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Former SEO Says Spend Money On GREAT Content Not SEO [Infographic + Marty Note]

Former SEO Says Spend Money On GREAT Content Not SEO [Infographic + Marty Note] | Context Driven Marketing | Scoop.it

"SEO “experts” are working hard to understand the tricks and techniques of optimizing search results. But you don’t need lay awake at night worrying about it. The fact is that Google is doing everything they can to find and index good content. And all you need to do is give it to them."

 

Could good content take over keyword advertising?


Via Ally Greer, Alessandro Rea, Martin (Marty) Smith, massimo facchinetti
Jesse Soininen's insight:

I´m just a messenger;)

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Martin (Marty) Smith's curator insight, January 5, 2013 8:04 AM

SEO Muscle Memory
I'm a former SEO. I guess that definition applies since organic SEO was worth millions when I was a Director of Ecommerce. I spent a week in Mill Valley CA with SEO Guru Bruce Clay and know the tricks Alley's Scoop refers to and I agree. There was a time when optimization alone could win. That was a different time in important ways:

* Less noise, less competition for top listings.

* SEO "Tricks" weren't known by a large population.

* That was the way Google structured the game.

 

What Navneet Panda, Google's brilliant engineer, did in modifying Google's algorithm changed everything. Google was in danger of being flooded by social signals and User Generated Content. Not so much now. 

Social signals + the Google float, an innovation Google originally created to expand ad inventory, became a lifesaver and a heart breaker. It is or will be impossible to optimize a website into Google top listing now (or soon).

People think of Google as this monolith, the all-knowing OZ. Not so much. Google indexes pages and keywords. I was asked the other day to win a tit for tat keyword battle and it was winnable NOW in the old way. Soon, as that vertical gets more sophisticated over time (and they all do), the ability to optimize into a SEO win will disappear. 

There is the tricky rub. Muscle memory says, to the person who asked for the old kind of help, we should be able to optimize to victory. Sorry, not so much anymore. Time to learn a new dance. Time to tell great stories. Time to win hearts and minds because that is the only way to SEO now. 

I wrote about the end of one approach, something I called "small ball SEO" and the beginning of another (great stories well told on a User Generated Content rich social platform) recently:

Imagination, Money And Internet Marketing
http://scenttrail.blogspot.com/2012/12/imagination-money-and-internet-marketing.html    

 

BTW, I turned down the tit for tat SEO job. Life is way too short for such nonsense. Teams I've managed have profitably made more than $30M online with Average Order Values (AOVs) of around $60 so LOTS of transactions.


I share that stat because if you were to ask me the most important idea in creating so much value here is my answer:

DO WHAT GOOGLE TELLS YOU TO DO! 

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26 Social Media Monitoring Tools [Reference Guide] - RazorSocial

26 Social Media Monitoring Tools [Reference Guide] - RazorSocial | Context Driven Marketing | Scoop.it
“Do you have a monitoring tool set up to track important mentions on Facebook, Twitter, blogs and more? Are you monitoring the trends related to conversations about your brand? Is all that social media activity paying off? I have a business mentor called Bill Liao who is a highly successful business person. Listening is one of the most important things he taught me. What are people saying that is negative or positive about you or your business? There are many things to consider when looking fo”
Via Eva Sanagustin, juandoming, malek
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Transforming Technology Companies: Putting People First

Transforming Technology Companies: Putting People First | Context Driven Marketing | Scoop.it
“Huge shifts in the tech industry have major implications for people and organizations. Transformation is critical. To enable it, HR and chief HR officers need to change, too.”
Via Fred Zimny, OFFICIAL ANDREASCY, malek
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Roberto Nocera's curator insight, January 15, 8:29 AM

a good customer experience it's also about employee experience #CXM #customerexperience #peoplefirst

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60 Must-Read Marketing, Business & Social Media Blogs for 2015

60 Must-Read Marketing, Business & Social Media Blogs for 2015 | Context Driven Marketing | Scoop.it
Looking for a comprehensive round-up of the marketing, business and social media blogs to watch out for? Look no further.
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The Top 10 Disruptions In HR Technology: Ignore Them At Your Peril - Forbes

The Top 10 Disruptions In HR Technology: Ignore Them At Your Peril - Forbes | Context Driven Marketing | Scoop.it
The HR technology landscape, which is now more than a $15 billion market in software alone, is exploding with growth and innovation. We are tracking more than 100 new startups in network-based recruiting, talent analytics, assessment science,...
Via David Green
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The Ultimate Content Curation Glossary - Heidi Cohen

