Marketing and Content Strategy

Google Analytics: How to Turn Events into Goals

In Google Analytics, events help you track user behaviour and better understand your website’s performance.

However, event reporting isn’t the most convenient way to obtain a bigger picture of your traffic and/or content performance. A better method for this is to use goals.

Once you’ve set up goals in GA, you can check on overall performance efficiently and monitor volumes and conversion rates for each goal. This makes it easier to keep track of key metrics, such as your best- and worst-performing traffic sources, landing pages, audiences, etc.

Read more about Google Analytics: How to Turn Events into Goals

Digital Marketing for Higher Ed: Insights From PSEWEB 2020

Last week I had the opportunity to attend PSEWEB 2020, Canada's annual digital marketing conference for colleges and universities.

While it would have been nice to attend sessions and meet attendees in person (the conference was originally supposed to take place on the McGill campus in Evolving Web's home city of Montreal), it's safe to say that the virtual version of the event was still a success.

Read more about Digital Marketing for Higher Ed: Insights From PSEWEB 2020

Guerilla Marketing Tips from Ad Veteran Pete Favat

Several members of the Evolving Web team attended a marketing cocktail with Pete Favat, Chief Creative Officer of Deutsch North America. He shared several important lessons about guerrilla marketing strategy that he used in creating high-impact TV ad campaigns such as “truth”, which shocked late-90s viewers into realizing the harm being caused by Big Tobacco.

Read more about Guerilla Marketing Tips from Ad Veteran Pete Favat

What You Can Learn from Marie Kondo About Running a Content Audit

It’s a new year, and one of your resolutions might be keeping a more minimalist lifestyle. A few years ago, I read Marie Kondo’s book about the benefits and practice of keeping things tidy. And it planted a seed in my mind about how this applies to content. And in particular, your content strategy. How can we apply the same techniques that result in a well-organized drawers and closets to well-organized content hierarchy and navigation? How can they guide your next content audit?

Read more about What You Can Learn from Marie Kondo About Running a Content Audit
Evolving Web Newsletter

Sign up for tutorials, best practices and insights, plus info about our acclaimed Drupal Training series.