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We begin today with a hot announcement. No, it’s not enough for the marketing agency you’re working with to meet KPIs. Although, of course, that’s important too. What should you look for when seeking an effective partnership with a marketing agency? You can only call a marketing agency great if they share your values. Only then can you call them your partner. You’ll learn why this isn’t too high a claim and what are the signs that an agency is interested in your company’s growth in our new text. Sign 1. Agency comes to you with initiatives You may come to an agency with a specific request: to increase brand awareness, attract new customers, or make a campaign for a new product. You don’t need to know how to achieve those goals. You don’t need to know about trends, new advertising channels, and analytics. An agency, on the other hand, tracks them every day. As a result, it knows in which cases the client can get more than it originally expected. And then there are two options: In the first case, everyone is happy: both the company and the agency make a profit. The second option is more complicated but has more potential: if your company grows faster, the agency’s business also grows.  And if you see each other as partners rather than a marketer and a client, you’ll be more motivated to cooperate and look for growth points. Sign 2. You’re informed about problems and are offered solutions Projects inevitably have flaws. Things go differently than planned. And that is normal. What’s not normal is when you only know about problems once its too late – you’re behind schedule or not meeting KPIs. For example, you had a landing page error, a product order error, or an incomprehensible user scenario in the app.  And in both cases, they suggest how to solve the problem. Sign 3: Your expectations are adjusted to more realistic ones People come to a marketing agency to spend less on advertising, earn more, and grow faster. But you can’t be 100% sure if your goal is realistic. If your company wants to grow by 230% per month, but the industry norm is a maximum of 30% per quarter, a good agency will tell you it is impossible. They’ll share statistics and their own experience. And by doing so, they’ll help you achieve the maximum results. And if they promise a lot in a short time – it’s a red flag. Ask lots of questions and find out where those promises come from so you don’t end up with stretched deadlines and unmet KPIs. Tip: Let’s take Scale Final as an example. Pay attention to the elements on the website that confirm our expertise: testimonials, case studies, and the About Us page. Sign 4. They share their expertise with ease You don’t just come to the marketing agency to achieve KPIs. You came for the expertise. But agency specialists start talking jargon. And when you don’t understand, they roll their eyes. This is not cool. And yes, we marketers know how to talk differently. If we want to cooperate, we will invest time and effort in explaining our actions. We also are willing to share expertise. Sharing knowledge with another person is always about dialogue. Your requests and concerns can be better understood.  A client will work with a marketer because it’s easier and more fun.Tip: If you’re just picking an agency, check out their content marketing and social media. A good example is our PBN Service: We didn’t market it like it is a godsend, but we also created a comprehensive guide to PBN creation and how you can create it yourself: PBN ultimate guide. Sign 5. Agency invests in trust and builds a transparent feedback system In a long-term partnership, it’s crucial to check the clock constantly: Is everyone happy, is the company comfortable with the agency team, do you trust each other? Here are some types of transparent feedback systems: Here’s the final advice: We also have a related article but told from an agency perspective. Whether you’re a client or a marketer, we recommend you look into it: 5 worst tips to lose a client.

Fun, entertaining tests have always attracted users. Who doesn’t like finding out, “What type of pizza are you?”.  Naturally, we all fell for the hype, and so quiz marketing was born. Tests not only help attract more users, but also make them a loyal audience. Of course, that’s only if quizzes are done right. Find out how a quiz can help increase your website’s conversion rate and what you need to do to make it happen. Questions covered: Why do I need quiz marketing? First and foremost: to increase conversions. Because the test is a kind of good deal for the user and the company. The visitor gets a good mood, a bonus, a discount or useful materials, and the company gets the contact details of the potential customer. In addition to high conversion rates, there are the following benefits: The quiz increases the time spend on the website, reveals the needs and interests of customers, allows you to lead them to purchase or order in a natural way and thus increases conversions and sales. Where should I add a quiz? We recommend testing three options and choosing the best one:  Each of the options has its right to exist, so it’s important to test all methods to determine the maximum conversion. They also work great in a mix and complement each other. Why it’s important to test before implementing: CRO From Scratch. Part 2. What types of quizzes are there? It can be a survey, a test or a quiz. The task of the first is to arouse emotions and determine the interests of the target audience, there can be no wrong answers. Choose a test if you want to check the knowledge of your target audience to find out what kind of service they need. For passing the quiz, the user receives a kind of gift and is ready to leave his contact information for further communication. The content of quizzes may be: Find the right content type that covers the intentions of your target audience: How to write content that sells. Part 1 Regardless of the chosen quiz type, your main task is to add fun and great pics. We also recommend using step-by-step statistics when testing different types of quizze. For example, to determine at which question users stop taking the test. Make adjustments accordingly. How do I create an effective quiz? Our recommendations for quiz marketing

