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Moving Toward A New Marketing.
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Customer Service: The New Proactive Marketing - Huffington Post

Customer Service: The New Proactive Marketing - Huffington Post | Marketing Revolution |
Customer Service: The New Proactive Marketing
Huffington Post
Customer service may just be the most proactive tool any business owner can plan to use as part of a marketing, advertising, or revenue-increasing plan.
Martin (Marty) Smith's insight:

Cheapest marketing you create is improving your customer service processes.

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How Your Unique Greatness Meets Customer Aspirations [Marty Video]

How Your Unique Greatness Meets Customer Aspirations [Marty Video] | Marketing Revolution |
Know thyself is great Internet marketing advice and this post helps explain how to define your Unique Selling Propositions and Unique Customer Aspirations.
Martin (Marty) Smith's insight:

NEW Concept - Unique Customer Aspiration
Wrote this piece to introduce a new concept called Unique Customer Aspiration (UCA). Your UCA is what you want your customers to achieve as a result of your interaction or partnership.

I was taught to market based on USP or Unique Selling Proposition. USP seems solipsistic now. USP need to be combined with a UCA to insure your marketing doesn't talk to itself about itself.

We live in a socially engaged "Connection Economy", so combining USP + UCA creates a foundation for great Internet marketing.

What about you? Do you know your USP? What are your thoughts on UCA? Share your thoughts and I will curate them into the post.


Brian Yanish -'s curator insight, March 21, 2013 12:07 AM

How are you and your business different?

A quick search on Linkedin for "website designer" shows 300,000+ people who do the same thing I do. So how do you set yourself up as "different"? Try building on your other interests and experiences to strengthen your USP or Unique Selling proposition.

Martin (Marty) Smith's comment, March 21, 2013 12:13 AM
Only ONE Brian Yanish my friend, only one! Marty
Brian Yanish -'s comment, March 21, 2013 12:13 AM
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Social Creates New Opportunities for Marketing and Sales If You GET IT

Social Creates New Opportunities for Marketing and Sales If You GET IT | Marketing Revolution |

In the past, Marketing and Sales had distinct roles. Marketing generated leads and Sales converted leads to orders.

Social Media has blurred these responsibilities because now every salesperson can be an individual marketer.

Innovative companies are taking advantage of this opportunity by implementing a new type of collaboration between Marketing and Sales.

Via Anita Windisman, Mike Ellsworth
Martin (Marty) Smith's insight:

Social presence creates opportunities. 

Mike Ellsworth's curator insight, March 16, 2013 7:04 PM

We talk a lot about these issues in our new book, The Infinite Pipeline: How to Master Social Media for B2B Sales Success - Sales Person Edition h. Check it out: ;

Mike Ellsworth's comment, March 17, 2013 10:40 PM
Thanks for the reScoop, Marty!
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I BRAND Therefore I AM: Louis Vuitton and Annie Leibovitz Create Marketing Magic

I BRAND Therefore I AM: Louis Vuitton and Annie Leibovitz Create Marketing Magic | Marketing Revolution |
With an increasing year after year Brand Value of $25,9 Billion, Louis Vuitton is the luxury brand with the highest Value according to Millward Brown rankings (
Martin (Marty) Smith's insight:

Marketing As Art, Magic and Meaning
I wrote an extensive piece on how amazing Louis Vuitton's Annie Liebovitz campaign is yesterday, but it is haunting my Saturday (lol). This magical marketing campaign is so lush, so romantic and brilliant it deserves another Scoop. 

Would love to meet the marketing genius behind this campaign, and make no mistake "genius" is less of a compliment than is deserved. Marketing this fluid and artistic yet with unmistakable calls to action (buy this luggage and your dreams come true) deserves study and many, many scoops (lol).

When I wrote Why Big Marketing Ideas Will Rule last week for @NewMediaLeaderz, Louis Vuitton's ability to "OWN" travel by thinking BIG is a perfect example of the core idea in the piece: 


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7 Basic Principles of Content Marketing and SEO that Actually Work

7 Basic Principles of Content Marketing and SEO that Actually Work | Marketing Revolution |

The basic principles of content marketing and SEO are almost too obvious.

Use keywords literally and deliberatelyDeliver more value than your audience expectsDo it often and consistently

Yes, this is an incredibly watered down version of content marketingand SEO but if you had no other information on which to build your inbound marketing strategy these principles, in time, would take you to the promise land.

