Hi Team and especially Bob. Thanks Bob for posting these very insightful articles on content. I finally took the time to read them carefully. I’ve taken out the jewels which resonate with me and posted them here.
Why Content is Key to Marketing Strategy
By Kathy Sacks on February 16, 2011-Adapted by Bevin to fit our product.
I took advantage of a direct example on home decorating content and changed the subject to Health and Obesity below.
‘Say you develop and sell information used by persons you want to lead a healthier life, want to lose weight. You feature a downloadable report on your website that visitors opt-in for called Top Ten Exercises for Reducing Stomach Fat. When someone downloads the report, your marketing automation system sends a sequence of emails that speaks to benefits that persons with Obesity needs seek out when looking for alternative lifestyles, which drives them to a live product demo (Hot Hula) on the website. On the other hand, you have another report, or perhaps a blog post titled, “2011 Forecast for your Hawaiian Live, Life, Aloha”. This content is more brand awareness and thought leadership-oriented since the actual website can’t help people lose weight unless they are attracted to the content and actually change their lifestyle in a meaningful way. You’ll see traffic increase as it potentially attracts people to your sales funnel, and more importantly the quality of your leads improve because those who are educating themselves and consuming your content are more interested than the casual tire kickers.’
Dramatic Difference in Approach to Social Media Metrics:
Feb. 8, 2011
“Asked about social media activities with the highest ROI based on older metrics with less of a focus on the bottom line. CMO’s were most likely to say they did not know the return from any channel other than their company’s online community. Even (most popular) Facebook and ratings and reviews, the two top venues with significant ROI failed to win over more than about 15% of respondents. It remains to be seen whether CMO’s evolving focus will lead to a shift in which venues are perceived to be the most valuable, or what other changes might be in store in the social media marketing landscape.
Big Opportunities Behind Online Health Research
FEBRUARY 8, 2011
80% of online Americans are health info seekers
When the Pew Internet & American Life Project surveys US internet users about the most common online activities, the usual suspects come out on top: Using email and search engines are the most common things people do online. But No. 3 may be more of a surprise—looking for information about health.
That pattern held across every age group. Overall, four in five internet users have researched health info on the web, or 59% of all US adults.
Most online health info seekers were looking to learn about specific health-related topics. About two-thirds searched for info about particular diseases or medical problems, and more than half researched specific treatments or procedures.
What Makes Facebook Fan Pages Successful? January 28, 2011.
About using Facebook as a marketing tool: “It’s about making sure that we do our job every day to give those fans some sort of meaningful value.” Starbucks CEO says “Having 10 million people on a Facebook who like us would be useless if we did nothing with it.”
No comments:
Post a Comment