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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4 Sources of Insight for Your B2B Website Personalization Strategy

Content personalization was once only the domain of major consumer to consumer retailers like Amazon and Netflix, but that is rapidly changing as B2B marketers realize the enormous potential impact of personalized content. Today, a content strategy without a website personalization strategy is incomplete. Delivering a customized experience for each visitor may seem like a daunting task, but it is actually easier than you might think and not out of reach for B2B organizations of any size.  The first step is deciding what information you are going to leverage to personalize the experience. Consider using information about your visitors inContinue Reading »

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Using Content Intelligence to Make Data Driven Decisions

We called it, “The Great Orange or Blue Debate of 2014.” I was the victor. It started out innocently enough. I created a landing page with an orange call to action button. I asked the team for input before publishing the page and one person (who I won’t identify because they were, you know, wrong), said, “I like it, but you should make the CTA blue.”  This spurred a 15 minute conversation on the psychology of each color. We could have agreed to disagree, consulted Freud or flipped a coin, but we didn’t have to because, data. We did anContinue Reading »

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