Assessment of social media,
search engine optimization, content 
and other inbound marketing trends.

A few days ago, I tweeted a little prediction about content marketing and called it “2013 Problem.” You can see it bellow:

2013 Content Marketing Problem

I posed a question: Why in the world would I consume YOUR content, implying that in order to earn my attention, you need to provide A LOT of value and be DIFFERENT from other sources of information.

I decided to look into this prediction further to see if I can back it up with the data.

Here’s what I found:

 See that? Audience increase of 5%, while there’re at least 7X increase in blogs in the same time frame.

I’ll ask this again: Why in the world would I consume YOUR content?

With the surge in popularity of content marketing, every business owner and marketer today should create content and tell stories. Whether your content is text, audio, or visual, you want to attract more eye-balls by making your headline irresistible, right? After all, according to Brian Clark of CopyBlogger, “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.”

There’re certainly a lot of benefits to posts with great titles. Not only more people get to read the post, they enjoy a higher click-through rate (CTR) and more social activity, which can positively influence your search rankings. If you ever pay attention to the magazines at your grocery store’s checkout, you’ll see that many of the titles include lists, have something intriguing or surprising, all of which is designed to make you want to buy it. In case of online content, our goal would be clicks, growing audience, and getting some kind of conversion from the reader (e.g., as little as getting their email address to placing an order).

With the clear benefits of catchy headlines, it’s a no-brainer to start using the techniques to make your titles amazing, right? As long as you don’t forget that correlation is not a causation.

As an example, let’s look at the Harvard Business Review’s most popular posts. Six out of 11 are lists. Correlation? Maybe. Causation? Definitely not. List-type posts don’t guarantee that your post will become popular, but given that your content rocks (this is prerequisite!), they might have a better chance.

Our End Goal is Audience’s Commitment

Christopher Penn has recently wrote a post: The Next Big Thing in Digital Marketing. In the post, Christopher writes that we, marketers, should strive not only to become influential (a measure based on the popularity), but to also earn your audiences’ commitment. He writes, “we’d rather have money in the bank rather than exposure.”

I couldn’t agree with this more.

Great titles chase the eye-balls and get more exposure, but my fear is that more and more marketers will abuse this technique. We are not in this profession to become sensationalists — going for the content people can’t resist clicking, but providing very little value inside (we’d lose trust fast!). We’re in marketing for the long haul, to attract and KEEP the audience for years to come, inspiring more brand ambassadors. It’s easier to market when you have engaged audience who’ll consume your content because YOU have published it, not because of the catchy title. Just look at Seth Godin’s posts: they don’t have catchy titles, they aren’t optimized for search, but they GET READ. We’re here for the long haul.

P.S. Just like J.D. Roth made a clever play on “get rich fast” schemes when he created, I encourage you focus on quality, your audience’s needs, and build your audience slowly!

Running an A/B test requires resources, so it pays to know how to conduct tests for the maximum benefit to your organization. Here are eight of the most important lessons on running a successful A/B testing program.


We all want our businesses to be successful. All of our hard work, sleepless nights, truly caring about customers, demanding high standards from the team…

People say “If you build it, they will come.”  Well they did, they came. But once the novelty wore off, what keeps customers from coming again? Coming often?

You do all the right things – great customer service, high quality products/services, friendly environment, decent location… But there are only a handful of customers who would really miss you if you go out of business tomorrow.

How did this happen?

You Need To Standout from Others!

If you haven’t heard of the hotel searching site, you need to check it out. Unlike many other sites in the industry, Oyster does not promote sales. The goal of the site is to help you pick the best hotel for your needs, unbiased by “limited time only” sales or other gimmicks… CONTINUE READING on >

You’ve probably heard about responsive web design. Briefly, it is a technique which uses fluid layouts in addition to CSS @media queries to make your site fit virtually any device with a browser: smartphones, iPad + other tablets, even TVs. It doesn’t matter that Galaxy Tab’s resolution is different from a Nexus S phone — your site will render beautifully, as long as you’ve implemented responsive design correctly.

Responsive Web Design Example

There are many tools and frameworks out there to help make your website responsive, but the point of this post is to outline the steps I took to convert my own site,, to become responsive.

I Chose “320 and Up” boiletplate as a base for my Responsive Design. Continue Reading »

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