Being perceived as an authority boosts sales. Think about it. Consumers trust authorities, and look to them for advice before making purchasing decisions.

Look at the influence Pantone has on which colors go in and out of fashion. Or Oprah Winfrey and her book club (in 2011 it was estimated that 55 million book sales could be attributed to the club). How about the influence bloggers (and more recently vloggers) have on buying habits? Research Now found that “84% of consumers make purchases after reading about a product or service on a blog”.

If you’re able to propel yourself to “authority” status, you too can reap the benefits of being able to influence consumer behavior.

So what makes someone an “authority”? Is it being the smartest mind in their field? The biggest innovator in their industry? While those credentials certainly help, the short answer is… no.

The people that succeed at becoming authorities are those that excel at marketing themselves and their abilities. One way to do that, as you might have guessed already, is through content.

Knowledge plays a part in building authority, but is it enough? Not even close. Let’s take a look at a few ways that you can use content to create perceived expertise. Continue reading Authority-Building Through Content: How to Create Perceived Expertise

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On his Quicksprout blog, Neil Patel once compared content marketing and SEO to “peanut butter and jelly,” saying, “you can eat them on their own, and they are delicious… but what happens when you combine them? They complement each other, right?”

Even if, for some unfathomable reason you don’t actually like peanut butter and jelly sandwiches (if you have a peanut allergy, I’ll let it slide), you’ll probably still understand the analogy: on their own, peanut butter and jelly are both pretty awesome, but put them together and you have… culinary perfection.

The same can be said of content marketing and SEO (except, perhaps, the culinary part). They can each exist in isolation, but the best and most effective online marketing strategies contain both.


Many of the more technical aspects of SEO (I’m thinking on-page here) are as important today as they ever were (if not, even more so). Best practices in this area haven’t really changed that much, either.

Off-page SEO, however (namely, link-building), has evolved exponentially. Back in the day, you could rely on automated directory listings and article marketing links to see you climb up the rankings.

Today, though, content marketing is a fundamental link-building tactic for most SEOs, and while link-building might not be the only reason marketers would choose to invest in content, it is a pretty big one.

Understanding how intertwined SEO and content are, and how content can impact your search presence, are the first steps in incorporating SEO best practices into your content marketing. Let’s take a look at 15 more… Continue reading 15 Strategies for Incorporating SEO Best Practices into Your Content Marketing

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What does it take to retain your customers month after month? Is it as simple as offering a cutting-edge, market-leading product?

Some people still seem to believe that “if you build it, they will come” (or, in this case, stay). But that’s not enough. Often, the market-leading products aren’t the “best” products – they’re just the products that have more money, greater distribution, and, almost always, better marketing behind them.

Remember Betamax? It’s widely believed that the eventual market leader, VHS, was inferior to Sony’s videotape format. However, a lack of support from hardware companies, limited distribution, high costs, and limitations with the technology itself (primarily, the initial 60-minute recording limit) meant that Sony quickly lost that round – despite producing the superior product.


These lessons are even more pertinent today – especially for the majority of SaaS companies, where competition tends to be especially fierce.

Stick with me, and we’ll take a look at 25 growth hacking strategies that’ll help you to stop churn in its tracks and keep your customers right where you want them – with you. Continue reading 25 Ways to Stop Churn in Its Tracks

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If you publish great content and no one reads it, does it add value?

Probably not.

Distribution is key to maximizing the impact of your content and increasing brand awareness. However, most companies fail to create effective distribution channels.

According to the Altimeter Group, “53% of marketers think distribution is a top need but only 26% currently invest in it.”

Whether you want to boost website traffic or grow your email list, expanding content reach is critical to engage your audience.

Building strategic alliances gives your business the opportunity to influence potential consumers. It also helps your team save time and valuable resources. Continue reading Build Strategic Alliances to Amplify Your Content Reach


Watching the number of visitors to your site grow is pretty awesome – who wouldn’t want to see results like this?


But, visits alone do not equate to a successful business. To make money, you’ve got to convert at least some of those visitors and turn them into customers. Thankfully, there’s plenty that you can do to get the ball rolling and start turning a popular website into a profitable website.

