof can cement your reputation for better or worse, so consider the power of popularity and credibility.

It can be as simple as offering a ‘Most Popular’ page, where visitors can quickly see how sought-after your products are. This can be verified by online ratings and reviews left by previous buyers and provides the consumer with the assurance that other people love what you’re doing, so probably they will too.


To develop customer confidence, establish yourself as a figure of authority in your niche.
Because, in our heart of hearts, we’re programmed to succeed socially, we are also programmed to seek out and respect hierarchies of authority. If you can present yourself as an industry leading thinker, or provide customer support for your products from professionals within your niche. If you sell a selection of kitchenwares, you may invite a professional chef to pick out his favourites and create a collection

Tips To Galvanise Your 2017 Email Marketing

At the eruption of the digital age, emails were the cornerstone of log-in and communication. Providing a cheap and user-friendly service, it must’ve been rather unsettling for stockholders as the surge of social media began to eat away at these previously-exclusive joys of the web. But nobody can deny the quiet dignity that email has maintained; like a gourmet bread-and-butter pudding at a fine dining restaurant, email is steadfast. In fact, by the end of 2019, the number of worldwide email users will be at nearly 3 billion. That will mean one out of every three people globally could potentially be on your email list. With 246 billion emails being sent daily by this time, now is the time to get a firm grasp on how you can get the most from your email marketing services. And what better way to do it than here, with your friends from Dilate Digital.


Make It Personal With Dynamic Emailing

Inboxes the world over are overflowing, so how can you rise above the others and avoid an untimely ‘Move To Trash’? It’s surprisingly simple; personalised emails get 41% more click-throughs, and have almost 30% higher open rates. Sure, you’ve seen your name in the subject bar – but we’re digging deeper and getting dynamic. Dynamic email content contains HTML which adapts to the recipient, based on data accrued. You can tailor your email content to be the most appealing to each audience member, with a range of nifty online tools to get you started here. Email marketing in Perth can benefit hugely from this, as local businesses implement this to promote themselves among their WA customers with personalised content that fits like a glove.


Automate A Welcome Email For Newbies

When your audience first engages with you online and they leave their email in your database, it’s like getting that hottie’s number at the bar. There was a lot of competition, but now you have a chance – and if you’re the kind of person who follows the ‘wait three days before calling’ rule, I’ll tell you that it usually doesn’t work with dating and we definitely don’t recommend it here.
The user is excited and interested in your brand, and at that moment they want to hear more. Thinking of putting it off? The novelty may have worn off, or they might have had a better reaction from someone else.
Capitalise on this moment and automate a welcome email to your new subscribers. You can offer them a little more information on your brand, and discuss what type of content they could look forward to reading in the future to keep the interest piqued. They’ll be far more likely to remain familiar with your brand and to engage with your future emails, and it’s a great way to introduce your company to your audience in further depth.


Make Them Digestible And Interactive

Emails are less ‘articles’, more ‘personally deliverable landing pages’. This may vary for the type of email content your audience loves you for, but generally speaking, email content should be visually appealing and easily digestible, as well as informative and entertaining. Your audience may be catching the train on their way to work when they read them, or between meetings or errands. An essay-length email is pretty daunting at the best of times, so trim the fat and make that email into bite-sized chunks. Whether it’s got some images, lists, descriptive paragraph headlines, or anything else that can take the weight off, use a visually-appealing format to attract attention and maintain interest. This can be further improved on with developing interactive content in your emails. If you’re confident in your email abilities, why not add a new element of engagement within the email? Interactive content usually requires the reader to click somewhere or type in something – whether entertaining or useful, your email could develop into an entire user experience. This technology is still relatively new, so we recommend that this remains in the hands of the technologically experienced to avoid any terrible headaches from poor-functioning interactive elements.


Email is thriving, and you need to be there to make the most out of it. If your email marketing software is doing your head in, or it’s simply eating up too much of your time, talk to the email marketing specialists from your local digital marketing agency, Dilate. Our results-based strategies mean that your budget goes further and your brand grows faster.



