How to Use Screaming Frog with Excel

Screaming-FrogIf you haven’t used Screaming Frog, you are missing out.

Screaming Frog is a tool that scrapes your site and identifies common SEO issues. It then presents them in a way that is easy to export and edit in Excel. I know, my dream tool.

You can get started with Screaming Frog for free! Or you buy the tool for $99 a year and get these cool features:

  • The 500 URL crawl limit is removed
  • You can access ALL the configuration options
  • You can save and re-upload crawls
  • You can search for anything in the source code of a website with the custom source code search feature
  • You get support for any technical issues with the software

Check out the full tuTORIal here!

Or follow along below, whichever tickles your fancy.

Step 1 – Off to the Races

Enter in your domain and hit the start button. It will take about 1-3 minute, depending on the size of your site. The links will start dropping in.


Step 2 – Play and Explore

You can sort by any of these columns, just by clicking on the header. An arrow will appear and you can sort by ascending or descending.


Step 3 – Find Broken Links

I’m in the External tab right now, which means I’m looking at all the links that are on and linking to other sites. You can see that this status code is a 404, which means that the link is broken. I can go into the bottom portion of the tool for a more in depth look at the link I have selected.


Step 4 – Drill Down

While in the Meta Description tab, you can find out more about any of the content in these rows by just clicking on the cell. Once you do that, the bottom portion of the tool will breakdown more details about that specific page’s meta description.


Step 5 – Export Your Data

Exporting your data is super simple. While on a main tab, select the export button. Then save to your specific folder. In this tuTORIal, I exported the Internal, External and Meta Description tabs.


Step 6 – Bring it into Excel

Here I took my three raw CSVs exports and complied them into one Raw Data tab.

2_step1-copy over raw data

Step 7 – Creating Tables

To do this, I selected the data I wanted in my table and selected, Home > Styles > Format as Table. If you would like to learn more about table formatting, check out my Excel for Noobs post.


Step 8 – Formatting

For the External Response Codes, I created four conditional formatting rules. If you’re not familiar with how to do this, skip ahead to where I cover it in this tutorial. Want to learn more about it? Check out my 101 Wednesday on Conditional Formatting.


Step 9 – More Formatting!

Because, pretty colors. I repeated this process over for the Meta Descriptions. Follow along here.


Step 10 – Make Your Own Pretty Colors!


Now that I’ve given you a starting point, I hope you explore this tool even more. Feel free to share you screamingly awesome endeavors with me on Twitter. Thanks!


Ditch The To-Do List and Instantly Get More Done


You’ve read about the Pomodoro Technique, the Marinara Technique, the Burrito Principle, the Not to-Do List, and every other system designed for streamlining your day. Still, you resort to the tried-and-true Sticky Notes for organizing your to-dos, and that, too, is a frustrating affair. They either get lost, get smudged or, worse yet,  get ignored as more and more things are added to your plate.

What’s a busy marketer to do?

We feel your pain.

The AuthorityLabs crew is in the same boat. We have a plethora of tools to help order our steps daily, but even with the best laid plans, things quickly go awry when impromptu meetings pop up, a computer malfunctions, that Excel doc we’ve been working on disappears or calls from vendors eat a big chunk out of our day.

Take Back Control Of Your Busy Day By Viciously Guarding Your Time

Trying to control what happens over the course of the day is a fool’s errand, so we resort to managing the outcome of every day. You can do the same.

It begins by throwing out the to-do list and replacing it with the “Stop-Doing List,” a concept first shared by Good To Great author Jim Collins.

