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canterburypipesmartplumbers · 3 years ago

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Boiler Installation

We're your first-alternative plumbing and heating service supplier in Canterbury. Now we have a full range of plumbing and heating companies that may match all your private home plumbing and heating needs. We are committed to offering quality companies in the workmanship and supplies that we use in our projects. Our workforce of expert plumbers are certified in offering skilled services on your residence or business. Our services are perfect for house improvement and renovation initiatives and we always present inexpensive rates that can help preserve you within your budget.

Do you've gotten a burst pipe? A leaking radiator that’s pooling an excessive amount of water? Your boiler not working as it ought to? We offer emergency plumbing companies which are available 24 hours a day and 7 days a week. Our crew of professional plumbers and gas safe engineers will be sure that your problems are resolved well timed and appropriately, supplying you with peace of mind that your own home will always be lined by our professionals when dealing with an emergency.

Putting in a water treatment plant to your dwelling can do wonders for the quality of water. House water treatment plants will help scale back the build-up of sediments in your pipes, prolonging the life of your piping system and decreasing the risk of leaks. Our services will make it easier to choose the proper residence water therapy plant for your dwelling and at an affordable cost. Our set up companies will ensure compliance with the producer’s instruction so you will not have any issues concerning the manufacturer’s warranty.

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Our plumbing providers also embrace outfitting your kitchen with plumbing and heating lines. Moreover, we provide rest room becoming installations corresponding to installing Boiler Repair Canterbury new sinks, faucets, baths and showers. We offer trustworthy rates and are at all times upfront with how lengthy every job will take.

Our skilled crew of plumbers and Gasoline Secure engineers are on name 24/7 and our emergency providers are available on-demand that can assist you deal with your emergency plumbing needs like bursts pipes, leaking radiators and faulty boilers. Our Emergency repair providers embody pipe blockage elimination, faucet repair, sink repair, leaking and burst pipes.

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canterburypipesmartplumber · 4 years ago

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Canterbury Pipesmart Plumbers

Our professional team of plumbers and Gas Safe engineers are on call 24/7 and our emergency services are available on-demand to help you deal with your emergency plumbing needs like bursts pipes, leaking radiators and faulty boilers. Our Emergency repair services include pipe blockage removal, tap repair, sink repair, leaking and burst pipes. We understand that the sooner the problems are fixed, the less damage it will have on your home. Our Emergency repair rates are affordable and cost-effective with a 100% satisfaction guarantee that your problems will be solved on the first visit.We are your first-choice plumbing and heating service provider in Canterbury. We have a full range of plumbing and heating services that will fit all your home plumbing and heating needs. We are committed to providing quality services in the workmanship and materials that we use in our projects. Our team of expert plumbers are certified in providing professional services for your home or business. Our services are perfect for home improvement and renovation projects and we always provide affordable rates that will help keep you within your budget.

Website: https://www.canterburypipesmartplumbers.co.uk

Address: 15 Manor Court Flats, Oxford Road, Canterbury, CT1 3QR

Phone Number: 01227 694294

Contact Email ID: [email protected]

Business Hours: Monday - Saturday : 07:00 AM - 09:00 PM

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localizee · 3 years ago

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Our team of expert plumbers are certified in providing professional services for your home or business.

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conyersmooney · 3 years ago

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Plumber In Canterbury - Plumber Canterbury

Plumber In Canterbury - https://www.canterburypipesmartplumbers.co.uk We are your first-choice plumbing and heating service provider in Canterbury. We have a full range of plumbing and heating services that will fit all your home plumbing and heating needs. We are committed to providing quality services in the workmanship and materials that we use in our projects. Our team of expert plumbers are certified in providing professional services for your home or business. Our services are perfect for home improvement and renovation projects and we always provide affordable rates that will help keep you within your budget.

Canterbury Pipesmart Plumbers 15 Manor Court Flats, Oxford Road Canterbury CT1 3QR 01227 694294

https://www.google.com/maps?cid=627797428043282889 https://canterbury-pipesmart-plumbers.business.site/

#plumbers in Canterbury #plumbers Canterbury #plumbing company Canterbury #boiler service Canterbury

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contractors892 · 4 years ago

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Find Local Builders In Middleton - Myjobquote.co.uk

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helloemergencyservices · 5 years ago

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superspunarticle · 6 years ago

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Are You in a Boring, All-the-Same Industry? Your Content Doesn’t Have to Be

Content marketing tutorials and tips.

