Digital Sales & Marketing
Digital Sales & Marketing
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Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

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Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

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They Ask, You Answer
They Ask, You Answer
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Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

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Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

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They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

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Virtual Selling
Virtual Selling
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Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

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Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

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Video
Video
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Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

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The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

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Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

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HubSpot
HubSpot
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Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

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HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
Web Design
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Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

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Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

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How to Format a Blog Post That People Will Actually Read

How to Format a Blog Post That People Will Actually Read Blog Feature

January 17th, 2014 min read

How_to_Format_a_Blog_Post_That_People_Will_Actually_ReadBlogging is easily the hardest thing I've ever done well.

I use the term well loosely, as I am constantly finding ways to improve the quality of the content I produce, while simultaneously attempting to streamline my creative process.

The trouble is, research on how people read websites has revealed that 79 percent of test users scan any new page they come across, and only 16 percent read word-by-word. (Source: Nielsen Norman Group)

It's clear that the odds aren't in my favor, or any content creator's favor for that matter. So rather than sit and pout about it, I've taken it upon myself to start thinking outside the box.

Now matter how funny, interesting, or good looking I am, people aren't going to read my content unless it's easily digestible.

If you're having a hard time simplifying your blog post format, we've come up with a few tips to help you tame an unruly piece of content.

Define Clear Headers

In order to effectively ease the readability of your content, you want to break up your post into more digestible headings. Headings and subheadings can be used to set expectations for your readers, and make it easy to navigate from one area of focus to the next.

Clear, definitive headings help to guide your reader through your article, making sure that they make it to the pot of gold at the end, aka your call-to-action.

I'm no master of code, but HTML heading tags primarily range from h1-h6. Essentially the tags are used to create a header hierarchy, meaning that the h1 text is reserved for the most important information on the page, usually the title. Aside from that, the h2 and h3 tags are commonly used to label the subsections within your content, and so on.

Make Use of Lists

People love lists. Incorporating bulleted lists into your content will provide you with an opportunity to present information in a fast, accessible way.

The fact of the matter is, readers are quick to move on from your post if they don't find something that pertains to what they are looking for right away. With a ton of alternative resources out there, you have to optimize your blog's format so that it lends itself well to these "scan & abandon" style readers.

Bulleted lists work well to put forth valuable information in a less intimidating way. The key is to keep it simple, because even in a list format too much information can deter readers from putting in the time to make sense of it.

Keep in mind that lists function well within blog posts because the offer readers a visual break from paragraph-style text.

Be Aware of Spacing

When I first started writing content for IMPACT, our marketing director brought my spacing (or lack thereof) to my attention.

He asked, "If you were to read the post out loud, where would you pause to take a breath?

What I found is that this usually serves as a good rule of thumb when looking for a way to optimize your spacing. Rather than presenting the reader with a large block of text, look for a logical place where you can insert a space. Not only does it help to offset lengthy areas of text, but it also helps the reader's eye flow throughout the post.

It's important to think of white space as your friend. While you want to deliver as much helpful, relevant information to your reader as possible, you don't want to scare them away with a content-heavy format.

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Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE