Interview with Springload Content Director – Ruth Hendry. It can be difficult to get buy-in for valuable content work, and Ruth knows this challenge well. She’s the Content Director for a large digital agency, so we wanted to find out how she communicates the value… Read More »How to get buy-in for content work
We’re likely to return to a different digital landscape when we emerge from our lockdown bubbles. Audience demand may have changed, marketing budgets may be reduced and many other possibilities may have emerged. Out of this change comes opportunity, and a chance to make the… Read More »Hold a website goals workshop
If you find it tricky to get useful insights out of Google Analytics, here’s a how-to guide on my favourite technique. Advanced Segments allow you to track the people you’re interested in – those who visit certain pages, arrive by social channels, contact you or… Read More »How to segment your audience with Google Analytics
If you have an ecommerce website you need data you can trust, so that you can understand your audience and increase your sales. If you’ve tried to track sales data with Google Analytics (GA) you may have found that it’s not a simple task. Commonsense… Read More »Ecommerce analytics with Commonsense
Do we need a new website? Te Papa Venues came to me in mid-2017 wondering if they needed to create a new website to achieve their performance goals. Their content lives on the main museum website which is designed to help people visit the museum… Read More »Te Papa venues: increasing enquiries with better content
How do you get more Google traffic? Take the words that people are searching for, and put them in your titles and URLs. In this post we’ll go through a case study from the Ministry for Primary Industries (MPI) where we increased Google traffic with… Read More »How to SEO your content
RNZ wanted to understand their growing website audience. They had lots of insight into their offline (radio-listening) audience, but with data we discovered that the website audience are completely different. We uncovered a young, news-hungry, mobile-first audience who use the RNZ site in a surprising… Read More »RNZ audience tracking with Google Analytics
Approach Adwords with care Clients often come to me feeling frustrated that they’re throwing money into an Adwords black hole – they have no idea whether their spend is resulting in value to their business. They’ve often seen performance data showing that they’re getting good… Read More »Should you buy Adwords?
Content is everything. That’s the main learning from the excellent book SEO for Growth which explains how to get more Google traffic to your website, in plain English. The authors even claim that content marketing experts are surpassing SEO experts in this field, which should give… Read More »SEO is content
Content is often a low priority on the digital food chain, but user-focussed content is a crucial part of successful digital products. You can have all the functionality in the world, but if users can’t understand how to use your services your product will fail!… Read More »Google Analytics for content designers