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Tommy Landry News & Analysis

Content Is the Foundation of the Buyer's Journey

2014-16-September-Toward-Los-Angeles.jpgCompanies that are serious about the user experience on their website should already be thinking about buyer personas and the buyer’s journey, two of the most important components of website strategy.

Measuring Social Marketing ROI: Possible or Pipe Dream?

2014-04-June-Windmills-La-Mancha.jpgPretty much any company worth their salt is engaged in using social media in some capacity for business purposes at this point. As someone who has built a solid consulting agency using social media and content marketing, I can attest to the value of it holistically.

But as with any marketing channel, return on investment comes into the conversation especially when discussing social strategies with medium and large business clients. Businesses as a whole have become metrics obsessed, and the day of saying we “have to do social media” regardless of the numbers is past (for the most part).

So how exactly does one measure social ROI? Is it even possible, or should we be evaluating its performance in some other way?

Managing Work-Life Balance in an Always On Enterprise

Managing Work-Life Balance in an With the amazing technological advances of the past two decades, pervasive connectivity has become commonplace for the majority of employees. Thinking back even just 20 years ago, who could have imagined the access to information we carry around every day in our pockets and purses?

The CMSWire 25: Our Most Popular Stories of 2013

Top 25

It's a New Year -- the perfect time to take one more long, analytical look back at 2013 -- through a sampling of 25 of the most popular CMSWire stories of the year.

We have selected some of the best of the best stories, based on reader interest. The list does not include SharePoint related stories, a topic that warranted the separate ranking we shared with you yesterday.

So sit back, relax and catch up on all your favorite CMSWire content as you map your strategy for a successful 2014. 

CMSWire's Top 10 Hits of 2013: Customer Experience

CMSWire's Top 10 Hits of 2013: Customer ExperienceIt's been an interesting year in the customer experience management (CXM) space, a broad category that encompasses external marketing, e-commerce and a host of related concepts. Building on Forrester's definition of customer experience — "how customers perceive their interactions with your company” — CMSWire offered readers plenty of insight about experiences that are useful, usable and enjoyable.

Take a look at our Top 10 stories of the year. We hope they help you deliver exceptional customer experiences — and, ultimately, acquire new customers, retain more customers and improve efficiency.

Which Marketing Channels Provide the Most Value?

Customer Experience, Which Marketing Channels Provide the Most Value?We've all witnessed the transformation of marketing in the past decade. With digital technologies have come a variety of new options for targeting and reaching out to both potential and current customers.

Where we once had direct marketing, mass media advertising and similar tactics, we now have search marketing, social media, pay-per-click advertising, mobile marketing and more.

The going assumption among many marketing folks is that we need to find some way to be omnipresent -- as in, we have to learn about every channel and drive value through each of them.

The reality is that we simply cannot be all things at once. We need to pick our battles carefully, measure results and commit ongoing support only where we can derive value.

Mobile Web: Responsive Design or Separate Mobile Site, App

Responsive Design or Separate Mobile Site, AppThe days of thinking of mobile as something you can get to later, when the mobile traffic arrives, are over. 

Web CMS Features for SEO Success

Web CMS for SEOSeveral years ago, I was evaluating Content Management Systems for a local tech company. As you surely already know, the Web CMS market is highly fragmented. There are literally hundreds of options available.

After a couple of weeks of research, it became apparent to me that no two Web CMSs are the same. 

Search Engine Optimization Trends to Watch in 2013

SEO and Search Marketing in general have both seen many changes in the past 24 months. As a webmaster or digital marketer, you are surely familiar with the two major algorithm updates, Panda and Penguin, which Google introduced in February 2011 and April 2012, respectively.

The Future of SEO and Content Marketing: Author Authority

More than ever before, the customer controls the majority of the decision process: they are overall more savvy and more critical of marketing messaging.

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