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How Dr. Seuss Can Help Make You a Better Content Marketer

improve as a content marketerTheodor Seuss Geisel had a knack for many things. Little did he know that he’d be a damn good teacher to the modern content marketer.

Although his insights can be applied to many industries and myriad topics, today we’re viewing famous Dr. Seuss quotes in the context of content marketing. Follow along as we cover nine very pertinent lessons.

1. “Teeth are always in style.”

While content marketing may evolve, there are certain tactics that will always be on trend because they work. Don’t mess around when you find a good thing, or you’ll risk creating cavities in your marketing budget.

2. “Only you can control your future.”

Do you have a documented content marketing strategy? If you’re reading this without one, you’ve just discovered the biggest threat to your future success.

3. “Sometimes the questions are complicated and the answers are simple.”

As marketers who are constantly on the search for the pièce de résistance of our content plan, we often overlook the KISS principle. Well, guess what? Creating content that’ll launch your ROI into the stratosphere doesn’t require a PhD in rocket science. If you look too deep, you might miss a simple idea with the potential to go viral quickly and produce long-lasting results. 

4. “So the writer who breeds more words than he needs is making a chore for the reader who reads.”

Brevity is a skill. Practice it.

5. “A person’s a person, no matter how small.”

A person’s a person, no matter how smallLet’s replace the person in this scenario with content. In our fast-paced and increasingly mobile world, consumers don’t have the time to digest lengthy pieces of content. As a result, the impact of microcontent is greater than many marketers believe. With its growing importance, it’s critical to ensure every bit of copy offers high value no matter its length.

6. “Today I shall behave, as if this is the day I will be remembered.”

The way you behave online affects your brand’s reputation. As many business owners have learned, you can’t come back from some things. Since the Internet remembers everything, think before you hit the publish button.

7. “Why fit in when you were born to stand out?”

Are you following the crowd, or flying under the radar so you don’t upset anyone? If you answered “yes,” you need to re-evaluate what you’re doing. Content marketing allows you to distinguish your brand with your authentic voice and unique personality. It allows you to show consumers why you’re the difference they need. Don’t go Charlie Sheen tiger-blood crazy, but don’t let your competitors eclipse your brightness either.

8. “You’ll miss the best things if you keep your eyes shut.”

If you still hide behind the safety of your blinders, you’re missing opportunities to reap the rewards of an effective and comprehensive content marketing strategy. You have to look at the bigger picture before you can focus on the things that matter to your brand. Therefore, you should be researching consistently, keeping track of emerging trends relentlessly, learning from mentors regularly, studying content marketing diligently, and watching key conversations between competitors, prospects, influencers, and other stakeholders constantly. Be aware of what’s going on around you so that you’ll be less likely to miss the good revenue-generating stuff.

9. “I’m sorry to say so but, sadly, it’s true that bang-ups and hang-ups can happen to you.”

No one is immune to mistakes, least of all content marketers. Make one tiny error and the grammar police will pounce on you like kids around a broken piñata. Whether it’s a wayward tweet or misused word, be prepared to make blunders. How you handle the situation is what counts.

As much as Dr. Seuss was known for his brilliant illustrations and whimsical turn of phrase, he was also known to scrap about 95% of his material before nailing down a theme. Perhaps it’s the now-oriented world we live in, but some ideas turn out better when left to marinate. There’s no denying that content marketers can learn a lot from Theodor Geisel, but the biggest lesson of all is that we should never stop pushing ourselves to be better at what we do.

 

What’s your favorite Dr. Seuss quote and how can you relate it to content marketing? Join the conversation in the comments section. 

How One Marketer’s Junk Content Can Be Another Marketer’s Treasure

turning junk content into treasureAs personalized search continues to transform the way Internet users experience content, we increasingly rely on technology to identify and deliver relevant results. These filters are great for managing the overwhelming amount of information that can be thrown at us with a single search, but there’s still a need to sharpen our sixth sense for all the junk that gets through. After all, algorithms aren’t always perfect.

Even though most users appreciate the convenience of algorithmic personalization, this type of technology still lacks the ability to identify value on a human level. So, what is one to do? From a consumer’s point of view, it’s as simple as clicking away from a page when content isn’t helpful. From a content marketer’s point of view, value can be derived by turning that junk into treasure.

What Constitutes Junk Content? 

You’re likely thinking about infuriating filler content right now. While you’re not wrong, junk content encompasses so much more. From nonsensical ads and inflammatory social media posts to cringe-worthy YouTube scripts and bait-and-switch headlines, this type of content simply serves little purpose and offers little value. What constitutes content junk may be subjective in some cases, but if you can improve it, you can use it.

Following are four simple ways you can turn another marketer’s trash into your treasure.

1. Learn From It

We all wish we had the benefit of hindsight before making a mistake. Thankfully, we don’t always have to be the one in error—or suffer the consequences—to benefit from a learning experience. Compile a “what not to do” portfolio so that your creators will avoid written and visual content you deem to be unfit for publication.

2. Solve the Problem

There are few better ways to build credibility than by showing off your expertise. Begin by explaining what’s wrong with the third-party content you’re sharing and then offer suggestions for improvement in a makeover or clinic style post. If you have the time, make it interactive by asking readers to submit their own failed pieces for critique.

3. Curate It

Content curation is one of the easiest ways to deliver meaningful information to your audience without having to create something from scratch. While curation is usually about finding quality sources of content, there’s no reason you can’t transform something that’s relatively worthless into something your readers will enjoy.

Once you’ve aggregated enough junk content around a specific topic, find ways to repurpose and repackage the content for your target demographic. “Top fails,” “biggest mistakes,” and “worst of” listicles are extremely popular. To ensure you make your post a worthwhile read while imparting your own brand flavor, make sure you add relevant commentary and insight.

4. Improve It

improve junk contentHow many times have you discovered a piece of content and instinctively known you can do better? The chances are it happens every day. While you don’t want to recreate the piece, you can use junk content to fuel inspiration for your own masterpiece. If the core idea is good, but the execution is poor, harness your own creativity and knowledge to engage your target audience and deliver something useful.

Pieces of junk content you can successfully leverage for your own brand’s benefit are few and far between. However, you shouldn’t ignore those unexpected diamonds in the rough. Fair use doctrine only extends so far, though, so make certain you abide by copyright law to ensure you don’t land in hot water unintentionally. Never copy content in its entirety and always share a link to the original.

How would you turn junk content into treasure? We’d love to hear your ideas, thoughts, and tips so feel free to share them with us in the comment section. 

