Mapping the Customer Journey Into Content Strategy: Turning Brand Positioning Into Social Paths

Blog / 6 minutes of reading

Content cannot be just about filling a social media feed or a blog. Transforming your brand positioning into content that guides your target audience to the destination you want them to be is the essence of successful marketing. And it’s something that brands are consistently failing to do, with just 29% of marketers saying their content strategies are “very effective.” Brand positioning and content strategy are not independent. Still, they must be used in conjunction to create a map of the customer journey that enables you to build scalable social […]

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Graph paper and a long line from point a to point b

Conversion Optimization: An Overview

Blog / 4 minutes of reading

Digital marketers face two key challenges: driving traffic to their organization’s website and converting site visitors into paying customers, subscribers, or leads. One proven methodology that allows digital marketers to achieve the second goal is conversion optimization. What Is Conversion Optimization and Why Does It Matter Conversion optimization, or Conversion Rate Optimization (CRO), is the process of increasing the percentage of users who perform a desired action on your website. Digital marketing professionals enhance conversion optimization through well-tested strategies like persuasion principles, usability tests, landing page optimization, and A/B testing.

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CRO on scrabble tiles in the middle of a white desk. A keyboard in one corner and a phone in the other.

SEO in the Age of AI: What Marketers Need to Know in 2025

Blog / 4 minutes of reading

The Shift in Digital Marketing SEO in the Age of AI has transformed the way businesses compete for attention online. Not long ago, ranking higher was about stuffing keywords and building backlinks. Now, search engines are powered by machine learning models that analyze intent, context, and user behavior with incredible accuracy. I remember when optimizing for search meant tweaking title tags and meta descriptions daily. Today, I spend more time analyzing how algorithms interpret meaning than obsessing over keyword counts. Why AI Changed the Rules Artificial intelligence isn’t just scanning

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All blue tones. An AI figure reviewing content with a search bar above with SEO in it. Signifying that the AI is reviewing content for ranking.

SGE is Here – What Zero-Click Search Means for PPC and SEO Marketers

Blog / 6 minutes of reading

The Google Search Generative Experience (SGE), or AI overviews as most people know them, has transformed the SEO landscape forever. It’s allowed searchers to gain answers to their queries without ever clicking on a link. It’s already having an enormous impact, with a Pew Research Center study finding that when an AI summary was present, just 8% of people clicked on a traditional search link. In short, marketers are panicking because AI search is draining traffic at an unprecedented rate. So, what does this mean for businesses, and how can

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Looking To Show Up For More Searches? Here’s How Combining Paid Search Ads And SEO Can Amplify Your Reach

Blog / 5 minutes of reading

When trying to increase the visibility of your website online, there are typically two options that most marketing teams focus on – paid search and SEO. Most organizations view these two digital marketing efforts as an either/or choice, and company budgets and priorities often reflect this reasoning. Often, this leads businesses to allocate the majority of their time and resources in one direction or the other. While they may see some initial success taking this approach, they often don’t realize the benefits they’re missing out on by not creating a

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Tablet showing the Google search bar.

Gain The Advantage Through Competitive Intelligence

Blog / 4 minutes of reading

Executing digital marketing strategies in a complex and competitive environment requires a thorough understanding of both strategy and execution within a specific marketplace. Understanding how similar brands and organizations operate within a business domain, otherwise known as competitive intelligence, facilitates assessing digital readiness and fostering business outcomes.   What Is Competitive Intelligence Competitive intelligence is a cycle of collecting and analyzing data on your competitors, and delivering insights gleaned from that data to stakeholders around the business. Competitive intelligence can be broken down into four specific categories: Analysts can compare their

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Two chess pieces. One is lying down showing defeat

2025 OMCP Digital Marketing Role Delineation Study

Blog, Digital Marketing, News / 2 minutes of reading

The results are in. See the digital marketing priorities as reported by professionals in the most recent OMCP Role Study. The final survey data and report are complete, summarized here, and are freely available to participants, educational institutions, or training providers. Download the full report below.  Unlock the Future of Digital Marketing Skills and Strategy In today’s rapidly evolving marketing ecosystem, staying ahead requires more than experience-it demands continuous learning, leadership alignment, and data-informed strategy. That’s why OMCP has released its 2025 Digital Marketing Role Delineation Study, a deep dive into the dynamic

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Data-Driven Niche Marketing: Insights from Targeting the Senior Demographic

Blog / 5 minutes of reading

For an industry where gut instinct was once the standard, marketing has become significantly shaped by data. It’s an understandable shift — factors like fragmentation, tighter competition, and economic volatility have made data-driven marketing a must for modern businesses.  As companies compete for consumers’ shrinking attention spans, data-driven marketing takes a measured approach; it’s about pulling unique insights from consumer data to create accurate targeting, messaging, and media strategies. A powerful force in its own right, data-driven marketing has outsized potential in niche markets — specific groups with shared characteristics. 

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Two older persons walking along a beach

Data Analytics: Measuring What Matters

Blog / 4 minutes of reading

Understanding how data analytics impacts overall results is a key skill for marketing professionals. Professionals who master the science of analyzing raw data to draw conclusions and observations become more efficient at delivering results. Knowing the difference between web analytics and business intelligence is relatively simple, but discerning the scope and breadth of online marketing data analytics is ideal for campaign success.  Defining the Scope of Data Analytics Online marketing initiatives are the result of key strategic initiatives, channel and audience identification, and establishing appropriate marketing goals. Establishing appropriate data

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A business person in a cubicle looking at data on two different computer monitors.