The harsh truth about link building is that there are way too many people in the internet marketing industry that think great content is enough. You can publish great stuff (and you should) but that doesn’t mean people will naturally link to you. Generating high quality links means being very systematic with how you create and promote content. The technique presented in this article is definitely one to give a try; it’s called skyscraper because it shares the same logic, people always prefer the best of the best (highest of the high). For those of you who are looking for a solid strategy that will increase search traffic and get your content out there, I highly suggest you keep reading.
“We didn’t act like you’d expect Mozilla to Act. We didn’t move fast enough to engage with people once the controversy started. We’re sorry. We must to better.”
– Mozilla Executive Chairwoman, Mitchell Baker.
On the internet if you want a community then you need to be representative of that community, particularly if your brand or product is all encompassing; meaning that your audience will represent nearly every view, lifestyle or opinion.
You’d think that would be a simple thing to do, especially if you run a search engine. Where is the controversy in that? In that business you consider that EVERYONE is a potential customer unless they completely shun technology (yes, they are those who consciously do this and we must respect that choice). You’re simply making it easier for people to search for information; something we all do every single day. Continue Reading
It’s every marketing manager’s nightmare; something goes wrong and the online community are quick to express how they feel. Periodically I’ll be looking at an example of a trending Australian public relations issue to see how it was handled and what lessons can be learned. I will also give my own personal analysis to see whether it becomes one of the Digital PR winners or losers.
The Brand: Anz Bank Australia
The Topic: goMoney App
The Platform: Twitter
ANZ’s goMoney App went down this week and its users where quick to turn to social media to ask ANZ what the deal was and how long it would be before it was back up and running. It was down for two days and the @ANZ_AU was coping the normal criticism that comes when something goes down for the count. Continue Reading
The Age reported recently that the Restaurant and Catering Association has put forward a social media protocol for its members. I have no idea what a ‘protocol’ actually is, however I was interested to read it includes a general acceptance for some diners to take photos of their meals.
It never fails to surprise me when I hear a company say, “We have a separate PR agency as well as our digital agency”. How on earth has the sector been divided like this when PR is the natural fit for digital. Communication suffers when siloed so to deliver it through different agencies compromises its effectiveness from the get go.
PR has long been the poor cousin to advertising and marketing, and it remains the self imposed wallflower in the mix despite the huge opportunities presented by digital. If you were in the industry 20 years ago you would be well aware of the vast changes in corporate communications. The digital revolution has impacted communications massively and the opportunities for all that have come from it are bountiful.
But why is it that so many PR’s – either freelancers or corporates – have failed to fully realise the natural transition of the sector into digital? They say he who hesitates is lost and my industry seems to have taken up residence in the communications abyss. For those who have taken the leap, the rewards within the industry are proving to be very lucrative and successful for client and practitioner alike. Continue Reading
Recently found yourself in a meeting with a bunch of 12-year old hipster types talking in code? Here’s some of the lesser known marketing terms that you may have heard but are not completely sure what they mean.
Also called a drop off rate, this is the measure of people who have not completed a ‘funnel’ or process on a website. This could be because they don’t end up buying an item, don’t go on to register or sign up, or simply aren’t on a page long enough to have actually read the information provided.
Commonly used in web development and other marketing processes, A/B testing involves using two variants of a similar concept to test factors such as hits, interaction, usability, engagement and messaging. You can test everything from the colour of one button, to two completely different versions of landing page. This can help determine which is a more effective and engaging concept. Continue Reading