Mission to Meet AZIMA Members: 25

Hello and happy Friday!  I hope you all enjoyed Joe Pulizzi’s presentation on content marketing.  At the event my colleague, Michael Schwartz took over for me in our video series as I was part of a round table discussion with Joe.  Michael got some great footage and I’d like to share it with you!  I’d like you to meet Martin Zwilling of Startup Professionals Inc. Martin said he works with Start ups and wants to learn more about marketing… making AZIMA events the perfect place for him to learn!

Glad you could make it, Martin!  And don’t forget to mark your calendar for next month’s social event featuring David Szetala talking Pay Per Click marketing.

10 Reasons Your Content Stinks and What to Do from Joe Pulizzi

Joe Pullizzi Presents to AZIMAAt last night’s Arizona Interactive Marketing Association’s monthly social event featuring acclaimed author and God-father of content marketing Joe Pulizzi, CEO of Junta42 presented to the attentive crowd of more than 100 attendees. Within his content marketing discussion, he presented the ten common pitfalls for novice content marketers and provided actionable steps to take to repair your ailing content marketing.

1.) Too many goals for your content. You either have too many goals and objectives for your content marketing or you have no clue why you are doing what you are doing. There are a myriad of reasons to create and publish content such as customer retention, lead generation, establish thought leadership, lower customer service costs, open new markets, etc. but rarely can one piece of content accomplish multiple goals. Quick Fix: Pick a goal, ANY goal. Be specific about it and stick to it!

2.) Your Content is about EVERYTHING. You have no niche. You create content on the entire industry, or even worse, you create content that isn’t even related to your industry! You end up going big, and now no one cares. Quick Fix: Pick your niche. Focus on content that presents you as the trusted provider in that region for your services or product.

3.) The Content is ALL about YOU, YOU, YOU. Remember, your customers don’t care about you. They care about themselves.  You are not as important as you think you are. It’s not WHAT you sell that is important to them, it is the experience they’ll have with your product or service. Quick Fix: Focus on your customers’ pain points and create content around that.

4.) Your content is good enough: You are not just competing with your product or service competitors when it comes to content. You are competing with everyone and everything, even traditional media companies. Quick Fix: Invest in your content. Create a unique point-of-view. Make your content unique, interesting, fun (if possible), multichannel and execute. Think of creating and defining your own category.

5.) Lack of a Content Calendar. Stop thinking from a campaign mentality. If your content isn’t consistent it may confuse your reader. Creating compelling content is a promise to your customers.  Quick Fix: Create and maintain a content calendar and editorial strategy. A great rule of thumb to get started with is the 1-7-304-2-1 Plan. Also, aim for creating 10 pieces for different online distribution channels (Blog, Article, Twitter, Facebook, Youtube, Slideshare, etc.) from every content idea. Repurpose, repurpose, repurpose!

6.) Not Leveraging Your Employees. Your employees are perhaps your greatest content marketing assets (in a close run with your customers themselves). Quick Fix: Find the 10-15 percent of your employees that are inherently content creators and start to nurture that. Allow them to be a part of your brand message.

7.) That People will Magically Engage in your Content. Stop relying on magic to push your content along. Unless you are a rock star or professional athlete, you’ll have to work for it. Quick Fix: Find out where your customers are hanging out (use social listening to start) on the web and be active in those communities. Also, look into using offline channels like in person events, print, radio, etc.

8.) Your Content Has No Owner. With content being pumped out by marketers with fervor these days often times your content doesn’t have clear ownership. Quick Fix: Find your chief editor, content strategist, chief content officer or whatever you’d like to call them, internally or if you don’t have the resources in-house, look externally for help.

9.) You Don’t Have Content Experience. One of the greatest challenges in Content Marketing is developing great content that your audience would be interested in reading and/or sharing. Quick Fix: Instead of focusing on your benefits of your product or service try to focus on sharing value for your reader and help them get a feel for the experience of using your product or service. Use a little storytelling.

10.) You Don’t Internal Support for Content Marketing. Those brands that don’t have senior level support for content marketing are said to be 300{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} more likely to stink at content marketing. Quick Fix: Engage them and your chance for success drastically increases!

Interested in hearing more about this fantastic presentation from Joe Pullizzi? Check out some the wrap up post from Nick Roshon, “Awesome Content Tip by Joe Pulizzi: Create 10 pieces of Content for Every One Idea You Have,” on the night’s events or the one from Roy Reyer, “Does Your Content Stink?”. They are popping up all over the place.  He must have made an impact!

