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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)

Webinar: Incase you missed my webinar on The ROI of Content Marketing last week be sure to check out the recorded version here.

Have you ever walked over to a crowd of strangers in the street, just to find out what they were all looking at? Or stayed out longer and later than you wanted to, just in case something exciting happened while you weren’t there?

This, ladies and gentlemen, is because of FOMO – also known as the Fear of Missing Out. It’s the fear that whatever’s happening in our life, we might be missing out on something “better” that may (or may not) be happening instead.

FOMO isn’t exactly a new phenomenon; Psychologies psychotherapy columnist Philippa Perry called it, “a modern take on the grass being greener on the other side.” However there’s no arguing that technology – namely, the internet and, even more specifically, social media, aren’t fueling it – especially in younger generations.
Continue reading How to Use FOMO to Increase Traffic & Conversions


Guest Post from Shayla Price. Shayla lives at the intersection of digital marketing, technology, and social responsibility. Twitter: @shaylaprice.


Show, don’t tell. That’s the new motto of online marketing.

Visual storytelling is staking its claim into business strategies across several industries. From Lowe’s six-second Vines to Etsy’s Pinterest boards, top brands are seeking new, eye-catching ways to gain their audience’s attention. reports that Facebook posts with photos saw the most engagement, receiving 87% of total interactions. That’s why it’s no surprise that 71% of marketers use visual assets in their social media marketing.

If less text is better, how can you use visual storytelling to communicate your business’s values and products to consumers? Continue reading How to Use Visual Storytelling to Seduce Your Audience


Blog commenting is a somewhat… controversial marketing tool. But, that’s mostly because of comments like this:


And this:


There’s no arguing that blog comment spam isn’t a problem…


In fact, spam comments make up the vast majority of blog comments posted to the web. It sounds crazy, but the anti-blog-spam tool, Akismet, sees around 7.5 million of them every hour.

And there’s little mystery around why.

Once upon a time, blog commenting was actually an effective link-building strategy (here’s Loren Baker recommending it back in 2007). But that really was “once upon a time” (at least, in internet terms…).

Today, excessive blog commenting executed purely to gain links is officially frowned upon. According to Matt Cutts:

“If your primary link building strategy is to leave comments all over the web, to the degree that you have a huge fraction of your link portfolio comments, and no real people linking to you, then at some point that can be considered a link scheme. At a very high level we reserve the right to take action on any sort of deceptive or manipulative link schemes that we consider to be distorting your rankings.”

What’s more, even if manipulative blog commenting doesn’t land you a very lovely penalty, thanks to the “nofollow” attribute that’s commonly used today, any value you gain in terms of link equity is pretty much negligible anyway.

But, that doesn’t mean that blog commenting can’t be used as a legitimate mechanism for marketing your company and generating leads. Continue reading How I Generated 513 Leads To My Startup By Commenting on Blogs


Recently, a survey by Software Advice found that 56% of consumers have sought an answer to a question via a website’s live chat feature at least once, while nearly 10% have done so “many times.”


Further, research from eMarketer (albeit dated, but likely still relevant) discovered that, of those consumers who had used live chat, 65% were more likely to visit the site (on which they used the chat) again, while 27% had actually ended up purchasing more than they initially intended.


This says to me that there’s heaps of untapped potential out there for anyone who isn’t yet offering a live chat option on their website.

So today, let’s take a look at why and how live chat can help you in your mission to growth hack your company. Skip down a few sections if you’re ready to implement live chat and just want to find out how to utilize it to the best of its potential. Continue reading How To Leverage Live Chat for Marketing & User Acquisition


A lot of what I do starts with cold emails. Content marketing is all about creating relationships, and you’re not going to be able to do that unless you start putting yourself out there.

The reason that I have been successful with building an audience is because I believe in a help-first, ask questions later approach. I recognize the value in posting a link, mentioning an influencer, and promoting valuable tools—and so I try to do that for others as much as I can. It acts as a pre-emptive olive branch, showing others that my main concern, before I have even so much as an introduction, that I’m here to be helpful.

If you can adopt this philosophy early on, I believe it’s going to help you in every aspect of cold outreach. Be the kind of person that people want to have a relationship with, and it’s going to go far in creating in roads when you do start to reach out. When the time comes, however, you also need to have a strategy for getting your foot in the door, and that’s the art of the cold email. Continue reading The 3 Cold Emails Templates Every Content Marketer Should Use


Before I jump into today’s post I’d like to offer my awesome readers a free copy of my new ebook: Content Marketing Playbook. Grab your free copy from Amazon.

In July 2012, a then unknown (at least, here in the U.S.) Korean pop artist Park Jae-sang (more commonly known as Psy) released the music video for Gangnam Style. You’ve probably heard of it.

The video took just 48 hours to make and contained no special effects – or, in fact, anything that unusual (cheesy pop videos aren’t exactly a new phenomenon).

And yet, on the day of its release, the video was viewed more than 500,000 times on YouTube. Within two months, it surpassed 5 million views, and in December 2013, the video exceeded 2 billion views, breaking YouTube’s viewer counter.


That’s pretty impressive stuff. Continue reading A Data-Driven Approach to Going Viral

I (and, I imagine, most of us) have a bit of a love/hate relationship with Upworthy. You can’t deny that they’re pretty damn good at what they do. They’ve figured out a formula for reporting on “things that matter” in an accessible manner, and they stick with this prescriptive style (and really, finding what works for you and sticking with it is sound advice).

On the other hand… while Upworthy didn’t quite invent the “clickbait” headline – you know, those enticing headlines that promise great things but so often lead to disappointment – they certainly were a key player in their spread and misuse.

Yeah, thanks for that one, Upworthy…

That said, for all the poor imitations they’ve spawned, you’ve got to admire what Upworthy has achieved – and you have to admit that there’s a lot we can learn from them. Here are ten marketing strategies that are fundamental to Upworthy’s ongoing success, as well as a look at how you can steal them for yourself: Continue reading 10 Marketing Strategies to Steal from Upworthy