The Web’s Best Alternative Search Engines Your SEO Is Getting You On

Google has basically defined the Internet experience for most of the world’s population.

And you might think that your SEO is all for Google – we’ve got news, Perth.

Because we have been on a treasure hunt through some of the webs best alternative search engines, and our Perth SEO expert consultant is loving the change in scenery. Scroll down to see the search engines that you’re missing out on.



From a marketing perspective, Google is fantastic. But sometimes we’re the consumers too, and sometimes we don’t want the search engines to track our data. DuckDuckGo doesn’t track or store any information about you, and the results won’t be affected by your personal information. This could make your search results less relevant, but for some this is a small price to pay for privacy.



This is the Russian equivalent of Google, so if your product or service is targeted to a Russian consumer base then this is the search engine to investigate.



Ecosia takes the ad revenue that they generate, and use it to plant a tree every time you search! New favourite search engine? Yep, me too.



Similar to DuckDuckGo, this site doesn’t bother retaining your data or using cookies. You can set search preferences to refine your results, but these will be wiped after 90 days and you can go back to the shadows of the web.



Like Yandex to Russia, Baidu is China’s dominant search engine. Want to tap into the Chinese market? This is your search engine!

For more search engine and SEO tips, check out the rest of our blogs from our expert panel of Dilate digital marketing specialists, or call our team and arrange a consultation.

Four Tech Problems Holding Up Your SEO (And How To Fix’em)

If you’re searching for a marketing rabbit hole to fall down, we recommend SEO.

SEO starts with the basics, where it all seems relatively sensible, then as your results start rolling in you start looking for new strategies to implement and new ways to grow – as well as new brain-melting issues that YOU need to rectify. Before you know it, your local Perth amateur web designer is a fully-fledged SEO specialist!

If you’re running your own SEO services and you want to learn something new to bridge the gap from beginner to intermediate, then check out our list of four most common (and most easily fixed) tech problems that you might be overlooking. Now, this isn’t a full audit – but by troubleshooting between audits, you’ll be able to stay on top of any errors before they start costing you big bucks.

URL Canonicalization

Your audience probably wouldn’t notice if your homepage appeared as http://www.___.com, www___.com/home, ___.com, etcetera.

However, we know that the search engines are noticing, and this can cause a bit of trouble. When Google decides which of the versions they index, they may decide to include a collection of your URLs, resulting in more than a little confusion. For example, if there are individual web pages which can be loaded from multiple URLs, then the links for that individual page are now being split up amongst the URLs rather than forming one powerful SEO entity.

The best way forward is to check all of your URL versions by manually entering them, and ensuring that they all maintain the same presence (this includes checking you only have one of HTTP or HTTPS versions). If you find that they don’t, then you’ll want to set up 301 redirects pronto, and use handy tools like the “site:” operator in Google Search to learn which versions of your pages are indexing. Screaming Frog has great tools for you to scan your site and find all of your pages too.


This is going to be a big gamechanger for those of you who haven’t dug into your indexing yet – the search engines essentially index your data into their results, and you can easily see how well your site is indexing by typing site:{yoursitename.com} into Google search. It will instantly display all of your indexed pages that are ranking. With this information, you need to consider if this is the amount of pages you were expecting. If it’s less, maybe there’s a problem with your page and the search engines cannot access your site properly. Check for any pages that you might not want to be indexed, or pages that have been missed. You can also check for:

  • Subdomains
  • Old site versions that should be redirected but are still being indexed
  • Any spam or hacks, or anything else that may cause a problem for you

Brok(en) Backlink Mountain

If you’ve relaunched or moved your site without the help of an SEO services team, you may find yourself riddled with broken backlinks from other sites. For example, some of the top pages on your site may be 404 pages after the reshuffle, so the backlinks pointing back to these 404 pages are effectively broken. Great news though – there are great online tools for you to use, from Google Search Console to Moz Backlink Checker.

