To achieve and sustain real change, firms need to create a culture in which all employees are encouraged, through financial and non-financial incentives, to experiment and push ideas to market.
In content marketing, I think there can be too much emphasis on writing for search engines, and not enough on writing for people.
optimizing content, April 24, 2017 at 10:13AM
And the solution comes from the same corner, Google, that may have inadvertently started the SEO race:
Dan Lyons writes about blogging purely for SEO optimization — basically, great content that is devoid of value but stuffed full of buzzwords to fool Google’s search algorithm.
… The introduction of Google’s Rankbrain could put an end to all this, once and for all…
Ultimately, Rankbrain could be a win for both content creators and consumers, worn out by clicking on links looking for information and finding only a soup of keywords. It’ll force marketers to be smart, but a rising tide of good content will likely lift all boats.
Many companies have built large “data lakes” to capture larger and larger data sets without clear use cases in mind.
I call that sort of scrape-first think-later behavior lazy marketing.
big data promises, April 25, 2017 at 10:14AM
But aside from the extreme cases of ads appearing next to content from extremists and pornographers, I think this situation is also a reflection of just how much brands have given up control of “context” in media buying.
As John Battelle put it a few years ago, “programmatic has torn audience away from its contextual roots.”
brand safety, February 27, 2017 at 11:55AM