3 Smart Tips for Using Customer Data: Striking the Balance between Personal, Creepy, and Annoying

June 25, 2012 at 11:16 am | Posted in Analytics, Digital Marketing, Relevant Content | 2 Comments
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Technology has provided web marketers with ways to discover more data about their visitors than ever before. Data is power, for sure, but the question becomes, how will you use this power and to what end? As marketers experiment with data-driven methods of reaching their target audience with the right offer at the right time and customers begin drawing lines in the sand about just how far they want companies to go with these efforts, we’re learning some important lessons about personalized marketing and defining what’s helpful, what’s annoying, and what’s creepy.

Don’t Put All Your Cards on the Table

Just because you know or think you know something about your customer doesn’t mean you have to tell them. Know when to hold back to avoid being annoying, creepy, or just plain wrong. Take for example, Target’s efforts to “target” soon-to-be-mothers based on purchase patterns. As you may recall, one teen’s father complained about the company insulting his daughter by sending her baby coupons in the mail only to later acknowledge that his daughter was in fact expecting. In this case, Target had accurately predicted its customer’s condition and sent her relevant offers, but at what expense?

Don’t Personalize for Products Alone

It’s not always about the sale. Sometimes, it’s about the experience. Have you ever researched a product online, went to the store and purchased a product as a result of this research, and then spent the next few days trying desperately to ignore the onslaught of online advertisements for the product you already bought? We’ve all been there, and we can probably all agree that this type of heavy product pitching is downright annoying. What if instead of trying to make a quick sale, companies offered helpful advice and relevant content instead? An article about photography tricks, for instance, would be relevant to someone who has been researching cameras, whether or not they had already made a purchase. Offering up relevant content that’s helpful and not just pitchy can pay off for companies in the long run. If the web user benefits from the company now by learning some cool picture taking-tips, then he may just return the favor a few months later when he’s looking for a tripod or other accessory.

Be Inconspicuous

But being sneaky is tantamount to being creepy, right? Not always. Sometimes, being inconspicuous in your personalization efforts is a good thing. This is something Target learned from their pregnancy promotion. After the incident, the company reworked its strategy and decided to send a variety of coupons to customers they had identified as expecting rather than just offers directly related to their “big” news. That way, the recipients would view the coupons as randomly compiled rather than personally prepared. The same results are accomplished, but without the creep factor.

Perhaps most importantly, rely on the tried-and-true marketing principle of simply putting yourself in your customers’ shoes. As you’re making elaborate plans for how to use all that big data, always ask yourself how you would respond if you were the target of these personalized campaigns. If the thought provokes goose bumps or leaves a bad taste in your mouth, then it may be a sign that you need to revise your strategy.

How are you using customer data to personalize your marketing campaigns? Share your successes and hiccups in the comments section.

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, or request a demo to see it in action.



Interview with iMedia Connection

June 20, 2012 at 2:17 pm | Posted in Digital Marketing, Engagement, Relevant Content | Leave a comment
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Have you noticed? I just love talking about relevant, personalized content! It’s no surprise that Bethany Simpson at iMedia Connection caught up with me at ad:tech San Francisco in April doing just that. Here’s the clip:

Be sure to read the full article over at iMedia.

Do you have comments or questions about my discussion with Bethany? I’d love to hear from you!

4 Reasons Not to Use a Content Optimization Service

June 11, 2012 at 12:47 pm | Posted in Digital Marketing, Relevant Content | Leave a comment
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Are you contemplating using a content optimization service to deliver relevant content to your online visitors? If you’re feeling the pressure of your fellow web marketers to optimize your web content, but you’re just not convinced that the time is right, consider these 4 reasons not to take advantage of a content optimization service.

1.      You Don’t think Content is All That Important

Despite the incessant roar of web marketers shouting “Content is King!” in unison, you’re simply not convinced. You’re confident that your product or service will sell itself. Why use a content optimization service if all of your content is equally generic and mediocre anyway?