Via Gregg Breward, Mike Ellsworth
Martin (Marty) Smith's insight:

Like this concept very much as it seems to quantify "long tail" keys better. I also think the "long tail" is really a misnomer. No matter where you are you can create a tail; keywords are more like fractals that way. Any direction you look is a mathematical copy or clone of where you are just with values move past or away from your current position (within the tail).

Mike Ellsworth's comment, March 7, 2013 1:48 PM
Thanks for the reScoop, John!
Martin (Marty) Smith's comment, March 7, 2013 9:00 PM
Thanks Mike, was explaining to my friend Red Maxwell why I don't take those keyword journeys much anymore because it is easy to get lost in there :).M
Mike Ellsworth's comment, March 7, 2013 9:49 PM
Yeah, fractal space is weird!
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Secret B2B Marketing Weapon? Better Landing Pages

Secret B2B Marketing Weapon? Better Landing Pages | Marketing Revolution |
In fact, more than half of top brand marketers include improving landing page visits as a goal. To celebrate ... Every click of your campaign should look great on iPhone, Android, iPad, Android tables, and across web browsers and email clients.
Martin (Marty) Smith's insight:

Better Landing Pages Make More Money
Great post with very specific landing page recommendations. Landing pages are the secret to great B2B online marketer. I ran across a statistic not long ago about the distance those with more landing pages had over those with fewer and it was significant.

Landing pages can be a marker for other heightened awareness and better marketing, but think about that stat for just a moment. The mere presence of MORE indicated the potential for leadership.


Combine MORE with BETTER and that is where real advantage lives.


Tagmotion's comment, March 2, 2013 7:48 AM
Great recommendations indeed. Surely one of the fundamentals here is that more landing pages necessarily means the messages on them are more targeted (than fewer landing pages with more generic messages). More landing pages means they're more aligned with the email or ad that preceded them. Targeted communication pure and simple.
Martin (Marty) Smith's comment, March 4, 2013 8:04 PM
I think that is right. The Freakonomics of it say that MORE = more of a lot of things, more PPC, more emails and more landing pages. It is not a casual stat or it could be depending on the website. I also think more landing pages = IM team has their act better together (lol).
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Using Storytelling Techniques In Your Corporate Blog — Expert Series Part 3

Using Storytelling Techniques In Your Corporate Blog — Expert Series Part 3 | Marketing Revolution |
Corporate Blogging — Expert Series: Interview with Lou Hoffman. Part 3 Series Overview While many companies have corporate blogs, few do them well. My goal is to share conversations with those doin...
Martin (Marty) Smith's insight:

Great interview between my friend Steve Farnsworth (@Steveology) and Kew Hoffman, CEO of the Hoffman Agency. I love how Lew correclty identifies that the world is social and a company's social accceptance starts at the top. 

Great tips from Lew here. If you don't follow or read Steve you should.  

Jeff Domansky's curator insight, February 25, 2013 3:04 PM

Still relevant 2011 interview with business storyteller Lou Hoffman.

Martin (Marty) Smith's comment, February 25, 2013 3:43 PM
Thanks for the Scoop Jeff. Hope you follow Steve. He is smart and a good guy. Marty
Jeff Domansky's comment, February 25, 2013 5:08 PM
Steve is indeed a good guy and Lou is a favorite storyteller.
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Lean Content Marketing Is About To Reach Escape Velocity, Ride The Rocket

These are the slides of my talk at the Product Summit last week in San Francisco. Some say "good products don't need marketing". But from researching the problem you plan to solve to building the initial community around your product and evangelizing your market, content is involved all the way. So how can startups and small product teams be efficient and impactful with their content strategy?

Via Ally Greer
Martin (Marty) Smith's insight:

I caught Guillaume's radio talk today about Lean Content Marketing and think he and are on to something. Feel like a movement to me so I wrote about it on Atlantic  BT's blog: 

Ally Greer's curator insight, February 11, 2013 6:59 PM

Some key takeaways from an awesome presentation by Guillaume on Lean Content Marketing:

Marketing Matters!

The myth that not all startups need marketing is simply untrue.

Marketing is more than just talking about your product.

