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The New Scenttrail Marketing & Selling SMM To the C Level

The New Scenttrail Marketing & Selling SMM To the C Level | AtDotCom Social media |

Marketing with help from weak signals, connections and social shares, has never been more important for C level support. Here's why and tips on how to get it in the NEW Scenttrail Marketing.

Via Martin (Marty) Smith
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Easy Keyword Research Secret Worth Millions

Easy Keyword Research Secret Worth Millions | AtDotCom Social media |

Via Martin (Marty) Smith
John van den Brink's insight:

Great post by Martin!

Martin (Marty) Smith's curator insight, May 22, 2013 1:10 PM

Keywords Are Your Friends
When people ask how teams I managed made over $30M in online e-commerce I usually say we did what we were told. This is NOT to say I didn't have an amazing creative team (I did). 

Yes we could riff like jazz musicians, but we only improvised where we know there was GOLD to be found (to mix a metaphor lol). One way to know where the GOLD is in them there search marketing hills is to steal a simple keyword secret - Keyword Efficiency. 

What Is Keyword Efficiency
I stole the idea from WordTracker. I couldn't afford their tool and they weren't letting "scholarship students" in (this is on my return from Martin's Ride to Cure Cancer my bicycle ride across America when I had NO MONEY LOL).

Wordtracker's Efficiency is a valuation, a fancy algorithmic SWAG, that estimates the chances of getting your PPC money back.  My Keyword Efficiency is a ratio showing and ranking keywords revealing the priority you should attack them. 

My Keyword Efficiency is a ratio between DEMAND (I like global monthly broad match since large numbers HELP this model) and competition (documents returned on a Google search for that key). Formula is simple:


Don't get lost in the tiny numbers. The number is only there to help you model one keyword against another. use Excel's (or Google docs) magical sort tool and you have a prioritized list of keys with BLUE OCEANS at the top and RED OCEANS at the bottom. 

Blue Oceans = you have a chance to rank especially if you go a little further out in the long tail of search (just make sure there is search demand and remember Google has been cutting back and not supporting terms with few searchers).  

Think of Blue Oceans as OVER SEARCHED and UNDER PUBLISHED. BTW, Q&A content consistently has high efficiencies ACROSS business verticals (as it does in this example from the BI vertical). 

Some Red Oceans you and your content marketing MUST swim in, so close your eyes and swim. Focus your content marketing on keys that are efficient - keys that are OVER SERCHED and UNDER PUBLISHED and life will be good :).  

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Why Content Gets Shared: Content Marketing Social Mentions Study

Why Content Gets Shared: Content Marketing Social Mentions Study | AtDotCom Social media |
Content Marketing 101 "Wow you create a lot of content," a friend said at lunch yesterday. I felt the need to apologize (again). "I love Internet marketing,

Via Martin (Marty) Smith
Martin (Marty) Smith's curator insight, July 12, 2013 6:36 AM

Why Content Gets Shared
Turns out our gut instincts about content marketing are correct. The TOOLS we use and the content we curate and create make a difference in the amount and velocity of our social shares.

Tools such as and your blog are indispensible say the results from a 30 day in depth view of @ScentTrail mentions on Topsy. Type of content also matters.

Infographics, SEO and my trusty ScentTrail Daily generate the most mentions. Friends also matter.

#4 on the mentions list is group tweets from friends with thanks or best wishes for the weekend. Staying connected and sharing are critical to successful content marketing.

Interesting bottom line is a confirmation of what all content marketers know to be true. Confirmation of the fact that content gets shared is in the numbers. I don't curate or create 30 pieces of content a day (well not on most days lol) and I've certainly NEVER created 66 (most mentions in a single day in this study.

These numbers confirm what we know - content gets shared and explains what types of content is most likely to generate shares and what tools to use to promote shares.

Brian Yanish -'s curator insight, July 12, 2013 11:34 PM

Marty thanks for sharing this study. In the world of online social sharing we need to rethink of the role as content providers. 

My thoughts on how old content media producers need to evolve.

Interesting to see how newspapers, tv and radio are starting to figure out the "value added" model of internet marketing.  People will pay for digital content, and the great thing for the publishers is the low cost of distribution. Online marketers have done it for years using micro websites with targeted content and now apps. I don't see why a newspapers,etc. should be any different.


The way I see it is the newspaper and their website should be the teaser to the value added content. Right now it's like they tell the story and move on, then cry the blues, no one will pay us for our content. Now if they extended the content or partnered with someone (eg health or fitness) for value added content people would pay. 


The newspapers, tv, etc, need to become the advertiser of the content, instead of depending on advertisers to support the media.

They have a reader base that many bloggers would love to have, but they need to rethink the connections they make with the reader.

Martin (Marty) Smith's comment, July 13, 2013 7:23 AM
Great analysis by Brian. I go even a step further in Saving The News&Observer and suggest that newspapers become part of their own rehabilitation by embracing the CROWD in real time by throwing off their "we are here to guide you" ethos. The editorial-centric model is over. Brian's idea about promotion-centric is a good one, but I want more. I want these organization deep in the weeds on things so WEB marketing they can't NOT understand how DIFFERENT life is and will always be from that magic time when a newspaper could take down a President, we could only watch 4 TV channels and exciting programming was a show about a boy named Beaver :). M
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5 SEO Quick Tips From @ScentTrail

5 SEO Quick Tips From @ScentTrail | AtDotCom Social media |

SEO Quick Tips
SEO is never going to be so dead sending spiders clues they can understand about what your web pages and website are about isn't a good idea. Until they perfect the digital mind, technical SEO matters and SEO is being done SO BADLY by people who should know better. 

Here are Today's SEO Quick Tips
1. Company name to FAR right in title because you should rank for it automatically AND it is on your website in heavy weight.

2. Keys in rank order with MOST important to the far left in title.


3. USE Headings

and sub heads 

with KEYWORDS and don't stuff (5 to 8 words max). 

4. Descriptions have character limits of 150 (or so) and don't go over since it looks like spamming. Descriptions should be keyword dense AND natural sounding with copy consistent to the page. 

5. Title, description and body copy should be CONSISTENT and repetitive without being spammy. When in doubt look at a competitor who outranks you.  

Added a note about how I create Efficiency Indexes on Google Plus  

Via Martin (Marty) Smith
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