All content is bought or sold long before it's written, edited and published. But even some of the best content marketers don't really understand why and how— and therefore can't fully grasp their own place in its lifecycle. Selling content is the best learning experience of my nearly 15 years…
In Zero to One, I talked about Superpath finally finding its stride in the fall of 2021. A key part of that was launching our marketplace. In the spirit of transparency, I want to be very clear that we haven't solved this—far from it. But we have created a…
About six months ago, Superpath [https://superpath.co/] closed a milestone deal. Business was chugging along but not thriving. This one deal had a real impact. It opened my eyes to a more exciting future than the one I'd been stressing about. At dinner that evening, I told my wife…
A few days ago, my friend (and super smart marketer) Ty Magnin [https://twitter.com/tymagnin] sent me the following email: > Hey man, How ya been? Have you been following all the talk of Google becoming the ultimate aggregator for search? And punishing people that try to be search-focused aggregators…
-------------------------------------------------------------------------------- In his book Profit First [http://profitfirstbook.com/], Mike Michalowicz outlines a common scenario that prevents businesses from making a profit. The problem is that most business owners use the following accounting formula: Revenue - expenses = profit When the formula they should be using is: Revenue - profit = expenses…
After 40 years in the game, email still outperforms other channels with the highest ROI, at $44 per $1 spent [https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/] . But for agencies offering email marketing, it's also a force multiplier that complements other marketing channels without much comparative effort—bringing…
The longer I work in content marketing, the more I realize that there are so many little things that make a great content program. It's about much more than great writing. A great final product is the result of a lot of moving pieces, typically held together by an editor.…
It's really hard to edit your own writing. Wired reporter Nick Stockton explains [https://www.wired.com/2014/08/wuwt-typos/] that revising your own work is difficult "because what we see on the screen is competing with the version that exists in our heads." This is why most people advise…