How to Create a More Consistent Content Strategy

Published on January 6, 2022

“Genius is one percent inspiration and 99 percent perspiration.” – Thomas Edison

Widely regarded as the father of modern electricity, Thomas Edison was a relentlessly prolific inventor, and is considered to be one of the most important engineers in American history. So it’s a little bit reassuring to read that such a significant figure sometimes struggled with his productivity and creative output.

We know how it feels to be burnt out, tired, or otherwise unproductive – and we’re willing to bet that you sometimes feel the same way. Like there aren’t enough hours in the day? That no matter how much you accomplish, you’ll never actually manage to polish off your “to-do” list?

Whenever feelings like these creep up, it can be easy to retreat from what needs to be done, and instead fall back on that old, reliable stand-by – procrastination.

“Why force it, if the creative juices just aren’t flowing?” you ask.

“Isn’t it better to wait,” you may well reason, “until I feel that big, creative second wind?”

These feelings are completely natural. But when it comes to your content marketing efforts, they could be dangerous.

The Importance of a Consistent Content Marketing Strategy

Read More

#SelfCare: How to Detox From Social Media Like the Pros

Published on December 30, 2021

The average person will spend more than five years of their life on social media, and most users spend roughly two hours every day on some social platform or another. Social media accounts for as much as 30% of total time spent online, and up to 80% of social media usage takes place on mobile devices – meaning that, in many cases, we literally can’t get away from that next tweetstorm or Instagram notification.

Two hours a day is a huge chunk of time to be spent doing anything – let alone using services with known links to negative health effects, ranging from increased feelings of loneliness to sleep deprivation. For many, social media is a stressor, and it can be a trigger for anxiety and frustration – yet it can be hard to connect with friends and family without it.

And for many, social media isn’t just a habit, but a cornerstone of their daily life. That’s particularly true for people in our chosen field; working as we do in digital marketing, we’re even more plugged in than the average user, and large portions of our day are spent checking in on social media analytics, monitoring posts and comments, scrolling through feeds on Buffer, SocialPilot, or Hootsuite, and creating content for Twitter and Facebook.

What this means is that we sometimes have to check in and set hard limits on our social media usage – for the sake of our own mental and physical health. Looking for some help getting started with a digital detox plan? Just want to be more mindful when it comes to your social media consumption?

Here are a few strategies that we’ve found can be quite helpful, whether you’re just taking a temporary breather from social media or trying to set more productive habits for your future:

1.) Set Technology-Free Windows of Time

Read More

Digital Marketing for Real Estate, Architecture, and Interior Design

Published on December 23, 2021

In the fields of real estate, architecture, and interior design, appearances and aesthetics play a big part in the final product. Whether it's an entire building or just one room, you only get one chance to make a lasting first impression.

The same goes for digital marketing!

Putting a digital marketing strategy in place is one way to enhance and share the appearance of yourself or your firm in the minds of your next clients.

By producing content that speaks to specific audiences, bringing in visual media that represents the unique view of your firm, and building an engaging website, real estate agents, architects, and interior designers can use digital marketing to secure leads and demonstrate their professional finesse.

Ready to build your brand’s digital home – and reach your next batch of paying clients? Here’s what home professionals need to know:

1.) Handcraft a Dynamic Website

Read More

How to Create the Content That Your Audience Wants to See

Published on December 21, 2021

As recently as a few years ago, we had a better grasp on what “content” meant online. It referred to individual posts – blogs, vlogs, infographics – typically stored on your site and discovered or shared through different channels, including search engine rankings, social media, and email.

But today’s internet works differently. There are more social channels, more types of media to pick from, more content creators than ever before. And as a result, users’ preferences have changed over the years. The ways in which we consume content have changed fundamentally, for example; we multi-task more than ever, and are more likely to “skim” articles than read them in their entirety.

More broadly speaking, even the ways we think about content have changed fundamentally in recent years. It’s no longer discrete, but omnipresent, built into the very fabric of the way that we use the internet now. Readers and searchers have grown more savvy and media literate, and your approach to content creation needs to be as sophisticated as they are – crafted in a way that consumers find appealing and made accessible on the channels that your audience is already using.

