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How even social media & social selling experts are getting LinkedIn wrong – Part 1

Biznology

In previous posts, I shared how CMOs at Xerox, Lithium, G2Crowd, Wiley, and XOJet are getting LinkedIn wrong as they simply focused on brand awareness, reach, and filling the funnel. showed how the actions of these CMOs and others are the reasons behind why 8 out of 10 sales and marketing leaders are unable to prove a clear social media ROI on LinkedIn. Rifles trump shotguns in this case!

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?

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.

150 Content Marketing Tips

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

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. Though important, AMP pages just improve load times for your mobile users.

How even social media & social selling experts are getting LinkedIn wrong – Part 2

Biznology

In my last post , I started to show how even the most recognized social media and social selling authors, experts, and consultants are getting LinkedIn wrong. started this provocative series not because I am looking to bash my competitors, but because I’m looking to start a real movement to help business, sales, and marketing leaders go beyond awareness and actually drive revenues. Revenue.

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.

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.

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?

Influencer marketing tools of the trade

Biznology

We’re off to the races! Dan Krueger and I just launched a new influencer marketing campaign on behalf of the best pure, extra virgin, raw cold pressed, and alkaline coconut oil, Skinny Coconut Oil. So, since blogger outreach is at the top of mind, I thought I would talk a little bit about the tools of the trade — what we use to stoke excitement about our clients! OK, now on to tools.

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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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Are you taking advantage of B2B marketing data?

Biznology

Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. So, perhaps you might think that I didn’t have much to learn when I picked up  B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. Wrong. And that was just in the first couple of chapters.). Like this post?

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7 tips for effective press releases

Biznology

Press releases can be very effective for helping to create a buzz and getting the word out about something new with your business. However, since many other businesses also know this, there are often too many press releases floating around. Press releases can be a useful tool for any size business, and they allow smaller businesses to grab the same press attention larger businesses can get.

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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.

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.

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.

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!

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.

Brand assimilation in link campaigns: building client trust

Biznology

Brand assimilation is essential to the success of a link building campaign, particularly when you’re working with an enterprise-level client. The ability to effectively adopt an enterprise brand’s voice will help you establish client trust earlier, build campaign momentum faster, and pay major dividends down the road. The Importance of Branding for Enterprise Companies. Unique selling point (USP).

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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.

Visitors hate online ghost towns more than spammy auto posts

Biznology

No, that’s only the second most-hated thing in corporate social media branding. The biggest reason why this happens is never because anyone’s too busy. Know why I know this? In all three cases, it comes down to a lack of passion, a lack of vision, or a lack of a win. It’s like building a new reef: sinking an old fishing trawler is only step one. There will be growth in the spring!

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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.

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.

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.

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.

Biznology’s best info on content marketing

Biznology

On the subject of content marketing, Biznology has definitely kept the content flowing. I’m excited to share my best content marketing articles with you. Why big data and content marketing go together. Your big marketing budget is not as big an advantage anymore. Is marketing content’s quality intrinsic, or proved in the wild? Why new never completely drives out the old. Like this post?

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How long should your online business video production be?

Biznology

In the office, commuting to work, and during off hours; on our desktops, laptops, tablets and mobile devices…we are all watching more online videos for business than ever before. We watch online videos to get informed and make decisions across every stage of the purchase cycle… and this trend will only increase over the next few years. Will people watch more than 30 seconds? 180 seconds?

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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.

10 secrets to research the best SEO keywords

Biznology

SEO is a puzzle to some. Researching the best SEO keywords is an essential part of your online strategy, that is, if you want to be seen. Before slapping content up on a website, be sure you’ve done your keyword research. As a content marketer, you easily find that search engine optimization (SEO) can kill your online sales and prospects if not executed properly. Don’t Fight the Competition.

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.

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.

Build a page and profile for absolutely everything

Biznology

Summary : if you have multiple locations and/or multiple products, you need to create social media channels for every single one of them. If you have several 9Round franchises in Northern Virginia , you need to have a Twitter , Facebook, Google+ , Instagram , and Foursquare/Swarm profile for each one. People are mobile. bandited @9RoundPenrose because I want to mention my new 9Round Gym. Right?

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.

What is Social Media Marketing?

Biznology

For years, I struggled to explain to my mom what I do for a living. Now, I struggle to explain what I do for a living to my friends. The onus is on me because I am the expert in communications. have been putting together my company’s capabilities deck and have really had to think about this very carefully. monitoring (what are people saying about you?), development (is anyone listening?),

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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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.

Implement the powerful CloudFlare CDN for free today

Biznology

As I have said again and again in posts like  Two more Google Webmaster Tools tips and tricks ,  Your website sucks , and  Search success hinges on site speed , Google has a need, a need for speed. They’ve worked so hard at optimizing their search for speed and responsiveness that they do not suffer fools gladly. for free. actually do. I stress eat. You’re going to need to.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.