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All posts by Shelly Bowen

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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What are the benefits of a content audit?

By | January 25, 2016 |

“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:

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