Month: March 2018

Startups

Why Web Marketers Should Invest in Demand Creation

Rand FishkinBy Rand Fishkin
Every month, hundreds of thousands of people search on Google for “upcoming movies.” And in the SEO and web marketing worlds, there are a lot of practitioners who’d argue that movie studios should be investing more effort into ranking in the lists, news items, and search results that show for those queries. After all, according to the Moz Explorer tool,…
Marketing

Contrarian Take: Don’t Start Your Content Marketing with “What Do My Customers Want?”

Rand FishkinBy Rand Fishkin
If you’re in the business of content marketing, I know you’ve seen advice like this: “Start with your customer personas.” “Create content that will resonate with your customers.” “Great content is content that your customers actually want to consume.” It sounds compelling. But in my experience, it’s wrong. Or at least, incomplete. Why?…
Hiring Psychology Startups Team

Why Elon Musk’s “People as Vectors” Analogy Resonates

Rand FishkinBy Rand Fishkin
In his keynote at INBOUND last year, Dharmesh Shah (Hubspot’s cofounder) shared a personal story of meeting Elon Musk and their short but powerful conversation about aligning people on a team as you would vectors in an equation. Unlike many folks in the startup world, I’m not a die-hard Musk fan. I appreciate his creativity and accomplishments, but also find…

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