Understanding User Behavior on Your Website
The first hurdle in website marketing is getting people to visit your website. Once you start to see traffic grow—great! But do you know why those visitors are on your website? Are they the right type of leads you’re looking for? And if so, are they finding what they came looking for, once they’ve arrived? […]
Content Customization vs. Personalization: Know the Difference Before You Commit
As audiences grow increasingly attuned to marketing strategies and communications cadences, it’s evermore important to offer content that speaks directly to their interests and needs. Making people feel heard and recognized, without wasting their time on irrelevant content, is vital in the age of digital marketing. But when you’re talking about a strategy that emphasizes […]
SEO vs. GEO: What’s the Difference and What’s More Important? (Part 2)
In our last blog post, we wrote about the differences between SEO and GEO. Essentially, search engine optimization helps your content get ranked in a traditional search, while generative engine optimization helps artificial intelligence tools surface your content. Note: If you haven’t already started there, we recommend going back and reading Part 1! SEO and […]
SEO vs. GEO: What’s the Difference and What’s More Important? (Part 1)
Today, most professionals are familiar with search engine optimization (SEO)–the art of getting their content seen online, by the correct audiences, by highlighting the specific keywords. But when you look into how to boost your website’s visibility in 2025, you’re more likely to find articles about why SEO may be on its way out—to make […]
Answering a Marketing FAQ: Is Google Stealing Your Clicks?
You’ve likely noticed a significant shift in your web browsing experience in recent months. Instead of presenting a list of suggested links that match your search query, the top half of your results page is taken up with a blurb related to the topic. Using a dropdown, the content expands into several sections addressing various […]
Content Marketing in the Age of AI
Generative artificial intelligence models have reshaped the content marketing landscape. Marketing professionals who continue to tread well-worn paths from the past may find themselves out of step with consumer expectations—leading to lower engagement, weaker click-through, and a stalled pipeline. The good news? Adapting doesn’t require a full overhaul. But before you pivot your strategy, it’s […]
When Great Minds Think Alike: How to Navigate Groupthink in Marketing
You know when Hulu and Netflix both created documentaries about Fyre Festival and released them at the same time? When companies in the same sector or industry are working on similar projects, in similar environments, it’s possible for the overlapping influences to lead to a kind of groupthink. When teams are drawing inspiration from the […]
Is Generate AI a Threat to MY Business?
Even digitally-savvy professionals who have already started integrating artificial intelligence into their workflows might need to pause every now and then to think about how AI could pose a threat to their brand. It’s a realistic concept worth contemplating (as a thinking exercise at the very least). It isn’t just an exercise in caution—it’s a […]
It’s Never Too Late to Launch Your Dream Business – But Here’s What You Need to Succeed
The Financial Times recently wrote about what it dubbed the “silver economy” boom—referring to the high number of advanced-age adults who are becoming sole ownership entrepreneurs. The phenomenon is driven by two primary factors, both informed by the pandemic: But the main takeaway is that it’s never too late to start your dream business (that […]
The Difference Between Engaging Customers and Nurturing a Community
Today’s consumers aren’t just buying products; they’re buying into experiences, values, and relationships. This suggests that marketers should de-emphasize growing the number of customers they’re engaging and instead focus on building communities. (And no, that doesn’t mean just posting more frequently on social media.) A few of the factors driving this trend include: Here’s what […]