Authenticity FTW

We are bombarded with hundreds, even thousands of marketing messages each day. What cuts through that clutter is engaging, authentic content that your target audience can relate to. A recent article in Forbes asserts that a great way to do this is through user-generated content (UGC) and I don’t disagree. According to a 2014 study conducted by Cohn & Wolfe, 63% of consumers would prefer to do business with a brand they view as more authentic than its competitors. Authentic content can provide customers with an engaging visual experience — what’s more real … Read more

Out, Damned Jargon! Out, I Say!

jargon noun  jar·gon  \ ˈjär-gən , -ˌgän \ 1 : the technical terminology or characteristic idiom of a special activity or group sports 2 : obscure and often pretentious language marked by circumlocutions and long words an academic essay filled with jargon Arts organization descriptive copy is filled with jargon. We have lots of words that are specific to our art form which we use to describe our organization or events. The problem with this is that people who are not familiar with us don’t understand what we are saying. It is like we are speaking a foreign language. It is hard to … Read more

HeatMap

Are You Looking At My Heatmap?

If you’ve ever seen me speak at a conference or attended one of my webinars, you know I love to use heatmaps to illustrate how people interact with websites and emails. Smashing Magazine recently published a great little article on using heatmaps to track activity on your WordPress website. Unlike Google Analytics, which works with numbers and statistics, the heatmaps show you the exact spots that receive the most engagement on a given page. Through heatmaps, you will know what are the most clicked areas on a page, what paragraphs people select while … Read more

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