ЗАДАНИЕ 1. Translate the phrases and write some of your own ones

How Content Marketing Can Help Small Businesses Grow.

Content marketing is ALL the rage! You and I, as well as a growing number of consumers ignore ads, have banner blindness, skip commercials on TV when we can.

So how can small businesses and entrepreneurs leverage quality content to induce growth and profits?

Countless companies still slowly grow their business through traditional marketing methods and they look doubtfully at digital marketing and content creation.

According to Hubspot, however, more than 90 percent of companies using inbound marketing increase their leads and about half say that they have increased sales in just 7 months. Quality inbound reduces the cost per lead and allows companies to extend their reach.

The key to becoming one of these success stories is learning how to develop content that can turn those inbound doubters into believers. Here is how to bring people to your website, engage them, and encourage them to convert.

Understand the Buyer’s Journey

When people come across your website and your content they are on a journey. Few people arrive at your site ready to buy. In that sense, the inbound doubters have a point. Just posting random content about how great your products and services are won’t sell your content.

The key is understanding the path your visitors are taking.

There are three -3- stages to this journey.

The awareness stage

These are the people who have just begun to realize they have a problem. Say you sell real estate. The awareness stage might be a family who wants to have a child, but they do not like the schools in the area where they live. These people now begin to research what to do about their problem.

The consideration stage

These are the people who have begun to weigh their different options and potential solutions. In the example above-- can they afford a private school? What is the market like in the areas where they do like the schools? These are the questions circulating in their minds. The vast majority of your page visitors fall into these first two stages.

The decision stage

These people now know what they want to do to solve their problem (buy a new house) but they are just trying to decide what real estate company to use in their search. Estimate only about 20 percent of your traffic actually falling into this category.

Successful content understands this journey and provides value that reaches people at different stages. For the first two stages of the journey, produce informative, interesting content that answers questions and educates. The content should demonstrate that you are an expert in the industry and that you are there to help them. This content forms the foundation of your relationship with the prospective customer. These people are not very interested in comparison studies between you and your competitor, they just want answers to their questions.

By the time your visitor reaches the decision stage, you want them to be confident in your skills. Now is the time to produce content that demonstrates how your company outperforms competitors. These people will appreciate it.

Invoking emotion

Now that you know the type of content that needs to be produced, you must consider how to write material that will engage your audience. You might assume that you need to come at your audience hard and fast with statistics and facts. Demonstrate that you are the industry leader by showing off your knowledge. That will backfire.

The human brain has evolved over millions of years. The part of the brain that thinks logically actually evolved last and is not the part of the brain that drives buying decisions. The part of the brain with the most impact on purchases-- as well as customer loyalty-- is the old brain, or the reptilian brain.

The reptilian brain is dominated by emotions. It makes decisions based upon the senses stimulated and how it perceives risk versus reward. You need to tap into this part of the brain with your content.

· Use stories to communicate ideas

· Incorporate images

· Speak about the benefits of the products and services in tangible and concrete ways. This will help you speak directly to the old brain and build your relationship with your prospective customers.

Captivating headlines

Your last obstacle is convincing people to read the high quality content you just produced. Shockingly, 8 in 10 people will read your headlines, but only 2 in 10 will read your content (Copyblogger).

You must produce headlines that spark intrigue in your reader, encouraging them to know more. Remember that most people who land on your site are there to have their questions answered-- they want to learn! Be their guide by producing headlines that surprise and captivate.

· How to

· Surprising statistics

· Learn from me

· Top X Ways...

· Worst X Ways...

These are the types of headlines that encourage clicks and give you the chance to prove your worth to your reader.

In some circles, content and inbound marketing has a reputation of being too hard and unprofitable for businesses and entrepreneurs to actually use to succeed, but that could not be further from the truth. When you know how to write content that engages and encourages your audience, you will be amazed at what digital marketing can do for you.

· Are you leveraging content marketing?

· How is content marketing working out for you?

· Did you find these pointers beneficial?

Let me hear from you!

ЗАДАНИЕ 3. Translate the questionnaire, choose the suitable answer for the questions, count your score. Determine your range according to your score.

THE QUESTIONNAIRE

How do you rate as an entrepreneur?

