Tagged 'content marketing'

5 Ways to Ensure Your Brand’s Content is Optimized for Mobile SEO

Posted by Krista LaRiviere on December 18th, 2013 at 11:58 am

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

FTC’s Native Advertising Workshop Postscript: Regulatory Forecast Still Unclear

Posted by Fernando Bohorquez Jr. on December 16th, 2013 at 10:00 am

This post is co-authored by Alan M. Pate
FTC’s Native Advertising Workshop Postscript: Regulatory Forecast Still Unclear
On December 4th, the FTC held its eagerly anticipated workshop on native advertising—“Blurred Lines: Advertising or Content”. To underscore how seriously the regulator is taking the advertising practice, the chairwoman Edith Ramirez kicked off the conference. She was followed by other heavyweights at the agency, including Jessica Rich, Director of the FTC Bureau of Consumer Protection and Mary K. Engle, Associate Director of Division of Advertising Practices. The ambitious day-long agenda began with a historical overview of the FTC’s regulation of sponsored content and expanded to consumer ad perception research, native ad critiques, and a spirited panel discussion on what constitutes “best practices”. In addition to the FTC’s speakers, panelists included many of the major players in the online advertising industry, such as Buzzfeed, the Interactive Advertising Bureau (IAB), the Huffington Post, and National Advertising Division of the Council of Better Business Bureaus (NAD).
Ultimately, presenters and panelists arrived at anything but a consistent answer on how native advertising should be policed. As the FTC’s Mary K. Engle noted during the last panel discussion, the workshop likely... Read more

Content Marketing Lessons From the United States Marine Corps

Posted by Oliver Wellington on November 12th, 2013 at 7:08 am

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

Three Lessons from The Simpsons on Running a Content Marathon

Posted by Oliver Wellington on October 28th, 2013 at 11:29 am

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

Legal concepts every social media marketer should know: Part III — Use of third-party images, graphics, and content

Posted by Fernando Bohorquez Jr. on September 11th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
It’s often said that imitation is the sincerest form of flattery. But when it comes to running an online marketing campaign or social media site, imitating (or straight-up copying) other peoples’ content can be the quickest way to an expensive lawsuit. In this third installment of “Legal concepts every social media marketer should know”, we’ll run down the best practices for digital marketers using third-party content in their campaigns. Chances are, whether it’s your website design, the models in your ads, or even the code in your mobile app, somewhere, somehow, your campaign may include content licensed or purchased from a third-party. A little knowledge of the common pitfalls in using third-party content can go a long way in ensuring your campaign doesn’t get derailed by a lawsuit or the threat of one. Be sure to also check-out “Legal concepts every social media marketer should know: Part I -Consumer Privacy" and “Part II: Rules of the Road for Online Advertising” and stay tuned for the last installment on user-genrated content.
Part Three: Use of Third-Party Images, Graphics, and Content
Word to the wise – if you think dealing with legal is a pain,... Read more