WORKWEEK

“I think people under-resource SEO and over-resource ads,” said Ethan Smith on Lenny’s Podcast back in Q422.  In that interview, Smith lays out the three types of SEO: Now, editorial SEO is one of the best long-term marketing strategies because of its compounding effects. This is why Smith says that folks underinvest in SEO. He’s…

In my point of view, content marketing has two main goals or KPIs to answer to.  The real goal of content marketing is to drive revenue for the business, but depending on what your company sells, and the quality of its down funnel marketing and sales efforts, content-driven revenue could take a while to materialize.…

The first 30-60-90 days of your job as a new content marketer at any company are crucial. Or, if you are a hiring manger for a content marketer at a company, what you set out as someone’s first 30-60-90 days is crucial.  It can be hard to know where to start though. Never fear, Tracey…

Prior to accepting my role at Klaviyo, I was interviewing with several other companies (as you do!). PartyRound and Reforge were two of them––and both were looking for someone to come in and build a content program from scratch.  For both companies, I proposed following a human-centered design approach. Each plan included the following elements:…

Starting a blog from scratch is a very different thing than coming in to a company like, say, Klaviyo, and needing to overhaul their existing content marketing program.  Both scenarios have their pros and cons.  Starting a new blog:  Overhauling an existing content program: I’ve done both––and the grind of the first two years with…

In my welcome email for this newsletter, I ask new subscribers what their biggest content marketing problem or conundrum is. And I get a ton of answers back to this, y’all! In fact, I’ve started making a Google Sheet to house them so I can see if I can track trends. More on that another time. …