IT Marketing - Data-driven Insights Blog

IT Marketing - Data-driven Insights Blog

elannert's picture

Fighting to Define the Value of Content Marketing

Through i.c.stars’ work in the digital marketing space, we’re constantly striving to define the value of content marketing for our clients in terms that business-minded individuals can easily grasp and evaluate.

When we started 8 years ago, i.c.stars purchased Google Adwords for recruiting purposes, that resulted in what is called cost-per-click metrics. But we quickly discovered that a click is a marketing outcome, not a business outcome - and we weren’t receiving the data and feedback we needed to improve actual outcomes, e.g. people enrolled in the program. As the technology progressed, we learned to use Google Adwords for tracking cost-per-conversion.

elannert's picture

Resolving to Make Metrics Meaningful

Metrics, metrics, metrics. As I look back on the whirlwind of a year that was 2013, I like to reflect on the momentous importance of metrics in our content marketing operations. We’ve been running this program for more than two years now, and we always knew that metrics were going to play a huge role. In 2013, we all spent a lot of energy trying different ways to find metrics, create dashboards and devise a way to handle answering simple questions like:

*What is the health of any given account?
*What is the health of our operation?
*When can we hire more people?
*How we are growing?

elannert's picture

Using Google Analytics to test Word-of-Mouth content strategies

There’s an interesting tension between word-of-mouth marketing and traditional message-based marketing. It’s a mindset shift from marketing as a megaphone to something a little more nurturing and supportive. It also produces far better results because you create a feedback loop by which to listen and learn.

elannert's picture

What Is Your Marketing DNA?

For our Social Enterprise clients, we use data to drive learning. With google analytics, we have the ability to learn what content actually attracts blog visitors who also ‘convert’ into prospective clients. With AB subject testing, we can see what email subject lines get the most clicks and forwards. We can use hashtag analytics in twitter to find what ideas are getting the most clicks this month and drive content strategy.

elannert's picture

The Importance of Optimizing Blog Post Titles

The title of your blog post matters a great deal.

For your audience, you want a title that’s attention-grabbing and descriptive. However, that’s not necessarily the same title that’s going to help people searching for your content find you.

elannert's picture

IT Marketing Company Of The Future



This week, I interviewed one of our main staff members, Brandies Dunagan. She is behind the scenes most of the time. But looking at the embedded infographic at the bottom of this post, which details the future of marketing agencies (especially the technology aspects of agencies), I knew it was the perfect time to thrust her out into the forefront.

elannert's picture

Twitter Hashtag Strategies: Broad Hash Tagging Leads to Clicks!

Over the last several months we sought to understand how our clients twitter activities were performing. The catch here is that we didn’t just want to look at the traffic that gets driven back to their site. We wanted to understand what kind of clicks were generated for sharing 3rd party content. Our technical team was able to build a service to accomplish this (for geeks: they “unpack” twitter links (t.co links) into their underlying bit.ly’s, and then ask bit.ly for a click count).

elannert's picture

Discovering DISQUS

Can you share some insight about what you’ve learned about Disqus?

I’m going to be blogging about Disqus a lot. I think it’s the long sought-after missing piece of what we used to call “web 2.0”. We’ve had commenting capabilities on blogs for years. We’ve had discussion forums for even longer. Let’s be honest we have never had meaningful b2b conversations on either of them.

elannert's picture

What are the simple steps to write great content for a website?

What are the simple steps to write great content for a website. From your experience what are some of the best practices to follow to write great content for a new website or an existing website?

elannert's picture

Anchoring into Viral Content - TED

Last week we were in our Kissmetrics reporting system, and we noticed that someone came to the blog by Googling, “The First Follower is What Turns a Lone Nut…” That line is from a video on TED that I had blogged about a couple of months back. I wondered, “How in the world did that query end up in my blog?”

About Eric
Eric Lannert's photo
I love learning. I especially love learning from patterns, stories, experiences, and testing ideas. My purpose with this blog is to share the learning's from my team as we create new "21st century knowledge" jobs while managing Social Marketing services for clients.
About the i.c.stars Social Enterprise
We help Technology and Professional Service Companies use Social Media to build prospective client relationships. This Social Venture is being incubated by i.c.stars as part of our efforts to leverage our deep learning expertise to create a self-sustaining business model in the non-profit sector.

Drive More Prospects

Social Marketing enables your network to promote your services.

Find out How

Tour our services infographic:
Social Marketing Services Infographic
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About Eric

Eric Lannert's photo
I love learning. I especially love learning from patterns, stories, experiences, and testing ideas. My purpose with this blog is to share the learning's from my team as we create new "21st century knowledge" jobs while managing Social Marketing services for clients.

About our Enterprise

We help Technology and Professional Service Companies use Social Media to build prospective client relationships. This Social Venture is being incubated by i.c.stars as part of our efforts to leverage our deep learning expertise to create a self-sustaining business model in the non-profit sector.
Find Out How

A Measurable Impact

Initial placement rate:
95%
Industry retention rate:
81%
College attendance rate:
44%
Alumni actively engaged in their communities:
70%
Average 12-month earnings before program:
$9,000
Average 12-month earnings after program:
$31,000