Article | August 12, 2020
Much of B2B marketing is a one-way street: Companies rely on tradeshow exhibits and conferences to get their names out there and compete for business. They bring brochures, swag, and helpful representatives in an attempt to capture attention, but they often find that to be a hit-or-miss approach. It can be effective, but it can just as easily result in getting lost in a sea of competition. However, there is a way for B2B marketers to stand out—even on a crowded conference floor.
Article | August 12, 2020
Most websites visitors will not care whether or not a site they visit is decoupled. But they will care about whether or not the site is usable on their device. Over a decade into the rise of smartphones, many sites still have a poor experience across different screen sizes, device capabilities, and network speeds. In short, many websites struggle to compete with the native applications built specifically for the devices we carry. For the web to remain vibrant over the long-term, people need to regularly choose to visit them over native applications.
Decoupled architectures are often more likely to hold the attention of visitors for a variety of reasons. A site built with Gatsby, or another static site generator, is likely to respond nearly instantaneously when a person clicks from one page to the next. Pantheon's own Documentation site was recently rebuilt with Gatsby and it loads so fast that the people visiting are very unlikely to find their attention drifting because of a slow load time. Similarly the design and experience of a decoupled site is often more compelling than a monolithic site because decoupling can mean designers and front-end developers are more likely to be working with their preferred tools.
Article | August 12, 2020
Content is of paramount importance to marketers. It plays a very crucial role in customers’ decision-making and influencing the direction of sales. Millions of content are produced in a day, but only a few create a positive impact on the audience and provide desired outcomes.
Content creators are too focused on creating SEO-based content blindfolded. Consequently, the quality of the content has been decreasing, losing its naturality. In addition, it is also not able to grab the audience's attention.
Let’s dive deep into the impact of quality content and find out how quality content is more valuable than SEO-based content.
SEO-based content writing is the practice of using keywords and key phrases within the content. SEO-based content consists of keyword research, long-tail keyword, short-tail keywords, anchor text, title tag, keyword optimization, content promotion, etc. Undoubtedly, it helps increase your search engine visibility, allow you get quality traffic, and endorses brand awareness, but paying extra attention can cause huge harm to your content and your brand.
Quality content is an integral part of marketing. It boosts your strategy and attracts the target audience. Quality content means producing relevant information, researched and in-depth content. Let’s understand how quality content is driving positive ROI and providing sustainable growth.
Essential Components of Quality Content
Some essential components make your content stand out from others and build robust connections with your customers. These components elaborate on how to create persuasive and valuable content.
Variety of Content
Different people have different choices. Therefore, approaching an audience with a particular format of content is not advantageous all the time. In other words, you can say, different formats of content are utilized for different purposes. Therefore, approach your audience with a diverse range of content such as blogs, e-books, whitepaper, videos, case studies, social media content, etc., to provide them an exceptional experience.
Ultimately, brands’ utmost priority is customers. While creating content, you need to keep your customers in mind. A customer-centric content persuades your customers to buy your products or services. It helps in building a long-term relationship with your customers.
Research is the most essential and valuable part of creating content. It provides competitive analysis, market information, trends, etc. By doing insightful research, you reduce the possibility of risk and enhances the possibility of success.
Appealing, Engaging, and Relatable Content
Create content in a tone and voice that appeals to your audience and convinces them to know more about your brand. You can create engaging, informative, and relatable content to grab their attention.When the audience finds relevant and appealing content, they suggest to others about your brand and increase brand recognition.
One of the most significant parts of quality content is flawless grammar. While creating content for your brand, it is essential to take care of sentence structure, punctuation, connotation & denotation, etc.
Sometimes, flaws in your grammar change the entire meaning of the content or upsurges complexities. Good grammar provides clarity and increases the value of the content.
User-generated Content (UGC)
According to Turn To Networks, UGC is highly advantageous in influencing 90% of shoppers. Many marketers and advertisers believe that UGC is an effective medium to make the audience into long-term customers. It improves the quality of the content by increasing the engagement of the audience. Therefore, your brand should focus on engaging your audience where the users can generate content.
Avoid Excessive Usage of Jargon
Prominent content strategists believe that usage of jargon in your content excessively creates more confusion than informing your audience. Understandably, jargon can’t be ignored entirely, but make sure your language is as clear as possible. You can define your jargon very concisely so that your audience can easily understand what you are conveying.
Ignore Controversial Content
Sometimes audience gets hurt by the content as it disturbs their religious or political sentiments. As a result, they take it personally and cause damage to the brand’s reputation. Hence, avoid creating such content that provokes people and compels them to disown your brand.
Quality content and SEO-based content both are essential to reach business outcomes. Both help in boosting sales, generating more leads, grab the audience's attention, and drive positive ROI. They also help in providing a holistic approach and making your content marketing strategy conversion-focused, value-based, and data-driven but, still you should implement SEO in your content marketing to enhance your Google visibility.
