If you want to get the most out of your content, you need to know your KPIs from your CTAs.
You cram a lot of people into the top of the funnel, and only a few come out the bottom to become customers. Somehow this is considered a good thing.
A romanticization of the process whereby someone learns about your product or service and buys from you. Thinking of it as an incredible journey for the customer makes content marketers feel better about their lives.
In today’s climate of clickbait and fake news, your audience is craving reliable, credible content.
When I started out, freelancing mostly on the journalism side, every article I turned in would be thoroughly checked by an in-house fact checker. That person would call my sources to verify their quotes, validate the stats and facts against the backup materials I sent them, and make sure the copy was as clean as can be.
Of course, most businesses don’t have the luxury of an in-house fact checker. So what to do when you want to be sure to get it right?