Posted by Ben.Austin
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.
For too many online companies the About Us page is the elephant in the room, and often the most awkward thing to write. It’s a shame because analytics often shows the page as one of the most frequented on any website. Imagine a ceremonial elephant adorned in his embellished head plate, raising you above your competitors. This could be your About Us page if you show it the care and attention it deserves.
The good news is your about page doesn’t require several hundred pounds of vegetation on a daily basis, nor is there any real need for expensive antique rhinestones.
The bad news is crafting the perfect about page is easier said than done. Many find it difficult to strike the right balance between selling themselves to their customers and driving them away with a self-focused approach, which helps explain why the pages are so often neglected.
At Absolute, we’re looking to revamp our entire website over the coming … Read the rest
Posted by ronell smith
“Man, I’m sorry. You guys weren’t ready to adopt the brands as publisher mindset. I suspected you’d never be ready to do it successfully. I knew it; I could sense you knew it. I wish I’d spoken up when I saw the intra-departmental debates waging. That’s on me. My bad.”
Those were my words to the executive of a midsize lifestyle brand I worked with in 2014. It took me months to get up the nerve to reach out and make it right, even though I’d done nothing wrong.
He seemed to understand. But he did have a question that stopped me in tracks and continues to haunt me.
we couldn’t get it right, with all of our resources, what does it say about the feasibility of becoming a brand publisher?” he inquired. “Does that make content marketing [in and of itself] a bad idea?”
A fair question, to be sure, and one I did not have a sufficient answer for. But in looking back, I realized this exec, like so many others before him, made the mistake of thinking he could do quickly what he had not yet learned to do well. Content marketing wasn’t the missile … Read the rest
Posted by Hannah_Smith
Earlier this year I wrote a post about
the future of marketing. In it, I made a handful of predictions; arguably the most ‘out there’ of which was this: in the future, only brands which ‘mean something’ to consumers will survive.
In today’s post I’ll be exploring what it takes to become a meaningful brand, and how you might go about building one.
SEO is not dead
However, what we’re being asked to do as SEOs is constantly evolving.
It used to be that you could build a very successful business online just by being great at SEO. But today, the SERPs are changing, and ranking first doesn’t mean what it used to:
The BBC still rank first organically for ‘weather’вЂ”but their listing is pushed beneath the fold. Plus, given the that the information the searcher is seeking is displayed right there in the SERP, I’m guessing they’re not receiving as much traffic from this term as they once were.
But it’s not just informational queries:
Skyscanner still rank first for the term ‘flights to … Read the rest
Posted by MarkTraphagen
What do you think was the biggest leap forward in human evolution?
The ability to walk upright on hind limbs? Stereoscopic eyesight? Opposable thumbs?
I’d argue that our most beneficial adaptation was our propensity to be social. While many other animals are also social to some degree, humans combined the advantages of the pack for defense and hunting with a brain capacity that allowed advanced levels of communication.
That social instinct combined with speech gave us an extraordinary survival ability that led to us becoming the dominant species on the planet.
This article isn’t a science lesson, but I’m proposing that
understanding the social and interpersonal aspect of our humanity is crucial to effective marketing.
Now that may seem like a “duh” to many of you. You get that in this social web era
brands need to be more “human” and be more “engaging,” that they need to foster real “conversations.” However, in this article I’m going to contend that no brand is really fully tapping into the potential of any of those social marketing aspects until they are doing so with real people: actual company representatives who become the “face” for that company in its … Read the rest
Posted by MackenzieFogelson
In 1999, AdAge released its list of
most influential advertising campaigns of all time. At the top of the list was ‘Think Small,’ a campaign that introduced the Volkswagen Beetle to America. It was given top honors not because of its graphical juxtaposition, or its catchy copy, but rather its honest approach. It was the first major campaign to go against what the American consumer said they wanted. When Chevy was telling consumers bigger was better, Volkswagen acknowledged their shortcomings and advised consumers to, ‘Think Small.’
When a brand is able to make a sincere connection with a consumer, something incredibly powerful happens. Beyond mere fleeting impact, that moment of connection provides a foundation for long-term advocacy, loyalty, and a sustainable bottom line.
The average consumer in today’s market is exposed to more than 5,000 advertising messages per day,