You have certainly found controversial info on link building on the net. Under the flag of Google penalizing active link building, quality content is all you need. Simultaneously, some would sell you domains so you can build links. We don’t want to lean towards either of those, so we’ll provide diverse opinions.  Even though we put quality content first, you can only maximize ROI by building links and carefully checking the ratio between DR and donor site traffic. The question is, which approach to follow? In this article, you’ll learn some statistics, and decide which approach suits you best. Questions covered: 1. What are the trends in link building? 2. How does link building affect your business? 3. What are the tactics in link building? 4. What is PBN and how can you grow your link profile? Another quick disclaimer: never be fooled by misleading metrics; always choose the SEO experts you work with carefully. What are the trends in link building? For your site to show up in high positions on Google, you need some other sources to put your links. As long as there is SEO as we know it, there is link building.  In vice versa, your inbound linking profile tells you how trustworthy your resource is. However, Google Senior Search Analyst John Mueller said during Briton SEO in 2022 (source: Search Engine Journal):  In a way, link building has become an even more important part of the promotion strategy than ten years ago.  The answer is quite simple because the competition is only growing, and to compete with high-ranking sites, you need to build up your link profile.  According to a Serpstat survey of 523 professionals with an average of 3 years of experience in digital marketing, the use, strategy creation and effectiveness of B2B and B2C strategies are different.  Although it’s clear that link building is a crucial part of SEO whether it’s B2B or B2C, 14.3% of B2C don’t use link building, and 42.7% of them don’t have any link building strategy. On the other hand, only 55.7% said that link building brings high results for SEO. 37,8% gave a medium to low rating, with 6.5% giving a low score to the effectiveness of link building. How does link building affect your business? Which tactics are more efficient in link building? According to the same study, some link building tactics give the most impressive results. Content marketing is the most popular – at 22.9%. Not far behind is guest posting in second place with 15.2%. Rounding out the top three are HARO (Help a Reporter Out) and expert reviews, which accounted for 12.4%. What is PBN and how can you grow your link profile? PBN (Private Block Network) tactic works better than guest posts because it costs a lot less, and you get a lot more links and link weight for the same price, which of course means you get results faster. Read what it is and why you need it here: PBN Ultimate Guide Unfortunately, this is a bit of grey area. So if you don’t work with an experienced SEO expert, you can quickly get into trouble by over-optimizing your anchors or negatively impacting your brand’s rankings using PBNs. Moreover, if you’re not careful, you’ll be penalized, and your site will be banned, so you’ll have to start the journey again. Good thing is that we at Scale Final know our roll with PBNs. We have a great team of PBN specialists that can create a high-quality and 100% secure network for your project! If you want to build links yourself, here’s the steps: You can create your micro niche sites on expired domains and then use them to fuel your main sites. Follow these steps:  What’s the point? In the next few months, the articles will start to rank and bring in highly relevant traffic. You now have authority and link power (since you bought the expired domain) and hyper-relevant traffic from articles linking to your domain. Total cost? Usually between $100-200 per domain. Create only 5-10 such domains for a niche with low/medium competition and watch your positions increase.

To understand eye tracking, you don’t need to take anyone’s word for it. Eye tracking terms are complex, but we’ve broken them as simply as possible so that you can make your assumption. Although we explain in our reports in words and graphically what and how we measure, it’s not too much to understand before ordering whether specific metrics are worthy of your attention. If you missed our eye tracking guide, we suggest you read it before this one: Leveraging AI eye tracking for effective marketing: what you need to know Below you’ll find the most common eye tracking terms and, more importantly, what you need them for. 1. Gaze points and fixations Gaze points are the areas eyes land. Fixations are clusters of gaze points that are close together and eyes sit on them for some time. Why did we decide to put two terms into one section? Although both are the basic metrics of any eye tracking study, gaze is more raw data about what exactly a user is looking at, while fixations may give you insights on why they’re paying attention to it. Why are they important? Gaze points: Fixations: 2. Heatmaps We explained heatmaps in a general post about eye tracking (link is above). A brief summary: It’s a color-coded visual representation of fixation areas. Warm colors – red and orange are where the most attention, cold colors – green and blue – the least. Why is it important? Heatmaps provide an overall view of your website and are really fun to decipher. Gaze points and fixations, on the other hand, provide detailed insights into user attention. 3. Dwell time A familiar term from CRO and SEO, but in eye tracking it means something different. Dwell time calculates how much time one spends looking at certain areas/elements. This includes the fixation with which one looks at certain elements, as well as the time they switch attention between fixations. Why is it important? 4. Area of interest (AOI) Area of Interest (AOI) is an area you want to target for analysis. It can be specific parts of a web page, product, ad, or any other visual element you want to use to measure user interaction. This metric is best for comparing data for different AOIs. Why is it important? Why should you choose Scale Final AI eye tracking CRO reports? Understanding these key eye tracking terms can help improve user experience, optimize design, and increase engagement on your website. With this data from gaze points, fixations, heatmaps, dwell time, and areas of interest, you can make strategic decisions that align your users’ behavior and preferences with your business goal. Remember, the goal isn’t just to collect data, but to analyze it effectively and use it to drive positive results.  Contact us today to learn more about how our AI eye tracking CRO reports can help you achieve that goal.

