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.
All posts by Shelly Bowen
What Makes People Care? What do you do when you’ve just spent a bunch of time and money redesigning your whole web experience, paid money to direct traffic to it, and then … nothing? No one calls, clicks, shares, sticks around, signs up, or buys?
Here’s the big question: When your digital content marketing efforts aren’t driving the leads, sales, or revenue that they used to, can content strategy help? Absolutely. Here’s how.
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:
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:
“The more content the better, right? So why bother doing a content audit? And why do you recommend doing one every six months to a year?” Great question. A content audit (also frequently called a content inventory) is like opening up the hood of your car and realizing that your engine has been taken over by squirrels. Okay, not exactly like that. But the content audit is certainly revealing and often surprising to clients. Here’s what I discovered in the last few website content audits I’ve completed:
It’s never okay to copy someone else’s content … or to be copied … without permission, even if the source is credited. I do, however, understand the feelings of flattery when your content gets copied. Especially when it’s copied by a bigger or more popular source than yours, and you’d like a relationship with them. But before you let it slide, please understand copying is copyright infringement. Also, repetitive content on the web can hurt your SEO. What’s more, with copied content, true attribution becomes fuzzy, so even though it has a credit, it may be missed. Here’s how to…
Not creating content isn’t saving you time and money. It’s costing you. You know that not getting your voice and story out there is slowing you down … even holding you back … from reaching your business goals. But how do you fit it in? Here are a few content strategy ideas to help you get on a consistent schedule of showing off your expertise, inspiring brand loyalty, and keeping your audience close. Even if you’re short on time and resources.