11 Steps to Successful Content Development: 2021 Guide

Your website content can be anything from universally appealing blog posts to infographics and success stories. But all of these things should be created in keeping with a consolidated plan: your content development strategy.

A quality content development strategy comprises all the steps of content creation, from planning and research to promotion, optimization, and performance tracking. It ensures that every interaction your potential customer has with your brand becomes a positive experience and lays the foundation for trust.

In this guide, we’ll explain why a well-organized content development process is so essential for your growth, and help you to devise and implement one.

What Is Content Development?

Content development is a full-cycle process of creating, distributing, and auditing content in order to reach a business goal. That goal can be anything from building trust with your customers and boosting user engagement to generating sales. It is an integral part of any content marketing strategy in 2021.

Content development comprises:

  • Strategizing and planning
  • Audience and topic research
  • Writing and creation of visuals
  • Search engine optimization
  • Publishing
  • Promotion
  • Performance tracking

All these processes are closely connected and work together to help you build a connection with your target audience and facilitate growth.

Why Is Content Development Vital for Your Business?

The main reason you need a content development strategy is that it can save you:

  • Time. Planning lets you meet deadlines and avoid frustration and overwork.
  • Effort. You will only create content based on thorough research, and which is tailored to contribute to your business goal.
  • Money. You will optimize your content, carefully choose promotional channels, and monitor each piece’s performance to make sure it hits the mark and generates ROI.

To put it simply, a content development strategy is about having an organized process in place. Next, let’s talk about how you can keep it up and running. – Read more

Google Analytics Guide: 35 Key Metrics and Features

Today I will discuss with you Google Analytics and am going to share a complete guide with 35 key actions and metrics you must know to be able to make the best out of Google Analytics. With the launch of Google analytics 4, you can now view the app and website data together making it an even more powerful tool you must understand to grow your business.

This tool is essential for Digital marketers and for any company with a website or blog. Because if you don’t know what to measure and how to do it, you won’t be able to adapt and improve your online communication and marketing strategy.

Good. Today I will share with you how I use this tool to scale my businesses. I have compiled the 35 most important metrics and actions that you can check out with this great tool. It is essential that you know what to measure and how to do it to successfully develop your strategy in Social Media, Content Marketing, SEO, or SEM Campaigns.

You must keep in mind these questions whenever you are dealing with google analytics. What is my target audience? Through what means do they access my website? How do they behave on my page? And how do they meet the objectives of my online strategy? These are the four big questions that Google Analytics will help you answer in detail.

Despite the amount of data that Google Analytics represents in the form of metrics, this is not a tool for mathematicians or programmers. It is a business tool for marketers and, without a doubt, it is one of the essential tools for any Digital Marketing Manager. All the values that Google Analytics reports contain must be used to make the best decisions for your business.

First steps in Google Analytics

The first thing is to create an account and configure it for your website. Then I will explain how the Google Analytics interface (the buttons) is used so that you know how to move and navigate through it. Before starting in the 4 main areas of the tools, I will also explain what are the basic metrics that you will see later in all the reports mean. Are you ready? Let’s go there!: – Read more

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Emails Going to Spam? 12 Reasons Why That Happens and What You Can Do About It

Are you worried that your emails won’t reach your customers’ inbox? That your bottom line will get a hit because of how spam filters evaluate your messages? Or perhaps you’re already seeing that your emails go to spam instead of the inbox and you’re looking for help?

If any of these made you nod, then don’t worry. We’ve got you covered! In this article, we’re not only going to tackle the main question – why do emails go to spam? – but also we’re going to offer solutions that’ll help you improve your inbox placement rate.

Best of all, you’ll be able to fix most of the issues listed here all by yourself as they’re related to things like how you’re building and managing your email list or constructing your email templates. Only a few will require some additional help from your email marketing software provider.

So without further ado, here are the 12 reasons why some emails go to spam and what you can do to prevent them from doing so in the future.

12 reasons why emails go to spam and what you can do about it

What the dreaded spam folder looks like for a Gmail user.
What the dreaded spam folder looks like for a Gmail user.

1. You don’t have the permission to contact your recipients

Although email marketing has always been permission-based, the regulations and the definition of “consent” often varies across different countries.

Because of these differences, you’d often hear about marketers who downloaded an email list from the Internet or bought it from another company, and then thought it’s OK to send them marketing emails as long as you give them the option to unsubscribe. However, that’s no longer enough.

Regulations like the Canada Anti-Spam Legislation (CASL)EU General Data Protection Regulation (GDPR), and California Consumer Privacy Act (CCPA) have become stricter about how email marketers handle customer personal information. They’re clear that it’s not enough to offer your email subscribers a way out.

