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Content marketing is the cornerstone of any successful digital marketing strategy, but it’s not enough just to create compelling content. You also have to think through how users engage with your content.

Since almost 90 percent of users are less likely to come back to a website after a bad experience, you really have to create a great experience right from the start. But don’t worry; creating compelling, user-friendly content isn’t as hard as it sounds. With a few simple changes, you can pack a serious punch. In fact, you’re probably following some of these best practices already.

1. Write content that’s scannable.

Like most readers, you’re probably skimming this article. Nielsen Norman Group, a leading UX research firm, found that 4 out of 5 users scan web pages looking for important information and fewer than 2 in 10 read word by word.

To deliver useful information to your users, your content needs to be scannable. You can make your content more user-friendly by following these best practices for web content. Start with the top 10 pages your users visit the most on your site and apply these principles:

• Think mobile first—look at how your content displays on a device.
• Use meaningful sub-headings instead of overly clever ones.
• Turn items listed in a paragraph into a bulleted list.
• Keep paragraphs to a single idea, and keep them concise. Paragraphs can have just 2-3 sentences.
• Edit your content, then edit again.

2. Use hyperlinks within your body content—and make them stand out.

Hyperlinks—the colorful text that links to other pages—are essential to a great user experience. They serve as signposts on the road to discovery and help users explore your content in a meaningful way.

Underlined text in a contrasting color is the best way to communicate a hyperlink, and it’s what most users expect. Using a longer phrase of three or four words is more engaging than a single keyword, and using really engaging language related to the link is even better.

Just remember not to overdo it; two to three links on a page is plenty for content of 450 words or less.

3. Create engaging and attractive calls to action.

Whether you’re trying to increase newsletter signups, encourage engagement, or promote an event, an appealing call to action (CTA) will improve your results.

What’s the key to an enticing CTA? Use a vibrant color from your brand style to draw attention to buttons, and give them a consistent look and feel. Use verbs in your CTA copy that tell users what you want them to do and what they get in return:

• Register for the event
• Request more information
• Download this report

If you follow these tips, you’ll be able to make quick optimizations that have a real impact on your site. Your current users will praise the improved usability, share more of your content, and you’ll have laid a solid foundation for attracting new users who are essential to growing business.

I attended World IA Day in Chicago a few weeks ago and was inspired by one of the speakers. In user experience, and particularly in information architecture, we often draw analogies to physical spaces and buildings. Extending the same analogy, one speaker shared a personal story about a seven-day excursion she took to build a mud hut.

Their team was cruising through the build, and what should have taken seven days was nearly complete in three. Unfortunately, just before they could put the doors on, the walls came tumbling down. They rushed the process, didn’t take the time to let the mud dry, and skipped steps that were fundamental to allowing the natural materials to take hold.

The lesson she learned was that, much like physical spaces, digital spaces can come crashing down if you rush the process. Whether you’re building a cathedral or a website, you start with a goal, work through the mess (information architecture, user research, usability testing) and draw up the plans (blueprints or wireframes) so you can create a concrete product users can easily move through.

Constructing Your Information Architecture (IA)

Information architecture not only makes information easy to find, it helps us create experiences that are intuitive and easy to navigate. IA provides the digital signposts and clues that help users remember where things are located and how to move through a design, system, or interface. IA helps prevent issues of findability and scalability while answering questions like:

• How is this structure organized?
• How is the content labelled?
• How will it meet the needs of the organization?
• How will it meet the needs of the people using it?

Listening to this story I couldn’t help but nod along and think of the clients I work with. I hear clients say customers can’t find products or they really want to simplify and condense the information. Clients often don’t realize they have an information architecture problem, but it really is key to completing a digital project.

The most important thing to remember is that the way an end user approaches a website can be vastly different than the way an employee approaches their company website—what may seem intuitive to someone within the business might not make sense to their clients or customers.

Without carefully thought-out IA we can’t expect products, apps, or websites that are easy to navigate. Even if websites look beautiful, without a strong structure they can create a disorienting user experience, and issues with findability and scalability will abound.

Have You Built the Right IA?

Ever hear employees, clients, and users say this about your website:

• "We create new content but don’t know where to put it."
• "It always takes me a while to find the right information."
• "I can’t find the products I’m looking for."

