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In our previous post about long product purchase cycles, we discussed how business owners often don’t take into account the purchase cycle of their product or service while developing their marketing strategy. This post will focus on short product cycle products such as food, clothing, household products, or office supplies. These are all products that you need to buy on a regular or semi-regular basis. The marketing strategy that you employ should be tailored specifically for these kinds of purchase habits.

Some of these short release cycle products might have a sexiness factor to them. If…

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Marketers need to take into account the mode of purchase when beginning to look at potential marketing strategies. With distressed purchases, the price doesn’t really matter. These are things that we suddenly find ourselves buying that we had not foreseen. For example, you would need a lawyer if you got arrested or a mechanic if your car broke down unexpectedly.

Sometimes, no amount of content marketing is going to make a difference unless it is correctly targeted towards the influencer of the final purchase. I…

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Many business owners don’t take the length of the product purchase cycle into account when marketing their products or services. They will often copy the marketing techniques of businesses with different purchase cycles, especially when it comes to online strategies. A company with a very long product purchase cycle such as a roofing company would not benefit from copying the techniques of a restaurant, which has an extremely short purchase cycle.

As a result of not paying attention to that purchase cycle, you could end up creating messages, pathways, and even calls to action for your visitors…

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The easiest content to repurpose is the spoken word.”  – Alex Mandossian

Those words were spoken during a seminar I attended some years back, by Alex Mandossian, a well-known guy in internet marketing.  The spoken word is something we do all the time; it’s our primary means of communication, and deriving written content from it is as easy as saying 1-2-3.

Here at Shortcut Content, we joke that we’re a content extraction service; it’s what we’re good at…getting down to the content you want to share with your readers and customers.

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Scripted podcasts, where someone writes out their words and then reads them, might have more issues than just coming out as stilted.

When you rely strictly on your own output, you run the risk of missing things; if you have someone serving as an interviewer, they can help draw out more detail.  Also, many people enjoy hearing that back and forth delivery – it becomes a conversation instead of a speech and it draws a listener in as a third party.  This particular tactic is popular in talk radio and it serves dual purposes because it not only…

Bryan Eisenberg has been a friend for a dozen years now. He’s the undisputed King of Conversion. Enjoy his slide show.

Oh…and have you tried out blog topic generation exercise? It will take you 45 minutes and produce a year’s worth of bloggable topics. Sign up here.

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Google has made many changes to their ranking algorithms over the past couple of years. As a result, search engine optimization (SEO) must either change or die.

Every company wants to be the first result on Google searches. In the past, SEO tactics amounted largely to gaming the algorithm that search engines use to determine their ranking. SEO people will probably be irate for me saying that, but those are the facts – regardless of whether they are white hat or black hat.

One of the onsite tactics SEOs used to game the…

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Christopher Booker wrote a book called The Seven Basic Plots: Why We Tell Stories which investigates the idea that there are only seven prototypical story types. You’ll probably be able to spot at least one of these plots in every book or movie that you’ve read. These seven plot types can be useful to help formulate a structure for telling a story in a blog post.

These are the seven plots and structures that the book discusses:

For overcoming the monster, the…

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People who offer search engine optimization (SEO) services usually won’t tell you to show your human side unless they are very good at what they do. They prefer that you prioritize getting all the right keywords into your content. On the other hand, we believe that one of the best things you can do on your blog is make sure that readers understand:

We think that interviews of this type work especially well for certain kinds of clients.

You probably don’t think about lawyers on a…

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Anybody that is a blogger should see themselves as a problem solver. The goal of just about any business is to solve a problem for their customers, regardless of the product or service. If you sell entertainment, physical products like boats, or in our case, provide services like blogging or content creation, all these things set out to solve a problem. Likewise, any blog post you write should be telling a story that shows how you solved (or would solve) a customer’s problem.

Some business owners see blogging itself as a problem that needs to be solved.…