I develop content at scale, whether that’s blogs, articles, podcasts, or videos.
Marketing Insights
For just over 4 years, I worked as a Content Strategist & Podcast Producer at LeadG2, developing content strategy for dozens of clients throughout that time, covering topics ranging from media & radio, HR outsourcing, FinTech, and waste management.
Here is a look at some of the content I wrote for the company itself:
How AI Levels the Playing Field for Smaller Teams Against Big Competitors
By David Robinson : October 8, 2024
In the almost two years since OpenAI launched ChatGPT, AI has firmly entrenched itself as a major buzzword and a largely overblown panic. Many businesses and workers were concerned about the loss of jobs and upending of industry that it would bring, which hasn’t come to pass yet. Despite its initial shock, it’s nestled its way into our daily lives as another tool to manage business processes.
In this post, we’ll discuss how companies can utilize AI to streamline tasks and increase efficiencies so you can achieve more with less and compete with bigger entities.
How to Use AI to Punch Above Your Weight
What AI offers many businesses (and individuals) is the ability to do more with less. By no means is it capable of mimicking human thought and creativity, but it can streamline tasks so your operation can be managed more with a smaller crew.
Before diving in, let’s note that AI doesn’t necessarily refer to things like ChatGPT. Many programs use AI features that could be useful to your company beyond using a large language model like ChatGPT. Keep an eye out and an open mind for other tools that may work better with your industry.
Now, with that, let’s look at some of the ways AI can help your company level the playing field.
Automate Repetitive and Time-Consuming Tasks
AI can automate mundane and repetitive tasks, allowing employees to focus more on the important tasks that require more critical thinking. Get these critical but mundane tasks out of the way quickly to leave more time and energy to put toward what really matters.
Even if your company has fewer employees, you can empower your people to maintain high efficiency and accuracy.
Conduct Data Analysis and Gather Insights
AI systems can process massive amounts of data quickly, offering insights and trends that can inform business decisions without the need for a large analytics team.
You can use this as part of your market research or other studies within your industry. Often, you’ll be able to find programs that can handle this for you, letting you leverage their software without having to make any proprietary technology.
Offer Customer Service Solutions
Through chatbots and virtual assistants, AI provides cost-effective, 24/7 customer support, reducing the reliance on a large customer service workforce. While it’s critical to have people answer the phone and speak one-on-one with your customers, not every issue needs that customized service.
Make it easier for customers to find solutions to small issues online or seek help during off hours.
Improved Marketing Strategies
AI tools help in personalizing marketing efforts by analyzing customer data and behaviors, enabling smaller companies to target their audience as effectively as larger firms.
Tools like HubSpot have incorporated a variety of AI functions into their programs, which you can use to conduct lead generation and make bulk marketing emails that will get personally addressed to relevant customers.
Make Your People More Productive
AI-powered apps and tools increase employee productivity by automating routine processes and allowing workers to focus on more strategic tasks or brainstorm creative tasks. Large-language models like ChatGPT can be very helpful because they can provide a starting point or help outline a structure when developing ideas for creative projects or programs.
Any relevant software that helps your people streamline tasks and work faster will have a huge impact on your company, whether you’re trying to develop a new marketing campaign, updating instructional guides, or organizing data backlogs.
Make Selective Use of AI to Increase Competitiveness
AI shouldn’t replace anyone altogether, but it can make your staff more efficient in their roles. Adopting AI programs can help people complete complex tasks with less stress or remove repetitive, redundant tasks that take up time without adding value.
However you choose to adopt it, make sure to find a way to fit and enhance your company. Bringing it into the fold just to use something high-tech may be an unnecessary flash.
SEO Strategies for Lead Generation: Optimizing Your Website to Capture Sales-Ready Leads
By David Robinson : February 5, 2024
At its best, your business website is like a sales team that never sleeps, providing customers with all the information, next steps, and opportunities to buy as they can. But no matter how great your website is, if customers aren’t finding it, it won’t be helpful to you.
