Archive for the ‘marketing’ Category

Content marketing and SEO for the clueless

Thursday, March 21st, 2013

And I include myself as one of the clueless.

I attended SEO London yesterday to try and shed some light on what I’m doing wrong. And these are the things I picked up:

1. Just because you have great content, doesn’t mean people will come

You have to get it into the hands of others – preferably people with high authority websites so that when they link to you will increase your page ranking. So that means doing the leg-work of making contacts and pitching them.

2. When pitching content, why you? why now?

What’s your personal experience or proven authority on a subject? Is there seasonality to the topic? Are there events in popular culture or your industry that you can piggy-back?

3. It’s all about angle

Related to 2., chances are you won’t be writing about something entirely new so what’s your particular spin?

4. Don’t sell, write

No-one wants to listen to a sales pitch. They want to hear the person and read something informative and/or entertaining. Sell yourself not your product/company.

5. It’s about authorship

Not only do people want to hear a distinctive voice, Google wants to know about your reputation as an author. Linking authors to their Google+ profiles (using rel=”author”) helps Google establish their authority which in turn will help your site.

6. Take content to the human conclusion

So even if your content is on a relatively dry topic, if you paint a picture of what it means in human terms, people are much more likely to relate to it.

7. When telling stories with data, look for the 3rd dimension

Getting a little technical here, but as a technique employed by Amazon (queries per second) and Twitter (tweets per second), ‘data velocity’ helps to indicate when something interesting is going on and therein potentially lies a story.

8. Make friends

Keep your eyes out for influencers who might need / be interested in your content at some point. Make the connection so that when the time comes you can feed them your tasty content.

 

Valuable hat tips from:

Lisa Myers of Verve Search

Nichola Stott of The Media Flow

 

Nobody knows what they are doing

Tuesday, November 13th, 2012

In marketing at least – according to Razorfish’s Clark Kokich.

He is talking about those that practice the old, “This is what we are, and how do we shine it up?” model of marketing rather than creating “brand experiences” that run deeper.

“It’s less about advertising and more about creating an experience that transforms what it means to be a customer of a brand. And that change has really caused a lot of consternation in marketing because none of us were trained to do that.”

To make this shift he praises curiosity over expertise.

“What you need more than expertise is curiosity, someone who’s interested in what’s happening, loves change, and wants to develop ideas and drive change…You’re just not relevant if you’re fighting the reality of what’s happening.”

And to know what’s happening and what opportunities are out there you have to be plugged into your audiences’ lives more than ever.