marketing landscape online offline

The Offline / Online Marketing Landscape

If there’s one thing I’ve learned this year it is this: share a vaguely useful colourful chart on social media channels, and your ship will come in.

With that in mind, I have created yet another visualisation, this time dedicated to multichannel marketing

There are so many different ways of reaching customers these days, and I wanted to provide a really straightforward overview of some of the most important routes to market. 

So without further ado, here’s the chart. Click on the image to see a bigger version…

content marketing metrics

A Smörgåsbord of Content Marketing Metrics

What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?

Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.

These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.

So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right? 

The era of data-driven marketing [Infographic]

Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology. 

Our Measurement and Analytics report, produced in association with Lynchpin, found that there is an analytics skills gap which is holding back implementation. 

Skills shortages are most apparent in the use of digital analytics tools, statistical modelling and Conversion Rate Optimisation (CRO)

This infographic summarises some of the findings from the report…

Which content marketing formats work best?

Over the past week I’ve been asking a bunch of content marketing folk about the trends in their industry for 2013, the best examples, and looking ahead to next year. 

Here, I’ve asked about the most effective formats for content. In 2012, it could be argued that infographics were king, but I think the sheer volume produced has diluted this particular tactic. 

Other formats are working well though: video, immersive storytelling, slideshare, scrolling sites, and good old blog posts.

Infographics: why format is irrelevant and concept is imperative

Just before Thanksgiving, Rand Fishkin blasted infographics on his ‘Whiteboard Friday’He did make some really good points in his video, but I believe his reasoning is flawed. 

The discussion revolved around format choice as the defining factor of success, an opinion which pops up time and time again and that I wholeheartedly disagree with.

In my experience, if you let format rule your content, you may miss out on some major opportunities. Here’s why.

Infographics: visual fast food for information overload

Did you know that 100 years ago it was expected the average person would only read 100 books in their entire lifetime?

In 2007, following research, it was estimated that the average person is exposed to the equivalent of one newspaper (85 pages) of information every 5.5 minutes during the day (based on an average day of 16 hours and 174 papers a day).

That is a tidal wave of facts, figures, stories, data, images and mental junk. Interestingly, infographics (as a term) has seen explosive growth online in the last three years with a rise of more than 20 times in search volume for the keyword.

Could this growth be indicative of how we now want to consume our information and for it to be delivered quicker and easier to cut through the noise. Are infographics fast food for the brain in response to our info-weary brains?

10 brand infographics worth their salt and your time

Disclaimer: I hate infographics!

If not the medium, the execution is so often poor, as is the chosen subject. But I feel differently when it comes to brands. I’m interested in learning about brands and their activity.

So, I’ve collected 10 stellar infographics here for your viewing pleasure. They’re not all by brands themselves, but all include brands and their footprints.

They range from the mind-blowingly expansive (see the brands that own the brands) to the fruity and fun (see the Die Hard promotion).

Just click on each stub to enjoy the full infographic. Happy stat attack!

This week’s top six infographics

Once again we round up six of the best infographics we’ve seen this week.

The topics include email marketing, B2B content marketing, mobile, social media demographics and a massive look at responsive design.

Three reasons why publishers hate living in a post-Penguin, post-Panda world

It sometimes sucks, being a publisher in a post-Penguin, post-Panda world. It’s great that Google is cleaning up webspam, but it’s not so great to be on the receiving end of stupid demands from people who give the SEO industry a bad name.

What am I talking about? Dubious links, that’s what. Or should I say dubious links on a supposedly authority website (ours), that have been flagged up by dubious SEO tools. Emails with ‘please remove this link’ make our hearts sink. 

What else? Dubious expectations. Why is it that publishers like Econsultancy are expected to clean up the mess? This is the last thing I want us to be doing. “It will be good for both of us,” they say, with various degrees of menace. No it won’t. It’s a cost to our business, and to the publishing industry more broadly. 

We have always been hugely supportive of the SEO industry, and as a web business we’ve always tried to stay on top of SEO best practice. As such it is deeply frustrating to be on the receiving end of requests to remove ‘suspicious’ links, or to add no_follow to links that I think are perfectly acceptable. 

I’m not planning on revealing any names here, but let me explain what I’m talking about. There are three areas for concern. The first two are linked to stupid, short-term thinking, and needless panic. The last one might indicate that Google is changing the goalposts around guest blogging. 

Is this the tip of the iceberg, or a few isolated incidents that we’re experiencing?