Mission to Meet AZIMA Members: 24

TGIF! It’s Mission to Meet AZIMA members time. And this week, it’s Sonia Bradley Gleason’s time to shine! Sonia, who works at azcentral.com, she said enjoys attending AZIMA events to network and socialize with other industry professionals.  Also, she loves to learn best practices in the industry and learn trends at the forefront of the interactive marketing space.

Glad you enjoy the events, Sonia! Hope to see you next week at AZIMA’s monthly social event featuring Joe Pulizzi!  And don’t forget, for an added bonus, AZIMA is now offering VIP tickets, which give you the chance to be seated as his table! For details on printing VIP wristbands and tickets contact [email protected].

Joe Pulizzi – Content Marketing Evangelist… or Rockstar?

Image of Joe PulizziSpeaker, writer, and influencer Joe Pulizzi is the “man” of the content marketing world. Awarded “Custom Media Innovator of the Year” by American Business Media, Voted Who’s Who in Media Business by BtoB Magazine, and recognized as the Most Influential Content Strategist via Lavacon. He’s also the co-author of Get Content Get Customers (McGraw-Hill) which has been called “the Handbook for Content Marketing.” He writes one of most popular content marketing blogs in the world. Is the founder of Junta42, the Content Marketing Institute, SocialTract and even has a few others in the works.

When he’s not receiving awards, creating companies, or writing books, he speaks to groups of people all over the world about marketing, publishing, social media, new journalism, personal branding, and why he always wears orange.

Clearly a man of many talents, one can have the honor of hearing him speak as AZIMA proudly presents – Joe Pulizzi February 8th at the Scottsdale Hilton Hotel in Arizona.

Event Details:

Date: Feb 8th

Location: Scottsdale Hilton (6333 N. Scottsdale Rd., Scottsdale, Az 85250

Time: 6:00p.m – 8:00p.m.

Tickets: Student $25

Members $35

Non Members $45

At the Door $55


*Student and Member discounts available with promo codes “STUDENT” OR “AZIMAMEMBER”

Want to get up close and personal?

For an added bonus, AZIMA is now offering VIP tickets, which give you the chance to be seated as his table, and for an hour you can get all the information you ever dreamed of about content marketing straight from the man himself. For details on VIP tickets contact [email protected] .


At the event, you can also enter to win 2 Free SMAZ tickets! But don’t fret, if you don’t happen to be the lucky winner AZMIA offers discounts just type in promo code SMAZ4AZIMA on http://bit.ly/SMAZ4 for 30{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} off.

Joe started throwing around the words ‘content marketing’ back in the early 2000’s, and it has now become a philosophy driving some of the most effecting marketing programs in the world.  Now’s your chance to hear about his successful strategies, come see him speak and see what you can do to become a better marketer.

Mission to Meet AZIMA Members: 23

Happy Friday! This week’s Mission to Meet AZIMA Members brings you Jason Grovert of Ryland Homes! Jason said he likes to attend AZIMA events to stay ahead of the latest trends in the interactive and Internet marketing industries. He said many of the speakers have presented useful information he can apply at his workplace.  David Mihm’s local search presentation has been one of Jason’s favorites, as many of the information could be applied to his work.

Thanks for hanging out with us at AZIMA every month, Jason! Look forward to seeing you at next month’s social event featuring Joe Pulizzi talking content marketing!

Save on SMAZ4 with AZIMA!

If you haven’t registered for the largest Interactive Marketing Event in AZ, what are you waiting for? SMAZ4 is the premier business focused event to help companies understand and learn the latest techniques in digital marketing and social media. Learn from Arizona home grown industry experts in social media marketing and corporations that have experience in how to do it right with a focus on real world experience. That’s right, this means they’ll share the good, the bad AND the ugly. Your ticket also comes complete with a free copy of the newly released, The Now Revolution. February 11th, 2011 is the date to remember and its approaching fast, so you better register now! Don’t forget to use discount code “SMAZ4AZIMA” to receive 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} off as a friend or member of AZIMA.

Heard the Good Word About Conversion Conference 2011 West In San Fran?

Conversion Conference is a worldwide conference series dedicated exclusively to issues related to optimizing the conversion rates of online campaigns. Virtually anyone who has responsibility for increasing the effectiveness of a B2B or B2C website, improving ROI of marketing efforts, and maximizing online revenues will find value in attending this premier event!

