The Neon Trees, original content, SEO and Brand Linkage

We wrote a while back about the problems some advertisers have with brand linkage, and how often it gets (expensively) un-linked. Our favorite example is a cleverly concepted ad that shows a parade of tour buses following a car. The buses represent the music genres the driver’s listening to while she runs her errands around town. Vivid visual metaphor. Among …

Get out of the Gutenberg trap.

For more than 500 years now, we’ve been producing documents in ways that stifle thinking. We labor to perfect a document before it reaches a printing press, because it’s too expensive to correct later. We have to predict precisely how many to print, because waste is expensive, and reprinting is expensive. Today of course we can make a company brochure …

Is your website a destination or a conduit?

Hulu and Netflix are both investing hundreds of millions of dollars into original programming, instead of being just a conduit for content. The value of mere distribution is shrinking everywhere – it’s not a great time to be a wholesaler. Relevant question for your brand: can search engine robots find original content on your website? It’s not a trivial matter, …

Are you content with your SEO?

The single best thing you can do to be more visible on search engines? Have plenty of engaging, readable, relevant, original content. Why? Because over time, people will read it and link to it. It’s as simple as that. Inbound links are that big. (Not reciprocal links. Don’t be conned by offers of link exchanges – they’re essentially worthless.) We’re …