Ultra long form content performs surprisingly well. It generates more website traffic, it has high search value, and it generates more social media engagement. It’s definitely worth adding to your content marketing mix.
Google is shaping your brand. Our constant interactions with Google have conditioned us to think and search in phrases. We type in statements or categories to find products and services. Play to this phenomenon in your marketing. Make your brand Googleable.
How often do you update your website? I’m not talking about adding a blog post or publishing an article. How often do you make structural changes to your website? Your website is alive, and apart of a vibrant ecosystem. If you are not updating it quarterly, your website will atrophy and die.
Your challenge is to be in the right place at the right time, your prospects’ Path of Search, when they’re considering their options. This is a major element of a demand generation program.
No one is born with perfect vision and purpose. The only way to find it is to live it and look for it. Strategizing and planning will only take you so far. Then you have to act.
The biggest obstacle to creating a unified brand for a professional services firm is the Partner compensation plan. ‘Eat what you kill’ comp plans fracture brands.
The best time to initiate customer relationships is three years before they need you. Instead of competing for existing demand, build relationships so your customers call you first when they’re ready to buy.
Your content is the foundation of your digital brand. The content your company produces drives social media, influences your search rank and feeds your website. It builds your company’s credibility by demonstrating your firm’s capabilities, personality and values. And...
Digital marketing is important, but don’t forget about the real world too. I’ve been shocked recently to see a number of B2B companies abandon their offline marketing and focus exclusively online. It’s easy to focus your marketing resources online: social media,...
One of the great challenges of the information age is information overload. We have access to too much information and too many options. We're inundated with content. Information overload creates a unique sales challenge, because before a prospect begins the buying...
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