There is no question that Millennials or Generation Y consumers (born between 1980 and 2000) are an unusual breed, with very different values, buying habits and attitudes that confound older…
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Why every copywriter should understand SEO
For some, search engine optimization (SEO) is a second language, an essential tool in their marketing arsenal. But for others, it’s a dirty word: a point of confusion and something…
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Publish first, then edit and revise, for Google search success
Never let the perfect get in the way of the good. Blog and post, blog and post. Write all your site content quick and dirty then publish it immediately. If you’re…
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4 tips to successful digital writing
As most of you know, I am a prolific writer. I have more than 1700 bylines in my career, spread across dozens of magazines and their companion sites, blog sites,…
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Do writers need to know SEO?
Have you read sales pages that scream, “You don’t need to know SEO! Our software does it all!” Solving your SEO writing woes with software sounds so easy. You wouldn’t…
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Patchwork quilt stitch your marketing website tightly together using internal links and navigation (every page is sacred, every page is great, if a page is wasted, Google gets quite irate)
Google handles every internet page separately. Every page has its own unique PageRank and you can’t tell the success of a website based only the PR of it’s Default Index…
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Tone: it’s not what you say, it’s what people hear
While we’ve been trained to believe that snark rules online and that all of social media is populated by 4channers and redditors — and Presidents! Well, today is the 4th of July,…
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Five levers of relevance for digital authors
In my last article, Stop doing short-term campaigns, I said that cognitive effort was the “lever of relevance.” Several people have asked me what this means. Because it is fundamental…
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Everything you need to know about user guides and manuals
Sooner rather than later, the Internet of Things will connect us all into a global network of intuitive devices, designed especially for our convenience. Even as we speak, smart technology…
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What is structured content?
Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data…
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