Content marketing is indisputably hot. Over the last few months, I’ve
presented to a wide variety of groups about content marketing — Content
Marketing World attendees, marketing directors, Salesforce.com users, and
college students, to name a few. In all of these sessions, one thing stands
out: We’re finally turning the corner on the way marketers approach content
marketing. As opposed to treating it like just another tactic, most people
now recognize that content marketing represents an approach that touches
every facet of marketing.
While this may seem intuitive, I’ve been predicting (and waiting for) this
shift in mindset for a couple of years now, and am glad to see it take root.
What is still less widely acknowledged, and what is the focus of our webinar
this Wednesday, is that content marketing is a key driver of demand
generation. As such, it plays a vital... (more)
What if you went into your web analytics and saw no keyword data … at all?
What if one of your best sources of intelligence on how buyers are finding
you just – poof – went away?
Well, folks, that would be a big deal. And, unfortunately, it looks like that
might be exactly what is about to happen. Search Engine Land offered this
report earlier this week in Post-PRISM, Google Confirms Quietly Moving To
Make All Searches Secure, Except For Ad Clicks:
In the past month, Google quietly made a change aimed at encrypting all
search activity — except for clicks on ads. Google says this ... (more)
I was speaking with a few colleagues the other day about the different
benefits of social media as a whole, and blogging in particular. The folks
in the room had varying levels of social media involvement, from no
involvement at all to heavy involvement. Each of us discussed what we hope
to get out of social media, why we blog or might consider it, and how
businesses can benefit from blogging. The discussion went on for some time,
covering the wide ranging benefits from SEO opportunities to more frequent
customer touch points and everything in between. After a while, it quiet... (more)
For marketers, measurement is no longer an option, but a requirement. The
C-Suite (which many marketers have now proudly joined) is looking for more
than warm fuzzies, and is instead looking for reporting, results, and ROI.
A number of developments over the past couple of years—not surprisingly,
led by Google—have shaped the way we measure, analyze and optimize digital
marketing tactics. This is a good thing, as long as we understand what we can
track—and what we can’t.
Google’s (Not Provided) Mystery
Take organic search keywords as an example. Despite it being just over a
As I sat down yesterday with a couple members of the Right Source team for
our check-in on our 2012 tactical plan, I was reminded how our marketing,
like that of many of our clients, is heavily dependent on content. We use
the term content marketing all the time in our industry, yet to many folks
outside of the industry – and to many of our potential clients – it means
very little. What I’ve realized is that a post Mike wrote nearly 2 years
ago – What is Content Marketing and Why is it Hot? - is still incredibly
relevant today and maybe even more so. Why?
Many People Still Ne... (more)