Focus on Digital Marketing Goals, Not Software

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I get it. I have a great job. It’s exciting to deliver content marketing and marketing automation platforms for our clients, delivering results for them and, yes, “playing” online all day. It can be tempting to dive right in, helping to choose the many products and services that I use to deliver digital marketing programs.…

Six Ways to Accelerate Your Content Marketing Approval Workflow

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When you think about what makes up an effective content marketing program, a lot of moving pieces come to mind: Blog postsVideo and animationBranded graphicsSocial mediaeBooks, case studies, and other premium content …And so on. The workflow goes like this: get a great idea, create content around it, and publish. You get your content finished…

GDPR Means Content Marketing Has to Grow Up

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It’s no wonder that visitors are so hesitant to engage with your content marketing and fill out website forms pre-GDPR. They know what they’re in for once they do. Endless emails with offers. Multiple “newsletters” filled with self-centered advertisements. Messages from Sales every other day, “just checking in.” Let's Be Frank Some marketers haven’t always been completely…

Content Marketers Should Take Note of California’s GDPR-Style Privacy Rules

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“GDPR” has come to the United States, and content marketers should take notice. On Thursday, June 28, California’s governor signed “Consumer Privacy Act of 2018” legislation with data handling rules very similar to what the European Union has with its General Data Protection Regulations. That didn’t take long. And while there is a little time…

Does Your Marketing Follow The Three Rules of Buyer Education?

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Today’s buyers don’t want to hear from you until they say so. That’s why I preach the gospel of permission-based marketing. The content marketing programs I run on behalf of my clients aim to ease buyers along the journey to purchase with the right materials at the right time. We’re successful when customers get what they need to…

HubSpot Inbound Marketing Agencies Should Be Platform Agnostic

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Lessons Learned from 10 Years with the HubSpot Platform I've managed HubSpot instances for various clients and employers for 10 years now, and three things have stood out the whole time: HubSpot is (still!) really bad at reporting. As much as it's sold as a "DIY" platform, you still need either HubSpot or an an…