So before you start sending your email campaigns, you should always make sure that you have permission to do so. If you neglect that, you’re not only risking that your emails will be going to spam, but you could also be liable to a fine.

That’s why if:

  • you’re still filling your email campaigns with contacts from Outlook, Gmail, LinkedIn, or any other place where you’ve interacted with people,
  • you’re an ecommerce business automatically adding people to your list from the checkout page,
  • you’re using a pre-checked newsletter consent checkbox in your web form,
  • you’re using co-registration or co-sponsored affiliate data with no explicit consent, 
  • buying or downloading email lists from the ‘reputable sites’…

…you should stop right now.

There are plenty of perfectly good email list building methods out there you could try. For starters, here’s the list of best ways how you can build an email list from scratch.

And if you’re unsure whether it’s OK to contact some of the people who’re already in your database, consider running a reconfirmation campaign. By sending an email that’s going to ask your audience explicitly if they want to stay on your list, you can be sure that only those who’re still interested in your offer will remain on the list.

Not sure what these look like? Here’s one example we’ve received when GDPR came into force: – Read more


What Is Last Click Attribution and How to Use It

Last Click Attribution Model

In this blog post, we’ll cover all things last click attribution including how it’s defined, what makes it unique, how your marketing team can use it, and more.

What is last click attribution?

A last click attribution model is when you give all of the credit for a conversion to the last touchpoint in the buyer’s journey — it assumes the final touchpoint is what ultimately influenced the lead’s decision to convert.

Pros and Cons of Last Click Attribution

Last click attribution is helpful if you want to know which of your marketing channels and touchpoints have the most influence in the final stage of the buyer’s journey.

While this is helpful information, it doesn’t account for the numerous other channels and touchpoints that impacted a customer from the very start of the buyer’s journey. This is important to note since there are a variety of touchpoints, across numerous channels, that impact a lead throughout the buyer’s journey — which is why most marketers today refrain from only using last click attribution. Rather, they’ll use multi-touch attribution or include last-click as part of their other marketing attribution efforts.

For instance, say a lead received an email from your email campaign, clicked through to your website, read a blog post, and then decided they wanted to buy your product. Well, last click attribution would only account for that last touchpoint — the blog post. Meanwhile, the other touchpoints throughout the buyer’s journey that contributed to this lead’s decision are dismissed.

That’s why multi-touch attribution has become such a popular attribution model among today’s marketers. Multi-touch attribution accounts for all of these touchpoints and channels and assigns them credit based on their influence.

In addition to last click and multi-touch attribution, you may have heard of first click attribution.

First Click vs. Last Click Attribution

FIrst click attribution differs from last click attribution because it assigns all of the credit for a conversion to the first touchpoint or channel (e.g. interaction on your website or with a marketing campaign) that a customer had before a conversion.

First click attribution is helpful if you want to know which of your marketing efforts are generating initial traffic in the awareness stage of the buyer’s journey.

Similar to last click attribution, this is a helpful attribution method on a small scale — combining it with other attribution methods is recommended in order to get a clear picture of your marketing attribution efforts.

Now, let’s talk about how your marketing team can use last click attribution.

How to Create a Last Click Attribution Report

If you choose to create a standalone last click attribution report, you’ll likely find yourself using an attribution tool.

If you already use an attribution tool, there’s a chance it has a specific report that focuses solely on the last click. There’s also a chance that it offers customizable attribution reports which would also allow you to create a last click report.

Either way, here are a few available options for your consideration as you look to create marketing attribution reports of your own. – Read more


6 Reasons Email Marketing Is Still Relevant in 2021

With technology becoming increasingly digital and with changes in consumer attitudes and behaviour, we thought we’d take a fresh look at the benefits of email marketing for driving business to websites. In doing so, our analysis of the latest research shows that, as a marketing medium, it remains highly relevant. Here’s what we discovered.

1. The furthest reach of all channels

While social media has billions of active users, its marketing reach is still smaller than that of email. More people have email accounts than social media accounts and make more use of them. At present, there are 3.8 billion social media users and 4.1 billion email users.

2. Email marketing still generates the highest ROI

Email marketing has held the ROI top spot for quite some time and has yet to be surpassed by other forms of marketing. In fact, the latest data shows that the rate of return has increased in recent years, up from £32 for every £1 spent in 2017 to £42 for every £1 spent today. Almost three-quarters of online businesses believe email provides ROI which is either good or excellent.

