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Mixing Product / Informational and Marketing Content

The last talk that I will be attending at RDV_MARKETING is the one given by some lady from Twitter. I’ll probably update to her real name later but she seems really interesting and unlike the Ulule guy has good designers.

Her talk is much more focused on tech products, but I’m going to try and convert her message fast into something applicable to eCommerce.

Product (Informational) vs Marketing Content

Product content is informational and invisible. For eCommerce, it can be navigation, product specs.

Marketing content is what causes the sale. Like product descriptions, call to actions, product stories, banners, advertising.

How They Meet

Vague call to actions, product pages, home page, etc.

Dead Zones

Places where opportunities have been forgotten. Where good copy could be present.

Example: Emtpy States

There are empty states like an empty cart or a page with empty products. Web updates or tool tips. You should not treat your emtpy like an error message but instead take the opportunity to either showcase another brand, a promotion or something like that.

War Zones

These can be considered places like products page. Where you want to be informational about the product but also really push the sale. Which one should be prioritized and how can we make peace?

Example: Product Pages

We need to use these to make pages, but they must also have a lot of information for users to be confortable. We don’t want to distract users from what the product actually is and how it can be used by how it’s going to change their lives and why they should buy it now. Not sure if this is actually a war zone, but I feel like it might be.

Content Strategies

You really need to either find peace between informational and marketing content, or choose one that will be pushed more than over. It is important to know what you want, have a structured planning process and you need to choose who is in charge of the project.

Make Something Out of Nothing

Even with something that is purely informational, you can turn it into a hybrid with marketing with the right process. The content and product aren’t what is important when working with strategy, but find the common ground. If there is something unmovable then a choice must be made.

An example from Twitter, is how they integrate marketing content in their release notes.

Work

Crowdfunding as a Native Advertising Channel

Another post about a talk at RDV_MARKETING from the guys from Alexandre Boucherot from ulule.com. Ulule is a crowdfunding platform that has been available to Canadians for about a year. Types of Crowfunding There are three types. The first…

Work

How to Be Better at Influencer Marketing

As part of the conference, Infopresse is promoting on of their paid training. This particular one focuses on Influencer Marketing. Hopefully, it’s good but it sounds like it will be just a long talk about how to get people…

Work

Tips to Better Penetrate New Markets

I’m currently attending the RDV_MARKETING where Jamie Hebert, Spotify’s Head of Marketing is talking. For those who don’t listen to music, Spotify was introduced into the Canadian market in 2014 and is a music streaming service. His talk addresses…

Live

Why I launched t.omlinson.com

I’ve finally finished the first version of t.omlinson.com. I was getting tired of the “philtomm” as a username and domain name. It violated one of the most important rules in almost all disciplines: if you’re creating something that other…

Coding

How to Customize WordPress Sidebars

If you haven’t noticed! I’ve not only migrated my domain to t.omlinson.com, but I’ve also created a child theme based off of the Redwood WordPress theme. One particular element I needed to add was different WordPress sidebars based on…

Live

Merged All My Old Web Properties

I could go on a rant about how I want to create a stronger personal brand, but that would be bullshit. While doing some spring autumn cleaning, I discovered a few funky files informing me that I’ve been hacked.…

PPC

AdWords Broken URL Checker That Won’t Timeout Ever

A common problem with broken URL checker scripts is that they tend to timeout when running on large AdWords accounts. This is because Google would rather you use their API. I’d love to start using the Google API and…

Work

Steal backlinks from a competitor’s product pages

Last month, a guest post by Chris Laursen caught my eye. It was about link building tactics for eCommerce that do not require quality content. One prospecting tactics Cris used was uncovering backlink profiles of closed businesses. I’ve decided…