Category: Voices

Why Today's SEO Experts Will Evolve or Go Extinct

Why Today’s SEO Experts Will Evolve or Go Extinct

By admin 3 (2) Comments

At any given time, you can find some major tech journalist, thought leader, martech blogger, or digital marketing guru declaring search engine optimization dead. These harbingers of the digital doomsday usually aren’t being literal. The practice of SEO isn’t dead, but the way SEO experts, consultants, and agencies have traditionally approached the subject might be. […]

READ MORE
How Huge Founder Aaron Shapiro Measures the ROI of Design

How Huge Founder Aaron Shapiro Measures the ROI of Design

By admin 4 0

Six years ago, I launched a site to cover the intersection of advertising and technology in New York. One of my first profiles was on Huge—a small, red-hot Dumbo design agency that had worked on a mobile streaming app called HBO Go. This past summer, I caught up with Huge founder Aaron Shapiro, who has […]

READ MORE
Why Consumers Want Brands to Take a Stand on Social Issues

Why Consumers Want Brands to Take a Stand on Social Issues

By admin 4 0

Rob Holzer remembers the first time he came to Cannes six years ago after starting Matter Unlimited, an agency focusing on ad campaigns that drive positive social change. “People would sort of just tilt their head nicely and be like, “Oh. That’s nice,” Holzer recalls. “But, like, how are you guys going to make any […]

READ MORE
The Science of Brand Voice

The Science of Brand Voice

By admin 6 0

Whenever I talk to brand marketers, I always make sure to ask them one question: How is your content different than what your competitors create? It’s a simple ask, but I’ve noticed that people have trouble answering it. And a lot of them sound the same. They mention things like truly caring about the customers […]

READ MORE
The Best B2B Content, According to The Economist's Top Content Marketer

The Best B2B Content, According to The Economist’s Top Content Marketer

By admin 5 0

The Economist’s Mina Seetharaman has a message for brands: If you’re not solving a real problem for people, you shouldn’t create content. “People tend to think about content marketing or branded content as longform advertising,” Seetharaman, the global managing director of marketing solutions, told me. “You really have to look from the outside in. What […]

READ MORE
The Secret to Measuring the ROI of Brand Sentiment

The Secret to Measuring the ROI of Brand Sentiment

By admin 6 0

If you’re a marketer with a pulse and a subscription to Ad Age, you’ve heard that great content is the key to building relationships with your target audience. But amidst all the top-of-funnel engagement metrics, lead attribution data, and fancy Powerpoints designed to convince our bosses to double our content marketing budgets, one question often […]

READ MORE
Everything Wrong With Marketing Speak, in 1 Chart

Everything Wrong With Marketing Speak, in 1 Chart

By admin 4 0

At 4:40 pm on Thanksgiving, as I was explaining how I’d found synergy between two family recipes to optimize the juiciness of the turkey, I realized that marketing speak had finally sabotaged my vocabulary. “What are you talking about?” my cousin asked. She was looking at me like I was an alien from a planet […]

READ MORE
How to Use Empathic Marketing to Win More Business in 2018

How to Use Empathic Marketing to Win More Business in 2018

By admin 7 0

I think today’s marketing is just a little too obsessed with data. Cue the gasps and snaps and oh no she didn’ts. At a recent networking event, I was talking to a marketer who’d just gotten married. Given her profession, she wasn’t surprised when her momentous life occasion triggered an onslaught of promos and offers. […]

READ MORE
10 Insightful Conversations About the Future of Content

10 Insightful Conversations About the Future of Content

By admin 5 0

This summer, I jumped at my first opportunity to head to Cannes. The awesome folks at Index Exchange invited me to host their video studio and interview ad-tech leaders over the course of the five-day festival, which gave me a convenient excuse to buy aviators and white pants. Things got really interesting, though, about one […]

READ MORE
The One Marketing Buzzword You Should Actually Care About

The One Marketing Buzzword You Should Actually Care About

By admin 3 0

Think back to the last time you had a terrible-no-good-very-bad-I-want-to-move-to-Australia day at work and needed to talk to someone about it. You may have turned to an amazing partner or friend who let you ramble on near endlessly and incoherently, asked appropriate questions at appropriate intervals, handed you Kleenex when needed, periodically interjected with horrified […]

READ MORE
Why Understanding Pain Is the Key to Customer-Centric Marketing

Why Understanding Pain Is the Key to Customer-Centric Marketing

By admin 8 0

When you’re upset, those closest to you can see it in your eyes, your posture, perhaps even your appearance. They’ll ask those two magic words—“What’s wrong?”—and then you’ll launch into a play-by-play dialogue of work drama about how Doug was rude to you, where Divya was sitting in relation to you at the conference table, […]

READ MORE
This Psychological Trick Can Make You a More Empathetic Marketer

This Psychological Trick Can Make You a More Empathetic Marketer

By admin 8 0

Even though I am [redacted] years old, I follow a bunch of trendy Instagram humor accounts aimed at people in their 20s and teens. I’d like to tell you I do this because I think it’s important to keep up with the latest digital trends… but it’s also possible that I just have an immature […]

READ MORE
Show Buttons
Hide Buttons