Bridging the Gap Between User and User Experience

When you browse the internet and visit the websites of corporate behemoths like Amazon, Walmart, and Toyota, you’ll rarely find yourself wishing the user experience was more streamlined or more fully featured.

Clearly, these companies have invested heavily in competitive, industry-leading websites, which is why search bars find what you’re looking for, carts populate when you add items to them, and checkout procedures are quick, simple, and easy.

This is because successful brands understand that in today’s economy, the internet can either be the birthplace or graveyard of a business depending on how much time and effort they afford to optimizing their digital imprint.

Fortunately, by partnering with an award-winning digital marketing agency like Leverage Digital, you can achieve comparable results even if your business isn’t pulling in billions of dollars in revenue annually.

On the surface, developing your brand’s online presence helps your business reach more potential customers, but the significance of representing your brand online goes much deeper than that. Online optimization isn’t a luxury, it’s an expectation, and if your brand fails to commit resources to stake your claim in the digital space, you’ll fall by the wayside faster than a McDonald’s representative at an organic food convention.

Establishing your brand online requires an ardent commitment to full stack web development. Even the prettiest websites will be shunned if they lack functionality; and likewise, a fully optimized website will never get the chance to prove its worth if its homepage looks like it was designed on the Windows ‘98 version of Microsoft Word.

As more and more business is conducted online, your website will essentially become a global point of sales system where you can procure new business 24/7. Unfortunately, malicious entities maraud the internet for opportunities to create chaos. When your payment processor suddenly disconnects from your bank account, or Google starts flagging your site as “not secure” because you lack an SSL certificate, having dedicated web developers on your side can prevent you from losing out on thousands of dollars or more in potential business opportunities.

When you partner with a digital marketing agency to grow your brand, ensure that their team contains web developers specializing in front-end and back-end development. In order to bridge the gap between user and user experience, you need to ensure that the aesthetics of your web pages are backed by stringent coding that improves responsiveness and optimizes your site for mobile.

Developing your brand’s website requires an equal commitment to style and substance. Regrettably, most advertising and marketing agencies are focused solely on presenting their clients with attractive deliverables; but that’s only half of the job. You wouldn’t purchase the newest iPhone with the oldest iOS, so why would you invest in digital solutions that fail to improve the user experience on an aesthetic and functional level?

Without inspired design, responsive functionality, and a watchdog mentality ensuring that your server and database are healthy and happy, your website will never reach its potential. In fact, without a skilled web developer maintaining the technology that powers the components of your website, it’s impossible for your website to exist at all. And as you’re probably aware — if you’re not online, you’re not in business.

Leverage Digital was established in 2008 to help businesses transition from humble, brick-and-mortar beginnings into digital-savvy industry leaders. Today, our clients benefit from award-winning web design and industry-leading web support that outclasses the competition; all wrapped up in a multifaceted digital marketing strategy customized specifically for your needs. If you’re noticing a dip in revenue because your website is underperforming, our team can help you get back on the right track so you can dominate your competition.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

10 Photo Challenges for Instagram Beginners

With over 1 billion users actively snapping and uploading photos every day, there has never been a better time to take advantage of what is quite possibly the most powerful social media marketing platform in the world: Instagram.

Before your business can start generating leads and converting new customers using Instagram, you will first need to spend some time getting used to this intuitive visual platform. The best way to gain a fundamental understanding of how Instagram works is to dive in head first and start posting.

These 10 photo challenges are perfect for Instagram novices who want to start posting relevant content that engages users, gain a better understanding of how hashtags work, and break into Instagram’s coveted discovery feed.

1. 52 Photos, 52 Weeks

The first rule of Instagram: post consistently. You don’t need to start posting daily from the jump, but a modest goal, like one photo a week, is an effective way to incorporate Instagram into your marketing stack. By posting once a week, you can engage established clients and customers while maintaining a small degree of visibility with fringe customers.

#52photos52weeks #weeklypost #weekinreview

2. Wellness Wednesday

Everyone knows that Instagram users are fixated on health and wellness. This fixation even lead to a brand new career field: fitspo models (essentially fitness influencers). Showcase your brand’s dedication to health and wellness by posting photos of your team enjoying the outdoors, eating a healthy meal together, or exercising. This is a great way to drive casual engagement with users. These types of interactions typically lead to continued engagement over time.

#wellnesswednesday #workoutwednesday #healthyeating

3. Throwback Thursday

Quite possibly the most popular Instagram challenge, Throwback Thursday inspires users to post a photo from the past. Funny baby photos, awkward high school pics, or photos of your business from long ago make for compelling content that cultivates likes and makes it easier for users to connect with your brand.

