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  1. Top 10 Skills That Separate Real UX Designers from Wannabes

    Task optimization's primary objective is to avoid automating current frustrations. Ask your UX candidate what an appropriate UX objective should be for your project. If "delighting the user" is a useless UX design objective, what is a useful one?

  2. Content Conundrum: The Vanity vs. Performance Dilemma

    It's the modern-day content marketing dilemma – subjective vanity versus objective performance. However, if you tie this to a business or performance objective, then the metrics become useful indicators as part of a large content measurement equation.

  3. 3 Killer Survey Questions to Generate Useful Content For a Link Building Campaign

    When you do follow up, your prime objective is to get people to tell you more about their answers – it's not the time for you to ask new questions. However, that material may not be complete – a client's knowledge of their own customers is often...

  4. PPC Optimization & Balancing the Relationship Between Metrics: Top 3 Things to Consider

    These metrics are all directional and indicators to a larger business objective. Let that business objective drive your decisions. Last month I posted an article that looked at the relationship between click-through rates and average position.

  5. Why Content Marketers Should Step Back From Creation and Focus On Strategy

    Improving organic search rankings is ranked as far less important as a content marketing objective, and increasing social media engagement is dead last. Given the digital marketing industry's focus on content marketing, it seems like a good time to...