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How These 30-Year-Olds’ Travel Blog Earns $30k/Month From Instagram and SEO

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How These 30-Year-Olds' Travel Blog Earns $30k/Month From Instagram and SEO

When Hannah Spelt and Nick Noordijk decided to travel to Southeast Asia, they didn’t know that their trip would change their lives forever. They decided to document their travels on Instagram to keep their families and friends abreast of their travels, and they started to grow a following.

One thing led to another, and they decided to create their travel blog Salt in Our Hair. There were a lot of ups and downs along the way, including the global pandemic, but, through trial and error, Nick and Hannah found their way and grew their business beyond their wildest dreams.

Now, their website gets 600k visitors and they earn $30k per month.

Keep reading to find out:

  • Why they went on their backpacking trip
  • What they won that made all the difference
  • Why they decided to create their website
  • Why they quit their day jobs
  • How they help local businesses
  • How they grew their team
  • Where their income comes from
  • Their top marketing strategies
  • Their thoughts on SEO
  • Their approach to keyword research and link building
  • How they create content
  • Their go-to resources and tools
  • Their biggest challenge
  • Their main accomplishment
  • Their main mistake
  • Their advice for other entrepreneurs

Meet Hannah and Nick

Hi! Our names are Hannah Spelt and Nick Noordijk, both born (and mostly living) in the Netherlands. We’ve been in love since early 2014 and still are very much so. Hannah has a background as a graphic designer and I had a role as a senior web developer. 

How They Began

It all started with our Instagram page. 

In November of 2015, Hannah and I were able to take a temporary leave from our jobs and we went on an unforgettable backpacking trip for 4 months in Southeast Asia (Thailand, Vietnam, Cambodia, and The Philippines). 

Our original plan was to travel to Australia, but we saved up just enough money to be able to travel to more affordable countries. 

We got the idea to share our trip on Instagram to keep friends and family updated, but we had no money for a camera, so we participated in a raffle and we happened to win a GoPro camera just 1 week before we left! We paid just 11 euros for it!

That was the moment we started our Salt in Our Hair Instagram page

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We didn’t post anything professional, just GoPro selfies with a selfie stick, on a motorbike, on boats, between rice fields, etc. almost every day. 

Our following started growing, but it was nothing major. Until, one day at the end of our backpacking trip, one IG post went viral and we suddenly had a few thousand followers when we returned home to the Netherlands.

We got back to our jobs, but people kept asking questions under our older Instagram posts about the locations in the photos. 

Remember, this was February 2016, so there was no Instagram Direct Message or Stories, so it was a hassle to get back to everyone. This gave us the idea to start our website Salt in Our Hair, and simply let people go there to read everything about our travels.

Their Website Goes Live

So, in May 2016, we launched the first version of the website.

I started learning to use a mirrorless camera through YouTube tutorials, first on automatic, and later on manual. 

We started to do small trips on the weekends and take holidays from work to create new content (photos and text) for our Instagram and blog. 

Very little by little, we gained more traffic to the point where we were working 40 hours at our jobs and 40 hours on Salt in Our Hair as a side hustle without making any money from it. We didn’t have any ads or any proper affiliate links on our website for the first two years.

In late 2018, about 1.5 years after starting, we earned just enough to live from our site in Thailand and try out the digital nomad lifestyle. We had about 50 to 60k monthly visitors at this point. So we took a leap of faith and took on Salt in Our Hair as our full-time job.

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I had some basic SEO knowledge at the time through my work as a former web developer, but I had spent countless hours learning through trial and error. We also learned the basics of photography. The first way we made money was through some affiliate programs for hotels.

We had massive doubts, as we were leaving good careers as a designer and a developer.

Looking back now, winning that GoPro was a key moment in the creation of Salt in Our Hair.

Their Previous Business Experience

We had zero business experience and we haven’t started any other businesses since. We had to learn literally every single thing from working with clients, negotiating prices, talking to the media, doing the accounting (across different borders), learning how to work with a camera, etc. 

The experience we had was our web design and development skills.

The process of starting this business went with ups and also a lot of downs, but we always tried to keep in mind why this all started: because of our love for traveling (as opposed to making money)!

