Attention is the fuel your marketing needs. And it’s getting scarce — even as marketers work harder to capture it. Social media is a case in point. My Instagram feed is two-thirds sponsored posts or recommendations; I feel like Meta is trying to see how much people will put up with before they stop using the platform altogether. And often when I Continue Reading...

Technical SEO has changed over the past 20 years. Today, content marketers focus on creating readable, flexible and smart content that readers can consume. This kind of content ranks highest on search engines and generates the best traffic. That said, even today, digital marketers need to know technical SEO best practices so their great content Continue Reading...

Forget the “e.” eCommerce is just commerce now. COVID-19 changed the game. Businesses that relied solely on foot traffic realized all at once what we marketers have been saying for years: technology is not a choice anymore. If you dropship cutting boards from China, you know eCommerce is for you. But you may not realize — if you mow lawns in Continue Reading...

Social media’s not just one more piece of the Internet anymore. It’s a destination on its own. Almost 4 billion people use social media worldwide. GWI notes that the average social media user is active on over 7 different platforms each month. Your audience is out there — if you know where to look. You need to figure out where your audience Continue Reading...

Sir Isaac Newton’s first law of motion doesn’t just apply to objects. It applies to people, too. “Every body perseveres in its state of rest, or of uniform motion in a right line,” stated Newton, “unless it is compelled to change that state by forces impressed thereon.” In other words, inertia. Objects resist movement. So do people. A Continue Reading...

During the Age of Sail, one of the most important jobs on the ship belonged to the sailor in the crow’s nest — the lookout. Sailing ships didn’t have radios. They didn’t have access to weather reports or radar. There were enemies, storms and the unknown just beyond the horizon. One pair of searching eyes with a telescope was the difference Continue Reading...