All posts by Kristin Sullivan

10 Ways to Repurpose Content Without Being Obnoxious

Kristin

A Content Marketing Institute study reports that 63 percent of content marketers are seeking more ways to create content. But let’s be real: time, resources and talent can easily restrict the volume of generated pieces (and some of us have places to be when it comes to Friday happy hour).

Instead of bending over backwards trying to miraculously produce new content every single day, consider this: you can produce (significantly) less content and still have a kick-ass content marketing strategy.

Here are 10 ways to repurpose your content without being obnoxious.

Why repurpose content?

With content, it’s not about quantity. Rather than focusing on producing lots of new content, it’s more beneficial to focus on how you can deliver the content you already have into the hands of the right people.

Repurposing content is pretty self-explanatory. It’s when you take a piece of content and change the work’s format or intended audience —  allowing you to create less and promote more.

Some perks of repurposing content:

  • Cut content creation time. A well-received blog topic can easily be used for a slideshow, video, eBook and so on. Since the bulk of the content has already been created, coming up with new elements to differentiate the posts is much simpler than starting from scratch with a new topic.
  • SEO gains. Creating multiple pieces of content focused on the same subject generates additional keyword opportunities – not to mention the possibility of receiving quality links back to your site.
  • Expand audience reach. Repurposing your content allows you to serve multiple audiences with different format preferences. This way, you can appeal to the visual learners, the long-form lovers and the skimmers. Since each piece will be different, you can cross-promote the content to reach a larger crowd.

 

10 Ways to Repurpose Your Blog Content

 

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1. Revitalize old blog posts.

Old blog posts are most likely stale, outdated and in need of a serious tune-up. Not to mention you’re definitely violating the content marketing code if you continue to promote poor, irrelevant content. Instead of trying to find the time to create entirely new content, choose an older piece of content and breathe new life into the blog post.

Here’s what you need to do:

  • Rework the content. It’s probably not as well-written as your current posts. Make sure it follows the same logic, editing and style guide as your most recent blogs.
  • Update links, images and SEO. Do the links still work? Is SEO in good shape? Are your H2s and headlines strong?
  • Promote. Start promoting your revamped post as if it was a new post. Your blog may not have had the audience it does now, so you could potentially receive more engagement with the updated piece.


2. Share an infographic.

Infographics are liked and shared on social media THREE times more than any other type of content. If you happen to have a blog post particularly rich in facts and figures, convert those to visually appealing charts, graphs and images in an infographic (it’s quite the easy process).

Not the best at constructing infographics? Bribe your designer friend with tacos and eternal friendship. There are also free apps like Piktochart, Infogr.am and Visual.ly that make it super easy to select a template and create your own.

Create images to promote it on social media and add an embed code to your infographic to make it easy for viewers to share and add to their own websites.

3. Develop an email newsletter.

According to the Email Marketing Industry Census, 68 percent of companies rated email marketing as either good or excellent in terms of return on investment. The best part is that it’s easy to create this content roundup to send out on a regular basis.

Instead of writing original content for this newsletter, select an already-existing, step-by-step blog post and break it into a series of emails. Don’t forget to keep the email copy short, include visually appealing images and have a call-to-action at the end.

4. Create a video series.

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By 2017, internet video traffic will have increased fourfold.

Creating a video series based on content allows people to digest your information in a different way (and when I say different, I mean really different, for those of you who have yet to dive into Casual Fridays).

Convert your existing content to informational videos that attract, educate and entertain your audience. Choose your cornerstone content: the pieces your audience appreciates and engages with, and transfer that to video.

Let these live on your blog, website, a microsite or YouTube, where you may be able to drive new visitors.

5. Put together eBooks.

EBooks serve double duty when it comes to being a content marketing asset and PR tool. EBooks are a measurable, effective way to produce valuable content and attract new customers.

After selecting the right piece of content, take the time to supplement with additional information and research. Make it something that is worth the investment.

