Opinion Perspective Unspun Fact

+ If They Don’t Get it, They Don’t Matter*
Tuesday, September 29th, 2015

Yesterday, I read one of Seth Godin’s quick blog posts. The 2% who misunderstand you His point is a great concept for content marketers to keep in mind. If you’re trying to reach a particular slice of the market – your target market – that means there’s a slice of the market you don’t care about. […]

+ Content Marketing: Past, Present, and Future
Friday, September 18th, 2015

My latest piece for Biznology.com is live on that site as of this morning. In it, I look at the current state of content marketing, why yesterday wasn’t the golden age of content marketing, and what you can do to make your content marketing more effective tomorrow. (And beyond.) You’ll find the full article here.

+ Yes, Reach and Engagement Metrics Still Matter
Tuesday, August 25th, 2015

A read an article recently on a very widely followed digital marketing firm’s blog titled something like “Useless Metrics You Shouldn’t Be Tracking.” (The title has been changed to protect the hapless.) I was surprised to see that the basic gist of the article was that you should ignore reach metrics pretty much entirely. Wow! […]

+ SEO Beyond What’s On the Page
Friday, August 21st, 2015

There’s more to SEO than just keyword-focused content on each website page. My latest column on Biznology.com discusses why social media, mobile-awareness and a secure site all matter for SEO success. Read the full piece here.

+ Three Secrets to Memorable Content
Friday, August 14th, 2015

Sure, we’d all like our content to go viral, but that’s not realistic and quite honestly, it’s not even necessarily effective marketing. (Though it certainly can be – see Blendtec and Dollar Shave Club, among others.) A better goal – and one that’s more achievable – is to create content that is memorable. For content to be […]

+ Why Your Website Matters – and How to Make it Matter More
Friday, July 31st, 2015

Earlier this week, I presented a webinar with the great team for Biznology.com (where I’m a regular contributor) on making your website more productive as a marketing tool in this age of social media, mobile technology, and other, sexy digital marketing tools. The webinar was well attended and well received. If you missed it, you’re […]

+ Why Your Website Matters, and How to Make it Matter More
Tuesday, July 21st, 2015

Join me and the folks at Biznology for a free 30-minute webinar where we’ll explore why, in the age of social media, mobile advertising, and other hot technologies, your website is still an important part of your marketing. Why Your Website Matters and How to Make It Matter More: A Content Marketer’s Guide to Building […]

+ Search and Filtering on Your Website
Tuesday, July 14th, 2015

Great content is great only if your audience can find it. And if they make it to your site via organic search, PPC advertising, social media or other means, it’s heartbreaking to think they still might not find the most relevant content. That’s why search and filtering features on your website are so important. My […]

+ Twitter vs. TV Advertising
Tuesday, July 7th, 2015

TV advertising works. You may not like it, and as a digital marketer, you may bristle at the idea that it’s effective. But it’s hard to imagine marketers spending some $76B a year on something that’s completely ineffective. (Which doesn’t mean they’re not slow in adapting to digital’s strengths …) The folks at Twitter probably […]

+ Content Marketing Against Instead of For
Tuesday, June 16th, 2015

My latest piece on the Biznology blog is up. This time around I’ve focused on the anti-matter of content marketing: marketing that takes a stand against something rather than for something. Seems an odd idea at first glance: isn’t it always better to be positive? And yet, a quick scan of the headlines shows you that people […]


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