BEST LESSONS FROM SAMSUNG: HOW TO MAKE BLOG THAT COVERTS
Impressed by the fact that leaders in IoT sector, see on so different ways importance of marketing content strategy, and role of blog content in customer journey, I decided to go inside, and do review of IoT companies blogs and their content and engaging postential. In my previous post I described how blog can help IoT marketing and sales teams. This post is a review of leaders In the industry, Oracle, Microsoft, IBT, Intel, Samsung, Cisco, PTC etc. Samsung Insight blog posts are representing the best example of engaged, call to action blog post structure in IoT business sector. Find out below, step by step what they do.
In case user reading first time Samsung Insight blog, and don’t know anything about Samsung products (beside probably Samsung telephones), user will be easily educated, and will have easy overview of the relevant topic. In moment when IoT world is changing extremely fast, potential users are struggling to keep track with trends. So simplifying web navigation, and content is needed more then ever. Especially for big companies whose have so many different IoT products for different industries, finding a clear and logical navigation through a blog.
Samsung Insights Structure of blog posts moves user in write direction, navigate him in educational way, offer first value for user, like guides and other relevant material and call visitors to subscribe.
Body of the Blog post
They create good quality content, giving relevance with links, inside and outside their web. Every post have “interruption”, that don’t interrupt user. How that is possible? So content is “interrupted”, with a specific box in body part, with grey line borders, with picture and question content inside, as well as call to action(again to download a guide). Visually doesn’t burden content and its positioned very well, with content in line with a relevant topic.
Posts are not finishing with a lot of links at the and. Actually every post have “Discover more” sentence, and bellow there is a huge wide Full fill Call to arrange consultation with Samsung. How cool is that, no redirection, no search for write contact, just bellow any post you are on the road to have a consultation. No recommended posts, no about a writer, but exacta navigation to convert a visitor.
Value for user (Free guides and Relevant posts from the topic), lead to Subscribe box.
But all of previously mentioned, is not the reason why In my opinion Samsung blog post have the best structure that navigate user and engage him. Right column of each post is value pyramid of call to action road.
More concrete, every blog post have on right top corner, blue box with guided content (relevant for that topic) to download. So if post is about a health, they will offer you to Download practical guide to improve patient experience. If content is about retail trends, they will offer you guide to retail IoT examples, etc.. Going down to that right column, and bellow the blue box, on a right part there is a list of relevant blog posts, and they position them greatly, they didn’t wait the and of the post, because the and is saved for call to action — arranging a consultation. So each segment, have a different engaging role, and this relevant posts together with Free guides are value for customers. Just after giving a valuable content to users, still in right column, they put Subscribe very visible box. At the and of right column, theres info about a writer.
Writer of the post have ultimate place, and there are companies that put before any call to action, huge space with Author of Blog. Author is relevant, and be free to describe who is he, but wisely position him.
Content is just a half of job, but with well balanced call to action, and valuable content for the user, results will be calculated easily in leads. Keep your customers where they need to go, no where they want to go.
Type of blog posts that IoT companies use, I will cover in next post, so please be free to follow me on Medium or Twitter.