When a company invites me to evaluate the state of their digital maturity, the first question they always ask is, “What’s the ideal state?” The fact is, a complete digital…
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What is a keyword ontology?
A keyword ontology is a knowledge graph describing relationships between the keywords your target audiences frequently use in search queries and the products and services you sell. It can include…
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International SEO: Another reason to avoid AMPs
In my last post, I gave three reasons to avoid accelerated mobile mages (AMPs). Accelerated mobile pages are flat HTML web pages that follow Google‘s guidelines and are hosted by…
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How the new tax bill exacerbates millennials’ frustration with “brand capitalism”
Capitalism is really the brand of our free market economic system which has been the driving force for American commercial success since its founding. But is it working as a…
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Why animation works for technology business video
Animation and technology explainers The extensive use of animation in “explainer” videos can be explained by the fact that 2-Minute Explainers originated in 2004 as computer files authored in Flash,…
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How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process
Everyone is aware that B2B buying is complex. It involves multiple parties over long decision-making cycles. In a large enterprise, this can take months, if not years, and involve dozens…
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2 applications of marketing AI
The major hole in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing is the lack of information on marketing artificial intelligence (AI). We talk about how…
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Digital herds
In his thought-provoking podcast Revisionist History, renowned author and speaker Malcolm Gladwell investigates what he calls “the overlooked and the misunderstood.” In one of its most captivating episodes, “The Big…
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Plato, the Allegory of the Cave, and the digital enterprise, part 2
In my last post, I recalled my experience in 1990s Brazil and how the technological progress in the workforce shaped my comprehension of our digital reality. To some extent, the…
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Digital is plural
As companies embark on their digital transformation journeys, some tend to pursue that continuously moving target of binary perfection with the traditional mega-program enterprise approach: setting up a working group of…
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