Our blog, our take on happenings in the world.


7 Social Media Résumé Concepts That Will Make You Rethink Yours

An Irish pub is only accepting Snapchat résumés. KFC recently held 140-second interviews to fill its manager of digital greatness position. Does it seem like your paper, text-based résumé may no longer do the trick? Check out some of these amazing social media résumés to spark your job hunting creativity By Aleksandra Sagan:


Brennan Gleason, a web and graphic designer, created the résume-ale to promote himself and his design work. The cardboard box holding four beer bottles filled with blond, home-brewed ale is adorned with his résumé. Each of the bottles has a QR code on the label, leading to a piece of Gleason’s online portfolio. The spiffy packaging – each bottle cap even had his self-designed logo – helped Gleason land his latest gig as creative director at Techtone, a digital marketing agency.





The QR code mouth-piece

Victor Petit, a self-described creative working in marketing and advertising, felt a standard print résumé would not be enough to land him a highly sought after internship. So, on the backside of his résumé, he printed a photo of his face with a QR code in place of his mouth. When scanned, the QR code directed prospective employers to a video of Petit’s mouth that could be laid over the photo on his résumé so they could see and hear him speak about his experience.

Facebook profile

Sabrina Saccocio ditched the traditional résumé template and opted for something everyone would recognize: a Facebook profile. When she submitted the resumé to Steve Pratt for a gig at CBC’s Radio 3, he called it “the most creative résumé I’ve seen in years,” on his blog. The profile included the basics—like her contact information and education history. But, also included comments from “friends” recommending her work, samples of content she’s created that had gone viral, and showed off her sense of humour—her relationship status? Married (to her job).


The living résumé

While most people don’t immediately think of Pinterest when they’re hunting for work online, that didn’t stop Rachel King from creating her living résumé on her Pinterest page. On the board, King pinned her résumé, media coverage of her work, and various speaking engagements. She recently accepted the head of communications position at DogVacay, a dog-sitting service.

The Amazon sales pitch

Philippe Dubost seems to know that the point of a résumé is to sell yourself. So, he turned his into an Amazon product page. The page shows off his relevant work experience in the form of reviews, and includes short recommendations from former employers and colleagues—who also happen to give him a 5/5 average customer ranking. How did the unique résumé format turned out for Dubost? He’s currently not available, and it’s unclear when or if the item will ever be in stock again.

The Google search

Experts are constantly reminding job hunters to clean up their social media profiles in fear of the imminent Google search by a prospective employer. Eric Gandhi decided to use the Google Search format in his favour instead by turning it into his résumé. The search term to find his résumé? Creative+Hard-working+Talented+ Excellent Designer+Unique+Autodidactic… and on it goes. The first result reads: Did you mean: Eric Gandhi? His contact information and work experience are found below, ending with some clever Google search suggestions, including “Try Eric Gandhi.”



#Twesume forces job-seekers to sell themselves on Twitter in 140 character or less. The twesume includes a brief synopsis, #twesume, and a link to some secondary material—like a LinkedIn page, YouTube video or perhaps one of the more creative résumé formats from above.


Content Marketing tips and tricks – Free Download

Creating quality content is an integral part of any successful inbound marketing strategy. Unfortunately, a lack of time, resources, and writing or design skills can all hinder our ability to create to the extent that we’d like. To help make our lives a little easier,we found this cool and informative article and ebook: “34 Tips and Tricks for Planning and Creating Content” from the Hubspot, talking you through planning, writing and designing hacks with some extra resources.

Click here and thank us later.

We’re Hiring – Project Lead

We are looking for a senior level Project Lead with a strong understanding of digital media, target audiences, creative ideation and implementation while meeting customer KPI’s to help drive social media accounts with strong conceptual content. This person will be the face of a company, managing communications in both directions. This digital-savvy employee is responsible for all communications, social media, events, and content creation, among other things.

It’s a Web 2.0 communications role, incorporating online tools and in-person networking to create relationships and ultimately build the company’s brand, both online and off.
While every day as a Community Manager is different, this is what the role’s responsibilities may include:

Here is what you have to do: Accomplish project objectives by planning, executing evaluating and reporting account activities related to Digital Content Marketing.

Sr. Project Lead Job Duties:

  • Achieves operational objectives by contributing information and recommendations to strategic plans and reviews; preparing and completing action plans; implementing production, productivity, quality, and customer-service standards; resolving problems; completing audits; identifying trends; determining system improvements; implementing change.
  • Meets financial objectives by forecasting requirements; preparing a budget; scheduling expenditures; analysing variances; initiating corrective actions and basic reporting.
  • Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organisations.
  • Enhances department and organisation reputation by accepting ownership for accomplishing new and different requests; exploring opportunities to add value to job accomplishments.
  • Develop and implement social content strategies including calendars, spend, creative, copywriting and reporting
  • Monitor Trends in Social Media, the business vertical and Content Marketing.
  • Support existing teams and help drive deliverables.
  • Deliver high quality campaign that are well executed in line with agreed plans, including liaison between teams.
  • Add value to the clients business by identifying opportunities to improve current practices, creative work and campaign performance.
  • Help ApexMedia to grow our business by identifying opportunities within existing clients business.
  • Daily monitoring of the social community providing reporting and suggested enhancements to the strategy.

