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How to create a consistent omnichannel customer experience

October 24, 2020 No Comments

30-second summary:

  • Customers today have high standards when it comes to their online shopping experiences, so you can’t afford to be lax with your operation.
  • Before you do anything else, you should create some in-depth brand guidelines to steer your company’s creative and conversational output.
  • Responding quickly is paramount because it shows that you’re committed to excellent service and are paying attention to what people are saying.
  • By closely tracking when people reach out to you and storing relevant information, you can provide a personalized — and impressive — support service.

Since the rise of ecommerce to a position of prominence, an omnichannel customer experience has steadily become a stronger point of focus for ambitious brands, and it’s easy to understand why. Prices alone aren’t enough to sway shoppers or service users when the profit margins are so narrow, and occasional eye-catching deals won’t earn the loyalty that returns the most value.

At the same time, the complexity involved in the process of designing good customer experiences has skyrocketed. Not only have expectations gone up immensely due to the standard-setting performance of the biggest brands in the world, but there’s also far more competition out there than ever before — and it’s so much harder to stand out.

Notably, it isn’t enough to provide great customer experiences through just one channel. However you reach our customers, you must always offer the same level of polish. This is where the omnichannel approach comes in, pushing you to focus on what you do (being highly actionable with your inbound marketing) instead of where you do it.

Here are some tips to create a consistent omnichannel customer experience:

1. Design and adhere to clear brand guidelines

A great omnichannel customer experience first and foremost would need you to have a set of brand guidelines in place to ensure that every area of your customer service is on the same page. This becomes more of an issue the more people you have working in your business. Knowing that the preferred company tone is one of genial informality, for instance, will prevent an errant support assistant from being overly critical.

And if you think that isn’t particularly important, consider how quickly negative comments can spread through social media. If someone has a great experience dealing with your support team through Facebook but sees some scathing remarks about you on Twitter, it will (at the very least) tilt them towards questioning you. Depending on the identity and influence of the complainant, it may even completely invert their opinion of you.

It’s a good idea to put a system in place to monitor feedback from all relevant avenues because otherwise, you’d need to manually trawl channels to see if anyone mentions you. There are plenty of tools on the market capable of doing this, so I suggest checking out HubSpot’s roundup to see which one might work best for you.

2. Invest in being extremely responsive

Customers can afford to be demanding at this point. Even if there weren’t so many businesses making similar products and services available that any given one (with rare exceptions) could be replaced with a substitute at any time, we’re inarguably living in a time of consumer power. Anyone who’s willing to publicly call out a company can cause it no end of trouble.

If you want to consistently keep customers happy across all possible platforms, you don’t just need to normalize your responsiveness: you need to normalize impressive responsiveness. When an issue comes to your attention, you must take action to address it extremely quickly. This will show that you’re actually invested in making things better.

This will partially come down to implementing smart automation, particularly through using chatbots, though be mindful of the need to adhere to the aforementioned brand guidelines. Don’t just slot in a generic design: provided you’ve chosen a decent platform, you should be able to customize your website’s live chat with your brand colors, your preferred design elements, and — most importantly — content that suits your tone. Extend this philosophy to your social chatbots (anything you deploy via Facebook Messenger, for instance).

In addition to that, you need support assistants that can promptly handle any complex issues that arise. Don’t worry too much about immediately meeting demand, though, because you can’t realistically have enough people to address issues in real-time during crunch periods. Instead, ensure that every issue gets acknowledged (most likely by a chatbot) and that you have a guaranteed response window that’s clearly indicated so everyone knows where they stand.

3. Use platform-independent issue and loyalty tracking

Imagine that one customer reaches out to you via Twitter because they need some help with choosing a product. You provide that assistance, then they go on their way. Later, you receive an email from that customer seeking further information, but the assistant responsible for helping ends up sending them the same information they were previously given.

