You Ask, I Answer: Attention Spans and Content Marketing?
Jen asks, “What is your take on the opinion that attention spans are getting shorter and people don’t read long-form content any more?” If that were true, Netflix would be out of business. Disney+ would not exist. Attention spans are longer than...You Ask, I Answer: Bottom of Funnel Content for Conversion?
Jen asks, “What do you suggest for building content that persuades leads to make a purchase decision?” Remember what buying is: an emotional decision we rationalize later. Thus, the question we need to ask is, what emotions do our prospects buy with, and...You Ask, I Answer: Content for Middle of Funnel Marketing?
Melissa asks, “What content works best for moving prospects from the awareness stage and turning them into leads?” The answer to the question of middle of funnel content is contingent on what kinds of prospects they are and where they are in the demand...You Ask, I Answer: Determining Facebook Ads Effectiveness?
Jen asks, “How can brands find out which kind of Facebook Ads work best for them?” You’ll need to do a content assessment in 4 layers: – Audience content – Your own content – Competitive content – Landscape content Once...You Ask, I Answer: What Grade Level for Website Readability?
Tiff asks, “At what reading level should website copy be written? Is it the same as print?” The answer to this question depends on two things: your audience, and what readability score you’re using. There are 5 major readability scores: –...You Ask, I Answer: Measuring Content in the Customer Experience?
Stephanie asks, “How can marketers measure if their content is improving the customer experience?” In the buyer’s journey portion of the customer experience, measure by pipeline acceleration; what content is moving people towards conversion? In the...You Ask, I Answer: Staying Ahead in AI and MarTech?
Buyan asks, “What habits do you do on a regular basis that help you learn and stay ahead in the AI and MarTech space?” Staying current means doing two things: learning and practicing. You need both, in equal amounts, to be able to stay current and fresh....You Ask, I Answer: How Often Should Ads Be Changed?
Jen asks, “How often do you feel like ads should be changed out and freshened up?” I don’t feel anything. I look at the data. Look for diminishing returns, and use that as your determinant for when to make a change. How do you calculate that? With a...You Ask, I Answer: What Makes a Good Content Marketing Idea?
Stephanie asks, “How do you define what makes a good, quality content idea?” The easy answer is whether it provokes emotion. Measure your emotional writing with a service like IBM Watson Tone Analyzer. Can’t see anything? Watch it on YouTube here....AI for Marketers Book
In this all-new, completely-rewritten 2nd Edition of AI for Marketers, learn:
- What AI is and isn't
- 5 practical applications of AI in marketing
- Key questions to ask of any vendor claims about AI
- How to prepare your company and your career for AI