#tbt #throwbackthursday #lookingback

4. Friday Funday

After a long week of working (and hopefully posting on Instagram), it’s always a good idea to unwind with a simple photo challenge like Friday Funday. This challenge is self-explanatory; post a picture of your business having fun. By utilizing a call to action or positing a question to your target audience, you can organically generate comments and likes.

#fridayfunday #funfriday #justforfun

5. Lunch Break

Instagram is the king of foodie photography. You’ll be hard-pressed to find an account without a single picture of food. Our fascination with pictures of food is logical — food is typically bright, photogenic, and easily staged — and the fact that we eat lunch every day means we’re afforded the opportunity to post every day. Photos of lunch allow you to spotlight your team when they’re not working, which helps you connect with your target audience and break bread digitally.

#lunchbreak #lunchstagram #foodieblog

6. Jumpstagram

Do you remember the ending of every 80s and 90s movie ever? Typically, the conflict is resolved and then something magical happens: all of the protagonists jump skyward as the shot freezes mid-air and the credits roll. The Jumpstagram challenge tasks you with recreating this type of iconic image. The benefit of this challenge is twofold. First, it shows your target audience that the members of your team are close, which inspires confidence in your business. Second, it’s a fun activity to break up the monotony of the day.

#jumpstagram #jump #photofinish

7. Pet Portrait

Pets are universally loved by Instagram users. Incorporating your furry friends into a content-lite post helps to humanize your staff and engage your target audience. Interacting with pets makes people happy even if that interaction takes place from the other side of a mobile display. Pet lovers have a tendency to vocalize their love for animals on social media, so pet-related posts commonly result in comments, likes, and shares. Dogs are the most popular pets on the internet, but cats, lizards, birds, and fish are all capable of helping you engage with your target audience.

#petportrait #animalsatwork #petstagram

8. Love What You Do

Prospective customers are more likely to utilize the products and services of a company that truly loves what they do. Why? When you love what you do, you’re more likely to deliver high-quality results and put forth the extra effort necessary to separate yourself from your competition. Posting photos of your team working happily shows that you value a healthy work-life balance and allows your workers to complete tasks diligently without feeling overburdened. Confucius said it best: “Choose a job you love, and you will never have to work a day in your life.”

#lovewhatyoudo #worklove #lovemyjob

9. Quotable

You can create fresh content for social media by repurposing new and existing SEO content as a shareable graphic. Quotables, or visual content that focuses on a quote as the focal point of an image, are easy to design and even easier to share. Promote existing content by posting a quotable on Instagram that redirects users to the article hosted on your website. If you put in the effort, you can create a content marketing strategy around existing SEO content.

#quotable #quotes #inspiration

10. Past and Present

How has your business grown over the years? As you evolve from humble beginnings and achieve true success, it’s always a good idea to take a retrospective look at how far your brand has come. This is an effective Instagram challenge for a number of reasons; most notably, it allows you to showcase the growth of your business without coming off as braggadocious and it allows you reconnect with long-time clients who have stuck with you since the beginning. You can utilize Instagram’s photo album feature to provide your target audience with separate images for your past and present challenge on the same post.

#pastandpresent #changes #thankyou

How do your customers view your business? Do they see you like they see any other business? Or do they see beyond your operations and into the heart of your brand? In today’s economy, competition is stiff, so it’s imperative that you find ways to set yourself apart. Humanizing your brand using curated visual content can help you connect with your target audience and convert new customers. Our agency has the tools and expertise to help you develop a customized social media strategy that grows your brand with measurable results.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

Shooting Trendy Video Content on a Budget

If a picture is truly worth a thousand words, it follows that one of the most important aspects of branding is imagery. Whenever your customers interact with your brand, their brains relay sensory information from your visuals to develop a perception of your company. Everything from your color palette to choice of fonts affects your target audience’s perception of your brand.

And that’s only your static visuals.

Visuals are an integral part of any marketing strategy. Your target audience will engage with visual content more readily than written content because the human ability to process visual information is substantially more streamlined. The Massachusetts Institution of Technology (MIT) found that “the human brain can process entire images that the eyes see for as little as 13 milliseconds,” which means that well-worn cliché isn’t as ridiculous as you might believe.

If your brand is already running a successful marketing campaign utilizing a combination of SEO and PPC reinforced by original visual content, intelligent web design, and a dedicated social media presence, you should consider taking your visual content to the next level with video.

The idea of entering the audio-visual space can seem imposing and unrealistic, but with the help of our award-winning digital marketing agency, you can produce trendy video content on a budget that demonstrates its worth with measurable results.

