Lesson for leaders If you had told Google and Facebook when they went public in 2004 and 2012 that they would capture one-fifth of global advertising revenues in 2016…
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4 tips to successful digital writing
As most of you know, I am a prolific writer. I have more than 1700 bylines in my career, spread across dozens of magazines and their companion sites, blog sites,…
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Lead exponential digital growth through publishing and advertising
Lesson for Leaders Advertising is the Internet’s main business model. How can publishers exceed the lost advertising revenues and content displays taken by dominant platforms like Google and Facebook? How…
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6 types of content your readers hate
When creating content for your blog, social media profiles, email subscribers, and other purposes, you don’t want to irritate your readers. Unfortunately, some types of content can send readers running…
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Effective types of native advertising for small businesses
Not many small businesses currently take advantage of native advertising, so the small businesses that do gain a significant advantage over the competition. Native advertising is advertising that looks like…
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Why most B2B social media programs fail to generate real leads
If I were to visit your website, would I find a collection of social media icons I can click on to go to your company page on each of the…
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How customer values are transforming brands today
Brands are under attack today from many sources, most often triggered by activists on social media. They are demanding brands take a stand on controversial socioeconomic and political issues that…
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To get the best prospecting data, use a broker
Marketers put a lot of effort into campaign planning, but sometimes their data selection comes as an afterthought. They may forget that the target audience is the single most important…
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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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Beyond the buzzwords
In our days, companies are wrestling with how to engage with their customers differently. Customer segmentation and what are known as customer journey maps are common ways to engage with…
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