Matt asks, “Our agency wrote a blog post about 6 things to consider when choosing a yearbook publisher. However, they only used our name in the post once. That seems…odd…to me. I asked why and they said “We do not recommend putting your name in because it will then turn it into an ad and…
Summary In today's episode, I tackle a question about whether a company name should appear in a blog post, arguing that omitting it is outdated advice that defeats the purpose of content marketing. Here's what this means for you. You discover how to weave your brand into helpful content naturally, building credibility without tipping into…
Jason asks, “Can you describe a marketing initiative that illustrates the intersection of data and content?” Data is an ingredient, and a fairly substantial one, for any form of content marketing. In content marketing, you have an opinion, a point of view, and then you have to support that opinion. That’s where data comes into…
Monina asks, “Not every marketer can (or wants to) be the data scientist for their org. What should we look for when hiring an FTE or partner?” This is a critical question because there’s a significant shortage of trained data scientists. Those who exist and are qualified are “reassuringly expensive”. Thus, be on the lookout…
Monina asks, “How can predictive analytics make your content more effective?” Predictive analytics comes in two flavors – understanding and building a predictive model of what makes something work, and time-series forecasting to predict when something will happen. Both techniques are invaluable for boosting your content marketing power. Watch the video for details. Can’t see…
Summary In today's episode, I break down how predictive analytics can make your content more effective by exploring two main branches—predictive modeling and time series forecasting. Here's what this means for you. You'll discover how to focus on what works and time your content for maximum relevance and freshness. You'll also learn these concepts: how…
Monina asks, “What kind of analytics can data science uncover?” This is an interestingly worded question. Analytics are fundamentally about explaining what happened, the what in your data. Very often, as stakeholders we also want to know what’s relevant (data overload) and then why (insights). That’s where data science can help, especially with understanding what’s…
