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June 26, 2013 By Brandsplat Leave a Comment

In Blogging and Social Media, Editing is Your Friend

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The writer of this blog worked as an underpaid assistant and mildly abused copywriter back in the day where we faxed stuff to clients all day long. Other than how to nap in the copy room without getting caught, one of the valuable lessons we learned was the importance of double-checking and editing our work. Our mentally unstable boss might have pushed us over the edge with this task, but we certainly learned how to edit for content and how to clearly present the intended message. As a social media expert, it’s a lesson I’m grateful for 17 years later and one I use everyday in blog marketing and social media content creation. 

Recently, I had a client in a panic. After shooting off a post on the company Facebook page which can only be described as bonkers and then getting the expected angry responses from followers, he looked like a kid who nearly burnt down his kitchen after playing with matches. The first thing we did was delete the post. The next thing we did was have the editing talk. The editing talk is one we all get — one that is incredibly vital in social media. Especially with branded blogs and social media accounts, we have to pause and ask ourselves, “Is this the kind of post that even makes sense for our company to comment on?” If we find that maybe our impulse was of the reactionary, angry variety, maybe we should hit delete button before we incite a riot and damage our company’s reputation.

All of this digital marketing comes back to reputation, essentially. Look at the difference between a brand like Oreo and a brand like Chick-fil-A, for example. One kept it fun, light and entertaining while the other got political and in hot water. Oreo has emerged as a leader in social media while that other place is still trying to repair the damage nearly two years later.

The next question in the talk is this: Is it social or personal? Social should be the kind of stuff you talk about at a cocktail party while personal should be reserved for you inner circle and done only in person. Fans will turn on brands in an instant when they start commenting on stuff that is inappropriate for their image. You want to yell about Obama or your mother-in-law? Super. Just don’t do it on the company blog or Twitter page.

The last and most important part of this talk is reread, reread, reread. Take a cue from my old boss and take five minutes to read your post. And then read it a few more times. Not just for brand-friendly content but for grammar, language, cohesion and spelling. Well-edited blogs and social media posts are the kind of things your brand can be proud of and set you apart from the crazy people.

 

Filed Under: Analytics, Article Marketing, Blog Content Management, Blog Marketing, Social Media Management, Twitter Management, Twitter Marketing

June 6, 2013 By Brandsplat Leave a Comment

Why Google Wants You to Avoid the Advertorial

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The “advertorial” — you know, that big, lame advertisement disguised as an article — has made a comeback thanks to content marketing and Google isn’t happy about it. Companies are attracted to advertorials because they are essentially articles, reviews and write-ups created to look like they were written by someone who has used the product or service. But according to Google’s Matt Cutts, this digital engagement practice is a deceptive one and could get marketers in hot water with the world’s No. 1 search engine.

The inherent lack of transparency in advertorials is Google’s big issue. By not disclosing to readers that they are in fact reading paid content, Google feels advertorials mislead audiences. There are thousands of informational articles on the Internet, and a great many of them are sponsored content. But Google’s problem comes in when these articles are masquerading like legitimate news or feature articles put out by reporters and not companies. Google has recently penalized businesses that use advertorials to trick consumers, and Cutts says the company will continue to crack down on the practice. Most recently, Google penalized InterFlora after a massive advertorial campaign with links slipped by PageRank.

But this isn’t to say marketers should shy away from article and blog marketing. Google just wants us to be honest.

“If you are doing disclosure, you need to make sure that it’s clear to people,” Cutts said in a video released this week. “So a good rule of thumb is there should be clear and conspicuous disclosure. It shouldn’t be the case where people have to dig around buried in small print or have to click and look around a long time to find out, ‘Oh, this content that I am reading was actually paid.’”

Filed Under: Analytics, Article Marketing, Blog Marketing, Brand Engagement, Digital Engagement, Online Brand Management, Online Marketing Tagged With: content marketing, Digital Engagement

April 24, 2013 By Brandsplat Leave a Comment

Long Live Article Marketing or RIP Article Marketing?

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Not too long ago, article marketing was the be-all and end-all for a successful content strategy. Articles, we thought, were a sure-fire way to get our brands, websites and products noticed on search engines like Google. Marketers touted their power to brands; SEO professionals told clients to get on the article marketing train or perish.

Six or some years later, however, things have really changed. Thanks to social media marketing, the image sharing revolution, digital PR and stricter search engine algorithms, the way we market online rarely relies on articles anymore. So should we still bother with the practice of article marketing?