Design it yourself with a tool like Papyrus or outsource to your design team for a visually appealing look. Grow a subscriber list and monitor its success.

6. Look for guest post opportunities.

There will always be other domains with higher authority, better ranking and more links. Plot twist: use this to your advantage.

Rewrite your blog posts into a series of guests posts and pitch them to these sites. While it will attract traffic to other sites, it’s still your content viewers are going to see. You’ll have exposure on high-authority sites, a quality backlink and a chance to promote your content to a larger audience.

With the right keywords, you’ll be able to optimize each guest post to perform well in search engines.

7. Try a podcast.

OK, so this one’s a bit ambitious. But podcasts can bring in a significantly new audience and they’re currently a huge missed opportunity for content marketers.

Record your content as an audio blog and create a podcast release schedule. Focus on interesting topics like educational pieces, unique stories and interviews. Create a podcast RSS feed and watch your audience grow.

If your friends are really your friends, at least you’ve got a few listeners to get you started.

8. Create a presentation or slideshare.

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Slideshare is underappreciated in the world of content marketing. It’s actually in the top 100 most-visited websites in the world (and sees more than 60 million visitors per month). By drilling down your blog posts to the most important points, you can easily convert it to a presentation.

PSA: copy-heavy presentations are the equivalent to a slow and painful death (and that’s coming from a copywriter). Use minimal words and awesome visuals!

9. Share bite-sized chunks on social.

Repurposing interesting facts and statistics into tweetable highlights gives your content a bigger reach and makes it much more shareable, too.

Turn parts of your longer-form content into short, individual tweetable elements. Add the click to tweet feature throughout your post, making it easy to share, and use the most interesting or compelling stats as tweets.

You can even create social-friendly image stats and promote them on social instead of plain copy.

10. Inform with course material.

Using blog content to educate and inform your readers is a great way to position yourself as a thought leader, which, hopefully, will get you the views, interaction and overall business you’re looking for.

For example, for one of our clients, we repurposed old blog content and created an informational download to live on its own microsite. We increased traffic to the site, successfully positioned the client as a thought leader in that industry and drove new user registrations.

By repurposing your content, you can improve SEO, reach customers how they want to be reached and quickly increase the impact of your brand message – without being that repetitive, obnoxious guy. So get going. It’s almost happy hour.

What do you find to be most effective when it comes to repurposing blog content? Want to chat content marketing? Send all compliments and complaints to @Kristnsullivan.

Google Adwords for Dummies: What You Need to Know

Kristin

I won’t ask why you’re a newbie to pay-per-click advertising, or PPC. Perhaps you prefer traditional marketing tactics over the digital sphere. Maybe you’re working with a limited budget and don’t think you can spare the extra cost to get your ads out there. Maybe you told your boss that you’d get moving on this a year ago but you didn’t have the slightest clue where to begin.

Regardless of your excuse, slacker, it’s 2016. Digital marketing rules the land. It’s time to dive into the world of Google Adwords — the biggest fish in the PPC sea.

Google Adwords 101: How it works


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Google AdWords is an online advertising platform that lets you reach new customers and grow your business. You can choose where your ad appears, set a reasonable budget and measure the impact of your ad.  

“Pay-per-click is probably one of the best resources you have to measure what’s working and what is not because it comes equipped with plenty of metrics that do that task for you,” notes John Rampton, blogging expert and #3 on Entrepreneur Magazine’s Top 50 Online Influencers in the World. “By using the right keywords for your target audience, you’re already ahead because you’re reaching people who have an interest in your product or service.”

As an Adwords user, you’ll set up your campaign based off of your website, specific landing page or ecommerce page. You’ll then create a list of important keywords and phrases that your potential customers are likely to use, and your business will appear above the organic results when someone searches for terms related to your product or service.

