October 14, 2013

Buttress your brand with content creation & community

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To get discovered in search, be true to yourself, not to SEO tricks

Target audience: Marketing professionals, PR professionals, businesses, brand strategists, educators, journalists, general public.

Chris AbrahamYou can’t control your brand perception. You can’t force your will or your perception of yourself onto Google no matter how big your advertising budget — sorry. And, now, you can’t do it through writing big checks to black hat link farms, either.

So, if you want to make sure you can shape perception of your business in search as much as possible, you’ll need to write about yourself and your company as thoroughly as humanly possible — and, part of that is doing the equivalent of a 360-degree feedback of your own brand, your own corporation. For those of you who don’t know, a 360 review represents feedback that comes from members of an employee’s immediate work circle. And, like the 360, you should ask people outside of just yourself and your board how they perceive you. Continue reading

May 6, 2013

Blogger outreach is more PR than social media

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Discover and engage your allies with long-tail blogger outreach

Chris AbrahamThe current catch-all these days for what I do is ‘social media’. Unfortunately, when what you do is described as such, people tend to think FacebookTwitterPinterest, and maybe Google+. My expertise, however, is online community outreach and engagement. Back in 2006, I developed a strategy of blogger outreach that allowed me to reach out to more than just 25 top-tier bloggers by hand but to 2,500-5,000 bloggers.

I have always called this long-tail blogger outreach — though I would love your help with choosing a new name for it — because it focuses on the B-Z-list bloggers, the online influencers who are often overlooked by most social media teams at digital agencies.

While I agree that the top-25-50 bloggers do deserve deep, long-term, and personal engagement, spending that sort of time, over time, on “everyone else” would take all the time in the universe. So, what my team and I developed is the equivalent of blogger-brand speed dating. Continue reading

February 20, 2013

Marketers still need to learn some basic HTML

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Image courtesy of Brian J. Bruemmer via Creative Commons

Improve your readers’ experience with some basic HTML knowledge

Chris AbrahamI have recently been blogging for the Huffington Post and they use Six Apart‘s Movable Type blogging platform. Movable Type was my second blogging platform after converting from Noah Grey’s Greymatter that I started using back in 2000. Even in 2013, the Huffington Post’s blogger interface doesn’t offer a Rich Text Editor so writing in familiar WYSIWYG isn’t possible there.

So what I do is compose over here on WordPress, on its Visual Editor, and then click the Text tab and copy and paste over to Movable Type. Then the work begins. I upload all of my media, photos, graphics, and whatnot to my server at ChrisAbraham.com and then align them correctly before I copy the raw HTML over — which should work perfectly, right? No! Continue reading

October 1, 2012

Why you should treat your client like your BFF

How to win friends and influence people — updated

Chris AbrahamJust because we’re digital and work in the cloud doesn’t mean everyone does. If I learned one thing from running my own digital, in the cloud, virtual agency, with upward of 40 active staffers, for five years, it is this: The moment I didn’t treat my client like my No. 1 Valentine is the moment I got dumped. I don’t mean to burst your bubble, but your clients don’t choose you exclusively because of your mad skills. They choose you because they like you, trust you, and want to spend time with you during their work hours. Clients choose you for three reasons: 1) to do the job 2) what hiring you says about them 3) to have a cool new work-time best friend. Continue reading