Archive for the ‘SEO’ Category

Online content marketing – on the “must-do” list

Sunday, February 10th, 2013 by Jon Clements

Content marketing

If online content marketing is now a “must-do” rather than a “should-do”, how does a company or brand make it work?

A couple of useful guides to content marketing reached PR Media Blog’s attention at about the same time, care of the clever people at EConsultancy and SEOmoz.

Chris Lake, director of product development at EConsultancy produced a sprawling epic on content marketing (linked to later on) while Ashley Tate, content specialist at SEOmoz, hosted a ideas-packed webinar on the topic.

As Chris Lake puts it content marketing is “a kind of umbrella term for five disciplines: editorial, marketing, PR, SEO and social. It is the glue that bonds these things together, and a predefined content marketing strategy can help [these] teams to focus on long-term goals.”

Ashley Tate kicked off her webinar with the image at the head of this blog post, summarising the overall value of producing content and her practical guidance included:

 

  • Stop waiting for resources to appear…

Brainstorm content topics, which might involve new product updates, interesting community engagement or even an enlightening team meeting – all making potential content.

 

  • Make structure from chaos

Decide what type of content will support your vision (blog posts, video, audio, infographics, etc) and set specific content goals – in other words how regularly will your content appear. Test the effectiveness of your content over – wait for it – several months to understand how it is resonating with the audience.

 

  • Use guest post authors

They can come from among your suppliers, associates, customers and – even better – your community, as long as they are clear on the preferred topics, work to your guidelines and maintain a distinctive, individual voice that feels authentic rather than a piece of marketing.

 

  • Test and gather data

Measure content analytics, including the number of social shares, thumbs up and down, comments, traffic sources and page views.

 

  • Evaluate and improve

Stick to your voice and strategy, but be flexible enough to grow with your audience and respond to their wants and needs.

Quoting Chris Lake again: “digital marketing in the second decade seems to be paying more attention to retention, and I think it’s crucial to produce the right kind of content for your existing customers / audience.”

Read his in-depth advice on content marketing and gear yourself up for some heavy lifting, but rewarding results, from online content generation.

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''

Where do SEO and PR meet?

Friday, November 4th, 2011 by Jon Clements

SEO, according to marketers questioned for the above research, has the biggest impact on lead generation. But what does that SEO actually constitute and is it made up, either partly or mostly, of PR activity?

It’s not a question that’s ever answered in Webmarketing123’s State of Digital Marketing Report. More of that later. In the meantime, what else does the research tell us?

Clearly, the metrics of success are firmly focused on tangible returns: for marketers across B2B and B2C, it’s far more about generating leads and making sales than anything else. Taking the B2B marketer in particular, the lesser objectives include building brand awareness (15%), generating site traffic (11%) or building online communities (5%). Curiously, the latter is even less important for the B2C community (2.8%). What was once considered a desirable digital outcome, certainly of social media, seems to be have been relegated to an uncommercial own goal.

But when identifying what these marketers consider the most important measure for digital marketing – i.e. sales – our B2B and B2C cousins are surprisingly close (62% and 68% respectively). Bearing in mind the comparatively more protracted and complex journey for B2B buyers, it’s a revelation that those selling B2B are looking for such high sales conversions via digital alone.  While I can see it as a vital part of building reputation, understanding and consideration along the B2B procurement pathway, I’m sceptical about its ability to close the deal.

Which brings me back to SEO and impact.

Achieving a high, organic search engine ranking takes more than one technique – some delivered better by SEO specialists, others by professional generators of compelling and insightful textual content. Yes, I’m talking about PR people. But PR doesn’t get a mention in the report. Does that mean PR has become a subset of SEO and, if so, are SEO specialists qualified to advise clients about and generate material hitherto done by PR people?

The lines are blurred and, what seems increasingly apparent, is the need that SEO and PR people have to collaborate; after all, if gaining a high search engine ranking has the biggest impact on a client’s lead generation, the tools to do it are not necessarily the province of one discipline alone.

Update: since posting the above, I found this excellent post by Lance Concannon on the SEO/PR dilemma and how it needs to be worked out for everyone’s benefit.

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''

Is SEO finally crowned king for marketers?

Thursday, November 3rd, 2011 by Jon Clements

Where are online marketers spending their digital cash to maximum customer effect right now?

This interesting, US-focused infographic – just produced by Californian marketing company, Webmarketing123 – paints a picture of B2B and B2C online marketers’ current digital strategies.

Any surprises?

There’s a report that goes with it too; we’ll take a look and give you our view later.

 

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''