Archive for the content marketing Category

Brilliant Content Marketing Idea of the Week

Online Content Producers

Unless you were hibernating earlier this week, you know a major eclipse rolled over the United States. The hype was loud and big, and vendors found many people on treasure hunts to find the correct type of glasses for viewing the celestial event.

 A

Pizza Hut, however, had one of the most clever content marketing campaigns that stood out. A short video showed customers how to make box viewer from a pizza box – presumably a Pizza Hut box that held the pizza you ordered for your solar eclipse viewing party. It was a quick and catchy way to promote the brand on day day when marketing noise level was running high.

Social Media is Not a Career

 

We have a couple of 20-something year-olds under our roof at the moment, which is why I took note recently of an article titled “20 Things 20 Year-Olds Don’t Get.” It’s written by Jason Nazar, founder of Docstoc for Forbes. He laments that he is long past his moment of being featured as a bright “20 Under 20” on a magazine cover, which makes him a credible advisor to the millennial generation.

 

In my opinion, he is spot on with one point – “Social Media is Not a Career”. The only exception I take to his advice is that it applies to everyone in marketing and communications today, not just the over-publicized Millennials. There is a plethora of self-proclaimed middle-aged social media gurus who would do well to listen to what Nazar has to say.

 

“Those job titles won’t exist in five years. Social media is simply a function of marketing; it helps support branding, ROI or both. Social media is a means to get more awareness, more users or more revenue. It’s not an end in itself. I’d strongly caution against pegging your career trajectory solely to a social media job title,” advises Nazar.

 

You can read more of Nazar’s wisdom here.

 

 

Am I Perfectly Clear?

Making a bad choice between the content a company WANTS to put on its website and what it SHOULD put on its site can often mean lost sales. Web content professionals know the best results happen when a site provides the customer with clear, honest information that includes comparative analysis, pricing, and product demos.

Sometimes that means the sales department has to step aside and let the content producers tell the story. Hype has to be kept at bay. Lauren Carlson, CRM Market Analyst at MarketingAutomationSoftware.com recently wrote an article, “What Software Buyers Want From a Vendor’s Website”, that highlights the most important content a product-based website should include:

Lauren hits on many key points Online Content Producers agrees with:

  • Be Clear: Give a good overview of the product, give the reader as much information as possible to make a good buying decision. Use comparison charts that clearly point out features and benefits. It’s fine to provide brochures and other collateral material, but make them downloads. Don’t let them clutter the site message.
  • Put the Price Upfront: Don’t bury pricing. Hiding the price suggests that its too high or that its a bad value. Don’t be cagey or dodge what is one of the most important facts of your buyer’s information gathering process.  You may think forcing prospects to contact you for pricing gives you have a chance to  sell them. In fact, the opposite is true. Customers are more likely to move on to another site where they can find the information they want.
  • Demos Draw People In: Easy-access demos are a key to retaining visitors to your site. Be sure they work on all platforms and browsers – including the iPad and other mobile devices. One of my favorite demo sites is cloversites.com. Visitors can quickly and easily test its website building tools. No sign up required, just click and start trying it out. I’ll bet their conversion rate is higher than similar sites that try to capture all my info before they’ll let me in to play. Clover knows their product is so good that I am very likely to buy once I see what it can do for me.
  • Provide Reviews: Let people see what customers say about the product. Online reviews make a large impact on buying decisions. If you are afraid of customer reviews, you likely have a problem that even the best site content can’t help.
  • Be Honest and Fair – Always: I added this one, but I am sure Lauren agrees with me. Don’t get carried away over-pitching or embellishing your products or disparaging a competitor. Not only is it wrong, and not nice, but with the transparency of the internet you will live to regret it.

The best test for any online content still is – “Is it clear?”