The problem was, we had no one around us to ask how things worked because that would’ve sped up a lot of things and saved us a few mistakes. We’re actually working on a massive course about everything we’ve learned since 2016, and people can sign up to show their interest.

Now in 2023, here’s where we stand:

  • We’re getting 600,000 unique visitors per month right now 
  • We’ve connected small, local business operators in Morocco, Indonesia, Sri Lanka, and Colombia to our readers.

If we have a great experience on a trip with a local company, we try to explain our business to him/her and see if they are open to us sharing their phone number or email in our guides. 

For example, in Bali, we have been sharing our contact for 5 years, and the person now has 15 to  20 drivers each day driving for him, and that’s just clients from our travel guides. 

We love structures like this, as we connect a small business directly to the reader. 

We’ve expanded: we’re a team of 6 people all working on Salt in Our Hair. They are freelancers from around the globe! Apart from Hannah and I, we have:

  • A photo editor supporting Hannah
  • A writer and manager helping with everything from travel planning to emails 
  • A writer and translator 
  • And a new business manager
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How Much Money They’re Making

We’re currently making $30k on average per month from Salt in Our Hair. Obviously, this changes month to month, depending on the travel seasons and client jobs. 

A general breakdown would be:

  • Affiliates: 43%
  • Advertisements: 38%
  • Jobs: 11%
  • Webshop: 8%

In terms of jobs, we have various revenue streams that are irregular: work for tourism boards, licensing images, website advertisements, etc. 

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It’s hard to say how long it took to reach this level, due to the pandemic, but since December 2022 we’ve been maintaining this average revenue. So it probably took us about 5 years to get to this revenue level. 

It’s a long time, possibly too long for people who are out there to simply earn money. But for us, it has been worth every single day so far. What an incredible journey we’ve been on, what incredible people we’ve been able to meet, and places we’ve visited. 

Pre-covid we made about $15k to $17k per month.

If we were to set up a new website with our current experience, we will be able to cut this down to 1, max 2 years. That’s the reason why we’re putting together a course.

We probably each work around 40 to 50 hours a week, but it changes per day and per week as we’re never working 8 hours a day from Monday to Friday. 

When traveling, getting solid hours of work is a bit more difficult. We also work a lot for clients like tourism boards. 

Their Top Marketing Strategy

Our main strategy has been connecting our social media following with our website. What we do differently from many large blogs is that we have an audience on social media who follows our journey for aesthetics, to first get inspiration. 

Once “inspired,” we provide a useful travel guide on our website. Our idea is to make written content a lot more interesting with a lot of images and video content. 

It’s hard to give advice for this strategy, as social media companies decide what’s trending. But we still believe that you should post what you would like to see, and you will eventually create a select audience for it. 

You should definitely go with trends, but ride that wave in your way. Pinterest is also still super interesting to focus on as it drives quite a lot of quality traffic.

The Importance of SEO

We get over 80% of our audience from Google, so SEO is the most important factor in our business. 

When we started out, I did have some basic knowledge about SEO, and the rest was from reading and optimizing our articles. 

We did a lot of testing. Not the way I’d do it now, but that was just the flow I was feeling good with. Right now, I’d probably take a small course on SEO or dive into some recent articles about it. 

A course, however, can take you by the hand and advise where needed. SEO also changes all the time so it’s good to stay up to date. 

Keyword Research

We come up with article ideas first and see how we can shape that into an article, making sure there’s enough search traffic for it. We research the keywords on tools like Mangools and Ahrefs

Link Building

We’ve never focused on link building. 

We know it can be an important factor in your SEO strategy, but we’ve only done a handful of link building collaborations. 

Our website has grown and has a solid DA/DR without it. Currently, we only collaborate with equally-rated websites that provide us with solid links. 

This is really only two or three times a year, even though we receive 100s of emails per month requesting collaborations.

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Their Content Creation Process

Our process is pretty streamlined, which I’m proud to say! 

About 99.9% of the articles on Salt in Our Hair start from notes (and voice notes) from our travels. 

Part of our travels is noting down everything, the smallest little details, so we don’t forget them when we start writing the guides. 

