Category Archives: Comment on digital marketing

Your blog: Integration or Separation? Part I: Integration

Not long ago, this question came through this week in my weekly digest email from The UK Marketing Network.

“Isn’t it obvious?” I said to myself, ready to delete the email. But then I paused and reminded myself that it wasn’t that long ago I wouldn’t have known the answer to this question either, and that it’s not always obvious at all. I looked closer at the next line in the query which read:

We are starting a new blog and we are unsure whether to integrate it with our website or keep it separate? Does anyone have any experience with this?

It’s actually a really good question – one that more people should ask themselves

I started my answer with:

I can think of very few instances where you’ll benefit from keeping your blog separate from your corporate website.

Effectively your blog is where you’ll put a lot of effort into generating excellent thought leadership based content – keeping this inside your domain will boost your SEO measurably and send a lot of traffic to your site (which surely is what any business wants?)

More reasons Continue reading Your blog: Integration or Separation? Part I: Integration

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10 very simple mid-trade show digital marketing tasks

I love all things digital, but there are still times when I have to haul out the old trade show stand and “exhibit” in person. I try to attend as many of the workshops and panels as I can at a show.

However there are times when you need “man” the booth. This used to mean long hours of boredom with little or no human interaction. For me, things have now changed.

Last week I attended a trade show and I found I didn’t have a spare moment of time on my hands what with all the digital marketing I was doing in between panels. Here are ten things that kept me busy: 

1. Use your CRM to send out a campaign to delegates inviting them to your booth – Got the delegate list? Why not send them a campaign inviting them over? You might think sending marketing several days before the event is the best plan, but why not follow up with a campaign sent while you’re at the event to catch people in the moment?

2. Blog – This works best if you can attend a stream or session so that you can comment on content. If you can’t attend, get the notes from one of your team who has attended a session yet or, better yet, get them to write the blog. Timeliness is everything when it comes to blogs – blogging about the event on the day or the day after is what makes the most compelling account for your readers. Here’s an example of a blog post I wrote and published last week during a trade show. 

3. Tweet – Firstly, Continue reading 10 very simple mid-trade show digital marketing tasks

When NOT to use Social Media: When damage prevention is paramount

Why am I writing this post?When NOT to use Social Media

I get asked for advice on social media a lot. I’ll admit it – I quite enjoy sitting down and hearing about people’s individual communications-based situations to assess whether social media can be of any help.

However, I think it’s also important to be honest about when social media is the not the best answer. Many social media agents and consultants will have you believe that social media is always the best solution for all marketing and communications requirements. I’m more than willing to admit that there are times when social media is not the best option.

The scenario

Spotlight on Content Marketing: Part III – Content marketing + social media = BFF

There are two previous parts to this series (Part I, Part II).  They both explain my thoughts on content marketing as a concept, its history and the relationship between B2B content marketing and social media.

The questions that made me go hmmmmm……..

Recently, I sat on Cognito’s Breakfast Byte panel which focused on social media in B2B financial services. A straightforward, simple question generated a lot of interesting conversation:

What advice do you have for those who want to get started using social media for B2B marketing?My answer? A question: 

Who has a content marketing plan in place?

A few hands went up and I got the feeling people were interested in hearing more.

Want to get started in social media marketing?  Continue reading Spotlight on Content Marketing: Part III – Content marketing + social media = BFF

Spotlight on Content Marketing: Part II – Social media: The medium shouldn’t be the message, but it is

In Part I of Spotlight on Content Marketing (Content Marketing is not a new concept!) I made the following claim:

There is nothing new about the concept of content marketing. There is also nothing new about today’s preferred choice of delivery for content marketing (the web)……but combine that with the power of social media and you’ve got enough to inspire a series of endless workshops that will take a reassuringly expensive bite out of your marketing budget. 

Here’s another one:

The reason B2B businesses are jumping on the content marketing bandwagon is because they are finally realising they have the ability not only to generate leads by producing creative, helpful stuff, but also because they can produce, publish and distribute it themselves!  In short, they can share it. The rise of social media has been the tipping point. 

The medium shouldn’t be the message, but it is
Marshal McLuhan's Understanding Media: The Extensions of Man

The key is in the method of delivery. 48 years after the first publication of Marshall McLuhan’s Understanding Media: The Extensions of Man his claim that the “medium is the message” still rings true.

Simply put, it’s taken social media to highlight content as the basis of a good marketing strategy.  Continue reading Spotlight on Content Marketing: Part II – Social media: The medium shouldn’t be the message, but it is

Spotlight on Content Marketing: Part I – Content Marketing is not a new concept!

The world outside *must* feel the need to educate me as there isn’t a day that passes that I don’t receive an email or LinkedIn invite to a course dedicated to content marketing.

Content has a way of stacking up at chez Reid!

I try not to be irritated, but when an email or invite comes along that describes content marketing as “the newest trend” or new in any way, I become annoyed. I want to be clear on this one:

There is nothing new about the concept of content marketing. There is also nothing new about today’s preferred choice of delivery for content marketing (the web)……but combine that with the power of social media and you’ve got enough to inspire a series of endless workshops that will take a reassuringly expensive bite out of your marketing budget. 

As you’ll see later on in the series, Continue reading Spotlight on Content Marketing: Part I – Content Marketing is not a new concept!

Attention digital marketers! Google Panda: 10 questions answered

1. What is it? No one (including Google) says it better than Wikipedia who say: Google
Panda
 is a change to the Google’s search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of “low-quality sites”, and return higher-quality sites near the top of the search results.

What I say: An algorithm is a step by step procedure used for calculations. Remember that the change to Google’s algorithm is based on the *human* testing of thousands of websites for quality. The aim behind Panda is to ensure searches return you quality sites…..sites that deserve to be high in search rankings.

2. Why did Google implement it? It’s all about survival. Continue reading Attention digital marketers! Google Panda: 10 questions answered