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Ideally, acquiring a lead’s email address should start a sequence of planned emails and other mar...

The information should be well hierarchized, with the main message and the call to action associa...

  You are Paperlike, a company that specializes in an iPad screen protector that rep...

Overview In this chapter, we cover the basics of lead generation and lead nurturing activities. ...

As we have briefly covered, the RACE framework helps our content strategy by informing the type o...

A pillar page is a comprehensive resource page that covers a core topic in depth and links to hig...

Content creation is important for two main reasons. First, it helps build a website’s relevance a...

Something to keep in mind when creating content for social media platforms is associated with pro...

A brand is a name, term, design, symbol, and/or other feature (e.g., Off-White and Off-White “quo...

Last, and to reaffirm what has been said throughout the last chapters, your main role as a compan...

Over the last few chapters, we covered the basics of SEO, how to think about content creation and...

We conclude this chapter by discussing content calendars. Although pillar pages are a great long-...

  As in previous exercises, you are a fitness center creating a campaign for peopl...

Overview In this chapter, we cover some central activities associated with content creation. We ...

A landing page is a campaign-specific page distinct from your main website that has one goal and ...

Ad campaigns can aim at building awareness, but they are typically associated with making consume...

Banner ads are images or animations that advertise brands, products, and services on websites. Th...

In comparison to SEO, search advertising entails gaining traffic on SERPs by bidding on keywords....

Social media has also become one of the main pillars for advertising, and it can support most of ...

Influencer marketing—a form of social media marketing that capitalizes on people or organizations...