We’ve said many times that you shouldn’t rely on your intuition in marketing matters. For example, in matters of design, testing, launch, etc. We’ve said that you should always rely on data. How to collect and analyze it, you’ll learn here: CRO From Scratch. Part 1 But what if you’re at the very, very beginning and want to make it super cool right away? How can you beat the competition? How do you make sure you don’t lose the already limited attention of your visitors? In Neuromarketing is gold? (spoiler: the answer to this question is no) we wrote about cool but complex behavioral studies, including eye tracking. Why it’s cool, but still complex, later. You’re probably here for a reason. Because we also use AI eye tracking in our CRO reports. Not only do we benefit from this, because our arguments are supported by predictive analytics, but so do you. It saves you a lot of money and time. Not only time for hypothesis testing, not only for testers, but time for the whole product cycle and for the whole team. In this text you’ll learn: What is traditional eye tracking? Eye tracking studies are traditionally held in a lab-like setting to measure eye movements. They were first used by neuroscientists and then adopted by neuromarketers and marketers in general. These studies can predict fixation points and even the order of eye movements. Respectively, you can also determine what’s getting little or no attention. In most of these studies, you need a lot of subjects to get reliable data and special equipment. Screen-based trackers observe eye movement relative to a flat display. Wearable trackers, such as eye-tracking glasses and VR headsets, are used in more active or real-world scenarios. Webcam-based solutions are a cost-effective alternative but may be less accurate. Another key concept in eye tracking is heatmaps – color-coded summaries of gaze points. Red typically represents the most viewed areas, while green represents the less viewed. These visualizations help make sense of the vast data collected in eye tracking studies. What are the pros and cons of traditional eye tracking? It gives you data on what’s attracting attention, and that takes the guesswork from all phases of product development. Some of the equipment can cost up to $10,000, and that’s just the middle-end equipment. However, the device you need depends a lot on the industry you’re working in. Assuming you’re a digital marketer, the equipment itself will cost you an average of $1,000. Then you have to keep in mind that at least 39 users should participate in the study. So you need to multiply each number by 39. You can buy these studies as a service from special companies, for example, Eye Square. But to get the result you still need a lot of time, because one test takes up to 60 minutes. What is AI eye tracking? The amount of data collected during the years of traditional eye tracking hasn’t disappeared into oblivion. All that data was fed into AI prediction models, and the AI eye tracking tool was born. Predictive AI eye tracking simulates human vision. AI heatmaps like the real ones show which areas of visual elements people prefer to look at and which they don’t.  On average, it simulates the first 3-5 seconds of user attention. Just like traditional eye trackers, it determines whether the visual hierarchy is clear, which elements attract attention, and how the gaze moves between them. The AI Eye Tracker can predict the real user’s attention with 90-95% accuracy, which is quite impressive considering that the study takes only minutes and costs far less money. Discover more AI tools here: Conversion intelligence: AI for CRO This is exactly what our tool, ScaleFinal eye tracking does. We use it extensively in our CRO reports to help businesses increase their conversion rates by changing web pages, landing etc. based on eye tracking studies. No special devices, data, or users are required. What sets our AI tool apart is the team of professionals with diverse backgrounds in digital marketing that work on each report. We know that every business is unique. That’s why our team of SEO specialists, UX /UI designers, and CRO experts work together to tailor it to each client’s specific needs. By leveraging all of our expertise, we ensure that eye tracking data is interpreted accurately and meaningfully for your unique context, leading to actionable recommendations that drive results. How does AI eye tracking work?  