Latest tutorial from Content Marketing Institute. Almost certainly 1 of the most effective suppliers of free tutorials available.

You’re a contestant on a Content Marketing Game Show and you see three marked doors.

Behind each door is a content marketing position. Is your dream job behind one of these doors? Let’s see.

Door No. 1: Apple!

Door No. 2: Acme Accounting!

Door No. 3: ABC Plumbing!

With Door 1, you get to tell customer stories about the Apple Watch, iPhone, and Apple TV. With Door 2, you create content about forensic accounting – a topic that’s boring and complex for most. And with Door 3, you create content marketing for a service that’s undifferentiated.

If I polled 100 people, more than 95 would choose Door No. 1. But guess what? Content marketers can drive meaningful impact with the jobs behind doors 2 and 3 as well.

Jonathan Kranz covered how to make doors 2 and 3 work in his Content Marketing World presentation, Nightmare Marketing: How to Create Content for the Boring, Complex, and Undifferentiated Stuff that Scares the S@#t Out of Everybody Else.

In this article, I cover Jonathan’s tactics for creating content about products that are:

Boring

Complex

Undifferentiated

HANDPICKED RELATED CONTENT: The Business Story Argument: A Working Framework to Pressure Test Your Story

Boring

Boredom, like beauty, is in the eye of the beholder. Jonathan defines “boring” as “having no qualities that capture your interest or inspire your imagination.”

If there’s a customer need for your product or service, then boredom is relative. While forensic accounting may bore most people, it serves an essential need for customers in the right situation.

If there’s a customer need for your product, then boredom is relative, says @jonkranz.‏ Click To Tweet

While forensic accounting may not inspire the imagination, it can certainly capture interest. Your job is to do just that.

Make the stakes the star

Jonathan tells the story of Viessmann, a company that manufacturers high-end heating systems like these:

A conventional approach is to describe the different models and their capabilities. You list which model is the best fit for particular scenarios.

But what if you raised the stakes?

According to Jonathan, Viessman capitalized on the opportunity “to tell a story that locates the boilers in a context in which the stakes are high.”

Creatively labeled “Canterbury Tales,” Veissman told the story of a garden community called Canterbury Apartments, where a six-person team was responsible for 480 units across 16 buildings.

According to Arthur Johnston, lead maintenance technician at Canterbury Apartments, his team fielded seven to eight hot-water service calls per day. Residents complained about the lack of heat and hot water. The boilers were the original to the community’s 1972 construction.

The boilers ran 24/7, straining the electrical circulators. As a result, the maintenance team had to replace 12 to 15 boilers each season. Each time a boiler is changed, a full system drain is done, which leaves people freezing cold.

The team makes repairs at 2 in the morning as residents lie awake in the freezing cold.

Now, are the stakes high enough for you?

Veissmann swooped in with replacement boilers that were far more reliable. The building obtained a green certification and saved a lot of money. Here’s how the story was presented:

Does raising the stakes work? According to Jonathan, “As a consequence of this one article, they closed two or three additional deals with garden apartment complexes representing over a million dollars each.”

One high-stakes-raising article led to 2 or 3 more million-dollar deals for an HVAC company, says @jonkranz. ‏ Click To Tweet

HANDPICKED RELATED CONTENT: Road Map to Success: Creating the Content of Your Audience’s Dreams

Associate your product with well-known events

Pinnacle Strategies is “a global authority on operations and supply chain management.” According to Jonathan, Pinnacle Strategies seemed to have exhausted its opportunities in e-books on supply chain management.

In this case, Jonathan recommends a tactic he calls “news flash” or tying your brand to something (e.g., an event) that people know. In 2010, the Deepwater Horizon oil spill occurred in the Gulf of Mexico on a prospect operated by BP.

Pinnacle Strategies helped clean up the spill. It created a new e-book, Achieving Top Performance Under the Worst Conditions, and used this graphic to promote it:

This offer provides a nice one-two punch for Pinnacle Strategies: It associates itself with the cleanup of a well-known spill and helped save $700 million in the process.