Every two weeks we have team calls to set out the work for the upcoming weeks. Usually, we base articles on the season. If high season is coming up, we push those articles out first. 

Then we decide what articles are up next and who does what. For example, the first draft is written based on our notes and SEO keywords, then it’s checked and finalized, photos are added, it’s published, promoted, linked to on the website, and finally translated to Dutch.

We publish about 6 to 8 articles per month.

We’ve always had a slightly large Dutch audience since we’re from the Netherlands ourselves, but this move definitely increased our Dutch audience quite a bit! 

We do nothing specific to promote our Dutch website, but it was to also hook in the people searching on Google in Dutch. Our Dutch website is definitely not a 10 yet, but it’s a work in progress.

Their Email List

We do a monthly newsletter that we’ve named “Travel Letter,” with about 25,000 subscribers. 

We are no fans of newsletter popups, so we’ve simply grown it through the form in the footer of our website. 

We share a lot more behind-the-scenes stuff, like exciting things we’re working on, funny things that happened while traveling, our traveling agenda, and exclusive discounts, and you can also get a look into the Salt in Our Hair business. 

We actually just gave it a massive overhaul, so feel free to sign up! 

Their Favorite Resources

YouTube is the way to go to start out, when you’re learning how to set up your website, etc. 

However, if you go down into the trial and error process with written content, it would be good to have an expert giving some tips on it. 

Once you have that under control, optimize your website to deliver the best experience to your readers. Google values this very much and will put you higher in the results if your website is good. 

We don’t have one specific YouTube channel to recommend; just search for what you’re trying to accomplish. 

If you have a specific blog or influencer you trust, we recommend checking out if they have some information on their website or channel. 

Their Go-To Tools

With only freelancers working on Salt in Our Hair, online collaboration is key. We use the following tools:

Trello, for our planning (from notes to publication), business ideas, and web development ideas. 

Google Workspace, for everything from Docs, Mail, Jamboards, and Meet to Drive. Our entire team can easily collaborate here.

Adobe software, especially Lightroom, for editing photography for the articles. 

Their Main Challenge

I would mention two challenges here. 

One: Surviving a pandemic with a travel business if nobody is able to travel. This was the hardest, as the future was unsure. 

We saw a huge decline during that period, and afterwards, our website revenue went back to about 10-15% of what it was. 

And we were just on a growing streak with our site after a lot of years of hard work! Luckily, this picked back up after Covid. 

We redesigned the website completely and continued setting out our ideas for the future. Once we had some trust, we hired our second freelancer to help with the Dutch website. That’s what we did during Covid.

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Two: Wanting to do everything ourselves (and ending up burned out).

Outsourcing to freelancers was our best decision to date. We still make sure the freelancers feel like they are part of a team and that we’re all working on something awesome! 

We found our freelancers through our community on Instagram! We’ve put out a story that we were looking for someone to help us out. A follower notified her friend (who she thought was a good match for us), we chatted (she didn’t know anything about Salt in Our Hair), and it was the perfect match.

We made a lot of mistakes at the beginning, figuring out how to work together. But the three of us did it, and two years later we started adding other freelancers. She’s now managing most of our business and is one of our best friends.

Their Most Important Accomplishment

That would be inspiring 600,000 people per month, through our website, with our travels. 

It’s incredible to read and hear the trust our audience has in our travel guides. Often people reach out to us on the streets, telling their travel story, or they send a message thanking us. This feels surreal to us and we’re super proud of that.

What They Wish They Knew When They Started

I wish we had someone to ask or confirm things with, so we didn’t have to figure everything out by ourselves and we could have just focused on the work.

Understanding SEO has been a huge game changer in the growth of Salt in Our Hair, and with that, our revenue has grown.

Other things like learning how to photograph, edit, how to set up a social media platform, etc. were maybe easier to know from the beginning, but we actually like that there has been such a big learning curve. It made us much stronger.

Their Main Mistake

Our biggest mistake is not charging enough for the amount of work we were providing. There was no way to find the rates for this as it was not something that was spoken about as much as now.

When you become a plumber, you can have a look around and see what other plumbers are asking as a rate. This wasn’t (and still really isn’t) there in the social media and blogging world, so you really have to figure out what you’re worth. 

