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 if you employ an extensive, expensive, difficult-to-configure combination of tools, tracking systems, and deeply talented statistics professionals, you can build a high-quality, predictive attribution modeling structure that approximates reality with relatively
8 Counterintuitive Marketing Strategies That Actually Work
By Cold outreach is typically seen as a numbers game: hit as many inboxes as you can, assuming 5% or fewer will convert. But I’ve never agreed with that approach because I believe my reputation is on the line when I message a stranger. I don’t want them to feel like I copy and paste the
What Your Marketing Needs is a Bad Guy
By If you’re a big brand, already established, conservative in your ways and happy with your performance, this advice isn’t for you. But, if you’re a startup, an underdog, a challenger, you need to hear this. Villains are a good thing. Stories with villains make sense. They can be memorable. They can have depth and purpose.
Is This a Twitter Thread or a Blog Post?
By Eureka! I just had a great idea for a blog post… or wait.. maybe it’s short enough to be a Twitter thread. Y’know what? Twitter’s easier. I’ll just post it there. The instant dopamine hit of likes and retweets. The mystery of whether and when I’ll get replies. Re-loading the post every 5 minutes to
How to Invest in Episodic Content that Promotes Itself
By I’ve long been bullish on episodic content; in fact, I think it’s likely the best kind of long-term content investment most online brands can make. The challenges are consistent creation (gotta keep those episodes coming!) and finding the right marketing flywheel to bring in fans, subscribers, and amplifiers. But, these can be overcome by crafting
The Case for Permissionless Co-Marketing
By There’s a marketing tactic you’ve never heard of. It barely has a name yet. But, many of the best marketers are already practicing it. It’s called Permissionless Co-Marketing. It is the deliberate effort of aligning yourself with other brands by promoting them in your work. It’s the inverse of earned media — where you’re the
Hook, Line, and Sinker: A Model for Crafting Successful, Viral Content
By Despite studying content that overachieves for years, it’s only in the past few months that I’ve stumbled into a mental model I’ve called: Hook, Line, and Sinker. My goal here is to broadly encapsulate *why* overachieving content pieces hit their mark, and why similar, but underperforming pieces miss. First: when we talk about “content,” we’re
Influence Maps—The Best Marketing Framework You’ve Never Heard Of
By When you find a tool that massively improves your work’s effectiveness and dramatically cuts down on poor decision-making, there are two natural responses: “This is amazing! It’s gonna save me so much heartache.” “WTF?! Why didn’t anyone tell me about this before?” That’s exactly how I felt when I stumbled across the behavioral design field’s
The Best Damn Food & Drink Gift Guide 2021
By Welcome back to the best edible, potable guide to gift-giving the Internet has to offer. Like last year, we’ve assembled a lengthy list of food and beverage gifts from around the web. And, like last year, we have absolutely no ulterior motive. None of these links have affiliate codes, there’s no kickbacks, we’re just sharing
What if Performance Advertising is Just an Analytics Scam?
By “What the pandemic showed is we can take marketing down to zero and still have 95% of the same traffic as the year before. So we’re not going to forget that lesson.” – Brian Chesky (via Campaign) In 2020, AirBnB cut $542 million of performance advertising spend and saw no measurable falloff in attributable sales.