Inbound Unwound - Marketing Insights

Quality Content Defined: 5 Features That Transform Boring Into Brilliant

Posted by Mike Lieberman, Chief Inbound Scientist

Thu, Sep 18, 2014

Losers have content. Winners have quality content.

The Internet has no shortage of content, but it's definitely missing quality content – the stuff people are searching for, those informative pieces that help guide decisions, the useful material put out by thought leaders.

But how do you know if you have just plain old content or quality content? Here are the five features that separate the best from the bland.

1. Formatting

Quality content isn't just chock full of interesting ideas and useful tips. In order to turn a good blog post into a great one, you need to use the proper page and text formatting.

Readers are crunched for time, and they need easily digestible information – if they have to work for it, they're gone. Most users are skimmers and scanners, so you should structure your content to make it simple for them to navigate through your posts. Optimal formatting includes appropriate usage of:

  • Bolded and italicized words to convey the importance of an idea
  • Bullet points and numbered lists (like the one you're reading!)
  • Playing with white space to prevent text blocking
  • Short, concise sentences and paragraphs
  • Headers and subheaders to break up text

2. Grammar & Spelling

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Topics: Content Marketing, inbound marketing, content strategy, thought leadership, quality content

The Role Of ‘Real-Time’ In The Digital Business Marketplace

Posted by Mike Lieberman, Chief Inbound Scientist

Wed, Sep 17, 2014

The digital business marketplace is constantly being shifted, molded and tweaked with ferocity; dealing with an ever-increasing pace of change is one of the biggest challenges businesses face.

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Topics: inbound marketing, digital marketing, Marketing Strategy, customer interactions, business insights, digital business, customer expectations

Emotion-Enticing, Conversion-Sparking Landing Pages

Posted by Mike Lieberman, Chief Inbound Scientist

Tue, Sep 16, 2014

You need to dedicate time and effort to your landing pages, because they're worth it. Landing pages are your ultimate conversion hotspot – it's the place where your anonymous visitors transform into valuable prospects.

If you affect your users' emotions in the right way, you impact their behavior. Emotion is tied to action – and of course, as a marketer, you want that action to be a conversion on your landing page. Here are a few things to keep in mind when trying to trigger an emotional response in your audience and making them convert.

Understand your audience's emotional needs.

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Topics: Content Marketing, inbound marketing, Landing Pages, marketing strategies, landing page

Content Marketing: Use Influencers To Exponentially Increase Visitors And Leads

Posted by Mike Lieberman, Chief Inbound Scientist

Mon, Sep 15, 2014

How do we get our blog articles to be on the first page of search engines?

That is the goal, right? What’s the point of doing blog after blog if they don’t rank, don’t drive visitors and don’t convert visitors into leads?

We’ve been pitching client content to key website properties as part of our engagement, but we recently adjusted that strategy to include what we call influencers. Those influencers, if used properly, help your blog articles rank higher, rank more quickly and deliver better results.

Here’s how you do it.

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Topics: Content Marketing, content sourcing, content strategy, influence marketing

6 Tips For Creating Emotionally Charged, High-Quality Content

Posted by Julia Donato

Fri, Sep 12, 2014

Humans are emotional creatures with a thirst for knowledge, and quality content should appeal to both of these aspects. When you're developing a content marketing strategy, it's important that you think intently about who your audience is and how to play on their emotions without sacrificing the value of your posts. Here are six essentials to help you get started.

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Topics: inbound marketing, video marketing, buyer behavior, content creation, Marketing Strategy, quality marketing

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