The Missing Links in Modern Marketing - Points of Conversion and Interpretation of Data

We have talked about being data-driven for years now, but for most of us, there is still a long way to go. Especially social media have given us easy access to a lot of different metrics. The issue is that almost all of these are volume-based:

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The Future Might be Distributed

I suspect we might be reaching an inflection point in the evolution of content technology. We might be reaching the point where vendors stop pretending that servicing large web properties from a single CMS is a good idea, and instead they begin to embrace and even celebrate the idea of orchestrating content from multiple providers.

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Stewards over gatekeepers: Three Principles for Partnerships

Worse still is when a gatekeeper seeks to maintain broken aspects of the business’ status quo to serve their own self-interest, thereby failing in their duty to the institution or other partners. Stewards are “possibility engineers”. Gatekeepers are “progress suppressors”. Be a steward not a gatekeeper when working in partnerships.

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Communication: How to reclaim relevance on social media for 2019

In 2018 many people have re-considered their love-hate relationship with social media following the scandals surrounding Facebook. Digital strategist and award-winning thought leader on social media Sharon O’Dea recommends that communicators and marketers try and do the same for 2019:

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Six strategic steps for succeeding with digital communication

If you google “communication tips”, you will get a large number of articles such as “Three ways to use [insert latest hot digital tool]”. While simple tips like these are great, they usually won’t help you beyond the current season. In times of constant change, we also need something more substantial that we can strive towards.

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SEO strategy will become content strategy

Search engine optimisation (SEO) is widely known as a tactical discipline focused on optimising for Google and ensuring that at least some of your content gets found.

At recent J. Boye group meetings, I’ve noticed that SEO has become a much more strategic topic and even a driving force when it comes to content strategy. In other words, SEO informs content creation and curation including the decisions on what goes on the website.

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How to deal with SEO in multinational organizations

Search engine optimization (SEO) is consistently ranked as one of the most effective digital marketing methods, but if your organization has websites in several countries, how do you prioritize SEO efforts and make sure you get the most value for your brand? Often large organizations with global reach experience new sorts of problems that small organizations don’t see.

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