Marketing Personas Are Almost Always a Boondoggle (but they don’t have to be)
Boss: “We need marketing personas for each of our customer targets.”You: “Got it. What problems are these personas meant to solve?”Boss: “You know, um……
Marketing
The Paradox of Content Marketing to Beginners vs. Experts
Over the last 20 years, I’ve done a lot of educational content campaigns, both for my own companies, and to help others. But it’s…
NEW SparkToro Feature: Discover the Press/Media Sources That Reach Your Audience
I’m excited to announce that today, SparkToro is launching a new tab, with new data, for all customers: free and paid. When you perform…
Inferred Links Will Replace the Link Graph
For 25 years, links have been core to how Google ranks web pages. But, today, I think most marketers dramatically overestimate their importance. There’s…
Something is Rotten in Online Advertising
What the #$%* is going on with the digital advertising ecosystem? Where to even begin… Should we start with the upcoming loss of third-party…
What Should Digital Marketing Agencies Focus on in the Year Ahead?
A few weeks ago, I received a lovely email with an important question: what should digital marketing agencies focus on in 2021 and beyond?…
Social Networks “Optimize for Engagement.” What Does That Mean for Marketers?
I’m a firm believer that incentives and systems govern behavior at scale. If you want to understand why companies make the decisions they do,…
I Blogged Every Night for a Week. It Went Terribly.
Friends, I want you to look at a Google Analytics traffic graph with me. It’s not pretty, but sometimes we can learn more from…
Marketing Takeaways from the 2020 US Election | Part V: Brand Familiarity & The Weaknesses of Product
Welcome to the final episode in our five part exploration of the 2020 US election from a marketing lens. If you haven’t already, make…
Marketing Lessons from the 2020 Election | Part IV: Narratives & Information Distribution
Welcome to the penultimate episode (part 4/5) in our ongoing analysis of the 2020 US elections. If you haven’t already, check out part one,…