Five Articles to Keep You Current in the Digital Marketing World
To help keep you caught up on all things related to digital marketing we’ve got five articles published last week to put on your reading list this week covering content marketing, podcasting, strategy, SEO, and PPC from great minds including Chris Moody at Oracle and Ruth Burr Reedy at OPUBCO Communications Group.
Chris Moody, who will be speaking at Dallas Digital Summit 2014 next week and is the Director of Content and Social Marketing at Oracle, posted this piece on LinkedIn. He lists five ways your organization can start creating more content today.
- Brainstorm with your entire staff on questions they hear every day.
- Interview your colleagues and partners.
- Turn your email into content.
- Interview your customers.
- Host your first company blogathon.
My favorite was Turn Your Email Into Content. He relates a story of a company that sells tires online. They took the emails their sales reps were sending out answering customer questions and turned them into blog posts. What was once a one-to-one communication piece is now one-to-many. The secret to the success of the project was links in each article that track back to the sales rep who originally wrote the email and if someone buys via that link that rep gets paid. The marketing department now has no problem getting content for their company website.
Content is hard work, not rocket science. ~ Chris Moody
Eric Siu, the CEO of Single Grain, wrote a Hubspot blog post on creating flawless audio interviews with industry experts. It’s worth reading if creating podcasts are on your radar. He covers five major areas:
- Perfecting Your “Ask”
- Setting Up Your Equipment
- Preparing Your Questions
- Conducting Your Interviews
- Finalizing Your Clips
In Perfecting Your “Ask” he talks about how to go about asking an industry expert for an interview. In Setting Up Your Equipment he listsl the tools he uses to record his interviews. In Preparing Your Questions he goes into detail on what questions to consider asking your subject. In Conducting the Interview he gives tips on how to have a successful interview. And in Finalizing Your Clips he talks about the post-production aspects of editing, documenting, and distributing your footage.
Then he offers a bonus tip that holds true for most anything we do online.
The one final tip I’d offer if you’re interested in producing expert interviews is to just get started. Don’t let yourself get overwhelmed by the prospect of contacting potential subjects and don’t let a lack of tech knowledge keep you from putting together the equipment set-up needed to conduct your conversations. Both of these — and many others — are just excuses that keep you from doing the work you should be doing. ~ Eric Sin
Matt Cutts offered some thoughts on premortems last week.. Everyone is familiar with a postmortem. When all hell breaks loose and someone wants to call a meeting and find out what went wrong. Matt suggests we move up stream a bit ask these questions prior to launch of a new project in order to “avoid a massive failure.”
An example of a premortem would be going to each member of a team before a product launches and asking them: “What’s going to break or fail? What’s the mostly likely thing to go wrong?” ~ Matt Cutts
Of course the challenge of a premortem is getting members of the team to give honest feedback without group-think. Matt tosses in a couple of ideas to make that happen as well.
Could a pre-mortem help your next project avoid a massive failure? Why not give it a shot to find out? Premortems can be an easy and fast exercise, and you might get some really useful insights. ~ Matt Cutts
DFWSEM favorite and a regular speaker at our State of Search conference, Ruth Burr Reedy, posted on The Moz Blog so much good information it’s hard to summarize it all, so I’ll just give you five quotes:
It’s easy to get excited about the new and shiny developments in search and to hang on Google’s latest announcements, but there’s no point in switching a site from HTTP to HTTPS if it doesn’t even have appropriately keyword-rich title tags.
I was surprised by just how many businesses out there have never gone beyond that first step of having a website. The nitty-gritty of building a search-friendly website and driving traffic to it still aren’t that widely known, and without the time or inclination to become experts in marketing their websites, most small business owners just aren’t spending that much time thinking about it.
Most clients don’t know much about SEO, but some SEOs don’t know much about it either.
People billing themselves as SEOs without knowing enough about it is a problem because clients don’t know enough about it either.
SEOs need to educate our clients and prospects on what we do and why we do it. That means giving them enough information to be able to weed out good tactics from bad even before we make the sale. It means saying “even if you don’t hire me to do this, please don’t hire someone who does X, Y or Z.”
Now go read it. 🙂
Kevin Adams, who handles PPC at RankHammer and serves on the DFWSEM board, blogs about what he learned when his A/C went on the fritz and he had to search for a repairman.
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