Don’t you sometimes wish you could redo all that content created years ago? I go back to things I wrote half a dozen years ago and think, “Sheesh, that didn’t age well.” But that’s learning on the record , right? For brands, this problem is relatively new. Before the web and search, a cringy marketing…
You have 173 days left to reach your marketing goals this year. Well, let’s be honest. Nobody really works or does anything after Dec. 20. And if we’re really honest, December itself is a wash, and so is the last week of November with the U.S. Thanksgiving celebration. So, you really have 133 days to…
Ali Orlando Wert has led multiple content teams at high-growth companies fueled by acquisition. Although these teams are often pieced together from multiple acquired companies, they must operate as one. Moving quickly to that point can expose flaws in processes, Ali says. Balls get dropped, and things fall through the cracks. Finger-pointing begins. People make…
Consumers really like short-form content. Billions watch TikTok videos, YouTube Shorts, and Instagram Reels every month. But it isn’t just consumers who like short content. Google, YouTube, social media platforms, and more expect brief content. In meta descriptions, excerpts, episode descriptions, and sometimes posts. Some even set total character limits. How do you make the…
Let’s talk about SEO. More than a month after a source still being debated. Rand and others continue to dissect the findings for search optimization hints based on what the documents show about how Google ranks content for search. It’s an admirable effort. Still, I stick by my early assessment, which is that SEOs and…
Marketers should stop using attribution models and return to a 1985-like measurement model if they want their brands to succeed in 2024 and beyond. “Attribution is fully broken these days, but we’re still using it like we used to,” says Can We Really ‘Measure’ Marketing Anymore? Read on (or watch the video) to learn what…
Ask a question; get an answer. Ask the next question; get the next answer. Repeat until done. That’s the basic formula of any interview. But making an interview great requires more than you posing questions and the interviewee answering them. A great interview incorporates a thoughtful approach that makes the subject comfortable enough to share…
I had two interesting discussions with marketing leaders recently. Both revolved around the same question: “Where do we start?” One told me she’d road-mapped an entirely new content operation for her marketing department. She’d gotten the go-ahead from leadership, but everybody was so busy with other work that they weren’t sure how to move forward….
How are things for marketing agencies? Not as great as last year, according to rebranding themselves (subscription required) as creative solutions companies, content studios, growth incubators, or accelerators. Marketers should do this in 2024 and beyond What should you make of all this? The world of agencies is complicated. One reason for their slowdown is…
Social media offers a volatile space for marketing. The rules of engagement vary across platforms, as do the audiences and opportunities for brands. The platforms’ popularity ebbs and flows while new challengers emerge, hoping to disrupt the scene and steal the spotlight. Once seemingly stable and reliable, shared media outlets shift their business priorities and…