Is a Lack of Focus Destroying Your Content Marketing Efforts?

Did you know that a common trait in highly successful people is focus? They understand what it takes to accomplish anything worthwhile, and there’s very little that can derail them from their mission. Focus doesn’t always come easily though.

If you reach the end of campaigns to find you’ve been disappointingly ineffective, or your never-ending to-do list only reminds you of your inefficiency, the chances are your focus could do with a little fine-tuning. How do you accomplish that?

1. Home In On One Core Goal and Buyer Persona at a Time 

Multifunctional contentOne of the biggest mistakes we can make as content marketers is to treat a single piece of content as if it’s the Swiss Army Knife of our strategy. We expect it to be multifunctional—all things to all people while achieving all business goals. Unfortunately, that’s not how it works.

Besides creating confusion, you risk diluting your message and minimize your ability to impact an audience. Be strategic about the pieces you create, but be focused in terms of the people you’re talking to and the objective you want your content asset to achieve. Anything else is a waste of marketing dollars.

2. Stop Trying To Multitask 

Attempting to complete a number of complicated tasks simultaneously increases exposure to stress. This can impair your prefrontal cortex, which is the part of the human brain that intelligently regulates your emotions, thoughts, and actions. The sheer overwhelm can lead to a decrease in attentiveness, an increase in errors, and lower productivity.

While content marketing sometimes necessitates multitasking, it’s crucial not to make it a habit. For better results, focus on one thing at a time so that you eliminate brain fog, improve productivity levels, and execute tasks as flawlessly as possible.

3. Learn To Do One Thing Exceptionally Well 

As much as multitasking can take your eye off the ball, so can dabbling. If you find yourself spending too much time on social media, design, management, or business aspects that don’t apply to your content marketing efforts, you’ll quickly find you’re able to slip into multiple roles, but you’re not exceptionally great at any one of them.

Being all over the place doesn’t serve you, and it doesn’t serve your business. Rather stick to the meat and potatoes of content marketing so that you reap the rewards of excellence, not mediocrity. Don’t forget that you don’t need to bear the burden on your own if you’re a small business owner. Outsourcing things like content creation and social media management can help you stay focused while ensuring you derive the benefits of content marketing on a limited budget.

4. Get Rid Of Distractions 

Avoiding DistractionsFrom email alerts and social media notifications to text messages and unexpected interruptions, it’s becoming increasingly difficult to concentrate in today’s corporate environment. Unfortunately, these distractions not only decrease productivity, but they also negatively affect focus and hinder quality of work. Therefore, it’s important to carve out sufficient time each day to concentrate on specific projects. Eliminate all distractions for optimal focus.

5. Learn To Say “No” 

Many content marketers suffer from FOMO (fear of missing out). The problem is it just isn’t possible to employ every tactic, implement every idea, or even respond to every blog comment. While seizing an opportunity is usually favorable behavior, saying “yes” to one more thing is sometimes like being on the losing end of Jenga. Why would you risk toppling an unstable tower when it’s within your power to avoid it? Just make sure that when you do say “yes,” it’s because the thing you’re agreeing to supports your goals without taking focus off what you’re already doing.

With these tips in mind, should you stop thinking in broad terms then? No. Whether you’re applying content marketing principles to your own business or someone else’s, you have to look at the bigger picture to identify gaps, pinpoint areas of opportunity, and solve problems. You simply need to remember that your success will eventually depend on a single-minded focus.

 

Are you someone who struggles to focus? What are you currently doing to build discipline in this area? Join the conversation in the comment section.

Is Fear Killing Your Ability to Be a Great Content Marketer?

Nearly every entrepreneur and marketer has been in the same boat at one point or another—asking questions rooted in that dreaded emotion: fear. Will anyone care what I have to say? Are my ideas good enough? How am I going to stand out in an already overcrowded market? What if people react negatively? What if I fail?

There’s no doubt about it; fear will cripple your ability to be a great marketer if you let it. It will slowly rob you of your confidence and courage, leaving behind someone who would readily give up hope of building a viable business to sit on the sidelines and watch others claim the glory of their great ideas.

If you’re ready to stop talking yourself out of doing things that could potentially expand your business and elevate the position of your brand, then join us as we explore some common content marketing fears.

Will People Notice My Brand? 

Will People Notice My Brand? Attracting new prospects, building awareness, enhancing brand image, and boosting customer engagement are some of the biggest draws of content marketing. However, you may feel like a small fish in a big pond just thinking about the sheer size of the Internet community and the number of competitors already operating in your industry.

Will people interact with your blog, like and share your social media content, or download your whitepaper in exchange for an email address?

First, it’s crucial to understand that content marketing doesn’t diminish the importance of in-person interactions for not only building meaningful relationships, but also building a team of brand advocates who naturally share your content because they think you’re great. Second, there is room for everyone on the Internet—even in seemingly overcrowded segments. It’s your USP that’s going to make a difference. Third, it can take time to build an audience, even with a rock solid strategy that follows all best practices to a T.

With that said, if you’re worried you’ll remain invisible when you haven’t yet raised your virtual voice, you’re sabotaging your success before you’ve even begun.

What If I Make A Horrible Mistake?

What, like some of these guys?

Often, it’s the fear of consequences that stop us from going for what we want. The good thing is you’re thinking about consequences. It’s the ill-worded or ill-timed Tweet, the poorly thought-out newsjacking, or misguided content ideas that get your fellow marketers into trouble. Pay attention to what you’re making available for public consumption before you hit the publish button, but also realize you’re human. You won’t be the first person to make a mistake, and you certainly won’t be the last. It’s content marketing, not skydiving.

Do I Really Know What I’m Doing? 

Fears around building a content marketing strategy and measuring ROI usually stem from a lack of knowledge and indecision. A lack of knowledge can easily be remedied, but when it comes to indecision, you need to keep in mind that your strategy is living, not static.

Sure, creating an actual document forces you to commit to an approach, but it’s something that’s continually adapted based on your content marketing KPIs and results. If things aren’t working, re-evaluate. Your confidence in what you’re doing will develop as you inch closer to your goals.

What If My Ideas Aren’t Unique Or Good Enough? 

What If My Ideas Aren’t Unique Or Good Enough?With so much content already online, the reality is you’re bound to say or do something someone else has already said and done. The important thing to remember is you’re creating a user experience unique to your audience. You’re adding your own flavor, sharing your special talents, and bringing a fresh perspective to the table. Even though it’s intimidating when competitors have been doing a great job for so long, don’t underestimate your ability to provide exactly what your target audience needs when they need it.

