Recent News
When the Economy Gets Tough, the Tough Get Content
Three Magic Words of Web Marketing: Search Engine Optimization
Training to Create Creative Jocks
Visual Literacy Affects Site Usability
Head In The Clouds? Put Data There Instead
The Tension In A Tug-of-War Needs Two Players
The Many Faces of Library Architecture
Great Design Supports Great Brands
Traffic Is Just Traffic Unless Clicks Turn To Leads
Getting Viewers To Ask For Your Marketing Material
Operations Handling of the Political Layer in the Stack
Multiple Degrees of Communication
Getting Your Message Across in a World of Instant Communication
How the Economic Recession Affects Your Content Mix
Using Social Media to Promote Personal Brand
Call for Presentations Extended: Submit Your Speaking Proposal By August 28
Web Content 2009 Tampa Bay Comes To Clearwater Beach, Florida
Traffic Is Just Traffic Unless Clicks Turn To Leads
Ask what organizations are trying to achieve with the marketing content, and they’ll likely say it’s search engine optimization. Ask smart organizations what they are trying to achieve, and they’ll tell you their aim is to generate qualified leads. They understand that search engine optimization is only an interim step towards the real goal: making sales. While the end of the rainbow seems to be search engine optimization, success can take on a very different look. Generating quality custom content is one way to convert leads to customers. Infosurv, a marketing research firm, has shown that measures such as distributing high-value white papers can increase web conversions - sometimes by as much as 200%.
Lisa Calhoun, founder of Write2Market, demonstrates other strategies for promoting brand and getting users to click. Some of these techniques can be found in the white papers on the Write2Market site, or you can hear her speak on Instant Brand Messaging: Writing To Be Clicked at Web Content 2009 in Tampa Bay.
