From web development to branding and design, there are plenty of moving parts when launching a new website, but your SEO strategy shouldn’t be an afterthought.In fact, your SEO strategy should be one of the primary considerations before you even start your website. To take things a step further, the best case scenario would be that your website structure is fully built based on the SEO strategy you already have in place. Doing this from the get-go saves lots of headaches for things like web development, content formatting and design, URL structures, and more.

How to Prep Your SEO Strategy for a New Website

New websites have no indexed pages, don’t have backlinks, and thus also have no authority.As time presses on, Google starts to sniff out and apply changes as your website matures (assuming the SEO strategy is done right), and you’ll soon see that there are some other websites to contend with.A new website can start by focusing on longtail, low-competition keywords until it works its way up. Over time, with proper SEO strategies, your new website can grow to compete and even overtake the strongest of competition.

Why is SEO valuable for new websites?

The right domain name is associated with SEO equity, so aligning your company and brand name with your domain name is critical. When you have a new domain, you’re essentially starting your SEO from scratch.

1. Pick the right domain name (you can’t change it after!)

The average user won’t wait longer than three seconds for a website to load, so ensuring an excellent host is the first step of your SEO strategy.

2. Choose a high-speed website hosting provider

It’ll provide you with tons of that that you need to achieve SEO success. With Google Search Console, you can check things like:<ul><li>Page speed issues</li><li>Organic keywords that bring in website clicks</li><li>Your average click through rate (CTR)</li><li>Sitemap submission</li><li>Crawl and index errors</li><li>Page performance</li></ul>

3. Set up Google Search Console

When analyzing and making a list of your competitors consider these questions:<ul><li>How is their company similar to yours? How is it different? Check out their unique selling points.</li><li>What topics do they write about?</li><li>What keywords are they already ranking for?</li></ul>Every business has product and service competitors, but that doesn’t mean they have an SEO strategy that’s worth trying to outperform. The key here is to identify who sells similar stuff, writes similar content, and is piling up top keyword rankings. Those are your “SEO competitors”, and they’re who you want to beat.

4. Study your SEO competition

Keywords connect search queries to your content listed in the SERPs.Google’s goal is to use the keywords used in search queries to identify & present the most valuable information to searchers, aka “search intent”.Longtail, low competition keywords that exactly match what you’re selling, are your direct path to ensuring SEO has a major impact on your revenue & long-term profitability.Understanding search intent plays a major role with buyer journey stages, so ensuring that you’re crafting content that’s appropriate for buyers in the awareness, consideration, & decision stage is crucial.

5. Research keywords and create your keyword map

<ul><li>Prioritize sections of your keyword map: Such as product or service pages, as those have the highest likelihood to result in conversions and generate revenue for your business.</li><li>Optimize your content: Don’t forget to use keywords in the H1, URL, and metadata. </li><li>Track your keyword rankings: Once you publish content, keep an eye on how it’s performing. Content can move up over time as Google perceives your content to be trustworthy, you provide a good user experience, & your Domain Authority increases. </li><li>Post consistently: Publish at least 4 new website pages per month. </li></ul>

6. Build a strategic content calendar (and keep posting)

Putting keywords in your URL is super important for ensuring that your content is being set up properly.In the words of Rand Fishkin, “if there’s other keywords you haven’t used, or URLs you haven’t targeted with certain keywords, you do so during this process. This way you’re covering your tracks, making certain there are words and phrases that are covered early on.”

7. Ensure an optimized URL structure

Just like you go to check your core vitals at the doctor, you should do the same for your website to steer clear of any unnecessary issues.SEO is no longer just about putting keywords in the right places, it now also involves content format, design, page load speed, as well as user behavior — like time on page and bounce rates.In a nutshell, sustainable SEO success no longer ends with the click, you have to wholeheartedly satisfy your readers while they’re on the page in order to consistently rank.

8. Review Core Web Vitals and page experience

Accessibility simply means how easy it is for users (and search engines) to access the information on your website. This element is taken into consideration as a ranking factor. You want an accessible site for everyone, right? Of course, you’ll want to make sure that your content is being indexed and crawled correctly, but you can also take these steps to ensure that happens:<ul><li>Optimize alt text in images (for screen readers)</li><li>Use enough contrast (make sure your colors are easy on the eye)</li><li>Correctly label elements like buttons</li><li>Make your font size big enough to read</li></ul>

9. Observe accessibility

Whether for SEO or not, your website content shouldn’t just be published and sit there. The phrase “build it and they will come” is completely untrue when it comes to SEO.You have put in the effort to create your content, so it deserves to be shown to your audience. Think about where you already have a strong presence and harness that.

