If you’re not measuring it, it doesn’t matter. And if you’re doing any sort of digital marketing, including content marketing, you’d better be measuring how well that marketing is working….
Read MoreCustomer experience
Improving the video customer experience of IT decision-makers
Customer experience is increasingly where the action is — whether your customers are consumers or IT decision-makers. Since watching your videos is part of the sales process, it makes sense…
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Does your AI need a personality?
If you are Amazon with Alexa, clearly your AI needs a personality–Alexa wants to be your helpful friend. You talk to her. She talks back. No problem. But does your business…
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Does your customer experience track anti-conversions?
Just about every digital marketer tracks conversions of some sort. They are those happy events where your customer buys something from you–or at least takes a big step in the…
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Why you are ignoring your ugly site search
That headline isn’t fair to everyone, because some marketers are really working to make site search better. But I am pointing my finger at the rest of you. Here are…
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Why B2B marketers should care about B2C marketing
I know that many people specialize in either B2B or B2C marketing, but I have done both in my career, with more emphasis on B2B. I am glad that I…
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Attribution: The secret sauce of digital marketing
One thread that binds my career is top-of-funnel content. I’ve co-written two books on the importance of early-stage content and how to identify and capitalize on those opportunities. I’ve also…
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Inspiration for your transformation, part II
In last month’s post, we reviewed a number of examples of legacy firms who’ve made successful — and inspiring — digital transformations. Walmart, Pitney Bowes, JPMorgan Chase and the city…
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The how and why of mini-sites for content marketing
Issue-specific sites, sites devoted to a single product or service, and mini-sites for other purposes can be a great alternative to building out new sections of your main online presence….
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Are you tracking anti-conversions?
Any digital marketer worth their salt is tracking conversions. (I am not sure how much salt is worth, but stick with me here.) And that’s good–we want to count when…
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