Blogs By Author

Megan
The Axelrod's Clockman!

Earlier this year, a few of us had the fortunate opportunity to work with Dick and Emily Axelrod, of The Axelrod Group, offering marketing strategy around their latest book, Let’s Stop Meeting Like This. (If you haven’t read it yet, I highly recommend it. It’s a workplace productivity book that doesn’t feel like a stale, dusty textbook that you’ll be quizzed on later).

This project was special because we were able to truly have a good time with the client, felt the impact of our marketing plan and content strategy, and watched them succeed to great heights.

Keeping Time with Clockman

The Axelrods also introduced us to Clockman. Their timesaving superhero. I won’t spoil the book, but Clockman always finds a way to step in a give you the most important bits of information you need to know. He’s stuck with me since. I always find myself picturing the little guy when I start to get too verbose and ramble during a meeting.

One of the things I am most grateful for in 2014 is getting the chance to work with this dynamic duo and learning about ways we can all save in our workday by getting down to what is most important. As if all of that wasn’t cool enough - Clockman’s also a rockstar (see above).

This blog was posted by Megan on December 8, 2014.
Megan Culligan

About the Author

Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

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Megan
Working Hand-in-Hand Even When You Can’t Be Face-to-Face

Work relationships are often like family, you don’t really get to pick them. To have the opportunity to continue to work with people you gel with is a privilege and we’re lucky enough to have several of these engagements.

Part of the Team

One marketing partnership that I work closely with is MathWorks. Our relationship is a testament to their patience and willingness to take in an external agency and guide us along the in’s and out’s of their business. We have become a part of their team going on three years, supporting their internal creative team for successful global events, among many other responsibilities.

The amount of work we’ve done with them has grown exponentially. We’re now leading several projects within their internal organizational structure, providing creative support, and working in conjunction the MathWorks creative team to support global marketing events.

Your Presence is a Present

I’m grateful for the expansion of the business side of the relationship, but I’m particularly glad for the opportunity to personally deepen the partnership and grow relationships with their team. The highlight of the past year was when our team went to the MathWorks headquarters near Boston to meet their team in person (the East Coaster wannabee in me was thrilled).

At the end of the day, the work is very important, but it’s essential to remember the impact you have on the people you interact with day in and day out. I cannot say enough positive things about having the opportunity to meet them face to face. Being in the same room made us feel like true coworkers and partners.  

So today, I wanted to share how thankful I am to have had the last year elevating a great brand and working with a great group of people. With clients like them, it’s easy to carry out our mission - to do good work for good people.

This blog was posted by Megan on December 5, 2014.
Megan Culligan

About the Author

Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

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Megan
Sandstorm Talks UX at Drupal MidCamp

Learn more about how to better the user experience on your Drupal website. Take some time this weekend and attend the Midwest Drupal Camp 2014 (or Drupal MidCamp). Michael Hartman, our Technology and Usability Director, is giving a presentation that highlights 4 of the best user research approaches. He will walk you through the practices that uncover what your users are looking for, their needs, and areas to improve.

The user experience research methods discussed include:

Michael’s talk is scheduled for Saturday, March 29 from 1:45 p.m. to 2:45 p.m. in the River room at the University Center (525 S. State Street, Chicago).

Learn more about his talk or sign up for Drupal MidCamp.

This blog was posted by Megan on March 26, 2014.
Megan Culligan

About the Author

Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

Megan
Keep Your Content Timeless: No Buzzwords, Please

Buzzword – n. a word or phrase, often an item of jargon, that is fashionable at a particular time or in a particular context.

These words are trendy, fashionable, this season’s latest fad. They should not be loaded into each and every piece of work we create and used until the end of time. Words like these were meant to refresh and have become cliché. We hear and use them so often that they tend to invade other aspects of our work, diluting the value of what we produce.

As an avid reader and occasional writer, I know that I might put more emphasis on word choice than others, but some of these words just aren’t going to work anymore. Word choice heavily impacts the impression we give off to others (there’s my PR background sneaking up). If we speak to users in a whirl of buzzwords, they won’t know what to think about us.

The Usual Suspects

Using buzzwords dilutes our meaning and creates skepticism within our audience. They become throw-away words and almost ensure what we are trying to convey won’t be heard. For example, a content strategy filled with buzzwords is stale and forgettable, whereas language that is thoughtful and precise will better convey your message and engage your readers. Try your best to avoid these words and you might actually reach your users:

  • Innovation
  • Leverage
  • Dynamic
  • Thought leader
  • KPIs
  • Empower
  • Groundbreaking
  • Stakeholder
  • Low hanging fruit
  • Game-changer
  • Next-gen
  • Out-of-the-box
  • Turnkey
  • Breakthrough

Although I cannot share exact quantitative data on the overuse of these words, I am sure you are nodding your head in agreement when you read the list. These words have become ubiquitous background noise. I am even prone to using them once in awhile. The one I use often (unfortunately), is “out-of-the-box.” I have no idea how big the box is or what happens inside, but no matter what, every idea and concept should be beyond said box or ready to go when it is removed from the box.

