A recent Wall Street Journal made the top of feeds in the digital marketing world, claiming that Google is on the precipice of losing the lead in the search advertising wars. Supposedly, in 2025, for the first time, Google may fall under 50% of market share in search advertising (according to an eMarketer report the
How to Fight Back Against a Traffic-Less Web
By Surveys, studies, analytics… they all show the same thing: getting traffic on the web is harder than ever and it’s getting worse much faster in the last 2 years than the decade before. Site owners are faced with two options: compete for the scraps Google and the other platforms provide, or play the game differently
How Do We Anchor Content Marketing Efforts in a Multi-Platform Distribution World?
By This week, I’m taking a full 8 minutes because I want to address an incredibly important email from Russell Wojcik of Liquibase that came in reply to my previous 5-Minute Whiteboard on Content Marketing Evolving Beyond SEO: What distribution point do we rally around if it’s not just keyword rankings in Google? It’s a fair
How Paid Media Buyers Can Get an Edge in 2024
By (The following post was written by Sam Tomlinson, EVP of Warschawski and one of the smartest marketing strategists operating today, and published on his blog. He’s kindly given us permission to reprint it here. Once you start reading, you’ll see why I believe everyone who subscribes to SparkToro should check it out. -Rand) The past
How Audience Research Gave Me a Competitive Edge — And Helped Me Earn Respect From Customers
By Here’s a confession: I’ve never really understood the whole “SEO-driven content strategy” thing. I mean, yeah, I understood it on an intellectual level. Step 1, go after high-volume keywords. Step 2, rank higher for the Google gods. Step 3, profit. Or something like that. But no one ever becomes a customer from reading a blog
Content Marketing Needs to Evolve Beyond SEO
By I’m tired of seeing blog posts, videos, webinars, articles, guides, resources, social posts whose entire raison d’etre is an attempt to rank for keywords in Google. It limits our creativity AND the likelihood that meaningful marketing improvements will happen. Content marketing is bigger than SEO. I’m tired of 99% of my LinkedIn feed pretending it’s
New Research: So Far, AI is Not Disrupting Search or Making a Dent in Google
By The good folks at Sonata Insights recently analyzed Datos‘ clickstream panel to uncover consumer search behavior insights in the “age of AI”. If you’re in the digital marketing world, it’s probably worth your time to download and read. Last Friday, I got access to the report and asked Datos for permission to share a few
When Attribution Is a Fool’s Errand, Zero-Click Marketing Is the Way
By “Zero-Click Marketing sounds good and all, but how do I get executive buy-in?” I hear that question a lot. I think it signals a fundamental misunderstanding of what zero-click marketing is. When I first wrote about Zero-Click Content back in July 2022 (whoa, happy 2-year anniversary, I guess?), it came as a reaction to our
Attribution is Dying. Clicks are Dying. Marketing is Going Back to the 20th Century.
By Welcome to another edition of 5-Minute Whiteboards. And folks, we’ve got a doozy of a topic. Yes, I’m being intentionally provocative. But it’s because things really have changed in the last decade, yet too many of us are still asked to invest in marketing as though it’s 2014. In just seven minutes, I’m going to
The Smarter-Not-Harder Guide to Content Marketing in 2024
By Classic content marketing is dead. I don’t say that lightly. Most digital marketing techniques don’t truly die, but the old way of doing content marketing–finding high-volume keywords, then writing blog posts that target those keywords and trying to get your post ranking in Google for them; dead. Why? Because Google is no longer the primary