HANDPICKED RELATED CONTENT: 3 Purpose-Marketing Lessons From Innovative Brands

Show empathy to prospective customers

Convercent is an enterprise compliance management solution. According to the company’s marketing material, its product “enables you to manage an increasingly complex ethical and regulatory environment.”

In a tactic Jonathan calls “play up the players,” Convercent shifted the focus away from compliance and toward the people for whom compliance matters. In other words, it made prospective customers the hero of the story.

According to Jonathan, “Make them the hero and it gives you the opportunity to demonstrate your empathy, your understanding, and your ability to meet them on the ground. All qualities that matter.”

Jonathan highlights a video produced by Convercent that did all these things:

HANDPICKED RELATED CONTENT:

Make Your Audience the Hero With a One-Sentence Agile User Story

How to Avoid the Battle of Boring in Your Videos

Complex

As a marketer selling complex products, your job is to break the complicated into simpler parts. As Jonathan says, “Can we find a salient point, a wedge, something smaller, something simpler that will at least get us in the door and start the conversation?”

As a marketer selling complex products, your job is to break the complicated into simpler parts, says @jonkranz. Click To Tweet

“Hitting” prospects with a 400-page e-book on how to rework their network architecture is overkill. It’s better to sell one salient fact or benefit of optimizing their network.

Better case studies: Think “real” and “tangible”

Customer case studies follow a time-tested structure:

Challenge

Solution

Results

While Jonathan agrees with this approach, he notes that a few adjustments are needed for complex products.

Most case studies provide a brief synopsis of the challenge and quickly move to the solution. For Jonathan, case studies must detail why the challenge mattered: “On most case studies, it’s ‘Whoa, I don’t understand yet why the problem mattered.’ And without that, you’re not going to get much drama or interest.”

In the solution section, get into customers’ heads before you get into their wallets. “Your job is to create a word picture so compelling that readers imagine themselves within it unconsciously. Just as you do when you read a precise story, you’re suddenly there, you’re in it,” Jonathan says.

Get in your customers’ heads before you get into their wallets, says @jonkranz. ‏ Click To Tweet

In the results section, use the voice of your customers to tell the story. If you detail the results yourself, it’s self-serving. But if you use customer quotes? It’s much more powerful, Jonathan says.

HANDPICKED RELATED CONTENT:

How to Get Customers to Participate in a Case Study

9 Strategies for Using Customer Testimonials in Your Content

Plumber’s magnet

How do local plumbers get their feet in the door? With a free magnet stuck to refrigerators.

“A pipe bursts in my home. I don’t have a whole lot of time to go fussing around to find a plumber. If I can just look up at the refrigerator and there’s the phone number, bless you, I’m going to call that number,” Jonathan says.

Once the emergency job is complete, the plumbers can take on the homeowner’s larger projects such as kitchen remodels, new heating systems, etc. See the ROI of that simple magnet?

Jonathan encourages B2B companies with complex products to find their plumber’s magnet. “Create something that represents an easy starting point for engagement so that you don’t have to sell the whole kahuna to them all at once,” he says.

Jonathan gives the example of Executive Benefits Solutions – its plumber’s magnet is free modeling tools to estimate benefits packages.

“The people who might be interested in the services of this company are exactly the kind of people who would find this delightful and useful,” Jonathan says. “Then that becomes the page they bookmark and then you become at the top of the list of authorities they might possibly approach for this complex task.”

Expert interviews

On the one hand, experts may be too deep in the field to be adept at simplifying complex concepts. On the other hand, you can extract the knowledge of these experts and shape it in a way that’s most useful to your audience.

Jonathan does this by interviewing experts. Instead of publishing the literal transcript, however, he curates the material and moves some pieces around. “It’s the authenticity of a real voice and yet you still retain control. This is a fantastic content opportunity,” he says.

Here’s an image of an expert interview that Jonathan created for Collaborative Consulting:

“I ask all kinds of questions during the process. What I did was take the best stuff that this expert had. I put it in what seemed like a logical, reasonable order, and then I inserted questions that would naturally transition to what he had to say,” Jonathan explains.

