Content & Message

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  Digital Marketing: It’s Not About You

  I’ve been saying it so frequently, it’s almost become a mantra: your prospects don’t care about you, they don’t even care about what you do. All they care about is what you can do for them. If your marketing is going to be effective it better be abundantly obvious to your target audience what’s in…MORE >

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  Smarter Website for More Effective Marketing, Part III

  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…MORE >

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  Smarter Website for More Effective Marketing, Part II

  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…MORE >

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  Smarter Website for More Effective Marketing, Part I

  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 –…MORE >

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  Advertising Effectiveness in Video and Social Media

  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…MORE >

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  Don’t Call Them, They’ll Call You – Personalizing Your Content Marketing

  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…MORE >

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  Tailoring Content To Audience Segments

  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…MORE >

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  Engaging Your Audience in Content Marketing

  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…MORE >

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  Engaging Your Audience in Content Marketing

  My new piece for Biznology is now live on that site. It’s about the importance not just of publishing content but of engaging your audience with the content you publish. Why is this important? As I say in the article, … engaging your audience is critical to you marketing success. It’s not just a matter…MORE >

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  Content Marketing to Create Your Company’s Bio

  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…MORE >