We're into production for the February issue of the WHIR magazine, which should start hitting mailboxes in about three weeks, so I thought now would be a good time for a bit of a preview of what to expect from the upcoming issue.
Incidentally, if you're not familiar with our print magazine, I encourage you to visit the magazine section of the site, where you can read the online edition of our October issue, subscribe for free (in North America) or buy back issues.
We've had some fun with, and some positive feedback from, past WHIR issues that have focused intently on a specific theme, our "Ten Turning Points" or "Hosting from the Beach" issues, for example. And with this issue, we've attempted to produce not just a themed issue, but a useful handbook: The Web Host's Marketing Toolbox.
In a series of how-to guides, we'll attempt to show Web hosts, particularly the smaller reseller shops that have minimal marketing staffs or budgets, how they can improve their online marketing efforts.
Some of the highlights:
A user's guide to adCenter: longtime WHIR contributor Wayne Epperson explores some of the finer points of Microsoft's recently-launched pay-per-click service, and how it can be incorporated into existing PPC spending.
Site design for SEO: WHIR regular Dennis McCafferty offers an overview of design techniques that can help Web hosting providers optimize their Web sites for search engine optimization, improving their rankings and increasing organic traffic.
Site design for sales: WHIR blogger Paul Hirsh examines some of the techniques Web hosts can use to make their sites more effective at turning visitors into customers, streamlining the checkout process and presenting a unified vision.
Banner and directory advertising: regular contributor Esther Bauer examines some of the vast potential held for Web hosts in the sometimes-ignored world of banner advertising and directory listings. (Of course I endorse it, however I can also testify to its effectiveness.)
Something I really expect this issue to excel at is remaining relevant to readers after the first time they read it. I absolutely think it will be something they keep on their desk as they re-examine their marketing efforts.
And I certainly hope that doing so helps them to improve conversions, increase signups and expand their businesses. That would be nice, right?
Tags: WHIR Magazine, Marketing, Pay-Per-Click, AdSense, SEO
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