3 Adaptive Content Resources for Advanced Marketers

How to enhance your content results

Let’s say you own a yoga studio in a town of yoga enthusiasts. It’s called Om Depot.

You currently offer an equal number of Level 1, 2, and 3 classes every day.

Monday through Thursday, your Level 2 and 3 classes sell out and you have to turn people away, but your Level 1 classes only have a few students.

On Fridays, however, a yoga group for beginners visits your studio. Your Level 1 classes sell out and you have to turn people away, but there is plenty of space in your Level 2 and 3 classes because advanced students take private classes at a different yoga studio on Fridays.

Once you notice this pattern, if you don’t make adjustments to your class offerings based on your customers’ behaviors, you’re missing an opportunity to serve them better.

The same is true about the experiences you offer your website visitors. Wouldn’t your content, products, and services stand out if you could adapt each visitor’s experience to meet his or her needs?

This week’s Copyblogger Collection is a series of three handpicked articles about the first steps you need to take when you want your site to have adaptive content. They’ll show you:

  • How to fix your old, neglected, and broken content
  • How to identify site visitors (and why it matters)
  • How to personalize your content to boost conversions

Keep reading for a bonus that will provide additional adaptive content education.
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A Practical Approach to Using Powerful Cornerstone Content on Your Site

build your website's content marketing cornerstone

We’ve been talking about cornerstone content a lot lately.

Not sure what cornerstone content is? Here’s a quick explanation:

Website owners use cornerstone content to answer the fundamental questions their newest prospects have. Cornerstone pages are informative, instructive, and they help your prospects understand the foundational information needed to interact with your business.

Cornerstone content pages answer those cocktail party questions. You know the ones I mean, right?

They’re those questions you get asked at a cocktail party right after you tell someone what you do:

  • How does [your business] apply to me?
  • Why did you get into [your business]? What motivates you?
  • How can I get started with [your business]?
  • What do I need to know to be smart about [your business]?
  • How can [your product or service] help me?
  • If I’m just learning about [your field of expertise], what do I need to know first?

In this post, we’re going to cover how to use cornerstone content on your site and invite you to join us for free cornerstone content education we’ll offer next month.

You heard that right: free cornerstone content education! If you can’t wait to sign up for that, scroll to the bottom of this post and get your name on the list.
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13 Tantalizing Incentives that Will Build Your Email List

irresistible gifts to encourage visitors to join your list

Need a quick way to entice someone to join your email list or register for your website? Give away something for free.

By giving away something site visitors can download or access instantly, you can break through your readers’ hesitations about handing over their email addresses. And you earn their trust by giving them something useful immediately .

Some call it a “bribe,” some call it an “incentive,” and some call it a “freebie.” Whatever you call it, this technique can bring in big results as a list-building strategy.

But finding the right incentive for your audience — something that really makes people stand up and take notice — can be tricky.

Whether they’re opting in to an email list or registering to become a free member of your site, they’ve got to overcome their initial hesitation.
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Free Webinar: Make Your Content Adaptive with Marketing Automation

How to tailor your customer's content experience

The right content for the right person at the right time.

That’s the goal of adaptive content.

The benefit to your audience is a more tailored, valuable experience. The benefit to you is a deeper, more meaningful relationship with your audience.

A smart adaptive content strategy can turn audience members into customers, and it can turn customers into repeat customers.

Next week, in our latest free Rainmaker Platform webinar, Brian Clark is going to explain what you need to know to plan a smart adaptive content strategy, and I’m going to show you how to use marketing automation to execute it.

The live event takes place on Thursday, December 17, 2015, starting at 3:30 p.m. Eastern Time.

Register for free here:

Click here to register:
Make Your Content Adaptive with Marketing Automation

And if you can’t make the live event, don’t worry … and still register.

By registering, you’ll be notified when the replay is available, so you can watch it on demand.

What Is Content Marketing?

Bookmark This! Your content marketing reference library

Listen. If you are even remotely connected to the business, marketing, and advertising world, then you’ve probably heard the phrase “content marketing.”

You’ve at least been exposed to it through:

  • Blogs
  • Podcasts
  • Videos
  • Search engine optimization
  • Email autoresponders
  • White papers
  • Copywriting
  • Social media
  • Landing pages

But what exactly is content marketing? Glad you asked, because I’ve got answers for you. One short answer, and one really long. Here’s our official definition:

Content marketing means creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

Which brings us to another question: how do you actually use content marketing?

Well, even if you consider yourself a seasoned practitioner or you’re a fresh-out-of-the-box beginner, this handy, systematic, and exhaustive guide — loaded with 100 articles that cover content marketing essentials for building a viable money-making platform — is at your finger tips.
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3 Resources to Help You Become a Master Content Marketing Storyteller

how to tell a compelling marketing story

How would you answer the question, “If you were stranded on a deserted island — and could only have five books with you — which five would you choose?”

I’d choose my favorite stories to help me feel less alone and remain motivated.

If stories are powerful enough to bring a sense of belonging to someone subject to the ultimate level of isolation, think of the effect they can have on your clients and customers who are (presumably) integrated into society.

This week’s Copyblogger Collection is a series of three handpicked articles that will show you:

  • How to build an audience with story
  • How to identify the most important element of your marketing story
  • How to use storytelling to create an irresistible content series

As you work your way through the material below, think of the following lessons as a mini storytelling course for content marketers.
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