Summary: To establish trust with your audience, your content strategy should focus on these five pillars: transparency, credibility, habitual product, relevant language, and specificity. At Omeda’s OX7 meeting in Chicago, Adam Ryan from Workweek gave a talk on 5 pillars of trust. They are … Transparency Credibility Habitual product Relevant language Specificity My notes from…
Summary: When evaluating a new technology, you’ll have lots of preconceptions about how it should work, and what key terms mean. You need to shed those preconceptions and ask lots and lots of detailed questions. Last week I was working on an article for Martech.org on customer data platforms and their close kin – that…
Summary: Goals and objectives should be planned ahead of time. Methods and operations should be documented afterwards. Many years ago I did a workshop on how to get marketing to work with IT. I’ve noticed that when IT says, “I need a requirements document,” marketing often hears that as “go away, kid, you bother me.”…
Summary: Publishers have been telling the world that online content is free. Now they’re reaping the consequences. This morning I was walking the granddog in the neighborhood park and was serenaded to the sound of “Come here, Sky! Come back, Sky! Heel, Sky!” You’ll find it as no surprise that Sky – a lovely German…
Summary: It’s important to know your customer. Know their needs, their wants, their values, their habits, and their preferences. But don’t call into the branding trap of believing they need to be your buddy. Bo Sacks distributed an article by James Evelegh with a rather long title that starts “An even closer union. How close…
Summary: This popular headline format works because it pushes some of the right psychological buttons, but the damage to the brand might not be worth it. I’m sure you’ve seen headlines like this. “I’m a bartender. Please stop mixing bourbon with Italian bitters.” Or “I’m a swim coach, please stop kicking from your knees.” That…
Summary: Here are 10 things for content creators to avoid: Poor Quality, Overly Promotional, Irrelevant or Off-Topic, Inconsistent, Inauthentic, Insensitive or Controversial, Poor User Experience, Lack of Engagement, Repetitive, and Ideologically biased content. Bo Sacks recently distributed an article by Dave Morgan called “It’s NOT About The Content.” His argument is that the point of…
Summary: One type of efficiency often leads to inefficiency in other areas. It’s important to maintain a balanced perspective on different types of efficiency and to relate them to your overall goals. Dishwashers frequently have an efficiency label on them. Those labels irritate me because they imply there’s only one kind of efficiency that matters…
Summary: Micropayments are a good idea in principle, but they haven’t caught on. Why? This article identifies three top reasons: (1) The hassle of lots of little charges. (2) The hassle of signing up. (3) The lack of a clear industry leader. Amazon could solve this. I don’t like platforms, but this seems like the…
Summary: Quadrant analysis can help organize thoughts, products, business units, and tasks. This article discusses 6 2 by 2 matrices that are helpful for business. You probably know and have used the Risk vs. Reward matrix, which creates four quadrants defined by low risk vs. high risk and low reward vs. high reward. It’s a…
Summary: The marketing funnel and the customer journey map are two useful mental models for understanding how your customers interact with your marketing efforts. They both have their strengths and weaknesses. You’ve seen many versions of the marketing funnel. Some of them are simply conceptual and don’t have any numbers attached to them. There might…
Summary: We can fail at estimating probabilities when we allow inconsequential similarities to cloud our judgment. If you flip heads five times, are you “due” for tails? Our brains have learned to take short cuts, but these shortcuts don’t always work. When they don’t work, we call them cognitive biases. The representative heuristic is a…
Summary: Understanding the different types or flavors of CDPs can help in the evaluation process, but it can also give marketers ideas about how to use a CDP to bring value to a business. This article highlights 10 types. Today’s podcast is a shorter version of an article I wrote for Martech.org, which I’ll link…
Summary: Memory of an event is disproportionately affected by the peak experience and the experience at the end. People who plan events for a living should take this into account in their planning. Cold: Your memory of an event may be disproportionately affected by two things Continuing my series on the thoughts of Daniel Kahneman…
Summary: As part of a review of the thoughts of Daniel Kahneman, this article discussed why focus can affect our judgments, and how the ease with which we can think of examples affects our understanding of probability. If you want to understand or learn something, you often have to devote some time to focused, careful…