Summary In today's episode, I explain how modern search engines like Google use transformer models such as BERT to evaluate content at the sentence and paragraph level instead of fixating on individual keywords. Here's what this means for you. You'll discover that writing for people and writing for search engines are now essentially the same…
Tod asks, “What’s the most common mistake people make when it comes to marketing personas?” Marketing personas are aggregates, shorthand for groups or clusters of customers. The top mistake of any kind is not using any data to construct them – relying on opinion only. That’s a recipe for disaster. Other common mistakes: – Not…
Summary In today's episode, I walk through the six most common mistakes marketers make when building marketing personas and why those mistakes undermine real campaign performance. Here's what this means for you. You discover how to construct data-driven, outcome-calibrated personas that actually reflect your audience instead of becoming fictional constructs based on opinion. You'll also…
Natchi asks, “What is the best way to estimate YouTube Ads KPIs performance for a certain budget, duration etc?” For campaigns that are in-flight and have enough data, use the Google Ads simulator. That will tell you what some common scenarios look like. Otherwise, cobble together your best estimate based on data from SEO tools…
Summary In today's episode, I break down how to estimate YouTube ads KPIs and performance for a given budget and time frame. Here's what this means for you. You gain a practical playbook for forecasting video ad costs whether you already have campaigns running or you are starting from scratch. You'll also learn these concepts:…
Anastasia asks, “Is it possible to create a trend? What does it take to make a trend stick?” If we accept that a trend requires a sustained change in our data over time that’s statistically provable, then we need to create the underpinnings of that change. Creating a trend that’s net new is extremely expensive…
Summary In today's episode, I explore whether marketers can truly manufacture a trend and what it really takes to make one stick. Here's what this means for you. You'll find that piggybacking on an existing trend and putting your own spin on it is almost always faster and cheaper than inventing something brand new. You'll…
