Content, whether it’s social media, a press release, blogs, or Web copy, doesn’t have to be read. Most of the time and effort you put into writing it is wasted on skim-throughs and an overbearing amount of competition from other websites. But content doesn’t have to waste your time, not when you take the right... More »Writing Content Your Audience Wants to Read
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Once upon a time, there existed a publishing model that allowed media outlets to charge consumers for accessing their content by selling them actual physical copies of newspapers and magazines. In this bygone era, editorial departments and sales teams had very little to do with one another for the most part. But in today’s media... More »Is 2014 the Year of Branded Content?
I read a wonderful piece of language in a recent blog post by Barbara Lippert. Ms. Lippert was writing about “House of Cards” and described the new phenomenon of “appointment binge watching.” What, on the surface, sounds like an oxymoron is actually a new consumer behavior and reinforced for me the importance of content being... More »Is Your Content Investment-worthy?
Customer experience is the sum of every interaction customers have with your brand; whether it’s talking to an employee in-store, or purchasing a product online. But delivering an authentic customer experience means realising there is no ‘one size fits all’ customer service. Every element of their experience is important for building up those long-term business-customer... More »One Size Does NOT Fit All: 5 Steps to a Solid Customer Relationship
Digital PR has forever disrupted how we measure and track public relations. leaving many PR pros scratching their head in confusion. Advertising value equivalency (AVEs) are going the way of the dinosaur and for those struggling to put a value on their PR visibility, it’s time to take a fresh look at the possibilities. The... More »Begone, Evil AVEs! There are Better Ways to Measure Public Relations
You met with a potential client. The meeting appeared to have gone well. You were “on fire” in the meeting. In fact, the client appeared to be blown away by your presentation. They asked you to send them more information. You sent them a compelling document after you returned to the office. But, that was... More »Why Nobody Responded to Your Email
“Many an opportunity is lost because a man is out looking for four-leaf clovers.” If you’re waiting for luck to kick in and jump-start your content marketing efforts, think again. Success requires doing. It takes planning and process, and that doesn’t happen overnight. The Challenge: Not Having Enough Time If you’re leading a content marketing... More »Don’t Count On Luck. You Need A Content Marketing Plan
Back in the days when the Hare Khrishna were spreading the Hindu word at airports and other public places, single-stem flowers could be found in the nearby trash cans. For anyone who was paying attention, the Hare Khrishna would, from time to time, fish those flowers straight out of the garbage. This odd behavior was... More »Leverage the Rule of Reciprocity for eCommerce Conversions
Looking for an easy way to increase conversion rates? Then you need to jump on the video marketing bandwagon. Video is hot, hot, hot and some have even described the Google-owned YouTube as the world’s second biggest search engine. Video makes it easy for searchers to get information and answers without working too hard, and... More »10 Ways Video Can Increase Conversion Rates
Conversion is a key element in your paid search strategy; after all, if you’re not actually turning lookers into buyers at a high rate, what are you advertising for? Conversion rate optimization enables you to maximize every cent of your PPC spend by finding that sweet spot that convinces the maximum percentage of your prospects... More »Everything You Know About Conversion Rate Optimization Is Wrong
Only 20 percent of companies have a well-developed customer experience strategy, according to Ecoconsultancy. That’s a problem – and an opportunity. Creating a great customer experience will help your company increase customer satisfaction and referrals, reduce customer turnover and help keep good employees on board longer. In short, a great customer experience is one of... More »Delivering on Customer Experience: How to Establish a (Very) Virtuous Cycle
What if X and Y generation individuals who seemingly have decades of US consumer behavior and neuroscience all figured out in how they promote online marketing are misinformed? “Direct marketing/advertising should leave me alone,” web marketers claim. Let me tell you what anyone reading this over 50 and earning $80,000 or more already knows: Consumers,... More »How Fortune 1000 Marketing VPs Get Canned in 2014: Online Ad Re-targeting Fails With Baby Boomers
It’s fair to say Google’s Amit Singhal shocked the audience at SMX West last week when he told Danny Sullivan a solution to the not-provided keywords issue will be announced “in the coming weeks or months.” Wow .@theamitsinghal announced that google is working on solution for keyword (not provided) situation #SMXWest #smx pic.twitter.com/taQEMTYv9m — Larry... More »Google Promises Solution To Keyword Not Provided, But How Useful Will It Be?
The Boston Beer Company, maker of Sam Adams and longtime supporter of Bostonian cultural festivities, withdrew its sponsorship from Boston’s St. Patrick’s Day Parade on Sunday—and it wasn’t alone. Boston Mayor Marty Walsh and many other elected officials also refused to march. Meanwhile, Heineken, Guinness and New York City Mayor Bill de Blasio have withdrawn... More »Why Some Big Brands Are Snubbing The St. Patrick’s Day Parade