10. Promote

Your SEO strategy should be one of the primary considerations before you even start your website. Instead of fighting to make your website SEO-ready later on, start with this holistic SEO checklist for new websites and save yourself valuable time and resources

marketingandsales

Marketing & Sales

Breadcrumbs are website links that allow users to track where they are on a website & how far they are from the homepage.They're usually under the navigation bar.Recent changes in Google have made them even more important – because now they can impact SEO directly. Google now displays breadcrumbs in the search results & uses breadcrumbs to categorize information in the search results.

What Are Breadcrumbs in SEO?

<ol><li>Hierarchy-Based Breadcrumbs (a.k.a., Location-Based Breadcrumbs) E.g. Home > Resources > SEO Guide</li><li>Attribute-Based Breadcrumbs E.g. Home > Shoes > Hiking > Womens</li><li>History-Based Breadcrumbs E.g. Home > SEO article 1 > SEO article 2 > Current page</li></ol>

3 Common Types of Breadcrumbs

<ol><li>Breadcrumbs Improve UX Breadcrumbs make it easier for users to navigate a website & encourage users to browse other sections of the site.</li><li>Improve Site Ranking Acc to Google, they use breadcrumbs to categorize & contextualize content. In 2018, Google added breadcrumbs to the SERP, making them even more important than ever. Breadcrumbs in the SERPs also help users understand where that page is on your site.</li><li>Keep People Onsite Longer Bounce rate might not be a direct ranking factor, but it still can help SEO. High bounce rate can indicate problems with UX – which breadcrumbs can help solve.</li></ol>

3 Benefits of Using Breadcrumbs for SEO

<ol><li>Breadcrumbs Should Be Easy To See, But Unobtrusive</li><li>Don’t Just Repeat Your Navigation Bar</li><li>Don’t Ditch Your Navigation Bar in Favor of Breadcrumbs</li><li>Use the Right Type of Breadcrumbs</li></ol>

4 Common Mistakes When Using Breadcrumbs for SEO

Breadcrumbs are a navigational feature for your website, and they can have an awesome impact on SEO and user experience. There are still a ton of websites that don’t implement breadcrumbs – which is a huge mistake, not just because they impact SEO but also because they are pretty easy to implement.

Breadcrumbs are website navigational elements used to create a better UX and improve crawlability. Discover how breadcrumbs impact SEO.

What Are Breadcrumbs & Why Do They Matter for SEO?

Despite of absorbing the poisons of <ul><li>9/11 Tragedy</li><li>2008 Economic Crisis</li><li>Several other oil Crisis </li></ul>The airline has proven to be the most influential commercial airline, with some of the technical and social reasons.

Introduction

Use of Point to Point Model <ul><li>Reducing the distance required to for the flight</li><li>Lowering the distance, also cuts down the cost of fuel, hence cheaper flight ticket.</li><li>Saves the time necessary for placing out the luggage for another destination flight.</li></ul>

Reason #1

According to the cost of a fare ticket, we don't want to compete with commercial airlines market, but with the on ground transportation market.

Activation of the 20 min Turnover Rule, which allowed them to turn over the arrived flight within just 20 min including placing and removal the luggage, changing the in-flight refreshments and sanitary belongings trained by the COO Micheal Van den Ven

Reason #2⁶

Even during the 2008 Economic Crisis, this traditional low-cost airline was the alone to not fire even a single employee and also the organisation made a announcement about giving the customers a 100% refund policy.And the rest is the history!!!!

Reason #3

"We tried to built a customer oriented company who interprets the moves to be taken for the wellness of customers, but fortunately we also happen to be an airline."