My Content Might Not Be Perfect 

From major fears such as failing to create an authentic voice to minor fears such as typos, content marketers can work themselves up over problems that often have simple solutions. In many cases, outsourcing to professional writers, copywriters, designers, and editors can instantly improve the quality of content assets.

In other instances, it’s as simple as focusing on the right aspects. Instead of asking, “Is this funny enough? Clever enough? Engaging enough? Attractive enough?” Ask yourself, “Is this effective?” If the right people see your content and they’re taking action, there’s nothing to fear.

 

Perhaps Shakespeare said it best: 

Our doubts are traitors, and make us lose the good we oft might win, by fearing to attempt.”

 

What are your greatest doubts and fears? What are you doing to push past them? We’d love to hear your take on this so contribute your thoughts to the conversation below.

4 Simple Tips for Effectively Managing Contact Lists

effectively-managing-contact-listWhen I tell people I’m involved with online marketing, their eyes immediately widen and they start visualizing space-age computer code and Facebook icons. In reality, it isn’t that glamorous, and list management is one of those non-glamorous tasks. Much like getting a yearly physical or balancing a checkbook, managing a contact list isn’t something that anyone really wants to do, but it’s something that needs to get done, regardless.

A well-maintained contact list is one of the more important end results of your marketing activities (sales being the most important, of course). This is the data that you will use to grow a business, sell products and services, and otherwise move a business forward. These people are your market (or at least they should be). Not managing a list well means you are working with bad information, which is not good in a sales setting.

cleaningClean House

Working with current information means greater efficiency and less embarrassment. Routinely updating your contact list will help you avoid marketing to people whose information is no longer accurate.

  • Remove bad information like bounced or inactive emails after each campaign
  • Clear out people who have opted not to receive emails from you
  • Update contacts that have changed roles in a company
  • Move contacts to different market segments when they change (i.e. prospect to current customer)
  • Add information when you receive it. For instance, more phone numbers, alternate emails or additional addresses.
  • Add notes about your contacts that could be relevant for future communications. For instance, maybe you received a response to an email campaign or a sales call from a contact that contained important information for sales down the road.

If you don’t perform any of the other tasks featured in this post for managing your contact list, you should at the very least keep your data current. When you have good information about your market, then you look like you know what you’re talking about in your marketing. 

customer-relationship-managementUse a CRM

Nothing makes cleaning your data easier than a Customer Relationship Management system. It used to be that these systems just helped you organize data, but they do a lot more than that now. On the data cleansing side, though, CRMs can help you:

  • Easily update basic information
  • Integrate customer information into your marketing activities
  • Categorize data and otherwise organize it in a way that is best for your workflow

Although it may not seem like much, a huge benefit of CRM software is that all of your customer and prospect information is in one central location. Rules and processes that can be used on one contact can be used for all others.

Conversely, if you store your contacts in an Excel spreadsheet, it’s much more tedious and time consuming to go through and manage them. It will also drive you nuts. 

Image represention email newsletter templateUse Email Marketing Software to Manage Lists

CRMs can be overkill if all you want to do is manage some opt-ins or perform other simple tasks. Look into using an email marketing program instead. The following platforms are great for managing contacts in terms of maintaining a good list of active and willing email marketing participants.

There are a ton of other choices, as well. Search for email marketing programs on the web and you will instantly numerous options to sift through. The programs named above (especially the first three) are inexpensive, easy to use and great for managing contact information. 

Segment Your Email Lists

Just getting good information into a list can be daunting enough, so make sure you have that down before you move on to organizing everything. Once you’re there, though, segment your email list according to who your market is and how your business operates.

For example, if your business sells different products or services to people with different buying interests, those contacts should be in separate lists because they should be receiving different messaging.

When you segment your lists, it makes marketing easier and more effective. People who are interested in a particular product or service won’t be receiving messages that aren’t relevant to them, and therefore will be less likely to opt out of receiving communications from you.

 

What tips do you have for managing a contact list? Join in the conversation by commenting below.

9 Things You Can Do Today To Make Your Written Content Actionable

Make Your Written Content ActionableIt’s great that you have a steady stream of eyeballs on your content, but what’s that really worth if readers aren’t performing some sort of action? After all, you’re not spending precious marketing dollars on content creation for nothing. Whether you’re producing blog posts, articles, white papers, eBooks, or other types of content, there should be several points of interaction—elements that persuade your audience to complete tasks that inevitably result in leads, revenue, and advocacy.

Besides producing impactful content filled with tips, advice, and ideas your readers can practically implement in the real world, here are nine more ways to create opportunities for action on your written content.

1. Create a Comment Section

Astonishingly, many business sites still lack comment sections. The writing simply draws to its conclusion with no place for readers to contribute their ideas. Besides being bizarre in an age when generating online conversation is crucial for brands, it can be highly frustrating for readers who want to make their voices heard. If you’re developing stimulating content (which you should be), be sure to provide a space where people can leave their opinions without having to publish an article of their own.

When you enable public comments, keep in mind that there are those who will want to submit their thoughts privately. Make certain you provide that option, even if it’s through your contact page or social media properties.

2. Include an Actionable Summary

Tell your readers what the next steps are. Identity specific behaviors you’ve outlined in your post—the ones your audience should carry out in order to achieve the goal of your article—and then list them in a bulleted or numbered format.

Sarah Arrow does a great job of this at the end of her SteamFeed blog post on the connection between blogging and Kindle. Not only did she follow on with a brief list of links to resources (another point of interaction), but she also included a call to action for comments. Note how she slips in a bullet point that tells readers to subscribe.

Actionable content - action summary

3. Incorporate Powerful Calls to Action

Actionable content drives a response. It’s your job to engage readers and move them further down the conversion funnel with a compelling call to action (CTA) that consists of a short, explicit instruction. Whether that actionable step is clicking, downloading, commenting, taking a tour, starting a trial, or signing up depends on your agenda.

HubSpot excels in this area, placing a relevant lead-capturing CTA at the end of each blog post. The beautifully designed, clickable image contains a persuasive message to take action. It’s always related to the topic the author has covered in the post, and it always leads to a gorgeous landing page where a reader’s email address and other details are captured.

