Author Archive

The day he walked into the San Francisco 49ers headquarters in 1979, Bill Walsh sported pressed khaki pants, neatly combed white hair and a professorial disposition. The only items missing from his ensemble were an elbow-patch jacket and a bent billiard pipe. He certainly didn’t look like a football coach. He didn’t act like one, either. He didn’t yell. He didn’t scream. He didn’t give rah-rah speeches.

Effective content moves mid-funnel metrics. Unless you work at a breakthrough company, your brand health metrics look very similar to the vast majority of other brands. You have strong aided awareness and strong conversion rates, but your mid-funnel metrics are weak.