It’s rare for a business to offer its services for free. The phrase “there ain’t no such thing as a free lunch” reigns true in most industries and all business decisions. Originating with early-century saloon owners marketing free, salty lunches as a way to entice beer drinking, even the etymology of the #TNSTAAFL phrase foreshadows the destiny of commerce itself – it’s impossible to get something for nothing.

So, what does a free ham sandwich in 1891 have to do with 2020 content marketers and gated thought leadership? Imagine your business is the bar and that hungry and thirsty passerby out front is the CMO searching for a way to convince their boss on more paid media dollars, or a CTO who needs a VPN alternative. You have something they could want – a delicious, frothy piece of premium content to quench their industry-specific questions. Post that “Free Lunch” sign, give them some snacks, and then charge them for the beer to wash it all down. You’ll have a bar full of returning customers every time.

You Want to Be a Thought Leader?

Let’s break it down. Businesses that are trying to establish themselves as thought leaders in their space usually have two types of content: Blogs and premium content. Typically, you want to spend your time on the premium content first and then chop it up into free digestible portions, which become your blogs. Since the blogs are free and busting at the seams with the same SEO juice that you prioritized in your premium content, both should come up as a result when someone is looking online for an industry-question you have the answer to.

Think about the last time you were researching B2B tactics. You wouldn’t hand over your email address to just anyone at the beginning of your research. You browsed around to see who knows what they’re talking about. Once you found a credible thought leader, then you actually started paying attention to what they were talking about.

Economy vs. Premium Content

According to content marketing agencies, balance is key. The trick is to walk the line between having free ungated blogs that are enticing and helpful to draw traffic but not too helpful and giving away a company’s expertise without gaining any leads. Save the premium advice and info for the premium content. Ask yourself, “Would someone reasonably pay for this service?”

Make it exclusive, insightful, and urgent. Typically, premium content are eBooks, courses, webinars, checklists, and sometimes videos. Those resources take a lot of effort to create, so you want to put them to work for you and your marketing team. This premium content comes with a price or a gate. The key to the gate and unlocking the juicy stuff is usually as harmless as an email.

As a top content marketing agency, Bluetext breaks down some do’s and don’ts behind gating the premium content.

Do Design Gated Content Conversions Using Ungated Content UX/UI

Make sure your tip top-funnel blogs feed into your top funnel gated content. A UX design company will engineer an ungated content user interface to drive invested leads to gated content. Dangle the carrot and then drive them down a rabbit hole of insights.  If your resource page template’s layout has a related topic listing, you can get someone reading one blog to jump to the next, especially when you have click-worthy resource titles.

Create a clear, focused path to follow. Put an enticing CTA at every step of your ungated posts to draw them to the gated content. Theoretically, the user lands on a first blog post via Google search, they peruse 2-3 of your other blogs, and then they are a bit invested by the time they get to gated content. Long story short, using the Free Lunch scenario, clean up your bar so it looks inviting enough to have them buy a drink.

Don’t Forget to Design the Landing Page UX/UI for Conversion

At least make the gated content page template easy to use and worthy of personal info. Best practices for gated content landing page design include showcasing the product, talking about the benefits and insights they can learn, highlighting a quote from the piece, and ideally some social proofing or testimonials. A website design agency will be your best bet to formatting these nuggets of information in a clean, digestible fashion. Like any other business transaction, sell it with foreshadowing what they are about to invest in.

Do Add SEO Excerpt from Gated Content on the Landing Page

The Google Algorithm crawls ungated content, but while you will be losing out on SEO potential by putting keywords behind the gate, you can still put some of those keywords directly on the landing page. Think of it like a teaser, or a sample sip of the beer you want them to buy.

Don’t Miss Out on Capturing User Journey Clues Via CTA Pixel

If the user has followed the intended path laid out above, they have digested other information on the website before converting on the gated content. A digital marketing and analytics expert will implement Google Analytics or UTM parameters to track where users come from and behavioral trends. This is a critical insight that can help your sales and marketing team follow up and understand the lead without asking them. In fact, don’t ask them anything else besides their email (coming up next!).

Trusting a digital marketing and analytics agency to configure the UI/UX back end of your CMS to gather clues (via UTM or Google Analytics) will ensure these tools talk to your CRM when it passes over the lead. Your CRM can then organize to segment those leads into audience pools with the user journey info and UTM parameters. Did they arrive via Facebook or LinkedIn? Did they read about technology or marketing thought leadership? Did they visit SMB or Enterprise blogs before? Depending on what you want to do with the leads gathered from the gated content, a digital marketing agency can follow up with retargeting campaigns. By taking out the guesswork, digital marketing campaigns are then geared toward the topics and categories you know a specific user is interested in.

Don’t Over-Gate with Nosey Forms

Sometimes businesses want more defining characteristics of the user to help their follow up marketing to have some foundational info. Asking for an email is the easiest marketable piece of info you can gather – but should you want more, make sure the form is at least easy to use. For instance, free type is ok, but dropdown select from offers convenience. Ideally, if you need to ask for more info, triage that asks by making some questions optional so you don’t scare anyone away. Remember – you want them more than they want you at this point. You might be the third tab they have open in their research, so think twice if knowing their position is worth losing them to a competitor’s simpler gated content.

Do Gate Content. Don’t Gate Content.

