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Like marketing, journalism is about people. Consumers of editorial and advertorial matter, in all forms, are still consumers. The person who hates fast food, loves Netflix and drives a Mazda will still be receptive to information about all three, no matter if that information is paid for, or investigated or generated naturally by events.
It's long been my view that pure play public relations (PR) is the end-game for those looking to build any audience of value online. Only when brands and businesses create and share useful content will they build long-term value. Now search engines can finally support that belief. Unless you've been sleeping underground for the past five years, you will have undoubtedly note ...
I've spent an inordinate amount of time in recent months looking at how to generate ideas, and the subsequent content from that process, to focus on the ongoing opportunity and the long tail. While your ongoing content strategy is critical to organic search success, it's only half the story. The content you have already invested in so heavily must work as hard as possible to ...
Google doesn't do announcements on search updates very often, so when they do the world and his dog sits up and takes notice. When search marketers started noticing significant movement in early May the industry fully expected it to go unexplained as just another of the search giant's algorithm tweaks.
Data and programmatic media opportunities aside, content is the single biggest focus for many of the smartest brands for 2015. The challenge, however, is tying any significant increase in investment to performance and making it possible to win budget not just from the "brand" pot, but also from the wider marketing budget.
As those holding the marketing budget purse strings apply the finishing touches to their 2015 strategies, there will be one area above all others set to receive more attention this year – content. The maturing Web is fast becoming a place to reward such investment, as content always has been the conduit that ties audiences of value together.
Twitter has been alight for the past couple of weeks with news that the latest Penguin algorithm update is almost ready for action. For those still impacted by the initial "shock and awe" tactics employed by Google some 12 months ago, "official news" that a refresh is on its way is good news indeed, given the length of time between reruns.
The news this week that Twitter has opened up its analytics platform to all is a welcome one for all marketers that value data validation within their decision making process. The announcement comes hot on the heels of the news from Pinterest that it has, for the first time, also opened up its vast treasure trove of data to businesses via its new interface.
"There comes a time in every rightly constructed boy's life that he has a raging desire to go somewhere and dig for treasure." - Mark Twain Mark Twain has a point. Over the past 18 months I have been that boy, attempting to draw on all my learnings from a decade-long career in print journalism and translating them into digital strategy.
There has never been a more rewarding time to invest in regular content as well as bigger, campaign-led p ...
The challenge, increasingly, with social is achieving reach. As pressure to monetize mounts on the major social platforms as a result of IPOs or venture capital rounds, so too has how their algorithms work. If you’ve not touched Facebook for a few months you’ll notice a significant change in how many people are actually seeing your content organically.
There are nearly limitless ways to use data. So, how do you go about it? This post will walk you thro ...