Stephanie asks, “When it comes to building trust, how do we know what success looks like? How can we measure it?” Trust is a tricky thing to measure because it’s such a core of emotion. If you examine emotional theory, especially things like Plutchik’s wheel of emotions, trust is a fundamental survival emotion. How do…
Summary In today's episode, I break down how to measure brand trust using emotional psychology frameworks and practical data sources. Here's what this means for you. You'll get a concrete roadmap for quantifying trust at every stage of the customer experience instead of treating it as an unmeasurable feeling. You'll also learn these concepts: why…
Summary In today's episode, I walk through how to set up TalkWalker Alerts combined with Feedly as a free alternative to Google Alerts for content monitoring. Here's what this means for you. You get a powerful, organized system that delivers alerts via RSS feeds instead of flooding your inbox with more email. You'll also learn…
Erika asks, “What KPIs do you use to measure your content engagement, and where do you source the data to track them?” It depends on how we define engagement in content marketing. What constitutes engaging content? Reading it? Sharing it? One of the quirks of modern social media, when you examine shared content, is that…
Summary In today's episode, I explain how to identify the right KPIs for measuring content engagement and walk through the process of sourcing data to track them. Here's what this means for you. You learn to run a regression analysis that reveals which engagement metrics actually predict your conversions rather than wasting effort on vanity…
Oksana asks, “How important is it to build your content strategy around a marketing funnel? Why do you think so?” Recall that the marketing funnel is an operations-focused framework to delineate roles and responsibilities. It’s not the customer journey, not the customer experience. It is vital to have useful content all along the customer experience.…
Summary In today's episode, I walk through the dark art of email deliverability, breaking down the three types of problems (technical, list, and content) that prevent your messages from reaching inboxes. Here's what this means for you. You'll discover a practical diagnostic framework to identify why your emails aren't landing and concrete fixes you can…
Summary In today's episode, I explain why you should avoid building your content strategy around a marketing funnel and how to use the customer journey with the Hero Hub Help framework instead. Here's what this means for you. You'll discover a practical method for mapping content gaps at every stage of the customer journey so…
Maciej asks, “In your opinion, is it a viable strategy to start creating content and invest in SEO later?” All content inherently has some kind of search value. The question is, is SEO the primary intended goal of the content? If not, then you can always optimize it later. If yes, then optimize as you…
