Posts by Janette Lonsdale
Why a Content Strategy Is the Difference Between a Polished Brand and a Digital Mess
Buyers don’t wait for sales calls anymore. They research, compare, and form opinions long before they reach out — often based solely on nothing more than what you’ve published online. Your customers are out there. They are searching the web for you. They are typing what they need into Google search — and increasingly into…
Read MoreWhy Marketing Collateral Often Fails Sales Teams
Is your sales force using all those beautifully designed, expensive marketing materials your marketing department and creative agencies are producing? Frustrated salespeople who don’t have the sales materials they need to do their jobs waste precious selling time attempting to create effective collateral. They view marketing materials with an unhealthy dose of suspicion. Many worry…
Read MoreStart at the End: Writing for the Web With the Inverted Pyramid
Readers move fast online. They scan, skim, and filter website content at speed. If they don’t quickly see what they’re looking for, they move on. That’s why effective web writing starts at the end. The inverted pyramid is a writing structure that puts the most important, useful, and relevant information at the top of the…
Read MoreHow to Build an Authority Voice for a Thought Leadership Brand
You are an expert and you know your subject inside out. However, in this digital world, you are only an authority if your audience says so. If you are building your authority voice online you need people to talk about you. Put a slightly different way, your authority does not come from you. Authority comes…
Read MoreSix Content Projects to Accelerate Sales in the Second Half of the Year
By the time you reach the half-year mark, it is easy to see what kind of year you’re going to have. If you’re on track, well done. But if those numbers could look better, you still have time to turn things around. Here are six content marketing tactics you can use to accelerate your efforts…
Read MoreWhy Content Marketers Need to Plan Like Editors
If you stare at a blank screen wondering what to write about today, you’re not thinking like an editor. Editors take publishing seriously. They don’t rely on inspiration or last-minute ideas. They plan, manage and track content because their responsibility is to deliver material that’s timely, relevant, and worth reading. That mindset is just as…
Read MoreHow a Strategic Editorial Calendar Keeps Content Aligned to Business Goals
An editorial calendar can keep content production organized — but organization alone isn’t the point. The real value of an editorial calendar lies in its strategic nature. Used well, it keeps content aligned with business goals, audience priorities, and long-term direction, rather than drifting into disconnected publishing activity. Today, most editorial calendars live inside apps…
Read MoreWho Should be Writing Your Website Content?
With trillions of pages on the web, how do you get noticed? The answer is easy. Provide fantastic content. Content is king because it is the most important element of your web presence. Without it, you have nothing. People visit your website because they are looking for something specific. They come for your content. And…
Read MoreGreat Web Content Is What Makes a Website Work
Content is the currency of the Internet. No matter how clever, graphically beautiful, or technically impressive your website is, 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…
Read MoreHow a Content Audit Reveals Whether Your Website is Hurting Sales
There are many reasons to conduct a website content audit, but the most important is this: to ensure the money you spend on content is actually supporting sales. For most businesses, this means supporting and growing sales. A content audit allows you to map your website to your business goals. It will detail not just…
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