In this episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Paula Hingley, director of marketing and communications at Echosec Systems, a company that allows clients to monitor security threats through streamlined access to indexed data from a wide range of social media, deep web, and dark web networks.

Paula’s story behind joining the company is an interesting one. She is a chef by trade and she was working in a restaurant in the same building Echosec was in. She got to know the team members and when they found out she was also a writer, she began helping them with content.

Content remains a pillar of their marketing strategy. She gives great insight on avoiding common mistakes people make with their content creation. She says worrying about keywords and search traffic can get in the way of good content.

Recently their traffic has quit growing, but their conversion rate has increased. This is a sure-fire way to know your content is of higher quality and doing what it is supposed to do.

Remember, quality over quantity works every time.

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As we mentioned, this episode is brought to you by 2Web. We help your business thrive online. Learn more and say hello at 2Web.ca.