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Showing posts with label Content. Show all posts
Showing posts with label Content. Show all posts

Tuesday, 25 May 2010

New Twitter followers: do you follow them back?

9 Cross-check questions to evaluate new followers

So, you are now on Twitter and you are welcoming your first followers. You must be thrilled with all the self promoting DM’s (Direct Messages) you receive every day. Sure, there are a lot of gold diggers on Twitter.

What you are after is building a qualitative network of followers. People that actually value what you have to contribute to the online conversation, and vice versa.




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Posted by Michiel Gaasterland at 09:40 1 comments
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Monday, 26 April 2010

Twitter eyeballs on valuable content

My own little bi-monthly experiment


Last year July my business partner Steve published a document on Scribd called “Business leaders and social media: a 4 step strategy framework”. It’s a useful little document for business leaders who need to direct their teams in setting social media strategy.

Read full article here: "Twitter eyeballs on valuable content".



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Posted by Michiel Gaasterland at 09:58 0 comments
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Wednesday, 6 January 2010

Building a website? Start with your content!

The perks of creating a website content plan

If you have ever been involved in the process of developing a website, you are probably familiar with terms like navigation, functionality, interaction design, css design, use cases, flow charts and so on.

No matter how well designed & executed your website or application, it’s the content in them that determines your success. It’s your content that drives people to click, download, subscribe, & buy your ideas, products or services.

So why is it that in 9 out of 10 cases, content is the last thing that is attended to when creating a website?

Read full article here: "Building a website? Start with your content!".



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Posted by Michiel Gaasterland at 12:18 0 comments
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Tuesday, 13 October 2009

They are talking about you. Now what?

How to pro-actively manage your online reputation

Recently I was talking to a rather large brand who had just been sold on an Online Reputation monitoring system. They were looking for a solution to start responding to people’s questions online.

The first word that came up in the conversation was ‘web-rep’. These are folks who go online and respond to comments on behalf of the company. But as you get more visibility, more market share of voice, it’s not economical to keep scaling up the number of web reps.

Read full article here: "They are talking about you. Now what?"



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Posted by Michiel Gaasterland at 18:38 0 comments
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Monday, 17 August 2009

The value of content publishing

How to give great content away. Without being a charity!

More and more companies are starting to see the value of publishing great content such as tutorial videos, white papers, how-to guides, case studies, trend reports or market research documents.

However, I notice that many managers and marketers are not comfortable with giving this content away for free online. Usually a lot of time and resources have gone into creating it. I therefore often hear the argument that this content is too valuable to give away for free.

Read full article here: "The value of content publishing".


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Posted by Michiel Gaasterland at 14:42 0 comments
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Monday, 20 July 2009

Do the Wordle!

Visualise your proposition

In my blog post ‘It’s all about them, not you’, I suggest a little check to see how consumer oriented your website is: just by grabbing a pen and counting the number of times you use the word ‘we’ on your website as oppose to the word ‘you’. It really helps you get a feel of how consumer centric your organisation is.

Read full article here: "Do the Wordle!".



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Posted by Michiel Gaasterland at 18:26 0 comments
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Thursday, 2 July 2009

Smarter marketing: don’t advertise, help inform!!

McKinsey change the purchase funnel!

Everyone knows the purchase funnel gets narrower towards the end, right? The entire marketing process has been aligned to this principle for more than forty years.

Well, now we can think again. McKinsey’s recent global study shows a definite change in the way consumers research and buy products. And that opens up ways of smarter marketing.

Read full article here: "Smarter marketing: don’t advertise, help inform!!".

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Posted by Michiel Gaasterland at 12:08 2 comments
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Monday, 22 June 2009

Harvesting emails the social way

Using online content to build relationships

Want to harvest emails? Then don’t ask for people’s email address. Not just yet. Instead, try giving them some great free content first.

It’s pretty amazing to see how much valuable stuff one can obtain via the World Wide Web. I’m talking not only about valuable content you can find on websites, blogs and forums, but also downloadable documents such white papers, e-books, case studies, trend reports and market research to name but a few.

Read full article here: "Harvesting emails the social way".


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Posted by Michiel Gaasterland at 16:08 0 comments
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Monday, 1 June 2009

Getting your organisation on the same page

Great primer for the new rules of marketing and PR

In nearly all the organisations I visit, I hear people actively debating a more effective use of online communication as a means to reach business objectives. One of the biggest challenges here is to convert the collective ‘mass communication’ headset to a headset that embraces the new communication rules of the web.


Read full article here: "Getting your organisation on the same page".



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Posted by Michiel Gaasterland at 15:59 2 comments
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Monday, 25 May 2009

Making noise or building relationships?

The difference between online publicity and online PR

Once upon a time marketers had two main ways of getting their product or services noticed by consumers: advertising and publicity.


The principle of advertising is based on interruption. In order to get people’s attention you need a large degree of creativity or even humour. This helps people absorb your message and makes it stick.


Read full article here: "Making noise or building relationships".


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Posted by Michiel Gaasterland at 11:48 0 comments
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Friday, 8 May 2009

Best job in the world at errr… which Island?

PR should always be driven by business objectives

The ‘Best job in the world’ story broke on January 12, 2009. As a result, more than 30.000 people posted their one-minute job application video in a bid to become caretaker of Hamilton Island, a tropical Island off the coast of Queensland, Australia.


But how many people will remember ‘Hamilton Island’ in a few months from now?






Read full article here: "Best job in the world at errr… which Island?"



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Posted by Michiel Gaasterland at 16:49 1 comments
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