Optimizing your SEO for high-quality lead generation enables your website to bring in customers who are ready and willing to make purchases – giving you the shortest window to convert leads and grow sales.
In this post, we’ll discuss some of the ways SEO can help with lead generation to help your business generate quality leads.
Lead Generation SEO Strategies
SEO is a critical tool to get your business’s website and information in front of customers. There are different types and strategies for SEO that will let you designate the goal of your content so that it can match your customers’ goals.
Even though everyone searches the same way (by typing something into Google or asking Siri), the circumstances leading up to those searches are varied and unique.
Match Keywords to Search Intent
Let’s think about this for a second. Someone may type a question into Google at the dinner table and musing about some random fact (e.g., “Do squirrels hibernate?”), or maybe they have a life concern or question about their well-being. Just as often, they’re looking for work advice, or they need to shop for something and don’t know where to find it.
You’ve probably gone through one of these cycles, maybe all in one day or even an hour. These are all examples of search intent, which has become a critical way Google categorizes search listings. Search intent, put simply, is the goal behind each search inquiry organized into broader categories.
The Types of Search Intent
Search intent is Google’s main priority because they want more than anything to connect people to what they need as quickly as possible. Keeping that in mind lets you optimize your content and web pages so they’ll be useful – which is ultimately what Google wants to find. The more people find your content useful, the more you’ll get a boost in rankings.
Here are the four types of search intent:
- Informational – Looking for information about something, either general or high-level, ranging from something as simple as what song was used in a movie or how to fix their drain
- Commercial – Researching products or services to learn more about where to find what they know they need. They’ll look for review listings or product comparisons
- Navigational – Someone looking for specific information and is trying to get more information about it or where to go to find it
- Transactional – This is the next phase from commercial, where people are looking for something specific and trying to find where to get it
These affect how the search engine results page (SERP) appears for each search, too. A commercial search will prioritize their Shopping page, showing ads for products across the top, so if you want information about a product, you’ll need to scroll down or change your search to include “Review.”
Finding the People Interested in Buying
What topics you cover and how you optimize your page will affect your strategy, and likely, you’ll need to create content that spans these four groups to reach customers at all buyer journey stages.
For early-stage customers (Awareness and Consideration), focusing on Informational and Commercial intent will help them find your brand. At the same time, later stage customers (Decision) will be able to follow through with Navigational and Transactional keywords.
Early Awareness Stages
Informational content, like blog posts and videos, gives businesses an opportunity to demonstrate their product’s value and uses for it. Establishing industry awareness is also vital, but these posts go beyond that to discuss more specific aspects of your company and what you offer. Video works particularly well here, as you can use it to show customers exactly what your products and services do.
Later Consideration Stages
For commercial, navigational, and transactional keywords, a lot of that optimization comes from your home page and Google My Business page. For that, you want to ensure that your location, business description, and other relevant information are up to date. Specify locations, service areas, and what you offer on home pages or key landing pages so Google can match it accordingly. This is especially important if you want to rank for your local SEO, which uses location-specific words and long-tail keywords associated with specific regions.
These also account for many commercial websites. You want your product landing pages to be optimized with all relevant product and shipping information. That also goes for any SEM you make, whether it’s for sponsored search listings or shopping ads.
Don’t Neglect Technical SEO
Web performance is also a critical factor in your search performance. Google prioritizes websites that perform well – and customers do, too. Easily readable and well-performing websites guide people to the information they need and boost your SEO rankings due to high performance.
Make sure your web design is clear and organized and that you use images that are properly sized and load quickly. Good performance removes a barrier that many customers overlook.
Optimize SEO to Maximize Relevance
SEO’s primary function is to increase relevance so that users have the shortest path to find the most useful information. Setting up a keyword strategy and matching content to adhere to your customers’ intent positions your business to give customers the most relevant information.
Some Words About Grass
It seems like during the pandemic, most people got into bread baking or lawncare, the last of which, I’ve somehow written a lot about that.
My articles pop up here or there, but here’s links to a few.
David W. Robinson 