Legacy of the Customer-Driven Airline Company

Reveals the secrets of Southwest Airlines' success and describes the unusual and unexpected inner workings of one of America's biggest success stories

technologyandthefuture

Technology & The Future

strategy

Strategy

books

Books

leadershipandmanagement

Leadership & Management

Twenty-five years ago, Herb Kelleher reinvented air travel when he founded Southwest Airlines, where the planes are painted like killer whales, a typical company maxim is "Hire people with a sense of humor," and in-flight meals are never served--just sixty million bags of peanuts a year. By sidestepping "reengineering," "total quality management," and other management philosophies and employing its own brand of business success, Kelleher's airline has turned a profit for twenty-four consecutive years and seen its stock soar 300 percent since 1990. Today, Southwest is the safest airline in the world and ranks number one in the industry for service, on-time performance, and lowest employee turnover rate; and Fortune magazine has twice ranked Southwest one of the ten best companies to work for in America. How do they do it? With unlimited access to the people and inside documents of Southwest Airlines, authors Kevin and Jackie Freiberg share the secrets behind the greatest success story in commercial aviation. Read it and discover how to transfer the Southwest inspiration to your own business and personal life.

Kevin Freiberg

Jackie Freiberg

Nuts!

New plan: Think about what makes you specialLots of us have a friend who posts perfect craft projects (“Nailed it!”) or know a fellow parent who never misses a kid’s game, but dwelling on where you fall short isn’t helpful. “By learning to focus on ourselves instead of others, we can decrease our stress and anxiety, increase our happiness and self-esteem, and live a more purposeful and authentic life,” says Renee Exelbert, Ph.D., a licensed psychologist and an adjunct professor at New York University.

1. Comparing yourself with people around you

Shouldering responsibility for everythingNew plan: Delegate—even if it doesn’t seem worth itWhether you’re handling a big project at work or planning a family reunion, it’s easy to fall into the trap of doing most of the work to be sure the end result is perfect. “We go through life as if we’re responsible for every outcome we experience,” says Amy Johnson, Ph.D., author of The Little Book of Big Change. “We fail to recognize just how much happens effortlessly.” Letting other people pick up the slack will lower your stress, and you may be pleasantly surprised with the outcome.

2. Shouldering responsibility for everything

New plan: Notice who comes throughIt’s hard to forget friends who didn’t visit when you were laid up or failed to attend an event you hosted. “This ‘injustice collecting’ causes us to see the glass as half empty versus half full,” Exelbert says. “Embrace gratitude for those who do show up. It increases our happiness, improves social relationships and self-esteem, and increases our longevity.” Try starting a gratitude journal: Every day, write a few sentences about something you’re thankful for.

3. Tracking who disappoints you

New plan: Take intentional breaksLeave your phone out of the picture when you’re with friends and family, even if you’re just digging into takeout food on the couch. “We simply can’t focus after so much online time; this practice shortens our attention span,” says Lori Whatley, Ph.D., a clinical psychologist and the author of Connected & Engaged. Plus, she adds, “too much social media use has been connected to depression and anxiety.” One thing that will help: practicing mindfulness. If you’re new to the idea, try a meditation guide or an app like Headspace. Stay in the present moment

4. Constantly checking your phone

Shopping for happinessNew plan: Revel in nonmaterial joys and experiences“So much of our energy is spent chasing [physical] things we think will make us happy,” says Johnson. “The next vacation, losing a few pounds—they never lead to lasting happiness.” She says humans evolved to “recalibrate” quickly after events, so the happiness boost triggered by things outside of ourselves fades fast. Teaching a niece how to read, having adventures with friends—intangibles like these give us real warm fuzzies.

5. Shopping for happiness

OverthinkingNew plan: Focus on what you can controlThousands of years ago, the practice of turning stuff over in our minds kept us from repeating dangerous mistakes, says psychiatrist Mimi Winsberg, M.D. These days, overthinking can lead us to agonize over mundane things like the wording of an email or events beyond our control. To prevent spiraling, decide whether you’re obsessing about something you can actually change. If so, allot a certain amount of time to taking action, then distract yourself with an activity like a movie or exercise.

6. Overthinking

New plan: Loosen your grip and let it goEven if you know that your coworker purposely leaves you off happy hour invites or that a neighbor spoke ill of you, revisiting these complaints hurts only you. “Holding on to anger and repressing angry feelings may increase blood pressure and the risk of coronary heart disease,” Exelbert says. “Forgiveness can lead to healthier relationships and improved mental health.” Consider where the other person was coming from (maybe your coworker feels insecure about their work performance or your neighbor has been stressed by caregiving duties).

