Old School House

Old-School SEO for Print Collateral (and more)

We rediscovered an interesting article recently, in which Jeffrey Cohen, Managing Editor of SocialMediaB2B.com, encouraged readers to begin integrating SEO keywords into copy intended for non-internet publication (print brochures, catalogs, customer support, human resources, and even finance). He cited two reasons for this ostensibly unorthodox use of SEO: (1) because much of the copy you write for traditional (non-web) distribution will eventually end up on the web anyway, as a scannable PDF, and (2) because using keywords in all of your communications encourages your customers to associate those words with your organization. Fair enough. And while we agree, in principle, with his recommendation, we have to wonder…
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Abiline Paradox canstockphoto28878900

The Communication Paradox

Since childhood, we have been told to build our vocabularies, learn to spell, watch our syntax, imagine what our audience is hearing, speak and write with conviction – and that if we do these things, we will be more effective communicators. We try, in earnest, to learn our lessons, to follow the rules, and to focus on our language, yet we repeatedly fail to communicate. Why?
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Light Bulb

Changing a Light Bulb

I was at a party recently, when a total stranger walked up to me and asked, “How many marketing consultants does it take to change a light bulb?”  I can’t actually remember how that joke ended, but his question made me think…
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Resolution

Resolve to Audit Your Brand

It’s time for the fourth and final New Year’s resolution designed for organizations who want to drastically improve their marketing efforts.  So here it is:  Audit your brand. Read more

Resolution

Resolve to Reexamine Your Assumptions.

Keeping with our commitment to share a few New Year’s resolutions your organization can make to drastically improve your marketing efforts, we give you the third installment in the series:  Check your assumptions. Read more

Resolution

Resolve to Reconnect

We promised you a list of useful resolutions that your organization can make to drastically improve your marketing efforts in the new year.  This week we’re suggesting:  Reconnect with your customers.
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Resolution

Resolve to Communicate Better

Why is it that organizations have no trouble focusing on revenue in the fourth quarter?  Okay, that was too easy.  But if it’s patently obvious why we have to hit our targets in Q4, why is it so hard for us to focus on the marketing behaviors that will drive revenue in Q1?

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