Author: Joseph Schaefer, PhD

Content marketing for human action | Econsultancy. Before we talk about the Human Role in content marketing, let's step sidewise for a moment. My Doctorate and original research was in Neuroscience, and there is a tendency in any science to try and split up and divide a function or process in order to describe it. If you can "mechanize" it, then you can control and describe the steps. Well the Nobel Physicist who first described Black Holes with Stephen Hawking, Roger Penrose, took a little stroll through the Neuroscience world when he wrote his book, 'The Emporer's New Mind". When he did this, he ticked off a great number of my collegues in Neuroscience because his ultimate commentary was, we will never fully describe how the brain creates consciousness because it is a quantum process, beyond our powers of description. He predicted that artifical intelligence...

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What Exactly Is Content Curation, Anyway? Content curation is a buzzy term these days, and a quickly growing trend in the marketing world. However, a lot of companies still don't realize it's value or even what it entails. In short, a content curator gathers content from around the web that would be interesting or valuable to a specific niche, then they add their own commentary and additional original content here and there. This makes for a dynamic news source that caters to a specific audience, while allowing for the author to add value to the collection with their own interesting takes on various subjects and opinions.   Want to get into content curation yourself? Get started by clicking here - 5 Ways To Use Content Curation for Marketing and Tools to Do It | Forbes....

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Did international expansion kill Groupon? | Econsultancy. There has been plenty of speculation about the missteps Groupon could have prevented along the way to ensure their stability and continued success. Everything from a poor business model from the get-go, ethical problems with upper-management, poor accounting when going public, and most recently - the strategy to use it's revenue to expand internationally and grab foreign markets before foreign knockoffs do, have all been cited as various nails in Groupon's proverbial coffin.   Groupon itself has indicated that the less than stellar returns they've seen from expanding into foreign markets have been a large factor in explaining it's current financial woes.  However, others have said that Groupon's problems shouldn't be pinned on this entirely - and more specifically, perhaps they should have worried more about their business itinerary than beating the competition to the punch.   The Art Of...

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Don't Let a Slow Website Kill Your Bottom Line - Forbes. People are very sensitive to website loading time and Google is very sensitive to what people are sensitive to. This means that you should pay close attention to you website loading because everybody else importnat to your site is paying attention. Matt Cutts  says that Google will be placing more and more emphasis on site loading speed in terms of how it affects ranking. Is Speed That important Remember those old Flash websites a few years ago? They had the big animated graphic telling you to just hang on, because everything was loading. My typical response to that graphic was this thought. "Nothing is worth waiting that long for - I'm Bouncing Baby". Several widely cited studies show that very small increases in load time can result in big drops in page visits and other measurements...

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Building a Video SEO Strategy | SEOmoz. The most basic of questions apply to using VIdeo in a comprehensive SEO strategy. It is not just about ranking higher in search, although this is certainly one of the main goals.  The purpose of video in a website is as much about conversion as it is about helping organic search results.  For this reason, the video marketer will want to make decisions about whether to post video in the actual money site or on a platform like youtube. This will have huge impact on the contribution of the video to the conversion process and also whether the website is ranked higher or instead the video platform channel or page. This article is very comprehensive in addressing these various concerns. Building a Video SEO Strategy | SEOmoz.  ...

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Unusual Email Subject Lines "Hey" … | UNBOUNCE   You Don't Live In The WhiteHouse The Obama campaign used HEY as an email subject line with wild success, but then he is the President of the United States. Claude Hopkins wrote the definitive guide to advertising in the first quarter of the 20th century and even he acknowledged that we can never actually know what will work in advertising. We can only test everything and use the winning approach. The same is true with headline.   He Sings Like Al Green Beyond the discipline of testing, we can make educated guesses about headline appeal and the appeal of President Obama saying "Hey" is a bit of cognitive dissonance. The colloquial approach certainly added to his "hip", "cool" persona.   Nobody Hates Clarity But you might say that many in the Social Media have made good use of unusual, paradoxical headlines....

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8 Lessons a 6 Year Old Can Teach You About Your Landing Page  One of the most common phrases in advertising is What's In It For Me (WIIFM). This attitude can be represented by imagining you are trying to please a 6 year old with your web marketing and message. To communicate with a 6 year old you will need to focus entirely on how your product meets their need and the meesage will have to be ultimately clear. Each element of your website landing page is put to the 6 year old test and the result will be a more powerful, compelling and single minded approach.  ...

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Email Subject Lines; What Works and Doesn't? It's well-known adage that at least 80% of the effort in writing advertising is spent creating the headline. In email marketing this is equivalent to the subject line of the email. There are some general subjects to avoid in email marketing, subject lines like; “Are you tired of this”, Are you sick of that”, “Do you have this problem”, etc.  The email subject line grabs attention, but it is also the first sentence of a sales conversation. This makes an email subject line subject to the established rules for both advertising headlines and a sales pitch openings.  So Don't Do It                   The yes/no question doesn’t work for either advertising headlines or sales conversations. Since advertising attempts to complete a conversation already in the prospects mind, people don’t typically walk around asking themselves question about their needs...

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