People mean different things when they use the terms whitepaper, eBook, sell sheet and case study. This post defines each.
When you focus your marketing program around luring people to your website with high volume keywords, you are attracting takers—people who come to your website for one little nugget of knowledge or some clickbait headline, take what they want, and leave. Is that smart business? We say no. We call it the SEO Delusion.