Twenty years ago, Alec Baldwin delivered one of the most powerful scenes in movie history when he told Jack Lemmon to “Put… that coffee… down!” and went on to explain why coffee was only for closers (and a whole lot more). If you haven’t seen Glengarry Glenn Ross, Alec Baldwin’s scene (which was written especially for the film by playwright David Mamet), or one of the countless parodies it inspired, take a minute to watch it now and come back. I’ll wait. The central theme of Baldwin’s pep talk was Always Be Closing (ABC). Close the sale no matter what. Nothing matters except making that sale. What comes to your mind when you think of this? Telemarketers, stock brokers, used car salesmen? What about pop-ups, pop-unders, spam email blasts, get-rich-quick sales letters? Yeah, me too. When we’re talking about content marketing, we’re talking about a philosophy that is very much the antithesis of the Always Be … [Read more...] about The ABE Approach To Content Marketing
Purchasing department goals and objectives
My last Search Engine Land post, In-house SEO Functionality resonated with many in-house SEOs. “Eletitor” commented on the necessity of getting the entire management team on board for in-house SEO success. Kevin Cheng mentioned the need for preparations prior to hiring any in-house SEO, as well as the bureaucratic red tape that can hinder its progress. I’d like to further elaborate on these issues, as they certainly must be dealt with to achieve optimum in-house SEO functionality. The SEO’s vital role in internet marketing Most companies realize the importance of SEO to their Internet marketing strategy. While SEMPO’s State of Search Marketing 2007 tells us SEO is still a small percentage of the search dollars spent (10.5%) compared to PPC advertising (87.4%), it is more important than ever, as shown in the data. Nine out of ten advertisers (89%) use SEO Over half (56%) said they expect to spend more on SEO in 2008 vs. last year 54% of advertisers will … [Read more...] about Developing In-House SEO Functionality
You’ve heard about SEO. You’re convinced SEO works very well for different kinds of online business. What you probably wonder is why it’s so powerful. That’s why I wrote this report – to show you not one, not five, not ten… but twenty-nine different reasons to buySEO. To see why SEO is so powerful. To spotlight the role it can play in marketing and communicating. A few weeks ago, Search Engine Land carried my article about the difficulty of pricing SEO services and it got a lot of positive response. People reached out with new questions, and shared challenges they faced along the SEO sales process, as they struggled to convince internal managers and CEOs about the value of optimizing for search engines, and getting them to expand their marketing budgets for SEO. Those questions and issues are addressed in this article – beginning with the most compelling reason why buying SEO is such a good idea. 1. SEO Is Not A Cost But An Investment An … [Read more...] about The Ultimate List of Reasons Why YOU Need SEO! (28 Reasons)
Move over JC Penney. Another brand is getting attention over buying links, this time Dun & Bradstreet Credibility Corporation. Today’s news is less news and more a reminder of lessons that SEO companies, clients and publishers all need to keep in mind, to avoid trouble. Josh Davis drew attention to the DBCC situation in his post today, documenting how after receiving three link requests from the same person, he finally followed up, only to be pitched on placing a link from one of his articles to the DBCC site in return for $30 per month. What’s Dun & Bradstreet — the nearly 200-year-old Fortune 500 company that brokers information about people and companies for business decisions — doing buying links? It’s not. DBCC was spun-off from D&B in 2010 and is a privately-held company, providing credit solutions to small businesses, with a license to use the D&B brand. That DBCC isn’t a Fortune 500 company takes some of the “wow” … [Read more...] about What Can We Learn From The Latest Brand To Be Called Out For Paid Links?
Content marketing is a multi-faceted endeavor, and as such, running a successful campaign requires a well-thought out approach and a strategic execution of your plan. Many layers go into a great content marketing campaign, and in order to get the most out of your efforts, you must pay close attention to each and every detail so you are able to make appropriate adjustments along the way. In this section, I will break down the different aspects of a successful content marketing campaign and coach you through the process of setting up your own. There are a lot of marketers who, before they even get started, approach content marketing from the wrong perspective. Many marketers seem to believe “if you build it they will come”, but with so much noise and competition online, that’s simply not the case anymore. You can’t expect people to just stumble onto your content or site and forge a meaningful relationship with your brand. Thus, the all-important first step of … [Read more...] about Chapter 2: How to Develop a Successful Content Marketing Campaign