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