3. Email boosts sales

The ultimate aim of email marketing is to increase revenue and there is much evidence that emails boost sales. While a quarter of social media users will click on an ad, only 30% of those report buying a product they have clicked on in the last month. That figure rises to 60% for email marketing. In the US, it is estimated that over 80% of consumers will buy as a result of seeing a product in an email, especially when it comes with a special offer.

4. Email drives customer retention

The increasing use of personalisation has made email the ideal channel for sending product recommendations and targeted special offers. Over 90% of users prefer companies who send emails that remember their preferences, interests and shopping habits and which provide relevant personal recommendations. This, in turn, has led email to drive customer retention, with 80% of businesses now using it as the primary channel on which to focus customer retention campaigns.

Importantly, sending email that engages customers is key to retaining millennial and Gen Z customers. Three-quarters of these users are likely to maintain brand engagement when they receive emails that have content they consider having value. This includes emails that arrive at the right time and which allow consumers to make bookings, watch videos, vote in polls or follow their favourite brands on social media. – Read more


The Importance of SEO: Gaining Visibility Online

SEO (or Search Engine Optimization) is central to your website’s visibility. It is an important way of communicating with Google and other search engines to prove the relevance of your site for users and their search queries.

In this article, we will explore the importance of SEO for websites and pages. We will look at some of the most important aspects of SEO, why SEO is important for your website, and what role SEO plays in your digital marketing strategy. Here’s what we’re going to go over:

What Is SEO and Organic Search?

SEO communicates the importance and relevance of their websites and pages to Google. Through SEO, your content becomes more likely to rank highly in the SERPs and appear to users first when they search for relevant keywords.

Organic search refers to search results that aren’t paid for. Instead of being organized by Google’s paid ad guidelines (which includes CPC, ad relevance, and many other factors), organic search results are organized by its search engine algorithm.

Organic search and SEO go hand-in-hand. SEO brings in organic traffic, which is central to succeeding digitally. If you want more information, you can check out our previous article on SEO for beginners.

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Why Are SEO and Organic Search Important?

The importance of SEO is not something to overlook. Search engines employ specific algorithms and KPIs to direct online traffic to one site or another. Let’s take a closer look at this with an example. 

With Semrush’s Traffic Analytics Tool, you can compare your website traffic to your competitors’. We’ve taken two sites that sell shoes. As you can see, finding out where the most traffic comes from for these big brands is actually pretty easy. 

All you do is input the domains: – Read more


12 Best Practices For Lead Generation (With Examples)

Lead generation is like physics.

Right when you think you get it, someone makes a new discovery that challenges your previous understanding — quantum physics, exit-intent pop ups, beauty quarks, sales funnels…

You get the point 😉

It’s hard to keep up.

To help, we’ve put together this list of 12 lead generation best practices for 2021. These tactics work for both B2C and B2B companies. In fact, we’ve found a ton of success at ClickFunnels by using these exact strategies.

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1. Identify Your Dream Customer

The first “best practice” behind an effective lead-gen strategy — and this goes for B2B, B2C, and just about every other type of startup on the planet — is to understand your dream customer.

This is the person that you most want to work with.

More specifically, your dream customer is a person who fits into these two buckets.

  1. They want what you’re selling. 
  2. They can afford what you’re selling.

Ideally, they want what you’re selling so bad that they’re happy to pay for it.

To identify who your dream customer is, let’s start with your niche.

Which one of the three markets does your business fall into: health, wealth, or relationships?

90% of businesses fall into one of those three markets.

Now choose a submarket. There are an unlimited number of submarkets that exist within these three markets. For example, if you chose wealth as your market, then you might choose real estate as your submarket.

But we want to go one more layer deep — this is where you choose your niche.

If you chose wealth as your market and real estate as your submarket, then you might choose real estate investor online marketing as your niche.

Again, this will all depend on the type of business you’re building.

(You can learn more about this process in Traffic Secrets — get your free copy at that link)

Now that you know which niche your business belongs to, the next step is to identify your dream customer within that niche. Here are some questions to ask yourself… – Read more


Local SEO Solutions: 11 Tips To Improve Your Site

Local SEO aims at increasing search visibility for businesses that operate directly in their communities. Techniques and best practices of local SEO center around on-page optimization for location-specific queries as well as setting up your Google My Business (GMB) page.

When building your local SEO strategy, it’s important to leave no stone unturned. In this guide, we’re going to provide you with local SEO solutions to ensure your site is online and visible to users.

The Benefits of Local SEO Solutions

We already addressed what local SEO is in previous articles. In short, these strategies prioritize optimization for location-specific SERPs. Because of all the information available to search engines to evaluate content rankings, the user’s IP address and geolocation are extremely relevant factors. 

