'Good agencies will act like product companies, not service companies. Service companies aspire to a happy customer and a contract renewal. Product companies innovate quickly and offer better value with each iteration.'
Great definition of the principles of Agile Marketing...
"Validated learning vs. opinions and conventions Customer-focused collaboration vs. silos and hierarchy Adaptive and iterative campaigns vs. big-bang campaigns The process of customer discovery vs. intuition Flexible vs. rigid planning Responding to change vs. following a plan Many small experiments vs. a few large bets"
The term ‘negative SEO’ has been thrown around with increasing frequency in the last few months. The idea behind negative SEO is simple—essentially, if you have a positive SEO impact by building high-quality links and writing great content, then in theory, you should be able to negatively impact the rankings of a rival website by doing things that Google does not want webmasters to do.
Resist the urge (yours or motivated by clients) to skinny-up persona development - time, effort or dollars. +Tony Zambito reminds us that when "buyer personas are poor, your content is poor."
I often use the analogy of constructing a building (or home). Personas and content strategy are the foundation. Stop decorating the rooms while overlooking the cracks in the foundation. How do you get teams to invest in the process?