Soft Skills: Developing Budgets,, Supervision, Staffing (Basic), Project Management, Management Proficiency, Process Improvement, Tracking Budget Expenses, Self-Development, Planning, Performance Management, Detail Orientated, Communication and Remote Team Management

Technical Skills: Brand Theory and Ethos, Content Development and Implementation, Photographic Ability, Design Skills, Visual Communication, Strong Writing Ability and a solid understanding of Social Media Best Practice.

This is what we are looking for in:

  • Related tertiary qualification essential (Marketing/Visual Communication Preferable)
  • Minimum 2-5 years experience in an account management role within an agency essential
  • Min 2years people management and extended team building experience preferable
  • Real passion for digital and content marketing
  • Ability to think strategically and commercially
  • ability to review campaign results and understand real return on investment, as well as suggest improvements
  • Deep understanding of all communications disciplines – BTL, ATL and TTL
  • Understanding of new technology and the application of it to the creative process.

4 Steps to Audit Online Content After Hummingbird and “Not Provided”

CMI readers know that it’s possible to measure the effectiveness of content marketing efforts without keyword data — something we’ve had since 2011 to think about — but it shouldn’t just be a case of damage limitation for people who work with web analytics.

For content marketers, the removal of keyword data from Google represents a huge opportunity to overhaul the way we report on our online content. With this opportunity in mind, now is the perfect time for a content audit.

Hummingbird and the opportunities for content marketers

It’s no longer possible to trace a significant drop in traffic back to the loss of a certain keyword using analytics, so many businesses are adapting by rank-checking a greater number of keywords on a regular basis. It goes without saying that a drop in rankings is likely to cause a drop in traffic to your online content.

Combined with connotations of the Hummingbird algorithm update, which helps Google understand what its users are looking for without relying on what keywords they are using to search, “Not Provided” means digital marketers must learn to live without keyword data.

However, whether we deal directly with search engines or not, content marketers have never really been as interested in keywords as the SEO industry — which is why now is our time to shine. Finally we’re in agreement that how we’re finding content is less important than what we’re actually finding.

The need for a content audit

Although publishers check Google rankings of hundreds — or even thousands — of keywords each day, it’s how our content is performing that interests us. Tracking the performance of all these keywords without understanding the contents of the pages that rank for them means we’re selling ourselves short.

A CMI post from Chris Moritz demonstrated a great way to create a content inventory, which includes populating a spreadsheet with all of your content and detailing actions to take in relation to that content.

Compiling a report of all URLs on a website can be a mammoth task, though. Typically the number of pages that actually make up your site dwarfs the number of pages you’ll remember ever putting live – most sites have many stakeholders, plus Google has a frustrating tendency to invent duplicate pages. (Try using Screaming Frog to crawl your website; set the spider to look for what Googlebots looks for, and watch it compile a list of pages you never knew existed — the results will probably astonish you.) You can export a list of pages to a spreadsheet directly from Screaming Frog’s spider, including meta data, and even the number of words on each page. Creating an inventory from all these pages can take an extraordinarily large amount of time for a large site, and although it’s absolutely necessary, it’s also extremely inefficient.

A content audit is intended to identify “low hanging fruit,” so auditing a sample of pages is the most efficient way to do this. If you’ve undertaken any kind of keyword research, you’ll already have identified the pages that will provide you with the biggest opportunities.

How to audit content without keywords

1. Check which pages rank best for your target keywords

We’re looking to influence ranking pages, so the first step is to find out which pages are ranking most strongly for your chosen keyword set. We employ our own purpose-built rank checking software, but the Rank Tracker tool on can do this for you, as well. It also provides a useful look at whether the ranking for your page has changed recently.

Choose your keywords and Moz will track their rank in Google along with the URL that appears — you can also search for keywords manually: check rank for keyword The results can then be exported to Excel directly from the Moz tools in CSV format: keyword rankings results It’s best to format the results as a table — this makes them easy to categorize and easier to filter for certain content types: keyword ranking results table

2. Choose your KPIs

We need to measure how well our content is performing, and SEO professionals have long since learned that gauging how much Google likes our pages without looking at what users want is a recipe for disaster. In 2014, the search engines are rewarding sites that create rewarding experiences for users (rather than those that just pander to their algorithms), so incorporating engagement metrics such as page views, bounce rates, and exit percentages can provide a good indication of how useful the page actually is. For example, pages that rank well but have a huge bounce rate aren’t likely to rank well for long, so now is the time to do something about it.

