Search is at the center of the web and should be driving your marketing. In fact, within the Galilean model, your corporate dotcom is just a distant satellite. But search itself is evolving. In order to be a real player in the new search, you have to participate outside of your domain.
Your Website Is Not the Center of the Universe
By Andrew Davis | Published June 30th, 2009Narrowcasting: Solid Gold
By Jim Cosco | Published June 25th, 2009Which audience is more valuable to you? A) The larger one that ignores or casually notices your content? B) The smaller one that is happily engaging with and consuming your content? If you selected A, you should report to a broadcast-advertising-and-SEO-propaganda-deprogramming center immediately. Reaching the right audience Of course you want to reach the largest…
The Illusion of SEO vs. the Reality of Great Content
By Andrew Davis | Published June 23rd, 2009By creating something that will resonate with your consumer-base, you hook them in. By enabling and making it easy for them to share it, you build links and drive traffic. This is the process that SEO attempts to mimic.
Has Twitter Missed Their Monetization Boat?
By Andrew Davis | Published June 22nd, 2009While Twitter and Time Magazine hail Twitter as the next big thing in social media, I think that not only is this premature, it might be just plain wrong. There are already signs that attrition is on the rise at Twitter as users struggle to find value in the content.
RSS is the New Direct Marketing
By Andrew Davis | Published June 19th, 2009If you haven’t built an RSS strategy into your overall content marketing efforts, start. Now. Otherwise, you’re missing out on one of the most effective mediums of direct communication the web has to offer.
Custom Media Day a Wonderful Success
By Andrew Davis | Published June 18th, 2009It was a pleasure to speak at Custom Media Day in Manhattan last week. And in an effort to add valuable content, I thought I should deliver on some of the requests I received after speaking.
Keep it Current
By Jim Cosco | Published June 17th, 2009Be ready to react quickly to breaking news. Make sure your content creation process is nimble enough roll with a timely idea — without a lot of barriers.
Work Your Content Until it Works
By Andrew Davis | Published June 16th, 2009If you are spending money on SEM/SEO and focused on traffic targets rather than conversion rates — STOP. Gone are the days when you could expect to drive hordes of traffic to a landing page and hope that something would happen. No matter how you look at it, if you want sales to increase, you have to get rolling with content experimentation.
YouTube, Hulu, and a War the TV Networks Could Lose
By Andrew Davis | Published June 15th, 2009To assume that Hulu has won as the channel of choice for online video distribution is very premature. Despite predictions of YouTube’s demise due to poor channel content growth and weak revenues, I am here to tell you that this is a long war that YouTube can win.
De-Fragment Your Marketing when Working with Agencies
By Brett Virmalo | Published June 15th, 2009The big three are scrambling to supply services that address this newest evolution. PR and Advertising are offering interactive. Interactive is claiming that advertising is dead. All are offering social media.
Podcasting in the Consolidation Phase of its Life Cycle
By Andrew Davis | Published June 12th, 2009As society becomes more portable and less wired, podcasts are a great way to get your content into locations where reading or watching is impossible or impractical. People who succeed the most with the podcasting platform are the ones with killer content who are employing it within a highly diversified content portfolio.
Brevity is Beautiful
By Jim Cosco | Published June 11th, 2009Especially on the web, people expect you to get to the point quickly. Your audience expects to devote maybe two minutes to your content snack, so prepare it accordingly.
Experimenting with Live Streaming Video in the Lab
By Andrew Davis | Published June 10th, 2009Here are five observations from our experimentation with live video In the Lab that will help you create high-quality, valuable, relevant live streaming video.
Analytics and Valuable Visitors
By Anita Roy Dobbs | Published June 9th, 2009The aim of our Analyze That! series is not to help you drive traffic to your site, but to help you examine the traffic data you’re already getting so that you can answer questions – are we reaching the audience we want? What content does our valued audience respond to?
Shake Hands with SEO and SEM. But Embrace Aggregated Reach.
By Andrew Davis | Published June 9th, 2009There is value in SEO and SEM as part of a larger strategy to drive the right traffic to high-quality content. But if these last two components are left as afterthoughts in a “traffic strategy,” then you are wasting your efforts. Concentrate on driving quality traffic through increasing the quality of your aggregated reach.