Experience Matters 28 Years of Solving Nearly Every Kind of Communications Challenge
I read a solid post from the folks at Impact titled, What is Quality Content? It was predicated on the idea, “Quality content is evergreen; it stands the test of time and keeps people coming back for more.” The post provides a useful set of rules, that when followed, enable one to fulfill this description of “quality content.”
Inbound marketing is sometimes passed over in favor of traditional marketing because it seems too complex or too time consuming. But in most cases it’s more cost-effective, measurable, and successful… when done correctly.
In our data and analytics driven marketing world, why would something so touchy feely, so ethereal and hard to quantify as brand personality be something you care about?
Everyone wants to be Apple. Everyone wants to, “Think Different.”
In “How to Build a B2B Website That Serves Multiple Audiences, Part I,” I discussed the B2B branding and website design implications of how to create a website that effectively speaks to two or more disparate audiences. In this second part, I will adress this “multi-audience” web problem from the perspectives of information architecture, content creation and SEO.
Maybe it is the function of the multi-product, multi-tasking, multi messaged nature of businesses these days but it seems that practically all of our clients share a common problem, which is how to create B2B websites that effectively speak to two or more disparate audiences — without diluting the user experience for each of those audiences. In this two-part blog post, I will address this “multi-audience” web problem, which spans brand, design, information architecture, content creation, and SEO.
B2B Branding for Multiple Web Audiences
Are you struggling with your company’s content strategy and social media strategy? Video is an effective way to elevate your social media plan and hook your viewers. Several of our clients are asking us to integrate video into their websites and social media and here’s why we recommend doing it.
A short video (up to two minutes) is an opportunity to tell your company’s story. We recently updated our website and by embedding a video on the “About RainCastle” page, we were able to tell our story in a new way. Within seconds, prospective clients and employees gain insight into our culture and team, even some of our technologists who often work behind the scene.
Video shows how your product or service works. In less than a minute, by showing a demo, a video can explain how a new technology or product works. Our client, AirStrip Technologies, creates medical software that allows healthcare providers to monitor patient data on their mobile devices. They use video to demo and promote the exciting new technology they’ve developed – technology that enables clinicians to interact with and respond rapidly to clinically relevant patient health information.
Businesspeople understand the need for a market strategy, some understand the need for a brand strategy but relatively new on the marketing landscape is the need for a “content strategy.” So, what is a content strategy, why do you need it and how do you create one?
Having a content strategy is at the heart of what makes a website a lead generation tool vs. a static brochure-ware experience. Initially, the driving force behind corporate websites was that the technology existed to create them and that all of one’s competitors had one. The recipe for creating a website became standardized: Read more
Just last year we won a terrific job by showing the client 10 competitor sites, which all looked almost exactly like theirs. The need for differentiation was alive and well.
With the growth of responsive design, inbound marketing, personalization and web analytics, websites have become more complex, time-intensive and often expensive. While most clients require these services, often budgets do not keep up with technology, so agencies like RainCastle need to work smart to provide our clients the best and most current services at a reasonable cost.
If one believes that in life nothing is permanent, then the constant changes in the science of SEO are just a fact of life. But for those who tend to get uncomfortable with things arcane, it’s good to refresh yourself now and then. Managing your website’s SEO in 2014 looks a little different than it did in 2004.