Though publicizing product launches, updates, and new releases is a part of marketing, it doesn't do the trick on its own, but content marketing can be costly and time-consuming. The solution?...


  • Leverage SlideShare presentations to share your vision
  • Guest post to distribute your ideas
  • Answer Quora questions that relate to your field
  • Curate content relevant to your expertise
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Five Types of Social Media Influencers [graphic matrix]

Five Types of Social Media Influencers [graphic matrix] | Marketing Revolution |
What makes a good influencer? “Influence” is a concept difficult to evaluate since it refers to both subjective and objective values, resulting in a measurement of:

Via Ken Morrison
Martin (Marty) Smith's insight:

Agree with Ken. These, as are any personas, are helpful to outline who is helping and why. Next step is creation of content, campaigns and community that support these and other personas:

Ken Morrison's insight:

I am one of the people who does not put much weight on this matrix.  I feel it is a good starting point for discussion though.  I like the new list at the bottom prosed by a communications firm in NYC:


Social Butterfly
The Opinion Leader
The Discoverer
The Sharer
The User 


I consider myself to be a Sharer and Discover according to this list.


Liza Loop's curator insight, January 23, 2013 9:16 PM

This looks like a good model for future oriented teaching roles.

Vicky Wason's comment, January 24, 2013 12:58 PM
I will share this matrix with my business students at the University of Utah and get their comments. Thanks for sharing.
Neli Maria Mengalli's curator insight, January 28, 2013 8:30 AM

Influencers on social media are either passionate individuals who turn out to be specialists or professionals involved who use Web 2.0 tools as part of their work. They take advantage of their presence on social networks for personal gain or as representative (or ambassador) a brand, company or organization.

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Q: Does Content Curation Help SEO? YES! [+Marty Note]

Q: Does Content Curation Help SEO? YES! [+Marty Note] | Marketing Revolution |
Content curation is a great marketing strategy but does it help in your search engine optimization? If so, what type of content should you curate?
Martin (Marty) Smith's insight:

SEO Is Dead, But....
An interesting discussion about Social Media Marketing being the new SEO is blowing up on Curation Revolution ( ). Let's assume search engine spiders will need signals for a long time and some of the signals you control used to be called SEO (lol). 

This article speaks to the power of content curation. Let's avoid the SEO trap and discuss why content curation helps engagement and so the new SEO:

* Curation creates authority.
* Authority websites save our TIME and so are loved.

* We support things we love with LIKES and LINKS.

* Heuristic measures improve when engagement goes up.

* Better Heuristic measures = more relevant and so Authoritative.

* Engaged customers lower costs and increase profits.


If you can't sell that list to your C level then updating resume is a good idea. My theory is the right proportion of creation to curation is 10% curation to 90% curation. 

I didn't just pull that ratio out of the air. I have digital properties I manage that have the reverse ratio and they are NOT SUSTAINABLE. If I get hit by a bus those properties wither and die. 

If you create an ecosystem that is 10% YOUR creation and 90% curation and User Generated Content (UGC) it is sustainable. The more diversified your website is in expertise and experts the more sustainable it becomes. 

Let me be clear, deep knowledge is required to even know WHAT to curate. I am not suggesting skimming along the surface of many things. I am suggesting once you build one platform with a 10% to 90% community building another one is half the work (no matter what the subject). 

If, like me, your ratio is 90% creation and 10% curation consider developing a strategic plan to flip that ratio. Your Internet marketing becomes stronger and more sustainable. 


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The 2 Second Rule: Video Marketers Have 2 Seconds To Sink Hook - [Study]

The 2 Second Rule: Video Marketers Have 2 Seconds To Sink Hook - [Study] | Marketing Revolution |
Streaming online viewers have no tolerance for videos that take longer than just a few seconds to load onto their screens.
Martin (Marty) Smith's insight:

The 2 Second Rule
This NPR study doesn't surprise me. Gladwell's blink discusses the power of our minds to process information FAST. This study says views of streaming video decide in 2 seconds if they will stay with it or note. This begs the question - What are the first two seconds of your videos? 


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How To Optimize Blog Post Titles for Your Readers and SEO

How To Optimize Blog Post Titles for Your Readers and SEO | Marketing Revolution |
Learn how To Optimize Blog Post Titles for your Readers and SEO. It can increase your CTR. (RT @istiaak Are Your Blog Post Titles Optimized for Readers and Search Engines?
Martin (Marty) Smith's insight:

Solid article about why and how to create one title for visitors and another for search engine spiders and why that is a good idea. 

