29 Aug '13, 11am

Let Your Audience's Interests Guide Your Content Strategy

Let Your Audience's Interests Guide Your Content Strategy

One of the keys to unlocking the virtuous cycle that exists between search marketing and social discovery is publishing content that is worthy of a Facebook like, a tweet, or a LinkedIn share. As advertisers are encouraged to think and act more like publishers , writer's block is an increasingly common and pernicious problem. Creating an ad for a captive audience like the people who tune into the local nightly news broadcast is one thing: Do some market research, create the spot, and then let her rip. But since the dawn of digital media, the iron-fisted control of the broadcast television and radio networks over the audience has weakened to the vanishing point. In order for an advertiser to capture the attention of a target audience today, the advertiser's content must stand on its own. The audience will vote with its fingers and click or tap away from the content if it's ...

Full article: http://searchenginewatch.com/article/2291406/Let-Your-Aud...

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