Editorial calendars suck. There. I said it. They suck because they are wish lists, not sensible plans. They‘re inflexible. They use terminology your team and clients don‘t understand, like 10x and long form. They suck because we try to jam our marketing teams into calendars. That‘s backward. We should build calendars based on our teams. Read More The post How to Create a Team-based Content Calendar appeared first on Portent.
On the surface, both the hreflang tag and canonical tag do similar things - tell search engines which version of a page they are supposed to index and deliver to particular searchers. However, these tags do not have the same function. They are not the same thing. As digital marketers, we keep abreast of the Read More The post How to Implement Hreflang Canonical Tags Correctly appeared first on Portent.
There‘s a scourge in marketing: Nerdsplaining. It sucks the wind out of meetings, causes eyes to roll violently back, and may cause some clients to choke on their turkey sandwich. If I‘ve ever inflicted these on you, leave a comment: PPC: Ask me why your Adwords campaign is sucking wind, and you‘ll get a ten-minute Read More The post Nerdsplaining And How To Avoid It appeared first on Portent.
It struck me recently that while we emfrequently/em advise our clients and partners on the SEO potential held in their site‘s global navigation, how to structure site nav for SEO and UX benefit is something a lot of marketers don‘t immediately consider. And that‘s a problem. My hope after you read this post is that Read More The post How to Structure Your Site‘s Navigation for SEO and UX appeared first on Portent.
Mythical sea creatures are really cool, right? Any massive octopus-like thing that can easily bring down large ships is a beast to be reckoned with. My two (very-soon-to-be-three) kids also think the name ‘Kraken‘ sounds totally awesome. (This digital marketing tangent brought to you by ongoing early parenthood.) And you know what else is awesome? Read More The post Get Kraken With These 5 Keyword Research Tools appeared first on Port
Here‘s the latest excerpt in the upcoming analytics e-book on cross-channel opportunity gap analysis. Another reminder: We‘re using Google Analytics and a few other third-party data providers here to unearth long-term SEO opportunities and PPC opportunities, but the tool you use isn‘t as important as the process of discovering what channels and tactics work for Read More The post How to find long-term PPC SEO opportunities in G
My slides from today‘s Engage presentation: From Mailers to CX: 25 Years of Marketing, And Where to Go Next from Ian Lurie Links coming soon. The post Engage Keynote: Intelligent CX Slides Links appeared first on Portent.
Facebook Blueprint If you‘re an aspiring Facebook advertiser, you‘ve almost certainly spent time stumbling around the ad manager platform trying to understand how to replicate the [effective] ads you see when scrolling through your personal feed. As always, the quickest way to figure things out is to simply start creating your own ads. But you Read More The post Facebook Blueprint Certification: Is It Worth It? appeared first on Porte
Only a fraction of digital marketers consider design a core component of our jobs. Traditionally, we leave designing to designers. This lets the rest of us spend more time serving our king and queen: data and text. Besides, we‘re just a [insert job title here] - most agencies have a design team to do pesky Read More The post Why Every Marketer Should Care About Design appeared first on Portent.
The Google algorithm has changed! I repeat, the Google algo has changed! Quick, grab your laptop, an emergency thermal blanket, and lock yourself in that bunker with a six-month supply of soylent! Wait that‘s not a surprise at all Google has said time and time again that there are changes made daily. This time around, Read More The post Google‘s Latest Algorithm Update + A Layman‘s Guide to Search Engines appeared first on Porte
When you‘re structuring how you deliver services to clients, whether they‘re internal or external, it‘s important to think through how that foundational planning work will impact the actual marketing project management process. When you‘re white-boarding business structure and working from phrases like exceeding the client promise (something we try to live by at Portent) it‘s Read More The post Advantages of differen