Understanding answer engine optimization (AEO) vs. traditional SEO has become mission-critical for content managers and marketing leaders as search shifts toward AI-generated responses, voice results,…
Author: Erin Pennings
Marketing efficiency ratio: How to calculate and improve yours
The marketing efficiency ratio (MER) measures how much revenue marketing generates for every dollar spent. MER is calculated by dividing total revenue by total marketing…
Marketing career path report: What 100+ marketers told us about growth and job security
When I introduce myself at workshops, I often joke that my marketing career path looks a bit like two truths and a lie — even…
Getting started with LinkedIn marketing & networking
Like many people, the first few years I was on LinkedIn, I used it as little more than an online résumé. In recent years, however,…
How to create a content style guide [+ free guide & examples]
Every content team has a different idea of what ‘on brand’ means — until you write it down. I’ve found that having a content style…
Why blog? The benefits of blogging for business and marketing
With 5.5 billion people online (and counting), the internet has never been busier — or had more opportunity. But, businesses keep asking if blogging benefits…
How to create an editorial calendar [+ free templates]
If you’re creating content without an editorial calendar you’re setting yourself up for stress, inconsistency, and missed opportunities. Been there, done that, got the “I…
How to start a blog (the right way) and write posts people actually want to read [+ free templates]
Wondering how to start a blog that gets read, gets clicks, and actually leads to conversions? I started blogging back in 2009 — completely by…