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Great articles roundup: content marketing, bad pitches, startup teams, campaigns and social media

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are Joe Pulizzi, Fast Company, ReadWriteWeb, SpinSucks and The Accelerator Gazette.

Five reasons why content marketing is no buzzword

Most people who aren’t involved in the industry on a daily basis may think that the term “content marketing” and the industry came out of nowhere. Joe Pulizzi puts together an interesting list of happenings that may (or may not) change your feeling on the matter.

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Content marketing tips: SEO implications for rebroadcast articles

By Alexandra Reid

My colleague Leo Valiquette came to me with a thoughtful question the other day: When the same article is being syndicated across the web, does that have negative consequences for search? While I have some basic knowledge in search engine optimization I was eager to learn more and so I turned to Chris Biber, president and CEO of SearchingWorks and our SEO advisor, for answers.

Generally speaking, thoughtful content syndication is a great way to increase online visibility for a company, said Biber. But he also drew the distinction between content syndication and article marketing. All too often marketers fall off the tracks by not following best practices and resorting to black hat content distribution (aka article marketing) methods that can ultimately damage a company’s search engine ranking and online reputation.

Google’s goal is to find the most authoritative and relevant results for your search query. For content syndication purposes, Biber says it’s best to work with Google, not against it, to help it identify you as the original content creator.

“There are no short cuts to online authority and you don’t do yourself any favours by trying to trick Google into thinking your site is authoritative,” said Biber.

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We launch new content marketing service offering

By Alexandra Reid

Over the past few years, working first on our own behalf and then with a growing array of clients that turned to us for help, we have refined what we believe is a highly effective process for the development and implementation of content marketing programs. As I explained in a post earlier this week, this approach rests on a number of key principles:

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Levering the power of teamwork to drive a successful content marketing program

By Alexandra Reid

Running a successful content marketing program has many challenges, a number of which Joe Pulizzi expertly cites in his post, 12 challenges that stop marketers from creating epic content marketing. I propose that many of these challenges could be solved if businesses would learn to simply tap the resources available at their fingertips.

Employees hold a wealth of knowledge that can be turned into thought-provoking content. Some also understand their customers, their pains and where to reach them. What many lack is the knowhow to turn that insight into great content and how to coordinate efforts to use that content for marketing purposes. That’s where hiring an agency can come in handy, but I’d argue that even the best agencies can never know a company as intimately as its employees.

The best solution I’ve found to develop and implement an effective and budget-wise content marketing program is, quite logically, to use each team for what it does best. Let the marketers create, coordinate and implement the content marketing program while showcasing the internal talent of the client’s knowledge keepers.

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Great articles roundup: Big news, Internet freedom, the road to ruin, marketing tactics, business tips

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are ReadWriteWeb, GigaOm, Inc., Financial Post, and MarketingProfs.

How big tech companies keep quiet on big news

While startup companies crave the kind of exposure that can require public relations campaigns worth hundreds of thousands of dollars, established tech players often pick and choose when they speak, if they choose to speak at all. As author Dave Copeland explains, as long as the media clamors for info, hoarding it works as a publicity strategy.

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