I think that our industry is the best that it’s ever been, but, perhaps, also the best that it’ll ever be. Is it only downhill from here? Our industry is at a pivotal moment. We’re in a time where the people, agencies and brands which truly understand, practice and reap the rewards of SEO have a unique blend[…]
In advertising and marketing, campaign performance – and by extension, success – is almost universally measured in the context of comparison to previous campaigns. The answer to “How did we do?” is invariably phrased in terms of “This campaign delivered X% more than that campaign”, or “We had Y% less traffic this week than this week last[…]
Avinash Kaushik, whom I have an enormous amount of respect for as a marketer, a speaker and an educator, has posted a summary of a new framework for digital marketing strategy and measurement. It’s great. Superb. Perfect, and unequivocally right. A conjunction of all of the content marketing, RCS and inbound philosophies into an elegant model. However, it’s just unachievable. Real[…]
Many websites, especially in B2B or long purchase cycle scenarios, rely heavily on PDFs as part of their conversion process, reassurance/validation content, and SEO strategy (generally containing white papers, case studies, etc). Typically, the effectiveness of these resources is measured in two ways – from an SEO/rankings perspective, and from measuring how frequently links to the[…]