Although the straightforward use of AI-generated content is not awarded by Google, significant performance benefits can be gained by digital marketers leveraging AI in a responsible and professional manner.
Here are some effective strategies for applying generative AI expertise to escalate one’s performance in SEO and other domains of digital content creation.
I have tried ranking more than 100 template landing pages and blogs with pure AI content, and my experience shows that trying to rank purely AI-based content does not work. The text gets indexed and then deindexed by Google the next day; we did not receive any traffic gains.
But artificial intelligence can assist with content creation. What is received from AI needs to be developed, reviewed and improved to be unique and valuable. Using this approach, I’ve ranked at least 10 blog posts and landing pages for keywords ranked from 20 to 45 competitiveness by the Mangools SERPChecker.
In this article, I’ll show you my process. For this example, I use MeclabsAI (from MarketingSherpa’s parent organization).
But first, let’s review what Google has publicly said about artificial intelligence and content.
I interview plenty of humans on How I Made It In Marketing, but in this MarketingSherpa blog post I’ll be interviewing an artificial intelligence.
Copywriter is an expert assistant in MECLABS AI. Its totally free to use (for now). Here’s where you can find the Copywriter expert assistant in MECLABS AI:
Why interview an AI you might task? Or as my mother might say, “You went to college for this? So you could interview a machine? Well, I bet my vacuum cleaner has some pretty interesting observations.”
Mockery is fair, but that mockery comes from an old paradigm – that the only experts are humans.
Now you can have a conversation with a digital ‘mind.’ Haven’t you ever felt like you wish you had an expert you could chat with to brainstorm? Well, this is the upside of the expert assistants.
And they can answer instantly, and at no cost (for now). Try finding that in a human marketing expert.
Please note that since this is an AI – and not a real human – when it talks about previous experiences and the like, I assume it is discussing the content it was trained on.
Foundational principles
What are the core principles of effective copywriting that you believe can be applied to all forms of marketing communications?
The essence of effective copywriting is anchored in the following core principles:
Understanding the customer’s needs creates a foundation for relevance
Clarity overpowers complexity – ensure your message is lucid and unambiguous
Brevity is the soul of wit* – concise messaging often yields the strongest impact
Offering value – every word must serve the purpose of portraying the value proposition
Encouraging action – culminate your copy with a strong, unmissable call to action, driving customer behavior.
*Editor’s Note: This is a quote from William Shakespeare
How do you ensure your copy resonates with diverse audiences, especially in an era of increasing market segmentation?
Every Wednesday, we hold a free Marketing LiveClass as part of ChatGPT, CRO and AI: 40 Days to build a MECLABS SuperFunnel. Everyone is welcome to join and learn, as we build marketing funnels with members of the MECLABS SuperFunnel Research Cohort.
In the LiveClass, marketers and entrepreneurs can ask questions in the webinar chat. And we answer them right here…
Hi Dan, I’m trying a new angle on copywriting for one of my products. If you have time to give feedback, I would really appreciate your wisdom. I also know you’re super busy, so no pressure. I also know you’re the master of copywriting, so your guidance is invaluable. Thanks for all your wisdom. I’ll load it into Notion later today. Here’s the link: [anonymized]
Here’s the CFO: To help motivated volunteers in the church boost their ministry effectiveness and gain spiritual confidence by giving them 4 theology/ministry courses (“Advanced Bootcamp”) in exchange for a cash payment and a significant investment of time.
Thanks for the vote of confidence. Let’s see if I can help.
First, let’s define copywriting. I define copywriting as ‘Helping the customer come to the best decision about a brand, product or conversion goal.’ (from Marketing 101: Copywriting vs. copy editing vs. content writing). And this person had taken a step in that direction, starting with a CFO (customer-first objective).
I don’t think it would be practical or fair to paste their entire page in here, but I also don’t want you to focus too much on what his copy says, but rather understand the principles of how you can optimize your own copy.
I also cannot definitively say whether the copywriting will be successful or not, because I am not the landing page’s ideal customer. But I think I can best help this person (and you) by calling out how the different levels of value proposition should appear on a landing page.
The landing page should primarily focus on one of the levels of value proposition. But for most landing pages (and certainly this landing page) all four levels should be present, usually with the other three levels supporting the main one you are focused on. (If you are unfamiliar with value proposition levels, you can read Customer Value: The 4 essential levels of value propositions).
