Man cannot discover new oceans unless he has the courage to lose sight of the shore. ~ André Gide
Setting sail away from the safe harbor of best practices is a fear that we, as marketers, must learn to embrace.
Scary situations arise when you set foot in uncharted territory. In March, our company decided do just that, by “storming the gates” and completely removing our gated opt-in pages.
Resources like our 10,000+ word guide on The Art of Customer Loyalty were completely redone into an open style, with absolutely zero commitment to access.
Reactions were amazing in terms of their thoughtfulness and quality, but somewhat split in terms of evaluating the experiment: No more ebooks for lead gen? That’s like content marketing blasphemy!
Funny enough, Copyblogger recently saw a similar divide crop up when the team decided to test out removing their comments.
A whirlwind of opinions began to flurry around, but I noticed one startling trend: comments were made mostly on the basis of “best practices,” and not on what might be best for Copyblogger.
Online marketing, a field which benefits greatly from rigorous testing and thoughtful looks into a multitude of data, sometimes has to face the double-edged sword of best practices. Though they encourage tested tactics, what works for one may not work for all.