Sasha asks, “How far in advance does planning need to begin for seasonal or holiday shifts in a digital marketing strategy?” It depends on the holiday. This is where forecasting software really shines. Each holiday has an inflection point that’s visible in search traffic; find the probable inflection point for an upcoming holiday and then…
Summary In today's episode, I walk through how far in advance you need to start planning digital marketing campaigns for seasonal and holiday shifts. Here's what this means for you. You get a three-step framework that helps you avoid missing critical marketing windows and wasting ad spend on poorly timed campaigns. You'll also learn these…
Heather asks, “If you had the ability to add an engineer to your team, with a penchant for data analysis and interest in SEO but no marketing/comms background or experience, what are some ways you would use them?” That’s an interesting question because it depends on the kind of engineer the person is. Someone with,…
Summary In today's episode, I explore how to use an engineer with strong data analysis skills and SEO interest but no marketing background by mapping their core technical capabilities to your marketing needs. Here's what this means for you. You gain a practical framework for turning technical talent into marketing value, which saves you time…
2020 has been a year, but that doesn’t mean we don’t have data to look at. Over on the Trust Insights blog, I’ve started the second annual 12 Days of Data series, where we examine 12 different major datasets from 2020 to see the year that was, and help you plan for the year ahead.…
Karalyn asks, “In a situation where the marketing tweet did not have a higher engagement rate, but did have a higher impact, how do you show that community value to a client?” Community value is measured over the long-term, which means first educating the client on the value of a community. The day you plant…
Summary In today's episode, I explain how to demonstrate the long-term value of a marketing community to clients when a single campaign shows higher engagement but lower impact. Here's what this means for you. You gain a framework for proving community ROI using analytics, attribution modeling, and share-of-mind metrics that justify continued investment. You'll also…
Stephanie asks, “Should I be creating content for search engines or people?” With the advent of modern, AI-driven SEO, this is largely the same thing. Transformer-based natural language processing makes writing for people and writing for machines much closer, thanks to the way machines understand and predict. Models like BERT now understand sentences and paragraphs,…
Summary In today's episode, I walk through how to diagnose and fix website UX issues using tools like Microsoft Clarity, Hotjar, and Crazy Egg. Here's what this means for you. You gain a systematic approach to improving conversions by focusing first on the pages that already drive revenue rather than tinkering randomly. You'll also learn…