7. Holding on to a grievance

personaldevelopment

Personal Development

moneyandinvestments

Money & Investments

health

Health

communication

Communication

7 Unhelpful Habits Everyone Should Quit

First, keep in mind that your primary focus should be profit. To increase return, you need to work on three major pillars: culture, costs, and sales.The primary concern of any business must be lucrative: a profitable company has the money to reward employees, offer exciting careers, and invest in new products, companies, and technologies.Less profitable companies inevitably sink into mediocrity in every way – regarding morality, product quality, etc. Doubling profits requires focused, consistent, firm and fair management, willing to become different and better than most other companies.

Let's Talk About Profits

It is important to rely on meritocracy and use the philosophy of continuous improvement to increase your profits. This philosophy should be part of the company’s culture, creating and encouraging a culture of excellence among all stakeholders.To create a winning culture, employees must have the opportunity to reach the top, but only the best should be able to get there and be rewarded for it.

Creating A Lucrative Culture

<ul><li>Focus on what is important, the results of the enterprise: Beautiful names for areas and positions will not make a difference in productivity.</li><li>Do not build new processes unless necessary.</li><li>Define the mission of the company and make it clear and straightforward for all employees.</li><li>Never be sorry for thinking about profits.</li><li>Only quantify what is essential.</li><li>Give urgency to important things: You must assign importance to the most vital. </li><li>Maintain a shortage of resources.</li></ul>

Disseminate a Culture of Success in Your Company

Cutting costs should be taken very seriously. You have to be among the best in the world to make businesses run better at a lower cost.Costs should be categorized between strategic and non-strategic. Strategic costs are spending on things that apparently add to the business and improve in areas of business, marketing, and R&D (Research and Development).Non-strategic costs are the costs necessary to run the business but do not directly bring improvements or profits. An example of a strategic cost is sales investments.

Reducing Costs To Profit

The company needs to follow two main rules for managing its costs: overcoming competitors about strategic costs during good and bad times and not pulling any punches when it comes to cutting non-strategic costs.It is important to analyze costs to succeed in reducing non-strategic ones. It is crucial to think that all non-strategic costs are unnecessary and must be justified. There are no “off-limit-costs, ” and the manager needs to assume that all other expenses can be discontinued unless proven otherwise.

Double Your Profits

Managers make the mistake of being cautious in cutting costs. Cut first and ask later. An advantage of reducing costs is that if you make a mistake, someone will be ready to tell you almost immediately, and you’ll be able to fix it.Another important point of attention is the decision-making: decisions must be made without delay. If you do not need data, do not spend your time analyzing them, make a wise decision quickly.

Decision Making

<ul><li>Set deadlines for stakeholders to meet. Not wasting time is essential for cutting costs and increasing the profitability of the company.</li><li>Superiors must authorize extra costs. Items such as material purchases, the hiring of employees and others should be looked at on a case-by-case basis. This discretion will help eliminate useless costs and decrease unnecessary spending in the company.</li><li>Also, suppliers should not be overlooked. It is important to reduce these costs as well. </li></ul>

360 Degree Control

It is imperative to be someone in a higher position because suppliers are already used to dealing with buyers and know how to negotiate with them. Have a director or a manager analyze the costs of each provider thoroughly.Also be concerned with research and development. Often, executives leave control in the hands of researchers because they do not have the knowledge to do so. You should look for a suitable manager who can measure the company’s R&D return, increasing your chances of profitability.

Cost Analysis

The first step in reducing costs is to see all values as, at best, a necessary evil. Every cost is something that must be ruthlessly and as far as possible banned from any firm. There are no off-limit costs, and they are obstacles to the company. Ask yourself: if you eliminated an individual cost, what would you lose regarding revenue and profit? How and where? If you do not know, then you do not need this expenditure. Only maintain costs that are extremely necessary; you do not have to think twice to eliminate them. Eliminate first and think later!

Know that It Is Always Possible to Reduce Costs

Firmness and ability generate respect, not resentment. It is the combination of toughness, incompetence, and mediocrity that engenders resentment. Therefore, if you demonstrate competence, your firmness will be accepted.

Demonstrate Competence

There is an almost immediate way to increase profits. Send a circular to all vendors, saying that times are bad and that from now on (or in the next twelve or eighteen months) you will not accept price increases, so there is no use in insisting.

