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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B2B Personalization Separates Your Website from Spam

Marketers, legitimate ones anyway, learned years ago that people hate spam.  We hate it so much, we call it “junk mail.” We hate it so much it’s against the law. We hate it so much it’s a meme.  Unless you’re a Nigerian prince, spam just isn’t effective marketing. Everyone knows that. But, many B2B marketers are doing all of the things that make spam so terrible on their most important marketing asset: the corporate website. What makes spam so bad? We all know that spam is terrible, but why?  Spam is usually impersonal, irrelevant, generic, and unsolicited. It is clear thatContinue Reading »

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The ABCs (and a D) of Mastering Website Customization

The practice of inbound marketing is not for those who fear change. What we need to do to attract visitors and stay ahead of the competition changes faster than Lady Gaga’s hairdo. From SEO and SEM to content and social, what we do is evolving quickly and it’s important to keep up. The latest progression in content marketing is website customization. The good news is that it can be mastered by keeping in mind the ABCs (and a D for good measure). A – Audience Segmentation Website customization gives you the opportunity to present different content, calls to action andContinue Reading »

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4 Situations that Call for Website Personalization

One of the biggest challenges in website design is appealing to a number of different audience segments without complicated and confusing navigation. You want visitors to get information that will compel them to convert, but what’s compelling for one group might not be of interest to another. We’re happy to report that the problem can now be solved with website personalization. Here are a few situations that call for its use. 1 – You Sell to More than One Industry If your products and services are used by people in more than one industry, you will likely benefit from website personalization. Continue Reading »

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Got Questions? Get Answers with Content Intelligence.

We spend a lot of time on this blog talking about smart content, intelligent content and dynamic or personalized content.  It’s the heart of what we do, so we care about it a lot. Today we are going to talk about something slightly different, but still critical to effective content marketing.  Content intelligence. What is Content Intelligence? “Aren’t content intelligence and intelligent content the same thing?” you may be asking. They are related, but not the same. Content intelligence is information about content. Sort of like metadata is data about data. Content intelligence tells you how well your content isContinue Reading »

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