All Posts, Content & Copywriting
One of the major ideas that we push to our clients is to continue to create new content for their website. However this is sometimes tougher than it may seem on the surface. When we think of your website, we’re looking at slight changes either in strategic keywords, new pages, new products, and new posts. One of the easier things to publish would be blog posts. Though there has to be a level of consistency, it certainly does help your search rank when you publish great relevant content.
Lets first look at what would be considered relevant:
Consider how your post will be relevant to your target audience. It isn’t enough anymore just to put out content all on the wall and hope something sticks. Or hope that one of out every 10 will be seen by someone who will find it relevant while the rest are just “there”.
Post Linking. While you may have many posts on your website and blog, linking some of your keywords to other relevant posts or product pages on your main site is actually a great way to drive more traffic to other great and relevant content.
Keep an eye on your analytics. Imagine getting behind the wheel of your car, and driving blind folded. It’s just as much of a bad idea as creating new content for your website, yet not paying attention to what keywords, links, and other data is bringing people to your website. Also seeing what your bounce rate is for your pages and dissecting them to find ways of either matching the expected content or installing new widgets like videos to keep visitors on your pages for a longer time.
Blog posts should be consistent. When considering a blog for your website, understand first that it is not an easy job. You’ll need to create great content on a regular basis. So your first few posts will be a breeze because they’ll most likely be things you talk about in your sales pitches, but in the long run it will be challenging. So you may want to start with 1 or 2 posts a week and on strategic days of the week and at strategic times. For example Mondays and Tuesdays around 9-11AM are great times for business and marketing articles, while weekend late mornings are great for other posts.
Trending topics within your industry. You should already have your finger to the pulse of your industry. New developments on the horizon, software updates pending for release; these are all great topics that many professionals in your audience will be talking about. So give them something to talk about, but from your own company perspective. Everyone may be looking forward to Windows 8 mobile coming out, but what if you have some constructive points about it that no one has yet discovered.
So we’ve covered a good few things today. Do you have some additions to what we’ve discussed? Please feel free and add your comments below.
Image credit: noomhh / 123RF Stock Photo
Web Design, Web Development, WordPress
WordPress 3.4 has a number of exciting new tools and features. Over the next several weeks I’d like to share some of the highlights with you. Please do note that the current version of WordPress is 3.4.1 -which includes some important bug fixes- but because these features were included in the 3.4 “Green” release, I’ve chosen to reference the core.
One of these new tools is the Theme Customizer, which provides a WYSIWYG (what you see is what you get) editor for some style and display options.
To access the Theme Customizer page, you can reach it via a link directly under the active theme area.Alternatively, you can find it in the admin menu bar beneath your site’s name when you are logged in and viewing your site. You should end up at a screen looking like this:
Looking at the options on the left side, we can see that there are a number of things we can alter. (I am referencing WordPress Twenty Eleven. Depending on your theme, there may be varying levels of support for this, so be sure to check what version of WordPress your theme is compatable with.)
The top box drops down to provide the description of the current theme–though there isn’t an option to change it here.
The second allows you to alter the site’s title and tagline. If you make a change to either, you will notice that the preview on the right instantly updates. This is the case with all edits done from the customize page — hence the WYSIWYG feature — though none of the previewed changes take effect until you click the “Save and Publish” button on the top of the toolbar.
One of the coolest functions of the “Theme Customizer” tool is the “Color” option. This allows you to preview and select a change in color scheme– for example, Twenty Eleven has a light and dark color scheme built in– header text color, background color and link color.
Clicking on one of the swatches displays a color wheel, which allows you to slide and select your color, or you have the option to input a hex value if you already know what color you’d like.
Layout does just what it says–allows you to select from the theme’s default layouts. It is important to note that this change seems to cascade throughout the site, so if you select “No sidebar”, you will not only be removing it from your homepage, but from your blog as well. If, however, you want to set all your pages to the same template with minimal amount of clicking, this is definitely the way to go.
Header Image lets you select a header image from the defaults, uploads, or upload a file. The uploader is much like the media uploader, allowing you to drag and drop the image or select it by browsing. The uploaded tab shows you images that you have uploaded previously. The default tab allows you to view all header images packaged with your theme. You also have the option to remove the header image entirely.
Background Image is, again, self explanatory. This gives the same options as the header image (upload, remove and, depending on your theme and your prior changes, uploaded and default). Once you make a selection, you are given the options of background repeat (change if or how your image tiles), background position, and background attachment (if the picture scrolls with your content).
While an option available in the Settings>>Reading menu, Static Front Page with the customize tool is easy to find. You also can preview how the front page will look if you switch it to a static page, or if you want to display your posts.
