Let’s face it: in the world of content marketing, winging it is about as effective as bringing a knife to a gunfight. Yet, shockingly, a recent study by the Content Marketing Institute found that only 41% of B2B marketers have a documented content strategy. If you’re part of the 59% flying by the seat of […]
Marketing Strategy
The Shifting Sands of Search: AI, Content, and the Future of SEO and SEM
Last week Colin asked me if “search” was dead. SEO. SEM. All of it. The whole caboodle. “Well, it looks like Google is trying to kill the Golden Goose at the moment, that much we do know!” I replied. I’ve written before how Google had created the Keyword Economy, and made a fortune, but would […]
The Funnel Must Fall: Why You Should Align Marketing to Your Customers’ Journeys
For ages, marketing convention has centered around “the funnel” – that uniform path all customers supposedly follow: Awareness → Interest → Decision → Purchase. But this linear model reflects an outdated, corporate-centric view. It fails to map how diverse audiences actually experience brands today across winding, nonlinear journeys. In our complex digital landscape across sites, […]