Archive for the ‘Content Marketing’ Category

Are Blog Posts Appropriate for Announcements?

<< by Kari Rippetoe on August 29th, 2013

Blog Baby Are Blog Posts Appropriate for Announcements?This morning, I read a post over on the Vocus blog from marketing strategist and author Geoff Livingston, where he weighed the value of a blog post vs. a press release for making announcements. He was debating which one to use to announce that he would be selling his new book at an upcoming convention. Ultimately, he opted for a press release, because he thought a blog post would not be valuable enough to his readers, and would be more annoying than anything.

When a blog is well read by a community, usually it’s because the blog offers specific content. Readers want the latest from a personality or information about a subject matter. It’s critical to stay on topic and serve them well. Announcements like event appearances usually don’t work well on blogs, though you can always put a badge up on the side rail.

-Geoff Livingston

I totally get this. When you create content, you want to first serve your audience, and not just for the sake of creating content. And perhaps, in this particular instance, choosing a press release over a blog post was the right decision because of the context of the announcement (the book is a science fiction novel), and who Geoff is trying to target (attendees of a science fiction convention in Texas). But when is it the right time to make an announcement in a blog post, and how should you do it?

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Live from B2BLeadsCon: Maximizing Organic Search with Google to Drive Referrals

<< by Kari Rippetoe on August 15th, 2013

New Coke and Coca Cola Classic Live from B2BLeadsCon: Maximizing Organic Search with Google to Drive ReferralsI’m at day 2 of B2BLeadsCon in New York, and the first session of the day was a topic near and dear to my heart: lead generation through organic search. The session was presented by Jim McKinley of 360Partners and Ric Dragon of DragonSearch.

What I found really refreshing about this session was, because B2BLeadsCon is all about generating leads, that with any ongoing SEO program it’s so incredibly important to keep your eye on the prize – focus on how SEO is helping you achieve your business goals and drive revenue, not how much traffic you get, how high you rank, or even how many leads you generate (which doesn’t matter if the leads are unqualified and don’t plan on buying from you).

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Live from B2BLeadsCon: Using Content Marketing to Generate Quality Leads

<< by Kari Rippetoe on August 14th, 2013

B2BLeadsCon logo Live from B2BLeadsCon: Using Content Marketing to Generate Quality LeadsBy now, you’ve likely heard all the hoopla around content marketing, and all the reasons why you should be developing a content marketing strategy to generate and nurture leads. But many hangers-on, especially in the B2B industries, still don’t want to take the plunge into using content as an inbound strategy to generate leads.

According to Marcus Sheridan, who keynoted this morning at B2BLeadsCon, there are many reasons/excuses for this, which include:

  • The “We’re different” mentality, i.e. content marketing won’t work for us because our products/services/sales process/buying cycle is different from everyone else. (Aren’t we all different? Of course – that’s what makes us special! Are you adequately explaining your value and differentiating yourself to your prospects?)
  • They don’t want to give away too much information (aka “The Secret Sauce”).
  • Their products or services are too complex to explain. (Hey, what better use for content marketing, then!)
  • They don’t want to commoditize their services.

But the reality is, in a world where your customers have a treasure trove of information freely available at their fingertips, if you’re not the brand providing the information they’re looking for – you’re dead.

read more Live from B2BLeadsCon: Using Content Marketing to Generate Quality Leads

Mojo Week in Marketing: August 9, 2013

<< by Alex Katzen on August 9th, 2013

Here’s this week’s edition of the Mojo Week in Marketing, featuring top articles from the ever-changing world of digital marketing. This week, we’re covering all things blogging-related. Have a great Friday!

Blog meme 2.0 Mojo Week in Marketing: August 9, 2013

New Download: The Definitive Guide to Rich Snippets for Google and Bing

<< by Kari Rippetoe on July 23rd, 2013

Stand Out From the Crowd New Download: The Definitive Guide to Rich Snippets for Google and Bing

Photo credit: phil wood photo

As organic search result pages become increasingly overcrowded with more types of content – like videos, articles, and PDFs – standing out in the crowd is becoming more and more difficult. Even being on the first page is no longer enough, or even ranking at the top of the page. There are 3 major reasons for this:

  1. Google algorithm changes over the past couple of years have put a bigger emphasis on high quality content. Now, this is really what we as marketers should have been creating all along, but we as marketers also know that creating fresh, high quality content on a consistent basis is not exactly easy.
  2. Google Search plus Your World personalizes your results, based on what your friends are sharing and liking, when you’re signed in to Google. Which means that your results will differ greatly from those of other people.
  3. Rich snippets add an extra dimension to search results by integrating thumbnails and additional information into the results themselves.

Rich snippets actually present a relatively easy opportunity for you to enhance how your content appears in Google and Bing search results.

read more New Download: The Definitive Guide to Rich Snippets for Google and Bing


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