4. Add Subscription Options

Actionable content - subscription optionsThere are two ways visitors can subscribe to your content: RSS and email. Both can drive tons of traffic to your blog each day—traffic you can potentially nurture through a well organized marketing funnel. In the image on the left, you’ll notice that HubSpot offers both methods. Their CTA is prominently placed on the right-hand side of the blog, ensuring all new visitors have easy access to it.

The inbound marketing experts also place a CTA for blog subscription at the bottom of each post. While the CTA in the right-hand panel can be completed without leaving the page, the CTA at the end of the post leads to a landing page that allows readers to enter their email address, set the frequency of email notifications, or subscribe to their RSS feed.

Alternatively, you can go for something simple and effective like this signup form Derek Halpern at Social Triggers uses.

Actionable content - sign up form

Besides blog posts, subscribers regularly receive helpful content, advice, and updates right to their email box. It’s all part of a wonderful content marketing machine.

5. Include Internal Links to Related Content

Internal links carry a bevy of benefits, ranging from an improvement in user-friendliness and a reduction in bounce rate to an increase in page views and a boost in link juice. Readers know you’ve put a link within your text for a reason. That link acts as a CTA, telling them you want them to click on it because there’s something relevant on the other end. Get wise about your linking strategy and use internal links within an article sparingly, but strategically.

6. Make Suggestions for Other Relevant Content

Every clickable link presents the potential for an action to take place. There’s no better way to keep readers on your site and engaged than with a list of relevant content suggestions. “Most Popular Posts,” “Related Posts,” and “Other Posts You Might Like” are just few common examples you’ll see on sites optimized for action. Available plugins and built-in options will vary depending on the content management system you use, so be sure to check them out and choose one that suits your web design needs.

7. Integrate the “Send to Kindle Button” Into Your Site or Blog

In early 2013, Amazon.com released a “Send to Kindle” Button for publishers. For content marketers, this is a great way to offer an audience convenient reading anytime, anywhere. Rushed readers who can’t enjoy your content right then and there can simply send the article directly to their Kindle for reading on the go.

If you’re a website owner, you can visit Actionable content - send to Kindle buttonwww.amazon.com/gp/sendtokindle/developers/button to generate a widget code. If you’re a WordPress blogger, you can visit http://wordpress.org/extend/plugins/send-to-kindle/ to install the button.

8. Use the “Click to Tweet” Plugin or Similar Tools

“Click to Tweet” serves as a fabulous little CTA all on its own. When you have valuable insights, original data, or interesting facts scattered throughout your text, they offer an ideal opportunity to encourage promotion of your content on Twitter. Readers can quickly and easily Tweet the info to their followers, along with a link to your post.

9. Invite Readers to Share

Many readers barely take cognizance of social sharing widgets when their focus is solely on consuming information. They forget you’d like them to spread the word; share a link. Therefore, you have to remind them by inviting them to make use of those powerful little buttons. Ask people to share your post with their networks if they believe others will find it helpful.

As a final note on actionable content, users must understand the points of interaction in order to complete the task. Therefore, navigation and functionality are essential. Spend time evaluating your content for interaction points, make sure they’re clear and understandable, and then check that they work correctly. If you want readers to click on a link, subscribe, share your content, or leave a comment, then they shouldn’t have a hassle performing the task. Most importantly, ask yourself whether you’ve written something that will make people want to take action.

 

How do you ensure your content is actionable? Is there anything you’d add to our list? Share your thoughts in a comment.

How to Make Content Silos

An image representing content silosIt is much easier for search engines to find and deliver a relevant document when it is focused and organized around a singular topic. That is the basic underlying theory of content silos. These categories of content can be made through linking practices, through file structures or both. Arranging your content in this way makes it easier for search engines to clearly see what’s relevant to user queries (as well as what’s not).

How Search Works

I’m sure that only the brightest engineers and mathematicians truly understand how Google’s algorithm works, but in terms of how it sees content, pages rank better when they’re more focused.

When you visit a search engine and type in a word or phrase, the engine tries to return the most relevant (single) document to you. For example, if you entered “stainless steel ball point pens,” the search engine wouldn’t display the home page of a pen manufacturer unless the page contained that specific phrase (even if the manufacturer in question was the most relevant company for the query).

Instead, the engine would return the most relevant web page (which could include a PDF) that was about that phrase. The page could be part of an entire website that had nothing to do with pens, and it would still show up (all else being equal) because it is relevant to the query.

Image of a messy room representing disorganized contentMost Websites Are Disorganized

When we create websites, we do our best to categorize content based on what we know. We might set things up based on how we run our business or organize the site based on what we think our customers would like.

Even if a site is organized well in terms of usability, it’s easy to overlook the bigger picture regarding the layout of the content and its theme. Some websites don’t feature an overall theme. Instead, they offer a clunky combination of content based on any number of variables. Subsections may not relate to the overall theme, and some content may be organized improperly when taking into account the overall theme of the site.

How to Make Content Silos

The definition of themeContent siloing is a method of applying an overarching theme to a website, which then flows down to related subsections. The purpose is to ensure that a site’s pages contain content relevant to the subjects that will allow it to rank well in search. Creating content silos is tedious (especially if you have to rip apart your entire site to do it, or if you have a number of different subject areas), but the concept is quite simple.

Step One: Determine Your Site’s Overall Theme
The first thing that needs to be done is to choose an overall theme for your website. You probably already have this, but if you are unclear or have a lot going on with your site in terms of content, note that it’s best to focus on one broad theme.

For instance, maybe your business performs furnace repair and installation, air-conditioning repair and installation and duct cleaning. All of that would fall within the HVAC realm. Another company might sell used and new auto parts, accessories and service. Those things could be placed under the broad umbrella of “auto parts and accessories.”

The idea here is not to create a home page with the broad topic areas, but to have a conceptual starting point. From here, you will make sub-categories (pages) that are extensions of the broad theme.

Step Two: Keyword Research
One of the main points of making content silos is to rank better in search. A crucial component of that is optimizing your pages for target keywords. Once you know what your broad theme is, you can go to work selecting target phrases that you want your individual pages to rank for.

Googles Keyword PlannerThis research isn’t an exact science; it’s more of a marketing art.  It involves knowing something about your market and how they might look for your products or services online.  You will want to choose words that have a high search volume, but not a lot of competition. You also want phrases that are branded, or that reflect any branded products or services you sell. You should also look out for keywords that convert well.

A great tool to use for your keyword research is Google’s Keyword Planner, which used to be known as the Keyword Tool. After Google changed it around, it works great for content siloing. The reason is because it will group keywords into categories for you (called AdGroups because they are meant for AdWords).

