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Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

Waiting for class. Last night I had the honor of dusting off my trusty old long tail earned media blogger outreach deck and updating it for the new world of earned media influencer marketing for the lovely  Brigitte Winter and her Georgetown School of Continuing Studies  students. My Personal Digital PR Philosophy. Spoil everyone (like you would Guy Kawasaki). Why You Should Reach Past the A-List.

If you post it will they come?

Biznology

I work harder promoting my online content than I do writing the posts themselves. And so does everyone else, including mainstream media. If you build it, they won’t come unless you get the party started yourself. Not even revolutions just happen. Everything requires a  vanguard of the proletariat , a catalyst , a shove , a newsie , a  royal entrance fanfare , even the King ! Like this post?

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I’m an influencer, pay me more!

Biznology

Back in January I had the honor of being a guest on Shel Holtz ‘s premier PR podcast,  For Immediate Release. It must have gone well because I was back on a panel of PR professionals yesterday , joining Shel,  Zeno Group EVP Frank Eliason , and Cision SVP Heidi Sullivan. Lucky for me, a major focus of our time together was influencer marketing. Kindness opens many doors online.

Earned media influencer marketing demands your awesome

Biznology

I’ll be honest with you, relatively few companies can conduct a successful earned media influencer marketing campaign. Earned Earned media (or free media) refers to publicity gained through promotional efforts other than advertising, as opposed to paid media , which refers to publicity gained through advertising. That’s cool. Earned media influencer marketing is time-consuming.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Why don’t more marketers use keyword research?

Biznology

I recently had the privilege to sit in on FIR B2B episode 45 : a podcast by Paul Gillin and David Strom. When my wife heard it, she said they sound like the “Click and Clack of tech.” Needless to say, it was a lot of fun. I had a few belly laughs and we also covered some serious topics. brief description: you build digital experiences using the words and phrases of your target audience.

How to implement a Video 1st content marketing strategy that drives action

Biznology

Because of the importance consumers and business decision makers are putting on content, many marketers and business owners are challenged with how to create the ongoing flow of quality business content that they need to drive their marketing objectives. Why a Video First content marketing strategy makes sense. Back in 2005, we mostly used the internet for browsing. Forget about video! Take

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Janet Thaeler & Maryanne Conlin on Influencer Marketing

Biznology

Yesterday I had a lovely chat with two fellow influencer marketers,  Maryanne Conlin and  Janet Thaeler. Both conversations were quite different but both really reassured me that my practice at Gerr.is and the articles that I am writing for you here are on target. Influencers Are Shifting from Blogs to Social Media. Maryanne Conlin. Indeed! Just Say No to Prospects with Crappy Products.

Your team is the best content source for search

Biznology

If there’s anyone in your world who can pass the duck test , it’s your employees. There’s nobody else anywhere who looks more like a duck, swims more like a duck, and quacks more like a duck, then your staff. So, don’t duck your staff when your aim is to win at search. Admit it. That’s smart. But it doesn’t need to be hard. How about  James Lipton ? Jimmy Fallon?)

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Why content marketing complements (but doesn’t replace) link building

Biznology

Content marketing has often been conflated with link building. In fact, numerous SEOs have declared content marketing to be the new link building. But there’s one problem: Content marketing doesn’t actually secure links without promotion. And manual promotion with the goal of links is, well, link building. Content Marketing and Link Building Aren’t Interchangeable. Link earning is a fallacy.

Influencer outreach is more PR than marketing or advertising

Biznology

When I pitch my influencer marketing services these days on behalf of my digital agency Gerris , I find that I am not competing against humans at other agencies, I am fighting it out with Google AdWords , Facebook Ads , Twitter Ads, Bing Ads and even Pinterest Ads. Ask for too much money (to make ’em go away, though they often pay). Payola, baby! Let ’em know you mean business.

10 essentials missing from your business website

Biznology

You want a business website that sells. If your online marketing fails to pull in prospects, then you may be missing some essential digital marketing features. There are plugins and website features that make your life easier. Having a place for people to comment, send you information, and follow or sign up for content can reduce the amount of effort it takes to connect with online customers.

It’s normal to be bad before you’re good

Biznology

attended Ira Glass ‘ talk at Wolf Trap last Saturday and my take-away is :  it’s normal to be bad before you’re good. That’s not a license to suck, it’s a challenge that as long as your writing is concise, your audio is clear, and your video is well-lit enough, then the rest of it is really a rabbit hole. 3)  Don’t let your tools get in the way of your creativity.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Help Google help you optimize your content for search

Biznology

It’s really hard to get Google’s attention. Content marketing is indeed a silver bullet — why do you think I’m writing this — but there are ways of wooing search engines beyond starting a blog. Google loves structured data. We try to make it clearer by using categories and tags, but it’s often for naught. Bourbon Mashed Sweet Potatoes. Chile Relleno Recipe.

Social media, echo chambers, and the decline of discourse

Biznology

When I fell in love with social media a decade ago, I was convinced that media democratization would be the best thing for informed political discourse since the invention of television. Unfettered access to a diverse world of perspectives would make us more enlightened, tolerant, and aware. could not have been more wrong. The U.S. How did access to information actually make us less informed?

Earned media influencer outreach is alive and well

Biznology

As I mentioned last month in Influencer Marketing Tools of the Trade , Dan Krueger and I are in the midst of an earned-media blogger outreach campaign on behalf of Skinny & Co.  We just finished our first week and we’ve already delivered products to 47 bloggers and have another 60 queued up for delivery this week — and we’ve only reached out once so far. The Skinny & Co.

