After Yahoo’s executive shakeup, the company is starting to put the pieces back together. Yahoo named Elisa Steele, a former marketing exec at NetApp, as its new Chief Marketing Officer. Can Steele polish a Yahoo brand damaged by its maneuvers with Microsoft in 2008?
Keep in mind that the CMO spot at Yahoo has been vacant since October 2007 when Cammie Dunaway resigned. Yahoo CEO Carol Bartz obviously felt it was important to fill this gap. I agree wholeheartedly. Yahoo desperately needs some strategic direction in its marketing efforts. It’s a much stronger company than what it gets credit for.
Will this be a case study in what a good CMO can do for a battered company? Let’s pay close attention over the next few qaurters and find out.
March 24th, 2009
Jennifer LeClaire coined the term “Conversion Content” while working on a web analytics project with Wiley Publishing in 2007. Since then, Revelation Media Networks’ clients have been benefiting from our application of Conversion Content.
What is Conversion Content?
In a maturing Web world not just any content will do. Search engines are clogged with blog entries and copywriting that is Search Engine Optimized beyond coherence. Different from keyword density (the ratio of the number of occurrences an individual keyword to the total number of words on a page) the concept of Conversion Content describes the actual content of copywriting, video scripts, PowerPoint presentations and various forms of rich media that encourage a visitor to take the desired call to action.
Conversion Content, then, is not merely about drawing traffic to your Web site. It’s not merely about telling the visitor what to do when he gets there with a clear call to action. No, Conversion Content includes the meat of multi-media elements that accurately depict clear user benefits, communicate answers to unasked questions that could lead to consumer objections and, in doing so, compels them to respond to your offer.
Of course, Conversion Content is not only applicable online, either. The principles of Conversion Content aim to inform, persuade and sometimes entertain along the way. Whether it’s a one-pager, an HTML, advertising copy or some other element of integrated marketing communications, Conversion Content is an results-driven approach.
March 20th, 2009
