People move fast online. Their eyes skip over the screen, scanning and filtering for the information they want. Web reader behavior studies show they don’t want to read as much as 80% of your web content. This presents a major challenge for content marketers. How do you make sure the people you have worked so…
Archive | Copywriting
A website content audit will improve your sales
There are many reasons to do a website content audit but by far the most important is to make sure the dollars you spend on content development are really improving your business. For most businesses this means supporting and growing sales. A content audit allows you to map your website to your business goals. It…
Marketing collateral is not useful to sales reps
Is your sales force using all those beautifully designed, expensive marketing materials your marketing department and creative agencies are producing? According to a survey “State of the Sales Rep” published by Barinshark in October, frustrated sales people across America are engaged in productivity-busting activities because they don’t have the sales materials they need to do their jobs.…
Put web content before website development & design
Content is the currency of the Internet. No matter how clever, graphically beautiful, or technically impressive your website, it exists to convey information. Despite this, website content is often an afterthought. A website should look great and it does need to work smoothly, but the Internet is not a beauty pageant. Your website is a…
Will Google’s keyword encryption kill content marketing?
It may have been on the cards for a while, but last week when Google announced it was encrypting all keywords and cutting everyone off from vital organic-search keyword data, it came as a bit of a shock. I won’t deny it, my eyes watered. What is a content marketer to do? You need all…