In my mind, there are two key ways to mess up website reporting: No reporting at all and Useless reporting. The difference between web reporting and web analysis is simple: interpreting data, understanding context and recommending actions based on the data. This takes a completely different set of skills than simply pulling data and producing reports.
One of the more concerning trends we have seen lately is business owners who are not “on top of” their website. Surely we understand that management of a company’s website and overall digital marketing does not generally fall to the CEO. However, it is imperative that the CEO knows that the web presence management team is keeping the “keys” safe.
What does that mean?
At Marketing CoPilot, we have long believed that content marketing success is rooted in the engagement of company employees to share their knowledge and their stories. Becoming a storytelling organization can fuel your content pipeline indefinitely with quality and engaging content for your prospects.
Employee stories can be mini, personal case studies which demonstrate successes, failures and development. Employee-driven story content can illuminate to prospects what it is like to work with your company and how you solve problems for others like them.
A Badly Executed Approval Process Can Destroy Your Content and Results – As many of you know, we are big fans of Marcus Sheridan at The Sales Lion. I recently read one of his blog posts that struck a chord. It talks about the concept that too many editors and a poorly executed approval process can kill your content.