Content OptimizationDavid Goncalves
What Does Content Optimization Change?
Content optimization edits the URL that already owns the question: the answer, the heading, the links, and whatever has gone stale.
Blog
Page 18 of notes on software, automation, integrations and online presence.
Content Optimization
Marketing AutomationDavid Goncalves
What Should Marketing Automation Do?
Marketing automation should send the next message or assign the enquiry, on a rule you can read. If you cannot explain the message, the tool is not ready.
Content OptimizationDavid Goncalves
When Do You Need Help Optimizing Content?
Hire an editor who marks the weak URL and shows the sentences they would replace. A new article with a similar title is the wrong scope.
Marketing AutomationDavid Goncalves
Should Follow-Up Be Automated or Handled by a Person?
Let a person decide whether the enquiry is a fit. Let a rule remember the handoff and the next message so the fit is not forgotten.
Marketing StrategyDavid Goncalves
Is a Marketing Strategy Different From a List of Tactics?
Tactics are the posts, the ads, and the emails. Strategy is why those exist and which ones do not. Write the decision before you extend the list.
Content MarketingDavid Goncalves
Should You Invest in Content Marketing or More Ads?
Ads put an offer in front of someone. Content gives that click a page that answers. Close the gap that is actually open.
Conversion Rate OptimizationDavid Goncalves
Should You Fix the Page or Send More Traffic?
Fix the page that already receives the right people before you pay to send more of them. More arrivals help only when the next step is already obvious.
Digital MarketingDavid Goncalves
Do You Need Full Digital Marketing or One Channel?
One channel is the whole plan until the same offer reaches the same page and the follow-up remembers it. A second channel before that only spreads the leak.
Email MarketingDavid Goncalves
Do You Need a Newsletter or an Email Sequence?
Write the short series after a real step before you write a monthly letter. A newsletter fits people who asked for news. A sequence fits the next explanation.
SEO Content StrategyDavid Goncalves
When Do You Need an SEO Content Strategist?
Hire an SEO content strategist when good writing still lands in a pile. The deliverable is a map from each question to one URL.