Digital Marketing

Digital Marketing

Time for a Content Reboot? How to Tell

Don’t you sometimes wish you could redo all that content created years ago?  I go back to things I wrote half a dozen years ago and think, “Sheesh, that didn’t age well.” But that’s learning on the record , right? For brands, this problem is relatively new. Before the web and search, a cringy marketing […]

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Digital Marketing

Surprising Search Behavior Teaches This Important Lesson

You have 173 days left to reach your marketing goals this year. Well, let’s be honest. Nobody really works or does anything after Dec. 20. And if we’re really honest, December itself is a wash, and so is the last week of November with the U.S. Thanksgiving celebration. So, you really have 133 days to […]

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Digital Marketing

How To Unite Roles and Teams and Scale Your Content Operations

Ali Orlando Wert has led multiple content teams at high-growth companies fueled by acquisition. Although these teams are often pieced together from multiple acquired companies, they must operate as one. Moving quickly to that point can expose flaws in processes, Ali says. Balls get dropped, and things fall through the cracks. Finger-pointing begins. People make […]

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Digital Marketing

Pack a Bigger Punch Writing Character-Limited Descriptions and Posts

Consumers really like short-form content. Billions watch TikTok videos, YouTube Shorts, and Instagram Reels every month. But it isn’t just consumers who like short content. Google, YouTube, social media platforms, and more expect brief content. In meta descriptions, excerpts, episode descriptions, and sometimes posts. Some even set total character limits. How do you make the […]

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Digital Marketing

You Can Build a Better Racetrack Without Chasing SEO

Let’s talk about SEO. More than a month after a source gave thousands of pages of internal Google documentation to SparkToro co-founder Rand Fishkin, the importance of this leak is still being debated. Rand and others continue to dissect the findings for search optimization hints based on what the documents show about how Google ranks […]

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Digital Marketing

Can a 1985 Marketing Playbook Fix Measurement Problems in 2024?

Marketers should stop using attribution models and return to a 1985–like measurement model if they want their brands to succeed in 2024 and beyond. “Attribution is fully broken these days, but we’re still using it like we used to,” says Rand Fishkin, co-founder of SparkToro. He recently shared that message during his visit to CMI […]

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Digital Marketing

How Better Source Interviews Lead To More Engaging Content

Ask a question; get an answer. Ask the next question; get the next answer. Repeat until done. That’s the basic formula of any interview. But making an interview great requires more than you posing questions and the interviewee answering them. A great interview incorporates a thoughtful approach that makes the subject comfortable enough to share […]

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Digital Marketing

How To Take the All-Important Second Step in Your Content Strategy

I had two interesting discussions with marketing leaders recently. Both revolved around the same question: “Where do we start?” One told me she’d road-mapped an entirely new content operation for her marketing department. She’d gotten the go-ahead from leadership, but everybody was so busy with other work that they weren’t sure how to move forward. […]

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Digital Marketing

What Should Agencies Do in a Flat-Growth Year?

How are things for marketing agencies? Not as great as last year, according to Ad Age’s Agency Report 2024 (subscription required). In 2023, total revenue for the 30 biggest agency companies in the world rose 5.6%. The forecast for this year? It’s between 2% and 3%. The Too Big Five (as CMI’s Robert Rose calls […]

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Digital Marketing

How To Build a Winning Content Plan for Social Media [Template]

Social media offers a volatile space for marketing. The rules of engagement vary across platforms, as do the audiences and opportunities for brands. The platforms’ popularity ebbs and flows while new challengers emerge, hoping to disrupt the scene and steal the spotlight. Once seemingly stable and reliable, shared media outlets shift their business priorities and […]

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