Content strategy is a critical component to the success of your online marketing strategy. This blog post is the first in a series of articles where we will discuss successful content strategy tips for the modern marketer of the future.
We all know high-quality content is key for success, but what good is this content without a proper strategy in place?
Content is the key element to every online marketing activity. From social media and paid advertising, to blog marketing, email marketing, and SEO – all of these online marketing activities require high quality content in order to produce results. In fact, Demand Metric conducted a study that shows an amazing 78 percent of Chief Marketing Officers (CMOs) believe custom content is the future of digital marketing.
However, high quality content marketing is only one piece of this intricate marketing equation. In the ever-evolving world of online marketing, a business needs to conduct significant research and focus on the development and execution of a winning content strategy to reach its goals.
We would like to introduce you to five key aspects you need to consider when creating a killer content strategy for success. Each one of the following aspects will be expanded upon in individual blog posts to follow.
We’re WordPress specialists and also literally wrote a book on CRO — Conversion Rate Optimization — so we were very pleased when a market leading theme developer upped their game and added A/B testing for over 30 modules (like slideshows, tabbed boxes, images, and text components) that are also part of the theme.
Split testing = more leads and customers.
It’s called Divi from Elegant Themes, and aside from the fact it makes layout go much faster with modular components, now with split testing (we sometimes call this “A/B” testing since it is common to test two variations of landing pages, but with this tool you can actually test several more variations) we like it so much we have been using it on all our recent projects including the new Old Town Portland site, The brand new design for Croc’s Casino Resort, and for ProtoCall Services (design by Smith Creative Group) — one of our healthcare clients. This is cutting edge for smart content strategy. (more…)
Scott is Chief Optimizer for Webdirexion and includes Marketing, Content Strategy, WordPress, CSS, Photoshop, Tai Chi, and Coffee among his passions.
This month, my “TacTech Talk” Column (a new feature bringing a fusion of Tactical and Technical tips for today’s marketers) features an SEO tactic; a WordPress Writing Team Tip; and a look at Blog Marketing results.
First a quick note about our new logo. We’ve found the winner after receiving over 200 “votes” via a five second test, plus a number of you wrote and gave an opinion (thanks — T-Shirts on the way). We wanted a clean, web 2.0 brand that visually reflects what we mean by web direxion (direction). You can see the new logo above. We believe that with the right direxion, you will optimize your online marketing efforts, promote them well, and then connect with new customers and clients. And that’s our core mission.
SEO Tactic: We’ve seen Google ranking tag index pages highly of late and recommend you go after same. What are tags? When you write an article using WordPress, you can check off a category(s) and tags in which to place your post. Think of tags as (more…)
When it comes to managing Content Marketing and a breakdown of all the related objectives, there’s either a WordPress plugin or a core feature of WordPress itself that has you covered. We’ll take a look at a new Strategic Map of Content Marketing Technologies from Robert Rose at the Content Marketing Institute (CMI) and see how WordPress is a good play for these needs in this post.
In their book, Managing Content Marketing, co-Authors Robert Rose and Joe Pulizzi detailed a “Content Marketing Process” that worked in a cycle from Create and Manage, to Optimize, Aggregate and Curate, to Converse and Listen, to Measure and Learn. Repeat. Now, Robert (who kindly granted me permission to reproduce and add the WordPress elements — thanks Robert), has reworked the diagram based on some new thinking about strategies and tactics after listening to various constituencies. It looks like this:
The current map, copyright 2013 Robert Rose, shows some additional “disruptive solutions” listed in the overlap areas in the square area.
I’m spending a lot of time puzzling out how WordPress can rock for Content Marketers and meet the needs listed in the Map as I work on and update my course, WordPress Content Marketing Power. Webdirexion builds all our custom client sites on the WordPress platform and when I first met Joe Pulizzi, I worked for him as his WordPress developer (and other clients), so I have an intense history of matching marketing goals to the CMS (Content Management/Marketing System).
On the original post at CMI, Robert led by questioning, (more…)
I lead a 3-hour “Bootcamp” at the Portland Digital Marketing Conference this week with a hands on look at WordPress, Google+ and HootSuite — a synergy of marketing systems for professional communicators. So, I thought I would give you a few take-aways, and also provide you access to my slides which have notes, infographics, movies and resource links in them.
Some Digital Marketing Take-aways
- Use the Force — the WordPress Force: Did you know that WordPress has built-in capabilities to create a link directory, or group together special content for workshops, summits, or any type of focus you can think of, buit in? Most developers, designers and marketers miss some of the recent WordPress power that comes out of the box when concepting a new site or a redesign. Most have not understood how WordPress “taxonomies” work. Many also miss newer plugins and ways to configure them to address Content Marketing objectives. One example is our Webdirexion “Social Interaction Wall” which I cover more at the conference and also in my online course — WordPress Content Marketing Power.
- Google+ is becoming a community, video meeting, sharing, engaging, and presenting universe: Marketers seem to be understanding that it is the key to SEO and can really serve to create recognized experts when you use the “author tagging” with rel=author in your code. But it is also a place where you can market videos and events, connect in hangouts, surf hashtags, join communities, and place yourself in the right circles of influence. G+ IS Google. Here’s a circle of speakers from PDX Digital Marketing Conference for you (click “add people” to add them to your G+ network).
- Hootsuite* is your Marketing Automation Center: Did you know that Hootsuite not only drives the major social marketing networks allowing you to post to the big four (and more) all from one screen, but you can also sync and efficiently manage a suite of MailChimp, WordPress sites, SalesForce, and YouTube for an all-in-one marketing automation center? Add in more capabilities like polling from 52 apps currently available, and you have a powerful central control center great for coordinating teams and saving time.
My Digital Marketing Bootcamp Slides
The presentation is divided into three sections — one for Google+, HooteSuite and WordPress — with reference links to case studies, videos, cheat sheets, infographics and more…
* Webdirexion is a HootSuite Pro Solution Partner