Reader Friendly Content Ignites Google SEO

Sunday Links With Social Media ReInvention February 12

reader friendly content ignites


Reader Friendly Content Grows Buyer Trust and Improves Google Search Engine Optimization (SEO)

Each of this week’s articles support that theme differently. These experts’ insights show how reader friendly content builds trust and enhances SEO:

  • Writing naturally benefits the reader and sends a positive signal to Google (versus forcing keywords into our copy).
  • Gaining a buyer’s trust begins with trusting our instincts. Being ourselves is attainable and healthy. “Being remarkable” can be misleading because it’s a relative standard.
  • Earning trust in a machine learning age (aka Google’s RankBrain) will continuously redefine what’s “reader friendly content.” Artificial intelligence search applications will line up content marketing and SEO even more closely with personal branding and thought leadership authority.

Trustworthiness and its link to helpfulness is a major signal in Google’s secret sauce.

How the company chooses to measure trust in its search algorithm continues evolving. We better pay close attention because Google wields the monopolistic power to either reward or punish our content.

That’s why I think WHAT we write and HOW we write is a vital SEO tactic. Here’s my take on why reader friendly content is great SEO now (and in the future).


Buyers Drive Content Marketing and SEO: Smart Links February 5

Sunday Brunch Reads With Social Media ReInvention

buyers drive content marketing and seo

Our Buyers Drive Content Marketing and SEO Decisions

The Theme Pulsing Through This Week’s Article Links. These expert pearls show why the problems keeping our buyers awake at night fuel content marketing and SEO (search engine optimization). Their wisdom touches on:

  • The devices consumers use to find our businesses and articles online. (Hint: Rhymes with smartphone).
  • The signals Google looks for and takes into account for ranking our websites and content.
  • The importance of keyword density. (Hint: Not as much as we thought).
  • Buyer personas rich with details on the buyer’s pre-buy research behaviors are a strategic advantage.

Check out these article summaries which I know will make us better marketers, writers, and search engine optimization professionals.


Content Marketing And SEO Work Together: Smart Links January 29

Sunday Brunch Reads With Social Media ReInvention

content marketing and seo work together

Successful Inbound Marketing and Public Relations Requires Content Marketing and SEO Work Together

This past week, I attended webinars, started studying books, and read articles with a common theme: When content marketing and SEO work together, long term, impactful business goals are achieved.

This resounding theme also touches upon another key element: a publishing strategy integrating content marketing and SEO (search engine optimization) is sustainable. These experts share their views on important changes in marketing organization (and individual) skills, mindsets, and organizational structures.

That’s a huge deal for all businesses:

  • Large Corporations
  • Small and Medium Sized Businesses (SMBs)
  • Freelance Professionals

Here are links to these great articles on where inbound marketing and public relations are heading to deliver more meaningful business outcomes and results.


Buyer Persona Case Study: CFO On-Call

Notes from HubSpot's Inbound Certification Video Class 3: What Does Inbound Look Like?

Buyer Persona Case Study

HubSpot’s Inbound Certification Video Class 3: “What Does Inbound Look Like?” shares how a real-world company successfully practices inbound marketing. This is a valuable class as a real-world, spot-on buyer persona case study.

This buyer persona case study proves how well-crafted buyer personas can:

  • Drive inbound marketing strategy and tactics
  • Link together content marketing and SEO choices
  • Support a company’s sales and revenue goals

Here’s what to expect from this blog post on these inbound marketing best practices (and future blog posts) as I prepare for the inbound marketing certification exam:

  • Open Sharing. I’ll publish my study notes on this blog as I review each video in the twelve (12) classes.
  • Detail. My notes will be very detailed. Many of the slides in the video classes state the learning or take-home-message perfectly. If I think that’s the best way to state the learning, I’ll record the learning in my notes verbatim from the respective slide.
  • Context. I’ll provide my context whenever it may help us better understand the inbound marketing and sales concept(s).


