In my last column, I discussed how to create linkbait by writing about other people. Shari Thurow made a comment that fits in perfectly with an idea I had about finding ways to expand existing content and better market the byproducts of your business: “Instead of linking to the link-bait article, I’ll write my own POV (point of view) in the proper context and promote it elsewhere.” Shari’s idea was to respond further to interviews by writing more on her own site. This allows you to clarify any statements you made that were possibly taken out of context or misquoted, for example. But, I think we can use that idea for much more. Businesses Do It Businesses make use of byproducts all the time. Furniture companies resell their waste sawdust, for example, and we heated our house this winter using “bricks” made from that exact type of substance. There was even a fantastic article recently about a civil engineering professor who has found a way to create an … [Read more...] about Are You Taking Advantage Of Content Byproducts?
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As Google turns 10 years old, that important birthday sees the company more powerful than ever before. With its competitors in disarray, the Big G seems likely to grow even further. The secret to its success? For me, it’s what I’ve been calling the “Google Hive Mind. ” Rather than follow a rigid top-down master plan, the company’s direction and success has been shaped by decisions often taken independently of how they’ll benefit the company as a whole. But collectively, those decisions DO form a master plan, a hive mind that dictates what the company will do. The hive mind has been hugely successful in growing Google’s business through a symbiotic relationship with its customers. But that’s also a weakness: Google may seem too threatening to those same customers, as it grows. As it expands and expands, some of those outside the hive begin wondering if it needs to be constrained. Part of this is due to the fact that individually, I think … [Read more...] about The Google Hive Mind
Remarketing for Search (i.e. Audience Targeting for Search) is one of the biggest additions to Search Marketing since Product Listing Ads first saw the light of day. The ability to go beyond just looking at keywords and thereby targeting your audience based on past actions is a powerful targeting method that should not be ignored. As the ever-present Larry Kim says in a blog post on WordStream.com: “Seriously, use remarketing. It’s so amazing that of the million dollars I’m spending on search marketing each year, more than half of it is being used to remarket to people who read my content.” Make sure you read this correctly. Over half of WordStream’s significant PPC budget goes to remarketing in one shape or another. This is one of the most experienced people in the PPC industry telling you he personally spends half of his AdWords budget on remarketing. You can’t get avoid using Remarketing for Search any longer and if you try, you will see yourself … [Read more...] about Using Search Remarketing to Profit from AdWords’ Underutilized Areas
The term content marketing has been gaining a lot of attention over the last few years and rightfully so. Content is the lifeline in today’s social eco-system so it makes sense. But content marketing means nothing without a strategy. A content strategy enables and positions a brand to tell a very consistent story across the media landscape. It helps draw parallels between what’s important to customers and what the brand stands for. It enables marketing teams to create more relevant content based on what the brand is comfortable talking about and what it’s not comfortable talking about. It allows employees, partners and customer service to also participate and be a part of the story too. Here are 3 things to consider that will up-level your content strategy in 2013. 1. Move past the “content marketing” buzzword Content marketing is more just SEO. It’s more than tweeting out a cool photo in real-time during the Super Bowl Halftime Show. It’s so … [Read more...] about 3 Tips To Up-Level Your Content Strategy
Search and email are good marketing partners because they make each other more productive. Add a layer of “big data,” and you have a firm foundation for digital marketing success. Take email acquisition, for example. Instead of just going it alone, email and search teams should partner up on PPC ads to build email acquisition. “Email + search” not “email versus search” Why spend a few bucks on a PPC campaign to acquire new customers through email when your website has opt-in forms all over it? Because it can deliver a higher-quality stream of customers: people who are truly interested in your brands but might not discover them any other way. The email address allows you address each consumer individually using data –preferences, behavior or transactions plus data you buy from a third-party provider that shows what your customers do beyond your boundaries. Acquiring a customer’s email address is even more valuable than connecting a … [Read more...] about How search and email acquisition campaigns benefit both channels