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> Unfortunately SEO ruins great, witty and brief marketing texts. SEO content marketing is basically a descendent of direct marketing -- the stuff you used to
by jacques_chester 7y ago
> Unfortunately SEO ruins great, witty and brief marketing texts.
SEO content marketing is basically a descendent of direct marketing -- the stuff you used to get in the mail, in two-page spreads in Reader's Digest and so forth.
Direct marketers have known for a very long time that long-form copy sells better. They had the numbers to prove it long before "analytics" was a common idea -- the very term A/B testing refers to the "A" and "B" sides of a newspaper print roller being able to print two versions of an advertisement.
Source: Tested Advertising Methods by Caples. A fascinating, if depressing, read.
- ghgr 7y ago> the very term A/B testing refers to the "A" and "B" sides of a newspaper print roller being able to print two versions of an advertisement. Really? That's interesting. But how could they tell which version converted better? Maybe distributing each version in a different area?
- jacques_chester 7y agoThat was the beauty of it. As the newsprint passes through, one paper will get A, the next will get B, the next A and so on. The plates are otherwise identical for each page being printed. This perfect 50/50 split pretty much controls for all the plausible variables. Location, time of day, you name it, the odds of a reader seeing either A or B was exactly 50%.