The Blog

The Ad Campaign For Ava Demonstrates Exactly How NOT To Engage With Your Audience

Posted Monday, April 27th, 2015 in Social Media Marketing by .

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I’m not sure if you’ve heard yet, but there was a rather interesting ad campaign being run on tinder a few weeks back during SXSW. Basically, there was this girl named Ava who started using the app in Austin. She was from New York; she was a twenty-five year old aspiring artist and a lover of city life.

She also didn’t actually exist. (more…)


8 Habits of Successful Bloggers

Posted Wednesday, April 22nd, 2015 in Content Marketing by .

blargingIt seems like everyone and their mom has a blog these days. Blogging is something that many people get excited about as soon as they start, but that excitement can fizzle out. According to a study by Technorati in 2008, 95% of blogs created have now been abandoned. If you want to keep your site chugging along with a steady stream of visitors, you’ll have to develop some essential habits.

1.) Read other blogs

One of the best ways to keep informed about industry trends is by reading other blogs. You can’t add your own voice to the conversation unless you know what conversations are going on. Read about your own niche, but branch out into other subjects as well. You never know where you can find inspiration.

(more…)


Planning Your Batch Writing Sessions To Maximize Productivity

Posted Monday, April 20th, 2015 in Content Marketing by .

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Hey there, folks! Hope Monday’s finding you well! Now, I’m certain you’ve all heard of batch writing - a content creation strategy that basically involves occasional marathon writing sessions as opposed to a more frequent routine.

A few weeks back I wrote about Pamela Wilson’s Seven Lessons Learned From Three Years Of Content Creation. Today, I’d like to revisit that piece, focusing on another of the insights Wilson shared. See, she is herself a big proponent of batch writing:

“The secret to stress-free content production - I’m convinced - is batching,” she writes. “Want to gain freedom and flexibility? Plan a marathon content creation session. Crack out a month or two of posts, then sit back and devote your energy to promoting those posts when you publish them.”

It’s how I produce the majority of my articles. At least once or twice a week, I’ll sit down in front of my computer with a stack of pieces to work through, not moving until I’m finished.

I’ll be the first to admit that this strategy doesn’t really work for everyone - nor should it. That’s what I’m here to discuss with you folks today. How can you make it work for you?

More importantly, how can you tell if that’s even possible? (more…)


Filter Bubble? Not Really. Try Novelty Bubble

Posted Thursday, April 16th, 2015 in Content Marketing, Industry Perspectives, Marketing Strategy by .

(This did not happen.) Image Credit: Didit Putra

(This did not happen.) Image Credit: Didit Putra

Imagine a world where you were only told what you wanted to hear.

A world where your information diet was tailored by faceless entities, hiding information from you that might make you uncomfortable, make you question yourself, or force you to consider an alternative point of view.

Welcome to the filter bubble: a world where invisible algorithms personalize your search results, and your Facebook News Feed is automatically filtered to your tastes. A world that cuts you off from the outside, and forces you down a path of narrow-minded stubbornness.

A world that just might be a figment of Eli Pariser's imagination.

Don't misunderstand me. Our search results, our social feeds, and even our ads are personalized. And we definitely, definitely, live in a world where our personal biases color our perception. But those two things aren't as closely connected with each other as you might imagine.

We've always filtered our information, and allowed ourselves to succumb to the faults of confirmation bias. (See my post at Hubspot.) It's built into our biology, and it's a difficult problem to solve, but it has nothing to do with computer algorithms.

In fact, the filter bubble, as currently imagined, is not be the biggest threat to the way information is dispersed today. I believe we are facing a very different problem, in some ways the opposite problem, and one that I am intimately familiar with as a marketer: somebody who's livelihood depends on dispersing information.

I've decided to give this problem a name: The Novelty Bubble.

And today, I'm going to talk to you about what that problem is. (more…)


How Has Facebook’s Click Bait Rule Changed Internet Marketing?

Posted Tuesday, April 14th, 2015 in Content Marketing, Social Media Marketing by .

Image Credit: Derek Gavey

Image Credit: Derek Gavey

Today, as with last week, we’re going to be talking about bounce rate. This time, however, we’re refocusing things a bit. We’re going to examine how bounce rate comes into play on sites like Facebook - and how that in turn has ‘bounced back’ to impact marketing as a whole.

Now, at this point, it is worth noting that social media doesn’t actually have a direct impact on search engine optimization, nor do links from social sites. With that in mind, they do still bring in a ton of traffic - so getting penalized for misleading practices while posting on them is definitely a bad thing, and could mean you’re getting slammed by search engines, as well.

