One of the things we've learned from the
iPad during its first seven months is this: Content creators won't determine what works on the iPad -- users will. You can lead an iPad user to purchase a first edition of a shiny new magazine app, but you can't make him or her pay for the second one.
Over time, content creators will discover which apps, eBooks or services their audience will purchase and use on their smart phones and iPads. However, savvy publishers and content marketers are discovering ways to get their content onto mobile devices with approaches that help drive business metrics and meet organizational objectives -- and not by selling 99-cent apps.
Here are just a few ways to get your content on your customers' and members' smart phones and pad devices:
Continue reading "How to Get Your Content on iPads Without Creating an App" »
LivingSocial has helped its members find targeted deals since 2007, but Hammock has been delivering similar kinds of targeted content for far longer. Since 1991 we’ve learned that one of the best ways to help our clients become more relevant to their members is by sending messages that directly speak to their various audiences. In the same way that group buying websites—which send daily emails to members spotlighting their city’s deals—have skyrocketed in popularity in the last year, organizations that target specific members can more clearly build loyalty, better demonstrate their value and even see financial benefits.
Continue reading "3 Reasons to Segment Your Content for Different Audiences" »
Almost any marketer can cite some statistic about how efficient and valuable it is to retain a customer versus going out and acquiring a new one. There are a bewildering number of stats, but they all agree: it’s cheaper to retain than to obtain, and your current customers are valuable.
We are talking about customer retention in this installment (part three) of a five-part discussion about what business objectives you can expect a well-developed and executed content marketing strategy to accomplish.
Installment one: lead generation
Installment two: direct sales
Continue reading "How Content Marketing Leads to Customer Retention" »
You might use a search engine optimization or other content marketing strategy to attract visitors to your website, but how do you get them to join your conversation on Twitter? If you build it, they won’t come -- unless you follow these 5 tips for getting Twitter followers.
1. Provide relevant content: Typical advice from a content marketing company, right? Maybe so, but it’s dead on. Identify your target audience on Twitter (customers, perhaps) and tailor the content towards them.
Continue reading "Follow Me: 5 Ways to Get More Twitter Followers" »
