Portland Webmaster - Smart Internet Marketing 2014

by David Brown
Creative Webmaster

Almost over. 2013 - and a New Year just around the corner.

How can we be smarter with Internet marketing in 2014?

Let's explore what we are doing to help our clients - who are very busy managing their business to keep up with it all!

Research

Research from the best sources on the Internet - thought leaders, marketing analysts, and of course, Google, will be the key that I will continue to use in 2014 to maintain an edge in new trends, methods, and a best standards approach to make the most of Internet marketing with web sites, blogs, Facebook or other social media. This takes up a portion of my day - to keep up, and even try to stay ahead to make sure that my webmaster and marketing services are both relevant and productive for clients.

Google Page Ranking 

Our methods of content marketing, SEO, and authority link building is designed to improve the page ranking for client's web sites for searches on Google for specific keywords and phrases. As an example, this blog is ranked #1 for searches of Portland webmaster, as I am marketing this keyword phrase to find new clients in Portland who need creative webmaster services. We use a best standards approach, and do not violate Google's guidelines for search engine optimization.  We have been involved in Internet marketing since 1999, and have top page rankings for a number of clients.

Webmaster Tools

Besides Google webmaster tools, I use several of the top rated, award winning and recognized tools, methods, and resources to consistently monitor web sites with important metrics such as domain authority, page authority, link quality, content marketing, and on-site optimization. There is a lot involved, and depending on the monthly marketing budget, not everything can be used for all accounts. However, I always consider the top priority of all the methods that can be used, to maximize your monthly marketing investment with webmaster tools.


Blog - Likes, Tweets, and SEO

This blog, www.LikesTweetsandSEO.com focuses on Internet marketing strategies for web sites, Facebook, Twitter, and blogs and has had over 25,000 views since I set it up about a year ago. I write about advanced Internet marketing strategies that I use myself in my planning and services for clients.

Here are some recent blogs published in 2013
Content Marketing in 2014 - Facebook, Blogs, Social Media
Link Building : Add Links or Create Engaging Content?
Developing a Content Marketing Plan
Content Marketing Trends
Red Bull - A Study in Facebook Content Marketing

Spammers and Scammers

These are two terms that I use that are relevant to our services for the fact that this Internet marketing business, also known as SEO, Inbound Marketing, Content Marketing, is saturated, and full of "scammers and spammers" offering everything from "top of Google" to renewing your domain name as if they are already the administrator, to so many fancy bells and whistles that it is no wonder that I get emails from clients on a regular basis asking about various solicitations. I get them myself, by email and on the phone.

It is something that we are all having to deal with to some extent. I can help you with checking things out and letting you know about them. If it looks like a great program, then I want to know about it. Otherwise, I will add it to my blacklist.


A Commitment to Service 


How many times have clients called me and I have answered the phone live, right at that moment? I try to do this for every client all the time. However, I may be on the phone with a client when they call, in which case I will get back to them asap.

However, in most cases, I am available at the moment when they want to talk to me and are taking the time to try to reach me. If they cannot reach me, then they always let me know the best time to call back so I can try to make it the most convenient for them. Even a telephone appointment works well these days, as then we both know that we will have this time to talk. 

Besides the phone convenience, including text messages, I have a commitment to provide excellent service for clients with their web presence and Internet marketing.

For all the rest of you who are not clients, here’s to keeping your Internet marketing moving forward into the new year!

Wishing you health, happiness, and prosperity in 2014,

David Brown

creative webmaster
web copywriter, blogger
owner, Logion Web Design
www.logion.net
541-953-3360

Content Marketing in 2014 - Facebook, Blogs, Social Media

by David Brown
Content marketing consultant, Creative webmaster
Logion Web Design

2014 will be the year of content marketing, which is the new buzzword for Internet marketing, exceeding SEO and Inbound marketing in news and searches on Google by leaps and bounds. According to the Content Marketing Institute, 60% of business to consumer marketers will increase their content marketing budget over the next 12 months.

So what is there to cheer about?


The fact that "content marketing" will become better known among small business owners in addition to major brands who have created entire departments for content marketing.

The fact that everyone needs to ramp up their game to maintain the edge in Google page ranking system. Content marketing will be a requirement, not an option, to maintain any semblance of authority in your industry, which is recognized by your target audience as well as Google.


The quality of content is where the battle is. How to provide quality, relevant, interesting content that people will share and respond to versus the same old same old, "buy our product" old school of intrusive advertising and marketing. We can cheer about this because this is what the demands of the target audience are - top quality content that engages, evokes response, is timely, and not always related just to the company's product or service, but also to brand recognition. Red Bull is an excellent example, as they have content marketing down to a science. Early on, when they decided to engage their target audience by penetrating, and eventually owning a majority of the extreme sports market, the strategy for content marketing was brilliant. The content that is marketed is the action - videos of extreme sports events - and the product is in the background or not even shown at all since everyone now associates the brand name with the drink product. (see our blog - "Red Bull - A Study in Facebook Content Marketing" ) 
 

Audience Driven Content and Assisted Living


With metrics and other data analysis tools we can see what content is driven by audience response, as well as what audiences are driven by certain types of content. Their is huge potential for creative and unique approaches, variations on the themes, and a fine tuning of competitive strategies for every industry. This is both an exciting and challenging time to stay at the edge of these marketing changes and to implement them with clients as appropriate to their industry.

For example, the assisted living market is mainly driven by family caregivers or family members that are female (usually daughters). They are caring for aging parents and eventually looking for the best facility to plan the move for their loved one from their home to a safer and more secure living arrangement that meets their needs for increased care. The competition is intense and one company is trying to dominate all of the local markets with a content marketing strategy of education to the consumer, while on the backside capturing leads from web visitors and taking large referral fees to local assisted living facilities. To compete against a giant like this is like David versus Goliath. However, with content marketing, there are still a few stones that we can put into the slingshot.
 