1. Are a self-starter?

a. I only make an effort when I want to.

b. If someone explains what to do, then I can continue from there.

c. I make my own decisions. I don't need anyone to tell me what to do.

2. How do you get on with other people?

a. I get on with almost everybody.

b. I have my own friends and I don't really need anyone else.

c. I don't really feel at home with other people.

3. Can you lead and motivate others?

a. Once something is moving I'll join in.

b. I'm good at giving orders when I know what to do.

c. I can persuade most people to follow me when I start something.

4. Can you take responsibility?

a. I like to take charge and to obtain results.

b. I'll take charge if I have to but I prefer someone else to be responsible.

c. Someone always wants to be the leader and I'm happy to let them do the job.

5. Are you a good organizer?

a. I tend to get confused when unexpected problems arise.

b. I like to plan exactly what I'm going to do.

c. I just like to let things happen.

6. How good a worker are you?

a. I'm willing to work hard for something I really want.

b. I find my home environment more stimulating than work.

c. Regular work suits me but I don't like it to interfere with my private life.

7. Can you make decisions?

a. I'm quite happy to execute other people's decisions.

b. I often make very quick decisions which usually work but sometimes don't.

c. Before making a decision, I need time to think it over.

8. Do you enjoy taking risks?

a. I always evaluate the exact dangers of any situation.

b. I like the excitement of taking big risks.

c. For me safety is the most important thing.

9. Can you stay the course?

a. The biggest challenge for me is getting a project started.

b. If I decide to do something, nothing will stop me.

c. If something doesn’t go right first time, I tend to lose interest.

10. Are you motivated by money?

a. For me, job satisfaction cannot be measured in money terms.

b. Although money is important to me, I value other things just as much.

c. Making money is my main motivation.

11. How do you react to criticism?

a. I dislike any form of criticism.

b. If people criticize me I always listen and may or may not reject what they have to say.

c. When people criticize me there is usually some truth in what they say.

12. Can people believe what you say?

a. I try to be honest, but it is sometimes difficult or too complicated to explain things to other people.

b. I don't say things I don't mean.

c. When I think I'm right, I don't care what anyone else thinks.

13. Do you delegate?

a. I prefer to delegate what I consider to be the least unimportant tasks.

b. When I have a job to do I like to do everything myself.

c. Delegating is an important part of any job.

14. Can you cope with stress?

a. Stress is something I can live with.

b. Stress can be a stimulating element in a business.

c. I try to avoid situations which lead to stress.

15. How do you view your chances of success?

a. I believe that my success will depend to a large degree on factors outside my control.

b. I know that everything depends on me and my abilities.

c. It is difficult to foresee what will happen in the future.

16. If the business was not making a profit after five years, what would you do?

a. give up easily.

b. give up reluctantly.

c. carry on.

KEY TO THE QUESTIONNAIRE

1. a=0 b=2 c=4

2. a=4 b=2 c=0

3. a=0 b=2 c=4

4. a=4 b=2 c=0

5. a=2 b=4 c=0

6. a=4 b=0 c=2

7. a=0 b=4 c=2

8. a=2 b=4 c=0

9. a=2 b=4 c=0

10. a=0 b=2 c=4

11. a=0 b=4 c=2

12. a=2 b=4 c=0

13. a=2 b=0 c=4

14. a=2 b=4 c=0

15. a=0 b=4 c=2

16. a=4 b=2 c=0

44 or above

You definitely have the necessary qualities to become the director of a successful business.

You have a strong sense of leadership, you can both organize and motivate and you know exactly where you and your team are going.

Between 44 and 22

You may need to think more carefully before setting up your own business. Although you do have some of the essential skills for running business, you will probably, not be able to deal with the pressures and strains that are a part of the job. You should perhaps consider taking some professional training or finding an associate who can compensate for some of your weaknesses.

Below 22

Managing your own business is not for you. You are better suited to an environment where you are not responsible for making decisions and taking risks. To operate successfully you need to follow well defined instructions and you prefer work that is both regular and predictable.

My score is 4+2+4+4+4+4+4+4+4+4+0+0+0+2+4+4=48

ВАРИАНТ 3