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The roll out of Google’s Panda in 2011 has certainly made us all aware of not only duplicate content but thin content issues as well. Thin content can be found on location based pages where the site owner simply repeats all the same content on a page but changes out just the location (i.e. the city or town) for each page. Another very common place for thin content is product pages. (more…)
Engaging content is genuine and believable. It appeals to our human sense of curiosity and can even inspire awe in us. The very best content has an un-self-conscious immediacy that makes it accessible to the audience it engages. Content that excels in this way has a tendency to get noticed, passed around, and, yes, attract links too.
The content development process centers on the ability to keep inspired. When it comes to inspirational stories about content, I can think of nothing better than my friend George Wright’s story from his days at Blendtec. He’s the one who had the genius idea to post videos online from the blender testing lab. Sounds kind of oddball, but these short clips have become an Internet sensation and were recently ranked by Advertising Age as the No. 1 viral ad in the history of the Internet. George gave me the skinny on how he found inspiration. I’d like to share that with you:
A couple of years ago while at a conference in California, I met Simon Kelly, the Chief Enthusiasm Officer at Story Worldwide. We sat on the same content marketing panel. At one point, he leaned over to me and handed me his business card. I took one look, and knew it was a keeper. It stood out so much that to this day I still have it tacked above my credenza. The funny thing is the back of his business card faces out. You want to know why? (more…)
For a few years now, there’s been so much talk about “the death of the copywriter.” Granted, the death of copywriting, or the death of just about anything, makes for alluring headlines. Us humans appear to be magnetically attracted to obituaries. (more…)
If you haven’t noticed, there is an infographic explosion happening. Some would debate that infographics are over-used and too time-prohibitive, others would say that content is made more interesting and impactful, simply by adding a visual spin. Like most things though, you get out of it, what you put into it. And when all the right ingredients come together, infographics can be leveraged for links, build engagement, drive site traffic and give your audience variety in their consumption of your compelling content. (more…)