Content Marketing Links and Google

Google has made it very clear that page ranking is driven by content, that is associated with the author of the content who has been verified by Google. Both the Panda and Penguin updates have moved Google analysis of content towards more authenticity, to the point where the page ranking determined by their algorithm. Google keeps moving in the direction of a search-based audience centered strategy to deliver the best relevant search results based on audience response to the content as well as the content itself. A good link according to Google is one that is shared by a third party audience either in a review through a verified Google identity account, or within a social media format. Links that are intentionally created by the business to increase their page ranking are still valid, especially if the link is coming from a relevant web site that has strong domain or page authority.

An example would be a news release on PRweb.com. The metrics fro PRWeb are shown below. Both the domain and page authority are very high. With over 608,000 links, the link values can be clearly seen as having a strong influence on the authority of this site. Having a news release posted on this site is an example of setting up a link or two surrounded within relevant content from a third party site. Google will give more relevance to this that just a plain listing on a free Internet directory. Also note that is comparison, the social media sites of Facebook, Twitter, and Google + have a relatively small number of participants compared to the link metrics.

In 2014 we will most likely see a continued effort by Google to "police" the Internet by rewarding quality content and decreasing page ranking value for abusive content strategies which would include spamming content to hope that quantity will make up for quality.

Video as Audience Demand Content

Video , and especially YouTube (owned by Google), is a major factor in content marketing, and has a twofold purpose for audience driven strategies.

First, the content in the video is enough to stand alone on it's own, and cause the viewer to make buying decisions about the brand or service shown.

Second, the video content is a lead or introduction to explore a product or service source more closely, possibly ending up in a buying decision process by the viewer, either now or in the near future.

An example would be garage doors. A search is done on Google and at the top is a video that has been optimized so that it was given a stronger page ranking above web site search results. The audience is attracted to watching something about the object of their search, so they click on the video, watch it, and have an  impression about the content of the video that may drive their buying decision. When they take the next step and visit the web site of the company that created the video then the copyrighting will take over as content to help drive their decision process with education, testimonials, reviews, awards, and maybe an offer they cannot refuse.

Content Marketing 2013 Infographic

This one caught my attention as I was browsing various infographics. Created by Content Amp,
 in 2013, it gives a good view of the network between search engines, content creation, content sharing and social networks. Here's the link for the full image:
http://www.contentamp.com/wp-content/uploads/2013/04/Content-Marketing-Landscape_NEW.jpg


Author profile
David Brown
owner: Logion Web Design

I have been involved in Internet marketing since 1999 including web design and development, web copyrighting, SEO and content marketing.

I offer a free consultation to small business owners who need better exposure on Google. 541-953-3360

The Best of 2013

Fast forward ......
it's 3013, one thousand years from now.....

We have mastered space travel and solved the world politics of wars, with a master drone one-world enforcement policy. Our cars float above the ground on fuel cells that have a renewable zero energy consumption. The favorites of the year are the new 3D visor-headphones that recreate a private movie or listening experience that takes you right into the performance, and options for listening/viewing include being a director, performer, producer.

Communications and trade with alien intelligence is no longer a mystery or science fiction. Different races and galaxy origins are explored and we keep learning how we are not alone. The Hubble telescope was re-tooled and launched deep into space to get more in-depth photos and videos of planets with life as well as star systems and galaxies.

 One thousand years from now ...imagine the content marketing industry then ...
Planning ahead? Here is the calendar for the Year 3013.
http://www.timeanddate.com/calendar/index.html?year=3013

Back to 2013, it's time to list a few of my favorite sources for the Best of 2013, so here we go:

1) The 2013 Content Marketing Awards - Content Marketing Institute
http://contentmarketinginstitute.com/2013/08/2013-content-marketer-awards-inspiring-industry-leaders/

These awards show seven of the thought leaders in content marketing from major brands, who have demonstrated innovation and trend setting / recognition in the challenging arena of social media, where content marketing has a target audience.

2) New York Times 10 Best Books of 2013
http://www.nytimes.com/2013/12/15/books/review/the-10-best-books-of-2013.html?_r=0

and the 100 Notable Books of 2013 - in case ten was not enough to browse.
http://www.nytimes.com/2013/12/08/books/review/100-notable-books-of-2013.html?ref=review  

I am reading The Goldfinch now, and yes, it is very good.

3)  Amazon - The Best Books of 2013

4) Top 100 Movies of 2013 - Rotten Tomatoes -

This is my favorite movie site and this list shows all movies with the top reviews first at 100% on the "tomatometer". An awesome list that I will refer back to in this blog.

5) Best of Pinterest ? These may not be the best, or have the focus that you want, but if you are into marketing (and who isn't) or holiday fun at this time of year (who isn't) then check out these boards from these Pinners : recommended by Huffington Post

Because It's Awesome: with 47 boards and 17,000 + pins of images, you have a lot to browse through here, and the most awesome images and ideas from various topics. Many boards are design and craft related. If that's not your thing, try "so manly" "serious wanderlust", or "the great outdoors".

ChloƩ Douglas: - designer, art director....over 10,000 images pinned.....lots of color and ideas.



Sherri Levek:  Scroll her artist boards titled Art Heaven and enjoy browsing.

6) The Lists of Lists - .....the top ten of everything on the Time news feed:
http://newsfeed.time.com/top-10-everything-of-2013/
Arts and Entertainment, Pop Culture and Social Media, Biz, Tech and Sports. Health and Society, Politics and News, Science and Space, but wait....scroll down and we have : The Year in 365 pictures, best photos in 2013

So with these, I / we can settle into the frigid holidays (it is 15 degrees here in Eugene, Oregon and I know that the rest of the country is also having some deep freeze issues),enjoy some warm drinks, stay healthy and safe, and enjoy these last days of the year with a positive anticipation for next year.

Life can have amazing depths of insights, creative ideas, and  new things to explore. Enjoy and celebrate your life. You only have one to live. Live strong, love deep, and have faith.

Content Marketing Books for Christmas - Happy Holidays

by David Brown
Internet marketing consultant
owner Logion Web Design

I start this blog with some words from Roy Peter Clark, author of How to Write Short - Word Craft for Fast Times. This quote is from my Kindle app on my Iphone. "When Words are Worth a Thousand Pictures" - "We need more good short writing - the kind that makes us stop, read, and think - in an accelerating world. A time starved culture bloated with information hungers for the lean, clean, simple and direct."