Even though these groups are meant for AdWords, they work in much the same way as advertisements on the search platform. When someone enters a query, you only want relevant ads appearing for it. The same is true for a page on your website. The painfully obvious fact is that if an ad pops up that has nothing to do with a keyword that someone used, they won’t click on the ad.  The same is true for web pages, although in the case of organic results, Google won’t show web pages unless they are relevant to a query.

During this process, you should also take into account how people will search for the content found on your site. What words or phrases will they use? Understanding searcher intent and methods for finding content is key to being successful in marketing a website using search.

Webmaster tools LogoThere are a variety of resources available to determine the keyword terms and phrases people are using to find your content. If you have your site configured in Google Webmaster Tools, you can see the keyword phrases that visitors have used to find your site. In Google Analytics or other tracking programs, you can view similar data. You might also run PPC campaigns through search that allow you to see which keyword phrases are most successful in creating conversions on your site.

Once you have a list of keywords that you want the pages of your site to rank for, prioritize them in a list. Choose words that are most relevant to the overall theme of your site and start there.

Step Three: Determine What Kind of Silo Can Be Created
There are some variables that come into play here, as well as a couple of different siloing methods. Content can be organized using physical silos or virtual silos. The method you use depends on your current situation.

Physical Silos
A physical silo is one created using the file structure that makes up a website. Instead of organizing content on the website once it is already on the server, you can do it through the way files are structured on the server.

An example of a physical content silo
Virtual Silos
This method is accomplished through linking on a website. That is, a site’s categories are separated by the way they are linked together. Pages about specific topic areas may reside in the same folder on a server, but the way they are linked (as displayed to the visitor) is organized differently.

An example of virtual content silos
So, the method you choose is based mostly on practicality. For instance, some websites have hundreds or even thousands of pages. They are well established with many links across the web. Therefore, upending everything by moving and renaming files on a server is not practical. In cases like these, silos created using links may be a better idea.

Page-Level Optimization

Now you have your site’s theme, your target keywords and your siloing method. It’s time to make your content silos. Regardless of whether you are using a physical or virtual siloing method, your page-level optimization will be the same.

Each page on your site should be configured to target a specific keyword phrase along with its variants. For instance, if your target keyword phrase for one page of your site is “Logitech wireless mouse,” variants would be plural or reordered versions of the phrase.

The graphic below shows how each page of your site should be configured in terms of where your target keyword phrases should go.

A graphical representation of a perfectly optimized pageThere are also some additional keyword placements not seen in the graphic, such as in meta descriptions. Having keyword-rich anchor text pointing at the page is also helpful, but don’t overdo it.

While content silos are an advanced SEO topic, the concept is somewhat rudimentary for search. Engines look for the most relevant document to return for a query. That happens when you create a highly-focused document that does not deviate from the subject matter. The more focused you can make your web pages on their respective keyword phrases, the better they will rank in search.

 

What tips do you have for making content silos? Have you found that siloing your content helps you get more traffic from search engines?

8 Questions to Help Determine Whether Your Content Is Understandable

Understandable content - questions to askRecently, we published a piece about content readability and its importance as a content marketing success factor. Equally important is understandability as it can be a barrier to accessibility and usability. After all, if your target audience can’t read or understand the information you publish then why bother creating it?

The last thing you need is poorly conceived and poorly crafted content that leaves readers wondering what you wanted them to learn. While everyone differs in their cognitive abilities, there are ways to improve text so that it’s understood by as many people as possible the first time they read it.

Follow along as we look at eight questions every writer should ask when developing content that doesn’t cause cognitive overload or understandability issues.

1. Have You Used Plain Language?

Plain language contributes to an accessible user experience. It’s clear, it’s easy to read, it’s easy to understand, and it’s inherently usable. These qualities relate to effectiveness, efficiency, and satisfaction. Unfortunately, information doesn’t automatically conform to these characteristics. It’s your job as a content creator or publisher to make that happen.

How do you ensure your language is simple and easy to understand?

  • Proofread your text for misspellings and commonly confused words. While a spellchecker can help you identify the former, it won’t always identify words that are spelled correctly, but used incorrectly (E.g. “weary” vs. “wary,” “discreet” vs. “discrete,” “for” vs. “fore”). When in doubt, use a dictionary

  • Use active voice rather than passive voice to strengthen your writing. With active voice, you directly link the subject of your sentence with the action, which makes it clear about who is doing what

  • Be concise

  • Avoid long, run-on sentences to help readers remain focused. Short sentences that are no more than 25 words in length are best for readability

  • Eliminate unnecessary adjectives

  • Articulate existing ideas in a new, easy-to-understand way

  • Use conversational language when appropriate

  • Use metaphors and analogies to improve comprehension. Many people understand ideas better when you explain them in everyday terms

  • Don’t oversimplify things. You don’t want to give readers a false sense of understanding what you mean when they really don’t

  • Avoid redundancy

  • Don’t use more than two conjunctions in a sentence

  • Avoid double negatives as they cause confusion and inhibit comprehension

  • Limit your use of jargon, idioms, acronyms, abbreviations, and complex words or phrases. As long as it doesn’t affect the precision of your communication or change its meaning, replace technical or high-level terminology with common terms whenever possible

  • Provide the pronunciation of a word when the meaning of a word is ambiguous without knowing the correct pronunciation

  • Be literal. Some readers have difficulty distinguishing between implied and literal meanings

  • Include the definition of a word or phrase when necessary

  • Avoid using unusual or foreign words

  • Don’t use showy or unfamiliar word combinations to impress readers. Clear communication is essential for full understanding

  • Make sentences easy to process by applying parallel sentence structure conventions

How simply and concisely you write will depend on a range of factors. Most importantly, it depends on your intended reader. Keep in mind that your text should not only be read by humans, but by assistive technology, too.

2. Did You Write For Your Target Audience?

While language might seem plain to one group of readers, it might not seem plain to another. Therefore, you must consider your target audience when writing. Characteristics such as level of education, intelligence, familiarity with the subject matter, motivation to learn, and gender and cultural differences all play a role in your choice of words and writing style.

Understandable content - Target reader personas

Map your user personas to ensure you’re writing for the right people at the right reading level.

A knowledgeable, highly motivated, and educated reader could sweep through a lengthy, intellectually challenging article with ease, understanding every word and concept. An average reader, however, might find the task more taxing. Ultimately, you want to ensure that you write according to your target reader’s level of comprehension. If you’ve already defined your user personas, you should be able to develop content around a topic that your ideal reader will feel comfortable reading and understanding.