Video Stories

A video story is usually comprised of a series of short clips that combine to tell a story, deliver a message, entertain your audience, or explain a product, promotion, or service. Generally, video stories expire after 24 hours, which means there’s no time to get lost in pre- and post-production. Your story is meant to be timely and spontaneous. It should give your target audience more insight into your brand. Fortunately, video stories are inexpensive, customizable, and easily branded:

Creating a unique graphic to introduce your story will grab your customer’s attention. Since video stories are primed for mobile, you’ll always be shooting in 1080px by 1920px.

Although you can start posting stories on platforms like Facebook, Instagram, and Snapchat at anytime, you want to be wary of what you post and always post with intent. It only takes a few minutes to shoot and post a story, which gives your brand the freedom to supplement your content output frequently, but posting for the sake of posting isn’t advised. Your brand should always aim to provide value for your target audience.

Another feature of video stories is the ability to broadcast live and engage in real-time chats with your target audience. Perhaps you’re hosting a birthday party in the office and want to let your customers be a part of the celebration, or maybe you need a platform to disseminate timely information about a new piece of legislation that will affect your brand; either way, live stories create active engagement for virtually zero investment.

Nonetheless, these easy to use but powerful tools are best utilized in conjunction with a veritable marketing strategy. Shooting your own video stories is fun and easy, but if you want to maintain the identity of your brand, consult with a digital marketing agency before proceeding with any haphazard video content.

Interviews and Testimonials

Shooting your own commercial is a costly endeavor. Video production companies usually bill by the hour, and the time it takes to brainstorm a concept, shoot a commercial, and edit it in post-production can take a substantial amount of time. The goal of any commercial is to attract new customers by showcasing your value, but we often find that a utilitarian approach is more suitable for our clients.

Interviews and testimonials are a powerful tool for growing your brand and demonstrating your company’s value to its clients and prospective customers. There’s no need for special effects and the post-production work is minimal because interviews and testimonials focus on clearly communicating your brand’s message directly without the unnecessary foofaraw commonly found in television commercials.

In addition, since interviews and testimonials aren’t technically TV-friendly — since they usually stretch past the 15- to 60-second length associated with commercials — there’s no need to pay for advertising space. Instead, you can boost your ad spend online to increase engagement with your target audience. Promoting your interview or testimonial through these digital channels allows for a much greater degree of customization than television ads that target a general demographic during a specific time slot.

Interviews allow your team to showcase their expertise, while testimonials offer your clients a chance to talk about their experience with your company.

Presentations and Tutorials

Whereas interviews and testimonials are designed to introduce your brand and encourage prospective customers to utilize your services, presentations and tutorials are a tool for educating your target audience about relevant topics that can have a direct effect on your professional relationship.

Although the quality of presentations and tutorials largely depend on your budget, the most important aspect of this type of video content is your information. Is your information clearly stated for your target audience? Is the audio and visual quality of your video sufficient for users on mobile? Have you developed a clear, attractive title for your video that will entice users outside of your target audience?

Presentations and tutorials show that you’re actively working to help your industry grow and prosper by contributing valuable resources to your customers and the world beyond.

It only takes a few minutes to create an account and start posting videos on Youtube using your existing Google account. Your videos can be shared across social media or embedded on web pages as a resource for visitors. Once you have proven your value to enough users, you will start to amass subscribers and establish your case as a bonafide thought leader in your industry. Youtube has expanded their default upload size to 15 minutes, but you can upload videos up to 12 hours long once you verify your Google account. This allows for virtually endless flexibility, so post as much or as little as you desire, but always remember to stay on brand!

Are you ready to start publishing content that outshines your competition and provides more value for your customers? Video content allows you to connect with your customers on a more personal level to express your ideas and proliferate your brand’s message. You can start shooting promotional video content for your brand today. Our videographer has all the tips and tools to help you round out your marketing efforts with professional video content that resonates with your target audience and delivers more traffic to your website.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

Why Written Content Is Worth More Than Its Word Count

Your burgeoning SEO campaign is finally seeing the results you’ve been hoping for and you’re noticing a surge in traffic, increased engagement, and superior SERPs. Now, your goal is to maintain your forward progress and continue raising the bar for your brand.

Our creatives and web developers have teamed up to provide you with a best-in-class website, our content strategists are publishing SEO content that your target audience finds compelling, and our digital marketing director is providing you with real-time updates every step of the way.

What’s next?

Once you launch an SEO campaign, there’s really no telling when it will end. SEO is fluid and continuous. If you spent the better part of the last few years building your case for Google’s search algorithm, you don’t want to have your headway undone by apathy or an inability to continuously produce spellbinding content.

Meeting your SEO objectives is just the beginning. You already have resources invested in an ongoing content campaign; why not invest in repurposing your content to boost your brand’s strengths in other areas? Existing content can be utilized in creative ways to produce captivating visuals for your site and interactive resources for your target audience while simultaneously filling out your social media and email marketing campaigns with more substance.