We wish it were black and white, but the answer to the infamous To Gate or Not to Gate question comes down to the following:

• How exclusive is your offer?
• How easy is your form to fill out?
• How SEO friendly is your LP?
• How actionable is your CTA?

If you have your thought leadership on fleek from a UX/UI, SEO, and CMS perspective than you’re ready to start offering free lunches to any potential lead that comes into your digital business.

As the world has changed in the blink of an eye, so has the way we market to consumers. Now, more than ever, your website exists as BY FAR THE MOST IMPORTANT doorway to your brand and your brand experience. While stores stay shut, and face-to-face interaction is vastly limited, brands will rely on reaching their target audiences via their websites. Therefore, your website is mission-critical to your success.

Bluetext has published a 5 part blog series to help you think about and pressure test if your website is the best it can be.

Virtual Executive Briefing Centers are a valuable resource for companies wishing to show customers and prospects their full range of solutions in action, especially new solutions that the partner may not have implemented yet in its own organization. Customized presentations, live demos and in-depth discussions can be arranged. VEBCs offer a lot of great benefits for organizations including:

• Present your brand in a very innovative way with the latest HTML5 and video technologies
• Reach a wider audience, save money and drive efficiencies by reducing travel costs to visit a physical center
• Get your thought leaders delivering their message to a wider audience than their physical weekly calendar allows
• Deliver vertical specific messaging and solutions in a customized fashion
• Personalize the experience based on the understanding of the audiences job title, history with the enterprise, and other components the digital environment can capture and feed into the site
• Juice up your SEO with a smart build and customer journey that enhances your SEO footprint

Bluetext has had a lot of experience designing and developing Virtual Briefing Centers.  Here are just a few examples of the innovation we have helped drive for our clients:

McAfee and Intel Security’s Future Agency

McAfee and Intel turned to Bluetext to design a campaign to demonstrate the advancements in cyber security that the companies are driving across the Federal Government. Named The Agency of the Future and found on the web at futureagency.com, the solution integrates an interactive, 3D experience and a series of videos with lead generation integrated throughout. The experience was enhanced with a continuous monitoring webcast that targeted federal IT security experts and drew more than 3000 leads. The campaign won major kudos at McAfee corporate.

CSC’s Digital Briefing Center

CSC’s Digital Briefing Center is where customers, partners and prospects from across the globe can come to learn more about the key technology conversations and market shifts CSC is driving into the market.

The center is driven with immersive 3D video technology that is completely interactive through Html 5 overlays throughout the user journey.

Following launch, Bluetext’s collaborative creation with CSC’s Digital Marketing team became the top performing component of the csc.com global web presence, a huge feat for a Fortune 500 corporation.

Version 2.0 features new capabilities spanning:

 

• Multi-floor scalability

• Triple screen experience

• Dynamic social media integration

• Triggered infographic visualizations synched with briefing videos

• Chaptered video interactivity

 

The following video of CSC’s head of global brand and digital marketing talks about this project:

TalkShop by Cooper Thomas

From corporate meetings to conferences and workshops, connecting with your workforce and customers is an essential element of business. Bluetext was hired by Cooper Thomas to help enhance their virtual training and meeting services and next-generation virtual platform that can help their customers get the most out of their customers’ virtual events.

With their virtual event platform, you can now connect with employees, customers, and clients conveniently and cost-effectively. The unique speaker-training program guides your presenters to deliver more effective and engaging virtual presentations. The speaker coaches provide focused support to help busy subject matter experts become polished presenters. They also provide project management and program support for events ranging from single training sessions to multi-day conferences, as well as on-site support for virtual and face-to-face events.

As the world has changed in the blink of an eye, so has the way we market to consumers. Now, more than ever, your website exists as BY FAR THE MOST IMPORTANT doorway to your brand and your brand experience. While stores stay shut, and face-to-face interaction is vastly limited, brands will rely on reaching their target audiences via their websites. Therefore, your website is mission-critical to your success.

Bluetext has published a 5 part blog series to help you think about and pressure test if your website is the best it can be.

With 57% of the world’s population now on the internet, promoting your business through a website has become even more critical. Additionally, over 50% of website traffic comes from mobile, and over 66 million American adults now own a smart speaker with digital assistant capabilities. Your website is where a potential customer will get their first impression of your business, and navigating the way website browsing behavior continuously evolves can be tricky.  Because having a poorly designed website can be worse for your business than having no website at all, turning toward an expert website design agency can help you find the best website solution for your company. An agency can help you stay on top of the latest web design trends, and bring both your website and your business to the next level.

User experience (UX) is one of the most important things to consider when redesigning your new website. According to Jakob’s law, users spend most of their time on websites other than yours. This means that users prefer for your site to function in a similar manner to other sites they frequently interact with. Staying up-to-date with current web design trends is imperative to keep your users engaged.

Bluetext suggests considering the following seven trends when building your website to ensure that your site combines SEO functionality with the best UX, boosting your brand’s presence online.

1. Make Mobile a Priority

 

 Over 50% of all website traffic comes from mobile. With a user-base continuously becoming more dependent on mobile, it is even more important for website designers to prioritize and optimize web experience for mobile devices. Designers must create a thumb-friendly design to not only make mobile navigation easier for the user but also create a seamless, visually-appealing design.

