Articles and interviews featuring insights
from Jennifer Yamnitz, Founder of Adance Marketing
In January 2023, I found myself dazed, sorting through what felt like the rubble pile of my professional aspirations. My carefully architected career plan came crashing down swiftly and unexpectedly in that corporate earthquake companies call an acquisition.
Storytelling and Search Engine Optimization (SEO) are complementary tactics. When combined and executed well, they will make your content easier to find, increase the clickthrough rate from search results pages, and convert visitors into engaged brand advocates. Dissecting the roles each tactic plays in relation to the customer journey provides a better sense of how they can work together.
My advice to start-ups is to invest in an experienced person with a broad knowledge base who can guide the marketing strategy and set up a system for tracking KPIs to ensure quality marketing decisions are being made…
The mistake that too many start-ups make, however, is waiting too long to hire a marketing person or hiring someone who is young and inexperienced in an effort to save money.
While many organizations have a basic style guide that documents how to use creative elements—such as the brand colors, fonts, logo, and voice—the most sophisticated brands have a master plan with templates for common communications materials and robust documentation to cover other use cases.
During my master’s program, I found a faculty mentor and did an independent study course in which I worked on my business concept with guidance from my mentor. I also learned a lot about product development and design thinking in Marketing 559: Innovation and New Product Design, and I recommend that course for aspiring entrepreneurs.
My advice to new marketers is to be curious about human behavior and to continually learn new things. Marketing is a fast-paced field. The technical skills required to deploy marketing campaigns change rapidly, and the tactics used to reach consumers are constantly evolving as new platforms enter the landscape.
Fortunately, the psychology behind why people do the things they do is relatively constant, and as a result, marketing fundamentals don’t change significantly.
In recent months, social media platforms have been flooded with posts claiming ChatGPT can help with SEO. As someone with many years of SEO experience, I was intrigued but skeptical. I decided to put ChatGPT to the test, utilizing SEO prompts written by bloggers and media outlets claiming to offer tips on how to use ChatGPT for SEO.