Mark Zuckerberg and Facebook Gun For Twitter’s and Google’s Hearts and Souls

Latest strategic choice: Personalize competitors' strengths into Facebook's closed ecosystem

Mark Zuckerberg Facebook Conference Pic

Photo Credit: TechCrunch via flickr

The Wall Street Journal’s Deepa Seetharaman published this great article: Facebook Takes Aim at Search Again. Take time to read Deepa’s article because she delivers important insight on Mark Zuckerberg’s unrelenting competitiveness and strategic genius.


Are Our Professional Identities Too Dependent on Social Networks?


Photo Credit: Cubosh


These posts in the blogosphere and LinkedIn’s Publishing Platform showcase employment trends describing why a personal blog or website is a vital 2015 professional development goal:

I’d like to add an important and overlooked reason for investing in our own online real estate: Being Blind-Sided by an Online Platform’s Policy Changes.


Sunday Brunch Reads with Social Media ReInvention: 01/05/15 to 01/10/15

Sunday Brunch Newspaper

Photo Credit: Anton Diaz


Brrrr! It’s cold in The Midwest (East/West Coaster Translation: The Flyover States). Please keep warm and enjoy these share-worthy links during your Sunday brunch.  (more…)

Part Two: 4 More Gurus and Their Books Helping Marketing and Communications Graduates Land that First Job

Huge Banner Asking What Are You Reading?

What Books Are You Reading to Land Your First Job After College?


How Confident are YOU in Finding a Job After Graduation?

A College Degree Is No Longer Enough.  There are no guarantees of employment for new college graduates or current students in today's brutal economy.  A college diploma is now a minimum requirement.  This November 2011 New York Times direct quote describes the current situation:

"A bachelor's degree on its own no longer conveys intelligence or capability."


Suggested Authors / Books to Help Undergraduate Marketing Majors Land that First Job After College

These suggested authors / books are not of the "cookie cutter" or "10 easy steps on how-to land your first job out of college / summer internship in a lousy economy" variety.  They share creative ideas to show a potential employer "you're more than a resume and the grades on a college transcript".  Their teachings maximize the Internet's global reach and leverage search engines to your advantage.

In my opinion, if you graduated with a marketing and/or communications degree (or are currently studying these undergraduate majors), the following authors and books are REQUIRED READING.

Note: I am not an Amazon Affiliate Program Member.  I respect the following authors because of their invaluable advice on how to develop a credible and professional online presence.

David Meerman Scott


The new rules of marketing and pr book 2

I am eternally grateful for the generosity and mentorship of David Meerman Scott.  It's no exaggeration to say his blog and books ignited my passion to study and write about how The Internet continues flipping marketing and public relations strategy upside down.  His influence, blog, and books forever transformed my marketing strategy thinking.

David Meerman Scott is a marketing strategist, advisor to emerging companies, bestselling author of eight books including three international bestsellers, and a professional speaker on topics including marketing, leadership, and social media.

Why The New Rules of Marketing & PR Matters

The New Rules of Marketing & PR is in its 4th Edition, has sold 300,000+ copies, and is translated in 25 languages.

Marketing and communications students will learn from this book the value of:

  • Thinking Like a Publisher (e.g. managing and creating content as a valuable asset)
  • Tactfully and Skillfully Informing the World About Your Expertise
  • Creating Varieties of Content Demonstrating That Expertise
  • Building, Understanding, and Targeting Your Audience Via Buyer Persona Profiles
  • Commenting on Other Blogs to Build Online Credibility and Relationships
  • Giving Away Your Expertise by Publishing and Distributing Free E-Books

Here's David discussing the latest release of The New Rules of Marketing & PR:


And, Speaking of Giving Away Your Expertise …

David published the following e-books to promote The New Rules of Marketing & PR, Real-Time Marketing & PR, and Newsjacking.

He defines an e-Book as:

"An e-book is a PDF-formatted document that identifies a market problem and supplies an answer to the problem.  E-books have a bit of intrigue to them — like hip younger sibling to the nerdy white paper."

If you click on the image captions, the hyperlinks will take you to the respective, eBook PDF download pages.

















 Here are my book reviews for Real-Time Marketing & PR and Newsjacking.

