Advertising in the Age of Earned Media
Post by Robert Campbell on Jun 08, 2009
That we live in the ‘age of earned media’ is not my idea, but something I heard once and have come to understand as the truth. Today, like never before, business has to earn impressions by being newsworthy and relevant. Sticking to a subject and becoming an expert is how individuals can dominate search engine result pages (SERPs) ahead of corporations, and marketing new products and ideas online now requires originality, and good old fashioned storytelling. The search for experts drives the internet, and trustworthy data seems to be the most important currency of the web. When I check my traffic stats I can see that 99% of my readers find me in Google search, because of the things I’ve written and the pictures I’ve taken, and the keywords that I own in SERPs. Before 2006 the word went out at blog conventions and in SEO workshops that “Search Engine… Read more »