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Our Strategic Web Optimization™ Process

Click the Links Below for Customer Success Stories

Step 8 – 11. Content Offers Home


a. URL = See table at end of spec
b. Copy on Right

Page Headline = Using Content Offers for Customer Acquisition and Retention

First Paragraph = Choosing the “right topic” is the secret.

We recommend the use of a strategically chosen “topic” for your “content offer” that will attract visitors to your site to take advantage of the offer and “register’ with you at the same time. The “topic” is often an informational piece on a current controversy or an innovative new use for an existing product or service with high ROI. Sometimes a paper on how to calculate ROI for a particular product or service can be a content offer by itself. Sometimes it can be a Software Guide, Product Guide, Network Guide or Best Practices paper. [Link all these internal links to the respective home pages] Once there, the prospect must be engaged in the “registration process” which we recommend be as simple as asking for an email address before permitting download of a pdf file [or other fulfillment instructions] to your sales prospect. We can not only help you determine the appropriate topic for your content offer, but also help you create the offer.

Second Paragraph = A little self promotion is always allowed.

If you provide truly definitive information on a current topic of interest to your target group the readers will often accept a little promotion of your product relative to your competitors. But this needs to be handled carefully. We once wrote a Storage Architecture Guide [this links to the SAG I] content offer – that resulted in millions of dollars of orders including a [single] $650K order that happened with very little Sales Department Involvement. The customer happened to be a reseller searching for a product line in the client’s competitive market, and the procuring team was pre-sold based on the credibility or our written arguments in favor of our clients’ products. This was done after our objective review of our client’s competitors.

Third Paragraph = The tone of any follow up communication is key.

We can also help you craft appropriate language for your initial response to a prospect using our Intelligent Customer Engagement™ [ICE] process. There is a fine art in communicating with Web visitors who have registered to get a paper of interest to them. YOU CAN’T BE TOO PUSHY. Rather a polite acknowledgement email is the best way to go.

Fourth Paragraph = Increased site traffic boosts your Organic SEO.

A strategically optimized content offer not only sells product through increased “registrations” [sales leads] after the prospect has been engaged, but it can also increase your organic [natural] SERP ranking.

Fifth Paragraph = Put informational selling to work for you.

The use of informational selling [i.e., “content offers”] to drive [qualified] buyers to your Website is major trend in marketing today Thus it is particularly important that marketers understand the latest buyer behavior and vendor behavior relative to his trend in demand gen marketing. In a major study7 conducted among technology buyers and vendors by KnowledgeStorm [This links to ] certain
trends became clear.

In fact, you may want to read the links in the footnote below and give us a call, or just
send and email, “tweet” or “twit”.
c. Graphic on Right under Copy
i. None
d. On Page Links under or around the Graphic on Right
i. None. The only links on the right are in the copy
e. Left Column Caption
i. Line 1 = Content Offer
ii. Line 2 = Click Here to Download
f. Left Column Top Image
i. This is a pdf of the Document marked “T” in the Pubs List
g. Left Column Links List
i. Same as the Drop Down Menu in #6 above BUT without the Home Page AND without
the Top Image T [which is in the caption line #1]
h. [Other] Left Column Image Links
i. Same as the Drop Down Menu in #6 above BUT without the Home Page AND without
the Top Image T [which is in the caption line #1]
i. HTML Tags
i. See table below for keywords and title tag copy
ii. We are not putting in description tags, just title tags and Keyword tags



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