Opinion Perspective Unspun Fact

+ Why Your Website Matters, and How to Make it Matter More
Tuesday, July 21st, 2015

Join me and the folks at Biznology for a free 30-minute webinar where we’ll explore why, in the age of social media, mobile advertising, and other hot technologies, your website is still an important part of your marketing. Why Your Website Matters and How to Make It Matter More: A Content Marketer’s Guide to Building […]

+ Search and Filtering on Your Website
Tuesday, July 14th, 2015

Great content is great only if your audience can find it. And if they make it to your site via organic search, PPC advertising, social media or other means, it’s heartbreaking to think they still might not find the most relevant content. That’s why search and filtering features on your website are so important. My […]

+ Twitter vs. TV Advertising
Tuesday, July 7th, 2015

TV advertising works. You may not like it, and as a digital marketer, you may bristle at the idea that it’s effective. But it’s hard to imagine marketers spending some $76B a year on something that’s completely ineffective. (Which doesn’t mean they’re not slow in adapting to digital’s strengths …) The folks at Twitter probably […]

+ Content Marketing Against Instead of For
Tuesday, June 16th, 2015

My latest piece on the Biznology blog is up. This time around I’ve focused on the anti-matter of content marketing: marketing that takes a stand against something rather than for something. Seems an odd idea at first glance: isn’t it always better to be positive? And yet, a quick scan of the headlines shows you that people […]

+ Online Advertising and Encouraging Engagement
Thursday, May 28th, 2015

About three quarters of consumers in the US do more multitasking while watching TV ads than while watching digital ads. That’s either fantastic news for online advertising or a poorly worded survey question. (If you’re still multitasking but not doing so “on another device” is that really any different?) Either way, the survey, Deloitte’s Digital […]

+ 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 […]

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