Owned Media
Abraham Maslow’s Hierarchy of Needs says human behavior can be classified based on needs. To achieve our full potential, basic needs must be satisfied before psychological needs, and psychological needs must be satisfied before self-fulfillment can be achieved. There is a logical order to digital marketing as well. Organizations that implement a digital pivot as…
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It took a lockdown to get the last of the small businesses out there to pivot to digital. With COVID-19 infections down and US residents half vaccinated, small business reopenings spiked in Q1, according to the 2021 Yelp Economic Average Report. But is this a return to business as usual? Or should small businesses be…
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From interchangeable parts to Lego to Minecraft to podcast production, modular means modernization. So, why not emails? Email generates an ROI of $42 per every single dollar invested but it is the most challenging part of the content marketing funnel. Despite being 40x more effective than social media marketing on Twitter and Facebook, email marketing is…
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Search engine optimization is a broad discipline with a lot to learn, so it’s easy to become overwhelmed. But even if you can’t afford to hire the best SEO consultant, there’s plenty you can yourself to search optimize your website SEO is foundational to nearly all your digital marketing activities and should be done early…
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When I created the Behind the Curtain podcast for the LA Opera, the goal was selling tickets to younger audiences. And you can’t sell tickets on iTunes. So if you’re thinking about how to leverage owned media through shared media channels to drive measurable results for your business, let’s take a moment to focus on…
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This is my attempt to succinctly give you the benefits of starting a podcast. It is intentionally short and sweet. If you want a skyscraper post, go elsewhere. These are the benefits of podcasting from a content marketing perspective. I created these bullets 15 years ago for a client proposal when I launched my first…
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As a result of the pandemic, we are all learning a ton about using webinars for marketing. And after watching the last episode of SNL at Home, I’m convinced there’s a lot we can learn from them too. Social media chatter about SNL at Home spiked significantly, first when the episode was announced, again on…
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I spoke to Robbie Vann Adibe, a very successful angel investor from Silicon Valley, about the impact of the pandemic on his portfolio. He’s seen multiple successful exits. We’ve worked together for over a decade and he’s been particularly good at picking winners. I set up the meeting for him with Wired Magazine Editor Chris Anderson that…
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Digital natives are a million times more media savvy and tech literate than most CEOs. They’ve seen reality TV stars transform into celebrities and watched their friends become instafamous. They understand how to manipulate media, so they’re not easily manipulated themselves. As a result, the practice of explaining the gap between what companies say and…
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What’s a more important driver of human psychology? Nature or nurture? I just finished these books about the nature vs nurture debate, both by psychologists and here’s I learned that are applicable to B2B digital marketing strategy. Each book answered a different side of the question. If we are born emotionally predisposed to different points of view,…
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