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If you could choose one metric and one metric only to measure your B2B blog’s performance, my guess is it wouldn’t be related to traffic, but to conversion.

Because even though a corporate blog can have several objectives: generate organic traffic, improve brand recognition, create engagement with your audience, etc., the objective at the end of the funnel is always commercial.

In other words, turning readers into customers or leads.

This goal may not be obvious or one that you may set for the long term. But ultimately, converting more and selling more are objectives you want to have.

The question is: What does a B2B blog need to achieve that? …

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Website copywriting can make or break a business.

No, that’s not big talk. And if you think it is, you may be heading down the wrong path.

Think about it. Have you ever come across a website that seems to say a lot… and yet nothing at the same time?

Its design is slick and it’s filled with text. But nothing seems to speak out to you and you just can’t relate.

On the other hand, there are others that charm and lure you in like a manic moth to a flickering flame.

Why are you able to continue scrolling on some websites, while others do nothing but throw you off and make you want to exit out of there? …

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At some point, all companies go through a phase where their editorial calendar is nothing more than a list of ideas.

When that happens, so do the following:

Objectives become blurred

Results are scarce

Content stops generating organic traffic or leads

The blog is filled with articles focused on the same keywords

In short: lack of organisation.

Creating an editorial calendar alone will not solve these problems. But it is a key document in any content strategy because it helps to create order, visualise, prioritise, and plan.

Perhaps you already know that this is what you need. …

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B2B content marketing can sometimes have the unfortunate reputation of being challenging to execute.

We’re not gonna lie or sugarcoat.

There’s more than meets the eye to putting together a comprehensive B2B content marketing strategy that’s effective. Effective here means using content to successfully attract your target audience with an ultimate end goal of converting them into sales.

Understanding your buyer persona.

Doing SEO keyword research.

Crafting an editorial calendar.

The strategy part of B2B content marketing is a tedious process and it’s an important first step to get the ball rolling. …

How to do keyword research for SEO with SEMrush [Guide] blog header
How to do keyword research for SEO with SEMrush [Guide] blog header

Content marketing and SEO: what would one be without the other? Not much. One provides valuable information for users, the other boosts visibility.

They’re codependent and need each other to exist and prosper.

Every piece of content you post must be carefully planned and optimised (that is, if you intend to generate organic traffic with it) — starting with keyword research.

SEO content writers and content teams as a whole need keywords to do their job. And knowing how to do proper keyword research and analysis is part of writing content.

Whether or not you have an SEO specialist on your team, it’s always practical to have someone on your team (preferably the head of content) who has a solid understanding of the basics of SEO. …

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Cutbacks. Job losses. Frozen budgets. Sinking morales.

In most parts of the world, people are now weeks into a lockdown as the global economy plunges into what experts deem to be the worst recession since the Great Depression.

When an unforeseeable crisis of this magnitude hits, it’s bound to throw a wrench into your plans and goals-as if everything has just evaporated into thin air.

If you’re finding it hard to think straight amid these tumultuous times, know that you’re not alone. But don’t let it drag you down. …

Content marketing for logistics
Content marketing for logistics

The Bill of Lading.

It’s arguably the most important document in logistics. It is to freight cargo what boarding passes are to plane passengers.

Oftentimes, it is the culprit of cargo delays and unexpected fees.

Getting it right is the bane of all shippers.

But we’re not here to talk about the Bill of Lading today. We’re here to talk about what this innocuous-sounding document represents: the complexity of the logistics industry.

Every single logistical procedure involves so many different players and processes that seamless execution is near impossible.

As an industry that can sometimes raise more questions than answers and one in which new trends are constantly emerging, that means even the most seasoned can struggle to stay on top of everything. …

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An elderly couple celebrates their 40th wedding anniversary with a visit to the Rijksmuseum followed by a quiet stroll along the Amstel.

A young, freelance writer works on her latest article from a remote villa in Portugal.

A pair of newly-weds takes a dip in a secluded cove of Menorca while making dinner plans for later that evening.

A group of friends step foot in Zambia. It’s their first time in Africa. They’ll spend their first week volunteering on a local farm before exploring the rest of the country.

Two childhood friends meet for the first time in years in a quaint little town in the Swiss Alps. For four days, they’ll eat delectable food, soak in nature, and enjoy the tranquillity and peace. …

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Creating and maintaining a blog strategy can be likened to building a house. You need a strong and stable base on which your content can safely rest.

Laying your concrete slab and the construction that follows are just the first steps. Even once the structure is in place, there’s more that can be done to fortify your house. Likewise, though your blog may already be generating traffic and leads, you can always take it one step further.

One of the key aspects of content marketing lies in experimenting. …

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Do you remember playing “hot and cold” as a kid (or maybe as an adult) to locate a hidden object?

“Hot” indicates you’re closer to finding the object and “cold”, the opposite.

These clues don’t only provide hints on how well you’re doing, but also serves to motivate or frustrate.

It doesn’t matter if it’s candy, a stuffed toy, or an elder sibling playing a prank on you and hiding an old sock for you to find. …


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