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How Content Marketing Drives Sales for Your Sales Team
Jun09

How Content Marketing Drives Sales for Your Sales Team

Post by: Candice McNamara

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.

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How Content Marketing Is Like a Swiss Army Knife
Jun01

How Content Marketing Is Like a Swiss Army Knife

Post by: Emily Winsauer

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 advertisementwhich, for the most part, people hate. 

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How to Do Keyword Research for Your Next Blog Post
May24

How to Do Keyword Research for Your Next Blog Post

Post by: Emily Winsauer

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.

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8 Reasons to Use Buyer Personas to Guide Your Marketing
Jan05

8 Reasons to Use Buyer Personas to Guide Your Marketing

Post by: Emily Winsauer

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.

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Why Using Clickbait-Inspired Tactics Is Bad Content Marketing
Dec06

Why Using Clickbait-Inspired Tactics Is Bad Content Marketing

Post by: Emily Winsauer

We've all done it—even the most savvy inbound marketing experts. You're absentmindedly scrolling through Facebook during the mid-afternoon slump when you suddenly stumble upon an article titled “She Tried to Wrestle an Alligator and You’ll Never Guess What Happened Next!”

You get a strange, uncontrollable urge in your index finger to click the link and see exactly what that crazy lady was up to. After spending a disappointing minute-and-a-half reading about a zoologist taking a blood sample, you realize: you've fallen for clickbait yet again.

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