The Experience Makers Live virtual conference held by Adobe this summer was packed with interesting and informative keynotes and breakout sessions on a variety of topics related to modern business and marketing and sales. But there was one major theme that seemed to be the red thread, and became the point that really stuck with me: in a Covid-19 world, content and customer journeys are more important than ever.  While so many businesses are finding ways to pivot their offerings, services, and even business models to adapt to how consumers are currently limited, those who are becoming more ..read more

Last week’s Experience Makers Live virtual conference held by Adobe was packed with interesting and informative keynotes and breakout sessions on a variety of topics related to modern business and marketing and sales. But there was one major theme that seemed to be the red thread, and became the point that really stuck with me: In a Covid-19 world, content is more important than ever.  While so many businesses are finding ways to pivot their offerings, services, and even business models to adapt to how consumers are currently limited, those who are becoming more innovative in their conten ..read more

It is no secret that link building is one of the most challenging, yet most vital tactics in search engine optimization. Google holds such high regard for high-quality backlinks, because they are the best indicators of whether or not your website is authoritative in the space. Through basic crowdsourcing, Google can use website data (number of links pointing toward your website) to determine the viability and relevance of your website on certain topics.  So why is link building so difficult? Over the years, SEOs from all over the world have been able to manipulate Google’s algorithm throu ..read more

The search marketing industry is built to run like a macroeconomy. What do I mean by that? Search results are resources.  Websites are businesses.  Users are people.  Supply and demand are in effect.  Google is a governmental body, and they work to improve market outcomes through the application of policies (algorithm updates).  Let me break this idea down for you to show why it’s critical to think this way when executing any search marketing strategy. Basics of Macroeconomics Macroeconomics is an elegant way of saying a “large-scale economic system”, in which societies or governments organize ..read more

Marketing is an industry that has exploded in a million directions. From print advertisements grew blogging and content marketing. From radio, we saw the advent of podcasts. Television spawned the rise of video marketing on social media. And on and on and on. For businesses with limited budgets, this is a daunting reality. Which medium do you choose? It can be tempting to pick one platform in order to optimize your investments. That’s a mistake, as you end up limiting how your audience engages with and views your brand. Sure, having one core competency is good, but you also need to create enou ..read more

The Internet makes it possible for any company to market to a global audience, but it’s not easy to do global marketing successfully. Getting the right marketing content to potential customers worldwide is beyond simply translating it from one language to another. And most of the time, complexities aren’t out there in international markets – they are in a company’s own marketing function. That means one of the fundamental global marketing questions every company needs to answer is, “Are we organized and aligned to deliver the right content at the right time to every audience we want to reach ..read more

Content marketing has transformed our industry, with B2B brands large and small using it to generate millions of engagements. In fact, by 2016, 88% of all B2B brands were using content marketing. Then something changed. Marketers produced too much. They oversaturated the market. They made it too hard to stand out. But content stopped succeeding for a few other reasons, too. Skimping on research: Often, marketers rushes to get their content out as quickly as possible. For example, in December 2017, more than 40,000 articles were being published about Bitcoin each week, according to Buzzsomo. T ..read more

Your customers provide a huge amount of knowledge about their wants and needs through their data. Customer data can help brands formulate strategies that have more chances of succeeding and improve their conversion and growth rates. Additionally, brands can use customer data to create content that is search engine friendly and optimized according to their audience’s needs. But it can be tedious to utilize customer data into creating worthwhile content that is polished enough to help the community. I’ve put together a list of the most efficient ways to use customer data and create compelling co ..read more