Brand Awareness is Basically a Meaningless Metric. Here’s Why.
“Kmart has plenty of awareness, so what?” -Purple Cow by Seth Godin I hear the term “brand awareness” all the...
The Economics of Content Creation (or Why Most Roundup Posts Are Awful)
Content creation has a cost, both directly and indirectly. Knowing that cost lets you make better business decisions (and choose what to read)
Content Marketing Strategy: Everything You Need to Know to Build a Growth Machine
Content marketing strategy is something few companies do well. This is something I’ve focused on for years, mostly because all...
2018 Recap (and 2019 Goals)
New Year’s Resolutions™ are overrated, but time-based goals are nice, and so are general life reflections. I find it’s valuable...
A/B Testing: 29 Guidelines for Online Experiments (plus a checklist)
A/B testing is hard. It’s sometimes billed as a magic tool that spits out a decisive answer. It’s not. It’s...
Growth Models
How do you model and predict growth (and growth opportunities)? There’s all this talk about “growth models” and “growth modeling”...
There Ain’t No Such Thing as Free Lunch in Content Marketing
“There ain’t no such thing as free lunch.” – Milton Friedman (among others throughout recent history) This will be piece...
Your Three Days in Austin Itinerary
I’m not an OG Austinite, but I’ve been here long enough to have had dozens of visitors come through and...
How to Capture Email Leads (using Journalism’s 5 W’s technique)
Capturing email leads is one of the primary goals of most content marketing programs. The money’s in the list, you...