Jeff Domansky's curator insight, January 9, 2013 2:01 PM

Combining catchy titles with search-friendly meta titles will bump up your SEO. This post shows how easy it is.

Barbara Kurts's comment, January 9, 2013 9:12 PM
my topics here
ben bernard's comment, January 9, 2013 11:52 PM
thanks ! my newly made :)
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Why Social Media Connection Buttons Should Be In Your Emails?

Why Social Media Connection Buttons Should Be In Your Emails? | Marketing Revolution |
When I teach Constant Contact's Successful Email Marketing Boot Camp classes, one question I get in every class is whether or not social media buttons belo (RT @virtuallinda: Should You Include Social Media Buttons In Your Emails?
Martin (Marty) Smith's insight:

Social Media Share (Like, +1, Share) buttons should be everywhere there is content you want to rank. Since most people don't want to rank emails put social media connection buttons in a secondary location on your emails.  This provides a secondary action users can take to get to know you better.

Social media connection buttons have they advantages not mentioned in this post:

* Social Media Connection buttons create legitimacy.

* SM Connection buttons create a sense of community.

* SM Connection buttons provide an alternative subscription. 

* SM Connection buttons help build your list. 

* SM Connection buttons help maintain your list. 

Include your Social Media connection buttons in your emails. Why do most people not want their emails to rank? Emails are usually duplicate content and their half-life isn't very long (a day maybe two or three depending on the time of year). The email is a call to action looking to push people to some action, so its archive value is zero. 

Some allow their newsletters to rank. Newsletters are usually more content summaries than Call To Action emails and so you could feed them to a spider. IF you want your newsletters to rank you may want to include social LIKE and SHARE buttons. I prefer to keep ALL emails out of the pat of the spider, but can understand wanting to rank newsletters (somewhat). 

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Big Data, Big Challenges, Big Gap, Big Opportunity

Big Data, Big Challenges, Big Gap, Big Opportunity | Marketing Revolution |
Manufacturers and retailers identify Big Datas big challenges.
Martin (Marty) Smith's insight:

Funny I read the Big Data challenge different than DM News. I see the mountains and hard climbing ahead, but what about the unobstructed view from the top? To the early climbers will go some Big Spoils, so batten down the quants and full speed ahead.

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Tumble & Riff, Internet Marketing's Jazz - New Media Leaders

Tumble & Riff, Internet Marketing's Jazz - New Media Leaders | Marketing Revolution |
What do Internet marketers really do? We tumble and riff playing content marketing jazz in a collaboration of conversations.
Martin (Marty) Smith's insight:

Had fun writing this piece about a dinner with my brother, a bit of a hopeless dinner (lol), when I tried to explain what I do for a living.

Martin (Marty) Smith's curator insight, March 19, 2013 2:53 PM

Fascinating tumble and riff happening on titles and title creation tips in the comments prompted by uber-G+ Maven @MarkTraphagen

Sharon Marie Cline's curator insight, March 18, 2016 3:19 PM

Had fun writing this piece about a dinner with my brother, a bit of a hopeless dinner (lol), when I tried to explain what I do for a living.

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Pace of Inovation Means We Are All "Virgin Consumers" On Something At Some TIme

Pace of Inovation Means We Are All "Virgin Consumers" On Something At Some TIme | Marketing Revolution |

Great Trendwatching update about how tech means we are all new to something at some point and how that fact must change our marketing. 

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Can Louis Vuitton OWN Travel? Maybe

Can Louis Vuitton OWN Travel? Maybe | Marketing Revolution |
With an increasing year after year Brand Value of $25,9 Billion, Louis Vuitton is the luxury brand with the highest Value according to Millward Brown rankings ( (Clear, consistent, coherent: Power of a brand.
Martin (Marty) Smith's insight:

Louis Vuitton's Idea of Travel As Banded Experience
When you are smart enough to have Annie Liebovitz shoot celebrities in far off lands with crumbled Louis Vuitton bags next to them THEN you know your marketing has entered a new level of existential meaning. Brand as art and promise begin to transform and take over. 

Yes Louis Vuitton can own "Travel". 


