A force multiplier for content teams
Your partner in demand generation
Simple search metrics that your team will like, opt-in banner puzzle games, and everything you need to know about Google Tag Manager.
Giant image files, more on Core Web Vitals and Google Search Console, URL lengthening, and other nice things.
Third-party cookies are going away. Should you care? We use the word "Romanesque", a critical metric most keyword strategies overlook, and captioning and content calendaring.
How you should relate to AI copywriting tools, and our new guide to content outlining. Plus getting out of Zoom meetings. And pugs! (That last one’s at the end, you gotta earn it.)
Core Web Vitals, things to worry about with Hubspot, rappers, and malware. (Well, we're not sending malware, we just mention it.)
This guide will show you how to generate outlines for clear content that is built with purpose and primed to perform.
This section will help you give your writer the basic formal expectations of the piece.
There are infinite ways to structure a document, though we’ll focus here on the simple, linear form.
By adding resource links to each section of the outline, you’re setting copywriters up for success and saving yourself time in the editorial revision process.
A quick breakdown of where to start.
Lots of ways to serve language-specific sites, but just one that we recommend.
Getting started with a thoughtful, data-driven SEO strategy in 3 hours.
How to gather the seed keywords that will form the basis of your keyword strategy.
Refining your seed keyword list to make sure they're not too narrow, or too broad.
How to rank your seed keywords in terms of their relevance.
How to gather volume and competition data from popular SEO tools.
How to understand the output of your keyword strategy.
All you need is a web browser to start optimizing content on your website for marketing purposes. This blog is designed for beginners and novices. Let’s begin.
Are people really engaging with your page? These basic page metrics will help you answer that question on your path to marketing content optimization.
We break down some basic traffic metrics that any beginner can use on the path to website content optimization. All you need to get started is a web browser.
A short list of places to look for building your seed keyword list.
Aside from its importance as a marketing channel in general, organic search creates trust, doesn't depend on spend, and is a helpful lever for thinking about your strategy and site in general.
You don't have to spend a lot of time to build a really high-quality keyword strategy.
A lot of content marketers freak out about duplicate content, but they don't need to. Here's why.
Choosing a CMS is one of the most important decisions you’ll make with your marketing tech stack.
Content marketing is hard. Here's how to build a minimum viable content marketing engine.
Your team's most important skill isn't writing, or promoting, or crunching engagement numbers. It's learning.
Content marketers assigned to complex SaaS products? Don't stress. Team members and colleagues can help you write well about the tech.
Marketers can learn a lot from developers, as one developer advocate explains – especially those developers who resist very the idea of ‘marketing’.
How to put together a page comparing your product to your competitors.
Why Markdown is a helpful tool for content marketers.
Product marketing is about finding the best way to talk and think about your product. Here’s how that applies to content performance and SEO.
Google Discover isn't worth prioritizing for most B2B marketers right now.
Why you probably shouldn't host your B2B blog on Medium, and what to do instead.
A simple marketing attribution model that is realistic to implement but supports sophisticated analytics.
Speed really matters for content performance – and we're talking more than just a site's basic load time.
You can create content on a daily basis without compromising quality or draining your labor budget. A content pipeline can be low-touch, high-yield.
Why does Google do what it does? Self-interest. Make peace with this fact and you can start building a more robust web presence on (and beyond) Google.
Use unmoderated user testing to learn how visitors read your site.
Our content stack audit covers all the things that matter for content performance on your site.
Make sure your site avoids fundamental issues that can hamper performance.
Usability is surprisingly important for overall site performance.
Images are a critical way to communicate, but can also cause problems for content performance.
Help your visitors easily find what they're looking for.
Build calls to action that are easy to find and use.
Keep your forms as easy to use as possible.
Prevent common problems that make your site harder to find on search and in social media.
Make your site easy to use for search engines.
Make sure you're tracking performance correctly.
Principles for building content that performs.
How to interview customers and get their words into your content strategy.
Is trust more important than attention?
What startups should focus on for A/B testing – even if they don't generate much traffic data. Traditional A/B principles can be applied to smaller scale tests.
How to focus on SEO fundamentals.
Why better (and better-performing) marketing is ongoing, iterative, and value-focused.
Why email marketers should make it easy for receipients to unsubscribe.
What does a post-Google-Analytics future look like? Do you even need it today?
At a minimum, users, sessions, and pageviews, and of course entrances, bounce rates, and retained sessions.
The most important things to do on your 404 page.
Let your visitors opt out of Google Analytics tracking.
The measures that matter for content marketers.
Customer language is what your customers say – and how they search for you.
Some strategies to repurpose and reuse content.
There's a more flexible way to think about your blog.
Writing for humans these days means you also need to write with robots (data and algorithms) in mind.
Yes, sometimes they can! Here's why.
A better way to think about the term "SEO".
A lot of it's email, but there are some other things, too.
Live chat doesn't help directly, but indirectly it can make a big difference.
The content stack involves production, distribution, conversion, strategy, and analytics; here's how these layers work together.
Structuring your navigation bar is mostly about usability.
Your users can't take in everything you want to say right away. How can you pick strategically?
Why it's important to expire (or better yet, update!) your out-of-date content
An important story.