Category: Curated Content

Posted by Lea-Pica

If you find your presentations are often met with a lukewarm reception, it’s a sure sign it’s time for you to invest in your data storytelling. By following a few smart rules, a structured approach to data visualization could make all the difference in how stakeholders receive and act upon your insights. In this edition of Whiteboard Friday, we’re thrilled to welcome data viz expert Lea Pica to share her strategic methodology for creating highly effective charts.

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Video Transcription

Hello, Moz fans. Welcome to another edition of Whiteboard Friday. I’m here to talk to you this week about a very hot topic in the digital marketing space. So my name is Lea Pica, and I am a data storytelling trainer, coach, speaker, blogger, and podcaster at LeaPica.com.

I want to tell you a little story. So as 12 years I spent as a digital analyst and SEM, I used to present insights a lot, but nothing ever happened as a result of it. People fell asleep or never responded. No action was being taken. So I decided to figure out what was happening, and I learned … Read More

The term “microsite” refers to branded content that exists independently from the main company website.

Microsites have their own URL and are typically used for specific campaigns or for posting ongoing content.

A blog, if it exists outside of the company’s main website, could be considered a microsite. Some popular examples of microsites include Blendtec’s WIllItBlend and Officemax’s ElfYourself. We’ll explore other examples and why they work in this article.

The top 3 benefits of creating a microsite

While creating a separate web entity for your business might seem like a hassle, there are quite a few benefits. Microsites do not necessarily have to be long-term projects. Many of them only exist for the duration of a marketing campaign. Here are three top benefits of creating a microsite:

1. Focused content

A microsite allows for more focused content. For example, if you run an e-commerce website that sells clothing, you could create microsites for specific brands or demographics. A visitor looking for children’s clothing specifically could visit your microsite without being distracted by other product pages that may … Read More

Are you working with social media influencers? Wondering how to vet and recruit influencers? In this article, you’ll discover four tools to manage your influencer relationships. #1: Identify and Vet Influencers With Influence.co and Social Blade Influence.co is a tool that helps you easily find and connect with influencers who want to work with brands. […]

The post 4 Tools to Find and Manage Influencers appeared first on .

… Read More

Recent research by the Temkin Group showed that how a customer feels about an interaction with a company is the most powerful indicator – and driver – of customer loyalty.

Compared with customers who have a poor emotional experience, those with a positive one are 6x more likely to purchase again, and 12x more likely to recommend a company.

Additionally, the lifetime value of an emotionally-connected customer is more than twice than that of a highly satisfied customer.

This clearly has implications for every company that sells products and services to customers.

But it got me thinking… how do you do it? I realized the manifestation of incredible, emotionally-riveting customer service is a feeling you create in your customer.

Colin Taylor, CEO of The Taylor Reach Group, a call center consulting firm, told me that “making an emotional connection with the customer is one of the key aspects of delivering a superior customer experience and is one of the three E’s of superior customer experience – along with ease and engagement.”

The impact? An increase in customer loyalty, retention, and sales.

If incorporating positive emotion int… Read More

What draws people to your content?

In the past, I’ve explained how to write introductions that make the rest of your post irresistible. But before readers can even have a chance to read your intros, they’ll need to click on your headline.

Headlines go way beyond just blog posts. This is something you need to focus on for every piece of content you produce.

Whether it’s a new video on your website or a breaking news story you’re sharing via social media, it all starts with a captivating headline.

Obviously, you want people to consume the content you’re producing. But the reality is they probably won’t. According to research from HubSpot, 43% of readers just skim through posts.

But if your goal is to get clicks and drive traffic to a landing page, all you need to do is focus on the title.

That’s because 80% of people will read a headline. So there’s a good chance your headlines will be seen by most of your audience. Now, it’s just up to you to make sure it’s appealing enough to get clicks.

Include a number

Numbers are a great way to draw attention to your post and increase clicks. That’s because readers know what to expect when they see a number in the title.

I use them when I’m writing my blog posts all the time. Here’s a recent headline I used for an article about how to monitor your competition.