More than 60% of companies reported an increase in sales after designing mobile responsive platforms; however, approximately 40% of people will leave your website if it isn’t mobile-friendly. While simply having a mobile presence may seem good enough, optimizing this experience through design to cater to mobile users is the most important factor.

If these statistics aren’t convincing enough, it’s also important to keep in mind that Google gives priority to mobile-friendly sites by ranking them higher in search results, positively impacting your SEO. Lacking a mobile-friendly experience can negatively impact your website’s ranking, whereas sites that are mobile responsive will often receive a ranking boost, even for searches on a desktop.

Check out some of Bluetext’s work on mobile with Paya and Mindtree.

 

2. Increase Page Speed 

It takes users only three seconds to decide whether or not they want to stay on your website. These three seconds are crucial to your website’s dwell time (aka the time a user spends on your website before returning to the search results). Web design agencies can provide creative solutions to help engage your users within these three seconds. Additionally, web agencies know the best tactics for improving page speed, such as image compression. Image formats like JPEG 2000, JPEG XR, and WebP often provide better compression than PNG or JPEG, which means faster downloads and less data consumption.

The less time it takes your website to load, the better your SEO. Because of the Google Speed Update, Google won’t prioritize your website to users if it will take too long to load. Taking your site to a web design agency will ensure that your website is optimized for the user, while also ensuring that you have the best possible SEO ranking. 

3. Optimize for Voice Search

Page speed is also becoming more important as the number of smart speakers and digital assistants continues to grow. Over 66 million American adults now have a smart speaker, and designing a website that capitalizes on Voice Search Optimization is the only way to ensure that those using smart devices for their searches will have access to your site. Voice search is meant to be a faster, more convenient way to get information, and if your website takes too long to load, it is less likely to be returned for a voice search result.

According to a PWC study, 71% of respondents would rather use their voice assistant to search for something than manually typing their query into a search engine. The differences between these spoken and typed searches may lead to different SERP results, and if your website is not properly optimized for vocal search, you may lose ground to your competitors. Because vocal searches only result in one top result, everyone is vying for this “ground zero” position. You can obtain this coveted position by gaining Google’s featured snippet spot, which aims to directly answer users’ questions. Voice searchers are also more likely to search in long-form questions as opposed to using shorter keywords, so it’s important to consider the types of questions your target audience may ask, and to position your website well to answer these searches. 

4. SEO vs. SEM: Choose Wisely

How can you tell whether to focus your marketing efforts on SEO or SEM? Let’s return to square one: what’s the difference? Search Engine Optimization (SEO) was traditionally thought of as a component of Search Engine Marketing (SEM), which comprised of both paid and organic tactics. However, this language is shifting, with SEM now referring exclusively to paid search. SEO is a method to optimize your website to receive organic traffic, while SEM is a way to funnel in relevant traffic from search engines by buying paid or sponsored ad listings. 

So which is better to focus on for your website? SEO allows your business to get more visibility, building brand awareness at a low cost. Choosing keywords that are relevant to your website can earn you a spot on the first page of the SERPs, automatically earning you credibility and trust from search users. In order to increase your website’s chances of making this first page, follow these simple steps:

1. Use relevant keywords in the URL to describe the content of the page
2. Use your main keywords in the beginning of the title tag of your page
3. Use the right keywords in the meta description of your page and make sure it is enticing enough for users to click-through to your site
4. Use your primary keyword(s) in the H1 tag of your page
5. Use your main keywords along with related long-tail keywords in the first few paragraphs of the page

SEO will bring your website brand visibility at a lower cost, but it’s important to invest in researching which keywords will best optimize your website. 

While SEO is typically more sustainable, turning to SEM can also do wonders for your website. SEM allows you to capture the attention of your target audience by claiming a spot above-the-fold of the SERPs. Sponsored listings also give you more control over the results you achieve; every element of the ad can be customized and tweaked to target your audience. SEM charges on a per-click basis, and while this may be more expensive, it allows you to achieve quick, measurable results without going through the trial-and-error process that SEO typically involves.

Both SEO and SEM have their pros and cons, and both may be right for your business at different times. Turning to an agency that specializes in SEO and SEM will help you choose the right tactic at every turn. 

5. Hello, Homogenous Hero

 The fast pace of modern life means that people have less time to spend on your website. When they enter your site, simple and intuitive web design will allow them to quickly find what they’re looking for. The use of minimal design allows for the rapid digestion of information and ultimately leads to more satisfied users.

The inability to spend endless time searching for information on a website also means that many web design agencies are moving away from the once-popular ubiquitous site, and shifting instead toward the homogenous hero. Instead of boldly featuring the headline in the center of the landing page, designers are opting instead to move the header and CTA to one side, with the image on the opposing side. This split-screen aesthetic also allows for easy conversion to mobile, providing a clear dividing line between the two content blocks.

Check out some of Bluetext’s latest homogenous hero designs through their work with Centauri and Perspecta.

6. Animate Your Site 

The use of animation is an easy way to make your website appear polished and dynamic. Animation also helps bring your brand’s story to life, quickly engaging users and drawing more visitors to your homepage. When used as a tool to communicate complex messages easily, animation can reduce the time that a user must spend in order to understand your message, which enables them to spend more time exploring your website. 