Figuring out our rates for the tourism board is something it took many years to get right. 

Their Advice for Other Entrepreneurs

I would say always be open to innovation and technology. Changes come, so it’s best to ride the wave instead of swimming against it.

For example, when TikTik and Instagram reels started, it was said that people were going to stop looking for travel content via Google. 

But, rather than sitting around and waiting, you should always look into ways to use this to your advantage. 

For example, we now actively promote destinations we travel to on our social media and link to our website for additional information. This also drives traffic and helps you market your brand.



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These Website Mistakes Could Be Costing You Thousands. Here’s How to Maximize Your Return and Drive More Sales.

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These Website Mistakes Could Be Costing You Thousands. Here's How to Maximize Your Return and Drive More Sales.

Opinions expressed by Entrepreneur contributors are their own.

You’re losing thousands of dollars on your website and might not even know it. You have a site and a marketing team, and traffic is flowing in. But your site — and business — may fail because you’re losing customers and conversions.

How?

Leads fail to convert because of poor user interface, slow speeds and bad design practices. If your site isn’t optimized for SEO, it gets even worse: leads will never land on the site in the first place.

How much does a website cost?

Small websites cost $500 to $5,000. Your costs will vary depending on whether you use a template, hire a developer and the complexity of the site. Sites with hundreds of pages, expert optimization and design can cost $10,000 to $20,000. Your initial investment can’t be recuperated if your site isn’t optimized properly or set up to convert leads into sales.

Site visitors have higher expectations, and there is a growing list of requirements that sites must meet. You need a snappy site, and it must be accessible. However, you also need to capture the right data from your forms, continually optimize your site and fill in the leaks that are causing you to lose money.

Related: 3 Powerful SEO Techniques That Will Boost Your Website’s Search Engine Ranking

Is your website investment worth it?

Small business owners lose customers, even with a well-functioning website, because they don’t know how to utilize the data available to them. So, after all, is your website investment worth it, and if yes, how can you make sure you get an ROI?

Nobody tells you that web forms can cost you a lot of money

Forms are boring input fields to failing site owners and a goldmine to successful ones. What are leads doing when they enter data into the form? Are errors causing potential customers or clients to leave the site? According to WP Forms, more than 67% of site visitors will abandon your form forever if they encounter any complications; only 20% will follow up with the company in some way. Analyzing how users interact with forms is especially critical for small businesses, which may not have as many opportunities as larger corporations. They can identify common issues such as broken forms, confusing fields or errors. This insight allows small businesses to simplify and optimize the form-filling process, improving the overall user experience and significantly increasing the chances of conversion. Thankfully, you can use a form tracking system that will help to pinpoint problems with data entry and missed opportunities, ensuring that small businesses are not carelessly losing leads.

Testing your forms and sales funnel regularly can save you a lot of money if you fix issues that are found in the test phase.

Data is the king of website optimization

Analytic data is king of website optimization, but you need to know what to look for and how to make changes. For example, if you have a high bounce rate, your site may look like it was designed in 1999, or it takes 15 seconds to load.

Bounce rate means users are leaving the site on the page of entry, and you have multiple areas of potential improvement.

Review your site speed and follow PageSpeed Insights’ recommendations to optimize your site. Try to bring loading time down to two to three seconds at most. Complex navigation and poor-quality landing pages can also cost you sales. Work with a copywriter to optimize your sales funnel copy.

Data will help businesses to pinpoint exactly where users engage most frequently and where they face obstacles. With careful analysis of this data, companies can optimize every aspect of their website, from navigation to content.

Important aspects of a high-converting website

High-converting websites have a lot in common:

Content

Expertly written content, with the help of a copywriter, will allow you to hit on the pain points of leads and close more sales. Hooks and storytelling from an experienced copywriter can help you turn a low-performing sales funnel into one that exceeds sales forecasts.

Design

Poor design practices cause sites to fail. Yahoo! is a prime example. The site was once Google’s biggest competitor, but with the bland and outdated design, the bounce rate was high, and people flocked to Google.

Work with a design team to create a functional, feature-rich site that appeals to your target demographic.

