Summary In today's episode, I walk through how to track PDF downloads in Google Analytics using Google Tag Manager. Here's what this means for you. You'll be able to see exactly which PDFs visitors click on and treat them as page views just like any other page on your website. You'll also learn these concepts:…
Taiylor asks, “We are a small air-freshening brand with a subscription service… who should we collaborate with?! I’m struggling to come up with a complementary brand or even a TYPE of brand.” This kind of question is really important, because very often people will immediately look for businesses with similar styles and types of product.…
Summary In today's episode, I walk through why agencies should ditch the traditional retainer model and start thinking like Netflix with subscription-based offerings built on their existing intellectual property. Here's what this means for you. You can build a more scalable, resilient agency business by packaging your expertise, content libraries, and proprietary tools into subscriptions…
Summary In today's episode, I walk through how a small subscription brand can find the right collaboration partners by starting with the customer instead of guessing based on similar business models. Here's what this means for you. You'll move from random outreach to a data-driven shortlist of brands your customers already trust and overlap with.…
Chad asks, “Starting on a new website build and incorporating multiple drop off locations in various states for the business. Would it be best (for seo value) to build stand alone sites for each drop location or keep each location as a page under main site?” Generally speaking, you want to follow a logical organizational…
Jesse asks, “How can we stop bad actors from using AI for malicious means, from deepfakes to surveillance to hijacking political systems?” The short answer is you can’t. AI isn’t a mystical, monolithic technology in a black box. AI is a collection of mathematical techniques, techniques in statistics and probability. Can you stop bad actors…
Summary In today's episode, I tackle how to keep bad actors from weaponizing AI and explain why the technology itself is neither magical nor uniquely dangerous. Here's what this means for you. You gain a grounded mental model of AI as straightforward math, which frees you to evaluate real risks and practical uses without falling…
Bernie asks, “Do you see chatbots being effective in building and growing the relationships between the brand and audience in 2020?” Bots are a tactic, a tool. The question is, how effective are they at enhancing the overall customer experience? Right now, they’re a form of automation and as such are best suited for repetitive,…
Summary In today's episode, I explore whether chatbots effectively build brand-audience relationships in 2020 and break down when they help versus hurt the customer experience. Here's what this means for you. You'll understand how to deploy chatbots strategically for repetitive tasks while avoiding common pitfalls that frustrate customers. You'll also learn these concepts: what chatbots…
Jen asks, “How do you curate content for your social media channels?” I have a list of trusted sources, about 150 of them, that I bring into a SQL database. I run several scripts to vacuum up the article text, index it, and then run natural language processing to identify the contents. After that, I…