Inform Your Suppliers of Their Cuts and Freezes

An easy method to favour your company’s balance sheet this year, although it only works once is to delay your payments. Most vendors prefer to wait to receive it to permanently losing you as a customer. Never pay a bill until the supplier covers your company at least twice. Some providers may take up to two years to claim payment for a bill. Whenever there is a price increase tell the suppliers that you are going to research the competition.

Delay Payments

Plan a saving of 15% in product purchases and 30% in contracting services. If you cut too much, some people will complain. Let them complain and wait. If they complain too much, rethink that particular cost.

Make a Plan to Save

It is impossible to convince them that you believe in a meritocracy if those whose performance is small can keep on the job and receive the salary. Firing a bad employee encourages others to produce more for the benefit of the company, and that is a meritocracy. It is possible to reduce up to 25% of staff in most companies without anything happening – without any loss of value.

If Required, Fire People

A busy employee is forced to set priorities and does what is important. When it comes to staff, micromanagement or lack of oversight may inevitably lead to slow and ineffective employees. The only way to promote efficiency and eliminate unnecessary work is to keep human resources scarce.

Staff Control

Pay good salaries and only offer benefits that your people value. Any bonus, any perk that becomes “automatic” no longer has value as motivation and becomes an instrument of maladministration, not good management. Bonuses, rewards, and punishments are significant, with bonuses being more effective when granted on a case-by-case basis and at irregular intervals. Grant raises whenever they are earned and never otherwise.

Benefits And Bonuses

The most difficult part of cost reduction is resistance to stakeholder change. Often, the people involved do not see the importance of the process.Therefore, it is vital that the company’s culture be responsible for showing the importance of reducing costs for the company; make it a part of the firm’s routine. It is also important to value employees who strive to make this happen in the best way.

The Stakeholders

You should understand that when selling, you should not see the customer from a company’s point of view. You should see the client as a person and, as such, emotions are critical when closing a deal. Whenever you make a sale, be sure to ask why the customer is interested in the product.Also, keep in mind that depending on your type of business and your field, customer loyalty is essential. It is much easier to sell to a loyal customer than to win over a new client; so seek satisfaction and rapport with your customers first.

The Sales Strategy

<ul><li>Show your competence;</li><li>Demonstrate empathy;</li><li>Be loyal;</li><li>Play hard to get;</li><li>Use the customer problem to turn your interest in them into an obligation from them towards you.</li></ul>

Five Ingredients for A Successful Sale

<ul><li>To make a deal, you need to have confidence in yourself and your product. </li><li>Attract your buyer: We do not buy anything we do not like.</li><li>Set your price the right way.</li><li>Ask how much the customer is willing to pay.</li><li>Target your customers to offer more customized products.</li><li>Offer more than one product to the customer, so it will be more difficult for him to refuse the sale.</li><li>When you lose a sale, review what happened..</li><li>Regardless of your sales process, respond quickly and professionally and do whatever it takes to meet your customer’s needs.</li><li>Maintain a good relationship with the client in the after-sale. </li></ul>

Tips To Increase Your Sales

Which entrepreneur does not dream of multiplying profits? It sounds like a distant dream, doesn’t it? Bob Fifer, a leading financial advisor, says that this is possible and brings us a clear plan to get there.

"An excellent primer for anyone struggling to keep profits ahead of costs. . . . Double Your Profits' 'take no prisoners' approach is refreshing." - William Byham, bestselling coauthor of Zapp! One of the nation's foremost management consultants shares seventy-eight proven ways to cut costs dramatically, send sales through the roof, and double profits in just six months. This timeless profit-boosting guide, considered a top management resource by business powerhouse Jack Welch, presents insights that are notable for their aggressive approach and contrarian perspective. Bob Fifer, former chairman and CEO of Kaiser Associates, shows us how to turn the tables on hardball-playing suppliers and competitors. He also challenges outmoded assumptions and explains why: arbitrary budgets are sometimes the best budgets bosses are frequently underpaid customers can often be persuaded to pay more suppliers can often be persuaded to charge less Whether you're a mid-level manager, senior executive, or Fortune 500 CEO, you'll find this book is required reading for growing your company and improving your bottom line.

