Photo credit: Wikipedia
The concern we hear most frequently from clients just getting started with content marketing is some variation on “What the heck am I going to write about?” So let’s start off talking about what kind of content you can and should be generating. Before long, you’ll be able to identify what you are uniquely suited to write about–and your audience will likely respond.
Photo credit: Wikipedia
A deep understanding of your target audience will do more to shape your digital media marketing plan than nearly anything else. The more specific you can get, the easier it is to pick the most effective marketing tactics and distribution channels and to develop highly relevant content marketing. I’ve found myself thinking a lot lately about target audiences and buyer profiling. I’m at the start of a couple of new projects and that always gets me thinking about people. That’s because after the strategic objectives, defining your target market is the most critical step in designing a successful digital marketing campaign.
They always say that the parents who put in all the boring, taken-for-granted time are the very best. That it’s not even about quality time, it’s about persistent time, time spent. I don’t want to compare parenting to social media community development and management but I guess I just did. Folks tend to have the zeal of the newly-converted when they first adopt social media into their communications, sales, and marketing plan; however, the truth of being a “parent” is that you’re responsible for the welfare of an entitled ingrate for not just the first 18-years but for life — and that can be dispiriting. Unless you love it; unless you’re passionate; unless you pace yourself; and unless you truly bond with your beloved. As I have said before, these are human relationships and as such, they require constant gardening. They say that true beauty exists in the flaws and not in the perfection and this is true as well when it comes to the consistency of your relationship with those with whom you’re connected online.
Panda (Photo credit: Wikipedia)
Post Panda (Google’s one-year-old revolutionary search ranking algorithm that has upended old-style SEO), optimizing individual pages is more difficult and less effective than it was before Panda. Google now pays more attention to overall site cleanliness and architecture. And duplicate content is ever more problematic. The larger and more complex your environment, the harder it is to present an optimized site. That’s where content analytics–the science of understanding your content and gleaning actionable insights from it–is essential to effective web publishing post Panda.
Image via CrunchBase
This week Bing redesigned its presentation of its search results. Most news from Bing is usually around how it’s market share is still around the same number it has been for quite some time or about how much money Microsoft money loses on a quarterly basis for its online efforts (usually in the 1/2 to 3/4 billion dollar range …. yup, that’s a “b”). This time the search engine took the route of cleaning up their results in search of a less cluttered approach to a search engine result page (SERP). What is curious is that the new Bing looks a heck of a lot like the old Google. Take a look for yourself. Read the remainder of this entry »
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