The years end is close and I’m upside down in keyword research and analysis for 2020. I’m asking myself all kinds of questions, which I of course “google” and I came across Google’s 200 Ranking Factors: The Complete List (2019). Even if the title implies something else, this list has no claim to completeness or truth – because Google’s ranking factors remain secret. But the list helps every now and then when you ask yourself how the search engine will deal with one or the other change, SEO tactic or strategy.
A few years ago I came across this great article from Lauren Holliday about her way to Full Stack Marketing – and since then I have returned to him almost every year. And every time I read it, I can’t help but nod my head. It resonates with me as few other articles do. But why?
That’s what I’m trying to explain in this article. And I also want to show what a Full Stack Digital Marketer (FSDM) is by my definition. Why I see myself as one, how I went there and how everyone can find their own way to Full Stack Digital Marketing.Continue reading “Full Stack Digital Marketing”
On one of these warm summer evenings on a garden fest, I told in a group of friends that I work for a WordPress agency. A befriended entrepreneur answered, “Ah, WordPress! That’s great, everything’s free, I’ve done our whole website with it!”. It only took a short time until he pushed afterwards: “Why do they do everything for free, don’t they want to earn any money?
We talked about Open Source, the community behind WordPress and the free web. And that when everyone works together on something, a strong ecosystem is being created from which everyone can benefit – and ultimately everyone can earn money from.
But the question still stuck in my head. And I had to think about this post about a developer who uploaded over 14,000 commits to a GitHub repository in 20 years.Continue reading “Open Source: Why do people work for free?”
I attended the Corporate Blog Barcamp 2019 and wrote down what I experienced there with almost 90 other communicators, bloggers and content marketers in my Recap in the Inpsyde Blog.
The Corporate Blog Barcamp #cbb19 on Twitter
My Most Important Learning of the Barcamp
On these topics, many attendees found that they are in a position that is subject to disruption – in their role as a communicator – in the company.
Corporate Communications, Marketing, Content Marketing, Employer Branding, Inbound Marketing, Sales and Political Communications – all of these and more disciplines claim the corporate blog and communication.Marcus Burk on the Inpsyde Blog
The organizers of # cbb19
This week I wrote a script for an explanation video. These 8 tips from Column Five’s blog were a great guide to communicate the messages in a well-structured and clear way.
Even though explainer videos have become almost hackneyed, they are very valuable for companies and viewers. Because they are able to transport complex information quickly and easily.
Example about the Effect of Explanatory Videos in an Explanatory Video about Explanatory Videos
Every website, every blog and every professionally maintained social media profile needs a content style guide. A style guide regulates, as the name suggests, the style of how to do something. This is useful because the guide is operationally at your side. He is the tactic that complements the content strategy.
Content Styleguide of “A List Apart”
“A List Apart” is a website / blog / digital magazine that has been dedicated to design, development and web content since 1998 – with many external authors. And who does that so long and so successful, probably has a content style guide from which we all can learn. The perfect example.
An Excerpt from the Styleguide
With this Link you get to the whole guide.
Articles written for publication on A List Apart
use an informal, conversational tone, though not at the cost of clarity or correctness. Experts require neither excessive formality nor excessive casualness to express their authority. If you write with ALA’s readership in mind and sound like yourself, you’re most of the way there already.
CONCISE ARTICLES WITH SNAPPY INTROS
Our article space is intentionally limited to a single page. There is no room for meandering, no space for encyclopedic completeness. You need to get in, score, and get out. State your idea clearly and quickly. If your tutorial solves a problem, state the problem. Don’t warm up to your subject by preceding it with generalizations. You don’t need to tell our readers that Tim Berners-Lee invented the web before getting to your point.
KEEP YOUR READERS IN MIND
Experienced web professionals read ALA. If you dumb down your article, you will offend these readers. But our readers come from many backgrounds—a reader who knows all 317 CSS workarounds might not necessarily have heard of Edward Tufte—so take time to define your terms and provide pertinent background information, if only as a link.
ON METAPHORS“A List Apart” – Content Styleguide
Extended metaphors can provide gentle uplift and support, but they make poor lifeboats. Avoid extended cooking and spell-casting metaphors unless you can carry it off in a truly novel and delightful way. They may be apt, but are without question overworked.
I’m not really that deep in design. Although I define myself as a full-stack marketer, my specialized skills are clearly in strategy, conception, text and the digital realization of the whole – even as photo or video. And even if I have a good eye and some taste: Good designers then deliver the certain something that we are denied as normal mortals.
The Type Snob
And how to turn into one
Anyone who works as an entrepreneur, designer or marketer will sooner or later come into the situation of building a new brand or changing an existing one.
We do not have to think so gigantically big and in mega brands like Coca-Cola, Starbucks, Apple or Microsoft. It is the little things and design elements of a brand that promote recognition. And that works for the self-employed or medium-sized company next door just as much as for a personal brand.
Philip VanDusen manages to present the 9 most important components of a brand design for designers and entrepreneurs in less than 10 minutes.
Unfortunately, I have an on-off relationship with time management and self-organization systems. The only constant I’ve successfully practiced for years is the Natural Planning Model that David introduces in this Tedx Talk. A truly wonderfully simple tool to define the success criteria and next steps in a task.
This is how the Natural Planning Model works
According to David Allen, regardless of task size, the human brain works through five phases to solve a problem. When these phases are worked together, they create a whole model of how we get things done most effectively, with the least amount of effort.Quelle: Diagrammo
The five steps are:
1. Defining purpose and principles
2. Outcome visioning
5. Identifying next actions