Tips to synergize your digital content across channels, and a look at those powerful connection points.
Say something interesting -- or nothing at all. This is a hallmark of successful digital conversations. To participate, brands must have something to say. However, it's not a trivial task to create all that content for all those landing pages, Webinars, blogs, newsletters, Web sites, white papers, tweets, social network fan pages, forums, and newsgroups.
Even if you have great content it's worthless if you can't turn it into demand generation and lead flow. The two great traffic drivers in digital marketing -- e-mail and search engine marketing -- are friendly, but distant. However, there are some powerful connection points, particularly in how e-mail marketing can help power the "long tail" of search optimization -- those extended content links that help ensure you capture traffic searching for topics related to your business.
Be sure this feed lives on your domain, of course. Even if the feed isn't designed for humans, another benefit Woods has discovered is that sales teams love to receive it. "Sales teams get frustrated because they feel they are never told what is being sent out. This feed is an easy way to give them access to all your event, newsletter, webinar and social media content."
"Odds are, the keywords your prospects use to reach you are also the keywords that resonate with folks you are trying to reach via e-mail and social media," says search optimization expert William Leake, CEO of Apogee Search Management. "Search keywords connote intent, and especially in the b2b world, often connote pain the way that the users describe it themselves."
Fellow ClickZ columnist and Web optimization expert Bryan Eisenberg agrees. "You want the search engines to index the content and with today's real time search and Google and Bing returning results from Twitter, it's also a good idea to Tweet it as well," he says.
Eisenberg notes, "It is critical to post e-mail content on the web, both as a place for visitors to land if they are interested in bookmarking or sharing the content through social networks, as well as for those who want to search for that content later on and didn't keep the e-mail."
This is also a great way to segment your file. If the language you're using or the search terms certain audiences are using aren't a good fit for the targets you want to reach, then use conversion data to prove that you need to shift.
How are you synergizing your digital content across channels? Please add your comments below.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Stephanie Miller is a partner with brand and marketing technology strategy firm TopRight Partners, which helps customers use the technology they have today to do the marketing they want to do today and tomorrow. She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process, and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industry-wide initiatives. Feedback and column ideas most welcome, to smiller AT toprightpartners DOT com or @stephanieSAM.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.