Inbound Content by Justin Champion

Author:Justin Champion
Language: eng
Format: epub
ISBN: 9781119488958
Publisher: Wiley
Published: 2018-04-16T00:00:00+00:00

Figure 6.12

Let's see how many best practices they've followed with their blog post, “4 Steps to Enhancing the Art of Retail Site Selection.”

First, did they pick a good topic?

They have an educational subject: enhancing the art of retail site selection. This seems like it answers the question “How do I improve my retail site?”

And they're writing about their industry, not their company. Looking at the first few sentences, they're not mentioning Trade Area's solutions. Instead they're focusing on helping their reader learn more.

Finally, we can assume this is a topic their buyer personas want to hear about. The second line speaks right to that persona, stating, “People pick the best sites.”

Next, did they choose a compelling title?

There's a long-tail keyword in the title (see Figure 6.13). A person might search for “retail site selection.”

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