The option to customize your WordPress theme via a WYSIWYG editor gives you even more freedom and control over your site. If you don’t know CSS or don’t want to mess with the theme’s style sheet directly, you are no longer forced to choose a theme simply based on available color schemes or background. Are you a theme designer/developer? Then check out “Add Customizer Support to Your WordPress Theme” to learn how to add customizable options to your own theme.
All Posts, PRESS RELEASE
This Saturday July 1st, we launched yet another business website for a restaurant/cafe in Windsor, Connecticut called Whistle Stop Cafe. I had the pleasure of dinning there for breakfast about 3 years ago; long before they were a client of ours. My wife and I thoroughly enjoyed their food. One of our staff members Yvonne Barber actually was a current patron of the restaurant and encouraged them on new ways to market their menu and website. Before we knew it, we were rebuilding their website on a nice responsive design and layout using WordPress.
“Since the beginning, it has been our goal to create a unique menu that blows away traditional ”diner food” with unconventional & delicious menu options. We also employ a great kitchen support team to Elizabeth as well as a wait staff that genuinely love their customers and are never too busy to get to know and remember you. When we started Whistle Stop in the quaint location we had no idea of how popular it would be become. Giving way to its success, we were forced to expand to a new, improved and considerably larger location just down a few doors at 139 Broad Street in December 2010. We are happy to report that the new spot has a terrific open kitchen, a fun & traditional swivel stool counter space along with plenty of well-spaced out tables. There is also a small, private room that can be reserved for family, corporate and special occasion functions. Thanks to the increased space we can serve more of our faithful customers, entertain large parties and host local area musicians monthly for our customers to enjoy while dining.”
This project was an interesting one that brought out some new functionality that was never present for this business’ website. Having a nice photo gallery to showcase their dishes both now and ongoing will be great refreshed content. An easy to navigate food menu that is broken down by different meals of the day as well as beverages and desserts. We also added a blog to the site that will help keep fresh content to the website on a regular basis. From upcoming events to fan favorite dish recipes, subscribing to their blog will be fun and informative.
Well visit their website at Whistle Stop Cafe and see for yourself. And if you’re in the neighborhood, be sure to stop in and say hello to Christina and Elizabeth!
All Posts, Branding, Content & Copywriting, Marketing, Social Media, Web Design
What in the world is Link Baiting?
In the simplest form, it is the act of creating any content within a website, advertisement or blog that is designed to gain attention and more importantly, encourages people to link to its original form. The goal of link baiting is to leverage content to become an extremely powerful form of marketing. Some feel it’s another tool to acquire the currency of SEO. Let’s talk about how it can be the biggest fish in the pond of SEO, why it’s important to get others hooked into it and then what it really reels in for you and your business.
To completely understand its meaning you have to understand what is at the heart of its composition. Link-baiting goes way beyond words within the content of your website, advertisement and/or blog. Aside from text, it can also be an image, audio or video clip. Any of these can be effective link baits as long as they are interesting enough to catch people’s attention. And once someone has clicked onto one of these vehicles, you want them to share it and hence great amount of traffic for your content. And that’s the goal-for some part of your content to become the Los Angeles freeway at 5pm. Think about how popular blogs have become that have infographics or videos. Videos gone viral on You Tube can take a no-name person or product and spread it like wildfire. Its all about engagement, the tantalizing, wiggly worm on the hook just waiting to be nibbled.
Now that you understand what it is, where & how do you use it?
What-For blogs you definitely need a strong & compelling headline to capture the readers’ attention and engage them. Take for instance this blog. “Link baiting” is a popular, strongly researched topic. So having a witty “hook” title will return good traffic once its out there. And while the “body” of the work needs to be strong and compelling to keep you entertained, its important to hook you right off the bat with the title. If a title doesn’t create intrigue then you won’t get the readership; and without readership, your content just floats along lonely in the sea of the worldwide web…you don’t want it to be Dory in Nemo singing “keep on swimming” – lol.
Where -You want your content on all major Social Media sites to ensure good dissemination. Period – it’s that simple.
How-A simple example is making sure to add links to your website and/or blog to a witty catch-phrase let’s say on Twitter. I plan to do it with this very blog so check me out on Twitter to see this concept hard at work. https://twitter.com/#!/Dt_Yvonne You can also add a video or audio clip to your content so that others will want to share it. http://blog.jpdesigntheory.com/why-website-content-is-important-video-interview/ For most businesses, the goal of disseminating information is to generate business as well as inform in some nature-whether it’s to sell shoes or trying to get elected as Mayor. Therefore the process of employing effective link baiting requires preparing the hook with the best content. Oh by the way- GOTCHYA!
If I didn’t persuade you enough, check out this listing from Wikipedia which offers some of the most common approaches to effective link baiting:
- Informational hooks – Provide information that a reader may find very useful. Some rare tips and tricks or any personal experience through which readers can benefit.
