Countless websites are technically sound yet still struggle to rank or perform organically performance still struggles. Upon reaching out to search engines for answers and explanations, the usual response is to consider the quality of the site. Sound advice, yes, but what does “quality” actually mean? And how do you improve it? Quality is one […]
A well-crafted blog. An incisive video. A truly enlightening infographic. A good piece of content is the strongest way to connect with your audience. With so many marketing misconceptions about how content works and what it can achieve, however, many brands haven’t tapped the tactic’s full potential. No matter your organisation’s size, content marketing can help […]
According to dictionary.com, a buzzword is ‘a word or phrase, often sounding authoritative or technical, that is a vogue term in a particular profession.’ In other words, buzzwords are marketing fluff: stuff everyone says but that doesn’t really add any value. Digital marketing is all about getting the best results, but you can’t get the […]
Recently a client of ours told me that they were planning to ungate the whitepaper resources on their website. My content marketing mind freaked out! Surely valuable content is worth at least an email address? Isn’t everyone used to gated content by now? What was the point of the content if not to generate leads? […]
Earlier this year I had the pleasure of traveling around the country, armed with notepad and Dictaphone, to speak to some of Scotland’s best and brightest Content Marketers for my thesis research. A wide variety of senior, experienced practitioners of content marketing volunteered their valuable time and expertise, coming from a varied range of industries, […]
I wrote recently about the most important thing in content marketing still being reaching and persuading people. Sometimes acknowledging that as a primary focus can make it awkward pitching ideas; for agencies pitching to clients or for clients pitching to their upper management. Why? Because people enjoy and engage with things that are easy to write […]
Copywriters and content marketers are at a metaphorical junction. On the one hand there is a need for great copy that is engaging, informative and rooted in ideas and, on the other, there is a need to produce more and more of it in an increasingly faster paced environment, which runs the risk of diluting […]
You’ve designed a beautiful landing page. You’ve tweaked and tested its responsiveness. You’ve spent hours on keyword research, arriving at what you believe to be a winning blend of high-traffic short-tail and conversion-friendly long-tail. In short, you’re ready for an influx of traffic… or are you? Without effective landing page copy, you risk squandering the […]