Ann Handley and C.C. Chapman

Content Rules Book Cover

If I've said it once, I've said it 43 other times.  Ann Handley is the best writer and storyteller in the New Media Business.  Her writing and storytelling makes you:

Think …
… Laugh
Cry …
Think Some More ...
… Want Some More

Ann is the Chief Content Officer for MarketingProfs, a phenomenal resource for marketing and business professionals.

Her thoughtful and respected new media, A-List, co-author is C.C. Chapman.   Almost 15,000 Twitter followers can't be wrong (and I'm proud to be one).  C.C. is a trusted advisor to global brands like American Eagle Outfitter, Coca-Cola, HBO, and Warner Bros.

Why Content Rules Matters

Ann and C.C. share clear, actionable advice built on two (2) governing principles:

Thinking and Acting Like a Publisher

Publishing Helpful, Remarkable Content

Content Defined.
Words, images, videos comprise content and can take the form of:

  • Web Pages
  • Videos
  • Blogs
  • Photographs
  • Webinars
  • Whitepapers
  • eBooks
  • Podcasts
  • Presentations
  • Social Outposts (e.g., Twitter, Facebook, LinkedIn, YouTube, Pinterest, etc.)

Learning Through Great Storytelling and Writing. Great writing makes reading Content Rules enjoyable.    And, studying it helps you ask the right questions about content strategy execution:

  1. Goal Setting: Who is Your Audience? What Metrics Will Determine You're Succeeding (or Failing)?
  2. Defining: What Content Type(s) Should You Publish?
  3. Publishing: How Often to Publish (by content type)?  What are the Platform Considerations (i.e., blog posts, tweets, Facebook updates, LinkedIn Group discussions, etc.)?
  4. Promoting: How to Share Content (without the cologne of a used car salesman).

More importantly, they share practical advice for budget-constrained marketing teams wondering:

  • How Do We Start?
  • What's the RIGHT Content Strategy for US?

Pages 22 to 24 to the Rescue. The Content Rules of Why & Who (or Grab Your Colleagues, Tons of Sticky Notes, Lots of Paper, and Thrash Through the Following Questions):

  1. Whom are you trying to reach (e.g., your audience, clients, customers)?
  2. Where does your audience spend their online time?
  3. How does your audience access the Web? This may be your team's most important discussion because of mobile-world implications. Your audience's ability to easily and quickly access mobile content (or not), makes or breaks your ability to access increasing mobile content consumption via tablets and smartphones. Mess this up, and your thoughtful answers to questions #1 and #2 may no longer be valid.
  4. What does your audience crave (e.g., content that informs, entertains, something else)?
  5. What do you want your audience to do (e.g., motivate it to do X, figure out the calls-to-action)?
  6. What content do you already have (e.g. take a content inventory)?

Wake Up (because this is a long post, and I can hear you snoring)! How about re-imagining those boring bullets into something differentiating and remarkable:



How About Some FREE Content Rules SWAG?  Here are two (2) PDF downloads from the Content Rules Website:

  • The Content Rules Blog Post Template
  • The 12-Point Content Rules Checklist

Please email me at tony [dot] faustino [at] gmail [dot] com if you experience downloading problems.  


























Content Rules Video Update with C.C. Chapman and Ann Handley.
 C.C. and Ann made this September 2010 video before the book's release.  It's a great example of practicing what they preach and seeing the human side of great content marketing.  

Content Rules: September 1, 2010 Update from C.C. Chapman on Vimeo.


Brian Halligan and Dharmesh Shah

Inbound marketing book cover

Inbound Marketing: Getting Found Using Google, Social Media, and Blogs by Brian Halligan and Dharmesh Shah


HubSpot is one of the fastest growing, innovative companies in North America.  Brian Halligan and Dharmesh Shah founded HubSpot in 2006.  These two MIT Sloan School Fellows and MBA graduates lead this 600 employee powerhouse in an honorable mission:  Level the marketing, digital, and sales strategy playing field for small to medium sized businesses. HubSpot epitomizes why the Davids can flank the Goliaths (even with their higher funded marketing budgets).  

Google, Facebook, LinkedIn and Twitter may be sexier, mainstream media stories, but HubSpot earns attention by passionately practicing what it preaches. And, they've cultivated and activated a loyal tribal following by publishing remarkable content, teaching analytical rigor, and "firing" their best employees.  