Lead capture forms

High-converting sites use lead capture forms to collect basic information about visitors, such as their email or phone number.

In exchange for providing information, leads receive something valuable in return, such as a discount or free eBook.

Once a user provides their email address or phone number, you can start nurturing them and eventually convert them into a customer. It’s important to note again that receiving instant notifications about broken forms and issues is a solution to avoid losing potential customers.

Related: 9 SEO Tips to Help You Rank No. 1 on Google in 2024

Call-to-action: More than just a button

Call-to-actions (CTAs) tell visitors what to do next, such as signing up for a newsletter, making a purchase or scheduling a consultation. They play a crucial role in improving your site’s conversion rates.

Without them, visitors would leave your site without taking action, resulting in lost opportunities to convert leads.

To increase conversions, CTAs must be clear and concise and use action-oriented language, like “Buy now” or “Contact us.” Tell your visitors exactly what to do next so there’s no confusion and they feel confident taking the next step.

CTAs are highly effective at improving conversion rates, but visitor behavior can change over time. Testing and optimizing your site’s CTAs can help maximize your conversion rate and adapt and change as user behavior changes.

Make sure that you’re engaging in A/B testing to determine which CTA works best for your audience.

You must respond to leads right away

Research shows that 78% of customers purchase from the first responder. Surveys also show that the highest-ranking companies in lead response audit reports respond to leads in 30 minutes or less. The quicker you respond, the better. Conversion rates can be as much as eight times higher if you respond in the first five minutes.

Every minute that passes increases the chance that the lead will move on to a competitor.

How can you improve your lead response time? Start by automating your lead qualification process to identify and prioritize high-quality leads. Track the lead from start to finish and pinpoint the issues that leads are facing. Set response time goals, train your reps, and streamline your lead management processes to reach out to leads as quickly as possible.

Conclusion

You spend thousands of dollars on a website. To maximize your return, you must ensure that your site has all the right elements to increase conversion rates. Once you have these elements in place, you must respond to leads immediately to seal the deal.

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What Are the Highest Paying Jobs in Every U.S. State: Report

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What Are the Highest Paying Jobs in Every U.S. State: Report

Sometimes, it’s not just about finding a job that pays well, it’s all about location.

A new report from Career.io shows that compensation for the same job can vary from state to state, so where a job is located can really matter, especially if you’re trying to maximize your earnings.

The report matches pay to location by figuring out which jobs yield the highest average salary in each state compared to the national average.

The result is a map of the jobs with the highest earning potential specific to every U.S. state.

Credit: Career.io

The map shows the professions in each state with the highest differences between the average statewide salary and the national average pay.

Related: These Jobs Have the Highest Entry-Level Salaries

Every state has a minimum of one job that pays at least 25% more than the national average.

In midwestern states, such as Minnesota and Indiana, medical professionals make more than they would in other parts of the country.

Physicians take home 38.63% more pay in Indiana, and dermatologists make 56.98% more in Minnesota than either profession makes on average in the U.S.

Related: College Graduates Make the Most Money in These U.S. States

Three states have jobs in business and finance that pay more than 50% more than the national average.

Alaska pays personal financial advisors 66.69% more, Nebraska pays credit counselors 59.46% more, and New York pays credit analysts 50.98% more than the U.S. average overall for those occupations.

1716944163 691 What Are the Highest Paying Jobs in Every US StateCredit: Career.io

Here are the highest-paying jobs in some of the most populated U.S. states and how much more (%) each job pays than the national average.

1. California

Craft artists: 89.06%

2. Florida

Quarry rock splitters: 42.40%

3. New York

Crane and tower operators: 109.03%

4. Pennsylvania

Iron and rebar workers: 65.30%

5. Illinois

Hoist and winch operators: 71.79%

6. Ohio

Mathematical science occupations: 40.46%

7. Georgia

Cloak room attendants: 52.49%

8. North Carolina

Healthcare practitioners and all other technical workers: 34.49%

9. Michigan

Plant and system operators: 63.48%

10. New Jersey

Floor layers: 90.03%

Click here for the full list.