Once you’ve seen which page has the most carcasses of backlinks, you need to 301 redirect these to the best pages instead. After that, look for links that may be broken because the linking site entered your URL incorrectly or another error.


“Like us, our users place a lot of value in speed — that’s why we’ve decided to take site speed into account in our search rankings. We use a variety of sources to determine the speed of a site relative to other sites.” – Google.

So now that we’ve cleared up that both the user and the search engines want your site running at top speed, it’s up to you to audit your site speed and page speed, and be consistently searching for new tools to speed up your site loading times.


Hopefully this has helped you to find and resolve some problems for your SEO, but remember to perform regular site sweeps and audits to ensure that there’s nothing going astray. If you’re not finding it sunny on the SEO side of life, talk to Dilate Digital about our affordable SEO services. We can manage your SEO efforts for you, as well as give you an obligation-free business consultation where you can ask questions and gain industry-specific knowledge from one of our local experts. Call our team now, and find out how we can help you.

What Is Adwords PPC, And How Does It Affect Your SEO?

Google Adwords is a great tool for marketers everywhere. PPC advertising is taking off from Tokyo to Tassie, Paris to Perth, as consumers increasingly rely on search engines to deliver them the information what they need, and your brand needs to be front-and-centre. Don’t know what PPC services or SEO are? No worries – read our handy little article to get your advertising goals lined up and ready to go in 2017.


Adwords PPC Advertising:


When you search a query into Google, you’ll notice the advertisement suggestions appearing before the organic search results. It’s these spaces that your ad could appear – Adwords simply needs you to refine the search terms that you want your advertisement to show up for, such as industry or branding terms, and to decide on your budget.

PPC, or pay-per-click, essentially means that you will not be charged per advertisement but per click that your advertisement gets.


To select a keyword or phrase that you want your advertisement to show up for, you’ll need to bid on them te secure a spot above your competitors. Depending on how many other advertisers are circling your chosen keywords, your bid might need to be more or less – but it should always be reflective of the value of these clicks. For example, you wouldn’t spend truckloads of cash trying to get your FAQ page in front of consumers, because that page probably wouldn’t help you convince them to purchase something or commit to your brand – so you’ve just paid for nothing. It’s important to take into consideration the efficacy of the page your consumer will be taken to, and how likely you are to see a return on investment.




Search engine optimisation requires you to consider your site a little differently. For a search engine to include your site on its list of organic search results, it needs to know what your website is about. Therefore, it is up to you to make your website as appealing and comprehensive to the search engines as much as the consumer. This could mean including keyword terms from your niche, nurturing quality backlinks, and other handy little tricks we’ve detailed elsewhere in our blog, like here and here.


So you may be wondering why you’d need to put so much time into SEO if you can pay for Adwords, or why you’d pay for Adwords when you can get great search results rankings with powerful SEO.


Our advice? Double down and do both.


Adwords comes with great keyword research tools, and you can use this to determine the keywords that are working best in your industry to feature naturally throughout your website to help your SEO.

For example, Jeff owns a sunscreen company here in Perth. Jeff had made a pretty simple website, mentioning keywords such as ‘perth sunscreen’, but it wasn’t until he began using Adwords and researching keywords that he found most of Perth was looking for ‘sun block’, ‘sun tan lotion’, and ‘sun cream’. By including these keywords naturally, Jeff is now making himself more visible to a whole new audience. Go get that money, Jeff.


SEO doesn’t just work on Google either; all search engines operate much the same way, so if you’re search engine optimised then even Bing and Ecosia will come looking for you. Not a bad result for something you can do for free! SEO traffic is also valuable to tend to because it doesn’t simply drop off when your budget runs out.
Adwords is a quick, easy way to create advertising campaigns and learn about your audience, which can drive your advertising power in future campaigns. Jump in headfirst and see what you can do for your business using Adwords and SEO – you’ll love the results! If you think you need some help with your PPC services, call our friendly team and ask how we can help, or arrange a one-on-one consultation with one of our marketing gurus.