Why Inbound Marketing Matters

Walk-the Walk and Talk-the-Talk.  Inbound Marketing is the second book I studied about digital marketing strategy (The New Rules of Marketing & PR being the first).  If you're a serious marketing and communications graduate (or current MAR-COMM undergraduate) and want to "rock it" in your interview, you have to study and learn Inbound Marketing's principles COLD.  Published in 2010, Brian and Dharmesh's teachings preceded much of the current and future implications of marketing and digital strategy:

  • Understanding Inbound Marketing fundamentals (versus interruption marketing)

  • Remarkable content — what does that mean?

  • Foundation principles and relevance of inbound links, SEO, Google Authority, Page Rank so potential customers/clients find you (instead of you interrupting them)

  • The underlying principles behind “closed loop” marketing (CLM)

Inbound Marketing provides clues to what a genuine, 21st century digital-driven organization looks for in employees.  Hubspot utilizes its DARC framework when evaluating potential hires:

  • D = Hire Digital Citizens
  • A = Hire for Analytical Chops
  • R = Hire for Web Reach
  • C = Hire Content Creators

If you can't answer the following HubSpot interview questions while simultaneously providing real-time "show-them-the-money" on-screen, digital evidence,  YOU'RE HOSED.  Here are example interview questions from pages 170-171 and page 173 of Inbound Marketing (within the context of your interviewer verifying your answers on her/his laptop, tablet, or smartphone):

Interview Questions Evalutating Depth of Digital Citizenship:

  • What RSS reader do you use?  Can you show it to me?
  • What blogs do you read?
  • Do you rank first for your name in Google?
  • Do you have a blog? Can you show to me?
  • Do you use Facebook or LinkedIn?  When was the last time you updated your profile?
  • Do you have a channel on YouTube? Can you show it to me?

Interview Questions Evaluating Web Reach:

  • How many subscribers to your blog? Do you talk about our industry on your blog or about personal stuff?
  • How many Facebook followers do you have?  Do you talk about our industry at all on your Facebook account?
  • How many LinkedIn followers do you have?
  • How many Twitter followers do you have?  Do you talk about our industry on you Twitter account?

Closing Thoughts

My apologies for not finishing / publishing this post by the originally stated timeline.  My "day job" is crazy/hectic especially as the 2013 4Q ticks away.  That's okay (because that's the job).

Please tune in for the this series's next post: a comprehensive list of online resources (i.e., websites, blogs, blog articles, etc) to help recent college graduates and current college students land full-time jobs or internships.  The HUGE list will easily comprise "20+ Resources."    

Please give me a couple weeks to consolidate this list, provide context, and hit "publish."

Your Turn: What is your opinion of the books listed here?  Have you read any of them?  If so, how did the book(s) content create an opportunity for differentiating yourself either before, during, or after the interview?  What books did I leave off? What additional books would recommend?

Please let me know.  It would be great to hear from you!


Tony Faustino is a marketing and corporate strategist.  He writes about how The Internet reinvents marketing strategy for organizations and individuals in his marketing strategy blog, Social Media ReInvention.  Follow his tweets @tonyfaustino or circle him on Google+.


Note: This is post four in a series sharing resources to help new college graduates and current students land full-time jobs or internships.  If interested, here are links to other posts in this series:


Photo Credit: by Pop Culture Geek via flickr




Part One: 4 Gurus with Books Helping New College Graduates Build a Professional Online Presence


Big Banner Asking What Are You Reading?

What Books Are You Reading to Land a Job After College?


How Confident are You in Finding a Job After Graduation?  

There are no guarantees of employment for new college graduates or current students in today's brutal economy.
  A college diploma is now a minimum requirement.  This November 2011 New York Times direct quote describes the current situation:

"A bachelor's degree on its own no longer conveys intelligence or capability." 

