Three things have been bugging me a bit lately when it comes to digital marketing and they are opinion overload, mistake heroes and comparison paralysis.

Love it or hate it, marketing starts with generating awareness. It weaves its way through building engagement and ultimately, or hopefully, leads to conversion.

Because that's the whole point of marketing – it's designed to help a person or a business or a cause, achieve a result, hopefully that's is aligned to a well thought out goal.

But it's getting kind of messy out there online. There are a lot of experts. There area a lot of opinions. This is how you figure out which ones matter.