Search Engine Optimization Services - Content, PPC & SEO: New Year, New Tricks

Source - http://searchenginewatch.com/
By - Guillaume Bouchard
Category - Search Engine Optimization Services
Posted By - http://tinyurl.com/SearchEngineOptimization05

Search Engine Optimization Services

Some of us are self-taught, some of us emulate or improvise or were mentored. As marketers, we draw on both our experience and learning to do the best work possible.

 

Most of the time marketers are both impressed and impressive – valuable and valued. But sometimes, and only sometimes, we notice ourselves borrowing tactics or techniques from traditional marketing practices.

The danger here is that these methods can feel surprisingly natural and terrifyingly right. Traditional marketing often intuits based on research; it has an immeasurably instinctive quality to it. It feels, in short, exciting. And how easy it is to get caught up in excitement.

In 2013, it’s more important than ever to not lose sight of the "digital" – and all of its slick, sprightly luxuries – in "digital marketing." Keep these luxuries in mind as you deliver and implement your most brilliant strategies yet.

Content: 'Create Once, Publish Everywhere'

Karen McGrane’s book, Content Strategy for Mobile, details the push toward more flexible and malleable content. She has a lot of fantastic ideas to share, but one that resonated particularly strongly is the stark contrast between print- and web-based content.

For the increasingly antiquated form of print advertising: "Want to make changes?" she writes. "Better chop down some more trees."

For web, changes can be and should be made on the fly. Instead of being forced to commit to a single enchanting headline, have several on-hand. If the article isn’t doing as hot as you thought it would, switch it up – as important as nailing the perfect subject line is for e-mail marketing, so too is the title crucial for enticing readers to read your articles.

McGrane goes on to explain NPR’s model for adaptive content, a thorough and proactive CMS that allows their content to be published across a variety of platforms, with little-to-none of its potency lost. They’ve come up with a philosophy, COPE (Create Once, Publish Everywhere), to drive how they distribute content. By examining their publishing workflows, we begin to understand how flexibility will reign supreme in 2013.