Harriet Cummings's Posts



Creating a Framework for Content Marketing Campaigns - Send Us Your Questions

On May 1st, we’ll be holding a panel discussion at our SearchLove conference in Boston. Read on for a sneak peek at what advice our experts will be giving, plus info on how you can get involved. (Tickets for the two-day conference are available here, but we also hope to live stream this particular talk for those who can’t make the event.)

The key topic we’ll be addressing is: how do you make sure your content marketing is relevant to your brand, audience and target media outlets? In doing so, we’ll give a ‘behind the scenes’ look at the framework we use at Distilled for such pieces as The Vocal Ranges of the World’s Greatest Singers.

We’ve written this post to get you guys thinking of any questions you’d like to ask either on the day or in advance.

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Don’t Change Your Mobile Plans For Google

There’s not long until Google rolls out its updated algorithm on the 21st of April. Factoring in ‘mobile-friendliness’ as a ranking signal, the algorithm has got some in the industry panicked. How will it affect rankings and what should us search marketers do to prepare? Here’s our CEO Will Critchlow and Head of R&D Tom Anthony with some advice on the likely impact.

Here are the two tools the guys mention in the video:

The mobile-friendly tool

The PageSpeed insights tool

You might also want to check out this Q&A from Moz.

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Are You Losing Business on Twitter?

Our friends at Brandwatch recently performed an experiment to find out how well brands were doing on Twitter. Were they meeting their customers’ expectations? Or were they doing more harm than good?

The results were pretty staggering.

Here’s Iris from Brandwatch with insights into typical missed opportunities and advice on how we can all get better at winning over customers on Twitter.  



“Brands ignore 95% of all non-tagged complaints.”

With more than 284 million monthly active users, and more than 500 million tweets sent every day, it’s no surprise that brands are increasingly adopting Twitter into their social customer care.

Unfortunately, achieving customer success on Twitter requires more than claiming an account and chiming in the new web traffic. Even the world’s biggest brands have found themselves less successful than expected. 

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How to Master Social Listening: Lessons from IKEA

This guest post comes from Marcus Beard at Brandwatch. Read on for a case study on the company’s work with IKEA.  

The best solutions to company-wide issues are unavoidable and impossible to ignore.

With the ability to break down a bedside table into three slot-together pieces, IKEA appear to possess the engineering prestige usually reserved for NASA and CERN. One might imagine their ingenuity with beds and wardrobes is mirrored for all parts of the business: from human resources to customer services to social media marketing.

However, while IKEA has been known for engaging social campaigns, the enthusiasm for social media has traditionally failed to spread across the business.

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News Reporting in the Age of Social Media

Rasha is a video maker whose depiction of war-torn Syria has become a YouTube hit. You may well have seen her satirical videos that comment on life in her city of Aleppo where she’s unable to go to school because of the unfolding destruction. She’s just nine years old.

More and more, people like Rasha are sharing information online and – in doing so – are affecting the way the rest of the world forms an understanding of a conflict or situation. Indeed, social media is increasingly becoming a key part of global news reporting; it provides a vast network of sources of information and contacts that simply weren’t available before. Reporters on the ground can use real-time messages to get the latest information on an area – for example, whether a street is safe to travel down.

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