In this episode, Gaby Galea talks to Sean Brison, Head of Growth at Lasso, about content creation and running a writing team. Lasso is an all-in-one affiliate marketing plugin for WordPress. Episode Highlights and Topics: Lasso: Built out of necessity based on trials of working with other plugins. Content Creation Fundamentals: Know your target audience and company’s principles. Key Ingredients: Impartiality, authenticity, and conversational makes for good content. Selfless Mentality/Ethical Marketing: How much value can you provide to customers? Affiliate Content: Search queries, product reviews/comparisons, how-to guides work best. Buyer’s Journey: Content sparks interest in specific products to meet specific needs. Boxes, Buttons, Tables, Lists: Add these to posts to help produce content that converts. Link Real Estate: People click different things, give them more options/places to click. Lasso’s Roadmap: How to order, group, put content into pillars using keywords. Affiliates: Take care of those people who actively promote your product. Mediums: Get good at one before moving on to another to repurpose content. Giveaways: Create buzz, increase views. People love freebies, discounts, and coupons.  Resources/Links: Lasso Lasso on Twitter Sean Brison on Twitter Sean Brison on LinkedIn Crazy Egg Wirecutter Castos WP Mayor Email WP Mayor