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.
Stephanie Miller is a relentless customer advocate and a champion for marketers creating memorable online experiences. A digital marketing expert, she helps responsible data-driven marketers connect with the people, resources, and ideas they need to optimize response and revenue. She speaks and writes regularly and leads many industry initiatives as VP, Member Relations and Chief Listening Officer at the Direct Marketing Association (www.the-dma.org). Feedback and column ideas most welcome, to smiller AT the-dma DOT org or @stephanieSAM.
May 22, 2013
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June 5, 2013
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