As the title states: written content is worth more than its word count. Our agency understands how valuable every piece of content is to your SEO campaign. Our content strategists spend extra time researching the best resources and tailoring their writing to your target audience’s preferences and needs. When you produce top-tier content, you can adapt it to other mediums to spread your brand’s message. If you want to get the most out of your content, you should consider doubling down on your commitment to SEO by expanding your campaign to include content repurposing.

Give Your Old Content a New Purpose

“Ask not what your country can do for you, but what you can do for your country.” – John F. Kennedy

When you read the quotation above, was your first thought: “This is outdated. Who cares what John F. Kennedy said in 1961?” Of course not! Sure, the quote might be over a half-century old, but President Kennedy’s content is still relevant.

How was JFK able to future-proof his content for more than 50 years post-mortem? As a president, the things he said were substantive and important, not to mention well-researched and backed by the academic community. At Leverage Digital, every piece of SEO content we produce is subjected to the same rigorous standards. We never publish without verifying our sources and we don’t make assumptions.

If you want your brand to succeed in the future, you will need content that can outlast your competitors and remain relevant for years to come. However, this is only possible if your ongoing content campaign is producing high-quality content from the beginning.

Are you dedicated to establishing your brand as a thought leader in your respective industry? Our content strategists work with our creatives to enhance your brand’s SEO strategy with SEO content that drives creativity across an array of platforms and applications.

Promoting Written Content with Curated Visuals on Social Media

The goal of your SEO campaign was to improve your brand’s SERP visibility thereby increasing traffic to your site, but your auxiliary marketing campaigns, like social media, will influence your site’s traffic, too. Promoting your SEO content through social media platforms like Facebook, Instagram, Twitter, and Pinterest can help drive engagement with your target audience. This can help increase traffic to your website as users follow backlinks to interact with your content.

There’s only one caveat — these platforms largely rely on visuals to attract your target audience. How can you promote your written content without relying on boring stock images that fail to charm users? The trick is to create visuals that tie back to your article in an interesting way. In other words, promote the information from your SEO content that is the most valuable to your target audience.

We’ll use one of our own articles, “How To Create A Content Marketing Strategy From Your Existing SEO Content” to briefly illustrate how written SEO content can be repurposed into visual content to promote itself.

You can utilize interesting quotations from your SEO content to create a compelling visual that connects directly to the information from your content. Alternatively, you can propose a question or call to action that links to your article or generates buzz about your topic.

Boost Your Presence in Other Campaigns

You can utilize visual content inspired by your written SEO content as a promotional vehicle for your content, but that’s only useful when you’re publishing new content. What about your older SEO content?

Have you ever noticed that the most successful social media accounts post compelling content regularly? You’re probably wondering how they manage to upload high-quality content so frequently. Here’s the secret: plan ahead and plan smart.

At the most basic level, recalling old content using hashtag campaigns like “Throwback Thursday” (#tbt) or “Flashback Friday” (#fbf) gives you a legitimate reason to reuse old content. Similarly, by focusing on certain themes during a designated time period (e.g., Valentine’s Day, Christmas, Easter) you can funnel existing SEO content into your ongoing content campaign to fill it out and provide more value for your existing and prospective customers.

Ideally, you will outfit your existing SEO content with new promotional materials to prime it for social media, an email marketing campaign, or a featured position on your website’s homepage or blog.

For example, you can beef up a weekly or monthly newsletter with existing, relevant SEO content. Similarly, if your brand has a tendency to go dark on social media because you lack content, consider utilizing existing SEO content to give your target audience a reason to return to your website.

Embrace Thought Leadership with Leverage Digital

At Leverage Digital, we know that your brand’s success depends on your SEO strategy and ability to optimize your digital imprint, but we also understand the value of intangibles like consistency, design, and most importantly, thought leadership.

Being a thought leader helps raise your brand to the next level. Once you have achieved success in this area, your brand will be providing the blueprint for your rivals which means every move you make will inspire others and direct users to your brand.

However, the only way to become a thought leader in your respective industry is to become the authority on all matters pertaining to your brand. In other words, you have to remain vigilant of industry-related news and continuously produce content that pushes the envelope.

Whether you focus on publishing new content, repurposing old content, or combining both strategies to pump up your overall output, to be considered a thought leader, you need the capacity to develop and publish enough content to outperform your competition. For most brands, this idealistic goal is impossible without partnering with a reputable digital marketing agency like Leverage Digital.

A successful SEO strategy is built around a handful of established principles — ongoing content, thoroughly researched keywords, etc. — but there’s always room for creativity and innovation in the world of digital marketing. One-and-done publishing ensures that your SEO content is giving you the organic growth you desire, but on a B2C level, you want to be certain that your target audience is engaged. Our award-winning digital marketing agency combines comprehensive statistics tracking and thoughtful, creative design to provide measurable results that look as good as they perform.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

Should You Incorporate Infographics into Your SEO Strategy?

