New guest post: Content trends & opportunities in 2018

My second guest post of December is up: Ten content trends and opportunities for small businesses in 2018.


We’ve talked about the importance of written content and strong visuals for years. But there’s still a lot of opportunity for growth in those areas.

This is especially true when you consider how many small businesses don’t even have a website.

So, as I look ahead to 2018, I’m not only looking for emerging trends. I’m also looking at the untrendy stuff and the opportunities that exist around them.

There’s a lot of upside for web developers, creative professionals, and small businesses to come together in 2018.

Small business owners need help with content for their sites, and web developers need help with content for their clients.

Creatives — writers, designers, video producers, photographers, illustrators — should consider building services around that, IMO.

Kudos to Kim Doyal for the chance to write for The WP Chick. Really enjoyed working on this one.

Talking domain names with Bluebird Business Consulting

I’ve had the pleasure of appearing on a couple of podcasts this year, namely the WP Elevation podcast and Marketing CoPilot’s Common Sense Marketer.

An unexpected opportunity popped up last month via Facebook to talk about domain names. This time I’m on the call with fellow Canadian web pro Frithjof Petscheleit of Bluebird Business Consulting.

We touch on the long-term importance of choosing a domain name, the new TLD extensions, personal branding, and best practices for choosing a domain name.

Give it a listen: How to pick an awesome domain name.


My first guest post for December.

I’ve started to develop a framework for creating content. It covers seven steps in total, but for today, I’d like to focus on the first half of it: ReachTeach, and Sell.”

I’m on a guest posting binge for December. My first post is up, thanks to the fine folks at iNovate Marketing.

It covers the first three steps of the content creation framework I started developing for WordCamp Hamilton 2016.

The framework has evolved since then, and I plan to flesh it out a lot further in 2018. 🙂

Marketers shouldn’t own the entire customer lifecycle.

Marketers must now own the complete journey of the customer lifecycle, not just think about cherry-picking touchpoints along the way. The end goal is no longer to simply convert a lead into a customer. It’s about maximizing the lifetime value of loyal customers who will come back again and again.

via Campaign Monitor

I don’t agree that marketers should own the entire lifecycle, but I do agree that marketing should be consulted and factored into the whole lifecycle.

Ditto for all the other departments and teams. Nobody owns the whole thing, but everyone is aware of it, and involved in shaping it.

For example, looking at this quote: “It’s about maximizing the lifetime value of loyal customers.”

What about customer satisfaction? NPS? Product performance? User success? Ignoring those other factors is detrimental to the LTV, but when you’re focusing on everything from a pure marketing perspective, you might not pick up on that.

There are areas of specialization and focus on the business or product side. But when you’re on the customer or user side, it’s all just one experience.

Tear down the silos.