In college, I had a class that really helped me develop a greater understanding content. We studied how content affects individuals differently and evaluated how and why people engage more with varying types of content. One area of focus was interactive content.
Inbound Marketing Blog
Executing an advertising campaign using any medium can be significantly challenging. The question of whom to target, how to target them, and what message to convey can sometimes leave an advertiser with too many questions to handle. As the inherent nature of the online community is to be wary of promotions or messages on the Internet, it makes the task of delivering the communication even more challenging for the online marketer.
You won't find any Jets or Sharks struggling for control of this domain. (Musical theater fans? Anyone?)
No, this website story is about inbound.tributemedia.com, a new Tribute Media project spearheaded by our founder, Corey Smith. It is a demonstration of what it takes to build a web presence following the principals of website optimization (otherwise known as Growth-Driven Design) and the philosophies and techniques of inbound marketing.
As an aside: is anyone who knows Corey surprised to learn he has a side project?
When we're willing to ruffle a few feathers, we get more engagement. The more engagement we get, the more people will talk to us and about us.
In 2017, you can find plenty of examples of this dynamic all around you. The abundance of clickbaiting and fake news is probably the best. They elicit emotions and cause us to take action.
Facebook and the Baiting of Clicks
If you haven't heard the term "clickbait," it refers to a title that begs you to click the link for an article. For example, a link might have the title, "You'll be amazed by number 7." When you click through, however, 7 really isn't that important. It's sort of like being Rick Rolled.
I explored this a bit in another blog post I wrote titled, “Is Facebook Making us Stupid and Lazy?” (Of course, I think the answer is yes. You’ll have to take a gander later and let me know what you think.)
Emails selling private jets, Lasik eye surgery, financing, professional training, software and more, have worked their way into the inboxes of Tribute Media employees in the past year. Some of this is decent marketing--in the sense that it all applies to us (although the private jets may just be wishful thinking)--but what isn’t decent about these emails is that we did opt-in to receive these messages.
Years ago when I was in high school, I worked for a landscaper. He was brilliant. The properties he took care of were always immaculate.
The one problem was that he never took care of his own yard. His sprinklers didn’t work. His grass was more dirt than vegetation. It was awful.
He’d get home at the end of the day and his own yard was the last thing he wanted to think about.
When it comes to managing our own businesses, it’s no different. And, for Tribute Media, we’ve found that it’s hard for us to market ourselves as effectively as we market for our clients.