When adding animation and motion into your website design, it is important to consider web image optimization, which is the process of providing the smallest-sized images optimized in terms of quality, resolution, and format. With the rise of internet browsing on mobile, images and animations must be optimized to perform well on mobile. While animations are a fantastic way to engage your site visitors, they can also slow down your website load times and negatively impact your SEO. Let a professional website design agency like Bluetext help ensure that your website can support lively animation without dragging down your website load time. 

When Bluetext redesigned the Clarabridge website, we made sure to incorporate motion in a sophisticated way, making the UX come alive. We used motion throughout the homepage to engage the user and pull them further down the landing page. This design also quickly explains how Clarabridge works and allows a site visitor to visualize how they might best use Clarabridge’s services.

7. Incorporate More Video Content

Video content diversifies your web page, and also appeals to those fast-moving users who do not have the time to search through a lot of text. Videos are also a great way to make an emotional connection to your users and lead to a better overall website experience. By 2020, experts predict that 80% of online traffic will be video. Additionally, 72% of businesses say that video has improved their conversion rate, and 45% of people watch an hour or more of video per day. 

While video content is clearly an important marketing tactic, 64% of marketers see video as the most difficult content to create. Not only do videos take time to plan, shoot, and edit, but it is also tough to decide exactly what type of content should be presented in your video. Because viewers’ attention starts to drop off after roughly two minutes, finding an expert who specializes in video content may be the best route for creating the perfect video for your website. 

Not only will video content boost your website’s success, but it is also rewarded by Google. If your site includes video, it is 53X more likely to get a first-page spot in search results. Video improves SEO, which boosts your ranking. But if a short video is one of the first impressions a user will have of your business, how do you go about creating successful video content, and keep the user coming back for more? Many website design agencies have video specialists who can tell your story in a clear and powerful way. Check out Bluetext’s latest video work with Invictus.

 

Invictus Brand Essence Video, July 2019 from Bluetext on Vimeo.

As the world has changed in the blink of an eye, so has the way we market to consumers. Now, more than ever, your website exists as BY FAR THE MOST IMPORTANT doorway to your brand and your brand experience. While stores stay shut, and face-to-face interaction is vastly limited, brands will rely on reaching their target audiences via their websites. Therefore, your website is mission-critical to your success.

Website accessibility, or the practice of ensuring websites are available to everyone, regardless of their abilities, has always been a crucial part of website design and development. But as website accessibility gains momentum, meeting and exceeding accessibility standards has become even more top-of-mind. Website design and development agencies have begun to ingrain accessibility standards into their designs; meeting these requirements is no longer a “nice-to-have.”

Accessibility Requirements Are Legal Requirements

According to Dean Schuster, user experience design strategist, “In 2019, the United States Supreme Court upheld the notion that all sites conform to the W3C’s Web Content Accessibility Guidelines (WCAG) AA standard.” With these requirements now legal requirements, website design and development agencies have upped their game to ensure their websites are readily accessible to anyone who wants to browse. 

ADA compliance is now established legal precedent for U.S. websites. At a high level, accessibility regulations are broken out into four categories: Perceivable, Operable, Understandable, and Robust. In other words, all content must be “POUR”:

• Perceivable: Users must be able to perceive the information that is being presented. Perceivable guidelines include text alternatives for any non-text content, time-based media alternatives, adaptability, and distinguishability. 
• Operable: Website components and navigation must be operable. These guidelines include keyboard accessibility, providing enough time for users to read and use content, providing navigable content, and providing input modalities. 
• Understandable: Users must be able to understand the information and the operation of the user interface. Understandable guidelines include readability, predictability, and input assistance, or helping users avoid and correct mistakes. 
• Robust: Content must be robust enough to be interpreted by a wide variety of users, including assistive technologies. 

Ensuring your website is accessible can be overwhelming, which is where website design and development agencies come in. Building and maintaining an accessible website starts with the design and development process. 

Meeting Accessibility Standards Begins with Design

 

Ensuring website designs are accessible to all impacts the entire website design process; designers must think long and hard about the limitations of visual formats. Often, we deem the skills we learn within a certain context as “normal.” Increasingly stringent accessibility standards will require designers to step outside of their “normal” and rethink each design through the lens of a website user who may not be as abled as they are. 

The transition from professional website designer to accessibility expert is well underway and this transition will only accelerate as 2020 progresses. 

Website Development Impacts Accessibility at a Foundational Level

 

Website designers are not the only ones affected by stricter accessibility regulations – website developers will also be impacted at a foundational level. Developers must constantly work to maintain knowledge of the continuously evolving standards and best practices, accounting for practical use-cases within the disabled community while using caution when approaching newer programmatic technologies. 

Website designers and developers who stay ahead of this trend and embrace website accessibility are positioned to deliver more accessible products. As standards and best practices continue to evolve, website design and development agencies must continue to meet the criteria necessary to ensure that their websites are accessible to everyone on the internet. 

Use Your Online Presence to Empower the Disabled Community

When translating your business to the digital world, a lot of thought goes into making sure your business is represented correctly; between your corporate visual identity and the messaging that makes your business unique, each of these foundational building blocks come together to create a unified online presence. Your online presence should be accessible to everyone, including the 18.7% of Americans with a disability. Supporting these users and ensuring your website offerings are accessible to everyone on the internet should always be a top priority, regardless of the legal ramifications. 

To learn more about our experience pertaining to accessibility, check out our case study featuring our work with Level Access, the leading provider of accessibility solutions and software. 

