Building a Brand Online: The Golden Age of Digital

Posted by willcritchlow

This post is based on a talk I gave at our SearchLove conference in Boston last week. It ties quite closely with the post my colleague Ron Garrett wrote last week: Search Marketers Need to Evolve. You can probably tell we’ve been doing a lot of thinking about this.

When I gave this talk at SearchLove, I hoped that it would put in context why we bring such a range of speakers and topics together at our conferences and to inspire the attendees to go back to their companies and make real changes. I hope this post will do the same for you.

Photo by Zwickerhill Photography

As digital marketers, our focus on analytics has served us well in driving direct, measurable sales. The dominant form of
brand marketing, however, has remained offline with TV taking the lion’s share of the budget and attention. We believe that as TV faces disruptive technology and business models, digital marketers have an opportunity to grow their influence and impact. In total, this is an opportunity worth tens of billions of dollars a year.

I’d very much like for us—our industry—you and me—to be the ones who benefit.… Read the rest

April 21, 2014  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Why Your Brand Shouldn’t Fear Assigning Authorship

Posted by MarkTraphagen

Over the past two years I’ve spoken at numerous conferences and written articles beyond counting (including one here at Moz) on the subject of Google Authorship and author authority online. By far the most frequently asked questions I get on the topic are from brands fretting over whether or not to allow individuals to become brand representative authorities.

Typical forms of these questions include:

  • Wouldn’t it be better for our content to be branded with our company name/logo?
  • Will individual author authority really translate into better exposure, trust, and (bottom line) new customers for our brand?
  • What if the employee author leaves our company?

The brand-content paradox

While the issues of brand representation by individuals bleed over into many areas (such as social media, conference speeches, etc.), I’m going to focus on what I think is the “hottest” and most important area right now: brand content marketing. In other words, the issue of who or what “authors” your brand’s content.

Let me start by saying to brands, “I feel your pain.” Or perhaps more accurately, I understand your fears.

The Internet age has created an odd paradox. At the same time that brands have more … Read the rest

February 18, 2014  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Announcing the Brand New Beginner’s Guide to Social Media

Posted by Trevor-Klein

I’m both honored and excited to announce the release of a second beginner’s guide from Moz: The Beginner’s Guide to Social Media.

The prevalence and importance of social media to web marketing can’t be overstated. To quote a few statistics from the guide itself, 72% of online adults use social networking sites, and YouTube now reaches more U.S. adults aged 18-34 than any cable network. With that kind of traffic, it’s no wonder marketers now use these networks to interact with their customers, and there’s plenty more data to prove it. Google searches for “social media” have seen a steady rise since early 2009:

Data from this year’s industry survey tell a similar story. In 2012, nearly 20% of respondents reported not using any social media tools; this year, that number was down to 11%. On top of that, 63% of respondents indicated that their demand for social media marketing has increased over the last year. Whether you’ve been in on the game from the very beginning or are just starting to wonder how social tools can apply to your own professional life, this guide was created to help take you to the next level. … Read the rest

January 16, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Don’t Take Your Brand Too Seriously

Posted by Rob Toledo

Everyone likes humor; we all know this.

But humor can seem risky when it comes to branding—it has certainly backfired on numerous occasions when a company takes things perhaps a bit too far (or sometimes when it is just misunderstood).

On the other hand, playing it too safe is also a great way to remain somewhere in the middle. Almost everyone likes the middle. Nobody loses their job in the middle. Customers come and go at a steady rate in the middle. Nobody boycotts the middle.

To quote the greatest show of all time, “Ain’t nobody got nothing to say about a 40-degree day.”

From HBO: source

A lot of brands talk about wanting to take risks. They might even discuss some radical ideas in the safety of their own conference rooms. But most of the time we end up with “safe” when it’s time to execute on a strategy.

Does any of this sound familiar?

“Let’s tweet more!”

“How about we make a hilarious infographic!”

“Let’s put one of those meme things on our blog!”

“Our competitor just did that one awesome thing, let’s do the exact same thing!”

Don’t DO something, BE somethingRead the rest

September 9, 2013  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Giving a Voice to Your Brand

Posted by gfiorelli1

Commerce is our goal here at Tyrell. More human than human is our motto.
-
Blade Runner

Those who had not heard of storytelling cast the first stone.

And those who are not thinking of it, or maybe have already begun to speak in-house or with their customers that it is necessary to give a voice to their brands, cast the second.

The question is, do we really know what “brand storytelling” means?

Do we really know why it is important for increasing brand recognition, optimizing customer retention, and (hopefully) attain that status of thought leaders in our niche that we all aspire to achieve?

Do we really understand why it is also important from an SEO point of view?

Finally, do we really know the rhetoric of storytelling — the laws behind a good narrative?

The truth is that everyone can tell a story, but only a few know how to tell it well and naturally. Fortunately, it is an art that can be learned.

Storytelling

Stories and irrational impulses are what change behavior. Not facts or bullet points.
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Seth Godin

One of the things that surprises me most when it comes to us, … Read the rest

August 10, 2013  Tags: , ,   Posted in: SEO / Traffic / Marketing  No Comments



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