Tagged: content marketing

How nonprofits can measure what matters in Google Analytics

Posted on July 18, 2015 by - Strategy, User Experience

Conversion funnel in Google Analytics

It seems that many nonprofits install Google Analytics but don’t know what to do with it. Fortunately, there are many things that nonprofits can do to make Google Analytics much more useful. In this post, I’ll describe how to get started with five features:

  1. Event tracking
  2. Campaigns (with Google URL Builder)
  3. Goals (with conversion funnels)
  4. E-commerce tracking
  5. Custom dashboards

I’ll also share some ways that I use Google Analytics at an international NGO, and I’ll walk you through the process of identifying the metrics that matter most to your organization. Read more . . .

Recommended reading for content strategists and content marketers

Posted on December 6, 2014 by - Editorial & Brand, Strategy, User Experience

book on content strategy

Here are some books and other resources that have been indispensable to my work. I’ve grouped them into several broad categories:

  • Content strategy, information architecture, and user experience
  • Digital marketing, content marketing, and social media
  • Design thinking, change management, and organizational development
  • Marketing and communications
  • Writing and editing
  • Graphic design, layout, and production

Read more . . .