Posts

What is Syndicated Media?

SYNDICATED MEDIA
In the digital world, anything and everything will end up in places you never expected: copies of white papers will be indexed by search engines, aggregation sites will attempt to categorize your information, and even employee data will reside on hundreds of different sites.

WHY IS IT IMPORTANT
For the past decade it has become generally accepted that having certain information on services like Google and Yahoo exposes your information to internet users who would otherwise have never seen it. When understood properly; every piece of owned, bought, and earned media can be resurrected as syndicated media. Read more

Search Engine Conquesting, the brand battlefield

This article is originally from August 2007. I decided to dust it off, simply because it was correct two and half years ago and continues to highlight an important trend regarding how search engines and businesses interact online. Once you understand this concept, several other more advanced ideas regarding online reputation and brand management begin to have a clearer picture (such as search reputation and brand value)

ORIGINAL ARTICLE

When most people think of the word “conquesting” they probably think of roman soldiers claiming Europe or Celtic barbarians ravaging peasant villages. While the term may invoke memories of epic stories, it is also beginning to see a revival in the online marketplace. Conquesting in regards to marketing is when a competitor purposely places advertising and brand message side by side with similar businesses. In the real world conquesting has been around for years in grocery stores where like-minded products are side by side or in retail malls where cell phone booths are packed within arms reach of one another. In print media conquesting often took the form of advertisers purposely buying strip ads near larger competitive ads in an attempt to leverage the competitors larger ad. Read more