I Learned a Lot about Content Personalization in Journalism 101

I bet you think this is going to be a blog about using the inverted pyramid when writing content. You know, lead with the most important fact and get more detailed as the article progresses.  That’s not a bad plan, but I’m thinking of something else that Journalism 101 and personalized content have in common: the 5 W’s. Who. What. When. Where. Why. It’s likely that you learned that the five W’s are the key to a good story even in grade school. Throw in a “How” and you’re really in business. Let’s look at how the 5 W’s (+Continue Reading »

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6 Ways to Personalize your Website for Anonymous Visitors

Anonymous visitor personalization sounds like a bit of an oxymoron. How can you personalize something if you don’t know who you are personalizing it for? Well, you can’t welcome them by name, but website visitors leave a bit of a digital trail that lets you tailor the website experience to each unique visitor, even if they’ve never filled out a form. Here are 6 ways to enhance each visit. 1 – Device Your website should look great no matter what size screen the visitor is using. Responsive design goes a long way toward achieving this goal, but you should alsoContinue Reading »

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What Paid Search Marketing Can Teach Us about Relevant Content

Google generates more than 50 billion dollars a year in advertising revenue. They can do that because almost 70% of the time someone goes to the internet to search for something, they do it from Google. Google has a number of products, of course – Maps, Apps, Gmail, YouTube, etc. – but the reason they have been able to climb to number 46 on the Fortune 500 is that they do one particular thing really, really well: search. When you search for something on Google, there’s an excellent chance that the results will contain exactly what you need. I justContinue Reading »

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Increase Engagement with Personalized Website Content

The concept of personalized content is not new.  B2B marketers first discovered its power when they went from sending generic, one-size-fits-all emails to sending personalized emails with content designed to be relevant for each specific contact. Open rates and click through rates skyrocketed and we never looked back. Amazon led the charge for personalized B2C websites and consumer expectations were changed forever. Consumers expect recommendations based on what they’ve bought before and what others like them have purchased. Personalized content makes marketing useful.  B2B marketers are starting to apply what they learned with email and what Amazon learned with theContinue Reading »

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Taking Content Optimization for Mobile Visitors to the Next Level

Mobile devices have changed the way we connect, communicate, and work.  Let’s face it, we now live in a 24/7 world that is always turned on. Most marketers realize that their website is just as likely to be viewed on an iPhone as a PC and have gone to the effort of making the site responsive to screen size so that it doesn’t look terrible on a small screen.  This is a good first step, but only a first step. Smart marketers realize that mobile users actually have different needs than those sitting at a desk. Content optimization for mobileContinue Reading »

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