Call to Action

Branding and performance are typically seen as being on opposite ends of the marketing spectrum - the PPC specialists run their campaigns while the branding experts concern themselves with more high-level strategy. But as Dana DiTomaso, Partner at digital marketing agency Kick Point explains in the latest episode of the Call to Action podcast, if you don't see how the two relate, you're likely cheating yourself out of a higher conversion rate.

Your customers don't care that you think your product is better than the competition.

But they do care about consuming delightful, in-depth content that will make them better at their jobs… which raises the question: is it possible to educate your audience with highly useful content without tiptoeing around what you actually sell?

Gregory Ciotti, Content Strategist at customer support software Help Scout, thinks so.

In this episode of the Call to Action podcast, our Content Strategist Dan Levy speaks with Gregory about how product marketing is the new content marketing.

"New year, new me" is a phrase I'm sure you're all hearing lately. For those who actually need to restructure their content teams or strategies this year, that phrase might be ringing especially true. But how do you figure out which changes will bring about the biggest benefits?

Our content strategist, Dan Levy, nerded out with Jay Acunzo of NextView ventures about the different ways to grow a high-performing content team, and why developing a credible content strategy is hard work, but absolutely necessary. Plus, hear Jay talk about his issue with the growth hacking trend.

Psst! We're taking a lil' break for the holiday season but will be back to our regular podcasting schedule on January 6th.

We all know what spam looks like when it lands in our inbox, yet we're quick to approve email marketing campaigns that are strikingly similar…

That's the realization that Steven Moody, founder of Beachhead Marketing, had one day - and what he cautions against in our latest episode of the Call to Action podcast. In the episode, Steven chats with Unbounce's Content Strategist Dan Levy about how to woo the people on your email list (so they don't mark your emails as spam).

Every marketer (and their mom) knows the importance of running campaigns that are data-driven.

But if you've got your head down optimizing for conversions, you can become blinded by that data - and forget that behind every click, there's a person.

Creating better marketing experiences for the person behind the click was a recurring theme at MozCon 2015 - and it's what Chelsea Scholz, Campaign Strategist at Unbounce, discusses passionately in this week's episode of the Call to Action podcast.

Copywriters walk a fine line between adhering to best practices and thinking outside the box.

On the one hand, you don't want to mess with what works. On the other, you need to get adventurous if you're going to stand out from the crowd - nothing kills conversions like lazy copywriting.

In this episode of the Call to Action podcast, Copy Hackers co-founder Joanna Wiebe challenges marketers to take chances with their copywriting, and pinpoints three common mistakes that result in lazy copy that just doesn't convert.

Good copywriters aren't afraid to put themselves out there. They write from the heart and let their true voice shine through in their work.

But being authentic shouldn't come at the expense of writing clear, helpful copy. So how do you make your boss and clients happy without sacrificing your voice?

In this episode of the Call to Action podcast, we chat with Unbounce writer Brad Tiller about reconciling your company's (or client's) voice and your own. Then, we speak to Brian Lenney, copywriter at Inbound.org, about how you can use the power of vulnerability in your copy to connect with prospects and push them toward conversion.

Facebook users react to and interact with content differently than Twitter users, and you won't see results from your social media campaigns if you're blanket publishing across all networks. But with all the social media platforms out there, it can be a real pain in the booty to tailor every piece of content to each specific network.

But as we learned in the latest episode of the Call to Action podcast, there's plenty that can be done to streamline the process; Ryan Stewart, founder of WEBRIS, shared some analytics hacks to help you see better results without having to work harder.

Have you ever run a PPC campaign that was working pretty well, but never seemed to get to the next level?

You may have experienced what PPC insiders call the "AdWords Plateau," the point where your campaigns are maintaining their value, but are no longer driving the kind of growth you need.

So, do you just sit back and rest on your laurels? Heck no! We want your campaigns to always be converting better. That’s why in this episode of the Call to Action podcast, we talk to Igor Belogolovsky, co-founder of Clever Zebo, about advanced AdWords tactics that can push your campaigns up and off the plateau.

Jobs in print media may be drying up, but content marketing has created thousands of jobs for writers.

On this new playing field, what exactly does it take to set yourself apart from the army of other content marketers?

According to Demian Farnworth of Copyblogger, it takes great determination, a healthy dose of usability knowledge...

...and a whole lot of caffeine.

In this episode of the Call to Action podcast, Demian breaks down the anatomy of a successful web writer.