This is not to say everyone will buy the pitch or the extra expensive bags, but it doesn't matter. Not everyone is required. In fact Louis Vuitton must operate on a many are called; few are rewarded plan to keep the "elite club" aspect of the brand alive. 

Don't expect to find Louis Vuitton on sale, at least not anything to do with the real logo (knock offs of something this good are inevitable and possibly helpful since those knockoffs make it feel like there is a rising tide of acceptance). 

The first thing Louis Vuitton knows better than most marketing teams are to play UP always and all others be damned. Many brands seek acceptance. Not Louis Vuitton. Acceptance beyond some paltry elite is actually damaging to the brand as it reduces its perceived exclusivity. 

Better to make people REACH a little, WORK a little to own the real thing. In most cases reducing friction between buyers and buying is a good idea. Not so much with an uber-highend brand like Louis Vuitton. Here you want friction as friction reinforces the elite positioning and fuels the story of those lucky few whose travel have become journeys and "luggage" exotic kitbags for sherpas. 

Louis Vuitton is GEAR and gear becomes imbued with "memories that appreciate" to quote Will Dean, CEO of the $100M Tough Mudder race experience company (see Experience Is The New Luxury Goods ). Here is how the linked article (who English is a tad rough) describes Vuitton's approach.  

"Louis Vuitton masters its communication in a coherent way, adopting “The Journey” naturally as its product is per-se associated to the theme. But also, that the idea of a journey as a trip goes beyond giving it (Louis Vuitton) a deeper approach, to transport us to the brand’s own world, to a full experience with a spectacular capacity of innovation and experimentation inside the codes the brand has build for itself." 
(emphasis is mine)

I would add the brand becomes the keeper of the "memories that appreciate" while extending the promise of memories to come. The logo becomes a highway of memory and promise calling its promise of heroic journey and personal transformation bringing us back to the Maslow thing.

On our way to self-actualization we will pack our hopes and dreams in Louis Vuitton (see the beginning of that thread in Experiences Are The New Luxury Goods, have our picture take by Annie Liebovitz and make memories that appreciate.

Funny Aside -read about the day I hung out with Annie Liebovitz as she signed books for my ex-wife’s store and never thought to have Annie take a picture of US (we took plenty of pictures of her, something she seemed to enjoy): 



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AT&T Video Bill Epic Failure

AT&T Video Bill Epic Failure | Marketing Revolution |

Cool Then Whoops = Epic Failure
Got this interesting solicitation from AT&T to view my "video bill" and took the bait. Would be much more impressed if I didn't get a, "Unable to display video bill at this time" message. 

Hey I am not sure a "video bill" is even a good idea, but sounded DIFFERENT and COOL. Note to AT&T if you roll out a cool thing via email make sure you can support it my brothers and sisters otherwise you simply reinforce what we already think about you - that you are out of touch. 

Should have used my friends @mailVU to serve this bad boy. 

The links on the landing page may take you to my bill, feel free to pay it for me if you feel so moved (lol).M  

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Interview with Edward O. Wilson: The Origin of Morals

Interview with Edward O. Wilson: The Origin of Morals | Marketing Revolution |

Interview with Edward O. Wilson: The Origin of Morals

I (Thomas Kang) enjoyed this interview with E. O. Wilson on many different levels. On one level, I have been…

Martin (Marty) Smith's insight:

I'm a big fan of E O Wilson. I read his biology text books in a vain attempt to understand emergence, the collective consciousness so present in biology (think ants and bees). Brilliant man and reading something other than Internet marketing, back in the day when I did that (lol), helps understand what we IMers do for a living. 

This interview is with Thomas Kang, a very cool G+ resource I met by sheer serendipity today. Here is where you can follow Thomas:



Couldn't leave the important subject of emergence, that weather-like roil that is the web, without mentioning Steven Johnson's excellent book: Emergence: The Collective Brains of Ants, Bees, Cities and Software. GREAT READ as are most Johnson books. 


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The SEO Magic Of Questions and Answers - Atlantic BT

The SEO Magic Of Questions and Answers - Atlantic BT | Marketing Revolution |
Question and Answer (Q&A) content is the secret RPG of content marketing. Here's HOW to create the most powerful SEO content by simply answering questions.
Martin (Marty) Smith's insight:

I tested some year old research today. When I joined Atlantic BT a little over a year ago I was asked to do research on 5 different business verticals. Amazingly I found a common pattern. 

