SparkToro Blog

Hiring Industry Psychology Team

You can’t hire ambitious people and then ask them to stop being ambitious.

Hiring managers, executives, CEOs—especially those in tech—are proud to say that we only consider applicants with an unrelenting drive for success and a track record of impressive accomplishments. These qualities often correlate with what we perceive (accurately or not) to be our own reasons for success, and we want to find people like us: individuals

Too Few Marketers Grasp the Difference Between Strategy vs. Tactics; We Need to Fix That

Look, I get it. For (at least) the first decade of my career, I, too, foolishly conflated strategy and tactics. I’d say things like: “we need to be strategic with our paid search spend,” or “let’s get tactical with the pricing tiers.” Did I sound smart? No. Did I *think* I sounded smart? Yeah, probably.

The Creator Economy Is Far From Overblown

I came across Alex Kantrowitz’s The Creator Economy Was Way Overblown in my weekend reading. It’s well-written, but completely wrong. Here’s an excerpt of the core arguments: “After years of hype, the Creator Economy is slamming into reality. Influencer programs are shuttering. Investment is drying up. And worsening economic conditions are threatening to crush creators and the

Why Marketers Should Follow Their Audiences, Not Predict the Future

It’s 2017, and you convince your executives to be early adopters of the #Web3 trend. Blockchain-based product investments, marketing with NFTs, perhaps your own crypto coin. It’s fun, interesting, and it feels like you’re ahead of your competition on a rising tide that will lift all ships. Only trouble is, your target audience—the people you

Events Industry Marketing Psychology

Should You Raise Your Rates and Only Take Paid Speaking Gigs? Not So Fast…

Over on Mastodon, SparkToro CEO Rand Fishkin and Seer Interactive CEO Wil Reynolds were chatting about the blind advice of “Raise your rates!” and “Don’t speak for free!” They floated the idea of a co-authored blog post, and I (SparkToro’s VP Marketing Amanda Natividad) promptly chimed in. This blog post was written by all of

How Rand Makes Those Split-Screen Videos You See on LinkedIn and Twitter

Several times a week, I post videos that look like this on (usually) LinkedIn and Twitter: They tend to get a lot of engagement (in this case, 10,000+ “impressions” which translates to a respectable 2,880 “viewers” according to LinkedIn). And inevitably, I get comments, DMs, or emails that ask “how do you make those split

NEW: Audience Tracking is Now Available in SparkToro

Since our launch in 2020, SparkToro has helped thousands of marketers uncover the most popular demographic and behavioral attributes of their target audiences. Emphasis on “most popular” 😉. That data is undoubtedly valuable: it helps folks know where and how to reach their customers online. But, in the two years SparkToro’s been active, we observed