How successful are your marketing campaigns? Believe it or not, this seemingly simple question puzzles many marketers and business owners I work with. You’re running ads, and customers are buying what you’re selling, so your marketing efforts must be working, right? Not necessarily. Don’t get me wrong. I’m not saying this means your strategies have […]

Paul Cheney, Senior Manager, Content & Marketing, MECLABS Institute, MarketingSherpa, MarketingExperiments. Paul is the Senior Managing Editor of MarketingExperiments.com at MECLABS Institute. He helps turn raw research into easy-to-understand content for MarketingExperiments readers. He earned his B.A. in English literature from Covenant College. Before joining the MarketingExperiments team, Paul wrote grant proposals and fundraising letters […]

Way back in the Mesozoic Period of IT (about 1989) I had a boss who, while clenching a lit cigar between his teeth (yes, there was that back then), uttered these immortal words, “Your job is to automate yourself out of a job.” That master of inspirational communications was on to something. He seemed to […]

Marketers are awash in data. But ask marketers if they’re measuring the right things and most answers are closer to “damned if I know” than “you betcha.” So, what can be done when big data gets the better of you? In May I judged a category in the 2018 Content Marketing Awards. I was particularly […]

Questions about URL structure and information architecture are easy to get confused, but it’s an important distinction to maintain. IA tends to be more impactful than URL decisions alone, but advice given around IA often defaults to suggestions on how to best structure your URLs. In this Whiteboard Friday, Will Critchlow helps us distinguish between […]

All things being equal, the more segmented and targeted your landing page is, the higher your conversion rate will be. Everyone in marketing knows that. However, the other part of the equation that is rarely talked about — the more segmented and targeted your landing page is, the more resources (time, focus, development, agency hours, […]

If you want to leverage search intent with SEO keywords on Google and other search engines, it’s best to balance the methods with the false hopes. In a moment, I’ll dive into the big intent types like transactional, informational, and navigational. Mostly, I want to share a perspective to help you suppress your excitement about […]

Artificial intelligence has created a lot of buzz lately, and for good reasons. Whether your company has adapted or not, this technology has already penetrated our world. Marketers are using AI to improve their businesses. I know what some of you are thinking. Sure, some companies use AI, but you don’t need to yet, right? […]

eharmony thrives by using algorithms and mathematical models to find the best match for their customers. Using big data and patented artificial intelligence, eharmony has found ways to predict how likely two people are to be compatible. The model is built upon an in-depth relationship questionnaire which gathers information on a person’s likes, dislikes and […]

Too many manufacturing organizations are still talking about themselves in the content they create. According to our new research, Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends sponsored by IEEE GlobalSpec, only half of manufacturing marketers always or frequently prioritize their audience’s informational needs over their sales/promotional message while creating content. 51% of manufacturing marketers […]