How to Keep Your Content Promises

When we don’t consider what visitors expect when we offer them our content, we set a series of events in motion that results in our visitors feeling… dumb. Here are four ways we let break promises to our readers.

Your Explaining Face Will Change Your Content Marketing

Subscribe by Email My ten-year-old son gave me a valuable lesson in content marketing today. Sean has a good friend who, to hear him tell it, rarely changes his expression. It’s just who he is. However, Sean was sharing one of this friend’s more interesting ideas: to build a tall building and put a catapult [...]

PubCon: Go Deep in Conversion Strategies

More Businesses Realize that Conversion is the Key to Lowering Search Costs

The folks at PubCon are smart, and I’m talking about the attendees. They’re good at what they do because, well, they go to PubCon. Brett Tabke’s organization, which has several conferences around the country has a loyal following.

Is 2010 the Year of Web Site Optimization?

2010 is the year for Web site optimization. Still we have to remember that Web site optimization is at the top of the conversion stack. First you have truly know your visitor. You have to create a content platform to answer questions. You have to identify the best media strategies and channels to reach your target audience. And most importantly, you have to have the content your customers want. And then you’re ready for optimization.