Category Archive for: Content Marketing

SHIFT’s Top 10 PR Posts from 2013

Each year we take a look at the best and the worst content to understand what worked and what didn’t. We also consider what it changes in terms of our writing in the year ahead. There’s an easy way to do this within Google Analytics, especially if you date your posts within the URLs and…

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How the Google Trends Topics Update Will Shake Up Your Content

Google Trends released a new beta feature¬†(topics) this week that points, once again, to how exactly search is changing. It’s not hard to predict that Google will continue to make changes to search in 2014 along these lines, but let’s dig into what this update does and its importance. Not familiar with Google Trends? It’s…

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Why Social Media Matters

From time to time we still get a question from potential clients that always goes a bit like this, “Why should we invest more time/money/effort into social networking channels/marketing?” They’ve started a Twitter account and a Facebook page, they’ve dabbled in Google+ and post things to their LinkedIn company page, but they aren’t sure what…

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Signal, Meet Noise: Breaking Out of the SXSW Panel Picker Crowd

Social networking, like every other industry, has a networking event it can call its own. Except this one is no small hotel ballroom affair. This one takes over an entire Texas town for five straight days of sunrise-to-probably-well-past-sunset events, official and unofficial, and brings together the biggest brands in interactive media. You better believe that…

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Longer Form Content Becomes More Important for Marketing

Food for thought. Google announced another new feature on Tuesday that is now in a search box near you, called “in-depth articles“. This new feature is designed to promote authoritative articles and content that are long-form pieces of content, from blog posts to scholarly works. In their example, if you search for censorship you will…

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Bad Press Releases Can Hurt Your SEO

Press releases can now harm your SEO rankings. Let’s say that again, because it’s a big change in mindset for marketers and public relations professionals. Press releases can now harm your SEO rankings. In the past, companies have wanted to stuff their press releases with relevant keywords about their news to pass SEO page rank…

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Should PR pay to play?

Much buzz in the PR industry has arisen from commentary and a report by Richard Edelman about the ethical framework of sponsored content. The report effectively summarizes how public relations work integrates with paid promotion of sponsored content. Supporters of the idea of PR working in the sponsored content realm say it’s a natural extension…

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How to respond to plagiarism and copyright violation (US version)

In PR, we talk a great deal about content marketing, about creating content that’s helpful, useful, and relevant. Becoming minimally competent at content creation takes time; becoming good at it takes years, and mastering it takes a lifetime. However, one of the most backhanded compliments you’ll receive as a content creator is the day that…

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Content creation expertise requires training

One of the most common refrains we hear in the digital economy is that everyone under 25 is a digital native, and thus teaching skills like digital content creation is pointless, redundant, or counter-productive. While SHIFT wholeheartedly embraces hiring people of all ages and backgrounds, the need for content creation training is universal. A 25…

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How to blog in 5 minutes a day

One of the most common things I hear about content creation for the purposes of marketing and PR is that there’s no time to create content. No time to blog, no time to create, no time to get things done. Here’s a simple, foolproof method for blogging that you can do every day if you…

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