STRAIGHT ANSWERS, YOUR PRIORITIES
FAS delivers the full range of consulting solutions for corporate clients.
With Search and Sales Activity
Search Strategy Needs To Reflect
Keyword Topics Drove Content (usually your list of services).
KEYWORD LIST RELATED TOPICAL CONTENT
RANK FOR TERMS
(searchers distrust most URLs)
THE OLD WAY
Content is driven by problems your audience is trying to solve (not keywords).
WHOLE SITE RANKS HIGHLY
(semantic position climbs)
(to main website pages)
THE NEW WAY
Your navigation methods and CTAs direct visitors to more information.
SEARCH VISITORS FOLLOW 2 PATHS
Make It Easy For Them To Get To Your Main Pages
POSTS / ARTICLES
OTHER MAIN PAGES
(About, Services, Etc)
SEE THE “SPOTLIGHT EFFECT”...
REMEMBER: YOU HAVE SITE VISITORS, NOT “BLOG READERS”
Unless you’re Huffington Post or Gawker
NO ONE IS HANGING OUT ON YOUR BLOG
VERY FEW ARE ACTIVELY CHECKING IT
BLOG PAGE ITSELF GENERATES LOW CONVERSION
REALITY IN MOST CASES:
Can Skew Your Choice of Topics
“We should go for a well-rounded blog for our
readership—ensure a balance of topics.”
THE SPOTLIGHT EFFECT
Assuming more eyes on you than there really are.
Can Create a Marketing Silo
“We should act like journalists, and ensure our content
never mentions our company or asks for the sale.
Can Shift Your Focus to Timing
“What’s the optimal day to post this piece?”
“Day before Mother’s Day?”
Most content creation is NOT aligned with sales activity.
THE SILO WAY
“PURE” CONTENT CREATION“DIRTY” SALES EFFORTS
Content aligned with sales campaigns fits multiple distribution channels.
No silos means getting the whole team going the same direction.
“Remember, this quarter,
we’re going after regional
businesses struggling with
scalability that have annual
revenue of less than…”
❏ SALES OBJECTIVE
❏ TARGET DEMOGRAPHIC
❏ AUDIENCE PROBLEM
“When all channels are putting out content that solves
the same problems, taking their cues from how deals are
getting closed right now, you have achieved alignment.”
- Daniel DiGriz, MADPIPE
BRING YOUR PRIORITIES
TO THE TOP FREE AGENT SOURCE
Our Practice Areas
Mobile / Web