** announcement! contentaudience.com is going away, the emails you get from me will start coming from jim@inboundfound.com after today** I took my dad to the ER on Christmas Eve for COVID. He was …
giving directions vs drawing a map
We often think of people as buyers in pipeline stages or funnels. As if their journey is somehow linear, they understand their problem, and can cut a straight line to the solution. But it's much …
Part 2 Solving for audience self-misdiagnosis
People pursue purposes and outcomes. You've heard those can be treated as moving away from pain and/or toward possibility. But what I think really happens is you zoom out, and we're moving toward …
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Solving for audience self-(mis)diagnosis
I've talked a lot about how you, having turned over lots of complex problems, have domain knowledge while your audience is forced to operate from too little experience. Mapping user journeys in …
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“outsized returns” indicates past mistakes
Bear with me on this idea. As I obsess over "low hanging fruit" this and "high leverage" that or content organization as the solution to all your web-based marketing problems, I can't help but …
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Email list vs website: part 2
Yesterday, I wrote you some reasons I thought "email list as king" of your marketing efforts should be rethought. To me, the points were self-evident: "email list value decays over time" AKA …