Recent Posts by Heidi Willard

Crafting a Content Strategy That's Smart


There are two ways to produce content — sporadically or strategically. While there's a lot of freedom in sporadically creating content based on whatever comes to mind in the moment, treating content this way is like planting a garden based on whatever seed packets your hands happen to grab. You're getting the job done by planting a garden, but you have no result predictions or goals.

There's a better, smarter way, and we want to help you find it. Planning and strategizing is what sets engaging content apart from aimless content. A plan helps you produce marketing material that makes sense in its timing, its placement, and to its audience. Ready to start getting smart? Let's go.

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Posted by Heidi Willard on January 30, 2018 | 0 Comments

Make Your Conversion Points Perform Like a Boss


As marketers, we know that every stage of the buyer's journey matters. We pour our hearts and souls into the entire process from beginning to end. Of course, we love every minute of it, but just ask any marketer, and they'll tell you that what ultimately makes the hard work worthwhile are the conversions.

Conversions are evidence that your marketing strategy is working. It's when marketing dollars come back in profits, and it feels great when conversions are happening. But what if they're not? After all the work you've put into reaching, informing and nurturing your audience, the last thing you want is to lose them right before you were able to generate a lead.

The good news is that conversions are somewhat of a science. While humans can be unpredictable, there are enough marketing studies out there to show us what works effectively at a conversion point and what doesn't. It's not enough for your conversion points to simply exist. They must be effective, and we have some ideas on how to get yours to that level. 

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Posted by Heidi Willard on December 21, 2017 | 0 Comments