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3 Insights from Search Insider Summit
I had the good fortune to deliver a keynote address at the Search Insider Summit (SIS) in Key Largo, Florida on May 6th. I love this conference because it is composed of a small group of experts who...
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The challenge of authenticity
How to write content that is both outside-In and authentic to your brand In my last post I promised several follow-up posts delving deeper into the three insights. I still want to do that, but not this...
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Why don’t more marketers use keyword research?
I recently had the privilege to sit in on FIR B2B episode 45: a podcast by Paul Gillin and David Strom. When my wife heard it, she said they sound like the “Click and Clack of tech.” Needless to say,...
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Attribution: the science of marketing
As I mentioned a while back, I keynoted at Search Insider Summit in Key Largo earlier this year. One of the main threads of that conference was on attribution, which attempts to give the proper credit...
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What is structured content?
Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your...
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7 key roles in digital marketing
I recently had the opportunity to speak at a Fairfield County, CT, AMA event. It was a lot of fun presenting Outside-In Marketing to local executives and students at UConn Stamford, which hosted the...
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Design: The top SEO ranking factor
If you only have resources for one SEO factor, choose design. That’s my answer to the one question I get most often in my job. And it shocks people. “You mean it’s not metadata?” Not even close....
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Cognitive content strategy
Managers of large sites must balance search AI with navigation IA My job involves building content systems and platforms for the world’s largest private digital publisher—IBM. Most of the people I talk...
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Creativity vs. productivity: AI to the rescue
Throughout my career, I have noticed a tension between creativity and productivity. In my more productive times, I’m checking off items in my to-do list one at a time. For each item, I have a clear...
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Influencers: the key to content marketing
I recently had the pleasure of participating in a B2B digital marketing forum hosted by The Conference Board and led by Mike Moran and Tim Peter. Mike invited me because of all the experience in B2B...
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2 applications of marketing AI
The major hole in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing is the lack of information on marketing artificial intelligence (AI). We talk about how to transform...
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3 reasons to avoid Accelerated Mobile Pages (AMPs)
I often get asked about IBM‘s position on Accelerated Mobile Pages (AMPs). AMPs are mobile-first web pages that you submit to Google, so that it caches them for quicker load times. Those who follow the...
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International SEO: Another reason to avoid AMPs
In my last post, I gave three reasons to avoid accelerated mobile mages (AMPs). Accelerated mobile pages are flat HTML web pages that follow Google‘s guidelines and are hosted by Google to boost page...
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What is a keyword ontology?
A keyword ontology is a knowledge graph describing relationships between the keywords your target audiences frequently use in search queries and the products and services you sell. It can include other...
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Why are URLs so important?
I recently commented on a LinkedIn post about the power of LinkedIn as a content marketing platform. The gist of the post was that it is rapidly becoming the go-to platform for branded content...
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On the limits of personalization
Before I start my post, I’d also like to invite you to the next Biznology webinar on May 1 where Mike Moran is going to interview me about keyword knowledge graphs. Editor’s note: This link has been...
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3 hacks of agile scrum for content design
I was gratified in a nostalgic way to read articles by my friends and former colleagues Sol Sender and Charles Chesnut, writing about the challenges of adopting agile. I was on the first scrum team...
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You’re doing SEO wrong: it’s all about authority
Most people get the theory of SEO: You find the keywords and phrases that compose the search queries of your target audience, and you build content that answers the questions implicit in those queries....
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Attribution: The secret sauce of digital marketing
One thread that binds my career is top-of-funnel content. I’ve co-written two books on the importance of early-stage content and how to identify and capitalize on those opportunities. I’ve also had a...
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What is user intent?
I get this question a lot. Every time I answer it, I glean new insights about how to use it in content strategy. After answering it about a hundred times, I think it deserves a blog post all its own....
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