The Content Czar

What is every marketer's goal? Obviously to convert people into customers. It's no different with content marketing. Each blog post, infographic, video, case study or eBook you create needs to ultimately convert. Otherwise, it serves no practical purpose. Master Digital Marketer Andy Crestodina outlines four basic steps to optimize a website for conversions. Research Audience Questions The first step for any content marketer in optimizing for conversions is to research what questions your target audience is asking. What are they wondering about? That's what they will be searching for on the internet. How do you discover these questions? Talking to sales reps who regularly deal with customers or reviewing logs from your call center are both great ways to gain valuable insights. If you're a one-person show, you can always poll existing customers. Maybe offer an incentive, such as a discount, if they respond. Keyword research is another great way to find out...

Your content strategy should stay lively, interesting and varied to attract different audiences. Imagine eating the same food for breakfast, lunch and dinner every day. Even if it was your favorite food, you probably couldn't go more than a couple days without your taste buds and stomach begging for mercy. It's the same principle with your digital content. You might have a passion for writing, like me, but if your entire content strategy revolves around text-based materials, your target audience might eventually tune out, or you might never reach those people who prefer listening to a Podcast on their way to work. To help you spice things up, here are five website content ideas to try out. Infographics This infographic shows visual learners that 65% of the world's population is like them. Infographics are visual representations of data. Instead of merely writing that 65 percent of the population is made up of visual learners , you might take a picture o...