As each year comes to a close, we like to analyze the SHIFT archives to learn what content performed best. When devising a content strategy for a new year, it’s important to take note of what worked, what didn’t work, and why, to plan for next year. Want to see how to do this for your blog? Here’s how.

Our top posts from the third quarter of 2016 focused on Google Analytics, digital ethnography, and content overload. Let’s jump in:

Why PR Pros Need the New Google Analytics Demo Account

Google introduced its Google Analytics™ Demo Account in August 2016. This new feature granted any Google user access to real, live information from Google’s eCommerce merchandise store. So what’s the big deal? If you’ve ever tried to learn the Google Analytics platform in theory, without access to any real data, you’ll understand. It’s a whole new learning curve when you’re set up with the real deal.

Access to such a demo account gives PR professionals and marketers a huge opportunity to gain the experience necessary to improve sales pitches, understand and leverage new business models, and improve a variety of analytical skills. The feature might not be new anymore, but the opportunity is just as large–and it’s yours for the taking.

Digital Ethnography for PR, Part 1: Introduction

Digital Ethnography is a field of study pioneered by our colleagues at NATIONAL Public Relations. It aims to develop and understand content in an effort to deepen the connection between communicators and their audience. How can PR professionals use it, why is it important, and what are its frameworks and limitations?

Part one of this powerful five-part series introduces the big idea of digital ethnography. So, if you’re interested in identifying and understanding the behaviors, beliefs, and decision processes of your audience, as they interact with your brand, we suggest you start here.

Public Relations Struggling with the Content Avalanche

If you work in PR, you know the media landscape is more crowded than ever before. In fact, by 2021,18 million stories may be published–per month. In the modern avalanche of content, the public is smothered by more stories than they can keep up with.

How can you keep up, or stand out? The answer is to take a fresh, reinvigorated approach. The stories that get noticed will be those that prove themselves relevant through data-driven insights and analysis.

Natalie Cullings
Marketing Analyst


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