Amazingly because these verticals varied from government research to BI software. The common theme? Q&A content was over subscribed (lots of searches) and under published (few pages). Why?

I've been an Internet marketer for 13 years learning to drop WHY from my vocabulary. Speculation would say that we often overlook the simplest things assuming everyone knows something. Assuming is a good way to NOT make money online (lol). 

My challenge today was to look into a new vertical, food trucks, and see if the pattern held. It did, and this piece provides a step-by-step process to understand how to mine keywords for content marketing gold. If you can only start with ONE type of content, Q&A would be my suggestion (I also share my favorite Q&A tool from right here in Cary). 

Jeff Domansky's comment, February 13, 2013 2:01 AM
Thanks for your insight Marty. Much appreciated.
Martin (Marty) Smith's curator insight, February 13, 2013 8:34 PM

This post is getting a lot of pickup (Retweets and shares). I thought it would, but one never knows. I thought it would because some already know how powerful Q&A content is to Google and SEO and everyone else needs to know (lol).

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STOP the PRESSES: No really, STOP the Presses Here's Why

STOP the PRESSES: No really, STOP the Presses Here's Why | Marketing Revolution |
.The newspaper. One of the most sacred institutions of the publishing world and one of its oldest, most respected methods of knowledge gathering and collection of popular opinion, dating all the way back to the first printing presses ever created.
Martin (Marty) Smith's insight:

Websites Don't Kill Newspapers, Unsatisfied People Do
AGREE with's take here, and would add AROGANCE to the list of things killing newspapers. Newspapers believed their job was to pre-digest the news for us, explain how the world really works to the children. Good luck with that kind of arrogance in the middle of the digital revolution. 

One of the underpinnings of the digital revolution is we are capable of understanding the world thank you very much. Yes, we may make mistakes but the concept of "pre-digestion" is all but dead.  Doesn't mean we don't want to know the NYT take, but it is not my most trusted source for technology news (not by a long shot). 

Once any part of the picture changes the entire picture changes, so is right websites aren't killing newspapers two kinds of people are:

* Newspaper people who still don't LISTEN as well as they TALK.

* People who use real time curation tools such as to form their own opinions.  

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Power Curation Tip Via Marketing Hits: The Curation Tease Page [+ Marty Note]

Power Curation Tip Via Marketing Hits: The Curation Tease Page [+ Marty Note] | Marketing Revolution |
Content curation is a highly effective inbound marketing strategy and because of this there has been a rise of content curation tools and platforms.
Martin (Marty) Smith's insight:

Brian Yanish is a good friend, a trusted Internet marketing source and his website provided a great example in how to create SEO from curation. 

Brian creates a quick page about cool content he curates. Today Brian found a great "Ultimate Guide" from @YouBrandInc. Brian could push the link across, and he does use that way sometimes. 

The "Ultimate Guide" is great content. Anyone creating an "Ultimate Guide" understands SEO and how to do keyword research because "ultimate guide" is a HOT way to describe content right now. 

Content handles come and go in popularity, but "Ultimate Guide" will probably always be valuable since it sounds so definitive. When you use a handle like "Ultimate Guide" be sure to deliver since your website could get hammered if your ultimate guide forgets 5 BIG tools everyone loves. 

The cool thing about using "Ultimate Guide" is anyone you forget will beat a path to your door to be included and then you can update. Brian creates a "teaser" page on for You Brand Inc.’s Ultimate Guide to Curation Tools.  

The advantage to a short page like this "teaser page", note Brian doesn't just copy their copy but writes a quick unique blurb and then pushes across to You Brand Inc., is your curation can bring social shares and juice to your website. 

One of the big questions in my Free Internet Marketing Consulting for Small Businesses (SMBs) this last Saturday was, "How are we supposed to keep up with all of this?" Curation with teaser pages like the one Brian created for the Ultimate Guide to Curation Tools is a great way to build a SMB’s authority without having to write thousands of words every day. 

A tactic like this builds page spread, the number of pages Google' indexes, adds frequency (remember Quality Deserves Freshness or QDF) and become an easy way to "curate" your way to authority.


Problem with using a tool, even ones I love like, is SEO juice (rankings and Google value) go to the platform. Brian's example breaks off a piece for as you should for your content marketing website by stealing his "teaser page" approach to curation. 

