Strategy, Research & Planning

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  Smarter Website for More Effective Marketing, Part II

  Continuing a series started last month, my Biznology post for September is part two. I once again owe a tip of the hat to my collaborator Scott Hornstein, as well as to Wayne Cerullo and Phil Shelp, whose help was invaluable, as well. What’s the biggest mistake you can make with your website? There are…MORE >

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  Smarter Website for More Effective Marketing, Part I

  This month over at Biznology, I begin a three-part series of posts on which I’ve collaborated with long-time colleague Scott Hornstein. (We both owe a tip of the hat to Wayne Cerullo and Phil Shelp for their help, as well.) If you’re wondering why you’re not seeing the results you expect from your website –…MORE >

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  Advertising Effectiveness in Video and Social Media

  Advertisers are choosing Facebook over YouTube for their video advertising campaigns. As I read the headline on the Luxury Daily article this morning, I was shocked. Isn’t YouTube the king of web video? Well, yes, and conspiracy theorists love to point out that video’s rise in search results coincides with Google’s purchase of YouTube (though…MORE >

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  For Digital Marketing, SEO – and Traffic – Are Just the Start

  You know those people you see checking out a restaurant’s menu in the window before they go inside? They’re like the website visitors who find you through the search engines. They’re interested, but they’re not customers yet. And that’s why SEO can only be the starting point for your digital marketing. Have a look at…MORE >

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  Using Email Effectively in Your Content Marketing

  My latest piece for Biznology is up on that site. This time around, I dive into why email is still an excellent choice for your content marketing toolkit, the kinds of marketing it excels at, and how to use it effectively. (No surprise: it’s all about relevance …) Check out the full article here and more…MORE >

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  How to Make Your Content Marketing Matter More

  We read way too much about how marketing is disconnected from the front-line, boots-on-the-ground world of sales. Sadly, much of that is true in many organizations. Even worse, there are many other missed opportunities for content marketers – and traditional marketers – to make themselves and their work more relevant. Here are a few. Help Your…MORE >

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  Matching Web Development to Marketing Needs

  Small Business Trends has just published my article on matching your website development planning to you marketing needs and talk about how content marketing and other marketing goals should drive the size of your site, what features it includes, and waht tools are best suited to building it. I take a fresh look at the…MORE >

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  Better Content Marketing Through Chemistry

  Well, chemistry and physics … Most examples of “The periodic table of …” infographic meme are a little bit silly and somewhat informative. Chris Lake’s The Periodic Table of Content Marketing is plenty silly, but it’s more than somewhat informative. Major props for leading off with content strategy, though I’d certainly argue in favor of…MORE >

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  Content Marketing and Knowing Your Audience

  My monthly piece for Biznology has been posted. Content Marketing Personalization: Know Your Audience is a continuing on my previous piece about establishing a more personal voice in the content you publish. (People talking to people …) The key concept is taken from an idea we first heard from friend and colleague Scott Hornstein: The…MORE >

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  How To Improve Your Content Marketing in 2015

  Now that January is behind us – and we’ve all broken our resolutions – let’s focus on some new changes for our business and our marketing. Here are some tips for making your content marketing better in 2015. Before you get all twisted up in knots just thinking about starting over with your content marketing, realize…MORE >