October 14, 2013

Buttress your brand with content creation & community

community

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

September 26, 2013

7 strategies for succeeding in the new Google Search

search
Image by Fairfax County on Flickr

Changes in search results require changes in content & marketing strategies

This is the second of a two-part series on Google Search. Also see:
Content strategies to deal with Google Panda & Google Penguin

Target audience: Marketing professionals, SEO specialists, PR professionals, mobile strategists, businesses, nonprofits, Google Plus users.

Chris AbrahamAcouple years ago, search engine optimization (SEO) held a lot of secrets. But that’s not quite as true today.

To a large extent, SEO today has become a war between Google’s vision of what quality and valuable search results should look like — and the rewards conferred to anyone who can just produce content that meets those stringent standards — and an entire industry that is committed to finding every shortcut and loophole possible and systematically exploiting those loopholes for as long as possible until they’re closed. The entire SEO industry has been almost entirely fueled by exploiting shortcuts, loopholes, link syndicates, link conspiracies, strategic linking, shadow linking, and shadow content. And it’s mostly worked, too, until recently. Until Google really started rolling out Panda and Penguin algorithms, as I wrote about Monday. Continue reading

June 12, 2013

Content marketing: The secret to getting discovered in search

bigstock-Web-Traffic640

Or: Why organizations need to tell their stories

Target audience: Marketing professionals, brands, businesses, SEO specialists, social media strategists.

JD LasicaContent marketing — a term that would have drawn blank stares just a few years ago — is now becoming recognized as a principal way for any small business, mid-size company or large corporation to get its message out.

Done right, content marketing can help an organization tell its story, directly and without filters. And for brand marketers, content marketing has become a key component of today’s marketing toolkit. How better to get discovered in a Google search than to create highly relevant content relevant to that niche audience?

I was interviewed, along with marketer Greg Jordan, about content marketing for organizations at a new podcast from the Content Marketing Examiner moderated by publisher Martin van der Roest. And while some of the discussion centers on nonprofits, it’s applicable to any kind of organization or business.

Here’s our conversation:

http://cmexaminer.cadence9.com/wp-content/uploads/2013/05/Content_Marketing_Goals_CMX_Podcast_3.mp3
Continue reading

June 4, 2013

55 expert tips to produce better & faster content

Hacking Media Produciton

Advice to streamline your media workflow

Target audience: Content marketers, Web publishers, PR execs, journalists, producers, businesses, media organizations.

David SparkIn just the first 20 episodes of my podcast “Hacking Media Production,” I’ve collected hundreds of tips from journalists and producers on how to produce content better and faster. What follows is my selection of the 55 creative content production hacks.

If you like what you see and want to learn more, feel free to click through on any episode to listen to the interview and see lots more tips on that subject. And if you want to learn lots more, please subscribe to “Hacking Media Production” via iTunes.

From “Using Crowdsourcing Tools for Cheaper and Better Production”

1If you can think of it, someone may do it for $5: The site Fiverr is filled with mini creative services available for $5 such as drawing a cartoon of your dad, recording a voice-over message in Sean Connery’s voice, or even a bogus video testimonial for your product.

2Crowdsourcing design work still requires an art director: Be aware that using services such as 99designs or Crowdspring will cost more than you expect because you’ll likely need an art director to spend hours of time managing the contest and interacting with the designers to get the final product you want.

Continue reading

May 21, 2013

Attract customers to your community with content

Patagonia

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists. This article was originally published at SEOmoz and is republished with permission.

By Mackenzie Fogelson
SEOmoz.com

mackenzie Everybody is talking about content. And everybody’s writing content. Social media specialists, agencies, marketing departments, probably even your mom. And a lot of it isn’t pretty.

Hopefully, by now, you got the memo that if you want your content to grow your business, it should be good. And hopefully you’re ready to do something about it.

There is a very tiny yet very significant theme to keep in mind — a shift in perspective — that is important to embody when you’re generating content for your website, blog, and social media outlets (oh, and offline, too):

It’s not about you. It’s just not. Continue reading