Ever since we expanded our team and hired Gizem Yali as our full-time analytics specialist, we’ve been watching changes in how our clients’ audiences enjoy the content we produce. Ten years ago, I would have told you about major spikes … Continue reading
The best communications campaigns begin with the end in mind. Whether you want to sell a product, grow a brand, or just change someone's opinion, you'll only know if you're hitting the target if you measure performance from the start. Analytics, dashboards, and reporting tools shouldn't drive your message, but they can help you discover when you're on the right track.
Lead generation tops the list of goals for content marketing, according to IDG Enterprise. Researchers talked to over 700 professional marketers on LinkedIn, finding that two out of three want their investment in original content to pay off in the … Continue reading
At two of my early journalism gigs, I encountered assignment desk editors who would crumble press releases and three-point them into the nearest trash bin if they didn’t follow accepted submission protocol. Leave out the “–30–” or the triple-hash at … Continue reading
A prospect recently asked me why she should spend so much money for original articles on her site, when she can just copy whatever she needs from the rest of the web. It’s easy to write off a business owner … Continue reading