Most established organizations recognize the importance of marketing and the effect it has on sales, customer growth and retention, brand awareness, legitimacy ... the list goes on and on. The problem is that effective marketing is not something that is "one and done." It takes time. Time for research, planning, strategy, execution, follow up and time to start all over again in today's ever-changing business environment.
The state of marketing is in constant and rapid flux. There are now more places than ever to spend marketing dollars and the pressure to create campaigns and content to use across all these channels is a real thing. That’s why everyone now talks about “integrated marketing”.
As a marketer, you know it’s essential to keep your website content fresh by updating it frequently, often in the form of blogs. Most likely, you’re aware that the digital world of 280-character tweets, abbreviated text messages and emoji conversations is shortening our attention spans. Medical Daily writes that the human attention span has shortened from 12 seconds to eight seconds in recent years. Therefore, it makes sense to fill your marketing content strategy with shorter pieces of content that are easy for you to write and easy for your readers to digest.
However, data has shown that long-form content (pages that have a word count of up to 3,000 words) increase time on page − an important metric for SEO − and can garner more page views than a short blog post.
I had a conversation with a recent college graduate last week and I asked him if he used LinkedIn to prep for a meeting. His response surprised me. “I already have a job. I don’t need LinkedIn.” Really? In this time of big-data, constant networking and social media driven everything, LinkedIn still is thought of as just a place to find a job?
LinkedIn is so much more. And if you’re not using it as part of your organizations digital marketing strategy you are missing out.
All companies know that they need SEO (Search Engine Optimization) for the success of their website. Search Engine Optimization is the process in which you design and create content for your website that search engines favor. SEO is like spices and seasoning. Without it your website is bland and flavorless to the search engines. But did you know that you can overseason your website to the point where the search engines find it unpalatable. Google’s algorithm not only rewards websites that do proper SEO, but it also punishes websites that over-optimize or try to game the system.