Author Archives: Michael Sweeney

Reprinted with the author’s permission from Marketing Trenches. As part of a marketing evaluation we delivered to a client this week, we covered Search Engine Optimization (SEO), and in particular how the volume of indexed content plays a major role in the success of any SEO effort. The situation was simple: one of this company’s [...]

Abridged with the author’s permission from Marketing Trenches. All too often social media planning revolves around a murky set of objectives and a band of interns. Having completed a handful of these plans on behalf of clients in the past few months, here are the 10 components that belong in your social media plan, regardless [...]

Abridged with the author’s permission from Marketing Trenches. In many of our projects, we’re expected to either conceptualize, execute, or review various forms of research and testing. Some of it is what I’d call traditional market research, or an exploration of consumer attitudes towards a particular product. Some of it is usability research, or a [...]

Abridged with the author’s permission from Marketing Trenches. Before you can even get to the content planning step, you need to make sure you’ve defined your core message, identified your the target audience, and taken an inventory of all the content you already have on hand. Once you’ve done those things, though, how do you [...]