Earned media is a powerful way to turbocharge any inbound marketing program. It creates large spikes in positive, revenue producing metrics, while depreciating deleterious measurements like bounce rates. It’s also a tactic that can endow content marketing, light up the social graph and increase search engine visibility.
Marketing has been around a long time – and so has the marketing department. Much of the organizational chart for marketing was built to accommodate the deployment of outbound or interruption-based marketing. Early adopters of inbound marketing are finding that the traditional marketing organizational charts impede the efficient deployment of inbound campaigns.
It’s amazing how many companies spend copious amounts of budget on complex marketing services and SaaS solutions to help manage social media, SEO, email and other online channels without a plan, budget or strategy for content creation.
Inbound marketing has come a long way since early thought leaders like Seth Godin, David Meerman Scott, Brian Halligan and Dharmesh Shaw began touting it as the way to fix interruption or outbound-based marketing last decade. Since then, social media has gained mass acceptance and media in general is increasingly being delivered by non-traditional means [...]
The SEO industry is notorious for measuring the value of inbound links based solely on domain authority. When chasing rankings was the name of the game this measurement had validity. Rankings aren’t the goal of SEO today – maximizing the number of keywords driving traffic is. Besides, businesses are in the business of making money. [...]
These days the blogosphere is filled with tactical how-to’s, lists and tips. There’s no shortage of consumers for this type of content, either. It seems like many are looking for the one online marketing secret that costs little, is easy to do and drives maximum return. Unfortunately, there is no one secret, but if there [...]
It’s no secret the search engine optimization industry has been hit by a tidal wave of change the last couple of years. Google’s changes have forced practitioners to abandon their tried and true tactics in favor of others in order to drive results for their clients. While the tidal wave eliminated many of the old [...]
On January 22nd Alexandra Bruell of AdAge.com declared, “But marketers are also seeing value in earned and owned media—and in some cases, using PR campaigns as a replacement or supplement for traditional advertising.” On the surface this may not seem like a big deal. However, consider that Ad Age built a thriving business around traditional [...]
Both brands and individuals can build up massive followings on Twitter by being good net-citizens and sharing content that people value. It’s also considered polite to reciprocate by following people back when they follow you. As a result, Twitter accounts can end up following thousands while direct message spam can reach monumental proportions.
The power of content marketing to propel brands forward in this new anti-interruption era is clear. The jury has returned with a verdict, and it’s guilty. Content marketing is guilty of attracting people who have real interest in the solutions a brand can provide. This reality is reflected in the Content Marketing Institute’s 2013 B2B [...]