Content Marketing Best Practices & Advice

Article

Friday, November 7, 2008
About Kaila

Hi! My name is Kaila Garrison and I am the Marketing Manager here at Compendium.

Kaila Garrison
Marketing Manager

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Article

Tuesday, June 18, 2013
5 Key Questions to Ask Before Developing Customer Personas

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...

Kaila Garrison
Marketing Manager

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Article

Wednesday, June 12, 2013
Customer Personas: How Many Do You Need?

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...

Kaila Garrison
Marketing Manager

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Article

Thursday, June 6, 2013
The Secret of Successful Email Subject Lines

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...

Kaila Garrison
Marketing Manager

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Article

Tuesday, June 4, 2013
Best of the Web: Resources for Free (or Super Cheap) Content

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, everything changes....

Kaila Garrison
Marketing Manager

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Article

Friday, May 17, 2013
Is Your Audience Ripe for Segmentation?

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...

Kaila Garrison
Marketing Manager

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Article

Thursday, May 16, 2013
Getting Started: 4 Key Elements of Customer Personas

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...

Kaila Garrison
Marketing Manager

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Article

Wednesday, May 15, 2013
Best of the Web: Social Media and Blog Best Practices

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...

Kaila Garrison
Marketing Manager

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Article

Monday, May 13, 2013
The ROI Laboratory: The Ins and Outs of A/B Testing

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...

Kaila Garrison
Marketing Manager

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Article

Friday, May 10, 2013
What is Squeeze Page Content?

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 information for...

Kaila Garrison
Marketing Manager

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