“Yes, article marketing still converts and converts well, but only if it is done right,” writes journalist and SEO expert Warren Wooden in a recent blog post for Business2Community.com. “Where most people fail at article marketing is they are not placing their articles on sites that get read much, they are not writing about a related topic, and they don’t bother linking to their site with an appropriate link.”

Wooden isn’t alone in the opinion that article marketing is still worth marketers’ time. In fact, the channels for distribution have quadrupled over the years, making it even easier for folks to read your articles. Sites like LinkedIn work wonders for getting technical and professional pieces in front of the right eyes. Twitter is another great social media channel to promote links to articles. Also, business and industry blogs have exploded since the inception of article marketing and there now thousands of blogs to market your articles to.

Yet there’s just one little catch about today’s article marketing: Unlike in the past, only good articles with dynamic and engaging content stay alive and put you on the search engine map. Crappy, spammy articles with no soul will be bounced and are essentially a waste of your time. As Wooden put it, “Just know that article marketing is something that many people are still doing and because of that you should know that it still works. The only way to get article marketing traffic to convert is to make sure you stay on top of it and are constantly publishing new articles on article directories, guest blogs, and Web 2.0 sites. Trust me on this one, article marketing traffic will convert much better than you can imagine as long as you write high quality content.”

Filed Under: Article Marketing Tagged With: content marketing

January 17, 2013 By Brandsplat Leave a Comment

In Blogging, Keywords Still Count

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In_blogging_keywords_still_count

Whether the final death knell for search engine marketing has been officially rung is a debate we’d rather not get involved in. What we do know is that some of our old SEO marketing practices are still incredibly valuable, especially in blog management and blog marketing. Keywords, for example, are one tool from the golden days of SEO that hasn’t gone out of style. But even after all this time, many folks new to blogging might wonder, “What are keywords and why the heck should I even care?”

A keyword, to put it simply, is that word which pops up in bold when a search engine like Google or Bing returns a list of results. At the top of the search engine result heap are the sites which use the keyword in question. Google wants bloggers to use keywords and wants readers to click on sites that use them too, so by putting the keywords or phrases in bold it makes the decision of which search engine result to click on even easier. Every blogger should give a hoot about keywords because they are incredibly easy to use and help make finding your brand online a snap.

To dip your toes in the keywords waters, start simple. With branded blogs and blogging for business, the best place to start is keywords which reflect what you do and where you do it. If, by chance, you are a landscaper in Atlanta, Ga., something like “Atlanta landscapers” or ” Georgia gardening experts” would do the trick. More keywords can go deeper into your specific services and topics that your blog talks about.

Once you’ve picked out keywords, start sticking them in your posts. Coincidentally, a good list of keywords makes planning your posts less stressful, too. As you map out your posts for the week, peruse your keywords and pick out the magic word you want to discuss and optimize. Use this word in your headline and throughout your post, but also use it in tweets and other social media marketing platforms. And don’t worry about packing your posts with tons of keywords. Keyword density isn’t as important as we once thought. Plus, using keywords over and over looks awkward to readers (and for good reasons).

As blog creation changes and SEO morphs, keywords remain a powerful and easy tool. In fact, we wouldn’t be surprised to see keywords flourish even further with the continuing explosion of tablet blog reading and ongoing Google algorithm updates.

Filed Under: Analytics, Article Marketing, Blog Content Management, Blog Marketing, Online Marketing, Search Engine Marketing Tagged With: Blog content management, Blog Marketing

November 9, 2012 By Brandsplat Leave a Comment

Crash Course in Content Marketing, Part 4: Oh, the Places You’ll Go!

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Over the last few days, we have talked about what content marketing is and how we create it. But where, pray tell, does all of this content go once we’re done? It has to get in front of the right eyes and be seen by folks who would be interested in our stuff, right? But how do we do that?

This would be the “marketing” part of content marketing. Without a solid plan to get our content seen, we’re really sunk. Our content just sits and wait to be seen… and will remain all dressed up with nowhere to go if we don’t come up with a marketing plan for it. How many times have you heard a friend or peer whine about their book, new line of bath products or consulting services not selling? More often than not, it isn’t because the products stink but because they aren’t getting out there and getting seen. The same holds true for content. Luckily, our content marketing plans can be easy and immediate. For blogs and articles, social media is a great way to promote content. Sites like Facebook, Twitter and LinkedIn thrive on fresh content and juicy information. Our rule of thumb around these parts is the minute you publish it, promote it on social media. Use your corporate pages to really sell your fresh content and drive traffic. People might love your brand but wouldn’t think to check it every day. Therefore, it’s your job to make sure you use your social channels to get those posts in your follower’s newsfeeds.

