From the Lab

How to Keep Your Content Promises

When we don’t consider what visitors expect when we offer them our content, we set a series of events in motion that results in our visitors feeling… dumb. Here are four ways we let break promises to our readers.

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Touchpoint Personas for Persuasion and Empathy

Why do so many marketing departments have trouble turning personas into actionable marketing gold? I believe it is because traditional “buyer personas” are too broad in their definition.

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Your Explaining Face Will Change Your Content Marketing

As a frequent visitor, you may find it helpful to get The Conversion Scientist™ by email. My ten-year-old son gave me a valuable lesson in content marketing today. Sean has a good friend who, to hear him tell it, rarely changes his expression. It’s just who he is. However, Sean was sharing one of this [...]

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Social Appending: How Far We Have Come

In my most recent ClickZ column, I reflect back on my days as a marketing cog in the corporate machine, a time in which the practice of email “appending” was considered bad practice. Now ESPs are appending social network information to their client databases.

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Visual Live Blog: Dan Zarrella on Twitter, Facebook and More

Dan Zarrella’s presentation on Twitter and Facebook optimization is SO choc full of graphs, that I could barely keep up. Here are my notes.

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Visual Live Blog: Andy Beal Reputation Management

A Visual Live Blog of Andy Beal at PubCon Masters Training on Reputation Management. Notes taken by Brian Massey.

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Conversion Alert: Invisibility Ray Hurts Email Open Rates and Click-through Rates

Evil forces threaten to render your emails invisible. Learn how to avoid email invisibility and increase your email’s open rate and click-through rate.

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