2.      You’re Certain Visitors Will Take the Time to Find What They Need on Their Own

Maybe you think your web site is the best around. Perhaps you’re not aware of the billions of other sites competing for the attention of your target market. Whatever the reason, you know that any visitor who happens upon your website will take as much time as necessary to read through all of your text-heavy pages and click through as much irrelevant content as necessary until they finally find what they’re looking for. People have plenty of spare time on their hands these days.

3.      You’re Happy With Your Conversion Rate

Why fix something that’s not broken, right? If you don’t want a greater return on your web marketing investment, then keep doing what you’ve always done. There are plenty of competitors out there who will take care of the visitors who bounce off your one-size-fits-all landing pages.

4.      You Totally Trust Google

Who needs a content optimization service when we’ve got Google? Don’t worry—they’ll index your pages fast enough for visitors to find the most relevant content available on your site. Just leave it up to them. After all, they’ve been nothing but consistent and reliable in the past, right? I’m sure your content won’t end up hidden in the deep web.

The technology to deliver the right content to the right person at the right time in the conversion cycle is readily available. Can you think of a good reason not to use it to your advantage?

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, or request a demo to see it in action.

Google Just Got More Relevant—Shouldn’t You?

May 31, 2012 at 10:08 am | Posted in Digital Marketing, Relevant Content, SEO | Leave a comment
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According to the search giant’s website, Google will be rolling out yet another new feature within the next few days—Google Knowledge Graph. This upgrade to Google’s already predictive search engine will attempt to provide more relevant search results and even provide detailed information related to the query, right on the search page. Forbes’ Rick Segal is calling it a “humanly relevant idea.” But will the addition to Google’s search arsenal really make results more relevant, and if so, how will it affect your traffic and rankings?

Does Knowledge Graph Make Google More Relevant?

Thanks to the Knowledge Graph, the smarter, more informative version of Google will be able to perform “semantic searches,” going from as Mashable reports, “strings to things.” For instance, the search engine will now be able to tell  for whether your search“Milky Way” is a request for the ingredients of your favorite candy bar or an attempt to find out more about the galaxy you live in. If you’re wondering how exactly Google-liath is able to accomplish this feat, that’s one query you’re not likely to get an answer to—at least not yet or in any degree of detail.

Of course, the new feature (if it proves as effective as Google claims) will make search results even more relevant for web users. This has been the company’s plight since its inception, and we have to hand it to them—they’re getting pretty good at providing users with the most relevant content available on the Web.

Should You Be Worried About Google Knowledge Graph?

Google not only has a great deal of control over the sea of information online; the search engine apparently has a huge influence on the collective blood pressures of web marketers everywhere. As is the case with each new update or addition to Google’s algorithm, the Knowledge Graph has the digital marketing world in a panic. Will it be the end of web publishing? How will it change the already-threatened field of SEO? Everyone has questions, and since the feature hasn’t yet been made available to web users, the long-term impact still lies in the realm of the unknown.

If the past is any predictor of the future, however, the Knowledge Graph will be less eventful than the fear mongers speculate. One thing is for sure though—relevant, useful content is more important than ever. Those who warn that this is the first step toward Google encapsulating the entire web onto a single search results page need not fear. As Google’s head of search, Amit Singhal emphasized at SMX London, the better the search engine gets, the more traffic it sends to individual websites like yours.

The Value Factor

Google has always stood behind its support of websites that offer value to visitors in the form of quality content. The Knowledge Graph is yet another testament of this support. If you’re offering your visitors more than just common knowledge or worse, keyword-stuffed fluff, then you’ve got nothing to worry about. Of course, since Google is recognizing—now more than ever—the importance of relevant content, maybe you should consider doing the same. You may think that the web content on your site is already relevant and useful. Perhaps it is. But, is your content reaching the right person at the right time in the conversion cycle? If not, then a relevant content optimization service may be in order. After all, as far as web marketing goes, taking a hint from Google has never been a bad idea.

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, or request a demo to see it in action.

Is SEO Becoming Irrelevant?

