Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

24 Juicy Tips for Ecommerce Content Marketing

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Chargement dans…3
×

Consultez-les par la suite

1 sur 50 Publicité

24 Juicy Tips for Ecommerce Content Marketing

Télécharger pour lire hors ligne

24 Juicy Tips for Ecommerce Content Marketing
24 сочных совета по контент-маркетингу для электронной коммерции

24 Juicy Tips for Ecommerce Content Marketing
24 сочных совета по контент-маркетингу для электронной коммерции

Publicité
Publicité

Plus De Contenu Connexe

Diaporamas pour vous (20)

Similaire à 24 Juicy Tips for Ecommerce Content Marketing (20)

Publicité

Plus par Evgeny Tsarkov (20)

Plus récents (20)

Publicité

24 Juicy Tips for Ecommerce Content Marketing

  1. 1. FOR ECOMMERCE CONTENT MARKETING PRESENTS FROM�INBOUND�MARKE TING�PROS good�to�the last�drop!possiblythe�lowesthanging�fruit!
  2. 2. WHY ARE YOU DOING THIS? YOU NEED A REASON, CONTENT INTERESTING CONTENT IS A TOP 3 REASON PEOPLE FOLLOW BRANDS ON SOCIAL MEDIA OF CONSUMERSPREFER GETTINGTO KNOW A COMPANYVIA ARTICLES THAN ADS 70% BUILD A STRONG RELATIONSHIP WITH YOUR AUDIENCE
  3. 3. WHY ARE YOU DOING THIS? YOU NEED A REASON, CONTENT INTERESTING CONTENT IS A TOP 3 REASON PEOPLE FOLLOW BRANDS ON SOCIAL MEDIA OF CONSUMERSPREFER GETTINGTO KNOW A COMPANYVIA ARTICLES THAN ADS 70% BUILD A STRONG RELATIONSHIP WITH YOUR AUDIENCE Rand Fishkin taught me that content isn't for direct signups – it's to create loyalty, branding and familiarity. LEO WIDRICH CO-FOUNDER, BUFFER As long as people see content as a means to an end (getting higher rankings and distracting people so you sell more stuff) instead of part of the end itself (building strong relationships and an enduring audience who will ALWAYS buy your stuff) it'll stay crappy. IAN LURIE CEO, PORTENT
  4. 4. FRUIT BLOGFRUIT BLOG OF CONSUMERSWILL PAY MORE FOR A BETTERCUSTOMER EXPERIENCE 86% WELCOME! NOT SURE WHAT YOU WANT? HEAD OVER TO FRUIT BLOG, AND WE’LL SHOW YOU THE BENEFITS OF EACH FRUIT! WHY ARE YOU DOING THIS? YOU NEED A REASON, INTEGRATE IT AS PART OF A GREAT USER EXPERIENCE
  5. 5. FRUIT BLOGFRUIT BLOG OF CONSUMERSWILL PAY MORE FOR A BETTERCUSTOMER EXPERIENCE 86% WELCOME! NOT SURE WHAT YOU WANT? HEAD OVER TO FRUIT BLOG, AND WE’LL SHOW YOU THE BENEFITS OF EACH FRUIT! WHY ARE YOU DOING THIS? YOU NEED A REASON, INTEGRATE IT AS PART OF A GREAT USER EXPERIENCE Experience is never divorced from commerce, so as long as your ecommerce site feels more like a gift shop and less like Walmart… you’re on the right track. RYAN DEISS FOUNDER & CEO, DIGITALMARKETER.COM Consider the user journey as they structure their content and site experience. In my experience, we are usually called on to accommodate many different buying stages. DJ FRANCIS VP OF CONTENT STRATEGY, IMAGINATION PUBLISHING
  6. 6. FRUIT BLOGFRUIT BLOG OF CONSUMERSWILL PAY MORE FOR A BETTERCUSTOMER EXPERIENCE 86% WELCOME! NOT SURE WHAT YOU WANT? HEAD OVER TO FRUIT BLOG, AND WE’LL SHOW YOU THE BENEFITS OF EACH FRUIT! WHY ARE YOU DOING THIS? YOU NEED A REASON, INTEGRATE IT AS PART OF A GREAT USER EXPERIENCE To most ecommerce sites, content feels almost like a distraction. They're there to sell products, and can't make a good, data-verified connection between content and sales. So content gets shunted off to the blog, separated from the products, which of course reduces the impact, and makes it seem more like a distraction. IAN LURIE CEO, PORTENT
  7. 7. INFO- GRAPHICS ADSNEWS OPINIONS PAGEVIEWS DATA SOCIAL LISTENING ENGAGEMENT HOW DO I STAY HEALTHY? HOW’RE YOU FEELING TODAY, MRS HUDSON? GREAT! MY LITTLE GRANDSON IS LEARNING HOW TO WALK! GET TO KNOW THEM WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC.
