KPIs & User Journey Metrics for Marketers: Part 3

In the first post of this series on content analytics, I talked about the old way of measuring your marketing content with key performance indicators (KPIs) and why you can’t rely on old measurement models for new media channels. In the second post, I offered an analytics framework for measuring content KPIs along a user-journey continuum.

This leads me to the third post in this three-part series on measurement. In this post, I’m focusing on how you can measure the actions on the page to determine how users are interacting with your content. Or not.

Of course, there’s a rather basic problem here. You want to measure the performance of your content and tools, but most reports are just measuring the page itself. We want to measure the components. Continue reading

KPIs & User Journey Metrics for Marketers: Part 2

One of the more confusing aspects of content strategy is the marketing analytics strategy. There are a lot of ways to measure the performance of your website, but when it comes to content analytics, I offer the following solution. But before we start, you may want to check out Part 1 of this three-part series.

First, consider the fact that website analytics and content analytics may not be the same thing. For example, websites like Amazon are measuring the shopping cart experience and sites like Google are measuring the speed to deliver search engine results. Both of these are valuable metrics for the performance of their sites and may not have as much to do with content as it has to do with the back-end performance and engineering of the website. Continue reading

KPIs & User Journey Metrics for Marketers: Part 1

In marketing, we can measure so much that in many ways, we aren’t measuring anything. We are drowning in data. And the worse part, it may even be the wrong data.

There are ways to ensure that the data that we analyze is actually useful to the brand. Of course, this all starts with a content strategy. Which, of course, starts with a persona. Which, of course, starts with data and insights about your target user. Of course.

Starting with a data-informed persona, you can determine what actions are important to that user. Remember, if you are marketing your brand to a human, you need to figure out what that human needs from you and your content to complete their own personal user journey. Remember, inside every “persona” is a “person.” Continue reading

5 Great Reasons Your Marketing Strategy Works

Marketing strategy. Yours is working.

Look, I’m going to run through a few things with you, since you already know all of this. You’re a marketing pro, so this is just a quick review of your talking points with your boss.

A good marketer like you knows that you can’t just check boxes and expect to deliver remarkable results. You are already working hard to make sure your strategies and tactics are effective.

Let’s review five reasons your campaign will succeed, so you can discuss it during your next performance review:

1. You have a strong content strategy.
Last quarter you rocked it with a smart strategy, fantastic branding, and a super message. It took some time, but you managed to deliver an equally amazing content strategy. You know (because you read Content Strategy for the Web and The Elements of Content Strategy) that content strategy includes a plan for ongoing content creation, management, and governance. That’s why your website isn’t still in Phase 1/Launch. You’ve had a content strategist focused on all aspects of content, so that the message stays fresh for your target audience. It’s not just the copy on your website either. It’s mobile, social, video, graphics, and everything in between. This, above all, is why you are succeeding where others have failed. You know that content strategy is the foundation of content marketing. Continue reading

Measuring ROI of Your Social Media Marketing Campaign

Google Analytics to measure your social media campaign

Google Analytics to measure your social media campaign

Stop. Before you go any further in this blog about social media marketing, stop and ask yourself, “am I ready to do what’s required for my campaigns?”

Doing the right thing isn’t always easy, particularly in Marketing. That’s because modern Marketing isn’t easy anymore.

It’s hard and it requires math. (I know I just lost about half of you when I said the other M word…math.)

Today’s marketer must be part mathematician, part magician, and seemingly omniscient. Fortunately, there’s an app for that.

I’m not kidding. The app is “analytics.” (Okay, analytics is more than just an app, but I’m working on my segues.) But if you don’t use analytics and other appropriate measurements, you can’t measure your social media campaign. Continue reading

Write a Website, Not a Novel

Stack of keyboards

Write less. Write better.

Never use ten words, when you can say it in five. Never use a ten-buck word, when a five-buck word will do.

These are old phrases that I remember from my days working as a journalist. The idea was not to dazzle people with your thesaurus, but to communicate and report your story. Save the flowery language, they used to say, for your novel.

If you’re developing your content strategy for your new brand website, be sure to include a section in the style guide about writing. Let your whole team know that the purpose of your website is to serve the needs of your users. It’s not an opportunity to stretch your legs as a writer and express yourself with brilliant prose. Continue reading

11 Things Worth Paying for Online

Here’s something awesome…the Internet is still (mostly) free. Despite the sometimes mammoth costs of launching and maintaining a website, social media campaign, or interactive tool, the cost has remained about the same. In same cases, it’s actually become less expensive.

As the end user, just about everything is free, even though we know darn well that it’s not free to create. There are technical people, writers, designers, marketers, and everyone else…all working together to create stuff online. Some of it is supported by advertising and some of it is paid for by the target user.

So why would you pay for anything online? Well, I guess there are just some things worth paying for. Here are 11 things I’m willing to pay for (and maybe already do) on the web.

It’s worth noting that almost all of these are freemium services. That basically means that you get the core service for free. If you really like it, you can pay for an upgrade. Freemium is the ultimate in “try before you buy” solutions for brands to market themselves and their services.

Top 11 Things I’m Willing to Pay for Online Continue reading

Why Klout and Social Influence Really Matter

Klout.com Logo

Klout.com is a social influence measurement tool.

What’s your Klout score? It’s a question that you hear more often, particularly if you’re in the agency world.

So what is Klout and why is it important? That’s the more important question!

First off, if you haven’t tried it yet, go to Klout.com. If you’re signed into Twitter, it will ask you to connect your two accounts. Twitter has a pretty good application programming interface (API), so you can link two different services and share data. It’s pretty easy.

At first, Klout will probably give you a low score because it does not know how you interact with other Twitter users. But in time, it will give you some indication of your “influence.” You can read about how Klout scores influence, but suffice to say, it attempts to measure how many people repeat (or retweet!) what you say. It’s a modern, online version of how cool you are among your peers.

The mechanics of Klout aren’t as important as the concept behind social validation. So what is social validation and why should you care? Glad you asked! Continue reading

Use a Facebook Fan Page for Book Marketing

Facebook Fan Page

Facebook Fan Page for Comic Book School

About a year or so ago, I started to experiment with a Facebook Fan Page. It was an based in a desire to “meet” the people who were buying my books.

It was a little slow getting started, since it took some time for me to really understand how Fan Pages actually worked. As an author of very niche books, I am really excited about the passion and energy that people bring to the Fan Page.

Now that I have been running this Facebook Fan Page for a while, I thought I might share a few observations: Continue reading

Buying vs Earning Twitter Followers

Twitter logo as a blue square

I was an early adopter of Twitter, and yet, I’d failed to build a strong following. This was my fault, of course, since I was aware of the growing importance of the Twitter channel for social network engagement.

In fact, some of the people I’d helped to get started in Twitter were already miles ahead of me in building a strong following.

So, yeah, I was starting to feel like I needed to catch up. Fast.

I’d read a few interesting blog posts about purchasing Twitter followers, but I dismissed the concept. I mean, how good could these followers be, if they were willing to be bought and sold?

I was determined to build my followers the old fashion way: earn them. And then… Continue reading