Make it work for you by following these simple steps:

  • Using a notepad, track your daily work activities for a week, logging any effort that takes 15 minutes or more of your time.
  • The following weekend, find a quiet spot where you won’t be interrupted and begin going through the list with a fine-tooth comb.
  • Beside the things you accomplished each day, write a check; beside the things you worked on but did not complete, write an x; and beside the things that were not related to a task you needed to complete (e.g., checking social media, personal phone calls, etc.), write a circle. (The symbols carry meaning: “✓”=yes; “X”=maybe; “O”= no.)
  • The following week, your job is to eliminate as many circles as possible, which means there will be more ✓‘s and X’s with fewer O’s. (For us, that takes shape as using the drive to the gym or the commute home for personal calls that interrupt our workflow. Also, for some of us it means only checking social media during the first 15 minutes of the day, then at lunch.)
  • Meet with your staff at the beginning of the week and make them aware that you’re taking back control of your day, so emails and phone calls likely won’t be returned immediately and they should come see you if a matter requires “right-now” attention. Also, inform them that, if they add something to your plate, they either need to take something away, by taking on a task you already had on your list, or come up with a solution not requiring your input.
  • Get to work.
  • Execute, assess, repeat.

There is no perfect system when it comes to making your day more productive. We’ve spent far too many hours trying to find the “ideal method,” even reaching out to vendors, friends and former co-workers, in addition to reading books and magazines, for help

The one true consistency we’ve found is you have to take things off your plate to get more done. That alone ensures you’re operating more effectively and, most important, results in far less frustration over the long haul.

We’ve chosen to focus on what must get done instead of what’s possible to get accomplished.

What are your tips for squeezing more out of the day?

Press Releases Still an SEO Strategy? The Experts Speak

Lately I have been surprised at how many times I have seen people/companies with “Press Releases” listed as one of their main SEO strategies. I thought this was an older strategy that was no longer used for “SEO purposes”, but I don’t know everything. So, I thought I would reach out to some of the best of the best in our industry and get their opinions. I asked one simple question:

Can you tell me what you think about press releases as an SEO strategy?

I think the answers can be quite helpful to many in our industry. I want to say thank you to everyone that contributed to this article; your thoughts are so appreciated.

Julie Joyce – @JulieJoyce

Julie-joyceI don’t use press releases and never have, and I don’t plan to. I think they are a good way to get more visibility and draw attention to something but I’d rather use social media to get the word out. After Google changed the rules on press releases and warned against using optimized anchor text, I was extra happy that I’d never used them.

I think that people can use them wisely but a lot of the time you see utter crap being done as a press release. If it’s truly notable (like you’ve found a cure for Ebola) then do it. If you’re just announcing that you painted your office door red in order to increase productivity and it made one person show up for work on time 2 days in a row, no one gives a damn.

Rand Fishkin – @Randfish

Rand-FishkinMy view on press releases is similar to my view on a lot of marketing & content channels – be the exception and you can stand out in a remarkable way. We’ve done this at Moz with our funding press releases and acquisition announcements, all of which did really well in the tech media.

Co-founder and Wizard of Moz

Rae Hoffman – @Sugarrae

Rae-HoffmanPress releases haven’t been an effective direct strategy “for SEO” in a direct way for almost a decade now. Matt long ago stated as much” – meaning the links from the actual press release site itself has had no direct value for a long time now.

Then in 2013, Google officially added press releases with followed links (especially those with keyword rich anchors) here.

That said, they still have indirect value to your SEO efforts, assuming you’ve done something WORTH sending out a press release about. If having to nofollow links within the press releases makes you second guess doing a press release then you’re doing it for the wrong reason. The only way a press release will help your SEO in 2014 and beyond is if the press release is merely to put something a-freaking-mazing that you’ve done in front of people who can feature, talk about and highlight you to your target audience – and if you’re lucky, some will do so with followed links.

Rae Hoffman, AKA Sugarrae, CEO of PushFire

Barry Schwartz – @RustyBrick

Barry-Schwartz-the-StudI don’t think press releases should be used with the intention of an SEO strategy.

Is that short enough? ;-)

Marty Weintraub – @AimClear

Marty-Weintraub-aimclearPress releases probably have little SEO value on their face to support your website’s content. Behind the scenes, however, writers still subscribe to press releases. Midsize and small publications still use press releases to auto-populate sites. Think of press releases as reverse targeting, where potentially influential users request feeds by category, keyword, and topic, etc.