Read More

The Five Most Important Things You Can Do to Get Future Customers to Your Website

Published on December 20, 2021

Have you heard of Google Panda? No, it's not a mascot. In fact, Panda was a change made to Google's search results algorithm all the way back in 2011, with the goal of helping to eliminate low-quality sites from searches, while having higher-quality sites appear at the top of the search.

Ever heard of it? You’re not alone if you haven’t.

The fact is, Google and its peers in the search engine sector are consistently updating and refining their algorithms and web crawlers, helping redefine the ways in which users search the internet for e-commerce options and content – and how they find their way to your brand.

Whether that means factoring in mobile devices, updating search engine ranking pages (SERPs) with Knowledge Graphs and Featured Snippets, or taking aim against “blackhat” tactics like keyword stuffing, Google has long been a vital gatekeeper for businesses, either helping to guide internet users to your site – or send them into the arms of your competitors.

Read More

3 Digital Marketing Lessons from Santa (and 1 from Krampus)

Published on December 16, 2021

Ho, ho, ho!

It’s that time of year again. The air has turned cold, sleigh bells are jingling, presents are being put into stockings with care… We could go on, but you probably get it!

It’s the holiday season, which means that the man in the big red coat will soon be flying around the world with his trusty reindeer, delivering presents (and a few lumps of coal) to kids everywhere.

And while some of our adult readers may have stopped believing in Santa Claus, there’s still something about his spirit that’s downright infectious – particularly for digital marketers! Don’t believe us? Well, it’s true!

Read More

How to Use Social Media to Listen for Potential Clients, and Generate Leads

Published on December 9, 2021

You've heard it all before (probably from this very website): Having an active and engaged online presence is a surefire way to boost the image of your business - and generate new leads via inbound marketing.

But here's the thing. In today's digital landscape, what it means to be "active" is a little different than ever before. Social media platforms, for instance, have changed and adapted with the times, and users are more sophisticated than ever before.

But still, we're willing to bet you're at least keeping up with the basics. You know you're supposed to create original content, post on Facebook, tweet, and maintain a super awesome website that keeps bringing customers back for more.

But all of that - the creation and sharing of content - is just one piece of the puzzle. 

Your social media voice has been active - but how much have you really been listening?

Read More

How to Set and Track Your Social Media Marketing Goals

Published on December 2, 2021

So you want to win, succeed, crush it at social media?

The best way to start is to figure out just what “success” actually means for you and your team – and what metrics to track to see if you’re actually making progress.

Here are five excellent social media marketing goals to consider as you get started with digital marketing, as well as a few ways to break down these abstract goals into workable measures and gauge your success – whatever that means:

1.) Increase Brand Awareness

Read More

How to Elevate Your Digital Marketing for the Holidays

Published on November 17, 2021

Who doesn’t love a good holiday? Whether it’s Christmas, Chanukah, Halloween, Independence Day, or even National Popsicle Day, there’s a celebration for every taste.

And for brands like yours, the holidays aren’t just a time to get together with friends and family, but a chance to drive in traffic and make some serious sales.

The best way to put holidays to work for your brand? Refresh and refocus your digital marketing! Here are four ways to elevate your digital marketing efforts around the holidays:

1.) Start Your Campaign Early

Read More

Twitter Blue: Better Than A Cup of Coffee?

Published on November 15, 2021

Eight years ago Google introduced a revolutionary new update to its email platform: Gmail Blue.

  “It’s the Gmail you know and love.....except now it’s Blue,” 

said company representatives during the unveiling.

The dubious need for a “Blue” variant of Gmail was what made the 2013 April Fool’s joke funny. An entirely cosmetic update, fluff, something that no one could ever be excited for...certainly, no one would pay money for such a thing.

Nearly a decade later, Twitter seems to have resurrected the idea of Gmail Blue under a similar name, and they’re dead serious about it. For the low-low price of a tall Americano, you can enjoy ad-free scrolling, custom UI controls, and seasonal app icons, along with other frivolous additions to their user experience.

