When we think of content from a business perspective, we most commonly think of it in relation to marketing. We think of websites, blogs, social media and emails – all designed to generate leads for our business. It isn’t the only type of content, of course, but since it is the one we all think of,
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Making a market
Raising awareness with content
When building a marketing strategy and plan, the first thing you need to do is make people aware that you exist as a business and what you do. I know this might seem obvious, but you’d be surprised how many people just don’t give their attention (or enough attention) to this step. Consider this… To
Cultivating Interest
If you want people to be interested in your services and products, you need to cultivate this and demonstrate the value you bring. This is where long-form content comes to the fore. Consider this… When you want to generate interest in what you do here are a few things to bear in mind: ‘People buy
Getting to a decision
The primary role of marketing is to get people to the point where they think, “Yes, this is the business for me.” To be clear though, that does not mean they’ve actually placed an order. Getting people to a decision is actually the toughest step, because there are so many factors that influence it. Consider this…
Over the line – how to create effective sales copy
A decision isn’t a sale! Listen carefully, I will say that again for you… A decision is not a sale! For example – “I’ve decided to take a trip to Jordan.” I haven’t booked my flights yet, though. See the difference? A decision to go to Jordan has been made but no concrete action has