Do you feel like a content marketing loser? Like even though you’re using the same strategies as the celebrity bloggers, the crowd keeps passing you by? In a super post about “getting lucky” in the content marketing world, Tracy Feit Love breaks it down to this memorable example:
“Two guys walk into a bar (humor me here). The first guy walks up to a woman and says, ‘Hi. I make a lot of money and drive a really fast car, so you will definitely want to go out with me. Here’s my number. When you’re ready to go out, call me.’
https://www.i-scoop.eu/succeeding-content-marketing-five-tips/
Today's marketers are facing a paradox: We have better intelligence and tools for driving growth than ever before. Data-driven digital marketing, programmatic and audience buying are proven to be delivering results. But if return on investment ROI » is going up, why are sales in decline?
There are some simple causes and effects: Media inflation continues to increase across all channels, while reach has declined for most every channel and publisher. Rising costs combined with declining reach drives up Cost-Per-Point CPP » , which means creative needs to be exponentially more effective to deliver the same results (and that's before attenuation of media attention is factored in). In most cases, even the best creative cannot offset the decline in efficiency. It's just math. And as the math suggests, in most cases we'd expect to see a decline in payback. Yet most channel-specific measurements show a positive ROI. Why?
http://adage.com/article/neustar/marketer-s-paradox-roi-sales-decline/310415/
Conversational or Chat Based UX is a new and exciting trend that gives you insight into what your customer is thinking and what they are looking for. Yet we see plenty of applications that build walls to keep away all kinds of user feedback.
As a user it is difficult to find something more irritating than a non-functional UI and no easy way to notify the builder that they should fix it. We can find signs that interacting with the users and collecting their feedback is becoming more and more important. With the next iOS 10.3 release developers and users will be able to interact through App Store reviews. Although, it would be best if users do not need to escalate their negative ratings to the App Store at all.
https://uxplanet.org/collect-user-feedback-or-die-fb3a312f39b1/
As a nascent marketer, I misjudged how crucial feedback was to success. But when I was promoted to head a marketing and communications team, that lack of appreciation for feedback slowly eroded my team’s functionality. While I had a leadership philosophy founded on open communication, I underestimated how intentional and vigilant I needed to be.
But a few months into my then new role, an employee informed me things were not operating as smoothly as they once had. I was shocked! Weren’t we producing exceptional campaigns? Weren’t we meeting deadlines and making revenue goals?
https://www.forbes.com/sites/forbescommunicationscouncil/2017/08/25/your-most-valuable-tool-your-teams-feedback-loop/#1bed88a95690/
Within my talk I shared the approach that I take to deliver successful content marketing campaigns that can be easily scaled, don't break the bank and have an extremely positive effect on your search engine visibility, social media and email marketing campaigns. There's also a short case study that shows a practical application of the technique in action.
Overall, the conference was a huge success and I'd strongly recommend checking out their upcoming events (they're free, by the way!) as they offer some seriously valuable insights for marketers and businesses alike.
https://www.matthewbarby.com/sme-content-marketing/
The following is a short extract from our book, Researching UX: Analytics, written by Luke Hay. It’s the ultimate guide to using analytics for improved user experience. SitePoint Premium members get access with their membership, or you can buy a copy in stores worldwide.
To understand why your users behave the way they do, you first need to get to know them. You may make assumptions about who those users are, but you should be constantly challenging those assumptions, or at least be backing them up with facts...
https://www.sitepoint.com/getting-to-know-your-users-with-analytics/
Agencies across the government are experimenting with design thinking. A key step in this process is getting user feedback on your ideas.
This feedback can often be messy and unstructured. But analytics and visualisations can help officials understand what users’ needs really are. This will allow them to rapidly prototype their ideas and create future iterations of products....
https://govinsider.asia/digital-gov/how-to-understand-user-feedback-with-data-analytics/
Up-front user research is comforting because it hands off the responsibility of making decisions. Any time a difficult decision needs to be made, designers and product managers can simply refer to work that was done months ago (which is potentially now irrelevant). The research can act as a safety net. If the product or feature doesn’t work out after launch, the team members aren’t responsible; they were simply following the research. But research can give teams a false sense of security–a feeling that they’re not making the decisions, that the research has predetermined what will happen.
Here’s the thing: In the best companies in the world, the companies that make the products everyone uses, a huge amount of the “innovation” comes from simply making assumptions, building something, testing it, and iterating based on real user feedback. Do you think that Slack came about after a lengthy discovery phase? How about Google Hangouts, Gmail, or the Kindle?
https://www.fastcodesign.com/90138792/stop-using-design-research-as-a-safety-net/
Collecting customer feedback is crucial, but there’s more to capturing the voice of the customer (VoC) than compiling readily available data and dropping it into a spreadsheet. Companies known for great customer service go beyond basic data collection — pulling feedback in from a variety of sources, carefully analyzing sentiment and leveraging key takeaways to improve products and services.
http://www.cmswire.com/customer-experience/voice-of-the-customer-decoded-4-tips-to-make-the-most-of-feedback/
Customer feedback can help you understand what features to add, what features to get rid of, and where to direct your development efforts. Adding it into your marketing plan is a no-brainer. But mobile app companies have a unique challenge. When it comes to communicating with customers, they’re at the hands of Apple and Google.
Because these two giants privatize your customers’ information, it’s impossible to get feedback in conventional ways. Unless your users create an account, you can’t email out a survey to a customer or email list, or search for your customers on social media. You have to be creative. Thankfully, mobile app companies have found savvy ways to get feedback from their users. In this post, I’ll explain how you can learn what customers really think of your app...
https://blog.kissmetrics.com/feedback-from-mobile-users/
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