Article | August 5, 2020
On August 7th, Leslie To is sitting down with the folks at SEMpdx as part of their Engage VIRTUAL Conference to discuss the worst SEO mistakes that brands are still making in 2020. Leslie has over a decade of experience in SEO and is a regular on the SEO speaking circuit. SEMpdx is a non-profit organization that focuses on supporting the digital marketing community. She shares information on how these mistakes are inhibiting growth and provides insight on how to make proactive changes to your SEO strategy.
Article | August 5, 2020
You’ve probably received tens, if not hundreds, of marketing messages from businesses regarding the COVID-19 outbreak and accompanying economic crisis. The Coronavirus situation has escalated rapidly, and content marketing during the COVID-19 pandemic can easily hurt your brand despite your best intentions. So, how often does your business need to communicate about the pandemic? What brand messaging has proven helpful? Is now the time to be opportunistic? We cover these important questions below.
Article | August 5, 2020
When you’re an expert in something, you forget that not everyone else is. Because website content, user experience and design best practices are like second nature to me, I now realize I was wrong about DIY websites. They are not a good idea.
Unless you are in marketing, don’t do it. You’ll make a mess.
This year, I’ve worked with a few companies who insisted on updating their websites with the new copy I created for them. These are brilliant companies lead by brilliant people who are leaders in their field. They are phenomenal clients, and I respect them tremendously.
But their websites are just … wow. And not in a good way.
Why DIY websites are a bad idea
Would you do your own dental work? Install and landscape a pool? Replace your home’s wiring and bring it up to code?
Now, some smart asses out there would say yes. Dentists, professional pool installers and electricians would say yes. But you get the idea.
The crux of my argument is:
Leave it to the experts.
And yes, I do realize that there are some amazing DIY website platforms out there. They were specifically created to help non-experts build a web presence.
But these platforms don’t let you color outside the lines, so to speak. Once you start changing the design of the theme or template, you are headed into wow-not-in-a-good-way territory.
The most common mistakes DIYers make
The biggest mistakes fall into three categories: content, user experience and design.
The number one content mistake I see is what I refer to as “inward-facing” copy. It’s about the company, not the client. Instead of speaking directly to the clients’ needs and saying, “We do this for you,” it’s more like, “We do this.”
It’s very me, me, me and we, we, we. Which is a big no, no, no. Your clients don’t care what you do. They care what you can do for them.
A lot of companies also write way too much, bunching words in dense paragraphs that no one is going to slog through. And because it’s so hard to write about yourself, messaging tends to be fuzzy. Essential elements, like calls-to-action, are often missing as well.
The list goes on, but if you add up just the above, you are left with a website that doesn’t make a good impression. And that leads me to user experience.
User experience mistakes
User experience, also known as UX, is an important niche within web design. Without a good UX, your bounce rate (how quickly people leave your website) will be very high.
(And yes, I know I’m a copywriter, but I have to understand UX to write good web copy.)
Most UX mistakes that DIYers make have to do with navigation.
For example, I see content broken out into too many pages. Instead of grouping a company’s history, approach, mission and values on one page, each of these topics get their own page. I don’t know of anyone who will patiently click through four pages of a website to learn this essential company information.
Good UX also ensures each page is a “closed loop,” aka, web visitors never hit a dead end. They can always navigate to another page from the page they’re on, whether it’s a contact form, a case study or a blog post. This ensures they always have more to do (and it keeps them on your website, which is a good thing).
Web design mistakes
Even though I was super into art when I was young, I never in a million years would attempt to design a website. It’s an art and a science.
Good web design uses different (but corresponding) fonts, colors and sizes to vary the texture of the copy. It also sizes and aligns images just right, adds contrasting blocks to signal you’re in a new section of content and keeps your eyes engaged and the brand visually coherent.
This is a tough balancing act that requires excellent graphic design skills.
As I alluded to above, I don’t mess around with it. If I did, my website would look like a first grader designed it. And that’s not exactly the vibe I want to give off.
So now what?
If you’re now thinking, “Oh crap, I wonder if my website is a POS,” I suggest hiring a marketing agency to do a website audit of your front end (what web visitors see) and back end (the configuration and apps that are running your site).
You might find out that your website only needs a few tweaks to. Or, you might find out it needs a full overhaul.
Either way, you’ll end up with a more functional website that better serves your clients. At the end of the day, it’s all about them anyway.
Article | August 5, 2020
Content marketing in COVID-19 has been wholly evolved. Let’s discover about transformation in content marketing strategy by knowing valuable statistics and necessary guidelines.
Content marketing is a strategic way of marketing approach that primarily focuses on top-notch content, authenticity, valuable information, and customers' need to attract their audience to buy their products or services.