It's amazing how fast the year went and now is ending. Happy holidays to all!

With content marketing being such a strong focus and buzz in the Internet marketing community, I want to share some books on this topic that I have found on Amazon.com and in a recent blog from the Content Marketing Institute. Here are five books that I am adding to my own content marketing library. Some are available on Kindle.

Not yet on Amazon is Bruce Clay, a thought leader in Internet marketing. In his upcoming book - Content Marketing for Professionals: How to Use Content Marketing and SEO to Communicate with Impact, Generate Sales and Get Found by Search Engines" I know that he will address the core issues of what makes content marketing work effectively, and integrate his Internet marketing expertise into the story.

Epic Content Marketing by Joe Pulizzi 
Joe is the founder of Content Marketing Institute and considered one of the top authorities in the industry.
This book was one of the five must read business books by Fortune Magazine.
from Amazon - "One of the world's leading experts on content marketing, Joe Pulizzi explains how to draw prospects and customers in by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content (and sales messages) our customers don't care about.

"Epic Content Marketing" takes you step by step through the process of developing stories that inform and entertain and compel customers to act--without actually telling them to. Epic content, distributed to the right person at the right time, is how to truly capture the hearts and minds of customers. It's how to position your business as a trusted expert in its industry. It's what customers share and talk about."

Manage Your Day to Day -
Build Your Routine, Find Your Focus, and Sharpen Your Creative Mind by 
Jocelyn Glei
from Amazon - "With wisdom from 20 leading creative minds, Manage Your Day-to-Day will give you a toolkit for tackling the new challenges of a 24/7, always-on workplace.

Featuring contributions from: Dan Ariely, Leo Babauta, Scott Belsky, Lori Deschene, Aaron Dignan, Erin Rooney Doland, Seth Godin,Todd Henry, Christian Jarrett, Scott McDowell, Mark McGuinness, Cal Newport, Steven Pressfield, Gretchen Rubin, Stefan Sagmeister, Elizabeth G. Saunders, Tony Schwartz, Tiffany Shlain, Linda Stone, and James Victore. Plus, a foreword from Behance founder & CEO Scott Belsky."

4th edition ! The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly  - David Meerman Scott  - a pioneer in the new responsive, reader-driven marketing, this book was probably the catalyst that launched content marketing as an industry.  

The Visual Marketing Revolution 
by Stephanie DiamondVisuals are key to creating engaging content, especially with social media. from Amazon - "Skip past the filters: jump straight into your customer’s powerful visual instinct, where 83% of all human learning is processed. Craft messages that can be brilliantly expressed visually. Then, brilliantly express them. Learn the modern and timeless arts of visual persuasion from a master: Stephanie Diamond. Design irresistible visual persona. Tell masterful visual stories. Create breakthrough images, infographics, and video. Use all the visual social tools at your disposal, from Instagram to Pinterest to YouTube. Words can’t express what you need to say. Visuals will. Get this book: see how."  

    

Roy Peter Clark: How to Write Short: Word Craft for Fast Times
Copywriting is a very important part of content marketing, and as a copywriter for the web, I am always looking for new ideas about writing effectively for my own blogs and those of my clients that I write for.

from Amazon - "America's most influential writing teacher offers an engaging and practical guide to effective short-form writing. In HOW TO WRITE SHORT, Roy Peter Clark turns his attention to the art of painting a thousand pictures with just a few words. Short forms of writing have always existed-from ship logs and telegrams to prayers and haikus. But in this ever-changing Internet age, short-form writing has become an essential skill. Clark covers how to write effective and powerful titles, headlines, essays, sales pitches, Tweets, letters, and even self-descriptions for online dating services. With examples from the long tradition of short-form writing in Western culture, HOW TO WRITE SHORT guides writers to crafting brilliant prose, even in 140 characters."



by
Logion Web Design
Content Marketing consultant

Developing a Content Marketing Plan - Six Goals and Six Steps

David Brown and dog Shaman

Webmaster
Content Marketing Consultant
Developing a content marketing plan is the challenge for all sizes of business - from major brands and e-commerce sites to small independent retail stores and service businesses.

A coordinated and planned content marketing plan includes campaigns, and sub-projects - all geared towards the general and specific goals that reflect the brand or business.

Six General Goals for a Content Marketing Plan

1- Having compelling and engaging copy within social media, blogs, email campaigns, video and websites that include text descriptions and stories.

2 - Having a specific plan of publishing for each media including specific descriptions, as well as popular topics that can be integrated into an indirect brand awareness campaign. 

3 - Include extensive research into current consumer buying behaviors related to web copy, best standards in web copy writing, feedback and insights into response from current and prior postings and publishing.

4 - Include open ended, ongoing discussion for new creative ideas for content, that can be fun as well as serious, and hit the bulls eye with the target audience. 

5 - Explore and deploy the best tools for measuring engagement and response to published content, domain and page authority, links or shares of the published content, and other metrics. Learn how inbound marketing is related and integrated with content marketing, and be able to measure the effectiveness of both.

6 - Establish a budget to develop and implement the plan. Based on the time involved, and job descriptions of a content marketing coordinator and staff, the Content Marketing Plan needs to be tailored and sized to meet the budget of a small business or a major brand. Budgets include staff compensation as well as paid advertising if included in the content marketing plan. 

The development of a Content Marketing Plan is a major component of an overall marketing plan, and would focus mainly on the Internet rather than direct mail, brochures, networking, or other non-Internet related areas. The Internet is so dominant now compared to other areas that the Content Marketing Plan would usually take up the majority of a standard marketing plan.


Six Steps Involved in Developing a Content Marketing Plan

1- Decide who will develop the plan. If you are a business owner, you may want to hire outside help to develop a plan and implement it. 

2- Decide on the general goals of the plan or "mission statements".

3 - Using these goals, develop a specific plan of action for each goal.

4 - Within the plan of action, set up a timeline for each goal that will be coordinated, and measured with a series of smaller goals within the larger one.

5- Implement the plan. Use a schedule for best times to post in social media, blogs, and web pages.

