b2b & b2c websites

A huge chunk of what I talk about on this site relates to content marketing. I’ll talk about how to create it, how to optimize it, and how to help it go viral. What I don’t often touch on, is the distinction between content marketing in B2C industries and content marketing in B2B industries.

This is because, despite sharing a lot of common ground, both B2C and B2B content marketing come with their own, unique challenges. So to cover both sides fairly, I would essentially have to write two versions of the same post, and at the risk of sounding like a child… I don’t want to do that.

Instead, I usually try to generalize a little and include tips and ideas that can be applied across the board.

Today, however, I’m going to distinguish clearly between both types of marketing and look at how to design an effective content strategy – whatever industry or audience you’re trying to tap into. Continue reading Difference Between B2B vs B2C Content Marketing


For the last eight weeks, I’ve been traveling the world, hosting my Growth Chat dinners and speaking at conferences and other business events. It’s been a great experience all around, but one conference stood out in particular – the RD Summit in Brazil hosted by Resultados Digitais, where I was honored to be the keynote speaker. The event focused on inbound marketing and drew more than 3,200 people – an impressive number for a relatively young company.

Now that I’m home and have had a chance to reflect, here are a few of the things that made the event truly special:

The event’s infectious energy

As a speaker, I’ve never felt as taken care of as I did at the RD Summit. I don’t speak Portuguese, so I felt like I was wandering around lost a lot of the time, but I had a team of about 20 people who helped me with everything from getting coffee to showing up at the right place, at the right time. Continue reading The Disneyland Effect: How Businesses Can Throw Successful Conference


There are few better ways of building brand buzz than content marketing. In short: done well, it works. But that’s easier said than done. Great content takes time and is hard work. Thankfully, there’s no shortage of tools that can help you create better content and get better results, faster.

Here are 10 of them:

Continue reading 10 Time-Saving Content Marketing Tools to Add to Your Arsenal


In 2013 there were more than 50 billion app downloads from Google’s Android market. In 2014, Apple hit 75 billion app downloads. It’s predicted that in 2017, there will be more than 268 billion downloads, resulting in $77 billion revenue for their developers.


I think it’s safe to say that mobile apps are seriously big business. But what does this mean for marketers?

First of all, it means that if your company doesn’t already have an app, you should probably consider designing one – especially if your competitors are.

It also means that if you do have an app, while downloads and use (in the market generally) will grow, so will your competition. Consequently, if you want to make your mark in the mobile app market, you’re going to have to up your game when it comes to driving traffic to your app and boosting downloads.

Stick with me while we take a look at how you can get started with growth hacking for mobile apps… Continue reading Growth Hacking for Mobile Apps


Consumers trust recommendations from people they know above all else. This usually means friends, family, and colleagues.


However the growth of platforms like YouTube and Instagram has led to a massive wave of new influencers in all manner of niche industries, many of whom boast huge followings. Their recommendations are dictating what lots of us wear, buy, and do. They influence where we travel and how we get there. The music we listen to. Even the food we do, and don’t, eat. Their influence over the behavior of consumers is immeasurable, but immense.

Take, for example, “yogi enthusiast” Adriene Mishler whose YouTube channel “Yoga with Adriene” boasts just short of a million followers, and whose videos regularly top a million views.


Or AsapSCIENCE whose fun, lively, and unique approach to science has seen them amass more than four million YouTube subscribers in just over four years.


The fact is that while most of us do still value the opinion of those closest to us (in a list of “most trustworthy sources of information” a UK survey placed bloggers third, after family and friends, respectively), influencer marketing is a very, very powerful tool.

However, getting started with influencer marketing – and, more importantly, getting it right – is easier than said than done. You might think that picking a handful of influencers and sending your products will get the job done, but I’m sorry to tell you: it’s not that easy.

As with all forms of marketing, getting the most out of influencer marketing means planning, strategizing, monitoring, and measuring. Stick with me while I take you through 10 strategies for getting influencer marketing right. Continue reading Influencer Marketing: 10 Strategies for Getting It Right


I usually speak at 10 conferences a year on Growth, SEO, Content Marketing & SaaS Marketing. If you’d like me to speak at your next event, conference, worksop or webinar please email me.

Upcoming Presentation Dates:

January 11th:  Internet Mastermind Vancouver on How I Made 342k From An eBook

January 22th: Minneanalytics on How Growth & Analytics Can Work Together

February 23th: Mixergy.com Interview 

March 23rd: Prezi Webinar: Content Marketing in Boring Industries

April 6th: Sales Hacker Melbourne, Australia on How Sales & Marketing = Growth

April 7th & 8th: Growth Hacking Workshop in Melbourne, Australia

April 7th: Kiss Metrics Webinar:  Growth Hacking

April 14th & 15th: Growth Hacking Workshop in Sydney, Australia

My presentations combine real life examples (with data/analytics), storytelling and actionable steps leaving the attendees with the inspiration & motivation to take action on everything they’ve learned.

