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…
Read Moretarget audiences
Read this article before you start a social media program
Are you a B2B business exec whose instincts are saying you should be doing something with social media, but you’re not sure what? You’re not alone. I estimate about half…
Read More
What does SEO success look like?
Those of you who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know that we take a dim view of site redesigns. Sure, there…
Read More
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…
Read More
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…
Read More
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…
Read More
