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Author: Simon Penson
Starting life as a journalist and magazine editor I quickly realised that although the bubble had burst in the late 90s that the shift to web was structural and not cyciical so threw myself headlong into digital content, audience creation and marketing.
The print experience taught me a lot about audience development, specifically around niche interests (which is what the web is all about) and helped me form Zazzle Media - a content led but data based digital marketing agency with SEO and content marketing at its core.
Data-driven content strategy is something I have spent the past 15 years pursuing and so the addition of such insight moves that process on further than ever and today I want to look at actionable ways in which these new platforms can be used.
Much is written about conversions from various types of page real estate, but few share that data.
Working with the team at Live Casino we have spent the past 12 months looking at how different call to actions affect click through and uncovered some interesting findings around changing behaviours in how we react.
Is click-through banner advertising on the decline? Is a button better than a text link? All of this and more is answered below.
Out of it is growing a new industry based around intelligent content marketing and authority outreach.
In my first post for Econsultancy I want to explore this area in more detail and give some insight into how best to approach the task of discovering, and then reaching out to, the right people to maximise return on your time invested.