There’s a one buzzword that is gaining an increasing amount of attention in content marketing: accuracy.
Right now, it’s relatively easy for a website loaded with misinformation to rise to the top of Google’s search engine rankings; all it takes is enough people linking to the website in order to inflate it past credible sources. This is a problem for Google, as the company’s goal is to be the most accurate source of knowledge on the Web.
In order to solve this problem, Google is developing a project called Knowledge Vault. For quite some time now, researchers at Google have been collecting vast amounts of information from across the Web and sorting through the data to determine specific truths. For instance, an example one such truth would be “grass is green.” Continue reading →
My coworker sent me a great cartoon today—she thought it could make for a good blog topic and she was right (thanks Rebecca!). Take a look:
Now as someone who ghostwrites for a number of executives in the C-suite, I love this cartoon. It speaks directly to the beauty—and pressure—of being a ghostwriter. On the one hand, you can give the busy, C-level executive platform chance to have his or her voice heard. You can take a journey into this individual’s brain, navigate through the sea of ideas, notions and opinions and extract a compelling, highly strategic piece that panes him or her in the best possible light.
So you created a blog and have been posting frequently. The good news is that you’re reaping the many benefits of your blogging efforts, from increased site traffic and lead conversion to bolstered brand awareness. But as any good marketer knows, you always have to be 10 steps ahead in the game.
That means digging deeper into data to improve and fine-tune your strategy. In other words, taking a look at how your blog is performing (how many people are visiting your blog, clicking on certain pieces of content, etc.) to learn what you should do differently. After all, what’s the good of blogging if you’re unsure of how your strategy is performing? To get fully value out of any content strategy, you must extract key insights to make necessary changes and improvements. A go-to tool for doing so is Google Analytics. Continue reading →
It’s that time of year where virtually everyone is making a New Year’s resolution. In years past, for example, I resolved to see more concerts and to be kinder to others. You too, have probably set personal goals for yourself in the past—losing weight, quitting a bad habit—but maybe this year you’re considering making a professional commitment for your company.
There are few better representatives for your brand than your CEO and other members of your C-suite. And since 60 percent of a company’s market value is attributable to its reputation, according to surveys of executives conducted by Weber Shandwick, corporate leaders should be making their voices heard by writing and sharing valuable and unique branded content on their company websites and across social media. Continue reading →