  8. 8. WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC. INFO- GRAPHICS ADSNEWS OPINIONS PAGEVIEWS DATA SOCIAL LISTENING ENGAGEMENT HOW DO I STAY HEALTHY? HOW’RE YOU FEELING TODAY, MRS HUDSON? GREAT! MY LITTLE GRANDSON IS LEARNING HOW TO WALK! GET TO KNOW THEM Get to know your shoppers through data, social listening and engagement via real conversations. The data will let you know how well types of content are performing. Social listening will give you an idea of what your customers are looking to see from you. Engagement opens dialog and actually empowers consumers to feel they are a part of your business. CARMELLA LANNI BLOGGER, THE VEGAN E-COMMERCE GIRL Choose who you want to reach, and find out everything you can about them. Their problems and desires. The topics that relate to those problems and desires. The language they use when searching Google and social media for those topics. Who else is serving the needs of these people, both with content and with products and services. BRIAN CLARK CEO, COPYBLOGGER MEDIA
  9. 9. WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC. DECIDE WHAT YOU WANT THEM TO FEEL KEYWORDS YOUNG ENERGETIC OPTIMISTIC KEYWORDS OF CONSUMERS FEEL MORE POSITIVE ABOUT A COMPANY AFTER READING CUSTOM CONTENT ON ITS SITE 60%
  10. 10. WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC. DECIDE WHAT YOU WANT THEM TO FEEL KEYWORDS YOUNG ENERGETIC OPTIMISTIC KEYWORDS OF CONSUMERS FEEL MORE POSITIVE ABOUT A COMPANY AFTER READING CUSTOM CONTENT ON ITS SITE 60% Make sure you have a really well thought out positioning statement. This should summarize very succinctly the sets of feelings that you want to engender among your target customer. Having this will not only position you in the customer's mind, it will help you focus your efforts. PAUL MAY CEO, BUZZSTREAM
  11. 11. IDENTIFY ENTERTAINING OR HELPFUL TOPICS ANNOYING ORANGE FRUIT NINJA BANANAS IN PYJAMAS WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC.
  12. 12. IDENTIFY ENTERTAINING OR HELPFUL TOPICS ANNOYING ORANGE FRUIT NINJA BANANAS IN PYJAMASThink about the broad set of topics that may be helpful (or entertaining) to your potential shoppers. Don’t be salesy. Just share stuff that relates to them. Once you’re getting that attention, you’re hoping to squeeze the social, search and email benefits from it, making all of your marketing gradually more effective. ANDY CRESTODINA WEB STRATEGIST AND CO-FOUNDER, ORBIT MEDIA WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC.
  13. 13. FIGURE OUT INTERESTING CONTENT THAT HELPS SOLVE THEIR PROBLEMS FEELING HOT? HERE ARE 24 FRUIT DRINKS THAT’LL COOL YOU DOWN! BLOG LINK WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC.
  14. 14. FIGURE OUT INTERESTING CONTENT THAT HELPS SOLVE THEIR PROBLEMS FEELING HOT? HERE ARE 24 FRUIT DRINKS THAT’LL COOL YOU DOWN! BLOG LINK Create content that sells the lifestyle around your products, not just the products themselves. MARK MACDONALD GROWTH TEAM & CONTENT MANAGER, SHOPIFY Every customer really only wants two things from your content: (1) Help overcoming something negative; (2) Help achieving something positive. And, really, that’s what all products do as well. DANIEL BURSTEIN DIRECTOR OF EDITORIAL CONTENT, MECLABS The best content is not about products but rather is a focus on the problems that buyers face. DAVID MEERMAN SCOTT MARKETING & SALES STRATEGIST, WEBINKNOW.COM WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC.
