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Online shopping has become so much more than simply a place to buy.
Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.
Here’s an overview of how you can use content to help increase conversion rates.
Post links on your social media channels, obviously. Put a teaser in your email newsletter, of course. Syndicate it through relevant recommendation platforms, OK then.
There are plenty of standard ways to get people to look at the content you publish and they all have their various merits in terms of generating awareness, traffic and leads.
The problem is that they also have their limitations. To really justify the investment you put into creating content, you want to get it in front of as many eyeballs as possible and often that means a bit of lateral thinking.
333 is a good number. It was the year Constantine withdrew from Britain and ceased work on Hadrian’s Wall.
It’s also the number of Econsultancy blog posts I’ve written (this is post 334). So, I too have ceased work to share some things I’ve learned on the way.
I hope they are fun to read but also useful reminders.
Search for native advertising on the Guardian and you'll likely find this article.
The irony is almost unbearable. As Doug Kessler pointed out at FODM 2014 (all credit goes to Doug), he didn't find the Guardian's point of view on native advertising. He found this article in a paid-for position.
What does this mean for publishing and advertising? Keep reading and you'll find my rules for succeeding with native advertising.
If the saying goes that content is King, today’s warring agendas, varying competence and vulgar chaos would put Game of Thrones to shame.
In the effort to rule their industry, almost every player has ended up churning out the same old slurry by neglecting a key element of creating great stories.
It comes down to this: the world doesn’t need more content, it needs better editors.
A good editor establishes a fair, consistent point of view. They bring priorities, standards. They understand when to say no -- and why.
It’s a concept that (forgive me) Steve Jobs brought to Apple, and rings through its most heartfelt advertising.
Repurposing content is a fundamental part of inbound marketing activity. Or it should be if it currently isn’t.
Repurposing content is relatively easy and doesn’t require a large amount of time or budget, but can be really effective.
Do you repurpose your content? If not then this post explains what it is, how it will benefit your brand, and then looks at examples of three brands who are Jedi masters at the practice.
Whether you like the phrase or not, content marketing is here to stay, and it works well.
It combines a number of disciplines, including editorial, social, SEO, PR and marketiing, and a well-planned content marketing strategy can help these teams to focus on long-term goals.
There has been a lot written and spoken about content marketing over the past couple of years, including on this blog.
Hre, I've rounded uo some of the best presentations on content strategy from SlideShare...
This blog post is based on a presentation given at last week’s BrightonSEO entitled ‘Cool shit you can do with WordPress’ but to call it that I’ll have to check if we’re allowed to say it first.
Depending on what the headline above says right now will let you know the outcome of that little query.
Patrick Hathaway is the SEO consultant at Hit Reach and he had these tips to offer on how you can make the most out of the WordPress platform.
Firstly, thanks for all the great comments and emails I received following the first instalment of this article.
A lot of people commented on the many overlaps between the themes and particularly around the tagging requirements.
Tagging is a great area to explore, so I thought I would take this and a few of the other themes that were proffered before looking at areas to postpone focus, in the next instalment.
If you would like to see these prioritised further or which companies are differentiating themselves in this space, please let me know or add in the comments field below.
Last week I attended Sitecore Digital Trendspot 2014 and listened to the UK CEO of POSSIBLE, Justin Cooke, speak on how his agency helped transform the annual missive from The Bill & Melinda Gates Foundation and more than doubled its expected reach.
As you are probably aware, Bill Gates has dedicated much of his recent life and indeed billions of dollars to philanthropy.
In 2000 The William H Gates Foundation was renamed The Bill & Melinda Gates Foundation and as of 2008 Gates has taken a full-time role co-chairing the charitable foundation.
By May 2013 Bill Gates had donated 28bn dollars to the foundation and yet is still currently the richest man on the planet with a personal fortune of $76bn.
The foundation’s aim is to tackle the world’s ‘toughest problems’. Extreme poverty and poor health in developing countries, and the failures of America’s education system.
One of the key methods of communication that the foundation uses is an annual letter, written by Bill Gates himself, in which he shares in a frank way the foundation’s goal, where progress is being made and where it is not.
How to use content effectively at each stage of the funnel, from awareness to lead generation, lead management to sales and retention?
I moderated a discussion at Econsultancy’s Digital Cream event yesterday about B2B content marketing and this was among the many things we talked about.
Of course, one of the discussion points was how to ensure content is good, ergo in the right format and length most appropriate for the customer’s location in the funnel, as well as best suited to your specific product and sector.
Creating good content may also entail curating content held internally, making sure that it is repurposed in ways that suit the customer, perhaps dialling down some of the technical fervour within your organisation to make things easily ‘digestible’.
But aside from these myriad discussions about content formats (what it takes to be a good writer/editor/producer, who should create the content and how often) there was a bigger beast to slay.
That beast is a mess of data that may be inaccurate. A consensus that the buying journey often affords a company only ‘one shot at a customer’ was clear for many of the people I talked to. Having good data and a good contact strategy is key.
In this post I thought I’d continue the spirit of Digital Cream and spark discussion of combining content with customer data. I’ve also shared an infographic from Experian Data Quality, discussing data quality more generally, and the impact it has on businesses.
The strongest aspect of the roundtables Econsultancy runs around the world is that marketers drive the conversation. If they want to jump from emerging trends to what annoys them about digital marketing sales pitches, we’re happy to sit back and learn something.
That’s just what happened at one of our South by Southwest roundtables, co-hosted by Rapp and Adometry. What emerged was the start of this list of dos and don’ts that we hope will help save time and sanity on both sides of the table.
In this post, client-side marketers share their unvarnished advice on how digital marketing sales people should improve their pitches.