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5 Types of Content That Will Attract Ready-to-Buy Prospects

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5 Types of Content That Will Attract Ready-to-Buy Prospects

Opinions expressed by Entrepreneur contributors are their own.

They say that content is king — but not all digital content is created equal. While most digital content can help increase awareness for your brand, the most valuable content is designed to draw in warm prospects who are ready to make a purchase from you.

Of course, even the best content isn’t likely to result in a purchase on the first exposure. The marketing rule of seven indicates that consumers must be exposed to your messaging at least seven times on average before they decide to make a purchase. While this may often be the case, strong digital content will go a long way in lowering this total.

Related: 5 Digital Content Types Prospective Buyers Love to Engage With Online

1. Email campaigns

Email marketing remains one of the most effective methods for communicating with warm leads and staying in touch with existing customers to ensure they will buy from you again. Not only are emails far more likely to be read than other types of content, but their average return on investment towers over other options.

According to the HubSpot Blog, most marketers see an average open rate of 46-50% and a clickthrough rate of 2.6-3% — numbers that far outpace the engagement levels of social media and other popular forms of content.

Even if they are mostly comprised of previous customers, email lists are an essential marketing tool because they are made up of people who agreed to receive additional messaging from you. This fact alone already makes them far more qualified leads than someone who randomly stumbles across your blog.

2. Personal engagement on social media

While the overall engagement and reach of many social media platforms have declined, there is still much to be said for the potential these platforms offer for fostering one-on-one engagements with your warmest leads.

When marketers comment strategically on other people’s posts, actively participate in relevant groups and conversations, and respond to the comments and messages they receive, it helps create a meaningful dialogue with their target audience.

By pairing this personalized engagement with relevant, authoritative content (including videos, polls and more), you can leverage social media to nurture warm leads.

3. Cost calculators

Most companies have at least some kind of on-site content marketing strategy, which usually revolves around blogging. A blog can be undeniably beneficial for building SEO and domain authority, but depending on the type of content you create, it isn’t always going to create warm leads.

However, if your website content focuses on the customers who are ready to buy now, you can greatly increase your own sales potential — and one of the best ways to do this is with a cost calculator.

From calculating the cost of shipping a car across the country to determining how much it would cost to build your own website, these tools are inherently targeted at warm leads who are ready to make a buying decision. In this case, providing useful budgeting and planning information directly influences the user’s purchasing decision, providing a powerful way of reaching warm leads.

Related: 4 Steps to Writing Content That Converts

4. Webinars

Webinars have become an increasingly popular digital content option, and for good reason. When webinars are promoted to the right audience, they can become far more engaging and attractive to warm leads than a blog post covering the same topic would be.

The simple fact of displaying content in an audiovisual format helps make the webinar feel like an event in its own right. With an engaging topic and professional presenters, you can build a large audience. And when the topic of the webinar itself ties into your offerings, you can create a natural segue into how you can help viewers solve their most pressing problems.

Webinars can be even more effective when paired with other content, such as an e-book or follow-up video lessons. When done right, webinars can be an excellent resource for collecting email addresses and other information from warm leads who are most likely to be interested in your services.

5. Software demos

Admittedly, this digital content option doesn’t apply to every industry. However, there is a wide range of companies that offer software services, addressing everything from tracking logistics and customer relationships to managing the back end of a website.

A software demo gives warm leads the opportunity to try the service before they commit to a purchase. Firsthand interaction and experience with the software is ultimately far more convincing than a series of sales calls could ever be, as this helps buyers clearly determine whether or not a particular product works for them.

It should be no surprise, then, that opt-out free trials see an incredible 48.8% conversion rate. It’s worth noting, too, that companies that don’t sell software can use similar “trial” options, such as a two-week trial for their services. Trials and demos appeal to the warmest buyers, who often use them to finalize their purchase decision.

Related: 5 Steps for Creating a Content Marketing Strategy That Drives Business Results

While regularly updating a blog or social media profile can be useful as part of your content marketing strategy, it is essential that brands in every niche focus on the types of content that are poised to deliver the greatest return.

By focusing on the types of content that are most likely to capture warm prospects in the first place, you can turn more leads into sales and maximize the success of your content strategy.

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