  15. 15. FIGURE OUT INTERESTING CONTENT THAT HELPS SOLVE THEIR PROBLEMS FEELING HOT? HERE ARE 24 FRUIT DRINKS THAT’LL COOL YOU DOWN! BLOG LINK Sell around a vertical. If you’re REI, it’s outdoor and sporting gear. Petco is about pets. What content will help solve your customers’ problems, answer their questions, inspire them to try new things, tell stories around their interests? Experiment, learn what resonates, and develop a content strategy from there. REBECCA LIEB DIGITAL ADVERTISING & MEDIA ANALYST, ALTIMETER GROUP Start producing content that is useful and interesting to your target audience. Give them a reason to come to your website. To find influencers, you can use a tool like SEOmoz's FollowerWonk – or even Twitter search. DHARMESH SHAH CTO, HUBSPOT WHO ARE YOU WRITING FOR, EXACTLY? YOU HAVE TO BE SUPER SPECIFIC.
  16. 16. DON’T PUMP CONTENT, PUMP OUT PASSION YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. WHAT YOU KNOW WELL WHAT YOU LOVE PASSION
  17. 17. DON’T PUMP CONTENT, PUMP OUT PASSION YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. WHAT YOU KNOW WELL WHAT YOU LOVE PASSIONOnly write about what comes from passion. Sure, you are not going to outrank Mr. Humungo. But slowly but surely you will build a local and relevant audience and in the end it is not about attracting 1 million people, it is about attracting the 1,000 that are in your area that want to give you money. AVINASH KAUSHIK DIGITAL MARKETING EVANGELIST, GOOGLE
  18. 18. MOTIVATION! MORE BANANA! GET CONTENT CREATORS INVESTED IN CONTENT CREATION YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS.
  19. 19. MOTIVATION! MORE BANANA! GET CONTENT CREATORS INVESTED IN CONTENT CREATION YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. If you can go to people and say, look, you've told us about the time constraints of your job, we know you're hesitant to commit to anything, but here is an editorial calendar that takes into account your time limitations, and here's the kind of support we can offer you during the process... and here is WHY we want you to create this content... then you have a solid business case that also seems manageable to the individual. KRISTINA HALVORSON CEO, BRAIN TRAFFIC
  20. 20. YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST: START BY GUEST POSTING
  21. 21. YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST: START BY GUEST POSTING Start by guest posting - not by writing your own blog. Put your best free content on the blogs your prospects are already reading. Don’t try to beat those influential blogs; partner with them. They’re looking for epic content, and you’re looking for prospects; so be uber-businessy about it and ‘synergize’. JOANNA WIEBE FOUNDER, COPYHACKERS.COM
  22. 22. YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. INCLUDE SOCIAL PROOF WHY EVERYONE LOVES TIM’S APPLES: GREAT! REVIEW: THE BEST VIDEO: LOVE IT!
  23. 23. YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. INCLUDE SOCIAL PROOF WHY EVERYONE LOVES TIM’S APPLES: GREAT! REVIEW: THE BEST VIDEO: LOVE IT! Content marketing delivered by the brand must be complemented by content generated by brand or product advocates. Brands that emulate, if not duplicate, the best aspects of social networks not only activate a self-sustaining model of content marketing, but they can become more trusted in the process. KIERAN TAYLOR CMO, BLUCARAT
  24. 24. YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. WRITE IN A TWO-STEP PROCESS 06:30 AM RESEARCH: 1 HR PRIORITY: BREAK THE “BLANK PAGE” SYNDROME! 03:00 PM EDIT AND WRITE PRIORITY: FOCUS ON DETAILS
