Question

Topic: Taglines/Names

Keywords - Name Change On The White Paper

Posted by Anonymous on 9/11/2010 at 5:54 AM ET 500 Points
Hi - in another question it was suggested the name of a white paper should be changed. I decided to open a separate question to award points for keyword suggestions and title suggestions to focus on marketers. The original name is meant to focus on the WCM (web content management) industry itself. But now I need to reach the marketers! Do you have any ideas on keywords? If you are a non-tech savvy marketer and you're looking for ways to make your website more effective - what would you search? The ideal target - managerial marketing role (decision maker/influencer) mid-large company.
The title is: WCM, Social Media, Content: Three Kings for Your Website.

https://oshyn.com/landingpages/WCM-Social-Media-Content-Three-Kings-for-you...
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RESPONSES

  • Posted on 9/11/2010 at 12:46 PM Moderator
    Let's start with the basics. What is the benefit you're promising? "Three Kings" is hardly a benefit. (It's not even really a feature.) And "content" sounds like jargon to a marketing manager.

    So you need to be more explicit about the benefit. When you say "ways to make your website more effective," what do you mean? What is "more effective?" Do you mean that people will spend more time on the site? Do you mean I'll sell more stuff? Do you mean customers will be more receptive to my salespeople after they've visited the site (and therefore the closing ratio will go up, or the lag-time will be reduced)?

    You need to focus on the BENEFIT for your target audience. And to do that you need to understand what makes them tick, what they currently think about, what they expect from their website, etc. Otherwise it's just a collection of words signifying nothing. (Sorry, Mr. Shakespeare.)

    Have you conducted qualitative research among the target audience? Have you actually interviewed a dozen of them? If not, that's the place to start. If you have, see what words THEY used when describing their unmet needs, goals and attitudes ... and use those words.
  • Posted by Gary Bloomer on 9/11/2010 at 9:59 PM Member
    Start here:

    https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000...
  • Posted by Gary Bloomer on 9/11/2010 at 10:01 PM Member
    Start here:

    https://bit.ly/SearchHere
  • Posted by Jay Hamilton-Roth on 9/12/2010 at 11:45 PM Accepted
    It would seem like you're proposing is along the lines of: "Top 3 Ways To Make Your (Corporate) Website Build Your Customer Base". While this removes the keywords you're hoping to target, it's more human-keyword rich (and likely to be distributed/read). If you want to include the keywords, add them into your description of the paper itself.
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