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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Biznology Editorial Team
Biznology is JEM's digital magazine that highlights the insights and expertise of the 2GO Advisory Group. Biznology is focused on 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.
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…
Read MoreAttribution: the science of marketing
As I mentioned a while back, I keynoted at Search Insider Summit in Key Largo earlier this year. One of the main threads of that conference was on attribution, which…
Read MoreWhy don’t more marketers use keyword research?
I recently had the privilege to sit in on FIR B2B episode 45: a podcast by Paul Gillin and David Strom. When my wife heard it, she said they sound…
Read MoreThe challenge of authenticity
How to write content that is both outside-In and authentic to your brand In my last post I promised several follow-up posts delving deeper into the three insights. I still want…
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