[We want a to give a quick shoutout and thanks to our friends at PR News, where this article originally ran (May 2, 2016 newsletter). You can also find it in the PR News Writer’s Guidebook, vol. 2 (200 pages of invaluable PR professional advice). Want a copy? Get $50 off with coupon code Friendwriters16.]


Keyword-based SEO is a trap.

Most of us know that keyword stuffing is a bad idea, but many aren’t aware that most of the effort put into keywords is of low consequence. Keywords shouldn’t be viewed as a primary metric but rather as a natural result of effective content that brings value to the target reader. Algorithms are smarter these days, and effective conversion comes from truly understanding the voice needed to reach the ideal target market.

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Marketing firms follow emerging demographics, so as Millennials transition from the spotlight to the steering wheel, the focus of the advertising industry will begin turning to upcoming generations.

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