Summary In today's episode, I walk through how Trust Insights uses its own data to build a 2022 marketing plan, covering macro benchmarks, traffic forecasting, channel analysis, keyword strategy, and content framework choices. Here's what this means for you. You can apply the same data-driven planning process to your own business by breaking goals into…
Summary In today's episode, I walk through two practical frameworks for building marketing strategies — the tactical Traction model and the strategic SWOT analysis — so you never have to stare at a blank page during annual planning again. Here's what this means for you. You gain a repeatable process for picking the right channels,…
Summary In today's episode, I walk through how far in advance you need to start planning digital marketing campaigns for seasonal and holiday shifts. Here's what this means for you. You get a three-step framework that helps you avoid missing critical marketing windows and wasting ad spend on poorly timed campaigns. You'll also learn these…
Summary In today's episode, I break down how marketing decision-making processes must shift as we plan for 2021 amid an unpredictable pandemic-driven environment. Here's what this means for you. You need a faster, more disciplined approach to data analysis in order to avoid costly blind spots and react to rapid market shifts. You'll also learn…
Summary In today's episode, I break down how to research and organize content for a new marketing project based on scope and deliverable. Here's what this means for you. You'll build a repeatable system that scales your research depth so smaller projects stay lean and larger ones never miss critical pieces. You'll also learn these…
Summary In today's episode, I break down five guidelines for deciding when and how a brand should respond to tragic events like celebrity deaths or public tragedies. Here's what this means for you. You get a clear decision framework that protects your brand from looking insensitive while ensuring you respond when it actually matters to…
Lauren asks, “I’m planning out 2020 and I’m curious….what tools do you use? Is there a template, worksheet, planner, or process that you swear by?” For marketing, I take my Google Analytics traffic from the last couple of years and run a predictive analytics algorithm to forecast next year’s traffic. Then I look at the…
Summary In today's episode, I walk through how predictive analytics and traffic driver analysis can shape your marketing planning for the coming year. Here's what this means for you. You gain a data-driven framework for forecasting traffic changes and deciding where to invest your marketing efforts before losses show up in your numbers. You'll also…
Summary In today's episode, I walk through how predictive calendaring helps content creators stay fresh by forecasting when specific topics will trend among their audience. Here's what this means for you. You gain a data-driven system for planning weeks or months of content that never feels repetitive or stale. You'll also learn these concepts: how…
