Marketers use a variety of metrics to collate, crunch, and calculate how their content performs in social media. Metrics such as shares, retweets, and views are often the easiest and most obvious to gather, but they may be the most deceptive and unreliable when evaluating whether your content is genuinely making a difference.
The marketing industry has a terrible habit of devaluing perfectly serviceable words and phrases by turning them into vaguely defined whiffle-dust. These buzzwords might add impressive-sounding sparkle to a strategy, but they usually conceal the lack of any genuine substance capable of driving measurable business outcomes.
“Engagement” particularly irks me. Engagement used to mean something. It meant capturing and holding attention. It meant interaction. It meant [...]
Content marketing’s moment has passed.
That’s not to say it’s any less relevant than it has been. In fact, every prediction I see (including a few made here) suggests content spend will grow exponentially over the next few years. And yet, marketing budgets make up only a fraction of the money spent on content by an organization in a given year.
Content is the currency companies use to communicate with the world; the marketing department is just the tip of the iceberg. Content itself is where the real growth lies.
At my company, Contently, we have a content team dedicated to maintaining our two digital magazines, which we use to establish thought leadership, generate leads, and build stronger relationships with our customers and potential customers. In that sense, we’re a fairly tex [...]
(Editor’s note: When we find something of such significant value to our audience from another source, we want to share it. This article appeared in Chief Content Officer magazine, which excerpted it from Brian Massey’s great blog, Conversion Sciences.)
Marketers have always relied on testing. But let’s be honest; it’s probably only in the last few years that they’ve begun discussing conversion rates rather than golf scores over beers.
And yes, I’ve got the data to back that up. According to Econsultancy, in the last five years, the number of companies using A/B testing has more than doubled. Two-thirds use A/B testing, making it the top optimization method in practice today. Compare that to five years ago, when only a third of businesses were testing.
In the last 5 years, the n [...]
Scott Berinato is the senior editor of Harvard Business Review and author of Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations. Passionate about the transformative power of data visualization inside organizations, Berinato shares how he uses data visualization at HBR and why he thinks we are living on the cusp of a visual data revolution.
Berinato’s book is a primer for non-experts to understand the basic tenets of data visualization. For both content marketers and business managers, effective data visualization is much more than creating a flashy graphic.
Effective data visualization is much more than creating a flashy graphic by @scottberinato via @soloportfolio.Click To Tweet
Good charts, he explains, are a way of crystallizing complex ideas into easily [...]
Ask most people to define “branding,” and they’ll be quick to mention the logo or a brand’s look and feel. But branding is much more than a swoosh, swirl, or any other visual fingerprint. Branding is about how an organization is perceived by its customers. And content (e.g., tone, voice, word choice) is an integral part of branding even if regularly overlooked in the excitement of a rebranding initiative.
At Cleveland Clinic, a global health care provider, the brand guide is elevated to new heights. Many organizations have public style guides and press kits. Countless others have internal editorial guidelines. Cleveland Clinic’s comprehensive microsite, OnBrand, supports the complex requirements of a content-powered brand. The site offers expected identity assets (e.g., logos, co [...]
Discoverable, adaptive, and reusable, oh my! Learn how to make your digital content super flexible and findable using a concept called “structured content.”
You publish hundreds of content assets a year – everything from e-books and videos to blog posts and snackable social content. You “atomize” content, reusing and repurposing narrative content and visuals across overlapping projects. So far, so good.
Managing your content development and reuse on a case-by-case basis makes sense when you publish just a few hundred assets in a given year. Scale it to thousands (or tens of thousands) and the process gets seriously gummed up.
When your production team tries to update hundreds of assets published in the last six months due to an unexpected regulatory change, they find that keeping [...]
With complex decisions to make each year – from adjusting capital expenditures to figuring out the amount and timing of fertilizer applications – farmers must analyze reams of data to keep their operations running profitably. PotashCorp saw an opportunity to provide utility-based content that would not only inform farmers, but also influence mission-critical decision-making.
As the largest manufacturer of fertilizers by volume, PotashCorp was particularly hard hit by an industry-wide drop in fertilizer sales. In 2012, it experienced a sales decline of 18% in the United States driven by the cyclical nature of the commodity business. Agronomists at PotashCorp knew, however, that by saving money on potash (a naturally occurring salt mined from the earth), farmers were missing out on highe [...]
Imagine that you recently redesigned your company website and are looking at your site analytics. You notice visitors are spending much more time on one of your revamped pages. A small, satisfied smile crosses your face and you feel a sense of relief. Thanks to your efforts, people must be more engaged and are happily spending more time on your site.
You actually don’t know what’s going on with that page. The metric without context isn’t informative.
People could be happy with the page or they could be frustrated and spending way too long trying to find what they need.
Time on site, website traffic, types of visitors, exit rates, and other metrics tell you what is happening on your website. This is valuable behavioral information. But why is it happening?
Numbers leave out con [...]