Have you ever had an idea that was too big to squeeze into a 500-word article? A successful SEO strategy lives and dies by your ability to publish ongoing, meaningful content that provides value to your target audience and incentive to keep clicking again and again; however, when a trending topic is too complex or contains a large volume of relevant information, producing content that effectively simplifies information for the reader can be a serious challenge.

An infographic is a visual representation of text-based content like news stories, datasets, statistics, etc. Infographics are valuable for a variety of reasons, but their trademark feature is their ability to take complicated, sleep-inducing topics and present them as bright, flashy, exciting visuals for readers. Infographics are an ideal complement to your SEO strategy and offer you a chance to boldly spread awareness of your brand more effectively to your target audience as well as untapped markets.

Revitalize Your SEO Strategy

Before we really delve into why infographics can boost the success of your SEO strategy, let’s rewind for a second and refresh ourselves on the three main components of a typical SEO strategy:

  • On-Site Optimization: the content, structure, and layout of your site should keep users engaged beyond their first click. Streamlined navigation, internal links, and unique content can keep users on your site longer.
  • High Quality Content: your content should be valuable, timely, properly formatted, and published regularly to improve your SERP visibility. We perform comprehensive keyword audits to ensure that content is easily searchable.
  • Off-Site Authority: if your brand is only represented on your website, your SEO objectives will flounder. Build off-site authority to generate inbound links from high-authority sources. This goal can be met in a variety of ways, but the key is to limit links that appear spammy or unrelated. Representing your brand on social media is one surefire way to build off-site authority.

If you can accomplish your SEO goals by focusing on these three SEO pillars alone, why should you incorporate infographics into your ongoing content? The answer is quite simple; infographics are infinitely shareable and more engaging for your target audience. Plus, they empower your brand by establishing you as a thought leader in your respective industry.

Infinitely Shareable

The information depicted in an infographic can be time-sensitive, but unlike written content, infographics have a tendency to outlive their information. This is because visual content (which is commonly evergreen) isn’t explicitly tied to a publishing date like written content. Skillfully designed infographics appear timeless, and as a result, they are shared more frequently and for longer periods of time than your traditional shared content. Visual content is 40 times more likely to be shared on social media than other types of content. That means the value of a single infographic can be worth 40 times the value of a single piece of written content.

Boost Engagement

The reason users prefer to engage with visual content is determined by the hardwiring in our brains — we process visual information 60,000 times faster than text. That means processing an infographic is 60,000 times easier than written content based on the same topic. Visual content produces more shares on social media and equalizes the playing field for people who want information but lack the time or patience to read an entire article. Although it’s imperative to maintain a strong ongoing content campaign utilizing written content to improve your SEO ranking, your customers are more likely to engage with visual content like infographics when browsing social media or visiting your site.

Empower Your Brand

At Leverage Digital, our main objective is to develop your brand’s image and improve your online visibility to help you connect with your target audience, but we’re also interested in helping your brand reach its potential. When you publish high-quality content, you empower your brand and establish yourself as a thought leader in your industry. Branded content, especially infographics, have a tendency to trickle down the business hierarchy to be used as a resource in small businesses and startups. When this happens, you have effectively established your brand as a thought leader which bolsters your authority and the value of your services significantly.

If your brand is benefitting from a successful SEO strategy, it’s time to allocate resources into expanding your brand’s visibility with new forms of content. 45 percent of B2C marketers believe visual content, like infographics, is their most important type of content. Infographics are not only evergreen and infinitely shareable, they are more likely to provide real value to your target audience and help establish your brand as a pioneering force in your industry.

At Leverage Digital, our in-house team of content strategists can help you improve your brand’s online visibility through a comprehensive, ongoing content campaign. We create content that answers your target audience’s biggest questions to foster trust and dependence through well-researched, timely articles and compelling visual content. After all, the success of every SEO strategy depends on quality content and a dedicated team like Leverage Digital.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

Writing for Rankings: Why Reaching Your SEO Goals is Nearly Impossible Without a Professional and Trusted Content Strategy Team

The principles of search engine optimization (SEO) are the driving force behind a lot of what we do here at Leverage Digital. Online visibility is paramount for a successful digital marketing campaign, because without a strong foundation for your digital imprint, it’s increasingly difficult to plan effective cross-platform campaigns that truly unlock your brand’s potential.

Without a dedicated team of content strategists to produce consistent, compelling copy, it can be virtually impossible to truly nudge your Google search ranking in the right direction. A company with poor search rankings is similar to a person stranded in the middle of the ocean. You know that person is out there, splashing around helplessly waiting to be discovered, but no matter how much time you spend searching, you simply can’t find them.

