CategoryNew Articles

July Reading Recs: A Content Mill Experiment, Fake Instagram Ads and Purpose-Driven Marketing Campaigns

I have strong feelings about content mills, but I put my feelings aside to run an experiment. So, I hired 7 “content mills” to write the same article, analyzed the results, compared them to the top 3 ranking posts for a specific keyword and then shared what I learned in this monster case study. *** Here are five things worth reading this month. What caused this SaaS founder to almost...

SaaS Marketing – How to Create Customer Personas That Work

One of the biggest SaaS marketing mistakes that I see companies routinely make is targeting too broad of an audience.  While this may seem obvious, if you try to speak to everyone, you end up resonating with no one. Instead, you need to focus on the people that are most likely to convert into sales. This is where customer personas – a.k.a. buyer personas – can come in handy. Creating...

I hired 7 content mill writers and this is what I learned

As a copywriter and content strategist, my expectations going into this content mill experiment were low. I understand the amount of work that goes into developing a great piece of content. However, since some people are still buying from content mills, I wanted to conduct an experiment to see the level of quality that I could get for under $60.    For the experiment, I spent $321 USD and hired 7...

Are you the tortoise or the hare?

Are you the tortoise or the hare? I was browsing TikTok – a guilty pleasure – and stumbled across this video of a tortoise and a hare in a race.  I started thinking about marketing and how so many marketers act like hares. They are quick off the gate, move fast and jump from one trend or shiny object to the next big thing. However, this approach is pretty shortsighted. It is often...

Why SaaS companies shouldn’t engage in newsjacking

Since Oreo’s Super Bowl tweet in the dark in 2013, newsjacking has gained popularity with marketers, but it comes with its own pitfalls. In this article, you’ll learn about newsjacking and why you should rely on other marketing tactics. What is Newsjacking? Newsjacking is when you leverage a breaking news story or trending social media topic to draw attention to your product or brand. At first...

May Reading Recs: WIIFM Framework, Facebook Ads, and Editing

If you want more people to read your content, you need to follow the WIIFM framework, and think about what’s in it for THEM, not YOU. WIIFM stands for, “What’s in it for me?” Or, another way to think about this is why should anyone care about what you are creating? While it is usually not intentional, most content that marketers write is pretty self-serving. You wouldn’t go to a bar and simply...

April Reading Recs: Storytelling, Data Visualization Tools and TikTok

Is it better to work 25, 50 or 75 hours each week? This is a trick question. We’re conditioned to think that working more hours is better. Some even brag about how many hours they work. You can’t go onto Instagram or LinkedIn without seeing a bunch of #HustlePorn, or its close cousin, #StrugglePorn posts. Yet, the more someone finds the need to brag about how many hours they are working, the more...

March Reading Recs: The Compound Effect, Branding, and Delivering Value

Too many marketers today are focusing on best practices, case studies to follow or “shortcuts” instead of finding ways to deliver real value. How do you deliver value? 1. Read a lot. 2. Ask questions. 3. Deeply understand the needs and pain points of your customers and prospects. 4. Be willing to run experiments. 5. Fail often, get back up and try again. *** Here are eight things that...

February Reading Recs

As a copywriter and content strategist, I read a lot. Every month I share five thought-provoking articles, podcasts or videos. There’s no lengthy intro or theme just solid content. I’ve long admired the content that Ahrefs cranks out. This post from Tim, their CMO, on how he scaled their marketing team is one of my all-time favorites. Looking for more email subscribers? Here are 25 great...

January Reading Recs

As a copywriter and marketer, I read a lot. Every month I share five thought-provoking articles, podcasts or videos. There’s no lengthy intro or theme just solid content. Ask yourself questions, then question your answers.  What’s the most significant belief you’ve ever changed your mind on? A short, but important reminder of the hidden costs of “free” community platforms A common mistake that...