Content Marketing Mistakes, And How to Avoid Them

We have a great guest post over on Conversion Scientist from Brittany at Powered by Search, and we definitely wanted to share it with you.

It’s no secret that content marketing is a huge resource for leads. But before you start writing that e-book, churning out those blog posts, and designing those infographics, ask yourself a very important question; How am I going to optimize this to ensure I generate leads?

Hubspot snapshot CTAs
We don’t want to give anything away, but here’s this teaser: Hubspot is the master of the blog CTA.

Brittany will break down the main downfalls of content marketing and show you the best way to avoid them. Commonly (and perhaps overly) used phrases like “content is king” can help convey the importance of creating content, but fails to include the importance of solid content marketing.

She also talks about the need for quality content, and avoiding the use of tons of mediocre content to get leads. As with shoes, friends, and fried chicken, content is all about quality over quantity.

Head over to The Conversion Scientist to read the entire article HERE.

For more news from The Conversion Scientist, follow Brian on Twitter and LIKE him on Facebook.


Your Customer Creation Equation Gets Reviewed, And More!

It’s always great hearing from happy customers that are reaping the benefits of Your Customer Creation Equation. We’ve received emails, tweets, blog posts, and pictures from many colleagues, clients, customers and friends that are seeing tremendous results from the book. It warms our hearts!

However, we have something really special we want to share today. Kathryn Aragon (one of the biggest brains over at Crazy Egg) was kind enough to write an amazing review on Your Customer Creation Equation. She lays out the basic principles of the conversion, and gives a great overview of what it means for you and your business.

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Just a taste of Kathryn’s great review.


She makes Brian sound pretty darn smart. And let’s be honest; usually the lab coat does most of the work.

Please take a minute to check out her awesome review. We’re thrilled to have her support!


Which Video Game Character is Your Visitor Persona?

It’s pretty amazing to see how creative some people get with their posts. Yes, infographics are great, but what about the almost-lost art of just plain graphs? The brilliantly creative minds over at Orbit Media Studios came up with a pretty great graph to describe visitor personas…… using characters from classic 80’s video games.

Sneak peak

Video game personas




Well we can’t give them all the credit. As they point out in the bottom of the article “This article is based on a presentation given by Jenny Magic and Brian Massey at Content Marketing World. The original methodology is theirs. I just added some content types and the video game references. Brian’s got a book out called Customer Creation Equation. Check it out!”

The visitor personas are broken down into four categories – Mario, Galaga, Frogger, and Pac-Man. How does each character act? What are their characteristics?

To find out more, read the article HERE.

Three Must-Have SEO Tools, Featuring The Conversion Scientist

The fine folks over at Powered by Search put together a great post asking a pretty important question;  If you could use only 3 tools to excel in your digital marketing specialty, what would they be and why?

They reached out to seventeen different digital marketers and SEO experts, and Brian was one of them. As always, Brian has a lot of feelings on the subject and on what tools are essential in his digital marketing arsenal.

A huge THANK YOU to our friends at Power by Search for including Brian in this piece!

Read the full article HERE.

The Chemistry of Landing Pages that Convert with LIVE Critiques Webinar

It’s no secret that Brian loves a great landing page. But what exactly makes a great landing page? How do you know if yours is good, or great, or just plain bad?

Brian has partnered with Contact Point to bring you a webinar that answers those questions. He’ll explain what components make up a great landing page and how to ensure they are a part of your page.

But it gets better! Brian will also be taking real landing pages submitted by webinar attendees and critiquing them LIVE. You will get to see firsthand how the Conversion Scientist looks at and evaluates a landing page.

Don’t worry folks, he promises to be gentle. 

So how do you get to be a part of this webinar? Here are all the details.

Date: Thursday, April 4th

Time: 2:00pm – 3:00pm EDT

Click HERE to get registered for the webinar.

Thanks to Contact Point for inviting Brian to be a part of their webinar series, and we look forward to having you attend!


Brian’s Interview on Content Marketing 360 – Website Optimization Tips

Brian was honored to be a guest on Content Marketing 360 to share his best website optimization tips. Download the podcast below and check out what Brian has to say about tips and tricks for optimizing your site.

Brian talks about his beginnings as a computer science major at Texas A&M, which somehow took him into sales. Eventually that led him to marketing. He did some consulting work, then ended up developing his own original analytic packages. All of the skills and experiences came together to create The Conversion Scientist.

In this interview, Brian breaks conversion down to it’s most basic parts; people coming to your site, and people taking action on your site. He explains how knowing your conversion rate can help you maximize your buyers and potentially lower your marketing costs.

To hear more of Brian’s best tips for optimizing your site and boosting your conversion rate, download the interview below.


