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If you are like most marketers, it’s a constant battle to get permission, resources, funding, priority–fill in the blank of what you need to do your job and don’t have–for your marketing programs. In some ways, it is especially galling with search marketing, because you would think by now that the evidence for its importance is so overwhelming that you could run on faith. But marketing is a business, not a religion, so it isn’t enough for us to believe in search–we need to prove it. And that usually means numbers. Read the remainder of this entry »
As I have been writing in this space for the last three posts, SEO is not just the domain of consultants. It is a vital skill for every role in marketing and communications. Of course, SEO is essential for teams building digital experiences, and the communications professionals supporting those experiences. But none of that matters if their executives don’t support and fund what I call outside-in marketing, but what most people call content marketing. Because the pull marketing model is so new to these folks, it is often difficult to get their buy in. Without their buy in, digital marketing experiences don’t have a chance. Read the remainder of this entry »
I definitely had a problem. I had signed to do a corporate training session on search marketing. As I often do, I spent time on the phone with the event organizer and several of the attendees before the session, so that I would understand what the organizational problems were. That way, I know what the participants know and what they don’t know, and I can tailor the information to their actual level of knowledge. I can also customize the topics to address the real problems that they face instead of a “once over lightly on everything.” But I ran into a problem. This team knew zero about analytics and they were adamant that they wanted to stay that way. Yeah, I definitely had a problem. Read the remainder of this entry »
Something’s always going to go wrong. Murphy’s law demands it. It is your mandatory tithe into the Universe. This is true about everything. I guess character is what shows when things go wrong. And it’s what you do when things don’t go right that defines you. And it’s never the end of the world. In fact, sometimes really messing up can initiate a valuable interaction that wouldn’t have ever happened were the mistake avoided. You’ll always be remembered more for how you handle something than for what you did in the first place. This is what I call “Mea Culpa Marketing.” How to handle something going terribly wrong with as much honestly, aplomb, and grace as you can muster while you’re petty convinced that the end is nigh. And when things go even worse than that, I call it “Mea Maxima Culpa Marketing.” Read the remainder of this entry »
Google Authorship is making big waves in the SEO and digital marketing worlds. Potentially showing your smiling face to searchers might sound like a gimmick, but it can establish trust with readers while improving CTR and can even redirect people back to more of your content. Eventually, possibly within the year, Authorship will contribute to Google’s Author Rank. Getting on board now can help you have a leg up, or keep you from being left too far behind.