The example below shows the bare minimum of metrics:

example of bare minimum metricsData such as pageviews, bounce rate and exit percentage can be easily exported from Google Analytics, and used to populate a table of ranking URLs by employing VLOOKUP (John Doherty created a useful guide on how to do this). However, to populate the rest of your table, you’re going to have to look through the pages manually (see Point 3, below).

Marking down the content type is extremely useful for trend spotting and allows us to scale our audit further, looking specifically at blog content, product pages, etc., by applying filters. In some circumstances a content marketer may only have influence over certain sections of the site (with the other page types falling under another department’s remit). Including conversion rates is also a good idea, if that’s something you can track through your analytics software. If a page isn’t driving sales, you’ll want to know why.

3. Dig into the data

Using marketing automation whenever possible is a good idea, but when auditing content, machines can only tell you what isn’t working and, at best, give you a vague idea of why. If you’re using a tool like Screaming Frog to crawl your site and get a list of pages, it’s easy to export information around meta data (e.g., are your title tags too short; are your titles missing, etc.) and the amount of content on a page (potentially a large margin of error, especially if your site has to contain things like disclaimers on product pages). However, the best way to work out what a user would do on a page is to have a look yourself. Google softened its Panda algorithm because only a real person can decide how useful a piece of content is — bounce rates and exit percentages might tell you that your content isn’t as useful as it could be, but to find out how to improve it you’ll have to read it. Look out for:

Titles that do not accurately describe the content
Obvious stock photography and low-quality images (Google may take action against sites that are over-using stock photos because users just aren’t buying them as authentic)
Broken links
Weak calls to action (are you telling users where they need to go next?)

4. Prioritize your actions

A comprehensive catalog of your pages — and recommended actions to take with them — is the aim of the exercise, but this can be a daunting task. Here’s where the “content types” field can come in handy. Look for patterns — it may be that you find the descriptions on your e-commerce product pages are duplicated, for example — and make changes to sections of your site based on how damaging they’re likely to be on your rankings and conversion rates. This could be an extensive task, like rewriting all your product descriptions, or it could be relatively minor edits like changing headlines.

Pages with too little content or content that’s duplicated across your site should be your priority for optimization, as these are less likely to be included in Google’s search results. Make a judgment call: If you think the pages could add value they will require rewriting, whereas old pages that aren’t relevant anymore should just be removed.

If you have even just a few pieces of duplicate content, they can damage the rankings of your entire website. Of course, you wouldn’t create duplicate pages on purpose, but that doesn’t mean they’re not there. These things have a habit of creating themselves, or being left around by other people!

Labeling pages to be deleted is straightforward — it can be as simple as highlighting spreadsheet cells in red. Depending on the complexity of your site, you might want to use a key, coloring pages to remove in red, pages to be redirected and consolidated in orange, etc., for example. A huge advantage of using a spreadsheet to track your content assets is that this process is completely bespoke (for sites with multiple stakeholders, it may be most useful to create an additional column and mark pages with remove/keep). This way, pages that aren’t yours to remove can be quickly and easily filtered out, leaving you with a much more actionable data set (and a shorter to-do list!)

Additional considerations

Don‘t worry about links: It might seem strange that a content audit intended to enhance the SEO value of your site is extolling the virtues of ignoring your backlink profile. But this profile is not a reliable indicator of how well a page will perform in Google’s search results, and it definitely doesn’t indicate how users will feel about it.

Your page will need some links, but if your page already has enough links to rank in the top five, it has enough links to rank at the top. If your content provides the definitive experience on a topic, backlinks may come naturally; and either way, your priority should be to ensure that your website is in the best possible position to capture sales or leads from the traffic that is reaching you. Once you’ve sorted this out, then you should start to think about link building.

Do something about high bounce rates: Pages with high bounce rates don’t necessarily need everything and the kitchen sink thrown at them. It could just be that you’re displaying the wrong page to users. For example, users searching for “gift ideas” and landing on your e-commerce site probably don’t want to be greeted with a page of product listings (if they want to randomly select a gift, they can browse Amazon at their leisure). Rather, “ideas” keywords show that users are looking for insight. Consider creating resources to target those keywords. A list of what’s hot on your site might be enough. It’s data you’ve already got!

