Accela Communications’ client, Biomni saw a 76% increase in a white paper download using video versus the typical downloadable pdf file. It’s no surprise that video is more engaging. What’s important about engagment is that engaged visitors tend toward becoming buyers. I spoke with Accela rep Kevin Flatley who told me that Accela now offers […]

Five Things SEO Copywriters Should Never Do Don’t place too many keywords too close together—search engines will punish you for it. i.e. Workforce automation from ABC company makes workforce automation easier to implement. Don’t use more than one theme on a single page. i.e. business process optimization and workforce automation. Break down categories and products […]

If your 2008 integrated marketing communications plan includes online video (a.k.a. webcasts), here are seven great online video tips to make your webcasts more engaging. And if you’re a copywriter, check out tip number one. Personally, I like the “lean forward 20 degrees”–tip #6. Read all seven tips from Business Week columnist and former television […]

B2B high tech and industrial buyers are using longer, more specific keyword search strings to find just what they need–especially if they’re further along in the buying cycle. When your copywriters use these same or similar search strings, you’ll have a greater chance of engaging more qualified buyers. Easier said than done. What often happens […]

Check out GlobalSpec’s Marketing Maven blog post to learn a few low or no cost ways to optimize your website for search engines. Don’t wait for a New Year’s resolution… these are things that every B2B marcom manager can to today including: Copywriting techniques for integrating keywords, How to improve your meta data to improve […]

Many B2B copywriters and marcom pros leave the images up to the art department. That makes sense except when including images on your website. B2B copywriters, or any copywriter for that matter, should write an alternate description for the image–a.k.a. alt img tag. (That’s the copy that appears when you mouse over the image) Why?… […]

If your marketing communications mix doesn’t include online video, then you may be missing a good opportunity to enage senior execs. An IPSOS study shows that 49% of senior executives watch online video.

Well, I didn’t come up with the line, “transparency equals trust.” Geoff Ramsey, CEO – eMarketer coined it at a recent B2B Magazine Netmarketing Breakfast. He was referring to social sites, blogs, etc. that allow visitors to provide feedback. Sometimes feedback isn’t always positive. However, sites which offer transparency into the opinions of visitor’s, customers, […]

In general the least amount of copy you can use to get your message across is best–no surprise there. However, you should also consider the following variables according to Dr. Flint McGlaughlin, Director, Cost: lower=less copy; higher=more copy Perceived risk: low=less copy; higher=more copy Level of Commitment: low=less copy; high=more copy Motivation: emotional/impulse=less copy; […]

If you think your site needs to link to everyone and their mothers, think again. I attended a workshop at the recent OMMA Conference and one of the panelists (I think it was Craig Hordlow of Red Brick Media) said to work on your internal links first. Here’s why… First, some background. In an attempt […]