For example: I’m getting married this year (cue horror music) and need to find a florist. I type in “wedding florist,” in Google and see a relevant ad come up in my search:

Florist Ad

Not only is this florist located near me, but it’s offering 45 percent off and free delivery. Score. I clicked on the ad, visited the site, found what I needed and requested a quote.

This ad definitely served its user (me) for several reasons:

  • The keyword “florist,” is in the headline, website AND ad description.
  • There’s a strong call to action: Save 45% today and get free delivery.
  • The ad led to a relevant landing page where I could find an answer to my search.


Bravo, Ava’s East Aurora Florist. I give you a 10/10. Maybe 11/10 for that touch of alliteration.

Let’s talk lingo: The Adwords Term Guide

In order to manage, analyze and report within the platform, you need to learn to talk the talk. Let’s review some Adwords terms:

keyword

Words or phrases you choose to set up your Adwords campaign. There are four types of keywords: exact match, phrase match, broad match and broad match modifier. Note: these work best as specific, long-tailed keywords, such as: “fresh flower delivery” instead of “flowers.” Broad, unspecific keywords result in irrelevant traffic and wasted money (bossman will not appreciate that).

adgroup
Contains one or more shared set of keywords. For example, a campaign for an outdoor store might have the following ad groups: camping, hiking and fishing. Each ad group would have its own set of relevant keywords and ads. This is necessary so that when somebody searches “winter hiking gear,” they will receive an ad talking about specific hiking accessories.

campaign

This is made up of all your ad groups and keywords. You can run multiple campaigns from Adwords, and it will be the first step in the setup of your account.

ad

According to the user’s search, ads will appear above (and to the right) of the organic results. You’ll need a headline, two 35-character lines of descriptive text, a display URL and a destination URL. The best ads use the customer’s unique selling point (USP), a call to action and strong keywords.

adrank

The position or order in which your ad shows up on a search. This is based on your bid, quality score and landing page experience. Any position of 1-3 is ideal. If you’re looking at an awful ad position, don’t fret — see if you can increase your bid or improve the quality of your ad.

maxcpc

The dollar amount that is the most you will pay for a click on your ad. You can set these manually or automatically, based on your budget.

ctr

Your click-thru rate is an important metric in your platform. It measures how many people who have seen your ad click through to your destination URL. Life tip: don’t have a crappy CTR.

bidstrategy

How you set your bid type to pay for viewer interaction with your ads. You’ll have several options within Adwords to choose from.

displayurl

In each of your ads, you will be asked to enter a display URL in addition to your destination URL. It’s important to keep this simple and clean to increase your brand recognition and trust. Stop it with those backslashes.

conversion

Tracks every lead made within your conversion window after an Adwords click. Set this up under the “Tools” section at the top of the campaigns tab.

qualityscore

This is a test. If you have to scroll up to check, congratulations: you’ve failed.

Step right up: It’s time to auction

Adwords uses cost-per-click (CPC) bidding. In CPC, you’re only charged when someone clicks your ad — NOT when your ad simply appears as a search result, or what’s commonly known as an “impression.” The best part? There’s no minimum spending commitment, and you can have as many keywords as your little heart desires.

In setting up your campaign, you have to decide on your maximum CPC — that is, how much you’re willing to pay for a click on your ad. Oftentimes, you are charged less. Decide what you’d like to spend monthly, and Adwords will never exceed that amount. (If only we had a systems like this for credit cards, amirite?)

As you consider CPC forecasts and decide on a budget, the Keyword Planner is a great tool for checking how often the phrase is searched, how competitive the keywords are and how much it’ll cost to set up.

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The problem you have to keep in mind is your competition. Multiple advertisers use the same keyword to trigger their ads, so Google uses Ad Rank (which we will touch on below) to determine whose ad will appear — and in what order.

