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Getting Conversions Where They Count: An Enterprise Software Success Story

Russia pushes blogging censorship law | BLOUIN BEAT: Technology

Source: European Union Internet Usage and Population

The difference can be as stark as a company that sells pens considering a $2 purchase a conversion, and a business that provides enterprise software closing a deal worth several thousand dollars or more. Marketers in the latter category may not know brand content can serve as a powerful assist when pushing prospective buyers through the sales funnel, but one Brafton client demonstrates how regular blogging helps enterprise software companies generate more conversions online. Blogs for better engagement The company partnered with Brafton to receive custom content about topics that its core audience cares about: quality assurance, test management and automation. It quickly became clear the target audience wanted this information because the company began seeing engagement metrics improve on a quarterly basis. People who came to the site to read blog posts started to stay longer nearly 30 seconds more. Visitors were also reading about four more pages per session, and averaging five pages per visit. This is the kind of stickiness brands want to see once theyve moved past initial SEO goals. It means the site is bringing in the right kind of traffic, and those visitors are clicking around because theyre interested in what the company is saying. On top of that, it gives brands more time to make a case about why their products and services are smart solutions. Content fuels conversions All of those metrics look good in analytics reports, but the figure that matters most to marketers is the number of conversions.
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One Brafton customer shows how a blogging strategy can help B2Bs that care more about the quality of leads than the quantity.

Sasha Mordovets/Getty Images Russia is no stranger to internet crackdowns. President Vladimir Putin has issued his fair share of blockages, outages, shutdowns, and punishments for bloggers who voice opposition towards the government. As the web is increasingly used as a forum for dissenters, the government searches for ways to stifle it. So the latest legislative attempt by Russias parliament to intensify restrictions against media content and bloggers is not a surprising move.But as internet users in Russia grow in number, reactions to the tightening of web rules become more aggressive. VISUAL CONTEXT: FACEBOOK IN RUSSIA Source: European Union Internet Usage and Population Russias parliament has approved a measure that requires bloggers who host sites that receive over 3,000 page views daily to reveal personal information about themselves and abide by rules to not disseminate extremist information. This new ruling has Russias burgeoning technology community up in arms, naturally. Whereas, in years past, Russia did not have much of an internet presence to boast of, the country is now home to the second most popular social media site in Europe after Facebook called Vkontakte or VK, and its biggest search engine Yandex is increasingly profitable each quarter. The company considered Russias equivalent of Google controls half of all advertising on Russias internet, and therefore stands to make solid profits from online advertising. The Wall Street Journal quotes a spokesperson for Yandex: The adoption of the law will become a yet another step in increasing government control over the internet in Russia, which will negatively impact the development of the industry. Historically, the government has shut down websites and other portals on the net justifying their closure with 2012 law giving the government the power to block websites deemed harmful to children. But this latest legislation does not boast of any guise except one aimed at restricting the publishing of content online, nor is it out of character for Putin to go to extreme measures regarding internet control. Last week he issued public statements about how the internet is a CIA project mirroring fears that have grown on an international level surrounding the level of control the U.S.
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