Zachary's Blog

March 10, 2010 by Zachary

Email Best Practices Aren't Always Best

Suscribers to our awe-inspiring, world-renowned email newsletter may have noticed that I've been making some changes lately. Indeed, I've been tinkering with and testing this tool since assuming control and production, though I'd venture to say most of the changes have been subtle. The most-recent alteration, however, was somewhat...

March 3, 2010 by Zachary

Four Ways to Fix Sub-Par Publishing

I've been working on a quantitative content audit of the Digett site for a little while now, and I recently reached that golden spot in the sun where I realized I had cataloged all our blog content (until Valarie's latest post, that...

February 23, 2010 by Zachary

Building a Case for a Content Audit

I'm a bit of a book addict, to my wife's chagrin; like wire hangers in an empty closet, books tend to multiply in my home. Moreover, I almost never get rid of any of them, and my ad-hoc organization schemes have failed to bring any semblance of order to my little library.

Online content tends to suffer from the same morass of proliferation and fragmentation, and the situation is only getting worse. Ten...

February 17, 2010 by Zachary

Redefining a Role, Mission, and Message

As I write this, my normally sharp vision is blurry and my fingers aren't dancing nimbly around the keyboard. The reason is quite simple: Two weeks ago, my wife and I welcomed a baby boy into our lives. One of the more aggravating side effects of having a newborn in the house, it turns out, is possessing a cure for insomnia—sheer exhaustion—that cannot be used.

January 27, 2010 by Zachary

Tying Traditional and Engagement Media for Better Metrics

In this industry, we hear a lot of snarky talk about traditional media and how practitioners "just don't get it." From my vantage point, the same could be said for engagement practitioners; if anything, their condescension comes with a great deal of irony.

Still, there are good points to be made about the viability of pouring resources into traditional, "interruption" marketing techniques, particularly as...

January 3, 2010 by Zachary

Slim Down and Simplify Project Scope for Online Success

The New Year's Diet has become a staple resolution for many—not us, of course, but other people—and for good cause. In the course of a busy week, our thoughts of eating well and exercising quickly devolve into a maelstrom of fast food, microwave dinners, and "quality" time in front of our televisions. It's rarely intentional—it just ... happens.

December 31, 2009 by Zachary

Dealing with the Ever-Changing Faces of Facebook

As I write, the clock has yet to chime midnight on December 31; however, all indications are that 2009 was the Year of Facebook, for both personal and business communication. The five-year-old social network has become a behemoth of users and capital, and marketers like myself have been forced to spend...

November 23, 2009 by Zachary

Facebook Puts the "Pro" Back in "Promotion"

One of the fairy tale selling points of social media marketing has been that it presents a level playing field. That is, small businesses and organizations could compete just as effectively as the big boys.

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