SMPS Taps On Target’s Founder as One of Twelve National Subject Matter Experts for the New Body of Knowledge

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markendium-photos-of-expertsOn Target Marketing is proud to announce that our own Theresa M. Casey, FSMPS, CPSM, served as one of twelve national subject matter experts working on The Markendium, the SMPS Body of Knowledge. Known as a game-changer initiative, the effort required the rethinking and rewriting of the content that will be used by SMPS for years to come to help train and educate our current and future marketing professionals for the A/E/C industry. See the video to learn more or order your copy of the six-book set from SMPS, each covering a specific AEC Marketing Domain of Knowledge: SMPS Markendium Read more

Guests or Ghosts … Bloggers that is!

Guest and ghost bloggers can be key to maintaining consistent, quality blog content–one of the biggest challenges cited by A/E/C marketers today. We previously covered in our post, Five Tips to Creating and Maintaining Blog Content, a variety of other tips such as creating a formal plan, incentivizing internal team members, and curating content. So today, we’re going to focus on guest and ghost bloggers.

Ghost writing sample

Ghost writing sample

Some people wonder what the value is to having a guest blogger from another firm or industry. After all, your company blog is the platform for your team of resident experts … Read more

Infographic or Photo? And 3 Other Tough Decisions Related to Blog Post Graphics

Using a photo or graphic with an article or blog post can draw in a reader’s attention, increase your brand exposure through reposts, and accentuate your message. But what are the best practices, particularly in the A/E/C industry, when it comes to graphics and photos? Here are four tips to get you through some of the tough decisions.

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1. Infographic or Photo
The graphic should relate to your message, tone and voice first and foremost. So determine what type of graphic will best suit your article topic, author, voice and channel. A blog about fun facilities to work within would … Read more

Is a Photo Just a Pretty Face? The truth about graphics in article posts

Studies show that an article with an image gets 94% more total views than articles without graphics. How can we ignore that statistic!

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Let’s delve into this a bit more to learn the reasons behind it and the best practices so we can squeeze the maximum results from our efforts.

The major reasons photos and graphics work to drive more views to your article or blog post are:

1. Draws the attention of the curious human eye
Photos and graphics draw attention to your article. The human eye is drawn to photos, followed by captions then headlines so use this … Read more

Anatomy of a Blog Post

To get the most out of your blog and to make the best use of your blogging time, we’ve dissected a typical quality blog entry and provided tips for each part:

Anatomy of blog

1. Title
The title is probably the most important part of your blog. It may be all that some of your readers take the time to see, and it often is what drives them to click through or tweet about your blog. But by using the right keywords it also improves your website internet search rankings. You’ll want the title to be interesting and brief, but also get your … Read more

Persona Worksheets Drive Content Development

A key to a successful blog is knowing your audience and the information they seek. In order to provide useful, quality information to draw prospects and clients to your blog and website, you will need to learn as much as possible about them and the challenges they face.

The most common way content marketers and bloggers to do this is to develop a persona for each segment of your target audience. For instance, if you are focusing on facilities managers of health care facilities, the persona may look something like this:

Persona worksheet Sample_OnTarget

To develop a persona, you’ll need to answer some … Read more