Stimulate your knowledge and reach perpetual growth in your business by implementing the above tips in your content strategy.
What are the advantages of quality content?
Creating quality content boosts sales and brand credibility, grabs the audience's attention, and persuades them to experience your products or services.
What is content intelligence?
Content intelligence is a highly advantageous method to understand the content's performance and create a robust content strategy.
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Article | August 12, 2020
As the world moves closer to smartphones and digital tools, more so due to the coronavirus pandemic in recent times, enterprises are finding innovative ways to go around the geographical distance between them and their target audience. Conferences are the best place to make connections. Even still organizers are moving physical conferences to virtual events for myriad reasons primarily the global lockdown which has made events going online by default than by choice. And the trend is only getting stronger.
Virtual events will grow from $14 billion in 2018 to $18 billion in 2023, reported Market Research Media. Besides being cost-effective, virtual events are the perfect way to combine brand experiences with attendee engagement to monetize events and make your presence known globally.
While virtual events can never beat the added value provided by physical events and conferences, it isn’t all that bad. A virtual event enables organizers to track and measure every move of the attendees during the event, as a result of which you have some highly qualified leads. Here are some powerful practices you should follow to make your virtual event a dashing success.
Table of Contents:
- Make Your Titles/Descriptions Crisp
- Get the Right MC for Your Event
- Keep Sessions Short
- Personalize the Virtual Experience - Incentivize
Make Your Titles/Descriptions Crisp
At a physical event, attendees navigate through sessions while relying on word-of-mouth to decide which session is worth attending for them and why. Virtual events don’t provide this liberty.
The information on various sessions is often sent to the attendees through emails, social media posts, etc. Since no guidance is available to help attendees understand and navigate through sessions of their interest, it is important tomake your event and session titles and descriptions more informative and compelling.
Get the Right Moderator for Your Event
Just as at a physical event, a moderator contextualizes the information presented throughout the event, keeping up the energy levels, and providing important information regarding attendee queries, a moderator is important for a virtual event.
Virtual events tend to produce a certain feeling of isolation for attendees. This can be alleviated by a voice that creates a consistent flow between the sessions while adding a much-needed familiarity and maintaining the energy levels. A moderator, like at a physical event, should open a virtual event, moderate questions from the attendees, and hold talks with them in-between sessions.
READ MORE:How to host a successful virtual event to help your business survive digitally
Keep Sessions Short
Usually, keynote presentation sessions last for less than an hour. At in-person events, attendees are surrounded by excitement and peers, watching a presentation that integrates music and inspiring speeches. Attending an event on screen at home is comparatively less exciting and attendees are sure to click away from a session that is too long.
Thus, keeping sessions short at an optimal length of 30 minutes during a virtual event will allow the attendees the time to browse around, answer an email, or go to the virtual exhibit hall. Attendees can be directly navigated to a sponsor’s booth after the completion of a session.
Personalize the Virtual Experience
Virtual events can be either live-streamed or pre-recorded, depending on the goals you have set or the scale of the event.
Adobe, for their recent summit, decided to go pre-recorded. Personalized video recommendations were part of Adobe’s event experience. Though your virtual event experience depends upon the platform you choose to set up, Adobe was able to create the ability to create high-end experiences thanks to their in-house development teams and custom platform. YouTube, for instance, used Adobe’s Sensei AI engine to incorporatecustom behavior-based content recommendations. Personalizing content delivery in a virtual format speaks to a much broader trend in events in general. Many are used to receiving personalized suggestions when consuming both content and products on the internet.
Though pre-recorded sessions may lack in real-time engagement, they make up for it in providing high-production value, as organizers are at liberty to edit or enhance the quality of the sessions. It also eliminates planning for live-streaming around different time zones and connectivity issues during the event.
Pre-recorded events also minimize the probability of attendees getting bored as they are free to tune out of the live stream, watch again anytime, and interact with the content that would bring them the most value, resulting in each attendee tailoring their personal experience.
If you do decide to go pre-recorded, don’t forget to establish a forum or live chat where attendees can ask questions, hold topic discussions, and network.
Though they are not as much fun during a virtual event as they are during in-person events, incentives are proven way to boost engagement during an event. Virtual prizes such as books, iPads, swag, etc., can be awarded to the winners or trophy can be mailed to the winning attendees.
Google SheetsCon, as part of their event, hosted a contest to win one of 25 company swag bags to winners who were supposed to share something about the event on social media using the dedicated event hashtag, or visit at least 5 of the sponsor booth pages during the event. Activities such as this increase attendee as well as brand awareness.
READ MORE:Best practices to create an ideal webinar