Janet asks, “what newsletter service; aweber, activecampaign, mailchimp, whatever, has the best deliverabilty within gmail? I’m having some nasty delivery issues.” So here’s the thing – it’s not a question of service (as long as the service is minimally reputable) – it’s a question of your configuration within that service and within your DNS. Watch…
Summary In today's episode, I tackle a viewer's question about Gmail deliverability and walk through how to use Google's Postmaster Tools to diagnose and fix email marketing problems. Here's what this means for you. Your choice of email service matters far less than how you configure your DNS records, authentication setup, and list hygiene, because…
Dee asks, “With regard to your attribution models in your AI talks, do you need to create custom reports to get this data into your google analytics? If so, how do you go about doing this and/or anything you could provide to help?” The short answer is that the Trust Insights attribution models exist outside…
Summary In today's episode, I break down why Google Analytics' built-in attribution models fall short for serious marketers and what you should do about it. Here's what this means for you. You'll know exactly when your marketing sophistication has outgrown pre-packaged tools and which advanced methodologies can unlock the answers you actually need. You'll also…
Fiona asks, “Any tips for a light content web audit? Ever magic’d up something quick based on little information or objectives?” If we consider the purpose of a content audit, it’s to understand the value of a content marketing opportunity. That means a few things: – How large is the conversation space? That we determine…
Summary In today's episode, I walk through a scalable six-step framework for running a lightweight content audit when you have limited information or objectives. Here's what this means for you. You get a repeatable process for sizing opportunities and spotting content gaps without needing weeks of research or a data science team behind you. You'll…
Hannah asks, “How many focus keywords are you using per page? Does the amount you focus on per page change depending on the domain authority?” This is a more complex question than it used to be. Fundamentally, Google now uses semantic clustering for all its topics, made with machine learning. What this means is that…
Summary In today's episode, I answer a question about how many focus keywords to use per page and explain why modern SEO now revolves around topics and content quality rather than keyword counts. Here's what this means for you. You will stop obsessing over exact keyword counts and instead focus on building authoritative topical content…
Dennis and Kim ask, “Is it possible to be an ethical marketer and still use data to inform the ways we interact with our customers? Or are we crossing a line that puts us in opposition to our audience?” In short, yes, it’s possible. A few principles come to mind: – Be clear and honest…
