It’s well known in the Web content world that the average visitor to a site will stay less than a minute. If that’s all you knew about visit times, you’d be tempted to design and write pages exclusively for short-time readers. You’d pack your information into bullet points, make it easy to process, and shorten [...]
Category Archives: Writing and Editing
If You Can Grab Readers, They’ll Stay
September 23, 2011Also posted in Framing content in print and on the Web Leave a comment
The Seven Silent Ways Hidden Friction Kills
August 24, 2011Originally published in a slightly different form on MarketingExperiments Blog. Reprinted in edited form with the author’s permission. Friction is one of the greatest obstacles to your conversion process, and though most marketers currently have some idea of what Friction is, many are only seeing half the picture. When asking marketers to identify the Friction associated [...]
Lessons for Dating and Marketing Online
August 22, 2011Reprinted with author’s permission from Post-Advertising. Online dating has become part of our everyday consciousness. Sites like Match, eHarmony, and OkCupid have become industry moguls and multi-million dollar businesses. Even stomach-turning sites that allow for infidelity boast millions of users. I joined OkCupid years ago to find out what the scene was all about. While [...]
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Developing Your Content Across Platforms
August 19, 2011Reprinted with the author’s permission from Tippingpoint Labs. Your content strategy shouldn’t be flat and one-dimensional, because that’s not how the web works today. It shouldn’t live on just one platform, it should also grow and flower into many interdependent channels and platforms and media. It should also grow up and get progressively better and reach [...]
Tips for Better Results from Your Writers
July 11, 2011Reprinted with the author’s permission from Marketing Trenches. Writing is essential to content marketing—and that means content marketers must work with writers. I recently attended a webinar conducted by Matt Grant that changed the way I think about working with writers. The webinar focused on working with freelance writers, but his advice applies whether you’re [...]
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Reprinted with author’s permission from Modern B2B Marketing Blog Content marketing has become a critical component of B2B marketing, but can you identify the most popular types of content, why they are used, and which content is working best? Check out our infographic to get the scoop on what’s hot and what’s not in content marketing. [...]
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Good Content: Selling with Stories
May 28, 2011Reprinted with the author’s permission from Writing on the Web. How do you sell something that people don’t know they want or need? Or, maybe they know they need it, but don’t want to admit it? And how do you do that through your online content? What you write on your site has to be compelling. As I [...]
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Reprinted with the author’s permission from Freelance Copywriter’s Blog. Is yours one of the many businesses out there that sends regular newsletters to your customers? You probably spend hours slaving over the content (or get a copywriter to slave away for you) to ensure your message is spot on, you’re offering your readers great information and, of [...]
Reprinted with the author’s permission from The Tendo View, a publication of Tendo Communications. Welcome to the most informative B2B marketing hyperbole blog post of all time. Well, maybe not. But you get my point: Sometimes companies say things that sound compelling, but frankly aren’t true. Or maybe their claims are not entirely false, but [...]
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5 New Trends in E-Mail Marketing
May 17, 2011Originally posted on MarketingProfs. Reprinted with permission. Email marketing is thriving—especially for businesses who can adapt it to the changing world. In a kick-off talk for the MarketingProfs University email marketing course, Loren McDonald (vice president of Industry Relations at Silverpop) discussed the hottest email marketing trends—and how to capitalize on them. 1. Social Media As social media’s [...]