A Professional Online Presence Provides Differentiation Among a Sea of College Graduates

A Resume and Diploma are NOT Enough.  Recent graduates (and current undergraduates) need more to catch a company recruiter's attention.  LinkedIn Grad Guide Video #2: Building Your Professional Brand revolves around this concept.   Here's a key fact about how company recruiters now evaluate future employees (particularly college graduates and current students):

"It's no longer enough to simply have a resume. Students now need a professional  online presence."    – Holly Paul, former US Recruiting Leader, PriceWaterHouse Coopers (now Chief Human Resources Officer, Vocus).

Do You have a Professional Online Presence?   Is Your Professional Online Presence Differentiating?  If you said no to either of these questions, I hope you'll continue reading a little longer.  Developing a professional brand / presence requires work, time, patience, and discipline.  If you make the commitment, this investment increases the probability a company recruiter (or your first boss) will:

  1. Find you online
  2. Select you for that crucial first interview  

Seeking a Job in Marketing, Public Relations, or Communications?  Majoring in these Fields)?  If you nodded "yes," the authors / books described in this two-part post are MUST READ content.  These gurus are driving the future landscape of digital marketing, public relations, and communications.  

Note: I am not an Amazon Affiliate Program Member.  I tremendously respect the following authors because of their invaluable guidance in developing a professional online presence.

Turn Your Non-Working Time Into a Competitive Advantage

Read. Read. Read.  The following suggested authors / books are not "cookie cutter" or "10 easy steps on how-to land your first job out of college / summer internship in a lousy economy" resources.  

These authors share creative ideas to show a potential employer "you're more than a resume and the grades on a college transcript".  Their teachings provide suggestions in maximizing the Internet's global reach and leveraging search engines to your advantage.
Reid Hoffman and Ben Casnocha


Read The Start-Up of YOU First.  

Reid Hoffman and Ben Casnocha wrote The Start-Up of You with the following principles in mind:  

1. You were born an entrepreneur.

2. Succeding professionally in today's economy means people of all ages need to adopt the same strategies of successful entrepreneurs.  

Why?  Successful entrepreneurs excel at:

  • Adapting all the time (e.g., permanent beta and pivoting)
  • Dealing with uncertainty and information gaps
  • Understanding their competitive advantage(s) (plus identifying quickly what is not)
  • Building and nurturing lifelong networks and relationships (both personal and professional)
  • Asking their lifelong networks and relationships for advice when confronting problems
  • Managing risks intelligently

Why The Start-Up of YOU Matters

So what does entrepreneurship have to do with building a professional presence (and ultimately in landing that first job out of college)?  Here are some direct quotes referencing Ronald Brownstein's article, "Children of the Great Recession:"

"For the last sixty or so years, the job market for educated workers worked like an escalator.  So long as you played nice and well, you moved steadily up the escalator, and each step brought with it more power, income, and job security."

"But now the escalator is jammed at every level.  Many young people even the most highly educated, are stuck at the bottom, underemployed, or jobless."

The Start-Up of YOU's principles describe the entrepreneurial strategies and career tactics traditional liberal arts undergraduate classes overlook.  Understanding and applying these entrepreneurial strategies and career tactics can guide you in the current job market.  

I published a series on The Start-Up of YOU when the book rolled out last year.  The second post, Start-Up of YOU Book Review, Part 2: Five Game Changers in Career Competitive Advantage highlights several key takeaways.   

Here are a few more helpful links to The Start-Up of YOU Resources Page to get started:

If you have difficulty with these links, please email me at tony[dot]faustino[at]gmail[dot]com, and I'll send you the PDFs.

The Start-Up of YOU Resources Page also contains this SlideShare presentation: Start-Up of YOU Visual Summary:


Dan Schawbel

Me 2.0 CoverDan Schawbel wrote Me 2.0 and Promote Yourself.  The New York Post selected Me 2.0 as 2009's Number 1 career book.  Promote Yourself (his latest book) is a current New York Times bestseller.  Dan's also the Managing Partner of Millenial Branding, a Gen Y research and consulting firm.  He is the personal branding authority for millenials.

Great Insights Relevant to All Professional Ages.  In my opinion, Dan's professional branding teachings apply to ALL professionals and job seekers.  I studied the 2009 first edition in my early-forties. 