3. Are Your Ideas Presented In A Logical Order?

A crucial cognitive process happens during natural language understanding: the formulation of coherence. For readers to interpret a piece of text correctly, they must link its meaning to the prior context. A reader already assumes that you’ve written with an intention and that each new sentence is relevant to the one before it. Therefore, you should help readers establish relationships between the ideas presented in your paragraphs by writing clear sentences in a rational sequence.

Before you can write in a clear style, you must arrange your thoughts in an orderly manner. This ensures your ideas will flow smoothly and build logical bridges to help readers make sense of your text. Be sure to evaluate your piece for coherence before you publish it.

4. Did You Provide Context?

Context, which refers to the circumstances that establish the setting for your idea or statement, has an influence on the way readers understand what you’re attempting to convey. This relies heavily on the coherent relationship between your sentences. As a result, you should provide sufficient context for even the simplest of thoughts so that readers can fully understand your meaning.

5. Are You Using The Right Content Type?

A moment of comprehension doesn’t always stem from a clearly written text-based piece. Your target readers might have a better understanding of your content if you present it in audio or visual formats. Consider videos, infographics, images, podcasts, slideshows, and similar content types when deciding on presentation mediums. Depending on your subject matter, you might want to try a combination of media to ensure the widest possible audience understands the message you’re trying to convey.

6. Did You Provide Practical Examples Where Applicable?

Articles based on complex or technical subject matter are often abstract, making them difficult to read and understand. To avoid confusing readers further, you should provide practical examples to help them conceptualize an idea, process, event, or problem.

For example, in this piece about writing a job description for a social media manager, the position summary was not only explained, but a solid example was provided so that readers can see what a typical summary for this position looks like.

Understandable content - providing examples

7. Did You Use Alternative Representations To Clarify Meaning Where Applicable?

In addition to practical examples, supplementing your text with visual or audio aids can help clarify the meaning of your content. Diagrams, illustrations, animations, images, symbols, video, and other visual depictions enable people to learn faster and more effectively because the message is communicated in a more concise and simplified way. Make sure you enhance your complicated textual content with formats that improve comprehension.

8. Is The Reading Level Of Your Content Appropriate?

Although you may believe you’ve created simple, clear, and understandable content, the chances are that some readers will still have trouble perceiving the meaning of your text. That’s where readability tests like the Flesch-Kincaid Grade Level index can help.

Understandable content - reading level

The algorithms of these tests use mathematical formulas to evaluate a piece of text for reading ease and reading level. The only downside is that they focus mainly on quantitative metrics. Therefore, you can’t rely on a formulaic process alone in order to understand the simplicity and clarity of your content. You must consider all factors as outlined by the eight questions in this blog post.

Even though the results are only superficial measurements of readability, you can use them to gain insight into how readable and understandable your content is. Most experts recommend a 7th-8th grade reading level for general content. Based on your result, you can adjust your writing so that it aligns with the comprehension skills of your target readers. Keep in mind that a lower grade level increases the accessibility of content since a wider audience is likely to understand it.

Conclusion

Writing understandable content for a large audience isn’t always easy. This is especially true for niche topics. While one reader feels you’re writing for first graders, another might feel you’re writing for postgraduate students. The key is to keep the reader, purpose, and context in mind when crafting content. Always aim for simplicity and clarity if you want your content to be accessible and useable. There’s no place for convoluted content when it comes to simple, concise, and understandable text.

What steps do you take to ensure your content is understandable? Share your tips and thoughts with us in the comment section below. Don’t forget to share this post with authors and web content writers who might find it useful.

What You Should Know About Findable Content

findable-contentSearch has become the dominant method by which people find what they’re looking for online. People misunderstand the web. They think that having a website, social media account or any kind of presence online automatically means everyone is looking at it. In reality, you could put up the snazziest, most interesting website ever, and it would be akin to building a beautiful billboard in the middle of a remote forest.

True, there are a ton of factors that influence how well-known a brand is online, but having findable content is a cornerstone of web marketing. It is estimated that more than 70% of Internet users leverage search to find things they are looking for. If you can’t be found there, you probably aren’t relevant in their decision making processes.

So, What Is Google’s Definition of “High-Quality Content?”

While the company does not disclose the ranking signals used in its algorithms, several official sources do outline what Google views as high-quality web content. The following factors can help content marketers distinguish between high-quality articles and low-quality articles.

The future of search isn’t going to be about how articles are constructed or how many links webmasters can get leading to their pages. It’s going to be about high-quality, well-researched, useful content that people like. In a way, Google is attempting to indirectly shed the unprofessional nature of the web and include only those shining gems of content that are worthy of a mainstream audience.

text-based-contentQuality text-based content should:

  • Be written by an expert in the field
  • Be well researched and comprehensive
  • Be useful to the person looking for it
  • Be worthy of publication in books, journals, encyclopedias or other traditional publications
  • So valuable people can’t believe it’s free
  • Well rounded
  • Free from error

 

 

The impact that a quality piece of content can have is diluted by other external factors such as:

  • Excessive advertising on the page
  • Overuse of relevant keywords
  • Improper use of pop-ups
  • Factual errors

All of this speaks to the notion that online publishers and content creators should be thinking of their users and how those people can be helped above all else. Optimization is great and necessary, but it should not be a core focus.

keyword-placementOn-Page Factors That Still Matter

Yes, writing great stuff is paramount, but there are also some technical and structural components that can’t be ignored. Search engine spiders still have a method by which they find and index content.  What’s more, humans still need to know they are in the right place online. With these things being true, the following best practices still apply to your carefully crafted pages.

Page Titles

Keywords in your page title add to the overall relevance of the page. They also show up in search for users and help them determine if a listing in a SERP is relevant to their query. You should front-load your title tags, placing your target keyword for the page first, followed by either a variant or your brand name.

Meta Descriptions

This is your one chance to market your web page in search. Meta descriptions don’t affect rankings, but they do influence people. Users scan SERPs from left to right, reading rich snippets. Your target keyword for the page should also be here, placed near the beginning of the snippet. More importantly, your snippet should be enticing enough to get people to click through to your webpage.

Headers

Search spiders crawl web pages to interpret the content contained on them. Ideally, one of your headings should contain your target keyword for the page, and others might contain variants. The content underneath those headers should be about the keyword and about what the header alludes to.