May 24, 2012 at 1:24 pm | Posted in Digital Marketing, Engagement, Relevant Content, SEO, Social Media | 3 Comments
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SEO irrelevant? You must think I’ve lost my marbles. SEO is the granddaddy of all internet marketing strategies. Without it, we don’t have a chance of being found amidst the sea of content online—or do we? Yes, SEO has risen to its peak over the last decade, entire companies are devoted to the practice, and it even has different colored hats to wear apparently (spiffy!), but it may indeed be on the downslope. Why? Because there’s a new cowboy in town.  His name? Discovery. Allow me to explain.

Discovery vs SEO

Why SEO Has Called the Shots until Now

SEO has enjoyed a long stint of being the star of web marketing efforts everywhere. It’s been so effective in improving website visibility because up until just recently, most everyone used search engines like Google and Bing to find what they were looking for online. “Google it” became a common directive, and homepages on PCs everywhere were set to Yahoo, AOL, or another preferred web browser.

But alas, times have changed. Although search engines are nowhere near obsolete, the clouds are darkening over the land of SEO. A new day is approaching—the dawn of discovery!

The Rise of Discovery

Social media sites like Facebook, Twitter, and recently Pinterest are helping usher in a new era of web browsing. Unlike the previous era, users will no longer be reliant upon search engines to deliver relevant content. Instead, the web will become a more intuitive place where relevant content simply floats around the user just waiting to be discovered. It’s the difference between walking into a room and searching for your keys and having someone present you with several different sets for you to choose from. An improvement? I think so.

The Importance of Relevant Content

In a virtual world dominated by discovery, SEO will no longer play as big a role. That means if you’ve been relying on it as the primary means of driving traffic to your site, then it’s time to go back to the drawing board. With discovery at the verge of overtaking SEO, relevant content combined with a good social media strategy will be among the most important tools in your web marketing tool box. This means you’ll no longer need to resort to keyword stuffing in order to reach your audience. Instead, you can craft your message to real people with real pains and real problems to solve.

How a Content Optimization Service Can Help

The dawning era of discovery also means that the short attention spans of your online visitors will become even shorter. Surrounded by relevant content on their preferred social media networks, they’re likely to get used to the convenience and expect the same from your website. Will your content pass the scan test? How can you be sure that the message your visitor finds will be personalized and engaging enough to prevent a bounce?

A content optimization service that analyzes each user’s digital footprint and uses the data to deliver the most relevant content on your site can certainly help. After all, in the era of discovery, one-size-fits-all content will most assuredly become extinct.

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, sign up for our free service, or request a demo to see it in action.

5 Easy Tips for Making Your Web Content More Engaging

May 15, 2012 at 11:50 am | Posted in Digital Marketing, Engagement, Relevant Content | 1 Comment
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Increasing engagement may sound like a lofty and complicated goal, but in reality, there are some very practical and simple steps  you can take today to make your most important content (that is, the content on your web site) more engaging for your readers:

1. Use images to convey the message.

If you know anything about writing for the web, you know that text-heavy pages don’t convert. If you have a complex message to convey, however, you may find yourself struggling to keep your message brief. When you find yourself in this pickle, try using a diagram, infographic, or clever image to tell the story for you.  Web users are becoming increasingly visual, and while they may not take the time to read your paragraph, they will take the time to zoom in on a captivating image.

2. Use 2nd person in your copy.

Who’s the second person, you might ask. That would be you! Well, the word “you” anyway along with its possessive counterpart, “your.” Using the word “you” in your web copy implies that you’re talking directly with your reader as opposed to talking about him, or worse—about yourself. To get a grasp of why this matters, consider how one might react were he to read this sentence I’m writing compared to the other copy composed by me in this blog post.

3. Try an analogy.

The human brain is constantly looking for ways to compare one thing to another. Peas and carrots.  Apples and oranges. Tea in China. You get the picture. Make this process of comparison easier for your reader by offering up a relevant analogy. Make sure this analogy helps the reader envision how your product or service can be beneficial for him.  Need an example? Consider this digital marketing analogy on how Katniss from The Hunger Games is similar to a top-notch web marketer.