Consider queries with a geographical qualifier, like “hotels in New York,” local SEO solutions allow you to take advantage of opportunities resulting from these types of local searches.

Local SEO strategies are about marketing your brand, products, and services to local leads. If you’re a smaller business operating on a regional level, they allow you to lessen the advantage of bigger, national brands that optimize for more generic keywords while also gaining traffic from ready-to-buy demographics and increasing your conversions.

If all this sounds like a dream come true, read on to learn about 11 local SEO solutions that you can implement right now.

11 Key Solutions for Successful Local SEO 

A ‘local search strategy’ is an umbrella term that stands for multiple solutions to increase business visibility. These include claiming a business listing to appear in a local search on Google, managing online ratings and reviews, starting a locally-focused social media campaign, and so on. 

Now, we’re going to go over ten local SEO solutions that you cannot do without:

No. 1: Create and Optimize a Google My Business Account

We’ve emphasized the importance of a Google My Business enough; now it’s time to claim your listing and start cashing in on all those local leads. – Read more


Landing Page Vs Homepage – The Difference & When To Use Each

Confused about the difference between a homepage and a landing page?

We’ve got you covered!

Today you will learn:

  • What is a homepage?
  • What is a landing page?
  • Why you should use a landing page as your homepage.

Be warned: here at ClickFunnels, we have a controversial take on this topic!

What Is a Homepage?

The word “homepage” means the web page that people are directed to when they type your website address into their browsers.

For example:

Our homepage is the page that you see when you go to www.clickfunnels.com.

Clickfunnels website homepage screenshot.

However, the word “homepage” can also be used to refer to a specific type of page, one that is most commonly used for homepages.

This type of page typically has:

  • A logo.
  • A navigation bar.
  • A relevant image.
  • A headline. 
  • A quick description of the product, service, or the website itself. 
  • A call to action.
  • Sales copy. 
  • A footer.

It serves as a central hub for your online business.

From there, the visitor can explore your website further, since the navigation bar provides links to the most important pages (e.g. “About”, “Features”, “Pricing”, etc.).

Our homepage at www.clickfunnels.com doesn’t fit this description, though. More on that later… – Read more


Local is now digital: Understanding the new local shopper

COVID-19 has fundamentally changed how consumers shop worldwide; they rely more on the Internet to research and discover products to buy. For example, search interest for products like the “best exercise bikes,” “best ring lights” and “best air fryers” increased by 100% or more in the last year. To make it easier for consumers to discover top products and the best places to buy them, Google launched the Best Things for Everything Guide.

We’ve seen that shoppers don’t just turn to Google for things they want to buy on the web; they also use Google to find what they need nearby. Over the past year, we’ve seen a significant increase in commercial intent across Google including Google Search, Google Maps and YouTube.

Finding what’s nearby on Google Search

Whether it’s to support small businesses in their community or ensure a nearby store has the item they need in stock, consumers are using Google Search to thoughtfully research their shopping trips in advance. 

  • Searches for “local” + “business(es)” have grown by more than 80% year over year, including searches like “local businesses near me” and “support local businesses.”
  • Searches for “who has” + “in stock” have grown by more than 8,000% year over, including searches like “who has nintendo switch in stock” and “who has gym equipment in stock.”
Icon of a blue rising arrow over a store icon. Text says: "Searches for "who has" + "in stock" have grown by over 8000% year over year in the U.S.

Beyond retail searches, we’ve seen an increase in online research before heading out to a restaurant or to get takeout. At Google, we recently found that:

  • Two out of three dining consumers said they used search to find food and beverage information during the pandemic.
  • Fifty-seven percent of dining consumers said they discovered food and beverage information during the pandemic via online ads.

Exploring new products on YouTube

YouTube has become a critical part of not just the shopping process, but the local shopping process too. In a recent U.S. Google/Talkshoppe study, we found that:

  • Forty-five percent of viewers say they watch YouTube to see a product demo before buying.
  • Viewers say they are 2x more likely to go in-store or online to buy something they saw on YouTube versus the competitive average.

Starting their journey on Google Maps

Google Maps has become a more critical part of the local user experience, as people use Maps to explore something they’re interested in, versus just for navigation:

  • Searches on Google Maps for “curbside pickup” have increased nearly 9000% year over year in the U.S.
  • Searches on Google Maps for “discounts” have grown globally by more than 100% year over year.
  • Searches on Google Maps for “gift shop” have grown globally by more than 60% year over year.

Read more