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Quality Content

21 Ways to Create Compelling Content When You Don’t Have a Clue

by Danny Iny on May 11, 2011

Sometimes you’re just flat out of ideas.

It’s not a matter of talent — you’ve written great stuff in the past. But lately, when you go back to the well for a fresh idea, it’s coming up dry.

This happens to the best of us — even veterans who consistently produce quality content have their off days.

Yet they continue to write.

They may grumble about how hard it is to get going and create something solid, but they still do. Again, and again, and again.

They aren’t super-human, and they don’t have magical content-producing powers. So what is the secret?

They do it by pulling out the well-worn toolbox of strategies for creating awesome content.

Steal content and ideas

If you’re flat-out exhausted and out of ideas, then get them from somebody else — either content, or ideas, or both.

I’m not talking about real stealing, of course — it’s more like “borrowing with the author’s blessing”.

Done right, this can produce some valuable content that the authors you “stole” from will thank you for using!

Curate content. Find your ten favorite websites, and then find your favorite post on each of them. Publish a post listing these top ten posts, and explain why you like them. You don’t even have to think about being creative, and everyone you feature there will appreciate it. This is what we do with our Best of the Web feature, and there are lots of other examples.
Ask friends for ideas. If you’re tapped for ideas, then reach out to your friends and colleagues, and ask them what they’d like you to write about. You can do this with offline friends, or with like-minded online entrepreneurs. If you’re not already part of a mastermind group, then reach out to a few bloggers that are about as big as you are, and suggest starting one. I’m in a mastermind group with Jon Alford, Paul Wolfe and Caleb Wojcik, and they’ve all been a great help to me.
Ask your audience. You can kick the last strategy up a notch by reaching out to your audience. This can be done in several ways — it can be as simple as running a “what would you like me to write about” post (which is a bit lame), or it can get more interesting by asking for their input on a problem, as Marcus Sheridan did to create his tag-line, or by asking a question so that you can compile their answers into another piece of content, like nittyGriddy’s free blog posting schedules e-book.
Do an interview. There are lots of reasons why interviews are great for blog content, but right now let’s focus on the simple fact that it’s a lot easier to write a handful of interview questions than it is to write an entire post! Plus, it can be a great way to connect with really interesting people. (I got to interview Randy Komisar, who is my hero in the business world – and all I had to do was ask!)
Solicit guest posts. This is a great source of content, and it’s easier than most people think – find a handful of blogs that are your size or smaller, whose content you really like, and invite them to write a guest post for you. They’ll be flattered, and happy to get exposure to your audience. They’ll work hard to bring their A game, and not only will you get a great post, but they’ll happily tell their contacts about it, and bring you a few new readers in the process.

Create content without creating content

If you have to create your own content, then there are a whole bunch of ways to do it without “creating content”.

In other words, you can write something great without having to be creative or original.

This doesn’t mean that the content won’t be good — only that you’re going to rely on creativity and originality that has already been percolating in your mind.

Create a best-case study. Think about your favorite blog, company, or product, and write a post about why you like them so much (like Marlee Ward did about Rise, Pushing Social, and IttyBiz). Explain what you think they’re doing right, and what others can learn from their example.
Create a worst-case study. Same thing, but focus on a blog, company or product that you hate. This can be even more interesting, particularly if it’s a popular offering. Explain your frustrations with it, explain why it is successful anyway, and explain what you would do differently.
Write a review. Think about a product that you like, and are happy to endorse, and write a review about it. No need to get too creative, just explain what you like about it, and why. And then write what you don’t like about it, and why — easy peasy. You can kick it up a notch by contacting the company and asking them to donate a product that you can raffle off to blog commenters, like Kristy Hines did with an IBM ThinkCentre M90z.
Explain your success. Think about a time when something went really right for you, and write a post explaining how you got it to happen. Don’t just brag about successes — explain all of the steps that you took to get there. Draw out the lessons that you learned from the experience, the lessons others can learn as well. This is what I did when I shared how I landed Guy Kawasaki on Problogger.
Explain your failure. If there’s anything that people love reading about more than a great success, it’s an epic business failure. A post about your most challenging experiences is likely to be powerful just by virtue of how intense the original experience was for you, and you don’t have to make up anything original or creative — just tell it like it is (or, was), and explain what you learned from the process.
Link to old favorites. Go through your archives, and make a short list of your old favorite posts that newer readers probably haven’t read. You can even do a quick deconstruction, and explain what you were thinking when you wrote the posts, what worked, and what didn’t.

