By Samuel Scott
Google+ is the perfect example of how all marketing today needs to be holistic and integrated.
In 2011, Google announced the deployment of the “rel=author” tag that could be used to connect an individual person with an individual piece of content on the Internet. The photo is an example of the tag’s effect on Google search results.
The effects of this change are still unfolding today – it is now crucial to understand the tag’s holistic importance across all marketing disciplines. Read more...
By Allison Seifert
Everyone loves a good story – and brands, just like people, have stories to tell.
Most businesses are started in pursuit of personal dreams that go far beyond just “wanting to make money.” Entrepreneurs are often idealists. Whether it is a family-owned restaurant that wants to preserve the cuisines of the Old World or a tech start-up that wants to revolutionize the way that people live their daily lives, every company has a story behind it. Read more...
By Samuel Scott
Traffic is so 1998. Keyword rankings? 2008. Whatever marketing or PR strategy a business uses, the success metric that matters the most today is website conversions – and that measure needs to be incorporated into all of a company’s outreach efforts.
What is a conversion? Simply put, it is a specific action that a given business wants website visitors to take. B2B companies with shorter sales cycles may want people to fill out a contact form; those with longer sales cycles may want individuals to subscribe to an e-mail newsletter or download a piece of content in exchange for providing their contact information. Mobile-app publishers want downloads. B2C businesses want sales. Read more...