SparkToro Blog


Contrarian Take: Don’t Start Your Content Marketing with “What Do My Customers Want?”

If you’re in the business of content marketing, I know you’ve seen advice like this: “Start with your customer personas.” “Create content that will resonate with your customers.” “Great content is content that your customers actually want to consume.” It sounds compelling. But in my experience, it’s wrong. Or at least, incomplete. Why?

Events Marketing

How Cultural Conditioning Biases Us to Make Bad Decisions in Our Lives, Our Work, & Our Marketing (my talk from INBOUND 2017)

This week I was invited to give a spotlight talk at Hubspot’s INBOUNDĀ in Boston. INBOUND is a unique event for me. It’s typically the largest in-person audience I’ll speak to in a given year (often in excess of 3,000 people in the room), and a less SEO-focused crowd than usual. Most of the time, I’m

Moz Startups Team

Moz Returns to SEO

Preface: This is a hard post to write, and one that’s taken far longer than I hoped to publish. Never before have I been so challenged to walk the line between empathy and transparency. Never before have I had to get a blog post approved by my boss, board, and legal team. And so I