HANDPICKED RELATED CONTENT: How to Get More (and Better) Content From Your Subject Matter Experts

Undifferentiated

In a sea of blue, how do you present your brand as red? Jonathan provides three tactics on how to differentiate products in an undifferentiated or commoditized industry.

HANDPICKED RELATED CONTENT: How to Make Your Content Stand Out in a Crowded, Global Marketplace

Process over product

In an undifferentiated market, products are perceived as the same. However, you can be unique in how you create or deliver your product, which, in turn, can be the differentiation.

Jonathan gives the example of Cityspan, which describes itself as “a complete system for recording participant information, tracking enrollment and attendance, and measuring outcomes.” Cityspan has competitors that provide equivalent offerings.

While the products themselves are similar, Cityspan is unique in its delivery. “They promise you that before they deploy software, they’re going to spend lots of time talking to you and digging deep. Better still, they’re not going to give you one prototype. They’re going to give you multiple options for you to choose from,” Jonathan explains.

Once the customer chooses an option, Cityspan goes further. It helps customers sell downstream to their customers’ customers. Its competitors don’t go this far. Cityspan is saying, “We understand your needs better than anyone else. And we’re going to have the most likely, most favorable outcomes.”

Here’s related messaging from Cityspan’s website:

Use surprise to your advantage

Timing can be everything.

New laws or regulations that affect your industry can create differentiation in an undifferentiated market. That was the case for eSignLive, a provider of e-signature solutions. The company is based in Canada, where it also manages data centers.

According to Jonathan, “Canada has different data regulations than the United States. This turned out to be a surprising win for them because they have separate data centers not just in the U.S. and Canada, but also in the U.K. and in Germany.”

The Canada data centers gave eSignLive an advantage in that country — and, the data centers in Europe gave them an advantage when the European Union rolled out the GDPR regulations in 2018.

“eSignLive has an advantage because they’re going to keep all the e-signature data in the country of origin. They have the distributed databases and data centers,” says Jonathan.

eSignLive doubled down on this fortuitous timing with marketing campaigns that emphasized its competitive differentiation.

HANDPICKED RELATED CONTENT: GDPR: The Biggest Gift to Content Marketers in a Decade

Zig when they zag

When your industry zags, you stand out by zigging.

When your industry zags, you stand out by zigging, says @dshiao. #contentmarketing Click To Tweet

Several years ago, there was a lot of buzz around the bring-your-own-device (BYOD) movement – employees were bringing their personal devices (e.g., smartphones, tablets, laptops) into the office and using them for work-related activities.

As security technology vendors warned of the dangers of allowing BYOD, Symantec went the other way and embraced it:

Symantec didn’t stop there. Once it attracted attention by zigging, it needed to demonstrate why others should follow its lead.

As seen in the image above, Symantec encourages a “say yes” to BYOD so long as companies have the right tools to implement it properly.

According to Jonathan, “They made a case for why you should do it and how to make it work effectively without compromising your employee’s privacy or threatening the integrity and security of your data.”

By doing so, Symantec was able to stand out among the competition.

HANDPICKED RELATED CONTENT: Symantec Wins at Content by Responding to Its Audience

Changing mindset, changing perspective

Creating content for boring, complex, and undifferentiated products can be fun after all!

I saw a pattern in Jonathan’s approaches – reframe the scenario and help your audience (e.g., prospects) think differently about you. Whether it’s raising the stakes, focusing on process over product, or being a contrarian, you have the opportunity to shape the narrative for any product, service, or industry.

What boring, complex, or undifferentiated products are you responsible for marketing? And which of Jonathan’s tactics resonated the most with you? Share your thoughts in the comments.

Here’s an excerpt from Jonathan’s talk:

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HANDPICKED RELATED CONTENT: 7 B2C Brands Offer Content Marketing Lessons and Inspiration

Catch some of the hundreds of experts speaking at Content Marketing World 2019 this September. Register today using code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

[Read More …]

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localbrisbaneplumber · 5 years ago

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lucyariablog · 6 years ago

Text

Are You in a Boring, All-the-Same Industry? Your Content Doesn’t Have to Be

You’re a contestant on a Content Marketing Game Show and you see three marked doors.

Behind each door is a content marketing position. Is your dream job behind one of these doors? Let’s see.