Then it sounds like your information architecture could use some restructuring. We’re here to help you, from card sorting through to sitemaps and wireframes.

Sunday’s Super Bowl game was one for the ages—unless, that is, you had money on the Atlanta Falcons, who found a way to squander a 25-point lead.

The evening’s commercials featured a kaleidoscope of celebrity cameos, a split-second glimpse of the Budweiser Clydesdales, and the following winners and losers:

Touchdowns

Avocados from Mexico’s “Avo Secrets” spot delivers a hysterical spoof of the Illuminati, poking fun at the secret society’s rituals and deflating its pomposity. The full-length version of the spot is literally laugh-out-loud funny.

“You don’t look like you’re from around here” is the line that opens Budweiser’s “Born the Hard Way” spot. The 60-second ad, which tracks Adolphus Busch’s long journey to America, served up one of the evening’s defter political statements on immigration.

Even more moving was “The Journey Begins” from 84 Lumber, which follows a mother and daughter making the daunting trek from Mexico to the United States. Broadcaster Fox had refused to air the original version of the spot, which ended with the pair arriving at a monolithic border wall. 84 Lumber ran a modified version of the spot during the game and invited viewers to visit its site to watch the full-length version, triggering so much traffic that the site crashed repeatedly throughout the evening.

“Go Further” charmingly demonstrated Ford’s commitment to innovation and its promise to help us “move through life faster, easier and better.” The spot provided the evening’s best soundtrack—Nina Simone’s civil rights anthem “I Wish I Knew How It Would Feel to Be Free.”

Bai opens its spot with Christopher Walken solemnly intoning the lyrics to the ‘N Sync hit “Bye Bye Bye.” Justin Timberlake, clad in smoking jacket and ascot, delivers a silent but howlingly funny reaction. Perhaps the evening’s best use of a pop song to drive home the brand message.

John Malkovich is by turns furious, ingratiating and threatening as he seeks to wheedle the JohnMalkovich.com domain name from its owner in SquareSpace’s very funny spot that presents a memorable case for securing your domain name before it’s gone.

Packed with visual puns, TurboTax’s “Humpty Hospital” spot delivers an effective product demo amid the hilarity. When the yolk starts trickling, I dare you not to laugh. 

Fumbles

Skittles’ “Romance” ad was the latest in a long line of inane “people will do anything to eat (insert product name here)” spots. 

Kia’s “Hero’s Journey” ad, starring Melissa McCarthy, spent a glacier of money on special effects for a spot that, while aimed at the ecologically aware, actually belittled the efforts of environmentalists. 

In a commercial for Sprite, basketball superstar LeBron James refuses to tell us to drink Sprite. Sorry, LBJ—not very funny.

Need help telling your brand’s story? Sandstorm helps clients build their brands and develop the strategies to effectively deliver their stories to their target audiences. Let us help you today.

For awhile there, in the land of web design, it seemed that sans serif fonts were taking over. Arial, Verdana, Geneva, and even san-serif itself. Google got in on the action too, ditching its long time faith in serif fonts for its new logo a few years back.

Serif fonts have come back into vogue. Errol Morris, filmmaker and author, ran an experiment in the New York Times in 2012. Readers thought they were merely reading an essay and deciding whether or not they agreed with a statement about security. This was, supposedly, to tell whether they were optimists or pessimists, however Morris was actually testing something else. He was testing fonts. He chose several serif and sans-serif fonts to see if readers showed a favoritism toward any type of font. Which font was more convincing? Baskerville, a serif font, won hands down.

I’m guessing one study from 4 years ago isn’t enough to get you back on the serif train. Well, just this year, another serif font Times New Roman, was voted “most trusted typeface” by UK company, solopress, following a survey of 1,000 people (Comic Sans came in second place, so no survey is perfect).
 

That’s not all, though. The US National Library of Medicine, the Centers for Disease Control, as well as others in the crossroads between government and medicine recommend a serif font: “Serif fonts are usually easier to read than sans-serif fonts. This is because the serif makes the individual letters more distinctive and easier for our brains to recognize quickly” (PDF).

A few google searches will show you that serif fonts have a reputation for readability, but also for conveying nostalgia and authority.