Initially only available in select regions, Twitter Blue has now launched in the U.S. I, like many of my peers, have a love-hate, obsessive-compulsive relationship with the bird app. As someone more than familiar with the legacy ad-supported version of Twitter, these are some honest first impressions of what Twitter Blue has to offer.

Does Twitter Blue’s “Ad-Free” Experience Actually...Add Anything?

Let’s start with the headline feature of Twitter Blue: Ad-Free scrolling. Twitter’s ads are generally unobtrusive to the scrolling experience, unlike Instagram, which sends me a barrage of in-feed carousel ads for athleisure products every three minutes. Twitter ads feel less sales-y by comparison. While the user experience will differ for everybody, “Promoted Tweets” feel unmemorable and brief. I have suspicions as to why.

Oddly enough the “Ad-Free” tag on tweets seem more noticeable than the “Promoted Tweet” tag on ad-supported Twitter.

Tweets by their very nature are disposable. Instagram implicitly asks you to look at, admire, and gawk over every in-feed image. Take a good hard look at your friends in Hawaii. Look how beautiful this street mural is. Admire the dog’s pretty face. This is in part what makes Instagram ads effective: you are conditioned to take a good look at everything that crosses your line of sight.

Twitter’s algorithm often refreshes before I get the chance to read my entire feed. You read a one-sentence hot take and move on your merry way. There’s never an end to the content. Instagram friends can only post so often a day. Twitter discovers topics you like and places related tweets directly in your feed without asking.

Needless to say, I hardly feel any difference with my experience on ad-supported and ad-free versions of Twitter.

But what about the other features Twitter Blue users can access? 

Twitter Blue’s Custom Year-Round And Seasonal App Icons

What’s not to love? Your Twitter icon can be a new color,  Black, Red, Purple, Green, and more! Want to get in the Thanksgiving spirit? Enjoy the limited-time seasonal icons! Mind you, changing app icons is a feature that Android users have accessed for free for several years.

Twitter Blue allows your app icon to reflect your deep-rooted love for carrots and squash. 

While the idea of seasonal and custom app icons seems nice, the functionality doesn’t seem like it’s quite there yet. I upgraded to Twitter Blue the night it became available in the U.S. and couldn’t make use of this feature until the next day. On the “edit icon” screen, I would press the icon I wanted, and nothing would happen. No matter how many times I closed the app, refreshed the app, and rebooted my phone, the default light blue variant remained.

Finally, the next day, the bug was fixed. I sported the black logo variant, in keeping with my “night mode everything” philosophy. It was a glorious two hours of self-expression: choosing one of the dozen or so icon options that fit my personality. Although I only saw the icon for a brief moment before opening the app, I felt I had reached the peak of Maslow’s pyramid of self-actualization.

Hours later, the icon reverted to the default baby blue without explanation.

Although I changed it back to black, it still reverted to default Blue within a few hours once more. This is certainly a bug that will be fixed in the coming weeks, but so far, my disappointment is immeasurable.

Blue’s Customizable User Interface Is A Bit Of A Letdown

The next feature that feels worth mentioning is the customizable User Interface. Do you, dear reader, despise having to swipe left on your screen in order to click the “profile” button? Twitter Blue may be for you. Now with customizable menus, you can add the profile button to the bottom of your in-feed UI, and even customize the order in which all the buttons appear on the menu bar. What a time to be alive.

While there are other, smaller features here and there (including custom text size and hashtag colors), I haven’t had a proper chance to test them out yet. Likely, we’ll cover them in a later, more in-depth review of Twitter Blue’s offerings. What I am curious about, however, is if these features will ever come to other versions of Twitter. For instance, I primarily use Twitter on my MacBook, and despite having a fully-updated version of the app on my dock, I don’t see any of the Twitter Blue features that are available on iOS.

As of now, I’d rather have had my morning coffee over this grab-bag of “premium” features. While I’m open to the idea of paying for a premium experience on a social platform (a la LinkedIn), Twitter Blue’s offerings feel like features that should be included in the ad-supported app in the first place. If you want to pay $2.99 a month so your hashtags can appear in pink as opposed to the traditional blue, by all means. For the vast majority of people, however, Twitter Blue just isn’t worth it.