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Brand Pillars/Positioning – this is the brand narrative. What are the issues that are important to the brand? (politics, sustainability) Media perceptions of the brand – what do they say when they write about the brand? Community perceptions of the brand – how does the community react to your current content? Fan Interests – what are your fans interested in when they aren’t talking with you? Historical content performance – basic performance data on what type of content works and what types that don’t work. Search Behavior – what consumers search for when looking for your brand or similar products or services? Customer Support Pain Points – what are the support issues that are most concerning to your customers? … [Read more...] about 3 Tips To Up-Level Your Content Strategy
Early in 2013, I shared some of my thoughts on Dynamic Search Ads here on SEJ, which were rather negative. I hadn’t had much success with them in the past, but when my Google Rep called me to let me in on a new trick (normally these are outdated), I listened carefully. … [Read more...] about Using Search Remarketing to Profit from AdWords’ Underutilized Areas
If you need proof of this, talk to some book publishers about Google Book Search. Skip the disputes over copyright. Regardless of that, every book publisher now has to decide if they want to participate with books being online through the voluntary, contribute your own books program. A few years ago, the technology seemed years away from many having to even think about this. But now, they can stay out of Google Book Search if they want, but they still have to ponder whether there’s a business argument to participate. Google literally has dragged book publishers into the deep end of the web before many even had their toes wet. … [Read more...] about The Google Hive Mind
Let Users Help You may not think you have much to write about, but a forum where customers ask questions could be helpful. Looking at Q&A sites like Quora might be useful in giving you some ideas about what your target market wants to know about. Just because you can’t think of something to create doesn’t mean that your audience can’t. If you have a social media presence and are struggling, then ask. … [Read more...] about Are You Taking Advantage Of Content Byproducts?