Posts tagged as:

digital marketing

Three Ways to Turn Company Secrets into Content

by · December 10, 2014

Let’s talk about proprietary content and why it’s increasingly more important for companies to give up some of their secrets in exchange for truly relevant and rank-worthy content.

Now that everyone is joining the content game, it’s time to up the ante and suggest that just generating content is not enough. If your content is pretty generic, you are not winning any points from the SEO Gods, and you are certainly not growing a thriving or engaged audience.

Nope, what you need is proprietary content to make a real splash. 

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Get Lost, For Everyone’s Sake (especially your own)

by · October 8, 2014

Like any good marketer, or business person, or just person in general, I have my favorite inspirational quotes (and I want to hear yours, so get ready to post in the comments). We all have our storehouse of excerpts, passages, or poetry that we draw from. But one particular quote stands above all of the rest for me, and that is what I want to share with you today. Every October, I reread Galway Kinnell’s “A Book of Nightmares”, and though I am arrested numerous times while reading his treasure, there is always one passage that stops me in my tracks. So much so, that it is permanently inked on my right arm (how’s that for tattoo passionate?). In the hopes that it will provide inspiration to you, I share it here:

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Content Production Has Awakened My Inner Child

by · October 2, 2014

“When I was a kid, we had to wait until Saturday morning for cartoons”, “Fast-forwarding through commercials does not take foreeeeeevvvvvver”, “We had trees for entertainment when driving, not movies.” If you have kids, or have been around them at all over the past few years, go ahead and add your own. You no doubt have seen the fury of this on-demand generation. Myself, I’ll admit that I have recently uttered these exact phrases. The difference between “them” and “us” cannot be overstated. For pete’s sake, they can hardly wait for a grilled cheese to be made. Sheesh, right? Them.

And on the flip side, there’s us. As an adult, I’m patient, well-versed in waiting, and solid in my understanding of delayed gratification. “I’ll wait”, “Go ahead”, “Take your time.” Yup, we live there. As adults. Yay, us.

But as a digital marketer…I’ll admit it, I’m a child. In fact, #creepyalert, there’s a good chance that I know you are reading this post right now. And even if I’m not creeping on real-time Google Analytics, it’s likely that I’m talking to myself right now: “Why haven’t my Twitter numbers increased?”, “Why hasn’t anyone left a comment?”, “Maybe I should share on Facebook again; it’s been a few minutes”, “Is the comments area broken?”, “I’ll just go ahead and tweet it, or maybe I’ll Buffer, but that’s not immediate enough, so maybe just a direct tweet”, “Perhaps I should leave the first comment myself,” and on and on and on. I’m a child. Me.

I hope, and expect, that you aren’t a child like me. But if you are, here are some lessons that we, as marketers (perhaps more accurately as content creators/publishers), need to learn.

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Focusing to level up

by · September 18, 2014

Fall for me is more of a new year. I have always been mentally on a school calendar. Fall means taking a look at things anew. I don’t make many New Year’s Resolutions because I do most of my assessments in the fall at back-to-school time. And in the spirit of leaves turning, let’s take a look at where we are to start thinking about where we can go next.

How can we graduate from where we are to get closer to where we want to be?

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The Marketing of Digital Marketing

by · October 14, 2013

There are very few agencies – advertising, public relations, digital or otherwise – in the world that like their website. The case of the Cobbler’s Shoes gets everyone in the marketing business. We’re supposed to be experts at building awesome marketing campaigns, yet seldom stop to focus on building them for ourselves.

Digital marketing agencies probably have less stress about this than traditional ones. There’s certainly something to read into the situation when the firm telling you they can make your web presence pop has a web presence that just fizzles.

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Debunking the Vanity Metrics Myth

by · August 30, 2013

Last December, HBR published a post titled “Why Your Social Media Metrics Are a Waste of Time,” in which the author referred to social media metrics as “false idols of analytics.” While she did, in fact, make a few valid points, her blanket unfavorable statement really fires me up, as I believe it negates the true potential that social media offers when it comes to driving revenue.

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Treasure Maps and Shovels

by · July 5, 2013

Treasure maps get all the glory. After all, without a treasure map, how else is the young adventurer  supposed to find where that chest of doubloons is buried.  X marks the spots, you know the drill. But what about the lowly shovel. Though never taking center stage in any story, the shovel is still a necessary part of the treasure gaining process. Without a shovel, how are you supposed to dig up the buried treasure? Without a shovel, a treasure map is essentially worthless.

Sure you know where the gold is buried, but without a shovel you have no way of getting to it.

Coincidentally, your content strategy is a lot like a treasure map. Obviously you aren’t going to find your content strategy stuffed inside an empty rum bottle; but like a treasure map, your content strategy does outline the steps you need to take to find true content success.

However, a content strategy will only take you so far. I’ve seen too many people create a content strategy and then assume that success is already theirs, “We’ve got our content strategy right here! The gold is ours!” A strategy is only part of the success equation, at some point you’re going to need to put down the map and start digging. 

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Rebooting With Mitch Joel

by · June 17, 2013

There are few authors I’d recommend buying their books based solely on who they are and what they know. But Mitch Joel is one of them. With his first book, Six Pixels of Separation (Business Plus, 2010) he solidified his reputation as one of the leading minds in digital marketing. His new book, CTR ALT DEL: Reboot Your Business. Reboot Your Life. Your Future Depends On It (XXXX, 2013) Joel is at it again, telling us what we need to know to be successful tomorrow, not just today.

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