Shopify Blog’s 30 Books That Will Help You Increase Sales

It’s been an exciting couple of weeks around here. First, Brian was named one of the Top 40 Digital Strategists by OMI, then SEO Copywriters recognized him as one of their top guest posters of 2012. And today, Your Customer Creation Equation was recommended by Shopify Blog as one of the 30 books that will help you increase sales.

This calls for streamers and champagne!

Shopify included some really amazing titles on the list. There are books for conversion, books for entrepreneurs, books for marketing and PR, and every type of online marketing under the sun.

It’s pretty cool to see Your Customer Creation Equation listed with so many great books. It’s not often a conversion and optimization book gets to be listed with Tony Robbins or Malcolm Gladwell, so this is definitely worth celebrating. Congratulations Brian!

Thank you SEO Copywriting – Top 12 Guest Posts of 2012

January 2013 seems to be full of honors and mentions and shoutouts.

First, I was recognized by OMI as one of the Top 40 Digital Strategists, and now SEO Copywriting has chosen me as one of the of their Top 12 Favorite Guest Post Writers of 2012.

It’s an honor to not only be invited to post on SEO Copywriting, but it’s even more awesome to be included in this bunch. While there are some familiar faces on the list, it’s exciting to see so many new contributors that are making great contributions to our space.

You can also check out my original post from August.

Thanks to SEO Copywriting for inviting me to share and thinking I’m good enough to make the Top 12 list!

Eat it #26! OMI’s Top 40 Digital Strategists List

I just received an email that I’m really excited to share:

“The Online Marketing Institute has officially released their list of the ‘Top 40 Digital Strategists’ leading the industry, and they are thrilled to include you, and your advice for 2013.”

Alphabetically, we’re at #25 on the OMI list with some brilliant leaders in the digital strategy field. I’ve had the opportunity to get to know many of them, and they are definitely the cream of the crop.

And, any list that puts the likes of Scott Brinker and Joe Pulizzi in the honorable mention category is clearly less than scientific. Joe, Scott, my advice is to buy OMI’s Aaron Kahlow a cooler full of steaks before next year’s list is published.

Nonetheless, it feels great to have your work recognized.

Check out the entire list of winners.

If you want to know how smart these folks really are, read their top advice.

Thanks again to OMI for the honor. I am…. well….. honored.

A Quick How-To on Using Your Marketing Battery

This a guest post by Your Customer Creation Equation reader and email marketer Elliott Breadmore.

When I launched my first website I was full of excitement and enthusiasm, looking forward to providing thousands of people with valuable information that I had learned. Sharing my knowledge on my site was the easy part though. Getting the views is another thing.

For example, getting views through back linking can be a tediously long and frustrating process. It can require hours and hours of dedication and can sometimes have only minuscule results. If done wrong it can annoy viewers and bring negative sentiments to your site and actually have harmful or depressing consequences. When back linking you need to keep an overall positive attitude and thank people for their feedback.

Back linking: The process of going onto another site, talking about the subject in the post (normally related to your niche but not always necessary) and then leaving a link back to your site. The point of back linking is to increase the number of views that one of your pages receives, therefore boosting it up on the Google page rank.

This is where your “marketing battery” comes in; it is all about viewers and conversion rates. When your page receives views, you can expect 10% to go onto the squeeze page and request your free product, which then makes them subscribers.

Squeeze Page: A landing page created to solicit opt-in email addresses from prospective subscribers..

Now with those 10% of viewers that are now subscribers, we send emails offering valuable information so they keep coming back to our site wanting more. After 4-5 solid emails with helpful information, a sales letter goes out.

Sales Letter: An email, often in “letter” form, advertising a product.

This letter is, by definition going to those who are most worthy to receive it; they have not unsubscribed after the first 4-5 mailings.

We build a relationship with our subscribers during the first 4 or 5 emails, and then when they know that the information that we are providing is both legit and educational, the sales letter goes out.

Your email campaign can also be a difficult process. You specifically need to address each letter on the subject of your choice. When writing these first couple of emails , they need to be very informative, structured, and professionally friendly. These emails are crucial if you are to sell your product.

Using Email to Inform and Build Trust

I personally recommend the email being no longer than 400-600 words. You don’t want to burden the reader, but instead keep them interested and looking forward to the next one.

Keep in mind that your subscriber batteries will lose charge over time. Having multiple products that are consistently advertised to your subscribers can cause a drain on the juice, so keep an eye on your stats and evolve your strategy as needed.

You want to keep your subscribers happy, informed, and engaged, while avoiding product advertisement burnout.

Remember to keep your approach happy and positive; this will ensure that others enjoy your site as much as you do.

Elliott Breadmore is the Marketing Manager of Email Marketing Tips, one of the leading online resources for all things email marketing. His (and Email Marketing Tips’s) main goal is to provide fast-tracked education to aspiring email marketers.

Image courtesy jeroenbeel on