It’s easy to tell if your content is failing. A quick look at your traffic numbers, bounce rates, time on page and conversion data in Google Analytics can give you an idea. The sooner you admit that your content needs improvement, the sooner you can start an overhaul.
So let’s say you’re fully aware that something is wrong. There has to be a reason, right? Yes – and it can be any one (or more) of the below:
Nobody can understand your content (except medical professionals).… Read the rest
You’re analyzing and measuring your own efforts on social media, but what about your competitors? Taking a few hours each month—or at least each quarter—to review your top two to three competitors’ social strategies can provide great insight into what your organization is doing well, where it is falling behind and any new content areas or audiences that are being overlooked.
While many brands take note of how their fans and followers compare to the competition, there is more to measure that will provide more valuable information.… Read the rest
For a follow-up piece, see How To Write Better, Part II: Classic Style.
As a writer, I spend a lot of time thinking about how I can write better. One more revision here … delete that redundant word there … a little less formal … who’s my audience again? And so it goes. Hold on, let’s pause on that last question: Who’s my audience again?
This might be the most important consideration of all: Your reader’s identity.… Read the rest
By now, you’re probably sick of the holiday season. But, I have to bring it up one more time because this Christmas I learned some truly valuable content marketing lessons from a holiday movie you’ve probably seen—Miracle on 34th Street. This heartwarming movie tells the story of love, hope, and the meaning of Christmas. It also spins an interesting commentary on the sometimes cut-throat nature of advertising and marketing. The solution this movie offers falls exactly in line with content marketing.… Read the rest
When setting out to build a B2B website to support a manufacturing business, it makes sense to start with your homepage and the pages associated with it. The basics are pretty easy to guess. The homepage introduces your company. You need an about us section to tell people about the company and the people who run it. You need a product section showing the services or products your company offers. Then, for sure, you need some kind of contact us page, so customers can call or email to start the sales conversation.… Read the rest