Category: 5-Minute Whiteboards

5-Minute Whiteboards Agencies Marketing Tactics

Why the Worst Search Marketers Start Content Strategy with “SEO Keywords” — 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
I’m worried. Worried that thousands of agencies, in-house practitioners, and even marketing leaders who should know better are STILL prioritizing their content efforts based primarily or entirely on keywords for search. I get it. 10 years ago, that practice worked. It still technically works in a number of fields. Prioritize keywords, create content, publish, get links and ranking signals, earn…
5-Minute Whiteboards Tactics

4 Ways to Distribute Content on Social Media | 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
Tactically, there’s an infinite number of ways to promote via social media. But, when it comes to distributing content, there are just four categories of promotion that every technique fits under. What are they? Which one should you use? Should you adopt a mix or stick to a single system? Find out in this week’s 5-Minute Whiteboard: Transcript: Howdy SparkToro…
5-Minute Whiteboards Marketing Predictions SEO

5-Minute Whiteboard: Is Generative AI in Search Results the SEO Apocalypse?

Rand FishkinBy Rand Fishkin
In the not-too-distant future, we’ll look back at the days when a full 1/3rd of Google searches resulted in a free click to the open web and marvel at how good we had it. For the last few months, Google’s been telegraphing that generative AI answers will soon appear in search results. These pieces of content will be drawn from…
5-Minute Whiteboards Marketing Psychology Tactics

5-Minute Whiteboard: Why You Can’t Just Crank Up Marketing to Get More Sales

Rand FishkinBy Rand Fishkin
CEO/Sales Leader: “Hey marketing team! We’re behind on our quarterly sales goals and only have 3 weeks left. Do some marketing why doncha?! Crank up them SQLs!“ Marketer: “Yeah, that’s not really how this discipline works. It’s a long lead cycle between awareness, branding, and conversion, and…“ CEO/Sales Leader: “Sorry exec team. Marketing underperformed and that’s why we didn’t meet…
5-Minute Whiteboards Marketing Tactics Zero Click

5-Minute Whiteboard: Zero-Click Marketing 101

Rand FishkinBy Rand Fishkin
When did you first promote content on the Internet? Some of us have been doing it long enough to—GASP—remember when Facebook post CTRs were 10%. Yes, folks, that meant a full 15% of all your Facebook page likes (back then we called them “fans”) would click a link you posted, and then we web marketers would complain that it was…
5-Minute Whiteboards Marketing Product Tactics

How Do You Create a Great Marketing Strategy? | 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
This week, I’m going back to basics. Not because you need a refresher course, but because so many of us are frustrated in the weeds of marketing precisely because we can’t see the strategy forest for the tactical trees. I’ve written before about how too few marketers grasp the difference between strategy and tactics. If you’re struggling to get a…
5-Minute Whiteboards Advertising Analytics Marketing

5-Minute Whiteboard: How Obsession with Attribution Warps Marketing Investments

Rand FishkinBy Rand Fishkin
Why do 90% of marketing dollars flow to paid/performance channels that provide attribution? HINT: It’s not because ads are 10X more effective than organic investments. It’s because ads aren’t just measurable, they’re attributable. Your CFO, CMO, and CEO can get in a room and look at the CAC:LTV ratio of every performance channel and feel like they know where they…
5-Minute Whiteboards Advertising Analytics Data Marketing

5-Minute Whiteboard: Measurement vs. Attribution

Rand FishkinBy Rand Fishkin
Howdy SparkToro fans and welcome to the first edition of a new series we’re experimenting with—short, whiteboard style explainer videos. This inaugural video covers a concept that’s crucial to the future of marketing: measurement vs. attribution. For the last 20 years, we’ve lived in the golden age of attribution. Measuring the kinds of metrics I talk about in the video:…

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