Opinion Perspective Unspun Fact

+ Is Online Advertising Getting Better?
Friday, May 15th, 2015

Nobody likes advertising, except when it rises to an art form. (Think budget-busting Super Bowl ads.) And even then, well, one person’s treasure is another’s trash. In part this is because advertising is either forgettable, as in much of the local print advertising most of us see, or it’s intrusive, like the broadcast TV model. […]

+ Increasing Engagement in Content Marketing
Tuesday, May 12th, 2015

My monthly piece for Biznology is now live on that site. If you’re interested in getting more of your audience to engage with the content in your content marketing programs, you’ll want to have a look at my recommendations for converting casual site visitors and social-media followers into actual customers. There’s more to it than “just” […]

+ Convenience in Content Marketing
Thursday, May 7th, 2015

Audi is beginning a pilot program that will allow consumers in Germany to select their car trunks as the delivery address for goods ordered from Amazon. This caught my eye for a couple of reasons, not least of which is $500 electronic “keys” on most new cars now finally making (some) sense. More important from […]

+ 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 […]

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