Opinion Perspective Unspun Fact

+ Increasing Content Marketing Reach
Tuesday, April 21st, 2015

My monthly article for Biznology is now live on that site and covers ways to increase your content marketing reach. The key is understanding the roles that each element and channel in your content marketing efforts should play so that you get the most of your Website Email marketing Social media SEO Other marketing efforts, […]

+ Mobile-Friendly Websites More Important Than Ever
Tuesday, March 24th, 2015

There’s a storm brewing, and it goes by the name “Mobilegeddon.” Slated to make landfall on April 21st (ok, I’ll stop with the weather stuff), this update from Google has a lot of people breathlessly spilling a lot of ink about its implications for search and digital marketing. And for good reason. The two key […]

+ Process Metrics and Outcomes Metrics in Content Marketing
Friday, March 20th, 2015

My monthly column for Biznology, covering process metrics and outcomes metrics in content marketing, is now live. It’s a discussion of the different kinds of metrics available to content marketers, why they’re both important and how they should be used. One key idea for content marketers is that too much reliance on process metrics can […]

+ Matching Web Development to Marketing Needs
Friday, March 13th, 2015

Small Business Trends has just published my article on matching your website development planning to you marketing needs and talk about how content marketing and other marketing goals should drive the size of your site, what features it includes, and waht tools are best suited to building it. I take a fresh look at the […]

+ Better Content Marketing Through Chemistry
Tuesday, March 3rd, 2015

Well, chemistry and physics … Most examples of “The periodic table of …” infographic meme are a little bit silly and somewhat informative. Chris Lake’s The Periodic Table of Content Marketing is plenty silly, but it’s more than somewhat informative. Major props for leading off with content strategy, though I’d certainly argue in favor of […]

+ Content Marketing and Knowing Your Audience
Friday, February 13th, 2015

My monthly piece for Biznology has been posted. Content Marketing Personalization: Know Your Audience is a continuing on my previous piece about establishing a more personal voice in the content you publish. (People talking to people …) The key concept is taken from an idea we first heard from friend and colleague Scott Hornstein: The […]

+ How To Improve Your Content Marketing in 2015
Tuesday, February 10th, 2015

Now that January is behind us – and we’ve all broken our resolutions – let’s focus on some new changes for our business and our marketing. Here are some tips for making your content marketing better in 2015. Before you get all twisted up in knots just thinking about starting over with your content marketing, realize […]

+ Ways to Create Compelling Content for Content Marketing
Wednesday, February 4th, 2015

One of the questions we hear most frequently from clients is, “What kind of content should I create?” Here are a few of the ideas we’ve shared with our clients in the past few months. Answer Questions Forget the FAQ. Think through the questions you hear most frequently from your clients. Create a blog post, […]

+ Content Marketing: Taking it Personally
Tuesday, January 27th, 2015

My latest article for Biznology is live on that site and worth a read if you’re wondering how you might help your content connect more consistently with your target audience. One of the keys is presenting your content with a friendly, personal voice. Even if you’re in a B2B business, people relate to people, not […]

+ The Hidden Power of Social Media Marketing
Tuesday, January 20th, 2015

This past weekend, my family and I took a sort of stay-cation in New York City. (“Sort of” because while we don’t live in the city any more, we’re there often enough that it’s not really a vacation spot.) Still, we stayed in a hotel and did some touristy things – the Museum of the […]


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