Chapter 2 of the book Digital Media Marketing exposes the pitfalls of your footprint on the Internet.
It explains what it is and how it can get corrupted. It also explains how to avoid the common mistakes many people make. As an added you get Bonus for reading this you get a new video that show you how to fix a bad footprint if you already have one.
16% of people will actually read a full blog, and that has been consistent over two decades. It seems we have not learned how to write articles and blogs for Internet users. Dan Petrovic illustrates his approach to creating blogs that will increase engagement. In this article Dan also provides us with tools and tips to help create web readable content. In a nutshell the central point is organizing your content into basic to more advanced in a logical sequence.
But the trick is to give advanced readers to dig deeper at several stages by using hidden text that appears at a click of a button. Its a good article and up to the standards we have to come to expect from MOZ.
Key Study Findings
The study included 500 people and found that a surprising number just read headlines. Others said “Well, I just skip stuff.” “I don’t have time for reading.” “I mainly scan,” and just that 16 percent read everything.
Mostly people do not want to stay on a page for long. Often bad bad design and layout turns them off and if they find the article to be too complex or badly written they will quit. And too often some found that the articles were too sales and thus they did not trust it.
Dan Petrovics Principle for Content Creation
minimize interruption for readers.
give them quick answers straight in the first paragraph.
support easy scanning of content.
create trust by providing citations and references.
This blog on Fragmented Marketing is part of the AllCast Power Marketing Consultants private members DVD video and audio collection. These are tapes by PMC founder Diego Rodriguez that cover 17 areas of market strategies and tactics used in the PMC network. AllCastMarketing is making several of these available to members and for now membership is still free so it a great time to get in on one of the best power marketing training anywhere. The tapes and other strategic resources, tips, guides and checklist are available on the Members Site at http://Powermembers.Allcastmarketing.com.
In this video the 3rd in the series of the Rodrigues PMC taps, Diego explains how we all get sucked into allowing marketing to become piecemeal and fragmented. Mostly Fragmented Marketing happens by false economy, when business owners allow printers and graphic artists to dabble with content. But content is the brand message. It has to form part of an overall messaging strategy. In building the message we need to consider everything about the brand; its triggers, hot buttons, sales funnels, channels, media and its various markets. Behind all of this is understanding neurological science of the brain and how the reticular activators work.
You simple cannot expect a printer to know all the intricacies of your brand and your market and more importantly your strategy and the psychology behind it. For this you need a consultant to help build a plan and strategies to accomplish the objectives.
From Tourism Encyclopedia to Focused Call to Action
When we built the largest and most successful destination portal for the cCaribbean island of Barbados, we called it the Barbados Tourism Encyclopedia, which was true to its intent and our aim to provide the most complete information on the destination. You can see it at http://Barbados.org.
Over the years travel shoppers have engaged less with our client links, ads and call to actions. The reason is complex; it is a lot of factors but a large part of it is the shifting preferences of information weary shoppers. This post by VWO address this very issue and suggest the answer lies in snackable content.
As Mark Schaefer of VWO says: The Future is Snackable
“I’ll be honest here – I worship long content. A well written, informative blog, with meaty takeaways is the perfect recipe to shake the lazy grey cells from their slumber. Neil Patel concluded in a research on his blog Quicksprout that Google prefers longer blogs, but I ask you: Don’t we find a well-designed infographic or a creative meme packing an equal punch?”
In the graph on the VWO site shows how we are now all visually wired, with 70% of all your data are processed by sight and 50% of your brain is visually processing data.
Visuals are snackable
We know it works, in the same Barbados.org site we moved our travel planning and booking systems to a visual representation model as in Pinterest, the result was 5 times better engagement and 3 times more conversion.. see this here.
Forbes, recently added that infographics increase credibility and traffic because 90% of what we remember is related to its visual impact. Facebook noted this with an 65% increase in interactive content engagement (Video and Photo), after it changed to the timeline feature for brands.
The truth is that snacks are easy to digest and offer instant gratification. “Communication is more focused on the essence of the message than its length of our copy. Buzzfeed, Tumblr and Pinterest are all creating content in the form of memes, gifs, videos – all of which are forms of short, easy to grasp and engaging content.”
it is also more shared on social networks by friends, fans and all interested parties.
Good common sense and inspiration in the article By Jeff Bullas. He has so much knowledge and experience to share. I thought i would add some of our experience but there really is not much to add. Its a pretty complete summary.
As they say “the devil is in the details” and implementing all the campaigns and setting up measurement systems can be daunting.
Related Issues & Usefull Tools
I think, a good complement to Jeffs article would be to look at these issues re: systems and process, especial the tools you need to to measure success and how to get the most out of them. Perhaps Jeff has already done that. If not I’ll see what is available and lend a hand at crafting something useful.
Google Analytics
There are great analytic tools coming onto he market but Google Analytics is still a top contender simply because they have the best grasp on what is actually happening.
Tracking Mobile Metrics
Of course it gets more complicated when you have to consider both mobile and desktop and that is where some of the most vital discoveries can be made. Using analytics you can see what is working on mobile vs desktop and use those metric to tweak and optimize your Responsive Web Design (RWD) and/or apps.
We have a webinar on using analytics for monitoring mobile and doing just that. It is part of our mobile-checklist. You can see the video below. Hope it helps.
To your Success!
PS>> The video on analytics starts at 3.10, I suggest you skip my intro and dive right in with Kathy as she shows what insights, tracking and measurements she sets up.
Chapter 2 of the book Digital Media Marketing exposes the pitfalls of your footprint on the Internet.
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Chapter 3 and 4 of the Book Digital explains how content marketing is one of the most power marketing strategies in marketing hotels and tourism.
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