Most businesses are familiar with the concept of SEO and possess a vague understanding of how this valuable metric is determined, but they don’t realize that creating effective content to drive web traffic is a multi-step process that requires a skilled team of experienced content strategists.

What is a Content Strategist?

Imagine a writer who not only possesses the verbal skills to clearly state the things you want to say, but also possesses a fundamental understanding of your target audience, what they want to read, and how to best deliver it to their digital display. Doesn’t sound like your typical writer, does it? That’s because a content strategist is more than writer, they are a vital cog in your SEO campaign.

While brainstorming topics for your SEO campaign, our content strategists discuss your brand and its objectives so every piece of content is relevant to your target audience while enriching the value of your website. When news related to your company or industry is published, our content team adjusts your content accordingly to ensure that users searching about these timely topics are directed to your website first. If you need a specific topic covered, our content strategists will research information about your topic and write an original thought piece supported by legitimate sources.

Familiarity with Your Brand is Vital

Hiring writers to create content for your SEO campaign might help you produce articles and blog posts for your site, but if this content has no value to your target audience, it won’t matter. An effective content team is composed of content strategists who possess a fundamental understanding of SEO, strong writing skills, and the foresight to plan content that will cover topics and target keywords actively searched by your customers.

Moreover, a content team must be intimately familiar with the brand they are producing content for. This is one of the major benefits of using a trusted team of content strategists. Sometimes, when you outsource SEO copywriting to a third party, they turn around and flip your content again to a contracted remote employee or even worse, a random contractor from services like Fiverr or Upwork.

At Leverage Digital, our content strategists build familiarity with your brand over time, ensuring that your content grows increasingly relevant to your target audience with each passing day. How can a writer who is only just being introduced to your business compete with a seasoned writer who has spent months or even years getting to know and writing for your brand?

Writers are also researchers, but when your clients are in verticals like real estate and legal services, it can be difficult to find writers who can reliably take technical ideas, understand them, and then simplify them for readers. Our team meets every day to write for our clients. By sharing the burden of dense research and complementing each other’s skill set, our team ensures that your content aligns perfectly with your brand.

Multi-Step Editing Ensures Every Article is Worth Paying For

A thorough editing process that puts more than one set of eyes on a piece of content will help you avoid costly typos and errors. There’s a reason newspapers and magazines have editors to revise and polish articles before publication. Readers notice gaffes, and they love to point out errors for the rest of your audience. At Leverage Digital, we utilize a comprehensive editing process to ensure that every piece of content is checked for grammar, syntax, accuracy, format, and style multiple times before it is presented to your audience.

Marketing Your Brand Online Relies on A+ Content

Quality content is hard to find. In a world of clickbait articles and hastily thrown together SlideShare presentations, readers are actively searching for resources that answer their questions and teach them about relevant topics. If you truly care about your customers, you want to ensure that your content is rigorously researched, skillfully written, and thoroughly edited every time. This level of consistency is almost impossible to achieve without a dedicated team of content strategists.

Ann Handley, Chief Content Officer of MarketingProfs and author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, understands that content needs to “be specific enough to be believable and universal enough to be relevant.”

Producing content that accomplishes these two goals requires a dedicated team who lives and breathes content; a team who knows your brand and possesses a personal understanding of your objectives. We don’t see how content production can be skillfully executed any other way.

Are you unable to meet your SEO goals because your website lacks content, or your content is inconsistent and poorly written? At Leverage Digital, our in-house team of professional content strategists can improve your search visibility, and position your company as an industry thought leader, resulting in more traffic, engagement, and conversions through your website.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

How to Create a Content Marketing Strategy From Your Existing SEO Content

If your brand has a successful SEO strategy, you are most likely publishing engaging content that your customers find valuable. Have you ever stopped to consider that the same great content you’re using for SEO could be repurposed for social media, email marketing, white papers, and even e-books? Well, it can, and the content marketing experts at Leverage Digital can help you, but before we proceed an important point should be made: SEO is content marketing.

SEO is Content Marketing

In addition to increasing search engine visibility, SEO content should be relevant and valuable to your target audience, and provide solutions to their problems. The cumulative effect of this results in more traffic being driven to your website, better user engagement, increased conversions, and ultimately more customers. These are all goals of content marketing as well, but SEO and content marketing are often discussed in silos, when in actuality they work hand-in-hand to promote your brand.

To emphasize this disconnect, according to Sunil Rajaraman, the founder and chief executive (CEO) of Scripted.com, marketers are willing to pay $1.95 more per word for “thought leadership” content than they are willing to pay for “SEO” content.

