Skip to main content

The TruthLaidBear Comes Out of Hiding

If you're not familiar with The Truth Laid Bear, it's a kind of cool blog tracking site that's been for the past three years by the eponymous N.Z. Bear (no one knows what "N.Z." stands for except that it's not "New Zealand"). Today, the Bear came out publicly. Here's the bulk of his message:

    I hope you’ll forgive a brief commercial interruption. After five+ years as a pseudonymous ursine fellow online, the time has come for me to step out from behind the curtain.

    Hi ! My name is Rob Neppell. You may know me from such websites as The Truth Laid Bear and Porkbusters. I’m not actually a bear, but I play one on the Internet.

    The occasion? I am now ready to publicly announce the real "big thing" I've been hinting at for some time: TTLB is now part of my new company: Kithbridge, Inc.
    I’ve described Kithbridge as follows:

      Kithbridge, Inc. was launched as an evolution of one of the blogosphere's original and most successful blog-tracking sites, The Truth Laid Bear. While The Truth Laid Bear provides a portal and blog search engine for individual bloggers and blog-readers, Kithbridge provides customized technology, services, and strategies for businesses, political campaigns, nonprofits, and other organizations which seek to fully engage with the growing and dynamic world of the blogosphere and new media.

    I’m pleased to be working with a small group of great clients who have come on board already, and am now ready to open the doors and invite more on in.
So I checked out Kithbridge. "Innovative and effective strategies bring the power of blogs and new media to your organization"? The company sounds like a bit of an indirect competitor to me (or perhaps a future employer? One never knows.), though Kithbridge appears to be targeting the political market. The company has assembled an interesting package of offerings:

  • Blog tracking: while there are other ways to do this (Google Alerts for example), The Truth Laid Bear has some nice graphical tools that Kithbridge will be capitalizing on, which probably makes this feature worthwhile for organizations or individuals who garner a lot of blog coverage.

  • Custom Blog Feeds: "allow(s) clients to incorporate relevant blog posts seamlessly into their own web pages"—interesting, but it isn't clear what technology they are using for this. There are two ways to incorporate blog feeds into a website (that I'm aware of; there may be others): Javascript or PHP. Javascript is much easier from an administrative standpoint, but the feed content is invisible to search engines, so this method provides no SEO benefit. PHP is trickier but more search engine friendly, so it's what I use to post blog feeds and news feeds on WebMarketCentral.

  • Strategic Consulting: here are their questions, with my commentary.
    * Should my website include a blog?

    Probably not, but there are many other ways to use blogs for promotion. I'll address this topic in a near-future post.

    * How do I find out when bloggers are writing about my organization?

    Again, Google Alerts, Technorati...or Kithbridge.

    * How can I use new media to increase visibility of my company?

    Blogger relations, social media outreach and interactive PR for starters.

    * Who are the bloggers I should be reaching out to—and who are the ones I need to worry about?

    This is tricky and tedious. If Kithbridge can automate this process, they've definitely got something.

    * How can I get bloggers “on my side” to promote my products, services, or cause?

    Again, blogger outreach through interactive PR.

I'm a fan of the TruthLaidBear site and wish the now-public Mr. Neppell and his colleagues the best of success with Kithbridge.


Contact Tom Pick: tomATwebmarketcentralDOTcom


All Time Greats

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.

But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…

Does SEO Actually Work?

I wrote this for my new Doctor Digital column over at Results Driven Marketing's Blog. But I wanted to share it here too.

It's the most basic question of all: Does SEO Actually Work?

Yes it does! But not like you think it does.

This graphic should explain it pretty well:

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

Tips to Improve Digital Marketing: Tip 1

Digital advertising has become a major component of modern day marketing strategies. Here are tips on how to improve your digital marketing strategy:

1. Be Creative Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you. Sarah Maloy, Content Marketing Manager at Shutterstock points out that you want a variety of creative images, but they should be consistent: "When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and tryi…

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…