Here are some factors that determine when (and if) your ad will appear to customers:

    • Your bid. How much are you willing to spend? If your competitors have huge budgets, you could be at a disadvantage.
    • Your ad quality. If there’s anything you take out of this blog post, it’s this: quality score. Adwords looks at how relevant and useful your ad and the corresponding website are to the person viewing it.

      Quality score measures the relevance of your keyword, ad and landing page — as well as how accurately it serves your customers. Even if your competitor’s maximum bid is higher than yours, your ad will appear higher if you have a higher quality score. Quality score is your number one priority.
    • Ad extensions. When you create each ad, you have the option to add extensions — like phone numbers, call to actions, and specific links to your site. See below:


Adwords estimates how these extensions impact your ad’s performance. Again, even if your competition has higher bids than you, using ad extensions will help your relevance and potentially earn you a higher position.

I repeat: you can still win at a higher position (at a lower price) by using highly relevant keywords, ads and extensions. USE THEM.

Google Adwords: Reap the Benefits.


Adwords is measurable.

Adwords shows how many people notice your ads, what percentage of viewers clicks to visit your website and how many people call you. With the tracking tools, you can even see the actual sales your website is generating as a direct result of your ad. Boom.

Adwords is controllable.
Want to add some keywords? Tweak some ad copy? Pause your campaign? All of that is controlled by you, in real time, for free. Sick of spending too many hours on a project? Or going over budget on a client’s campaign? (Oy). Enter PPC. Once your daily budget is set, you won’t ever exceed that number.

Adwords is speedy.
Once your Adwords campaign goes live, your ads will appear immediately. Your results are instant. Not only will this show some return-on-investment, but you will be able to see exactly how effective each keyword and ad is for your chosen campaign. Search engine  optimization (SEO) best practices are crucial for digital success, but PPC will get you to the top of search results in minutes.

Adwords offers reach.
You can choose to target your ads on a local, regional, national or international level. You can select specific cities or set a radius around your business. Perhaps the best aspect of Adwords is that you can reach your customer wherever they are right now. Adwords will help you reach the right people, at the right time — which is LIVING THE DREAM.

Adwords is specific.
Adwords is the ideal venue for businesses looking to drive clicks and conversions for specific products — in many cases, much more specific than social media campaigns. Google searchers often have a specific intent in mind, while users often go to social media sites like Facebook to simply check in and socialize with friends.

Ready to rule at paid search?

Slow down, sparky. Before you jump right in, here are a few best practices to follow as an Adwords manager:

Keep your budget in mind. As you manage the Adwords campaign, you’ll have the capability to increase keyword bids and daily budgets to stay competitive. Remember: you don’t have unlimited funds. Take caution before changing any bids and budgets.

Know your goal. Too many companies sign up for PPC campaigns because it’s “the right thing to do.” But do you know what you’re aiming to do? Are you looking to receive the highest amount of traffic? To get customers to download your new ebook? To see a 20 percent increase in sales? Find what will bring the most value to you or your customer before building your campaign.

Regular monitoring. An Adwords campaign is definitely not a set-it-and-forget-it type gig. A good campaign is regularly monitored, tweaked and optimized. Use A/B testing as often as you can. Constantly check the platform for underperforming ads, ineffective keywords and conversions.

Report the pros, but optimize the cons. When it comes to analyzing your campaign(s), obviously you want to relay the successes to your client, customer or boss. However, the one factor that’s more important than how you’re doing is what you’re doing. What are you doing to improve your ad rank, CTR and quality score? Share your takeaways, highlights and strategies moving forward — even if those have to include some negatives — so you can optimize the campaign (and build trust with your client).

PPC Management: It’s Your Turn.

The great Drake once said, “it’s better late than never, but never late is better.” For those of you late to the Google Adwords game, it’s OK.

According to Moz, 80 percent of search results now contain Adwords ad placements — not to mention that those ad placements are covering as much as 85 percent of the space above the fold on the results page. So the only way to beat them? Join them, friends.

