One theme that cropped up again and again at this year’s Sydney Content Marketing World was how marketers need to understand their audience—even before they become customers. So far, so much common sense. Yet we can all name thousands of examples where what should be common sense is overlooked in favour of disconnected and cliched […]
Joe Pulizzi sparked a bit of a discussion on Facebook yesterday when he confessed that he regularly ignores blog posts that aren’t dated. Many commenters agreed, but some argued that removing the date from blog posts dramatically increased search traffic. So who’s right? Does dating your posts somehow limit their ability to attract traffic? Is the […]
This article appears in the November 2013 issue of Chief Content Officer. I’ve never understood lepidopterists. They admire the beauty of moths and butterflies, chasing them across meadows with a large net. But once caught, the creature is dropped in a killing jar and pinned to a display board. As KPIs go, a butterfly collection […]
Forgive me for a moment while I make an incredibly broad and general statement — the sort of simplistic statement I usually complain about when made by other people. But I’m not other people and I need a hook for this article. Don’t worry. If I can’t make it stick, you’re welcome to point out the flaws to me on Twitter, Facebook, or LinkedIn.
Why is it my wife will always come home with a lottery ticket in a jackpot week? Statistically speaking, she is more likely to die in the car on the way to the shop than she is to win the $30 million draw.
In content marketing, it can be tempting to expect customers to follow our preferred and most convenient path of content breadcrumbs to the sale. But while each individual will experience a linear path from their perspective, the question of ‘which’ follows ‘what’ will differ for just about everyone. Anyone else remember those Choose Your Own Adventure […]
We love stats. With so much data available to us on every aspect of marketing, we have come to trust stats with a level of awe and power that can sometimes lead us astray. We’re told that numbers never lie. In fact they lie, obfuscate and mislead all the time, by omission at least…
UPDATE: If you can’t attend the full 3 day conference, a handful of ‘workshop only’ tickets for my Monday session are now available for $395. Book here. The Content Marketing Institute has hosted two hugely successful conferences in the US, and now Content Marketing World has partnered with ADMA to come to Sydney’s Sheraton on the Park hotel […]
Everything points to content marketing exploding in 2013. 95% of businesses claim plans to increase content marketing activities this year. Great, huh? Should keep me very busy (and reasonably well paid) with all the new and eager clients beating on my door, right? But anyone who knows me at all also knows cynicism runs through me like Blackpool through a stick of rock.