Are You Satisfying Your Subscribers' Hierarchy of Needs? Expectations are steadily rising in the inbox, and everyone agrees that sending more relevant messages is the key to staying in subscribers’ good graces.
However, “relevance” is often talked about in vague, mystical terms or discussed within the narrow context of company-specific examples. While relevance is indeed in the eye of the beholder, that doesn’t mean it’s indescribable or immeasurable. Relevance is about fulfilling all four levels of the Hierarchy of Subscriber Needs—that is, creating a subscriber experience that is: RespectfulFunctionalValuableRemarkable Whether you’re meeting each of these needs can be gauged by measuring common email activities: opens, clicks, conversions, and forwards.
Let’s take a look at each subscriber need in turn. Respectful At the lowest level, subscribers need marketers to respect their permission grant. Respect and trust are the foundations of all business relationships. Functional The next need is for functional email experiences. Valuable Remarkable. The New Red Bulls: Why Every Big Brand Is Launching a Media Company. Casper, a mattress company, has a very unique value proposition for its customers that includes a headache-free purchasing process, a 100-night trial… and investigative reporting by award-winning journalists.
Did you have to do a double-take on that last part? You’re not daydreaming—Casper is the latest company to make the transition from consumer brand to full-fledged media company. After weeks of industry buzz, Casper launched Van Winkle’s on June 9 with the goal of covering the culture of sleep. The digital magazine features stories on everything from sleep deprivation to what it’s like spending a night at Florida’s new Legoland Hotel.
Science, Health, Travel, Culture—all are covered by the largely unbranded magazine. “While Casper launched Van Winkle’s as an independent venture, smarter brands in general realize that their products are just enablers to a lifestyle,” Luke Sherwin, co-founder and chief creative officer at Casper, told The Content Strategist. Quantity matters as well. How to Write Blog Posts: My Entire Process Revealed. Warning: this process is not for the faint at heart.
Just over a year ago I was challenged by a couple of my peers to document and share my blogging process. I had never thought to do so before and thought, “why not?” So I did a brief version and published it on Google+: Since then, my blogging process has undergone quite an evolution. While I’ve refined it significantly, I’ve also added a number of things to the workflow that have helped take my blog to the next level. In this blog post I’m going to take you through every step from idea capture to publishing and sharing. So buckle in– this is not going to be brief. Idea Capture: Evernote Since I’m the creative type, I need a quick and simple way to capture ideas as they come to me. For this idea capturing, I use Evernote. When I have an idea for a blog post I immediately pull out Evernote wherever I am. Dustn.tvWeal MediaWarfare Plugins These are the only three blogs I write for regularly, although I contribute to a few others infrequently.
Announcing a New Podcast for Content Marketers. Social Media New Year’s Resolutions for 2015 by @EleanorPie Spin Sucks. How to Use Brand Storylines to Spark Social Media Engagement. Harnessing the Power of Micro-Content. When used strategically micro-content can make a macro impact.
Social media has single-handedly made micro-content a necessary part of any digital marketing strategy. Before we go anywhere, let’s just start by defining what micro-content is. micro-content – 1. small groups of words that can be skimmed by a person to get a clear idea of the content of a Web page.2. small information chunks that can stand alone or be used in a variety of contexts, including instant messages, blog posts, RSS feeds, and abstracts. Let’s simplify things a bit and agree that micro-content is any piece of short, bite-sized content. Micro-content is typically how we view the content or posts shared on social media (such as tweets, Google+ posts, Facebook updates, photos, gifs, memes, infographics, etc.). The Best Free Tools to Create Visual Content.
Creating visual content that grabs people by the eyeballs doesn’t require a degree in design as long as you have the right tools.
You need to create great visuals in order to hook your audience by their eyeballs and draw them into your content. Their brains will connect with your image 60,000 times faster than your brilliantly crafted headline. So how can you create these beautiful, eyeball grabbing images without spending a fortune? Well I’ve come up with a small list of the best desktop tools to create visual content. This is part of my Essential Guide to Sharing Images Online series.
All of the following apps have been tested to the max by myself and some of my audience, clients and friends. The Best Online Apps The apps in this category are web apps. Canva.