Borrow some name recognition

Okay, so maybe what you really want is to find a great original idea to write about, but it just isn’t happening.

In that case, all you need is a creativity jump-start; a useful constraint that can send you off in the right direction.

The idea is to take two unrelated things, and force them together into a really interesting post. It’s really easier than it sounds.

Start by picking something that your readers are interested in, and then pick something unrelated, that your audience will be familiar with.

Merge them together into a post with a headline that goes something like:

Are you starting to see the pattern?

Just to get your brain going, here are some of the things that you can plug into the “fascinating hook” part of that equation:

Use a movie. Use either the name of a movie, or a character from that movie. Think about the last movie you’ve seen, and think about what you can learn from that movie about your topic of interest. There’s always something there, if you dig deep enough. It doesn’t have to be a recent movie, either — it can be an old favorite, like the Princess Bride, which Brian references in his Inigo Montoya’s Guide to 27 Commonly Misused Words
Use television. Same idea, but this time pick a television show that your audience is likely to watch. That’s what Jon Morrow did in his super-successful Mad Men Guide to Changing the World with Words post, and I did the same when I wrote Desperate Housewives on Writing, Storytelling and Selling. For extra credit, you can make a list of the top five TV shows you can think of, and do keyword research to see which one is hottest.
Use a book. Just make sure it isn’t a book about your subject matter (“What How To Win Friends and Influence People Can Teach You About Winning Friends and Influence People” is kind of lame). As long as it’s off-topic, you’re good to go. It doesn’t even have to be the book, it can be the author (“What Tolkien Can Teach You…”), a poet, or even a line out of a poem.
Use a comic. There’s a reason why they’ve been remaking movies about Superman, Spiderman, the X-Men, and half a dozen other, more obscure comic book characters. Unless it is a spectacular failure, you can pretty much count on a certain volume of sales at the box office. By the same token, if you lean on the super-powers of one of these characters, your post should perform just as well!
Use a celebrity. This is a blanket category for any kind of icon that your audience would recognize. It could be your favorite pop star, movie star, or blogging star (whether it’s a big name like Brian Clark, or an equally awesome but slightly lesser known blogger like Jk Allen) … as long as your audience would recognize the name, it should be solid.
Find out what’s trending. While we’re on the topic of celebrity, take some time to see what else is currently trending. Visit google.com/trends, click on the “More Hot Searches” link, and pick something from the list.

Get inspired

The last thing you can do when you’re fresh out of ideas is to recharge and get inspired.

This may sound difficult when you’re looking at a desk covered in crumpled note papers with lousy ideas, but it can be done.

There are at least four ways to do it.

Go for a walk. This is the generic advice that you’ve probably heard a hundred times before. If you just can’t do it anymore, then take a break, go for a walk, and get some fresh air. It’s not quite that simple, but it’s close: we all have routines and practices that are good at triggering high performance mental states. It’s just a matter of finding the right triggers for you.
Go to the theater. The theater is a fantastic source of ideas — much better than just going to a movie, because there’s so much more atmosphere, and so much more happening, which means there’s that much more for you to deconstruct and draw analogies from. Find a show in your area, get out of the house, and come back refreshed and ready to start writing.
Explore new cultures. No, no, I’m not suggesting you book a vacation every time you’re out of ideas. You don’t have to fly half-way around the world — why not start with an authentic restaurant? Go somewhere that you aren’t familiar with, and really pay attention to the experience. All of this is fodder for analogies that can get your creative juices flowing.
Tell your story. This is if you’re ready to kick yourself into overdrive, and write a post about an experience that is powerful and deeply personal. For this, you’ve got to dig deep, and pull up a formative story in your life — share a real crisis that you overcame, and how you became a better and happier person for it. This isn’t an easy thing to do, but you don’t really need original content, because it’s all stuff that has already happened to you. And the results are stories that stick with people for a long time, like Danny Brown’s failed suicide attempt, Jon Morrow’s childhood fight for survival, and Brian Clark’s subdural hematoma.

Bonus #22 — Write when you do have ideas

You can fall back on these strategies when you’re fresh out of ideas and don’t feel like writing, and with a bit of discipline you’ll be able to create a really solid post.

