Spoiler Alert! The Secret of Successful Websites is Content Relevance

new image

A lot of elements to into the creation of a successful website.  The design, navigation, functionality, tone of voice, and messaging all are carefully crafted to create a user experience that leads visitors to take action by filling out a form, placing a call or completing a transaction.  Despite all the potential for variation in visual appeal and content quality, there’s one thing that successful websites do to generate 42% more conversions than their peers and that’s ensuring content relevance. Why Content Relevance Matters so Much As you probably know, it’s a wide, wide web and the amount of informationContinue Reading »

Posted in ,

Pimp Your Website with 8 Simple Dynamic Content Opportunities

Pimp Your Website with 8 Simple Dynamic Content Opportunities

Do you remember that MTV show “Pimp my Ride?”  (Is it still on?  I’ve aged out of MTV.)  Each week the team selected a dilapidated, old or otherwise unimpressive car and brought it to a custom body shop to be reborn.  They didn’t just fix up the car.  Oh no, they created one of a kind wonders designed very specifically for the taste, personality and interests of the owner.  (If you missed it, or just miss it, you can see full episodes here.)  It was really quite amazing not only because of the jaw-dropping transformations, but also because of how well theyContinue Reading »

Posted in

Stop Marketing Like a Caveman – Use Relevant Content

Stop Marketing Like a Caveman - Use Relevant Content

When I first started my career in marketing, back when ads were chiseled on rocks with sticks, there was no such thing as “marketing analytics.”  Measuring the effectiveness of marketing was more of a dark art than a science and even that only worked very well for direct response advertising.  Now, of course, we can measure marketing impact much more minutely, especially as it relates to online activities.  Website statistics are a key indicator of marketing effectiveness.   In fact, for many companies, website performance is the difference between growth and death.  But if looking at your website statistics makes youContinue Reading »

Posted in

How to Get Closer to your Prospects with Location Based Content

How to Get Closer to your Prospects with Location Based Content

Google has a new game application called Smarty Pins that mixes two of my favorite things, trivia and geography.  The game is simple, it asks trivia questions in a number of categories, like entertainment and history.  The answer is always a location and your job is to pinpoint the location on the Google map as quickly as you can.  It’s addicting.  In fact, it’s tempting to play right now, but I won’t do that because there’s nothing trivial about what location based content can do to help your website generate more page views, repeat visits and conversions and I wantContinue Reading »

Posted in ,

6 Ways to Engage Buyers with Web Personalization

inbound ecosystem 3

Today’s post comes courtesy of Greg Dorban, Head of Inbound Marketing at Ledger Bennett DGA, a specialist Demand Generation Agency. It’s a noisy world, and growing louder by the day. Everyone is competing for your attention. It is no different for your buyers. You want their attention, so do your competitors, and their best friend on Facebook, just like their sports team, or fashion brand.   As marketers this is the story we have become increasingly told, the story of that buyers aren’t interested in what you’re selling. As a result, we focus on driving more engagement and more trafficContinue Reading »

Posted in ,