One of our recent clients, Vibrant (Formerly DHCU) came to us with a rebrand. For this client, we needed a way to merge the fun and friendly atmosphere of their business, while not undermining the trust and reliability you’d expect from a financial institution. Our solution was a mix of exciting and engaging color for their brand married with a serif font for their logo to keep their brand grounded in the financial world.

If your website could use a new look, or you're looking to build trust and confidence with your brand, Sandstorm can help.

Now get your serif on (go ‘head, be gone with it).

Let's face it, some blogs are just boring. Blogs aren't white papers. They are stories written by people. Opinions, levity, original ideas, relevant humor, these are things that all humans have, and corporate blogs should be no different. That doesn't mean that it can't be “professional.” None of those attributes disqualify anyone from being seen as an expert; it just means that it should have some life! But how?

Tune Your Tone

Tone is tricky, and corporate blogs have a history of tonal shortcomings. Finding your tone will come from your culture:

• the attitudes of your employees
• the environment of your office
• the creativity of your work

Don't stifle these things. Each of them goes into what makes your company unique and can drive your content strategy. One of the best ways to share that uniqueness is with a company blog.

Craft Your Conversation

In The Corporate Blogging Book, Debbie Weil says there are three Cs of blogging, "be conversational, cogent, and compelling." Blogs should start dialogues with your audience, not force rhetoric down their throats. Caterpillar regularly uses their blog to engage in relevant discussions with their audience. Maintaining a conversational tone is key to avoiding a boring blog. Have some fun — you can have an expert voice and still have a heart. It can be a fancy three-piece suit with a silly tie. Also, don't forget to follow up with audience comments to keep the conversation going. Check out web app company 37 Signals blog.

Be, Befriend, or Buy a Blogger

You have established a tone and crafted the conversation you want to have with your audience, but there is still one more big hurdle. You may be the foremost thinker in the area of international toothpaste distribution, but that doesn't necessarily make you a blogger. If you look to your innerself and don't find a blogger, chances are there is someone capable within your office. It is easier, and smarter, to dictate your ideas to someone who already has a grasp on tone, than to try to "discover" it yourself. If all else fails, hire someone. Finding someone who can succinctly capture the voice of your company, while still being entertaining and conversational is essential to beating the boredom! Are you ready to breathe life into your corporate blog?

I can finally break my silence.

In July, I was lucky enough to be a part of the first ever screening for Fantastic Beasts & Where to Find Them. While sneak peek screenings seem like a nice movie treat, the studio did it to gather user research on the film. So, in exchange for my feedback, I got to see a highly anticipated holiday movie months before anyone else. I also signed my life away so that I wouldn’t leak any spoilers before the movie was released.

But now that Newt Scamander’s beasts have escaped I can share my viewing experience with you.

First off, the movie I saw wasn’t even finished. The Demiguise and other beasts were barely animated, and some scenes didn’t have CGI effects at all (we just saw captions about what was supposed to be going on). Also, they added a completely new supporting character and announced Johnny Depp’s cameo as Grindelwald; the movie has clearly changed.

The interesting thing is that the studio still wanted feedback on this uncompleted version of the movie. It was finished enough that it ran as a coherent story that could be critiqued, but it was also early enough in the process that changes could be made without costing a fortune.

Sandstorm® follows a similar path in project management: We test or get client feedback multiple times throughout a project to gather insights and make small changes along the way. This allows us to create informed designs, manage our resources better, and avoid redoing work because everyone was not on the same page.

To find the insights the studio was looking for they utilized 3 user research methods:

• Survey –Everyone in the theater was asked to fill out a 6-page survey. This included demographic info on the viewers, previous interest in the Harry Potter universe, and what we did and didn’t like about the human characters, beasts and the movie in general.
• Focus Group – A handful of people stayed behind to participate in a focus group and give more feedback on the movie.
• Observation–The studio had people stationed all over the theater ready to record the audience reaction (i.e., did a certain scene get the laugh they were expecting?).  

This mix of research methods resulted in both qualitative and quantitative data that the studio used to tweak the movie and the marketing strategy for optimal appeal to no-majs and wizards alike.

Sandstorm is ready to apply these research methods, and many more, to help create a magical brand experience for your business.

