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Articles by Britt Skrabanek
5 Habits to Adopt Right Now (and 5 to Drop)
There are a lot of content creators out there, but all are not created equal. There are those who have a full book of work and they love the work they do. There are others who are perpetually looking for work and taking on work they don’t actually enjoy. Once upon a time, I was a freelance content creator. Five years later, I run my own content marketing firm where I regularly hire and work with writers. I’ve been on both sides of content creation and I’ve seen the good, the bad, and the ugly.
What Is Bottom-of-the-Funnel Marketing (BoFu)? Avoid Buyer’s Remorse
What is bottom-of-funnel (BoFu) marketing? Bottom-of-funnel marketing is a strategy that aligns with the latest “decision” stage of the buyer’s journey. Marketing activities late in the funnel work to validate the buyer’s purchase through decision-enabling content that helps late-stage buyers confirm their choice and avoid buyer’s remorse. Funnels have become ubiquitous in a marketer’s day-to-day life.
Jay Baer Interview on Building Customer Loyalty Through Content
We talk about the buyer’s journey all the time. Yet, the majority of content marketers are forgetting about one of the most important stages… the fourth. Our funnel is set in stone, with a definitive top, middle, and end. What about the importance of customer loyalty? What about creating post-purchase content to keep the very customers we worked so hard to attract and win? 2020 has caused unprecedented shifts in how we market products and services through content.
How to Improve Your Content Marketing
Two things likely happened when you decided to click and read this piece about parallel structure. You either had a flashback to daydreaming at your crappy little desk in English class or you flew through your brain files in a frenzy to try and remember the definition of parallel structure — and you’re here because you’re at a loss. Content creators are masters of all things messaging, but sometimes we forget to follow important grammatical cues.
Planning Blog Topics? Don't Underestimate These Sources for Fresh Ideas
When was the last time you thought about what your blog actually does? A blog brings people together. It is a fine orchestration of people creating content (playing together to make music) and people reading content (enjoying the music from the audience). And, that is not an easy thing to do. We are talking about a lot of adults here, which means a lot of opinions, needs, motives, hopes, and dreams.
What Is Content Marketing? Definitions, Examples, and More!
In 2014 I was in my element when I landed a brand new role as a content manager at a B2B marketing agency. I still remember bragging about my dream job to my family, friends, and peers, declaring with pride: “I’m a content manager!” Responses included: “You’re a what?” “Gesundheit!” “Wait, what are you managing?” “What the hell is content?” Crickets, followed by a swift and masterful change in the subject. Content marketing was just taking off, so it was mysterious to the masses. And now?
How to Scale Content Production Through Teamlancing
At this point in the content marketing game, you know what it takes to gain serious traction. To drive more relevant traffic to your website and send quality leads straight to your sales team’s inbox, it takes lots and lots of damn good content. Your content marketing team rocks and your team is fully-equipped to pump out credible content. But, your content campaigns just don’t have staying power. Consistency with production and publication haunts you every day.
How to Manage Your Freelance Business for Year-Round Success
Working freelance isn’t as carefree as it sounds. You’re the boss of your business and you need to work smarter. Take the next step and start managing your freelance business like an entrepreneur. Back when you dreamed up your freelance business, your imagination painted such an awe-inspiring picture of the life you were about to live. A life filled with flexibility and freedom.
What Is a Value Proposition? Examples, Template, and More
A value proposition is a declarative statement that explains why a customer should purchase your product or service. It clearly explains what differentiates you, or makes your offering “unique,” and why you are the best choice on the market. Value is a word that has nearly lost its meaning. This five-letter word has been overused and abused by brands across every messaging statement, across every website page, across every sales email.
How to Level Up Your Blog Content
You may have heard of a guy named Andy Crestodina. If you haven’t, I’m here to bring you up to speed before passing on Andy’s sage blog content wisdom. Andy’s been offering digital marketing advice to well over a thousand businesses for 20+ years. Along the way, he’s written hundreds of thought leadership articles about everything from content strategy to SEO, from influencer marketing to conversion and analytics.
Easy Ways Freelancers Can Counteract Sitting All Day
“Sitting is the new smoking” and “sitting disease” were coined to address the sedentary epidemic so many of us face, simply by sitting in front of a computer all day. For thousands of years, humans moved their bodies to get places, to get work done, and to be entertained. Thanks to the wonderful advances of technology in the mid-20th century — cars, televisions, and computers — our bodies were forced to evolve.
The Ultimate Guide for Marketers
There is only one guarantee in B2B content… a call to action (CTA). Everywhere you turn — blogs, emails, landing pages, social media posts, ads, videos, websites, ebooks — a shiny button or punchy one-liner calls to you like a siren from the digital sea. But unlike a siren, you’re rarely hypnotized by what that CTA says because it’s empty, boring, irrelevant, generic… insert adjective of choice.
How to Create a Healthy Work-From-Home Routine
There are numerous pros with working from home — like wearing hideous, cat-hair-covered sweatpants and dodging soul-sucking commutes. The cons? Procrastination and overwork. When you’re a freelancer, you are your own boss. You decide your direction and your fate. There is no one to blame, no one handing out gold stars. You must continually find work and keep your pipeline healthy. Although your pipeline is important, so is your health.
