If you want to be taken seriously as a content marketer, stop acting like a member of the PR team. If you want to show that content marketing is a distinct contributor to business results, stop using only PR metrics. Every time you use PR-centered metrics to show the “value” of your content, your content […]
How to Get Content Marketing Wrong? Think Like a PR Person Read More »
Do you feel like you’re constantly explaining content marketing? Whether you’re seeking initial buy-in or justifying an existing program to a new executive, you’re often asked to prove that content marketing is a worthy investment. Explaining the nitty-gritty inner workings and ROI of content marketing to bosses or clients is difficult. But it’s necessary. If
How to Explain Content Marketing ROI to Win (or Keep) Buy-In Read More »
Want to know how to predict and forecast your followers’ behavior? Wonder what modeling techniques can help you predict the lifetime value of your customers? Tracking the pulse of social media allows your company to gain feedback and draw insights to market better. Analyzing data and interpreting it through modeling can help make your brand’s
3 Models to Understand, Predict, and React to Your Social Media Read More »
No matter how creative, memorable, or popular your content pieces may become, every asset you create and share will ultimately be judged by the impact it makes on your business’ bottom line. While it can be tempting to think about measurement only after all other tasks are complete, you should recognize by now how critical
Monitoring and Measuring Your Content’s Performance Read More »
Your team has created, socialized, and measured content in just about every possible way … except for one of the most important metrics: how your audience is engaging with the words. You want visitors to find information, stay engaged, or complete a task. But once readers’ eyes hit the words on the page, if it
Content audits are about as popular as colonoscopies but they’re just as necessary to health – in this case, the health of your content marketing strategy. But you likely dread the tedious, time-consuming annual content audit, and reliably and predictably put it off (and sometimes never get it done.) What if you could do a
Look up “audit” in any dictionary. The first definition should be: “Ugh.” Who on earth would choose to spend time auditing content, let alone teaching others how to do it? A content strategist like Laura Creekmore, that’s who. Someone who knows that without a deep understanding of your existing content, you’re working in the dark.
Your company may not employ data scientists today. And you might be fine with that. Consider, though, that if you’re not working with a data scientist or at least thinking like one, you’re missing something: the ability to say “I know” instead of merely “I think.” That distinction matters when you’re talking with executives, says
Why Marketers Need to Think Like Data Scientists (And How to Do It) Read More »
Using vanity metrics to measure the performance of content campaigns on social media is perhaps one of the simplest things to do in marketing, but also one of the most difficult. It’s simple because vanity metrics are easy to obtain in large numbers – all platforms supply them; it’s difficult because they are often ambiguous
The Smart (and Not-So-Smart) Ways to Use Vanity Metrics Read More »
You finally get the C-suite on board with implementing a content marketing program. Not just starting a blog or Twitter account, but developing a strategy and using a real plan – one that understands your audience, how to meet their needs, and where to find them. Fast forward … You started. You sweated. You launched. Your audience
The Risks That Come With Content Marketing Success Read More »
