Marketing de contenidos de su marca – Gracias a @MkDirecto @HubSpot


El ingrediente esencial para que el consumidor nacido al calor de la nueva era 2.0 caiga realmente rendido a nuestros pies es el contenido. Las marcas tienen que generar no sólo mucho contenido sino que además tiene que ser de una calidad óptima. ¿Cómo fusionar cantidad y calidad en la creación de contenidos? Creando una potente maquinaria con los engranajes que enumera HubSpot en la siguiente presentación:

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Pan-Session Analysis With Google Analytics


 

Marketing Measurement & Optimization

Multi-Session Analysis With Google Analytics

When it comes to analytics, I am a big fan of pan-session analysis. Pan-session analysis provides insights across multiple visits by the same person. For almost every website it is an incredibly, powerful way to understand your visitors better.

Online-behavior.com

By applying the insights you derive from this analysis, you can further optimize your visitor’s experience and conversion rate.

In the following paragraphs I will describe five different pan-session analysis techniques that deliver great insights.

  • Frequency and recency analysis
  • Time and visits to purchase analysis
  • Pan-session funnel analysis
  • Multichannel analysis
  • Customer analysis

Let’s start with frequency and recency reporting.

1. Frequency And Recency Analysis

Frequency and recency metrics and distributions show you how loyal your audience actually is. Do your visitors only come once and never return? Or do you have a great deal of visitors who come to your website even more than three times a week?

Let’s take a closer look at two reports. First, the ‘count of visits’ report, which shows the frequency of visitors (direct link to report):

Count of Visits report

Almost 80% of the visitors to this website visit the website just once and don’t come again. That doesn’t look very good. Let’s dive into the recency metric, in the ‘days since last visit’ report (go to this reportand click on ‘days since last visit’ tab).

Days Since Last Visit report

The recency graph on itself doesn’t look bad. Almost 90% of the visitors visited the website within the last day. But, we have to subtract the new visitors to get a good overview of the returning visitors percentage and how often they visit the site.

With the combined overview of recency and frequency metrics I would conclude that this website really needs to invest in building a stable base of loyal subscribers / visitors.

Posting new content (a blog?) and offers on a more regular base would definitely help to keep the visitors engaged with this website.

2. Visits And Time to Purchase Analysis

In order to find out more about the product buying decision cycle, the visits and time to purchase reports deliver very useful information. You can find these reports in the E-commerce module of Google Analytics (if you have E-commerce implemented, here is a direct link to report). An example of a “Visits to Purchase” report is shown below:

Visits to Purchase report

In this case roughly 40% of the visitors convert within the first visit and 70% needs one to four visits to come to a buying decision. Wow, 20% of the conversions on this website take place after seven or more visits. What’s happening here?

A lot of websites contain landing pages that are too much focused on making a direct sale. It is extremely important to segment your visitors and apply different tactics to make them convert. The “time to purchase” data shows a similar distribution as we saw earlier:

Time to Purchase report

Now it’s time to segment your data further and find out which visitors convert the highest (visitors from a geographical region, certain campaign traffic, etc.) and which visitors don’t. You can use different strategies for each visitor segment. Leer más “Pan-Session Analysis With Google Analytics”

What Kind Of Curation Site Should You Use?


POSTED IN: ZE BIG MOUTH PROMOTIONS STUFF
BY DEANNA | kitsch-slapped.com

No doubt about it, content curation is growing. If all the news stories about it wasn’t convincing enough, the number of clients asking me about curation would! Here’s a simple little primer on the two major types of curation sites — and a decision tree I made to assist clients.

PinterestLoveIt, and the like are image-based eye-candy. At best, this type of curation is like a great store window; it might just lure a lookie-loo inside (to the original site) for a sale. At worst, this type of curation is content theft (allowing curators to garner the traffic and exposure at the expense of the creator of the image, product, etc.), or is just a bunch of spam links sent out in numbers large enough that even a tiny percent is hoped to garner a sale or conversion. (Please don’t do either of those worst-case scenarios!)

Snip.ItScoop.It, and the like are article-based brain-candy. Images from the sites themselves are generally used, but the focus is the articles. The best of these sites (which most definitely includes those named) aim to not only avoid content theft but to get readers to actually read the content at the original site by not allowing entire articles to just be reposted.

