Welcome to Bridgeline Digital?s daily links post on the B-Line blog named ?Around The Web.? We?ll be checking in every morning with relevant (and entertaining) pieces found across the Internet about Content Management,Marketing, SEO Strategy, and General Business News. Our hope is this will become part of your morning, a detour you enjoy as you sip on your third cup of coffee before noon. And fear not, this space is not a one-way street: We want you, dear reader, to interact with us; tell us what you like, what you hate, and what you want more of in the comments section and on?Twitter and on our?Facebook page.
Oh, Facebook.
The All-State quarterback and prom king of Social Media, which has had an interesting ride since going public, is doing everything possible to maintain its brand, while proving it is a valuable entity within the business sphere. First, it rolled out a tool for businesses to track ROI from their Facebook activity; now it is allowing for local search.
Via Mashable:
Local businesses such as restaurants and salons have always relied on word-of-mouth recommendations, and now Nearby makes those recommendations relevant to people on the go looking for places around them,? a Facebook spokesperson said in a statement. ?Businesses with a Facebook Page and physical location will benefit from this update.?
So, Yelp flexed out with Google? Well played, Facebook. Local Search tactics should (and can) be utilized for organizations of any size, according to?Balihoo, 73% of online search activity is related to local content. And you can bet, Social Media will play a bigger role in referral roles going forward. For more on this topic, click the image to the right to check out our eBook, ?Optimizing for Local Search.?
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On CMS Wire, Kat Liendgens expresses thoughts on an important factor (which many customers overlook) in any CMS implementation or change: Content Strategy. Companies understand it?s 2012; operating their websites using a robust (yet easy-to-use!) CMS is essential to business success. But, after picking the right vendor, now that you have those capabilities, what do you plan on doing? I guess, it?s sort of the, ?Now what?? of our industry.
Content strategy matters for a variety of reasons. It?s vital to optimizing your revamped web presence. Why? Well, we?ve written extensively about this topic, and as Liendgens notes, SEO algorithms have changed to account for industry Thought Leaders, who have social influence and engage their audience to amass a loyal community. Developing a niche following doesn?t happen overnight ? there are certainly ways to improve your content ? but one thing is for sure ? the starting point originates from content strategy.
*Quick Note: Before marketers engage their community, they should solicit co-workers first to find areas of expertise, see who has interesting ideas, and who doesn?t. They?ll be shocked how much, exactly, they can milk out of resources in the office. Next, marketers should develop a editorial calendar, including scheduled topics to write about, deadlines, and how you will use various social media outposts to augment the cause. Sounds like a lot, right? I can assure you, when the dust clears, the marketing team will see better ROI, more traffic, and become more knowledgeable about not just their company, but the industry as a whole.
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