Once you decide on your goals, start building out your keyword list. If you’re looking for a deeper dive into Google Adwords, stay tuned for Part II, where we’ll dig into conversion tracking, reporting and optimization.

Want to talk strategy, share your thoughts or bash my terrible jokes? Stalk me on Twitter @KristnSullivan or find me on LinkedIn.

8 Ways to conquer conferences when traveling solo

Kristin

More than 40 million Americans attend a convention, trade show or conference each year, according to the Convention Industry Council. It’s the perfect opportunity to learn, make connections and implement strategies within your business or agency.

From May 12-15, I had the opportunity to attend Copyblogger Media’s content marketing conference — Authority Rainmaker — in Denver, Colorado. This wasn’t my first conference, but it was my first conference traveling alone – and let’s just say that flying from Buffalo to the Mile-High City to spend the week with complete strangers can be somewhat overwhelming.

As it turns out, attending conferences alone can be extremely liberating. Between the speakers’ sessions, the after parties downtown and my time spent exploring Denver, I quickly owned the solo role – and came back with a few life lessons of my own.

How to Conquer Conferences when Traveling Alone

1). Know your goal before attending.

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What do you hope to get out of your experience? Are you spreading awareness about your agency? Writing a blog post on the conference? Want to focus in and learn more about strategies moving forward? Plan ahead and determine which events and sessions will be most relevant and beneficial for you.

Authority Rainmaker only had one venue, one session at a time. One of the best parts of the conference was that I didn’t have to pick and choose (and miss out on keynote speakers). However, conferences don’t always go this way. Make sure you’re prepared to do your homework.

2). Stay at a conference hotel.

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Conferences will often offer discounts through select hotels in the area. In my case, the hotel was conveniently located 0.2 miles from the conference venue. Not only can you save money, but walking a short distance alone isn’t a big deal. You’re also more likely to run into other attendees throughout your hotel.

The Denver Hyatt Regency was packed with Authority Rainmaker attendees. The first morning of the conference, I bumped into a lady in the hotel wearing her Authority Rainmaker lanyard. After chatting for a while, we ate breakfast and walked over to the conference together. She ended up being a contact I still keep in touch with.

3). Overuse social media.

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Live tweeting may seem like it’s overdone, but when you’re flying solo at a conference, it’s a necessity.

Tweet quotes that resonate with you, post photos on Instagram, and interact with people. Using the conference hashtag (#Authority2015) and Twitter handles of keynote speakers are great ways to spark up conversation. If you’re interested in meeting up with people after the keynote, ask them! You’d be surprised at how many strangers became friends because of tweet outreach.

Bernadette Jiwa, one of the Authority Rainmaker keynote speakers, responded back to me (and I even had the privilege of meeting her). Demian Farnworth, Copyblogger Media’s chief content writer, also favorited my tweet and followed me. A little goes a long way.

4). Socialize – even if it’s out of your comfort zone.

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Using social media is one half of the equation, and making it count is the other half. Attending a conference alone may seem like an uncomfortable situation, but it’s the perfect time to step out of your comfort zone and strike conversation with other attendees.

At my last conference, two coworkers accompanied me. It was easy to attend events and socialize in a group setting, because I had a team of my own. This time, instead of being surrounded by my own organization, my only option was to network with others – and surprisingly, it was easy. People are more likely to connect with you when they see that you’re alone. I met up with three ladies on my very first day who also traveled alone, and because of this, we had the opportunity to share dinners and outings together.

My one tip of socializing advice: always be prepared. Have your elevator pitch memorized and your business cards handy. You never know when you’ll run into somebody.

5). Always attend the after party.

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One of the biggest values of a conference is the after party. You’re not taking notes, you’re not focusing on the speaker’s takeaways – you’re unwinding after a long day. You’re getting the chance to meet people on a personal level.

