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News & analysis on digital marketing & analytics


Content Ideas for Manufacturers

By | March 19, 2014

As a manufacturer, you may initially struggle with the concept of content strategy. You may wonder if it’s possible to produce interesting and engaging content around your product. The good news is that you most likely already have a wealth of content that your customers, existing and potential, will find very interesting. You’ve also got content that could be made interesting for just about everyone else, too.

Trust, Support, Educate

Fathom’s Caroline Bogart recently outlined how your content should be unique but shouldn’t over-promote your products or services.… Read the rest


Balancing Marketing Analytics with Creativity

By | March 17, 2014

Justifiably, much hype surrounds marketing analytics today with its power to personalize and track buyer behavior in the promise of ultra-targeted (and ultra-efficient) messaging. What validates this hype? Well, for one, perception. In Moz’s 2014 Industry Survey, analytics jumped out as a clear priority for marketers—whether they worked for agencies, in-house or as consultants.

Analytics is all over this Moz survey:

  • Overall “top 5 marketing activities” (#1)
  • “Top 5 marketing activities” for in-house people (#1)
  • “Top 5 marketing activities” for agencies (#1)
  • “Top 5 marketing activities” for consultants (#2)
  • 85% of consultants reported offering analytics as a service (#1 among services)
  • Web analytics professionals had the 4th-highest median salary by role out of 14 (trailing only engineering, user experience and e-commerce)

As the survey itself notes, “Analytics are a way of life across all online marketing fields.” I would assume most people reading this post would agree. … Read the rest


Coming Soon: Our Higher-Ed Marketing Industry Standard

By | March 14, 2014

We know you need more time to dig through all of the details of the digital world, especially if you’re a higher-education marketer. From Google Analytics updates to the latest student recruitment strategies, the industry can get overwhelming. With all of the changes in 2013, you might still be wondering these questions:

  • What does Hummingbird mean for my school’s website?
  • How can I recover all of the data now marked “not provided” in Google Analytics?
  • Is paid search worthwhile for colleges and universities?
  • Read the rest


8 Steps for Your B2B Content Marketing Strategy

By | March 13, 2014

If 93% of B2B marketers say they use content marketing and you’re not in that 93%, what are you waiting for? If you’re waiting for a clear road map for how to develop a B2B content marketing strategy, then look no further! Here are the eight essential steps to developing a sound strategy.

1. Goals

First and foremost, your marketing efforts should tie directly to the goals of your organization. So consider how your B2B content marketing plan will support your overall organizational goals, otherwise, what’s the point of putting all this effort into your content marketing plan?… Read the rest


3 Questions to Ask When Creating College Degree Pages

By | March 12, 2014

Your degree page content is critical for student recruitment and college retention rates. Without all of the information prospective students need (the type of degree, length of the program, career options, application requirements), they can easily move on to the next school. And if a school doesn’t match a new student’s expectations, often set by the website, the student is more likely to transfer. The information needs to be accurate, and it needs to grab them.… Read the rest

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