Headers also help human users scan web pages. Huge blocks of text cause anxiety, making it much harder to decipher where relevant information is located on the page.

imagesImages

Images play an important role in contributing to the overall relevance of a web page. They contain components such as their file names as well as their alt attributes that indicate to search engines what they are about.

Be careful not to abuse these. Over optimization penalties result because webmasters stuff irrelevant keywords into alt attributes.

Keyword Strategy

Your site should have an overarching keyword strategy. A list of keywords that relate to the content of your site should be generated. Once you have keywords selected that you would like to rank for in search, target pages where they can be used. Ideally, each page should have its own “theme” and be about a specific topic.

They keyword strategy should be reflected in different components of the pages of your site. For instance, one page should have a target keyword phrase positioned in the title, in headers, in the meta description, copy, images and links pointing at the page from outside sources.

Page Speed

Users don’t like slow-loading pages. Google doesn’t like giving users content they don’t like. Ensure that each page of your site is optimized to load quickly. Look at things that need to be rendered on the page like CSS and Javascript, as well as the size of images and how they are rendered.

Google Page Speed Insights is a good tool for measuring the speed of pages. Google also provides tips on how to fix issues with your pages.

URLs

Keywords should be present in URLs for relevant pages. Like other factors, this one element isn’t going to make or break your ability to rank, but it will be one more small piece in the puzzle. While URL paths and file names are important for ranking in search, there is also a user experience component.

Google put out a webmaster video talking about the user experience implications of having file paths vs file names in URLs. This may be more of a factor for educated users who are wise to the fact that search rankings can be manipulated, and a target keyword as the file name of a page looks spammy.

rel-confusedCanonicalization

You might not be able to say it, but you should configure your URLs with canonicalization in mind. Even though some URLs might seem similar (i.e. www.example.com vs example.com), they are, in fact, different locations. So, what does canonical mean as it relates to search? Simply put, a canonical URL is one that a webmaster has indicated as the preferred one to index.

Identifying canonical pages on your website can help avoid issues like duplicate content (which runs the risk of not being indexed) or URLs that are not duplicated from being excluded from the index altogether. Google has an excellent post on proper uses of the rel=canonical tag.

On-Site Considerations

You’ll hear on-site and on-page used interchangeably. While there may be other definitions you’ve heard, to me, on-page means factors that have to do with pages, while on-site means factors that impact all the pages of a site as a whole.  The header says “considerations” because there are some things you can do to a website as a whole that may not make it rank any better, but still affect how and when it appears in search.

Robots.txt

There are a lot of misconceptions about the robots.txt file. I’ve seen people say it’s required, and I’ve seen people write about how not having one means you won’t rank well or won’t be indexed in search.

So should you have one at all? According to Google’s Matt Cutts, it’s good to have one that is configured very specifically just so nothing is left to chance. If you haven’t had one for some time, chances are pretty low that it has negatively impacted your site. The risk comes in the form of a web host inserting something for you when Googlebot (or other spiders) go to look for the file. In other words, Google is going to look for the file – would you rather tell them what to do or leave it to chance?

Rel and Meta No Follow

The no-follow tag became recognized by search engines in 2009. Google and other search providers stated that they would not pass PageRank or its equivalent to target pages when the rel=nofollow attribute was present. Up until that time, the meta=nofollow tag was used; however, it instructed search engines to ignore all links on the page where the meta tag was present.

No-follow plays a couple of important roles. It keeps sites protected from other domains that may be spammy or untrustworthy in nature. It also helps webmasters shape the flow of PageRank through their websites.

Matt Cutts wrote a good (but dated) post on the topic of PageRank flow. While the content is old, the concepts are pretty much still the same. There is also a disclaimer (written at the time of posting) stating that the company has become far more advanced in its ability to identify and analyze links of value.

sitemapSitemap

A sitemap is important for indexability of your site in search. It’s essentially a road map for Google and other search engines to follow when indexing your site. Typically, search engines will find new pages and add them to their index without you having to do anything.

When you can submit a site map, though, you can ensure that all of your URLs get found quickly. Sitemaps provide a ton of other useful information about your pages to Google. For example, you can include markup about certain content, or let search engines know how often a resource changes. Google has some good documentation on why sitemaps are necessary.

Internal Linking

The linking strategy and architecture of your site plays an important role in its search performance. Mainly, they help establish a hierarchy on your website. For instance, when building content silos, you can do so through a directory structure or through the way pages are linked together.

You should have clear information architecture on your site where there is one main theme and several sub-themes. The main page (typically the home page) should be linked to sub-pages, which, in turn, link to other sub-pages. If you are interested in learning more about content silos, Bruce Clay is an authority on the topic.

Search results with author rankGoogle Authorship

Google Authorship will be a factor in how the future of search shapes up. With each change that comes to the algorithm, the company tries to make it think and behave more like a human would. Authorship relies on the notion that publishers are creating good content that is linked to their profiles. Those connections are then used to deliver potential results to people looking for content that might be relevant.

If you haven’t configured authorship already for your site, you should. It is a very simple process, and it gives publishers all sorts of benefits in search.

Schema Markup

Search engines have become pretty savvy at deciphering content on web pages. That doesn’t mean you should make it hard for them to do. Schema markup is a general standard recognized by browsers and search engines. It allows webmasters to tailor how content is displayed in search. Marking up content is also important for mobile applications like maps, where structured data is very important.

You aren’t going to rank any better in search by implementing schema markup, but there are some other benefits to using it. For example, in SERPs, there are areas where additional information is displayed, such as address information, movie listings, reviews and other data that won’t show up if Google doesn’t know how to interpret it. In this regard, you can be showing up in search where before you might not have otherwise.

Length

Longer pieces are preferred to shorter, superficial articles. Some of the top ranking websites contain content consisting of 2000 words or more on many of their pages. Since people view longer articles as being more valuable, they are more likely to link to it – there’s a direct correlation between an article’s length and the number of people linking to it.

Does that mean that having 2000 words of nonsensical gibberish will make your web page rank well? Absolutely not. Even having a lot of content that is shallow with no real substance will not rank better than a shorter, well-written counterpart. The content should be concise.  Avoid fluff words and phrases. These are words that don’t add any meaning to a sentence. The overall length should be relative to the value of the article.

Off-Site Considerations

Making content findable means using tactics that are configured off of your website domain. These (by nature) are more difficult to control and/or influence. Just like with on-page and on-site components, writing quality content is paramount, but these elements still play a role in search visibility.

outbound links

Inbound Links

Backlinks remain a very important signal as to the popularity of a particular web page. When there are numerous links from lots of high-quality and trustworthy websites, the page being linked to becomes high quality and trustworthy as well. Building backlinks can be one of the most impactful activities for SEO in terms of ranking a site well in search.