  25. 25. YOU CAN START ANYWHERE, BUT YOU GOTTA FIGURE OUT YOUR PROCESS. WRITE IN A TWO-STEP PROCESS 06:30 AM RESEARCH: 1 HR PRIORITY: BREAK THE “BLANK PAGE” SYNDROME! 03:00 PM EDIT AND WRITE PRIORITY: FOCUS ON DETAILS The first step is the sourcing process. I find lots of research studies on a topic. Write a few sub-headings and basically make a big mess in a word document. I intentionally jot down lots of things that don't flow well. I do this for around an hour or so. Then I go and do other tasks. Then in the afternoon, I get back to the post. The great thing is that my brain has by then normally made sense of all the different sections. I then edit and write the actual content in a concise form. In this second phase I'm very focused on the actual wording, the flow and ordering all the research I've collected. I then publish that post next thing in the morning after doing a few final tweaks, like adding images, and so on. LEO WIDRICH CO-FOUNDER, BUFFER
  26. 26. WHY DO I NEED TO EAT FRUITS? I LIKE VEGGIES AND FRUITS. WRITE IN YOUR AUDIENCE’S LANGUAGE THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR.
  27. 27. WHY DO I NEED TO EAT FRUITS? I LIKE VEGGIES AND FRUITS. WRITE IN YOUR AUDIENCE’S LANGUAGE THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR. What we call SEO copywriting is actually reflecting the language of the audience back at them (when done correctly). This has been the secret to effective copywriting in general for decades before search engines. The key is to quit worry about gaming an algorithm (that's getting more "person like" all the time) and focus on the language of the audience in order to connect with them, first and foremost. BRIAN CLARK CEO, COPYBLOGGER MEDIA
  28. 28. TRY LONG-FORM WRITING LIKELIHOODOFSUCCESS 500 WORD COUNT 800 THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR.
  29. 29. TRY LONG-FORM WRITING LIKELIHOODOFSUCCESS 500 WORD COUNT 800 THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR. Long-form stuff definitely works. But not for complex stuff – it is usually consumer-focused and impulse-buy. It is not against best-practice. It is actually in a long and battle-tested tradition of direct response copywriting. The stuff has been around for many decades with people like Eugene Schwartz. I wouldn't use it for expensive B2B stuff though. TIM ASH CEO, SITETUNERS CHAIR OF CONVERSION CONFERENCE
  30. 30. THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR. USE VISUALS WITH RESTRAINT HIERARCHY OF DISTRACTION / VISUAL ATTENTION VISUALTEXT MOTION ORANGE
  31. 31. THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR. USE VISUALS WITH RESTRAINT HIERARCHY OF DISTRACTION / VISUAL ATTENTION VISUALTEXT MOTION ORANGE People misunderstand the power of visuals. Basically they distract the visitor and make it hard for them to prioritize. There is a hierarchy and stuff at the higher levels will prevent the visitor on focusing on more subtle stuff at the lower levels. So cut back on the motion and the window-dressing – boring works. TIM ASH CEO, SITETUNERS CHAIR OF CONVERSION CONFERENCE
  32. 32. THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR. BREAK DOWN COMPLEX ISSUES AND VISUALLY DEMONSTRATE CONCEPTS WITH INFOGRAPHICS
  33. 33. THERE ARE STANDARDS OF EXCELLENCE YOU SHOULD AIM FOR. BREAK DOWN COMPLEX ISSUES AND VISUALLY DEMONSTRATE CONCEPTS WITH INFOGRAPHICS I love infographics IF – and only if – they're done well. I think infographics have been abused and have gotten a bad rap as a result. But when we're analyzing data from thousands of advertisers and looking at billions in spend, charts are boring. Infographics can really help break down complex issues and visually demonstrate concepts if they're done right. LARRY KIM CTO, WORDSTREAM INC.
  34. 34. PEOPLE ARE BUSY SO YOU HAVE TO REACH OUT TO THEM. KEEP THE CONVERSATION GOING THROUGH RELEVANT SOCIAL CHANNELS. REWARD PROFILE CREATION, NEWSLETTER SIGNUPS AND FOLLOWS. PUSH THE CONTENT AT THEIR FOLLOWERS THROUGH OUTREACH AND ADS. BLOG LINK USE THOSE KEYWORDS TO BUILD CO-RELEVANT CONTENT IDEAS. CONTENT LOOK AT THE WORD CLOUD OF ALL THE FOLLOWERS OF THE BIGGEST PLAYER. FOLLOWERWONK HEALTH TASTE WEATHER FIND PROMOTABLE TOPICS MIKE KING INBOUND MARKETER, IPULLRANK.COM
