Tag Archives: Retail

Brands as Publishers? How to Tie the Two Together

Written by Caleb Gonsalves | October 10, 2012

As a Generation Y-er (or what some so unaffectionately call a Millennial), I get my information from two sources: my friends and the Internet. Search, in particular, has surpassed all other sources of information for consumers today, including print, television, and radio. So for me, it comes as no surprise that my fellow Y-ers have begun to view brands as publishers. DVRs, smartphones, and newsfeeds make it really easy to avoid traditional marketing messages; however, if a brand supplies me Read more


7 Sins of Content Marketing: How to Avoid Common Mistakes

Written by Liz Goodwin | August 14, 2012

Whether you’re running a website for your business or your own personal blog, content creation involves careful planning. To strike into this terrain without putting in time and research is against a marketer’s code of conduct. Don’t put your brand or business in jeopardy or lose out on an opportunity by making mistakes with your content marketing strategy. Learn what problems to watch out for and how to avoid them. In the end, your audience will praise rather than condemn Read more

Why Content Strategy Matters: Tips From Content Marketing Expert Nate Riggs

Written by Adam Vavrek | August 08, 2012

For the past decade, Nate Riggs has helped companies produce content for the web for midsized and large businesses. Currently, he is the Director of Social Business & Content Marketing at The Karcher Group. He speaks at conferences on social business- and technology-related topics and regularly contributes content to his blog nateriggs.com as well as to the Content Marketing Institute. I had a chance to ask Nate some questions regarding the importance of developing and maintaining a content marketing strategy. Read more

How to Create a Content Marketing Strategy Like Zappos’s

Written by Liz Goodwin | July 25, 2012

Zappos, the largest online shoe retailer, is often thought of as the king of customer service. The reputation it built with its customers plays a significant role in the company’s rapid growth. Its website states, “We’ve aligned the entire organization around one mission: to provide the best customer service possible.” Always focused on the customer, it’s no surprise that Zappos doesn’t just excel at customer service—the company has an exemplary content marketing strategy. How does Zappos do it? While its Read more

The New Content Marketing (Hold the Cookies and Milk)

Written by Tom Gerace | July 20, 2012

For years, content strategists have defined content marketing as “corporate storytelling.” To be sure, storytelling is a powerful way to connect with people once you have their attention. I recently shared a story about my dishwasher misadventure, for example, to explain how retailers and brands might connect with customers through informational content. That definition is far too limited in a wired world. In our wired world, search and social have become the primary method of information discovery. Search connects people Read more

6 Tips for Driving Local Web Traffic to Your Site

Written by Regina Vertiz | June 20, 2012

It might sound like a cliché, but the Internet has truly flattened the world! Digital marketers need to implement effective strategies that allow them to reach extremely localized audiences with high-quality, search-optimized content. However, driving local web traffic to your website without discouraging other potential visitors is another story. National media companies, agencies, and brands could significantly improve their ROI if they found a way to reach a local audience with custom local content. Unfortunately, not every company wants or Read more

Measure Content’s Social Reach and Improve Keyword Performance With New Skyword Platform Enhancements

Written by Patricia Travaline | May 24, 2012

Skyword just launched Social Reach Reporting and Keyword Analytics and Recommendations in The Skyword Platform. These two new enhancements make it easy for companies to understand how their content is shared socially and, with a single click, take action to improve their content’s search performance. Before we dive a little deeper into the latest release, let’s take a quick look at a major challenge marketers face and why this new functionality is so important to solve that challenge. Have you Read more

Skyword Inc. Launches with First-of-its-Kind Search-Driven Media™ Platform

Written by Liz Goodwin | April 12, 2012

New Search Model Disrupts Traditional Search Marketing Foundation BOSTON–(BUSINESS WIRE)–Today, Skyword (http://www.skyword.com), the leader in Search-Driven Media™ (SDM) introduced a significant new approach to search marketing. The company has announced its SDM platform that is designed to enable brands to reach their customers via natural search and the social web through unique, quality content written by experts in brand adjacent spaces. Marketers spend more than $18B annually to reach consumers through the paid search engine marketing (SEM) links that appear Read more

Welcome to the Skyword Blog!

Written by Tom Gerace | April 02, 2012

We are excited to use this blog as a place to keep you updated on the goings on at our company. Our goal is not to post here just because we like to hear ourselves talk (although, it is nice….) We’ll be using this blog to share information with our partners, our writers, and our friends in the industry. While postings may not be prolific, they will certainly be pertinent (and you know we mean business when we’re alliterating) to Read more