business

Business

"An excellent primer for anyone struggling to keep profits ahead of costs. . . . Double Your Profits' 'take no prisoners' approach is refreshing." - William Byham, bestselling coauthor of Zapp!One of the nation's foremost management consultants shares seventy-eight proven ways to cut costs dramatically, send sales through the roof, and double profits in just six months.This timeless profit-boosting guide, considered a top management resource by business powerhouse Jack Welch, presents insights that are notable for their aggressive approach and contrarian perspective. Bob Fifer, former chairman and CEO of Kaiser Associates, shows us how to turn the tables on hardball-playing suppliers and competitors. He also challenges outmoded assumptions and explains why:<ul><li>arbitrary budgets are sometimes the best budgets</li><li>bosses are frequently underpaid</li><li>customers can often be persuaded to pay more</li><li>suppliers can often be persuaded to charge less</li></ul>Whether you're a mid-level manager, senior executive, or Fortune 500 CEO, you'll find this book is required reading for growing your company and improving your bottom line.

Bob Fifer

In today's digital era, physical printed branding materials are often overlooked. A concerning amount of business owners are dismissing print media as "obsolete" and unnecessary. However, print media could be the most powerful branding tool that companies are missing!Some examples of print media include books, business cards, brochures, coupons, ads in magazines or newspapers, ads on billboards, postcards and even product packaging. It is imperative that you utilize at least some of these mediums to enhance your brand's public image.

Old School Media

The consumer has the materials right in front of them, bringing a psychological understanding of "realness" that you would not get with digital media. Handling a physical object has an element of sensory input. It's something your brain remembers much more vividly than random pixels on a screen. <a href="https://www.scientificamerican.com/article/the-reading-brain-in-the-digital-age-why-paper-still-beats-screens/">According to the Scientific American</a>, the human brain will remember words on a physical paper much better than it would remember words displayed on dynamic screens.

Print Media Is Physical

The act of physically interacting with the paper of a book stimulates the memory section of your brain more than a screen can. This can give you an edge over the competition, even if they have a digital advertising budget much larger than yours. With the right mix of print and digital marketing, you will have the advantage over your competitors.Even just having business cards to hand out to people increases the chances of them engaging with your brand or services.

Here's My Card

In addition to the sensory aspects, print media is widely considered more credible than digital media. People who subscribe to magazines and newspapers do so for a reason — they believe the information contained in the publication is accurate, credible and provides them with some benefit. <a href="https://www.entrepreneur.com/article/364376">Advertising</a> in these mediums increases your brand's public perception, because they associate your brand's name with the publication's name. There's a reason businesspeople want to be on Forbes magazine so much: It's an incredibly prestigious magazine.

Print Is Real

With the oversaturation of the digital branding and advertising space, there's less competition for printed material.Digital advertising is simply easier and less costly to do. With the advent of Google and Facebook tracking billions of people's habits and providing tools to create, target and run ads within minutes, advertisers have an enormous amount of data to have extreme flexibility and control over who they target their advertisements.

Fewer Players

Magazines are an amazing option for print advertising. Even with the advent of digital media, magazines have barely seen any decrease in readership over the past eight years. In fact, 2019 had the <a href="https://www.statista.com/statistics/207850/total-gross-magazine-audience-in-the-united-states/">highest recorded magazine readership</a> since 2012. Magazines are often read by a very niche, predictable audience, so you get a higher return on investment from magazine ads than digital ads (assuming you choose the right magazine for the right target audience).

Magazines

Online, everyone does all they can to avoid ads. There are countless ad blocker plugins for every web browser that exists. There's a high chance that you have one installed right now! In 2020, an estimated <a href="https://www.statista.com/statistics/351862/adblocking-usage/">42.7% of all internet users</a> had an ad block plugin installed. However, in magazines, advertisements are part of the culture, they are expected, and they are part of the magazine experience.

People Do What They Can To Avoid Digital Ads

Digital ads are avoided at all costs, most digital ads are never even looked at, and when given the option, users close or skip the ad as fast as possible. <a href="https://www.entrepreneur.com/article/284331">Ad view times</a> are incredibly low online. However, in print media, advertisements stick around for years. Have you ever taken a look at the dates on some of the magazines found in waiting rooms? You can often find magazines over five years old in the piles of magazines and newspapers.

