March 12, 2019

The Guide to Customer Loyalty Through Content Marketing

What is the meaning of life? Type that question into Google’s search bar and you will receive approximately 992,000,000 possible answers. But which answer should you trust? Should you click on the link from Psychology Today or Success magazine? Both publications tackle the question and both are “authorities” on the subject, at least based on search standards – they show up in the top page of results. But one approaches the topic from the viewpoint of healthy living and the other from the perspective of increasing your income – wildly different points of view. As filmmaker David Lowry once said, “I’m not searching for the meaning of life, but I’m looking for a meaning within my life.” Aren’t we all? And in figuring that out, we’re looking for an authority we can trust. If we are pondering our higher purpose and how that maps to our emotional well-being, we will […]
March 11, 2019

7 Steps to Drive More Conversions with a User-Focused Content Matrix

Topic clusters are based on the idea that marketers create a single page to serve as the “hub” for a particular subject. From there, all the sub-topic posts related to that subject hub are linked from that main topic page – almost like a wheel. If you’ve been in marketing for at least a minute, chances are you’ve heard about topic clusters or hubs. This model is great for SEO. It ensures that pages on our site are all internally linked, related to the overall brand identity, and structured well for users to find what they need. But there’s something missing from this model: figuring out what the user actually needs. Targeting the ‘Imaginary Audience’ In digital marketing, it’s easy to become detached from our target audience. We end up optimizing our sites for ourselves, our peers and who we think our target audiences are. Senior Conversion Optimizer at Unbounce, […]
February 28, 2019

Using STAT for Content Strategy – Whiteboard Friday

The biggest thing that I find that comes of this is you’re really considering your audience much more because you do need to trust that Google knows what it is doing when it presents individuals with certain kinds of results. It knows the keyword’s intent, and it’s presenting results that make sense for that intent. Let’s say they’re across Canada and that you’re working with a company. So what I wish to see here for chances are like where I’m not ranking things, where are there places box showing up that I’m not in, or where are the people ask showing up that I’m not involved in. This is a way to keep your eye on your competitors. But among the things that STAT does well is it doesn’t just show you where you’re ranking, but what type of positions breaks down and where you should be thinking about rankings. […]
February 12, 2019

5 Actual Examples of Advanced Content Promotion Strategies

New blog posts would find the obligatory drive to Twitter and LinkedIn. (Facebook is used primarily because of their weekly webinar updates.) Zach used Pablo out of Buffer to design and make featured images for the blog articles. In other words, they concentrated on doing the things which matter most — the 20 percent which would create the biggest bang for their dollar. They won’t discount social networks entirely, though. Rather, their intern would take the frontlines. This individual would watch out for anything crucial, such as, for instance, a customer question, which will then be passed to the Customer Success Manager that will get back to them within a few hours. . . .Looked exactly like the number-one consequence from Content Advertising Institute: They produced marketing guides and weekly webinars to transform first attention into leads: Social media did drive visitors to their posts. But, former blog editor Zach […]