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How do we encourage repeat visitors to our website?

By | November 19, 2009 |

This sign reminded me of something us Web site content strategists and marketers don’t like to think about: the end of a site user experience. The bounce. The exit. People will leave. It’s inevitable. But can you help guarantee their return? Sure. 6 Easy Ways to Increase Repeat Visits to Your Site Here are a few ideas to help inspire people to return to your site: Give them a reason to come back in the first place. Provide valuable, dynamic, evolving content: ideas, articles, pictures,

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What does exceptional content mean to you?

By | September 2, 2009 |

Improve your business and improve the world? Why not? It seems many exceptional business are doing just that. Imagine the impact of: Better working conditions. Healthier environment. Stronger appreciation of individual talent over conformity. Healthier, stronger people. Broader cultural awareness and acceptance. Broader visibility and support of local artists, musicians and entertainers. Stronger education system. Stronger, healthier, broader, better. In my very anecdotal sample of clients and potential clients I’ve been talking

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How do we get people to fall in love with our product?

By | August 26, 2009 |

Content Marketing Works … When People Fall in Love With Your Story Every year I search for a pair of summer sandals that are: A. Stylish enough to wear with a sundress B. Comfortable enough to wear all day at Disneyland (Not that I do either very often.) And every year, I fail. Except this year. This year, I found myself at REI — originally surfing the camping gear — in the hanging flop aisle. Sporty flops. Shower flops. Surf flops. No Shelly flops. About to

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How do I find the best writers?

By | August 17, 2009 |

Getting the Words Right for Your Project Finding and hiring a professional contract, full-time, or freelance writer can be difficult. Here’s how to make it easy. 1. Know Who You’re Looking For Find a writer that is an expert

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Content creation takes time. Any shortcuts?

By | August 11, 2009 |

There Is No Shortcut (Sorry) I recently picked up a new magazine that featured beautiful photography and great writing. At home, I flipped through and spotted a story from David Sedaris. (Yeah!) But I had read it before. (Boo.) Some of the photos I realized I had seen before. The whole publication appeared to be licensed content. Not a bad thing, licensing content. Especially licensing great content, as this magazine did. But when you license everything … you’re not unique. In fact,

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What are the best email subject lines?

By | August 3, 2009 |

I have a dedicated email address for advertisements from my favorite brands, and I scan through the subject lines, oh, once a week or so. Most get deleted. Yes, I want gray suede shoes, but I’m resisting. Delete. I don’t need a new batch of business cards. Delete. I’d like to win a trip to Hawaii, but I’m not going to bite. Delete. Then some are just delightful, even if I’m not in the market. Like the recent email I received from The Parker in

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Any grassroots campaign content advice?

By | July 24, 2009 |

Grassroots campaigns are much like social media campaigns. Or at least, they should be. Here’s a quick story. Two people with clipboards are flanking the grocery store exit. I steel myself to avoid eye contact. One takes a half step toward me. “Do you believe in ….?” Grr, shake, turning away. Wait: “What did you say?” He repeats. It’s a political question. And Yes. I do believe. I stop. Nice catch, bearded grassroots guy. But after his spiel — which was not necessary, I already said Yes — he wants a credit

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Any quick SEO writing or editing tips to refresh the site?

By | July 1, 2009 |

You take extra care to ensure your content on your marketing materials, business cards, and Web site are accurate, compelling, and drive your primary message. But what about your organic brand? This is what people see in the organic search results (not the paid search ads) when they search for you. They may search for your brand name, a generic industry-specific word, or a niche word to have you rise up in search results. How do you look? Try This Open a new “private” window in your favorite browser (to avoid cookies). Type your brand name

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How do we leverage the competition to improve content?

By | June 17, 2009 |

Let’s say you know a specific site — competitor or not — is really successful. It doesn’t matter how you know. You just know they’re bringing in the bucks. There’s something about their site that works. Can you leverage that? Oh, yes. First, don’t copy. Ok, that’s obvious. But for some reason it seems to be a human instinct. When we see something we like, we emulate. We copy structure. Tone. Colors. Words. Copying is the highest form of flattery, right? But you

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Reputation Management (Software): Do You Need It?

By | April 29, 2009 |

As user generated content and social media campaigns zoom sky high, so is the possibility — no, probability — that people are talking about you and your brand online. Even if you don’t have a social media campaign yourself. Good talk or bad — this is great information to feed into your overall content strategy. Traditionally, your PR firm tracks and manages the publicity. But when the discussion becomes a cloud of voices, and you’d like to maintain your brand and build customer

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