They say the third lever of content marketing growth is content optimization.
Content creation, content promotion, and content optimization.
Statistics suggest that 72% of customers are likely to engage with brands and messages customized to their specific concerns. Automatically adapting your customer experience based on past behavior is the way to get new customers and get them to come back time and time again. It’s the golden rule of marketing. Personalized emails, personalized advertisements, … Read more
A/B testing is, at this point, widespread and common practice. Whether you’re a product manager hoping to quantify the impact of new features (and avoid the risk of negatively impacting growth metrics) or a marketer hoping to optimize a landing page or newsletter subject line, experimentation is the tried-and-true gold standard. It’s not only incredibly … Read more
“Kmart has plenty of awareness, so what?” -Purple Cow by Seth Godin I hear the term “brand awareness” all the time, but to be honest, I don’t really know what it means. On its surface, it’s somewhat obvious: it’s the amount of people who know about your brand. But that simple, stupid Google search definition … Read more
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 is something few companies do well. This is something I’ve focused on for years, mostly because all the companies I’ve worked for, from super early stage startups to HubSpot where I work now, have been largely supported by content marketing (in one way or another). However, each company’s content marketing strategy was … Read more
A/B testing (aka split testing or online controlled experiments) is hard. It’s sometimes billed as a magic tool that spits out a decisive answer. It’s not. It’s a randomized controlled trial, albeit online and with website visitors or users, and it’s reliant upon proper statistical practices. At the same time, I don’t think we should … Read more
How do you model and predict growth (and growth opportunities)? There’s all this talk about “growth models” and “growth modeling” but not much talk about how to build them and get value from them. As with many things, it’s easy to see why they’re important, but hard to put them into action. This post covers … Read more
Capturing email leads is one of the primary goals of most content marketing programs. The money’s in the list, you get a million dollars back for every dollar you invest in email marketing, yada yada yada all the cherry picked statistics. Anyway, you know it’s important or you wouldn’t have found your way here. The … Read more
I think I’m pretty good at email outreach. I’ve done a bunch of it, for a variety of reasons from link building to strategic partnerships to simply wanting to meet up for caffeinated beverages, and have had pretty good success in general. One time, I even had an unexpected case study written up about my … Read more
They say the third lever of content marketing growth is content optimization.
Content creation, content promotion, and content optimization.