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We Always Start Now

a Publication written by Christopher Butler on May 26, 2015

...business of assisting communication and action, aren’t we? We’ve done that on the printed page; now we’re doing it on the screen. Somehow, we made that transition. And really, it wasn’t just one, was it? It was the steady accumulation...

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Article

Content Strategy

What's Really Holding Back Your Content Strategy

an Article written by Lauren O’Brien on August 25, 2015

...certain threshold of number of clicks per article? Is it overall traffic, time on page, and bounce rate per article? Whatever the metric, whatever the goal, take time every month to evaluate your content. And if the numbers aren’t where...

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Content Strategy

Marketing Without Losing Your Humanity: How to Press On During COVID-19

an Article published on April 27, 2020

...LinkedIn page as it’s typically reserved for work events and industry thought leadership, that doesn’t mean you don’t have other options. Any chance you have a Facebook page that tends to attract more of your employees’ family members? I bet...

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Article

Things I Wish I Could Tell Everyone About Analytics

an Article written by Christopher Butler on May 17, 2011

...not the only measurement you’re doing. But it should be the easiest part of your measurement regimen, exceeded in emphasis (and time spent) by deeper landing page analysis and user testing. Remember, keeping the pulse will tell you if something...

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Article

Prospect Experience Design

Navigating Navigation

an Article published on November 29, 2010

...I want to make it easy to find, so I will probably place it under a “products” tab, or maybe even a “Super-Products” menu item. Another common navigation mistake is cross-listing pages under different menu items.  While a page such...

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Prospect Experience Design

Are Clever Navigation Names Worth the Confusion?

an Article published on May 12, 2011

...Even if your content may have a proprietary name in other marketing avenues, you should consider simplifying the name on the website. We’ve all had the experience of trying to decode what a page or section is really all about:...

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Developing an Effective Content Strategy

an Article written by Christopher Butler on July 30, 2008

...prospects can put to use. My only critique would be that while the titles are strong from an editorial point of view, the meta title for each Orange Thought simply duplicates the page title, rather than anticipating potential search queries...

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Article

Email Marketing

What You Need to Know About Revenue Attribution with Marketing Automation

an Article written by Mark O’Brien on July 7, 2014

...through ten years of data and see which content has driven the most sales — is it the blogs, the webinars, the email campaigns, the whitepaper downloads, the case studies, the pricing page, the testimonials page, or some combination? Surely,...

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Content Strategy

Adaptive Production

an Article written by Christopher Butler on October 5, 2012

...the functionality has changed, but how information is distributed on a particular page. So, even though the programming has been done, much of it might need to be redone. In fact, once you start a project like this, nothing really...

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Article

The Future of Mobile (is the Web)

an Article written by Christopher Butler on May 24, 2011

...what “responsive” means as far as web design is concerned, a recent Design Shack article by Joshua Jackson provides a useful explanation—showing how responsive web design works by employing CSS media queries to reorganize page elements based upon the maximum...

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