Minutive, Vol. 32: Advertising vs. Marketing, Cancelling Yext, and More.

The Platform Of The Future Will Own The Intersection Of Advertising And Marketing

BY MATT KEISER
An incredibly esoteric article, clearly focused on an Enterprise audience. But its premise got me thinking: the distinction between marketing and advertising is just not one the average small business makes, I don’t think–both are expenses in the pursuit of acquiring customers. The “platform of the future” will be the one that can reduce those expenses as close to zero as possible, in my opinion, regardless of how the MBA or VC crowd categorizes it.

Some well-documented follow-up research from Nyagoslav on his original, now three-years-old post. TL;DR? Not much has changed. You lose the majority of the citation progress you might have made with Yext if you cancel.

Just How Big a Deal Are Voice Search and Chatbots for Local

BY DAVID CARD
I couldn’t be happier to see my fellow Local executives deeming voice search a flash-in-the-pan. A lot of their companies will probably be out of business in four years if they don’t change that mindset.

David Card, the author of the post, has it exactly right: if anything, voice is underestimated. Follow the (smart) money Google and Amazon are both spending on massive consumer ad campaigns for their respective voice assistants as we approach the holidays.

What We Learned From Our First Year on Medium

BY MEGHAN KEANEY ANDERSON
As a late-comer to Medium, its position as a publishing platform has often confused me. But thanks to a rather throwaway link embedded in Meghan’s post, I now see the benefits. Free potential exposure to a much wider audience, with no loss of SEO benefit for your own blog. Any small business taking content marketing seriously should open up a Medium channel.

Content Marketing Showcase

BY KOOZAI
A fantastic archive of successful evergreen content marketing pieces, complete with Majestic SEO metrics, for those who still view content through that lens.

Data: ‘Silent Majority’ More Likely to Generate Positive Reviews
BY GREG STERLING

An oldie but goodie summarizing research from my friend Ted Paff at Customer Lobby. The distribution of Yelp reviews of small businesses who aren’t asking customers to leave them a review is illuminating.

Slightly Off-Topic:
Here are the cities adding — and shedding — the most small businesses in America

BY G. SCOTT THOMAS
I wasn’t surprised to see traditionally-strong markets like Austin and Provo doing well, but Florida as an entrepreneurial hotbed is a new one for me.