content marketing

Webdirexion offers Content Marketing SolutionsContent Marketing is a bold new approach using classic principles of Publishing in the new online marketing environment. And, ever since the Google Panda and Penguin updates, the focus for successful SEO has shifted again to quality and relevant content. Content Marketing is a core service area for Webdirexion, and Webdirexion founder, Scott Frangos, who has worked closely with Joe Pulizzi and the Content Marketing Institute for several years writes posts on tactics and strategies along with Julie Hume in this topic section.

Digital Marketing Checklist for Chief Marketing Officers

How can Digital Marketing help gather more leads?  We’ve prepared a high-level checklist to help you.

Strategic Conversions

Leads are the gold for digital marketers.

You’ve got a budget, goals, and need to prove your digital marketing campaign’s ROI. How can you show your team is meeting its objectives?  There are a lot of fancy acronyms and tactical names in this business, but in the end a company lives or dies on qualified leads your sales team can close (B2B) or buying customers for ecommerce and B2C sales.

At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals.

We’ve found this helps solve a lot of the challenges marketer’s face as shown on the chart at right.  Take a look at the top three challenges (Producing engaging content, doing it consistently, and proving ROI), and ask yourself how you now measure content effectiveness?  Shouldn’t you see direct results in terms of engagement and leads?  We think so.  We’ve written an eBook about R.A.C.E. strategies and tactics and will send you a copy along with a Digital Marketing checklist. (more…)

Winning Content Marketing: Testing your Message House

Use the message house strategy to guide your content marketing teamsIn this post, I’ll suggest two solutions — one from the R.A.C.E. digital marketing strategy we practice at Wedirexion, and one from our favorite marketing tactic — split testing.

Building a Smart Content Message House

You’ve been reading your analytics and your bounce rate is too high. In R.A.C.E. marketing strategy, one concept used to focus on better copy writing is what we call the “Message House”. You proceed from an umbrella statement to core messages and end with supporting evidence and proof points, like this: (more…)

What is Content Marketing?

Today’s marketing landscape is one that is constantly evolving. With technology improving and spreading as fast as it is, marketers have to keep up with what is new in order to stay relevant. The past several years have seen the rise of social media and mobile usage, a trend that is not going anywhere anytime soon. With this knowledge, brands trying to capture their audience’s attention can no longer rely on traditional forms of advertising.

So how do brands market their products? What does “advertising” look like today? While there is no one answer to that question, one particular marketing strategy that brands frequently use is content marketing.

(more…)

Racing Towards Marketing Engagement

R.A.C.E. - the smart marketing model

[Editor’s Note:  This is the second in a series on the primary focus areas of R.A.C.E. Digital Marketing:  Reach; Act; Convert; Engage.  We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]

How to use the R.A.C.E strategy to connect and create loyal, engaged customers for the long-haul

Webdirexion, RACE for Marketing Engagement

Webdirexion uses the R.A.C.E. marketing strategy where one specific focus is on Engagement.

As part of Webdirexion’s continuing series on R.A.C.E strategy, today we’ll be talking about Engagement, which is all about keeping your customers happy, loyal, and interested—for good.

The “E” in Race is all about engaging your customers, particularly first-timers, for the long term in order to build loyalty. You want to keep your customers for life, get them repeating purchases by engaging them through social media, email, and even direct interactions.

A good way to gauge loyalty is by looking not only at repeat purchases, but also at how your customers interact with you through social media. Do they share your content? Have they referred others either through social media or more traditional word-of-mouth forms? (more…)

Hotel Marketing Tip: Don’t Sell the Steak—Sell the Sizzle!

Sell the sizzle of your hotel's story

You have an opportunity to tell your story… and make it sizzle!

Born at the turn of the 20th century, Elmer Wheeler has long been lauded as the father of persuasion marketing. Known for coming up with ingenious ways to upsell everything from shaving cream to crude oil, Wheeler has also been credited with coming up with some of marketing’s most important adages, from “don’t ask if but which” to the concept we will be discussing today “don’t sell the steak—sell the sizzle!”

If Mr. Wheeler were alive today, he could surely give us countless examples of sizzle. A New Yorker profile on the marketing maven tells of how he would carry a square clothespin with him to illustrate the “sizzle” behind these everyday household objects. You see, back in the days of yore, way before clothes driers, clothespins were round and–consequently–more likely to roll under furniture and far out of reach. Then, in the 1920s, square clothespins entered the scene, and their “sizzle” (the fact that they don’t roll if you drop them) helped them take over their round counterparts within a matter of years. (more…)

RACE eBook from Webdirexion

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