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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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
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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

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

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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
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Free HubSpot sales and marketing courses

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

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

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Web Design
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Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

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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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The Most Effective Content Takes Searcher Intent into Consideration

The Most Effective Content Takes Searcher Intent into Consideration Blog Feature

September 25th, 2019 min read

According to a recent article on Search Engine Land, “Intent should be every marketer’s #1 obsession.” In the age of content marketing and They Ask, You Answer, searcher intent must inform all of our inbound marketing efforts.

Search Engine Land writer Amanda Milligan opines, “we should always be focused on what people are looking for and why we’re creating something because where those two elements meet is where the most successful content lies.”

Content shouldn’t focus on keyword stuffing, filling paragraphs with links, and other outdated practices. It should focus on providing answers and real value to people who are looking for information about your services or products — especially because in 2019, 93% of online experiences begin with a search engine.

And even more interesting, a Demand Gen Report reveals that 47% of consumers review at least three to five pieces of content prior to engaging with sales associates.

Because your prospects are starting their research online instead of talking to someone in your sales department, it’s absolutely crucial to create content that resonates and answers their most demanding questions about your product or service.

Creating valuable content that pleases search engines

research shows that we need to create content that is SEO-friendly so that it shows up early in search engine results pages, but also keeps the prospect educated and engaged.

A best practice is to start at the end — ask yourself, “What do I want the reader of this article (or blog post, or website page) to learn after they read this?”

That seemingly simple prompt can drastically improve your entire editorial calendar.

By uncovering the topics that you can create educational and engaging content around, you’ll get away from writing top of the funnel content that isn’t moving the needle. Remember, your prospects are reading three to five pieces of content — make those pieces count.

Once you have your editorial calendar updated so that you’re focusing on educating your audience, you can begin to figure out what keywords SHOULD be included in that content.

By starting with intent first and SEO second, you’re ensuring that you’re not creating keyword-stuffed content just for Google, but rather your audience.

Keywords and adhering to SEO practices is crucial when it comes to your content showing up on page 1 of search engines, but if people aren’t finding value in what you’re writing, they’ll leave and Google will end up pushing your content lower in results anyway.

In conclusion

As marketers and content creators, we should be focused on creating the right content (blog posts, website content, and so on) that focuses on what we need our prospects to know before they even talk to someone in the company; however, that’s not always top of mind for all content creators. Some are just trying to create content for Google instead of for the real people who are looking for information.

Some content creators are still focusing on keyword research and creating content for the sake of using these keywords rather than making content that is actually valuable for our prospects.

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