Too often, business owners fall back on a common misconception: “Content creation is easy. Simply choose a topic you think will hit home with your target audience and write about it.”

The problem here is creating engaging content your customers find valuable, and also driving results on your bottom line, is not that simple.

You need a plan and a guide for how those content assets are drive business initiatives forward and engage customers to the point of conversion.

“But we have an editorial calendar?”

When it comes to paid search ad campaigns, there are several paths to conversion. But one we want to talk about today is a call extension. You know, the number that displays a business’s phone number with their ad when a consumer conducts a search result.

If you don’t know what a call extension is or merely recollect what it looks like, you aren’t using it. And that means you are missing out on conversion opportunities.

Films dating back as far as 1927 (and perhaps beyond) predicted machine intelligence would be the future. But for as many who saw the vision, there was an equal number who believed the forecast was soundless—how could a machine possibly replicate and surpass the intelligence of the human who created it?

Fast-forward to 2017, and we find two things: machine intelligence is here and rising, and it’s quite capable of learning at a much faster rate than us.

Building and scaling a team is hard. As a leader of your company torn between sales, delivery, internal product development, and administrative operations—where does the time go to work on improving operations?

Sometimes it can feel like you’re just inching forward, unable to deploy your process updates until a few more business cycles have already passed. It’s frustrating.