Ian Lurie of Portent Inc. The Web is abuzz with the term "content marketing," but my guest Ian Lurie of Portent Inc., the Seattle agency he founded in 1995, says it's not about promoting content for its own sake. It's about creating marketable content that informs, amuses and entertains. He should know. He's the co-author of "Web Marketing All-In-One for Dummies."
Writers and marketers alike will enjoy this interview where Ian explains how marketing can save the world and why he still takes time to write well. Find out what question prompted him to "bang his head in a drawer" and other stories of marketing angst.
Writers and marketers alike will enjoy this interview where Ian explains how marketing can save the world and why he still takes time to write well. Find out what question prompted him to "bang his head in a drawer" and other stories of marketing angst.
Ian also shares his thoughts on separating good digital marketing from bad, social media and pay per click advertising.
Key Points:
Key Points:
- How to create marketable content
- Real optimization means visibility, significance and authority
- The different between search and social media marketing
- What you need to do to make PPC work
Podcast:
| 02_16_13.mp3 |
Intro:
Marketing. It’s one our favorite topics here on Minding Your Business, so we’re continuing our discussion about search marketing -- how it’s evolving to include social media and mobile.
In the past year, we’ve seen Google make major changes to their search formula -- or algorithm -- with the Panda and Penguin updates. Google seems to be driven by the desire to make search more closely reflect how human beings, rather than machines, evaluate and find information. That means it’s becoming more difficult to trick the search giant into ranking your website higher on results pages. Known as black hat, these techniques are instigated by search engine optimization companies trying to game the system.
Google’s increasingly sophisticated search algorithms are good news for marketers. However, that means businesses need to be very smart when it comes to creating websites. Not only for the desktop and laptop, but for all types of mobile devices and embedded technologies.
Today, my guest is a digital marketing expert who began a very successful agency almost 20 years ago. We’ll hear about how he got started and grew his company, what he thinks is working right now and what he foresees for the future of marketing on the Internet.
In this clip from App Judgment, you’ll hear what it’s really like to do a search with voice commands in this showdown between Apple’s Siri and Android’s Jelly Bean.
Marketing. It’s one our favorite topics here on Minding Your Business, so we’re continuing our discussion about search marketing -- how it’s evolving to include social media and mobile.
In the past year, we’ve seen Google make major changes to their search formula -- or algorithm -- with the Panda and Penguin updates. Google seems to be driven by the desire to make search more closely reflect how human beings, rather than machines, evaluate and find information. That means it’s becoming more difficult to trick the search giant into ranking your website higher on results pages. Known as black hat, these techniques are instigated by search engine optimization companies trying to game the system.
Google’s increasingly sophisticated search algorithms are good news for marketers. However, that means businesses need to be very smart when it comes to creating websites. Not only for the desktop and laptop, but for all types of mobile devices and embedded technologies.
Today, my guest is a digital marketing expert who began a very successful agency almost 20 years ago. We’ll hear about how he got started and grew his company, what he thinks is working right now and what he foresees for the future of marketing on the Internet.
In this clip from App Judgment, you’ll hear what it’s really like to do a search with voice commands in this showdown between Apple’s Siri and Android’s Jelly Bean.
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