Author: Shannon Zastrow
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Your Marketing Budget Isn’t a Category Average
Category averages tell you what everyone else decided. Here’s the four-input framework challenger brands should use to set a marketing budget instead.
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The CURATE Framework: How Challenger Brands Win AI Search When EEAT Isn’t Enough
EEAT isn’t dead, but two of its four pillars were always proxies for helpfulness that AI search no longer needs. CURATE replaces those proxies with signals a model can judge directly.
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AI Is Making Your Challenger Brand Sound Exactly Like the Company You Are Trying to Beat
Most AI writing tools average toward the loudest voice in your category. For a challenger brand, that voice belongs to the competitor you need to beat.
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From Human in the Loop to Human at the Center
Here’s a content creation process that puts humans back in the driver’s seat while still leveraging the power of AI to enhance and save time.
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The Death of Resonance: Why AI Content Isn’t Working (And How to Fix It)
In this article, we discuss how marketers can win back their audience in the age of artificial intelligence.
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Schools are Competing at New Levels in 2024. Time for Brand Strategy
This year, your school needs to prioritize marketing efforts to keep enrollment numbers up and maintain or boost funding.
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Does Your Marketing Have Good Bones? The 6 Pillars of Growth For Local Contractors
Discover marketing strategies for contractors to attract more clients and to help boost business growth.
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7 Great Ways to Grow your Charter School with Digital Marketing
These charter school digital marketing tactics can help you grow enrollment and engage with your community.
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Is SEO Dead in 2022? What Does Our Data Say?
Is SEO dead in 2022? Find out if SEO is still worthwhile based on recent data.
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To Blog or Not to Blog: An Introduction to Content Marketing For Schools
Learn about best practices for a school blog and find out how to make the most of your content marketing efforts.
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