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Ensuring that a persona achieves its macro conversion (e.g., making a sale) entails having well d...

Overview In this chapter, we cover what conversion is and how to optimize webpages to convert be...

InterAction is about encouraging positive interactions on a website and social media. Positive in...

There are many, many ways to get leads. Generally speaking, any marketing activity that leads con...

Lead scoring is an approach to ranking leads based on their value to a firm, which supports marke...

Once a firm has acquired leads and qualified them (i.e., as MQLs), it enters a process of lead nu...

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 ...