One can assume this lack of perceived value for SEO content is a result of all the clickbait that has perpetuated as SEO over the years, but our approach to SEO is vastly different. At Leverage Digital, our SEO content provides your target audience with valuable, well-researched resources that help customers build familiarity with your brand and gain a firm grasp of your services. Google recognizes good content, and it rewards your site for hosting it with superior visibility that trumps your competitors.

When you consider the fact that SEO is content marketing with the added benefit of increased search visibility, it’s becomes clear that SEO content is an effective and valuable strategy for driving more traffic to your website, but that’s just the beginning. Our agency only writes SEO content with substance, content that you can derive value from again and again. Let’s look at the various ways your SEO content can be repurposed.

Share on Social Media

Since your brand is already publishing content that is relevant and valuable to your customers, share this same content across all social media platforms where your customers are active. Because your SEO content should be relevant and valuable to your target audience, posting to social media should naturally result in organic shares.

Your brand may already share curated content on social media, but that’s only helping other brands achieve their content marketing goals. We recommend that you scale down on sharing content that promotes other brands, and in its place, share content designed to drive visitors back to your brand’s website.

With this strategy, repurposed content not only increases your website’s search visibility, but also increases its social visibility, resulting in a twofold increase in traffic to your brand’s website.

Promote Through Email Marketing

In addition to social media, promote your SEO content through email marketing, but never include the whole article. Use a teaser with a compelling headline to entice your readers to click through to your brand’s website where they can finish reading the article. From here, they will be presented with targeted content aimed at driving further engagement with your website.

Many brands send out monthly or quarterly emails bogged down with too much information about recent accomplishments, such as awards won, projects completed, new hires made, and so on. The problem with this strategy is that it provides a lot of information that’s useless to customers. It’s good to let customers know how well your brand is doing every once in a while, but the bulk of your email marketing should provide customers with information they can actually learn from and use.

Keep in mind that content marketing is not only intended to drive new customers, but is also intended to encourage repeat customers as well — an area where email marketing is very effective.

Convert Content into White Papers and E-Books

Finally, downloadable white papers and e-books are great for generating leads from your brand’s website. So, take the last six months or more of SEO content from your ongoing campaign and repurpose it into downloadable white papers or compile it into an e-book.
Providing website visitors with free white papers and e-books not only allows you to generate leads, but also assists in positioning your brand as a thought leader in its respective industry.

We recommend promoting your white papers and e-books through social media and email marketing, too. Give readers just enough information to whet their appetites, followed by a call to action to visit your brand’s website where they can download the complete whitepaper or e-book. If you’re interested in developing white papers or e-books from your SEO content, our agency can help.

Conclusion

While content written for SEO purposes is intended to increase a website’s search visibility, you can promote that same great content through other channels, such as social media and email, as well as repurpose it into downloadable whitepapers and e-books. The end result is less work, increased engagement, and a better overall content marketing strategy.

Are you failing to produce enough content to meet your SEO goals? At Leverage Digital, we understand that a successful SEO campaign depends on content, so we focus on creating valuable content that you can use in a variety of ways to drive web traffic, engagement, and conversions through your website.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

What It Means To Hold The Highly Coveted Google Partner Designation

Leverage Digital is proud to have held the esteemed Google Partner designation for over two years. Being a Google Partner is an achievement that only the most elite agencies reach, as the requirements are rigorous and multifaceted.

To be awarded this designation, agencies must pass Google-administered certification exams every 12 months, use industry best practices to manage their campaigns, have AdWords Certified individuals on staff, and manage over $10,000 in ad spend over a 90 day period. The agency must also demonstrate that their clients are happy, their business is healthy, and that they adhere to Google’s high standards.

“It is an honor to receive the Google Partner designation, and further differentiates Leverage Digital as a top tier digital agency in the marketplace. More importantly, this designation provides our clients with peace of mind knowing that they work with an agency which has been endorsed by Google,” said Jay Taylor, Managing Director at Leverage Digital, upon attaining the qualification in February of 2016.

Google uses their coveted certification to ensure that businesses work with vetted agencies that follow best practices in search, display, video, and mobile advertising. Essentially, they do the heavy lifting so you can spot a quality agency at first glance.

To learn more about what it means to be a Google Partner, you can check out what Google itself has to say. To learn more about working with Leverage Digital, you can browse our recent projects or get in touch.

The Perfect Time to Prepare Your 2017 Marketing Strategy is Now!

With the holidays on the horizon and so many people taking their final vacation days, it’s easy to coast until the ball drops and the fireworks go up. However, you would be missing a key opportunity to get ahead of your competition and, perhaps, stay ahead of them. Now is the perfect time to start preparing your marketing strategy for 2017. Doing this will allow you to start engaging customers the minute you open for business on Tuesday, Jan. 3, 2017.

We’ve provided a few steps for building your marketing strategy along with several tactics that will lead to success in 2017.

