Andy Crestodina

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.
Heather Fletcher is senior content editor with Target Marketing.

Many marketers think they understand their audiences and perform content marketing accordingly. But well-paid writer Doug Kessler says they probably don’t. To get there, he says they need insight.

Cleveland: It's not just home to the Rock and Roll Hall of Fame, LeBron James and the Cavs, and one of my favorite speakeasies. It's also home to Content Marketing World — one of my favorite conferences.

"It depends." What a totally unsatisfying answer. Of course it depends. But there are rules of thumb. There is research. We can analyze what works and draw conclusions. We can create guidelines, especially for things that are measurable. Like length. Here are guidelines for length for 10 types of content. Most of these are compiled from studies that analyzed the high-performers. Now that you’ve got the data, let’s look at the research

You work hard to drive traffic to your site. Steering people toward your site is hard work. You combine search marketing, social media and email marketing. You might even be paying good money for those visitors. But once you have them, are you making the most of those visits? Or is your site sending them down one-way, dead-end streets? Are there places where your user flow completely stops? Sadly, most websites are filled with dead ends. Here are seven blind alleys that are probably on your site right now

Some Web design tips are supported by actual brain science. Research into the brain reveals tendencies. These tendencies translate into tips for designing websites. In fact, specific parts of the brain relate to specific marketing methods. The frontal lobe is associated with “executive functions” such as motivation, planning, attention and short-term memory. It considers options and the consequences of actions: 1. List order and “serial position effect.” When ordering your navigation (or any lists within your copy), put the important stuff at the beginning and end

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