Read on for 10 growth hacks you can use to help turn your visitors into customers: Continue reading 10 Ways That Turn Visitors into Customers

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Press coverage is an invaluable growth tool and, in most cases, a pretty cost-effective one too. That’s why I believe that a strategy for chasing coverage should always be part of your marketing plan.

But the best part is, you don’t have to aim for the top, all the time. While a front page spot in the New York Times or Washington Post would be pretty freaking awesome, writers on industry sites and publications can be much more approachable and receptive to your pitches than the journos at the frontlines of traditional newsrooms.

When I was trying to get the word out about, for instance, I wasn’t always shooting for the moon. In fact, one of my key strategies was to go after mentions on industry blogs with small, but mighty, readerships. It wasn’t always easy, but I definitely think it paid off.

Stick with me to find out how you can replicate this strategy for yourself… Continue reading How to Hack Your Way Into the Press

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Competition for business in today’s ultra-connected, global world is fierce. Each day, fresh ideas are formed and new companies are launched, and yet – 90% of startups fail.

Needless to say (or you wouldn’t be here), you want to be in the 10% that succeed. One way to do that is to focus on more than just gaining customers. Instead, you need to identify ways to turn some of those customers into brand advocates.

Read on for 16 ways to do just that… Continue reading 16 Ways to Turn Customers into Brand Advocates

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The About page is one of the most important pages of every site. It’s where a visitor goes to find out just exactly what you do, what you’re about, and – more importantly – whether they like and can trust your brand. For some customers, the About page can be the deciding factor that determines whether they buy from you, or from one of your competitors.

It’s also, all too often, one of the most neglected pages on a website.

Even the Huffington Post, one of the world’s biggest digital news sources, has reduced their About Us page to nothing more than a list of editorial staff.


Why is this so bad?

First, the page answers almost zero questions about who the Huffington Post are, what they do, and why we should care about them. Continue reading Your About Page is Failing You: Here’s How to Fix It


If you’re trying to acquire more customers and grow your business (and you’re here, so I assume you must be), there are countless tools available to you. Literally, there are far too many of them to count – and far, far too many for anyone to ever come close to being able to use them all.

However, while it’s great that we have so many choices available to us, it is possible to have too much of a good thing. Research has actually suggested that “when the number of choices increases beyond a certain point, people’s motivation to choose and their satisfaction with the chosen alternative decreases.”


I don’t know about you, but this makes perfect sense to me: I used to find that, when it came to identifying the tools I wanted to use in my marketing, the really tricky part was sorting through all the noise and figuring out what tools and tactics would best serve my needs. Continue reading 10 Tools to Help Acquire Customers


Why are you doing content marketing?

“Because our competitors are…”

“To gain exposure…”

“Because I was told I had to…”

I ask this question a lot, and the above answers are pretty typical of the sort of response I hear.

Of course, every company wants to gain exposure and drive people to their website, and if enough people tell them content’s the way to do that, it makes sense that – at some point – they’d choose to go down that road.

However, while exposure and visits – and even email sign-ups and social growth – are all great to see, in isolation, they’re not going to make much of a difference to your bottom line (and they’re definitely not going to convince the guys “up top” that content is worth investing in).

In order to maximize the ROI of your content marketing, you need to be converting these leads into something tangible – something that can be assigned a dollar value.

If you’ve not yet reached that point, don’t worry – you’re not alone. Recent stats show that although 93% of marketers are using content marketing, only 9% of them deem it to be “very effective.”

In this post, I’m going to take a look at why you’re struggling to take your content to the next level, and what you can do to start converting the leads you capture and push yourself into that 9% of “very effective” content marketers.

Let’s begin by taking a look at…

What’s wrong with your content creation process

You’re targeting the wrong people

Newsflash: content that’s going to drive conversions has to target a demographic of visitors that are actually likely to convert. If you’re successfully driving leads with your content, but none of those leads are converting, could the problem be that the content doesn’t align with your target market? And that the resulting leads are unqualified and irrelevant as a result? Continue reading Why Your Content Marketing Leads Aren’t Converting (and What to Do About It)