Does Including Video on Site Landing Pages Boost Conversions?


Including video on website landing pages tends not to boost conversions in general, and sometimes slightly harms performance, according to recent research from Unbounce.

The report was based on an analysis of 35,000 Unbounce customer form and click landing pages, some of which had no video, some of which had embedded video, and some of which had background video.

The researchers found that form and click landing pages with embedded video actually had a lower median conversion rate compared with pages with no video.

Form landing pages with background video had a marginally higher median conversion rate compared with pages with no video.

Median conversion rate for click landing pages by video type

Landing pages with video had a lower median conversion rate for both desktop and mobile compared with pages with no video.

Median conversion rate for landing pages by device type

About the research: The report was based on an analysis of 35,000 Unbounce customer form and click landing pages.

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How Companies Can Use Digital Brand Ambassadors for B2B Influencer Marketing


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For years we’ve lived in a world that relies heavily on digital communication. Now, the pandemic has managed to expedite the shift from in-person sales and interactions to online—creating a growing need for digital humans.

So, what are digital humans?

They are hyper-realistic avatars with personalities, facial expressions, and voice inflections that create the ultimate balance between automation and human interaction.

As the capabilities of digital humans continue to advance, more companies are using them as digital brand ambassadors, or influencers, to enhance marketing campaigns and streamline business operations.

The Modern B2B Influencer

Digital interactions have become essential to the success and competitive advantage of companies in every industry. By providing 24/7 customer service and personalized, human-like conversations with consumers, digital humans bridge the gap between digital and physical while creating an innovative way to connect consumers with brands.

A full 64% of US consumers and 59% of all consumers say they feel companies have lost touch with the human element of customer experience, a study conducted by PWC found. Somewhat ironically, digital humans can provide people with the human connection they have been missing while also providing unlimited availability and comprehension of 70+ languages.

Another element of digital human technology that companies are using is the ability to turn favorite celebrities into digital brand ambassadors.

Enlisting the help of a well-known public figure to expand your brand’s awareness and create buzz surrounding a specific campaign can be monumental, but actually hiring one for your B2B influencer marketing of course comes at a high price.

Partnering with a celebrity to turn them into a digital brand ambassador is much more attainable. Gone are the days of going back and forth with a public figure’s manager to determine availability and negotiate a price. We live in a digital time when virtually anything is possible, including digitizing human beings—with their permission, of course.

For celebrity digital brand ambassadors, basic movements and conversational phrases can be captured in a few minutes, creating endless possibilities for improved influencer marketing and a brand’s partnership with them.

Four Elements of a Digital Brand Ambassador

Whether you’re transforming an actress or basketball star into a digital ambassador or creating a brand new personality to be the face of your brand, keep four essential concepts in mind when working with a digital human experience platform to design an influencer to support your brand.

1. Personality Code

It is essential to create a personality that engages your audience and leaves them with a memorable experience.

You want the personality to embody your brand and values, appeal to your audience, create an emotional connection through the use of nonverbal cues and expressions, and create positive moments for your audience.

Simply put, people are directly interacting with your brand through your digital ambassador, so the experience should be as positive as possible.

2. Design for Conversation

Focus on interactions, not transactions. The purpose of digital brand ambassadors is to ensure they are as close to a real person as possible—not just a chatbot. So, your digital human needs to engage and relate with your user.

People want an engaging experience, not a robotic one they can get from an ATM.

One step to creating conversational design is to role-play interactions to ensure the digital human is emitting the proper emotion to the user. Experimenting with your interactions and expressions helps design input that could be missed without taking the time to ensure the digital human’s conversation is as lifelike as possible.

Such insights help the digital human guide the conversation with the user rather than taking a command-driven approach. It also gives the digital human the ability to make small talk so the exchange doesn’t seem one-sided.

3. Multimodal UX

It is essential to build an experience using the power of versatile visual and voice interaction. Unlike human B2B influencers, digital brand ambassadors are a multimodal digital interface—meaning they can use varying types of digital content to create a balanced experience, such as walking users through a specific process while answering their questions.

Another way to create versatility for your digital human is to determine what capabilities you need based on your industry and influencer marketing priorities.

For example, a healthcare company may use its digital human as a tool to alleviate some of the administrative burdens of its physicians. In that situation, the company would most likely want its digital human to work with patients, filling out forms and answering general health-related questions.

