Create Engaging Content and Create More Customers

More, engaging content means more prospective customers and better conversion of those prospective customers. So how do I create engaging content? Think like a publisher.

 

I’m connected to a chap called Jeff Ogden on Linkedin. I bumped into Jeff when he was working for Greenlight Search. Now, he’s gone out on his own and runs a company that specialises in B2B lead generation. He’s doing very well, before you ask.

 

Now those of you that read my earlier post on marketing to high net worth individuals will know that us B2C marketers can learn alot from the very best B2B ones, expecially when we’re targeting HNW individuals.

 

Recently, Jeff put out a podcast on content strategies for B2B enterprises to generate leads called “Think Like a Publisher” which got me thinking – many more companies in the travel and tourism sector should be thinking like publishers.

 

Why?

 

  • Well firstly, more content means better conversion. As a rule of thumb, the more content a potential customer can find on their chosen subject, the more likely they’ll trust your expertise on that subject and the more likely they’ll get in touch. Of course it can’t be any old rubbish – it needs to reflect areas on which your company is an authority, be consistent with the brand essence and values, be interesting and topical, and be part of a well structured site so that it channels your prospective customer rather than confusing her.

 

  • Secondly, it means more potential customers coming to your site. More content leads to more relevant links being swapped on social media, RSS, bookmarking sites and via email. It means more content being indexed by Google, Bing etc and more frequent visits to your site by those search engines which can lead to improvement in your PageRank.

 

More and more companies are adopting ‘branded’ content strategies but for the only part of the right reason (if that makes sense). Content strategies shouldn’t only be used for search engines, and I’d always advocate creating content for people first and robots second.

 

I’ll cover some content generation ideas in another post, but bear in mind when you start out on this process that you’ll need to think about how you’re going to integrate this content on to your site (or on another site you create for it) and where, commercially, it make sense to focus. By that I mean if you have a wide product portfolio, which areas drive you highest margins – those are the places to start.

 

Six ‘Digital’ Resolutions for 2010

 Digital marketing is cost effective, measurable and the likelihood is you’re under-investing in it. Make sure you’re keeping an eye on what’s coming over the hill but don’t forget some of the more established digital disciplines.

 

You could argue that I’m writing this a little late in the year because, believe it or not, we’re already beyond the point when most people have lapsed in their commitment to a new lifestyle for a new year. I have to admit to having one foot in this camp myself as my resolution to blog once a week has already proved an abject failure.

 

Despite that, I did think it was still worth sharing a few ‘digital marketing’ resolutions for 2010 with you. Why only digital?  Well it’s where your customers are most likely to find you and engage with you, it’s highly cost effective and measureable and if you’re like most brands, it’s likely that you’re under-investing in this sector.  So here goes:

 

1. Invest in your Website, Invest in your Website, Invest in Your Website


 

Sorry to labour the point, but it makes sense that you’re going to get more ‘bang for your buck’ if you invest more in converting the people that are already coming to your site rather than trying to drive more of them to a site which isn’t working to the optimum.

 

Think long and hard about what purpose your site is there for and what sort of people are going to be using it.  With websites, less is often more and you need to resist the temptation to bombard users with navigation options and content that cater for their every possible need and whim but create a confusing experience for those trying to use the site for its primary purpose.

 

Pore over your analytics to see if your site isn’t performing as you envisaged – primary navigation not being used or pages featuring amongst the top exits when they shouldn’t, for example. Explore more rich media options such as larger images and video which can improve the ‘stickiness’ of your site. And continually gather feedback from all the company’s stakeholders, both internal and external.

 

2. Search is Still the Daddy


 

When was the last time you had a thorough review of your paid search campaign? When did you last review your keywords?  Do you have a least 3 creatives running at any one time on each ad group to continually test effectiveness? What about your natural search efforts?  Do you have a content strategy integrated with your search efforts?  Are you working on building your incoming links?

 

Digital Resolutions for 2010

Digital Resolutions for 2010

If you answer is ‘yes’ to all of those questions then my hat goes off to you, but the chances are that there are some ‘nos’ scattered in there. My point is that search is the ‘big daddy’ of online marketing and its still growing (UK searches in December ’09 were 35% up on December ’08).  So although you may have been distracted by the winsome looks of social media or mobile phone apps, you need to make sure you’re keeping on top of it. Or keeping on top of the agency that looks after it for you (time for a performance-based deal perhaps?)

 

3. Let’s Reverse Those Declining Open Rates

 

Do you actually know why your email subscribers have signed up for email?  And are you giving them what they want?  Are your email efforts one way style ‘broadcast’ communications or are you using them to engage with your customers? Are you treating your recent subscribers in a different way to your past subscribers?

 

Because email marketing is so cheap, the temptation is to blast everyone with everything, just in case. But you’ll achieve a much closer relationship with your customers if you ask them what they want and then deliver. Much like social media, email offers the opportunity to enter into conversations and you’ll get much better results if you take the time to engage with your audience.

 

4. It’s Social Media So Start Being Sociable

 

You wouldn’t have many friends left it you talked at them and never expressed an interest in them or listened to what they had so say, but a surprising number of brands take this approach to social media. One way  ‘brand to consumer’ communication is old fashioned marketing so start getting interactive. Search social media platforms to find out what people are saying and intervene if you can help. Get interactive with your followers, find out what they want from you, and then deliver. The time for ‘dabbling’ is over – set yourself clear goals for what you want to achieve and work out how you’re going to get there.