This is an awkward scenario because it can easily make the customer feel insignificant and unmemorable. Is it your fault? Well, not exactly, but it depends on the exact circumstances. Did the person responsible for the email reply ask the customer if they’d made a prior query? Did the social media assistant note down their details? You shouldn’t expect your customers to track these things. Where it’s convenient, they’ll ignore previous queries if they possibly can.

What you need, then, is a combination of two elements: a platform-independent cloud-based CRM tool (CRM meaning customer relationship management: here’s a good example) and a standard procedure for ensuring that every notable customer interaction is appropriately logged.

Apptivo example - Creating a great ominchannel customer experience

Source: Apptivo

Whenever a support assistant speaks to an existing or prospective customer, they should note things like their social media handles and their email address. When subsequent interactions arise, then, you can impress that customer by already knowing what they’re looking for and what they might need support with.

Closing note

We’ve only looked at a few tips here, but they’re particularly important ones when you’re trying to consistently outperform your competition when it comes to omnichannel customer experience. Assuming your website itself is well optimized (running quickly, being responsive even on mobile connections, and scaling with demand), a renewed focus on brand identity and comprehensive live support could be just what you need.

The post How to create a consistent omnichannel customer experience appeared first on Search Engine Watch.

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How to use personal passions to create meaningful content

October 20, 2020 No Comments

30-second summary:

  • Nearly half of all consumers consume plenty of content before deciding on a purchase, so brands should focus on crafting compelling, useful reads.
  • If you position your brand as a trusted source, people are five times likelier to look to you for pre-purchase information.
  • RAPP copywriter Jack Schuleman shares three tips for encouraging a team to use personal passions to write richer content. 

Content is still one of the best ways to engage consumers. Create meaningful content, and you offer like-minded customers more reason to get involved and invested with your brand. Whether information is coming from peers, family, or brands, people like the feeling of being understood. That’s what meaningful content does. It makes the individual feel seen and heard.

Besides, nearly half of all consumers engage with copious amounts of content before arriving at a purchase decision. This is the perfect opportunity to persuade with a compelling, useful read and move the ultimate choice in your favor. It may also help position your brand as a trusted source, which has benefits of its own. Individuals will be five times more likely to look to you for information prior to a purchase, giving you yet another opportunity to persuade.

The question then is, how do you go about crafting a meaningful piece of content?

The power behind a passion

It all comes down to one two-syllable word: passion. Personal passion makes all the difference in the creation of meaningful content. It brings deeper insights into an intended audience. You already know what that community likes, engages with, and finds compelling. If you’ve spent a life immersed in a given subject, you know these people on an intimate level.

I’m a car guy. Anybody who knows me knows that. Working for an automobile client now, I’m able to incorporate my wealth of industry knowledge into the work — and get a little return on the years of magazine subscriptions. It’s allowed me to tap into not only my passion for cars but my understanding of the people who own and love them.

Take an SUV, for instance. One buyer’s interest stems from a desire to go off-roading regularly, while another may only use it to go to the mall. Other than the obvious, what’s the meaningful difference between the two? Where might their interests coincide? How can you speak to both effectively? My passion affords me a better understanding of how to write to either one of these customers, helping to craft more compelling and engaging content.

Unleashing the full enthusiasm

Using a passion to inform content is straightforward, but instilling this idea throughout a team can take some time. There’s a comfort level that varies from one person to the next. But there are few steps to make the process easier, and it goes something like this:

1. Find opportunities to utilize your passion

Integrating your passions into your work can certainly have a positive impact on your job performance. I can attest to that. It simply comes through in the work — and, best of all, consumers can feel it. When customers understand that the people behind the brand are passionate about the products, it sets an expectation: You can trust us to deliver quality goods. In fact, studies show that communicating passion in your advertising influences everything from purchase behaviors to brand attitudes. Look for the opportunities in the workplace to best utilize your passions. Ask to take part in that work.

