Resources to optimize your content and messaging
It’s nice to imagine that if you present the right facts and statistics, the sheer weight of your logical arguments will convince people to buy your product or service. But that’s not really how most people make purchasing decisions. While facts, logic, and statistics are important, emotions play a critical [...]
For years, bloggers were told that the key to a successful blog was a steady stream of content. So people created detailed content calendars and hopped on the content marketing treadmill. Many organizations are still on that treadmill, scrambling to crank out anywhere from one to several blog posts every [...]
Test. Measure. Change. For digital marketers, that’s an endless cycle. We create variations of every ad, email, headline, and landing page, measure how our audience interacts with them, and then choose the versions that deliver the best results. But a single A/B test isn’t enough to create trends or make [...]
Every brand has a story. It’s the reason you exist. It’s what you do. It’s the problem you help your customers solve and the aspirations you empower them to fulfill. Maybe you inspire people to have a positive impact on their community. Or you equip pastors to lead their congregations. [...]
While most other forms of advertising disrupt a consumer’s reading or viewing experience in some way (like a forced a commercial break or a popup ad), native ads are designed to imitate the natural ways people expect to find content. Native ads blend in with the sites, apps, and platforms [...]
When you’re trying to convince someone to click your ad, open your email, sign up for a demo, or read a blog post, it can be hard to settle on the right messaging. How do you boil down everything your company or product does into a handful of words? What’s [...]
Every industry has specialized vocabulary that describes its concepts, problems, products, services, tasks, and roles. Sometimes these are unique words that evolve from acronyms or concepts that other industries don’t deal with regularly. Other times, this specialized vocabulary might repurpose existing words in a new way. However it forms, this [...]
The average goldfish has a nine-second attention span. The average Internet user has an eight-second attention span. That’s what your marketing is up against every time someone hits your landing page or opens your email. Your readers are literally less attentive than a goldfish. That’s not a criticism of how [...]
Nobody would be surprised if a pastor kept a Bible dictionary open while reading a theological commentary. When you read highly academic texts, you need tools to help you understand complex terms that the author doesn’t take the time to explain. But marketing isn’t academic, and your audience shouldn’t have [...]
Content marketing is one of those ubiquitous buzzwords that’s infiltrated just about every industry, company, and marketing team. Ask someone what it is, though, and they’ll probably stumble through a lengthy, convoluted explanation. Basically, it’s the art and science of making free helpful stuff, and using that free helpful stuff [...]