“Should we be marketing right now?”

That’s the question a client asked for the first time the day before the COVID-19 pandemic was declared a national emergency by the federal government.

Since then, we’ve gotten the same question in some form by most clients and by every new business engagement at our agency.

In less than a week, we have reimagined a work environment that’s evolved over nearly two centuries, coffee spoon by coffee spoon, cubicle by cubicle, combo meal by combo meal.

Yet while it’s not business as usual, it’s still business and your customers still need your help.

Should we be marketing right now?

The answer is yes, and, if you think not, you may still be thinking about marketing all wrong.

Is Your Approach to Marketing Right?

In some instances, at the core of the question is an assumption that marketing is, by itself, invasive. And sometimes that’s true. Poorly planned buys that target the wrong audience, campaigns that haven’t been well-conceived that add noise to noise, awareness campaigns that do nothing but thump your customer against their forehead.

Remember first and foremost that marketing isn’t really about you. It’s about your customers.

It’s about what you can enable them to do.  Your marketing should never be an unwelcome intrusion to talk about your company. It should always focus on customer enablement. If it’s an awareness campaign it should be authentic and meaningful, not merely an expensive version of a pop-up ad.

Of course, we may not recommend launching a new campaign in the teeth of a news cycle dominated by a global crisis.  You can check Ad Age’s list of brands’ marketing response to see a few of the major brands who have delayed new campaigns. But even among the largest brands, the trend hasn’t been silence, but adaptation.

Why Continue Marketing?

Your Customers Need your Help.  As much as we may like to think the reason to run a business is to create great marketing campaigns with an agency like Bluetext, ultimately businesses exist because you have a service you think can help other companies or individuals. And you’re right. Marketing may interest or make potential customers aware of a product, but the reason they buy isn’t the company, but the solution it offers.  While customer needs may have changed, the fact that needs exist hasn’t changed.

It’s Now your Primary Contact Vehicle. Business-to-business and business-to-government sales are a high-touch sales market now in a no-touch world. Your digital marketing is now even important to maintain relationships. Webinars, email campaigns, video, and virtual events are now a critical way to maintain relationships when the days of hosted lunches and in-person meetings are temporarily in the past.

Even consumer brands like restaurants or sports lose their primary touch-point in the in-person experience. But that doesn’t mean they should surrender their place in the consumer’s mind.

Your Brand Journalists Know the Answers. The specialization of products and services has expanded massively at the same time traditional media has declined. Brand journalists have filled the gaps to be experts on their company’s offerings and their industries. Questions about VPN services or season ticket plans aren’t going to be answered by the media.  Understanding how you can modify SD-WAN to best handle the surge in traffic for the shift to BOPIS at a retail level and telework on a corporate level won’t have its own segment on CNN. The answers aren’t coming from traditional media gatekeepers. They will come from your marketing teams. Brand journalists can provide expertise about the market.

Because Information Is Always Better Than Silence. Reacting to a story puts a brand in a weaker position than telling its own story and moving the narrative forward. Saying nothing puts a brand in a worse position. Customers and prospects want to see that you have an understanding of the situation and that you’ll be able to continue to provide service. Companies will be able to build goodwill for their brands by instilling confidence in their customers.

What Should You Do Differently?

While you should continue marketing during the COVID-19 crisis, that doesn’t mean you should act as though nothing has changed.

Think about your tone. Realize that no matter how big or small a company may be, they’re all made up of people, people who deal with the same challenges and same stresses the rest of us are dealing with. Kids have to be monitored, communication tasks are more complex than ever (be prepared to hear “I’m sorry, I didn’t realize I was on mute,” between six and six thousand times a day).

Change the way you speak just as you would in real life. Make sure your messaging guides include standards on tone and conversation and aren’t just the partial script of tag lines and message maps. We were already beyond a world of one-way communication in marketing and now it’s even more so.

Be sure your brand is empathetic and helpful above all else.

Rethink Customer Needs and Challenges. Pull your campaign strategy and brand guides off the shelf. Review the customer wants, needs and challenges. How have they changed? How has your ability to deliver them changed? How does it impact your overall approach? The key to great marketing is understanding your capabilities and your customer wants and finding the point of intersection.

Polish Your Digital Presence. Your website, your apps, your social, your display ads. Your digital marketing is now your front door. (Of course, we would argue this was true long ago.)

• Be sure your website is prominently conveying information most useful to your customers in light of the COVID-19 crisis.
• Be sure your website is communicating everything your customer needs to find, interact and communicate with you.
• Spend time thinking about SEO. Examine your meta summaries and the language that appears on results pages. Think about how search behaviors are changing.
• Take a closer look at your social properties. Are they relevant to your customers and employees? As the remote workforce finds new ways to foster two-way conversations, your social sites represent an increasingly important space to communicate internally and externally.

Be Smart About Tactics. If you have the budget to do it, display ads may never be more useful. With the world behind computer screens, there has never been a better chance to reach a larger audience, segmented by any number of demographic factors to reach the people you can help. Even social media sites like Twitter and Facebook, long a small impact for business-to-business at best, are a potential opportunity. In 2019, Pew Research estimates 62% of people got their news from social media. The drive for more news, faster, is likely growing the presence of your customers on those platforms.