Authority Rainmaker offered three different opportunities for attendees to network outside of the conference venue. They weren’t mandatory, but I took advantage of two of them. Out of the entire week, these two nights are when I networked the most. It was here that I learned about other organizations, discussed common goals and exchanged business cards.

The after party is more than just cocktails and craft beers, it’s making lasting connections to bring back with you. After all, conversations are much more valuable than sessions – so make them count.

6). Don’t be afraid to explore.

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You may have spent a day traveling to and from this conference, but don’t let the conference consume your trip. You’re there to learn and network, but you’re also there to have the full experience. So take advantage! Don’t be afraid to stroll through the city, check out the local shopping scene or take a road trip to the neighboring town. It gives a very different perspective on attending a conference.

On my afternoon off, I decided to rent a car (extremely affordable) and travel an hour to Rocky Mountain National Park – easily one of the most beautiful destinations on the planet. By taking some time to travel, I was able to take in the full Colorado experience, see how the locals live, and enjoy some time in the mountains before the conference began.

7). Turn contacts into connections.

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Once you’re back home and settled into your daily routine, take the time to follow up with the contacts you’ve made. Whether it’s an email, a phone call or a LinkedIn request – turn those contacts into connections.

I began by sorting through my business cards and made sure I requested my contacts on LinkedIn. I also exchanged numbers when I was in Denver, which will allow me to reach out and reconnect in the future. Be sure to keep them in mind for your next conference (and as you move forward in your career).

8).  Share the love.

authority rainmaker

Your organization invested time and money towards your professional development, and you’re coming back with knowledge to share with your agency. Set up a team meeting to share your top takeaways, organize an internal presentation or write a blog post on what you learned on your trip. By doing this, you can help connect the value of the conference to direct business goals.

“If you send someone to a conference and they learn and network and create content, then that’s great,” notes Janine Popick, founder of VerticalResponse and writer for Inc. “But, to truly make it valuable, they’ve got to bring all that back and share it with all the folks who didn’t get to go to the conference but could benefit from the good stuff.”

Have you traveled solo to a conference? What are some of the challenges you’ve faced and lessons you’ve learned? Share some of your thoughts with us on Twitter @QuinlanCompany.

Our Web Design Secrets Revealed!

Kristin

You may have noticed that Quinlanco.com recently took on a new look.  If you haven’t, you’re missing out.

We recently sat down some of our key design and development players — Ryan DiMillo, Frank Conjerti, Greg Croniser, Brandon Stenzel and Michael Belfatto — to hear how the project went down.

Check out our video to learn the plan behind the design, the challenges we faced along the way, and tips on how we’re fitting self-promotion time into our already-busy schedules.

We can’t make any promises that things won’t get a little weird.

We can’t forget to give credit to MacLaine Russell, our own VFX Producer, for shooting and editing our roundtable discussion.

What are your self-promotional challenges? How do you split time between internal and external projects? Share your thoughts on Twitter (@QuinlanCompany) or give us a call at (716) 691-6200.

Quick view: Quinlan’s latest digital development work

Kristin

Over the last quarter, our digital designers and developers have been hard at work building websites for three of our clients: National Equity Recovery Group, Apple Rubber and Premier Consulting Associates, LLC.

All projects couple simple and refreshing design with interactive components that fit these very different clients’ specific needs.

The Quinlan Dev Team

Our team consisted of UI/UX Developer Michael Belfatto, Vice President of Operations Ryan DiMillo, Director of IT Greg Croniser, Digital Designer Brandon Stenzel and Digital Develepor Drew Celestino.

Project 1: National Equity Recovery Group

There were two goals for the NERG website: 1.) Showcase the client’s main services, and 2.) Simplify the site. Belfatto’s design emphasized large, scenic background photos, minimized content and ensured that National Equity’s services played a central role.

Who is National Equity Recovery Group?

National Equity Recovery Group (NERG) is a Buffalo-based consulting firm specializing in recovering funds from class action litigation and business overcharges. They have recovered more than $57 million for thousands of clients, including some of the largest companies in the world.