So let’s look at those levels:
Product-level value proposition
This page is focused on the Advanced Bootcamp, which consists of the courses. The page clearly informs people what they are getting (“4 precisely selected courses”), has a section for each course that explains what it will enable the participant to achieve, discusses the elements of the course (video lecture, downloadable charts, etc.).
You’re probably doing this pretty well on your product-focused pages as well, so I won’t dwell here. You likely understand the basics of communicating what is involved with your product.
Prospect-level value proposition
According to the customer-first objective stated above, the prospect this page is focusing on is “motivated volunteers in the church.”
However, the tone of the copy is not what I would expect for that audience. “You’re a happy little Christian gerbil,” “It’s too hard. You don’t have enough time. Your brain will hurt. It costs too much. You’ll want your mommy,” “Fix Your Boring, Lame, Mediocre Spiritual Life.”
Again, I am not the ideal customer, but my best guess is this copy will turn off more of the ideal prospect than it will attract.
Remember, it’s not just what you say with your copy. But how you say it.
So one of two things has to happen. Either the Customer-First Objective has to change with a clear definition of exactly what subset of those motivated volunteers the copy will attract.
Or the copy needs to change so the tone speaks to the desired prospect.
If your prospect stays the same, what is the resulting experience of the tone of language like “G-d, , Jesus, Church, blah, blah, blah?” Does this emphasize the importance and relevance of spirituality in the ideal customer’s life? Would replacing phrases like “treadmill” and “happy little Christian gerbil trotting endlessly nowhere” with more positive and empowering language better speak to the ideal customer?
In the case of this page, I suspect much of this is intentional and the result of some deep thought. As the questioner mentioned, he is “trying a new angle.” But I would argue this is much more than a new angle. This is changing your ideal prospect. And so it is worth the time to change the Customer-First Objective, and force yourself to first clearly define who exactly the prospect is that you are trying to serve with this copy.
With that exercise, a few things may happen:
It may help you better target your ads
You may realize there is not a big enough total addressable market
You may identify new ways to reach that audience
You may find new avenues for messaging
I’ll give you an example. Right now, the product is called an Advanced Bootcamp. And the primary visual is a big black boot. However, that title and that visual connote to me the military. And the military is known more as a group that can strictly follow a rigorous process without dissent.
But the way the copy is written, I would define the ideal prospect as “demotivated Christians who haven’t found the right church to volunteer for, have a deep soulful connection to the faith but feel disconnected, cast out, and overlooked by church doctrine and/or communities.”
Now this might connote a different name for the product. How about the Faith Rebellion Experience. SoulFire Quest. Spiritual Reboot. I’m not sure any of these are the right names. But having a clearer definition of the prospect, we can better tailor the name – a key element of the copywriting – to connote that this is a product that is for people like them.
Process-level value proposition
The CTA buttons have a similar tone. “Let’s Kick the Devil in the Teeth. Clicking can be hazardous to your apathy.” “Get Off the Couch and Into the Battle. CAUTION: Clicking Here Will Wreck Your Excuses.”
These are evocative.
What they aren’t is clear.
You may get a curiosity click. But the challenge is, the next page is not something that would pay off clickbait. It’s a cart page (with supporting value in the right-hand side) that has a form for credit card info and a purchase.
It also has a line that says, “You have a free 24-hour inspection period. After that, your card will be charged.” So maybe you could change the CTA to “Get Free Preview” and change “inspection” on the cart to “preview.”
A few other thoughts to help this particular questioner as well as other readers:
The buttons don’t look like buttons. Make sure your buttons look like something that can be clicked on. Compounding this problem, they have really long CTAs. For example, the first CTA is 15 words long. I was a little confused on where I can click. These looked like pull-quote boxes to me.
Above one of the CTAs, we see four markdowns on the price from $16,500 to $387. This strains credulity. If the markdown is really this big, it needs a pretty compelling explanation for why. Otherwise, this will feel like a hype-y sale, not like help. Nobody wants to be sold, they want to be helped (look back to the definition of copywriting at the beginning of this blog post). Especially for an educational and faith-based product like this, trust and the feeling of not being sold to are essential.
Is this even the right process-level value proposition? If you were selling socks or cameras, a process-level value prop focused on adding to cart and putting in a credit card number might make sense. But this is an online course. You do give a free 24-hour “inspection period.” But could you give the first full session for free? You have a full page of hype-y copy explaining how this is going to shift my paradigm, so let me actually see it!