Both experts and authors in disciplines ranging from web design, email marketing and persuasion principles to multivariate testing and usability converge for an action packed two days to discuss the latest tools and techniques available to help website owners and marketers increase the effectiveness of their online marketing efforts.

Keynote Speakers:

Tom Davenport PhotoTom Davenport
Author, Competing on Analytics: The New Science of Winning

Tim Ash PhotoTim Ash
Author, Landing Page Optimization, Conference Chair

Bryan Eisenberg PhotoBryan Eisenberg
Co-Author, Call to Action, and Always Be Testing

Michael Summers PhotoMichael Summers
Co-author, Creating Websites that Work

Practical Sessions, Actionable Takeaways:

  • Optimizing Headlines, Copy & Graphics
  • Split Testing & Multivariate Testing
  • Landing Page Principles
  • Personalization and Persuasion
  • E-commerce & Lead Gen Conversion
  • Using Google Website Optimizer
  • Optimizing Social and Mobile
  • Design & Usability Mistakes

Check out the full agenda and speaker line up which takes place on March 14th and 15th.

Conversion Conference is the only worldwide event series focused exclusively on improving website conversions featuring conversion improvement strategies and tactics by the leaders in the field.

Friends and members of AZIMA can use the promo code “CCW943” for $250 off on 2-day Conversion Conference passes or combo passes to CC and the parallel eMetrics event.

Mission to Meet AZIMA Members: 22

This week I’d like you to meet Sheila Kloefkorn of KEO Marketing! KEO Marketing is a long time sponsor of AZIMA, with good reason, Sheila said.  She said she feels it is the best place to learn anything interactive marketing.  Also, she said she loves the diversity of topics and speakers at each event.

Nice to meet you, Sheila.  See you at next month’s event featuring Joe Pulizzi.  The discussion will focus on content marketing!

Is Your Baby Ugly??

Tim Ash Presenting at AZIMA Jan. 11, 2011 - Photo By Arnie Kuenn

You have spent months developing your new website having brainstorming sessions with upper management, your graphics artists, content developers and finally you’ve put this all together and right after your launch you realize no one is clicking on your special offers, your bounce rate is over 80{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} and your people are calling in complaints that they can’t figure out how to navigate your website.

Then the panic sets in, you realize that your baby is UGLY and you have created a landing page that SUCKS!

The reality in today’s interactive marketing is that we are bombarded with over 3000 marketing messages each day and unless we have taken some time to understand the psychology of our users, have an understanding of usability, how to use triggers in our copywriting and we have a firm grasp of who our perfect customer is we are setting ourselves up for failure.

Last night AZIMA (Arizona Interactive Marketing Association) featured landing page optimization expert Tim Ash who is the co founder of SiteTuners and author of “Landing Page Optimization” who gave a one hour presentation titled “Your Baby is Ugly” and discussed the “Seven Deadly Sins of Landing Page Design”

Sin #1 – Unclear Call to Action

“What am I suppose to do now?” This is the last question that you want to have a potential customer say when they arrive on your your website. From the perspective of your visitor you should have a clear and obvious path that they can follow to get them closer to their goal. If your visitors have to think and spend time of what to do next they will leave.

Tim further explained that “visitors to your website has an attention span of a lit match” and you have less then 1/20th of a second to make a first impression. If they are not instantly impressed with what they see, they will leave your site to find one that is better.


  • Focus on What Matters Most: Turn down the noise on your landing page by eliminating flashy visual elements that are distracting.
  • Apply the Obvious Standard: If your call to action is not obvious, you’re losing money.
  • Call to Action should be above the fold

Sin #2 – Too Many Choices

When we overwhelm a visitor with too many choices they will become confused. To have a successful landing page we need to be able to lead the visitor to their goal with a limited amount of choices.

People process images 400x faster then text so consider using imagery in a fashion to enable your visitors to process important call to actions on your site and to aid in navigation.

Your home page only has one purpose, to move your visitors off it as quickly as possible to the more important sales pages of your website. Your home page is in effect the “kitchen sink” of your website that will guide your visitors toward their goal.


  • Use a visual grid and shortcuts to reduce the reading scan
  • Categorize choices into small groups

Sin #3 – Asking for Too Much Information

We as Internet Marketers have become greedy in that we ask for too much information.

