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3 Science-Backed Reasons You Need to Post on LinkedIn

The image that most professionals have about posting on social media isn’t too positive. In fact, it’s usually downright horrible. When you picture “posting on social media,” what image comes up? Teenagers sprawled on their beds and posting Instagram selfies on their phone? The hipster taking a picture of their food at a restaurant for Facebook? Your friend who can’t seem to stop posting their every thought to Twitter? If that’s how you view social media engagement, it’s easy to blow it off. It doesn’t seem connected to the goal of winning more business. But what if I told you that there was actually science behind why you should be online? There are very specific professional outcomes that you can support through regular and consistent engagement on social media. And for your professional goals, there’s still no better place to spend that time than on LinkedIn. Unconsciously (and Powerfully) Influence Your Prospects Through LinkedIn If you want to build your credibility, influence, and reach, there are no tools as efficient, scalable, and accessible as social media platforms. Social selling advocates tend to focus on using digital platforms for research, pipeline-building, and information-gathering, and rightly so. There are also powerful ways that all professionals can use it for building a stronger brand among your network. You can use it to make your presence known and actively influence your connections. And your connections might not even know that it’s happening, because much of what influences us isn’t being processed at a conscious level. We can see this by looking at the ideas and writing of researchers like Dan Ariely, Daniel Kahneman, and Sheena Iyenga. Central to their research are the cognitive biases and unconscious heuristics that influence [...]

By |October 4th, 2018|

How to do a content marketing audit in 8-steps (plus, best practices for fixing your content)

It’s the 80/20 rule of content marketing: 80% of results come from 20% of content. This is true for every website and for every content marketing audit I’ve ever done. A handful of articles pull in the largest percentage of traffic and conversions. Just look at your own data. A report of your top posts by traffic probably looks something like this. A few posts bring in a lot of traffic, while most articles drive little or no traffic.   If you calculate the conversion rate for each piece of content, you’ll see a similar curve. A few articles convert visitors at a high rate, while most articles convert few or no visitors.   A Content Audit for Finding the Top Performers If it’s true that 20% of articles create 80% of the results, then why aren’t we focused more on these performers? The problem is that we usually don’t know which articles are the real heroes. To find out, we need to do an audit. Here’s our content audit checklist. Use the links below to skip to the sections you want. ✪ Advanced Readers: Skip down to section seven for the deeper analysis. FINDING TRAFFIC CHAMPIONS 1. SEO: Content that attracts visitors from search 2. SEO: Content with declining search traffic 3. SEO: Content that has search ranking potential 4. Email: Campaigns that attract visitors 5. Email: Measuring the engagement of visitors from email campaigns 6. Social: Content that gets the shared the most FINDING CONVERSION CHAMPIONS 7. Content that converts visitors into leads at the greatest rate ACTIONS 8. What to do now that you know the strengths and weaknesses of each piece of content. This is a step-by-step guide for auditing content marketing [...]

By |April 17th, 2018|
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