Author Archives: Heather Lloyd-Martin

Reprinted with the author’s permission from the SuccessWorks blog. Last week, a prospect asked what I thought of his site copy. I took one look and resisted the urge to say, “Um, how much did you pay for this?” The writing was…bad.  Picture a 500-word, below-the-fold paragraph with no hyperlinks, no call-to-action…and what’s worse… All [...]

Reprinted with the author’s permission from the Success Works blog. Marketers are slammed with all sorts of shiny online marketing options. Ooh…there’s Google+. And Tumblr. And Twitter. And Facebook.  It’s not enough to just have a site. Now, companies are “supposed” to add all sorts of other bells and whistles to their online marketing mix. [...]

Reprinted with the author’s permission from the Success Works blog. I cringe every time I hear this question before anything else is discussed. Maybe you do too. “How will (insert SEO copy idea here — usually a bad one) help with the search engines?” On the surface, it doesn’t seem like such a bad first [...]

Slightly abridged with the author’s permission from the Success Works blog. I love “headsmacking” SEO copy opportunities. You know, ideas that are so simple, easy and obvious that they make you hit your head and say “Doh!” when someone points them out. It’s easy to have blind spots around our own SEO copy – we [...]

Reprinted with the author’s permission from the Success Works blog. I love working with B2B companies. Many times, they have scads of unique content opportunities—they just need someone to point them out and send them in the right direction. If you work for a B2B company and you’ve been wondering, “Why are people bouncing out [...]

Abridged with the author’s permission from the SuccessWorks blog. Simply put, conversion metrics are measurements of success in terms of increased dollars, average order volume, lead generation, number of subscriptions or donations—whatever your end goal may be. Measuring them is simply a matter of using free Google Webmaster tools, and it only requires a snippet [...]

Reprinted with the author’s permission from the SuccessWorks blog. I received an email from someone asking: “Since videos do so well in search results, why not just produce videos. Why do you even need words on the page?” Interesting question, and one that gave me pause. Because the thing is, video marketing (when it’s done [...]

Abridged with the author’s permission from the SuccessWorks blog. With all the talk about, “see how many ways your company can leverage content marketing,” there’s not a lot of talk about what to do when. I’ve seen too many companies with half-assed content marketing campaigns because they’re doing everything rather than the one really important [...]