THE RELEVANCY SPECIALIST

Improving conversion through content & keyword relevancy

Content must be relevant AND useful to succeed

I found some interesting stats today from a study of 100,000 people done by Content Science. According to their results, content must be relevant and useful to be successful. It’s not enough to create one or the other; it must be both.

It makes sense, doesn’t it? If content doesn’t help them accomplish their goal, why would it accomplish ours? It won’t convert.

Also, broad articles or thought leadership content just doesn’t cut it.

Read moreContent must be relevant AND useful to succeed

How to create or edit the right-hand sidebar on Google

This free Google tool is indispensable for every PR pro

Digital tactics can be intimidating, but there is one essential tool from Google that every PR professional should be familiar with. It generates that amazing sidebar on the right side of a Google search when using a desktop, and the top of a Google search on mobile.

It’s called the knowledge panel.

Read moreHow to create or edit the right-hand sidebar on Google

Pitching For New PR Pros: The Magic Is In Understanding Who, Not Just How

(Last updated Sept. 24, 2019)

Building a list, figuring out who (and how many) contacts to pitch at each outlet… these questions are challenging for PR pros with little media relations experience or training. Reaching out to the wrong people make the entire pitch fall flat like yesterday’s can of Diet Pepsi.

Read morePitching For New PR Pros: The Magic Is In Understanding Who, Not Just How

The Link Between Content & Conversion

I’ve been deeply interested in conversion for quite some time, and watching how different types of content helps or hurts conversion for each client is a fascinating thing.

Because I focus on the integration of content with SEO and social media, I am lucky enough to see the entire spectrum from creation to ROI – something many marketers don’t get to see. They create and post, then move on to the next piece of content.

Read moreThe Link Between Content & Conversion