Lisa asks, “What does a home run look like in your content marketing?” This is an interesting question because of the analogy. What happens more – home runs or runs batted in (RBI)? The answer is the RBI, by a factor of 2-3x. It’s great when you get the occasional home run that drives your…
Lisa asks, “What tools do you think are missing from most content marketers tech stack?” Without a doubt, the ability to know what content is resonating, either by individual channel or by owned media content. This is a giant blind spot I experienced for myself, and one of the reasons I wrote software for Trust…
Lisa asks, “What’s the worst advice you’ve received or seen given to content marketers (or about content marketing)?” Interesting question. There isn’t a ton of terrible advice out there per se – most content marketing advice falls in the same general buckets of “create content people love/people want”, “create as much content as practical”, “create…
Patricia asks, “I know the cannabis and CBD space is growing exponentially. What kinds or types of content should I be producing?” This is an interesting question that will rely heavily on SEO data. The method I recommend for finding industry-specific content marketing opportunities is a three step process: intent-based permutation, validation, followed by predictive…
Stephanie asks, “What’s the difference between buyer personas and target audiences, in the context of content marketing?” Buyer personas and target audiences/target markets are frequently used terms in digital marketing, but when done properly are not interchangeable. Watch this video to learn the differences, why one costs much more than the other, and where to…
Stephanie asks, “Is your paid traffic outperforming your organic traffic? Or vice versa?” This is a bit of a misleading question, in the sense that it implies you want to focus on one more than the other. The real goal is to evaluate the synergy of paid and organic traffic working together. As the cliche…
In this episode, I recap some of the memorable moments from Day 2 of ContentTech Summit, from what to ask sales people to criteria for vendor selection to what Henry Rollins thinks. Watch the video for a deeper dive. Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3…
In today’s show, we look back on day 1 of the ContentTech Summit 2019 Day 1. From stats like the average value of an email address is $35 to 29% of companies spend more on technology than staff, the first day of ContentTech Summit (formerly the Intelligent Content Conference) had a lot to offer. Watch…
