Opinion Perspective Unspun Fact

+ Is Your Website a Conversation or a Presentation?
Tuesday, October 25th, 2016

Almost everyone would prefer an interesting conversation over a long-winded lecture. So it makes sense that you should try to make you website more conversational and less of a one-way presentation. That’s not just true for your writing style, but also for the way you choose to engage with your audience, the options you offer for […]

+ Smarter Website for More Effective Marketing, Part III
Wednesday, October 5th, 2016

Wrapping up this three-part series on the Biznology website that I started in August, this month I took a look at the metrics you should be tracking to measure your site’s effectiveness. (And I once again owe a tip of the hat to my colleagues Scott Hornstein, Wayne Cerullo and Phil Shelp, whose help was invaluable.) The […]

+ Smarter Website for More Effective Marketing, Part II
Tuesday, September 13th, 2016

Continuing a series started last month, my Biznology post for September is part two. I once again owe a tip of the hat to my collaborator Scott Hornstein, as well as to Wayne Cerullo and Phil Shelp, whose help was invaluable, as well. What’s the biggest mistake you can make with your website? There are […]

+ Smarter Website for More Effective Marketing, Part I
Thursday, August 11th, 2016

This month over at Biznology, I begin a three-part series of posts on which I’ve collaborated with long-time colleague Scott Hornstein. (We both owe a tip of the hat to Wayne Cerullo and Phil Shelp for their help, as well.) If you’re wondering why you’re not seeing the results you expect from your website – […]

+ Advertising Effectiveness in Video and Social Media
Thursday, August 4th, 2016

Advertisers are choosing Facebook over YouTube for their video advertising campaigns. As I read the headline on the Luxury Daily article this morning, I was shocked. Isn’t YouTube the king of web video? Well, yes, and conspiracy theorists love to point out that video’s rise in search results coincides with Google’s purchase of YouTube (though […]

+ Don’t Call Them, They’ll Call You – Personalizing Your Content Marketing
Tuesday, July 19th, 2016

My latest piece for Biznology is live on that site and it’s a good one. (If I do say so myself.) I dive into an overview of content personalization to increase conversions in your content marketing and digital marketing more broadly. (And the concepts apply to traditional marketing, as well.) If you’re a small business […]

+ Tailoring Content To Audience Segments
Thursday, June 30th, 2016

Part of successful content marketing is tailoring your message to each of your important audience segments. We came across a great example of this in talking to colleague J.C. Milam recently. He’s a part of the Vine to Glass team and we were looking at some of his sales materials recently. I noticed on the […]

+ Engaging Your Audience in Content Marketing
Tuesday, June 7th, 2016

This Luxury Daily story re-iterates the point I made recently on the Biznology blog in my article entitled, The Real Value of Engaging Your Audience in Content Marketing. “Whether consumers are trading in visits to the department store beauty counter for consulting friends or researching and purchasing a car without talking to a dealer, ecommerce […]

+ Content Marketing to Create Your Company’s Bio
Tuesday, May 17th, 2016

Over the last year or so, Michael Margolis’ article on the power of the bio – and the waning usefulness of a resumé – has gotten a lot of attention. And for good reason: he’s absolutely right that most people in most industries are better evaluated by the full body of their activity than by whatever highlights […]

+ Just Say No: A Key to Content Marketing Success
Thursday, May 12th, 2016

If the headline had you checking the byline to see if this post was written by Nancy Reagan, you’re showing your age. (Others, check here.) We’re not talking about saying no to drugs. We’re talking about the shocking number of ways that just saying no can help your content marketing succeed. Here are a few […]


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