4. Personalization

A main priority for marketers is to create lasting and positive relationships with their customers, so ensuring your digital human makes its interactions relevant, seamless, and personal is vital.

Digital human platforms can be connected to a company’s internal database, so the influencer is equipped with readily available background information that can be useful during customer interactions.

Part of creating personalization and relevance for your audience is having the ability to monitor your digital human’s behavior and its interactions with users to determine areas that may need to be manipulated for a smoother experience.

* * *

As consumer expectations and buying behaviors continue to evolve, it is up to companies to come up with innovative solutions such as digital humans to build on marketing investments, attract new customers with solid brand connections, and ensure customer loyalty.

By anchoring a digital brand ambassador, progressive B2B companies can create deeper customer relationships and sustain a positive customer experience that will extend customers’ lifetime value and ensure that their interaction with your brand is one they will never forget.

More Resources on B2B Influencer Marketing

Five B2B Influencer Marketing Guidelines for Brands

Your B2B Influencer Strategy: How to Get it Right

Secrets From the Most Successful Brands in Influencer Marketing: Lee Odden of TopRank on Marketing Smarts [Podcast]

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Marketing Automation: Seven Machine-Learning Use Cases


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If you want to rule marketing today, you have to not only possess information but also track valuable data for your business. Knowing that a company has 100,000 faceless clients is not enough; it is vital to understand what those people are interested in and what can be offered to them.

An effective way to improve marketing performance and increase sales is to use machine-learning (ML) technology to help improve and automate your marketing.

The marketing automation software market will almost triple by 2026, reaching $19.66 billion, according to Mordor Intelligence. Martech solutions and technologies will become a priority in the coming years.

Seven Areas Where Machine-Learning Algorithms Are Useful

1. Marketing Analytics

Imagine a marketer tasked with analyzing a huge volume of customer information. The marketer can apply a descriptive, diagnostic, predictive, or prescriptive method of analysis, but those are not enough for modern business.

Thanks to ML-based analytics, specialists can assess the performance of marketing campaigns, improve them, and make predictions for the future far more quickly.

Use cases: MIT’s ZyloTech platform uses machine-learning to sort customer data and create relevant recommendations. Converseon, which partners with companies such as Google, Cisco, and IBM, uses ML to select and analyze social media insights so businesses can better respond to customer needs and demands.

2. Content Marketing

Machine-learning allows marketers to forget about repetitive, routine tasks such as selecting and analyzing keywords, searching for suitable topics, publishing posts on social networks, sending emails, etc.

AI can collect popular topics and search queries and predict which ones will be relevant to your audience in the near future. Manual searches are time-consuming; ML significantly speeds up the process.

Use cases: Netflix understood the benefits of AI and ML a long time ago, and now it engages viewers with personalized movie and TV show trailers tailored to their preferences. ML algorithms also help Optimail improve its email marketing campaigns. Mailings are automated with regard to personalization: templates are compiled, product recommendations are created, emails with payment confirmation are sent, etc.

3. Advertising

Many people become annoyed by irrelevant and poorly designed ads. AI-powered tools create engaging offers for each individual user so that ads reach the right people at the right time and in the right place.

Use case: Dynamic Creative Optimization (DCO+) technology adapts ads by design and color to clients based on their taste. The style of the brand is preserved, but each specific buyer sees an individual banner.

Such technologies are expected to revolutionize sales by inspiring more people to make a purchase.

4. SEO

Machine-learning can help find relevant queries for websites and personalize text content.

Use case: ML algorithms make it possible to quickly conduct technical audits, optimize content, arrange interlinking, etc. The resulting technical and nontechnical improvements attract more users, so the search crawler recognizes your page as interesting and gives it a higher rank.

ML tools enable you to predict which SEO improvements for your website are realistic, and help you implement them.

5. Account-Based Marketing

AI-assisted account-based marketing (ABM) increases corporate revenue by up to 40% a year, according to Salesforce, whereas traditional ABM approaches increase it by only 10%.

Use case: Using AI, marketers can identify accounts that convert the most and predict peak sales periods.

6. Dynamic Websites

Dynamic websites are generated in real-time. When opening dynamic websites, users see pages generated for their unique needs.

Use case: Through ML/AI, everything on a webpage can be adapted: headers, colors of elements and page backgrounds, recommended products, sorting by price, etc. Users can’t visually distinguish them from standard static pages, and they are more interested in spending time on those websites, as well as more willing to make purchases.