4. Keep it short and sweet.

Since the average web user is inundated with content from a variety of different sources from sun up ‘till sun down, it’s important to keep your content as brief as possible. Bullet points and copious editing (aka weeding out the stuff that matters least) can help you achieve this goal.

5. Focus on the reader.

Like any other web marketer, you’re passionate about your company and what it has to offer. You likely want to shout loud and proud about how glorious your product and service is. You may even delight in telling the story of your company’s history from its humble beginnings to its triumphant peak. We get it. Unfortunately, your readers likely don’t. They are interested in one thing and one thing only—how your company offering will benefit them. All of the other company-centric  fluff will likely be overlooked at best, or at worst, cause your reader to become so nauseous at your ingratiating self-congratulations that they’ll bounce never to return again. Now there’s a sad story.

Which strategies do you use to create compelling web content on your site?

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, sign up for our free service, or request a demo to see it in action.

The Single Best Way to Turn Engagement into Conversion

May 3, 2012 at 3:09 pm | Posted in Digital Marketing, Engagement, Relevant Content | Leave a comment
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Can You Measure Engagement? No, But You Can Try!

In my last blog post, I talked about the intangible nature of engagement and alluded to the fact that it’s not something that can really be measured to any accurate degree. If you found this discouraging, there’s good news. Although you will ever really know how interesting your visitors find your web content (unless you develop some mind-reading software in which case you can just go ahead and retire), there are some techniques you can use to make educated guesses about your visitors’ level of engagement.

For instance, click-throughs are definitely indications that the visitor found the call-to-action compelling whereas bounces may indicate a certain degree of apathy toward your messaging. There is even eye-tracking software available now that can allow you to perform studies to determine where visitors’ eyes are diverted on the page as well as the amount of time they spent reading or watching specific content. Such research can provide you with invaluable data to inform your design and content strategies.

Engagement—The Single Most Important Indicator of Conversion           

Although attempting to measure your visitors’ level of engagement can be challenging to say the least, it’s an important aspect of web marketing- maybe even the most important. Although having a solid product or service to offer and using SEO and lead generation techniques to drive quality traffic to your website is no doubt vital, the content your visitors find once they land on your website is equally important. Unless you want all of your web marketing efforts to do little more than contribute to your bounce rate, you’ll need to take steps to ensure that your content passes the scan-test—those few seconds when your prospect determines whether your site is worth his time.

This means doing the dirty work of discovering whether or not the content on your site is appealing to anyone other than yourself, and in particular, whether it’s relevant and compelling in the eyes of your target market. In the process, you’ll likely find yourself where most web marketers do—somewhere in the middle. There’s a pretty good chance that some of the content on your site is engaging enough to convert and some is just downright boring, or worse, completely off-putting.

Then there’s the issue of market segmentation. Not all visitors are alike and while some will be drawn to one form of content or marketing approach, others will have a different opinion. This can make it difficult to decide which content to keep and which to scrap, unless of course, your site is equipped with a content optimization tool.

Make Your Guesses Count
A content optimization tool can help you make those educated guesses we talked about really count. No, you’ll never know with absolute certainty how exciting a visitor finds your clever new video or carefully crafted call to action, but as we discussed, you can use some tools to help you make a fairly accurate guess.

Once you’ve done this, it’s time to put your content optimization service to good use by displaying the most engaging content available on your site to those segments of your target audience that are most likely to find it irresistible. If you’ve been throwing a ton on content on your visitors in hopes that something will stick, it’s time to change that strategy. While you may think more is more when it comes to web content, it’s the carefully targeted, engaging content served up in moderation that is more likely to turn your prospects into paying customers.

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, sign up for our free service, or request a demo to see it in action.


The Power of Engagement: 3 Ways to Convert Emotions into Sales

April 18, 2012 at 12:12 pm | Posted in Analytics, Digital Marketing, Relevant Content | Leave a comment
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In preparation for my panel presentation at Digital Summit next month, I’ve been thinking a lot about engagement, and it’s come to my attention that not all web marketers fully realize the power of engagement.

