It’s difficult to recognize shifting trends and movements when we’re in the middle of them. Imagine a writer in the 1500s saying, “This is the Renaissance! I must create and compete in an era of cultural transformation!” Today that writer would probably turn to Twitter for such a declaration. Although not as earth-changing as the Renaissance, a new movement in marketing has begun. That’s the argument that Robert Rose and Carla Johnson present in Experiences: The Seventh Era of Marketing. Rose and Johnson identify this new movement and offer instruction and encouragement for marketers, content creators, and strategists as...Read More
Marcia Riefer Johnston, special to The Content Wrangler Do you long for your web pages to jump to the top of your dream audience’s search results? And do you think, “Yeah right—why bother?” Even if your web pages don’t have a prayer today, you’re probably already doing some optimizing for search, and I bet that you’d like to do more … but what, exactly? The SEO advice I come across all the time often strikes me as either too basic or too advanced. Like Goldilocks, we’re all looking for advice that’s just right. Barry Feldman’s new book, SEO Simplified...Read More
By Fatima Zehra, special to The Content Wrangler Quick Summary: “Few people understand cross-border content marketing as well as Pam Didner,” says Joe Pulizzi, author of Epic Content Marketing and founder of Content Marketing Institute. He’s right, because you won’t find many books like Global Content Marketing. It’s an intermediate level book aimed at content marketers with multilingual or global audiences. Author Pam Didner builds on Amanda Maksymiw’s definition of content marketing to explain global content marketing: “Global content marketing is the process of developing and sharing relevant, valuable, and engaging content with target audiences across countries with the goal...Read More
Marcia Riefer Johnston, special to The Content Wrangler This month, I was asked by the editors at The Content Wrangler to review a few books, including: The Pleasures of Reading in an Age of Distraction by Alan Jacobs Writing Riches: Learn How to Boost Profits, Drive Sales and Master Your Financial Destiny with Results-Based Web Copy by Ray Edwards The Art of Procrastination: A Guide to Effective Dawdling, Lollygagging, and Postponing (Or, Getting Things Done by Putting Them Off) by John Perry. At first glance, these books may seem atypical of The Content Wrangler content. None of these authors...Read More
By Anne Harding, University of Texas Southwestern Medical Center, special to The Content Wrangler Quick Summary: The Digital Crown: Winning at Content on the Web by Ahava Leibtag is aimed at marketing professionals who want to create or revive a multi-platform digital strategy that engages audiences. It has content suitable for beginners, but more experienced readers will find it helpful and inspiring. Your website might be beautiful, but it probably lacks what consumers really want from our brands: a conversation. As Ahava Leibtag contends, we too often choose design over content, and consider our digital marketing complete on the day the website goes live. In her book, The Digital Crown: Winning at Content on the Web, Leibtag contends that instead we must constantly change and grow our content, adjusting to our customers and engaging them from multiple directions. We must also engage a wide variety of content...Read More
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