When you focus your marketing program around luring people to your website with high volume keywords, you are attracting takers—people who come to your website for one little nugget of knowledge or some clickbait headline, take what they want, and leave. Is that smart business? We say no. We call it the SEO Delusion.
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You know what the trouble with branding is? Too often, it’s a big project that generates a lot of energy … and then when it’s done, it’s done. That’s not the way it’s supposed to work.
It’s up to marketers to create a connection from the product and company to the buyer. The way to create a connection? A strong brand story.
What is this content marketing thing you’re hearing so much about? And, more importantly, can it help your business grow?
