You’re Underinvesting in Your Personal Thought Leadership

You work for a brand that everyone knows and respects. But will it be around forever? Will you be with them forever? When you leave the brand, will anybody know or care who you are?

Sadly, many high-performing executives never build a personal brand. They don’t invest in personal thought leadership, and they pay the price at some point in the future when they realize that just having worked at a big-name brand doesn’t mean anybody thinks they are worth much at all.

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Salvaging Content from an Old Blog

This is an article about what to do with that old, cobweb-filled corporate blog of yours.

You know what I’m talking about — those archaic and now mostly useless posts dating back to 2011 (or even earlier) that are still live on your company website.

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Control Group Problems for Online Conversion A/B and Bayesian Testing

Control groups are tricky.

And, in related news, new research from Orbitz shows that telepathy is not an effective marketing tool.

As a digital marketing firm, we are often tasked with improving clients’ online conversion rates — getting more leads, adding more subscribers to the company newsletter, increasing views of lead-generation content marketing assets, etc.

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Enterprise Solution for Employees Sharing Content on Social Media

Looking for good enterprise tools for sharing social content?

Many organizations would love it if they could better mobilize their employees to promote company content marketing assets, blog posts, PR placements, job postings and other items on social media.

Here’s how we do it at Walker Sands. We use an awesome enterprise social sharing product called VoiceStorm from Dynamic Signal.

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How to Think About SEO and Content Marketing ROI

At a recent SEO conference I attended, a marketer started his presentation by confessing that his firm had published over 1,600 articles in six years as part of an SEO program but that more than half of that published content had averaged less than 500 page views per article.

He was very disappointed in these results.

But, to my way of thinking, many people might be very happy with these results. 

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3 Reasons Why Digital Content Doesn’t Connect with Your Audience

You’ve crafted the perfect landing page for your company’s new product. As you import the page into the CMS and take it live, you secretly congratulate yourself for producing the best piece of digital content you’ve ever created.

Now it’s time to sit back and bask in the glow of the success that will all-but-certainly come when the page drives scores of prospects to your company’s doorstep.

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Helpful Tips When Buying a Domain for a Digital Marketing Initiative

We’ve built some great marketing microsites for clients over the years, and one of the more recent ones is the I’m An Engineer site we built for Newark Element14. Check it out!

In these situations, when you need a great domain for a digital marketing initiative, you often end up buying the domain from somebody who already owns it.

Since we have some great in-house expertise at our digital marketing agency on this topic, I thought I might share some useful tips for buying a domain when you need it for a marketing campaign.

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Mobilegeddon Part II: Writing Mobile Content

Just over a month ago, Google rolled out a new algorithm that would rank websites based on mobile-friendly design. This change, more commonly known as “mobilegeddon,” listed out the criteria that a website would be judged against in determining if it fit the bill.

Mobilegeddon has come and gone without many companies reporting a drastic change in search rankings. But amidst the brouhaha of creating a responsive design, marketing teams may have overlooked another very important element of mobile-friendly websites: The writing.

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Measuring Long-Tail SEO Traffic

When measuring a site’s long-tail traffic, you’re interested in getting answers to questions like these: How much of my site’s SEO traffic comes from phrases that are five words or more in length? How much SEO traffic do I get from one- and two-word key phrases?

The good news is that it’s surprisingly easy to measure a website’s long-tail traffic if your site uses Google Analytics. Here’s how it’s done.

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Lead Gen Consulting Firm’s Needs Assessment Questionnaire

As a lead gen agency, there’s a ton of background information that we need to gather before we can write a proposal for you.

That’s because until we’re sure what’s broken, we can’t tell you what needs to be fixed. In fact, I’d argue that any marketing agency that specializes in lead generation that writes you a proposal without asking these questions will probably not get you the results you want. When it comes to lead gen improvement, everybody’s needs are different and cookie-cutter proposals don’t cut it.

So, cutting to the chase, here’s a list of questions our lead gen consultants at Walker Sands Digital will typically ask during an initial call with a prospective client.

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