A long time ago, in a galaxy far, far away, I was a content strategist at IMPACT who served two masters. I worked with our client services team to help optimize processes, and I supported the brand team (IMPACT’s in-house marketing department). Then, I got a virtual knock on my door. “Liz, you’ve been killing it with what you’ve been doing for us so far, but we need you to go be a content strategist and marketer for the sales team,” the IMPACT leadership team told me. “We have big goals and big projects that require your help.” Because I strive to be a team player who understands that, sometimes, you’ll need to pull up your big girl pants and do the job that’s needed, I said yes. I was on-board and ready to do the work. On the inside, however, I was mentally kicking rocks, like a poutier, whinier version of Charlie Brown.
Technological innovation presents new challenges in any industry and advances in artificial intelligence and content marketing are no different. Self-teaching algorithms have made search engine optimization (SEO) more abstract and difficult to master, which means it can feel harder to rank, attract an audience, and ultimately, gain customers with content marketing.
This is the first post in a series about pillar content best practices. I was first introduced to the concept of pillar content many moons ago, when Kathleen told Jessie-Lee and myself that we were going to make one about web design. At the time, I didn't really understand the concept of pillar content. All I knew was that, even though I was a passionate content creator, the idea of creating some 12,000+ word monolith that had no guarantee of success sounded painful.
Are you feeling lucky? Every St. Patrick’s Day, millions of people do -- especially in the United States. With more than 126.9 million Americans (30x the population of Ireland) expected to celebrate this year, the holiday can be the pot-of-gold at the end of marketing rainbow for many businesses. From decorations and greeting cards to clothing, food, and drink, over four billion dollars are spent during the celebrations, presenting a fun opportunity for businesses big and small to campaign for their cut.
We’ve all heard it time and time again: Work smarter, not harder. Get the most out of what you’ve already done. Repurpose your content. But let’s be real; like so many things in life, that’s usually easier said than done.
At first, I threw out every excuse in the book: The team doesn’t have time. Not everyone is a writer. They straight up hate writing. I knew convincing my colleagues to create content would be like pulling teeth, but back in 2015, when our founder and CEO, Bob, insisted we start publishing two (and at one point three) articles a day, I had to get them on board if I was going to get it done -- and keep my head above water. Today, almost three years later, our website traffic is 10x what it was, subscriber numbers are up 130%, and I love having so many voices on our blog. But how did I do it?
This week, Jessie-Lee, Marcella, and I are deep in the weeds with projects, so we will be back next week with a new espisode. However, we're not going to leave you empty-handed today. Instead, since we're all neck-deep in collaborative internal and client projects, we're going to share with you our 3 favorite episodes that have to do with the best practices around those very topics. Collaboration. Feedback. Project management. The very core of what we all do every day.
What's the secret behind the rapid growth of Unbounce? In this week's episode of The Inbound Success Podcast, Unbounce co-founder Oli Gardner gives us a peak behind the curtain at the company's marketing. From what helped them gain traction as a start up, to what they're doing now to continue fueling leads and customer acquisition, Oli shares his experiences and personal lessons learned, as well as what he's working on right now that he thinks will be a game changer.