Why Me 2.0 Matters  

Me 2.0 provides easy-to-understand suggestions for creating a professional brand online by:

  • Evaluating blog hosting options (if I could go back, I would select WordPress)
  • Starting, writing, and marketing a personal blog 
  • Participating wisely in social networks
  • Developing relationships with influential bloggers in your targeted industries
  • Understanding search engine optimization's (SEO) impact on your professional career

Dan published this free PDF presentation, Blogging Your Brand: A Complete Guide to Your Success, to support the book's launch.  It's a great primer for seriously publishing a personal blog and creating a professional brand.

Stay tuned for a future review of Promote Yourself (it's on my reading to-do list).  Here's Dan's blog post, Promote Yourself Excerpt – Chapter 10: Start Your Own Business While on the Job, if you'd like to learn more.

Mitch Joel

Six Pixels CoverI am a HUGE Mitch Joel FanMitch is President of Twist Image – one of the largest independent Digital Marketing Agencies in North America. When Google educates the top global brands about digital marketing, they call Mitch to speak at the Googleplex.

Why Six Pixels of Separation Matters

Chapter 7: You Are Media and Chapter 10: From Mass Media to "Me" Media.
  These Six Pixels of Separation chapters, along with Tom Peters' classic Fast Company article, The Brand Called YOU, explain best why cultivating a professional online presence should be a career priority.

Key content generously shared in these chapters include: 

  • A Personal Brand Questionnaire (for evaluating your personal brand and how well you are digitally communicating it)
  • The Essential Components in Building a 3D Personal Brand: Giving Abundantly, Helping Others, and Building Relationships
  • A Personal Brand Audit of Online Tools (such as a personal blog, Facebook, LinkedIn, Google Search, and Google Alerts)
  • Building and Targeting a Niche for Your Professional Online Presence

A Bonafide Visionary.  Here's a direct quote from Mitch Joel in Six Pixels of Separation "predicting" why a professional online presence matters more than ever for new college graduates (this was in 2009).  

Mitch framed his insight within the context of the following quote cited in Six Pixels of Separation from Michael S. Malone's May 2008 Wall Street Journal article, "The Next American Frontier:"

 "The most compelling statistic of all?  Half of all new college graduates now believe that self-employment is more secure than a full-time job.  Today, 80% of the colleges and universities in the U.S. now offer courses on entrepreneurship; 60% of Gen Y business owners consider themselves to be serial entrepreneurs, according to Inc. magazine.  Tellingly, 18 to 24-year-olds are starting companies at a faster rate than 35 to 44-year-olds.  And 70% of today's high schoolers intend to start their own company, according to a Gallup poll."

(from Mitch a few paragraphs later):  

"Here's what he's really saying (e.g., Mr. Malone): Without noticing it, we have once again discovered, and then raced off to settle, a new frontier. Not land, not innovation, but ourselves and a growing control over our own lives and careers.

Mitch Joel's Latest Book is Ctrl Alt Delete.  My biggest personal mistakes/regrets in understanding and building a professional online presence are:

  1. Not publishing this personal blog at least 10 years earlier.
  2. Not reading Six Pixels of Separation upon its initial release.

Mitch recently published Ctrl Alt Delete.  I'm studying it now (and I love it).  The lifelong career advice is invaluable.  To preview Ctrl Alt Delete, please watch this thoughtful conversation between Jonathan Fields and the humble maestro: 


Closing Thoughts

This concludes post three on helping recent college graduates and current undergraduates build a professonal online presence.  I hope you'll return for post four (e.g., Part 2) sharing six (6) more authors and their respective books.  Post 4 should be published in two weeks. 

Your Turn: Have you read any of these books?  If so, how useful do you think they are to recent college graduates and current undergraduates.  Are there other books you think would be helpful? Please let me know in the comments.

Tony Faustino is a marketing and corporate strategist.  He writes about how The Internet reinvents marketing strategy for organizations and individuals in his marketing strategy blog, Social Media ReInvention.  Follow his tweets @tonyfaustino or circle him on Google+.  


Note: This is post three in a series sharing resources to help new college graduates and current students land full-time jobs or internships.  If interested, here are links to other posts in this series:


Photo Credit: by Pop Culture Geek via flickr