Is the best content free or gated? Is it long-form content or are they taking the Seth Godin approach? How high-level is the content? Is it filled to the brim with details or are there missing pieces to add? Can the content be recycled and presented in a different format for greater impact? Is it well-written or well-produced? Is it helpful? Do they have a lot of value and takeaways packed into the content? … [Read more...] about The Guide to Content Marketing Competitive Intelligence
Troop leading step most important
Your goal should be to understand how many hours of time will be applied each week to getting work done for you. Whether a dedicated body exists to serve you matters little. Getting time assigned matters, though. It’s perfectly reasonable that an agency would not have a dedicated person on hand for you. I mean, before you, this dedicated resource would be idle, costing them money. Thus, it’s unlikely the person is dedicated solely to your account. To clarify this a bit, I’m not talking about an account rep here – that you will have – I’m talking about dedicate search marketing expertise. You need to know how much of the agency’s dedicated search marketing expertise (or social marketing, or paid search expertise, etc.) will be allocated to your needs. … [Read more...] about What To Expect From An SEO/SEM Agency
AOL’s traffic seemed largely to have come off its lock-in with internet access accounts, and as that business went away, so did much of AOL’s share. AOL has had many other troubles, of course. Yahoo is keeping core search tech, already will keep thousands of advertisers in its existing search ads program, and is far more focused than AOL. … [Read more...] about Abandoning The Yahoo Deal: Microsoft’s $5 Billion Mistake?