Use Tags to Monetize Your Marketing Materials

If you work in a technology or product company, the chances are good that you’ve developed a large library of training resources, technical papers, webinars and other material that you post on your website. Most likely this information is is posted here and there on the key pages where visitors will hopefully find it.

Posting relevant content on inside pages is a good best practice. But if you’ve found that all the hard work that’s gone into preparing these materials isn’t generating the traffic it should, maybe the problem isn’t with the quality or relevancy of your documents. Perhaps the fault lies in how your material is organized.

Fortunately there are inexpensive but powerful tools available for our favorite CMS platform — WordPress — that make it easier for readers to discover the downloads they want. All it takes is a little thought on on your part to get started.

The first step in the organization process is to collect all of the documents you want to make available to create a single “information library” of support content — typically data sheets, product brochures, case studies, technical application notes and so on. Assuming many of these documents are already published throughout your site, you don’t need to physically pull all the PDFs together. Just note the document name and URL for each one.

Next, step back and look at your list of materials. What are the category “buckets” that the information falls into? Typically you’ll spot a handful — technical documentation, release notes, case studies, product brocures and so on. As you may have guessed by now, these categories will ultimately be used to create category “tags” that readers will use to help narrow down documents of interest. Once your new info library page is set up, readers will be presented with one or more dropdown menus from which they can quickly filter the types of documents they want.

After the WordPress plugin is installed and configured, you’ll need to go into the tool and assign tags to each of the documents in your collection. Depending on how many documents you’re trying to organize, simply organizing the content into major categories may suffice. But leveraging the power of tags can be extended further using subcategories — essentially tags within tags that further filter a long list of documents down to a select few. If for example you have dozens of application notes dealing with server software, but only two or three that deal with “Microsoft Windows,” then a subcategory based on operating systems (Microsoft Windows, Macintosh OSX, Linux, etc.) will be useful.

To see for yourself the power of tags, check out the “Resources” page we recently built for Listen Inc. in Boston. It uses tags in drop-down boxes to cull through a wide variety of information. Without ever leaving the page, readers can find a listing of upcoming trade show events, choose from multiple training and webinar programs, and access dozens of papers, technical notes, news and test sequences.

Until next time….

June, 2015

June 2015—Among the many projects we completed this month was the launch of a new website for FreshPath Consulting, a long-time Radar client and IT consulting firm in the Boston area.  In addition to the design and development of the site itself, the project included the latest logo we designed for the company and a new template along with refreshed content for FreshPath’s primary “call to action” on the site. This is a white paper called “Can You Afford Not to Have a Software Road Map?”

Both homepage and inside sidebars encourage visitors to download the free white paper. And because the topic directly addresses what it takes to achieve ROI and success on IT projects–always a concern for management–it’s proving to be a popular download.

May, 2015

May 2015—One of the largest, most feature-rich client sites ever launched earlier this month. The company is called Listen, Inc. and they are based in Boston. Listen offers a whole line of test measurement software that runs on PCs, and much of their business is international — namely, in Asia, where so many electronic products are manufactured. Hence the multi-language support on the site: English and Chinese. Check it our here:

I’m also happy to report that we went live late last month with MarketVantage, a web marketing agency and partner company of Radar Media Group run by President Hans Riemer. Also based in the Boston area, in Groton, Mass., MarketVantage specializes in pay-per-click advertising, Google AdWords management and overall increasing the number and quality of leads generated on your site.

April, 2015

April 2015—Live in the New England area and looking for a good insurance broker? Wilde Insurance, based in Winchester, Mass., is our latest site to go live this month. The new site utilizes the latest responsive design techniques and looks well, runs great on devices of all sizes, including smartphones — handy for clients who need to reach owner Allan Wilde when their cars break down at nights and weekends. You can see the site here:

To give the site personality and flavor, we utilized the company’s “lion logo” in unexpected and often non-obvious ways on multiple pages. See if you can spot him hiding in in the design. We also took some photos of the company’s storefront and Photoshopped them in interesting ways in the “About Us” section. Please check it out.

March, 2015

March 2015—Several web projects that began in the fourth quarter of last year came to fruition this month and last with the launch of new sites. One of these sites is Four Seasons Greenery, a Boston area supplier of office plants, decorative containers, flowers and related services. Fittingly for a site like this, we included one of the largest selections of photographs we’ve ever featured on a site, all organized into interactive photo galleries found on most inside pages. Here is one example: Weddings and Special Events.

Another big project for us was adding an e-commerce “storefront” to the McNulty and Associates website we launched last year. McNulty provides a unique service primarily for contractors and subcontractors bidding on major U.S. government contracts. Think of it as an important form of competitive research if you want to win a multi-million dollar deal. Over the last few years, the company has built up an inventory of over 400 of these reports, many of which can be repurposed by multiple clients. To help their customers save time and money on these ready-to-go reports, you can now buy them online using the store that Radar designed and built. It’s a nice new revenue stream for the company, and one we are told is growing very fast.

Not just anyone can buy from the new store, you have to qualify first. But you can see thelogin gateway here.