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Adam Dince, Director of Earned Media at Deluxe Corporation - The B2B Marketing Leaders Podcast
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Adam Dince is the Director of Earned Media for Deluxe Corporation.
Adam Dince, Director of Earned Media
Adam’s a proud US Navy Veteran, a digital agency alum (MRM McCann and iCrossing), an author, speaker, pianist, drummer, dog fanatic and has over 14 years of internet marketing experience with specialities in SEO, Content Marketing, Social Media and Analytics.
Currently at Deluxe, Adam leads earned media and works with a talented team of marketers like Julie Gordon, Trevor Rasmussen and many others. The Deluxe team is leading the way in B2B marketing and has done some great things recently. In this interview hear Adam share practical SEO and content marketing advice that you can put to use right away.
How does working for an agency compare working in-house?
Adam loved working on the agency side and especially enjoyed the whole pitch process, and constantly speaking and meeting with clients. However, he does confess that working in-house the hours are better and you get a chance to actually execute rather than just plan, consult and report.
Adam also shared that he has the best of both worlds at Deluxe. Because Deluxe was very successful with their own marketing, they started packaging up these marketing and SEO services and offering them to small businesses. Instead of just selling checks, Deluxe is now acting as an agency for small businesses and helps business owners develop and run their SEO, social media and various marketing campaigns.
What’s the process of launching a new blog like?
The most important thing is to have a content strategy and get the executive leadership to buy in. You also have to make sure you pick the right content platform for your need and goals. Because Deluxe has been around for a while they have been able to build very well-defined segments of their customers. They Deluxe team has the data to know exactly what type of content to create. Adam also recommends having a quarterly content calendar that lays out deadlines, themes and content ideas.
Click here to check out the Deluxe Corporation Blog
How do you incorporate keywords into your content?
You don’t write for search engines. You write for people – @AdamDince
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If you do a really good job writing for people the search engines will work in your favor. That’s why you should write about things that are interesting to your target audience.
Ask yourself:
- What do they want to read?
- What’s going to keep their attention?
- What’s going to get them to take action?
You first write great content for your audience. This great content will help you earn Google’s trust and in return, top position for your content.
Why is social media important to the overall strategy of a small business?
Social media is top of funnel for small businesses. Social media is a great channel to use to get your loyal customers talking about you and getting them to become advocates of your small business. Social media doesn’t have a tremendous ROI for most small businesses but it is very important to still test.
What are some of the tools that in your toolbox?
- Google Analytics
- Adobe Analytics
- SEOmoz
- SEMrush
- An Optimized Content Management System
- TweetDeck
Adam also adds that it’s essential to hire really good people that are creative & intelligent. Your team will help you choose the right set of tools. Adam also adds:
“Triblio is a fantastic tool for content!” – Adam Dince (We agree Adam! Request a demo here)
“Too many companies invest more in their tools than they do on their people” – @AdamDince #SEO…
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What are your thoughts on content personalization?
“Content personalization is the future.” – @AdamDince #contentmarketing
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Content personalization is going to be important for businesses but it may be difficult to implement without the correct strategy and technology. However, the companies that do figure out how to do it are going to be really successful. A study showed that 74% of consumers are getting frustrated when a website doesn’t offer them content that’s relevant to their interests and needs (Source). People are seeking relevant, personalized content and if you think about it Google is already delivering search results personalized for you and people love it.
What does future of SEO look like?
Here are some of Adam’s SEO predictions:
- Google will get better at discovering sites that are violating its guidelines.
- Usability will become a more important ranking factor in mobile search results.
- Mobile will continue growing and so should your mobile content if you want to rank.
- Building great SEO will take time, so bring patience with you.
“#SEO is not dead, it’s actually never been more alive than it is today.” – @AdamDince
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Connect with Adam
Adam Dince on LinkedIn
Adam Dince on Twitter
Adam’s Blog
For a Full Transcript of the Interview Click Here
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The post Adam Dince, Director of Earned Media at Deluxe Corporation appeared first on The B2B Marketing Leaders Podcast.
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