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All posts by Shelly Bowen

Why aren’t my leads converting?

By | November 3, 2016 |

Nine Common Content Strategy Mistakes Why Aren’t My Leads Converting? 9 Common Mistakes from Shelly Bowen In the last eight years working with clients at Pybop, I’ve seen some trends. Especially with regard to converting leads to loyal … subscribers, buyers, patients, students or or whatever you’re helping your audience do. Lead conversion is a tricky thing. For example, you might be driving traffic to your website, but it’s not capturing qualified leads. Qualified is key to conversion. If you’re selling to hospitals for example, you don’t want to be attracting consumers. Or you have a healthy email list or…

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Email frequency: how often should we email leads?

By | June 28, 2016 |

Promise Value … Then Live Up to It. One of the best ways to collect quality email addresses from your target audience is to promise something of value. Then follow through on that value. But then … how frequently can you email them without them unsubscribing?

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Can content strategy help with inbound marketing?

By | May 9, 2016 |

It’s easier to close a client who finds you than one you go out and find. For sure. So how can we help them find us? Inbound marketing. Thought leadership. And first impressions. Think about becoming a magnet for the right audience. Become easily findable, irresistible, and believable. Here’s where to start.

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How do we create effective content for diverse audience types?

By | February 5, 2016 |

Do Multiple Audiences Mean Tripled Content Efforts? How can you have a consistent brand voice and story, but appeal to different types of audiences? How do you do it when you have limited time and resources? Once you complete your audience analysis and core messaging priorities, both integral parts of your content strategy, you may be asking yourself a questions like these, too. Here’s a place to start:

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Content audit and content inventory: what’s the difference?

By | January 26, 2016 |

When you’re hiring to a content strategist, it’s good to clarify terms like content inventory, especially within a content strategy proposal. People have different ideas about what’s included in each phase of a content strategy process — and that’s okay. As long we clarify definitions and set expectations. So what’s the difference between a content audit and content inventory? And when does a content analysis start? Here are the definitions we use at Pybop:

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