How to Choose the Right Online Marketing Channels [Infographic]

How to Choose the Right Online Marketing Channels [Infographic]

Online marketing is something you can’t ignore because potential customers use search, social, and mobile to research products and prices before making…

Message Map: What Is It and Should You Do It?

Message Map: What Is It and Should You Do It?

When I was a marketing manager at large corporations, we would typically kick off our year-long campaigns with a multi-day…

Restructuring Google AdWords Accounts and Making Them More Efficient [Case Study]

Restructuring Google AdWords Accounts and Making Them More Efficient [Case Study]

As a consultant, you may find yourself taking over an existing campaign from a previous agency or another marketer. While…

Keyword Strategy and Ludvig Wittgenstein

Keyword Strategy and Ludvig Wittgenstein

In the neverending adventure of trying to learn all I can about how to be a more effective digital marketer,…

Lead Nurturing: What Is It and Should You Do It?

Lead Nurturing: What Is It and Should You Do It?

Buzzword alert! Lead nurturing ranks high with account-based marketing (ABM) as a clever name for something very straightforward. (For top…

Sponsored Content: What Is It and Should You Do It?

Sponsored Content: What Is It and Should You Do It?

What is sponsored content? Contently defines it as “brand-sponsored articles and videos that appear on the sites and social platforms of…

Content Calendar: Rubber, Meet Road!

Content Calendar: Rubber, Meet Road!

Can it be? Are we really at the end of my five-part series on Content Strategy? Sigh. If we must…

Mapping Your Content Possibilities

Mapping Your Content Possibilities

If you’ve been following my series on the Five Steps of Content Strategy, you know that you start with a vision…

The Buyer’s Journey: Dead or Alive?

The Buyer’s Journey: Dead or Alive?

I recently worked on a splendid ad campaign that asked the question, “Is the Customer Journey Dead?” This company posited…

Personas: What Are They and Should You Use Them?

Personas: What Are They and Should You Use Them?

A few years back, I got my first introduction to the concept of personas. I walked into my workplace’s common area…