What keeps marketers up at night? It’s not dreaming about how they will spend their budget this year, which most industry surveys indicate is more than previous years. Instead, it’s how to justify their spend 12 months from now to skeptical company executives, and whether any of their marketing campaigns – web, social or mobile – will contribute to the bottom line.
Here’s the waking reality: without optimization, your bottom line is guaranteed to suffer. Testing is the only way you can know with certainty how to convert visitors to action. And to succeed year after year, optimization must become a core part of your business strategy.
Create good content. Become a ‘thought leader.’ Engage your customers. Sounds simple enough: just start blogging and tweeting and you’ll be widely quoted, shared on social networks, and respected in your industry in no time. Brand recognition will jump and unsolicited leads will start flowing. The objective is simple. The execution isn’t. Learn more about the challenges — and tactics — for successful content marketing.