The Content Strategists

Property Vista

Property Vista

Client: Property Vista
Project: Content planning and creation
Strategy: To demonstrate the ease of use and all the benefits of using Property Vista’s property management software. To work closely with the Property Vista team to identify content opportunities for its blog and newsletter.
Results: Increased web traffic, and visitor engagement. Property Vista has been able to successfully position itself as an educator, with timely articles about all aspects of property management.
Website: Property Vista

Content Storytelling for Businesses

Thanks to Fathom Business Events for this really brilliant infographic, that outlines how compelling stories can influence your target audience.

Mobile’s Impact on E-Commerce

2011 Mobile Search Insights Study, conducted by ROI Research Inc. last month found more than half (57 percent) use the mobile Web more than once/day, with more than three quarters (77 percent) using mobile search more than five times in the last month.

Some of the key findings were:

  • 75 percent said mobile search makes their lives easier
  • 63 percent said access to mobile search has changed the way they gather information
  • 32 percent said they use mobile search more than search engines on their computers

This means that e-commerce sites need to consider how their site –and their content– performs on the mobile web. Are product shots fast to load? Is the content brief but informative?

Mobile users want to access information and products quickly and easily. The content environment is physically smaller (iphone vs. desktop), so content strategy is critical.

You may want to create a mobile website that pares down content to the buyer-decision making essentials. Use your analytics to review which pages are visited most, as well as look at the number of pages visited by computer-based visitors vs. mobile visitors. These numbers should be relatively close. If the mobile visitors have significantly less page views, it could be a sign your site needs to be rethought for mobile traffic, or a mobile site created.

Friday Wrap-Up: April 1, 2011

Here’s what caught my eye this week:

1.) Taking a huge cue from Facebook’s “like” button, Google announced its +1 button.  Online users can click the “+1” button and the content or ad will be shared with their social circle, and the public. It’s all fine and well, but I think they might get more results if they had put out a “dislike” -1 button. We’d all be clicking like there’s no tomorrow. All hail the rise of social SEO. (It’s been going on for awhile, but this just upped the ante.)

2.) Every year QR codes are announced as the new big thing, and finally they are beginning to get a little traction in North America. In 7 Reasons to Add QR Codes to Content Marketing author Heidi Cohen reminds us why we should get on board with QR codes.

3.) Did you miss World Backup Day? It’s never too late to start!  Everyone needs a disaster recovery plan.

4.) Content curation is blossoming. As we send out more and more info into the cloud, how do we care for it, watch over it? Joe Pulizzi has written an excellent article that shows just how important this issue is.

5.) Copyblogger has (as always) a lot of great insights about discovering the core desires of your audience and tapping into that to create compelling email subject lines. But, that said, expect a lot of email marked “You Are Not Alone”.

Friday Fun
With results like these, you may think that Google needs to hire Autocompleters.

But the truth is, it’s April Fools’ Day. The link leads to a job description that includes requirements like “Good typing skills (at least 32,000 WPM)”. But wait, that’s not all!! Check out this excellent coverage of all of Google’s shenanigans.

Friday Wrap-Up: Feb 18, 2011

Here’s what caught my eye this week:

Divide & Differentiate
– When crafting your message, don’t just consider what you stand for. Scott Goodson explains the pros of defining the enemy in What Is Your Brand Against?

Making Mistakes is Human – I love this story. It’s a reminder that we all goof up occasionally, but how we handle our mistakes makes all the difference in the world. Nice work Red Cross!

Context, Context, Context – Earlier this week Daniel Eizans talked about situational-behavioral context. The whole series about context in content strategy is incredibly informative, so read ‘em all!

The Social Media Stage – Collin Douma is a super smart guy. He’s also put out a great white paper called the Social Media Stage that outlines tools, best practices and protocols. Say no more. Download it.

Search’s Ugly Duckling – Link building has long been the tedious, uber-unsexy part of SEO. In case you missed it, last weekend JC Penney got caught trying to influence search rankings with old-school low-rent link techniques. This set off a flurry of articles about link building. I really liked Ken McGaffin’s piece about using PR to get links. And, Kelvin Newman has 51 essential link building tips.

Friday Fun
The Choddy: The Mullet of AdvertisingStop the Choddy is an movement to put an end to those formulaic commercials where celebrities and civilians stand in front of a bland background and advocate issues from starving children to chicken sandwiches. Still not sure what a choddy is, here’s a primer.  Watch the video.