Wildfire Tech PR Blog

Five things I learnt at The Festival of Marketing 2014

Posted by Ian McKee on Nov 19, 2014

Festival of MarketingI made it over to East London for the Festival of Marketing last week. It was a triumphant event, brought to you by the people behind Econsultancy and Marketing Week, with the great and the good of the UK marketing industry under one roof (or was it several? I couldn’t tell in the labyrinth that is Tobacco Docks).

The overarching themes getting talked about most regularly were fairly predictable; customer experience, content and optimising marketing for cost efficiency. I did learn a few newer things though.

1. Marketing hasn’t changed

Sure, we have innumerably more digital tools, channels, access to new swathes of data, but at its core marketing remains the same. That was the argument put forward by Simon Carter of Fujitsu in his seminar on the changing face of B2B marketing.

The promise of marketing automation tools (for example) is more personalised communication. But what really happens is lazy marketers just adopt these tools for what they were doing before; throwing enough s**t at the wall to see what sticks.…

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Could Facebook increase productivity in the workplace?

Posted by Joe McNamara on Nov 18, 2014

FacebookThere’s a good deal of irony yet a certain romance about Facebook’s latest ‘secret’ project, which has recently been covered by the Financial Times, The Independent, The Daily Telegraph, Reuters and Mashable. That’s not the ironic bit – honest.

Facebook at Work is the social networking giant’s latest bid to grow its user base and squeeze every last second out of existing users. It would take on the form of a social enterprise network – designed to allow colleagues to collaborate in a fun, more intuitive way in the workplace than the incumbent mass of email office-based workers are subject to every day.

The irony I speak of is in the fact Facebook is actually banned from a fair few offices under the assumption that it decreases employee productivity. Last year, 1 in 5 employees from US companies claimed to be denied Facebook access at work. That seems like a pretty naff idea, and Facebook-sceptics will see this as a backdoor way of clawing back their 9-5 users.…

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We are going to do inbound marketing, so why would we need PR?

Posted by Debby Penton on Nov 12, 2014

inboundInbound marketing is the latest big thing when it comes to B2B marketing and lead generation. And the tech sector is hot for it. Recent research by Sirius Decisions showed that use of marketing automation systems is at its highest amongst US B2B tech companies with 65% adoption, and we are seeing an increasing number of clients and prospects over here doing or considering the same.

And who can blame them. The mighty content generating machine that is Hubspot makes for a compelling and noisy story. And it seems so simple. There are natty little equations that tell you how many leads you can generate by adding in xx many blogs and xx many hero pieces of content and xx tweets. It’s like lead generation sausage machine nirvana.

But where is all this content going to come from? And with all your competitors deploying the same tactics, your prospects are going to get much better at blocking out your brilliant “5 top tips to optimising your xxxx” article.…

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Google’s Panda 4.1 update: move along, nothing to see here

Posted by Ian McKee on Oct 02, 2014

Traffic copI know, not the most gripping headline you’ll ever see, but it sums up my feelings about Google’s latest update.

Panda 4.1 as we’re calling it, is another, small, iterative algorithm update to flush out bad content, low quality sites, and those using spamming tactics involving the two to boost their search rankings.

That, really, is all you need to know. If you’re doing SEO the right way (which I’m sure you are), you probably didn’t need to know even that. Just like all of Google’s algorithms, this is about Google trying to serve better, more relevant content to its users.

A couple of months ago I wrote that the bare fundamentals of SEO are –

  1. Create good content that is relevant to your intended audience.
  2. Share it with your intended audience and influencers that they trust.

If you really want to know a bit more detail about what this latest update entails, read Econsultancy’s handy summary.…

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Is the end of Google Authorship a blow to PR thought leadership?

Posted by Ian McKee on Aug 29, 2014

type writerWell, c’est la vie, Google Authorship. John Mueller of Google’s Webmaster Trends has announced in a Google+ post that the search engine will no longer be showing any kind of authorship data in search results.

What could have been

If you’re unfamiliar with what Google Authorship mark is (was?), it’s a method of marking up web pages so that the authorship can be attributed to a particular individual. Google had connected it up with its social network Google+, which essentially functions as Google’s index of individuals’ identities on the web. If you had ever seen a person’s profile photo pop up in search results next to content they’d written, that was Google Authorship.

Google had actually already removed those photos in June, leaving only by-lining links to profiles next to results. But the real reason that Google Authorship was a big deal for PR practitioners was its potential for thought leadership positioning.…

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