Archives

A 217% Lift Every Content Marketer Should Be Getting, But Will You?

Bryan Eisenberg
blogging, Content, Content Marketing, Copywriting, Social Media, Testing

Over the course of almost two decades, Jeffrey and I have worked directly with hundreds of content writers. Many of them were our secret weapons in many of our most exciting client success stories. Once the writers understood the personas they were writing for, had a clear sense of the narrative flow of the scenario and the context (where their content piece fit with in that scenario) they almost always delivered content that was both relevant and persuasive. However, a…

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How to Manage a Legendary Brand

Bryan Eisenberg
Brand, Buyer Legends, Customer Experience

There are bad companies, good ones, great ones, and then there are legendary companies. Legendary companies that disrupt, innovate, revolutionize their space.  These companies lead, not just in market share, but in the hearts and minds of their customers. They come in all shapes, sizes, and business models.  Yet each one can teach us something about how our companies can become legends. In just under two decades Amazon.com has become in the digital age, what the Walmart was in the…

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How to Convert More Blog Visitors

Bryan Eisenberg
blogging, Content Marketing, Lead Generation, Publishing, Social Media, Web Design

Jeffrey and I built our business on content. When we first started our agency in 1998, we had zero capital (even rent & grocery money was tough). What we did have, for those of you who really know us, was lots of opinions. So we started writing, first in  discussion lists (remember i-sales, etc.), then our own newsletter and then ClickZ. We started blogging before it was even called blogging or even thought of as content marketing. All these years,…

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Lonely Maytag Repairman

The Lonely Brand Story Meets Social Media

Bryan Eisenberg
Advertising, Brand, Buyer Legends, Content Marketing, Customer Experience, Social Media

Brands must make sure their stories are being told properly across all channels and that they can measure alignment and congruence across the channels as well. In 1967 Maytag aired its “lonely repairman” TV commercial, telling the first of many tales of a Maytag repairman with nothing to do and nothing to repair. The Maytag repairman became an icon and for more than 40 years the campaign bound the word “reliability” together with Maytag in the minds of millions of…

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Buyer Legends ebook Special Preview

Bryan Eisenberg
Brand, Content Marketing, Conversation, Personas

Dear Cognoscenti Friends, Thank you for following the link from the Monday Morning Memo. Wizard Academy is our home and you are part of our tribe. We appreciate your interest and want to keep you informed. Here’s a little more information about Buyer Legends, the ebook to be published this summer, and a Wizard Academy course. Buyer Legends is the process of using narratives and storytelling in your marketing and selling efforts. By writing stories – or buyer legends –…

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Developing a High Converting Landing Page {Slideshare}

Bryan Eisenberg
Ad Continuity, Conversion Rate Optimization 101, Customer Experience, Landing Page, Landing Page, Optimization, Web Design

This presentation should help you improve your current desktop and mobile landing pages as well as how to develop new ones. How to Design a High Converting Landing Page from Bryan Eisenberg I wanted to make sure people could take the context from each of my slides so I made sure to add speakers notes to my keynote presentation. If you would like to download a version of the presentation with all the notes for each slide you can find it…

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How to Design High-Converting Mobile Landing Pages {includes video}

Bryan Eisenberg
Conversion Rate Optimization 101, Customer Experience, Landing Page, Landing Page, Mobile, Uncategorized, Web Design

To create effective landing pages, you should understand the anatomy of a landing page and it should be part of your landing page and optimization framework. After optimizing thousands of landing pages over the years, I want to offer this framework for understanding the 10 key elements of a perfect landing page and how to use it. This same framework works for both desktop and mobile landing pages, with the caveat that mobile landing pages need to be more bite-sized. 1. Logo: The…

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Amazon’s Performance Secrets

Bryan Eisenberg
Benchmarks, Continuous Improvement, Customer Experience, Ecommerce, Optimization, Personalization, Strategy, Trends

It was a great honor to present at the inaugural ClickZ Live in New York this week. I was asked to share some of what I presented. For years we have paid careful attention to Amazon, and I shared a few secrets we have discovered about what makes them so incredibly successful. Say what you will about them, but they are a formidable competitor to every business out there. However, what we most admire about Jeff Bezos’ approach to business…

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