Having a presence on some sites is still beneficial. For example, business listings, directories or even press releases are great for more exposure on the web, but as far as links go, they aren’t high impact. Make inbound linking to your website part of your strategy, and focus on obtaining high-quality links. These could come from:

  • Networking with other website owners
  • Guest blogging
  • Creating an embeddable infographic
  • Making really useful content that others want to link to

If you are building links manually, focus on following a specific pattern and avoid drastic changes in your behavior. For example, don’t build one link a week for several months and then all of a sudden acquire 200 links in a day. Of course, if the occurrence is natural, so be it. This will draw attention to you, though, so make sure the activity is legitimately natural.

other social networksSocial

Social won’t be ignored any longer, and many professionals feel it has a strong influence over organic search – especially when you are talking about sites run by search engine companies. Moz has done a number of correlation studies, and (while causation cannot be proven as they would say) the results are intriguing, to say the least. Cutts has come right out and said that Google does not use social indicators (namely +1s) in its algorithm.

The general theory is that good content also happens to be shared and liked a lot on social media. It isn’t the fact that the content was interacted with in that way that makes it rank well. Authorship is a ranking factor, however, and it can sometimes be confused with Google Plus, since users have to go to the platform to initiate the connection and because a Google Plus profile is used to make the association between content and publisher.

If you are doing business online, or just have an interest in being found there, you cannot ignore search. It is one of the easiest methods for finding content. Now that search companies have gotten popular and more sophisticated at stopping web spam, users have a wealth of information literally at their fingertips. You have to know how to be findable online to be successful at marketing yourself in search. You can have a beautiful and very functional website, but if no one knows it’s there, it might as well be a billboard standing in a forest.

 

What tips do you have for making findable content? Join in the conversation by commenting below.

Tracking Your Webinar’s Performance

Webinars are ideal for generating leads, moving prospects up the interest ladder, and then converting them to customers, but do you know how to measure your event’s success? If you struggle with this aspect of your webinar campaigns, follow along as we cover several marketing metrics you should be tracking, as well as provide tips for ensuring you gain the valuable data you need for improvement. Keep in mind that you should have set benchmarks when you outlined your objectives during strategy development.

Webinar metrics

Use Solid Reporting Software

Thanks to the rising popularity of the webinar, many analytics service providers are incorporating webinar solutions into their offerings. This is over and above any information collected through webinar hosts. As a result, marketers can now identify the most qualified leads based on behavioral and demographic data, track which campaigns are generating these leads, optimize spending for future campaigns, and optimize conversion paths.

Essentially, marketers now have an opportunity to gain a complete picture of their webinar’s performance. Be sure to research your options and select a platform that suits your tracking needs and budget.

Track Your Click-Through Rates

A visit to your registration page doesn’t necessarily result in a registration. Therefore, you want to track your CTR to determine the quality of your message and the effectiveness of your landing page. If you’re not quite where you want to be, you may be targeting the wrong demographics, using subject lines that trigger spam filters, asking too many irrelevant questions, providing vague information, or failing to connect with your audience. There’s also a chance a low CTR indicates your content offer isn’t up to scratch, which is why few people are biting.

Measure Your Attendance Ratio

How many people attended your webinar? Now, compare that to the number of people who registered. When you’ve calculated the percentage, you’ll have a clear idea of whether you managed to maintain your audience’s interest in the emails and interactions leading up to the event. If your attendance ratio is low, you should assess potential reasons your target audience failed to attend. Did the perceived value of your content decrease between the moment of registration and the moment your webinar started? Did someone else cover your topic first? Was your content no longer timely? These are the types of questions you need to be asking when evaluating performance factors.

Giveaways or PrizesConsider the Impact of Giveaways or Prizes

If you’ve chosen to entice prospects with gift cards, prizes, freebies, or surprises, you need to be aware that this tactic will influence your registration and attendance rates. Your ultimate goal should be to convert high quality, warm leads who will eventually contribute to your business objectives. Giveaways and prizes will likely attract people who couldn’t care less about your content, but who are simply in it for the free stuff. Be sure to consider this when measuring registration and attendance rates as success metrics.

Work Out Your Cost Per Lead

Some marketing tactics are more expensive than others, which is why it’s crucial to know your cost per lead and, eventually, your cost per acquisition. You want these numbers to be low so that you know webinars are worth it for your business. If they’re high, you might need to re-evaluate this marketing tactic, as well as your expenditure on hosting and promoting this type of event. A successful webinar will usually have a low cost per lead.

Measure Audience Retention Rates

Great content combined with excellent delivery should keep viewers hooked until the end. Therefore, you want to follow retention rates and peaks during your presentation. If viewers drop off, it could be because you’re not delivering on your promises, you’re not delivering content that meets the expertise level of your audience, or there are other problems like technical issues. Keeping your audience interested in what you have to say is critical to the success of your webinar.

Track Engagement Levels

If you’ve set up polls and other opportunities for real-time interactions, then you need to measure your audience’s level of engagement. If people aren’t voting or responding in some way, you might need to reshape your presentation. Consider how many people interact with you, as well as how you can use the intel they provide for follow-up conversations.

Webinar Exit Survey

Determine Whether You Met Expectations

 

Exit surveys can provide valuable information regarding your level of thought leadership and whether you hit the right spot with your content. First, you want to assess the number of people who take the time to fill out your survey, and then you want to analyze their feedback in terms of satisfaction ratings. Their responses can help you better align your content and promotional messages in the future.

Evaluate Post-Webinar Interest

On-demand viewing stats can provide plenty of insight into the success of your webinar. In addition to generating fresh sales leads, your on-demand version will help you determine post-webinar interest and the value of your content. Have a look at the number of attendees who watched the presentation again, as well as the number of registrants who didn’t make the live event, but watched the posted version.

Be Sure To Split Test

A/B split testing is a must for developing effective promotional messages. Hopefully, you’re already doing this. If not, consider this your reminder.

Finally, don’t forget to evolve your curriculum and tweak your presentations based on your analytics data, survey feedback, and other KPIs. Ensuring your webinars remain relevant and interesting for attendees is the key to leveraging this popular marketing tactic successfully.

 

Are there any metrics or tips you’d add to our list? We’d love to hear your thoughts, so pop them in the comment section below. Don’t forget to share this blog with others who may find it helpful.