21 Signs Your Marketing Is Guessing

Our reading notes on Neil Patel

• How Updating Your Old Content Can Help With Your Rankings

  Patel presents examples of older articles his team revised and identifies changes in the search results they subsequently observed. He also distinguishes stale information from a page that has merely aged. The examples suggest edits worth investigating, while an editor still needs to check demand, seasonality and other simultaneous changes.

• Untapped Strategies to Grow Your Email List and Your Business

  Patel and Porterfield discuss what happens when subscribers stop opening messages and why the total size of a mailing list can give a misleading picture. Their conversation directs attention to engagement and deliverability. Decisions about an individual subscriber also need to respect the subscription promise and the sender’s actual evidence.

• FlexJet CEO Doesn’t Believe In M&A, Should You?

  Patel draws on companies he has bought to question a blanket objection to acquisitions. The chapter beginning at 2:02 gives his argument. The hosts also discuss the operational problems a small acquisition can bring, a useful question for anyone considering buying a publication to reach its readers.