Content Marketing: Who's Your Best Bet?

Content Marketing: Who's Your Best Bet?

Given the growing importance of content marketing in the quest to attract sales leads and conversions – not to mention the significance of ‘social sharing’ and the contribution this makes to SEO – it’s not unreasonable to ask which marketing professionals will give you the best bang for your buck. By starting at the beginning and asking what are you expecting content marketing to achieve, you’ll have a clearer idea of who would be your best partner.  To be effective, content marketing must have high quality, original content at its core… content that readers will find useful, practical and valuable enough to ‘share’ on social media sites. This is a complex brief – and certainly not a job for the amateur.  To begin with, there must be a strategy that will target relevant content towards well-defined market segments.  This includes identifying the most suitable media platform and devising an editorial programme that will engage with your target audience. The challenge is to identify which group of marketing professionals can provide the most effective service.  That includes the skilful creation and placement of various types of ‘content’ – blog posts, articles, white papers, e-books, newsletters and so on.  (It may also include non-written content such as infographics, videos, podcasts etc). The wide-ranging demands involved in creating such a diverse range of content place varying expectations on the skill-sets of suppliers.  Take a look at the following options – then decide which is the most appropriate for your particular needs. IN-HOUSE – This is the first (and most obvious) option to consider – but do you have your own home-grown writing/design/production... Read more...

Article Marketing – The SEO Phoenix

Once upon a time, there was Article Marketing.  Get it right and you could improve the SEO performance of your website pages in a matter of weeks. Then, along came Google with its algorithm updates.  Almost overnight, article marketing as we’d come to know it was dead on its feet. Suddenly, article directories (and millions of other websites) found that their stock had plummeted in Google’s eyes.  Their rankings fell and articles that would previously have appeared in the first two or three search engine results pages (SERPs) now had little chance of SEO success. The link value associated with an article featured on all but the best article directories was now negligible.  It’s always been common knowledge of course that articles published by article directories never attracted a serious and widespread readership, despite claims that the articles would be taken up by other online publications. Simply put, the appeal of article marketing was primarily for the SEO back-linking benefits it generated.  (Now, with the explosion of social media, content can be leveraged to reach a wider audience, many of whom would be ‘real’ readers.) Pre-Panda – and the ensuing series of algorithm updates – in order to maximise SEO returns all you had to do was find a halfway-decent piece of distribution software (and maybe additional software that would ‘spin’ your article content to create several versions of the same article involving very little work) and the links would follow.  If you had the patience, there was also the mind-numbing option of submitting your articles to the directories manually.  Either way, there was a strong chance that you... Read more...
Why I’m not going to buy “shares” in Facebook

Why I’m not going to buy “shares” in Facebook

It’s nearly two weeks since Facebook was floated on Nasdaq. Things started so bright for Mark Zuckerberg and his “beloved” Facebook, with share prices starting off at $38 a pop catapulting Zuckerberg into the world’s rich list, valuing Facebook at $104bn. Since May 18th (the date Facebook was floated) there have been numerous events that don’t bode well for the future of Facebook. It started with GM (General Motors) dropping their Facebook advertising campaign, followed by Facebook share prices dropping on a daily basis to an all-time low of $29 yesterday (May 29th). Is Facebook Really worth $104bn? Personally, all the hype surrounding the Facebook flotation never got me excited. The obvious question is: How can Facebook be valued at $104bn? Despite the company’s attempts to generate profit from “Facebook ads”, it can’t be enough to justify the $104bn price tag placed on the company. I mean, do people actually click on Facebook ads? Developing countries don’t even use Facebook! Well not quite, but developing countries don’t seem to favour Facebook. Instead, they opt for what, to us, seem like obscure social networks. For example, in India we see that Orkut is the market leader in social networks; in China a little-known (to us in the West) social network called Qzone has over 388 million users; and again, in Brazil, we see Orkut dominating. These are three of the world’s fastest developing countries and judging from this evidence, Facebook has failed to capitalise on this. There are now serious competitors to Facebook out there Only a couple of years ago Facebook was a operating in a monopolistic market.  MySpace was... Read more...