SparkToro Blog

Posts by Amanda Natividad:

Marketing

No, I Will Not A/B Test That

Amanda NatividadBy Amanda Natividad
Marketers love to talk about A/B testing. Heck, I’ve said it too. It sounds prudent. Responsible. “Test before you commit! Don’t waste resources!” But the longer I work in marketing, the more I believe most A/B tests are a waste of time — at least for small and medium-sized businesses. More often than not, these tests are just procrastination disguised…
Marketing

The Internet Needs Less Fighting, More Invisible Subtweets

Amanda NatividadBy Amanda Natividad
I guess we can’t really say “subtweets” anymore because Twitter is now X and tweets are now blandly called “posts.” But we all know in our bones what a subtweet is. It’s a unique description for the subtle shade thrown someone’s way on a text-based social media platform. Someone you know (or hate?) writes about the importance of waking up…
Advertising Content Marketing Marketing Tactics

Getting Executive Buy-In: How to Tie Audience Research to Business Strategy

Amanda NatividadBy Amanda Natividad
It’s a tale as old as time, or uh… for as long as you’ve been doing digital marketing: You’ve uncovered powerful audience insights that you fully believe will transform your company’s approach, but when you try to share them beyond the marketing team, eyes glaze over. Executives nod politely before steering the conversation back to quarterly targets and sales forecasts.…
Content Marketing Marketing Tactics

How to Turn Audience Research Into Content Ideas

Amanda NatividadBy Amanda Natividad
If you’ve ever stared at a blank content calendar wondering what to create next, you’re not alone. Even the most prolific writers* sometimes feel like they’re running nonstop on the content creation hamster wheel… even after ideas dry up and writer’s block sets in. But while continuing your creation habit can build momentum, sometimes the best content ideas aren’t hiding…
Marketing Startups

ROI vs. VOI: Smart Marketers Look Beyond the Numbers

Amanda NatividadBy Amanda Natividad
Most of us default to Return on Investment (ROI) for measuring marketing success. It’s the tried-and-true metric that quantifies financial returns. Money in, money out. But we all know the messy reality of attribution. The prospects who subscribe and unsubscribe from our newsletters, who toss us a LinkedIn like now and then, who eventually Google us one day because they…
Content Marketing Tactics

The Overlooked Reason Your Content Isn’t Gaining Traction

Amanda NatividadBy Amanda Natividad
“Your content isn’t getting amplified? Well, maybe it’s not good enough.” If I haven’t said that out loud before, I’ve definitely thought it. But it’s the least helpful piece of feedback. It’s not specific and it doesn’t offer solutions for next time. Instead, consider this: Maybe your content doesn’t match the user’s intent. As in, there’s a disconnect between the…

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