Craig and Andy talk about cohesive marketing as a challenge to rank higher and convert customers. What can go wrong, right, and areas of improvement? Be opinionated, helpful, logical, and think about the purpose of each piece of content by being intentional and targeting the ideal customer.
Craig’s company has optimized SEO and content marketing channels. Now, it is trying to optimize the conversion of presenting Castos software as the solution. Why is someone here? What are they trying to achieve? What pain do they have? Position content to solve problems.
Andy wonders how much helpful content is a vanity metric related to ranking and generating traffic. The content marketing challenge is how far up the funnel is content that can be ranked, is it even in the funnel, and how to get customers to get where they need to go?