The Biggest Adwords Blunders You Need To Avoid

Adwords is a fantastic tool for businesses and brands to develop their online reach and marketing because it can easily be implemented, monitored, and adjusted.

However, for some Adwords campaigners, it can be a hole in your wallet more than anything else. Why is it that some brands cannot cover the ground that others can?

The beauty of Adwords is that it provides a relatively level playing ground once you know the rules and the shortcuts – but without some prior research into how you’ll successfully utilise your Google Adwords services, you can end up confused or disappointed. Here are some of the biggest Adwords blunders that you need to avoid in 2017 to keep your campaigns on track and working efficiently.


Chasing The Wrong Keyword Match

Before you start your campaigning, make sure that you’re familiar with the three categories of keywords – this can save you major headaches.

Broad Match

When you use broad match keywords, you choose to have your ad displayed when people search your keywords. It doesn’t matter if the order of words in the search query doesn’t exactly fit how you’ve specified, for example; if you provide a dog grooming service you may choose ‘best dog grooming service perth’ to be your keyword. This means that if someone searches ‘dog grooming’, ‘perth dog grooming’, or ‘best in perth dog service’, your ad will be displayed.
However, this doesn’t always guarantee that the user actually wants their dog groomed.

Phrase Match

Phrase match keywords will need to match the order that your user entered, so your potential customer will need to search ‘best dog grooming service perth’ to find you. But they may search ‘where to find the best dog grooming service perth’ , which also would work.

Exact Match

Exact match is much more refined again – now, the user can only search your chosen keywords if you want your advertising to be displayed.


As you can see, each of these categories will seriously affect your reach. Make sure that your keywords are best suited to the type of match you’re using, and that you’re using the match that is the most powerful and cost-effective for you. This can vary among each of the campaigns that you’re running, so put in some time to considering what your audience may be searching before you structure your strategy.


Poorly Written Ads

Your advertisement will include a brief snippet about what you do, so if this is written poorly then you’re unlikely to receive many hits. It’s a small character count, but it’s all you’ve got to convince the user that your site can offer them the solution that they’re looking for. Some businesses may write their ads off the cuff or pay little attention to the content of the ad, but this is just as crucial as selecting the correct keywords. Slow down and think about how you can maximise your ad space to gain the most interest from prospective users.


Not Tracking ROI

Digital marketing with Adwords PPC is a calculated spend, but so many campaigners use the ‘set and forget’ mentality and let their Adwords run rampant just because they’re seeing some conversions. As businesses and brands, we all need to monitor every outgoing dollar and ensure that it is bringing back a few of its friends.
The costs associated with Adwords will vary on your keywords and how successful your campaign is, and it is with this information that you can develop your next strategies to be even more potent.


Glossing Over Negative Keywords

As a high-end dog groomer, you may not care much for clicks from users searching ‘cheapest budget best dog grooming service perth’. Or vice versa – you may not want people who are searching for luxury. Negative keywords allow you to exclude the keywords that you see as being detrimental to your campaign and bringing in clicks that cost you money without the return. This is the easiest way to trim the fat – both in your costs and the quality of clicks.


Not Bidding On Your Brand

With proper SEO, your brand will be displayed when it is searched as a keyword. But when you bid on your brand’s keyword, you’re ensuring that it appears at the top of the SERP organically and as an advertisement.
The other reason that this is advised is if you’re in a competitive industry. If your competitor bids on your brand as a keyword, every time someone searches ‘Dog Gone Wild Grooming’, the first brand they see is the paid advertising from ‘Cats n Dogs Best Dog Grooming’. Who knew pet grooming was so cutthroat!


Have fun and experiment with your Adwords – it’s a fantastic way to learn about how your ideal audience behaves online, and it can open up plenty of space for brand development. Here at Dilate we love Adwords campaigns, with our specialised teams working around the clock for our clients. If you need help managing your Adwords PPC campaigns, talk to our team about our one-on-one marketing consultations or about how we can do all the dirty work for you.