Whereas a press release may not garner much page-building punch in the SERPs, when a writer for a newspaper, publisher, media outlet or blog consumes a release, picks up your story and covers your news, THAT mention, citation, Google+ post, link and and associated buzz may well help your business. Potential customers are often impacted by content created by writers that pick it up. News, SERPs and buzz, can easily stimulate sales.

So, press releases can be valuable for SEO, when thought of as stimulating third parties to champion your news. It’s the content third parties create we should aim for. The major caveat is that press releases better cover meaningful business developments well steeped in actual notarially. You can’t wrap a turd up in a bow and expect anyone to give a crap.

Eric Enge – @StoneTemple

Eric-EngeA few thoughts on this:

Press releases should, in principle, have no direct SEO value. They come under the heading of the following principle I like to talk about for links: “You Can’t Vote For Yourself”. Links are really supposed to represent academic citation level endorsements.

I think that the primary (well, only) SEO benefit of press releases is captured by the attached image I did for an article I wrote a while back. This is an indirect value. If someone picks up the press release and chooses to write about it, then that can work really well for you.


Pete Meyers – @Dr_Pete

Dr. PeteMost of my experiences with press releases for search have been with SMBs, and, unfortunately, what that often means is people becoming over-reliant on blasting out every tiny announcement they have and calling it “news”. I think it’s pretty clear at this point that Google frowns on that practice. At best, it’s a problem of diminishing returns. Having 500 links from (invented to protect the innocent) isn’t really going to accomplish more than having 5 links from a site like that, even if those links are never penalized.

Plus, at some point you have to ask – what’s the message I’m putting out to people? If you write a press release every time you successfully order a latte, people aren’t going to take you seriously. At some point, you’ll damage your reputation with mediocrity.

Marketing Scientist at Moz

Andy Beal – @AndyBeal

Andy-BealIf you have an established, respected brand then you should only issue a press release if you can honestly say that you have something newsworthy to share. If so, your focus should be on attracting the attention of a journalist first, with any SEO benefits a distant concern.

If you’re a new company–or a very small fish in a big pond–then issuing a press release solely for SEO purposes is acceptable. While you really won’t see an SEO benefit from the release itself, it may still get picked up by an aggregator or blogger that has some “Google juice” to pass on.

CEO of Trackur

Arnie Kuenn – @ArnieK

Arnie-KuennWe don’t view press releases as an SEO strategy at all anymore. However, we do view them as a marketing strategy, which we believe SEO has really become anyway. We frequently work with clients to create press releases promoting a single piece of content.

So, instead of focusing on the latest “company news”, we will announce a brand new (and sometimes not so brand new) resource that our client has developed. It could be as simple as an infographic or a free 200 page ebook or maybe a new microsite. If the content has a significant value to a specific audience, we target that audience and announce it via a press release. Bloggers and editors seem to really like this approach and we get some nice pickups from them.

CEO of Vertical Measures

Cyrus Shepard – CyrusShepard

Cyrus-shepardShould you send press releases when you have a big story to share? Yes

Should your press release contain a followed link? No

Press releases, when done right, are an effective way to reach corners of the media you wouldn’t normally have access to. The sad truth is 98% of people who spend money on press release distribution throw their money away because they’ve:

  • Not presented a compelling story
  • Not targeted the right channels
  • Expect the reporter to do all the work

The simple question I ask myself when crafting a press release is this: if my press release was printed in a magazine as a story, would I take the time to read it and share it with my friends?

The challenge is often finding a “hook” in your story that’s bigger than your immediate problem. Nobody cares that your company just released a new type of scissors that reduces paper cuts! But people would be interested in a story about the hidden everyday dangers of children’s’ school supplies.

The success of your press release is directly proportional to the interest level of you story. However interesting you think your story is, cut your estimate in half and brainstorm more ideas.

That’s how you do a press release.

SEO & Content Astronaut at Moz

So, What Do You Think?

Do you think press releases are a part of an SEO strategy? We would love to know your thoughts and experiences.