Don‘t panic: If you’re tracking 2,000 keywords, that doesn’t necessarily mean that you’ll have to look through 2,000 pages when you scale a content audit in this way. One page may be relevant for more than one term, and I would advise against creating a separate page for every single term you want to target. If you do have pages that serve a very similar function, consider combining them, as this will likely provide a much better user experience. Simply move copy across in your CMS, ensuring that you implement 301 permanent redirects from the old version to the new — the last thing you want to do as part of your content audit is to create brand new duplicate pages!

As marketers, we have to ensure that everything our brands are displaying to customers is of the highest possible quality if we’re to sell our services. Google has made it possible for those customers to easily find things we’d forgotten we ever created; a content audit is necessary to remind us how much we still rely on those things. In many cases we report on how customers are interacting with them on a monthly, weekly or even daily basis. Directly influencing ranking pages through content strategy ensures that the keywords we’re reporting on are performing as well as possible. It’s not manipulating the figures; it’s improving the value of the pages we’ve already identified as valuable.

SEO The Past, Present, and Future

[subtitle]How to Focus Your SEO Efforts for Maximum Visibility in 2014 [/subtitle]

How Search Engines Work

Any time you search for something online, you are almost instantly presented with a list of (mostly) relevant results from all over the web. Somehow, search engines are able find the web pages that match your specific queries. How do they do this?! And – more importantly – how can optimizing for search engines still play a role
in helping your business get found?

In the simplest terms, you can think of searching the web as looking in a very large book with a very, very impressive index. This index tells you exactly where
everything is located. When you perform a search, programs check against the index to determine the most relevant search results, as well as the order (or “rank”) in which they will appear and be returned to you.

What Is SEO?

SEO refers to techniques that help your website rank higher in organic (or “natural”) search results, thus making your website more visible to people who are
looking for your brand, your product, or your service via search engines like Google, Bing, and Yahoo.


Over the years, the recipe for ranking success has included things like title tags, meta descriptions, keyword tags, keyword density, H1 tags, image attributes, links from certain domains, volume of links, quality of links, internal link structure, anchor text in inbound links, and more.

The Changing Face of SEO

More recently, the ingredient list for a “perfect” search ranking has expanded to include tweets, retweets, likes, social mentions, page load time, rel-canonical
management, and content marketing. Along the way, some old standbys made their appearances … things like user experience, quality of content, and depth of
content, to mention a few. Yet with all of this SEO knowledge that has been accumulated, so many websites still fail. How is this possible?


How We Used to Think About SEO

Once upon a time, SEO could be defined using two broad categories: 1) on-page SEO, and 2) off-page SEO, which could be boiled down to 1) keywords, and 2) links.
The idea was to aggregate as many of each in order to beat your competitors in the search results and rank as close to #1 as possible.


The Problems with “Old SEO”

  1. SEO was treated like a game.
  2. SEO was about quantity, not quality.
  3. SEO was focused on search engines,not searchers.
  4. SEO was too “cookie cutter.”

Learning from the Past

Rankings happen for many reasons, and the keyword or query is just the initiator of the process. You should optimize a page to be the strongest it can be in search
only after you’ve made it the best page for a specific need or topic.

There are multiple variations of keywords for any one topic, and therefore your focus should be on the page and the topic, not just one or two of potentially hundreds of keywords.

Never assume that your site should rank #1 without first knowing why it’s helpful to searchers. Just ranking isn’t enough: You need to provide what people are looking for with enough depth and insight that they stay on your site and are compelled to take action (contact you, share your content, etc.).

An Introduction to Modern SEO

According to Google, SEO is “about making small [meaningful] modifications to parts of your website. When viewed individually, these changes might seem
like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in
organic search results … [where] your ultimate consumers are your users, not search engines.”

In short, you need to understand not only the web, but also your visitors and what your visitors want – and get –out of your website.

The Key to SEO: Meaningful Content

What does Google consider “high quality”?

By creating content that is high quality, compelling, and relevant, you can engage your site’s visitors in a meaningful way. When content resonates with someone,
it feels personal and authentic. The new direction of SEO is all about creating a unique user experience for each visitor and personalizing those experiences as much as possible.

How Your Website Helps (or Hurts) SEO

You want your website to easily provide that unique user experience, right? Unfortunately, most websites are stale and do just the opposite. Here’s why:

  1. Websites need additional coding to optimize for mobile.Many websites today require special templates or additional coding to
    optimize for mobile. When a mobile searcher arrives on a site that isn’t mobile-friendly, you can bet they’ll have a less-than-stellar experience.
  2. A website’s CMS is isolated.A content management system (CMS) often stands alone from the rest of your site’s architecture, creating a fragmented experience for your visitors.
  3. Websites offer the same static experience to everyone.76% of website visitors want a site that “makes it easy for me to find
    what I want.” And yet, most websites show the same thing to every person who visits.
  4. Some websites are slow to load.Social media and mobile have more influence on SEO than ever before. Despite this fact, most CMS tools have yet to incorporate these elements out-of-the-box.

