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Carri Bugbee

Marketers embrace digital content testing :: BtoB Magazine - 0 views

www.btobonline.com/...mbrace-digital-content-testing

B2B business-to-business btob marketing websites content strategy testing

shared by Carri Bugbee on 12 Apr 12 - No Cached
  • While testing content is nothing new—in fact, most marketers and agencies perform some sort of testing on creative content before publication—the formalization of such processes has become a priority at many b2b companies.
  • We've learned that simplicity is the key—easily scanned, brief content, appropriate imagery and a value-based call to action.” For example, after simplifying a registration form for a particular call to action, SAP.com saw a 96% increase in the number of registrations.
  • “We have to look at what is the downside to SAP in removing a field, such as taking away "industry.' We have industry-specific sales teams, so for each field we take away to get an increased conversion, there is a downside—now we have to do more work on the back end [to learn this information].”
  • ...3 more annotations...
  • For its Web pages, HP scores content using tools such as Safeguard by SDL Tridion, which scans Web page content for keyword optimization, metadata and visual elements to optimize the user experience and improve SEO.
  • HP's social media group reviews blogs written by HPers and implements best practices, such as testing headlines, language and calls to action. Once blogs have been reviewed and tested, the views on blog pages may increase up to eight times, Anderson said.
  • “We have a publishing calendar every week, which looks at all the content we're pushing out to meet our corporate goals,” said Cindy Kim, director-marketing and social media at JDA. “We use LinkedIn, Twitter and Facebook to see what topics resonate.”
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