Generally, the more you spend, the better it works, especially when you spend your ad dollars on YouTube, Facebook, and Twitter.

 

Even money spent on press releases and rich releases can be ephemeral as they only exists online as long as you pay for them to live there. Again, they’ll work only as long as you pay.

SEO, social media engagement, blogger outreach, content marketing, and community engagement are ways you can — and do — build something for the future.ibm-selectric-typewriter-1961

The moment you stop paying rent on your online advertisements, you’ll be evicted — thus is the ephemeral nature of online advertising; if you invest in your community and develop connection, attachment, and encourage your friends, fans, and current customers by making them brand ambassadors, you’ll end up owning your own home and all the associated equity.

While a contextual text ad feels like SEO because shows up at the top of search results, it isn’t. The moment you stop paying, all the benefit goes away.

Even native advertising, with its focus on being “viral” and “sticky” mostly only exists as long as you pay — and, it’s always anchored to content, be it an article, photo, infographic, or video — at the end of the day, even native advertising depends on content marketing.

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My specialty is contend marketing, online conversation marketing, online public relations, and online earned media. When you earn people’s attention and when they choose to speak about you, your clients, and your services, then you have a gift that keeps on giving — this is content that lasts well past the campaign and into the future

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Chris Abraham

A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and advisor to the industries’ leading firms. He specializes in Web 2.0 technologies, including content syndication; organize search engine optimization (SEO), online reputation management (ORM), content marketing, online collaboration, blogging, and consumer generated media.