So, What Do You Need?

You need a system that functions as a fully integrated website. One that is part content system, part personalization engine, and that is customizable for you,
your team, and each individual visitor.

Inbound marketing is about tailoring your content creation strategy to attract not just any old person wandering around the internet, but your ideal customers
— also known as your buyer personas.

Wouldn’t it be great if for each one of those personas the content that your website displayed was actually unique – like how Amazon tailors what you see based
on what you like? (Full disclosure: We’ve built a system that can do just that. It’s called a COS: content optimization system.

Where Do Keywords Fit In?


The tried-and-true approach to keyword optimization requires that you research relevant keywords, track visitors through your site, watch conversions, tweak, and
then try to make the right decisions. The keywords you optimize your site around serve as the foundation upon which each and every page is built. Selecting the right keywords (those that speak to – and use the same language as – your ideal buyer) is essential to building that framework.

Beyond having a strong, user-focused keyword foundation, your website pages themselves can help to attract new visitors to your site. This is because Google gives precedence to pages that load quickly and whose HTML is search-engine friendly.

Keyword Research Tips for the Modern Marketer

  1. Understand “transactional” vs. “informational“ keywords.
  2. Use alternative tools like or for competitor research.
  3. Google’s keyword tool is now “Keyword Planner”.
  4. Use AdWords auction insights.
  5. Look at data from Webmaster tools.

Loss of Data Needn’t Mean Loss of Direction

With Google encrypting search more widely now (80% or more of a site’s keyword data is now “unknown”), marketers may be at a loss as to which keywords are
driving success. However, if you focus entirely on what you don’t have anymore, your SEO will come to a standstill. Instead, focus on what you can (or could) have,
such as page analytics and visitor data (i.e. how an individual found your website and how they’re engaging with your content).

With so much broad data available to help you understand your visitors today, it’s easier than ever to look at behavioral patterns, build sites that elicit desired
responses, and align your business in ways that impress searchers and keep them coming back.

How to Rock at SEO Today: 10 Tips

  1. 1. Develop more unique, in-depth content
  2. Truly understand what “quality” means
  3. Truly understand your buyer personas
  4. Don’t add content for the sake of having more content
  5. Never add pages without having direct access to them
  6. Rethink what “link-building” means
  7. Rethink what “keywords” mean
  8. Test your pages in different browsers before publishing
  9. Make sure your site is technically optimized (if using a traditional CMS)
  10. Make sure you have a Google+ personal profile and that it’s tied to your content

If You’re Useful, They Will Come

We don’t want any old traffic coming to our site – we want the right traffic. We want the people who are going to be the most likely to become leads, and, ultimately, happy customers. The content that best attracts those “right people” is content that is educational in nature and that appeals to those who are just beginning to recognize they have a problem that needs solving.

Your blog is an excellent (if not the best) place on your site to provide this helpful, educational material, and one of the most effective ways to share this content with the world is through social media. Regularly sharing content via your social posts, tweets, etc. can also help to get your name out there and – in return – bring people to your website.

Create for Humans, Not Search Engines

Search engines are extremely complex. The bottom line is that search engines are trying to anticipate what human beings want as they search … even before they
begin their search!

It is very easy to get caught up in the old way of thinking about SEO: links, keywords, and rank. However, modifying your website’s content with the idea that you’ll “rank” in Google is like going out and buying a lottery ticket with the hopes that you’ll strike it big.

When in doubt, always err on the side of providing relevant and coherent content that your website’s visitors (your prospects) can digest. If you find yourself
doing something solely for the search engines, you should take a moment to ask yourself why.

To Summarize, Here’s What Will Help:

  1. Providing unique experiences throughout your website to better engage users
  2. Surfacing unique content readily and easily
  3. Creating content that provides context and personalization
  4. Establishing a content strategy that focuses on creating quality, in-depth, and unique content
  5. Understanding your business’s buyer personas
  6. Having clearly defined business goals (other than ranking)
  7. Covering basic SEO to improve your site’s visibility in search results

What is content Marketing?

[subtitle]Useful content should be at the core of your marketing [/subtitle]

Consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant).

Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.

Enter content marketing.
But what exactly is content marketing?

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

And they do. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

Looking for examples of content marketing? Download this great eBook with 100 content marketing examples.

Content is the present – and future – of marketing

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day. Good content marketing makes a person stop…read… think… behave… differently.

