Tag Archive | "foundation"

Build a Rock-Solid Content Foundation: A New Class from Copyblogger

This could be an easy time to be intimidated by content marketing. Weak content is sinking to the bottom, buried by the sheer mass of content being churned out across the globe. Content strategy has all kinds of complex new tools that seem like you need an MBA to use them. The giant, VC-backed players
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The post Build a Rock-Solid Content Foundation: A New Class from Copyblogger appeared first on Copyblogger.


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Unit economics: The foundation of a good SEM campaign

Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions.

The post Unit economics: The foundation of a good SEM campaign appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Setting Goals (Not Tools) as the Foundation of Your Marketing – Whiteboard Friday

Posted by MackenzieFogelson

With new tools introduced so regularly, it’s easy for marketers to spend an inordinate amount of time trying to figure out which ones are most effective for their own work. That focus, though, shifts our attention from what really matters: setting the right goals for our companies. In today’s Whiteboard Friday, Mackenzie Fogelson walks us through the five-stage process she uses to make sure her team’s attention is on what really matters.










For reference, here’s a still of this week’s whiteboard!

Video Transcription


Hey there, Moz community! I’m so excited to be here with you today. I wanted to share something with you that has been really powerful for the businesses we’ve been working with in the last year or so about building community. It’s a concept that we call “goals not tools,” and it works in this pyramid format where you start with your goals, you move on to KPIs, you develop a strategy, you execute that strategy, and then you analyze your data. And this is something that has been really powerful and helped businesses really grow. So I’m going to walk you through it here.

We start down at the bottom with goals. So the deal with goals is that you want to make sure that you’re setting goals for your entire business, not just for SEO or social media or content marketing, because you’re trying to grow your whole business. So keep your focus there. Then once you develop your goals, and those goals might be to improve customer communication or you want to become a thought leader. Whatever your goal is, that’s where you’re going to set it.

Then you move on to determining what your key performance indicators are and what you’re going to use to actually measure the fact that you may or may not be reaching your goals. So in terms of KPIs, it’s really going to depend on your business. When we determine KPIs with companies, we sit down and we have that discussion with them before we develop the strategy, and that helps us to have a very authentic and realistic discussion about expectations and how this is all going to work and what kind of data they’re expecting to see so that we’re proving that we’re actually making a difference in their business.

So once you’ve determined those KPIs, then you move on to developing a creative strategy, a creative way to meet those goals and to measure it the way you’ve determined in your KPIs. So this is your detailed roadmap, and it’s two to three months at a time. A lot of companies will go for maybe 12 months and try to get that high level overview of where they’re going for the year, and that’s fine. Just make sure that you’re not detailing out everything that you’re doing for the next year because it makes it harder to be agile. So we’d recommend two- to-three month iterations at a time. Go through, test things, and see how that works.

During your strategy development you’re also going to select the tools that you’re going to use. Maybe it’s Facebook, maybe it’s SEO, maybe it’s content marketing, maybe it’s email marketing, PPC. There’s all kinds of tools that could be used, and they don’t all have to be digital. So you just need to be creative and determine what you need to plan out so that you can reach the goals that you’ve set.

Then once you’ve got your strategy developed, that’s really some of the hardest part until you get to execution. Then you’re actually doing all the work. You need to be consistent. You need to make sure that you’re staying focused and following that strategy that you’ve set. You also want to test things because you want as much data as possible so that you can determine if things are working or not. So make sure that during execution there are going to be things that come up, emergent things, shiny things, exciting things. So what you’ll have to do is weigh whether those things wait for the next iteration in two to three months, or whether you deviate your plan and you integrate those at the time that they come up.

So once you’re through execution, then really what you’re doing is analyzing that data that you’ve collected. You’re trying to determine: Should we spend more time on something? Should we pull something? Should we determine if something else needs to completely change our plans so that we’re making sure that we’re adding value? So analysis is probably the most important part because you’re always going to want to be looking at the data.

So in this whole process, what we always do is try to make sure that we’re focusing on two questions, and the most important one is: Where can we add more value? So always be thinking about what you’re doing, and if you can’t answer the value question, you know, “Why are we doing this? Does this provide value for our customers or something internal that you’re working on? If you can’t answer that question, it’s probably not something valuable, and you don’t need to spend your time on it. Go somewhere else where you’re adding the value.

Then the last question is where you can make the biggest difference in your business, because that’s what this is all about is growing your business. So if you stay focused on goals, not tools, it’s going to be really easy to do that.

