Four Classic Content Research Mistakes to Avoid

In prior blogs, I’ve championed the power of strong, supportive research in content. When you back up a client’s insights with substantive survey findings/statistics/analysis, etc., you’re boosting the credibility of the messaging. By combining the client’s expertise with independent, on-point and vetted data or information, you establish an authoritative voice. Without it, you’re simply presenting […]

How A Customer-Centric Approach to Messaging Will Improve Your SEO

One of the most important success factors in improving your SEO is speaking to your customer’s pain points on their terms, not yours. This is the key difference between marketing yourself from a product-centric perspective (we do this, we do that) versus marketing yourself from a customer-centric perspective (I have this problem, I have that […]