Thought leaders and marketing experts from around the world, including the likes of Seth Godin and hundreds of the leading thinkers in marketing have concluded that content marketing isn’t just the future, it’s the present

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

  • Social media marketing: Content marketing strategy comes before your social media strategy.
  • SEO: Search engines reward businesses that publish quality, consistent content.
  • PR: Successful PR strategies address issues readers care about, not their business.
  • PPC: For PPC to work, you need great content behind it.
  • Inbound marketing: Content is key to driving inbound traffic and leads.
  • Content strategy: Content strategy is part of most content marketing strategies.

Content Marketing Infographic

To be effective at content marketing, it is essential to have a documented content marketing strategy. Download this great 16-page guide to learn what questions to ask and how to develop your strategy.

According to the Roper Public Affairs, 80 percent of business decision makers prefer to get company information in a series of articles versus an advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, while 60 percent say that company content helps them make better product decisions. Think of this – what if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it? ( See all the latest content marketing research here.)

Social Media’s Power of Persuasion


Dr. Robert Cialdini’s wrote a book called the “Influence: The Psychology of Persuasion”. The book was written almost 30 years ago and up to this day it is still a highly regarded book in marketing. For specialists and newbies, this is considered as one of the bible in social media, that each must have. The book talks about the six key principles of influence which are discussed below:


We are wired to basically tend to return a favor. In psychology we just hate to feel indebted to other people. One of the best examples of this principle are those websites and other businesses that will give free services or products for a Facebook like, a Twitter re-tweet or a personal email. is a blog that focus on giving techniques and helping people, in return those regular visitors became the site’s loyal customers.

Commitment and Consistency

We want our beliefs to be consistent with our values. The key to attacking Cialdini’s principle of commitment and consistency is to get your fans and followers to make an initial commitment, because they are likely to behave in accordance with that commitment. Invite them to a free marketing seminar, free downloadable music then upsell them with the rest of your album.

Social Proof

People will do things that they see other people are doing. Social proof is not just influenced by large groups, but also high profile individuals. For instance, a single celebrity becoming associated with a product will make others want to be associated with the celebrity’s positive traits, and then will utilize the same product.


Social Authority refers to the “natural born leaders” of any social group. This is why having a good number of followers, views and likes takes place. Credibility is the game…


People are easily persuaded by other people that they like. That is why it is important to fill in your “about us” in your Facebook page, Twitter description and Linkedin profiles. It will become your business pitch that tells potential fans or followers about the similarities between you and them.


This is Caldiani’s principle that has been used by companies and social media specialists over and over again to boost sales or conversions. A good example would be the “limited time offer”. In psychology we purchase something if we’re informed that it’s the very last one or that a special deal will soon expire.

New Facebook Insights for Pages

One of my biggest pet peeves with Facebook is the fact that their insights weren’t great. Many frequently asked client questions weren’t covered by Facebook Insights and a 3rd party tool was needed. To my delight, I received a prompt to check out the new Facebook Insights and so far I am very happy.  The new dashboard is broken up into four main sections: Overview, Page, Posts and People. Let’s take a deeper look at each of these


This section gives you a 7 day snapshot of your page’s performance. Similar to the old Insights you can see overall page Likes, Reach and Engagement. Here you can also check out the performance of your 5 most recent posts detailed with stats about Reach, Post Clicks, Likes, Comments and Shares. The Overview section is pretty straight forward and features a more visually attractive layout.


The Page section is filled with information about how your fan base has grown and how people are connecting with your Page. There is a ton of great information that is divided into 3 parts: Page Likes, Post Reach and Page Visits.

  • Page Likes – Here you will find information about your Page’s Likes including total Likes, Net Likes and Where Your Likes Came From. This information is great for when you need to really get down to the nitty gritty about how your community grows and where the growth comes from.
  • Post Reach – The Post Reach section digs deeper into your content’s reach and the actions that influence it. Here you will find Overall Reach, Engagement Actions that Influence Reach and Negative Engagements such as Hide, Report as Spam and Unlikes. I am so happy they included these items as many clients ask why their reach may have dropped. Now there is no speculation. I wrote a blog about how Negative Engagements will impact EdgeRank some time ago and now I predict the conversations around them will begin to grow. If you notice youre reach increasing or decreasing, now you can learn more about why.
  • Page Visits – This section shows you information about what sections of your page get viewed the most including includes Page Tabs. There is also very useful information included here such as Other Page activity which outlines Mentions, Posts by Other People on Your Page and Checkins. Finally, a nice little graph outlines the number of times that people came to your Page from outside of Facebook. This is all great information for when you are trying to understand where your Facebook Traffic is coming from.



I am a BIG content nerd, so this section of the new Insights really excites me. Facebook provides you with information about All Posts, When Your Fans Are Online and Best Post Types. This section is a MAJOR improvement and provides a ton of great data.

