Every brand has a story. It’s your job to extract it and communicate it in a compelling way. Use your unique story to build trust with customers and make them feel something powerful when they think of your brand.
Google's recent Hummingbird algorithm and the arrival of KitKat are forcing agencies and brands to stretch their search marketing minds and strategies even further - for the better. More focus on meaningful content and mobile engagement with content translates into a need for longer-term SEO and content marketing commitments. It is clear the days of quick wins and overnight successes in SEO are indeed an era that is well behind us.
In a previous blog post, Time for a New Definition of SEO, many readers commented with their own insights and opinions about the requirement for a new definition of SEO. The following concept seems to be prevalent:
“SEO is the long-term process of enhancing a brand’s opportunity for discoverability in search and social, throughout the prospect’s buying cycle and across any device.”
Understanding searcher behavior by channel, intent by geography, and engagement by content asset throughout the buying cycle is key to a brand’s web presence reputation.
Mobile Usage is Forcing a Shift of Search Strategies
It is projected that the number of mobile devices on this planet will surpass the population of the world in the very near future. As it stands, according to data available on Wikipedia, there are 6.8 billion mobile... Read more
Last Sunday, November 10 marked the 238th birthday of the United States Marine Corps. On November 10, 1775, Captain Samuel Nicholas formed two battalions of Continental Marines in Philadelphia as Naval infantry, and the Marine Corps has since become well known for its proud traditions and strategic theory and practice of warfare. Here are a few lessons content marketers can learn from one of the most respected fighting forces in the world.
Remain Faithful to Your Readers
The Marine Corps motto Semper Fidelis means always faithful in Latin and signifies the loyalty of all Marines past and present to the Corps and the United States. Good content marketers should remain always faithful to their readers when it comes to generating good content. Content marketing at its core is about providing readers with useful, timely and relevant material – not selling or self-promotion. Keep content focused on reader benefits, not boosting SEO or sales. If you’re content is good, increased visibility and sales will happen organically.
Deploy Content Through Multiple Channels
The Marine Corps’ success lies in its ability to rapidly combine air, land and sea forces to achieve every mission. The Marine Air-Ground Task Force is a term used to define how the Marines... Read more
If a single television season represented one mile, America’s longest-running sitcom, The Simpsons, would be near the finish line of a full marathon. With season 25 underway, Fox recently announced plans for a 26th season. Since 1989, The Simpsons has broadcast more than 532 episodes. Now that’s a content marathon.
This weekend, some 48,000 runners will tackle the NYC Marathon. In an article on marathon running, Patrick McCrann described “the wall” as “...the point [during a marathon] where your body and mind are simultaneously tested, and the perfect intersection of fatigue and diminished mental faculties.” Any distance runner that’s experienced the wall knows how devastating it can be to morale.
Content creation can be as challenging as a marathon when fatigue sets in – especially for long-time brands. Whether you’re writing and animating television scripts, or generating branded content like blog posts, white papers and infographics, keeping your audience coming back week after week isn’t easy. So, how can you avoid the content wall? Here are a few tips on longevity from The Simpsons.
1. Assemble a diverse team of content creators.
Over the years, there have been more than 100 writers for The Simpsons including series co-creators Matt Groening and Sam Simon, cast... Read more