7 Reasons Every Marketing Team Should Monitor Brand Mentions
Wait a minute… are you telling me you’re only doing brand monitoring for reputation management?! What is this, 2004? It’s time for an upgrade,…
Content Marketing
Creating and Promoting Were Never the Same Decision
I’ll admit I’m kind of a thinkboi (gender neutral). I’m often more interested in the philosophies behind marketing — how we pick our campaigns,…
The Click Is Now Optional. Here’s What Isn’t.
Hold onto your butts. Rand’s got new research and it’s a doozy. With Similarweb’s clickstream panel, Rand found that in the first four months…
The Death of the Ultimate Guide?
For years, marketers were taught to win by publishing the most comprehensive answer. Build the “ultimate guide.” Cover every adjacent subtopic. Anticipate every follow-up…
Office Hours: B2B Storytelling: How to Make Your Brand Their Favorite
“What’s the best Disney movie of all time?” Before you answer — you’re already proving the point. In this episode of SparkToro Office Hours…
Office Hours: Who Will Amplify This and Why?
There’s an expression about the cobbler’s children not having shoes. We’re kind of like that. We are the cobblers AND the children, and we…
Best Practices Are Meaningless Without Audience Research
There isn’t actually anything “wrong” with best practices. Best practices are general guidelines for what to do in order to ensure a general baseline…
Vibes Meet Facts: Write Like the Smart Human You Are, Not the LLM Making Stuff Up Again
If you were to perceive the world based on a skim of my Threads feed this morning, then you would be convinced that absolutely…
Stop Asking Your Guest Speakers to Do Your Marketing for You
I hate asking people for things. Call it years of ingrained people-pleasing if you want, but mostly, it comes from my not wanting to…
We’ve Learned More About How to Appear in AI Answers
Thanks to some recent experiments and research in the marketing world (and an unfortunate, manipulative attack by a Reddit mod), we’ve learned a lot…