  • All Posts – Here you will find the basic breakdown of all of your Page’s posts. The data points include Reach, Post Clicks, and Engagements.
  • When Your Fans Are Online – I ABSOLUTELY LOVE THIS! This graph shows you when your fans are online. This answers that magical question about when is the best time to post. This proves that there is no magic standard and optimal posting times are unique to each page.
  • Best Post Types – Want to know the success of the different post types? Now you know! This section shows data based on average reach and engagement.


This section allows you to compare the demographics of people who have Liked your Page with the overall demographics of Facebook’s total population.  The data here is split up into 3 parts: Your Fans, People Reached and People Engaged.

  • Your Fans – Here you will find basic demographic data including Age, Gender, Location and Language.
  • People Reached – This part shows you the demographics of the people who saw your content compared against the rest of all your Fans.
  • People Engaged – Here you will find information about the demographics of the people who engaged with your posts compared with the overall demographics of your Fans.


Overall, I am very excited by the Facebook Insights overhaul. Have you seen the new Insights yet? What is your impression?


Google Analytics Becomes A Robust Testing Platform With Content Experiments API

Google Analytics API enables marketers and developers to experiment and build new tools powered by Google Analytics. Over the past year, they have listened to our feedback and made improvements to the API such as expanding data points available and integrating with Apps Script. Google says that it’s goal is to provide the most flexible and useful Analytics API on the web enabling you to do everything from build great apps to automate / expedite busywork.

Today, we’re excited about the launch of an API for Content Experiments — a new tool for easily testing site content with programmatic optimization to achieve Analytics objectives. This API makes Google Analytics a full-blown A/B testing platform where developers of all types can leverage the power of Google Analytics to run their experiments. By utilizing the multi-armed bandit approach, you can maximize results by efficiently determining which assets on your site perform best to offer an improved experience for users. Multi-armed bandit experiments are powerful and efficient tools and with the new Content Experiments API, you can get even more from them.

The Content Experiments API allows you to pick and choose from all the testing functionality Google Analytics has to offer and to combine it into powerful solutions that best fit your particular needs:

Testing changes to content without redirects. 
The original Content Experiments JavaScript snippet made testing a breeze. To keep things simple and consistent for all publishers, the snippet causes a page redirect which may take away from the end user experience in certain cases. Now, with the new Content Experiments API, testing changes to content without redirects is both possible and easy to implement.

Testing items server-side such as the result set of a database query.
Major testing platforms typically offer changes on the client-side but not server side. With Content Experiments API you can now run tests on the server side and try things like implementing different recommendation or search algorithms to determine what works best for your site.

Testing with your own variation selection logic and use Google Analytics for reporting.
While the multi-armed bandit approach to experimentation is one of Content Experiments most powerful features, there are times where publishers and developers would prefer to decide for themselves how to serve variations – be it evenly or using proprietary logic. The Content Experiments API makes it possible for you to bypass the regular programmatic optimization while allowing you to continue to enjoy the powerful experiment reporting Google Analytics provides.

Testing in non-web environments using measurement protocol.
For example, if you have a kiosk in your physical location (such as airline terminal or retail store) you can test different layout variations of content and features and determine what users can complete quickest or at highest value.


Developers are already putting the Content Experiments API to work and we’ve been hearing great feedback. Paras Chopra, Founder & CEO of  Visual Website Optimizer reports:

“We’re thrilled about the possibilities opening up with the new Content Experiments API. This new API is specially designed to infuse the powers of Google Analytics into testing and experimentation domain. We’re very proud to be one of the beta-testers with Google and soon we will start rolling out the integration of Visual Website Optimizer with Google Content Experiments across our joint customer base. When Google releases an API, it’s a big move for the A/B testing industry and we’re excited to be their launch partners.”

Learn how to get started with our Content Experiments API on their developer site or if you’re still new to the platform, get an overview of Content Experiments in the Google help center.

Happy testing & experimentation!

How to Network at Events, Without Being Awkward.

[h2a]Chapter 1[/h2a]

If you downloaded this guide, you probably know you have some work to do when it comes to mastering your “networking” technique. Don’t worry — you’re not alone.

Starting a conversation with someone through a computer screen? Sure, no problem — you can handle that. Walking into a room of crowded people, walking up to a stranger, and starting an intriguing conversation? No, no, no, no — you’d definitely rather stand in the corner by the snack table and pretend to be ridiculously busy on your iPhone so no one will attempt talking to you, but that’d be a waste of the registration fees you already paid.

So what do you do? Stand on the side and picture everyone in their underwear?

Let’s be honest — that’s a little weird and will probably actually make you more uncomfortable. There really is no need to get so worked up, we promise. All you need to do is follow these simple tips and tricks about what to do before, during, and after your networking event, and you’ll be a networking pro in no time.