7. Branding

What do IBM, Google, Facebook, Tesla, Lenovo, Amazon, Microsoft, and Uber have in common? They all use AI in brand-building.

Personalized user experience, better SEO and marketing strategies, targeted advertising, accurate sales and risk predictions, 24/7 customer support—all that helps to build a brand, and it’s all driven by automation and machine-learning.

Improved Performance With AI

Machine-learning is a basic part of the strategy of modern marketers. It’s estimated to improve business productivity by up to 40%.

Such technologies help companies find an approach to customers, tailor content and services to their needs, segment audiences, and perform other useful actions—without creating impossible expectations of human workers.

More Resources on Marketing Automation and Machine-Learning

How to Implement Artificial Intelligence in Marketing: Rajkumar Venkatesan on Marketing Smarts [Podcast]

The (Many) Benefits of Marketing Automation [Infographic]

Four Ways to Empower Your Email Marketing Strategy With AI

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10 Web Design Trends for 2022 [Infographic]


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2022 Salary Guide: Pay Forecasts for Marketing, Content, and PR Positions


The median starting salary for a corporate chief marketing officer in the United States is expected to be $170,000 in 2022, according to recent research from Robert Half.

The report was based on data from staffing and recruiting professionals who make thousands of full-time, temporary, and project placements at brands and agencies each year.

The researchers determined projected 2022 salary ranges for marketing, advertising, and public relations positions in the United States based on starting pay only; bonuses, incentives, and other forms of compensation were not taken into account.

The projections were broken down into three percentiles: 25th (new to the type of role, still acquiring relevant skills), 50th/median (average experience, has most of the necessary skills), 75th (above-average experience, has all needed skills).

The full report includes projections for many more positions, as well as data on salary variations by city.

The median starting salary for a corporate vice-president of marketing is forecast to be $151,000 in 2022, and the median starting salary for a marketing manager is forecast to be $81,250.

 

The median starting salary for a content strategist is forecast to be $78,750 in 2022, and the median starting salary for a copywriter is forecast to be $75,500.

Content development and management estimated 2022 salaries

 

The median starting salary for a vice-president of public relations is forecast to be $121,000 in 2022, and the median starting salary for a public relations manager is forecast to be $82,750.

Public relations estimated 2022 salaries

About the research: The report was based on data from staffing and recruiting professionals who make thousands of full-time, temporary, and project placements at brands and agencies each year.

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Four Tips for Implementing Agile Strategies in Your Marketing to Increase Efficiency and Results


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Agile marketing has gained serious traction during the COVID-19 pandemic by enabling marketers to adapt more quickly to extraordinary market changes.

Though many people often look at Agile through a “for IT only” lens, the reality is that the practice is versatile and can be successfully applied to the marketing function, making it more efficient, productive, and truly collaborative.

In fact, 84% of marketers who used Agile strategies last year considered it an important part of navigating 2020, data from AgileSherpas’ 4th Annual State of Agile Marketing Report shows.

As a certified Scrum coach, I can confidently say that Agile marketing is extremely effective and beneficial when it’s used correctly.

The “why” behind using Agile in marketing is often a gap between highly innovative, digital marketing activities juxtaposed with old-school, waterfall styles of work management. The misalignment between the two is what Agile helps improve, making marketing teams more efficient and productive.

To further understand why Agile and scrum can help marketers increase teams’ efficiency and results, here are four tips that can ease the way for your own adoption of the practice.

1. Educate

One of the most prominent challenges to adopting Agile marketing is a lack of education and properly qualified people on board to guide and organize marketing teams’ agility.

Avoidable mistakes can often occur due to a lack of knowledge on how to properly apply Agile through scrum frameworks.

Employing Agile strategies requires a unified team committed to a consistent workstream. It doesn’t work to use Agile only on a project basis while some team members continue to go about their other day-to-day work without considering those processes.

By working with certified agile coaches, organizations can implement Agile to effectively reduce bottlenecks, avoid mistakes, and get more done in less time.

Test-and-learn situations that are heavily documented to show outcomes can create clear case studies on the benefits of transforming into a truly Agile team. They helps to clearly identify how much of marketers’ day-to-day work should rely on Agile frameworks set up by a qualified coach (spoiler alert: it’s more than you think!).

