Archives for November 2008

Listen Learn Change Grow

internet marketing strategyThe thing about internet marketing is that there is no “one right way” to solve a single problem. So much of the advice and commentary about content optimization for search engines at conferences and on blogs is tactical. Five tips for this and 10 ways to do that. We do it too, because people that are new or just dipping their toe into the stream of internet marketing knowledge need information packaged in an easy to understand and actionable format.

Between the changes and improvements that happen on search engines, adoption of new web technologies/applications and changes in the way people use search, tactical advice can get outdated pretty quickly.  

Best Books on Social Media

Recently I had the task fo creating a resource for direct marketers on social media marketing and print books are something many people rely on as a portable source of information. The challenge with print sources on internet marketing related topics of course, is that they can become outdated more quickly than other topics.

As a result, I tried to focus on books that would retain thier usefulness to readers over time. The following list was researched from the stack of books on my desk, from the good Tweeple following @leeodden on Twitter and a few private recommendations. Fortunately, we’ve interviewed almost half of the authors on this list, so I’ve included those links as well.  Enjoy!

Cirque du Soleil Jessica Berlin on Social Media Marketing

One of the opportunities from speaking at the Pubcon conference in Las Vegas recently was meeting many client side social media marketing practitioners. Jessica Berlin, one of my co-panelists and social media manager from Cirque du Soleil, offered excellent insights into online reputation management and social media. I’ve invited her to take part in our “Social Media Smarts‘ series of interviews with social media marketing practitioners.

Jess has worked with Cirque du Soleil as a publicist and now as a social media marketing manager. She’s active on Twitter, Facebook and LinkedIn and has received kudos from social media kingmakers like Chris Brogan, who offers an insightful perspective on Jessica as a “trust agent” for Cirque du Soleil and a great story on what to do with 100 bloggers in Las Vegas.

Hands On Social Media Smarts for Direct Marketers

DMA TopRank Online MarketingTopRank Online Marketing is pleased to announce a parternship with The Direct Marketing Association to develop and present a series of 2 day workshops on social media marketing for direct marketers. 

On December 4th in New York the new course entitled: “Social Media Smarts: An Introduction to the Social Web, Tools and Strategies” will introduce participants to the marketing and communications channel opportunities of social media through practical demonstration of social media tools, case studies and exercises. The first 3 workshops will be held in New York, Chicago and then again in New York.

Decreasing marketing budgets and increased consumer skepticism towards traditional advertising is driving many companies to new ways of attracting and engaging customers.  At the same time, new communication channels such as social media represent the most significant change in marketer/advertiser communications with customers in the history of marketing.

Post PubCon: Real-World Winning Tactics for Content Creation

Content CreationEditor note: In order not to overwhelm readers with posts during Pubcon, we’ve saved a few additional sessions for posting this week. Enjoy!

Content is king. In spite of all that has changed in the online sphere since its inception, content is still the critical element to a compelling website. Providing relevant, fresh content on a regular basis can increase site traffic and improve search engine rankings, which in turn increases ROI. Yet delivering well-structured content of interest to your audience can be difficult. In Real-World Winning Tactics for Content Creation, three content experts gave their tips and advice for effective content creation, from blogs to mobile websites.

Top Content Marketing Blogs from Junta42

content marketing blogs
Over at Junta42 Joe Pulizzi has announced the quarterly update of his Junta42 list of content marketing blogs. I’m happy to say Online Marketing Blog was again included in the list. This time in a slightly improved position as you can see below. I must say, being included on a list with Brian Clark, Jeremiah Owyang, Brian Solis and David Meerman Scott is very humbling.

Lists are always controversial by nature as they exclude and include based on criteria that rarely satisfy everyone. But we’re happy to be included all the same and a BIG THANKS goes to the TopRank team that’s been liveblogging conferences over the past two months of consideration for this list.

Here’s the complete list of 42 top content marketing blogs:

PubCon: Earning Big Bucks with Social Media Traffic

PubCon Earning Big Bucks with Social Media Traffic

Have you considered developing content specifically to drive traffic from social media sites? Have you also considered what you want from that social media traffic, and what to do with it once you have it?

In a session titled, “Earning Big Bucks with Social Media Traffic“, Social Media Marketing advocates including Rank Fishkin, Vanessa Fox, Michael Gray and Alexander Barbara gave some great tips to drive traffic via social media channels and how to monitize that traffic.

