Tagged 'content strategy'

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

Facebook’s Algorithm Change: It’s About Engagement, Stupid

Posted by George Potts on December 4th, 2013 at 4:39 pm

George Potts, Brunner's VP-Director of Social Media, talks about Facebook's recent News Feed algorithm change and what it means for brand marketers. It's about engagement, Stupid.

How to Calculate ROI for Customer Experience

Posted by Tony Quin on November 8th, 2013 at 9:45 am

If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more

5 Reasons to Consider Flipboard for Your Content Strategy

Posted by Tom Edwards on October 14th, 2013 at 6:56 am

I was recently briefed by the Flipboard team and was pleasantly surprised by how their platform is scaling to support brands. Here are 5 reasons to consider Flipboard to support your branded content strategy.
Flipboard is a content curation and discovery social magazine app that over 85 million people are using. The application visualizes your social feeds such as Facebook & Twitter as well as providing access to curated topical magazines all while allowing the user flexibility in how they consume their content of choice.

From a brand perspective there are 5 key areas of interest to leveraging Flipboard to it's full potential.
Reason #1 - Brand Magazines - Over the past few months more than 60 recognizable brands have launched curated magazines. This includes Callaway Golf, Levi's and more. With such a large user base combined with users appetite for both curated and original content, Flipboard is becoming an ideal destination to aggregate and present information in a unique and compelling way.
Here is an example from the Callaway Golf Team. They created a brand magazine to support the launch of their new Apex Irons.

Flipboard launched an online editor earlier this year. The editor allows anyone the ability create customized titles and over... Read more

Legal concepts every social media marketer should know: Part IV – User Generated Content (Content Treasure Trove v. Legal Pandora’s Box)

Posted by Fernando Bohorquez Jr. on September 30th, 2013 at 10:00 am

This post is co-authored by Alan M. Pate
The most valuable resource in a marketing campaign can often be the very audience you are trying to reach. “User generated content,” or UGC, be it in contests, promotions, sweepstakes, or crowdsourcing, has become an ubiquitous part of online advertising today. Companies are relying on their customers to design their logos, produce their commercials, and even Dub their Dews. In this fourth installment of “Legal concepts every social media marketer should know”, we’ll cover the essentials for online marketers incorporating user generated content in their campaigns. Be sure to also check out “Legal concepts every social media marketer should know: Part I – The Privacy Problem (With Big Data comes Big Responsibility)”, “Part II – Rules of the Road for Online Advertising (The More Things Change, the More They Stay the Same)” and “Part III – Use of Third-Party Images, Graphics, and Content (Something Borrowed, Something New, Something that Just Might Get You Sued)”.
Part Four: User Generated Content (Content Treasure Trove v. Legal Pandora’s Box)
Companies are looking for online interaction with customers, a solid presence on social media, and other dynamic ways to connect with potential consumers. Often, this means campaigns and their... Read more