Posts About ‘perspective’

8 Content Strategy tips from a User Perspective

lots-of-paper

One of the common mistakes with content marketing is that the audience isn’t always considered when hitting that publish button.

Content marketing isn’t primarily about SEO, social media, branding or PR goals – it should be about the audience.

For SEO you want to generate natural links & social signals – for social/PR the content needs to be sharable and create a buzz and for branding it needs to provide context and be memorable.

But without an audience, you won’t achieve any of those goals or key metrics anyway. Especially if you want to do things in a natural way for maximum impact – so you need to be hitting all of these goals – not just one of them. (more…)

I ran 24 miles with a Search Marketer (Summer Fun)

facebook-sneakers

Let’s be clear.

That’s a lie.

I would be lucky if I could do 2.4. However, over recent weeks and months I have begun to get a little tired of updates from people about how they ran, cycled, climbed, swam, or pogo hopped a certain distance – normally aided by a certain branded app. As social media adoption continues to soar I think that intrusive messaging will continue to soar. The issue is not just who are friends and who are not (source of update) as many of my friends share similar updates. I am not going to cull a friend for that. It’s, just…well…annoying, and there is only so much time I can commit to constantly checking my Facebook settings. Does it really matter anyhow? (more…)

Selling From a Prospective Clients Perspective

buyer-shoes

Selling is a specialist art and is not something that just anyone can do well. Of course anyone can sell something given enough time to try and of course if they were say ‘slightly flexible with the truth’.

The difficulty comes when trying to create a sustainable brand, and because you want it to have some form of longevity you don’t want to suddenly be dealing with lots of complaints and bad PR.

Sometimes it is not who has the most experience or knowledge that really succeeds in this, it is the sales person that can actually put themselves in the buyers shoes and see things from their perspective. (more…)

I’m a Digital Manager. I think.

pick-n-mix

I have my targets, my budgets and maybe my bonuses. In short, I’m good with excel. The way that I want to do my job is the most easy and secure way possible (remember I’m a manager, not a entrepreneur). But what kind of channels should I pick? (more…)

The Devil’s in the Detail in International Search

Facebook-world

If you’re developing international versions of your website, you’re probably hoping to reach a large number of potential users and most likely are investing a lot of money and resource going into getting them up and running. So you want to make sure that you’re giving your international audience the best possible experience on your website; one that will make them relate to your brand, enjoy their experience and ultimately complete whatever action it is you want them to.

To do that, in an international context, you need to think about more than just translating your content. Sure, that is a pretty major step and a huge factor in convincing your multilingual audience that you’re a viable and relevant option for them but it’s not enough on its own.

Here are a few scenarios where missing a piece of the localisation process, could, and in most cases would, result in failure. (more…)

4 Charts and Three Cartoons – Understanding the Client Better

dancing-chairs

I recently wrote a post on my model for picking the right agency, or a guide to pitching properly to clients.  The post in itself gives you a slight insight into the client world, but until you have worked in a few different client side roles, you will not really begin appreciate the complexity of being a client.

Don’t get me wrong – some clients are one or a mixture of the following:

  • A Nightmare
  • Unreasonable
  • Unintelligent
  • Myopic
  • Misguided
  • Biased  (more…)

Perspectives That Win & Develop SEO Accounts

pick-me

Agency / client relationships was a subject came up whilst having lunch with Bas in London recently. We got on to the subject of pitching for new business and SEO pitches in particular, as well as developing client accounts. What was apparent from the lunch was that my experience over nearly 20 years gave me some interesting perspectives on the subject so I was asked to share a few of my thoughts on the subject with you and hopefully you can share a few of your own, whether from a client or agency perspective. (more…)