Marketing

Successful businesses and organizations don’t create content that just talks about them. Sure, it’s important to let customers know about your products and services, company mission and history, news and events, etc. But it’s not all about you. It’s about them. A savvy content-marketing plan covers what customers need and want to know from your…

We’ve followed the controversy about native advertising with a lot of interest. The Federal Trade Commission (FTC) has been scrutinizing—and may even attempt to regulate—the way that media and brands use native advertising. But what exactly is native advertising? Amazingly, there’s not a clear answer. Even the Interactive Advertising Bureau, which really ought to know,…

Businesses and organizations make a mistake if they optimize their online content just for search engines, which are really about one-on-one findability. You should also optimize for social media, which is about shareability. While important, search engine optimization (SEO) is essentially a pull mechanism. It requires individual searchers, each actively seeking to discover your content.…