6- Review and readjust the Content Marketing Plan, goals, strategies and methods as needed for maximum results. Use the strategies that work. Research what other competitors are doing that is working and why. Learn from major brands as to what is working for them with their target audience. 

The Planning Process

The planning of Content Marketing can be complex and involved. It will demand time and attention to be relevant and develop compelling, quality content that your target audience will want to share and engage in. The purchasing of products and services will be the result of this reader engagement, and social sharing, as much as it will be the description of the product. We are all bombarded with content in our news feeds, emails, and our browsing online. Creating distinctive content is not enough anymore. The developing of a plan for the content to be published at the right time and place is just as important. 


Strategy, Research, and Change

Strategy, research, and change are the key components that should drive a content marketing plan. Like in a game of chess, every move you make affects the rest. Learning the content marketing game, how it is played, how Google recognizes and gives better page ranking for quality content, and being aware of the changes in this game are essential to have a competitive content marketing plan.    

Author
David Brown is a content marketing consultant and has a background in internet marketing, web site development and web copy writing since 1999.  Owner of Logion Web Design.
Request a consultation: email: david.brown@logion.net - 541.953.3360 





Content Marketing Trends


Content Marketing Consultant

What is Content Marketing?

The best description that I have seen is from the Content Marketing Institute:
"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."
-
Content Marketing Institute

Trends Based on Keyword Search Results - 2013- 2014  

The trend of the use of the specific  term, content marketing, is shown in the Graph from Google Trends below. Since 2011, the news that uses this term has increased steadily in usage and searches, while other internet marketing terms such as SEO have decreased. We also have seen strong growth in the industries and companies that target content marketing as their main business focus. Two examples are Copyblogger and Content Marketing Institute, both which have seen dramatic growth in their subscribers as a result of this high growth industry.

 Stats - Business to Business Content Marketing

In a definitive research study (2014 - Benchmarks, Budgets, and Trends- North America  - Content Marketing Institute) on B2B content marketers, it was found that marketers that had a documented strategy were more successful with content marketing. An example of a documented strategy would be a content marketing plan that listed the various media to be used as well as the type of content to be published to a particular target audience. Social media is the top media listed and within this category there is Linked In, Facebook, Twitter, Google + and Youtube as the five most used by marketers. In a detailed plan, each one of these can have it's own strategy for content marketing that may be different, or overlap, or refer to other media as a cross reference. 

An example on how this plays out in the real world would be Red Bull. In the blog "Red Bull -  A Study in Facebook Content Marketing" I used their various postings and tabs in Facebook to give examples of what they are doing that works based on the likes and shares. No surprise that they are one of the top brands on Facebook. Their content marketing has a very engaged target audience with the various interests in extreme sports and new events and news happening all the time all over the world.       

Content Marketing for Small Business Owners

Small business owners who are much too busy to handle their own content marketing can retain services of a content marketing consultant or specialist to develop a plan that meets their needs and budget and creates the authority that they will need to compete effectively with Google page ranking. This includes copywriting, blogs, web copy, social media posts, tweets, and various creative promotions that engage potential buyers of services and products.

The New Bruce Clay Content Marketing Book

Bruce Clay, one of the authorities in internet marketing, states on his web site "While content marketing might be one of the most overused buzzwords in 2013, it is also the marketing priority for 2014."

His new book , to be published at the end of this month, will highlight the main strategies that content marketing professionals can use for clients.

The key factors that I am interested in are the types of content strategies that would be a catalyst for readers to share the content and create links to the content, just as I am doing now to Bruce Clay's web page that describes his book and the summaries of ten chapters as a preview. 


Content marketing is indeed a buzzword and as a result, we may expect that another one may take it's place some time in the near future. But for now, and most likely through 2014, we can expect it to gain in usage and become a definite priority for internet marketing.

Content Marketing Jobs and Descriptions 

When large corporations are creating new departments and job descriptions surrounding the concepts of content marketing, then we know that this industry is here to stay and not just a passing fad. I was surprised on how many specialties there are within this broad category when I saw the job offerings and descriptions. It is common to see salaries ranging from $60,000 - over $100,000 for various content marketing positions.

Will the Perfect Content Marketing Consultant Please Stand Up?

The term content marketing is a catch all for a coordination of all channels in a creative way that meets the consumer needs and needs of the company, while being relevant, topical, and engaging enough to not seem intrusive like advertising and yet cause people to like, share, and buy products and services. As a major part of internet marketing, there are a lot of players jumping into this game. While larger companies have an in-house position or department dedicated to content marketing, small businesses can benefit from a "quarterback" CM consultant, who may provide content services and/or consulting to coordinate and filter out various services to find the best match to the needs and goals of the small business.

Author: David Brown
Since 1999, internet marketing and web development, web copywriting. and creative content solutions for small business. Top ranked on Google for search of Portland webmaster. Accepting small business accounts for monthly content marketing services.
www.logion.net  - 541-953-3360



Red Bull - A Study in Facebook Content Marketing


owner Logion Web Design
Copywriter, Inbound Marketing and SEO Consultant

What Marketing Strategies Can We Learn from Red Bull's Facebook Page?

Photo image from Wikipedia Red Bull page
Red Bull is one of the top brands on Facebook, and taking a peek at their page design, tabs, posting, likes, fan's comments, and fan's shares helps us understand more about what works for them in Facebook marketing.

Masters of Content Marketing
As masters of content marketing, Red Bull has their own culture and target audience, and have one of the world's largest networks of engaging content. At the end of this blog there are ten content marketing strategies that we can learn from Red Bull.

With over 40 million fans - people who have "liked" their Facebook page - we know that they are doing something right.

Originally, their target audience was mainly younger men who love extreme sports, and that still seems to comprise their main audience, but it goes way beyond that and we see women posting and being active in their events both as athletes and fans.

The navigation menu on their website home page reads Motorsports, Bike, Surfing, Skateboarding, Adventure, and Music. The sports market is one that they focus on and are actively involved with on many levels such as sponsorship, advertising and endorsements. Anyone who loves these sports would be a target market, both men and women. Of course, the energy drink would also appeal to anyone who wants an energy boost as an alternative to coffee and that common behavior seems to be their larger appeal.