If marketing budgets are already a challenge, get creative. Focus on earned media. Spend time working on your SEO. Think about the best ways you can demonstrate a commitment to your current customers in ways that are not just noise, but meaningful to them.

Take a Deep Breath. The situation we find ourselves in likely isn’t going to resolve anytime soon. And as the adage goes, while few people remember if you do it fast, everyone remembers if you do it right. Having the first word is never as important as having the right word.

Keep Connection Going. The COVID-19 crisis will shuffle the deck for businesses. It’s time to rethink customer needs and usage patterns across all industries. It’s time to think about the acceleration of business trends like the remote workforce of curbside pick-up for brick and mortar stores.

But it’s not time to stop helping customers. It’s not time to stop telling your story. It’s not time to stop marketing.

 

Additional Resources:

• Coronavirus Disease 2019 (COVID-19) | CDC.org
• COVID-19 (Coronavirus) Pandemic | 211.org
• Coronavirus (COVID-19): Small Business Guidance & Loan Resources | SBA.org
• Guidance on Preparing Workplaces for COVID-19 | OSHA.gov
• Government Response to Coronavirus, COVID-19 | usa.gov
• Virus Outbreak: The Latest News | Associated Press

Content marketing is a consistently invaluable tool to increase conversions by educating your leads and customers. As we welcome a new year as well as a new decade, it’s important to understand the emerging content marketing trends that will dominate 2020. How should you change your digital content marketing strategy to keep pace with the ever-evolving nature of content marketing?

In this blog post, we take a look at 5 content marketing trends that will keep you ahead of the curve in 2020 and beyond. 

Data-Driven Content

How are you, as a brand, determining what content is useful and relevant for your audience? That’s where data comes in. By harnessing the lessons of previously successful content marketing initiatives, companies are able to reverse engineer the data and identify KPIs that preceded the success. Once those KPI’s have been established, it is easier to create content in that same strain and capitalize on the proven success. A DC-based digital branding agency like Bluetext can assist you in determining successful KPI’s and creating the rich content your audience wants to read. 

Smart Device-Centric Content

Although smart devices have been a key consideration in B2C content marketing for quite some time, this year, more focus will be placed on specific functions of smart devices such as voice search. Voice search is becoming such an integral mobile tool, 48% of consumers are using voice for “general web searches.” Companies looking to stay ahead of the curve should look to optimize their content specifically for voice search purposes. Understanding how users search via their voice will help you tailor your existing content for voice-SEO and create more effective headlines for future content initiatives. A DC digital web design agency like Bluetext can help by conducting an analysis of your audience’s voice searches and recommend changes to your existing content and future content to maximize the return on your investment.

Conversational Marketing is King

In the digital era which champions online shopping, consumers are looking to establish trust and connection through more personalized, authentic shopping experiences. Conversational marketing can aid your company in engaging with your audience in a more genuine way. By engaging in a conversation, your company gains access to more personalized data about your consumers such as their specific needs and future goals. Investing in tools such as chatbots or real human-to-human experiences can make all the difference in your competitive industry. As we progress through 2020, chatbots and other AI tools will continue to improve and positively impact lead generation.

2020: The Year of the Snippet

As we know, Google dominates the search engine market share worldwide, with a resounding 92.71% of the market. When considering a user’s search intent, Google will display what they call a “snippet” at the top of the page, which provides consumers with key points within a piece of content, allowing them to receive the information they’re looking for faster. As such, it’s becoming more commonplace for consumers to enter a longtail keyword into Google, knowing that they will receive the information they’re looking for via a snippet, without clicking any page links whatsoever.

In order to win that highly coveted snippet spot, companies should look to hire an interactive web agency such as Bluetext. Bluetext’s SEO analysts can conduct an audit of your current content and pinpoint exactly where changes need to be made in order to signify to Google crawlers that your content is important. Optimizing your content for snippets will greatly enhance user experience, as users will be able to find the information they are searching for concisely and quickly. Not only will an interactive web agency audit and enhance current site content, but they will also create a content strategy and editorial calendar so your brand can continually publish content your users are searching for.  

The Popularity of Podcasts

According to a recent study, 51% of the entire US population has listened to a podcast in 2019. That figure is up by 7% from the previous year. As we look ahead to 2020, podcasts will continue to dominate, as that number is expected to keep rising. Although it may seem like everyone has a podcast these days, there are still opportunities for brands to get ahead of the curve and start their own podcasts.

That being said, if you see a clear demand for audio content within your market, ensure that you create a podcast the right way. Podcasts should have clearly defined KPI’s, a regular posting schedule, and content your audience will actually care to listen to. A Virginia internet & inbound marketing agency like Bluetext can partner with your company to assess the need for a podcast in your industry and among your competitors, help you create valuable content and even develop a paid advertisement plan to spread awareness via other podcasts your audience is listening to.

2020 is already well underway and in order to achieve success, companies need to get ahead of this year’s trends with a thorough and achievable marketing strategy and plan of action. A DC digital branding agency such as Bluetext can audit your current digital content marketing strategy and suggest recommendations to help improve your current trajectory. To learn more about Bluetext and how we can help you, check out our work here.

 

The realm of online marketing is constantly changing and being forced to adapt to new trends inaugurated by industry frontrunners.

Though many of these trends come and go, few are becoming as ubiquitous across all industries as the rising use of video for business.

Web marketing videos seem to attract consumers in a way very few other mediums can.

