How to Hook Your Ideal Prospect with Content that Connects

When it comes down to it, “content” is simply information. And in an age of information (and opinion) overload, your content can contain incredibly valuable information and still be easily ignored. This is the opposite of the “clickbait” problem. In that case, you have a compelling headline that leads to worthless information. The ideal scenario is to have a great headline (effectively a promise to the prospective reader) that delivers on, and hopefully exceeds, the expectations created by the headline. Ultimately, what you say (the information) is the most important thing, because the wrong information is simply not meaningful to the people you’re trying to attract. But how you say it is still indispensable in an environment overflowing with information — both of high and (too often) low quality. Great content boils down to two essential elements: meaning and fascination. Meaning relates to how well the information addresses the problems […]

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StudioPress Acquired by WP Engine

I’m pleased to announce that StudioPress, our WordPress design and hosting division, has been acquired by WP Engine. With this move, the world’s most popular WordPress design framework — Genesis — will now be paired with the world’s leading managed WordPress hosting platform. Thank You to Brian Gardner and the StudioPress Team As 2018 began, it became clear that there was interest in StudioPress from several prominent WordPress players. I wasn’t sure how I felt about that given our future plans for the brand, so I turned to my business partner and StudioPress founder Brian Gardner. His answer was simple: If a company with greater resources than ours could demonstrate that they understand the multi-faceted value and go-forward potential of StudioPress and Genesis, it was worth considering. More importantly, any suitable successor to the brands needed to grasp the worth of the people within the vibrant community of designers and […]

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Web Personalization: The Future of Digital Marketing and Sales Is Now

In the beginning, the business website was a mere brochure. Low value, low shareability, low findability. Around 2005, a big shift happened thanks to content. Cutting-edge business websites became educational resources with valuable content that ranked well in search engines and benefited from the sharing functionality of emerging social media. Soon, “cutting edge” became the expected norm due to the content marketing revolution. Low-value brochure sites became invisible to search and social, and quickly abandoned by visitors who managed to come across them. We’re on the cusp of another big shift. One that will quickly become the expected norm for all websites, and yet will again provide a huge competitive advantage to early adopters. In other words, the concept of what a website should be has changed dramatically once again. Here’s how to get a jump on it. Personalization Will Transform Your Business There are still, without doubt, huge benefits […]

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How to Turn Leads into Clients with Modern Email Marketing

When it comes to building an audience that builds your freelance or consulting business, email remains the undisputed heavyweight champion. Email was the original “killer app” — everyone uses it, and that’s why it’s been the absolute best channel for digital marketing and audience building. And yes, that’s still true in 2018. The stats don’t lie. Every $1 spent on email marketing produces $44 in return, probably because 58% of adults wake up and immediately check their email (mostly on smartphones). And email remains 40 times better at converting people than Facebook and Twitter. But that doesn’t mean that email marketing is the same as it’s ever been in years past. In fact, this is the one area where technology gives strategic content marketers an undeniable edge. In other words, the money is still in your email list. But things have changed. Less Content, Better Experience The days of publishing […]

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