Episode 43: From High-Intent Keywords to Top-of-Funnel Content


Tom, Ralph and Landon dive deep into the importance of brand awareness and conversion lift studies in marketing. We discuss how creating brand awareness content opens up new audiences and lays the foundation for future conversions. Conversion lift studies provide valuable signals that guide us in the right direction. We explore real case studies that demonstrate how these strategies can change the trajectory of a business. We also emphasize the significance of branding even after someone converts, as it keeps you top of mind and builds authority. Join us as we uncover the power of branding, the role of content in the customer journey, and the long-term benefits of brand building. 


  • 00:00:00 Applauding the Success of User Acquisition Techniques
  • 00:05:16 Incorporating the “Wayne Gretzky” Analogy in Strategic Business Planning
  • 00:10:28 Sustainable Business Development through Long-term Branding Strategies
  • 00:16:09 Carving out a Unique Brand Identity for Distinct Market Positioning
  • 00:18:02 Broadening Market Penetration with Long-Term Marketing Tactics
  • 00:22:14 Significance of Content Creation for Audience Expansion
  • 00:23:44 Redefining Metrics: The Transition to Cost-Per-Content
  • 00:28:38 Crafting Digital Marketing Strategies: Balancing Product Focus and Audience Targeting
  • 00:34:41 Reverse-Engineering Audience Capture with Effective Lead Magnets
  • 00:36:20 Letting Consumer Engagement Shape Your Content Strategy
  • 00:40:13 Harnessing Algorithmic Tools for Effective Media Buying and Conversion Optimization
  • 00:44:38 Celebrating Successes: Reflecting on Advantage Plus Campaign Outcomes
  • 00:47:46 Navigating Client Expectations and Overcoming Associated Challenges
  • 00:56:39 Utilizing Influencer Marketing for Comprehensive Funnel Advertising
  • 00:57:55 Case Study Insights: Immediate Impact of Sales Activation and Scale Limitations in Business Optimization

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