7 Harsh Truths That Should Guide Your Content Marketing Journey

Harsh Truths

When you first heard that content marketing was the surest avenue to bring your business the customers you desire, you were skeptical, but you committed to it.

You hired two copywriters, an SEO and a part-time social media manager, dove fervently into Google Analytics, contracted with a conversion-rate-optimization firm, brought on two additional salespeople, redesigned your website and, most important, remained patient, buying into the notion that content marketing is part of the long game.

Now, eight months in, you’re staring at a balance sheet bloated with expenses, and that new business you were expecting is yet to materialize.

Before you throw in the towel, understand that you’re not alone.

In fact, most businesses will fail or give up content marketing altogether well before it has time to work for them—and that’s assuming what they were doing in the first place had merit.

Truth is, the industry hasn’t done a very good job of making two very important things clear:

  1. While content marketing does take time, time is no guarantee of success.
  2. There must be a prioritization of activities early on to enhance your chances of success.

As I’ve said and written numerous times before, online marketers are great at telling businesses to do something often (e.g., “start blogging,” “Engage  your audience via social media,” etc.) before businesses learn to do any one thing well, a fact that often leads to time and money wasted, and frustration that borders on rage.

Make Sure Your Business Doesn’t Wind Up On The Content Marketing Scrap Heap

Here’s what you need to know to put yourself closer to the finish line:

1. Content marketing is not about conversions—at first. No matter how great your blogs are, no one converts after reading a single blog. In fact, blogs are poor drivers of conversions anyway. You’re producing content to get noticed, gain authority, credibility and lower the barrier for clients to do business with your company. It can take a dozen or more encounters for a prospect to decide to grab the bait and become a customer. So think of each blog or piece of content you create as a chum slick that gets prospects closer to the hook.

2. You must commit to grow your audience before working to grow your revenue. When you first start creating content, you have no choice but to compete for eyeballs. Then, as you produce and share more information, the goal is to have those initial followers become fans who enlist their friends and followers (networks) to engage with and share your content. Once those networks are sharing your content, you’re “in the money,” as the saying goes. This is what Rob Garner, in his book Search and Social: The Definitive Guide To Real-Time Content Marketing, refers to as moving from a one-to-one to a one-to-many to a many-to-many level of connectedness. Akin to the multiplier effect, this growth is essential to the success of your company, which further drives home the need to produce content that people actively seek out. “Not being connected…,” writes Garner, “means that a marketer does not effectively exist in those conversations and economic opportunities afforded in networks.”

3. The “best” ideas might not be the “best-for-right-now” ideas for your business. Being a part of a fast-moving industry means things change quickly and good information can be hard to decipher. We hear “SEO is dead,” “Content is king,” “Stop guest blogging.” Then, the next day, we hear the exact opposite from online sources supposedly just as credible. What do you do? First, read for enjoyment and take everything with a grain of salt. Then, realize that, while much of what you hear and read could have value, it (a) might not have value for your business and (b) likely shouldn’t be part of your right-now plans.
Try this:

  • Establish what the immediate priorities are for your business, based on the overall needs of the company, not on what’s possible
  • Rank and order the priorities based on the impact to the business
  • Create a realistic outline (you don’t need a full-on plan to get started) for execution, assigning tasks to various team members and making everyone aware of what’s expected of them
  • Ensure that every activity you take over the following three months aligns with those plans
  • Measure the performance of each activity
  • Assess what worked and what didn’t
  • Repeat—only this time you’re replacing what didn’t work with other options in their place

If this sounds a little on-the-fly-ish, that’s because it’s supposed to be. Content marketing, in the early stages, is a very iterative process, a point captured perfectly in a tweet I shared from Eric Enge of Stone Temple Consulting.

4. Ignoring the potential of offline opportunities leaves you vulnerable to the competition. Keep in mind that what you do offline also impact your online presence. Speak at a conference? Sponsor an event? Deliver a presentation at the local chamber? All of these offline activities can and will build authority while also buttressing your online visibility as well. All you have to do is ask for a link from each organization’s website to your website, preferably to one of your main product or service pages, or your blog. Activities such as these can have a significant and immediate impact, bringing you eyeballs, social shares and, likely, conversions down the road.