After all, the term can mean a lot of different things depending on who you’re talking to, and since it’s not a tangible thing, it can’t be measured to any accurate degree. Thus, marketers who live and breathe analytics are often wary of discussing their visitors’ level of engagement. Nonetheless, engagement is an important factor in the conversion process—in fact, it may very well be the most important.

In today’s climate of content overload, engaging your audience is crucial if you want them to give your product or service more than momentary scan. They key to engaging your audience is tapping into their emotions. As most marketers are aware, it’s these emotions, not logic, that drive purchasing decisions. So just how do you wiggle your way into the hearts of your prospects, and what do you do once you’re there? Here’s how to master engagement in three simple steps.

1. Know Your Visitors

In order to know what your visitors are feeling, you have to first know who they are—all of them. Create personas for different segments of your target market and analyze each of their agendas. At a very minimum, ask yourself the following questions:

  • What are your clients’ values?
  • Why would they want your product/service—what problems does it solve for them?
  • What are their primary concerns about the product/service?

2. Tap into Their Feelings

They say all emotions are derived from either love or fear. With this in mind, your job as a marketer is to either wow them with your product or service to the extent that they fall head over heels in love or show them how you can prevent their fears from becoming a reality.

3. Present them Personalized Content

What one emotion unites us all? The desire to be loved, of course. Show your visitors some love by making the effort to present them with personalized content based on their gender, location, previous visits, referring web sites, and more. Not only will the information be more meaningful, but your visitor will take notice of the gesture. After all, people like to be catered to, and when they are, they usually respond in turn.

What efforts are you making to increase engagement on your website?

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, sign up for our free service, or request a demo to see it in action.


What ad:tech SF Attendees Think About Relevant Content and What You Can Learn From Them

April 12, 2012 at 4:37 pm | Posted in Uncategorized | Leave a comment
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In case you haven’t heard, we had the honor and privilege of hosting the workshop, Content Personalization: Increasing Engagement through Relevant Content this past week at ad:tech San Francisco. Brian Baker from Three Ships Media, Geoff Knight from TheOfferMachine.com & AtomicLeads.com, Matt Peters from Pandemic Labs, and myself had an amazing time discussing the current demand for relevant content and the implications of this demand on multi-channel communication. Our very own Jeff Swisher, Sales and Marketing Consultant for Relevantor LLC and  Pres. & Chief Sales Officer for Swisher Sales Inc. did an incredible job moderating the discussion, and workshop attendees responded with plenty of enthusiasm and innovative ideas of their own. A good time was had by all!

While at the conference, we couldn’t help but notice the overwhelming number of exhibitors, panelists, and even keynote speakers who either highlighted or touched on the importance of relevant content. Apparently, we’re not the only ones who realize that content optimization and personalization stands to alter the web as we know it. In a way, we felt like ambassadors of a very important message this past week: either hop on the relevant content bandwagon or move out of the way lest your competitors trample you on their way to the top. Relevant content truly has become that important to web marketing, and as such, it was a recurring theme at the Moscone Center this past week. In case you missed it, here are just a few of the ways relevant content was showcased during the event:

  • Keynote Presentation: Amazon—It’s Day 1 for Advertisers

Lisa Utzschneider, VP of Global Advertising Sales for Amazon.com kicked off the first day of ad:tech with a presentation emphasizing the importance of content personalization. According to Lisa, the CEO of Amazon, Jeff Bezos, predicted in 1997 that content personalization would drive the process of discovery for online commerce. Since then, the visionaries at Amazon have remained focused on their customers and attribute their success to this intense focus. She cites Amazon’s personalization engine as the backbone of their company and reveals that the company is currently focused on predicting their customers’ wants and needs before they even realize what they are themselves. What an inspiring look at what personalized, relevant content is capable of!

  • Breakout Session: Google—Driving Response: Making the Web Work for You

Google’s Director of Agency Development, John Nicoletti had a thing or two to say about relevant content as well. Among many pearls of wisdom, Nicoletti stressed the importance of finding and delivering the type of content different types of online visitors respond to. To give a bit of credibility to his argument, Nicolleti pointed audience members to the guys at Orabrush who increased online sales by a whopping 500 percent by serving up video content on their site. The Google director also suggested an integrated marketing approach, advising that the key to increasing sales is to reach your audience where they are with the content they crave. We agree!

