Content marketing and sales haven't always traditionally been considered complementary departments. Though their aims -- to increase overall conversions, raising both profitability and profile for the company -- are ultimately the same, it's often assumed that each pursue these goals independently and with different (sometimes opposing) ideas about how to achieve success.Read More >>
As a consumer, you experience a constant barrage of content marketing in the form of infographics, videos, blog posts (hint hint), social media posts, and much more. Good content marketing embraces a symbiotic relationship: the buyer comes away with useful or entertaining information, and you, their new favorite brand, leave a lasting impression without resorting to straight up advertisement—which, for the most part, people hate.Read More >>
Even though the field of SEO is changing rapidly, keyword research is still an important part of optimizing your content for search engines. It's just that now, instead of targeting a single keyword or phrase, you'll be working with clusters of keywords around a topic. But the process is similar—finding the proper keywords requires you to step into your client’s shoes and figure out what they would search for to find your services.Read More >>
The first time I wrote about buyer personas was nearly 4 years ago, which is about a decade in internet-years (running slightly behind the equivalent 28 dog years).
Chances are, you know what buyer personas are and the inbound marketing theory behind why they work. But some people haven't gotten around to using them yet, often because they don't want to devote the time to writing personas and getting their teams to use them if they don't think they'll see a solid ROI.
And you know what? That’s completely understandable! So here are 8 things that buyer personas can do to improve your marketing in a measurable way.Read More >>
First impressions are important. When it comes to your business relationships or your video application to a regional amateur ostrich wrestling competition, it’s hard to shake the vision others have created of you once it’s been formed.Read More >>