Summary In today's episode, I explain why cold outreach link requests are an ineffective tactic that can damage your reputation, and what actually works instead. Here's what this means for you. You can build far higher-quality links by investing in relationships and creating standout content rather than blasting template emails. You'll also learn these concepts:…
Maria asks, “I need to create a zip code territory map with each area represented by a different color (that I can pick). It will be exported as a graphic file. Are there any free/low cost options for this that are easy to use?” Download all the ZIP codes from the USPS/Data.gov and then code…
Summary In today's episode, I walk through how to set meaningful KPIs for your community management team in 2020, going beyond basic response time metrics. Here's what this means for you. You'll learn why community management differs from customer service and requires its own measurement framework focused on loyalty, evangelism, and long-term growth. You'll also…
Heidi asks, “What do you make of Rand Fishkin’s statement that in 2020, Google will be our biggest competitor for traffic?” Rand isn’t wrong on the premise that Google wants to provide the best answers in the most efficient way possible – and that may mean one-box/zero-click search results which do not send traffic to…
Summary In today's episode, I walk through how to build a content inventory from your YouTube channel so you can organize everything you've already published into topic-based lists. Here's what this means for you. You'll turn a scattered back catalog into easy-to-navigate resources that help new audiences catch up on all of your work without…
Summary In today's episode, I break down Rand Fishkin's claim that Google itself will be marketers' biggest competitor for traffic in 2020 and explain what to actually do about it. Here's what this means for you. You can stop panicking about losing every click to Google and instead double down on the two strategies that…
Michelle asks, “What lies ahead for communicators in 2020?” An interesting question. Looking back over the past decade, communicators transitioned from traditional PR with some social media (remembering that the social media press release was created by Todd Defren in 2006 but not widely adopted until years later) to digital, to seeing the collapse of…