Thanks for having me today, Moz. Hope I helped you out. Let me know in the questions if you need any assistance.

Video transcription by Speechpad.com

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The Most Effective (And Fun) Foundation for Your Business

image of clipboard

I sometimes hear that we’re in a “post-authority” culture.

I can see what people mean by it. We’re looking at doctors, religious leaders, and (lord knows) politicians with a skeptical eye.

The Occupy movement is a sign of a growing refusal to accept things “The way they’ve always been.”

And the millennial generation (at least in the eyes of those of us who passed 40 awhile back there) don’t seem to recognize the authority of anyone trying to tell them what to do.

They don’t accept arbitrary authority over what time they should be at work, what they ought to expect out of life, or whether or not they should wear pants.

But there’s another kind of authority that’s actually more important than ever. Create this, and you can write your own ticket to wherever you might want to go.

The 21st century authority isn’t a white-haired guy in a lab coat. Or, at least, the lab coat alone isn’t enough to get us to trust him.

I’m not a doctor, but I play one on T.V.

That memorably ridiculous quote came from an 80s television ad for cough syrup, and it pretty well sums up what was wrong with traditional authority.

Too often, it was more about appearance than it was about actual knowledge.

Cheap products used to appear in drugstores with a little red banner saying, “As seen on TV!”

Now the banner reads “As seen on YouTube!” (Not a joke, I’ve seen it.)

But the human brain is wired to look for authority — especially when we need help.

And the more pathetic our traditional leaders become, the more we crave leadership. Which means that right now, we aren’t in a period of decline in authority — we’re in an era that needs it more than ever.

Legitimate authority. Ethical authority. Truly earned authority.

The source of real authority

Real authority comes from taking the time to learn how to solve real problems.

Sometimes it involves a piece of paper — a certification or a degree of some kind.

Sometimes it involves a lot of real-world work.

Sometimes it involves a major dose of street smarts.

You might solve esoteric, hard-to-solve problems. That can be very cool.

But you might also solve relatively simple problems for newbies. That can be tremendously cool also, actually.

Real authority comes from you being able to competently lead someone from where they are now to where they want to go next. That’s it. It’s not any more complicated than that.

If you aren’t an authority yourself, help someone who is

You may not be able to coach marathon runners, teach ninja software skills, or take a passionate quilter to a new level in her art.

But there are people out there who can do those things — and they desperately need partners.

They’re subject matter experts, not marketers.

They’re authorities, not entrepreneurs.

And they make fantastic business partners for authentically authoritative teaching-based businesses.

That’s why, if you know a lot about a topic and you’re able to solve an audience’s real problems, you can build a brilliant business around that.

And if you don’t know a lot about any topic, and you don’t have the skill to make customers’ lives better, you can still build a brilliant business around that.

You can be the expert, you can be the producer, or you can be both.

Your specific individual role isn’t that important. What matters is that you contribute — that you do the work of making your audiences’ lives better, in whatever way suits you best.

So how are you going to get there?

You may already have all the resources you need to build this kind of business — a business based on teaching your customers and making their lives better.

But if you need a little help with that, we do have some resources for you.

First and foremost, because we’ll be re-launching our flagship course Teaching Sells, we have a free content series for you, to help you figure out some of the common sticking spots.

Things like the 20-step road map that we use when we’re creating a new project, to make sure we’ve covered all of our bases.

And a live webinar that goes with the road map, so you know how to use it.

And articles about how business is changing, and how you can evolve along with it and “surf the wave” of change to your own advantage.

If that sounds good, go ahead and get on the Teaching Sells email list and we’ll get all of the content to you — straight to your inbox.

We’ll also be letting you know about how you can join us for this round of Teaching Sells, if you’d like more help in getting your business going.

The free content is only available during this pre-launch period, so sign up now to get all the good stuff.

About the Author: Sonia Simone is co-founder and CMO of Copyblogger Media. Get more from Sonia on twitter @soniasimone

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Marketing Wisdom: Your peers share the surpising foundation that shaped their marketing efforts for 2011

You’d think with all the exciting new technologies that have come about, 2.0 would have dominated the marketing landscape in recent years. But it was the basics — the most fundamental of marketing practices — that helped marketers achieve success in a questionable economy. We look back at some of the memorable entries from last year’s report to see if last year’s wisdom still proves valuable as we prepare for 2012.
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