3 Comparative Metrics if Organic Search is Your Raison D’etre for Content Marketing
For most businesses, organic search is the single largest source of web traffic. It’s often high-quality traffic too because that’s how people find things: they have a question and they search for answers. Organizations that publish content with answers to... Read More
Earned Media: 3 PR Studies Quantifying the Impact of Media Relations on Sales [UML]
PR measurement can be a bit like a self-fulfilling prophecy. On one hand, it gets dinged for a lack of measurement. On the other hand, measuring some PR activities, like earned media, is far more challenging than other forms of... Read More
PR Measurement: A Pulse Check on How Communicators Show Value
Tying outcomes to communications have been a challenge for a long time. For example, in a traditional media relations setting, how do you know if a media mention is moving the needle on reputation? On leads? On sales? On votes?... Read More
Amid the Rapid Pace of Change, These 5 Fundamentals of PR are Still Essential
Two is the new five. When people ask what will happen in the next five years, the chances are, whatever it is, will happen in just two. A client of one of my clients said that at a seminar and... Read More
How Creative, Agile and Metrics can Sing in Marketing Harmony [UML]
Years ago, I spoke to a CMO that said, “I don’t invest in anything I can’t directly measure.” At that time, that basically limited him to email and search advertising. Limited is the operative word, because while measurements are important,... Read More
Compounding Returns: 5 Financial Analogies that Explain Good Content Marketing
The idea behind long-term investing is straightforward: put a percentage of your earnings aside consistently over time and leave it alone. This allows interest, dividends and other capitals gains to be re-invested again and again so that it grows with... Read More
3 Studies that Challenge Marketing Assumptions [UML]
Assumptions are akin to a heuristic – an imperfect method of decision making that’s “good enough” and saves time. When assumptions are right, everything goes smoothly. But when they are wrong, the rest can go horribly wrong. Assumptions are essential... Read More
The 4 Engines You Need to Pull Off Content Marketing Successfully
Everyone is doing content marketing these days. In fact, some 80% of respondents say they are doing content marketing according to 2017 survey data. Yet I worry about some of the efforts I’ve seen or heard about. This is because... Read More
Why Consistency in Content Marketing Matters
Consistency in content marketing is so important because everything else follows. If you are consistent, you are committed. If you are committed, you have someone dedicated. If you have someone dedicated, you build a process. If you have a process,... Read More
Influencer Marketing: Choosing Influencers, Strategies and Metrics [UML]
There are so many variables to influencer marketing, it’s really hard to generalize advice. Program effectiveness depends on so many variables such as the context, content, cost, industry, reach, return, trust and the more subjective attributes of quality and value.... Read More
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