By Andy Crestodina A few articles get most of the clicks. A few videos get most of the views. A few posts get most of the engagement. The top performers don’t just get better results, they get exponentially better results. Marketing charts are never straight lines, they’re hockey stick curves. The top performers in any marketing channel get all the love. For years I’ve been looking at these charts, asking Why the steep drop? Why the long tail? What is this pattern?? Then I came across Zipf’s Law. It’s a statistical concept that came out of linguistics, but can be applied to any list of v ..read more

By Andy Crestodina There are so many ways to generate a B2B lead. From cold outreach and warm introductions, paid search and organic social, anything might work. But before you get overwhelmed with options, keep this in mind: There may be visitors on your site right now, as you read this sentence. Your next potential lead is actually on your homepage, at this very moment, scanning through text, looking for an answer …then giving up and hitting the back button. That’s why we should first prioritize the website experience. Regardless of the traffic source, regardless of content strategy, co ..read more

By Mackenzie Pelletier Hola, bonjour, gutentag, hello! If you’re reading this, you’re likely considering or currently working on designing a multi-language website. This can be an expensive and time-consuming undertaking, but one that can provide many benefits. Not only is a multilingual site more accessible to a wider audience, but providing content in more than one language is sometimes necessary for your business model or legal requirements. There are many reasons you may need to design a multilingual website: You or your client are a multinational organization. You or your client hav ..read more

By Andy Crestodina You wrote it years ago. It did well at the time. People liked it …it was opened and clicked. Google liked it …it was indexed and ranked. But readers and search engines moved on. And you never looked back. But maybe it’s time to update that old blog post. Maybe if you freshen it up, it would do well in inboxes and social streams. And maybe it would appear again in search results. For many bloggers, this works. The bloggers who update old articles are twice as likely to report “strong results” from content marketing. That’s according to our annual blogger survey. Since 20 ..read more

By Mackenzie Pelletier Are you leading the charge on refreshing your company’s marketing strategy? What is your lead generation goal for this month? Or your target sales number for the end of the quarter? Whether there is a magic number you’re striving to hit, or you’re aiming for qualitative change, most of us have a goal in mind for the end of the day, week, month or year. Understanding how to effectively use inbound and outbound marketing to reach potential clients can help you reach your goals. Let’s discuss the differences between the two, examples of both and how to know which is be ..read more

By Mackenzie Pelletier Lead generation is the process of attracting potential customers to your business, educating them on your offerings and encouraging them to convert and become a customer. Inbound lead generation involves attracting customers through content such as blog posts, ebooks, online guides, etc. Outbound lead generation involves more traditional tactics, such as cold calling, email marketing and direct mail. A website serves as both a platform for publishing and a machine for generating inbound leads. However, simply having a website that explains what you do and how to co ..read more

By Andy Crestodina Nervous? Sweaty palms? The website launch date is coming soon. What if everything goes wrong? What if you lose your rankings in Google?? Relaunching a high ranking website is a little scary. Just imagine: hundreds of hours of work, tens of thousands of dollars invested and then… lower rankings, less traffic, fewer leads. If your current website ranks high and gets traffic from search engines, the idea of a website redesign may be terrifying. It shouldn’t be. As long as you follow best practices, you can expect a minimal impact. You may even improve your rankings. After ..read more

By Andy Crestodina Ranking isn’t really the goal in SEO. Traffic is. That means we need to use GA4 for SEO reporting, because traffic data isn’t in the SEO tools. Traffic isn’t the ultimate goal in SEO either. Lead generation is. That means we need quality traffic that converts into leads. That also means we need to use GA4, because that’s where our conversion data is. Welcome to our mini-guide for using Google Analytics to track SEO performance. We’ve outlined seven reports that show how to use GA4 for SEO, showing how you’re doing in Google search, from top-line traffic to bottom-line l ..read more

By Andy Crestodina Congratulations! You just got some media coverage. There you are in the press or on someone’s blog. You’ve been mentioned. It feels great doesn’t it? But as the warm fuzzies wear off, the big question sets in… What do I do now? You’re getting a flurry of attention and traffic. But it won’t last long. Usually, the spike in website traffic from media coverage lasts only for a few hours. Traffic goes back to what it was within a day or so. Here’s what a classic “press hit” looks like in GA4. It’s visible in your referral traffic and often your direct traffic. How do I get ..read more

By Andy Crestodina New messaging, new offerings, fresh leadership or updated branding. Suddenly, the website (and maybe the current web partner aren’t cutting it). It’s time to redesign. You’re on the quest to choose a new web developer …which can be a challenging, high-stakes decision. Probably, you’ve been through this before and you know that in the world of web development, both costs and results vary wildly. This is a guide for qualifying (or disqualifying) possible web development companies. It is a list of 20 questions, based on our experience on the agency side, combining 25 years ..read more