But that doesn’t make it easy.

The reality is that when you’re feeling uninspired, it isn’t the best time for you to do your writing. That’s why the last strategy is to do the writing when you are feeling inspired.

Write a handful of articles and keep them in an “emergency posts” folder, to run when you absolutely don’t feel like writing.

And of course, you can use any of the ideas described in this post as a starter for filling up that folder. So go to it — start writing! But first, join the discussion …

Which of these methods has worked for you? Which one do you plan on trying first? Leave a comment below and let me know.

About the Author: Danny Iny is an author, strategist, serial entrepreneur, and proud co-founder of Firepole Marketing, the definitive marketing training program for small businesses, entrepreneurs, and non-marketers. Visit his site today for a free cheat sheet about Why Guru Strategies for Blog Growth DON’T WORK… and What Does!.

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How Cornerstone Content Gets You Traffic and Subscribers

by Derek Halpern on May 11, 2010

Blogs are great resources. They let you publish high-quality content quickly, efficiently, and inexpensively.

The problem is, the default functionality of blogging software makes it easy to show what’s new — but hard to show off the depth of what you’ve done over time.

Blogging excels at presenting new content, but fails at aggregating old content in a way that works for people and search engines.

So what can you do? How can you help both people and search engines find your content efficiently?

Create some solid cornerstone content. If you’ve read Brian Clark’s new SEO copywriting report, you know how important this type of content is to attracting links and ranking for the terms that are central to your site.

If you haven’t read Brian’s report, you should to get the full picture. But for now, it’s enough to know that a page hosting cornerstone content helps readers by pulling all of your content about a specific topic together in one place.

In other words, each cornerstone page is a home for related content. If you want an example before I continue, check out Landing Pages or Copywriting 101 in the “resources” sidebar to the left of this post.

Cornerstone pages let you highlight your most important archived content. They also help you attract links, get subscribers, and increase traffic.

Keep reading to find out how.

Cornerstone pages are great targets for link-building campaigns

Remember, links matter first and foremost with search rankings. But complete, in-depth content on the topics you want people to find you for is important, too.

When you group similar content into a home on a single page, you’ll have a keyword dense page which will rank in search engines when you build links to it.

Sticking with the Copyblogger examples, do you think they chose phrases like “landing pages” and “SEO copywriting” by accident?

Absolutely not. These are two popular keyword phrases that the Copyblogger crew wanted to rank well for in Google. And sure enough, they do.

I know what you’re thinking. Copyblogger is a large site. They don’t need to focus on building links to each page, because they will gain links naturally over time.

(Never mind the fact that, like every blog, Copyblogger started with no links and just one subscriber — which in this case was Brian.)

That’s why cornerstone pages are even more important for new bloggers. These resource-rich pages are perfect for you to link when you do guest posts on other blogs. They’ll help you rank for specific keyword phrases and help you find new readers.

2. Cornerstone pages help you get subscribers

People listen to authority figures. Brian also wrote a complete report on authority: why you want it, what it will do for you, and how to get it. People also tend to bookmark, share, and reference authoritative content.

Cornerstone content is authoritative because it demonstrates your knowledge around a specific topic. And if it’s genuinely useful, people won’t hesitate to go further with your content, such as subscribing to your blog or signing up for an email newsletter.

Does this strategy really work?

Yes. How do you think Copyblogger became one of the top blogs?

Scroll through the left sidebar and you’ll see all of the Copyblogger resources. Most of these are cornerstone pages, grouping several pieces of valuable content with a call to action to subscribe to the blog.

3. Cornerstone pages are shareable

Since each piece of cornerstone content helps people address a specific need, they often remember it.

For example, any time someone asks me how to write a great blog headline, there’s one resource that comes to mind . . . the Headline Writing series here on Copyblogger.

Even though I first read it almost three years ago, I still refer back to it every time I need some inspiration.

Whenever anyone asks me how to write a headline, I send them to this resource because of how helpful and complete it is. I don’t have to send them to five different sites, just one simple URL that’s easy to share.

How do you create cornerstone content?

There are two ways.

One, you can start from scratch and write a blog series with the main goal of turning it into cornerstone content.

This is a great way to kick off a blog, or to give your blog a boost. But if you’ve been blogging for a while, there’s a faster way to benefit from this strategy . . . without doing extensive content development.

