Target audience: Marketing professionals, brands, businesses, SEO specialists, social media strategists.
Content 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.
Last week I dissected a blogger outreach pitch email line-by-line in Detailed analysis of the perfect blogger pitch as a way of proving that no matter how brief and conversational one of Abraham Harrison‘s blogger pitches may appear at first blush, the effortlessness takes a lot of work and the time of three senior agents. Today I plan to go through, line by line, a site we create to support all of our blogger outreach campaigns. You can call it a Social Media News Release (SMNR) or a microsite, a resource site, or a fact sheet. To those of you who are in communications, you’ll recognize the structural similarity between it and a traditional news release or press release.
In order to keep on the cutting edge of social media I tend to play a lot. Experimenting keeps Abraham Harrisonau courant. Several months ago I received a Twitter DM from Shel Holtz asking if I would help him promote FIR for him via my social networks. The link popped off to a companycalled GaggleAMP. Continue reading →
Let me boil my last post, Here’s why it make sense to use Google Plus, down to practical pieces. Part of what makes a technology premature is that you have to be careful how you use it, because it isn’t mature enough to just work no matter what you do with it. To help you carefully handle Google+ for maximum advantage, I’ve assembled eight steps that help you get the best search visibility from your Google+ posts. These tips are simple, but some are easy to overlook. I hacked this awful-looking graphic as an example:
Here’s a list of things that you need to consider before you invest your time and energy in Google+:
Make sure all your posts are Public. You can add more circles in order to spur interest among your friends, but be sure you explicitly tell Google, through your willingness to share publicly, that they can index your content in their public search engine. Check this every time because sometimes Public isn’t always selected, depending on the situation. Here’s my Google+ public profile.
Use a clean URL when you add your content to Google+. Google+ hasn’t been translating URL shorteners well, so use a link from the source. This will not only allow Google to better populate the content as you see above, including the Title, Blog Name, Description, and an Image from the post, but it will also allow that content to be cross-referenced to any Google +1 “likes” from others within Google+ and the rest of the Googlephere. Site URLs are translated the way they are on Facebook. You need to paste the URL into the “Share what’s new…” text box.
Prefixing names with a plus sign links that name to the person’s profile on Google+. You can include your friends and people you’re connected to on G+ in a similar way you do in Facebook, but Google+ has a gimmick that you may know or not. In the graphic above, you’ll see a light gray-blue rectangular box around the names Arsh S and Jenna Levy — I did that by adding a plus symbol (+) before each name while I am writing the article. G+ then populates a pull-down, offering pre-populated names of people I am connected to. I just need to select and go. Sometimes the profile’s privacy setting prohibits the link reference to persist after posting. Linking to people is a good way to engage, inform, and initiate conversation.