The AI algorithm is an ever-learning, self-improving data sponge. These sophisticated deep-learning algorithms are trained with tens of thousands of images from actual eye tracking studies. As the AI sifts through these images, it recognizes certain patterns in how users direct their attention and neatly catalogs them. This allows the AI to make educated guesses on what will attract attention. As you feed these algorithms more data, they get better and better at predicting where people’s eyes will go. Currently, the hit rate of academic visual saliency prediction models (a fancy term for predicting where eyes will land) is 90-95%. What are the pros and cons of AI eye tracking? With AI predictive modeling, the entire team can use the tool, especially in the pre- launch phase. No more wrangling and guesswork over product page blocks, lengthy data collection, web development and design. AI tools are, on average, much cheaper than traditional tools. Even the agencies proposing AI eye tracking as a service charge less. The accuracy of AI predictive eye tracking is 90-95% compared to human studies. Still, this number is quite high. Think of it as a trade-off for lower cost and less time. With some of the traditional eye tracker devices, you can gather a lot of different data from the real world. But if you’re reading this text, that may not be a disadvantage for you. How can you leverage AI eye tracking? 1. Arguments for design decisions to customers Whether you’re in marketing, advertising, CRO or web development,

Another part of our series on AI in digital marketing. I hope you’re not tired because this post can be incredibly helpful. We genuinely use the tools ourselves and want to share them. You’ll learn: We’ve all been using AI for some time now. Take Netflix, for example. Leave it alone for a while. You’re here to focus on SEO, because what we’re about to tell you may surprise you. The fact is with new tools, we’re finally closer to competing with the big guys. We can all now perform the best SEO practices with AI. And more, because these tools really help your business save time and money. If you’ve ever been involved in optimization yourself, you’ll understand how tedious the amount of data, the constant changes and generally the incredible complexity of this task is. We’re not calling for you to fire your specialists. They should still be there to evaluate the results of the robot helper. As with content creation and conversion optimization, AI is becoming an indispensable but fun companion in SEO.  Hubspot interviewed more than 1,350 marketers to learn how they use AI:  What does this have to do with SEO? It’s all a mix for one purpose – to deliver content to the user.If you’re new to this, check this post first: How to rank #1 in search results: a сomprehensive guide Why is AI so important for SEO? Competition is simply huge these days. To keep up, we need to acquire the tools to help us stay in the game. But it’s wrong to be afraid, because work is being optimized, not taken away. So are budgets. I should say that it’s not a must for all companies. However, every small to medium business can benefit from AI-powered workflows. As Mark Traphagen of seoClarity said: Don’t hide that smile. We all want to be directors, right? What SEO practices can AI cover? Currently, AI can help with several tasks in SEO: Which AI SEO tools are best? 1. Jasper for content writing  Jasper is an AI writing assistant that creates SEO-optimized blog posts, emails, and other marketing content. Just throw Jasper a handful of seed words and specify the TOV you’re aiming for. Then sit back and watch Jasper weave those words into compelling, SEO-friendly content. 2. SurferSEO for content optimization SurferSEO scans the top pages in the SERP for your target keyword and creates tailored recommendations for your content. Think of it as giving you a cheat sheet of what you should add to your next post. Best of all, it gives you a handy score that instantly shows you if your content is hitting the mark in terms of optimization. 3. INK for keyword research INK studies your competitors closely. The goal, of course, is to outrank them. Best for keyword research to jazz up and optimize your content. For the pros out there, INKoffers access to keyword clustering. 4. Neuron for internal linking Neuron uses natural learning processing, data from Google SERPs, and insights from competitors to create high-ranking, SEO-optimized articles and social media posts. The main feature is internal linking, which provides users recommendations for related websites, taking the guesswork out of link building. What are the drawbacks of using AI? Of course, it’s not all that safe and sound. Google has clear spam guidelines. Although there is an explicit prohibition against the publication of autogenerated content, there is currently no law:  “To be eligible to appear in Google web search results (web pages, images, videos, news content, or other material that Google finds from across the web), content shouldn’t violate Google Search’s overall policies or the spam policies listed on this page. …Spammy automatically generated (or “auto-generated”) content is content that’s been generated programmatically without producing anything original or adding sufficient value; instead, it’s been generated for the primary purpose of manipulating search rankings and not helping users.” And yes, Google can detect which content is AI generated. So it’s your desicion, but is it smart to generate all of it if you want to rank well in Google’s search engine?