Though static images certainly have their uses, industry experts are realizing the limits of marketing with still photos and graphics alone.

With images, what your audience sees is immediately what they get. Compare this to an online marketing video that can deliver a significant amount of information quickly and creatively, all while retaining viewers’ attention, and it’s no contest: using video for marketing is the wave of the future.

And consumers seem to agree. One study found that having video on your landing page can increase conversion by 80%. Another found that people spend 2.6x longer on webpages that videos compared to one’s that don’t.

Consumers routinely find motion-based content more attractive than static content, suggesting it should be a consistent part of any ambitious business’s marketing strategy.

HughesNet Impresses with Polished Video Demo

Our client, HughesNet took advantage of creative motion marketing to produce a video demo for their mobile app:

HughesNet Mobile App from Hughes on Vimeo.

HughesNet’s video balances the need for concision with clear, guided visuals and audio to maintain their audience’s attention while still providing an informative and comprehensive demo of their mobile app.

This video demo succeeds by a following a set of key best practices for marketing with video.

1. Guide Audience Attention

As opposed to cluttering the screen with a mix of complicated visuals, the HughesNet mobile app demo consistently guides viewers’ attention to a single or couple important locations on the screen.

In place of blocks of text or overly complex diagrams, the video uses a mockup of a smartphone combined with a helpful narrator to walk the audience through the array of features contained in the app.

The video succeeds in never allowing for viewers’ to be confused about where they should be looking or what they should be focused on.

2. Use Clarifying Visuals

In addition to making sure the audience is looking in the right place, the demo is designed to make sure viewers know what exactly they are looking at.

As the narrator runs through the apps’ different features, a checklist appears so viewers’ can more easily keep track of everything being said. At the same time the smartphone displays the relevant feature, so viewers understand the app UI associated with that feature.

After going over features, the demo walks viewers through each step of finding and downloading the app, all of which is said aloud by the narrator and mirrored on the smartphone mockup.

By syncing the narrator’s directions with helpful on-screen visuals, it’s always completely clear what everything being shown and said means.

Another key element of successful visual presentation is ensuring your video works with or without audio. A majority of video on social media starts on mute which means you can’t rely solely on audio for messaging, especially for a video demo.

The use of kinetic text can help you solve for this potential issue while simultaneously adding some creative flair to your video. Text that is too kinetic to the point of being distracting, however, can take away from the clarifying role it should play.

3. Keep things concise

Despite running through a list of different features and a helpful download guide for the app, the demo is still only 45 seconds long.

As people’s attention spans get shorter, it’s important not to bog them down with loads of technical information, especially in a video demo.

With the help of dynamic visuals, it’s completely possible to run through all relevant information while still keeping your videos short and to the point. Not doing so risks viewers leaving before they’ve received all the information you’re trying to give them.

The allure of online marketing video is here to stay. In order to produce compelling creative motion video that helps convert leads, it’s important to follow these guidelines.

In the digital world, keeping up with trends is critical, but even more so is starting them by putting out the highest quality content you can. More now than ever, this will require a comprehensive approach to video marketing.

Learn how Bluetext can get results for your digital marketing campaigns.

 

 

In the world of digital business, it’s essential to stay up to date on the newest trends in branding and marketing to ensure your business remains an innovation frontrunner.

One increasingly powerful trend in the online world is the advent of motion design. Having already leveraged much of the potential of static image design and looking forwards towards new possibilities, many businesses are adding motion to their social feeds, their marketing and their branding.

While video and motion now dominate the fields of social media and marketing, most companies still rely on static logos for branding, making now the perfect time to stay ahead of the game with inventive motion branding.

The Benefits of Motion Branding

Your logo is an essential part of your brand and in many ways should attempt to distill everything your brand is about into one memorable graphic.

This in mind, moving from a still image to a creative motion graphic is a big change and will have wide-reaching reverberations that affect how your customers perceive and interface with your business.

Taking advantage of creative motion in branding is an ambitious and rewarding choice that comes with a number of attractive perks.

1. Tell a Story

Adding creative motion to your branding creates new possibilities for dynamic storytelling.

With static image logos, what you see is all you get. This is inherently limiting when it comes to telling a story. With creative motion branding, however, you introduce the possibility for progression and change into your branding, allowing you to tell a more complex story.

Telling a better, more fluid story can help you connect with potential customers on an emotional level which is critical for attracting their business. In fact, neuroscientists have found that people generally make their decisions based more on emotions than logical thinking, meaning that more robust storytelling is a surefire way to outdo competitors.

2. Raise Brand Awareness

Leveraging creative motion in video is an especially powerful tool for raising awareness of your brand.

Creative motion provides new opportunities to make your logo unique and engaging which reflects positively on and raises interest in your brand. When someone encounters an animated logo, they are a lot more likely to remember it and share it than they are with the static logos they are used to seeing.

Raising brand awareness is great for business. One cross-industry study, for instance, found that raising brand awareness has a significant impact on market performance.

3. Stand out from the Crowd

No matter where potential customers are encountering your branding, it’s sure to be surrounded by a variety of different static objects or images with which it has to compete for attention. This is true on social media, while browsing the web, on mobile, or even out in the real world.

Integrating creative motion into your branding guarantees that it doesn’t fade into the background, and instead leaps out at your potential customer in stark contrast to the static environment around them.

