With so much ‘thought leadership’ written about content marketing, how do you find the real content strategy experts & not those just parroting stuff from Google?
Is Content Marketing Lost in Translation?
One theme that cropped up again and again at this year’s Sydney Content Marketing World was how marketers need to understand their audience – even before they become customers. So far, so much common sense. Yet we can all name thousands of examples where what should be common sense is overlooked in favour of disconnected […]
Post Dating: Is your content timeless or dated?
Joe Pulizzi sparked a bit of a discussion on Facebook yesterday when he confessed that he regularly ignores blog posts that aren’t dated. Many commenters agreed, but some argued that removing the date from blog posts dramatically increased search traffic. So who’s right? Does dating your posts somehow limit their ability to attract traffic? Is […]
Why Stories + Examples > Facts + Statistics
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.
Why Content Marketing Should Be “Choose Your Own Adventure”
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 […]
The only stats that matter are your own
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…