2. Bring more of yourself to work

My previous team knew I was into cars, so they were more than willing to keep an ear to the ground should something on the automotive front open up. Had I decided to leave that part of myself at home, who knows whether I’d be working on that client today? Not that you need to divulge your entire personal life to co-workers, but sharing more of your “self” in the workplace allows you to bring your passions with you each day. You can more easily lean on your enthusiasm and do your best, most innovative work. There’s a lot of potential in that.

3. Give credit where credit is due

Whether ideas come from trade publications or industry events, lived experiences advance the work. So you should feel comfortable sharing its origin; it won’t make the idea any less valuable or worthwhile. And while on the topic, look for suggestions outside the confines of your department. Someone from customer service, for example, could provide valuable insights for your next marketing campaign. Ask for ideas. Challenge teams to bring new concepts to the table, and provide feedback on what you like most about it. The constant exchange can create momentum throughout your company and encourage everyone to think outside the box.

Speaking from a place of knowledge will always be more compelling. It simply provides an air of expertise that consumers respond to. Of course, each individual has only so many interests, which is why building a team with an eclectic mix of hobbies, passions, and lifestyles is essential to an agency or marketing department. The more backgrounds you can get, the better off your team will be — and you’ll see it in your content.

Jack Schuleman is a writer who never learned the meaning of the phrase “slow down”. After a lifetime of drag shows, car meets, and all sorts of misadventures, he’s been able to apply his unique point of view and improv-honed creativity into engaging copy across nonprofits, automotive brands, and tech companies. Now writing for Toyota, he’s pursuing the most elusive target yet: a 100% click-through rate.

The post How to use personal passions to create meaningful content appeared first on Search Engine Watch.

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Agency lead generation: How to create white papers that convert

October 13, 2020 No Comments

30-second summary:

  • Agency lead generation strategies are top of mind right now and attracting more leads regularly has become a challenge with more and more content being available online now.
  • Agile marketers are paving the path forward combining technology and talent.
  • You can boost lead generation using content that adds value to your prospects—content such as white papers.
  • Venngage’s Content Marketer, Ronita Mohan shares a five-step guide to design papers that will generate leads for your agency.

Agency lead generation strategies are top of mind right now. Attracting more leads regularly has become a challenge—the world is more online, but that also means that there is more content available.

Rising above the noise to draw in the right leads can seem like an impossible task. But we’re here to tell you that it isn’t.

You can boost lead generation using content that adds value to your prospects—content such as white papers.

While designing white papers from scratch can be tricky, there are online resources to create attractive white paper designs that boost brand awareness and increase conversions.

So, how do you create white papers that convert? We share a five-step guide to design papers that will generate leads for your agency.

1. Target agency lead generation audiences

Before you design a white paper, you need to define the audiences who will read it.

While your agency may have a diverse set of clients, when you’re trying to generate leads, you need to narrow down your focus.

You don’t want to create content that aims to please everyone—the chances are, you will end up attracting no one.

Generic content is easier to create—there’s a proliferation of it online. But you want your content to stand out in the crowd. That is how prospective clients will notice your agency.

To do this, you should study your market segments and answer these questions:

  • What pain points do your clients have?
  • How can your agency resolve those issues?
  • Is your current market large enough for your service?
  • Are there market gaps that you should explore?
  • What kind of content has already been successful?

Following this process will help you understand your audience’s needs better. This will make it easier to choose topics and designs for your white paper and boost conversions.

2. Define topics for agency lead generation white papers

Now that you’ve defined your audience—and you know your goal is agency lead generation—you need to pick a topic that is suitable for your prospects.

Remember, your aim with your content is to provide solutions to your clients’ pain points—that should be the driving factor behind creating any kind of content.

There are a few ways to find topics of interest for your prospects.

One method is to send survey questions to your existing clients asking them what kind of content they would like to see from you.

You can also look at content that has already done well on social media, past white papers, and blog posts. This will help you decide which topics attract the most views.

Consider searching online for keywords related to your clients. Google’s longtail keyword suggestions are a great place to find new content ideas.

