Those who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know we approach the problem of content marketing head on. Here is my definition…
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Biznology Editorial Team
Biznology is a digital magazine and learning platform that focuses on the intersection of business and technology to help business leaders make smarter decisions for today, tomorrow – and prepare them for what’s next. Biznology covers a range of topics that are top of mind for 21st century leaders dedicated to improving, changing and ultimately transforming their organizations for the future.
3 blockers of outside-in marketing
In the last three years, I have spoken with hundreds of digital marketers about their challenges. These conversations usually follow a conference talk or internal course I’ve delivered, in which…
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3 insights from intelligent content conference
I had the great fortune to speak twice at the Intelligent Content Conference in Las Vegas on March 30. I said to a colleague there that the conference agenda fit…
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6 assumptions push marketing gets wrong
I recently gave a keynote address to the Content Strategy Applied conference in London. My talk was well received, but when I went to post the slides, I realized that…
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Five levers of relevance for digital authors
In my last article, Stop doing short-term campaigns, I said that cognitive effort was the “lever of relevance.” Several people have asked me what this means. Because it is fundamental…
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Stop doing short-term digital campaigns
Regular readers know my work focuses on building more relevant content for the target audience. One of the common objections to this goal is that it is very difficult. How…
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Cognitive content strategy
Managers of large sites must balance search AI with navigation IA My job involves building content systems and platforms for the world’s largest private digital publisher—IBM. Most of the people…
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Design: The top SEO ranking factor
If you only have resources for one SEO factor, choose design. That’s my answer to the one question I get most often in my job. And it shocks people. “You…
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7 key roles in digital marketing
I recently had the opportunity to speak at a Fairfield County, CT, AMA event. It was a lot of fun presenting Outside-In Marketing to local executives and students at UConn…
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What is structured content?
Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data…
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