5. Becoming the dominant informational resource isn’t optional. Everywhere marketers are telling businesses what they need to do to set themselves apart. The information ranges from sound (e.g., “Develop a reputation for delivering amazing content,” “Smartly use PPC,” etc.) to comical (e.g., “Social signals are the same as links, so spend more time on social media and less time producing content”). Here’s the truth: If you want to get noticed quickly and own a spot for your business that’s tough to be moved off of, work to become the foremost informational resource in your category. With every piece of content you create, strive to answer prospects’ questions better than anybody else possibly could. Google and prospects will reward you for the effort. Also, on social media, create filters for various keywords in your category, then jump in to answer questions being asked, without regard for whether the person follows you or not. You’ll quickly set yourself apart.

6. Study the competition, but don’t blindly follow them. There’s too much monkey-see, monkey-do in content marketing. You don’t have the time energy or the resources to waste time on efforts that might never pan out for you. Whenever you have the urge to follow the herd, revert to your “best-ideas-for-right-now” checklist, which serves as your guidepost.

7. A long winter is ahead, and your survival is not guaranteed: Remember when your college Stat 301 professor said “Look at the person on either side of you. At least one of them won’t be here in three weeks.” He was right. The same can be said of content marketing, where more and more players are competing for eyeballs that grow more weary by the day. Stone Temple’s Enge has predicted that, when all is said and done, some 90 percent of content marketers could fail or leave the field altogether. A lot factors go into that number coming to fruition. But this much is known: Those businesses not taking the adequate steps to become brands customers actively seek out will be some of the first to starve. Don’t be one of them.

My hope is that these seven points serve to make it clear that the way forward in content marketing will be a rough path littered with obstacles and the carcasses of failed businesses. I also want to make it clear that your business does not have to be one of them.

What are some additional tips you’d add to the list?

How To Smartly Localize The Ice Bucket Challenge


When you first heard about the ice bucket challenge, you secretly wondered “How can I newsjack this story for my business?” didn’t you? You can be honest. It wasn’t until the PR person you enlisted for help informed you that trying to benefit from such a sincere story was “kind of a jerk thing to do” that you dropped the idea altogether.

She’s right: Don’t be a jerk. Take the challenge. Make a donation.

Then—and only then—should you look for ways to “benefit” from the effort.

The ice bucket challenge, which went viral in August, has to date raised over $50 million to help fight amyotrophic lateral sclerosis (ALS), also known as Lou Gehrig’s disease, a degenerative neurological disorder. The challenge works by having an individual dump a bucket of ice/ice water over himself or herself, then challenge at least six others to do the same within the next 24 hours. Those who cannot do it or refuse to do it, must make a donation to the ALS Association.

The sheer genius of the challenge is the multiplier effect—each time a bucket is dumped over someone’s head, no less than six others are tasked with doing the same and/or making a donation. With over a million people taking the challenge already, including numerous celebrities, it’s little wonder the sum raised so far this year has nearly eclipsed the amount brought in for all of 2013: $64 million. It’s also comes as no surprise that the term “ice bucket challenge” has veritably taken over the Internet.

Your business can and should ride this wave.

Using The News To Benefit Your Business

Before the term newsjacking was ever invented, newspaper editors were preaching to reporters about the need to “localize” a story. That is, find a national story that’s broadly significant, then interview local people and/or business owners, who are likely facing similar challenges, experiences, etc., to create newsy article that’s relevant to the local audience.

For example, an editor might see a national story about banks raising fees, then have a reporter interview branch managers of local banks in addition to folks who do business at those banks. A headline for the local story might read something like “Area Residents Feel Pinch As Local Banks Raise Fees.”

You can use the ice bucket challenge to make your own news by placing on your PR hat

You certainly realize that, as a business person, you can never afford to take off your PR/ outreach hat, especially in light of the fact that earned media is a huge driver of online and offline authority, in addition to being a great vehicle for delivering qualified leads to your business.