As Anton Chekhov said, “Don’t tell me the moon is shining; show me the glint of light on broken glass.” The best copywriting shows, it doesn’t tell. And the best way to show the value is not with sales copy, but by giving them a taste of the actual experience (when possible).
Primary value proposition
What organization is standing behind this product? Why should I believe they will deliver on all these promises?
Especially in this case when the task is so big – to challenge one’s approach to their religion.
There are typical, good evidentials on this page – “40+ years, written over 27 books.” (written over 27 books? So… is that 28 books?)
But is there enough primary value prop there to get someone to act? If you are challenging their approach to their faith, shouldn’t we know more about why you are uniquely qualified to do this? Why the ideal customer should trust you?
This is a deep, and difficult, question to answer. And it will take more than simple evidentials. Frankly if you can crack that, you will likely unlock many insights that will help your organization better communicate its value to potential customers.
In addition, the footer of the page has no email address, phone number, physical mailing address, links to social media accounts, nothing that would help me build trust in the organization behind this offering and let me know it isn’t some sort of scam.
I appreciate today’s clarity, so let me expand a bit because I feel you’ll be able to provide a bit more depth on it. I also provided a super quick overview of exactly what they get out of the offer (60-minute consult). The rest is mainly a discussion on what I asked at the very end with my own struggles in intelligence, competency and meshing it all with AI.
This SuperFunnel cohort member is using some of the thought tools included as part of the program to help discover the most effective value proposition for his offer. By interviewing customers and reviewing competitors, he uncovered some elements of value he didn’t realize when he came up with the value proposition on his own, using his gut.
Getting this outside perspective can help us challenge our own assumptions and unlock value that truly matters to the ideal customer when communicated on our websites.
You can do this by interviewing potential customers. But also, what feedback are you already collecting in your organization and how can you systematize it? How can that better inform your primary value prop, but every level of value prop as well…including the process-level value proposition of your website’s usability. Here’s a quick example – “In our customer service group, we found that 50% of their calls at times were based on ‘I can’t find my order status,’” said Matt Clark, Global Head of eCommerce and Digital Marketing, Newark Element14 (from Customer-centric Marketing: How market research and listening to customers informs website optimization).
But when you get this outside research and go through this corporate soul searching, you end up with… a lot. And then when you add AI to the mix to help with competitive analysis, you have a lot more to work with.
At this point in the process the element of the value prop we need to focus on is clarity. We need to winnow, pare down, simplify, condense. There shouldn’t be one unnecessary or unclear word in our offer value proposition statement. As Antoine de Saint-Exupéry said, “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”
And this is the struggle facing this particular cohort member. He’s doing some smart and impressive stuff. And in his Customer-First Objective, he discusses what the customer can get out of the offer, but he doesn’t carry that through to his offer value proposition. For this reason, I question if his value prop is clear enough. For example, “streamlines processes through augmented intelligence systems.”
While the value prop isn’t the direct language in your marketing, I worry language like that isn’t the sharpened tip of the spear this business owner needs to clarify his marketing. What does that stuff do for the customer?
He opens the value prop by talking about “increases profits and reduces expenses.” But does that really clarify anything? Really, what B2B product or service doesn’t help a business owner increase profits or reduce expenses?
However, he knows how to winnow, simplify, and clarify for his customers. His main deliverable takes a lot of different data and puts it into a simple dashboard (it’s so much harder to simplify communication about our own work).
So how could he answer the offer value proposition question, “If I am your ideal customer, why should I act on your offer rather than offers from any of your competitors?”
That deliverable may be the tangible piece he leads with. “Because [ideal customer described] will get a dashboard that simplifies complex data needed to make key business decisions that affect costs and profitability. This dashboard is the only [ideal customer] tool powered by [a very high-level explanation of the business process here, supported underneath by evidentials]…”
This isn’t exactly right, of course. And may be way off. But it’s an example of how we can add the tangible to our value props and clarify the value the customer will receive…which is especially difficult for a complex offering.
Should the OVP include specific evidentials?
Yes, your offer value proposition should include specific evidentials. Credibility is one of the elements of a forceful value proposition. Every claim you make should be verified. Or else, why would your ideal customer believe it?