Before your customers can raise awareness about your brand, they first need to recognize it. Creative motion branding ensures that your logo will capture people’s attention and prevent potential customers from scrolling, clicking, or walking right by without a second glance.

Using animated branding is a surefire strategy for spreading awareness of your unique brand and story. Though static images sometimes do the trick, they rarely can compare to a dynamic logo that catches your potential customers’ attention all while enriching your brand story with exciting new detail.

Learn how Bluetext can get results for your digital marketing campaigns.

 

 

Given the sheer amount of content playing across social media feeds in today’s online landscape, producing eye-catching, dynamic content is a must.

In order to stand out from the crowd, businesses across many different industries are increasingly turning towards creative motion to catch the attention of potential customers on social networks like Facebook and Twitter.

Why animated business video?

While there’s nothing wrong with relying on static images on your business’s social media, there’s a limit to the story you can tell, and what your potential customers can take away from a single picture or photo.

Images can only provide a limited amount of information, and are confined by their own borders to a relatively small amount of creative content. What audiences immediately see in an image is all they’re going to get.

By integrating creative motion video into your social media strategy, you gain an important tool for not only conveying more information to your potential customers, but also providing them with more eye-popping, creative content that tells a story.

While you could go with live action video, this choice, like sticking with photos and images comes with a lot of productive and creative limitations.

Animation, on the other hand, has near-infinite creative possibilities to tell your story, none of which are limited by the need to use live actors or film production equipment.

As a result, animated video is more likely to catch the attention of internet users, 50% of whom look for videos related to a product or service before visiting a store (Insivia).

Paya

We helped Paya revamp their social media pages on Facebook, Twitter, and Instagram with brand new creative motion animations like the these two:

 

Provide a truly modern #payment experience, wherever you do business. Choose Paya to integrate #omnichannel payment solutions, together with #ERP system insights to harness the maximum consumer potential your brand can offer. pic.twitter.com/fZt4RSHInV

— Paya (@payaHQ) May 25, 2018

 

 

Balancing concision and content delivery was critical for making sure these posts kept the attention of users while maintaining their creative charm.

Though each animation is only about 10 seconds long, the descriptions link to a longer article promoted by the video.

These posts are meant to draw in potential clients with concise, creative flair and deliver them straight to Paya’s website, where they can find more helpful articles, and a wealth of information on all the services Paya provides.

Here are three strategies for ensuring your use of animated video on social media is as effective as Paya’s.

1. Take advantage of creative motion
   To catch the attention of scrolling social media users, it’s critical to stand out. One way to do that is by creating highly dynamic content that creates a contrast with the still images around it. Creative motion describes content that doesn’t just use video but is full of movement set in a creative environment or background. Creative motion videos are striking and fun to watch meaning users are more likely to stop and take a look at your content.

2. Use colors that pop
   Along with making sure you content is full of movement, you want it to pop against the dreary grey and whites of platforms like Facebook and Twitter.
   Paya uses bright colors like green, orange, and blue that catch people’s eyes and keep them watching. Experiment with different color schemes and choices to find a combination that is vibrant and pleasant to look at. Catching users’ eyes with lots of movement and bright colors is especially key for video content on social media where you’re competing with so much other content for consumers’ attention.

3. Concision is a must
   A recent study found that the average attention span is now around 8 seconds. That you means you have very little time to get and hold your audience’s attention. We recommend following Paya’s lead and limiting your social media video and animation content on social media to around 10 seconds to ensure potential customers don’t scroll on before you’ve gotten your message across. While a video on another platform, like on your own website, can of course be longer than 10 seconds, your social media strategy should focus on drawing users in with very short investments of their time and then exposing them to more involved content once they have left social media.

Using creative motion video on your businesses’ social media pages is an excellent way to draw in consumers with rich, but easily digestible content.

Balancing concision and compelling, creative content can be a challenge, but doing so successfully can be highly rewarding in terms of site visits and lead conversion.

Learn how Bluetext can get results for your digital marketing campaigns.

 

 

There are many aspects to consider in web design, and one important feature to ponder is the user journey.  There are many means to target an anonymous user, identify who they are and their needs, and direct them to the relevant content on the site.  Here are a few reasons why you should allow users to select their own user journey on your new website.

Direct Traffic.  By identifying the user early in their interaction with your website, the more effectively you can direct users to content they would be interested in.  From a UX perspective, the user’s experience on the site is swift and efficient.  From a business perspective, anonymous users are quickly identified and funneled to custom tailored content.  A notable example of directing a user’s journey is Bluetext’s recent launch of CQ Roll Call’s newly branded website: https://info.cq.com/

User Personas.  By choosing to define user personas on its website, a company is able to identify functionality needs on other areas of the site at a high level.  Personas define every aspect of each consumer group, and by mapping out a user’s journey a company is able to understand the key tasks each persona would expect to perform on its website.

User workflow.  When a company is able to understand the flow of how different users would interact with its website, it is able to use this information to ultimately inform its website interface and provide its users with the best possible experience.  Web design agencies are experts in this area to implement the optimal interface specific for a company’s users.

Identifying a persona and their user journey through a website increases efficiency on both sides.  Users want to view what is relevant to them and companies want to be able to tailor content to target consumer groups.  Defining a company’s personas ultimately informs the user experience design for an overall superior experience.

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