Keith Wiegold is Chief Content Evangelist of Nutlug, a content marketing consultancy. He has created C.A.R.E ™, a proprietary strategic framework for Customer Acquisition and Retention through Engagement, as well as N-Gauge Level™, an engagement measurement system. Along with his position as adjunct professor at Northwestern University’s Medill School, Department of Integrated Marketing Communications, Keith has worked for several of the leading and pioneering agencies in custom content, nationally and globally. Follow him on Twitter @ContentKeith.
If you’re anything like me (a loaded preposition), you’re enamored with measurement.
For me, the possible reasons are many, but there has been this nagging question that’s plagued me since my earliest research classes as an undergrad:
Does it really work?Continue Reading
The whole idea of ”targeting” is an odd practice. As marketers we spend so much time and effort, trying to narrow down who our customers are into an age range, a gender, a geographical location, a household income, that type of thing. Then we end up calling it a target, and wringing our hands about just how difficult it is to ‘hit’ this target. Apparently, we’re aiming at this boiled-down, most-common denominator.
Focusing on demographics may be terrific for buying media, but creating content for a boiled-down, most-common denominator leads to, well, boiled-down, common content.
Nothing personal. Literally.Continue Reading
