Clearing the Air on Personas, ABM, Analytics, and SEO with Ardath Albee and Andy Crestodina


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Ardath Albee of Marketing Interactions and Andy Crestodina of Orbit Media delve into the content marketing bottom-line in this week’s episode of Marketer-to-Marketer.
Ardath, an evangelist for quality and empathy, points out the importance of knowing where to invest resources in developing strategic content: “Most of the investment is the front end. So, [you invest in building] the personas to develop the right content marketing strategy and then the story line, and developing all that content that creates the initial engagement that you can then build off of. Most of my clients already have the technology they just may not be using it the in most optimal way. But you have to have that foundation of the personas and the content and the story in order to put the rest of it together.” This foundation allows for the development of more impactful content.
Andy is constantly gathering data to iterate and improve upon his results, including data to understand where high performing, in-depth content can help the SEO of a site and show value above your everyday blog post. “You're gonna have more of those traffic champions. And you're gonna find that you don't need to have a medium quality post every week. You might need to have a really in-depth post every two weeks. You'll get way more traffic with less effort because the Internet's not waiting for another medium quality blog post.”

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