In the previous article, I aired my frustration about marketing and search engine optimization (SEO) “consultants” who tell their clients that the quality of their marketing content is secondary… In this article, I want to focus on another trend that tends to abandon audiences in favor of feeding the Google beast. This one involves an editorial calendar – the schedule of topics for blogs, newsletters, videos, podcasts, etc. – that’s completely fixated on Google.
Read more...As You Chase Google Algorithms, Are You Leaving Your Audience Behind? (Part 1)
I’ve noticed two troubling trends that motivated me to write this article. The first involves “consultants” telling business owners that the quality of their content isn’t very important. They’re just trying to improve their client’s search rankings, so as long as they get the keywords in there, quality really doesn’t matter. The second involves editorial calendars that are driven completely by search engine optimization (SEO). In other words, every topic is chosen based on keyword research and search popularity.
Read more...Newsletter or Blog? Wrong Question.
Should I do a newsletter or blog? Which is better? I have this conversation all the time with clients who want to find the magic formula for getting their content in front of people, earning their trust and generating sales leads. Problem is, people tend to get so hung up on the label that they overlook what’s most important.
Read more...The Ron Swanson Guide to Marketing: 9 Quotes to Live or Die By
He loves breakfast food, meat, the outdoors and privacy. He hates government, vegetables, human interaction and his ex-wives. He buries gold. He builds chairs. He moonlights as jazz saxophonist Duke Silver. And deep down, he’s a marketing genius, although he would likely scoff at the notion. He’s Ron Swanson, Director of the Parks and Recreation Department of Pawnee, Indiana.
Read more...How the Right Marketing Content Can Speed Up the Sales Process
Everybody gets the “know, like and trust” component of good marketing content. But most companies don’t recognize how good marketing content – and bad marketing content – affect the sales process. Bad marketing content lacks clarity. It’s filled with shameless self-promotion instead of helpful information. There’s no strategy behind the subject matter, the distribution, or how to incorporate content into your sales arsenal. That ain’t helping anyone close a sale.
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