Metrics & Analytics

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  Finding the Right Metrics for Your Content Marketing

  In a recent article for my Marketing Schul column at Target Marketing, I covered the various types of metrics you need to track in order to know how well your content marketing is working. Consumption Metrics Engagement Metrics Retention Metrics Leads Metrics Sales Metrics Within each category are many individual metrics from which to choose….MORE >

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  First Rule of Content Marketing: Measure Content Marketing

  I recently published a piece on the Target Marketing website titled, All KPIs Are Not Created Equal: Measuring Content Marketing. The key points of that article are: If you’re not measuring it, it doesn’t matter. If you’re not measuring intelligently, you can’t make good decisions Understanding the different kinds of metrics is a critical part…MORE >

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  Is SEO Really The Answer?

  You may already know that SEO isn’t the answer to every website marketing problem, and you may already have figured out that SEO isn’t the right tool for you. But did you know there are some foundational SEO techniques you can use that are relatively simple and inexpensive – meaning they’re worth doing even if you…MORE >

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  Four Pillars of Website Maintenance, Part IV

  Over our past few articles, I’ve discussed three of the four pillars of website maintenance necessary for keeping your digital marketing humming along – security, compatibility, and technical performance. Today, we’ll dive into the fourth pillar – marketing performance. Though this is the last of the pillars we’re discussing, it’s hardly the least. Where the other areas…MORE >

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  Effective Content Marketing Across Channels

  In baseball, there’s an old-timey expression – “hit ‘em where they ain’t” – which serves as advice to a player about to step up to bat. The goal is to hit the ball where the defensive players aren’t. This is about the worst advice in the world for content marketers, unless we turn it on its head….MORE >

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  Content Marketing Data Is NOT Geeky and Boring

  My latest piece for Biznology has posted on that site. This month I take a look at the decidedly cool and useful data that your content marketing generates. If you’re not paying attention to it, whether because you think it’s boring, intimidating, or just plain unlikely to yield any actionable insights, you’re leaving a lot…MORE >

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  Effective Audience Segmentation for Digital Marketing

  My most recent article on effective audience segmentation for digital marketing is available on the Target Marketing website. If you’re looking to move your segmentation beyond, “We sell this product to these customers and that product to these other customers,” you may find the segmentation ideas worth investigating. They include Industry Customer Size Client Role…MORE >

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  Smarter Website for More Effective Marketing, Part III

  Wrapping up this three-part series on the Biznology website that I started in August, this month I took a look at the metrics you should be tracking to measure your site’s effectiveness. (And I once again owe a tip of the hat to my colleagues Scott Hornstein, Wayne Cerullo and Phil Shelp, whose help was invaluable.) The…MORE >

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  Smarter Website for More Effective Marketing, Part II

  Continuing a series started last month, my Biznology post for September is part two. I once again owe a tip of the hat to my collaborator Scott Hornstein, as well as to Wayne Cerullo and Phil Shelp, whose help was invaluable, as well. What’s the biggest mistake you can make with your website? There are…MORE >

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  Smarter Website for More Effective Marketing, Part I

  This month over at Biznology, I begin a three-part series of posts on which I’ve collaborated with long-time colleague Scott Hornstein. (We both owe a tip of the hat to Wayne Cerullo and Phil Shelp for their help, as well.) If you’re wondering why you’re not seeing the results you expect from your website –…MORE >