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Kathleen Hanover is a marketing copywriter, public relations guru and SEO wonk who loves to make offers her clients' customers can't refuse.
Her hypnotic sales copy has generated millions of dollars' worth of revenues, leads and publicity for clients ranging from healthcare to technology to consumer products. Her mad SEO ninja skilz have helped clients' sites rank on the first page of Google in less than a week. And her PR acumen has earned ink in the LA Times, Wall Street Journal, Washington Times, and many other august publications.
Thanks for the brutal honesty, Barry, but you're probably preaching to the choir. ;)
Back in the day, I used to be a "marketing copywriter" but nowadays, I'm more often contacted by potential clients looking for a "content creator." I don't mind, except for the fact that too many would-be employers think they should be able to buy a 1,000-word sales letter for five bucks.
I do hope that the days of gibberishy, bot-spun articles are numbered. Although I have a love/hate relationship with Google's hourly algorithm changes, I'm in favor of any numerical magic that boosts human-created content over the "mechanically separated" chicken guts that pass for blog posts in SEO-land.
What is the business value of "engagement?" That's the critical question, in my mind. What is the correlation, if any, between "engagement" and revenues or profits? What is the return on investment? If you have 100,000 Twitter followers, and none of them buy anything from your company, what is the point?
As a public relations consultant, I'm frequently called on to quantify the value of, say, a press release for a client. I imagine that social media managers have an even harder time quantifying the value of their services than I do. But if you can show that your social media engagement helps position or brand your organization, then more power to you. If you can prove that there's a correlation between views of your latest viral video and your latest boost in sales, even better.
I would love to know how effective The Old Spice Man was. The first "look at me...now look at your man...now back to me...here are two tickets to that thing you love" video has been viewed over 43 million times on YouTube. I remember sharing it with a lot of friends. The hysterical series of commercials certainly brought new and hip life back to an old brand. But was there an accompanying manly increase in revenues?