1/18/2020 1 Comment
I am actually not afraid of clowns, but spiders send me running. However, I show no fear when it comes to taking a chance with exciting and engaging content. Marketing analytics and testing is the key.
As long as you have your key performance indicators (KPIs), goals, and A/B testing in place; you can afford to take chances with colors, graphics and messaging to see what has the biggest impact and results. Great digital content gets you found by the right customers.
Use email for nurturing, not solicitation. I get higher conversions on nurture emails attached to content downloads versus emails blasts to a purchased prospect list. Why? Because prospects who download content are more likely to be interested in what your company has to offer. They found you and your great content. This is one of the ways to close more customers.
Content creation is key to digital marketing strategy. Sometimes it seems easier to just check the box on one piece of content and move on to the next in your long line of tasks, but you might be missing an opportunity to maximize that content with minimal effort. You can keep your messaging targeted to all of your personas and consistent across multiple channels, while better managing bandwidth by following these six simple steps.
1. Bundle your content into themes
Instead of starting with, "I want to write a blog article about my product," first determine a theme that speaks to a customer challenge without talking about feature/functions. Be a thought leader, coach and adviser - offer them something to excel in their job or build a story for something they can't live without. Themes can be pain or goal based. They should be provocative or emotional.
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