Hi everyone. To break the feeling that the future just arrived, we should say that artificial intelligence has been with us for a long time. In 2016, we were all praising chatbots. Or how, for example, Volkswagen replaced an entire marketing agency with AI. But what has changed? The answer is simple: accessibility. Like any marketer, you simply couldn’t handle so much data. Collect, analyze, test, implement, test. All of that has radically changed with the mass adoption of AI. If we briefly summarize our series of posts on conversion optimization, here’s what comes out: If you want to increase sales but don’t have enough traffic, you can hardly do serious A/B testing. If you can’t do the test, you can’t improve the product. And guessing is kind of out of the question, too. CRO from scratch: Part 1, Part 2, Part 3 AI for CRO is here to help with fundamental problems of conversion rate optimization: Now everyone can join in without breaking the bank. How AI is changing CRO? In traditional CRO, you’d typically launch your campaign, evaluate its performance, and then run A/B tests to optimize. AI for CRO tools, however, are revolutionizing every stage of this process. This led to each step taking less time. And as mentioned above, it’s also much more accessible. With tools like AI eye-tracking, heat maps, and predictive analytics, you can test your hypotheses even before launch. You don’t need expensive tests, machines, or lots of people. AI copywriting tools can create a compelling, conversion-focused copy. That obviously would be not a final version, you can still tweak it. As for testing, it gets even better with AI-powered tools. They’re faster, more adaptable, and can automatically segment your website visitors. Then they direct each visitor to the variant that has the greatest chance of increasing your conversion rates. AI conversion rate optimization steps CRO is a clear system. It consists of 6 steps: The seventh step could be ‘repeat’, but that is also clear. To test a hypothesis, we only test it and don’t change several elements at once. With AI implementation, we aren’t reinventing the wheel. There is AI software for each of the steps. Step 1. Strategy The process begins with goal setting. Of course, the AI isn’t involved in this process. Although, you can ask ChatGPT to give you a goal and the meaning of life, but let’s leave it. Your conversion goal could be as simple as increasing conversions. Others: lowering customer acquisition costs, maximizing traffic, or attracting better-fitting customers. The goal is set. AI with predictive modeling comes into play. The market is full of programs to help with this, such as Obviously.ai. You can get the answers to all the “What if…” and decide which strategy is right for you. AI can also help with product development. You can create a user persona. Based on lots of data about demographics, behaviors, goals, and motivations, you can tailor your product to your target audience. For example, with User Persona. Step 2. Research Understanding why people come to our site in the first place used to require collecting a lot of data. For starters, use on-site data and analytics. That could be as simple as calling customers and recording conversations. You could also use more sophisticated software that recorded heat maps, mouse movements and so on. You could do even more complicated things and do traditional neuromarketing research: That is, you could put people in front of cameras or wires that record their eyes and try to figure out how certain elements affect perception. We talked about this topic in Neuromarketing is gold? But what do we do now with all data? Analyze it with AI. Steps 3-4. Data collection and analysis We’re also supercomputers, but of course not so powerful. And why torture people when you can use AI tools that do the job much faster? We all use Google Analytics. We and over 28.1 million websites. Google Analytics is powered by AI and it helps you make sense of all the data your website collects. Basically, it sifts through the massive amount of information and surfaces trends in your website’s performance. Keatext and similar tools analyze large amounts of subjective customer feedback, including surveys, reviews, chat logs, and social media posts. Based on this analysis, they provide actionable insights. We can go even further. Scale Final‘s AI eye tracking softwarel simulates how real people would interact with your website. Using machine learning and extensive image data from eye-tracking studies, our AI heatmaps achieve a 90% accuracy rate compared to human studies. Step 5. Testing Traditional A/B testing is slow. It takes forever to complete, demands loads of data, and you can only test a few variants at a time. Not to mention you couldn’t optimize anything until the test was over. Tools like ABtesting.ai is here. They provide automatic suggestions for your headline, copy, and call to action, saving you valuable time and effort in testing. With AI for CRO A/B testing, you don’t need a huge amount of traffic either. You can test multiple variants at the same time. Plus, you can personalize different versions based on user behavior, location, and other characteristics. Learn machine learning testing: Multi-armed bandit vs A/B test: choose your fighter 6. Optimization  Optimization is on you, just like as we said in The future of content: AI revolution. Take a look at your list of changes and hypotheses, and start putting them to action.