That said, to keep the value prop clear and simple (as discussed above) the best way to use evidentials is with footnotes. Put a superscript number by each claim that needs to be verified in your value prop, and then include that number below the value prop with the evidentials supporting it.
Question for Daniel’s next article: What role does SEO play in our current climate? We’re talking about paid ads… is that the best way forward? Thanks.
I’m sure by now you can see I love quotes. A great way to learn from the wisdom of the ages. So let me remixed Robert Frost who said, “The best way out is always through” to tell you that “the best way forward is always through…the customer’s eyes.”
Because the customer should be your focus. Yes, the current macro-climate is important. But the most important climate is the micro-climate. How do they want to receive information? Where do they look for answers to meet the pain point you are addressing or goal you are trying to help them achieve?
And don’t just put yourself in an SEO-or-paid-digital-ads box. Consider every conceivable option.
So the real answer isn’t the current climate. The real answer is hammering out a go-to-market model for your business. For ideas on that, you can listen to Episode #58 of How I Made It In Marketing. Shruti Joshi, COO, Facet, describes her GTM approach at Verizon and at her current organization (listen to Marketing Operations: Process is the foundation for success).
You are welcome to join us on Wednesdays at 4 p.m. EDT to watch and learn from a Marketing LiveClass. You can RSVP now by clicking this link. Here are excerpts from recent LiveClasses to give you an idea of what you can experience…
Be Passionate about the Marketing Challenge You Are Trying to Solve
Chris Berkenkamp Talks about the Most Important Things He Learned from the MECLABS Cohort
Here is a summary of the February 22nd MECLABS SuperFunnel Research Cohort LiveClass, written by artificial intelligence (scroll down to the Process section if you are curious for how it was written).
The MECLABS SuperFunnel Research Cohort recently conducted a LiveClass, which attracted a diverse group of marketers from different backgrounds. The participants shared their experiences, insights, and suggestions on various aspects of digital marketing, from AI to headlines. Here are some of the key takeaways from the LiveClass.
AI as collaborators rather than doppelgangers
One of the participants suggested that AI should be viewed as collaborators rather than doppelgangers. In other words, AI should be used to enhance human life rather than replace it. The participant added that businesses should focus on using AI to augment their existing processes and workflows, rather than trying to replace humans with machines.
Headlines should contain four value words
Another participant noted that headlines should contain four value words. The participant added that these value words should address the customers’ pain points and offer a solution to their problems. Another suggestion was to include the words “you” and “your” in the headlines, which could help to make them more personal and engaging.
Tips and ideas for marketing a new product
During the LiveClass, participants discussed various marketing ideas for a product, including sample stands in local supermarkets, geotargeting filters on ads, and shipping free samples in a time of inflated shipping costs. One participant suggested that the product’s entire step-by-step handmade recipe could be shared as a marketing strategy, emphasizing the ancient human craftsmanship and unending tradition.
Another participant jokingly suggested that the taste profile could be converted to binary so customers could download the taste to their cerebral cortex. Some participants suggested selling the product to restaurants or stores instead of individuals. The participants also discussed the importance of storytelling in marketing and how it can create an emotional connection with customers.
Tips for creating a compelling landing page for a free ebook about logos
One participant submitted a landing page with a free ebook about logos.
The participants discussed the importance of a good logo in building trust with potential customers. They suggested that the design of a page should be more breathtaking if a company wants potential customers to trust them with their logo. Participants recommended showcasing recognizable logos of companies the design team has supported. They also suggested analyzing the company’s own logo to demonstrate their expertise and convey the logic behind the choice of every aspect of the logo.
Participants suggested creating an infographic that dissects the company’s logo to provide a visual representation of their expertise. They also recommended creating a personal value proposition to help businesses develop their brand identity. Overall, participants agreed that a good logo is a crucial element in building trust with potential customers.
Overall, the LiveClass provided marketers and entrepreneurs with various creative marketing strategies to help them promote their products effectively. It was a valuable learning experience for marketers. The participants shared their experiences, insights, and suggestions on various aspects of digital marketing. The key takeaways from the LiveClass highlight the importance of using AI as collaborators, crafting effective headlines, and paying attention to website design.