Door No. 1: Apple!

Door No. 2: Acme Accounting!

Door No. 3: ABC Plumbing!

If I polled 100 people, more than 95 would choose Door No. 1. But guess what? Content marketers can drive meaningful impact with the jobs behind doors 2 and 3 as well.

In this article, I cover Jonathan’s tactics for creating content about products that are:

Boring

Complex

Undifferentiated

HANDPICKED RELATED CONTENT: The Business Story Argument: A Working Framework to Pressure Test Your Story

Boring

Boredom, like beauty, is in the eye of the beholder. Jonathan defines “boring” as “having no qualities that capture your interest or inspire your imagination.”

If there’s a customer need for your product or service, then boredom is relative. While forensic accounting may bore most people, it serves an essential need for customers in the right situation.

If there’s a customer need for your product, then boredom is relative, says @jonkranz.‏ Click To Tweet

While forensic accounting may not inspire the imagination, it can certainly capture interest. Your job is to do just that.

Make the stakes the star

Jonathan tells the story of Viessmann, a company that manufacturers high-end heating systems like these:

A conventional approach is to describe the different models and their capabilities. You list which model is the best fit for particular scenarios.

But what if you raised the stakes?

According to Jonathan, Viessman capitalized on the opportunity “to tell a story that locates the boilers in a context in which the stakes are high.”

Creatively labeled “Canterbury Tales,” Veissman told the story of a garden community called Canterbury Apartments, where a six-person team was responsible for 480 units across 16 buildings.

The team makes repairs at 2 in the morning as residents lie awake in the freezing cold.

Now, are the stakes high enough for you?

Veissmann swooped in with replacement boilers that were far more reliable. The building obtained a green certification and saved a lot of money. Here’s how the story was presented:

One high-stakes-raising article led to 2 or 3 more million-dollar deals for an HVAC company, says @jonkranz. ‏ Click To Tweet

HANDPICKED RELATED CONTENT: Road Map to Success: Creating the Content of Your Audience’s Dreams

Associate your product with well-known events

Pinnacle Strategies helped clean up the spill. It created a new e-book, Achieving Top Performance Under the Worst Conditions, and used this graphic to promote it:

This offer provides a nice one-two punch for Pinnacle Strategies: It associates itself with the cleanup of a well-known spill and helped save $700 million in the process.

HANDPICKED RELATED CONTENT: 3 Purpose-Marketing Lessons From Innovative Brands

Show empathy to prospective customers

Jonathan highlights a video produced by Convercent that did all these things:

HANDPICKED RELATED CONTENT:

Make Your Audience the Hero With a One-Sentence Agile User Story

How to Avoid the Battle of Boring in Your Videos

Complex

As a marketer selling complex products, your job is to break the complicated into simpler parts, says @jonkranz. Click To Tweet

“Hitting” prospects with a 400-page e-book on how to rework their network architecture is overkill. It’s better to sell one salient fact or benefit of optimizing their network.

Better case studies: Think “real” and “tangible”

Customer case studies follow a time-tested structure:

Challenge

Solution

Results

While Jonathan agrees with this approach, he notes that a few adjustments are needed for complex products.

Get in your customers’ heads before you get into their wallets, says @jonkranz. ‏ Click To Tweet

HANDPICKED RELATED CONTENT:

How to Get Customers to Participate in a Case Study

9 Strategies for Using Customer Testimonials in Your Content

Plumber’s magnet

How do local plumbers get their feet in the door? With a free magnet stuck to refrigerators.

Once the emergency job is complete, the plumbers can take on the homeowner’s larger projects such as kitchen remodels, new heating systems, etc. See the ROI of that simple magnet?

Jonathan gives the example of Executive Benefits Solutions – its plumber’s magnet is free modeling tools to estimate benefits packages.

Expert interviews

Here’s an image of an expert interview that Jonathan created for Collaborative Consulting:

HANDPICKED RELATED CONTENT: How to Get More (and Better) Content From Your Subject Matter Experts

Undifferentiated

In a sea of blue, how do you present your brand as red? Jonathan provides three tactics on how to differentiate products in an undifferentiated or commoditized industry.

