Posted by Sandeep Sharma
December 06, 2017
The Blurbpoint team is proud to bring you an honorable guest ― Ben Sailer, the blog manager of CoSchedule which is an easy drag and drop content marketing calendar. CoSchedule allows you to plan, create and promote your content that all in one place. On this platform, Ben Sailer is an expert of content marketing who also creates magnificent contents especially in the area of social media and search engine optimization. He is considered as an all-in-one content calendar solution for the digital marketers. Blogs and articles written by him are so popular that many popular digital platforms feature it as guest posts.
Aside from being a successful content marketer in CoSchedule, he is also a freelance music journalist and plays bass in the indie/post-hardcore band GALS. Despite being this talented, he rocks in the content marketing. He is inspired by oodles of writers and marketers to grow in the digital world. If you too are seeking to grow your business, check out what Ben Sailer is having a conversation with the Blurbpoint team.
Sandeep: What is the best strategy to generate leads in 2018?
Ben: It’s hard to say definitively that any single strategy is the “best” for everyone in all cases. However, creating high-quality content that authentically answers audience’s questions and needs (and making sure that content is optimized to collect leads and email addresses) should continue to be a top priority for marketers.
Sandeep: What is more effective Email Marketing, PPC or Content Marketing?
Ben: It’s hard to say that any one of these things is more effective than another. In fact, I would argue each of these works best in conjunction with one another. No marketing tactic or channel exists in a vacuum.
Sandeep: How to execute Social Media Marketing to generate leads?
Ben: Start by creating content people want to click and share. A better and more detailed answer to that question, however, would be to remember that social media should be tightly integrated into your lead generation strategy and not treated as a separate thing that stands on its own. Mix organic and paid strategies to get your audience onto your site (whether that’s on a landing page, blog post, or website page), and make sure their destination is optimized to drive conversions.
It all comes back to creating content people want; stuff that builds brand awareness and good will with your audience. Make sure that content ties into your product’s purpose, too. Then give them enough reason to trade their email address for whatever you’re offering and keep providing value for those folks with your email content.
In short, social media works best for lead generation when it works hand in hand with content marketing, rather than as two separate silos.
Sandeep: What are your thoughts on optimizing the website for mobile and voice search?
Ben: First, I believe mobile optimization is extremely important. If your site doesn’t provide a good mobile experience then you can expect to get dramatically fewer leads via mobile visitors. That much is straightforward.
Marketers should then be asking themselves how they can get buy-in from their organization to invest in providing customers with a great mobile experience. I would imagine (based completely on my own assumptions) that’s the greater challenge for a lot of marketing teams.
There’s so much hype around mobile that it’s something we all know we need to pay attention to, but the trick is in actually getting the work done to make it happen.
If marketers are looking for something quick and actionable that can help them make that case, though, Google’s Mobile Friendly Test Tool is a great place to start. It gives you a quick analysis of how mobile-friendly your site is, and coming from Google themselves, I’d take that seriously if I were a decision-maker.
As part of that, I would think that optimizing for voice search is something that’s going to become more and more important for all of us. On a basic level, it would make sense to me that voice search will lead marketers and SEOs to target more conversational long tail keywords in content.
Beyond that, I don’t have much insight into how voice search is going to impact our jobs and industry (nor even how much it already has had an impact). I think it’s still relatively new and it’s on all of us to figure out how we should be catering to voice searchers.
Sandeep: Whom do you follow in this industry? Suggestions for the readers to follow.
Ben: I’ve followed Rand Fishkin and the Moz Blog since I started in this industry about six years ago. There are tons of smart and talented people in this industry that I’d recommend following. For general marketing and business insight, Jay Acunzo and Paul Jarvis consistently give me plenty to think about, whether on Twitter or their respective blogs and podcast. Michael King, Ian Lurie, Dr. Pete, and Britney Muller are great for SEO guidance. The Ahrefs Blog is a great resource, too.
And if you only follow one person for copywriting advice, I’d make it Joanna Wiebe and the Copyhackers blog.
Sandeep: Apart from being a Marketing expert, what do you do in your life?
Ben: I hang out with my wife and together we yell at our dog to stop chewing things on the coffee table. I also play bass in a rock band and have a borderline unhealthy obsession with American football (and the Green Bay Packers, specifically). I do some freelance music and games journalism on the side, too.
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