From talking to people about insights gained about digital marketing from Pete McCarthy and learning new things both by having the conversations and then ruminating about them. it has recently become obvious that as people learn Pete’s lessons, they’re going to encounter a new problem they don’t have a solution for. This must already be apparent in some quarters. (Actually, if it’s not, it shows your digital marketing efforts are probably in need of improvement.)
A core tenet of Pete’s approach is that you define the audiences for your book (and one big jump is to get from “topics” in the book to “audiences” for the book) and then you use a variety of tools to find out what words these audiences use when they’re searching, where they hang out, how they get recommendations, and what else they like, believe in, and do. All this is done with the objective of aligning marketing efforts with true consumer intent and behavior.
Once you have defined the audiences and found the right terminologies, places, and times, the next question is which terms work best to drive engagement, and then sales. You often find that out by doing some experimenting: finding ways to market to …read more

Via: The Shatzkin Files