HANDPICKED RELATED CONTENT: How to Make Your Content Stand Out in a Crowded, Global Marketplace

Process over product

In an undifferentiated market, products are perceived as the same. However, you can be unique in how you create or deliver your product, which, in turn, can be the differentiation.

Here’s related messaging from Cityspan’s website:

Use surprise to your advantage

Timing can be everything.

The Canada data centers gave eSignLive an advantage in that country — and, the data centers in Europe gave them an advantage when the European Union rolled out the GDPR regulations in 2018.

“eSignLive has an advantage because they’re going to keep all the e-signature data in the country of origin. They have the distributed databases and data centers,” says Jonathan.

eSignLive doubled down on this fortuitous timing with marketing campaigns that emphasized its competitive differentiation.

HANDPICKED RELATED CONTENT: GDPR: The Biggest Gift to Content Marketers in a Decade

Zig when they zag

When your industry zags, you stand out by zigging.

When your industry zags, you stand out by zigging, says @dshiao. #contentmarketing Click To Tweet

As security technology vendors warned of the dangers of allowing BYOD, Symantec went the other way and embraced it:

Symantec didn’t stop there. Once it attracted attention by zigging, it needed to demonstrate why others should follow its lead.

As seen in the image above, Symantec encourages a “say yes” to BYOD so long as companies have the right tools to implement it properly.

By doing so, Symantec was able to stand out among the competition.

HANDPICKED RELATED CONTENT: Symantec Wins at Content by Responding to Its Audience

Changing mindset, changing perspective

Creating content for boring, complex, and undifferentiated products can be fun after all!

What boring, complex, or undifferentiated products are you responsible for marketing? And which of Jonathan’s tactics resonated the most with you? Share your thoughts in the comments.

Here’s an excerpt from Jonathan’s talk:

youtube

HANDPICKED RELATED CONTENT: 7 B2C Brands Offer Content Marketing Lessons and Inspiration

Catch some of the hundreds of experts speaking at Content Marketing World 2019 this September. Register today using code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post Are You in a Boring, All-the-Same Industry? Your Content Doesn’t Have to Be appeared first on Content Marketing Institute.

from https://contentmarketinginstitute.com/2019/01/boring-industry-content/

0 notes

bmcbuilders-blog · 6 years ago

Text

Builder Canterbury

BMC Builders Kent Limited are professional, reliable and fully accredited company in Canterbury. We are specialized in roofing, groundworks, loft conversions, electrics, plumbing and heating services in Canterbury. For more information visit:- https://www.bmcbuilders.co.uk/

#builders canterbury #builders and construction Canterbury

0 notes

a-breton · 6 years ago

Text

Are You in a Boring, All-the-Same Industry? Your Content Doesn’t Have to Be

You’re a contestant on a Content Marketing Game Show and you see three marked doors.

Behind each door is a content marketing position. Is your dream job behind one of these doors? Let’s see.

Door No. 1: Apple!

Door No. 2: Acme Accounting!

Door No. 3: ABC Plumbing!

If I polled 100 people, more than 95 would choose Door No. 1. But guess what? Content marketers can drive meaningful impact with the jobs behind doors 2 and 3 as well.

In this article, I cover Jonathan’s tactics for creating content about products that are:

Boring

Complex

Undifferentiated

HANDPICKED RELATED CONTENT: The Business Story Argument: A Working Framework to Pressure Test Your Story

Boring

Boredom, like beauty, is in the eye of the beholder. Jonathan defines “boring” as “having no qualities that capture your interest or inspire your imagination.”

If there’s a customer need for your product or service, then boredom is relative. While forensic accounting may bore most people, it serves an essential need for customers in the right situation.

If there’s a customer need for your product, then boredom is relative, says @jonkranz.‏ Click To Tweet

While forensic accounting may not inspire the imagination, it can certainly capture interest. Your job is to do just that.

Make the stakes the star

Jonathan tells the story of Viessmann, a company that manufacturers high-end heating systems like these:

A conventional approach is to describe the different models and their capabilities. You list which model is the best fit for particular scenarios.

But what if you raised the stakes?

According to Jonathan, Viessman capitalized on the opportunity “to tell a story that locates the boilers in a context in which the stakes are high.”

