Digital Strategy

Some of us remember life before the internet (seems crazy to think about!). During those times, making a purchase might have involved seeing ads on TV or billboards, asking friends and family for feedback, or relying on the information a salesperson provided before making a purchase. 

In the agency world, applying the same logic to your website that you would for a client can be a daunting task. Nevertheless, the task isn’t impossible, and we are pleased to share how our content audit informed and continues to inform our content strategy, design, and development to evolve our site.

Selecting a CMS for a university can be a challenging decision. There are so many needs and nuances to consider - costs of implementation and maintenance, a wide range of technical ability among site administrators, developers, and content editors, a variety of end-users looking for different information...and the list goes on and on. While your answer likely isn’t as easy as, “let’s just do what everyone else is doing,” better understanding why other universities made the choice they did can shed light on your decision-making process. 

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Making data-driven decisions is simple in principle: rely on actual numbers over intuition. In reality, most marketers are faced with a disconnect between data and strategy.

This post is an updated part of our Marketer's Guide to Drupal series. This guide will walk you through considerations for choosing an open source CMS, plus case studies and CMO advice to bring your site to the next level.

Supercharge SEO with Drupal

“Over the last 20 years, Drupal has grown into one of the largest enterprise content management systems in the world.” - Drupal Founder Dries Buytaert

As we look ahead to the end of the future academic year and what the future looks like, we see uncertainty clouding what is a typical admissions season for teams in higher education. 

Optimization is a Process 

Think about conversion path optimization as the process of improving your visitors’ end to end experience with your brand with the goal of turning those visitors into customers. 

Conversion path optimization is not a formula or checklist. 

When it comes to conversion path optimization, most websites and tutorials will tell you that all you need is the right combination of the following elements: 

There’s a lot of buzz around data. Leadership wants to know what’s impacting revenue, marketers want to know where to invest their marketing budget, and sales wants to know where qualified leads are coming from. We all strive for reliable data, but it takes alignment across the entire organization to get it optimized. To become a data-driven organization, all departments need to make data the center of decision-making.

Accessibility refers to building and updating a website to make it easier for all users, including people with disabilities, to navigate and get information. Barriers of traditional mediums, such as print, audio, and visual media, can be overcome through web technology. It’s our job as strategists and producers of web content to ensure that there aren’t different barriers preventing those with disabilities from accessing the same content they might not be able to off the web.