Creating marketing communications materials can be challenging. After decades in the business (yeah, I’m “seasoned”… ), I’ve had multiple experiences with review processes—some great, some good, some not so good, and some absolutely horrendous and extremely frustrating.
Over the years I’ve come to identify a number of best practices that can help to both streamline the content review process and minimize frustrations along the way—for both content creators and subject matter experts.
In my last blog I talked about what I’ve observed as a disconnect between how businesses often talk about their own products and services and how their prospects and customers talk about them. This disconnect can become a significant obstacle when it comes to SEO designed to get audiences to your website. If you’re not using the same words and phrases that your target audience uses when they’re looking for products and services like yours, they’re not likely to find you. (more…)
Content marketing is still something that a lot of companies, large and small, continue to invest in. The ultimate goal, of course, is sales. But, along the way to a sale, content marketers must first capture attention, drive traffic to a website (in most cases), and deliver on the promise that their copy promo or social media post suggested.
SEO, or search engine optimization, has been a big part of this process. And, while I certainly consider SEO when crafting content for myself or my clients, I’m not a slave to it. Here’s why.
You’re sitting at your desk, talking to a colleague about a trip to Spain you’re planning. The next thing you know, you’re seeing ads for Spain pop up in Google search and on Facebook. It’s not magic. It’s the power of voice search. Marketers can use your interactions with voice assistants, such as Amazon’s Alexa, along with other factors—your search history, shopping activity, visited websites, etc.—to create a comprehensive profile that they can use for ad targeting. Not all voice assistants do this, and the process is actually more complex than it may seem, but it’s illustrative of the shift from text to voice in consumers’ search habits. Voice search is on the rise. (more…)
As we move further into 2024, the landscape of Search Engine Optimization (SEO) is evolving at an unprecedented pace, largely driven by advancements in artificial intelligence (AI) and machine learning. These technologies are reshaping how search engines understand user intent and deliver results, making it imperative for SEO professionals and content creators to adapt their strategies accordingly.
Here we take a look at some key trends and strategies for SEO in 2024, that you can use to help ensure that your content remains visible and effective in the face of continually evolving algorithmic changes. (more…)
Think about how you use search engines (most likely Google) to find information about goods and services you are planning to purchase. Chances are, in most cases, your searches are local. Sure Amazon is a top consumer site when purchasing things, but since the pandemic and in a tight economy, there’s a growing interest in “buying local.” (more…)
I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.
So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? (more…)
SEO has long been the holy grail for internet marketers—and content creators—of all kinds. Attracting eyeballs, and website visitors, was job number one. While that’s still the case to a large degree, SEO has become less of a numbers game and more of a driver for creating high-quality, relevant content. This is because of the ongoing algorithmic changes that Google and other search engines make to deliver a positive search experience for users. (more…)
I’ve written about search engine optimization (SEO) in the past and have gathered input from a wide range of content and digital marketing experts about the topic. As someone who was writing advertising copy long before SEO was “a thing,” I have kind of a love/hate relationship with the concept. Or maybe I should say a love/grudging respect for the concept. (more…)
Despite ongoing changes to Google algorithms as well as the ways consumers are seeking information (increasingly via voice and through mobile devices), many organizations continue to fret over SEO to the point that the copy they ultimately publish is bland, peppered with overused catchphrases, and easy to overlook.
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