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Steve Hershberger Blog

Steve Hershberger, Co-Founder of ComBlu

Hershberger is a Co-Founder of ComBlu, a leading Chicago-based agency focused on social business and engagement.

He is considered a thought leader in Advocate identification, social metrics and performance measurement and has architected initiatives for a dozen of the Fortune 50 and is also a board member of I-COM, the International Conference for Online Measurement. Hershberger has also led a number of standards and best practice initiatives for the Word of Mouth Marketing Association. He is the principal architect of the Social Performance Index (SPI), a widely accepted methodology for effectively measuring the contribution and performance of social assets against business KPI's.

Hershberger is also the co-founder of an data aggregation and supply chain intelligence company, as well as, a medical device manufacturer and a leading craft brewery.

My Posts

Return on Content

By Steve HershbergerComments

Delivering content at the right place and the right time along the decision journey is the goal of most content marketing programs. Content is a consumable and shareable asset that has a different and distinct role at each point of the journey. Marketers need to understand each role before they can measure the impact and effectiveness of content assets.The decision or shopping journey differs for B2B and big-ticket purchases than for consumer products or smaller priced items. For cost per clicks (CPCs), the shopping journey is shorter and often consumers have an entrenched

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Relevant content: The most powerful weapon you never knew you had

By Steve HershbergerComments

“I don’t have time for this”, I thought. My day was already seriously overloaded and by 10 am, relief was nowhere in sight. I quickly scanned my Google reader, skimming over a long list of blogs content. The clock was ticking. I had little time to find something that would create a spark for me. I knew what I was looking for, sort of. I needed some insight on an idea that I was working on and was seeking someone or something that touched on the topic that was important to me. I was stuck and needed something to break my thinking loose.Nothing. Then, there it was. I found a

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