Early in my career I promised a client I could tell them exactly which pages, channels, and messages were driving revenue. I was half-guessing and they could tell. That embarrassment sent me deep into every analytics platform I could get my hands on. What I found was that most of them looked great in a demo…

I've managed email campaigns long enough to know that a "high open rate" means nothing if it doesn't show up in the pipeline report at the end of the month. The real education came after a failed migration. Deliverability tanked, our publishing workflow turned into a mess of workarounds, and I was suddenly spending more…

A few years back I was rebuilding our nurture stack after a migration that went sideways. We had data scattered across five tools, cold leads quietly slipping out of the funnel, and sales breathing down our necks for warmer MQLs. What made it worse was watching competitors win deals with tighter, behavior-based sequences — showing up…

SEO is important in every modern field including healthcare. But that doesn’t mean it’s easy. Quite the opposite, in fact. The online healthcare industry can be brutal. Competition is fierce, and major healthcare providers like the Mayo Clinic, Johns Hopkins, or government organizations like the CDC typically win that coveted #1 spot in the SERPs. …

The inbound marketing formula is relatively easy to articulate for B2B and B2C non-ecommerce companies. However, defining a good inbound marketing strategy for ecommerce companies isn’t quite so easy. Would inbound marketing work for large ecommerce sites like Zappos, Newegg, and Target? How about niche ecommerce sites that only sell a few products to a…

Everyone and their mother is aware of the marketing concepts of “SEO” and “organic traffic.” These are terms that refer to optimizing the flow of certain kinds of traffic that come to websites from search engines. But what does search engine optimization actually mean? What is it that makes the organic traffic that comes from SEO…

Meta descriptions are like silly old Uncle Bob who gets ignored at Thanksgiving get-togethers. But did you know that Uncle Bob is actually a multi-millionaire looking for a decent niece or nephew to include in his will? Like Bob, meta descriptions are often ignored or duplicated on multiple pages by website page creators and editors…

Have you come across the term “growth marketing” and wondered what exactly it meant? You’re not alone. There is quite a bit of confusion in the marketing world about the term growth marketing and what it really entails.  We’re here to help clear up some of that confusion.  Consider this your growth marketing primer. Below is a…

If you are in business, you will have competitors for sure. In today’s world, no business idea can run on a monopoly track. Even if your product or idea is among the most unique in the world, you will still have to deal with competitors in some form or the other. Identifying who your competitors are…

Last quarter you shipped content, ran paid, maybe even landed a decent press mention… and somehow you’re still not showing up where buyers decide. You’re not in the top 3 for the category terms. You’re not the brand AI tools recommend. Your competitor’s “comparison page” is outranking your product page. And you’re getting the same…

After managing content programs for over 1,000 brands, we have learned that the teams who set clear content objectives outperform those who just "publish and pray" by a wide margin. A content marketing objective is a measurable KPI tied directly to the content you produce — and it plays a critical role in the creation,…