Creatively labeled “Canterbury Tales,” Veissman told the story of a garden community called Canterbury Apartments, where a six-person team was responsible for 480 units across 16 buildings.

The team makes repairs at 2 in the morning as residents lie awake in the freezing cold.

Now, are the stakes high enough for you?

Veissmann swooped in with replacement boilers that were far more reliable. The building obtained a green certification and saved a lot of money. Here’s how the story was presented:

One high-stakes-raising article led to 2 or 3 more million-dollar deals for an HVAC company, says @jonkranz. ‏ Click To Tweet

HANDPICKED RELATED CONTENT: Road Map to Success: Creating the Content of Your Audience’s Dreams

Associate your product with well-known events

Pinnacle Strategies helped clean up the spill. It created a new e-book, Achieving Top Performance Under the Worst Conditions, and used this graphic to promote it:

This offer provides a nice one-two punch for Pinnacle Strategies: It associates itself with the cleanup of a well-known spill and helped save $700 million in the process.

HANDPICKED RELATED CONTENT: 3 Purpose-Marketing Lessons From Innovative Brands

Show empathy to prospective customers

Jonathan highlights a video produced by Convercent that did all these things:

HANDPICKED RELATED CONTENT:

Make Your Audience the Hero With a One-Sentence Agile User Story

How to Avoid the Battle of Boring in Your Videos

Complex

As a marketer selling complex products, your job is to break the complicated into simpler parts, says @jonkranz. Click To Tweet

“Hitting” prospects with a 400-page e-book on how to rework their network architecture is overkill. It’s better to sell one salient fact or benefit of optimizing their network.

Better case studies: Think “real” and “tangible”

Customer case studies follow a time-tested structure:

Challenge

Solution

Results

While Jonathan agrees with this approach, he notes that a few adjustments are needed for complex products.

Get in your customers’ heads before you get into their wallets, says @jonkranz. ‏ Click To Tweet

HANDPICKED RELATED CONTENT:

How to Get Customers to Participate in a Case Study

9 Strategies for Using Customer Testimonials in Your Content

Plumber’s magnet

How do local plumbers get their feet in the door? With a free magnet stuck to refrigerators.

Once the emergency job is complete, the plumbers can take on the homeowner’s larger projects such as kitchen remodels, new heating systems, etc. See the ROI of that simple magnet?

Jonathan gives the example of Executive Benefits Solutions – its plumber’s magnet is free modeling tools to estimate benefits packages.

Expert interviews

Here’s an image of an expert interview that Jonathan created for Collaborative Consulting:

HANDPICKED RELATED CONTENT: How to Get More (and Better) Content From Your Subject Matter Experts

Undifferentiated

In a sea of blue, how do you present your brand as red? Jonathan provides three tactics on how to differentiate products in an undifferentiated or commoditized industry.

HANDPICKED RELATED CONTENT: How to Make Your Content Stand Out in a Crowded, Global Marketplace

Process over product

In an undifferentiated market, products are perceived as the same. However, you can be unique in how you create or deliver your product, which, in turn, can be the differentiation.

Here’s related messaging from Cityspan’s website:

Use surprise to your advantage

Timing can be everything.

The Canada data centers gave eSignLive an advantage in that country — and, the data centers in Europe gave them an advantage when the European Union rolled out the GDPR regulations in 2018.

“eSignLive has an advantage because they’re going to keep all the e-signature data in the country of origin. They have the distributed databases and data centers,” says Jonathan.

eSignLive doubled down on this fortuitous timing with marketing campaigns that emphasized its competitive differentiation.

HANDPICKED RELATED CONTENT: GDPR: The Biggest Gift to Content Marketers in a Decade

Zig when they zag

When your industry zags, you stand out by zigging.

When your industry zags, you stand out by zigging, says @dshiao. #contentmarketing Click To Tweet

As security technology vendors warned of the dangers of allowing BYOD, Symantec went the other way and embraced it:

Symantec didn’t stop there. Once it attracted attention by zigging, it needed to demonstrate why others should follow its lead.

As seen in the image above, Symantec encourages a “say yes” to BYOD so long as companies have the right tools to implement it properly.

By doing so, Symantec was able to stand out among the competition.

