Atlanta Content Strategy

by admin on July 14, 2010

The Atlanta Content Strategy Meetup is an active group that has been very well received by the Atlanta web geek community. The group is quickly growing a reputation for lively meetings and Tuesday’s presentation and discussion was no exception.

Joe Pulizzi, author of Get Content Get Customers,  presented at the Atlanta Content Strategy Meetup last night. There were some great takeaways from the presentation as well as the discussion afterward. The audience was very savvy and included successful local content strategists like Colleen Jones and Richard Sheffield. Below are some of the main ideas discussed during the session:

  • The most successful content connects your brand to a higher purpose
  • Having a strong point of view helps make a brand stand out
  • There will be people who don’t like it, and if everyone likes it, you might be doing it wrong.
  • Own your category Or Create A New One – (A concept initially put forth by The 22 Immutable Laws of Marketing as astutely pointed out by the ubiquitous Mike Schinkel)
  • Reach out to people – sometimes you have to reach out, sometimes you have to ask for an email or phone number – sometimes you have to be social!

I find the point about having a strong point of view particularly interesting. It seems that in corporate culture and rule by committee every content effort moves toward sanitary and homogenized content. I know that they mean well, but sanitized homogeneous content also subtly alienates everyone all at once.

Standing behind your unique point of view, on the other hand, is a trust building mechanism. It gives an edge to the content and makes it more likely that people who share your perspective will share your content.

Old Marketing vs. New

The crisis consists precisely in the fact that the old is dying and the new cannot be born; in this interregnum a great variety of morbid symptoms appear. – Antonio Gramsci, Selections from the Prison Notebooks

I was able to ask Joe after his presentation about his experience with the barriers within the corporate organization to the idea of content strategy. A big part of what he is trying to do is to reach out to the traditional CMO or Marketing Executive – to let them know that things have changed, that broadcast media is not going to cut it and media buys will soon exist only to support your marketing initiatives rather than forming the foundation.

This is very similar to the task we run into continually in search marketing so I asked him whether he thought it was a matter of being more persuasive and making a better business case or moving on until you find the CMO who is ready to hear it.

He said that in his experience there are plenty of organizations who are just not ready for this yet. In many cases the best you might be able to do is just push them in the right direction. Everyone wants Social Media but few recognize that a strong content strategy is the basis of strong social media. As local PR expert Julie Squires says, it’s all about the content. My favorite quote of the night was that Social Media without a strong content strategy is like eating butter by itself. I put together this chart that might be useful to make the case for strong fresh content.

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Google TV – Interesting Implications

by admin on July 1, 2010

Google TV will change the way that we interact with television. When Google develops a new service, it is interesting to look closely at the potential motives and reasoning the company may have for moving into this space in this particular manner. In this case there are a few major factors that would be easily overlooked.

Ubiquity of Chrome

Adoption continues to grow for the Chrome web browser. It has inched up by a percent month after month until it is now at almost 15% of market share. That is just below IE8. How does this relate to television?

If you watch this video on Chrome OS you will get a better picture of one of the major interests that Google has right now. Chrome OS is meant to replace the traditional operating system. Everything will run in the cloud. Some of the world’s best Google Apps consultants are thrilled with this idea. So how does this relate to television?

The more users become accustomed to using chrome as the interface with Google TV, the easier it will be to adopt it as an operating system.

Behavioral Advertising on Television

As advertising continues to shift and we break into new territory, this change backtracks in a significant way. While most of our discussions have been around moving away from TV and Print because it isn’t “quantifiable relevant targeted tied to metrics” – Google TV will be. They have discussed behavioral targeting to serve the most relevant commercial to you based on all of the data they collect about your activities. Significantly they have even mentioned a quality score associated with the commercials based on whether you click away when a particular commercial shows.

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Facebook Post Quality Score

April 14, 2010

People often ask about the scale because they want to have a benchmark for how good their posts are doing. Facebook post quality score is probably not a good representative metric to base decisions. Difficult to use as benchmark Inconsistent scale Doesn’t impact you negatively or positively (yet) Share on Facebook

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Facebook PPC Advertising

April 5, 2010

Facebook Pay Per Click Advertising can be an important part of your marketing strategy. We have experienced low cost and high conversion rates from this channel again and again. Because it is a fairly new platform the costs are low and in the final analysis Facebook PPC is always in the upper 20% in terms [...]

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Microformats Discussed at Atlanta SEMPO

February 12, 2010

Microformats At the Atlanta SEMPO meeting last night Topher Kohan from CNN spoke on Microformats. Microformats are not new, but they are being used in new ways that affect search. Topher predicts the release of a standardized open source set of microformat tags from the major search engines within the next couple years and states [...]

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Ranking of Google Real Time Search Results

January 7, 2010

Google’s Real Time Search was launched in early December so that is still too recent for the SEO community to effectively reverse engineer anything about how the ranking is done. Everything is very speculative so far, but I can share what I have: In Google’s description of Real Time Search it describes that the results [...]

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Paid Inclusion

November 19, 2009

For years Yahoo has had a paid inclusion program called Search Submit. You would pay a small fee to get hundreds of URLs listed in the Yahoo “Organic” listings (of course, this makes it slightly less “Organic”) but, ethics aside this has been a great program and I’ve seen it make a lot of companies [...]

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Content Links

July 8, 2009

I am consistently surprised to see professional websites failing to use links in content. This is an important part of the content strategy for several reasons. Links in content are probably the best way to help search engine spiders understand the structure of your site, understand which pages are important and deserve to be ranked [...]

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SU.PR – URL Shortening Plus Tracking

June 30, 2009

So the common problem with Twitter (or any microblog) is that most URLs are too long to fit into a 140 character message (and still have room for the message). There have been a few solutions for this, my favorite at this time is a Stumbleupon tool that serves double duty Shortens the URL Tracks [...]

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Yahoo Partners with Newspapers – Old and New Media Meet

March 2, 2009

There was an article in the New York Times today describing a very important test that went on at the end of 2008. This test was performed by Yahoo and several major newspapers to see how well the two could work together to aid each other in serving advertisements. Yahoo was able to serve ads [...]

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