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...
It’s a common question: How many personas should a business develop
as part of an effective content strategy? Our answer: the right
number. OK, so that’s a bit cryptic. But the point is there’s no
magic formula for the number of personas that will drive the best
results for your content marketing program. As you analyze your
audience data to...
Your email is finished—drafted, crafted, done. The design looks
great. The message is on target for your audience. It’s in the
queue and ready to distribute. All you need is a compelling subject
line. Why is that the hardest part to write? Mark Twain may have
answered it years ago: The difference between the right word and
the almost right word is...
Sometimes, the page is blank. No water in the well. No gas in the
tank. Your team is clamoring for inspiration, and you have none to
offer. You need resources: ideas, concepts or maybe even factual
support. Here are seven of our favorite places to rev your creative
engine at little or no cost: Google: When a noun becomes a verb,
When it comes to content marketing, one size rarely fits all. In
the same way you create different products and services for
different customer segments, you should also consider refining
marketing messages to reach those segments. Audience segmentation
is the process of dividing your target audience into smaller, more
focused subgroups. These...
If content marketing is a marathon—something that takes training
and practice and focus to get right—persona development is the
starting point. As fictional characters representing major customer
groups for your content strategy, personas detail the needs and
preferences, characteristics and general behaviors of the largest
segments of individuals...
Facebook, Twitter, Instagram, Bit.ly, YouTube, blogs—these may
still seem like a foreign land to marketers of a certain age, but
it’s where your younger customers live. To maximize your business’
social media presence, keep these best practices in mind. 1.
Keep it real. The single most important practice to maintain is
honesty. Consumers today...
When it comes to content and Web design, what works? What doesn’t?
That’s the goal of A/B testing, in which two variations (A and B)
in components like headlines, calls to action, pricing and even
color are compared to see which produces the more desired effect.
Setting up a reliable A/B test requires several best practices: The
test must start...
What is Squeeze Page Content? Come again? Someone asked me this
question yesterday and I had no idea what they were talking about.
I had to do a quick search to discover that squeeze page content is
just another term for, what I call, a Landing Page. A squeeze
page is simply a single web page that has one purpose - capturing