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Good article. I think Google's changes are a big positive for focused, quality over quantity content marketing campaigns. Focus on producing excellent content on a regular basis, promote it smartly via social media and your organic SEO can't help but improve. No trickery required.
1 month, 3 weeks ago on SEO is Not Dead
@cspenn@cparente- Nice elaboration Chris and thanks for including part of my comment in your post! Your latest post also seems to address my first point -- since there is less excellent content, it will take longer to reach the content saturation point in many B2B verticals.
2 months ago on The Role of PR in the Coming Content Marketing Collapse
Earned media comeback in the age of content marketing and brand journalism! Excellent contrarian piece. A few thoughts and questions:
1. Seems to me the Content Shock is much more immediate concern for B2C companies. If your client has a finite audience they are attempting to reach, it's very much a quality not quantity play.
2. Schaefer's piece talks how content marketing cannot be sustained for many businesses due to cost. Yet you talk about PR professionals helping clients improve the quality of owned content. (I fully agree, just seems a little bit in conflict).
3. The contraction of the trade press makes relying on earned media dicey in certain verticals. And once a firm has caught the content marketing bug, will it really want to return to the media filter?
4. What about hard ROI? Marketing automation tools can document how many times content touches prospects, how it helps move them through the sales funnel. That's the metric that will justify communication budgets.
Hope these add to the discussion.
I'm rooting for some kind of native advertising to succeed, b/c I want quality online publications to survive. And I'm all about adding value and telling an engaging story.
But similar to first comment, I find it interesting you don't mention transparency at all in your piece. If readers/viewers feel deceived, this approach will die in the cradle.
2 months, 2 weeks ago on Native Advertising is Just Good Advertising
Good post, would be great to know more. We have no idea of course if the firms were doing good work to justify their no doubt very hefty fees. Part of the problem is that every big firm claims they are experts in every piece of the PESO (new acronym for me, useful) pie.
My focus is B2B/G content marketing, and I've seen how incredibly difficult it is for internal staff to create really excellent stuff. They are too busy, and too close to the KoolAid to be objective.
Firms have to connect their work directly to the sales automation and funnel process of a client to protect budget today.
3 months, 3 weeks ago on PR Agencies: What the Visa Shakeup Could Mean for the Industry
Amen Jonah. I constantly stress this to my clients -- write content humans want to read. That's the way to forward thought leadership. And every change Google makes to its algorithm vindicates that approach.
Here's my latest opining on the topic: http://chrisparente.com/2013/08/14/google-wants-all-natural-seo/
6 months ago on Search Engine Optimization: What It Isn’t
@MattLaCasse @cparente - sorry, replied above before scrolling down. Thanks for replying, and apologies for any misunderstanding. The tidbits comment refers to something you said in the article you link to, not here on WU.
I don't follow your first point -- the venerable CPM metric is tied to pageviews. And who exactly do you think is selling $X for X number of ads? Maybe Mom and Pops, certainly not big media brands.
The bidding and buying process is becoming increasingly automated, and the money is way too low to maintain the businesses as they are currently run. It's a desperate situation, and if it was easy to solve it would have been by now.
You may hate paywalls, and who likes them? But it's totally possible that in a digital world the old split in newspaper sub to ad revenue -- let's call it 15/85 in pre-Internet days -- isn't tenable.
11 months, 3 weeks ago on Paywalls Beginning To Lose Credibility
@Shonali @cparente @Matt LaCasse - definitely not what I meant, thanks for pointing out.
@Shonali @cparente @Matt LaCasse - Shonali, that's not at ALL what I was trying to say. Where did I say dishonest? The word was simplistic.
Real time bidding and demand side platforms are driving CPMs down, down and down. So saying just throw the gates open and monetize via advertising just doesn't tell an accurate story.
This is a simplistic post. Are you saying that online publications aren't TRYING to sell advertising? Of course they are. But digital advertising doesn't come close to replacing traditional print ad revenues. Why? Because the Internet has destroyed the appeal of the content bundle, which is what a newspaper is.
