What Do Website Visitors Want? It’s Not What B2B Brands Are Giving Them [New Research]

We have planned and designed hundreds of websites. Every day, we live in the world of website features, content and designs. That’s because we’re a web design company! But most digital marketers have been through the process at least once by now. As brands, we know what we want our websites to say and do. As visitors, we know that websites often fail to give us what we’re looking for. Why the gap? Because these are often two different things: what brands want to show on their website and what visitors want to find on that website. With the hopes…

The Entire Content Creation Process in 17 Steps and a Single Flowchart

From first inspiration to the final draft, this is the process for content creation. It’s a lot of thinking and planning, outreach and research, writing and editing. We laid out all the steps in order, with all of the little decisions involved, into a single flowchart.  This diagram reflects our content strategy here at Orbit. Yours may be different. But browsing through this single, simple graphic may remind you of tactics that might work for you if you aren’t doing them already. Here it is, for all of our readers and subscribers. Detailed notes, links to resources and input from…

Thought Leadership and SEO: 5 Ways Thought Leadership Drives Rankings

You hear it in marketing meetings all the time.  Q: Why are we doing content marketing?  A: Thought leadership Thought leadership is that often discussed, but rarely defined marketing goal.  To learn what people mean by the term, we partnered with Survey Monkey and Mantis Research on a survey. We asked 481 marketers about thought leadership and came up with a new and improved definition of thought leadership marketing, based on the majority of responses… Thought leaders clearly communicate challenging new ideas, back them up with data and have a strong point of view.  And these were the nice-to-haves… Thought…

Where to Start with Digital Marketing? Do These 10 Things First

It’s the one question I hear most often. It has various forms: Ok, but where should I start? What are the 2-3 things I should do now? What’s the first thing we should be thinking about? It’s often asked at the end of meetings about SEO, content strategy, Analytics, web design or really any topic in digital marketing.  Regardless of the industry, the audience or the maturity of the business, our recommendation is often the same… Start at the end of the lead generation process. Go to the very end of the process, to the bottom of the funnel, to…

Web Content Best Practices: Our 22-Point Checklist for Publishing High-Performance Articles

The 80-20 Rule states that 80% of the results come from 20% of the causes. A small number of actions get big results. Big in content marketing, it’s more like 90-10. Every glimpse into every Google Analytics account shows this clearly. The top-performing articles drive most of the impact, both on the traffic side and the conversion side. This is true for traffic. A small percentage of articles get most of the visibility, especially through SEO… And this is true for conversions. A few articles are much better than others at getting visitors to subscribe… One of the main jobs…

12 Best Productivity and Analytics Tools That Will Save You Time

Doing more with less has never been more important. Content strategies, marketing, sales, and many other areas of business require a lot of time and intentionality. With COVID-19, there are additional barriers being thrown at professionals. However, anything is possible if you have the right tools and processes to help you use your time more wisely and efficiently. The problem lies in narrowing down your options. This in and of itself, can be overwhelming and a waste of valuable time. I’ve been running a publication for a year now, and these are the tools that have allowed me to manage…

New blogging statistics: Blogging still works, especially for the 10% of bloggers who do things very differently…

Welcome to the 7th Annual Blogging Survey. Years ago, we set out to get some basic questions about blogging. It’s grown into a long-term project that tracks trends in the changing world of content marketing. Each year, we ask 1000+ bloggers about their content and their process. Then we make a giant pile of charts. We add input from content marketing experts. And we look for correlations between the data and results. This year we had 1,279 survey responses. What follows are 33 charts, 13 experts and hundreds of blogging statistics that reveal some fascinating insights into an industry in…

Multivariate and A/B Testing – A crucial component to website success

If you are confused as to whether you should conduct multivariate testing or split testing on your emails, web pages, popups, and opt-in forms, you are not alone. When starting out, many marketers struggle to understand the difference between these two types of conversion optimization tests. Much of the advice online tells you to perform tests and keep on testing and optimizing. But, it’s not always clear what types of tests you should be running, or where you should run them. This article will help you understand the differences between A/B and multivariate testing. You’ll discover their pros and cons,…

How to Design a Better FAQ Page: 5 Best Practices, SEO Ideas and Examples

What is the purpose of your website in one word? Answer. From your visitor’s perspective, this is why your website exists. They have a question. The website’s job is to answer. The navigation, the headers, the content, it’s all there to help them get to the answer. One common place to answer common questions? The FAQ page. Marketers don’t talk about these much, so we’re taking it on. We’re answering the most frequently asked questions about FAQ pages*. Why are FAQ pages important? Where to put FAQ on a website? How to design an FAQ page? What questions to include?…

3 Project Management Methodologies That Will Help Organize Your Marketing Team’s Workflows

Your marketing team is in charge of tons of different tasks. From planning to execution to measurement, keeping busy creatives on track is no small feat. You’re also under pressure to get the maximum return from your marketing investment. So, you hire top talent and meticulously plan your strategy to achieve the desired results. However, one of the best ways to achieve this goal may be something you haven’t considered. It’s implementing a clear project management process that keeps your marketers happy, organized, and productive. Investing in project management helps teams: Get more organized. Proactively planning projects keeps teams focused….