The process for creating this blog post using artificial intelligence
The basic thrust for using AI is – for something simple like summarizing a webinar, is AI good enough? Should you use an entry-level human writer? Or do you need a skilled, experienced human writer with deep subject matter expertise? One of the participants of the LiveClass summed it up well by discussing marginal returns – when it’s not worth trying 50% harder to get a 1.4% improvement.
The goal this time was to use the transcript from the LiveClass as the feedstock for the AI. So first we attempted to use Fathom. But Fathom only works with Zoom Meetings, not Zoom Webinars. So that didn’t work.
Then I tried to use ChatGPT and paste the transcript in. But that didn’t work either. The transcript was over 22,000 words, too long for ChatGPT. ChatGPT recommended about 1,000 words.
So I decided to go back to what I used last week – the chat log. This provides an extra filter, adding the wisdom of the community. Of course, filters have an upside and a downside. The downside being that you’re not learning from the teaching directly.
Even this was too long for ChatGPT, at over 5,000 words. So I had to cut it into thirds.
This brings up another challenge with ChatGPT. Even if you give it the same exact prompt, it will create different outputs each time (there must be some level of randomness programmed into it).
Not ideal for having a blog post with a consistent voice. Although after some tinkering with different prompts, I was able to get something close to uniformity in voice.
The most effective prompt had the least amount of information. “Write a blog post based on a MECLABS SuperFunnel Research Cohort LiveClass. Here is the first third of the chat from the LiveClass.”
This worked better than prompts discussing the target audience or asking for transferable principles or key takeaways. I found ChatGPT used those prompts like an entry-level SEO writer fond of keyword stuffing. It just repeated those words and synonyms of them throughout (trying to please me, I guess?) When I just asked it to write a blog post with less info, it seemed to use natural language processing more to determine what the chat was actually about. There was also more consistency of voice with this approach.
And then, of course, it required human insight and oversight, although I tried to use a very light editor’s touch, since the purpose of these blog posts is not just to give you a summary of the LiveClasses, but also, to further all of our knowledge in using artificial intelligence (paired with human intelligence) in our marketing and content creation.
So this was another step on our journey into the future.
We frequently receive questions from our email subscribers asking marketing advice. Instead of hiding those answers in a one-to-one email communication, we occasionally publish edited excerpts of some of these conversations here on the MarketingSherpa blog so they can help other readers as well. If you have any questions, let us know.
Dear MarketingSherpa: My question is about balancing the SEO needs with the conversation needs, an issue when driving traffic through organic rankings.
I think the issue I am struggling with is “the thing that a customer might search for is not what they want to buy.”
I know how to rank any page for anything, and through your training, I am beginning to know how to think about a page that achieves its objectives.
I think what I am struggling with is balancing the two and deciding what keywords to optimize the home page for when trying to combine the two objectives, i.e., SEO optimization versus buyer optimization, and then you have to go through the stage of the buyer’s journey as the language they use will be different at each stage.
Dear Reader:Adrian, you have hit on a deep challenge that many marketers feel. Some marketers come at it from the opposite direction. They view SEO (search engine optimization) and conversion optimization as separate. And I think this is because of the “when you have a hammer, everything looks like a nail” effect. Too often we’re siloed within our own disciplines.
I’ve heard the theory that load time and various other SEO factors give you a better quality score and therefore must be the factors that improve conversion.
While decreasing page load time has been shown to increase conversion, a myopic focus on SEO factors can hurt conversation with your visitors on your webpages. For this reason, the factors that improve SEO are not necessarily the same factors that improve conversion. They aren’t diametrically opposed either, but they are not one and the same. In one instance, you’re optimizing for an algorithm. In the other, you’re optimizing for a human thought process.
The companies we work with have come to the realization that SEO landing pages need conversion optimization, their bigger concern is they don’t want to make changes that improve conversion but then lose their traffic so they’ll ultimately be down overall. Google is the big scary wizard behind the curtain, and when a marketer has won it over, the last thing they want to do is lose that.
Really, this isn’t just an SEO problem. This is the challenge of marketing as a whole. What customers need isn’t necessarily what customers think they need, what customers will actually buy isn’t always the same as what they search for.
Let’s use marketers as an example customer. A marketer may search for “how to increase email list size” or “how to increase sales” but the solution isn’t necessarily tied to an email product or a sales product. The real solution for them may be to improve the value proposition.
