Rob Keenan

Rob Keenan

Rob Keenan is the President of Keenan Media, LLC, a consultancy firm providing digital, content, marketing, and audience support to the media sector. Rob has worked in the BtoB media sector for 20 years, most recently at the VP of Online Media for Edgell Communications. You can contact Rob at rkeenan@keenandigitalconsult.com.You can also follow him on twitter @robkeenan11 or connect with him on LinkedIn.

3 Tips for Building Social Influencers into Your Editorial Strategy

A few years ago, I had the chance to hear Social Media Research Foundation talk about the impact of influencers on consumer goods and hotel brands. In two separate industry events, speakers explored the importance of identifying influencers and then leveraging those influencers to drive engagement with a brand. A few months back, I had…

The Race is on For Media Brands to Own Voice-Assistant “Skills”

In January, we took a journey to understand the opportunity for media brands with voice-enabled devices like Amazon’s Echo Dot (aka Alexa) and the Google Home device. But there’s a big learning curve and a new language that you have to learn when you make the decision to target these platforms and actually have your…

How Publishers Can Prepare for Voice, the Next Frontier in Media

Several months ago, I purchased an Amazon Echo Dot. Since then, all I’ve heard my kids say is: “Alexa, tell me the score of this game…” “Alexa, let me know this…” “Alexa, play this song…” “Alexa, add this item to my shopping list…” The list of commands goes on and on and on. What’s amazing…

Lead Gen: Where Do Publishers Go from Here?

Several years ago, I had a transformative experience surrounding lead generation. At the time, I worked for Edgell Communications and a good portion of our online business was driven by lead-gen programs. We were proud of our programs. We had a new platform. We delivered quality results. Our business was growing. But, as I sat…

Putting a Face to the Numbers Is the Next Step in Analytics

Any person that knows me or works with me knows one thing: I love analytics. In fact, I think analytics are critical to driving modern editorial and digital teams. Just read my last blog, 4 Keys to Building an Analytics-Driven Editorial Team, to see how analytics can improve an editorial operation. But, I also think…

4 Keys to Building an Analytics-Driven Editorial Team

The B2B publishing industry is surrounded by analytics. From site metric tools to lead-gen platforms to ad analytics tools to advanced business intelligence products, we have a plethora of data flowing our way. If used right, this data can help us make decisions, understand usage, and ensure that we are truly meeting the needs of…

4 Tips for Choosing a Marketing Automation Tool

They call NFL a copycat league, where one team engineers a new playing style and the rest of the teams are quick to mimic. Well, you can say the same thing about the publishing market. Several years ago, a handful of publishers began to make the leap and implement marketing automation tools like Hubspot, Marketo,…

Is a Unified Audience Data Platform Within Reach for B2B Publishers?

For last few years, one topic has dominated my discussions with fellow B2B executives. From digital executives to audience directors to business leaders, everyone is focused on, and talking about, enhancing their audience database and audience tracking so that they can better mine, target, and engage with audience. But, that’s where the struggles arise. We…