Opinion Perspective Unspun Fact

+ Where’s Your Digital Marketing Problem?
Tuesday, August 12th, 2014

Where’s Your Digital Marketing Problem? It’s a different question than the one most of us are used to hearing – and asking. (“What’s your problem?” Or, if we want to remove the Deniro-style aggressiveness, “What is the problem?”) But “where’s the problem?” is the question most marketers should be asking. Because many people simply have [...]

+ Content Marketing Strategy Webinar: You’ve Got Great Content. Now What?
Friday, July 18th, 2014

Earlier this week, I presented a webinar via Mike Moran and the good folks at Biznology. (Where I’m a monthly columnist.) It was well attended and well-received, so I hope you’ll have a quick look. And quick it will be. The presentation is just 30 minutes and offers an overview of tools and tactics you [...]

+ The Importance of Branding for Content Marketing
Friday, July 11th, 2014

My monthly column is up on the Biznology website. This month, I look at the importance of branding for content marketers. In a nutshell, while most marketers recognize that branding is much, much more than a logo and color scheme, not enough marketers understand that their brand is the way their products (or services) make their [...]

+ Credibility for Content Marketers: Part Two
Tuesday, July 8th, 2014

About a month ago, I wrote on this blog about credibility and its importance for B2B marketers. Credibility came to mind again as I read a review of a new book, Virtual Unreality, by Charles Seife. The book’s subtitle says it all: Just Because the Internet Told You, How Do You Know It’s True? Although [...]

+ Quarterly Browser (and Other) Stats for Content Marketers
Tuesday, July 1st, 2014

As we do every quarter, here are some interesting stats to guide your content marketing development and approach. As always, take these numbers with a grain of salt. It’s not that the numbers themselves are unreliable; it’s that they may – or may not – apply to your audience and your content marketing. Let these [...]

+ Content Marketing: The Online Equivalent to Answering The Phone When Prospects Call
Friday, June 20th, 2014

Here is today’s Profound Thought of the Day, courtesy of Google’s “Winning the Zero Moment of Truth,” which I am rereading. You’d never set up a corporate 1-800 number with nobody to answer the phone. (Would you?) You wouldn’t build one and just let it ring. The Internet is that 1-800 number, and it’s been [...]

+ Is Traditional Advertising Even Less Effective Online Than Off?
Tuesday, June 17th, 2014

Very interesting article last week from The Atlantic. The not so subtle headline? Does Internet Advertising Work at All? Attention getting, to be sure, but it’s not just link bait. There is data coming to light that online advertising isn’t really working. One example is a study of search ads placed by eBay that found [...]

+ Content Marketing After Your Content is Created
Friday, June 13th, 2014

My monthly article for Biznology has been posted to that site. This month, I’ve focused on what needs to happen after you’ve created great content. The content itself is not the end of the story. You have to distribute and promote it for it to succeed as marketing. Have a look. The article provides an overview [...]

+ The Importance of Credibility in B2B Websites
Tuesday, June 10th, 2014

Hat tip to friend and colleague Ruth Stevens for sharing this article on what B2B buyers want to see on vendor websites. Very worthwhile read, even accounting for the fact that “vendor” isn’t the relationship many of us have (or, certainly, want to have, with our clients.) Many of us are in businesses where pricing [...]

+ Email Marketing Benchmarks and Trends
Tuesday, June 3rd, 2014

Ayaz Nanji at MarketingProfs published a post today  on email marketing benchmarks and trends. Using data from a recent Yesmail report, the post begins with a chart highlighting averages for delivery rates, open rates, click-throughs and unsubscribe rates across a dozen industries. It’s useful data, particularly if you fall into one of the 12 industries [...]


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