The content you are delivering to your target audience, customer, or prospects should be valuable, authentic, and need to reach them in a way that feels organic and accepted. Content plays a very decisive role in the establishment of a brand. Content marketing growth statistics show that 77% of marketers say their company has a content marketing strategy. Meanwhile, 69% of successful B2B marketers now have a documented strategy for content marketing in COVID-19
More than 77% of marketers have transformed their content marketing strategy owing to pandemics. Marketers believe that the pandemic intensely affected people. Now, it has become challenging to influence your target audience with outdated strategies. The need of the hour is to approach your audience with calculative steps, innovative ideas, and well-research content.
Let’s look at each aspect of content marketing in the COVID-19 strategy that can turn your innovations and ambition into success.
Types of Content Marketing
There are a variety of content marketing types that differs from business to business. It’s eventually about what kind of content marketing helps your business to reach a definite goal. Here are some common kinds of content marketing.
Social Media Posts
Why Content Marketing Matters?
The famous saying “Content is King” is undoubtedly true. Your content marketing strategy decides your business existence. Let’s find out how content marketing is far better than other marketing tactics.
Content marketing is a significant component of each digital marketing strategy which is unavoidable.
A persistent content marketing strategy provides positive ROI.
Unique and thorough content assists SEO in performing better.
It is cost-efficient.
It builds trust with your customers.
It makes your marketing funnel better.
Content marketing strengthens your communication with customers.
Different industries such as OTT, digital marketing are entirely dependent on content
Quality content makes you stand out from other competitors.
It increases mouth-publicity.
Content marketing turns your visitors into customers.
It decreases your advertisement spends.
Educate your leads and prospects about your products and services.
Quality content aids other marketing strategies to accomplish your business goal.
Statistics about Implementing Content Marketing Strategy
89% of content marketers use blog posts in their content creation strategy.
70% of marketers are actively investing in content marketing.
78% of companies have a team of one to three content specialists.
24% of marketers plan on increasing their investment in content marketing.
94% of marketers use social media for content distribution.
70% of the B2B content marketers say their brand’s content marketing efforts have been much more successful than last year.
96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience.
61% of consumers have also bought something that’s recommended by blogs that they read.
69% of marketers use content to tell stories.
Make Your Content Marketing Strategy More Powerful in COVID-19
Holding presence on demanding platforms and perform remarkably is only possible when you have a resilient, persuasive, and extensively researched content marketing strategy. How content marketing in COVID-19 has entirely changed, and how can you utilize those strategies to keep your audiences engaged and experience profitability? Let’s understand.
Your content marketing strategy is nothing without organizational support. Most of the time we find people working department-wise and don’t participate in other’s department activity. Whether you have a big team or a small one, you will need to have everyone in the company participating in your content strategy. They can give their contribution in any form.
Reanalyze Your Goal
Setting a goal is not enough at the time of pandemics when businesses are grappling with various challenges. You need to recalculate your goal regarding every element such as target audience, finding a niche, market research, budget, etc.
Write for Your Customer, Not for Your Brand
Undoubtedly, experiencing profitability is your business goal, but sometimes it is essential to understand your customers’ expectations or needs. Therefore, your content marketing strategy only will be succeeded when you have a proper understanding of your audience, prospects, or customers.
Determine Your KPIs
After setting your goal, your next job is to develop key performance indicators. KPIs are highly effective in quantifying your actual performance against your objectives. Unique page visits, downloads, shares, inbound links, CPC, CPL, ACV, products review, website traffic are the essential key performing indicators to evaluate your performance.
Find out the Right Kind of Content
It is not essential to adopt each content type to be in the race. It would help if you finalized that which content type is appropriate for your business. You cannot invest your entire budget in every kind of content. When it comes to the whitepaper, it performs differently as compared to social media posts.
Analyze Each Channel Performance
When you are writing for your blogs, it doesn’t go the same way you write for the whitepaper. Different marketing channels need a specific style of writing. It could be narrative, persuasive, expository, or informative. Therefore, analyzing the performance of each channel is mandatory so that you can choose your appropriate channel and write accordingly.
Enhance the Quality of the content
The quality of the content should be the utmost important concern to each marketer. Therefore, you can’t compromise with the quality of the content. Quality content consists of authenticity, valuable information, readability, visual appeal, authoritativeness, length, and extensive research of that particular industry.
Be Innovative and Approach with Humor
Innovation is the critical component to transform your content marketing strategy. Promoting your products or services by being innovative and approaching with humor is vital in this time of pandemic when people are dealing with various difficulties. Moreover, an amalgamation of creative content and humor can assist your business in finding out decided results.
Marketers are very well aware of changes in content marketing in COVID-19. And they started discovering to make their strategy better by researching. These valuable tips that have been mentioned above regarding content marketing strategy can surely elevate your business towards success, profitability, and accomplishment of your goal.
Frequently Asked Questions
How to optimize your content in COVID-19?
You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences.
What is the best type of content in COVID-19?
It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing.
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