Anyway, let’s get started. (more…)


March 2015: Best SEO, Social Media, and Content Marketing

Posted Tuesday, April 14th, 2015 in Resource Roundups by .

SIMPSONS STARTSince our last roundup, Google announced that the mobile search algorithm is going to have a major update on April 21st. If you've been paying attention, this should also come as no surprise. But if you didn't know this was coming, being the benevolent rounders up of content that we are, we have included some relevant articles below to help make sure your site is in order. As we get further into 2015, it is also becoming clear that content is now judged on its own merits. Are you creating content that adds value and stands up to fact checking? To find out what else you missed from March and the beginning of April, check out the rest of the roundup. If you're looking for the same great content the rest of the month, join us on Twitter, Google +, or Facebook. Enjoy! (more…)


Why Erin Everhart's View On SEO As Marketing is Dangerous

Posted Wednesday, April 8th, 2015 in Marketing Strategy, Search Engine Optimization by .

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Okay, there are a lot of trip mines in this topic, so I'm going to need to be careful where I step.

Let me quote something Erin Everhart recently said in a post at Search Engine Land:

First, the easy one: Marketing is educating potential customers about your product or service and persuading them to buy it, so of course SEO is marketing, and it’s quickly becoming one of the biggest traffic-driving channels out there. If your organization doesn’t see the value of SEO or view it is an actual marketing tactic, either they need to change their viewpoint or you should find an organization that does.

Over the years, I've developed a second instinct: whenever I hear somebody say that an answer is "easy" or "obvious" I immediately have to stop myself and ask whether it actually is obvious, or easy, or right for that matter.

This can make me a bit of a contrarian at times, and it's not a great attitude to have at dinner parties, but I've found it to be rewarding. I arrive at insights I otherwise wouldn't.

To be fair, this isn't just Erin Everhart's opinion, and it's not really about her. It's a widely held belief, widely enough that there's a good chance I've referred to SEO as marketing before. It's certainly a marketing channel. It's also obviously very valuable, potentially, to the point that most of our clients receive far more revenue from SEO than from any other channel.

But is SEO, in and of itself, a form of marketing?

Maybe it's time to revisit the definition of marketing. (more…)


How Does Tabbed Browsing Impact Time On Page And Bounce Rate?

Posted Monday, April 6th, 2015 in Content Marketing, Search Engine Optimization by .

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I was discussing SEO with a colleague the other day, and an interesting thought occurred to me related to a few of Google’s Analytics metrics - specifically bounce rate, time on page, and time on site. Before I talk about that thought however, I feel that I should offer a bit of context. See, I’ve a bit of a problem with how I use the Internet.

I’m sure at least a few of you can relate to it. I’ve this tendency - especially when I’m compiling research for a project or article - to rather absent-mindedly open every single page that catches my eye all at once. Thanks to Chrome’s tabbed browsing, I’m able to leave all of them open, browsing each one at my leisure. (more…)


Should You Create Content In Multiple Mediums?

Posted Monday, March 30th, 2015 in Content Marketing by .

fireworks2I recently came across a piece on Copyblogger put together by Pamela Wilson and titled Seven Lessons Learned From Three Years of Content Creation. All the advice she gives in the piece is undoubtedly sound, from planning your content ahead to batch writing to connecting with your audience. One point of hers in particular got me thinking, however - the last one.

“It took me years to realize how much people enjoyed consuming content in different formats,” she writes. “My courses and products all included text, audio, and video. But my blog posts tended to be mostly text. And that’s a shame.”

“With a little extra effort, your content can have a presence on iTunes (with a podcast), and YouTube (with video) among other important venues,” she continues.

My question is simple: is this really worthwhile all the time? Are there situations where creating multiple different versions of the same piece of content won’t fly? Most importantly, how can you tell if you should create in more than one medium?

Not everyone has the capacity to do so, after all. Take me, for example.  I like to think of myself as a fairly skilled writer, but tell me to put together an infographic and you’ll probably get something that looks like a five-year-old’s art school project. (more…)


What Tumblr Can Teach Us About Content Creation

Posted Thursday, March 26th, 2015 in Content Marketing by .

It’s easy to overlook Tumblr. The microblogging site doesn’t have the easy demographic information or advertising revenue of Facebook, nor does it have the stream-of-consciousness communication style of Twitter. It’s a social network that’s kind of hard to categorize; a lump sum of pictures, video, blog posts, and random thoughts.

It also may be one of the most important things to happen to the world of content creation in years.

Let’s back up a bit. I should probably offer a bit of justification, no? It wouldn’t be proper for me to just sit here making a ton of baseless claims, would it? (more…)


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