John asks, “If the customer journey is different for every person, why bother trying to map it?” The presumption is that the customer journey is a wide open field of possibilities, when it’s more like a densely wooded forest. There are a limited number of rational pathways to conversion, and mapping both the probability and…
Summary In today's episode, I explain why customer journey mapping still matters even though no two buyers follow the exact same path. Here's what this means for you. You can find the handful of rational routes most customers actually take and use them to focus your budget and messaging where it pays off. You'll also…
Stephanie asks, “How do you see content marketing evolving in the future?” AI will produce much more of it, and our role will be as prompters and editors. We already see this with tools like Nvidia’s GauGAN, the GPT family of language generators, and the AIVA music composition system. When you look at the quality…
Summary In today's episode, I explore how AI and machine learning are reshaping content marketing and why marketers must pivot from doing the work to directing it. Here's what this means for you. You gain a clear view of the strategic role that keeps you valuable as machines take over content production, editing, and QA.…
Chavie asks, “I’m creating a landing page for a client who has a website but a really wonky one, and they don’t want to use the LP long term- is there a platform that would let them pay per month and then stop paying when it’s no longer live? What are the best planding page…
Summary In today's episode, I break down how to choose the right landing page platform for a short-term client campaign and why you may not need a separate tool at all. Here's what this means for you. You'll save money and avoid analytics headaches by leveraging your existing website, CMS, or marketing automation software instead…
Darlene asks, “I’m getting lots of connection request sales pitches on LinkedIn. Does this spray and pray technique actually work?” Yes and no. It works in the short term, but is deleterious in the long term. It’s a favorite tactic to be automated, which means your account is at high risk of being banned. What…
Lea asks, “Curious about your thoughts on when to pause any ad campaigns (in US) across the board during the election?” I wouldn’t necessarily pause unless you’re targeting so broadly that you’ll be bidding and competing for the entire adult population. What you should do is monitor your performance and pricing like a hawk, and…
Summary In today's episode, I discuss whether you should pause advertising campaigns during a US election. Here's what this means for you. You get practical advice on monitoring ad performance, refining targeting, and responding to uncertainty without resorting to a blanket pause. You'll also learn these concepts: why regional disparities in pandemic response and political…