There is an insane amount of content being produced today, and it’s only going to accelerate. Content Marketing Institute reports 69% of marketers are creating more content now vs. just 1 year ago, and 48% of marketers say they publish content either daily or multiple times per week. In addition, highly-funded, rapidly growing online education startups (Khan Academy, edX, Coursera) are potentially putting your association’s educational content at risk and adding to the content storm.

To help cut through the noise, a content strategy—or a “content framework”—can be your association’s filter as you plan, develop and manage your content. How nice would it be to have the confidence to say “yes” or “no” to a content topic based on your content strategy, not to mention leadership support? 

To start crafting your content strategy, follow these 5 steps:

Step 1 - Know the problem you are trying to solve
Have you defined the goals your association is trying to reach via content (increase member engagement, attract new members, increase event registrations, etc.)? Knowing from the beginning what your goals are, and getting alignment from your team, will create a more focused content strategy. It sounds basic, but I can’t tell you how many times goals are misaligned, not written down and not agreed to.

It’s also important to get to know your members’ goals. People are afraid they are not relevant anymore because they can’t keep up. Meet people where they are at—keep people relevant. If you did nothing today, but used relevancy as your filter, how much content would you have left? How useful is some of your existing content from just a few years ago?

Step 2 - Really get to know who you are trying to reach
Understanding whom you are writing for is key to content strategy, but you should not assume anything. Do your research to confirm who your members are and uncover new insights. You can conduct 1-1 user research interviews with your members and non-members to learn what type of content they want from you, identify content needs during a usability study, or even send out a survey if your association doesn’t already do that too often. For the best results, speak with members, instead of just your board and volunteers.

Step 3 - Establish your association’s voice & tone
All of your content needs to sound like it is coming from 1 voice, even though you probably have several people writing for you. You may even have volunteers, sponsors, and members writing too! Will you speak in the first person or third person? Conversational, formal, or business casual? Defining this as part of your content strategy will help create a unified voice and tone across channels, and give you guidance as you write, edit and govern your content.

Step 4 - Align your stakeholders and focus your communication
Build a content strategy statement, that can be used as a dual-filter, to omit what content you don’t need and to produce new content in line with your goals. Just like a garden, you need to weed out underperforming content to allow other content to thrive.

Step 5 - Develop a content plan
A content plan helps you define your channels, audience, purpose, topics and goals. Understanding where to deliver your content can be just as important as what content you create. Don’t feel like you need to use every channel, and reuse or edit content to fit the platform and audience (a presentation can be a webinar, video, slideshare or a blog). It’s also really great to have a plan so you know where to put that last video that was just created, or photos from your annual meeting. Many associations blast the same content to every channel, even though they know they shouldn’t, simply because there was no strategy or plan.

Wrapping Up
Without a content strategy, your association may be wasting a lot of time, money and resources. Relevant content comes from the intersection of what you think is important and what interests your members. I’m confident that your association can create stellar, focused and insightful content by taking a little time upfront to develop your content strategy.

Prefer some help?
Sandstorm® has been helping associations conduct member research, identify content requirements, and craft their narratives through content marketing for almost 20 years. And our in-house team of UX strategists and website engineers build beautiful, data-driven websites that make content easy to find, easy to consume, and easy to share. Reach out if you want to talk through how we can help!

Analytics are now a standard piece to any project. Our society has evolved into a data-rich environment, allowing for greater consumer insights and in turn smarter analytics strategies. However, some businesses are approaching analytics as an afterthought and as a "nice to have" option. They put a great deal of work into setting up sites, landing pages, campaigns, etc, but are then only looking at analytics as simple measurements of success/failure and not the dynamic journey it should be.

Often times when setting up reporting tools, people take a “set it and forget it” approach. They establish an idea of what data they need, set up a dashboard and some notifications and then it is managed as time allows by someone whose main responsibilities are elsewhere in IT or Marketing. Worse, they don’t even configure the reporting tools and just go with the default settings. They essentially put it on autopilot, and it fails to take into account feedback and doesn’t allow room for shifting strategy due to changing goals.

An effective analytics strategy is a dynamic journey built around the analytical data where the strategy is adjusted accordingly to drive goals and conversions. It is a very agile process of frequent measurement, discovery, strategy, and course adjustment.

