Notes: Alterian Alchemy and CM7 Launch event

Yesterday I had the pleasure of attending the UK launch of Alterian Alchemy™ and Alterian Content Manager 7.

David Eldrige, CEO and founder opened the event with some great notes on the catch phrase shift to #engagement from open and close campaigns.

Although the terminology and systems we use will still focus on campaigns, marketers that “get it” will turn campaigns into micro projects, with an overall view to engaging clients and prospects – to ultimately turn them into brand evangelists.

There was a great snippet video shown:

Many discussing the true face of customised marketing. Moving from the mass broadcast to mass customisation.

Supporting materials are available at www.engagingtimes.com

And by engagement were not talking old school “dear client” “regards, consultant” but rather true customisation: more relevant and timely information to clients via email AND on your website.

That move from push to pull…

Writing content, articles or posts for your website

Writing blog posts and online content - you need images!


I’ve read so many great articles and to be honest, can’t compete with @copyblogger when it comes to giving great copy insights.
Having said that, I’ve made these as a note to self, a 101 guide for new writers to the web. Let me know your thoughts or comment below. Would it work for your team?

Starting out

Try to think in terms of keywords (maybe brainstorm 5-10 before you start writing) but you don’t want to force yourself to use synonyms just to get all of them in there. You don’t want to ruin the flow of the article, just to cover every keyword, but you do want to have thought out what the keywords were.

Layout

Use the Journalists pyramid or News Style to create your work.

The most important facts should come first, and expand as you scroll down. The idea being that if the article goes over the word limit, the least important parts can be removed.  You can always end with a summary or conclusion. But remember that readers may not get that far, if the content becomes too hard or boring to read before they get there.

Length

Optimum page length for search engines is 400-600 words. – Take up the challenge. (I’ve only just made it with this post!)

Content

  • Your opening sentence is key, as it sets the tone for the article. It must be hard hitting, including as many of your keywords as possible.
  • Paragraphs should vary in length throughout the article from 2 to 6 sentences. It makes the page easier to read. – remember to try and fit your key words in once or twice each in subsequent paragraphs.
  • Sentences should average, 12 to 15 words for readability, especially if you’re a highly technical company – as per Economist/NY times.
  • Use active voice customer-focused messaging, rather than internal terms and acronyms.

Formatting

  • Try to use subsections and headers – it really breaks the content into readable chunks.
  • In most articles you can focus on a “call to action”. Pose a question or express a view to encourage reader interaction.
  • Bullets and lists can be used to great effect, making complex items easier to read.
  • Highlight key words or phrases with bold or italics – you could even try and block quote a key line from the author.

Linking

You want to add a few links but you don’t want to pile a huge number at the top of the page, or you risk losing the reader (they’ll click off and get away from you).
Use descriptive text to link from, like this link to bulleting content by @copyblogger. I’ve given it a good SEO friendly title that you can see on mouse over as well (Copyblogger article on various bulleting and listing techniques).

Links should reflect their actual content (so no more – click here, more info etc). Here are some possible linking options if you’re stuck:

  • A relevant press release or article
  • Related services
  • A Glossary reference
  • Relevant laws
  • Twitter posts or a hashtag search
  • Your Facebook or LinkedIn groups / profile

Images

If you use an image, include an appropriate descriptive title (alt text) for it.

Wrapping up

When you’ve finished, read the page out loud. This is to see if you can actually say that sentence in one breath, as readers’ minds lose track otherwise.

How is the call to action looking? Do you need my help?

Let me know your thoughts!

Collaboration of designers and suppliers

I was inspired this morning buy the though that @chrisbrogan was in my time zone (attending a conference in Paris) and that maybe a 30 second tweet up with him would “inspire me for life”. Too slow in figuring an angle and commitments to work meetings meant I missed my window.

Thinking of his Trust agents and tribes throughout the day I got a boost when @dbasulto posted a great post on @archdaily http://bit.ly/4T4vDk

Leveraging networks to collaborate

The post is a great piece of theory any budding entrepreneur should action on.

It’s the kind of thing I think all Designers in New Zealand could do and the UK/developed markets too. For too long we have tried to compete on mass production, doing everything, outsourcing nothing for quality control fears – something we just can’t do with the BRIC nations growing so fast.

Smaller firms or even single entrepreneurs, pairing up with others that have the skills they need to produce great work.

Experts in each area: market, design and produce something fantastic.

There’s even spots to outsource the whole business logistics, accounting and legality side as well.

I think we’ll see more and more simple online packages for startups (accounting/Irenas Cloud Bookkeeping and marketing), and suppliers pricing for one offs rather than bulk orders.

A website to foster this collaboration

One site I’d thought of was to put these two points together. A DIY hubspot where the client has the idea, he picks a skilled designer by resume, who together come up with a good builder and choose the optimum parts for the job.

Just imagine how your next bicycle, car or house could look!
I’m sure someone’s already doing this on a freelance scale, but what about for mass marketed custom goods?