Print Stays

To further determine the value of print advertising, let's examine the pros and cons:Pros:<ul><li>Sensory experience</li><li>Builds credibility</li><li>High exposure</li><li>Less competitive</li><li>Longevity</li></ul>Cons:<ul><li>High buy-in prices</li><li>Can take weeks to appear in publications</li><li>Can't make changes after print</li><li>No fine-tuned audience targeting</li></ul>While print media is an amazing tool, it works best when it's mixed in several advertising and marketing mediums.

The Grand Verdict

Don't skip out on printed brand materials, you could be missing out on major brand opportunities!

The Importance of Print Media and How It Can Benefit Your Brand

<ul><li>Combine experience with enthusiasm to tell your story.</li><li>In exchange for the loss of naive enthusiasm, seasoned entrepreneurs gain skins that are thicker than steel, powerful enough to weather any storm or any situation.</li><li>The impact on the bottom line is transformative.</li><li>Nurture naivety and pursue idealism to create momentum.</li></ul>

Creating A Powerful narrative

<ul><li>Experience exchanges enthusiasm for measured action.</li><li>The older we get, the less willing we are to expend the energy to go through those periods.</li><li>Experience gives you the ability to seamlessly overcome obstacles and challenges, but it also makes you act more conservatively or become skeptical about what can and cannot work.</li></ul>

Enthusiasm Vs Experience

<ul><li>All businesses begin life with a vision that declares the world can be better in some way.</li><li>Experience has a way of making us lose sight of that power.</li><li>You must constantly remind yourself of the purpose that made you start the company in the first place.</li><li>People begin to get attracted to you because you operate from a place of passion.</li><li>You attract better customers because they buy into your vision and feel like they're a part of it.</li><li>Narrative is the most powerful form of long term connection.</li></ul>

Create a Manifesto and Your Company Becomes a Powerful Narrative

Combine experience with enthusiasm to tell your story

corporateculture

Corporate Culture

How to Create a Powerful Narrative for Your Company

To succeed in presenting a business case  to the customer, you have to answer their primary question: “Why should I pay for that?”Salespeople use business cases to sell products.Employees use business cases to persuade their bosses to invest in equipment, hire more staff or provide more training.Job seekers effectively present a business case to potential employers. If you’re looking for a job, you are both the salesperson and the product.

Creating A Business Case

<ul><li>Business cases usually come in the form of a cost-benefit analysis</li><li>Calculate the total cost of owning and operating (TCO) of the solution you're proposing</li><li>On the other side, calculate the financial benefit you gain from owning/operating the solution</li><li>If the solution can help the company do things faster and more efficiently, then you can calculate how much money the product will save you</li></ul>

Building Your Business Case

<ul><li>Businesses regard investing large sums of money, be it in equipment, extra staff, or staff benefits, as a larger risk that needs to be justified with a bigger payoff.</li><li>Write a brief introduction, then in the second half write your recommendations and a very brief summary.</li></ul>

Presenting the Case

Look at advertisements for various products and services and ask:Would I buy it or not?If I buy this, how much does it cost in my local currency and how much would I benefit in local currency would I gain from not buying it?

Developing The Mindset

Try creating your own business cases. Start with a side-by-side table. Is there a real business case there?How would you describe the proposed investment in 100 words?Some of your figures will probably be estimates. What are they based on? How did you calculate them?  What’s the worst question your customer’s accountant could ask you? How would you answer that? Write that answer down in the extra information section.Now you have your business case written down. Is it short? Is it sharp? Is it convincing?Show it to a colleague for feedback.What did your colleague think of it?

Practice Makes Perfect!

The principle behind creating and presenting a business case is that you have to answer your customer’s question: “Why should I pay for that?” Your customer ultimately wants to know what's in it for them, and it's your job to answer that as effectively as possible.

“What’s In It For Me?” The 3-Stage Guide To Answering This Question

Content pillars are an essential part of a brand’s content strategy and they serve a fundamental purpose: they provide a comprehensive, authoritative exploration of a topic that a reader can get everything they need on that subject in one place.

Building High-Performing Content Pillars

Pillar pages provide a substantive amount of information that can be divided into numerous formats such as ultimate guides, longreads, hub pages, & more. It is an opportunity to create a better user experience & be rewarded by search engines with high-level, authoritative content.The content pillar is the center of your content hub, where cluster pages are interlinked with the pillar. It can be dissected & repurposed into smaller pieces of content that you can promote to your audience - social media posts, emails, landing pages, gated content, or other channels where you market your brand.

