As much as we love analytics tools, we’d be the first to admit that you shouldn’t be using all your time on them. After all, time spent on Google Webmaster Tools, Site Catalyst, Google Analytics or OpinionLab can instead be used to solve issues found on Google Webmaster Tools, Site Catalyst, Google Analytics or OpinionLab.
Online marketing tools today can either cost an arm and a leg, or not very much at all. The “not very much at all” doesn’t mean you’re settling for bad tools – there are great low-cost tools out there, just as there are bad expensive tools.
These past few years have not been kind to “old school” search engine professionals.
Let’s clarify that a little bit – the SEOs who are building communities and answering questions in the best possible way, the ones who go out of their way to create a good user experience around a topic (coincidentally, those also sound like really good conversion professionals, or good usability experts) – those SEOs are fine, and doing better than ever.
Joe Pulizzi is a name that has become nearly synonymous to content marketing. He’s the Founder of Content Marketing Institute, author of the book Epic Content Marketing, and a leading evangelist in the field.
One of the great things about being a marketer for a small-to-medium-sized operation today is that you have access to all the data that only Fortune 500 companies used to have. It’s hard to believe now that Google Analytics with Content Experiments is so widely used that only a fraction of companies used to run clickstream tools AND split test tools – and that these used to cost tens of thousands of dollars to implement. Surveys used to cost an arm and a leg, but now you have a plethora of affordable options, including ones where a completed survey costs basically the same as a latte.
Mary Meeker’s Internet Trends presentation is almost peerless in the space. Nothing brings together developers looking for opportunities and threats, online marketers looking to assess prioritization, and business owners reassessing their strengths and weaknesses quite like the Kleiner Perkins deck. In many ways, it’s a SWOT analysis of the industry.