The Ultimate Content Curation Glossary - Heidi Cohen | Context Driven Marketing | Scoop.it
“Need a go-to content curation resource? Here's the ultimate content curation glossary to help get you started.”
Via Vladimir Kukharenko, massimo facchinetti
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10 Things Content Marketing ISN'T

10 Things Content Marketing ISN'T | Context Driven Marketing | Scoop.it
“Content marketing does a lot of things, fills a lot of holes, and plants many seeds.”However here's 10 things it is NOT.
Via Jeff Domansky, Cendrine Marrouat - SocialMediaSlant.com
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Jeff Domansky's curator insight, September 20, 2013 3:24 PM

Good post by Brooke Ballard. Amen:

"Like any other business initiative, content marketing is a STRATEGY, not a tactic and iit should be planned and executed with well thought out processes and procedures."

Emilie Faffe's curator insight, September 24, 2013 4:29 AM

Le content marketing n'est pas (ne doit pas être) :

 

- Trop promotionnel

- Trop orienté sur l'entreprise (mais vers le client / prospect)

- Cher 

- Un projet (mais une opération notion de continuité)

- Trop uniforme (mais orienté selon les cibles et le cycle de vie de leur processus de décision)

- Le travail du service marketing uniquement (tous les services doivent être mis à contribution, surtout dans des domaines pointus)

- Un blog (le blog est un canal de diffusion, il en existe d'autres)

- Une communication à sens unique (mais il faut encourager l'interaction)

- Pauvre (mais riche et intéressant, il faut identifier les attente des cibles en matière d'info)

- Difficile à partager

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Want to inspire staff? Let customers do it for you with stories.

Want to inspire staff? Let customers do it for you with stories. | Context Driven Marketing | Scoop.it
“Kevin Murray explains how really savvy leaders succeed in outsourcing inspiration”
Via Karen Dietz
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Karen Dietz's curator insight, September 29, 2014 1:07 PM

Here's the original link to the article:

 http://www.cityam.com/1411691919/customers-will-inspire-your-staff-better-you


This article asks and important question about the relationship with your staff and customers: what stories are they telling? And even more, what stories are the two groups telling to each other?


Author Kevin Murray makes the point that savvy leaders finds multiple ways to connect customer experiences to employee behaviors. When customers get an opportunity to share their stories directly with staff, they often come away more motivated and inspired. And when staff share their stories with customers, inspiration can flow the other way, too.


Of course, this all depends on positive experiences being shared -- or experiences where a positive outcome was the result. 


Nevertheless, I like the questions Murray poses in his blog post that will get you started leveraging this particular application of story work.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Top Data Intelligence Tools Every Marketer Should Own

Top Data Intelligence Tools Every Marketer Should Own | Context Driven Marketing | Scoop.it
“Big data has a major impact on business. About 60% of marketing firms have engaged big data technology to improve their digital marketing strategies.. The significance of data management and analytic…”
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HubSpot Unveils 6 New Marketing Tools and Free CRM System at INBOUND 2014

HubSpot Unveils 6 New Marketing Tools and Free CRM System at INBOUND 2014 | Context Driven Marketing | Scoop.it
“ It's finally here! HubSpot announced plans to release a free CRM system to businesses everywhere. Get all the details and find out more about their new marketing tools in this exclusive post.”
Via James A Smith MCIM
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Technology Is Radically Changing The Advertising Business — And The Consequences Are Profound

Technology Is Radically Changing The Advertising Business — And The Consequences Are Profound | Context Driven Marketing | Scoop.it
“"Media used to be based on scarce distribution."”
Via massimo facchinetti
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Thought Leadership Is The New Strategy For Corporate Growth

Thought Leadership Is The New Strategy For Corporate Growth | Context Driven Marketing | Scoop.it
- Forbes
Via Marc Rougier, Patrick Bouillaud, massimo facchinetti
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Marc Rougier's curator insight, August 28, 2014 5:21 PM

Glenn Llopis: "It’s time for corporations to showcase their executives as thought leaders".


The seven questions that will get you started (below). Identifying and developing thought leaders inside your organization is key.


1.  What Do You Solve For?

2.  Who Are the Game Changers?

3.  What Are the Most Impactful Best Practices?

4.  Where Are the Subject Matter Experts?

5.  What Are the Innovative Breakthroughs?

6.  Where Do the Real Relationships Exist?

7.  What Are the Desired Outcomes?

Wendy Grover's curator insight, September 4, 2014 9:53 PM

The key to building brand visibility via thought leadership is to figure out where your company is uniquely positioned as it relates to current social and business trends and then create a compelling narrative.

