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Travel Industry Trends with @JonHibbitt ‰ÛÒ INTERNET MARKETING PODCAST #309

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Today Kelvin Newman takes the helm as he is joined by Jon Hibbitt, SEO analyst at SiteVisibility, who talks about the current SEO concerns in the travel industry. Jon has recently sat down and dealt with clients in the travel industry and has talked to them about the problems they had been facing.åÊ A key area that was a concern was mobile SEO. In this podcast Jon discusses the idea of ‰Û÷ Mobilegeddon‰Ûª and the issues surrounding mobile SEO.
Jon explained that some businesses had prepared for this to happen while others didn‰Ûªt. Though, this issue was easy to spot, as small businesses were using mobile responsive sites such as WordPress and had nothing to worry about. If anything it was the big businesses that were suffering the most.
Jon found that big business showed cynicism regarding the use of mobile SEO as they were uncertain how this would react on rankings. Though, he believes that overtime there will flux of data that will demonstrate that being mobile friendly is a good thing. He further indicates that businesses should look at it from a user perspective, as users what to find stuff on whatever device they are on.
The importance of https was discussed in this podcast and whether travel industries were incorporating it. Jon found that some have, hoping that they will get a ranking benefit however some travel companies had swapped and noticed a drop on the rankings from 50%. Jon importantly notes that ‰ÛÏit‰Ûªs important to know the technical side before making the switch and that there should proceed with caution.‰Û
Have you switched to HTTPS recently for SEO reason and what‰Ûªs that impact been like? Let us know by getting in touch with us or drop a comment below.

Having Better Marketing Ideas with @kelvinnewman ‰ÛÒ INTERNET MARKETING PODCAST #310

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In this podcast Kelvin Newman, who recently did a talk at the Search Boot-camp event in London, talks us through some useful exercise, approaches and ways of thinking when coming up with ideas. As Kelvin notes, the creative process is most often not acknowledged and he strongly believes that ‰ÛÏif you want to have successful marketing, then you need to have good ideas.‰Û Though he clearly states that ideas don‰Ûªt just happen, you need to think how you would go about it.2 As you listen to this podcast, Kelvin passionately aims to save you from bad brainstorming idea meetings and to reassure you that these meetings can be fun and interactive with the techniques that he has suggest.åÊ He also provides slideshow and guides to help constructing new fresh and fun ways of providing ideas.
Kelvin also defines the brainstorming process through 3 stages:

  • Stage 1 ‰ÛÒ Divergent stage ‰ÛÒ Set the stage for developing ideas ‰ÛÒ opening ideas up.
  • Stage 2 ‰ÛÒ Exploring stage ‰ÛÒ Experiment with themes and exploring the suggested ideas.
  • Stage 3 ‰ÛÒ Convergent closing stage ‰ÛÒ making decisions and narrowing the field so you know what to do next.

Cover all these stages in order to get success with ideas.
Kelvin suggests that the ‰Û÷Gamestorming: A Playbook for innovators, Rule breakers and Changemakers‰Ûª is an ideal book, if you want to get your teeth into and want to learn new techniques in order to inspire new ideas.
A few techniques that Kelvin discusses are:

  • Low Tech Social Network ‰ÛÒ Getting everyone in the room involved and getting people to write their names on post it note and putting it on to a white board. By doing this, it‰Ûªll demonstrate how people are connected and understand the sharing lines.
  • The 7 P‰Ûªs:
    • Purpose ‰ÛÒ
    • People
    • Process
    • Product
    • Preparation
    • Practical concerns
    • Pitfalls
  • 5 Whys ‰ÛÒ Addressing the issues and getting below the surface of the problem by asking 5 why questions
  • The Elevator Pitch ‰ÛÒ Time proven exercise in the product development. (Slide notes below.)
  • Heuristic Ideation Technique ‰ÛÒ 3 rules for developing ideas: 1) Remixing 2) key attributes 3)Matrix
  • 635 Brain Writing technique ‰ÛÒ ideal for content marketing when generating ideas and getting everyone involve.
  • Post up ‰ÛÒ Categorising and putting themes into ideas.
  • The Nuff test ‰ÛÒ Evaluating the idea:
    • How new is it
    • How useful is the idea
    • How visible is the idea

Links
amazon.co.uk/Gamestorming-Playbook-Innovators-Rulebreakers-Changemaker/

3 Things Your Audience Wants You to Know about Useful Content

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Publishing useful content is the backbone of any content marketing strategy. But what does it mean to be useful?
The Lede is brought to you by the Rainmaker Platform, the complete website solution for content marketers and online entrepreneurs. Find out more and take a free 14-day test drive at rainmaker.fm/platform.
Useful content boils down to three things: education, entertainment, and inspiration. And if you can combine all three ‰Û_ you have a winner.
Sometimes, though, you don‰Ûªt need to entertain. You just need to educate. That‰Ûªs the case with, say, an irrigation company.
But other times you need to educate and entertain. That‰Ûªs exactly what Jon Rimmerman does to move cases and cases of very expensive wine.
These are both winners when it comes to useful content. In essence, useful content respects the audience‰Ûªs needs and tastes.
In this 20-minute episode you‰Ûªll discover:

  • How Marcus Sheridan rescued his pool company from bankruptcy by publishing useful content
  • Why you should never worry you‰Ûªll lose business if you give away educational content
  • The eBay project that proved stories sell worthless items at a high price
  • The strong bond between useful content and search engines (you can‰Ûªt ignore this)
  • What Google‰Ûªs In-Depth article search feature teaches us about useful content
  • Jerod‰Ûªs hoarding problem

Listen to The Lede below …
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The Show Notes