Five marketing books to read this quarter 📚

📙 April Dunford – Obviously Awesome
This book provides a great step by step process that any startup can follow to position their product, service, or company.

📘 Nancy Duarte – Resonate
This book shares the underlying story form of all great presentations that will not only create impact but will move people to action.

📕 Sean Ellis – Hacking Growth
This book walks readers through the process of creating and executing their own custom-made growth hacking strategy.

📗 Robert Cialdini – Influence
A psychology book examining the key ways people can be influenced.

📙 Geoffrey A. Moore – Crossing the Chasm
A book that focuses on the specifics of marketing high tech products during the early start-up period

If you can only choose 1-2 books, I’d prioritize April and Sean’s books. 🙌

What other marketing books would you add to the list?

CategoriesDigital Marketing

COVID-19 and Your Digital Marketing

Google provided advice on what businesses should do with their Google My Business listings if they’re affected by COVID-19.

To assist customers, businesses affected by COVID-19 are encouraged to update their Google My Business profile with with the most accurate information.

Google has published a new GMB help page with further recommendations, which include:

  • Change business hours: If your business hours have changed, update the times when you’ll be open or closed.
  • Update business description: Explain whether or not your business operations are affected by COVID-19. Additionally, you can share information about any extra precautions your business is taking.
  • Publish a post: Share detailed and timely updates about what’s going on with your business through Google Posts.
  • Update contact info: Make sure your phone number is correct so that customers can reach you.

These are all tools that were previously available to businesses, so there are no new features being added. Google is just advising businesses on how to best utilize GMB in light of the coronavirus situation.

Perhaps specific features related to COVID-19 will be added in the future, but this is what’s available for now.

CategoriesDigital Marketing

Search Marketing Trends 2018

Thoughts on the latest organic and paid search innovations for marketing managers to review and act

Success in SEO has always gone to those businesses and their agencies who have the best data-driven processes and people to give attention to the detail needed to compete.

Search engines, and especially recently Google, have gradually improved their insight data sources and tools to help businesses identify new opportunities and fix problems.

Review how your business can improve your data visualization and alerts to identify search threats/problems/opportunities by harnessing data APIs (Application Programme Interface).

Smaller businesses can work with insight sources like Google’s Keyword Planner, Campaign Planner, Analytics and Search Console (GSC) to help identify improvements. These services have improved and I hope to see larger data volumes and longer time intervals than the current 90 days in GSC.

Although some have proclaimed (and Google has advised) that keyword analysis is futile, given Google’s advances in personalization and semantic analysis, SEO still demands you know which keywords you are targeting…


Use a keyword ‘gap analysis’ to define opportunity.

You can make the case and review the opportunity to attract more visits by reviewing a defined set of keywords and qualifiers against actual visits to a site.

Ask your team, consultant or agency for their approach to gap analysis or use spread- sheet-based tools like the Smart Insights Gap Analysis to explore your opportunities Gap between page content and user queries is a common problem at site-wide level.


Treat your content assets as a portfolio as shown below. Work to improve problematic content and update and surface performing content more prominently in the customer journey. This article3 gives an example of how HubSpot has used ‘Historical optimization’ to more than double the number of monthly leads generated by the old posts they have optimized, they also increased monthly organic search views of old posts, optimized by an average of 106%.

As part of your SEO and AdWords programmes, I recommend prioritising improvements by thinking of your content as a portfolio of pages of different types, which contribute different amounts of value to the business based on their popularity and conversion rates. Content optimization is about making your content work better for you, by reviewing content effectiveness using the type of analysis below and then making improvements for SEO and conversion purposes.

An improvement we have seen in rolling out in 2017 are data visualisation tools such as Google’s Data Studio1, Microsoft’s Power BI and Tableau. These tools enable superior, more professional reports that show the channel and goals deltas (e.g. month-on-month, year-on-year changes) needed to manage performance much more clearly than was practical in Google Analytics.

Another benefit of these tools is that you can use different API data sources to pull in and combine different data. I’ve been suing Data Studio for some of my monthly and weekly trading reports alongside. However, for more detailed analysis, I offer Google Sheets reports at a URL level which access the Google Analytics APIs.

CategoriesDigital Marketing

The Real Time Google Penguin Algorithm is rolling out

Google just confirmed the Rollout of the Real Time Penguin today on the Official Google Webmasters Central Blog.

This is it: Google Penguin 4.0. Now everything will happen in real time.
Google Penguin is officially part of Google’s Core Algorithm.

Important points about the Real Time Penguin

1. The Google Penguin positive or negative signal is now recalculated with every new crawl. Tools like Link Detox Boost is, therefore, the perfect tool also to “test & try” links effects and not only make the disavow work.

2. Google pointed out that Google Penguin will be more granular. That means that it now not only affects the whole site (or not). It has its impact on all levels like domain, folders, pages and probably also keywords and keyword groups. Anything that goes into the organic rankings will now be affected by the Penguin algorithm on a fine level. This will be harder to diagnose “small Penguin penalties” in many cases.

