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Posts Tagged ‘InBoundWriter’

Q&A: What’s the Secret Sauce Behind Successful Content Marketing?

Content Marketing

One thing we can all agree on in the contentious world of content marketing: it’s important and it’s incredibly hard to predict.

We spoke with Skip Besthoff, CEO of content analytics software company InboundWriter, to learn more.

He tells us that it’s quite simple, really: as much as we’d like to think it’s all about the quality of the writing, topics and placement can determine whether a given piece will be successful ahead of time with a remarkable degree of accuracy.

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Management 101

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On Optimizing Content Before It Goes Live


Here’s a not-so-super secret we bloggers share: no matter what Neetzan Zimmerman says, it’s often quite difficult to determine how individual posts will perform.

It’s one thing to track a piece of content after you press “publish”—and of course we’ve all taken Intro to SEO. But how can one most effectively predict the performance of content in order to, you know, optimize it?

We’ve reported on InboundWriter‘s products in the past, and we recently had a chance to speak with one of their clients to learn more about how her agency has been able to create more effective and engaging content by analyzing it before it goes live.

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Where Does PR Fit Into Content Marketing?

Content production unit.

A recent study answered the question “How often does content marketing really work?” with “almost never”. We were intrigued because the company behind the study was software maker InboundWriterso last week we spoke with CEO Skip Besthoff to help answer an alternate question: how can we make content marketing work?

We’ve covered InboundWriter in the past because the purpose of its “predictive analytics” software is to assist in the optimization and placement of content for clients via established best practices. InboundWriter’s tools help estimate how well each specific piece of original content will perform in terms of traffic and search results, and Besthoff’s recently released update comes primarily in response to Google’s recent algorithm changes:

“Google wants original, authoritative content that improves user experience for people searching for information. So in the marketing industry, there’s an increasing focus on high-quality content.”

So why should PR be interested? InboundWriter’s rep Natasha Grach explains:

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InboundWriter Launches New Content Optimization Software

InboundWriterDo you wince every time you hear the letters “SEO” in sequence? Do you lie awake at night wondering why the public won’t just tell you the secret to creating dynamic branded content? Content creators, bloggers and brand journalists may have more than a passing interest in the latest product to emerge from InboundWriter, which just released the enhanced “Enterprise” version of its signature “social writing application.”

We’ve covered the San Fran tech company in the past; its team creates tools designed to help writers optimize their material and stand out in a crowded sea of content via automated features like keyword and headline analysis, performance benchmarks, research tools and user engagement predictions based on algorithms created by a team of SEO veterans.

CEO Skip Besthoff explains the underlying challenge: “Google’s new algorithms force people to write better content in order to have better results”. In other words, stuffing your posts with keywords is no longer enough–and the fact that “everyone invests in online content now as part of strategy” means that optimizing traffic and establishing a good position in search results is more important than ever.

The Enterprise edition’s theme is “Making Software Simple”, and its new features include multi-user functionality, enhanced analytics and an “image functionality” feature that helps users find royalty-free pics by topic; a CMS plug-in allows users to integrate the platform with their content management system of choice.

Check out the screenshot album and this basic video tutorial for a better idea of exactly how the product works. Read more

Tools Round Up: Cision upgrade; SourceBottle comes to North America; and more

Cision has upgraded its Media Database.

SourceBottle, a free resource similar to HARO or ProfNet, has launched in North America. SourceBottle is focused on topics targeted to women, including beauty, business, and parenting.

The Word of Mouth Marketing Association (WOMMA) has introduced a mobile app that provides social marketing news and the organization’s own editorial content.

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Tech Roundup: Find Ambiance on Hoppit; No More Chomp?

Trying to avoid hipsters? Or looking for a bar that caters to the Mad Men crowd? Hoppit, a Manhattan-based startup that searches restaurants and bars based on ambiance (choices at left), has launched in 25 cities. Its founders describe Hoppit as a cross between Yelp and Pandora, which allows you to filter locations as they would appeal to, for example, a two-year-old, your great aunt Norma, or business colleagues. Or maybe all three; you be the judge.

Anyone holding out hope of using Chomp on their Android is out of luck. Chomp is an app discovery service that also allows you to see what interesting new apps your friends and co-workers have found. MacRumors is reporting Apple bought Chomp for $50 million and has no plans to let Androidians Chomp their way to new apps. And it won’t be compatible with the competing phones.

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