When visitors choose your website—whether from a search, a recommendation or an embedded link—they are looking for something. They have a need, and they are...
When visitors choose your website—whether from a search, a recommendation or an embedded link—they are looking for something. They have a need, and they are convinced by your company’s name, custom URL, company description or accompanying copy that what you have to offer may be exactly what they’re looking for. When they arrive, whether or not you have the opportunity to engage them further depends on one thing: the online experience. Much of that experience will be your...
When visitors choose your website—whether from a search, a recommendation or an embedded link—they are looking for something. They have a need, and they are convinced by your company’s name, custom...
What is job No. 1 in a content marketing initiative? Content, of course! You and your team need to decide what you want to cover and the people you want to...
What is job No. 1 in a content marketing initiative? Content, of course! You and your team need to decide what you want to cover and the people you want to reach with your message. And that takes planning. An article in Inc. magazine lists “The Essential Elements for Enterprise Content Marketing.” At the top? Strategy, or “Centralized strategic alignment of processes, objectives, tools, technologies, staff and partners.” Planning provides the infrastructure for...
What is job No. 1 in a content marketing initiative? Content, of course! You and your team need to decide what you want to cover and the people you want to reach with your message. And that takes...
A persona is defined as “a written representation of your website’s intended users.” This fictional person can help you identify major user groups of your...
A persona is defined as “a written representation of your website’s intended users.” This fictional person can help you identify major user groups of your website. Personas then help your marketing team—they can use these personas to focus your efforts on the users’ goals and needs. How do you do that? Try these tips. 1. Make the persona “real.” A persona should include a name and a picture. Develop demographic information including age, education, ethnicity,...
A persona is defined as “a written representation of your website’s intended users.” This fictional person can help you identify major user groups of your website. Personas then help your...
Let’s face it—we all want to be liked. People. Corporations. Nonprofits. Startups. But in social media, there’s much more than just being liked, linked or...
Let’s face it—we all want to be liked. People. Corporations. Nonprofits. Startups. But in social media, there’s much more than just being liked, linked or followed. How do you really know if your social media campaigns are effective? Metrics. Here are some important strategic considerations to get you started: Every effort should have a measurable objective. “We need to get this out” is not one. “We need to drive 1,000 people to this landing page” and “We need $2,000 in...
Let’s face it—we all want to be liked. People. Corporations. Nonprofits. Startups. But in social media, there’s much more than just being liked, linked or followed. How do you really know if your...
Here is a guest post from Sharon Ernst of WeKnowWords.... So you’re ready to ramp up your B2B content marketing… The next question is, what to do? What...
Here is a guest post from Sharon Ernst of WeKnowWords.... So you’re ready to ramp up your B2B content marketing… The next question is, what to do? What B2B content marketing tactics should you be considering? When it comes to B2B, your prospects are usually looking for information. That’s just the nature of the B2B sales cycle. So we’ve pulled together 9 straightforward ideas for you, some of which you might already be doing, and all of which give your prospects the...
Here is a guest post from Sharon Ernst of WeKnowWords.... So you’re ready to ramp up your B2B content marketing… The next question is, what to do? What B2B content marketing tactics should you...
It wasn’t that long ago that blogs were little diaries of someone’s unique experiences and observations. While tons of that type of blog still exist, blogs...
It wasn’t that long ago that blogs were little diaries of someone’s unique experiences and observations. While tons of that type of blog still exist, blogs are now recognized more as legitimate business communications tools. When you have something to say—particularly to one or more targeted audience segments—your blog becomes your voice. Your sounding board. Your platform. Your soapbox. Reader retention depends on some simple, yet critical factors. Here are eight to...
It wasn’t that long ago that blogs were little diaries of someone’s unique experiences and observations. While tons of that type of blog still exist, blogs are now recognized more as legitimate...
As buyers navigate the research and sales processes independently, marketing organizations have realized the need for more sophisticated engagement strategies....
As buyers navigate the research and sales processes independently, marketing organizations have realized the need for more sophisticated engagement strategies. To cultivate a greater role in decision-making process, companies are employing content marketing as part of an aligned, integrated communication strategy. Content marketing maturation appears to be steadily increasing, as more than half (59%) of ‘leader’ respondents to the Aberdeen Group Content Marketing and...
As buyers navigate the research and sales processes independently, marketing organizations have realized the need for more sophisticated engagement strategies. To cultivate a greater role...
Let’s be very clear about one thing: The only way to ensure that an investment in content marketing will pay off is to know your target audience. And the more...
Let’s be very clear about one thing: The only way to ensure that an investment in content marketing will pay off is to know your target audience. And the more narrowly you focus your content based on that knowledge, the more effective your strategy will be. You see, most businesses have a broad customer base. And within that broad base are niche groups with distinct wants and needs, and unique motivations. A powerful tool to expand your understanding of those specific needs...
Let’s be very clear about one thing: The only way to ensure that an investment in content marketing will pay off is to know your target audience. And the more narrowly you focus your content based...