Plus, SERP results give you an idea of what content is being searched for and why.

It is best to get granular with your white paper topics. Instead of creating a paper on the wider topic of brand awareness, the below example focuses on brand positioning.

defining topics for your agency lead generation white paperSource: Venngage

If you’re writing about email marketing—which is a broad topic—consider focusing on something narrower.

Write about incorporating user-generated content in emails, or how email marketing can be used to improve hiring rates.

You can also focus on specific aspects of your industry, such as the impact of phishing scams on company cybersecurity, or how to outsource IT departments.

The more targeted your topics are for your audience, the more likely they are to engage with your content.

3. Agency lead generation content creation

When you’re creating content designed for agency lead generation, your mind is on sales and conversions.

However, that shouldn’t be the primary thrust of your content. If you create white papers solely to sell your agency to leads, you might end up losing them instead of converting them.

Nobody wants to be sold to—especially when they’re investing time and energy into reading a white paper.

Additionally, white papers are gated content—they require interested parties to fill up a form to obtain access to the paper.

You can’t ask prospects to put in that much effort to get a piece of content that doesn’t enrich their lives or educate them about a topic.

But you do still need to convert prospects into clients. How can you do that?

Your white papers should be educational and informative about the subject matter, like in this example about employee engagement.

content creation for your agency lead generation white paper

Source: Venngage

Do original research into the topic and include data that backs up your assertions.

Share case studies and illustrated use cases from your agency. Not only do case studies make for interesting content but they also act as testimonials for your work.

The process of attracting prospects should be organic—encourage them with well-researched and well-written white papers.

4. Designing white papers for agency lead generation

Your white paper needs to be interesting and engaging, but it also should be attractive to prospects.

You could create a Word document, export it as a PDF, and share that with your audience. But is that going to get prospects’ attention like this example below?

Neon Digital Hiring Strategy White Paper_Venngaeg

Source: Venngage

It is possible to design a white paper that is colorful and detailed with templates and even from scratch.

We outline how to design great white papers to improve your agency lead generation efforts.

Be on-trend with your agency lead generation white paper design

Your white paper needs to follow present graphic design trends. This is important because, while you want to stand out from a crowd, you don’t want to stick out like a sore thumb.

In the foreseeable future, these are some of the design trends agency marketers need to be aware of:

  • Muted colors, not bold or neon colors
  • Flat icons and illustrations, as opposed to 3D icons
  • Geometric shapes, instead of the abstract, flowing shapes of 2019
  • Classic Serif fonts, which are coming back into fashion

All these design elements will influence how you create your white paper and how successfully they draw in prospective clients.

Use visuals to design attractive lead-generating white papers

Visual communication has become one of the pillars of content marketing—which is why visuals need to be incorporated into your white paper design.

Start by designing an attractive cover page for your paper. 

Similar to book covers, the top page of your paper has the power to draw people to read further, like in this example.

using visuals for your agency lead generation white paper

Source: Venngage

Your cover page should also convey what leads will find within the pages of the paper—don’t mislead them with visuals that are attractive but irrelevant.

Though papers are largely text-based, that doesn’t mean that visuals don’t help engage readers further.

You can use visuals like icons, illustrations, photos, and charts to add depth to your white paper. They also make the content more readable and scannable.

When using photos, look for imagery that reflects your target audience—that will make the white paper feel more relevant to your readers.

Structuring your agency lead generation white paper

We have already mentioned the importance of having a cover page for your paper. But you also need to include an index that outlines the chapters of the paper.

To make the process easier, always include page numbers in your white papers. 

Readers will be able to return to sections they are interested in if they have an index to refer to, like in this example.

structuring your agency lead generation white paper

Source: Venngage

When you can, try to include quotes from experts in your field—this will give your paper more gravitas. Quotes should be highlighted with a bigger font size to vary the design.

In the same vein, include tables and text boxes that focus readers’ attention on specific facts and data.

