7 days ago Marketing attribution is dying. Ad blockers. Privacy laws. The death of third-party cookies. Keyword (not provided). Dark social. It’s an attribution-trained marketer’s nightmare. Knowing which channels and tactics truly had an influence on every sale …
20 days ago Imagine that you have perfect knowledge of how every potential customer starts their journey to learn about the kinds of solutions your business offers. And that in that hypothetical, 25% of those potential customers learn …
27 days ago Generative AI, and ChatGPT in particular have been catnip to the tech press, the mainstream media, and the conversations of professionals in nearly every field. How is it going to disrupt your work?! Will AI …
29 days ago How is it only August? It feels like two years since January. Especially here at SparkToro, where the year’s had so much upheaval, despite our attempts to maintain Chill Work. Shortly after our pricing change …
1 month ago I’m worried. Worried that thousands of agencies, in-house practitioners, and even marketing leaders who should know better are STILL prioritizing their content efforts based primarily or entirely on keywords for search. I get it. 10 years …
1 month ago Many of us know the classic content marketing strategy to a tee. You use an SEO tool like Moz or Ahrefs to identify high volume keywords, ideally with low difficulty, you write the content that …
1 month ago Tactically, there’s an infinite number of ways to promote via social media. But, when it comes to distributing content, there are just four categories of promotion that every technique fits under. What are they? Which one …
2 months ago In the not-too-distant future, we’ll look back at the days when a full 1/3rd of Google searches resulted in a free click to the open web and marvel at how good we had it. For …
2 months ago CEO/Sales Leader: “Hey marketing team! We’re behind on our quarterly sales goals and only have 3 weeks left. Do some marketing why doncha?! Crank up them SQLs!“ Marketer: “Yeah, that’s not really how this discipline works. …
2 months ago “But, customer acquisition isn’t how you measure the success of public relations.” I didn’t have formal PR or marketing training and still, I knew it was a ridiculous KPI. This was during my time at direct-to-consumer …
2 months ago When did you first promote content on the Internet? Some of us have been doing it long enough to—GASP—remember when Facebook post CTRs were 10%. Yes, folks, that meant a full 15% of all your …
2 months ago You don’t need to announce your bid to join the creator economy. You don’t need to sell templates or courses, or even start a podcast. And you certainly don’t need to quit your job. Because …
2 months ago If you work in marketing, there’s a good chance your leadership has asked you about Threads. If you work in social media marketing, then leadership has almost certainly asked for your early reaction to Meta’s …
2 months ago When Threads launched on July 5, it was easy to get on the hype train. The battle for a Twitter replacement. A place where most of your friends already are. One-click login. Instagram even cleverly …
3 months ago This week, I’m going back to basics. Not because you need a refresher course, but because so many of us are frustrated in the weeds of marketing precisely because we can’t see the strategy forest …
3 months ago Why do 90% of marketing dollars flow to paid/performance channels that provide attribution? HINT: It’s not because ads are 10X more effective than organic investments. It’s because ads aren’t just measurable, they’re attributable. Your CFO, CMO, and …
3 months ago Howdy SparkToro fans and welcome to the first edition of a new series we’re experimenting with—short, whiteboard style explainer videos. This inaugural video covers a concept that’s crucial to the future of marketing: measurement vs. …
3 months ago 3 Years ago, SparkToro launched in the midst of a world-changing pandemic. In 2021 and 2022 I wrote updates about this business’ journey, both because I love to transparently share the adventure, and because we’re …
3 months ago Google Analytics 4 (GA4) officially launches July 1, 2023. If you’re here, it’s probably because you’re not quite ready for it. Fear not, friend! We’ll get you up to speed. We recently hosted a SparkToro Office …
4 months ago Rand hates the phrase “high-quality content.” Quality is entirely subjective. And because it’s subjective, it’s impossible to measure, let alone find agreed-upon standards. Here’s an example: Remember that Ted Lasso Season 2 episode, Beard After Hours? …
5 months ago This is a guest post by Georgiana Laudi and Claire Suellentrop of SaaS educational and growth consultancy Forget the Funnel. They are the co-authors of Forget the Funnel: A Customer-Led Approach for Predictable, Recurring Revenue. …
5 months ago When site owners and marketers log into their analytics tools to determine how visitors discover and reach their properties, they expect accurate information. Unfortunately, that data is often massively flawed. SparkToro partnered with Really Good …
5 months ago Customer acquisition costs (CAC) have increased significantly over the past decade. This is true for both B2B and B2C companies, with CAC across both industries being up about 70%, according to subscription software company ProfitWell. In …
6 months ago Did you watch the television program Ted Lasso? You probably did; it has the ubiquity of the 1980s’ The Golden Girls in an era of deeply fragmented viewership. I enjoyed the first season quite a …
6 months ago Anyone can make it. Most of it is at least OK. Some of it’s pretty good. A few folks are already sharpening their skills at prompting AIs to generate increasingly high-quality material. But, the core …