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Marketing Breakdown

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A solid content marketing strategy will likely produce 3x more leads than paid ads.
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Think of it this way; the value will never expire. Info can be updated, sure, but an organic investment (done correctly) should be on your new year's resolution.

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Lead gen is the goal (ok, well, conversions are the goal, leads move this along), and your offer is the hook.
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Here's how to set up your content marketing strategy when mapping which elements to include in your lead magnet.
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Which keywords to target

Brand tone to use (+ keep it consistent)

When to mention your product (aim to be slick with the intro)

Which CTA to use that will actually convert

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Your ultimate goal is for readers to take action.
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1. Which keywords to target

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There are a lot of free keyword research tools, but one of my favourite to use is Ubersuggest. You should be researching a mixture of simple & long-tail keywords.

Note → Longer tail-keyword variations get you more traffic.

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2. Related vs. target keywords

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There'sThere's a difference here. When searching for target keywords, use Ubersuggest to also research ''related'' keywords. Adding related words helps Google understand the search intent from users and which type to target. Remember, every user has an intent that can be broken down into 3 categories; navigational, informational, transactional.
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3. Organize your content strategy + set goals

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Don'tDon't assume everyone (even yourself) are on the same page about related and target keywords. To figure out which content you should focus on, create your spreadsheet that outlines each topic related to your business and build content from there. Keeping yourself organized has always paid off. Keep track of your keywords, which content strategy you're going to use for each and how often you will target them.
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• What is the goal of the content?
• What do you want to achieve?
• Which keyword/topic are you focusing on?
• Which product or service are you focusing on?
• How long will your content be?
• How will you promote this content?
• What problem are you solving?
• What is your CTA?
• What landing page will your CTA land on (and is it related to the content)?
• What happens next (how do you get conversions)?
• Which influencer(s) does your content align with?
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4. Create a draft of your content
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Remember, you're writing for search engines, yes, but more importantly, write valuable content for your readers, and the rest will follow. Your keyword dentist should be no more than 1-2% of the overall content, so if your content is a 1000 word blog, your keywords should only appear 10-20 times throughout the blog.
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When drafting your content, you also need to outline the following:
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• Who is the content aimed towards?
• What is the best format to create this content (i.e. infographic, blog, etc.)
• How to deliver the best user experience?
• How can you format your content to make it visually appealing? (i.e. titles, images, spacing)
• What is your brand tone?
• Who are you talking to (who is your audience)?
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5. Optimize content
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Internal linking is one of the best ways to optimize content; it helps you rank in SERPs and keeps users on the page longer. When building your content, link old content that is relevant to your new content. When using internal linking, focus on using meaningful anchor text, such as a relevant keyword, instead of having a generic phrase or word like ''click here.'' Tools like Yoast plugin speed up the process and give you recommendations for internal linking.

Marketing News

Instagram has 2 billion users, which we heard from CNBC, which they heard from an anonymous Instagram employee.
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They have had great traction considering the first billion took 8 years, while the second billion ‘only’ took 3 years. Those numbers are pretty impressive, especially considering that Facebook only grew by 30% during the same timeframe.
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It wasn’t too long ago that TikTik surpassed a billion users, which led many to assume that Insta must have been on the decline. But you know what they say about assumptions.
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This also comes on the tail of Instagram announcing that they are increasing their video lengths on stories.

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Any video posted beyond 15-seconds gets split into multiple videos. They are now testing out 60-second videos.

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Let’s run some numbers;
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Carousel ads are used to boost Instagram stories; right now, each Story ad has a maximum of 10 videos.

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10 videos x 15 seconds = 150 seconds (2.5 minutes).
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With the new change
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10 videos x 60 seconds = 600 seconds (10 minutes).

This is all speculation that Instagram will allow 10 videos at 60 seconds each. Perhaps Taylor Swift’s latest 10-minute music video inspired others that our attention span is more than a goldfish?
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​Some things you should know about CRO going into 2022

This year, despite its ups and downs, I've had the privilege of driving additional revenue for some amazing brands (4 shark tank brands included)

Here are Top 5 lessons I've learned about CRO

1/ No amount of CRO will fix a poorly targeted audience. The type of traffic you drive to your site & LP is just as important as the on-site experience you are trying to provide.

2/ Almost 70% of your time will be spent on research and this is a good thing... Because the more you know about your audience, the better equipped you are to serve them.

3/ It's not Features VS Benefits, it's Features & Benefits. It took me a while to notice this, but the technical specs of your products are as important as your benefits, just relate them to your audience. Features are also a great way to show why you are better than other alternatives.

4/ Never assume you know why someone bought from your site. Aside from implementing tracking tools... It doesn't hurt to ask your customers, via emails, what influenced their buying decision.

5/ What worked for one brand, might not work for the next. We implemented an offer page for a brand that flopped (at first) but that same offer page doubled the revenue of another brand.

Bonus/ some of the underrated tools I use.

• Microsoft Clarity (Free)
• Google data studio
• Answer the public

Offer pages & having a custom CRO strategy can be some of the best things you can implement for your brand. And the best part, you can start with small, simple incremental changes.
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This micro nugget was written by Wealth JR inside our Marketers Utopia ​

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