Neither type of content creation site is better than the other; your goals ought to dictate which type of curation site you use. This is where the decision tree will help you. Click the image for a larger view of the content curation site decision tree.

How To Kick-Start Blog Content


Proven SEO

>>>>Related Articles

Whether you’re still planning to start a blog or want to revive an old blog, you need a kick-start to help you get on the winning path. The most important element of your blog is your content. To kick-start blog content, you just need to read on and apply the tips that will be mentioned in this article. It’s now time to get started.

Research

How to Kick-start Blog ContentResearch is the most critical part if you want to kick-start blog content and create effective blog posts that will attract a lot of traffic. You basically need to know everything that’s going on in your niche along with what kind of audience you want to reach.

Also, you need to see the kind of competition you have and look at the most popular blogs in your niche. Take stock of current trends, news and events. Also, look at what readers are sharing and linking. Determine the most common concerns of your audience. Once you have done your research, you will be able to know what kind of content you need to create.

Determine the Most Common Questions from Readers

After the first step, you probably already have an idea of the topics readers are trying to learn about. The next step is determining the exact questions that most of these readers are asking. You need to find specific questions that most of your audience is asking.

A little online research can get you on the right track. Look at online forums and discussions regarding your niche and you will know what kind of questions are the most common. To kick-start blog contenteffectively, you need to know what kind of questions you should be answering.

Answer Those Questions Leer más “How To Kick-Start Blog Content”

Why Your Content Must Spring Legs and Walk Around The World


See on Scoop.itGabriel Catalano the name of the game

This piece is from Convince&Convert, I selected it because it addresses a challenge that those of us who create or curate content face on a daily basis – how do we make our content socialable?

Here’s an excerpt:

We know how difficult it can be to find balance between intrigue and usefulness. We understand that it is much easier to talk about or simply develop a tool than it is to create a talkable tool.

Meanwhile, there is a realization that we need to develop a hybrid content marketing solution – one that is social and has substance.

Socialable content has to invite discussion, create a call to action, while informing people.

Here are some highlights:

Give your content youtility:

**Answer common questions. Does your website have a FAQ section?
**Why not translate that into useful, shareable content?
**Ask your consumer base what they need. What better way to find out what appeals to your customers than simply asking them.

Make Your Content Talkable:

**Make your content human. Sometimes utilities can fall flat if we don’t offer a way to show how they can and have impacted others
**Provide testimonials and attach real stories to your utilities so your audience can identify with their purpose.
**Add bits of entertainment, humor, fun. Is your content just boring?
**Give it elements that people would actually want to share and talk about. Simply add the ability to share. Creating something useful is more than half the battle. Often times, we just forget to let our audience spread the word. Leer más “Why Your Content Must Spring Legs and Walk Around The World”

How to Create Content Maps for Planning Your Website’s Content | via sixrevisions.com


http://sixrevisions.com

How to Create Content Maps for Planning Your Website's Content

Content mapping is a visual technique that will help you organize and understand the content of a website. It can be a simple and valuable part of your site’s overallcontent strategy. This short and simple guide should help you get started.


What is Content Mapping?

Content mapping is similar to mind maps, but it’s focused on a site’s content. It will help you explore and visualize your content.

More specifically, content mapping allows you to see your content as it relates to the goals of your client, the goals of your site users and all the other pieces of content in your website (as well as external websites), allowing you to spot gaps (and opportunities) in your content development strategy.

I’ll cover two types of content mapping in this guide:

  1. Mapping your content to goals (the goals of the client and the goals of site users)
  2. Mapping your content to other content

We’ll focus on creating functional content maps that can be used (and understood) by everyone involved in the development of a website.

Note: Content mapping may lead to mind-melting over-complication! Content mapping should be quick and easy (just like a brainstorming session), but when you start referring to paragraphs as “information units” and blog posts as “content blocks”, it may be a sign that you may be making the process more complex than it needs to be.

We’re not building a site map, so try to keep your head above the concept of web pages and websites. You should keep yourself open to external content (e.g. tweets) and websites.

Why Should You Create Content Maps?

The primary purpose for creating content maps is to help you begin content development with a strong focus on site goals and the types of content you need to produce.

Below are some other reasons why you should create content maps.

Content Mapping Helps with Technology Decisions

By having a good vision as to the direction and potential requirements of the site’s content, we can make wise decisions at the start about the technologies we’ll use, and make sure that the content management system we choose will meet the needs of our content.

