How To: Use Trending News To Create An Exciting Content Calendar

Bloggers and content producers often feel like they carry the weight of the world on their shoulders. Between managing stakeholder requests and begging for team content contributions, creating fresh topics can be a constant struggle in the quest to engage readers and drive website traffic.

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Author: Andrea Meyers

Website Redesign: 5 Tips to Create Team Pages People Actually Want To Read

Last week, we had the pleasure of helping our friends and partners with PR 20/20 launch their new website. As fellow inbound marketers based out of Cleveland, Ohio, the PR 20/20 team created exceptional content and imagery while our Stream Creative web team assisted with the design and development of the site. One element of the website that is a favorite of both groups is the team page - highlighting the company’s philosophy of creating a “culture of we,” along with personalized bios and individual / group interests and passions.

The personalities, expertise and ethics of the people that make up a company are as important as the company’s reputation and achievements. Creating a team page that offers unique insight into a company’s culture and character adds value to any site where client / agency partnerships are an important part of business relations. Additionally, it adds a personal element and credibility that builds trust with partners and clients. These are 5 of our favorite elements of PR 20/20’s website team page that are great examples of how to make employees stand out, while exhibiting unity: 

1. Put a face & personality to the name. Most companies include professional photos of key personnel on their team page that will help partners, clients and prospects put a face to the name. PR 20/20 took this feature a step further by not only including a headshot of each of their team members, but personal photos with friends and family to showcase each unique personality. Multiple photos of the team at social functions were incorporated on the site page to display camaraderie, teamwork and most importantly, the fun that the group enjoys together.

2. Explain what has contributed to professional expertise to establish credibility. Rather than including the traditionally, often stuffy bio information, PR 20/20 included individual team member’s “professional moments”, “favorite moments” or “fun facts” both personally and professionally to allow their staff to highlight skills, areas of expertise and other industry credentials. 

3. Include fun, personal passions and interests that make individuals approachable and showcase personalities. Each individual team member’s page includes a listing of personal passions and interests that correspond with photos of friends, family and hobbies. The value of including interesting personal information makes the individual more approachable to the reader - offering possible commonalities and interests. The bottom line is that it portrays the company as a group of real people and will likely give clients and prospects something to talk about next time they chat with their PR 20/20 partner. 

4. Include personal social media handles or links. A company is only as strong as its team and this philosophy shines through when a team member shares their expertise via social channels. While it’s important to position a company as an industry expert, oftentimes team members have much to contribute via their personal blogs, relevant publications and other content they read or research on a daily basis. The information shared through an employee's personal social channels is a reflection of the company’s expertise as a whole. Including an employee’s personal social handles or links is a great way to encourage readers to get to know your staff and the knowledge they offer, by following their daily postings.

5. Encourage team members to provide descriptive quotes for their colleagues’ pages – further showcasing personalities, expertise and work ethic. One of our favorite elements of the PR 20/20 team page is the “testimonial” quotes fellow team members provided for each individual’s bio page. The quotes not only represent who the employee is as an individual, but also the strength of their individual role and incredible value they bring to the team (as told by their colleagues). 

Team bio & about pages are one of the most important components of any website. PR 20/20 did an incredible job putting a face to the personalities that make up their team, allowing website visitors to view the “realness” of their company. Adding a human touch can help build credibility and position your company and its representatives not only as thought leaders, but partners that clients and prospects will respect. 

How can you add greater personalization to showcase the expertise and unique personalities of your team on your company bio or about page?

10-Step Checklist for Your Website Redesign

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Author: Andrea Meyers

3 Ways Your Marketing Department Can Do More With Less

Is your department challenged with creating stronger customer engagement and a more meaningful experience, all while finding ways to decrease expenses?  If so, you are not unlike many other marketers who are faced with the same challenges regarding time and budget. Many companies are looking for a way to differentiate, position themselves as a leader and build their brand while getting the most ROI. Here are a few inbound marketer time-saving tactics that can help you stretch the funds.

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Author: Andrea Meyers

Build an Online Resource Center for Your Website

Website Resource CenterDo you have various types of content scattered throughout your website – in blogs or landing pages? Do you have a place where all this content can be organized? Such a place would be a resource center – a library of all your content. Every website should have a resource center for these reasons:

  • Provide educational information to your audience in an easy-to-find and consumable format. After all, education is the future of marketing. Education builds trust with your audience because you are showing yourself as the industry expert.
  • Resource centers demonstrate your thought-leadership, as well as creating a unique visitor experience – allowing visitors to find relevant content quickly.
  • Resource centers show the value of your information, which can help with lead generation. It also encourages content sharing.

Resource centers should guide the buyers’ journey. Adding top-of-funnel content to the resource center, you are building awareness of your products/services, as well as attracting traffic. Using your middle-of-funnel marketing educates your audience through your content and show products and services that are valuable and beneficial for businesses. And finally, the solution and its value are revealed with bottom-of-funnel marketing and content, which is where a sale will hopefully be made.

Building the Resource Center

The overall goal of the resource center is to provide educational relevant content that will help generate leads.

 1. Gather and organize your content.

  • Use a spreadsheet to track and categorize your content – whitepapers, webinars, ebooks, etc.

2. Create a resource center homepage.

  • List all your content by types.
  • List any and all new content.
  • Explain, in a professional manor, the purpose of the resource center and its overall goal.
  • Incorporate links to blogs next to relevant content.

3. Build out the content structure.

  • You need a homepage for each content type.
  • Add calls-to-action to content homepages.
  • The CTAs should link to related landing pages.
  • Use thank you pages. Add CTAs to continue guiding through the buying process.
  • Follow this structure:
    Resource Center --> Content Homepage --> Landing Page --> Thank You Page

4. Allow social sharing.

  • Include social sharing buttons to encourage the sharing of your content.
  • Social sharing helps spread thought-leadership and brand awareness.
  • Include buttons on content homepage, landing page, and thank you page.

5. Promote the resource center.

  • Create CTAs and include them on:
    • Homepage
    • Product/service pages
    • Blog
    • Emails
    • Thank you pages
  • Add resource center to main navigation on your website.
  • Include it in your lead nurturing emails.
  • Instruct your sales reps and customer service team to utilize the page and direct prospects and current customers to the page.

6. Find and create new content.

  • Create a landing page and ask what type of content your audience needs or wants.
    • Doing this engages with your community and will show that you’re interested in their feedback and serving them.
    • You’ll also be sure that you’re finding and creating the right content.

7. Measure the page.

  • Measure the page on a monthly timeframe.
  • Analyze the landing page conversion rates.
  • Track the visits to each content type resource page.
  • Track the CTA performance.
  • Rate the content.
  • Get feedback from your audience to help improve the content.
  • Check the bounce rate of resource pages using Google Analytics.

Remember that content is key. By continually providing new content, you’ll be helping spread your brand name and increasing web traffic. All this helps lead generation and will grow your sales. So, why wouldn’t you want to have a resource center?

12 Essential Tips and Tricks for Link Earning

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Author: Monica Madsen

How to Create Educational Product/Service Pages that Increase Sales

One goal of your website should be to promote your products and services. Having a page for each product or service you offer will achieve this goal. A product page is so important because it showcases what you can offer your visitors. These pages are about educating visitors on the various ways you can provide successful solutions for your customers’ challenges. This will also help you to build trust and credibility, growing your brand identity. Aside from the website's homepage, the product and service pages are the most visited pages on your website. These pages are the virtual sales rep for your business, with an overall goal of educating visitors so they take some type of action. Creating pages that have a lasting effect are important for the potential of customer retention and sales growth.

Website Product Pages
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Author: Monica Madsen