The democratization of knowledge is a real phenomenon — thanks to the internet. Your company should be playing on this field in a big way. You should be mining your entire workforce for content and promotion. Don’t close your employees off from social media, empower them to do social media right.
14 Things Everyone Should Know about Writing for eCommerce Sites
By Josh Cole | Published June 28th, 20101. Understand: the web is not print Writing for the web is different from writing for other media. Different types of sites have different types of goals. On an eCommerce or catalog site, users have two main goals of use: Research and Purchase For both of these use cases, you want to help users get…
Purchase, Persuasion, or Participation
By Joseph Stucker | Published June 9th, 2010The fact that the audience of the internet is referred to as “users” shows how interactive the medium is. With this in mind, user-generated content and user interaction contribute greatly to the overall engagement and retention of visitors and potential customers.
Our Content Methodology
By Jim Cosco | Published May 7th, 2010Here at Tippingpoint Labs, we recently documented the way we think about our three major disciplines: content, strategy, and experience. Although we went through this exercise to share with our clients and our internal team, we decided to expand on it and share it with everyone. Today, we look at our Content Methodology.
In order to create meaningful content in an ongoing fashion, Tippingpoint Labs bases its model on the newspaper publishing industry. Because newspapers are designed to pump out massive amounts of great content every day, we’ve examined how they do it and encourage clients to replicate the process.
The resulting methodology includes building an Internal Newsroom of staff who produce content and curate external contributors, and to creating an Editorial Calendar every month.
Our Content Approach
By Jim Cosco | Published May 5th, 2010Here at Tippingpoint Labs, we recently documented the way we think about our three major disciplines: content, strategy, and experience. Although we went through this exercise to share with our clients and our internal team, we decided to expand it and share it with everyone. Today, we look at our Content Approach.
Build Relationships with Content
It is our belief that quality content builds relationships, thereby increasing revenue or saving money. In order to do this, your content needs to reach influencers in your market, and it needs to be geared toward very specific audiences. The key to creating content that works is to segment your audience down to very specific niches. A typical marketing plan might identify the target audience as men ages 18 to 45; but that demographic is far too wide to create content that resonates.
Our Content Philosophy
By Jim Cosco | Published May 3rd, 2010Here at Tippingpoint Labs, we recently documented the way we think about our three major disciplines: content, strategy, and experience. Although we went through this exercise to share with our clients and our internal team, we decided to expand on it and share it with everyone. This week, we look at our Content Philosophy.
Creating Content That Works
Good content is paramount in any successful online platform, whether it is a corporate website or a blog. Quality traffic and lead generation is dependent on great content that is relevant and laser focused to the audience you want to attract. The right content can increase market awareness, increase customer retention, and drive more revenue.
Do You Really Need a Gimmick?
By Josh Cole | Published October 14th, 2009If you’re creating great content, there’s no point in trying to trick people into consuming it. Distraction is one type of attention, while engagement is quite another.
Podcast: End of Summer
By Josh Cole | Published September 25th, 2009It’s the end of summer/back to school Tipping Point. How time flies …
Three Books All Aspiring Writers Should Read
By Jim Cosco | Published August 27th, 2009I’ve been working on my first novel, Murder Pseudonymous, for the better part of five years now. I might never finish it. Every couple of months I get inspired to write and then, after pounding out a chapter or two, I lose focus. Either my real job gets in the way, or worse, I get writer’s block. Whenever that happens I hit Barnes and Noble for inspiration and pick out a book about the craft of writing. I can’t tell you how many books I’ve read by successful authors (“successful” means they make their living writing books) dishing advice to wanna-be novelists, me included. Here are my favorite three. If you’re a writer, or want to be a writer, they are well worth your time.
Pay no attention to that man behind the curtain.
By Brett Virmalo | Published August 17th, 2009
Consumers are curious, and their appetite for content is insatiable. Feed them more than just your most polished and practiced marketing communications. Pull back the curtain.
Sowing the Seeds of Promotion
By Brett Virmalo | Published August 5th, 2009Your most targeted promotion will be directly through your personal network. Interpersonal content promotion is more likely to result in a conversation through comments or an e-mail exchange. You may even invite contacts to participate.
The Power of Participation Creation
By Josh Cole | Published July 27th, 2009One great way to build relationships is not by knocking on doors but, rather, by opening your own. Reach out to the people you want to build relationships with and involve them in the creation of content that speaks to them and to their audience.
The Illusion of SEO vs. the Reality of Great Content
By Andrew Davis | Published June 23rd, 2009By creating something that will resonate with your consumer-base, you hook them in. By enabling and making it easy for them to share it, you build links and drive traffic. This is the process that SEO attempts to mimic.
Work Your Content Until it Works
By Andrew Davis | Published June 16th, 2009If you are spending money on SEM/SEO and focused on traffic targets rather than conversion rates — STOP. Gone are the days when you could expect to drive hordes of traffic to a landing page and hope that something would happen. No matter how you look at it, if you want sales to increase, you have to get rolling with content experimentation.
Tell Stories That Resonate: 5 Easy Tips
By Jim Cosco | Published June 4th, 2009The art of storytelling has been around since the dawn of humankind for good reason — people love to be engaged and entertained. The essence of good content often falls back on a good story. Keep these five hallmarks of good stories in mind the next time you set out to produce effective content.
Talk Back — It Would Be Rude Not To
By Jim Cosco | Published August 20th, 2009It’s been written that only 1% of all online users feel compelled to publish content, be it in a forum, blogging, rating videos, writing reviews, or commenting on other peoples’ blogs. When authors participate in the conversation, their audience appreciates their accessibility, and folks will continue commenting on posts in the future.
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