Brian and MarketingHits earn today's #StealThis. 


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Q: Is Your Business Ready For Social Search? A: Not Even Close

Q: Is Your Business Ready For Social Search? A: Not Even Close | Marketing Revolution |

2012 saw a big shift in many search engines towards a more social search.


With Google’s search engine integrating more social information from Google+ and other social networks, and Facebook’s plans to introduce new social search features, 2013 should lead to an even more social SEO strategy.

Social search uses the social network activity from the person performing the search to deliver more personalized and relevant search results.

Find Out More:


Via Antonino Militello, Anthony Burke
Martin (Marty) Smith's insight:

Social Search changes a lot of things you may not realize such as:

* The rhythm and schedule of your content creation.
* How, where and why you share content. 
* Who you follow, curate in and reference.

* How you treat "evergreen" content.

* How you gather User Generated Content (UGC).


These last two bullets aren't covered extensively in the linked article. Evergreen content, the content you've had up forever and that defines your business vertical, needs to "pop" on social nets or it begins to decay in value. 

This need for "constant updates" increases the importance of UGC. The ability to review or add to your content gives your website the best content it can't "buy" and UGC helps content update more frequently, increase shares and generally make YOUR content OUR content and that is what you want. 

If you don't have a comments or review block on your content add it. It isn't enough to just include a "comments" block, you must respond when people share content (always with appreciation since only 1% of your traffic is willing to share) and reward those willing to give you some of their time in order to create content on your website. . 

What About Trolls?
People worry about negative UGC, sometimes called trolls. Yes you will get some people saying nasty things. Never defend against such an attack. To defend is to lose, instead be appreciative of the content and empathetic to any legitimate issue. If someone says you are stupid they reduce the legitimacy of their content. Don't thank them for calling you an idiot, but let them know you will look into whatever issue caused the attack. 

Consider such an offer an open loop. Never leave loops open for long. Make sure you post a more definitive response in 24 to 48 hours. Here is where published guidelines are very important. If someone just calls you an idiot with no substance your guidelines should say that such a non-specific attack is considered inappropriate and you have the right to remove. 

Personally, I don't ever like to remove anything. If some attacks in a non-specific I am a jerk way. I respond by not being a jerk and provide my personal email or cell where they can discuss their feelings with me personally (they almost never do). 

The tricky part to an online attack is to NOT personalize and recognize that attacks are part of the poker you are playing. Stay in the game and go all in if you need to and you turn an attack to a benefit.  Remember:

* Empathy isn't agreement.

* LISTEN more than you talk. 
* Never defend or be defensive (it is a loser's game).

* Trolls will isolate themselves by their behavior.  


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The Camry Effect - Toyota Rocking Social Media

The Camry Effect - Toyota Rocking Social Media | Marketing Revolution |
Camry owners across the US were asked to share their special moments with Camry. With a sprinkle of HTML5, 200,000+ stories were created as part of the...
Martin (Marty) Smith's insight:

Toyotay Knows UGC
FINALLY a major brand ASKS for some User Generated Content (UGC) and cares. Amazing, of course it would have to be Toyota. Granted Pepsi ReFresh was pretty cool and there is a smattering of other big brands that seem to be getting it. 

We are also about to see the latest Super Bowl UGC, the yearly push to create an ad that will live longer than halftime and not show up on anyone's "worst ads of the Super Bowl" list. 

As The Great Social Customer Service Race proved most big brands aren't present on social when presence is answer their Tweets.

How Social Media Is Changing Customer Service  

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Joseph Campbell's Hero's Journey Told With Legos [Fun & Building Blocks of all Stories]

Via Jess McCulloch, The Digital Rocking Chair, Lynnette Van Dyke
Martin (Marty) Smith's insight:

Could this 65 slide deck have saved me plowing through Joseph Campbell's Hero With A Thosand Faces? Not really, but its fun and flies by providing ADD insight into the basis of all stories. 

Deanya Lattimore Schempp's curator insight, January 7, 2013 9:32 AM

"What's the story?"  A good thinking starter for how "story" works in the world.

Martin (Marty) Smith's comment, January 7, 2013 8:49 PM
Strange to tell Joseph Campbell's Hero With A Thousand Faces with Lego characters but it flies by faster chan Campbell.