Hi everyone. We talked about content strategies in a series of posts. We also once covered the topic of machive vs copywriter. We showed you just one angle on what’s happening now. Namely, the AI revolution. The biggest breakthrough since the creation of the Internet. I’m not going to tell you that you have to compete with robots. Rather, the point is that we content creators have already changed. Even the content you see now is no longer published in the traditional way. It wasn’t that the copywriter made a research, pitched an idea to the department head, the department head approved it, the copywriter wrote it, passed it on to the editor, and the SEO team started optimizing it. With the AI tools we’re using now, we can speed up the work. I’m not saying it makes the content better. It just makes the workflow faster. So what we call embracing AI lies in the plane of speed. As our CEO, Sviat Pinchuk, said in his personal blog, AI is just a technology. A technology that allows us to work faster. In a way, it’s better if KPIs are the only value for you. But we all know that’s not the case. We all want to keep doing something that truly benefits our customers. So there’s no talk of replacing the copywriter with a machine. Yes, our work has changed, but this is certainly not the first time that’s happened. No more panic, let’s look at how the content publishing workflow has changed with the AI revolution. Point 1 of content creation Research is the starting point for every content creation. We used to think about what users would google. We monitored social networks to find out what our customers/potential customers were talking about. We looked for ways to better solve their problems. This kind of work takes a lot of time. We take time to evaluate this information. It’s not just about satisfying the search engine robots, but more importantly about making our content visible and as useful as possible for our customers. After brainstorming, we would organize their ideas into tables and add 2-3 sentences to describe the idea. At Scale Final, for example, we use Miro at this stage to create an interactive visualization map. It takes time. Then, finally, we write this text. On average, one or two days? We don’t want it to be dull content. Why it’s important to write content with real value: What makes a good copywriter? We write, edit, edit again. Send it to the editor. Get the final version. Now it’s the SEO team’s turn to optimize the text. Does this sound familiar? I’m sure it’s similar in your team. How much time does it take to create good content? Quite a lot. Times have changed with the mass adoption of AI. And you’ve probably noticed how it reduces the time you have to work. Point 2 of content creation Everything starts in order – with research. We don’t have to guess to find the right keywords. There are many free apps that can help you determine the keywords. For example, Semrush. Now you can do it in minutes. With social network analysis, it’s the same. Each network has its own AI analytics system. You can see what topics come up most often in your customers’ circles. Next, you can use generative AI, such as ChatGPT. You create a prompt by entering keywords and topics from your research. You can also ask them to create a few variations of the title for you. You can also create a draft text. Play with the tone of voice and make as many changes as you want. You gather all the data, arrange it in front of your eyes, and then the fun part begins. Why this process makes no sense without you. You’re the one who evaluates the result. You’re the one who is responsible for making the text human and readable. You’re the most important link that checks if all the facts in the text are true. If your main goal is to create high-quality content and if it’s important to you that it’s useful for your readers, we have good news for you: You’re indispensable. Besides publishing, you also have the task of distributing it. You have to see if everything went according to plan. Most importantly, you need to learn from your work and from your mistakes. Even if with the help of Aritificial Intelligence. The AI revolution has already happened, and the tools will change and get better. We mustn’t forget that they’ll get better with our help. And also why we’re doing all this in the first place.

All the content strategies we’ve talked about before are designed to create one-time interest. This means that your customers will no longer be interested in you if you fulfill their needs. But, it’s just the opposite if you offer a product that your target audience considers their specialty or hobby. In such cases, your community content strategy should be: This community content strategy can be called “useful,” which we critiqued in How to write content that sells: Part 1 But in this particular case, it’s spot on. Because if your product is a person’s hobby, it makes sense to read your content over and over again. What are the community content strategy formats? 1. Useful and entertaining social media posts  The most convenient way to stay in touch with your customer is to sign them up to your social networks and post interesting content on your topic. It’s important to integrate the product into the content: You can talk about the product directly, you can talk about the product natively, you can do both. The main thing is that subscribers understand that this isn’t just a source of fun. But of your particular company with your product. Social media posts are also a tool for expert content strategy. Learn the difference: How to write content that sells: Part 2. 2. Blog articles They serve as a knowledge base for experts. Readers will come to the blog via search and/or advertising, and you need to make sure that they’ll come back for more: 3. Email newsletters If spam emails from any online stores are annoying, newsletters about your field/hobby are read with pleasure. Like with social media posts, useful content should be mixed with the native and direct promotion of your product. More on how to create a cool newsletter: 5 Worst Tips To Lose A Client 4.  Conversation starters (AMAs, webinars, live sessions etc.)  Some topics are better addressed with audiovisual content. If you choose right for your community content strategy, they’ll be hungry for more. This is also relevant for demand generation content strategy, which we covered in How to write content that sells: Part 3. Final thoughts on community content strategy 1. Creating insightful branded media on a broad topic isn’t a panacea in content marketing. Most of the time, it’s unnecessary. 2. If you have a clear product that the target audience is already looking for, you should use a product content strategy. Focus on demonstrating features and handling objections. 3. if credibility is important to customers, use an expert content strategy. Build a reputation as someone who’s been around forever. 4. If you have a new, unique or non-obvious product, define pain points and lead through them to the product. 5. If your product is for professionals, create a community of interest. Warm up your audience there, and sell to loyal subscribers. Don’t expect your audience to be so pleased with usefulness that they’ll search for what you’re selling. Place your offers proudly. In articles, posts, videos, webinars, and newsletters. No one is going to chop up great content if there are ads.