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Three Social Media Tools That Help Marketers Save Time | Social Media Examiner

Three Social Media Tools That Help Marketers Save Time | Social Media Examiner | Context Driven Marketing | Scoop.it
“ How much of your day is spent on recurring social media activities? This article addresses 3 time-consuming areas and shares time-saving social media tools.”
Via Jessica Kelly
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Jessica Kelly's curator insight, July 22, 2014 1:56 PM

This is really a review of three *types* of SM tools--tools  for managing daily/repetitive tasks, for finding influencers, and for social listening. The post includes both free, freemium, and paid options. I'd add TweetDeck for managing daily tasks and ManageFlitter for finding new folks w/whom to connect. 

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Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing Advice

Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing Advice | Context Driven Marketing | Scoop.it
__________________► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Awesome WordPress Advertising Plugins for Websites/Blogs

Awesome WordPress Advertising Plugins for Websites/Blogs | Context Driven Marketing | Scoop.it
If, you had successfully created a website by putting different categories of content and the content delivered on your website is increasing traffic every day, then the question arise that how difficult the whole journey was from starting to end?
Via Brian Yanish - MarketingHits.com
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Relationship Economics: How to improve employee and customer relationships

“How genuine communication and engagement in social media helps businesses grow relationships with employees and customers while improving the bottom line”
Via Claude Emond
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Claude Emond's curator insight, November 23, 2014 11:04 PM

«Relationship economics dictates that when businesses value people, experiences, and aspirations, they reap benefits measured in profitability, loyalty, and advocacy.»

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Why No One’s Reading Your Marketing Content

Why No One’s Reading Your Marketing Content | Context Driven Marketing | Scoop.it
No matter how great it is, you have to help people find it.
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A_Smorgasbord_of_Content_Marketing_Metrics_.png (972x2486 pixels)

A_Smorgasbord_of_Content_Marketing_Metrics_.png (972x2486 pixels) | Context Driven Marketing | Scoop.it
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The History of Advertising in 60 Seconds - YouTube

The History of Advertising in 60 Seconds - YouTube | Context Driven Marketing | Scoop.it
The video above provides a 60-second, bird's-eye view of the evolution of the advertising industry, from ad agencies to brand-building to soap operas to bran...
Via brandinmind
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4 Ways Micro-Content Can Build Your Brand

4 Ways Micro-Content Can Build Your Brand | Context Driven Marketing | Scoop.it
“ Producing high-quality content to attract and engage your audience is the best, most authentic way to nurture the relationship.”
Via brandinmind
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The Long Tail - Chris Anderson and Niche Marketing

“The Marketer Monkey has a long tail, as you can see from the avatar, and that is why "The Long Tail" concept by Chris Anderson is so appealing! This batch is dedicated to niche marketing to the long tail.”
Via jean lievens
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#Customer #Experiences are not just an aspect of your business, they are your business!

“#INBOUND13 http://inbound.com INBOUND 2013 kicks off with a remarkable vision video re-imagining the way companies and people interact.”
Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, September 21, 2014 9:25 PM

While this was the #Inbound13 opening video, and they just ended their #Inbound14 event, this video is still a great way to get everyone engaged and share their thoughts on their latest #customer #experiences.



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How to Promote Your Content Using Paid, Earned & Owned Media

How to Promote Your Content Using Paid, Earned & Owned Media | Context Driven Marketing | Scoop.it
“Learn how you can get faster and better results with inbound by using these content promotion tactics.”
Via Peg Corwin
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Peg Corwin's curator insight, September 6, 2014 10:12 AM

Read especially about content distribution, native advertising, advertorials, and native social. 

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The case for content marketing over traditional advertising [video]

The case for content marketing over traditional advertising [video] | Context Driven Marketing | Scoop.it
“You know that long copy sells more than short copy.” – David Ogilvy David Ogilvy is a legend in advertising. He built one of the largest advertising agencies in the world and left behind a legacy of effective selling principles.
Via massimo facchinetti
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Why You Should Integrate the ‘Content Funnel’ into Your Firm’s Technology Marketing Strategy | Hinge

Why You Should Integrate the ‘Content Funnel’ into Your Firm’s Technology Marketing Strategy | Hinge | Context Driven Marketing | Scoop.it
“Learn how the content funnel can help you target prospects at different buying stages, and how to use the funnel as part of your technology marketing strategy.”
Via massimo facchinetti
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B2B Lead Generation Methods: Which one is the most effective?

B2B Lead Generation Methods: Which one is the most effective? | Context Driven Marketing | Scoop.it
“Most B2b Business are investing with different Marketing strategies to boost leads and increase sales. Know how to manage your lead generation strategy with this.”
Via Massimo Sciuchetti, massimo facchinetti
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