2. Visualize the work as a unified team

In my experience, visualizing your team’s work is the best first step.

I’ve seen multiple senior marketing team leads who don’t actually know how their people are spending their time. Teams might work a lot behind the scenes without using Agile; as a result, their team leads don’t necessarily have the insight into certain campaigns or projects that are actively being worked on.

Then, when it’s time to bring the work out into the open, leaders are appalled by how much time and effort has been put into last-minute requests or content that isn’t attributable instead of the work that they would’ve prioritized.

Maintaining those leadership legacy cultures is actually one of the top challenges organizations face while adopting Agility, along with a lack of vision, according to last year’s Business Agility Report from Scrum Alliance and the Business Agility Institute. Visualizing as a team from the start gives leaders the opportunity to more clearly define the work that needs to be done, as well as set their expectations on how it’s done and when it should be delivered.

3. Always stay connected

I recently worked with a pharmaceutical company on an end-to-end Agile transformation. The marketing team’s productivity improved, but Agile also ended up strengthening the team’s relationships with internal partners, driving better campaign results than originally expected because the team was able to launch in the market sooner.

At the start of the transformation, we identified that one of Marketing’s biggest challenges was that the marketers had become the “yes” team, agreeing to many requests from others in the organization that they didn’t actually have the bandwidth to complete. Paradoxically, that caused tension between the marketing team and other teams that weren’t getting the results promised to them.

When Agile was introduced through the components of scrum, it did a great job of documenting the transformation and showed how those strategies better connected teams to get more projects done in less time.

The implementation was by no means straightforward, but communication, especially among team leads, improved significantly. Now the company has nine teams across the organization using Agile in their operations on a daily basis.

4. Set reasonable expectations

Although implementing Agile within marketing teams can be hugely beneficial, leaders must be reasonable when setting their expectations. A general time box cannot be applied to your team’s adoption of Agile. Instead, it should be shaped as a business problem or goal that you are trying to achieve.

Switching to Agile marketing is not a simple process; it’s a full-on transformation that takes time and requires significant investment from the most senior leaders to their most junior team members.

By employing the proper education and support, adopting an Agile framework such as scrum can create more collaboration that not only satisfies your team’s individual needs and the needs of the rest of the enterprise but also improves your ROI and your organization’s bottom line.

More Resources on Agile Marketing

Three Agile Marketing Tips for the Post-Pandemic Economy

How to Use an Agile Marketing Strategy to Improve Your Marketing Campaigns

Agile Marketing 201: Creating Persistent Teams | MarketingProfs Webinar

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12 Boosts for Speeding Up Your Content Campaign Delivery [Infographic]


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MarketingProfs provides thousands of marketing resources, entirely free!

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Intent Data's Signals: Cracking the Code, Part 2


In Part 1 of this two-part series, we talked about how mission-critical intelligence is often right under our noses but we don’t know how to find it. We went through the types of signals contained in such intent data, and how B2B sellers and marketers can work to collect them.

But like the Allied codebreakers in World War II, we understand that collecting those signals is only the first step. To actually do anything with them, we need to decode them.

In World War II, the critical break came in the form of technology—the Colossus computer. And in B2B, it’s technology to the rescue again.

B2B’s Colossus: Decoding Intent

Intent data without predictive analytics is like those mountains of signals the Allied forces gathered but couldn’t understand without a computer to decode them—to convert them into actionable information.


For B2B sellers and marketers, the decoding machine comes in the form of predictive analytics driven by artificial intelligence (AI).

Robust data paired with predictive analytics is essential for modern sales and marketing leaders. It makes it possible to do things we could never do otherwise—even with rooms full of intel-gatherers and decoders trying to interpret data.


Here are just a few examples of what I mean.

  • Go-to-market teams can plan where to focus their resources. AI tells us what our total addressable market (TAM) is. It also tells us our ideal customer profile (ICP). And it even tells us who in our ICP is ready to buy right now.

    That allows us to know whether we have enough headcount to cover all the in-market ICP accounts we’ve surfaced. Or, conversely, if we want to expand our ICP or TAM, it pinpoints the smartest places to put our energy and dollars for the most marketing and selling success.

  • We can determine the best roles to market and sell to. We now know who makes up a typical buying team, which takes all the guesswork and random persona exercises out of our planning.
  • We stop missing out on deals. Have you ever seen a competitor put a logo on its site, yet you hadn’t even realized that their new customer was in-market?