For things like infographics and excerpts from ebooks, other popular blogs can really be helpful. Just like you, other bloggers are forever looking for new content, and these items can really fill the void. Make a short list of bloggers who talk about your industry and then send them emails with proposals. The worst they can say is “no,” but the best that can happen is thousands of new looks at your amazing content. Studies, white papers and digital catalogues can be promoted with digital press releases using the same philosophy for traditional press.

The avenues for original content are as numerous as the varieties of content themselves and there is no limit on how many you can try — so we say try them all! The empowering nature of content marketing lies much in the fact that small business owners can decide where their content goes and how it gets there. There is truly no limit to where your original, great-looking and fascinating-to-read content will end up.

That’s what we have to say about content marketing, dear readers. Now it’s your turn. Use our comments section to sound off about your own favorite content marketing techniques, tips and tales!

Note: Our Five Things You Might Have Missed will be back next week!

Filed Under: Article Marketing, Blog Marketing, Digital Engagement, Email Marketing, Facebook Management, Facebook Marketing, Online Brand Management, Online Marketing, Search Engine Marketing, Social Media Management, Twitter Management, Twitter Marketing, Video Content, Viral Marketing Tagged With: content marketing, Social Media Marketing

November 8, 2012 By Brandsplat Leave a Comment

Crash Course in Content Marketing, Part 3: Make it Meaty!

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Today’s Crash Course in Content Marketing is all about making your content fascinating and fun to read. You can have a lovely-to-look-at blog or a newsletter that you send out to thousands of addresses, but if it isn’t any good, you’re pretty much dead in the water. We happen to think you can have it all: good-looking, well-distributed and substance-filled. So how do we give our content marketing depth, character and must-read qualities?

First of all, remember this: We may be “content marketing,” but what we shouldn’t be doing is selling. Or at the very least not pushing or hard-selling. Branded content doesn’t need to pummel followers over the head, screaming “PLEASE BUY ME!!!”-type messages. In fact, pushy, sales-driven content drives consumers and web traffic away from us and not toward us. Instead, teach your readers something. Introduce them to a video they’ve never seen, make them laugh during an article, outline some industry-insider tips in a blog post or create entertaining infographics. This “more flies with honey” theory works nearly every time with content marketing.

Secondly, much of enticing an audience in content marketing begins with dynamic, grab-you-by-the-throat headlines. There are literally thousands of blog posts on the Internet which claim to have the secret of writing these types of headlines. Read some — or all! — of them if you like. But know this: A headline that accurately describes your blog, email marketing efforts or article while managing to be entertaining or memorable is magical thing, indeed.

Yet it’s what’s beyond your terrific headline that separates content ninjas from mere mortals. Good content should be timely. Good content should be newsworthy on its own. But mainly, good content should have something to say. Fill your content with the things people are talking about in your industry while offering your own unique take. Use content to show off your services and products while talking about what is important to your organization. Essentially, let your content tell your story in a million different ways. Each article, blog post, podcast, what-have-you has the chance to show off your company’s substance and mission statement.

Tomorrow we wrap up our mini-cram session on content marketing with a chat about where to market all this meaty goodness!

Filed Under: Article Marketing, Blog Content Management, Blog Marketing, Brand Engagement, Brandcasting, Digital Engagement, Email Marketing, Online Brand Management, Online Marketing Tagged With: content marketing

November 7, 2012 By Brandsplat Leave a Comment

Crash Course in Content Marketing, Part 2: Look Sharp!

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In the second of our four-part series on content marketing, we’re getting superficial. That’s right, it’s all about looks. Yes we’re a ghostwriting agency that helps supply well-written content to blog marketing mavens. And we stand by our mantra that a well-written blog is a worthwhile blog. But the harsh reality is this: If our content doesn’t look good, it’s virtually impossible to market. This edition of Crash Course will give you some tips on how to make sure your great-to-read blog is also easy on the eyes.

