Know How It’s Built: “Cool” Isn’t Good Enough

led-light

An OK story teller can tell someone else’s story. A good story teller can invent a story. A great story teller knows exactly how to tell their own story. Consider the skills required by the modern digital marketer, an accomplished digital marketer. Story telling: research, the ability to imagine and craft great creative and promote their content to the world. That’s all alongside the standard technical vocabulary needed to optimise a site, build pages and solve SEO problems, and a whole myriad of analytical skills I haven’t listed. “This is…

The Hard and Fast Rule of Guest Blogging

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My girlfriend is a professional athlete and trainer working from a Gym near my home in London. Though she doesn’t know a thing about SEO (amazingly I’ve resisted the temptation to even discuss the mechanics of what SEO is), I do think she’s a naturally clever marketer. Take a look at this guest post, written on the 6th January for Greenwich Mums. Greenwich Mums is a resource, review, jobs and loyalty site for local families in the Greenwich area. They have sound editorial policy and it’s a well thought of…

Trade in Your PR & Creative Agencies. SEOs Do it Better.

To understand why, you need to understand SEO today. Think you already do? Read on. What is it that SEOs really do these days? Is it marketing? Is it creative? Is it PR? Is it search engine optimization anymore? What about “real company shit”? Not only what is it to us, the people who’ve been in the space watching it turn from technical SEO to link building to riding the coattails of content marketing, but what is it to marketing managers and CMOs at the Fortune 1000’s of the world? As…

The “Big” Content Promotion Tip That’ll Save You a Lot of Pain: Never Fail.

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A good marketer knows when his idea sucks. Yet many marketers I come across relentlessly push their content without thought for one fundamental influencing factor of its likely success: appeal. You have all been involved, at some stage in your careers in a flawed attempt to be creative. You’ve had a “great” idea, everyone in the room agreed to it, you got the research done, you hired a designer, you hired a developer and everything looks great. The big day comes, it’s time to go live, to publish your work.…

Why Your Expensive, Time-Consuming Content Doesn’t Work.

Peacock Alley, Photograph by © Andrew L. Moore http://www.andrewlmoore.com/photography/detroit/peacock-alley-detroit/

Which question would you kick-off a content strategy with? What do we put on our landing pages and in our white papers and on our blog? What gets our audiences excited or helps them do their job better? You might say #2 because it sounds right, and you’ve probably thought about this before. But check yourself. Is this really what you’re doing? Or are you producing content because that’s what sites are made of? Tell me if this sounds familiar: “We need to create landing pages to attract search traffic.…

The Future of Local Discovery is About the Story, Not the Place

Cover Photo courtesy of an Francisco History Center, San Francisco Public Library and FoundSF.org

Did I say the future? I mean the now. “Local” discovery in our books has historically been highly focused on optimizing for the right category, address, keywords, location, etc. What are people searching for in San Francisco? Make a page for it! But which one of these descriptions of the same place below is more powerful?: The absolute best lazy Saturday people-watching in the city, with a drop-dead gorgeous view to boot. Crissy Field It’s not the name of the place that captivates us (usually) but the story behind it; The history,…

Mining User Data in Excel with the FullContact API

put on your data mining helmets

Recognized and prominent brands (like Target) are turning to big data to mine user information to find the best ways to reach and retain their customer base. Why let the big guys have all the fun? If you have a list of your users’ email addresses you can access your users’ personally identifiable information and social profiles. All you need is the FullContact API, NetPeak Checker and some Excel skills. FullContact’s Person API is amazing – If you have someone’s email address, Twitter handle, Facebook ID or phone number, you can use FullContact’s…

Think Bigger: There’s a Glaring Marketing Industry Opportunity Up for Grabs

Think Bigger

SEO, we’ve got a BHAG (big hairy audacious goal) to address. It’s clear the SEO industry is changing in new and different ways. It’s not as much about the latest new tactic as it is about the latest shift in paradigm. We’re not just asking questions like “how do I address this code issue?” but much more often we’re also asking “how do we address this visibility issue?”  or “how do I get a piece of that marketing or PR action?”. We’re clearly defining the divide between a site’s technical…

The Most Amazing (Content) Marketing Campaign. Ever.

The Joker

As SEOs turned content marketers, our industry has been looking for ways to create great content that attracts links. If we’re *really* content marketers we need to be thinking more about how to create great campaigns that help businesses get visibility, share their message, launch new assets and build and shape a brand.  It’s the way our industry is going and unless you’re sticking with auditing technical site health (which is perfectly fine and obviously very important), you’re going to ride that wave or, like Wil Reynolds mentioned at Mozcon…

Content Strategy Beyond Top 10s – Webinar Slides

seogadget webinar

Thanks to everyone who tuned in and joined myself and Dan last week for our ‘Content Strategy beyond Top 10s’ webinar. As always, it was a really enjoyable experience and we really do appreciate all the feedback and questions! The idea behind the webinar was to explain our approach to defining a content strategy right from considering who your audience is, through to making sure your project gets in front of as many eyeballs as possible. The presentation also highlighted a selection of our favourite content types including ego-bait, collating…