It’s All in How You Say It

You don’t need to use these words to sell your ideas or products. Use the descriptive words and phrases that come natural to your vocabulary. You will seem far more credible with this approach. People are going to believe what you are saying and feel that they received something valuable from you and your team.

Whatever content you are creating needs to be comprised of words your user understands and would use themselves. If they cannot understand what you’re saying, how will they see the value of your work? Consider your audience and use words that are timeless to them. Make sure that whenever your content is picked up, it’s relevant and makes sense to your audience. Show that you and your organization don’t fall into the habit of following trends. Your word choice reflects your work. Make sure the content comes across as great, timeless and not “rad” or “tubular.”

Breaking the Habit

If you aren’t sure about letting the words go, trust me, your users are ready. We just had a client in our office last week, working on a content strategy. While toying with descriptive words for part of their plan, the word innovation came up. They quickly rejected that idea, saying they were so sick of hearing that word. It was so refreshing to me to hear that they wanted to dig deeper for a more specific descriptive word.

I’m not asking my fellow marketers to bust out a thesaurus for each and every content strategy they build. I’m suggesting that it’s time we go back to using our natural word choice and stop hiding behind the fog of buzzwords. Be real with your users and you will get the same in return. Trust that your natural word choice will do the heavy lifting and get the real point across.

This blog was posted by Megan on March 12, 2014.
Megan Culligan

About the Author

Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

Megan
Five steps to better SEO & SEM campaigns

Launching AdWords campaigns can be a frustrating, pocket-draining initiative if you’re not careful. However, it can also bring in traffic and conversions that quickly make the whole thing worthwhile. Here are five quick tips if you are just getting started and don’t know where to, well, start.

1. Plan ahead

Work with your internal team and your agency to define what your expectations are and create some realistic goals. A good way to do this is to assess what you are doing now. How much are you spending for leads and conversions using your existing marketing tactics? How much can you allocate to AdWords campaigns? What are your customers or clients really looking for when they turn to a search engine for help?

2. Optimize

Dedicate some time and resources to optimizing your web site’s landing pages to increase the Quality Score of your ads. Google is successful because it thinks about its users (and this focus keeps users coming back for more and more). In regards to AdWords, Google wants to make sure that it is sending its users to the places where they can actually find relevant content.

Google rewards you for sending people to right place. Having better content helps bring you a higher ranking and can lead to a lower cost-per-click. It’s worth the upfront costs and effort to create a great experience for users on your web site and landing pages before bidding on ads.

3. Play Chess, Not Battleship

While there is some guessing when it comes to the auction process, you can make educated bids. With high keyword limits, AdWords allows 20,000 per ad group, it seems like the options are endless. Why not have every variation of the terms related to your business and see what happens? If this is your approach, I’m not surprised if SEM is the bane of your marketing existence.

Instead, do research, be relevant. Imagine what your customer is thinking and searching for, then use terms and phrases they would naturally use or what they will be looking for in the future. You are paying for each visit, make the most of them. Tactically, if your product or service is commonly misspelled, use the broad match keyword approach and let Google’s mechanics take care the rest. You can cast a wide net to improve your ad’s impressions but focus a majority of your resources on high-quality keywords that will bring the right customers with real conversions.

4. Be Patient

While this process can seem laborious and not yield immediate results, stick with it. SEM is an ever-evolving marketing tool. You won’t run perfect campaigns every time (I’m not sure that such a thing even exists). After a month or so of running ads, take a look under the hood and see what’s working and what’s not. This will help you learn more about what Google AdWords and your users are looking for with your ads. Remember, one click could be the conversion that covers the cost of the entire campaign.

5. Have Flexibility

After reviewing what’s working, investigate why. Is it bid amounts, budget, keywords, ads? AdWords is full of analytics, use them. If it’s not working, do something different. This platform is one of the only marketing tools available that can quickly be changed with little or no cost.

AdWords allows you to amend your account as frequently as you want, or if you are a data-lover and want to be able to examine trends, make less frequent, measured changes. Study the board, do your research and be willing to adjust your game plan.

Ads in the Right Place at the Right Time

Unlike some other marketing efforts, AdWords allows customers to see your information when they expect to see it, at the time when they are actively searching for what you offer. It’s a worthwhile program to boost your business, but it requires attention and upkeep for success. Stay focused and watch the clicks turn to conversions.

This blog was posted by Megan on January 24, 2014.
Megan Culligan

About the Author

Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.