How a smarter website can improve your marketing effectiveness, Part I

Biznology

This month, I begin a three-part series of posts on which I’ve collaborated with long-time colleague Scott Hornstein. (We owe a tip of the hat to Wayne Cerullo and Phil Shelp, as well.) If you’re wondering why you’re not seeing the results you expect from your website – the engagement, lead generation, and sales – you’ll want to pay close attention. Smarter Website Matters.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Add For Immediate Release to your podcast queue

Biznology

A couple Sundays ago I met up with Joseph Thornley , Lynette Young , and Shel Holtz on video Skype to record episode 15 of Shel’s industry-trusted and industry-respected PR podcast,  For Immediate Release , AKA the FIR Podcast. Out of thin air, and fulfilling a dream, Shel asked me if I might be willing to join a hand-picked panel of PR professionals and I jumped on it. Go git ’em!

What’s the killer app in B2B marketing? Face-to-face events

Biznology

I was teaching B2B digital marketing in Buenos Aires this month, and found some of my students to be dismayed by one data point that came up again and again in the course: of all tactics in the B2B marketing toolkit, the most valued, the most used, and the most effective is face-to-face events. It’s not digital, except tangentially. Why is this the case, and what does that mean for us marketers?

Audience Lab is a secret weapon for political advertisers

Biznology

Audience Lab is a secret weapon for political advertisers who are interesting in only reaching their target audience surgically every time instead of wasting time, money, and goodwill by firing for effect at best and carpet bombing at worst. This is game-changing. Why war? The less the gun lobby knows the better the chances that they won’t  be able to mount a counter-offensive. Good to go.

What’s new in content marketing?

Biznology

Content marketing is the technique of generating and distributing valuable and relevant content in order to attract, educate, and obtain a target audience with the goal of driving profits via customer action. According to LinkedIn Technology Marketing Company, 72 percent of marketers have a content strategy in place. Automated Content. Niche Content. Multimedia Content. Influencer Content.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Do-it-yourself influencer marketing

Biznology

Chris Abraham’s latest webinar was about influencer marketing. You built it, where are they? Unless you’re a celebrity, influencers won’t come to your open mic night unless you’ve already won them over. Learn to get the attention of potential natural allies and fans, connect with them, and appeal to their interests and passions to benefit your brand in a million ways, often for free.

CMOs fail to go beyond brand awareness on LinkedIn

Biznology

Recent studies show 87% of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but less than 1 in 5 can clearly prove and demonstrate social media ROI. believe it’s because the attention and efforts are on the top of the funnel instead of thinking about the complete buyer’s journey. That’s a lot of hopefuls. What are you paying attention to?

3 predictions for online marketing in 2016

Biznology

thought I was pretty clever when I realized that you can use regular expressions (regex) to do global search and replace across an entire website with either direct access to your back-end relational database or via a convenient plugin. Before that, we did it all by hand, which is pretty crazy since most websites currently running even the smallest company brand is database-backed! Happy 2016.

Why brands need a different kind of content.

Biznology

There’s been a lot written about content creation, placement, and promotion in recent months. In fact, you know Content Marketing is gaining in importance when universities start creating CM course curricula and incorporating them into their digital marketing programs. I’m going to attempt to connect some dots touching on all three of those CM disciplines beginning with this short blog post intro.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

My PocketCHIP is a portable Linux box

Biznology

Before I was an influencer marketer, before I was a social media strategist, and even before I dominated search with SEO and online reputation management (ORM), I was a geek. My first job after college was managing a room full of Sun SPARC Solaris pizza boxes. My second job was as LAMP technologist —  Linux , Apache, MySQL , and PHP — but in my case it included Python and Zope, too.

Surefire Social introduces SurePulse “webmaster tools”

Biznology

Surefire Social is about to offer an all-in-one social media, search, reputation, review, analytics tool in the form of  SurePulse , now in beta. I get to play with a lot of cool tools in my work doing social media and SEO audits and reporting. Seriously: easy-to-use. Seriously: all-in-one. DMV Marketing Gods & Goddesses. It seems like SurePulse is surely set up to do it. It was quite a crew.

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The state of the blogger outreach union ten years on

Biznology

I stared my first blogger outreach agency back in 2006. Called AbrahamPR it evolved into Abraham Harrison a year later. Now Gerris Corp , I am still offering influencer engagement campaigns to my clients. Ten years on, the state of the union of blogger outreach is good for brands and agencies but great for the bloggers and online influencers. Blogging Isn’t Cool. Blogging is Hard. Groan.

Why SEO is just the start for digital marketing

Biznology

Congratulations. You’ve won! You show up on the first page when the world searches for the goods or services you offer. Maybe you’ve even reached the peak and rank first for valuable keywords in your industry. Why in heavens not? Oh, right: traffic doesn’t pay the bills. Customers pay the bills. More specifically, profitable customer engagements pay the bills. Traffic isn’t the end goal.

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Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Blockchain, or how everything will change

Biznology

Blockchain proponents say it will revolutionize many industries   —   again. We’ve seen it before in smartphones, the cloud, and digital disruption. In those revolutions, the tech industry itself was among the first disrupted. Traditional ways of doing things, creating value and running business are about to change completely. As a result, doing business will completely take a new shape.