I was part-way through writing instructions for how to find keywords on Google’s Webmaster tools. It was to be posted on Wednesday.
Then, this afternoon I found this great article by Search Engine Watch. Not only does it give you ten ways to find keywords, it explains Google’s decision to suppress ALL of them. I decided to just link to the article because it describes the situation and solutions better than I can.
A client call got in the way. Then a friend was in my neighborhood and invited me to happy hour.
By the time I got back to my computer there was a new announcement: Google has removed all keyword data from Google Webmaster Tools. I swore.
It may be a bug. Google’s not saying anything, but that means nothing.
So making a plan C out of a plan B, the Search Engine Watch article is still a great article. Just with an extra keyword source.
You can BUY attention (this is called advertising)
You can BEG for attention (this is called Public Relations)
You can BUG people one at a time to get attention (this is called sales)
You can EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free
So, what is marketing? It isn’t listed in David’s list, even though each of the items looking like they’re marketing.
They are all marketing. Including the last point, social media is public relations.
Marketing is the research that helps you decide the products or services to produce. It’s the customer identification and segmenting. It’s even the delivery process, and sentiment that comes after the purchase.
I think marketing’s depth gets forgotten with all the new tactics and focus areas we now have. But without understanding audience, and research, and how it all comes together, your social media or public relations won’t be as effective.
Next time someone asks, what is marketing? It’s all of the above.
For those curious about the larger posts I’m working on, they are:
The difference between WordPress stats and Google Analytics
I’ve been quiet here recently and for good reason. Previously you’ve heard about my entry in the Jingle Bell Run/Walk for this year and to run the 5k (link to that post is here). I’m now blogging my progress on the new site Jingle to 5k.
A friend from Melbourne Natalie Roche is coaching me and writing the training program so I won’t end up with injuries. She also sends me messages such as, “Bianca, it’s Wednesday. Have you done your pilates yet?”. It’s needed; running is more fun than pilates.
Both Natalie and I will be posting and my training plan is online.
Comment, like, love on the Jingle to 5k site. Join me for the run if you’re in Seattle (you can walk or even snooze). Or sponsor me and help the Arthritis Foundation.
Have you seen the latest videos to go viral? Chipotle and Volvo have both released videos in this week that have, deservingly, taken off. They both tell strong product stories, are entertaining, and are well-made. Chipotle’s scarecrow video is also educational. My favorite aspect is that neither make it about their products, but products benefits shine through. Volvo tells the story of Charlie the hamster that can steer a (Volvo) truck up a narrow ravine. Chipotle’s scarecrow educates us about fresh food and clean eating (just like Chipotle use).
You have a content strategy and calendar. Blog and social media posts are created and curated and engagement stats are recorded. Your job is done, right?
No, not quite.
There are so many other content pieces that can be optimized to be on brand and engaging.
Today Yelp did a great job with their iPhone app update. They could have just written “bug fixes and features added”, but they chose to outline the benefits of the fixes and features, apologize for some features not being included earlier and giving credit to the developers who did the work. It was written in a fun voice. Even though it is verbose, I read it all.
Yelp has set the additional content marketing standard. How will you raise the bar?