Opinion Perspective Unspun Fact

+ For Digital Marketing, SEO – and Traffic – Are Just the Start
Tuesday, April 12th, 2016

You know those people you see checking out a restaurant’s menu in the window before they go inside? They’re like the website visitors who find you through the search engines. They’re interested, but they’re not customers yet. And that’s why SEO can only be the starting point for your digital marketing. Have a look at […]

+ Using Email Effectively in Your Content Marketing
Tuesday, March 15th, 2016

My latest piece for Biznology is up on that site. This time around, I dive into why email is still an excellent choice for your content marketing toolkit, the kinds of marketing it excels at, and how to use it effectively. (No surprise: it’s all about relevance …) Check out the full article here and more […]

+ Do You Really Need a New Website?
Tuesday, February 23rd, 2016

If you’re about to embark on a new website build because someone has decided your current site “looks dated” or because “it’s three years old and three years is an eternity in web time,” you might consider hitting the pause button. Even if your website is dated – or it’s lacking in some other way […]

+ Generating Great Content Marketing Ideas
Friday, February 19th, 2016

At a loss for what to write/shoot/design next? Inspiration is at your fingertips … My latest piece for Biznology is live. This month we focus on the resources you have – yes, even you, Ms. “My industry is sooo boring” – at your fingertips for creating great content. You can read the full article on […]

+ Tips to Better Writing for Content Marketing
Tuesday, February 9th, 2016

Writing better content for your content marketing efforts isn’t about any single piece of content. Success is about putting together a body of content that works as valuable information for your audience and effective marketing for your firm. Here are a few concepts to keep in mind as you create your content. Be Specific – […]

+ New Thinking in Content Marketing for a New Year
Friday, January 15th, 2016

My monthly piece for Biznology is live on that site. This month, we take a look not at New Year’s resolutions or new things to think about, but new ways to look at the underlying truths of content marketing – all marketing, really. That means paying attention to things like knowing your customer, working closely with […]

+ How to Make Your Content Marketing Matter More
Tuesday, January 12th, 2016

We read way too much about how marketing is disconnected from the front-line, boots-on-the-ground world of sales. Sadly, much of that is true in many organizations. Even worse, there are many other missed opportunities for content marketers – and traditional marketers – to make themselves and their work more relevant. Here are a few. Help Your […]

+ No Business is Too Boring for Content Marketing
Tuesday, December 15th, 2015

Sure, the marketers working in travel, wine, jewelry and fast cars have an easier time coming up with “sexy” topics to write about. Their business are, by and large, pretty “sexy.” But that doesn’t mean content marketing won’t work for you – even if you’re in the most mundane of businesses. Let’s take plumbing, for example. You […]

+ Content Marketing: Content Strategy Beyond Sales Support and Marketing
Friday, December 11th, 2015

My monthly column for Biznology is available. This month we look at uses for content marketing / content strategy beyond the top line of marketing, lead generation, and sales. Cutting costs, improving customer experience, and contributing to product innovation are all ways that content marketing can contribute to the bottom line without focusing on the […]

+ Crafting Content That Works
Friday, November 13th, 2015

There’s a growing chorus against content marketing, and with good reason. For too many marketers, content marketing doesn’t work. Too often that failure is caused by one thing: an emphasis on quantity over quality. My monthly post at Biznology.com is available. In it, I discuss how to avoid common issues that drag content marketing’s effectiveness […]


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