[h1a]01. Preparing for the event [/h1a]


If you’re a marketer, you’re probably already great at making new connections on social media sites like Twitter and LinkedIn, which is much less scary than making connections in-person. So let’s start there!

[h2a]Twitter[/h2a] twitter-conferencing
Twitter is a fantastic resource for connecting with conference attendees ahead of time. Hashtags (#) are regularly used to facilitate conversations at events. For example, INBOUND 2013’s official hashtag is #INBOUND13. People attending this marketing conference can use the hashtag to tweet about the event, and find other people who are also talking about it on Twitter. Here’s how you can use Twitter to find conference attendees ahead of time:

[icon white=”false” ] icon-ok [/icon] Tweet that you’re attending! If you’re a bit nervous about reaching out to other people on an individual basis, start by making it easy for other attendees to find you and reach out to you. For example, you can tweet:

[blockquote author=””]

“So excited to go to #INBOUND13 in August! Tweet at me if you’ll be there, too.”

[/blockquote] [icon white=”false” ] icon-ok [/icon] Search for the conference hashtag. If other people are excited about the event and are tweeting about it, you should be able to find them if they’re using the hashtag. Just do a Twitter search for the hashtag, such as #INBOUND13, to find other people talking about the event.

[icon white=”false” ] icon-ok [/icon] Regularly check for new attendees. Set up a Twitter feed in Tweetdeck, HootSuite, HubSpot, or whatever you use to monitor your Twitter feeds. Create a new stream that monitors the hashtag that promotes the event. This way you can keep up with the latest conversations that happen about your event.

[icon white=”false” ] icon-ok [/icon] Create a Twitter list. To keep yourself organized, create a twitter list of all of the attendees that you find. Title the list: “People Attending #INBOUND13” (substitute the appropriate hashtag) and make it public. This way, the people who you add to the list will see that you’ve added them to the list, making you look like a networking superstar. People love to follow leaders, so you’ll open up your networking opportunities.

[icon white=”false” ] icon-ok [/icon] Follow & Tweet. Review these people’s bios and Twitter streams, and see if you have anything in common that you could chat about at the event. Then follow them, and send a tweet their way saying that you’ll be at the event too and that you’d love to meet up.

[h2a]Facebook[/h2a] facebook-conferencing
While you might not want to connect with strangers on Facebook (really, when’s the last time you accepted a friend request from a stranger?), it could be a good way to find other people who are attending your event, or learn a bit more about them — if their profiles are public. Here’s how you can use Facebook to prepare:

[icon white=”false” ] icon-ok [/icon] Find the conference event page. It’s likely that the conference will have a dedicated event page. Use Facebook search to find the event, and then click “Attend” to add yourself to the roster of attendees.

[icon white=”false” ] icon-ok [/icon] Write on the wall of the event. Post on the wall of the event that you’re looking for people in order to connect with them at the event. Make sure you include a some information about yourself, and the type of people you’d like to connect with. Provide a link to your LinkedIn profile in case people feel more comfortable connecting with you there.

[icon white=”false” ] icon-ok [/icon] Compile a list of people you want to connect with. Again, many people only use Facebook to connect with friends. In fact, messages sent from non-friends will go into the “Other” folder of your Facebook inbox — so people won’t even know if you send them a message unless they specifically check this folder. Compile the names of people you want to reach out to, but make your connections on Twitter or LinkedIn.

[h2a]Prepare Your Elevator Pitch[/h2a] twitter-conferencing
You should also use the weeks you have prior to the event figuring outwhat you want to say to people. What are your goals of networking at the conference? What do you want to learn from other people? Then make sure you plan the following elements:

[icon white=”false” ] icon-ok [/icon] Explain your company. Come up with a sentence or two that quickly and accurately explains what your company does. Make sure itincludes what the primary benefit is to your customers, and leave out unnecessary jargon that people new to the industry might not understand.

[icon white=”false” ] icon-ok [/icon] Explain your role. Be able to concisely explain your role at your company. This will help people you interact with understand how you might be able to help them individually. And it will make you look less silly, which is a nice perk.

[icon white=”false” ] icon-ok [/icon] Compile a list of questions. After exchanging introductions and niceties, the most awkward moment is when you don’t know what to say next, and the two of you are just standing there… awkwardly… staring at the croissants you’re holding. To prevent this scenario, have a list of stock questions ready to go that can be applied to anyone. On the next page, you’ll find a list of sample questions you can ask.

Example Questions

  1. Where are you from?
  2. How long have you been at XYZ company?
  3. Where were you before joining XYZ company?
  4. How did you become interested in XYZ industry?
  5. What are you hoping to get out of this event?
  6. What sessions are you most looking forward to?
  7. Which have been your favourite speakers so far?
  8. Which other conferences are you attending this year?
  9. I am trying to improve at XYZ — How did you go about that?