  35. 35. PEOPLE ARE BUSY SO YOU HAVE TO REACH OUT TO THEM. APPLY THE 5 PRINCIPLES FOR CONTENT PROMOTION PAUL MAY CEO, BUZZSTREAM PLAN SEGMENT LEVERAGE ENGAGE AUTOMATE SPEND AT LEAST AS MUCH TIME PLANNING AS YOU DO ON THE ACTUAL PROMOTION FRUIT LOVERS FINDING CONTACT INFO COLLECTING METRICSCITRUS FANS HEALTH- CONSCIOUS PEEPS BROADEN THE LIST OF PEOPLE YOU REACH OUT TO BY SEGMENTING YOUR “CONTENT MARKET” LEVERAGE EASIER TO ACQUIRE LINKS TO HELP GET THE MORE DIFFICULT ONES ENGAGE IN YOUR COMMUNITY PRIOR TO OUTREACH AUTOMATE LOW-VALUE TASKS
  36. 36. PEOPLE ARE BUSY SO YOU HAVE TO REACH OUT TO THEM. BUILD A FAN BASE Strategically, I believe that start-ups should be building permission assets – groups of people who are excited to hear what they have to say (tactically, I'm a big fan of email marketing). WILL CRITCHLOW CO-FOUNDER, DISTILLED ACTIVITY CONTENT PRODUCTION COMMUNITY MANAGEMENT CHANNEL FAN BASE SEARCH SOCIAL CAN’T WAIT FOR MORE NEWS!
  37. 37. PEOPLE ARE BUSY SO YOU HAVE TO REACH OUT TO THEM. PERFORM EMAIL MARKETING EMAIL MARKETING: CAMPAIGN ANALYSIS, METRICS, BEST PRACTICES CO N TEN T
  38. 38. PEOPLE ARE BUSY SO YOU HAVE TO REACH OUT TO THEM. PERFORM EMAIL MARKETING EMAIL MARKETING: CAMPAIGN ANALYSIS, METRICS, BEST PRACTICES CO N TEN T I. Love. Email marketing! If you are not thinking about the transformative nature of mobile on email consumption and engagement, you are making a BIG MISTAKE. AVINASH KAUSHIK DIGITAL MARKETING EVANGELIST, GOOGLE
  39. 39. YOU NEED TO MEASURE THE EFFECTS OF YOUR WORK OR YOU'RE FOOLING YOURSELF. OBSERVE THE HIERARCHY OF METRICS BETTER MORE DUBIOUS DOLLARS IN THE DOOR (CUSTOMERS) LEADS (PROXY FOR FUTURE CUSTOMERS) METRICS FOR MEASUREMENT VISITORS (PROXY FOR FUTURE LEADS) I’M BUYING! I’M CONSIDERING! I’M AWARE!
  40. 40. YOU NEED TO MEASURE THE EFFECTS OF YOUR WORK OR YOU'RE FOOLING YOURSELF. OBSERVE THE HIERARCHY OF METRICS BETTER MORE DUBIOUS DOLLARS IN THE DOOR (CUSTOMERS) LEADS (PROXY FOR FUTURE CUSTOMERS) METRICS FOR MEASUREMENT VISITORS (PROXY FOR FUTURE LEADS) I’M BUYING! I’M CONSIDERING! I’M AWARE! The motivation behind measurement is to figure out what is working and what is not. Most of the time, we measure things that we think are indicative of the thing we actually want. Because often, it's hard to measure the thing we actually want. DHARMESH SHAH CTO, HUBSPOT
  41. 41. YOU NEED TO MEASURE THE EFFECTS OF YOUR WORK OR YOU'RE FOOLING YOURSELF. FOCUS ON KEY METRICS1: VIEWS SHARES SIGNUPS EMAIL LEADS AUTOMATE THE PROCESS2: M ETRIC S AUTOMATE A CUSTOM REPORT WITH ONLY SPECIFIC METRICS THAT YOU CARE ABOUT
  42. 42. YOU NEED TO MEASURE THE EFFECTS OF YOUR WORK OR YOU'RE FOOLING YOURSELF. FOCUS ON KEY METRICS1: VIEWS SHARES SIGNUPS EMAIL LEADS AUTOMATE THE PROCESS2: M ETRIC S AUTOMATE A CUSTOM REPORT WITH ONLY SPECIFIC METRICS THAT YOU CARE ABOUT Aside from forensic data dives, webmasters should only spend their time monitoring key performance indicators (metrics on 'roids) that they care about. So for one webmaster, this might be just the basics. For another, they might be a brick and mortar who only cares about traffic from their sales regions, let's just say. That will require a custom report using some advanced(ish) metrics. But all too often, marketers don't automate this process and do the same repetitive tasks week after week, month after month. ANNIE CUSHING FOUNDER, ANNIELYTICS
