How to do a content marketing audit in 8-steps (plus, best practices for fixing your content)

It’s the 80/20 rule of content marketing: 80% of results come from 20% of content. This is true for every website and for every content marketing audit I’ve ever done. A handful of articles pull in the largest percentage of traffic and conversions. Just look at your own data. A report of your top posts [...]

‘Helpfulness’ May Have a Delayed ROI, But Hang in There Anyway

About five years ago, a business owner requested a meeting with my team to help rebrand his company. When we met, he set down a three-ring binder filled with copies of my weekly marketing column and said, “I’ve been reading you and saving your columns for three years. I’m finally in a position to hire [...]

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