The low-hanging fruit in any effort to improve marketing and targeting is SEO, search engine optimization. Though SEO can become wonderfully geeky, for most clients, the advice and the work is simple: use keywords in content and headlines, the kind of words and phrases that you would enter into a Google search box yourself to find content like yours.
The best optimization is neither free nor simple, but most clients haven’t done the free and simple, so proving the worth of SEO is generally painless.
But even gratis efforts to push and pull content could become much trickier in the coming year for clients with international interests. Continue reading →
The old model of public relations involved hiring flaks and marketers to persuade print, TV and radio journalists to cover you. Hiring one set of gatekeepers to guide you through another made sense back in the day. In a three-channel TV town with two dailies, maybe 3-5 weeklies, several radio stations and a monster-sized market share of consumer eyes and ears, you needed all the help you could get.
They called those pieces of media by names that indicated the scarce resource they controlled. Print filled its newshole and display space, radio the quarter hours and television by daypart. And almost everyone paid attention.