Here’s another example. I’m on the board for my Homeowner’s Association. We recently had an unlocked car broken into in our neighborhood. So I started searching for security cameras. Most of the websites had security cameras with similar functionality. However, one of them had this headline: “Don’t capture faces. Capture license plates. 70% of crime involves a vehicle. Police say a license plate is the best evidence to solve a crime.”
I wasn’t searching for a license plate reader. The thought hadn’t even crossed my mind. I was searching for a security camera, but I didn’t really want that either. I wanted a deterrent to crime, and I wanted a way to catch the perpetrators. A few of my neighbors had security cameras, and they were interesting because you could see the perpetrators in action. But then what? You still didn’t know who they were and didn’t have any evidence to help the police catch them and stop them from re-offending. So the license plate reader copy on that homepage tapped into my true pain point.
Adrian, you are savvier than many in that you understand this challenge. As Harvard professor Theodore Levitt has said, “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.”
Pogo sticking is, sadly, not all fun and games. In fact, for marketers it’s one of the most annoying scourges of the search engine marketing world.
Essentially, pogo sticking is when a user searches, clicks on a result, and almost immediately (within five seconds) clicks back to the search result page. The implication of this is obvious — they didn’t find what they were looking for, which indicates it wasn’t a relevant result.
It’s important to note the difference between a bounce rate and pogo sticking because, while they are related, they are not the same. A bounce rate is where a high percentage of visitors visit a single page of a website. It’s not always bad, maybe they found what they were looking for on Page 1, or bookmarked it for later.
Pogo sticking is always bad, and Google will strike down almighty punishment. Read more…
If someone were to enter your name into Google, what results would they find?
Establishing your personal brand online has become increasingly important, as more HR professionals and hiring managers turn to search engines for information on applicants. Some reports indicate upward of 90% of recruiters regularly research candidates on Google.
These executives are working on their results, but what about you? In a best case scenario, you will earn a few results on one of the top search engine result pages (SERPs). Worst case scenario? You find that you share a name with a slew of more established, accomplished and published people — at least according to Google results.
So, what can you do to improve your search engine results? Here are three tips for boosting the search ranking of your name.
Search engine optimization (SEO) has become such a giant buzzword, that even my non-marketing friends and family members discuss it. It seems that every person I interview for one of our job openings is an “SEO expert.” And I now see Danny Seo all over TV.
Jokes aside, let’s take a look at some research …
Click to enlarge
According to Jen Doyle’s research for the MarketingSherpa 2012 B2B Marketing Benchmark Report, 29% of B2B marketers consider search engine optimization to be very effective — more than email marketing, content marketing, and most noticeably, paid search.
But could that be a problem? It is human nature to overemphasize something that we think works well. (The minute someone tells me I’m funny – watch out! I’ll come up with every joke I can think of, and they’ll just keep getting worse.) And also, if we overvalue our investment in any one tactic, of course it will be more effective than the ones we’ve shunned.
With so much focus on SEO from every marketing blog on the Google-powered Web, I thought it might be worth your while to question if you’re overvaluing SEO.
So put the Google Keyword Tool down for just a minute, and for a contrarian viewpoint, see if any of these seven reasons that you’re a little too obsessed with search engine optimization / SEO / organic search / natural search / search marketing resonate with you:
Search engine marketers have based entire careers on improving rankings. They fight tooth and nail to reach the top of the page, win more traffic, and push all their competitors down a notch.
But what if you could get more traffic by pushing your competitors down a few more notches? Or pushing them down on more keywords? By focusing on universal search, you can do just that.
Search engines do not strictly deliver links to webpages anymore. They deliver links to images, videos, products, news and more. This is called “universal search.” Just check out the results from this recent Bing search for “storage shed.”
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This page links to five different types of content. If you become a master at creating and search-optimizing this content, then you can claim not just higher rankings — but more rankings.
Here are some key categories of content and tactics pulled from MarketingSherpa research: Read more…
The week before last, I attended Dreamforce, along with more than 45,000 marketing and sales professionals, as a guest of HubSpot. I’m still sorting through all of the notes and information I gathered that week.
One breakout session I found interesting, and thought you might too, was on using SEO and search engine marketing (SEM) tactics to improve lead volume, and featured Todd Friesen, Director of SEO, Performics, and Bill Leake, CEO, Apogee Results.
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
The week before last, I attended Dreamforce, along with more than 45,000 marketing and sales professionals, as a guest of 
