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Go for Contact, Not Home Runs in Your Content Marketing
When people talk to me about my content marketing work, I make one thing very clear: I don’t know how to make things go viral. Some people —like Jonah Peretti from Buzzfeed—are skilled at that, but I’m not. I’d rather focus on singles, doubles, and solid hits rather than striking out trying to get a…
What to do with “What is…” blog content & SEO
My newsletter subscribers got this first! Sign up here for free. Recently, my Twitter pal John Henry from Growth Plays pulled out a gem of a tweet thread. If you don’t know John Henry, he spends more time in large enterprise accounts than a raccoon in dirty dumpsters (that’s a compliment). His tweets were about “What is” content and their…
Is the “be a media company” advice misguided?
Get this in your inbox next time “Let’s be a media company” and “content is the product” seems to be a big call to action from marketers laterly. One of the biggest advocates of this recently has been Kieran Flanagan from Hubspot: Here he is earlier this month: And in May: And hey, some of…
How I Helped Grow Organic Traffic 78%
Organic traffic is up about ~78% since I started at Range.co about 6 months ago. I break it down below. Our organic traffic has had a lot of ups and downs, tbh. It dipped in the summer, but then some things I worked on clicked. That number may seem crazy to some of you, and…
How to use People Also Ask Questions from Google to Build Better Content Briefs
One thing I’ve been incorporating more into my briefs are questions. Turning to the People Also Ask (PAA) questions within Google can give you a great headstart on creating your briefs and more insights into what people are searching for. You are probably familiar with PAA questions even if they don’t show up on all…
Editorial vs Educational Content: Which One Do You Choose?
Someone the other day mentioned to me how a group of people sat in a room and came up with blog posts for each quarter. Whatever sounded good, they would do. Almost every day I hear about companies who do this. I get that impulse. It’s fun. Freewheeling. If you know your audience, your industry,…