Why Marketers Should Follow Their Audiences, Not Predict the Future
It’s 2017, and you convince your executives to be early adopters of the #Web3 trend. Blockchain-based product investments, marketing with NFTs, perhaps your own…
Tactics
Why Marketers, Creators, and Brands Should Start Using Mastodon ASAP
I joined Twitter in June, 2007. It turned out to be a very smart move; over the next decade, that network had a massive…
How Rand Makes Those Split-Screen Videos You See on LinkedIn and Twitter
Several times a week, I post videos that look like this on (usually) LinkedIn and Twitter: They tend to get a lot of engagement…
NEW: Audience Tracking is Now Available in SparkToro
Since our launch in 2020, SparkToro has helped thousands of marketers uncover the most popular demographic and behavioral attributes of their target audiences. Emphasis…
Trendjacking Without the Cringe
Here are some cringey ideas for your next viral social media post: photoshop your brand’s responses to Adam Levine’s dubious DMs; make a meme…
How to Measure “Hard-to-Measure” Marketing Channels
I’ve ranted endlessly about how marketing leaders refuse to invest in hard-to-measure marketing channels like PR, media, native social, events, many types of content,…
Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World
Zero Click Marketing is now a book! You can preorder it today, and you’ll get it in the fall. It could be a chicken…
SparkToro Demographics: 3 Underrated Ways to Upgrade Your Marketing
It’s been about one year since we launched Demographics in SparkToro, and it’s one of our most popular features. Many of our customers use…
The Episodic Content Creator’s Guide to Using SparkToro
Last Saturday, I received an email from Rich Wilan, founder of Fascinate Productions. Rich and his team help podcast creators build audiences and top…
Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead
You’ve heard the marketing analytics spiel before. It goes something like: Marketing journeys are long, complicated, multi-channel paths. Tracking them is always imperfect, but…