Recently, we worked with a client in their higher education industry who ran frequent email, SEM, display, and offline campaigns. As part of the project to help them redefine marketing strategy, we reviewed their analytics for clickstream (Google Analytics), search engine (AdWords), and member data (their CRM system). They were very concerned with increasing new leads, as well as monitoring the established leads down the funnel to drive sales conversions. They had a small marketing team with a wide variety of responsibilities and were looking for ways to measure success without requiring too much time from their team.

We did two things for them: provided analytics training and automated as much of the process as possible. In the training we gave them tools to eliminate unneeded information from their data stream and to track goals accordingly. With automatization we set up message reporting around goals and added attribution and valuation to maximize the mix of offline and online channels. Both of these tactics streamline the process allowing the team to spend less time pulling reports and more time to strategize around the results.

We acknowledge that people will be at different comfort levels with their analytics and data stream, but analytics will only work as hard as you do. Like other parts of business, you need to build an analytics strategy that not only defines goals but continually informs them. Once you have the strategy it is easy to set up a process to track, monitor and adjust your analytics strategy.
If you need help turning your analytics strategy into a dynamic journey, contact Nick at nick@sandtormdesign.com

Everyone loves a good storyteller, and as Ira Glass once said, "Great stories happen to those who can tell them." Due to their resources, brands are uniquely positioned to tell great stories across a variety of channels.

If you’re not writing your brand’s autobiography, there’s someone out there ready to tell the unauthorized story—whether that’s a competitor, publishers, reviewers, consumers or search engines. Whoever has the best story wins, but you don’t need a seven-figure budget to tell compelling tales across your marketing channels.

Know Your Audience—and Speak to Them

If you think you can make a connection with everyone, you’ll end up appealing to no one. We’re being inundated with thousands of pieces of content every day, and our attention span has diminished to eight seconds. Your message needs to grab attention quickly or it will get buried in the white noise of continuous content.

It pays to know your audience, because you can deliver targeted communications with precision. Sandstorm’s award-winning work with Holden is a perfect example of the impact a brand can have when they know their audience. Holden’s customers saw sales training as ineffective and inefficient. By making the disruptive statement “sales training is over,” Holden communicated how they could relieve this major pain point. The success of this messaging can be measured by the company achieving 106 percent of their annual lead generation goal in the first half of the year.

Step 2: Position Your Brand for Success

It’s exceptionally difficult to tell a compelling narrative about your brand if your brand isn’t compelling. That doesn’t mean you have to become something you’re not, but it does mean that you should be able to easily identify and communicate your value proposition in a way that engages your customer. If your current brand can’t do that, it might be time for a rebrand.

The world’s most valuable brands have well-defined personalities: Apple, Google, Microsoft, IBM, Disney, and GE all have a very clear identity that allows them a shorthand with their customers. And over the years those companies have allowed their brands to evolve and change with their audience.

Step 3: Develop a Content Strategy—and Document It

Content marketing has become ubiquitous in the industry. 93 percent of B2B marketers report that they used content marketing as part of their brand strategy in 2014. Almost every brand is utilizing blogs, videos, e-newsletters, whitepapers, infographics, listicles, or some form of content to meet the needs of their prospects.

Surprisingly, while the majority of marketers claim to have a content marketing strategy in place, very few have actually documented it—only 37 percent among B2C and 32 percent among B2B.

Documentation is essential to getting support from executives and communicating tactics with content writers and creatives. Instead of existing as a nebulous set of ideas, a documented content strategy provides reference material for the organization that can be continually revised and improved, and helps track failed and successful initiatives.

Part of your brand strategy should involve determining what types of content and which channels are right for you. If your audience are predominantly consumers between the ages of 18 and 24, then video content on Snapchat. If your target audience are business people over the age of 35, then you may want to promote white papers and industry blogs on LinkedIn.

Step 4: Optimize For Search

In 1999, Google handled roughly three million searches per day. In 2012, Google stated that they handled over three billion searches per day, accounting for 65 percent of total searches in the United States. Bing and Yahoo make up the majority of the rest with 20.3 percent and 12.7 percent, respectively.