I’m comfortable speaking in front of a few dozen people to a few thousand people

Previous Presentations:

MSNBC Your Business Interview

How to Web 2015 in Bucharest, Romania

Re\Vision New York City

CrowdFire Live Q&A

Arkena #Bitesize Videos

Webinar: Guide to Republishing Content

My 2015 Recap

Be sure to visit my about page to learn more about me.


The stickiness of your website is the differentiating factor between a visitor and a customer, between visits and an audience, and between true ROI and traffic that just won’t convert.

Over the years, I’ve seen first hand as hundreds of startups have come and gone, and do you know what every single one of them had in common? A distinct lack of stickiness on their website, software, or product.

Don’t let me see you make that same mistake!

There’s a direct correlation between the amount of time people spend on a website and the chance they’ll convert. Simply put, if you want to run a website that makes money, you need to have a website that makes visitors want to stick around. You need to be sticky.

Not there quite yet? Here are a few fool-proof tips (along with data-driven evidence) to help you create a website that makes your visitors stick. Continue reading The Science of Stickiness: A Data-Driven Guide to Creating a Website People Want to Visit

social proof

Many – many – factors contribute to the decisions we make and how our lives are shaped, but one of the strongest influencers on our day-to-day lives is social proof.

Put simply, social proof is the driving force that compels us to mimic the choices of others. It exists because, as a society, we naturally pull together and behave as a “pack.” When used in marketing, social proof monetizes the fact that, if enough people are seen doing something, others are likely to follow suit.

A great example of this is the way we tend to act when choosing a restaurant. If we walk past a restaurant with no one dining inside, we usually take this as a sign of a poor establishment and move on. On the other hand, if we come across a restaurant that’s packed with diners, we make the assumption that it must be good and are likely to head inside ourselves.

Of course, social proof is an unreliable metric. I’ve had excellent meals in places where I’ve sat at the only occupied table, and terrible meals in restaurants where I had to wait for a table. The real reason one restaurant might be busy and another empty might be marketing, location, or, simply, the snowball effect of social proof.

Interestingly, the flip side of the coin is also true: social proof doesn’t always lead to positive actions. Social proof is simply evidence that others are doing something – that “something” isn’t necessarily something “good,” and it can be used (either intentionally or unintentionally) to encourage us to act in unfavorable ways. Continue reading How (and How Not) to Use Social Proof


Join me for a webinar co-hosted with Sprout Social this Thursday at 10am PT/1pm ET. I’ll go over how to conduct a social media audit and how it helped me increase my social media traffic by 300% Click here to sign up.

The 2015 B2C content marketing survey from the Content Marketing Institute and Marketing Profs found that 77% of B2C companies are currently using content marketing.


Yet just 8% of those stated that their content marketing efforts were “very effective” while 5% said they were “not at all effective”.


Overall, just 37% of B2C content marketers said their efforts were “effective” (i.e. rated them a 4 or a 5). These numbers may sound small, but historical data suggests that marketers are seeing better results than ever: three years ago, just 32% of B2C content marketers rated their efforts as effective, while 34% said the same last year.

In addition, 69% of B2C content marketers are creating more content today than they were a year ago. That’s great to hear, but what we really want is for more businesses (and their marketers) to be stating that the content they’re creating is either “effective” or (ideally) “very effective”.

So what is it that those 8% of content marketers are doing differently to the rest of us? Do they have better ideas? Better execution? A better plan? A bigger budget?

Let’s find out by taking a look at what 10 B2C ecommerce companies who are flat out killing it in the content marketing game are up to… Continue reading 10 Ecommerce Companies That are Killing the Content Marketing Game


When you create content, how long do you spend (on average) creating it, and how much time do you spend promoting it? 60% creation and 40% promotion? 40% creation and 60% promotion? An even 50/50 split?

How about 20% creation, and 80% promotion? Sound farfetched?

Well, this is the rule that Derek Halpern of Social Triggers lives by.


According to Derek:

“The secret to building a blog with a raving fan base that’s ready to buy what you sell has nothing to do with how much content you create. It, instead, has to do with how good you are getting you are at getting your content into the hands of more people.”

The logic behind Derek’s rule is that it can be really difficult for bloggers and businesses, particularly those that are new to the game, to find an audience for their content. This means that they need to work extra hard; not necessarily at creating that content, but at getting people to consume and share it.

Sounds about right to me. Some people seem to believe that if they create content, the readers will come flocking to their site, share their content, probably buy something, and hey, presto – that content’s been a success.

Unfortunately, you probably already know that that just doesn’t work in the real world. Content without the marketing is not content marketing – it’s just content. And unless you already have a very large, dedicated, and active audience, creating content without marketing is very, very unlikely to get you the results you want. Continue reading Applying the 80/20 Rule to Your Content Creation and Promotion Strategies