3. An aggressively SEOed part of a website trips the Penguin filter, while other parts are ranking fine.This comes with Google Penguin being granular from now on.

Read more about Real Time Google Penguin roll out here.

CategoriesDigital Marketing

Seven things to consider while planning out your content marketing strategy

There’s a lot of noise about content marketing today. Everyone’s talking about it. Businesses today need content marketing. It’s a critical aspect of being visible in today’s digital busy world, so why? There’s an abundance of information out there on the Internet for your customers.

There’s a ton of information out there, and it’s extremely difficult for you as a marketer to get heard through all of that noise.

We also live in a multidevice world. Your customers move seamlessly through their laptops to their phones to their tablet. They can carry information around with them in their pocket and access it any minute at any time in a 24/7 world.

We live in a multichannel world as well, so not only are your customers accessing information on multiple devices, but they’re also accessing information across channels. What do I mean by that? Your customers are on social media, they’re on search, they’re on your website, they’re on review sites like Yelp and Google. There’s really a ton of different channels today that your customers live. As a marketer, it’s important to be present and be relevant on all those channels.

What does all of this mean, all this information, these multidevices, multichannels? What that means is that your customers’ attention is really divided amongst all of these different areas, and therefore, the attention that they actually have for you and your messaging is scarce. But content marketing helps you actually break through that noise because you’re providing thought leadership and you’re differentiating your brand from all the other brands out there.

By creating valuable, relevant, and educational content, you can be seen in front of your customers on those different channels, on those different devices, and really become that trusted resource through all of that information. There are a few things content marketing does that makes it so relevant these days. And those are the things you should keep in mind while planning out your content marketing strategy.

  1. Content marketing engages individuals on their own terms. This means being available and being relevant where your audience lives, so that’s that concept of multichannel, multidevice.
  2. Content marketing is based oninteractions with your buyers, so you should be creating content that is relevant to what your buyers want to hear and what they’re searching for.
  3. Content marketing should tell a story.Your content should tell not only your business story but also the story of your customers. It really does have to be a story. It has to be a narrative that’s interesting and engaging.
  4. Content marketingis the right fit for your channels. You need to create different types of content for different channels. One type of content that’s great for your social media channel might not be right for email marketing or a paid program that you’re doing. Make sure that the content that you’re creating is you think about being channel-specific.
  5. Content has a clear purpose.This means that all content that you create should have a goal, should have a purpose in mind. You’re creating content for thought leadership, brand awareness, lead generation, all of these things. Make sure it has a purpose.
  6. Content marketing has pre-defined metrics.You should be creating content with end goals in mind, whether that’s x amount of new customers, maybe it’s new followers on your social networks. Whatever your pre-defined metrics should be, make sure you determine those before you go in and actually create that content.
  7. Content marketing is almost always evergreen.When possible, create the content that will last months, or better yet, years.

Top Apps for iOS in 2015

At the end of each year, Apple recognizes the most noteworthy new apps and games and n I tell AppStore.

This year’s list includes photography apps, communication apps, entertainment apps, and more. 

Periscope, the popular livestreaming app that Twitter acquired earlier this year, was named Apple’s App of the Year. 

According to Apple “This game-changer made sharing and watching live videos an instant obsession.”

Here’s a look at Apple’s favorite apps of 2015:

  • Periscope by Twitter Inc. (App of the Year)
  • Enlight by Lightricks Ltd. (Runner Up)
  • Robinhood – Free Stock Trading by Robinhood Markets, Inc.(Runner Up)
  • Workflow: Powerful Automation Made Simple by DeskConnect, Inc. (Most Innovative)
  • Instagram by Instagram Inc. (Best App on the iPhone 6s)
  • HBO Now by HBO
  • Hopper – Airfare Predictions by Hopper
  • Darkroom – Photo Editor by Bergen Co.
  • Lark – Personal Weight Loss Coach & 24/7 Nutritionist by LARK
  • The Everything Machine by Tinybop Inc.
  • Pacemaker by Pacemaker Music AB
  • Tandem – Language Exchange by Tripod Technology
  • Jet by
  • Timeline – News in Context by, Inc.
  • Vee for Video by Medious
  • Fit Men Cook – Healthy Recipes by Nibble Apps ltd.
  • Spark – Smart Email App for Work by Readdle
  • RefME – Citations Made Easy by RefME
  • Wildcard – Know the Day in News and Entertainment by Coopkanics Inc.
  • Paper – Notes, Photo Annotation, and Sketches by FiftyThree, Inc.
  • GIPHY CAM. The GIF Camera by Giphy Inc,
  • PRY by Tender Claws LLC
  • Reuters TV: Video News by Thomson Reuters
  • Zova by ZOVA
  • Blue Apron by Blue Apron Inc.