  • Breakout Session—Behavioral Targeting: Still Here and Here’s Why

Wednesday’s breakout session immediately preceding our own featured Charles Duhigg, a reporter from the New York Times, Dave Hills, CEO of Twelvefold Media, Tim Jenkins, CEO of 4Info, and Tim Waddell, Director of Product Marketing at Adobe as they discussed how behavioral targeting can help consumers cut through the digital clutter and get to exactly what they’re looking for. Of course, the upside for businesses is increased conversions and a better return on investment. They were definitely speaking our language.

What were your takeaways from ad:tech? Did you hear any other buzz about relevant content that we missed? We’d love to hear your insight!

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, or request a demo to see it in action.

If Katniss Were a Web Marketer and What Your Website Can Learn from The Hunger Games

March 30, 2012 at 2:17 pm | Posted in Digital Marketing, Relevant Content | 1 Comment
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First things first, SPOILER ALERT! If you haven’t watched the wildly popular film, The Hunger Games or read the book that precedes it, then you may want to bookmark this post for later. I’d really hate to spoil it for you.

Ok, here goes. We all know that the world of web marketing can be a harsh one. As harsh as being thrown into an arena with 23 of your peers and having to fight to the death for the mere entertainment of rich, gluttonous onlookers? Well, no. But, I can’t help but draw some parallels between what Katniss, the darkly beautiful heroine of the film, does during The Hunger Games to walk away with her life intact and what we web marketers should be doing to fight our own battles.

So, if she were a web marketer, what would Katniss do?

Play to the Crowd

As an added element of cruelty, the Game-makers force the tributes from each district to campaign for sponsors whose gifts could very well save their lives during the Games. Basically, they have to smile and act proud that they’ve been “chosen” to represent their districts. The more beautiful and charming they are, the more likely they’ll be to win the affection of sponsors who could help them at the very moment their lives are on the line.

Katniss figures out exactly what the viewers want from her—a love story. Once she realizes this, she puts on a great show and gives the audience exactly what they want—a kiss at precisely the time they want it—when she is alone in the cave with Peeta and he’s very near death. One long kiss and she’s immediately rewarded with an ointment that heals Peeta’s wounds.

Would she have rather stood up and screamed at the cameras around her looking on as her fellow tribute dies? Of course. But, Katniss is different. She’s smart, and she knows that if she gives her audience what they want, she’ll be richly rewarded.

Takeaway: Get over yourself. It was never about you or your company or your business plan. It’s about your audience—your visitors. Give them what they’re looking for when they want it (that is, as soon as they land on your site) and they will reward you with a site-saving conversion.

Form Alliances

During the course of the Games, Katniss forms two alliances both of which save her life during the massacre. One with Peeta and one with Rue. Since the Game-makers know that the citizens of the Capital want a good love story, they favor Peeta and Katniss. The other alliance is a bit more complicated. Katniss allies with the young tribute from district 11 out of compassion and because she reminds her of her sister Prim. This alliance pays off big toward the end of the games when the male tribute from Rue’s district, Thresh, allows Katniss to live out of respect for the fallen Rue.

Takeaway: Form partnerships with like-minded businesses and affiliates. Who knows? You may be able to help each other survive in the online arena.

Hit the Target—Every Time

Katniss’ claim to fame in her district is her ability to hunt with a bow. She is known for her ability to shoot squirrels right in the eye every time. Of course, this skill pays off time and time again during the Games as she hunts for food and defends herself against her competitors. Her precision keeps her fed and helps her stay alive until the very end.

Takeaway– Identify the various segments of your target audience and hit them every time with content that is relevant and appealing to them. It may just mean the difference between your business’ success and its imminent demise.

Oh, and one last thing before you put these strategies to the test on your website. Yes, that’s right: “May the odds be ever in your favor.”

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, or request a demo to see it in action.

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