Now we know exactly what content strategy looks like for well-known types. If the average customer isn’t yet familiar with your particular product, you need to show all the benefits and possible use cases. You need to plant a thought in the customer’s mind, “This product is a better fit for me” : How to create content that sells. Part 1 If the value of your product is intangible, you should use an expert content strategy. Customers don’t know if your product is worth their money, so it’s your job to build trust: How to create content that sells. Part 2 But what if your potential customers don’t know your product exists? That it’ll help them change jobs they haven’t liked for years, for example, and you’re selling online courses on how to become a nocoder. You have to create demand for your product first. So product-focused and expert content strategies aren’t for you. Follow these simple steps: What are demand generation content strategy formats?  Articles, videos, webinars about your target audience’s key pain points Your potential customer doesn’t know your product yet, but already has problems that this product solves. So you approach them with content that promises to solve their pain, and then offer a solution in the form of a product. A good example of this is Clearscope‘s webinars, a content optimization tool for content and SEO teams. The webinars are free and educational. All the problems shown can be solved with the Clerascope tool. This is a win-win situation. Success Stories A format where we show the desired image achieved with your product. If our audience wants to have the same effect, they’ll want to know more about the tool that helps achieve it. Take Sendoso for example, an electronic and physical gifting platform to strengthen relationships between customers and employees. They even have their own blog titled ‘s header of the website. So if a potential customer reads some of smartly crafted stories in the sections, they’ll be more willing to become a Sendoso customer. Free courses, templates, ebooks You offer introductory products when it’s hard for your potential customer to decide on a new product right away. Once they try it for free, it’ll be easier. A good example is HubSpot, which has it all. HubSpot is a CRM platform with all the software, integrations and resources you need to connect marketing, sales, content management and customer service. It offers a number of free tools that most are eager to try. After your customer try it out and understand that it works, they will probably choose your product because it solved their problem. The next and final post in this series is about what to do if you need to maintain a sales funnel of regular users – content strategy “Creating a professional community.”

In the previous series, we talked about a product-focused content strategy. In short, with it, you need to describe the features of the product as thoroughly as possible. Review the strategy and decide if it fits your product: How to write content that sells. Part 1 But what if the value of the product isn’t quite clear to the customer? There are products where, no matter how thoroughly studied, you can never be completely sure of the outcome. For example, a financial advisor can write all the right things on his website, saying that he carefully analyzes securities, has a lot of reliable insiders, and much more. But a potential client will still have doubts about whether the advisor knows what he’s writing about. With such products, you need to build trusted expertise in your field. This requires long and open sharing of useful materials. For example, investors write where they invest, marketers share promising advertising platforms. Strategy 2: Expertise This content marketing strategy usually means that the expert attracts a lot of non-targeted traffic. Usually, these are industry peers or an audience interested in the field but not in your specific product. The marketer is usually subscribed to by other marketers. The investor will be read by all sorts of freeloaders waiting for signals. But actually, this is all good. Non-targeted audiences create social capital. Potential clients see that an expert has the trust of thousands of people. That he is recommended by his subscribers to their acquaintances. Therefore, an expert needs to create content for both regular viewers and those who might become customers in the future.  Here’s what it might look like. What are the expert content strategy formats? Social media expert posts Sharing observations and conclusions, analyzing the market situation, and showing the results of your work with comments and explanations of why the results turned out the way they did. Unsuccessful results with reflection also go. Tip: narrow down the topic of your blog to one that you’re really good at. You will have a clearer positioning, and potential customers will be able to reach you much easier when they have inquiries. Webinars Expertise is closely linked to familiarity. Someone who isn’t afraid to publicly take responsibility for the outcome is always trusted more. Besides, the audience is drawn to charismatic people, and a live performance is the best way to show off your charisma. Webinars should be conducted on both “evergreen” and “momentary” topics. Evergreen webinars can be repeated from time to time, or you can place a recording in the public domain, so that the professional audience can be added. Webinars on “momentary” topics help reach new audiences through hot infomercials. Media articles It’s a free way to reach a new audience. Because advice like “Run an expert LinkedIn channel” sounds great, until the question arises, “Where do we get readers?” You can spend money on advertising, or you can write media articles and get subscribers for free. Media articles aren’t only good for getting subscribers, but also for getting instant sales with existing customers. They read the article, understand that you understand the topic, and contact you to solve their problem. Here we can also mention guest posts, which you can read more about here: Guest Posts: A Win-win Marketing Tactic