  43. 43. MONITOR DWELL TIME WHY EVERYONE LOVES TIM’S APPLES: GREAT! REVIEW: THE BEST VIDEO: LOVE IT! *BACK* DWELL TIME IS THERE A DWELL TIME THAT LEADS TO HIGHER CONVERSION RATE? ANY CORRELATION TO SOCIAL SHARING? DOES PAGE SPEED CAUSE HIGHER OR LOWER DWELL TIME? IN SOME CASES, DOES DWELL TIME CAUSE ME TO MAKE MORE REPEAT VISITS (AND MONEY)? YOU NEED TO MEASURE THE EFFECTS OF YOUR WORK OR YOU'RE FOOLING YOURSELF.
  44. 44. MONITOR DWELL TIME WHY EVERYONE LOVES TIM’S APPLES: GREAT! REVIEW: THE BEST VIDEO: LOVE IT! *BACK* DWELL TIME IS THERE A DWELL TIME THAT LEADS TO HIGHER CONVERSION RATE? ANY CORRELATION TO SOCIAL SHARING? DOES PAGE SPEED CAUSE HIGHER OR LOWER DWELL TIME? IN SOME CASES, DOES DWELL TIME CAUSE ME TO MAKE MORE REPEAT VISITS (AND MONEY)? YOU NEED TO MEASURE THE EFFECTS OF YOUR WORK OR YOU'RE FOOLING YOURSELF. For sites like my blog a very large percentage of people will just come to read the latest post or one post to solve a specific problem. Dwell time tells you what that engagement looks like because all web analytics tools stink (natively) at capturing time for single page view visits. I use the data to figure out what content is causing people stay and read. AVINASH KAUSHIK DIGITAL MARKETING EVANGELIST, GOOGLE
  45. 45. THE BEST PART OF ALL OF THIS IS THAT YOU GET TO GET BETTER AT IT. JUST KEEP DOING OVER AND OVER FIGURE OUT WHAT YOU WANT TO FOCUS ON. SET ASIDE WRITING TIME FOR YOURSELF HONOR IT. DO IT. ASK FOR FEEDBACK. MAKE AN EDITORIAL CALENDAR FOR YOURSELF. RESEARCH ANALYTICS I WROTE THIS!
  46. 46. THE BEST PART OF ALL OF THIS IS THAT YOU GET TO GET BETTER AT IT. JUST KEEP DOING OVER AND OVER FIGURE OUT WHAT YOU WANT TO FOCUS ON. SET ASIDE WRITING TIME FOR YOURSELF HONOR IT. DO IT. ASK FOR FEEDBACK. MAKE AN EDITORIAL CALENDAR FOR YOURSELF. RESEARCH ANALYTICS I WROTE THIS! Remember high school English? That's where you learned how to write (or, you were supposed to—heh). And you learned from doing it over and over again. KRISTINA HALVORSON CEO, BRAIN TRAFFIC
  47. 47. REWORK CONTENT FOCUS HEAVILY ON DESIGN THINK ABOUT CHANNELS INCORPORATE FEEDBACK EXPLICITLY EMPATHIZE DEFINE IDEATE PROTOTYPE TEST HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST: PHOTO: THEY TASTE GREAT! REVIEW: BEST APPLES I’VE EVER TASTED! VIDEO: WATCH MY BABY DAUGHTER EAT THE APPLES! TIM’S APPLES KEYNOTE VIDEOS BLOGPOSTS EMAILS SLIDE DECKS HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST: SPECIAL THANKS TO @JONY FOR HIS FEEDBACK! EGO-BAITS WORK! THE BEST PART OF ALL OF THIS IS THAT YOU GET TO GET BETTER AT IT.
  48. 48. REWORK CONTENT FOCUS HEAVILY ON DESIGN THINK ABOUT CHANNELS INCORPORATE FEEDBACK EXPLICITLY EMPATHIZE DEFINE IDEATE PROTOTYPE TEST HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST: PHOTO: THEY TASTE GREAT! REVIEW: BEST APPLES I’VE EVER TASTED! VIDEO: WATCH MY BABY DAUGHTER EAT THE APPLES! TIM’S APPLES KEYNOTE VIDEOS BLOGPOSTS EMAILS SLIDE DECKS HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST: SPECIAL THANKS TO @JONY FOR HIS FEEDBACK! EGO-BAITS WORK! THE BEST PART OF ALL OF THIS IS THAT YOU GET TO GET BETTER AT IT. I think that I've been too guilty of always moving onto the next thing rather than seeing all the different ways that a piece can be repurposed. WILL CRITCHLOW CO-FOUNDER, DISTILLED
  49. 49. REFERRALCANDY.COM word-of-mouth referral campaigns can work to enhance your inbound marketing efforts! Drop by to learn how!
  50. 50. http://ogcontent.com/ecommerce-content-marketing/ http://www.wordstream.com/blog/ws/2014/05/28/content-marketing-ama http://www.inboundwriter.com/content-marketing/infographic-the-anatomy-of-content-marketing-2/ http://www.technicallymarketing.com/index.php/2013/05/10/the-importance-of-the-customer-experience-10- important-stats-for-2013/ SourceS: CRafTED BY art direction inspired by: Maëlle Cheval

×