Category Archives: Audience research and strategic planning
Top Management Is Paying Attention
December 14, 2009
Too often posting on the Internet can feel like shouting into the void. The sheer size of the Web makes it difficult to tell if your words are being read by anyone who matters. Here’s good news. A study by Forbes and Google (free registration required) suggests that senior executives are increasingly attentive to what [...]
Also posted in Industry trends Leave a comment
Audits for Better Website Engagement
December 7, 2009
Abridged and reprinted with permission from her blog, Marketing Interactions.
B2B companies say that improving their websites is a priority for 2010. I’m not sure exactly what they’re thinking, but I do know that — before they do anything — they need to audit the website they have now in order to create a renovation plan.
Some [...]
Is Your Brochure Killing Profits?
June 9, 2009
Founder & CEO, the Imagine companies
Abridged and reprinted from The Fast Growth Blog with the author’s permission.
I hear it all the time: “I just need a brochure that explains what we do better,” or “If we could just create a piece that gets people to see how we’re different.” While I’m not (necessarily) against brochures [...]
Beyond Google: Search Tools for Pros
April 20, 2009
Abridged with permission from Henry Stimpson’s PR and Marketing Tips
It’s easy to just Google whatever you’re researching and stop there. Well, don’t just Google! You’re likely to miss invaluable information that isn’t anywhere on the Web. Trust me—I was a research librarian before I went into PR and marketing many years ago.
Here [...]
Also posted in Writing and Editing 1 Comment
Is Your Content Working for You?
April 13, 2009
Chief Content Evangelist at Nutlug Content Marketing
Abridged with the author’s permission. Read the original on the Junta42 blog under the title “Keeping Score: Measuring the Effectiveness of Content.”
Amidst budget cuts and strapped resources, elements of a marketing communication plan that lack at least some metrics linking back to effectiveness tend to be early casualties.
Even [...]
Usability Lessons from a Model Nonprofit
April 11, 2009
In a recent post we called CaringBridge® a fundraising superstar. CaringBridge gives away websites to let users—150,000 to date, they report—stay in touch with family and friends during a critical illness, treatment, or recovery.
Recently the organization launched Version 3 of their site, aimed at “making personal CaringBridge websites easier to use, visually streamlined and more [...]
Also posted in Technologies for publications and Web content Leave a comment
Every Word Counts
March 13, 2009
The following is excerpted with the author’s permission from a post that appeared recently on the ChangeOrder blog.
On the restaurant’s Web site: penne pasta, seared oyster mushrooms, greens, basil, reggiano.
At the actual restaurant: penne pasta, winter greens, alfredo.
Not much difference, right? But what I thought I’d be eating for lunch wasn’t exactly what I [...]
To Sell It, First Give It Away
February 26, 2009
We are rapidly becoming a society that sees its experts as sources of valuable information and opinion rather than as directors of behavior. For example, patients come to their doctors having already done extensive Internet research on the conditions they think they might have.
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Also posted in Marketing and promotion Leave a comment
Thoughts on New Media Strategy
January 22, 2009
This guest post was provided by Jennifer Brundage of Smithsonian Affiliations, a program that fosters relationships with museums, cultural and educational organizations across the country.
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Forty Hours to Better Content Marketing