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We corner the market on finding good content 😎  


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Recently, I had a tweet that got a lot of engagement:



It had 58,000+ impressions and 450+ engagements -- far more than my typical tweet.

While it was nice to receive likes, retweets and comments, the benefits didn’t extend further. For example:

I didn’t see a surge of new followers.

My Twitter profile invites people to subscribe to this newsletter, but I didn’t see sign-ups as a result of the tweet.

I equate this to a B2B brand that creates a “viral hit.” They’ll get tens of thousands of clicks, views or likes, but zero email sign-ups, zero leads and zero sales opportunities.

The lesson?

A popular tweet or a viral video are one-hit wonders, your fifteen minutes of fame. 

People chuckle, they laugh, they retweet, they move on. Soon enough, you’re forgotten.

Here’s what you can do.

Keep showing up 👋

Keep a consistent presence. Continue to share interesting thoughts and interesting articles. Become known for the sum total of what you do -- it’s more meaningful than being known for a single tweet.

Get people to remember your greatest hits, not your one-hit wonder.

When people see your consistency, that’s when they’ll follow you and sign up for your newsletter.

Analyze 🤓

Figure out what made the tweet popular.

I think people liked my tweet because it captured semi-annoying things we’ve all experienced visiting websites.

The emojis may have drawn attention or made the tweet more entertaining.

Write this down in a notebook to help inform future tweets or posts.

Until next time,
-Dennis.

Around the Corner

Are you on the right side of privacy?

Some consider GDPR and CCPA to be four-letter words 😀

As marketers, we run programs and campaigns to reach potential customers. GDPR and CCPA are regulations we need to comply with.

Marketers are consumers, too. On that front, GDPR, CCPA and related regulations serve our interests.

Kristen Hicks wrote a fabulous post on this topic. It includes a list of 10 steps to be on the right side of privacy.

Read it on the Velocitize blog.

SEO myths

SEO myths are the original fake news.

I think that half of what’s said about SEO is a myth. I’ve been guilty of spreading myths myself.

This article references the Google Honeymoon Period, something new that I learned.

Read it at Search Engine Land.

HOLD ON! ✋🛑✋

Last week, I shared this article on Twitter. Rosemary Brisco contacted me privately to share her thoughts.

Under "Myth #7: Keywords are key," the Search Engine Land author writes, "Keywords are unlikely to have any desirable impact on CTR..."

Rosemary disagrees.

With her permission, I'm including her response:

Google is getting very good about understanding what a page is about and it does that by understanding the topic and subtopics the page is talking about but also looks at other signals such as inbound links.  

To say Keywords are not relevant is a mistake.

Certainly the days of using stuffing keyword meta tags and using the same words a hundred times on the page are gone, but content creators still need to understand what the users will be searching for so they can address and answer those questions.

Then they need to talk about the topics people are searching for.

Google still bolds the search queries in SERPs. Below is a screenshot of the top organic listings for the search query: ecommerce fraud detection machine learning



Content creators who use the same words people are searching for in their content also improve their change for higher click throughs from SERPs because Google calls them out by bolding them.


Thank you, Rosemary!

Next Meetup
How to Supercharge Demand Generation With Conversation

Marketers compete for the attention of prospects in a world of digital marketing.

In this presentation, Mari Anne Vanella, Founder and CEO of The Vanella Group, will show us how personalization and segmentation can be greatly enhanced by direct engagement with prospects.

You’ll understand how to be in the right place at the right time to grow revenue.

RSVP: https://www.meetup.com/Bay-Area-Content-Marketing/events/264411553/

Date:
December 10, 2019 at 6:30pm.

Cost:
$5

Place:
155 Bovet Road, San Mateo, CA 94402

Note: Thanks to our sponsors, Hushly, 3Q Digital and ToTheWeb.
Twitter Corner
In each newsletter, I recommend a Twitter user to follow.

This week, I recommend Katie Robbert (@katierobbert).



Katie is Co-founder & CEO of Trust Insights.

Along with Kerry O'Shea Gorgone, Katie hosts one of my favorite podcasts, "Punch Out with Katie and Kerry."

I recently interviewed Katie on the Leadtail blog.
 
Podcast Corner
I need suggestions! 👋

One genre that I enjoy is true crime podcasts.

Let me know if you have any to recommend. Thank you!
In Your Corner
This article at Smithsonian.com features chef Paul Ma.

Mr. Ma's business, Paul Ma's Chinese Kitchen, was based in my hometown, Yorktown Heights, NY.

Ma's daughters went to the same Chinese school as me.

At the Chinese school, he directed some plays I acted in.

So neat to see him featured in the article.
Thankful Corner
Thankful to James Tennant for including my thoughts about content marketing in this post about 2020 trends.
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