Attribution is Dying. Clicks are Dying. Marketing is Going Back to the 20th...
Welcome to another edition of 5-Minute Whiteboards. And folks, we’ve got a doozy of a topic. Yes, I’m being intentionally provocative. But it’s because things really have changed in the last decade,...
View ArticleWhen Attribution Is a Fool’s Errand, Zero-Click Marketing Is the Way
“Zero-Click Marketing sounds good and all, but how do I get executive buy-in?” I hear that question a lot. I think it signals a fundamental misunderstanding of what zero-click marketing is. When I...
View ArticleContent Marketing Needs to Evolve Beyond SEO
I’m tired of seeing blog posts, videos, webinars, articles, guides, resources, social posts whose entire raison d’etre is an attempt to rank for keywords in Google. It limits our creativity AND the...
View ArticleHow Audience Research Gave Me a Competitive Edge — And Helped Me Earn Respect...
Here’s a confession: I’ve never really understood the whole “SEO-driven content strategy” thing. I mean, yeah, I understood it on an intellectual level. Step 1, go after high-volume keywords. Step 2,...
View ArticleHow Paid Media Buyers Can Get an Edge in 2024
(The following post was written by Sam Tomlinson, EVP of Warschawski and one of the smartest marketing strategists operating today, and published on his blog. He’s kindly given us permission to reprint...
View ArticleHow Do We Anchor Content Marketing Efforts in a Multi-Platform Distribution...
This week, I’m taking a full 8 minutes because I want to address an incredibly important email from Russell Wojcik of Liquibase that came in reply to my previous 5-Minute Whiteboard on Content...
View ArticleHow to Fight Back Against a Traffic-Less Web
Surveys, studies, analytics… they all show the same thing: getting traffic on the web is harder than ever and it’s getting worse much faster in the last 2 years than the decade before. Site owners are...
View ArticleIs Google Losing Search Market Share?
A recent Wall Street Journal made the top of feeds in the digital marketing world, claiming that Google is on the precipice of losing the lead in the search advertising wars. Supposedly, in 2025, for...
View ArticleStop Making Your Team Own Tasks. Let Them Own Programs Instead.
In a given week, I would write product descriptions, digital ad copy, pithy social media posts, a couple blog posts, and the abandoned cart email campaign. I loved having a variety of writing...
View ArticleHow Can My Brand Appear in Answers from ChatGPT, Perplexity, Gemini, and...
It’s no surprise that marketers, founders, and business owners are starting to ask how their brands can be returned in the answers given by AI/LLM tools like ChatGPT, Perplexity, and Gemini. But it’s...
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