A well-crafted B2B white paper will showcase your company's thought leadership without giving a hint of being a sale pitch – which, of course, is what it (discreetly) is. Success, however, hinges on crafting a document that’s so impeccably persuasive, polished and professional that your reader’s oblivious to your underlying marketing genius and has no idea that it's a thinly veiled gateway to your sales funnel.
Read MoreSearch engine optimization (SEO) can sometimes seem unfathomable. Getting good organic search results is key for getting your website found and ultimately, the success of your brand or company. Here, I'm outlining the top 13 actions you can take to improve your on-site SEO. They're not difficult but they require you to be methodical and conscientious.
Read MoreWhat’s a keyword actually worth to your business? Even if you are chasing a high-traffic term, there may well be one low-competition long-tail keyword that is your ‘sweet spot’.
Read MoreAligning your company’s tone of voice is as vital to your brand as your logo. It's the verbal expression of your brand's identity. And an effective brand guide can offer more value than verbal guidelines. It can serve as a motivational tool company-wide.
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