August 2, 2016 This past February, I presented a case study of a company’s relationship with a nonprofit around employee volunteer engagement. A quick recap: A well-meaning company wanted to do a group volunteer activity with a nonprofit they financially supported The nonprofit didn’t have a readily structured and meaningful group volunteer project for the … Continue reading Making Employee Volunteers Matter: Part II
Securing investment for SEO is a tough challenge, especially when CMOs don’t fully understand the value of this channel. Columnist Jim Yu explains how SEOs can translate the data they track internally into metrics that matter to the C-suite. Jim Yu on August 11, 2016 SEO is now a digital marketing activity used by … Continue reading SEO and the CMO: Communication and board room metrics that matter
Is it useful for SEOs to track keyword rankings anymore? Columnist Winston Burton weighs in. Winston Burton on July 6, 2016 Some SEOs and brands think that rankings are a very important metric to track for SEO success. But is this really the case? Some sites rank well for high-volume keywords but don’t get … Continue reading Do keyword rankings even matter anymore?
by Karen Repoli July 5, 2016 Follow @karenrepoliJuly 5, 2016 You don’t have to have a big list to successfully market your business with email. There are plenty of people out there who make a steady stream of income each month from lists that have less than 1,000 subscribers. Yes, it’s true! Heck, if you … Continue reading Does Size Matter? Don’t Ditch the Small List
by Margarita Hakobyan May 14, 2016 Follow @margahakobyanMay 14, 2016 Change is the only constant in the wonderful world of search engine optimization (SEO). While link building has always been an important factor in ranking at the top of the search engines, the process has changed many times over the years. Link building strategies that … Continue reading Why Does Link Building Matter for SEO?
by Jenni Boyd May 13, 2016May 13, 2016 For anyone who has managed a business social media account, measuring engagement is nothing new. Yet, often, the only two types of engagement that we really measure or care about is reach and “likes.” It’s time to measure the engagement that actually matters. Wondering what other types … Continue reading 5 Types Of Engagement That Matter More Than Likes
by Larry Kim March 31, 2016March 31, 2016 There have been a rash of tweets and blogposts recently talking about the problems with using averages in PPC marketing. For example, this one where Julie Bacchini argues that “averages are a sucky metric”: While it’s true that sometimes averages can be very misleading, the problem with … Continue reading Why Averages Still Matter in PPC
by Sophie Walsh March 25, 2016March 25, 2016 You can A/B test anything if you really want to. However, the truth is that an awful lot of tests deliver inconclusive results, or worse still don’t make much of a difference to what actually matters – the bottom line. To illustrate that, let’s take one common … Continue reading How to Run A/B Tests That Matter
by Rebecca Lombardo March 1, 2016 Follow @mediachick76March 1, 2016 The short answer is “yes”, social media reaction types matter (otherwise Facebook wouldn’t have introduced five new emoji buttons to supplement their famous “Like” option). Does the overall quantity matter more than the type? Not really. Large numbers of negative reviews can mortally wound a … Continue reading Does Social Media Reaction Type Matter?
by James Thomas February 26, 2016February 26, 2016 Recently, every employee at Time Inc. received a “culture card.” These business cards feature Time’s mission, vision, strategy and heritage, as well as the “TIME” expected behaviors: Teamwork, Innovate, Motivate, Execute. Why does company culture keep making headlines—especially as it relates to CMOs? According to Egon Zehnder, … Continue reading Why Does Company Culture Matter for Marketers?
