Walsworth Blog

Key Components of a Winning Strategic Plan

If your professional experience is anything like mine, you probably find yourself spending more time on daily issues than you would like. And this pattern probably prevents you from doing the long-term planning that would make your job easier in the future.

Organizations often experience this potentially crippling dynamic as well. With so many people focused on putting out the “fires” of the day, it can be difficult to dedicate the time and resources necessary to plan for the long-term and develop strategic direction for the organization. Unfortunately, without a winning strategic plan to guide it, any organization is likely to flounder in the wake of quickly shifting priorities.

So, what is an organization to do?

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How to Find the Best Keywords or Phrases

Want an intriguing riddle for your next social event? Here it is: What do chinchillas, bats and Google searches all have in common? Answer: They all have short-tail and long-tail varieties. Get it?

OK, maybe that’s not all that intriguing, and maybe the members of your social network would simply find this bit of trivia boring or just plain odd. So let’s forget about impressing your colleagues and friends and focus instead on how Google’s new search algorithm, dubbed “Hummingbird,” looks at both short-tail keywords (broad one- to two-word phrases, like “t shirt”) and long-tail keywords (three-plus word phrases, like “mens cotton t shirt”) and how you can use that knowledge to your advantage.

As noted in my earlier post, How to Approach SEO in a Hummingbird World, Hummingbird focuses a lot more on context than on specific phrases or keywords, generally known as short-tail search terms. This means the act of populating your webpages with a bunch of oddly worded keyword phrases (something that might have helped your search engine optimization efforts in the past) is now more likely to harm your SEO. Instead, what Hummingbird likes to see are more conversational terms that reflect real, natural-sounding phrasing. That’s where long-tail terms come in.

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Five Steps to Creating Great Interactive Content

As covered in our two previous blog posts, Your Opportunity with Walsworth Apps and How Apps Can Help You Reach More Readers, your app can offer value above and beyond your print publication. Much of that value is realized through a rich, interactive reading experience – touching, swiping, zooming, animation, video, etc.

The possibilities are vast, and for those transitioning from print design to the world of interactive media, it can be hard to know where to begin! Here are five simple steps to transform your print publication into an interactive powerhouse:

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Why Instagram May Be Instagreat for Your Business

You’re probably already aware that Instagram is a place to post and view images. What may not be as clear is how using Instagram can benefit your business.

Similar to points made in our How to Make Pinterest Work for Your Business post, Instagram is best for ideas that can be communicated visually, whether with still images or videos. And, let’s face it, for all the time we spend online, we typically spend most time on websites that are visually compelling. So Instagram can be a great way to increase your audience engagement and expand your audience reach.

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What Makes a Great Landing Page?

In our previous Why Landing Pages Are Critical to Your Success post, we talked about the importance of landing pages in your overall marketing campaign.

To recap, landing pages can be thought of as transactional pages – pages that capture information through a subscription to a newsletter, a download link to a white paper or informational article, a sales form or other form that a visitor is asked to complete.

Visitors find a landing page by clicking on an ad, email offer or search result, so they’re already interested in your product – which means they’re ideal for motivating visitors to make a purchase or “opt in” to an offer you’re providing.

That’s the role landing pages play in your marketing campaign, so now let’s look at what makes an effective landing page – one that makes visitors want to learn more about your product or service and, hopefully, become customers:

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