3 Fundamental Editorial Standards for Any Serious Publication

I’m a “go big or go home” kind of gal, and when it comes to content marketing today that translates to “have editorial standards or don’t publish.” If a reader, listener, or viewer begins to like you, but you fail to earn their trust, your hard work will feel like a waste. Editorial standards are essentially rules that help you establish and uphold your reputation as a trustworthy resource for your audience.

Source: 3 Fundamental Editorial Standards for Any Serious Publication – Copyblogger

Words That Convert: Test, Learn, Repeat

If you had a magic lamp for your content marketing, what would you wish for? More e-book downloads? More subscribers? More customers?Whatever you wish for, chances are, it amounts to boosting the conversion rate at some stage of the marketing funnel, ultimately resulting in more profitable customer action. If only it were easy to boost conversion rates. Conversion has been called “one of the most frustrating challenges content marketers face” and “the last hurdle on your route to content marketing success.”

Source: Words That Convert: Test, Learn, Repeat

How to Create an About Us Page That Generates Leads

You need to put lots of thought and effort into every page of your website. But your About Us page is arguably the most important. Why? Anyone who is reading your About Us page is interested in learning more about your company. If you write this page properly, it can be used as an effective lead generation tool. Put yourself in the mindset of a website visitor who is reading this page. They’ve already stumbled upon your website, so they have a general idea of who you are and what you do. However, they m

Source: How to Create an About Us Page That Generates Leads

Declining Organic Traffic? How to Tell if it’s a Tracking or Optimization Issue

Picture this scenario. You’re a new employee that has just been brought in to a struggling marketing department (or an agency brought on to help recover lost numbers). You get access to Google Analytics, and see something like this: (Actual screenshot of the client I audited) This can generate two types of emotional response: excitement or fear (or both). The steady decline in organic traffic excites you because you have so many tactics and ideas that you think can save this company from spiraling downwa

Source: Declining Organic Traffic? How to Tell if it’s a Tracking or Optimization Issue – Moz

3 False Beliefs about Conversational Copywriting that Make Me Want to Scream

Before I get into what makes me scream, shout, and reach for hard objects to throw, let me be clear about my definition of “conversational copywriting.” It’s a way of writing sales copy that sounds like one friend enthusiastically selling something to another friend. Conversational copywriting is still about selling … but in a way that is honest, transparent, and respectful of your audience. It’s the zero-hype, no-BS antidote to the hard-sell approach. Truth be told, this has always been at

Source: 3 False Beliefs about Conversational Copywriting that Make Me Want to Scream – Copyblogger