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…)
“You can’t nurture what you don’t convert” is a quote from one of the recommended resources below, and sums up the entire value of keen focus on strategy, creative, testing and improving landing pages. Nurture leads and grow them into sales when you develop a successful landing page.
This infographic by Invesp, provides an excellent introduction to different types of testing plus key elements and steps in a successful campaign.
The average “lift” (increased completion of a goal, which for B2B often means leads gathered at your landing page) resulting from a smart landing page campaign is around 45% for the last 5 tests reported at A/B Tests. That’s why Webdirexion has made this a core service area (see a recent client example here). There are different types of tests available, so we wanted to start out this curated landing page solutions post with an infographic that explains multivariate testing versus A/B testing. Key takeaway: avoid testing for small improvements while ignoring the big concepts.
This article by Karol K on Six Revisions first defines (more…)
PPC — Pay Per Click — advertising has evolved rapidly, and many Content Marketers are missing using it as a primary tactic for value proposition testing, when you need leads quickly, and you want SEO insights (you can learn key phrases in PPC ads to carry forward into articles and posts). So, here are five ppc advertising tactical tips to help you in the trenches.
1. Know your target personas
Who are you talking to in an ad, and what exactly motivates them to seek your solution? The answer requires (more…)
Marketing Communications Pros are lucky now — we live in an era where the behavior of prospects can be analyzed and scrutinized, in hopes it might be monetized. But this requires a keen understanding of “key performance indicators” (KPIs), and a focus on actionable analytics. We’ll review analysis tips and tactics, but first let’s consider how a website design is only a starting point.
You Website Design is Only a Starting Hypothesis
Your design is a “hypothesis” — huh? — a hypothesis for what? Your website design is a visual interface hypothesis which you hope/believe will serve to engage your target prospects and lead them to completing desired business outcome goals. Way too many MarComm Managers, perhaps stuck in the grove of print materials that were
Review (click to enlarge) the flow of visitors to page types to anaytics then different improvement tactics in this overview analytic by icrossing.
costly to rework, not only blow past opportunities to improve site performance, but simply cling to their “faith based” belief in their preliminary “beta” design. That’s all your design is — a beta proposition — and clinging to it means you’re just stubbornly hoping it might work well. More importantly it means you are stubbornly missing out on ROI improvements you can make.
If you think your initial design gambit does not need improvement, then the rest of the article is not for you. If instead, you would like to use Analytics to help gather more prospects, leads, and customers (more…)