Highlight key takeaways in the summary section of your paper—it is best to summarize your findings only after the paper is written.

Add a CTA in your agency lead generation white papers

What is the purpose of your paper? You want your prospects to perform some action.

That is why you need to include a call-to-action in your white paper—so that you can convert prospects into leads, and eventually into clients.

Here are some calls-to-action you can add to your papers:

  • Subscribing to your newsletter
  • Trying out your service
  • Scheduling a call
  • Learning more about your business

Ensure your CTA is visible and stands out on your page—this will encourage leads to click on it and travel further through your sales pipeline. 

Repurpose content into agency lead generation white papers

Creating content for agency lead generation can be a tough task—especially when you have to build content from scratch.

But there is a workaround for agency marketing teams—repurposing existing content. Instead of creating the text and visuals for papers, breathe new life into what you already have.

For example, your company blog may have multiple posts around one topic. These can be collated into chapters for a paper. 

Similarly, a webinar can be used to create a white paper, or a long eBook can be broken down into several white papers.

The possibilities for repurposing content are endless—keep an open mind and you can create papers that will generate more leads. 

5. Agency lead generation white paper promotion

Congratulations, you’ve created a white paper! Now, what do you do?

Leads aren’t going to find your paper on their own. You need to actively promote your content.

There are numerous ways to get eyeballs on your paper. Here are a few promotion methods to follow:

Blog posts

Create blog posts around your white paper content and include a call-to-action to download the paper, like in this example.

using blog posts to market your white paper for agency lead generation

Source: Pardot

Leads are more likely to access gated content if it has some context around it.

Email marketing

Promoting your white paper through an email campaign can boost downloads.

Share previews, statistics, or facts from the paper to entice your email list to click through to your paper’s landing page.

Write a follow-up email to everyone who downloads the paper to continue a conversation—this will increase conversions. 

Social media marketing (SMM)

Leads use social media to find content and future partners all the time. Sharing white papers on your channels will increase visibility for your content and your brand.

Use social media tools to schedule posts about your white paper at relevant times to your audience.

Website marketing

You can build a landing page for your paper that includes a summary and key learnings—enough information to encourage leads to download your content. 

Your page should include a simple form that prospective clients can fill in to access the paper—don’t ask for too much information, or they may be deterred from filling the form.

Promoting your content is a necessary step if you want to create agency lead generation strategies that convert.

Key takeaways: Prioritize audience needs to boost agency lead generation

Creating a white paper is a long process but a fruitful one that brings in more clients. To be successful, you need to follow a few crucial steps:

  • Target your white paper audience
  • Choose topics that are relevant to your leads
  • Create content that will encourage leads to partner with you
  • Design the white paper to attract leads
  • Promote your content on multiple platforms

These steps will help you create white papers that will boost your agency lead generation efforts.

Ronita Mohan is a content marketer at the online infographic and design platform, Venngage.

The post Agency lead generation: How to create white papers that convert appeared first on Search Engine Watch.

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How To Create State-of-the-Art Campaign Proposals

October 13, 2020 No Comments

One Paid Media Strategist shares how to create an in-depth campaign strategy proposal for a boss or client.

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Privacy data management innovations reduce risk, create new revenue channels

September 26, 2020 No Comments

Privacy data mismanagement is a lurking liability within every commercial enterprise. The very definition of privacy data is evolving over time and has been broadened to include information concerning an individual’s health, wealth, college grades, geolocation and web surfing behaviors. Regulations are proliferating at state, national and international levels that seek to define privacy data and establish controls governing its maintenance and use.

Existing regulations are relatively new and are being translated into operational business practices through a series of judicial challenges that are currently in progress, adding to the confusion regarding proper data handling procedures. In this confusing and sometimes chaotic environment, the privacy risks faced by almost every corporation are frequently ambiguous, constantly changing and continually expanding.