 

5. Keep an Eye on Mobile

 

Mobile is the new buzzword on the digital ‘fashion’ calendar following in the wake of social media in 2009 but just because its faddy doesn’t mean you should turn your nose up at it.  Smartphones and feature phones actually enjoy high levels of penetration – if you look at your own you’ve probably got internet access and even a couple of apps tucked away that you weren’t aware of – but the iPhone has changed the landscape simply because its users are just so active.

 

The main buzz revolves around apps and mobile advertising, with the former growing at an explosive pace and the latter being fuelled by high profile purchases of mobile ad networks by Apple and Google.  But don’t forget about mobile search, location-based services are offered on both Bing and Google, and whether having a website developed for mobile use (a bit of a nightmare given all those screen resolutions, operating systems and differing key functions) makes sense for your brand.

 

Don't Just Think iPhone

Don't Just Think iPhone

The question to ask yourself before you plunge in are are what are my target market using their mobile for, and what can I do for them that will be useful for them when they’re on the move?  For example, for city centre business hotels, a presence in mobile search and a mobile website could make sense – I could imagine a tech-savvy and PA-less businessman organising his hotel on the go between meetings. I could also imagine mobile websites for booking hotel facilities such as spas, room service and restaurant reservations when you’re there. By the same token, people on holiday might like to search for local attractions on their mobile device.

 

And don’t rule out mobile marketing if you target audience is not connecting to the internet on their mobile, which most aren’t. Old and enduring technologies, such as text, offer opportunities as well. Services such as TravelBuddy can add value to your clients when they’re away with you, and text based gaming can offer interaction at visitor sites and attraction for adults and children alike.

 

6. Keep on Top of Your Craft

 

I don’t care how you do it, twitter, RSS and/or email, but take the time to take in what’s happening in the world of digital. It’s moving so fast you need to keep on top of it. That’s not to say that you need to get carried away with it – your target audience’s attitudes, needs, motivations and behaviours should always be the filter you see these developments through – but unless you’re on top of what’s coming over the hill, you could miss a big opportunity that your competitors don’t.

How Do You Solve the National Trust’s UGC Dilemna?

How does the National Trust ensure it’s new ‘User-Generated Content’ driven property websites are a success? It needs to take an integrated approach to the challenge. 
 
 
I was initially a little incredulous to read that the National Trust was in the process of creating over 300 sites but then of course it all made sense – one new, central National Trust site and one site each for its 300+ properties.
 

In fact, the challenge comes up front in the creation of the “hub” site and then the core template (or perhaps templates as one size may not fit all) for its property websites. Once these first few are out of the way, and we’re promised 6 property websites by the end of September and the new main site by the end of the year, the others should be, relatively, straightforward.

 

Anybody who has used nationaltrust.org.uk will not find it hard to understand why it needs an overhaul – a pleasing facade soon degenerates into navigation lists so long they disappear beyond the reaches of the scroll bar and there’s a distinctly disappointing lack of information once you do reach your destination.

 

I see 2 challenges:

 

1.  What Information to Release When – precisely what information do I need to make an informed decision about whether to visit somewhere, what information do I need when I get there and what information should be offered for a premium.  In effect, what do I put on the Trust website, what on the property website and what in a paid for guide.  It’s the same conundrum that newspaper publishers are wrestling with in terms of what should be free and what will people pay for .

 

National Trust To Launch 300+ Property Websites

National Trust To Launch 300+ Property Websites

2.  Encouraging involvement so the user-generated side of the property sites actually has user generated content on there – I think this is a laudable aim. It chimes directly with the Trust’s desire to build an ongoing dialogue with its members and visitors but it’s in danger of falling flat on its face unless some real effort is put into it by supporting this intiative with other marketing disciplines i.e. some good old integrated marketing. For example:

 

  • Internal marketing to volunteers – who’ll not only be an important source of UGC themselves, and will    be key in ‘getting the ball rolling’, but will also play in role in encouraging visitors to get involved (‘that looks like a wonderful photo – why don’t you upload it onto our website’).

 

  • Internal marketing to regional teams – who are no doubt going to have to moderate the content to a degree.

 

  • Onsite marketing – why not leave your comments/upload your photographs while you’re there? A few laptops/PCs accessible in the tea rooms would reach a receptive audience.

 

  • Email or Text marketing – to members the day after their trip to remind them to rate the property, leave comments and upload their pics.

 

  • Integrating Content from Offline Sources – such as existing questionnaires, as long as permissions have been gathered from the recipients of course.

 

How much UGC Can a Tithe Barn Generate?

How much UGC Can a Tithe Barn Generate?

Even with this level of support, I still worry about the odd NT preserved tithe barn in the heart of Worcestershire and exactly what potential it has to engender UGC. The template(s) are going to have to deliver quality customer experiences even when UGC is scarce.

 

And finally, you could argue even 300+ National Trust sites doesn’t go far enough – what about the causes outlined in the Trust’s new 2010 & Beyond strategy document. Can one site support their commitment to the nation’s heritage and open spaces as well as their commitment to the organic food and global warming debates? But that’s a subject for another time.