A teammate sort post-it notes during a metrics prioritization workshop.

Conducting a Kick-Ass Metric Prioritization Workshop

While we love conducting a great content brainstorm or launching a great new campaign, one of my favorite client exercises is a metric prioritization workshop. We facilitate these as a means to help brands decide what to care about when it comes to their data, and (perhaps more importantly) what to ignore. Step 1: Map … Continue reading Conducting a Kick-Ass Metric Prioritization Workshop

A laptop with a recipe on the screen sits on a kitchen counter.

Baby, you’ve got a stew going: a five-step recipe for highly consumable content

1. Have a clearly defined objective Because all content does not have the same goal, it’s important to individually assign a primary objective to each piece of content to measure its specific success. In general, content objectives fall into one of three buckets: Interest: Designed to drive long term relationships (email subscribers, net new fans, followers, returning … Continue reading Baby, you’ve got a stew going: a five-step recipe for highly consumable content

Four sets of hands, each holding a device (tablet, phone, etc.).

Annoying but necessary: a UTM story

In case you don't already know, UTMs (Urchin Tracking Modules) are parameters that you can add to your campaign URLs; they provide additional insights on your campaign's performance. Setting them up can be a bit of work, but it's worth it. Here's why you should always add UTM tags Find your best sources of traffic … Continue reading Annoying but necessary: a UTM story