With over 5.2 billion cans of Red Bull energy drink sold in 2012, we can see that their marketing plan is working. The culture that has built up around Red Bull is a natural for social media and especially Facebook.

"The marketing strategy that has worked best for us is not to publish our strategies,"
says a Red Bull representative.
" (from Mashable 12/19/12 )

By reviewing the various aspects of their Facebook page; design, tabs, and posts, we can see how their marketing is integrated and serves their target audience in many ways that keeps them coming back for content as well as another energy boost drink.  Although their marketing strategies are not discussed by management, we can still learn what seems to work for them with Facebook posts by how many likes and shares are being generated.

1) Overall Design
The cover photo of the earth with the sun rising is a strong visual and engages the first time page visitor to like the page just for this image alone, aside from their liking the brand. Update - their cover photo changes as a method of creating more engagement for fans. On February 12th 2014 they changed it to a motocross rider flying high in the air near a pagoda. The new image racked up over 17,000 likes and 650 shares.

2) Tabs and Pages
The three main tabs under the cover photo include Red Bull TV, Events, and Games/Apps. These open up into sub-pages which are like web pages inside the Facebook platform. The choice of these three show us the priority for their marketing.

Red Bull TV
The Red Bull TV Facebook page tab demonstrates the power of video as engaging content, and their Facebook page includes a main video as well as a selection of Featured Shows and Popular Shows.  The main text message below the main video is "This is Red Bull TV ....Lean back and be entertained with the best content the world of Red Bull has to offer from action sports and motor sports to music and lifestyle, exclusively packed in one global 24/7 free web TV stream, any time any place."

Then there is a link to their own TV channel- "Watch Red Bull Web TV in full screen at redbull.tv." The idea of their own TV channel works in addition to their Youtube channel which has close to 3 million subscribers. They just got one more. I enjoyed watching "Forecasting the Perfect Swell - Red Bull Jaws 2013" , one of many sporting events that they sponsor. 

Events and Game Apps
The Events tab  opens to a page on Red Bull sponsored events from all over the world. The marketing of this tab is the access to fresh news and content from the main Facebook page, which seems to be the number two priority based on research and fan response. The Games and Apps tab has three main categories on the page; the Red Bull Arcade, Red Bull Mobile Apps, and the Faves from the Red Bull Drunkish Dials....voice messages that can be listened to right on the page and rated from 1-5 stars. Talk about engagement, this page hits a whole different level of their target audience, and the number of games and apps is impressive. This type of marketing development is out of reach for many small businesses. However, the concept of developing creative content that is related to your brand is shown here in spades.

Posting

The posting on Red Bull's Facebook page is a study of how they can engage with a variety of different types of posts which is par for their overall marketing. So on Monday morning such as today, November 4, 2013, what do we see? It's all about events and "must see" videos. For starters, how about Kayaking the Big Banana waterfall at 10am EST, getting 8970 likes, 288 comments and 1364 shares within two hours.Now that's engagement. More posts to follow.


Red Bull has more than one Facebook page beyond their main brand page and it makes sense to target specific audiences such as race car fans or extreme x sports fans. There is a Red Bull Racing page for their Infiniti Red Bull Racing Team - https://www.facebook.com/redbullracing , and the "official Red Bull X-Fighters World Tour Facebook Page - freestyle motocross madness!", both with over one million fans. (https://www.facebook.com/RedBullXfighters). Then there is the Red Bull Signature Series page -  https://www.facebook.com/RedBullSignatureSeries - that "unleashes the most progressive and innovative competitions around the globe."

photo from the Red Bull Racing Team Facebook page.

Here's a post from this morning on the Red Bull Racing Team page showcasing the Abu Dhubai 2013 Grand Prix with a link to the live podcast from the Red Bull Team.
http://www.infiniti-redbullracing.com/audio/team-podcast-2013-abu-dhabi-grand-prix

Humor works. On their main Facebook page we really see genius in content creation and engagement with a poke at the NSA and cartoon posted on Facebook after the news that the NSA had hacked into Google user databases. "Hacked again - crack the can" - "It would be so much easier to spy on our citizens of they stopped drinking Red Bull." The wings that are shown reminding those who know their slogan "Gives you wings" and the demographic of characters are middle aged men and women holding a can of Red Bull. This is a cool cartoon that uses humor to promote a top brand based on a current news event.
15,000 + fans agree.
photo image from Red Bull Facebook page

Their 2013 World of Red Bull "Gives You wings" Commercial Says a lot with the short video.

The ongoing active sports events worldwide provide Red Bull extensive opportunities to participate, create, engage, and brand their concept as well as their product and they are masters of marketing. Red Bull not only markets by participating in worldwide sports events, it is changing the face of sports, and having an influence on how certain sports events are organized. They are a major player and they do it well.

Ten Facebook Content Marketing Strategies That We Can Learn from Red Bull

1) Don't Publish Your Marketing Secrets or Strategies
2) Associate Your Brand with a Popular local or national popular category....music, sports, etc
(even if it is only a one time event....micro-marketing local vs large scale national)
3) Start Posting and building interest in this category on your Facebook page
4) Post on Facebook consistently with engaging content without mentioning your brand
5) Create a joke, cartoon or spin with your brand based on current news.
6) Follow Red Bull on Facebook to see what they post, the likes, shares, and comments
7) Subscribe to Red Bull TV on Youtube to see how they engage their fans
8) Have a passion for your brand and engage your target audience
9) Use your own or a third party's creativity to be original, unique, and distinctive in your industry.

10) Develop a marketing plan that has the above ideas, diversity, and relevant content that is published frequently and engages the site viewer, blog reader, Youtube viewer to evoke response to your own brand

-----------------------------------------------------------------------------------------------------------------
Authored by

David Brown

David Brown is a Certified Content Marketer and an award winning internet marketing consultant. As owner of Logion Web Design, he has been in the SEO and content marketing industry since 1999. He is the sole author and publisher of this blog, Likes, Tweets and SEO, and also is the owner of Dentist Webmaster LLC, launched in 2013. He offers consulting and is accepting qualified accounts for monthly advanced SEO and content marketing services. His dog's name is Shaman.




