Oliver asks, “How do you track offsite conversions post-view (not post-click)? E.g. How can you attribute conversions from a consumer who read about your product on your site, didn’t click on any link but afterwards went directly to Amazon to buy it?” Fundamentally, if you have no visibility into post-click analytics, which is the case…
We’ve reached the end of 2018. I hope the year ended with you set up to succeed in 2019. On the one hand, the change of a year is immaterial; one day isn’t significantly different than the next. On the other hand, it’s an opportunity, should we take it, to reboot and stop doing some…
Michael asks, “With regard to Gary Vaynerchuk’s advice about documenting versus creating content for marketing purposes, what should we be documenting?” This is a great question, partly because Gary’s advice is based on his experiences, and thus is optimized for him and the way he runs his company. Our interpretation and adaptation of that advice…
Kirill asks, “If you were starting from scratch in 2019 with no budget, what would you do to gain traffic for your project?” The answer to this question is contingent on what the project or product is. One of the flaws of modern marketing is that we spend too little time on product marketing itself…
Cleetus asks, “Should I teach my kids to code?” This has been a popular question over the past year as more people have learned about the power and potential drawbacks of artificial intelligence. Watch the video for one answer, with the disclaimer that I’m in no way a parenting expert. Ultimately, do what you think…
Marije asks, “Do you think it is worth it to put a lot of effort into one piece of content or is one better off focusing on making more and smaller pieces of content?” Quality is job one in content marketing, but the ideal state is to produce high quality content at scale. There’s a…
Lisa asks, “What are your thoughts on the evolving nature of digital marketing and predictive analytics for the next year?” Marketing will be dealing with economic headwinds in 2019. Anyone looking at leading economic indicators sees the writing on the wall – a recession in 12-18 months driven in part by inept economic policies. Thus,…
Marije asks, “Do you think that a small company should use a different content strategy than a large company? If so, what is the main reason for that?” At a macro level, every company’s content marketing strategy is and should be identical: use content to improve the experience along the customer journey, from awareness through…
Jon asks, “What, if any, will be the number one,”blow your socks off," marketing trend for 2019? If nothing comes to mind, what existing technology or tactic will see major growth in 2019? What is going to fade away in the coming year? What book(s) or blogs would you say will be must reads to…
