Sure, content marketing means developing content around your business, your products and your services. But content isn’t supposed to exist in a you-oriented void. Content is targeted externally; at customers, prospects, buyers, brand advocates, bloggers, the media, people participating in social networks, even potentially employees (if you’re recruiting). So the first rule of knowing what kind of content you’ll create is knowing who you’re creating it for. This will not only help determine what kind of content, but also in what form and where content will appear. Blogs? YouTube videos? Tweets? You’ll never know until you begin creating personas. Personas? Personas are used in digital marketing for many purposes, not just content marketing. They’re woven into website design, usability, navigation, advertising and marketing messages. They’re used in offline scenarios, too, particularly in the retail sector. The idea behind personas is that … [Read more...] about Content Marketing: What Kind of Content?
Pan online status
Google’s marketshare and success at fighting spam in rankings continues to create pressure in the local search ecosystem as businesses vie to rank higher than one another in various markets. Some businesses are now resorting to relocating under the assumption that this will give them an advantage in rankings. Will it? Read on to find out. In larger markets such as Seattle, Los Angeles, Chicago, Dallas and New York, the competition to achieve top rankings in highly contested business categories (such as hotels, restaurants, florists, attorneys, dentists, chiropractors, real estate agents, etc.) can be very fierce. Many of the companies in the top slots “get it” to some degree or another — they know that they have to engage fairly aggressively in online promotions to achieve and hold their positions on the first pages of search results for their ideal keyword combinations. Unfortunately, they can sometimes rise and fall abruptly and alarmingly, causing … [Read more...] about Relocation, Relocation, Relocation – A “New” Local Ranking Tactic?