The Four Laws of Content (in the New Content Economy) #CZLNY

The Four Laws of Content (in the New Content Economy) #CZLNY

by |

Content isn’t new. The media is what has changed. Content has had to morph to fit new environments. Laura Henderson of Mondelez International introduces us to a brand content spectrum, with “Message-Led” at one end (the traditional promotional messaging we’re used to) and “Context-led” at the other, which we’re seeing more and more of, with real-time marketing and reactive content (llamas on the run, anyone?). Attention is the new currency. We’re consuming more and more media every day. And our attention is shrinking. The average intention span has increased from 12 seconds…

The Power of Persuasion: Using Buyer Personas to Increase Relevance (#CZLNY)

The Power of Persuasion: Using Buyer Personas to Increase Relevance (#CZLNY)

by |

Search is traffic. We need traffic. But what’s better? More traffic? Better traffic? Both? Confused yet? Grant Simmons, vice president of search marketing at Homes.com, wants us to define “better.” Personas are a tool to help in strategy development, tactical execution and measurement of outcomes. They help us inform who we want to reach – and who we want paying attention to our brands. Personas are dummy users who represent hypothetical groups of people our business wants to reach. We create personas that are: Defined by their goals Delineated by their motivations…

Ultimate Engagement: The Power of Data-Driven Storytelling (#CZLNY)

Ultimate Engagement: The Power of Data-Driven Storytelling (#CZLNY)

by |

ClickZ New York’s opening keynote started the morning off well. Now, my pick for sessions today is “Ultimate Engagement: The Power of Data-Driven Storytelling,” with Dr. Jon Roberts of About.com. With a PhD in theoretical high energy physics and previous studies in dark matter, I’m pretty intrigued to hear about his transition to being the director of data sciences for About.com’s content. The first question he had to answer at About.com – “Why did we hire a dark matter physicist?” Physics is all about predicting the future from messy, time…

“Sustainability, Storytelling & Social Media” (#CZLNY)

“Sustainability, Storytelling & Social Media” (#CZLNY)

by |

Good morning and welcome to Day 1 of ClickZ Live New York! I’m excited to be liveblogging sessions all day today and tomorrow from the front row. Grab a cup of coffee and stay with us for updates here – follow along on Twitter for more.   Today’s opening keynote is from Tim Goudie, director of social media and sustainability at The Coca-Cola Company (“The Man with the Sustainability Plan” is his introduction). Fittingly enough, that’s exactly what we’re covering this morning. Coca-Cola has over 500 brands worldwide, 180 of which…

Why Google is Right about Mobile Sites (& What It Means For You)

Why Google is Right about Mobile Sites (& What It Means For You)

by |

The rankings, they are a’changin’! As you’ve no doubt heard, Google has announced plans to change its algorithm to award higher search rankings to mobile-optimized websites. This will essentially downrank those who continue to act as if having a mobile-optimized site is a luxury, not a necessity. The update will go into effect on April 21, 2015. Obviously, the news got the industry talking. Digital marketers began blogging (and blogging and blogging) about it, while web development firms started shooting out emails telling their clients to start making their websites mobile-friendly…

Making the Case for SEO: Interview with Eric Enge

Making the Case for SEO: Interview with Eric Enge

by |

You know SEO would benefit the brand, but how do you get your clients (or your bosses) to understand the need to invest? Ahead of ClickZ Live New York, I had the opportunity to speak to one of the upcoming conference’s presenters, Eric Enge (@stonetemple), founder and CEO of Stone Temple Consulting. Q: You’re about to speak to an executive of the value of an SEO program, but they’ve never heard of SEO at all. What’s your quick introduction to it? Eric: SEO is about obtaining traffic from search engines…

2015 U.S. Search Awards Nominations Are Now Open!

2015 U.S. Search Awards Nominations Are Now Open!

by |

Guess what season it is? It’s award season! Now that those pesky Oscars are over, we can focus on the award ceremony search professionals actually look forward to all year long — The U.S. Search Awards. This 2015 U.S. Search Awards will be held in Las Vegas (during PubCon, of course) on October 7.  Nominations are now open in more than 20 categories and will remain open until July 17, 2015. I’m sure July sounds really far away but… well, we all know how quickly the months get away from…

#PRFail: 5 Mistakes Brands Make With Media Relations Strategies

#PRFail: 5 Mistakes Brands Make With Media Relations Strategies

by |

There are a number of articles giving advice on “how to get a placement in the Wall Street Journal in just three steps!” (or some variation of that). This is great for the small business owner or startup that can’t necessarily afford the services of a PR professional, but wants to take initiative and build brand awareness. However, it’s not as simple as it seems. Piecing together a multi-faceted media relations strategy takes work, time and preparation – even before you begin reaching out to reporters. It’s important to organize,…

Why Google Is Wrong About Linkbuilding

Why Google Is Wrong About Linkbuilding

by |

“In general, I’d try to avoid that.” Avoid what, you ask? Linkbuilding. That was the advice Friday morning from Google’s John Mueller when asked, “Is link building in any way good?” (you can find the complete transcript here). “We do use links as part of our algorithm but we use lots and lots of other factors as well. So only focusing on links is probably going to cause more problems for your web site that actually helps.”  Google’s John Mueller is probably having a good chuckle at this one: http://t.co/OF7v70RQb7…

YouTube Turns 10: Our Thanks & Favorites

YouTube Turns 10: Our Thanks & Favorites

by |

Hard to believe it’s been 10 years since YouTube was founded! But that’s the reality – on February 14, 2005, three guys wanting a place for people to share videos online founded YouTube. After an amazing period of rapid growth, it was only a year and half later that Google acquired the brand from its founders for more than 1.65B in Google stock. And 10 years later, it hasn’t slowed down. More than 300 hours of video are uploaded to YouTube every minute.  One of the first videos I remember…

Sidebar

Instagram opens shoppable organic posts to more businesses in the US https://t.co/T3J1H4ScNE