Imagine walking into a brick and mortar store and the clerk at the door asks you if they may hold onto your credit card while you shop, what would your reaction be?

But yet many of us in Internet Marketing do this same thing today when we ask for a mailing address, telephone number, and other personal information just to be able to download a free e-book.

Consider giving away this free E-book away for really free by not asking for any information at all. If they find the information contained in your book interesting they will follow-up with you with your contact info within the book and your not burdened with an email list of worthless prospects.


  • Only ask for information that is required to complete the transaction
  • If you can, collect the email address early to follow-up if the client abandons the process
  • Collect additional information from the client during a later stage of the process

Sin #4- Too Much Text

Remember as children when we watched the Charlie Brown cartoons and all when any of the adults spoke all we heard was “blah blabbla, blablba”?

This is the same thing our customers hear when we overload them with sales information and they will respond by hitting the back button and go someplace else.


1.      Use headlines, headings and well positioned links

2.      Use bulleted lists to cover key areas

3.      Remove all the subjective claims that you cannot support without factual evidence

Sin #5 – Not Keeping Promises

Search for information about the “Best Digital Camera” and in the number one position of Google’s Adwords you see this ad;

You think to yourself “I know Consumer Reports, I can trust them” and you click on their ad

However when you arrive on their site you see this and find out that you see that you have to “join today” to read the results!

Do you feel that you have been lied to? Will you ever trust Consumer Reports again?

This could be called a “profit prevention system” because you have failed to deliver what you promised and your visitors will leave frustrated and angry.


  • Be clear in your advertising and links of what you’re promising
  • Repeat the text and/or keywords on the destination page to reaffirm their decision
  • Don’t make false claims on what you will deliver

Sin #6 – Visual Distractions

Things that flash, flicker or move around is annoying and graphic designers are often frustrated artists, they often want to think outside the box and express their creativity on your website.

Also how many other websites have you seen that same girl with the headset for the customer service representative and those same group of guys in suits that are your management team?


  • Remove the chrome, the flashy blinky things that compete with your call to action
  • Replace those generic stock images on your site with professional photography that will enhance communication and trust

Sin #7 – Lack of Creditability or Trust

Unless you work for Coke, Red Bull or some Fortune 500 company chances are no one has ever heard of you or your company but yet you’re faced with making a positive first impression in under 1/20th of a second.

Building trust can be one of the most difficult tasks in development of your landing page.


  • Use well known trust symbols on your website above the fold and in prominent locations
  • Create a “butterfly collection” by using logos of your clients on your website
  • Feature your relevant policies, guarantees and other “points of difference” so they can be seen and understood when the visitor first comes to your website

From Ugly Baby to Superstar Marketer

Seems all so simple right? Well it is if you take it one step at a time.

You can easily start changing your “Ugly Baby” website right now by finding just one thing on Tim’s list and start the transformation to Superstar Marketer today!

Guest Post By: Roy Reyer is the president of SEOtrainingSW.com a provider of SEO and Internet Marketing training and consulting and an associate of the Search Engine Academy offering Certification in basic and advanced SEO through partnership with the University of Mississippi. Sign up for Roy’s free weekly SEO tips on his website today.

OMS 2011 Is Nearing Capacity!

OMS is a little less than a month away! Be sure to register now before the event completely sells out. Now is a great time to plan to take a few days to join over a thousand of your marketing peers in sunny San Diego to learn, network, and share best practices you can use for a lifetime.

Get 20{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} off OMS 2011 with promo code : AZIMA

Group Savings Available

The best way to save on registration is to register as a group with your colleagues. If two or more of your colleagues need some online marketing education, sign up with them and all of you will receive at least a 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} discount! For groups of 3 or 4 use promo code GROUP3 to save 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}.  For groups of 5 or more use promo code GROUP5 to save 30{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}.

New Speakers Announced

New thought leaders, brand marketers and expert practitioners have been added to the OMS 2011 line-up. See the complete list of speakers.

Heather Oldani
Director of U.S. Communications; WOMMA Director, McDonald’s

Mike Metz
Sr. Director of Web Marketing and Strategy, Cisco

Chris Brogan
Author of Trust Agents & [chrisbrogan.com]

Brian Solis
Author of Engage
& Blogger at BrianSolis.com

Mario Sundar
Sr. Social Media Manager & Chief Blogger, LinkedIn

Ekaterina Walter
Social Media Strategies, Intel