2016 Adwords Statistics To Build Your Perth Campaigns

They say that those who do not know history are doomed to repeat it. Boost your 2017 online trajectory and join us in the ranks of Perth digital campaigners who are scrambling to make sense of 2016’s data to devise their best campaigns of 2017.

Adwords is a different beast for every industry and niche, and it’s up to you to find the right strategies to make the most of your Google Adwords campaign and see the best ROI. Check out our compilation of interesting and helpful statistics for Google Adwords, and you may stumble across the nugget of inspiring information that gives your campaign the leading edge.

Google And You

Analysts at Macquarie Research estimate that Google has over 4 million advertisers, although Google does not disclose the actual amount.

Already, almost 60% of Google’s net advertising revenues comes from mobile internet ads.

Last year, just 60% of Google searches came from desktop. 2016 saw that number plummet to a 50/50 split, and mobile is set to take over within the next two years.

Google was predicted to generate over $63 billion in digital ad revenues globally, at an increase of 19% from last year – this is over 32% of the digital ad market worldwide.

Google continues its search advertising success, as illustrated by its ability to capture nearly 60% of the global search ad market.

Industries with the highest and lowest averages for Adwords cost per acquisition are Legal ($137.17), and Dating and Personals ($6.91).

The keyword with the scariest price tag is ‘Insurance’, at roughly $55 per click.

There are over 300,000 mobile phone apps that are serving Google Mobile Ads.

41% of clicks will go to the first three ads on the search results.
Your Google Adwords campaign is easy and efficient, but a little forethought and planning go a very long way. Contact our friendly team at Dilate Digital for a business consultation if you could use an extra inch of guidance or about handing over the reins and letting us do what we do best.

Content Marketing; Where Am I Going Wrong?

There’re two attitudes to fishing.


You grab a rod and a little bait, a few beers and some sandwiches, and you wile away the afternoon with a couple of nibbles and not enough sunscreen.


Or, you watch the tides and the fishiest spots, and carefully, deliberately, cast your line and land a catch.


Sometimes they both work, but you can usually rely on the calculating fisherman to bring home the barramundi and the other guy to come home out of pocket and slightly drunk, with a fish wrapped in paper and a price tag with ‘Coles’ stamped on it.


If we apply these two attitudes to content marketing, this could be what’s holding up the returns on your content marketing strategy. Dig a little deeper, and we can begin to pinpoint even more ways that your content marketing in Perth is flopping like the fish your competitor are landing.


You Don’t Know What You’re Aiming For


Without a clear goal, it can be incredibly difficult to ascertain the success of your content marketing. Your content might be developing a readership or generating sales, but without the tools in place to recognise these goals and to aim further then your content marketing isn’t reaching its true potential.


You Don’t Know Your Audience


There are entire demographics that can be generalised into preferential forms of content, and what works in one industry might not click with the other. If your audience is young, environmental, and visually stimulated, your long-form articles about the financial benefits of deep-sea oil drilling are probably going to fall flat. However, if your audience is older, interested in investment, and prepared to research the topic then this type of insight could be invaluable. Conduct surveys and research your audience to develop buyer personas, so you can tailor your content to fit them like a glove.


You Aren’t Paying Attention To SEO


Search engines are going to be directing most of your traffic, so it pays to look into the keywords that are driving your industry and using them as foundations for your content. While the content you’re producing may still be useful and relevant, if the phrases aren’t aligning with the search terms that your audience is using then your content isn’t reaching as far as it could be. Use a keyword research tool to find the best keywords for your industry, and implement them naturally throughout the content.


Your Content Or Titles Aren’t Hitting The Mark


Look for objective feedback on your content – if the reviews are a bit ho-hum you should look at bringing in a content creation professional who can polish your pieces to perfection. Even if your content is sparkling already, a flat title is not going to get anyone clicking through. Don’t just write the first title you think of; write a few drafts until you’ve refined it back to the ultimate tease. Here’s a great online headline checking tool you can use to help.