Subscribe to this blog in the widget top right, to be sure that you receive the next post by email or RSS.


Timing Can Help with Social Media Posts

by David Brown

Market timing may have another definition than a stock market service.

In the case of social media posting, certain times of day have been found to be more responsive than others. By including these times in the marketing planning for clients, we try to optimize the best response for any given post.

If we use the boost/promotion option on Facebook at the same time, then there is leverage in also using the best timing to reach the most people.

Social media provides such as Facebook, Twitter, Google Plus, Linked In, Pinterest, and even blog posts have been monitored, measured, tracked, and analyzed with stats that tell all when it comes to the most active time periods for posting.

An infographic was developed to show these in a grid format that is very effective. Blogs seem to have the best response Monday, Friday and Saturday at 11am. We missed that time today (Friday) so we are scheduling it for Saturday at 11:00am. A nice feature here on blogger.

Nightime posts seem to perform worst across all social media and blog posts, and it is no surprise. Not all of us are night owls.

Google Plus and Facebook seem to be best in the early morning and late afternoon, while Pinterest seems to thrive on Saturdays, with an average visit time of 16 minutes!

So the next time that you are viewing posts, be aware of the time that they are appearing, and evaluate the timing in your own schedule.

When it comes to market timing, I think I'll stick to the 11am slot for all of my future blog posts, or at least post the publishing title and link to the blog at the strategic times.

David Brown
creative webmaster
SEO , Inbound Marketing Consultant


Infographic

(Source: Fannit.)



3 Fresh Content Strategies to Get the Edge in SEO, Internet Marketing

by David Brown
SEO-Inbound Marketing Consultant

As we have been saying and doing for quite some time now, Google's bias towards fresh content prompts us to continue to post blogs and if possible, increase our blog posts for our clients as well as our own accounts.


Fresh Content Strategy # 1 - Create Your Own "News"

Besides posting quality content, there are some techniques that can send a signal to Google that your post is not only fresh from being posted, but is also more relevant because it includes references to trends, news, or other fresh content. Google's bias towards fresh content is similar to the daily news.

If there is something new on a particular topic, it may be favored by Google as news, which has always been fresh content. We posted a blog with a keyword phrase with a news slant and also posted it in Google Plus. The result of page ranking was obvious and noticeable. Although posted last March 13, 2013, it is still ranking # 5 in the keyword search result, a drop from # 3 earlier. See Portland Webmaster and SEO Revisited blog. Post your blog or news release with something newsworthy, instead of selling a product or service. There is a value in educational articles and blogs as they are not promoting a particular product or service, and also demonstrate your authority in the industry that sells the same product or service.

As an example, a blog for a remodeling client on heated flooring emphasizes the benefits and features of heated flooring in an educational, more objective manner, allowing the reader to learn something that he/she did not know before and be able to make an informed decision on whether that is something that they want to look into at this time. A working title could be "Radiant Heated Flooring Helps Reduce Energy Costs". Obviously, the cooler months are more appropriate for this topic. Since we are entering the colder months, this can be considered as news.

Fresh Content Strategy # 2 

Integrate your fresh content with Google Plus. If you are using Blogger, which is the platform of my choice, Google owns Blogger and makes it very easy to integrate Google Plus in various ways, through layout widgets ( +1 button,+ Plus followers, + badge), and as well as a popup when you post a blog to announce it in Google Plus.

When you announce it in a +1 post, the link to the blog is already provided by Google, and what you say about the post acts as a form of "anchor text" without having the actual text as a link.

This is a new type of  "anchor text" that Google favors, although in the report titled The Future of Search: 2013 Search Engine Ranking Factors Released, it was concluded that on-page anchor text still has strong correlation value with search engine rankings. If Google is making the rules, then using their products gives you an edge to conform and take advantage of the rules, which are always changing. Using tools and metrics analysis helps decipher strategies that are working while still being in compliance with Google guidelines. The recent announcement of shared endorsements is an example of Google changing the rules.

Fresh Content Strategy # 3
Use a video in your blog to engage the reader, and get an extra edge in the way that Google algorithms give credit for video. Even if it is not your video, if it has relevance to your topic, then use it if it can be embedded, and give credit to the author. The following video, Taking Advantage of Google's Bias Towards Hyper-Fresh Content by Rand Fishkin, CEO of MOZ, provides insights and strategies into why Google has a bias towards fresh content. It is one of the sources that I used to write this blog. Thanks Rand !



There are obviously more than three strategies, and the best ones will rise to the surface if you follow the top thought leaders in the industry. Bruce Clay, another pioneer in SEO strategic planning, published SEO Trends and Mid-Year Report  - a very informative document on changes, trends and steps to follow to stay on the edge in Internet marketing. It's no surprise that this report also has relevant material to fresh content, and includes the emphasis of Authorship, which could be another blog topic altogether, or considered as a bonus idea for you to research into how it would benefit your publishing of fresh content. 

Fresh content is going to be around forever, especially as it is related to news. It is my opinion that fresh content, published with Google guidelines and integrated with Google Plus, is one of the main  keys to getting and maintaining the edge in Internet marketing.

__________________________
David Brown is an internet marketing consultant and owner of Logion Web Design, which provides a full range of services including website design and development, copywriting, inbound marketing consulting, and SEO (search engine optimization).




Facebook Likes This - Investors, Analysts, and Shanghai

by David Brown
SEO- Inbound Marketing Consultant


The Los Angeles Times just confirmed a recent trend with Facebook that is making news and seeing action on Wall Street. In today's Los Angeles Times article, "Facebook's status among investors and analysts changes: It's a darling",  we learn that Facebook has proven revenue sources with ads on mobile devices and tablets, and that their plans for increased advertising revenues from video and Instagram are causing optimism among analysts and investors. 

