At USGBC, the articles on our website serve many different purposes: sharing information; encouraging advocacy; and promoting our products, events and education. It goes without saying that a registration launch or an update to LEED deserves an article—but what about those webpages or aspects of certification that our customers may not be aware of, or may not quite understand?
Pointing people to existing resources and helping answer more of their questions became a big priority for me in my second year at USGBC. I wanted to dig deeper into how content marketing could support our organization and our customers alike. One way I did this was by creating the “LEED Link” article campaign.
This campaign has been a win-win: We are able to publish LEED-centered content even during times when USGBC doesn’t have major announcements or case studies, and we are able to give people searching for specific topics a quick summary with links to deeper engagement.
Consider these questions when planning a campaign to drive traffic to your existing site resources.
What are people looking for?
Start by taking a look at Google—both on the analytics side and by playing around with searches. On the Google Analytics Home section for your own website, review the stats under “What pages do your users visit?” and “What are your top-selling products?” Under Behavior/Site Search, find out what terms people are looking up on your site.
I like to periodically search Google for keywords and questions related to products of ours. This shows me what is coming up first in public search results. Sometimes, it’s our relevant webpages. Other times, it’s coverage of our resources by another organization. Obviously, we’d like our USGBC pages to be the first links that come up, so that we can ensure people are getting accurate information. Learn about ways to enhance your search engine rankings.
A top-searched term on our website recently has been “regional priority credits.” I published a LEED Link explaining what these LEED credits were and linking to additional information on our website. Now, this article is the first Google result for those keywords.
What’s useful, but not in your main navigation?
Like many organizations, we try to keep our main nav clean and high-level, with just a few landing pages, which in turn link to further information. This is a UX best practice, but it also means that some very useful info can be “hidden” on the site. If this is true of your website as well, create articles that bring those resource pages to the surface. For example:
- LEED Online is our portal for LEED project management, but it’s not in our main nav. Our LEED Link on that topic is now the third Google result after the two actual portal URLs, with pageview stats in approximately the top 5% of our total articles.
- After LEED v4 was launched in 2017, I drilled down into the new landing page content and discovered “impact categories,” which in the new version of the rating system had been updated to better reflect the goals of LEED.
- Similarly, the LEED credit library is used and searched for constantly, but is not directly linked from our top nav.
What do you want people to know more about?
This falls into two categories:
- New content. If USGBC has recently launched an update to LEED or a new study pathway for aspiring credential holders, I will put out a LEED Link about it a few weeks after the initial launch campaign. You may have done a first round of promotion for your latest and greatest resource, but don’t stop there. You’ll get even more eyes on it—or remind people who were interested the first time, but didn’t click—if you do a follow-up piece.
- Underused content. We have a stellar, searchable project directory where buildings and sites that have achieved LEED certification can have a profile page to share photos and descriptions. However, project teams don’t always take advantage of this resource, so I promoted it in a LEED Link. If there are pages on your website that you think people would find useful if they used them more, promote them!
This is one of the most enjoyable parts of my job. I love exploring the nooks and crannies of our website and our analytics to create content that leads people to what they need to know, what they want to know—and what they didn’t know they didn’t know. As a content marketer, you have to also be a detective. Get out your magnifying glass and see what you learn.
The fight for the email inbox is getting more and more competitive. Subscribers are smarter than ever, and grabbing their attention is only getting harder. That’s why an effective subject line is key to a successful email.
The subject line is your email’s first impression. Your email could be filled with the most engaging content ever, but if no one is compelled to open it, all the content (not to mention all the work that went into it!) goes to waste.
Here are some “dos and don’ts” to keep in mind next time you’re crafting a subject line:
Do get personal. Using personalization (beyond the first name) is a great way to show the subscriber that you’re paying attention to what they’ve shared with you. The Open Table subject line below is a great example of personalization done right. It includes my name, reservation timing and restaurant name, so that I’m inspired to confirm the reservation.
Example: “Ursula, let Chez Billy Sud know you’re coming tomorrow”
Don’t use spam words like “free,” “buy now,” “act now,” or “this isn’t spam” (take a look into your own spam folder for some examples of what not to include).
Do pay attention to character count relative to where your emails are being read. While a longer subject line may be ideal for desktop, it’s not going to work if most of your subscribers are reading emails on their phones. Also, please don’t include the word “newsletter” in your email. It’s redundant, and you’re wasting valuable real estate.
Don’t lie about the content in the email. In accordance with the CAN-SPAM Act, your subject line should reflect the content of the email. Our USGBC candidate handbook emails are a great example of being straightforward. There’s no confusion with a subject line that says, “Here’s your LEED Green Associate Candidate Handbook.” The subscriber knows exactly what to expect in this email—the candidate handbook.
Do be timely. Caviar, a food delivery service, sent me an email the day after Easter, with the call to action of “eat a salad.” It’s relatable and funny because of its timeliness. Bonus points for relevant emoji use!
Example: “So you need to eat healthy because 🍭🐰🍫”
Do A/B test. Subject line A/B testing is an easy place to start. Each test is a chance to learn about your subscribers. You never know what may work.
Examples we’ve tested here at USGBC include:
“Last chance to register for the Wintergreen Leadership Awards next week” vs. “Knock it out of the park at the leadership awards next week ⚾”
“Join a live LEED v4.1 session on Materials and Indoor Environmental Quality next week ✅️” vs. “Get your LEED v4.1 questions answered ✅️”