Defining Success for Your Content Marketing Website

by Andrew Schulkind

What do you expect your website to do in order to drive business and profitability?

Clearly, it has to appeal to visitors, encourage enagagement, and move them along the path from site visitor to email subscriber (perhaps) to prospect to lead to client.

Oh, and at the outset, your website will be operating blind – it won’t know anything about your visitors.

That’s a tough task. Check out my latest “Marketing Schul” column over at Target Marketing for some insights into what your website needs to do to succeed.

What Does a Successful Content Marketing Website Do?

--- Strategy, Research & Planning ---

Marketers Ruin Everything

Remember when email was cool? Before everyone had an email address. Before everyone had even heard of email. The really, really cool kids had “@well.com” email addresses. (That’s WELL as in “Whole Earth ‘Lectronic Link.”) The rest of us had addresses like 92304.1263@compuserve.com. Then there was the huge influx of @aol.com addresses and email wasn’t…MORE >
--- Content & Message ---

Is Podcasting Right for Your Content Marketing?

If you’re considering adding a podcast to your content marketing mix, you’re going to like this article. I recently posted an item on LinkedIn about deciding whether a podcast or a blog might be right for your content marketing efforts. Long-time friend and colleague E. B. Moss commented on that post and this conversation grew…MORE >
--- Visual Design & User Experience ---

Improving Website Conversions – Building Better Mail Forms

We all know that the more fields you include in a form on your website, the fewer responses you’ll get. But that doesn’t mean you can’t ask for any information. That’s not much of a form, after all. Here are three approaches to consider. Single-Form Fields Yup, you can go the minimalist route and ask…MORE >

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