Let me explain.

You probably have blog categories, right? Take a look through some of your more important categories. What if you hand-picked some of those category-specific articles and grouped them onto a cornerstone page? It would be easy, right?

Now what would make this content effective?

First, you’d want to do some basic keyword research to make sure you’re targeting a keyword phrase that makes sense.

Then you’ll want to write a snappy, informative introduction that builds desire for your content, using smart SEO copywriting to make it search engine-friendly.

And finally, you fill out the page with links to content you already have on your site. It’s that simple.

Now get to work. If you focus, you can get your first cornerstone page posted in 30 minutes. And of course, the next time you write a guest post, make sure you link to your new cornerstone content page using the appropriate keywords as anchor text (Brian’s new report gives an example of this).

How about you? Using any terrific cornerstone content on your own blog? Let us know where to find it in the comments.

About the Author: Derek recently launched the blog Social Triggers. Check it out to learn how to use human psychology to get traffic, sales, and subscribers. Also, don’t miss out on his cornerstone content page, Online Sales 101.

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The Myth of Beautiful Website Design

by Pamela Wilson on May 4, 2010

This one will probably get me into trouble.

I’ve worked as a graphic designer for over two decades and I’m not supposed to say this stuff. After all, it’s my job to make miracles. To wave my magic design wand and make a business look stronger, smarter, and more powerful than it really is.

Before I start dodging rotten tomatoes, though, I’m going to go ahead and say it out loud.

It’s a smart business move to have a well-designed website.

But good design — even great design — won’t solve all your business problems. Not even close.

Design is not a magic pill

If you don’t have a basic marketing plan in place, design can’t cover that up.

The first question I ask people when we talk about a new project is, “Who are you trying to reach?” It’s shocking how many businesses have put hours of thought into their design without ever considering the most basic of all marketing questions: “Who am I selling to?”

If you’re not clear on who you want to appeal to, the most gorgeous website design in the world won’t help you make sales.

Figure out who you want to reach first, and focus on design after you’ve made that decision. You’ll find your design works a lot better when every color choice and pretty picture is especially made to appeal to the people you want to draw to your business.

Design is not your message

Before you add design into your marketing mix, you have to know what you want to say.

This should be easy for you. After all, you’re reading Copyblogger to learn more about the vital elements of quality content. That’s why it’s strange that there are people out there who think they can rely on their design alone to communicate their message.

Think about it this way: you have a beautiful website. It may stop people in their tracks long enough to want to learn more. That’s great, but if they read on only to discover that you have unfocused or boring content, you will lose them.

Good design may get customers in your door, but great content keeps them from walking right back out again.

When you implement both good design and solid, valuable content, you’ll double the power of either of these elements alone. Don’t rely on design alone to communicate your message.

Design is not about you

Don’t make design decisions based on personal likes or dislikes. Make them based on what appeals to your target market, and the colors and forms that will best communicate your message.

If your target market thinks yellow is an appealing, fresh, happy color that endears them to your services, then it doesn’t matter that yellow is your least favorite color.

When you let your site or materials reflect only your personal tastes, you’re risking your design not resonating at all with the people you want to bring to your business.

Check your ego at the door and think about who you want to sell to.

What are their problems? What colors, shapes and content will appeal to them?

Let those answers inform your decisions far more than what you personally like to look at.

Design won’t work miracles

Don’t expect miracles from your graphic design. It’s definitely a valuable part of creating your business’s image, but it’s not a substitute for a sound marketing strategy.

A great design is a wonderful package for what you have to offer. And packages matter — a lot. But there always has to be something good inside the package.

Do your homework first and start thinking about your design only once you are clear about who you want to reach and what you want to say. This information should influence every design decision you make.

And by considering those two elements first, it’s practically guaranteed that the pretty colors, typefaces, and pictures you choose will reach out and touch the market you’re aiming for.

About the author: Want to know more? Pamela Wilson helps people grow their business with great design and a great message. Check out her free Design 101 e-course at her site, Big Brand System.

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The Two Vital Attributes of Quality Content

by Catherine Caine on April 30, 2010

image of number two

“Have nothing in your house that you do not know to be useful, or believe to be beautiful” ~William Morris, poet and designer

Imagine the household you would have if you got rid of every item that was neither useful or beautiful.

