This morning’s session was very different from yesterday’s. Matt is focused on a specific kind of email marketing. I don’t think he even knows what B2B is. His session was valuable none the less… mostly from a generic copywriting perspective.

Remember he’s the Zen Master. Some of what follows is a bit out there, but I agree with most of what he had to say. Here’s my synopsis of his rules… Continue reading Matt Furey "The Zen Master"...

Today we start to use WordTracker. Picking the most effective keyphrases is extremely important. I want to do it right.

I think it makes sense, at this juncture, to go beyond those keyphrases that are logical; to get past what I understand from my experience. I want to explore more data using the tools in WordTracker.

I’m going to input… Continue reading Choosing Strategic Keyphrases Post #3...

I’ve been reading a number of sources re selection of keyword phrases, and the one that resonates most with me is Heather Lloyd-Martin. She’s the Direct Marketing Association’s (DMA) top SEO copywriting guru. This post is a condensed version of a whitepaper she wrote about keyphrase selection.

Legacy and Buzzword

Businesses should optimize for two different types of keyphrases.

‘Legacy’ keyphrases are search terms that are common and highly searched upon… Continue reading Choosing Strategic Keyphrases Post #2...

We’ve already refocused our target market. Experience over the last few years has taught us exactly who our services are most valuable to.Now we want to review our list of services, as they are promoted on our website, and readjust those too.

We are still all about the funnel:

On the plus side, there’s plenty of room for improvement. It shouldn’t be difficult to move the numbers.

You can see the actual Google Analytics report here.

The actual traffic numbers aren’t terrible. We don’t need huge amounts of traffic, as long as it consists of our target prospects, and we convert some percentage of them.

There were 52… Continue reading Bolen Website Analytics 7/20 to 7/26...

I had an interesting phone conversation yesterday with Evan Schuman, founder and CEO of The Content Firm. I had requested use of a whitepaper from his site. I want this blog to deliver relevant and useful information, so I dig deep when researching for it.

Evan’s concern was that I dug too deep. The whitepaper I was interested in is several years old. He didn’t want… Continue reading Walking the Tightrope and Making It Look Easy...

What does ‘B2B Content Conversations’ mean?

It means that this blog is designed to be a dialogue between me, Bob Leonard, and you. You understand that relevant and useful content (online and off) is the best marketing tool for businesses selling complex products or services to other businesses.

When I use the term ‘content’, I’m referring to copy, or content composed of… Continue reading B2B Content Conversations...