You’ve heard of HiPPOs, right? They’re the Highest Paid Person’s Opinions, and there’s someone with them in every group.
Whether they come straight from the actual Highest Paid Person’s mouth, or just someone who sucks up to her, or the guy who’s super-charismatic and persuasive, there’s always someone who has the last word. “I think it should be like this,” they intone. And so it shall be done. Read More →
Today we’d like to welcome to the blog Jonathan Hills, a product developer and strategist who will be blogging about ways that traditional companies, particularly media brands, can reinvent themselves in the digital age.
For army rangers, casual campers, and budding serial killers, the Swiss Army knife is an attractive tool. Knowing that you have a single product at your disposal that can do a variety of tasks averagely well is quite comforting. It represents a highly portable way to get by in an emergency — which clearly has value. But given the option, it’s unlikely that a three-inch nail file would be your number-one tool of choice if you needed to skin an otter — or whatever people do when they’re surviving in the wild.
One of the biggest mistakes traditional media companies make when working on their digital product strategy is to fall into a Swiss Army knife mindset. It usually goes something like this: Read More →
At Google, some very bright engineers are working tirelessly to make sure everything you do all day somehow involves one of their products. It’s a little bit scary. Fortunately, lots of Google’s valuable tools are available for free, to help anybody learn from the vast volumes of data the company collects. So if you’re working on an online marketing campaign, building a blog, or just maintaining your personal website, you should put Google to work for you.
As someone who writes a blog about copywriting, I find Google beyond helpful in tracking how people use language. Here’s a list of my eight favorite Google bookmarks, going from serious and pragmatic on to fun and frivolous.
Thanks to its longevity, reliability, and unbeatable price (free), Google Analytics is the standard way that many of us measure website traffic. It takes some technical aptitude to set it up, but when you get it humming, you’ll wonder how you ever lived without it.
This is Google’s way of showing you how its search engine analyzes and crawls your site. Again, it takes a little bit of technical work to set it up. But if you’re trying to attract search engine traffic, it’s worth your time to understand Google Webmaster Tools. Read More →