Brands understand that search engines are contributors to their story and reputation, and so are the consumers and writers whose reviews and articles appear at the top of SERPs.

SEO is constantly evolving, so if your content isn’t optimized to meet today’s best practices, you’ll miss out on a massive opportunity for your story to be heard. And search engines can help you identify and develop the right content as well: Google’s Keyword Planner is a great way to find the stories customers want to hear using search queries and long-tail keyword phrases.

Step 5: Work Within Your Means

Over the past several years, content marketing has evolved into brand publishing, with large corporations curating targeted lifestyles via a stream of content that rivals the New York Times in quantity. Red Bull, for example, has dedicated their website to music, fitness, sports and adventure, with only a small ad for their new Red Bull Summer Edition near the footer signifying their existence as a beverage company. And Red Bull’s not alone: Intel’s iQ, Adobe’s CMO.com, and American Express’s Open Forum are just a few examples of brands acting as publishers.

Most companies don’t have the capital to spend on brand publishing and experiential marketing, and that’s okay. You don’t need to keep up with the quantity of content these brands offer, but you do need to compete against their creativity. All it takes is one great video, one indispensable article, one engaging social media post to capture consumer mindshare.

Sandstorm^® has been helping brands craft their narrative through content marketing for almost 20 years. From B2B to B2C, SEO to PPC, we can develop the right content marketing strategy that ensures you’re the one telling the story of your brand.

Disruption is all the rage. I can't even count the number of clients who have asked for a “disruptive” marketing campaign. Disruption can be a powerful tactic, but only when it makes sense.

Why do you want to be disruptive?

That's the first question I ask clients, but it's not the only one. These are just a few of the questions you need to answer to gauge your capability for a disruptive campaign:  

• What is going on in your industry? Your organization?

• Do you have the talent, capital, and resources to completely revolutionize your business? And not just for the next quarter or two, but for the next 3-5 years.

• Will your target market understand this move?

• How many current customers will you lose when you go through this monumental change? How many will you gain?

I know, it’s harder than ever to attract audience attention: Microsoft estimates that our average attention span is eight seconds, down 33 percent since 2000. With unicorns like Uber, Airbnb and Bitcoin causing tectonic shifts of entire industries everyday, no wonder there’s a mad rush to disrupt.

When’s the right time to shake things up?

The challenge is transforming your brand and industry without the epic fail of New Coke or Crystal Pepsi.

SandstormⓇ has helped clients develop disruptive marketing campaigns, including Holden’s disruption of the sales training industry. Holden noticed that traditional training methods had lost their potency and clients needed faster ways to onboard their sales force. Holden borrowed from the eLearning space, crafting software and utilizing gamification to transform their one-time training class into a revolutionary habit-changing tool.

Notice from where their idea of disruption came: an observation of their customers’ repeated struggles with ineffective techniques. Additionally, they understood the equity they had built with their Power Base Selling Methodology and instead of throwing out the baby with the bathwater, they reinvented how they taught effective behaviors. And instead of just changing their marketing message, they also fundamentally changed how they went to market with their campaign.

Do you need disruption or just an evolution?

It’s not the trendy thing to say, but oftentimes an evolution is more appropriate and pragmatic than disruption. We’ve seen many clients focus their attention on overall business growth and product development to align with their clients’ needs only to neglect the marketing that attracts a wider audience to their innovations. They may lose perspective on their marketing for months or years at a time. When they begin to sense that something is going wrong, they call us to discuss a brand refresh. Sometimes a complete rebrand is required because their business and market has evolved beyond their existing brand equity.

When SandstormⓇ gets these marketing strategy requests, we dive into the brand’s existing equities and look at how they match the marketplace. We look outside of their category to garner inspiration and talk to their users, current customers, and potential customers. We find white space for them that is unique to what, how, and why they do what they do. This might be a radical evolution or a minor shift, but either way it creates momentum for their business and helps them grow effectively.

So, before you’re lured by the siren call of disruption, think about what disruption really means for your business. Has the landscape shifted so much that you need to change business model or do you just need to evaluate what you have and pivot?

To discuss the benefits of evolution vs. disruption, or get information on how SandstormⓇ can improve your marketing strategy, contact Laura at llk@sandstormdesign.com