Category Archives: #contentmarketing

Do Your Pages Talk TO Customers or AT Customers? Why the subtle shift in message makes all the difference

Successful businesses put their customers first.

It is crucial that the messaging and design of your webpages show that you value your customers, and their satisfaction is your number one goal. In order to begin to build this trust, when people visit your website they need to feel they are speaking to a person.

This means that you must have a conversation with your visitors.

Your webpage personifies your company. But you can’t do this if you don’t talk to people. You need to consider who you are speaking to and try to be relevant to them. Furthermore, the design of your webpage needs to reflect this messaging.

Design is a part of the message; the message is part of the design.

— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute

In today’s Quick Win Clinic, waste disposal site EnviroAlaska has a poor design and doesn’t have any conversational text whatsoever. One might be tempted to alter the design to make the page look better. However, McGlaughlin advises to first get the messaging right, then work on the design. Begin by not only using complete sentences but start a conversation. Offer clear explanations of your service rather than making declarations.

Declaration alienates the customer.

As you watch the video, ask yourself if your webpages are truly putting the customer first. Are you talking TO your prospective customers or talking AT prospective customers? Furthermore, does your design support and enhance your message?

The post Do Your Pages Talk TO Customers or AT Customers? Why the subtle shift in message makes all the difference appeared first on MarketingExperiments.

Make Sense of Your Digital Workplace With This Simple Framework

Make Sense of Your Digital Workplace With This Simple Framework

There’s a sweet-sounding buzz in the air. It seems that 2018 may very well be the year the digital workplace starts getting the attention it deserves. And for those of us who have been quietly toiling away in this area for years, it’s about time.

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Digital Workplace Newsbyte: SharePoint Online Gains Ground, Dropbox’ Secret IPO and More News

Digital Workplace Newsbyte: SharePoint Online Gains Ground, Dropbox' Secret IPO and More News

With Microsoft preparing to release the preview versions of SharePoint 2019 in early summer, new research contained in a joint survey carried out by Sharegate, Hyperfish and Nintex shows that enterprises are ready to move from older versions of SharePoint to newer versions, and even to the online version.

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How to Break Down Your Big Idea and Make Your Next Move

You know when you get a Big Idea for a project that lights you up and derails your to-do list for the day? It could be a content series or a whole new business concept. You might even spend a few hours writing down why you’re qualified to do it and who it will help.
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The post How to Break Down Your Big Idea and Make Your Next Move appeared first on Copyblogger.

The Difference Between Pages and Posts (and Making the Most of Each)

Written by ProBlogger Expert Ali Luke

When you think of a blog, you probably think of the posts. You might go to the site to read the latest ones (often on the home page), or they might go straight to your inbox. And if you follow the blogger on social media, you may well see them posting links to their latest posts.

But posts aren’t the only type of content you need to create as a blogger.

Whatever blogging system you use, you’ll have two different ways to publish new content: as blog posts or as blog pages.

Understanding Posts and Pages

On a blog, articles (or news, stories, etc) are published as posts. These appear in reverse chronological order, with the newest posts at the top of the list or (in a grid layout) on the top left of the screen.

Blog posts normally have a timestamp showing when they were published. And readers who have subscribed for updates by RSS or email will get these new posts automatically.

But blog pages are a little different. They are what’s known as “static” content. That doesn’t mean they never change (you can always update a page),. But they won’t be superseded by new pages the way blog posts might.

For instance, you might have blog posts for “2015 roundup”, “2016 roundup” and “2017 roundup” all available in your archives. But would you have multiple pages for “contact details 2015”, “contact details 2016” and so on? Of course not. You’d just update your one Contact page.

Pages are used for content such as:

  • Information about you and your blog
  • A “start here” list of posts
  • Sales information about your products
  • Terms and conditions / privacy policy

Key pages are normally linked to in the top navigation.

Pages don’t have a timestamp, and don’t go out to readers through RSS/email. You can allow comments on pages, but most bloggers don’t as it rarely makes sense.

Using Posts and Pages Effectively

To get the most out of your blog, and to make it a great experience for your readers, you’ll want to make good use of the different attributes of posts and pages.

Here are some key ones to think about:

Posts

Categories: Posts must have a category. This helps organise your blog, especially if you use categories as a navigation option or let readers filter your  post archiveby category.

Make sure you set a category for each new post, or it’ll default to “uncategorized”. You can also rename this default category to something that would make sense for many of your posts. For example, if you write about parenting, your default category might be “kids” or “tips”.

Tags: You may want to use tags to help further organize your pages. They can be a good alternative to having loads of categories, and can help readers navigate your site. But don’t just duplicate your categories as tags. Yoast SEO has some good information on how to use categories and tags as effectively as possible for search engines.

Pages

Password protection: While you can password-protect a post, bloggers rarely use this option. Pages are more commonly password-protected, and can be a quick and easy way to provide some of your readers with exclusive content. For instance, my newsletter subscribers have access to a mini-library of ebooks on this password protected page.[a][b][c]

“Parent” pages: A page can be a “parent” to other pages. For example, you could have a general “Products” page, and pages for your three different products under it. When you set up the three product pages, you can select “Products” as their parent page.

Depending on your blogging platform and theme, “Products” may appear in your navigation menu with a drop-down showing the three products pages beneath. (You can also set this up manually, arranging the menu however you like, in Appearance → Menus in WordPress.)

The URLs for the pages will include the parent’s permalink (e.g. www.nameofblog.com/products/firstproduct).

Hopefully this has clarified the difference between posts and pages. If you’ve never created a page for your blog before, why not try one now? Log in to your blog’s dashboard and create a new page (it’ll be a very similar interface to creating a post). An “About” page is a great one to start with, and you can find some tips on crafting a great one here.

The post The Difference Between Pages and Posts (and Making the Most of Each) appeared first on ProBlogger.

      

How to Create Better Brand Experience: Focus on Outcomes Instead of Buzzwords

How to Create Better Brand Experience: Focus on Outcomes Instead of Buzzwords

What’s on your 2018 wish list? Maybe you’re hoping to be more disruptive, improve your win rates, or better manage expectations about your digitally fueled company’s unmatched market-leading capabilities. I just want to give customers what they want, and when it’s all said and done, I suspect you do, too.

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