- News hooks – Provide fresh information and obtain citations and links as the news spreads.
- Humor hooks – Tell a funny story or a joke. A bizarre picture of your subject or mocking cartoons can also prove to be link bait.
- Evil hooks – Saying something unpopular or mean may also yield a lot of attention. Writing about something that is not appealing about a product or a popular blogger.
- Tool hooks – Create some sort of tool that is useful enough that people link to it.
- Widgets hooks – A badge or tool that can be placed or embedded on other websites, with a link included.
- Unique content hooks – This hook is intended for people that are in need of unique content or articles for traffic or AdSense revenue. This became popular after Google implemented Duplicate Contents Filter and sites with duplicate contents saw fall in traffic. To use this hook, you have to create unique content and give it out to bloggers and webmasters with an obligation to link back to your site.
- Curated hooks – A content that links out to other websites by citing them as resources naturally attracts linkers and have high chances of going viral as the mentioned sites in the link bait are most likely to link to the site and share it through their own networks.
Always remember that your content must be current (ripping something tantalizing from the headlines of major reporting forums such as nightly news, respectable magazines or newspapers) and is a great form of SEO currency. Don’t let your creativity dwindle when it comes to achieving this objective. Remember, the ultimate goal of all this is to create buzz and get people to share your content and its links – which hopefully hooks bank for your business.
All Posts, Marketing
When I first started Design Theory, it was in 2008. I remember my first client like it was yesterday. Yea, it was a client from hell. I’m being honest. Instead of backing down, I made self assessments and made sure to learn from mistakes and vulnerabilities right out of the gate. The ironic thing about that first client is that I never ended up doing something in that industry to date.
Target Tip #1 – Gathering more information on a clients industry. This is probably a basic marketing 1o1 tactic, but since I didn’t go to school for marketing, I learned it in the real world. Each client that you have is probably in business for a completely different industry than your other clients. One of our “theories” is to take time to understand our client and their business as if we work with them. We ask about your business, what makes your products special, understand your pricing models and workflow. Essentially we try to look at it the way you look at it, and then use that to offer great ideas to create or improve your website.
Target Tip #2 – Identifying the industries you understand best. If going through your portfolio you realize you have a few sites or designs that all are from a specific industry like models, industrial, real estate, etc; look for some similarities. Are the layouts similar? Are the fonts close in likeness? Is the content familiar? Chances are you have a good idea of this business. Maybe good enough that you could start your own business in it. That’s a good thing because it shows you really grasp the economics of the industry. So take that knowledge and create a package that speaks to prospective clients of that industry. Visualize yourself pitching them a sale, and use your experience and portfolio as your reputation.
Target Tip #3 – Use Linked In. At once considered the #2 social network, Linked In is still a powerhouse of networking opportunities for freelancers and job seekers. Chances are you may have a connect that is or directly connected to some franchise owners. Get a referral connection or reach out to them if you’re already connected and ask for a meeting. They’ll be a little less reluctant to talk to you if you’re somewhat familiar to them or have a warm introduction from a mutual friend or connection. Same rules apply here as in the second tip; express how familiar you are with their industry and tell them how you’d like to take their business to the next level of service. Do some homework and see if their website is on par with their parent company or other franchise owners. Nab this one, and you can go after the other franchise owners too. If you approach it the right way and deliver all that you promised, there’s no reason why you can’t have a large percentage of that franchise as your client.
Target Tip #4 – Rinse and Repeat. I don’t know that you’ll ever exhaust an industry dry, but in case you get bored or want to try something else, go back through all of your work and find another popular industry you’ve been working with and modify all of your marketing materials to speak to this new industry. The good thing is that you don’t have to recreate the wheel. Your first efforts can be redefined or “remixed” and be just as effective.
Target Tip #5 – Think big. At the risk of sounding cliché “You never know until you try.” It’s true. All you need is confidence in your work and a good number of clients who honestly appreciate your level of service. If you don’t have a marketing agent, hire one. Don’t have the right printed marketing materials, design them and get them printed professionally. Do your homework on the businesses you want to target and expose their weak points. Chances are they know them, so it won’t come as a surprise, but the fact that you noticed it will resonate on an appealing level for them in considering you for business. Shake some tall trees in your community and bid for their business.
Your assignment, should you choose to accept it is to implement these tips in the month of June. I’d love to hear back from you on your progress in the comments below.
One of the major ideas that we push to our clients is to continue to create new content for their website. However this is sometimes tougher than it may seem on the surface. When we think of your website, we’re looking at slight changes either in strategic keywords, new pages, new products, and new posts. One of the easier things to publish would be blog posts. Though there has to be a level of consistency, it certainly does help your search rank when you publish great relevant content.
