Following Ross Simmonds' lead... Ross is a Canadian marketer and content agency owner who's making a name for himself (and his agency) in Eastern Canada. He freely shares insights and learnings online. Recently, he'd been sharing good/bad AI prompts.

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Understanding our customers has always been important. But how we've come to understand them – via persona identification – has undergone a significant evolution over time. Let’s take a look at that transformation, what it means for you.

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Strategic storytelling is a powerful tool for businesses aiming to forge a strong connection with their audience, effectively showcase their solutions, and catalyze business growth.

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Every member of your team should have an awareness or even command of these techniques. Learn 6 copywriting formulas, complete with outlines, examples, and recommend applications covering both Conversion and Information strategies.

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Assuming you have or do what they want, when it comes to website visitors, there are two main types...those who arrive based on a referral or recommendation and those who arrive via a topic search.

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User Experience (UX) is a critical component in website design, directly influencing conversion rates and bounce rates.

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As an amateur photographer, the Arsenal appeared to be just what I'd been hoping for. From the moment I saw that first ad, I was sold. AI-Assisted photography promised to set up my camera perfectly for any shot. Who wouldn't want that?

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I'm so happy to share this transcript from an SEMrush webinar on Personas that I was fortunate to present. The host, Tristam Jarman, opened the door and I walked through into a wonderful world of friendly faces and great questions. I hope you enjoy. There's a lot a good intel in here.

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I want to start this by painting a picture. You walk into a store looking for a specific item. You aren’t sure where it would be, whether it’s in stock, or even if it’s necessarily the item you need to solve your problem.

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A lot of businesses think that content marketing goes something like this: you write a bunch of articles, post them to your blog, share them in social, and magically see new leads come pouring in. What happens is quite different.

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Ask almost any marketer what customers think about when viewing a website and they’ll tell you it comes down to, What’s in it for me? It's generally agreed that’s the big thing we have to get across. It's incentive to keep reading or to take action. The presumption is that “what’s in it for me?” neatly distils our buyers’ motivations into a very clear question. Or does it?

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I have to ask: does Social Proof still hold value?

It's one of the concepts internet marketers love to talk about, even bemoan the loss of (share counts discontinued in 2015 by Twitter, for example).

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Are you an above-average marketer? Statistically speaking, you probably think so… even if the results of your most recent campaigns suggest otherwise.

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Back in 2013, I co-wrote a book with my friend and fellow Canadian marketer, Sam Fiorella, titled “Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing”.

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When we look at human behaviour from the outside in, we come up against a recurring problem: we don’t know what we don’t know.

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