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December 2012 archive

Web Seminar Recap: Search Engine Optimization (SEO) Best Practices and Updates

On December 21st ASPE-ROI instructor, Rob Sanders, presented the free web seminar “Search Engine Optimization (SEO): Best Practices and Updates.” In this one-hour presentation Rob focused on the latest in search engine optimization, including up-to-date technology and best practices.  Rob covered what’s new in the world of SEO and how that impacts websites.  Some specific areas covered were how often the Google algorithm changes, how much you need to optimize your site, what to look for when talking to a consultant as a result of the latest algorithm changes, and what is connected to SEO (i.e. social media).

You can listen to a complete recording of this presentation at Select “View Event Recordings” in the top right corner.  You can also download the slides from this presentation by visiting our Web Seminar Archives.

Want more? Check out our Search Engine Optimization (SEO) Boot Camp. This SEO training course will teach you to develop an SEO strategy that fits your business, giving you the skills and confidence for success in your future SEO efforts.

8 Days of Content Marketing – Day 8: Publishing

When a person becomes an industry thought leader, a natural progression is to write a book. It’s also a good idea if you’d like to solidify your credibility as a writer, speaker or entrepreneur. For content marketing purposes, the possibilities are endless. Between previews, promotion from the author or publishing house’s networks, social media conversations, excerpts used, release and book signing events, content to market is generated en masse. If you want to be the industry leader of how to sell widgets, a long term goal would be the

However, be careful about which method you choose for publishing. Whether you’re writing a self-help book, providing professional advice or just expressing your thoughts, think about what content you’re sharing. Which way of publishing benefits you and your company best, and which makes the most sense? Here’s a breakdown of the three typical publishing structures. (more…)

8 Days of Content Marketing – Day 7: Case Studies

Case studies can be defined and executed in several ways. For content marketing purposes, case studies are NOT what you think of from business school. Case studies done for marketing purposes should be visually rich, written (or video) presentations detailing success. They are typically one to three pages long or, if you produce a video, about three to five minutes.

Basic steps on how to create case studies:

Background – You can’t just jump in to what you did for a client or project. You need to give an overview. In the introductory portion, include information about the client or project and how your area of expertise matches up well. You can also include why a client selected you, whether it be industry leadership, previous success, etc. Keep in mind that a case study doesn’t always have to be what your company did for another company, but what you did for yourself as well. (more…)

Does College Prepare Students for Reality? The Good, The Bad, and The Ugly

As a new marketing intern, I juggle between life as a college student and life as a professional worker. In doing so, it has begged the question of whether college adequately prepares professionals for reality. Living in a culture where education is held on a pedestal and is necessary for practically any higher-level job, it only makes sense that we should analyze how relevant earning a college bachelor degree is to the success in a future job.

The criticism I would have of college undergrad programs is what and where their focus is and how it helps prepare a student for a professional career. Three areas I believe college focuses are different from professional ones are individual risk and responsibility, goals, and skill development. (more…)

8 Days of Content Marketing – Day 6: Video

An Internet Summit 2012 attendee Tweeted:  “3-minute videos are the new B2B white paper.” I couldn’t agree more. Video is a quick, efficient way to make your message available to a wide audience. Whereas white papers, blogs, articles, books and infographics might have great ideas behind them with substantial validation, a video is vivid and appeals to the senses. If a picture is worth 1,000 words, a video must be worth a white paper or two. Just think of this statistic from Forbes:  75% of executives watch work-related videos on business websites at least once a week. Of those, 50% watch those videos on YouTube and 65% visit the website after viewing the video.

