Why is it my wife will always come home with a lottery ticket in a jackpot week? Statistically speaking, she is more likely to die in the car on the way to the shop than she is to win the $30 million draw.
In content marketing, it can be tempting to expect customers to follow our preferred and most convenient path of content breadcrumbs to the sale. But while each individual will experience a linear path from their perspective, the question of ‘which’ follows ‘what’ will differ for just about everyone. Anyone else remember those Choose Your Own Adventure [...]
We love stats. With so much data available to us on every aspect of marketing, we have come to trust stats with a level of awe and power that can sometimes lead us astray. We’re told that numbers never lie. In fact they lie, obfuscate and mislead all the time, by omission at least…
UPDATE: If you can’t attend the full 3 day conference, a handful of ‘workshop only’ tickets for my Monday session are now available for $395. Book here. The Content Marketing Institute has hosted two hugely successful conferences in the US, and now Content Marketing World has partnered with ADMA to come to Sydney’s Sheraton on the Park hotel [...]