Rapid Adaptation in Advertising
With 1.2 billion users, Facebook is a giant on the internet, and is rivaling Google with online time and way ahead with user friendly social media engagement. The insights that Facebook can use to help advertisers fine tune their marketing campaigns is amazing. The integration with the news feeds of users may get some push back as an unwanted annoyance, especially when more people learn about how to turn the ads off. However, the resiliency of Facebook to be able to change and adapt is also proven, and this is encouraging to investors and analysts who see rapid adaptation as a must along with strong financials. 

Shanghai Free Trade Zone

With China still cracking down and banning websites, censoring free Internet usage, and throwing social media pundits in jail, one opportunity may open up the doors to China if these policies ever change. Based on the Arab Spring events, it seems like a possibility for the future of China. The exception to  China's ban on Facebook and Twitter (2009) and other social media sites is in a free trade zone in Shanghai that allows foreign firms to get licensed to offer Internet services in the trade zone.  This allows a company like Facebook to establish a market base there now, with strong upside potential to reach a wider China market. full story >

A Facebook Marketing Strategy
When Wall Street starts to like Facebook, it is a good sign for considering Facebook marketing as an important business strategy. The leverage of fans with their own friends can cause a much wider reach of marketing campaigns when the fans share a post on their own news feed. The strategy for marketing on Facebook is different than the traditional  methods, and has some creative ways to get attention to your business without promoting your business directly. One marketing strategy is to create posts on local events that are positive, or personal stories of individuals doing something positive. These  may have a better chance of more likes than promoting a particular product or service, and increases the reputation among fans that you care about the community and enjoy sharing positive news on things besides your own products or services . These can also be shared, but when mixed with the other posts, they are less likely to be looked upon as "advertising spam".  


David Brown
Logion Web Design

Facebook Page >
www.logion.net



Link Building: Add Links or Create Engaging Content ?


by David Brown
Inbound Marketing Consultant
Logion Web Design


Link building has become one of the key strategies for search engine optimization, but not without some strong push back from Google in recent years on best standards and guidelines.   


Google Wants Your Content to Deserve Links

The traditional search engine optimization (SEO) strategy that is still being used is to develop "follow" links  from high domain authority sites that may or may not have have relevant content to the target site being linked to. Anchor text would be preferable in the context of the link, preferably with a keyword or phrase that is relevant to the target site.

Although this method can be done on a "best standards" basis, Google's philosophy is that the content on the target website or blog should be so compelling that third parties would want to link to it without invitation.This is driving the content creation industry to new directions as content now becomes a key for link building strategies. Basically, it seems as if the trend in Google is to start giving just as much weight to popularity, reputation, and social response to content by sharing and linking to it as to the content creator's own efforts to build content into a link building strategy. An example is the way Google handles citations or reviews. They want the review to be directly from the customer, not copied and pasted into the website by the business or by a third party. The trend towards authenticity is important to note as Google will penalize site owners for manipulating reviews, or other content against their guidelines.


Content Creation from High Domain Authority Sites - Two Examples

Since it can be more challenging to continue to update web sites with compelling and engaging content on the primary pages of the web site one solution is to publish a blog in a strong domain authority site (such as this blog's platform -blogger.com) as often as weekly, or at least monthly, that is original and authoritative on your business or industry, and then link to the relevant web site. In many cases the blog, with stacked content and posts from prior blogs will have more traffic than the web site. When it comes to page ranking, sometimes the blog will show up higher in search results for the same keywords as the web site.

Another example of setting up links with content from high authority sites would be a news release from sites such as PRweb.com. If the news release is picked up from other news sites than it is considered to have enough compelling and engaging content to deserve the replication. Now the links are coming from that site as well as from PRweb.com. If the release is not picked up it still has a lot of relevant value for both content and links to the target site.  

Link Building Becoming an Obsolete Term?

Based on the discussion above, it would seem that the term "link building" is going to have less importance than content creation, since content can have links involved and is the only way to have links be meaningful and authentic. Since Google wants the content to deserve links, then link building is no longer just "adding a link". It has evolved into an integration with content creation, and good marketing. It all seems to be coming around full circle to smart marketing, which includes focusing on what appeals to your target audience, and publishing original, compelling content that may be shared, liked, re-tweeted, and / or subscribed to.  Copyblogger, a leading content management and training resource that has both strong authority and reputation in the industry, provides some good insights in their blog "Five Link Building Strategies That Work" - these include the use of social sites, linking out (by providing links to another authoritative blog, you may receive a link back), guest posting - making comments on a blog, and the use of article directories such as ezine articles. All of these involve content, and the links are a byproduct and natural result of the content. We are all following Google's lead when it says that links need to be deserved. That is the challenge.

Content Creation, Curation, and Strategy is the New Link Building

While direct, manual, link building is still a part of the process, the content creation industry has become a huge focus in itself and in my opinion is the new link building strategy. Some of the resources that we use for content ideas and strategy are very helpful in developing a content creation plan that goes beyond publishing one blog per week. Copyblogger is an example.  Here's just one of their many free content management resources that we use to help our clients who are small business owners who do not have the time to manage their internet marketing.

1) The Ten Rock Solid Elements of Effective Online Marketing (by Copyblogger)

In this report Copyblogger demonstrates the importance of authority, and how the perception of authority is important as a result of it being demonstrated rather than "claimed" (ex. we are the best). They are ahead of the curve in the Google trends for recognizing authority from content creation, and provide free and paid resource material that is excellent.


Authority and Reputation Play Right into Link Building (Content Creation)
Google will continue to improve their ability in "assessing the authority and reputation and all those characteristics of authors and people in general" (Matt Cutts). Although not mentioned in this blog, Google wants to give full credit to the author of original content.  If you ever notice how there is a picture next to a web site in the search results, this shows that the author has taken the right steps to show Google the connection between their Google + profile and their content. Google rewards this by displaying the profile picture next to the content in search results. This is a display of Google's recognition of authority and that improves and reflects reputation. This seems to be the case especially with Google+, when you post a blog and describe the post, the description also seems to act as an anchor text link in search results on Google. This, combined with Google's verification of the author and publisher of the content, seems to drive the relevance of the page ranking of the content. As an example, prior post on this blog is ranked # 4 in search results, and both author and publisher verification and a  post on the Google+ profile page when published was most likely very helpful. (See the following example: Portland webmaster.)

