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Expanding Your Content Presence

Expanding Your Content Presence

Content marketing is becoming more important than ever.  The absolute best way to create a popular website and build a list of loyal readers is to deliver high quality, informative, and entertaining content.  This may sound easy but after a few months you begin to run out of ideas.

Since you don’t want to keep posting the same thing over and over again, you’ll need a strategy for creating engaging new content.  The following is a simple technique that will allow you to take one piece of content and turn it into a variety of different things.

Where to start

You should start with the most popular content that you already have.  What’s been liked, commented on, and shared the most? It could be a video, podcast, article, or email so long as it was well received and pulled in a lot of traffic.  Longer content works better than shorter pieces but any size will do.

Take this material and extract the main information.  You’ll want to have the general idea or topic of the content as well as the main points it touches on.  Take this and turn it into a rough outline that can be used again.

Books and Reports

The easiest thing to do is hire a writer.  Give them the outline you created from the popular content and tell them you want a short book or a report based around that information.  This can be written rather quickly and can be a great resource.  You can send it out for free to your list, use it to get new subscribers or even sell it on Kindle.

Videos

Videos are popular and high value pieces of content.  They can easily be created from the outline you made previously.  There are a few options but one of the easiest is to simply make a slide show based on the information.  With a little music and the right branding, a video like this can help drive traffic to your site and increase your presence on places like YouTube.

Serialized Articles

You may find that one of your most popular pieces of content is also one of the longest pieces you have.  These are great candidates for serialized articles.  Rather than simply writing one post, you can write a few and release them over a period of time.

This is a great option for newsletters but can also work well for blogs.  Since people will need to come back to read the new articles, you’ll have returning visitors.

It can be tough to come up with a constant stream of content.  High quality material is, however, more important than ever so implementing a strategy that helps you expand your content can be a great idea.

You probably already have a few great options and a little time or money is all that’s needed to turn them into something else. 

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How To Segment Your List To Improve Your ROI

How To Segment Your List To Improve Your ROI

Email marketing has the highest ROI of any online marketing method. That alone makes it worth doing. But, did you know that you can maximize your ROI simply by segmenting your list?

List segmentation is considered an advanced email marketing technique. However, it’s not very complicated to do, and you can even ask subscribers to self-segment and eliminate the guesswork. Let’s talk about some of the ways to segment your list.

Segmentation Based on Behavior

The most common way marketers segment their lists is by tracking their subscribers’ behavior and using their actions as a guideline. Let’s look at some examples.

Example 1

A clothing manufacturer that sells apparel for women, men, and children tracks customer purchases to determine what products they want to hear about. A woman who buys clothing for herself might receive only emails about women’s clothing. If she switches it up and buys kids’ clothes, she might start getting emails for those too.

Example 2

A software company segments people who buy a certain product into a separate list. The people on that list then receive a series of emails designed to sell them on a complementary or upgraded product. Once they buy it, they’re then directed to a new list selling accessories or a related product… and so on.

These examples both illustrate ways that a marketer might segment based on behavior. Some basic email automation software doesn’t allow for list segmentation. But, most premium products do—and marketers who segment their lists get higher open, click-through, and conversion rates.

In fact, according to Mail Chimp, segmented emails outperform non-segmented emails across the board. They get:

14.31% more opens

100.95% more clicks

9.37% fewer unsubscribe requests

These statistics clearly illustrate the benefits of list segmentation.

Self-Segmentation

The second option is to ask your subscribers to self-segment. You can do this at the point of subscription, or later. Here are some suggestions.

Self-segmentation at the time of subscription can be effective. However, you’ll need to balance it against the fact that including additional fields in your opt-in form may drive some subscribers away. If you choose this option, keep the fields to a minimum.

Another option is to ask subscribers to self-segment when you send them a confirmation email. That way, they’ve already opted in. Now, you’re just asking them to help you out by indicating which topics they’re interested in. It’s a good way to reassure new subscribers that you won’t be spamming them.

A third option, and this is ideal if you already have a list, is to send out a link asking your subscribers to self-segment. Add a note about wanting to ensure they receive only the emails they want to receive.

If you select this option, you can either link them to a segmentation page on your website and connect it to your email automation service. Or, you can embed the form in your email, so they can respond without having to visit your website.

Whichever option you choose, make sure that you honor subscribers’ requests. This is not the time to bend the rules. The only exception would be if you’re sending out an email that applies to all subscribers. An example might be a store-wide sale or promotion.

Conclusion

Once your list is segmented, you’re likely to see an uptick in your key email metrics, including your unique open rate, your click-through rate, and—most importantly—your conversion rate. If you don’t, it may be an indication that additional segmentation is needed, or that your emails aren’t compelling.

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Choosing Topics That Draw Visitors to Your Website

Choosing Topics That Draw Visitors to Your Website

By now, most online marketers know the basics of maintaining a relevant website. Regular updating, easy readability, intriguing headlines, and accessible writing are all widely understood to be essential to keeping people interested in your website.

However, none of these things address the most essential aspect of generating and maintaining traffic that can ultimately be turned into sales. That all-important detail is…finding topics your audience will be interested in to begin with. 

Topics Are What Matter

No matter how often you update your site, how well-written your material is, how cleverly you promote your content with catchy headlines and good writing, it will all come to nothing if the subject matter is boring.

The trick is to come up with topics that your visitors will want to read and which also make them feel that your site is worth visiting again when they’re done.

Today’s internet audience is amazingly fickle, so if you can’t keep a steady stream of relevant, compelling topics coming out, then you will find your traffic tumbling as your audience deserts you. 

Uniqueness is Gold

What actually constitutes compelling website topics? That, of course, will vary widely based upon what the subject matter of your website is. However, there is one characteristic that readers value which cuts across all possible topics. That golden characteristic is uniqueness.

No matter how well-done your article is on the topics you cover, it will fall flat if people have already seen it before. No one wants yesterday’s news or content that they can get anywhere.

What attracts and holds traffic are articles that you have but that no one else does. Once you establish a reputation as a website with a fresh perspective with info that only you offer, you will find traffic flocking to your site from all over on a daily basis. 

How to Know What is Unique

So, how do you know what is unique? There is really only one way to find out, and that is to see what everybody else in your market is doing for readers like yours.

Monitoring the sites of your competitors and sites dealing with areas related to your field will give you an overview of the types of topics and subjects of interest that others have already covered. Your task then becomes coming up with material that these other sites have not explored. 

How to Choose a Topic 

Ideally, after familiarizing yourself with what others have done, you will be able to come up with topics that are completely different from what anyone else is doing. It can also be effective to do articles similar to what others have done—provided that you have a fresh perspective on them.

Often, there is a lot of content out there on a certain subject, and everybody saying the same old things but using marginally different variations. You can attract a lot of traffic if you can approach these old subjects from a new angle or with fresh information. What is old can be made new again, provided you have an original and interesting way of looking at it. 

Finding topics that draw traffic to your website is something you can do if you carefully monitor the web. Unfortunately, many people are too busy running their business or other enterprise to devote a lot of valuable energy to keeping their website current with relevant and unique content.