Content Mapping Helps Create a Shared Vision

Through common language and a shared vision of how everything works and fits together, you can encourage collaboration and additional idea-generation between the different individuals, teams and components involved in the website production process.

Content Mapping Helps Quickly Spot Gaps and Opportunities

By being able to visualize your content, you can potentially spot gaps that need to be filled and opportunities for additional content.

What You Need to Get Started with Content Mapping

Here are some things you’ll need in order to get the most out of content mapping:

  • An understanding of business goals: This includes knowing your clients well, and knowing what they want to get out of their website’s content.
  • An understanding of the site’s users: You know what content the site’s users need and why they go to the website.
  • An understanding of content requirements: You know the requirements and limitations (e.g., style, technical, legal, etc.) of the content you will produce.

If you’re working on an existing site or a site redesign project, it would also be wise to conduct a content audit (which I discuss in an article about incorporating content strategy into the web design process) to get an idea of what content already exists. While this might not be an incredibly fun experience, discovering content that can be re-purposed will save you tons of time in the long run.

Content Mapping Tools

In my opinion, the tools you use for content mapping aren’t hugely important; you could scrawl these maps on your kitchen wall using crayons if you wanted to.

However, it’s a good idea to create content maps using web-based tools that allow you to quickly share your outcome with the rest of your team.

Any tool that allows for diagramming and mind mapping can work. Two of my favorite tools are OmniGraffle (a diagramming tool for Mac) and Balsamiq (a wireframing and prototyping tool).

You can use a diagramming tool like OmniGraffle to create a content map.

Mapping Content to Goals

Your first two content maps should be linear. And, to be honest, they’re not really maps at all, they’re more like a paired list.

The first map will map your content to the goals of your client. The second map will map your content to the goals of the website’s users.

Mapping Content to the Goals of the Client

We can map the business goals of the client to the content that will achieve those goals.

Here’s a simple example of mapping content to the goals of the client:

Mapping Content to the Goals of the Site Users

For the other map, you’ll then want to map the content to the goals of the users of the site.

Here’s how you might map content to some of the goals of site users:

What Are These Content Maps For?

As you can see in the above examples, some client goals and user goals may have multiple results. This is a good thing — the more results, the better because we then have the potential to meet their goals in more than one way.

You should gain two insights from these maps:

  • An idea of the content you need to produce, as well as a list of any existing content you can readily use.
  • Labels for your content. These could be simple labels like “Help and Support” or “FAQ”.

Mapping Content to Other Content Leer más “How to Create Content Maps for Planning Your Website’s Content | via sixrevisions.com”

Who is a King? Design vs Content


 

What is more important: Design or Content? It’s a quite eternal question, which comes up every single time the beginner appears in the web. Everybody wants his website was noticed and had users, which would be willing to come back. These two things walking side by side, I can say, like the body and soul of a website.

As the saying goes, “never judge a book by its cover”. You examine how a site looks first and then you get to know what it talks. Of course, it all depends on individual, because every rule has the exception. There are people, who spend all the day long searching for inspiration, browsing the web looking for good design and caring less about the website content. There are also other people, which are interested in the useful information and they don’t care about design. But the most people don’t know what they are looking for and their searching end up in the incredibly beautiful website that has interesting content as well. Therefore this site would be bookmarked and shared on the social networks. If you want to have such kind of site, you should be sure that it has a good design and people keep coming back because of the quality and useful content you have. It sounds like a very difficult task, but not impossible.

Who won: Content or Design?

Before you would choose one from these two things, ask yourself first. Most of the people, who have created a site or just going to do it have any idea about designing a site and writing content for it. This person would go to the professionals which are able to do these things for him and to manage success, but first they need particular information, but not the general one. A writer needs any ideas on what to write about and I’m sure, without a mockup or sketch design, he would not be able to write something really good.

design and content

I do believe that content is the main thing, it’s a thing on which the whole website works. But still, content is a goal, but design is just a fulcrum and a bridge between your ideas and reality. When you manage to make a person stay on your site with the help of a good design, you need to make him come back with a quality content. I’m trying to say that formally the design is obtained as a secondary player, but it could be decisive reason in the certain case. If you spoiled the design, you would had low traffic even if the info would be best of the best. Design is the medium in which content is presented, both should be good.

Content Leer más “Who is a King? Design vs Content”