We are always trying to figure out the best conversion strategies for our websites. The best UI, the best content—when we should be focused on optimizing our relationships with potential and current clientele (yes, that includes online as well).
The best way to do this is to write an amazing, kick-ass, About Uspage. Behind the Home page, the About Us page is typically the next page your audience will go to when first visiting your site. Get it wrong, you can turn people off to you without you even realizing it. Get it right, you could have a highly converting lead on your hands.
Do you ever have those days where everything just seems to come to a halt? Where you don’t feel you are moving forward after having a string of ‘good days’? Everything that you seem to be writing should metaphorically be crushed up and thrown into the trash bin?
If so, let me give you a hug. Or grab you some tea.
Because I have totally been there. And for lack of better word, it sucks.
Thankfully, and I say this with the greatest kindness, this isn’t an isolated incident. Content burnout is a very real thing, and frankly, can be harmful if not taken care of. It’s very normal after a few days (or weeks, or months) to go by and you have a few days where you just can;t get anything done. So how do you get work done?
Can I get real with you for a second? Growing up, I always wanted to be a writer. I read a lot as a kid, and would write little short stories all the time, hoping one day I would be a penned author. However, as I got older, that dream (along with the idea of being a veterinarian and a pop star at the same time) was relegated to just that–dreams.
Well fast forward 12 years later, I am looking at my bank account in shock as an $1,140 savings deposit is made from writing freelance for roughly 4 weeks.
I had just finished sending off a hefty email to a client when that text came in from my boyfriend. ‘Of course, I do’, I thought. I take breaks all the time! Yet in the back of my mind, I knew that answer was way off. Since I started freelancing, I hadn’t taken a single day off–I always found a way to get some work done. I couldn’t remember the last time I had a full night’s rest, or when I had done something spontaneous with friends without it being planned.
So, a few nights ago, I was watching High School Musical(HSM) with my roommate, and while I could have sworn the acting was better when I was 13, the ending number still hit me with a powerful message: We are all in this together.
Businesses are starting to realize the power of content marketing, as consumers are no longer being influenced by traditional, intrusive messaging. With an estimated 60% of businesses employing inbound marketing last year, it is safe to say that the consumers have spoken. Besides being a better experience for readers, content marketing has become the best way to increase SEO rankings, find leads, and build a strong audience.
“This is your last chance. After this, there is no turning back. You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes.“-Morpheus, The Matrix
With such a big decision ahead of him, wouldn’t it have been nice if Neo knew which pill would have been best for him? While Neo didn’t have that option, we in marketing do with an optimization strategy called “A/B testing”.
Since this is a rather hot topic now a days, I decided I should start off with a TED talk. The speaker, Sherry, talks about how we have become so dependent on our technology, that it is shaping who we are becoming. The control we have over what content we want to read, and more importantly, the content we share with the world, has become a worldwide epidemic. Our mothers warned us to never talk to strangers, yet we converse with them every day on Twitter and Facebook. Our online presence is starting to hold more weight in job interviews than actual resumes, and companies look through potential employees Facebook’s before even asking them in for an interview. The idea of having control is part of the reason why social media is so big today.
Almost every marketing class mentions it. Every marketing blog I subscribe to talks about it, and almost every company I have been interested in recommends you know how to do it. The Internet has come a long way since Netscape in 1994. People spend more time online than anything else; 78.9% of people online in the world is from America alone. This is why companies have thrown all their marketing efforts into digital marketing, and are looking for people who are masters at tackling the wizardry that is search engines. Search Engine Optimization, or SEO, has become the pinnacle of internet marketing. If you aren’t using SEO, you aren’t taking full advantage of the marketing potential the internet has. But why is it so popular? Do we really need this? Let’s find out.