How-to guides, worksheets, and strategies and tactics to help you map out your marketing. Plus the odd philosophical musing on the digital world.

Gated content has its advantages and disadvantages, but you shouldn’t be looking at it as an all-or-nothing consideration. Here are some tips on when to gate content, what kinds of content to gate, and how to gate your content effectively. What is Gated Content First, let’s define what gated content is. Quite simply, it’s content…MORE >

Planning, designing, and creating a new website is – or should be – a resource-intensive enough process that no marketing organization would consider undertaking it without a truly compelling business reason. Perhaps that’s strange to hear from the head of a website development firm. But I’m not saying you never need a new website. I’m suggesting that…MORE >

It might sound odd coming from someone in a metrics-driven field like digital marketing, but sometimes goals – like tracking KPIs and other metrics – can get in the way of real progress. I’m not suggesting that you abandon metrics entirely, over even mostly. What I am suggesting is there’s great value in balancing the goals…MORE >

Yes, I’m way behind in my binge watching. (Don’t even mention Game of Thrones!) But I was struck by a situation Hank found himself in on an episode I just watched from season 2. In addition to being an all-around, grade A jerk, Hank is a bigot. So he’s shocked to see a statuette of…MORE >

A bit more than a year ago, we found out we had competition. Of course, we’ve always had competition from other digital marketers and web developers. Now, we had competition for our name. The Motorola Employees Credit Union decided to change its name to Andigo Credit Union. (We weren’t offended when the general consensus of…MORE >

You don’t have to be based in the EU to run afoul of the sweeping new regulations that cover data privacy and permissions for EU residents. More concerning is the lack of buzz we’re hearing from marketers. Plenty of pundits talking about what compliance will require, but not a lot of action, particularly at anything…MORE >

Building a website that is a productive part of your marketing toolkit requires planning. Here is a template you can open in Powerpoint or a similar presentation program to create a site map and wireframes for your new site. These documents, along with a Strategy Statement and Functional Specifications, will ensure that the site you…MORE >

Last fall, we published a brief article that include a link to our digital marketing audit scorecard. That piece has proven to be one of our more popular posts, so we’d like to revisit the ideas raised there. Measure Over Time Most importantly, we should stress that a marketing audit isn’t a one-and-done proposition. If…MORE >

Talk about walking the walk! I am writing this post after reviewing analytics data from the Andigo website and learning what you – our audience – are most interested in. I recommend you do the same. It’s a little tough to do with raw data. For example, you can look at data from the whole year, but…MORE >