Reputable Marketing Awards Your Brand or Agency Should Pursue
“We all have goals: We want to matter. We want to be important. We want to have freedom and power to pursue our creative work. We want respect from our peers and recognition for our accomplishments. Not out of vanity or selfishness, but of an earnest desire to fulfill our personal potential.” Ryan Holiday is a writer, media strategist, and the bestselling author of several books, including The Daily Stoic.
How to Develop Great B2B Buyer Personas (With Templates)
A B2B buyer persona represents your ideal client decision-maker. When developing your buyer persona, address all the issues and aspects that may have an impact on how, when, and why the person will buy. These factors include demographic information, patterns of behavior, motivation and goals. Personas are marketing code for “knowing your audience.” When you truly know your audience, you produce personalized content that delivers positive results.
Content Writers: 10 Types and When to Use Them
What types of freelance content writers do you need? The answer to that question depends on the business goals for the content you want to create. Before you begin hiring freelance talent, define the purpose and goal for each assignment to ensure you attract candidates with the skill sets to match the type of writing required. Time and people. Do you have enough of either to fulfill your content vision? Sixty-two percent of marketers are challenged by a lack of time to create content.
Difference Between Vision and Mission Statements: 25 Examples
Mission, vision, values. We’ve heard this trio rattled off countless times, rapid-fire like they’re one catchy phrase — when, in fact, they are three very distinct concepts for organizations. The lines especially get blurred with vision and mission statements. But when it comes to the drive and direction of your company today and tomorrow, you don’t want to have trouble seeing when you’re behind the wheel. And, the same rings true for your content marketing.
A love letter to Havana, a city of endless beauty | Intrepid Travel Blog
There have been many stories written already about La Habana. Mine probably isn’t all that different, except that I’ll start with the ending. I remember it that way, because that was the moment I understood I was leaving behind so many beautiful things. Things I couldn’t bear to lose sight of. On the way to the airport in our immaculate ‘54 Chevy Bel Air, I cried behind my sunglasses.
Content Types: Aligning What You Create With What Your Buyer Wants - ClearVoice
"What types of content should I be posting? How do various types of content generate leads?" Marketing consultant Britt Skrabanek helps map out content and the buyer’s journey to answer these all too common questions. So, what are we missing here? We’re creating a healthy amount of content, going with quality over quantity. We built buyer personas already and we’re keeping CEO Charles and Marketing Mary in mind for every blog post.
How to Create Buyer Personas for Your B2B Content Marketing - ClearVoice
Buyer personas are a vital part of a targeted content marketing strategy; they're how we create content that speaks to our target audience. Britt Skrabanek explains how to create personas for your B2B brand. According to Aberdeen Research, marketers who use buyer personas and map content to the buyer’s journey enjoy 73 percent higher conversions compared to companies not pursuing this approach.
7 times a travel ban changed the world for good | Intrepid Travel Blog - The Journal
Travel ban. The phrase has brought no shortage of negative connotations in recent months. Now that it’s back in the news after the U.S. government’s latest executive order, it seems the impacts will stick around a while longer. The policy has provoked far-reaching consequences for, well, much of the world. It’s clear that closing borders, separating families, and discriminating against those of a different religion results in untold upset and confusion. It also impacts the travel industry.
Why Is It so Hard to Get Employees to Contribute Content? - ClearVoice
It was supposed to be so easy: Employees could create content. All that free content would just roll right in. Hal Werner explains 9 key challenges to this method of content creation & what you can do about them. From the moment that first person declared, “Content is everyone’s job,” content managers everywhere began to salivate. They had just gotten permission to mine their entire organizations for content creators.
How to Humanize Your Brand to Improve the Customer Buyer Journey - ClearVoice
When you add a more human element to your brand, you create a more personalized experience for the customer. Jacob Warwick discuses how to get started. In a marketing world full of B2B, B2C, KPI, ROI, and buzzwords galore, it can be difficult to remember that what we’re working toward is a human connection with our customers. Marketers connect people to products that improve their lives, solutions that simplify their business, or ideas that simply make them feel good.
How Your SMB Company Can Adopt ABM Tactics
Account-based marketing continues to lure in marketers with the ever-seductive dance of engagement. But some of us feel like ABM wallflowers, lanky with mismatched clothing, shuffling our two left feet closest to the exit while the cool kids show off on the dance floor. We want to be just like them. But, we’re afraid we won’t fit in. We keep hearing that ABM is recommended for mid-sized companies and above, or rising brands with high lead volume.
How to Use Interactive Quizzes to Make Your Sales Team Smarter
We like our pretty interactive content, don’t we? The way it distracts us from the workday with its punchy visuals and compelling words. The way it teaches us a little something about ourselves – like how hipster our bookshelves are and which 90s accessories we are. But that’s all fun and games stuff. We know why we truly, madly, deeply love our interactive content (and it’s got nothing to do with ourselves – and everything to do with our customers).
[VIDEO] What to Look Forward to at #MKTGnation 2O16
In this video, RC’s Account Director, Ronnie Duke, and Engagement Manager, Allison Rick, get ready to take over Vegas for Marketo Summit 2016. Instead of the usual “what we’re looking forward to” pre-Summit blog post, we sat down with Ronnie and Allison to hear what they had to say. From ABM to a chandelier bar, this year’s #MKTGnation in Las Vegas is going to be action-packed.
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