Say Buh-Bye 👋 to Underperforming Content

88% of buyers do online research before making major purchases.

Unfortunately, we see too many businesses ignoring organic search in their content marketing strategies. Instead, they’re chasing ideas that sound good but that don’t produce the results they want. Don’t waste time and energy (and money!) going in the wrong direction.

The Content Shift helps you learn how to use data-driven search insights to chart a reliable path forward—something that other content marketing books miss. And it’s not hard to do. You just need to shift your mindset away from content marketing fluff and follow the evidence your audience is already providing.

Stop wasting your time with baseless brainstorming and start validating ideas with search research.

Understand who your different audiences are and what they want.

Give your audience content that they are actually looking for!

Introducing the Search Cycle™

• Wouldn’t it be great to connect with your customers at key moments as they make their way towards a purchase?

The 5 stages of the Search Cycle™ can help content marketers understand where their customers are entering their buying journey online. It’s an important concept in content marketing that often gets overlooked. But if you know how to craft content for each different stage, you have a better chance of connecting with customers as they consider the products or services you offer.

Build online authority as a brand to be trusted all along the Search Cycle™.

This concept is especially useful for companies with a long search cycle. Placing content along the Search Cycle™ at strategic points can help usher your audience toward conversion!