Gone would be the plastic doodad with no known purpose, the ugly frame your great-aunt gave you, the Special Free Offer™ you never opened, the collection of someday-useful peanut butter jars . . .

Every room would be so much more pleasant to be in, and every tool so much easier to find.

What if you applied the same rule to the content you wrote? Every email, sales letter, blog post, and comment you wrote would have to be useful or beautiful. Or both.

Does that sound a little . . . scary?

Most copywriters are fine with this, in principle. (Remember the first law of content marketing? Every piece of cookie content should reward the audience for reading: by solving a problem they have, or by entertaining them. Sounds pretty similar, doesn’t it?)

The main problem people have with this advice is they don’t trust their own judgment. They’re unsure if what they’re writing is useful or beautiful.

And of course, some people are certain their writing would make James Joyce weep and Dale Carnegie gnash his teeth, while their readers are wondering what this pretentious and useless fluff piece is all about.

Are you unsure? Never fear! Here are some guidelines to help.

How do I know if my content is useful?

1. Write content that suits your audience

Your content must match your audience’s level of understanding. Experts won’t consider entry-level content useful and beginners won’t get much use out of advanced discussions.

Your audience must have the required resources — time, energy, money, potato chips — to use the content. Telling new parents about a relaxation technique that requires eight hours a night of uninterrupted sleep? Not useful.

Your content must relate to something your audience cares about. I’ll never find content on how to dress in corporate style useful, because I don’t care about dressing in that way.

2. Write specific content

Generalisations aren’t useful.

Vague:

Scooters need oil on a regular basis.

Specific and useful:

Refill your scooter’s oil tank to the indicator line with two-stroke motorcycle oil every third time you refill the petrol tank.

3. Write actionable content

Useful content creates action.

If your readers don’t do something as a result of reading your content (change their mind, buy something, tear up their desk calendar, dance a boogaloo, write a better headline, pick a fight, talk to their children, set a goal, start a collaborative experience), then the content wasn’t useful.

Your content must encourage, advise, mentor, support, bully, or dare your audience into acting.

And you must, must, must include a call to action in every piece of content you write.

How do I know if my content is beautiful?

This is the point where people get uncomfortable. Don’t worry! You don’t have to produce sonnets to write beautifully.

Experiences that provide pleasure or meaning are beautiful.

Johnny B. Truant writes posts that are beautiful, although he’ll likely laugh in your face and pour jam down your pants if you say so. They’re beautiful because they’re funny and vigorous and meaningful.

If you’re not Johnny, here are some tips. (If you are Johnny, hi Johnny!)

1. Write meaningful content

If you write your content with emotion, it’s more meaningful.

Ever read a “Thank you for subscribing” email with sincere gratitude in it? (I read one that was so beautiful I saved it. Really.) If your feelings don’t match the anticipated emotion it’s even more effective: an angry product review, an excited tax letter, a sympathetic auto-responder . . .

Be vulnerable. Instead of writing about the mistakes some people have made, write about the mistakes you made. And what they meant to you.

Write about the bigger implications. Fixing a dripping tap is ordinary. Learning to perform house maintenance as a sign of your new independence is meaningful.

Real benefits are meaningful. Creating more wealth, more connection, more options, and more purpose are some of our most meaningful activities.

2. Write pleasurable content

Write to inspire emotion in your readers: make them smile. Make them cry. Make them wistful. And make sure they know they’re not alone in feeling that way.

If you know your audience well, you can write mass communication that feels personal, where every reader thinks you’re psychic because you’re writing Just For Them. Everyone enjoys the pleasure of feeling understood.

Use the tools in your linguistic toolbox to make the writing entertaining: play with alliteration, hyperbole, rhythm, flights of fancy, metaphor, perspective, storytelling . . . whatever feels natural and unforced to you.

It’s hard to beat the pleasure of seeing your name in print. Praise your readers in public, hold them up as an example, thank them, or mention them as an inspiration . . . and do it by name.

Do you want to take it even further?

Think of a piece of content that’s critical to your success, like your sales letter.

What if you applied the same rules to every paragraph of that content? What if you judged every word?

If you wrote your sales letter and removed every word that wasn’t useful or beautiful:

You couldn’t use weasel words like “actually” or “amazingly” or “absolutely.”
You’d have to use evocative, beautiful words and images.
The writing would be muscular, short and punchy (Like Hemingway would write it).
You’d become a thoughtful student of copywriting, so you knew how to make each word as useful as possible to create the result you want.
It would kick ass!