HANDPICKED RELATED CONTENT: Symantec Wins at Content by Responding to Its Audience

Changing mindset, changing perspective

Creating content for boring, complex, and undifferentiated products can be fun after all!

What boring, complex, or undifferentiated products are you responsible for marketing? And which of Jonathan’s tactics resonated the most with you? Share your thoughts in the comments.

Here’s an excerpt from Jonathan’s talk:

youtube

HANDPICKED RELATED CONTENT: 7 B2C Brands Offer Content Marketing Lessons and Inspiration

Catch some of the hundreds of experts speaking at Content Marketing World 2019 this September. Register today using code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

from http://bit.ly/2HCpTVz

#Online Marketing

0 notes

sosatrue0-blog · 6 years ago

Text

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johnpreston2 · 8 years ago

Text

Reasons You Must Consider While Hiring Professional Plumbing Service in Hernebay

A reputed plumbing service in Hernebay, will deal with deplete cleaning, water heating syatems, water line repairs, modern plumbing, business and private plumbing. While very few individuals know, business plumbing is not a simple occupation. Plumbing contractual workers need to unclog the waste and sewer lines to guarantee that everything streams unreservedly. Normal support and pre-stop up registration is a decent practice to keep up the productivity of the seepage system. Amid the standard upkeep, experts will check the water weight and deplete channels for holes and obstructing. Most Plumbing Services in Hernebay also offer repairs of sinks, chests, septic tank systems, water system systems, and so on. With an expanding number of plumbing contractual workers now having their online nearness, finding a rumored plumbing administration in Hernebay, has turned out to be considerably less demanding. Distinctive sorts of plumbing administrations offered by experts Proficient plumbing contractual workers offer after administrations - Establishment - A plumbing service in Hernebay, can introduce a wide range of plumbing parts and tools. This incorporates spigots, sinks, toilets, dryers, shower heads, water meters, junk transfers, programmed stop valves, water radiators, impair installations, and so on. Proficient handymen can also do the establishment of complex pipe systems for expansive and private ventures. Pipeline upgrades - Most business structures that have old pipelines should be replaced. An Emergency Plumbing in Hernebay can evacuate the old pipeline and introduce, more up to date and better ones. Experts can even administration water plumbing that are hard to reach. With present day systems like CCTV studies, experts can search for the correct reason for the issue. High-weight water flying is another strategy that is useful in clearing channel obstructs and blockages. Upgrades sewer and deplete lines - With the required tools and experience proficient handymen have, they can viably benefit the sewer lines and deplete funnels. Utilizing the present day apparatuses, expelling tenacious materials like cleanser, mineral stores and oil turns out to be considerably less demanding. Adjusting water radiators - Proficient plumbing contractual workers can perform upgrades works like cleaning hard stores from water lines and tanks, disposing of hard water and adjusting warming components. They will also search for breaks, supplanting the eroded parts, checking CO levels and temperature, and so forth. Many individuals consider employing a proficient organization for plumbing service or Tiling Service in Canterbury simply after there is a significant issue. Nonetheless, with routine support and overhauling, you can keep the waste framework and sewer lines working proficiently. For more information please visit our website: www.akpropertyservices.com

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conyersmooney · 3 years ago

Video

youtube

Plumber In Canterbury - #1 Plumber In Canterbury

Canterbury Pipesmart Plumbers 15 Manor Court Flats, Oxford Road Canterbury CT1 3QR 01227 694294

https://www.google.com/maps?cid=627797428043282889 https://canterbury-pipesmart-plumbers.business.site/

#plumbers in Canterbury #plumbers Canterbury #plumbing company Canterbury

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kountrykravings · 8 years ago

Text

Plumbing Merit

The Plumbing merit badge was one of the initial 57 merit badges supplied by America’s Boy Scouts in 1911. When you have plumbing needs that extend beyond the array of pre-packaged outside, interior, or sewer plumbing services we’ve accessible, you can still locate a regional plumber who is able to help you to get the job done. We are generally very happy to discuss what our emergency plumbers cando for you, so do not hesitate to call we for an accountability-free quote on 0800677586.

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The post Plumbing Merit appeared first on Kountry Kravings.

from Kountry Kravings http://www.kountrykravings.com/plumbing/plumbing-merit/

#Kountry Kravings

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