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Lee Odden

Customer Insights Are Key for More Persuasive Marketing Content

Lee Odden on Nov 12th, 2014     Content Marketing

Persuasion Content Marketing

For experienced marketers it’s no surprise that understanding the motivations of buyers and what influences them can be instrumental for creating persuasive content marketing campaigns.

While that statement makes sense intellectually, old habits die hard.

Most marketers continue to focus on how digital channels like email, social networks and search work vs. how customers understand those platforms or even why they use them. Day after day, content is being created and keyword optimized by marketers with little more than intuitive insight into customer interests and preferences for content discovery, consumption or engagement.

This is a source of great disconnect and dissatisfaction when “best practices” content marketing and SEO tactics don’t produce the intended results. An increase in search and social traffic isn’t very valuable when those visitors don’t engage and the content doesn’t resonate.

Lee Odden

The Power of Persuasion: Storytelling & Personas in Content Marketing

Lee Odden on Dec 19th, 2011     Content Marketing, Online Marketing, SEO, Social Media

persuasion content marketing

I attended University a very long time ago, where I started out pursuing Graphic Design and then transitioned to an interdepartmental degree: Sociology, Industrial Psychology and Business. Art was interesting, but I was only mildly talented and there was no digital program (this was pre-internet). As I look at the state of the social web today, I am amazed at what a dynamic and interesting time we live in. I wonder what it would be like, studying social psychology and organizational development now, with the ubiquity of the social web and transformation of internet access from PCs to mobile devices.

Lee Odden

The Value of Storytelling & Persuasion in Content Marketing

Lee Odden on Nov 19th, 2010     Content Marketing, Online Marketing

While taking a short flight from Auckland to Queenstown, NZ I was thinking about the role of content as a tool of persuasion. Let me know what you think:

In every marketplace, when something new like technology comes along that requires a change in behavior, there’s a fairly predictable range of responses. Based on original research represented by Everett Rogers Technology Adoption Lifecycle that means: Innovators, Early Adopters, Early Majority, Late Majority and Laggards.

Everett Rogers Technology Adoption Lifecycle

Image Credit: Wikipedia

I think there are some interesting implications for content and storytelling when it comes to influence on adoption of technology.

Let’s say you have an objective of persuading a group of potential customers to adopt a certain technology for marketing.  One of the first steps is to profile those potential customers in terms of demographics and behaviors. A few key questions to be answered:

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