Do you think you could improve the usefulness and beauty of your content? Tell us how you plan to do it in the comments!

About the Author: Catherine is wicked passionate about helping people to start and grow an awesome website: she’s even published a manifesto about it. When she’s not adding five-minute missions to BeAwesomeOnline.com, she can invariably be found on Twitter.

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The Copyblogger Guide to Zombie-Free Product Launches

by Nathan Hangen on April 27, 2010

These days, a lot of online product launches are like zombie attacks.

One day, everything is fine. The next day, there’s a legion of crazy people banging on your virtual doors and windows, wanting to feed on you.

Who the hell are these zombies and how did they get my address? Time to break out the shotgun, or in this case, the Delete All button.

And it gets worse. That group of friends you hang out with from time to time? Yeah . . . they’re zombies too.

“Wait dude, I thought we were cool . . . why are you . . . Gaaaaaaaaaaaaaah!”

You can always tell when the first wave approaches, because your inbox will suddenly fill up with variants of the same message. And the guy who hasn’t talked to you since his last launch is suddenly your best friend again.

Now, don’t get me wrong. I’m the last person to hate on someone for trying to make a buck. But let’s face it, some of these guys are doing their reputations an injustice by treating their customers this way. Product quality aside, in some markets we’ve become so immune to these tactics that zombie leaders are forced to gather new stream of recruits each and every time they launch an invasion.

So what’s my point?

Instead of forcing yourself to do the hard work of constantly capturing fresh flesh to ~~lunch on~~ launch to, why not implement a strategy that takes the best parts of the product launch model and combines them with high-quality content marketing?

That way, you not only build trust and authority with your readers, but you also keep them ready and eager to listen to you. (In other words, you make yourself zombie-proof.)

That’s what they do here at Copyblogger, and it’s why so many other bloggers have been able to form six-figure businesses without having giant lists and hundreds of superaffiliates.

It works like this:

You let your content do the talking and you build your lists the old-fashioned way.

That means building an effective blog, providing value, and following up to help your readers be successful in their own right. You take your time to show off some of your best stuff before you ask for any cash.

When it’s time to launch your product, you will have already built trust and authority with your readers, so they won’t be wondering why you are emailing them out of the blue. And although you might use a big tribe of affiliates, a long-form sales letter, and variety of techniques to build excitement about the launch, your audience isn’t turned off by what you have to offer. In fact, they can’t wait to come along for the ride.

What makes the difference?

Well for starters, your audience knows you already, because they’ve been reading your blog for months before the launch. They probably got your name from another satisfied reader, a retweet, or a link from a blogger they trust. So you start out with a good shot of social proof.

Second, unlike certain clumsy marketers, you don’t abuse that trust. You treat people as friends, not food.

And finally, when you’ve closed the sale and converted your readers into buyers, you follow through on your promises by (over)delivering what you promised. Not only that, but you stay in touch.

You aren’t the hit and run marketer that we’re used to

The funny thing is, the original Product Launch Formula created by Jeff Walker is totally in sync with this approach.

That’s probably why Brian Clark found PLF so useful several years ago when he used Jeff’s ideas to start building Copyblogger into a powerhouse business, not just a powerhouse blog.

In fact, lots of Third Tribe-style marketers use the strategies outlined in PLF. Because they work. But we’re using them to build businesses, not just one-shot ~~brain buffets~~ launches.

Need some examples?

Teaching Sells quickly sells out, launch after launch. (Its most recent launch sold out within a day.)
Naomi Dunford creates five-figure paydays without damaging her relationship with her list of fanatically loyal fans.
Dave Navarro sold 500 copies of his remarkable product without resembling anyone from the film Shaun of the Dead.

As a marketer, consider building an army of fans rather than traveling from town to town in search of fresh victims. The difference might be small, but over time, the benefits are tremendous.

Alternately, you can build your own legion of zombies and consume everyone on your list. I don’t know about you, but to me, that sounds like a lot of work.

Besides, something tells me that brains don’t actually taste very good.

About the Author: Nathan Hangen teaches people how to build digital empires, helps them rock through their workday, and works with small businesses to implement digital marketing campaigns.