Marketing Product SparkToro

22 Minutes on Audience Intelligence: Slides, Video, & Q+A

Last week, I was honored to join Jeff Sauer’s superb Data Driven U for a class on audience intelligence. And, thankfully, kindly, Jeff gave me permission to share our class and the subsequent Q+A on this blog. I think it’s invaluable, but frustratingly difficult to understand the answers to questions like: What can I learn about my audience and customers…
Marketing

Why Marketing Flywheels Work

The first few years of my career were awful. Drowning in debt, losing nine out of ten pitches for new business, failing to earn clients. It felt like nothing I did moved the needle until I started my blog and slowly, very slowly… things changed. Gradually, more and more people visited my website (seomoz.org, which became moz.com). The content sucked,…
Marketing Psychology

Want Your Content to Succeed? Make it Resonate with the Right Audience (no, not that one).

You know the stats. 75% of content gets no links. 91% of content earns no Google traffic. 85%+ of content earns fewer than ten social shares. And we’re not even talking about all web content — just those pieces creators produced specifically to earn shares, links, rankings, and traffic. Tragically, much like the US economy, content marketing is a winner-take-all…
Marketing Product SparkToro

How to Use Your First Ten SparkToro Searches

Before SparkToro existed, the process of researching a brand’s audience was a frustrating one. I know, because I helped a lot of friends, especially those pursuing early stage ideas or launching new products. It took forever — usually months, sometimes 6+. The data was always self-reported (which meant it was often wrong). And scale was simply unobtainable. We could survey…
Marketing Product SparkToro Team

SparkToro’s Finally Here

Almost two years ago, Casey Henry and I joined forces on SparkToro in the hopes of solving a thorny, expensive, long-standing problem in the market research world: How to discover the publications & people that influence any group of people online. Though we’re launching at a very scary time in the world, we’re excited to finally share that product with…
Marketing Psychology Startups

Read The Room.

When folks ask me about how best to do marketing right now, my answer is consistently turning into the same three words: Read the room. Imagine you’ve walked into a religious space. This room is sacred to the people inside it. When you speak, whatever you say will be viewed through the context of where you are. That’s exactly what…
Marketing Psychology

Marketing Right Now Is #$%*ing Hard.

Over the last couple weeks, I’ve talked to dozens of startup founders, small business owners, and web marketers of all kinds. Folks are scared, and rightfully so. Staring into the face of an uncertain period of quarantining followed by what most estimate will be the worst economic downturn of the last 50 years, and maybe 100, is sobering. The most…

Extraordinary Times Call For Extraordinary Measures

There can no longer be doubt: the majority of people in advanced economies are living through the most life-altering event of the last forty years. Natural disasters, wars, economic turmoil, political shifts, technological disruption — all of these pale in comparison to COVID-19’s breadth, speed, and the raw quantity of prolonged, global change. That’s in no way meant to minimize…