What Are Content Pillars? What Is a Pillar Content Strategy?

Depending on your content marketing goals, there are three main types of pillar pages: the “Guide”, the “What Is”, and the “How-To.” We’ll look at examples of each type and see how they work.

What Are the Key Elements of Content Pillars? What Are the Examples?

For the “Guide” format, this webpage should provide an authoritative overview of the topic with various elements and pages that link to support it. The subtopics and supporting elements, whether they are blog posts, links to resources or products, related questions, FAQs, or videos are clustered around the pillar page’s main topic. Think of the pillar page as the “head” of your content marketing strategy, and cluster topics are the legs, arms, and torso that support your overall goal.

The Guide

Long-form blogs can be excellent candidates for the “What Is” pillar page that covers a subject in great depth. If the subject matter is complex enough, you can break down the themes or subtopics into chapters and segments.

The What Is

The How-To can be a powerful content asset for your brand, and an opportunity for you to position yourself as a subject matter expert. It can also be the ideal format if you’re targeting an audience with informational and transactional intents.

The How-To

As the great Sun Tzu famously said, “Tactics without strategy is the noise before defeat.” While we are not discussing the art of war here, the importance of strategic thinking in content creation is essential in achieving the desired outcome of any marketing effort. Content without structure and purpose will ultimately fail for your brand, your customers, and search engines.

How Do You Develop a Pillar Content Strategy for a Website? 

Identifying the core topic & keyword should both satisfy the user intent as much as it should attract search engine algorithms.Identify the primary keyword or topic, & make sure it’s substantial enough to build a hub around. Look at:<ul><li>Search volume</li><li>Competitiveness of the topic</li><li>Relevancy to the audience & the product offering</li><li>Potential of becoming evergreen content</li></ul>Analyze SubtopicsCome up with a list of subtopics to form the cluster pages & create the structure for the pillar page. The pillar page should touch base on all of these subtopics & link to the relevant articles uncovering them in detail.

1. Identify your core topic and keyword

Performing a content audit of the website will help determine whether you already have existing pages that could be modified, repurposed, & optimized for the pillar content strategy, & help identify whether you already have a candidate for a pillar page, or better yet—that you already have plenty of articles that could be restructured into a central pillar.By updating and optimizing your existing content, you can avoid the pitfalls of cannibalization or duplicate content on your website.The audit process allows you to re-evaluate your internal linking structure.

2. Audit the Existing Content on Your Website

If you’ve identified a topic that you want to become an authority on, chances are you have competition vying for the same space. Next, you’ll want to do competitive content analysis on what their content marketing looks like to identify gaps, opportunities, & other areas for pillar content.One of the best ways to leapfrog the competition in search is to find areas where you can improve what’s already existing & build a more authoritative guide. By analyzing the subtopics covered by your competitors & finding content gaps, you’ll be able to build a better content pillar.

3. Take a Look at the Competition

Map out the Structure of Your Pillar PageThe next step is to collect all possible questions your pillar page will strive to answer and use them to design the structure of the article.

4. Create Your Content Pillar

Interlinking your cluster content to your pillar page is an essential part of the information architecture. If you want your pillar content to rank, you’ll need to optimize your links (both internal and backlinks from external sources) to start getting traction.Remember that the pillar page is the hub where the user can get access to all the information they’re seeking all in one place. Additionally, since you want to promote your pillar content as an authoritative resource, you’ll want to have a strategy for acquiring backlinks from high-quality sources, too.

5. Interlink, Promote, and Distribute Your Pillar Content

Content pillars are an essential part of a brand’s content strategy and they serve a fundamental purpose: they provide a comprehensive, authoritative exploration of a topic that a reader can get everything they need on that subject in one place.

Explore this guide to learn what are content pillars, how to successfully build them in your company, and what are some of the best industry examples.

Building High-Performing Content Pillars: Your Ultimate Guide

Small businesses can compete with large corporate companies by offering a superior service or product at the right price. Entering a saturated market means the company must innovate to set itself apart from the competition.

Competing with large companies

Entering a saturated market can be challenging, but specific tactics allow for success. 

Entering Into a Saturated Market? You Can Still Succeed!

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