Time and time again, you’ve read the following words when it comes to digital branding: Don’t get cheap when it comes to design. We couldn’t agree more. Your content marketing certainly relies on quality of content to lure in repeat readers — but it’s the slick, sexy, modern website, blog or newsletter that entices readers in the first place. Throw down the extra bucks to a designer who knows their stuff and who will design your site with a high-resolution screen quality. High-res looks expensive and chic while creating truly memorable websites. This goes for images in blogs and newsletters too. Thoughtful, clever blog images garner forwards and tweets as much or even more than well-written ones. Chose pictures that compliment your posts. Sad, disjointed images that make little or no sense with smartly-written blog posts are just a darn shame. Plus, unique, original photos are Internet gold, so feel free to use as many as your content can possibly hold.

Next, If you have a company logo or brand colors and you’re not using it on your content marketing, you are missing out! Stamping your logo on your blog entries, white papers and articles is a no-brainer. Logos also look great on digital press releases, YouTube pages, employee bios and Twitter profiles.

Finally, great-looking content is easy-to-share content. Make sure you accessorize your content with social media and RSS widgets so readers can share with just one click.

Yes, we all wish we lived in a world where all content — pretty or not-so-pretty — received the same attention. But that is not the case. The truth is we’re all humans and we love shiny things. So hurrah for pretty content! Tomorrow, we’ll talk all about giving that style some substance.

Filed Under: Article Marketing, Blog Marketing, Brand Engagement, Digital Engagement, Online Brand Management Tagged With: content marketing, Ghostwriting

October 26, 2012 By Brandsplat Leave a Comment

Five Things You Might Have Missed!

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Welcome to the Five Things You Might Have Missed, your one-stop resource for the new and noteworthy stories from the world of online marketing. Giveaways gone wrong, content marketing explained and oh-so-much more await you, so let’s get cracking!

1.) Buzzkill: Kicking off our list this week is a story that many of us can relate to. Sure, most of us haven’t tried to give away vibrators on the street only to be met with disdain. But we’ve all had marketing ideas that didn’t pan out exactly like we wanted. Trojan went back to the drawing board last week after the mayor of Boston said “hell to the no” to Trojan’s vibrator giveaways in his fair city’s plazas. Although free speech prohibits shutting down Trojan’s buzzworthy blitz, Mayor Tom Menino has played the family friendly card and is currently persuading Trojan to go elsewhere.

2.) Uprising, Tweeted: In a country known for oppression, a powerful yet underground revolution is happening — on Twitter. If you missed this story about how Twitter is being used in Saudi Arabia, it’s worth a look for both marketers and newshounds alike. We’re constantly amazed how Twitter is changing the way we communicate, and this little revolution illustrates that beautifully.

3.) Bounce that Bad Blogger: So you’ve paid someone to handle your blog and it just ain’t working out. Follow the lead of CouponCabin.com and fire them! The deal-centric site announced last week that it would no longer be using the blogging services of reality star Kate Gosselin. After 11 months, CouponCabin reportedly wasn’t happy with the diva’s blogging style. We say “nicely done,” CouponCabin! Life is too short for bad blogging that doesn’t work with your brand. (P.S. We just so happen to know some folks who can blog circles around Gosselin.)

4.) Is Anybody Home?: Does your company’s Facebook Like page feel like a ghost town? A recent study says that you’re not alone. According to Napkin Labs, a puny 6 percent of fans engage with a brand’s Facebook page. The study shows that engagement on Facebook is more challenging than ever, but who doesn’t love a good challenge?! Brands are forced to be more creative when engaging on Facebook, and that’s always a good thing.

5.) Contented Content: Wrapping up our list this week is an infographic that really gets to the meat of content marketing. How do we judge the success of content marketing? How can we tell if it’s working? And should we even bother? These questions and more are thoughtfully answered by BitRebels and Pardot in Content Marketing Metrics — a must read. And for more on content marketing, be sure to read our four-part series entitled “Crash Course in Content Marketing” coming to these pages in two weeks!

Filed Under: Article Marketing, Blog Content Management, Blog Marketing, Brand Engagement, Facebook Management, Facebook Marketing, Five Things You Might Have Missed, Online Brand Management, Online Marketing, Social Media Management, Twitter Management, Twitter Marketing Tagged With: content marketing, Content Marketing Metrics, CouponCabin, Napkin Labs, Online Marketing, Trojan, Twitter in Saudi Arabia

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BRANDSPLAT creates articles, blogs, social media, and all written content in the voice of your brand. Our clients include entrepreneurs, personalities, mid-size companies, and some of the world's biggest brands.

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