Home | Marketing

Archives For Marketing

Posts I have written about online marketing. As I have matured as a marketer content has gone beyond SEO to holistic online marketing, involving email, social, and content especially. Once these powerful tools and disciplines are combined, the magic starts to happen.

I recently read a post about cross-platform publishing that absolutely blew my mind and changed my paradigm about how I am thinking about content and publishing moving forward. It’s called Adapting Ourselves to Adaptive Content, written by Karen McGrane who has led content strategy and information architecture engagements for sites like The Atlantic and Fast Company. The time is now, I believe, for thinking about content as a separate entity unto itself, not beholden to one platform but rather extendable across platforms. Continue Reading…

Do The Work, or Quit Blogging

John Doherty —  December 11, 2012

You just read a click-bait title. I apologize for that.

Before you run away, dear valued reader (see what I did there?), here’s my thesis:

A person should not blog or publish on the Internet (not all publishers are bloggers) if they are blogging to fulfill a perceived “need”. If they are doing it for reputation, links, or anything else, blogging is a wasted effort. Blogging or publishing works when you do it because you cannot help but write and publish.

Barry Adams recently wrote a post on State of Search entitled Can The SEO Industry Embrace Longform Content? Continue Reading…

Do The Work

John Doherty —  December 4, 2012

SEO is not about quick wins. I get asked all the time to “give us something that we can do now that will have a noticeable effect”. People, everyone, wants to get the most bang for their buck, and this especially happens in business where there is direct pressure to produce ROI. After all, no one brings in a consultant until they are unable to solve their own problems. At this point, your problems become mine.

If you’ve been seeking quick wins and they’re not working, what the heck makes you think that me giving you quick wins is going to fix your problems? Quick wins have not been solving your issues until now, so why do you think anything is going to be different with my quick wins? Continue Reading…

SEOs are Growth Hackers

John Doherty —  November 27, 2012

Growth hacking has become a buzzterm in the past 6 months, ever since this post written back in April by Andrew Chen. There’s even a growth hacking agency in New York City (linked at the bottom of the post) and startups are starting to hire growth hackers to help them scale up their user base faster.

I’ve heard the growth hacker term thrown around a lot, and have experienced both positive and negative reactions to it from people I know.

The goal of this post is to define down what a growth hacker is, how this integrates well into online marketing, and then to give a few examples of some growth hacks I’ve either seen or heard about that have helped tech startups grow. Continue Reading…

I swore at my computer the other day (sorry Mom). You see, I had just seen a tweet that led me to this page:

That, of course, is the current Airbnb homepage, where they announced that they have built out neighborhood pages, such as my neighborhood of Boerum Hill.

I didn’t swear because they launched something that I wanted one of my clients to launch. I swore because they did it so damn well. These pages are beautiful. They have local knowledge, large photos (which is rare for travel, but makes so much sense), and they don’t talk about themselves – rather, they let people see the area and qualify themselves, with only a call to action at the end.

This marks, in my mind, the final step in a move towards the visual web – these pages are going to rank because they are so useful and beautiful (though they do need to work on SEO on these pages) and they will naturally attract links.

The web is becoming visual; SEOs need to get on board. Continue Reading…

You may or may not know that I am an adrenaline sports junkie. As a rock climber, skier, bike rider, and a recent first time skydiver (with plans to get my certification), I love watching content involving these sports. In fact, one of my Saturday rituals is to read an article or two on 99U, formerly The99Percent, and then to see what is live on RedBull TV.

That is, until I discovered the magic of GoPro’s content and now that is a go-to.

GoPro recently launched their Hero3 camera, which is considerably lighter, faster, and better (also more expensive) than my Hero2 which I bought a few months ago to chronicle my bicycle journeys around Brooklyn and NYC.

I had always wondered why GoPro didn’t do more marketing, and was genuinely curious what they would do when they launched a new product. After all, I’m pretty interested in viral marketing product launches, so let’s examine what GoPro did and how they successfully launched their new product.
Continue Reading…

Alright, time for the next installment of “X Is Not A Content Strategy”. I’ve decided to write a few posts around this because of the reception my post from last week, A Blog Is Not A Content Strategy, received from the community.

This week, we’re going to talk about linkbait. Linkbait is a term that was coined, apparently, by Aaron Wall of SEObook back in 2005 when he said if “”you are in a field that can’t build links naturally create linkbait” (source). To be clear, in this post I am talking about one-off linkbait pieces and not linkbait as part of a content strategy.

Continue Reading…

Content marketing has been around for years, but until recently Google was not making good on their word to rank content that deserves to rank. Instead, we could all easily find examples where sites were ranking off of low quality directories, link wheels, blog networks, and many other tactics. But since Penguin, Panda, and the myriad of other algorithm changes this year, SEOs have started to finally embrace content as a viable means, but we’re still running into old mindsets from clients, and honestly a lot of SEOs are not good at creating linkworthy content. Continue Reading…

America seems to be enamored with the idea of “overnight success”. We see people who become seemingly overnight sensations, often through discovery on Youtube, and are catapulted into the limelight. We see people on TV who become hyper-successful because they were on a reality show or something of the like. These people seem like “overnight successes”. I don’t think there’s any such thing, though.

Examples

Let’s look at a few of my favorite examples. Continue Reading…

Note from John: This is a guest post from my friend Mack Fogelson over at Mack Web Solutions, located in beautiful Colorado. I first met Mack at Linklove Boston in April 2012 and then had the pleasure to have more conversations with her at Mozcon. She’s a bright mind with a bright attitude and it’s a pleasure to have her guest posting!

We work in a pretty amazing industry. It is full of remarkably brilliant people, cutting edge knowledge, and never ending challenges. It’s also really competitive. You definitely have to do your fair share of the hustle in order to make a name for yourself as an SEO. This is where social media comes into play.

There are three reasons that you should care about building a social presence as an SEO:

  1. You know that social signals may be contributing to better rankings, so there’s no point in avoiding it any longer.
  2. There’s no way you can feel confident about recommending content and social media marketing to your clients if you don’t even use it yourself (ouch).
  3. And most importantly, social media allows you to connect with other humans. It’s a great way to meet people, maintain friendships, and foster business relationships.

Like anything in SEO, building and maintaining a social presence is hard work. And also like SEO, it can be incredibly rewarding. Continue Reading…