Does content marketing strictly consist of useful content? Planned articles that teach readers something and make their lives better? So that they start to like you for the usefulness and buy the product with shining eyes. Happy Ending. What is somehow forgotten is that such useful content isn’t the only way to do content marketing. It’s the most complicated, expensive and time-consuming way. And actually, not everyone needs it either. In this series of articles, we present four alternative content marketing strategies: what they are, how they persuade readers to buy, and for whom they’re suitable. We also give some examples of successful implementations of these strategies. This part is about Product-focused content strategy. What are the problems with the “useful” approach to content marketing? 1. Very broad topic. You work in B2B, which means you need to create content about the business: hiring people, optimizing processes, taxes and accounting, marketing and sales. Usually you start with this logic: “Our customer is an entrepreneur, they’re interested in all this, we have to give them this.” 2. Lots of teaching. Useful content should change the reader’s life for the better. They have a poorly performing sales department? You’re about to show one such article that your reader will use to boost the performance of their salespeople! The money will flow like a river, you promise. You’ll either not talk about the product and share case studies at all, or you’ll do it very rarely and carefully. It’s about selling; it’s not useful, it doesn’t fit your big altruistic goal. 3. Long warm-up. Useful content needs to retain readers, and that takes time. That’s why part of a “useful” strategy is that readers have to subscribe to you so they keep getting your content. They’ll warm up, and buy something after all. The result is usually sad: even if you manage to produce quality content on a regular basis, all that work doesn’t turn into leads and sales.  The enthusiasm fades, the blog is abandoned. And it’s all because there’s no content-to-product connection. Articles show how to solve a problem, but they don’t show how the product helps solve that problem. It turns out to be charity, not marketing: you give a benefit, but you don’t get it in return. There is a solution. And by the way, it saves you money because you don’t have to create big brand media. Strategy 1: Product-focused This is a common content marketing strategy that simply highlights the product. Potential customers somehow found you. With the help of the content, they can study the product in detail and make a decision to buy. The main task of the product-focused content strategy is to make the product as clear as possible to the customer. Therefore, the cycle of working with the customer is short: you shouldn’t sign them up on social networks and warm them up for a long time, but instead give them all the necessary information to make a decision. This strategy is suitable for products whose benefits are clear to the customer. That is, they know what they want and that this particular product will help them solve problems. An example of such a product is technician repair services. Is it necessary to warm up to the average device owner? To sign them up for your social networks? Or to have a newsletter containing useful articles about repairs? No, you don’t need to. Most of the time, the owner doesn’t care about breakdowns and replacement parts. But when something happens to their device, they’ll be looking for service – and that’s where we need to pick them up with content marketing. Your goal is achieved through content about the product: what it’s made of, how it’s provided, what the limitations are, and whether it accurately solves the customer’s problem. You need to create a feeling in the potential customer: “Yes, this is exactly what I was looking for.” What are the product-focused content strategy formats? 1. Product blog posts These articles delve into the main branding. It’s impossible to answer all the questions and explain all the nuances on the site, so you move some of this information to articles. This is exactly what Dustless Blasting does. Their main focus is on the product, and all articles in the blog are about its features and how exactly it helps solve their customers’ problems. 2. Use cases These are articles about some scenarios of product use: you take a situation that potential customers encounter and show how it’s considered in your product. Miro publishes many use cases of its product via its blog. The reader thinks, “Yes, I do that too (or would like to do it) – and that’s how it’s implemented in this product. It works for me.” 3. Case studies This is a classic of content marketing, cases must be published with every content strategy. Yes, even without a content strategy they should be published. Because case studies are the proof that the product is good on paper, but also in practice. We at Scale Final post on a regular basis, too. Check out our case studies.  4. Answers to questions and objections It’s good if the content department works in connection with the sales department and technical support – then the content can answer the questions and objections that come most often from customers. After all, some customers ask these questions, and some just leave – content can help you keep them. Coinrule crypto trading bot has a special Knowledbase blog on the platform. This blog answers all their customers’ answers. In the next series we will talk about 3 other content strategies: Expert, Demand generation, and Community.