Ask any advertiser if they use geo-targeting in their search campaigns, and chances are they will say that this feature is extremely important to them. Reaching a relevant audience is key for any search campaign, and filtering potential customers by their geographical location is a great place to start. It’s not a secret that many AdWords users are utilizing the service. However, as one of those advertisers, I must ask, are you getting the return that you want and need?
As the tired phrase goes, “Content is king.” At its best, the phrase conveys the importance of fresh, valuable content to a website’s marketing efforts. Lead with great content, and a whole host of benefits will trickle down.
At its worst though, “Content is king” conveys an unsavory implication: a self-entitled monarch who is beholden to no one; whose existence presupposes the idea that there might be a different, better way of doing things. Ever try to depose a king who is underperforming? Many companies have faced that challenge, and come up against the “Well, that’s the way we do it” argument.
A more useful analogy is “Content is president.” Content is elected on the promise of its virtues, and remains in place base on how well it performs. Unlike a king, you can vote out bad content. Good content should be the content that you’d re-elect – not based on tradition, but on success.
So how do you create content that resonates with the constituents? Whatever your political stripe, it’s all about the pairing the message to the audience based on where they are in the sales process.
Brynna Baldauf and Daniel Dannenberg of Vertical Measures have a conversation about content.
Are you afraid that you are missing out on valuable clicks because your search ads aren’t eye-catching? Or maybe, you’ve already mastered the art of text ad optimization and you’re looking for a new way to generate leads and boost conversions? Either way, integrating display ads into your current online marketing plan is a great way to garner new attention for your products and services.
When it comes to content marketers, there is one question that always piques our interest – Where do others get their ideas? And with more brands creating content than ever before, it can be challenging to continually keep ahead of trends, churn out fresh concepts and repurpose ideas – let alone do so across multiple platforms. To inspire the creation process, I’ve highlighted a few resources to help guide your brainstorming and idea generation efforts for 2013.