How bad KPIs skew your content decisions
“Begin with the end in mind.” That’s one of Stephen Covey’s 7 habits of highly successful content operations. Start with […]
Using analytics data to make a hit B2B article — an example
This previous post walked through a process for selecting article topics based, in part, on Google data. Here’s a little […]
The number everyone reports that has no value whatsoever
I am referring, of course, to “traffic change vs last month.” As in, “June traffic was up 6% compared to […]
Turning analytics into action, part one
When I run a website, I’m in the analytics every single day. What am I going to do with the […]
Who cares about domain authority?
Domain authority (or DA) is a proxy measurement of how much authority your site has in Google’s eyes. Content operations […]
One big step forward for data-driven content operations
So you want to be a data-driven enterprise? Nice. Problem: Humans suck at interpreting numbers.
Three is a magic number (of performance metrics)
Page views are the most elementary way to measure how your content is doing. Let’s get beyond that, shall we?
Clutching at nickels
Let’s say your media brand’s most important business goal is to gain and retain newsletter subscribers. Your website gets very […]
How to refine content topics with Google Trends
Apologies if this is too basic, but I am surprised by how few writers and editors seem to use this tool when choosing what to write about. Real-world example: The managing editor of a national healthcare publication is looking to create a package of articles about sleep. Let’s follow along.