Buyer personas have many uses. Writing content that resonates is an easy one that comes to mind. Reallocating your AdWords budget is another. If you’re interviewing actual customers, then you want a concise list of questions for your persona research.
Software-Generated Content
Content marketing is now a commodity. I’ve seen prices as low as $1.90 an article. Yup, you read that right. Less than 2 bucks for a blog post. Now that Google rewards websites with in-depth content, the race is on to create as many blog posts and web pages as possible in order to get search attention. Recently a prospect told us they use a service to write their web articles; it turns out to be a service that delivers software-generated content.
Types of Downloadable Content
Following on from our recent blog post on gated content, today we’re going to look at the types of downloadable content you might want to put behind a gate.
Building Cornerstone Content
Cornerstone content is core information your prospects need in order to buy from you. It’s often described as in-depth content, and it supports the main areas of your business’ services or products. Using ourselves as an example, a piece of cornerstone content is a recent AdWords ebook we created. Fixing, creating and managing AdWords account is a service we offer. Our ebook contains advice related to running SEM as well as how to solve the many problems we solve for our clients.
How To Build the Perfect ‘What We Do’ Page
Writing the perfectWhat We Do page on your website is difficult. If your company is anything like ours, working out exactly what you do and defining it well enough to fit it onto a single page of your website is tough.
Creating A Compelling Call to Action
Every page on your website, or post on your blog, should have a call to action. Ideally, it’s a compelling invitation to do something that piques your visitor’s interests and feeds your business’ sales funnel. It could be signing up for a newsletter, downloading a whitepaper or simply visiting another page. If you want to improve the number of clicks your CTAs get, it’s important to keep them fresh. So let’s look at 5 ways to improve your call to actions and get more action on your website.
Long Form Content: How Much Is Enough?
What’s the perfect length for long-form content? With “Panda” targeting thin content and artificial intelligence/machine learning added to the search index, content guidelines are changing. We’ll explore how much content you need for both your human and machine audience.
Title Tag & Meta Description Psychology
How to Entice a Click Title tags and meta descriptions are the mini organic “ads” that show up on a Search Engine Results Page. If your website has SEO authority and credibility for that keyword, you may appear on page one. There are only ten slots available; the top three get the lion’s share of …
Gated Content
Digital marketing is based upon information. In the sales process, the power has shifted from the seller to the buyer (caveat venditor versus caveat emptor). Content (in the form of blog articles or new web pages) is written as a way to attract and educate potential buyers via organic search. Most content on the Web is open, meaning it’s readily searchable (as long as it’s well organized, optimized and relevant). But should all content be free? Let’s explore the idea of gated content as a way to urge searchers further into our sales funnel.
Repurposing Content Ideas
Content Marketing is hard. It takes resources to consistently publish new and fresh information that resonates with your audience. Google and other search engines don’t like duplicate writing. The search engines see it as basically re-publishing the same content at different times or other places on the Web. So, when does repurposing your content make sense, and how can you avoid duplication? Here are a few ideas to remix and revitalize content you’ve already written.