Conventional information security (infosec) tools are designed to prevent the inadvertent loss or intentional theft of sensitive information. They are not sufficient to prevent the mismanagement of privacy data. Privacy safeguards not only need to prevent loss or theft but they must also prevent the inappropriate exposure or unauthorized usage of such data, even when no loss or breach has occurred. A new generation of infosec tools is needed to address the unique risks associated with the management of privacy data.

The first wave of innovation

A variety of privacy-focused security tools emerged over the past few years, triggered in part by the introduction of GDPR (General Data Protection Regulation) within the European Union in 2018. New capabilities introduced by this first wave of innovation were focused in the following three areas:

Data discovery, classification and cataloging. Modern enterprises collect a wide variety of personal information from customers, business partners and employees at different times for different purposes with different IT systems. This data is frequently disseminated throughout a company’s application portfolio via APIs, collaboration tools, automation bots and wholesale replication. Maintaining an accurate catalog of the location of such data is a major challenge and a perpetual activity. BigID, DataGuise and Integris Software have gained prominence as popular solutions for data discovery. Collibra and Alation are leaders in providing complementary capabilities for data cataloging.

Consent management. Individuals are commonly presented with privacy statements describing the intended use and safeguards that will be employed in handling the personal data they supply to corporations. They consent to these statements — either explicitly or implicitly — at the time such data is initially collected. Osano, Transcend.io and DataGrail.io specialize in the management of consent agreements and the enforcement of their terms. These tools enable individuals to exercise their consensual data rights, such as the right to view, edit or delete personal information they’ve provided in the past.


Enterprise – TechCrunch


How to Create a Facebook Funnel With Buyer Personas

September 23, 2020 No Comments

Want to optimize your Facebook funnel and increase sales? This post will teach you how to build Facebook buyer personas and optimize your Facebook funnel. 

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How to create compelling content based on existing data

September 23, 2020 No Comments

30-second summary:

  • Data-driven content lends credibility and authority to your brand.
  • Existing public data sources offer a great starting point for implementing a data-driven content strategy.
  • While they may initially require more heavy-lifting to find and parse through, public data sets offer endless content possibilities.
  • Fractl’s Project Manager Claire Cole shares strategies for creating original, compelling content from data available to anyone.

The key to creating newsworthy content that captures the attention of audiences is to focus on data collection, analysis, and illustration.

This content strategy allows you to take something convoluted and present it to readers in a compelling manner in a way that hasn’t been done before.

While data can be an intimidating medium to work with, it doesn’t have to be.

In this article, I’ll explain how you can use data that’s already out there to create your own newsworthy content and drive engagement.

Where to find public data

What can deter marketers and content creators from working with existing data is not knowing where to find the data they want. It’s true that few organizations and entities broadcast the existence of the data they release, so you need to know where to look.

To start, here are some government agency sources we’ve relied on:

US data census

All of these sources include a multitude of variables to dissect in many different ways. Don’t settle for just looking at the top-level data. Consider how you can explore particular angles to reveal new, specific insights.

Take the American Community Survey by the U.S. Census Bureau, for example. Beyond standard demographics you’d expect from a nationwide survey like gender, age, employment status, and earnings, this existing data set features less obvious subjects like fertility, usage of food stamps/SNAP, and health insurance coverage, among many others.

If an entity that might already have public data on the subject you’re interested in doesn’t come immediately to mind, there are other general sources that can be worth a look. 

The website FiveThirtyEight, while an outlet built on creating original works of data journalism, often makes the existing data they use in their pieces open to the public, meaning you could find a new angle to explore that they didn’t.

Kaggle and Google Public Datasets are other good platforms for finding a variety of data for use.

Top three ways to create content from existing data

Let’s say you’ve found a public data source. It involves a lot of data, so you have many angles and stats to explore, and the topic can be tied back to your brand. 

However, you’re having trouble creating a narrative around all the numbers and decimals and demographics. Here are three strategies to consider when trying to tell a story with data.

