As someone who has been working in various forms of AI off and on since the ’80s, I have heard all sorts of dire predictions of what will happen to…
Read MoreC-Suite Corner
A branding perspective – Why Nike supports Kaepernick
The announcement that Nike is now using Colin Kaepernick, one of the most divisive American athletes in our time, to promote its brand was stunning, and guaranteed to further polarize…
Read MorePlanning is critical to website success. So is a clear picture of your goals
Later this week, I’ll be presenting at Wordcamp in New York on the documents and processes that can help ensure your web development project runs smoothly and produces your desired…
Read More
Why marketers need to move beyond the “easy wins”
I know it’s human nature to look for the “easy wins,” or the “low-hanging fruit,” or <fill in your own cliche here>. It’s not just marketers and it’s not new….
Read More
What is user intent?
I get this question a lot. Every time I answer it, I glean new insights about how to use it in content strategy. After answering it about a hundred times,…
Read More
3 Signs it’s time to ditch a digital marketing campaign
Marketers across industries don’t like to admit defeat. However, not every marketing plan provides results, and sometimes, the best course of action is to scratch a campaign completely and move…
Read More
Attribution: The secret sauce of digital marketing
One thread that binds my career is top-of-funnel content. I’ve co-written two books on the importance of early-stage content and how to identify and capitalize on those opportunities. I’ve also…
Read More
Should a brand take a stand on social issues?
Every CEO today is feeling the growing pressure to take a position on some social or cultural issue that has become mainstream in our digital, partisan world. It is a…
Read More
Inspiration for your transformation, part II
In last month’s post, we reviewed a number of examples of legacy firms who’ve made successful — and inspiring — digital transformations. Walmart, Pitney Bowes, JPMorgan Chase and the city…
Read More
Are you tracking anti-conversions?
Any digital marketer worth their salt is tracking conversions. (I am not sure how much salt is worth, but stick with me here.) And that’s good–we want to count when…
Read More