You Aren’t Analysing Your Data


Any good content marketing services will tell you to record and analyse every inch of data that you gather to continuously narrow in on your perfect content recipe. It’s through research and data analysis that you’ll uncover the trends or topics that are driving the success (or demise) of your content, and will help you to push your ROI even further.


Content marketing is a new and exciting way to engage and interact with your audience, so have fun with it! If you don’t feel like it’s quite hitting the mark then check your strategy for any of the above drawbacks, or call in the experts for help. Dilate Digital offers a digital marketing smorgasbord of services, and content marketing is one of our favourites. Get in touch with our team today to find out more about how we can help you.


Need Copywriting? Six Reasons You Need To Hire A Copywriter

Do you have a project coming up, which needs some written content? Maybe a new website, or some promotional text?

Are you thinking of doing it yourself?
If you answered ‘yes’ to all of the above, you are either a copywriter, or about to make a mistake. Because, sure, maybe nobody knows your company like you do, and maybe nobody can speak for your brand like you can… except you’re missing a crucial step. Your content isn’t only there to transmit information, unless you’re using binary code. Your content is to inspire others to engage with your brand, and to sell your product or service. The creation of powerful content can be overwhelming to the uninitiated, and extremely difficult, as it is your goal to create a desire through the written word- and nobody is made a surgeon just because they can fillet a fish. So if you feel your copywriting services needs are mounting, and you’re considering having a crack yourself, these reasons as to why you might want to hold off and leave it to the experts.

  1. A professional can be your best voice.
    While it may seem contradictory, a good copywriter will understand you and your brand before embarking on any projects, and will adjust their tone accordingly. When you hire a great copywriter, they will come prepared to learn your industry or company inside-out, in order to develop the content that will embrace that. Many copywriters also specialise in industries, ensuring that their copy matches the facts and accreditation. The distance from the topic may also give them an extra foothold, as they’re better able to understand your service from the consumer’s perspective, and will be able to use that to create effective copy.

  2. Free up your time for something useful (or useless, I’m not your mother)
    With a copywriter, you have now taken what may have been days of you poking and prodding at various sentences, and given that role to someone more adept, and more likely to be able to dive in and get it done, pronto. The content will be finished with greater efficiency and clarity, giving you more time to focus on other tasks (or hit snooze for an extra 45 minutes).

  3. They understand persuasion
    Your copy is as much a part of your advertising as the rest of your strategy, not only to inform your audience about your brand. Advertising, especially in digital media, is constantly evolving as our human reaction to it changes, and a good copywriter will create content which is compelling and persuasive, without seeming gimmicky or sales-motivated. By writing your own, you may lose sight of how to promote your product, or you may over-compensate and sound like an oily used-car salesman.

  4. They’re There Their grammar and spelling is unbeatable
    Correct punctuation, grammar, and spelling may seem superfluous to many people, but not to the copywriter. The copywriter is born breathing their craft, and is rarely one to overlook an error in spelling or grammar. And if you think that nobody has ever left a website in disgust with the spelling or use of language, think again. A copywriter can ensure your content is well-written and correctly assembled, proving to be easy on the eye for your audience.

  5. They can make anything sound fascinating
    A copywriter knows how to make any product sound interesting or compelling, and of value to the reader. Copywriters work with a variety of companies, not just latest trends, so they can find the right way to make your boring, run-of-the-mill company sound like the offer of a lifetime. With great copywriting, you can develop whole new avenues of interest for your product or service.

  6. It can affect your entire online strategy
    If you find a good copywriter, work to implement them into your overall strategy. While your website copy may be finished, continuous content will keep your online presence fresh and exciting, and well-ranked on Google. With social media, blogging, and many other online tools, your copywriter will haul in more traffic to your webpage.

Copywriting is an important skill, and is an integral part of any business. We applaud anyone brave enough to give it a go for themselves, as your brand is delicate, and a simple or careless mistake can cost you serious revenue. If you’re looking for a copywriter, or need copywriting services for your Perth business, then call the team here at Dilate. Our copywriting team are dedicated to providing our clients with powerful, concise web copy, and can help you find new ways to encourage online traffic.