Steps for Building a Marketing Strategy for 2017

Review Everything

The best way to determine where to go is to know where you’ve been. Take some time to review all aspects of your 2016 marketing efforts. Did you run an SEO campaign? Paid search? Email marketing? How effective were they in bringing in leads? Did those leads convert to customers? Examine your customer profile. Does it need to be adjusted in any way? Are there untapped markets that you can pursue? What about strategic partnerships? This should be balanced against the budget that you used for your marketing efforts. Are you spending your money smartly? Were there setbacks in 2016? How can they be avoided in the future? This may seem like an overwhelming amount of questions, but they must be answered earnestly to make the most of the opportunity to build an effective 2017 marketing strategy.

SET GOALS

Once you’ve answered the major questions and have a clear picture of your 2016 marketing efforts, it’s time to set your goals for 2017. It may be cliche, but it is critical that your goals are “SMART,” meaning they are specific, measurable, attainable, realistic, and timely. The first two are the most important. Whatever you want to do in 2017, you need to be specific about it. Abstract goals lead to abstract victories, but what’s not abstract is payroll. If your goals are specific, you’ll be able to measure them and see progress.

DETERMINE THE KEY MESSAGES

What messages do you want to convey to consumers? Much of that will have to do with what you have to offer and, most importantly, what they want from you. With a revised customer profile (including how they make buying decisions) and your goals in mind, you can devise your key messages. These messages will be a part of all your 2017 marketing efforts and should be continuously monitored for effectiveness.

Tactics to Consider in 2017

Now that you have clear goals and messages in place, it’s time to examine a few tactics for engaging consumers.

WEBSITE REDESIGN

Among the items that you should focus on when examining your 2016 efforts is your website. Along with general questions about its look and feel, you need to know if it’s mobile-friendly. We live in a mobile-first world with 80 percent of all Internet users owning a smartphone. You do not want to lose customers because of an ineffective mobile experience with your website. Also customers expect a fast experience. Google describes these experiences as micro-moments, moments when consumers conduct a quick search to answer a question, solve a problem, or make a purchase.

SEO STRATEGY

You don’t want to have the best looking website that no one can find. According to Search Engine Watch, 93 percent of online experiences begin with search. Employing this tactic effectively is vital to your business success. In 2017, it’s important to consider tactics to help search engines more easily read your web page, content strategy, connections between SEO and SEM, and landing pages.

PAID SEARCH

With so many people searching online for information and items, paid search is a worthwhile investment of marketing dollars. To be effective in this arena, it’s critical to understand where your customers spend their time. Once again, reviewing customer profiles are a big part of your efforts.

SOCIAL MEDIA STRATEGY

In recent years, social media has been passed off as mere window dressing or the stuff that you give to interns. However, you get out of it what you put in. One of the keys to social media success is establishing the proper tone for your messaging. It’s also important to streamline the research, posting, and interaction processes. This way, your social media posts are consistent, time is saved, and customers are engaged.

We can’t express the importance of creating your 2017 marketing strategy enough. If you need guidance with this process, the digital marketing specialists at Leverage Digital can help. We have the tools and expertise to help you kick start your 2017 marketing campaign.

Leverage our expertise. Partner with us.

A/B Testing Your Way To More Revenue

The beauty and the curse of digital marketing lies in the amount of data you have to analyze to figure out what’s working and what isn’t for your business. No other medium is held to a higher standard than the Internet. With all of the traffic numbers and conversion numbers, how do you know where to start? Split testing isn’t a new concept but because of digital analytics, it’s a great way to test what your audience responds best to.

WHAT IS SPLIT TESTING?

Split or A/B testing is a way to test any one variable within your marketing messages. The important thing to remember with A/B testing is that you can only change one variable at a time. Let’s use email as an example. If you want to see what factors lead to a higher open rate, you need to keep the same creative and email copy; then split your email list in half randomly (randomly is important!) and send the same email to these groups with different subject lines. Then you can analyze open rates and see which subject line performed better. You can perform this task with many different types of digital media (Google AdWords, retargeting, email, PPC, and the list goes on and on) to analyze what works best. Also try changing out photos and copy, as well.

BENEFITS OF SPLIT TESTING

Put simply, split testing makes you a smarter marketer. It helps you understand what your customers respond to in messaging and ultimately lowers your cost per acquisition. Lowering your cost to acquire a new customer will increase your revenue. It helps you create better content, period. The ability to split test copy, images, creative, etc. digitally also affords  you the opportunity to transfer those messages that worked into other various forms of media. Traditional media (TV, Radio, Billboard) are still effective at reaching your audience, imagine how much better it could work for you if you had spent some time split testing you message to see what gets a response.

 

Leverage our expertise. Work with us.