Also, you mention "tidbits" of information people can give out about themselves. They are already doing that, since their actions are being tracked online.
Finally, your defense of native advertising seems to be "well, quality has fallen so far who cares." Not very insightful.
It's fair to bash media companies for failing to adapt their business model to the Internet and social media age. But you should do it more honestly and accurately than in this piece.
Jonah -- I'm getting stopped at step 2, WP won't allow me to do a second installation to the subdirectory, I get error message saying "already have installation at that directory." Sorry to bug you but please help. This is ridiculous hassle for Yahoo to put people through!
1 year, 5 months ago on Moving WordPress and Yahoo Small Business Hosting
Hello. Yahoo support has sent me to this page! I've set up my WP files in a subdirectory, yet want visitors to land on the root directory. Was trying to follow the WP instructions here -- http://codex.wordpress.org/Giving_WordPress_Its_Own_Directory#Using_a_pre-existing_subdirectory_install - and failed due to htaccess issue. Having trouble following steps 3 and 5 in this post. Yahoo Support talked about deleting something, after I've renamed and done another install. Not clear what you mean by "reverse the procedure" in step 5. Can you please lay out the steps again? Thanks very much!
Happy Independence Day Shonali. I recently read a book of history published in the 90s that takes a revisionist look at how partition was conducted. Contrary to most history books, this author lays a lot of the blame on Mountbatten. Depressing reading, seems like it could have been handled far better.
1 year, 6 months ago on Mera Bharat Mahaan, or, Thoughts on India’s Independence Day
Been thinking the same thing, even though I'm not in consumer. The gold standard for reporting on this issue is Danny Sullivan over at Search Engine Land.
2 years, 1 month ago on How are you advising clients on Google+?
Very interesting post. Read last week that someone's Klout score is part of the computation Saleforce's new automated monitoring and response tool uses to decide who a brand needs to respond to via social media. So people are still buying the concept.
2 years, 3 months ago on Why a Social Credit Score is an Empty and Dangerous Notion
Ken -- you'll need no delightfully quaint expressions for me, I'm a big believer in b2b social media tactics, as well as b2g. And there's no doubt that push/pull marketing is the nirvana we are all working towards.
How do you quantify this kind of end-around for clients, and prove its working? My clients are very interested in having ROI proven.
2 years, 5 months ago on The B2B End Around
Great post. Although I'd swap Objectives and Strategies -- Goals, Objectives, Strategies, Tactics. True business counselors are valued, and order takers are commoditized.
2 years, 5 months ago on 10 signs you might be hurting the PR industry
ThomHolland Was inspired to write my own post on the topic, with full attribution of course. Hope you think I did the subject justice: http://cparente.wordpress.com/2011/08/09/can-you-automate-and-still-keep-social-media-real/
2 years, 7 months ago on The Automation Debate
ThomHolland Thanks Thom, those help a lot. I heard automation and social media and I thought of the web firm that creates backlinks for their clients by slicing and dicing articles one hundred ways and spreading them far and wide as postings and comments.
The others get really subjective. I use the free version of socialoomph, and see now problem with scheduling tweets. But auto DMs and mass following are fake to me.
Now paying someone else to manage -- there is a thriving community of network managers out there you may be poking. Not sure I see the difference between someone internal -- say a member of the comms team -- or someone external - agency - performing the function. Assuming they're both human of course!
Interesting post, but would have been better with examples. Can you provide some specifics around what you mean by automation?
My agency does a lot of b2b and b2g work, helping clients promote their content via social media channels. A common example is LinkedIn groups. We do this manually, b/c the person promoting has to understand the client's market niche, and make sure the promotion is appropriate and sounds human. This is almost always effective, but of course less scalable than a push button approach.
How could any part of that process be automated, without becoming spam? I'm very open to ideas.