David Brown
Logion Web Design
Inbound Marketing Consultant


Technorati verification
KW9ES89YV7YT

SEO and Inbound Marketing Trends

   by David Brown
Inbound marketing consultant
Logion Web Design

What are the news and public knowledge trends of the terms SEO and Inbound Marketing?

As SEO consultants, our job is to know which methods, techniques, and messages from Google (and Bing) are needed to produce the best visibility and traffic to our client's web site, blogs, Facebook pages, local listings, and other internet sites that are sources of business.

The topics on SEO include some of the methods, tools, and strategies that are used for improving web traffic including actual guidelines that Google has provided that sometimes need to be translated and interpreted into a usable action list. Others topics related to social media such as  Facebook marketing (SMO - social media marketing), also directly and indirectly contribute to SEO depending on the context.

SEO, search engine optimization, specifically for web sites,  is a term that is getting watered down by the minute. However, now that the term is becoming more widely known, and searched for as a major keyword, we will see it continuing to trend in public knowledge. The graph below from Google Trends shows that the term SEO in news headlines has plateaued since 2011 after having a strong increase from 2005 to 2010. This does not mean that SEO will not be recognized as an important internet marketing term. It does show that it is not appearing in headlines as much, but has potential to have unexpected spikes due to a new program or Google announcement that affects SEO. As with many trends, just as the term SEO is becoming more widely known by the general public, it is appearing less in news articles.What term is gaining in popularity with news releases and reporting?



The term that more clearly describes the process of total internet marketing is inbound marketing. Originally coined by Brian Halligan of Hubspot and included in a title of his book, Inbound Marketing: Get Found Using Google, Social Media, and Blogs, inbound marketing is customer driven, where content that is engaging causes the customer to want to visit a web page or be curious about the product or service to the point where the motivation threshold is crossed and action is taken. Social media such as Facebook is a prime example. People choose to become a fan and like a business page for various reasons, all relating to the content on the page or some news that is posted, shared and found. Authority and popularity are based not only on the company and products, but on what others like about that company, and share with their friends.

The Google trend for the term inbound marketing shown in the chart below indicates a strong and steady increase as the term is being used more frequently in news headlines than SEO.    



As Google continues to integrate social signals into their algorithms and Google Plus 1 is becoming more popular with SEO consultants, search engine rankings are still important. However, other factors such as Google Places, social media, news releases and blogs have been getting a stronger focus than just SEO by itself.

That is why a more generalized term, such as inbound marketing, is a better catch-all term that includes both methods and strategies of SEO and SMO. It has it's own abbreviation that is not really being used yet - IM. Will IM become the new buzzword replacing SEO? Trends may indicate a possible yes, but it would be down the road a bit. With all of the spam emails going out with SEO in the subject line, it might be time for professional SEO consultants to promote a different reference term, with or without an abbreviation.

Update: Thank you Rand Fishkin from SEOMOZ for this video that addresses this change:



Likes, Tweets and SEO is written and published by David Brown, CEO of Logion Web Design
Inbound marketing and web services -www.logion.net

< <Blog Directory & Business Pages at OnToplist.com





Facebook Boost Easier to Use to Promote Posts


by David Brown
SEO Consultant

Facebook is getting creative with a more user friendly option to promote a wider reach of posts beyond the primary fans news feed. At the time of this blog, they are testing three names and will  most likely use the one that has the best response after the initial market test.

To use this as your own market test, plan a post that is designed to be engaging. A positive community event and link to the local newspaper's online page may be more engaging than a promotion of your own service or product. You are competing with a busy news feed and the image that comes up with the link should also be engaging as well as the topic.

What are the most engaging types of posts?
  • Facebook Offers. Post an image of a coupon that people can print out and bring into your business. Some people may share this with their friends - to go to your page to get the coupon. . Saving money usually always gets the attention of fans or their friends. Consider a free giveaway. Bring the contest image kin for a drawing and when they bring it into your business put their name and phone number on it so they can be notified if they win.

  • Photos and Videos. Eye-catching photos or graphics, even with some text embedded in the image can get a stronger response. Photos with people in them provide a better possible response rate. So place the post as text inside the image and have it be engaging.

  • Questions. If you post a community good news or any post, consider asking a question. A question invites response and engages the reader. If worded in a way that let's people know that you value their feedback they will respond more favorably.  Asking questions encourages interaction and tells people that their opinions matter. Watch the comments and respond as needed.


After the post is run watch the Insights in your admin panel to see if there is a real "boost" in the metrics of fans and their friends. If there is a noticeable boost then the market test could be used as a regular marketing strategy.

You have a spend choice on how much you want to spend and what the reach will be. The default is $15.00, but it can be lowered to a $5.00 minimum.


Since there is a reach limit of 840-1600 fans and friends the first option might be a better choice.



Combine all three of the above and leverage the engagement.

After the post is run watch the Insights in your admin panel to see if there is a real "boost" in the metrics of fans and their friends. If there is a noticeable boost then the market test could be used as a regular marketing strategy.

You have a spend choice on how much you want to spend and what the reach will be. The default is $15.00, but it can be higher or lowered to a $5.00 minimum.

You have a choice of only people who have liked your page and their friends, or anyone on Facebook.

Since there is a reach limit of 840-1600 fans for the $5.00 minimum spend the first option might be a better choice.

After the "promoted post" ran for a few days there was noticeable bump in likes and one nice comment.


This was only a $5.00 market test. After $3.22 was spent there were the following results that they track and display in a drop down to admins.

Of course results will depend on your post and your fans, but a small market test will provide excellent insights for a larger spend using the same post later.

 
 Now that the test is almost over, I can look at other spend amounts. This is a great value compared to most advertising budgets and can be used to see what posts pull more likes. Here's the choices in the drop down menu. Reach 6600 for $45.00? That might be my next move to see what happens.


Visit the Facebook fan page where this is happening, become a fan, and watch what types of posts we use for ideas. Long's Meat Market, Eugene, Oregon

David Brown
Webmaster, SEO Consultant
Logion Web Design
www.logion.net
541-953-3360