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Content Strategy

How to Talk to Your Prospects

an Article published on April 17, 2019

...Right Message at the Right Time Talking about yourself might not be your best opening line when talking to complete strangers. Most cold prospects will not be entering your site through the front door of your home page or even...

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The Case For a Marketing-Focused Agency Website

an Article published on January 5, 2009

...system you have been watching everything this person has been doing on your site. You know every single page they have been to, how long they spent on each page, and how long they spent on the site on every...

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Content 101

an Article written by Christopher Butler on October 31, 2010

...World” post is still on the first page, please take down your blog until you’re certain you can commit to it. It’s going to take a lot of time and perseverance to gain traction; don’t expect instant engagement. Oh, and...

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a Page published on September 1, 2016

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Prospect Experience Design

Screencast: Using Keyword Data to Improve Your Site

an Article published on March 23, 2010

...Imitate > Predict Start with problematic keywords and their corresponding landing pages, and then focus on tweaking one page at a time. Imitate users’ experience when they use a specific keyword to reach a page.  What did they search for,...

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Prospect Experience Design

An Offline Information Architecture Exercise

an Article written by Christopher Butler on June 20, 2011

...index cards with the common page and content types that our typical agency clients’ websites need—the kinds of information that you’d expect to find on a content-driven, pull-marketing website. These would be the cards that the team would need to...

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How to Write a White Paper

an Article written by Tema Flanagan on June 11, 2019

...followed by the form to access the full content. When the user submits the form, the rest of the content is released inside of the existing web page on the site. From this page, the reader can not only consume...

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Prospect Experience Design

2013 Year-End Design Resource Review

an Article published on December 20, 2013

...way of presenting wireframes, mood boards or page mockups (instead of attaching them to an email or creating a PDF) you should check out InVision. Once you sign up, you can create presentations and invite team members and collaborators to...

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The Definition of Content Strategy

an Article written by Mark O’Brien on June 19, 2012

...so, the content cannot be hidden inside an image, a Flash movie, a PDF file, or behind a login. The content, in full, needs to be right there on the page for the world to see. Not putting your content...

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Prospect Experience Design

Maintaining Great Information Architecture Over the Lifespan of Your Website

an Article published on May 12, 2014

...typically doesn’t change very often, but you’ve just added a new service, and it needs to be showcased on the site. So, you add a new page and situate it in a way that makes sense in the site menu....

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