Michael Gray kicked off the session discussion how making a connection within the social media world is key to drive traffic to your website. Michael stated that monetizing social media traffic is harder than most other types of traffic and you should only try to make money from this type of traffic if you truly grasp the concept of social media and monetization.

Pubcon Day 2 Favorite Photos

The second day of WebmasterWorld Pubcon didn’t dissapoint with great sessions throughout the day.  In between sessions, I was able to take a few candids and had help from Lisa Barone and Ashley Bruce during the sessions where I was speaking.

Alex Bennert and Elisabeth Osmeloski
Elisabeth Osmeloski and Alex Bennert

Barry Schwartz and Ken Jurina
Barry Schwartz and Ken Jurina

Jessica Bowman and Heather Lloyd Martin
Jessica Bowman and Heather Lloyd Martin

A taller Matt Cutts and Lee Odden
A taller Matt Cutts and Lee Odden

Lisa Barone and Tamar Weinberg
Lisa Barone and Tamar Weinberg

Andy Beal, Jane Copeland and Mike McDonald
Andy Beal, Jane Copland and Mike McDonald

Jake Baillie and Eric Enge
Jake Baillie and Eric Enge

Dante Monteverde Website Magazine
Dante Monteverde 

Susan Esparza and Rebecca Kelley
Susan Esparza and Rebecca Kelley

Google Booth
Google Booth

Take a look at all the Pubcon photos from TopRank opn Flickr.

PubCon: Online Reputation Management

Lee Odden Speaking on Reputation Management

The sheer quantity of different information sources online has resulted in a media circus. The various blogs, tweets and mainstream media outlets are like different acts vying for user attention. Online reputation management amid all the chaos can be difficult. It seems only appropriate that a circus insider, Jessica Berlin of Cirque du Soleil, weighed in with some tried and true advice in Reputation Monitoring and Management.

Andy Beal, Internet Marketing Consultant with Marketing Pilgrim and Lee Odden, CEO of TopRank Online Marketing and primary author of this blog, also contributed their advice for keeping the positive spotlight on your brand in this session moderated by Todd Friesen.

Why Monitor Online?

PubCon: Managing Brands Online

PubCon Brand Management

The speed and availability of information online has given more power to the individual to be vocal about their opinions and feelings, both positive and negative.  Social media, blogs, forums and online groups can leave you vulnerable to negative attacks if you are not involved in the conversation.

This panel of brand ambassadors, including Jessica L Bowman, Sr. Marketing Manager for Yahoo!, Lauren Vaccarello, Director of Publishing for Forex Capital Marketers, Tony Wright, CEO and Founder of WrightIMC, and Brian Combs, Senior VP & Chief Futurist for Apogee Search, discussed the ins and outs of how to manage both your reputation and brand in the intricate and sometimes hostile environment on the web.

Breaking the Rules of Blogging and Succeeding.

If you talk to companies that do blog optimization or promotion, you’ll soon learn that there are rules, or best practices, for blogging.  Things like have a good deal of post content, have a well designed site, internal linking is important, and categorize posts to name a few.  However, some blogs break the rules and still succeed.

Have you been to I Can Has Cheezburger?  Millions of people have.  It’s one of the most popular blogs on the web, yet it’s not following best practices.

Here are a few of the item they’re not doing.

  • Design – The design is lacking.  They have a great logo, but there is so much going on that it’s hard to know what to focus on.  It’s also hard to distinguish the post title from the rest of the page.

Pubcon Day 1 Favorite Photos

As is tradition at Online Marketing Blog, we take quite a few photos at conferences. I’ve never come back from an event thinking that I took too many.  Here are a few photos from day one of the WebmasterWorld Pubcon conference in Las Vegas, which for me, was interrupted by a trip over to the Zappos headquarters where I took a tour. Afternoon sessions were well attended as was the Zappos Tweetup at Hard Rock Cafe.

Vanessa Zamora, Joe Morin and Melanie Mitchell
Joe (here flanked by Vanessa Zamora and Melanie Mitchell) is always the luckiest guy in the room – especially in Vegas

Zac at Zappos

Zack at Zappos Headquarters

Zappos Elvis Style
Zappos, Elvis Style (including music)

Marcus, Bob, Chris, Greg, Neil, Cameron
6 SEOs Can’t be Wrong: Marcus, Bob, Chris, Greg, Neil, Cameron

DSC00967
Dan Perry and Ethan Giffin are pretty happy about Pubcon