MEDIA RELATIONS: Good grief. Is your agency still trying to impress clients by comparing the publicity you generate with how much the space would have cost them if they had bought ads instead? Stop it. Please. Just stop it. And, if you need help convincing the boss, or yourself, here are 16 reasons your agency should get rid of those Advertising Value Equivalents (AVEs).
SEARCH ENGINE OPTIMIZATION: Choosing keywords is much harder now than it used to be. But here's how to win anyway. You might also consider taking advantage of the long tail by choosing keywords that are ultra specific. You can also improve SEO by restructuring your web address. If you are relying on hashtags to drive traffic, here’s the ultimate guide for creating hashtags to work with Twitter, Instagram, Facebook and Google+. (Yup, they ain’t all the same.) And here’s a list of the words that get shared most often on Twitter and Facebook. Or, if you’re just sick of the whole SEO thing – and who isn’t? – here are five good reason to just say the hell with it.
CONTENT MARKETING: Do you write great content, but can’t make it pop visually. These five steps can take your content from blah to wow. Are you stuck with a cheapskate client, but need to produce creative content? Here are four free production tools to help you out. Plus, here’s a cheat sheet that explains how to get maximum impact from your infographics.
LINK-BUILDING: The Google recently suggested that building links might actually hurt your page rankings. Here’s a rebuttal that explains why link-building is ALWAYS good for your website. And to get your started with your next link-building campaign, here is the insanely thorough guide to link-building from start to finish.
See you next week,
– Rusty Cawley, APR