Lee Odden

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

Heather Fletcher is senior content editor with Target Marketing.

KFC’s absurd social media strategy is working. For a month now, the fast food chain’s social media marketing has been riding the wave of fan amusement about the discovery of its 11 Herbs and Spices Easter egg in the accounts @KFC was following. Now, KFC’s surprised the fan who made the discovery with a portrait painted for posterity. Here’s what KFC’s doing right.

Medium has a lot to offer content marketing professionals. It’s like a content marketplace, blogging platform and social media network all in one. Many content marketers think of Medium first as a place for promoting their own content. But the wealth of knowledge being shared by other content marketing experts should earn it a spot as one of your bookmarked websites in its own right.

I belong to the Marketers With Beards group on Facebook. Earlier this week one of the members noticed that another proudly bearded member's newsletter featured an ad for Harry's razors! Then I looked at my copy of our Today @ Target Marketing newsletter for that day, and saw this ...

For now, the only author "markup" is the byline. Google got rid of "Authorship," which used to show searchers if a recognized writer penned a piece about the subject for which they sought information. The search engine optimization feature was great for content marketers who wanted to establish authority as thought leaders on certain subjects. Or was it? Search Engine Land's article, "It's Over: The Rise & Fall Of Google Authorship For Search Results," explains a couple reasons Google tossed out the tool.

There really is no excuse for poor content in 2014. Content marketing and content strategy is an important piece of any digital marketing campaign. Doing it properly requires a disciplined approach, some great tools and a meaningful investment. Moderated by Lee Odden, CEO of TopRank Online Marketing, here's a recap of the Creative Content Marketing: From Strategy to Execution session at ClickZ Live New York 2014.

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