Content Marketing

Picture a world where you really understand your ideal customer profile. You would know their behaviors, how they think, and why they make buying decisions. And with that information, you can create targeted online experiences for your audience, an SEO plan that will bring in the customers you actually want to talk to, and you wouldn’t have to question big content decisions.

Video content has quickly made its mark on every online platform that we interact with. In 2015, online video accounted for 50% of all mobile traffic. One of our focuses on the Marketing team for 2016 has been increasing our video efforts and supporting the 52% of marketing professionals who credit video as the type of content with the best ROI.

When it comes to your website, we’ve provided you with tons of resources to make it function correctly from a technical standpoint. We’ve also given you the know-how to help make your buyer personas find you. But then what happens? How can you ensure that your site not only performs seamlessly, but also drives the bottom line?

If you have dedicated the time and effort in creating your buyer personas, then you should have a solid idea of who your ideal prospects are and what they’re looking for. But how do you get them to go from an ideal customer to your ACTUAL customer? The trick is to use your content to help them prequalify themselves before ever talking with one of your sales reps.

You’ve built an awesome website. It’s exactly what you envisioned - beautifully designed, great functionality, and performs flawlessly. Days go by, weeks go by, and you’re still not seeing the traffic you had expected to see. Why? It’s not your site. It’s your inbound marketing strategy.

You've made an investment into your organization's most important marketing tool - your website. But what good is an amazing site if your target audience isn't finding it? Google's algorithms have become much more advanced. Gone are the days of keyword stuffing and link buying to reach the top of search engine results pages (SERPs). 

Eight seconds. That’s not a whole lot of time at all. But that’s the average attention span of the typical internet user (fun fact - it’s one second less than a goldfish’s). What does that mean for us marketers? We now have even less time to engage our target audience before they scroll down their timelines and forget the messages we’ve invested countless hours on crafting. Now is the time to spend time grabbing your prospective client’s attention both visually AND audibly through your YouTube channel.

Google provides a number of different free tools to help users improve their SEO and drive more traffic to their websites. Chances are you may already be familiar with Google Analytics, Google’s popular and widely used analytics tools suite. When it comes to your SEO arsenal, however, don’t overlook Google Webmaster Tools! Google Webmaster Tools is a free, easy to use toolkit from Google that will help your website be found online.

Often marketing's biggest challenges are long sales cycles, complex decision-making processes, and multiple stakeholders. 

Combine pressure to find the most qualified prospects with the ever increasing online competition and growing complexity from a myriad of devices, Marketers need to continually increase the effectiveness of their website. 

In a recent survey, only 1 in 10 marketers feel their lead generation campaigns are effective. 

So what goes into a best-of-class lead generation website?

Senior Digital Strategist Dawn Borglund gave a brief talk at Drupalcon 2014 in Austin updating companies on what's going on in Search Engine Optimization and providing a few quick wins organizations can start implementing today.