MATT HIGGINS

content-marketing

  • copywriting framework secret

    I don’t really use the frameworks described below. Great sell, right? What I mean is I don’t consciously use any of them. You probably don’t either. If you’re a good copywriter, it’s pretty much instinct. But I have a secret trick for these techniques. Before I reveal it, let’s go through the popular frameworks. PAS…

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  • that’s not ugc

    “4x ROAS, 33% drop in CPA, and a 20% increase in AOV – Why finding the right UGC is so crucial” That’s an actual subject line of an email I received. Four acronyms packed in one sentence is impressive. You can decode that mess here. While I got a chuckle out of the alphabet soup,…

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  • icon: david ogilvy

    David Ogilvy is considered the “Father of Advertising,” but he is, in truth, an absolute icon of marketing. Born in England in 1911, after failing out of the prestigious Oxford University, he turned to selling ovens door-to-door. He was a natural and so successful that he was asked to write a manual for other salesmen.…

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  • trendjacking

    At its worst, trendjacking is jumping on a crowded bandwagon. At best, when it’s well executed, it’s being part of the buzz of a viral moment. So, what is trendjacking? By definition it’s inserting your brand into a trend, but it wouldn’t be marketing if there weren’t a few slightly different takes. Social Trends Have…

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  • funnels, flywheels, & ecosystems

    Everybody’s heard of the conversion funnel concept. Lately, it’s had some company. The first new term in the customer acquisition conversation was flywheel. As you’d expect, it got a lot of buzz. Next came ecosystem. Here’s what they mean, in terms of definition, and what they mean to marketing, as in their actual value. Conversion…

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  • brand equity vs brand affinity

    Whether you consider it a discipline, philosophy, or strategy, brand marketing simply isn’t an option. If you’re going to have a brand name, you absolutely have to decide what that brand means. This includes the obvious like logo, colors, fonts, taglines, but it also includes the persona of the brand. It’s a lot of work…

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  • marketing disciplines

    There are some marketing disciplines or philosophies that are simply hot right now. Which one is right for your brand and product and what do these terms even mean? 360 Marketing: with the goal of creating the widest possible reach, a 360 approach uses every marketing channel. It’s all inclusive. So, instead of launching a…

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  • marketing alphabet soup

    The business world has always been plagued with jargon. Marketing seems especially inundated with the buzzword of the week as old concepts get rebranded or terms get invented for the sake of naming everything. Some terms and acronyms make sense and are helpful, but unfortunately many of these buzzwords, which have gotten out of hand…

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  • influencers as media

    Whether every self-identified social media influencer is actually influential is debatable. What’s undeniable is that influencers have become a significant part of modern digital marketing. In my experience, when marketing special interest products to enthusiast audiences, the right influencers can deliver a tremendous lift in awareness for new products. Awareness vs. Relevance Influencers are excellent…

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  • how i increased website visitors 4,544%

    To drive a large lift in unique visitors, the lever most marketing teams instinctively look to pull is a SEM spend. Paid search certainly buys visibility, but eyeballs don’t matter if the website they land on doesn’t match what they’re looking for. I proved that point dramatically for a B2B services company that achieved a…

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  • what is marketing?

    The first thing most people think of when asked to define or explain marketing is advertising, and advertising is, indeed, marketing. But it’s only one aspect. One of many. Marketing is the business of building brand and product awareness and relevance. Advertising, whether it’s a billboard, TV spot, radio or print ad or pre-roll before…

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