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Posted on June 14, 2007
Content Management vs Content Visibility
BY JASON CORMIER
Lately, we keep running into all of these web development opportunities. It is my nature to not want to say no to any of them, but the reality is web development projects demand a great deal of customized time. When I say “customized time” I mean the kind that isn’t easily replicated. The kind not everyone on the team can just learn and do.
With all this potential development talk, I always find it fascinating how people gravitate to the discussion of content management as such an important need for their websites. Not to argue completely against this, but let’s be real: the focus should be more about content visibility.
I hear James saying in some of our prospecting meetings, “if a tree falls in the forest, who knows about it?” If your website is updated, who knows about that… and when? Do you think people are actively visiting your site to see if there are any updates? Hope not.
If you do think it’s important for people to know when an update to your website is done, then you need RSS. Come to think of it, if you believe it’s important people can find your content using a search engine, you need RSS. If you think it’s important to keep your job as a marketing or public relations professional, then you need (go ahead, your turn).
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Posted on May 9, 2007
Analysts Communications To Drive High Search Visibility
BY JAMES CLARK
Dana Gardner's post, Search marketing may be the most promising new media channel yet, on ZDNet is Dead On. Search marketing is the most promising new media channel for communications today.
Ifyou read into Dana's content distribution methodology provided on the Interarbor Solutions site, you will discover that Dana has broken out of the typical analyst role of offline publishing and third-party endorsements through traditional media to a highly developed online content distribution network strategy delivering high search visibility for subject matter keyword terms.
After reviewing Dana's approach, all we can say is this is brilliant and represents a new trend in analyst services.
Here's Dana's position from his post:
I think this is the most powerful new rationale for making online publishing a core competency for any company, organization, or community. As search becomes, in effect, the new media — constant online publishing of high-quality content is the most cost-effective means to reach and educate your most important global audience … directly.
Search Engines are Media, and Markets are Conversations. I can't pass up saying that again. Our Fire Your PR Firm? paper addresses the current lack of knowledge and skill sets within PR firms to understand and execute on the strategy and opportunities Dana offers.
As search marketing, specifically paid search eats into traditional advertising budgets, a lot paid search specific firms are being gobbled up by larger ad and PR conglomerates. This is great for small search agencies, but the tidal wave will hit when agencies go beyond paid methodologies and integrate paid search with online search visibility programs, RSS content distribution and social media. The result of such a program is a long-term visibility and competition dominance strategy that blows a straight paid search strategy out of the water.
Also, congrats to Dana on his new blog duties at SmartMarkerts.com. We look forward to continued insights from a true innovator.
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Posted on February 27, 2007
Proof that Online Visibility Leads to Offline Expertise
BY JAMES CLARK
Online visibility is a true primer for offline expertise. As journalists monitor online conversations seeking to identify expert sources for stories, if you or your company consistently appears in the search results around a particular topic it provides instant credibility.
Let's be honest, the actual search engine ranking position in Google is not a direct correlation to being a true expert, but being highly visible for a search term is a huge bonus. I liken it to a reporter sitting at her desk thinking about a story on Podcasting, and a second later their phone rings and it's Room 214 pitching a story about Podcasting - how timely. That scenario translates itself online, a reporter is interested in a topic, they do some research online and find a number of articles and blog posts from your organization about the topic. Instantly the reporter can see you are an obvious expert and a have timely and relevant take on the topic.
Just yesterday our client Brett Astor of Strategic Media, a direct response radio advertising agency, sent us this message:
Successful PR
Check it out:http://www.responsemagazine.com/responsemag/article/articleDetail.jsp?id=406619
Not only did I email him thoughts and info, but this writer went into our blog and article library and pulled out content related to his article and quoted us. Pretty cool.
- Brett
If you read this article, it's clear that Brett and Jeff of Strategic Media are the leading experts on radio advertising. They are quoted more often than any other company in article.
The volume of blog posts and articles in their online library make it simple and easy for interested reporters to clearly find timely and relevant content to build a story around.
We love it when a plan comes together.
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Posted on January 24, 2007
5 Tips for Smarter Digging
BY JASON CORMIER
The social media site Digg has become tremendously popular -- which gives it considerable power to enhance your search visibility.
If you're not already using Digg, it's worth checking out to learn how it works. Even if you never become a regular Digg user, it's helpful to know what to do if some of your online content (or someone else's content that mentions or links to you) gets "Dugg," becomes popular, and sends a sudden spike of traffic your way.
I recently created a video tutorial called Digg Basics. If you're brand new to Digg, this 12-minute tutorial explains how Digg works and shows you how to register with Digg, how to Digg and get Dugg, and more.
Of course, there's much more to Digg -- and to all social media services (there are so many similar ones) -- than I could possibly fit into a short basic tutorial. So here are five tips to help you make the most out of Digg and avoid common pitfalls...
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