Here’s how it was done:

  • Better contact forms. Contact links that open an outgoing message in the user’s email browser leave opportunities for a potential customer to abandon the contact process or provide less-than-clear data. This can be frustrating for both the recipient — who isn’t sure how to help the person asking for info — and the user, who is forced to do the bulk of the outreach work. The contact forms on the National Equity site require users to provide customer-specific information on a clean, easy-to-use interface that actually prepopulates with the appropriate service requiring further explanation.

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  • Beautiful imagery. National Equity is Buffalo-based, but nationally recognized. To touch on both of these aspects, the site displays large, artistic background images of well-known Buffalo landmarks. This helps retain the company’s Western New York feel with specific, recognizable images while crafting a metropolitain image that relates to clients across the country.
  • Responsive client map. Instead of featuring a long list of clients, our dev team made the decision to utilize an interactive, high-definition map to easily display locations where National Equity had secured successful settlement payments for clients as well as regions served by the company. The map is also mobile-friendly.

client map

Project 2: Premier Consulting Associates, LLC

Who is Premier Consulting, Associates LLC?

Premier Consulting Associates, LLC is an independent consulting firm that partners with employers of all sizes in managing their healthcare benefits. Premier maintains over $1 billion in healthcare claims and market over $10 million in stop loss premiums.

Here’s how it was done:

  • Simplicity. Similar to the National Equity project, the design for Premier Consulting Associates’ website is simple. Rather than a content-heavy layout, white space and background images dominate the homepage. As Belfatto notes, less can sometimes be more.
  • Internal Pages.  Since Premier offers so many specific services, our team needed to concentrate on site navigation that was intuitive without being overwhelming. They got the nav down to four selections: users can choose from About, Plan Management, Self-Funding Services or Insured & Other, according to their needs at the moment. “We put a heavy focus on their main services,” Belfatto says. “It allowed us to simplify the homepage so customers could find exactly what they needed.”

Premier

Video. It’s one of our specialties. With the help of outside cinematography and on-screen talent, our team developed a one-minute introductory video for the Premier homepage that combines live action and custom animation .The brains behind the operation were Digital Creative Director Frank Conjerti, Producer MacLaine Russell and Digital Content Director Ben Kirst.

“We shot the video on a RED Scarlet camera, which shoots in 4K,” Conjerti says. “This is double the pixels of regular HD and it really gave us flexibility in framing the scenes and finishing up details in post-production. It allowed us to present some complex material in a simplified, entertaining manner.”

Project 3: Apple Rubber Products

Who is Apple Rubber?

Apple Rubber is a leading designer and manufacturer of seals and sealing devices serving the needs of countless industries — from automotive and aerospace, to pharmaceutical and medical devices. The company has introduced O-Ring advancements and developing expert engineering services for customers around the globe.

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Here’s how it was done:

  • Engineering Tools: The new website provides quick access to popular engineering and design tools — like the O-Ring Calculator, Material Selection Guide and the Seal Design Guide — right from the homepage. We put the redesigned focus on areas that users were accessing more often, so they can now utilize the most relevant content and products.
  • Responsive Design. Our team combined the separate desktop and mobile versions of the website into one fast, fully responsive website. Users can access support forms from any device — like desktops, tablets and smartphones — which were previously only available on a desktop computer.

Apple Rubber’s website redesign centered primarily on increasing conversions and improving the user experience.

From December 1, 2014 to January 30, 2015, the website experienced a 17% increase in conversions and a 40% improvement in average page load time – as compared with the same period the previous year.

“When executed properly, responsive design can dramatically improve all key metrics of a website,” says Ryan DiMillo, Vice President of Operations. “By providing a higher level of technical customization that caters to both the multi-device human and the search engine spider, this positively effects conversions and search rank.”

Congratulations to the entire digital team for a job well done on these projects.