Opinion Perspective Unspun Fact

+ 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 […]

+ Knowing the Difference Between Dumb and Distracted
Tuesday, October 27th, 2015

A colleague brought Donald Carson’s LinkedIn profile to our attention a week or so ago. It’s absolutely  great, great stuff to consider when you’re thinking through how your website should be organized and what it should say. In case you can’t read this on a small screen, his profile starts out this way: My superpower […]

+ Big Content, Little Content: Content Marketing Efficiency and Effectiveness
Tuesday, October 13th, 2015

LinkedIn calls it the Big Rock approach. Content Marketing Institute talks about a solar system of content. The idea isn’t new, but it is powerful. And no matter what you call it, building a content strategy around major pieces of content that spin off smaller pieces of content is a great idea. Before we get […]

+ Is a Commercial Theme and DIY Website Right for You?
Friday, October 9th, 2015

My most recent piece for Small Business Trends is live on that site. It’s a must-read for small businesses who aren’t sure whether a commercial theme makes sense for them. They can be, and the two-figure price tag sounds a lot better than the five-figure tag that can accompany custom work, but there are pitfalls to […]

+ 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 […]


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