You Ask, I Answer: The ROI of Content Marketing?
Stephanie asks, “What would you say to a person who states that it’s impossible to measure the ROI of content marketing?” That person is bad at analytics? It’s true that it’s unlikely you’ll measure the ROI of content marketing down...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: 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...AI for Marketers Book
In this all-new, completely-rewritten 2nd Edition of AI for Marketers, learn:
- What AI is and isn't
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