    With data and AI, you get a complete view of engagement at the contact level, including what keywords they’re researching (and, therefore, what’s most important to them right now). You can even determine contacts’ relationships to each other so you can put together an overall picture of buying-team engagement.

  • We get our timing right. Is this a time when Marketing should engage? Or is it a job for Sales? Maybe Customer Success? You can put those questions to bed with data and AI that determines where an account is in the journey and then orchestrates the right action.
  • It provides a complete view of engagement—and tells you how and when to act on it. AI-based predictive models compare how a contact’s engagement with that of previous buyers, including information on which contacts are engaged, how and when they engaged, and where you have no activity. That information allows you to engage the right contacts at the right time, and also to fill any gaps in your database with new contacts.

    It’s a vast improvement over traditional point-based scoring in marketing automation. Rather than humans’ deciding on the importance of individual activities, AI continually analyzes patterns in the data and determines what’s most relevant.

  • It gives us a picture of the entire buying team. In B2B, we’re not dealing with a single contact. We’re dealing with a team of 10 or so people. So, seeing engagement from one contact on a buying team is much less meaningful than seeing multiple contacts on that same team showing intent.

    What’s most meaningful is seeing people in roles with whom you’ve had success in the past showing intent. And intent data plus AI can match roles and profiles to previous purchases so you know what activity is most relevant to your company.

  • It shows us where accounts are in their buying journey—and whether they’re in-market. Knowing whether a buyer is just getting started on their buying journey or getting ready to issue an RFP puts sellers and marketers in a position to provide relevant information at each stage that helps buyers move forward.

    Bigger picture: it gives an overview of all the commercial opportunity available to a company right now.

Turning Intent Data Into Intelligence

When we have deep insights into our current and future customers’ behaviors, we can deliver incredible experiences that put them first, and that in turn help us improve revenue success. Companies that have cracked the code on intent data see impressive results—like a 35% better average deal value, 20% higher win rates, and 20% reduction in average days to close.

We are in business, not at war—thank goodness. But we are competing every day. And every bit of actionable intelligence we can amass gives us an advantage.

A full-picture approach to intent, paired with AI-based predictive modeling and orchestration technologies, shines a light on previously hidden signals.

For B2B sellers and marketers, uncovering and deciphering encoded signals is essential for competing, remaining relevant, and providing the best user experience possible. But it’s only possible with the right data—and the technology to decode it.

This code-breaking approach is a total game changer. It’s what takes us from humans’ making their best guesses to really knowing what potential buyers are doing so we’re in the best position to win.

This article series is written by Latané Conant, CMO of 6sense, a leading AI-powered account engagement platform.

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Struggling to Write Effective Whitepapers? Here Are Five Steps for Planning One


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Whitepapers are often the most challenging marketing pieces to create.

Why? Well, most marketers don’t have the time or the resources to get such a complex project off the ground.

And that’s not the only problem: A whitepaper (when you do manage to create one) sometimes fails to yield even a marginal return on investment and effort.

Challenges in Writing Whitepapers

I work with marketers in scientific tech companies. Things I hear often:

  • “We’ve seen so many examples of bad whitepapers. We don’t want to risk creating one until all the pieces are in place.”
  • “We simply don’t have the time or bandwidth necessary to get one written.”
  • “We’ve had a couple whitepapers on the backburner for some time, but our marketing team is just too swamped to take ownership.”


Do any of those statements sound familiar? If they do, you might be wondering how you can successfully plan your next whitepaper so it actually gets written—and succeeds.

This article will give you the most important pieces to include in a whitepaper plan. Use it as a springboard to writing whitepapers more quickly and easily.


What a good whitepaper plan does:

  • It sets a frame of reference for the full whitepaper and engineers it for success. A plan also saves you time when you get to the actual writing.
  • It gets all reviewers on board, which minimizes debates, arguments, and rewrites.
  • It keeps your whitepaper on track from beginning to end.
  • If you outsource the writing of your whitepaper, a plan is a low-cost, low-risk deliverable that allows you to easily engage writers and see whether they’re a good fit for other projects.

So how do you go about creating a whitepaper plan? Here are five steps to get you started.

Five Steps to Creating a Whitepaper Plan

Step 1: Get all project reviewers on board

By “reviewer,” I mean anybody on your team who has a say in what goes into the whitepaper’s content. A reviewer might also be actually reading and reviewing the piece. Pull all those people together for a meeting.

