With social media flexing its ever-growing muscle in all things marketing, this week’s latest and greatest web writing news is concerned with the online “face” of business, from cohesive social media policy and strategy to sound (brand and industry) reputation management. Content and social media marketers, as well as SEO and search folks, seem more than a bit self-conscious about presenting their best face and a consistent voice, as consumers become ever more savvy and influential. Take a good, long look at this week’s handsome selections…
So how do you find the “right” type of content for your business? Content Marketing discusses this via a “demand spectrum,” as well as how to use its valuable content checklist for different content types.
And speaking of CMI, the second (April/May 2011) issue of its Chief Content Officer (CCO) Magazine is now available.
ClickZ features a column by Harry Gold both titled and dissecting: “Drive, Capture, Convert, Optimize.” (And yes, there’s a clumsy acronym for that).
Brian Clark discusses the two essential elements of irresistible content at Copyblogger, and shares just “how the hell you can constantly create compelling content” via Internet Marketing for Smart People with Robert Bruce.
Joe Pulizzi (Junta 42) demonstrates creating a multi-media content package for driving business, and shares marketing lessons learned from his venture into user-generated content.
Good read at Mashable about how to spread your brand’s footprint around the web, as well as nine digital marketing lessons from top social brands.
Conversions is the subject of two notable posts, one at The Next Web (TNW) addressing how to optimize your conversion rate (without bothering your tech team), and the second by Chris Garrett at Copyblogger, relating how a “team” approach to advice killed his site’s conversion rate.
SEO & Search:
The SEO industry’s need for reputation management is at Search Engine Watch, and in a truly exceptional post, Rand Fishkin takes black hat SEO’s to task and argues that white hat SEO does (“f’ing”) work at SEOmoz.
Both Search Engine Roundtable and Search Engine Journal report that Bing now accounts for 30-percent of search, while Google’s share has dropped to under 65-percent (via Hitwise March 2011 search market share report).
Meanwhile, Business Insider discloses an internal Google memo to employees, indicating that their 2011 bonuses will depend on “Google sucking less at social.”
Computer World features a related article on new Google CEO Larry Page’s “first blunder” (re: social networking).
SEO Training Dojo’s “Search Geeks Speak” series featured two notable guests this past week: Garrett French on link prospecting and content strategy, and Heather Lloyd-Martin on SEO content, copywriting, and her SEO copywriting training and certification courses.
SEO by the Sea discusses Google’s newest patent, “query breadth,” which may alter the relative weight given popularity- versus relevance-based ranking signals.
Target Marketing Magazine features an article explaining 10 ways to fix your SEO ranking in the aftermath of Google’s Farmer/Panda update (from a SES New York session), while both Search Engine Watch and Search Engine Journal report that Google’s new algorithm now “officially” integrates user feedback.
In the meantime, Search Engine Roundtable reports that Google is responding to reconsideration requests with “no manual penalty” notifications (meaning, it’s fixable).
Mashable posts how to optimize your content for social discovery, ReveNews posts “how to get social with SEO (because you have to)” and Top Rank posts improving B2B marketing by integrating both SEO and social media marketing.
Social Media Marketing:
HubSpot highlights key findings from the SME industry report, showing that social media is important to 90-percent of marketers.
Retail Online Integration (ROI) posts that Facebook won’t become an e-commerce force (according to a Forrester Research Analyst), while Sexy Social Media posts that Linked In is “an undervalued marketing platform.”
Brian Solis provides an interesting take on increasing social influence by not thinking about the (Klout) score, and SEOmoz posts how to track your social media strategy using third-party tools and APIs.
Brian Massey provides tips on optimizing your social media avatar for conversions at Conversion Scientist, and Target Marketing Magazine reports that Twitter plans to offer advertisers and marketers more tools for targeting and tracking followers.
And finally, Mashable posts how paywalls are changing the social media strategies of news organizations.