While many companies may be determined to go viral, that statistic and other evidence has shown that focusing your content marketing approach to develop multiple videos and create your own channel or following is actually better for your company in the long run. In his blog post “Why Video Content Continuity Trumps Virality”, Tom Fishburne made a great point to that effect. He took the example of Kony 2012, the fastest video to reach 100 million views on You Tube, and compared it to the loyalty Orabrush created with its weekly series, “Diary of a Dirty Tongue.” A one-hit wonder may be viewed by millions, but who’s going to come back for more? (more…)

Web Seminar Recap: How Social Media is Changing Everything and How You Need to Change with it

From the printing press to television to Facebook, the business culture has changed. Social media has significantly changed how companies interact with their consumers in the last several years. Companies must adapt to these changes in order to stay relevant and successfully utilizing these tools can greatly improve business efforts.

On December 19th, award-winning digital thinker, TV and radio commentator, author, and blogger Chris Dessi discussed what has changed in communication, and identified  what you can do to adapt. He discussed how to listen using social media such as Twitter, Facebook, LinkedIn and other outlets, and also how you can join in the conversation to improve your business efforts.

You can listen to a complete recording of this presentation at Select “View Event Recordings” in the top right corner.  You can also download the slides from this presentation by visiting our Web Seminar Archives.

Want more information and instruction with social media? Check out our Social Media Boot Camp to get extensive training on how to maximize your business and sales potential through various outlets.

8 Days of Content Marketing – Day 5: In-Person Events

In-person events encompass a multitude of options. From massive tradeshows to intimate meet-up groups, the scale and audience range is diverse. Evaluating what is right for your company within your industry is critical for these, especially because events can carry a hefty price tag.

The most important factor of events is knowing your audience, and knowing what events they go to. Sponsoring a polo match versus a NASCAR race are two completely separate worlds and you need to know which ones to choose to market your brand. Finding sponsorships for B2C companies are a bit less tricky than B2B, but are nevertheless still challenging. Here are a view options or sponsorships to consider for all types and levels, resources permitting of course. (more…)

8 Days of Content Marketing – Day 4: Web Seminars

Web seminars are a great content marketing tool to help establish your brand and your people as industry and thought leaders. The ability to present an idea or concept and then interact with web seminar participants adds a lively, engaging element that cannot be accomplished with a white paper. While the content may be similar as what’s written, presenting it in real time creates a different dynamic that helps build relationships.

Not only do you have a more engaged audience, you are also able to capture more information about those attendees. Although most web seminars are free, many companies charge the price of information:  name, email, company, title, etc. Some even go a step further and ask how you heard about the web seminar, or ask you to fill out a brief questionnaire at the end of the seminar. It’s a great method of learning more about customers and potential customers. (more…)

Web Seminar Recap: What’s New Web Seminar Series: December Google Updates

As part of our What’s New Web Seminar Series, this Latest Google Updates web seminar hosted by Jon Parks focused on the latest changes and updates Google made regarding SEO, Adwords and Analytics. With more than one billion searches per month in the U.S. alone, it’s imperative as marketers that we understand the constant changing technology and methodology that Google uses to provide us better search results.

One of the more common issues we see when talking to marketing directors, marketing managers and CMO’s is that there is a vast majority of marketers who are unaware of the amount of Google updates there are in a month and how they directly impact their marketing efforts.

On December 12th ASPE instructor, Jon Parks, presented the December Google Updates issue of our free What’s New web seminars series. Some specific areas that were covered included:  (more…)

8 Days of Content Marketing: Day 3 – White Papers

White papers are persuasive, research-based essays. They tend to be a marketing tactic that B2B marketers are more familiar with than B2C marketers. This is the nature of the product because white papers focus on professional or technical topics that tend to require longer buying cycles. While very informative, and definitely original, white papers require much more effort, research and time than many other forms of content marketing.

Initially a common term as a government staple, white papers have expanded to B2B marketing in the past 20 years in order to explain, promote or review certain business problems. They are typically six to eight pages long and are used to generate leads and establish thought leadership in a specific industry. There are no “standards” for writing a white paper, but it does show credibility in your industry when you write or sponsor a worthwhile white paper. They are not product or sales pitches; however, the opinion outlined in the paper will be favorable to the author or company who sponsors it. White papers may also be promoted as a variety of different names such as: (more…)