Everything you publish must be as actionable as possible. Write your content for the right persona and address either something they need or something they struggle with. Everything you produce is a complete mini-marketing campaign. Every web page, every blog post, every tweet. Each of them has to have the following components.
To summarize, every website, page, blog, or tweet — every piece of content has to combine the aforementioned components. Your visitors have to get answers to their questions. What's the catch? What’s in it for them? What do you offer? How do you allow them to follow up with you? What’s the next step? How does that lead to the landing page? Answer these questions, and you’ll convert curious visitors to happy customers.
Your to-do list: