How to Create a Target Persona for Your Business

Scott SummersMarketing

A title card for the blog article, "How to Create a Target Persona for Your Business"

If you’ve never heard of a target persona (also called a buyer persona), you’re missing out on a key tool to help you improve your sales cycle and digital marketing strategy. In short: a target persona is a fictional representation of your ideal buyer. It’s your target user: the customer … Read More

How to Use Story Angles to Transform Your Content

Scott SummersMarketing

Graphic with the text, "How to Use Story Angles to Transform Your Content"

You’ve encountered story angles before, but you might not know it if you haven’t been looking for them. When done correctly, story angles are almost invisible. Writing with angles isn’t something you’ll often see in discussions around business writing. It’s a journalism term — sometimes referred to as a personal angle, … Read More

Evergreen Content and YOU [INFOGRAPHIC]

Scott SummersMarketing

The Evergreen Content and You Title Card showing an evergreen forest.

When you’re trying to build out effective content strategy, determining whether you need evergreen content or timely content can make a big difference in how your blog develops. Both timely and evergreen content have their place in your content lineup and inside your sales funnel. One isn’t particularly better than … Read More

How to Use Your Brand Story to Win New Business

Scott SummersMarketing

A title card for the article "How to Use Your Brand Story to Win New Business"

What’s your brand story? It might sound like a tricky question, especially if you’ve never really thought about it or you don’t consider yourself much of a storyteller. But here’s the truth: We’re all storytellers and everyone — including your customers — loves a good story. That’s because storytelling is … Read More

How Great Writing Empowers Your Sales Funnel

Scott SummersMarketing

An arrow points to the text, "How Great Writing Empowers Your Sales Funnel"

If you’ve done any kind of sales or marketing in the past, you’ve probably seen a sales funnel before. They’re a great visual representation of how generic traffic and potential prospects graduate from leads to customers as their relationship with your brand evolves. If you’re not familiar with how sales … Read More

How a Website Copywriter Influences the Customer Journey

Scott SummersMarketing

A title card which reads, "How a Web Copywriter Influences the Customer Journey""

If you’re running a business, you’ve probably heard that your website is your digital storefront. Often, your website is the first step in the customer journey and the first point of contact a customer will have with you. According to a report from Episerver, 92% of first-time website visitors aren’t … Read More