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June 2018

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It doesn’t matter if you’re a brain surgeon getting ready to cut open a patient, or a garbage man picking up trash, trust is the lifeblood between a client and service provider. If you can’t establish trust with your target audience, you’ll find it nearly impossible to be successful. In the world of digital marketing and online communication, you don’t have the same face-to-face interactions that you would in a traditional setting. As a result, trust is often formed via content marketing. How to Build Trust Via Content Research from Bonfire Marketing shows that 63 percent of customers will opt for what they call an “authentic”

It’s no longer enough to follow a conventional path in content marketing. There are too many competitors striving for visibility in an already-crowded field, and too many consumers starting to demand more from their most valued brands. If you want to stand out and start seeing better results, you need to tap your creativity, and start getting experimental. But what are the best ways to experiment in content marketing? Why It Pays to Be Creative Let’s establish context for why creativity and experimentation are important in content marketing: Differentiation. First, experimenting and taking risks is going to set you apart from the competition. Instantly, you’ll have

When you want visitors to explore the content on your website, you’ve got to organize that content so it appeals to different mindsets. This often means putting the same information on multiple pages, or presenting it in different ways. Here’s a common example you’re probably familiar with. If you’re a local business, you don’t want to hide your phone number behind a “contact” link. Your phone number should be on your contact page, but it should also be in your header on all pages to enable visitors (who might be in a hurry) to call immediately. This satisfies two mindsets – those in a

The fabric of the world is made of stories. Stories are how we interact with and relate to others in the world. The same is true online; each time we visit a website, we’re reading a narrative of some kind. Usually those narratives are sales-oriented, but many are personal stories written by people who have something to share. In that case, they’re selling an idea rather than a product. Persuasive storytelling is popular because it sells Raw data is interesting, but stories have the power to impact people’s emotions and move them into action. Every good internet marketer taps into emotion through storytelling to sell

If you aren’t yet using comparison articles on your site to improve your search engine optimization (SEO), and earn more conversions while you’re at it, now’s the perfect time to get started. If you aren’t familiar with comparison articles, the basic premise is this: introduce two or more similar, competing products, and compare them in a detailed analysis, eventually settling on one that’s superior or concluding that each has strengths and weaknesses that balance each other out. It’s helpful to start with some examples if you’re unfamiliar with the format. Resurgence Behavioral Health has an excellent guide comparing Valium and Xanax, while if you’re looking

The business model you start with isn’t always the business model you end up with—and for good reason. Market conditions, a new competitor, or unanticipated challenges might force a founder to pivot, offering new products and services or completely changing the brand. For example, lighting company APPARATUS transitioned into creating a range of lighting fixtures and designer furniture once it saw the opportunity in the space. Suzuki changed from producing looms to manufacturing cars and motorcycles when the industry changed.  And you might be surprised to learn that YouTube once started as a video-based dating site before it pivoted to the model that captivates

Search engine optimization (SEO) involves a multitude of tasks, and a diverse range of skills. You’ll need technical expertise to handle backend changes to your site, creativity to come up with new content ideas, analytic skills to gauge how you’re doing, and even people skills to communicate with clients and publishers. That’s why most SEO agencies and companies doing SEO in-house have an entire team of people working together; each person can specialize in one niche skill, so nobody is burdened with the task of becoming an SEO Swiss army knife. But there’s a downside to this approach. If you aren’t careful, all those discrete