Demand-Creation vs. Demand-Converting Marketing
One of the fundamental mistakes I see executives and marketing leaders make over and over is investing in the wrong part of the demand…
Marketing
The Internet Needs Less Fighting, More Invisible Subtweets
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…
Getting Executive Buy-In: How to Tie Audience Research to Business Strategy
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…
How to Use Mental Jujitsu to Convince Your Boss/Team/Client to Make the Right Marketing Investments
“How do I convince my boss/team/client to invest in my audience’s true sources of influence? Especially when those sources are so hard to prove…
How to Turn Audience Research Into Content Ideas
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…
New Research: Google Search Grew 20%+ in 2024; receives ~373X more searches than ChatGPT
For years, two questions have dominated both marketers’ interest and the media’s coverage of Google Search: Are AI Tools taking market share away from…
ROI vs. VOI: Smart Marketers Look Beyond the Numbers
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…
Unpopular Opinion: Public Relations is the Future of Marketing
Public relations is a dying trade. Mainstream media has less influence than ever. Pitching for coverage is a thankless, fruitless task. Yeah, well, I…
Audience Research: The Complete Guide for Marketers in 2025
Editor’s Note, May 2025: We are hosting a free webinar that walks you through how to do audience research. RSVP to join us on…
Why One-Pagers Are Dead (And What to Send Instead)
Recently I said that nobody wants your one-pager. Some of you disagreed, one of you quoted Limp Bizkit at me, a handful of your…