1. Consider the implications of time

One of the simplest ways to find interesting takeaways within a data set and create a narrative arc is to compare how variables change (or don’t) over time. Nathan Yau created a project for Flowing Data looking at how the American diet has changed over the years. 

Data - How American diet has changed

The project uses data from the Department of Agriculture’s Food Availability Data System, which keeps numbers on food production as well as American consumption. 

While insights can be derived from a single year of this data, the power of the project comes from looking at trends over a long period of time. 

Adding a time element to data content may not seem groundbreaking, but it can be overlooked when hunting for takeaways. Data doesn’t exist in a vacuum, so putting it into context with a time element can make for a compelling story.

2. Look for interesting demographics to drive the narrative

Sometimes finding an interesting or unusual demographic to build content around can help focus data from an existing source. We did this with a project for our client FundRocket, which was about small businesses, a very common topic. 

What set the project apart, though, was that it compared small businesses owned by US-born citizens and naturalized citizens. 

American Community Survey

Using data from the American Community Survey, we compared the two demographics across a number of variables: top industries, fastest-growing industries, metropolitan areas with the most businesses owned by naturalized citizens, and more. 

The use of this unique demographic comparison makes the project stand out among other content produced around small businesses. 

Look at how Business News Daily not only covered the project but included key takeaways at the top of the article.

Use of data to create content - American Community Survey

When analyzing your data, always visualize what insights a publisher might take away from the project. If you’re able to come up with a few key points, that means you’re on the right track to creating a compelling project. (It also helps you maintain focus as you continue working on it.)

3. Consider a common topic from an uncommon angle

Asking the right questions of your data can lead to compelling findings. A great way to create unique data-focused content is to explore a common topic from an uncommon angle or point of view. 

For example, perhaps there’s a topic in your niche that is discussed a lot but never in conjunction with data. Or perhaps a topic generally framed with data could have new life breathed into it by tapping a different data source or metric.

We took this approach for our client The Interview Guys with a project that looked at the occupations that require the most and least work experience. 

Work experience is an incredibly common topic in the career and HR spheres. There are articles on everything from how to framework experience on a resume to whether companies are expecting too much of entry-level candidates these days. With all of that competing content, it can be difficult to breakthrough.

Thankfully, data can give us a leg up over other content. In the case of The Interview Guys, their project was differentiated because we took that topic and married it with public data from the U.S. Bureau of Labor Statistics’ Occupational Requirement Survey and Wage Estimates. 

Using data like wage estimates to create content

This gave the project the added authority of government data while still answering practical questions job seekers and people considering a job change may have, and it was compelling enough to earn media coverage on CNBC.

Building a data-driven content strategy

Creating content around data doesn’t have to be intimidating. There are plenty of publicly available data sources that can be tapped and used to great effect in a diverse content strategy.

Considering data trends over time, seeking out unique demographics to examine, and brainstorming how data can create new angles to a common topic are easy ways to get started building content around data that already exists. 

Claire Cole is Project Manager at Fractl, creating data-driven campaigns in a variety of verticals to meet client goals. When she’s not poring over spreadsheets and data visualizations, she’s reading the latest bestseller while snuggled up with her rescue pup, Penny. She can be found on Twitter @claire_cole18.

The post How to create compelling content based on existing data appeared first on Search Engine Watch.

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How To Create Facebook Video Ads

July 18, 2020 No Comments

If you want to get more bang for your buck from Facebook ads, it is time to switch to video. Facebook video ads can drive more clicks and leads.

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Create Google Display Countdown Ads Using Rules: Getting Creative With Ad Customizers

May 26, 2020 No Comments

Want to create urgency to purchase with your display ads? With a little creativity, you can create countdown ads even though it’s not a default option!

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When To Create New PPC Campaigns

February 28, 2020 No Comments

In this post, we will discuss at which point new paid search campaigns should be created and the process behind it. This is from my time as an account manager and may vary by account vertical, platform, and network.

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