Is it necessary for everyone to be on such a call? No, but everyone does need to sign off on the plan before you start writing the whitepaper (more on that in a bit).

If everyone on your team is on board with the plan, there will be fewer surprises (if any) when the first draft is finished—meaning fewer rewrites and revisions.

Step 2: Agree on the ‘Big 5’

The Big 5 are the five most important questions to ask when writing whitepapers (and, yes, you can apply them to other forms of marketing content, too!):

  1. What is the goal of the whitepaper?
  2. Who will be reading the whitepaper (the target audience)?
  3. What is the whitepaper’s topic?
  4. Where in the sales cycle will it be used?
  5. How long will the whitepaper be?

Step 3: Compile the Big 5 into a plan

Once you’ve spoken with everybody on the initial call, you should have good answers for each of the Big 5 questions. The next step is to compile those answers into a document.

List the questions and their answers to make sure you have a solid answer for each. The more detail you can give, the better.

The answers form the basis of your plan, and thinking through the Big 5 questions helps give your whitepaper focus and direction. It’s also more than what most marketers do, so you’re already ahead of the curve when you plan in such a way.

Step 4: Add important details to the plan

Additional information can be useful in a whitepaper plan. Such details might include…

  • Keywords for SEO
  • Timeline (start date, date for completion of first draft, allocated time for revisions, etc.)
  • List of all reviewers
  • Budget for the whitepaper
  • Sources of research
  • Possible titles
  • Call to action

That last point is particularly important. A CTA means you know what you want your reader to do after reading the whitepaper.

Ideally, you want to be able to track CTA clicks, so sending readers to your website homepage is a bad idea. Instead, send them to a dedicated landing page, or have them call a dedicated phone number.

Step 5: Get all reviewers to look over the plan and sign off on it

Once your whitepaper plan clearly outlines all of the above information, send it to every reviewer (as well as anyone who was on the initial call) and have them sign off on it. When everyone is happy with the plan, you can be confident there won’t be any surprises when you submit the whitepaper draft.

Don’t skip this step! Discussing information and getting buy-in from every reviewer in advance is the entire point of creating a plan.

A whitepaper plan is important; but, at the same time, don’t spend more than a week on it. It’s not an in-depth outline of the full paper with tons of research, graphics, and footnotes. It’s short and snappy, designed to help you get your full whitepaper started on the right track.

It’s should be a short document that can be completed within 3-4 days.

After You Have Your Whitepaper Plan

Use your plan to guide your writing the full whitepaper. Someone needs to take ownership of that. Ideally, you’ll have two or more people involved: one person writing, one designing and organizing graphics, one supervising, etc.

The person supervising needs to take ownership of the entire project to ensure its completion. But with a solid plan in place, you’re off to a great start.

You can use the steps in this article to plan any longform content. Once you get the hang of planning, it will eventually become second nature and you’ll be creating content faster and more efficiently, with minimal revisions or rewrites.

More Resources on Writing Whitepapers

10 Shortcuts to Gathering High-Quality Whitepaper Content

No Time to Create Content? Turn One Webinar Into Nine Marketing Pieces in Less Than 14 Days… Without Killing Yourself

How to Make Your Content Work Harder: Seven Fatty Phrases to Avoid in Your Writing

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SEO Expert Survey: Traffic, Budget, and Time Trends


Search engine optimization (SEO) professionals say most of their clients had an increase in traffic to their websites in the last year, according to recent research from Search Engine Journal.

The report was based on data from a survey of 1,241 SEO professionals who worked directly with clients through an agency (875) or as a freelancer (366).

Some 41% of SEO pros say their clients’ websites had a slight increase in traffic over the past 12 months, and 23% say the traffic increased a lot.


SEO professionals say the most common monthly SEO budget range for their clients is between $1,000-$5,000.

Average monthly SEO budget

Some 39% of SEO professionals say their clients’ budgets have increased a little over the past 12 months, and 24% say they have stayed the same.

Changes in SEO budget

SEO professionals say they spend most of their time on keyword research, optimizing on-page elements, and analytics.

Time allocated to SEO tasts for agencies and freelancers

About the research: The report was based on data from a survey of 1,241 SEO professionals who worked directly with clients through an agency (875) or as a freelancer (366).

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