Strategy, Research & Planning

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  Which Website is Right for You: Brand Building or Lead Generation?

  You have two main options when you build a website: you can build a website focused on lead generation or a site devoted to brand building. One isn’t necessarily better than another, and they will frequently overlap, but knowing what you want your website marketing to achieve will make success more likely. First, let’s define…MORE >

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  Digital Marketing: One Channel Won’t Do It

  At the risk of sounding like a broken record – I’ve discussed similar ideas recently here – you’re never going to maximize your return on your digital marketing investment if you rely on a single channel. Your website can’t do it alone, social media can’t do it alone. Ditto for email, direct mail, trade shows, webinars and…MORE >

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  So Happy Together – Digital Marketing Across All Channels and Platforms

  Is your website an expensive business card? Or is it, in the words of Henry Standing Bear, a “continual soiree?” (Drinks on me for the first person who can name the show.) Your website may not be a never-ending party but it can’t be a wallflower, either. It’s got to get out there and dance…MORE >

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  Your CMS Matters Less Than Your Content Management System

  I’ll cop to that terrible, attention-getting ploy: If you know that CMS stands for content management system, my headline reads as redundant. I could have just as easily called this post, Your CMS Matters Less Than How You Use It. But what’s the fun in that? Audience attraction tricks aside, whichever CMS you favor – Wordpress,…MORE >

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  Digital Marketing Middle Ground: Getting the Most from B2B and B2C Approaches

  Much has been written lately about the differences between B2B and B2C marketers, particularly when it comes to digital marketing. A lot of that writing has painting overly narrow pictures of what each group is interested in and should be focused on. And will some of those ideas are true in very broad terms, there…MORE >

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  Digital Marketing Lessons from Wordcamp NYC 2018

  As many of you know, I presented this past weekend at WordcampNYC, the WordPress-focused gathering of tech geeks, marketers, and small business owners interested in digital marketing. It was a great experience, and though we typically focus on content marketing, digital strategy, and web development in our Resources pieces, I hope you’ll indulge a broader…MORE >

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  Content Marketing: When to Use Gated Content

  Gated content has its advantages and disadvantages, but you shouldn’t be looking at it as an all-or-nothing consideration. Here are some tips on when to gate content, what kinds of content to gate, and how to gate your content effectively. What is Gated Content First, let’s define what gated content is. Quite simply, it’s content…MORE >

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  Do You Really Need a New Website?

  Planning, designing, and creating a new website is – or should be – a resource-intensive enough process that no marketing organization would consider undertaking it without a truly compelling business reason. Perhaps that’s strange to hear from the head of a website development firm. But I’m not saying you never need a new website. I’m suggesting that…MORE >

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  Process Before Goals in Content Marketing

  It might sound odd coming from someone in a metrics-driven field like digital marketing, but sometimes goals – like tracking KPIs and other metrics – can get in the way of real progress. I’m not suggesting that you abandon metrics entirely, over even mostly. What I am suggesting is there’s great value in balancing the goals…MORE >

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  Social Proof and Reputation Management as Part of Your Digital Marketing

  A bit more than a year ago, we found out we had competition. Of course, we’ve always had competition from other digital marketers and web developers. Now, we had competition for our name. The Motorola Employees Credit Union decided to change its name to Andigo Credit Union. (We weren’t offended when the general consensus of…MORE >