(Eds note: Let me be clear: I’m not saying you should try to benefit your business on the back of a worthy cause. I am saying, however, you can and should use the news to benefit a worthwhile cause and your business along with it.)

Here’s a few simple tips to get you started:

  • Work with your local chamber of commerce (hopefully, you are a member) to see which businesses would be willing to make a donation to the ice bucket challenge.
  • Once you have an amount—hopefully it’s a significant sum—work with the PR person at your chamber to hammer out the details of a localized ice bucket challenge that takes advantage of your local audience. For example, why not ask local residents to submit videos of their most creative ice bucket dowsing to YouTube, then share it broadly via social media using a special hashtag you agree upon as a group? The video with the most shares wins, and the donation to the ALS Foundation will be made in their honor.
  • Once those details are hammered out, a separate web page can be created on the chamber site, with links to all of the participating businesses.
  • Your business website can create a blog about the contest, in addition to having a details page with links to other national ice bucket challenge events as well.
  • With everything now in place, reach out to the metro editor of your local paper and apprise her of the contest. Make her aware of why local businesses decided to support the effort, how the money will be donated and when, then draw attention to some of the creative videos that have been uploaded online.
  • Make them aware that you have consent-to-contact information from several of the contestants, and that you would be happy to share with them for interviews.
  • It’s likely that you and other business owners will be interviewed, in addition to the contestants.
  • The newspaper gets a great story. You and other business owners get a link and coverage; several local residents get recognition; the community gets positive spotlight; and the ALS Association gets additional funding.

A contest like this, which piggybacks on the overall challenge, is a win-win for everyone. Most important, though, it serves to help a good cause.

The contest itself could take whatever shape you like. The goal is to make it (a) all about the charity, (b) worthwhile to all parties involved and (c) have it meet the threshold of being newsworthy.

What do you think about marrying a local contest to the national challenge?

AuthorityLabs Mailbag: Is It Time For My Business To Break Up With Twitter?


When John P. joined Twitter in 2010, he did so out of peer pressure, as his entire department was making a leap to the platform at the behest of his CMO, who wanted to “add some visibility to the brand.” John P. followed suit, setting up a personal account, which sat idle until he started his own company in 2013.

He worked his butt off to get the company off the ground, then thanks to the advice of a mentor, he smartly looked to social media (specifically Twitter) to enhance his company’s digital presence. It was a success. He found Twitter easy to manage and, most important, the opposite of Facebook in just about every way.

Until now, that is.

(Eds. note: John P. is an AuthorityLabs client who reached out to us for advice. We agreed not to use his last name.)

Are We Watching Twitter Become Facebook?

In a move that’s irking even the staunchest Twitter supporters, the platform has begun to show users tweets from folks they don’t follow. It’s an occurrence that’s been in the works for some time, as a trickle of folks-I-don’t-follow content began showing up in the streams of numerous accounts, leading many to publicly question the move and silently hope the platform would not “go Facebook” on them.

But now, with a full-on roll out underway, the backlash is steady, rancorous and deserved, says John P., who no wonders if it’s time to exit the platform for greener pastures.

“I have a business to run, employees to hire and manage,” said John P. “I loved that I could easily keep track of what was going on in my area of [business] with Twitter—not having to deal with the BS of cat pictures, selfies, stupid videos and ads. [With] these changes, however, I’m having to deal with all the things I hated with Facebook. I’m wondering if it’s time to exit Twitter for something else.”

He’s not alone. Twitter has been ablaze with the news. In fact, judging by the responses, it seems that innumerable folks would like to literally set Twitter ablaze.

Maybe Techcrunch’s tweet says it best:

What does Twitter have to say about the changes? Not a whole lot actually, other than offering up a tired, convenient explanation of what a timeline is:

…When we identify a Tweet, an account to follow, or other content that’s popular or relevant, we may add it to your timeline. This means you will sometimes see Tweets from accounts you don’t follow. We select each Tweet using a variety of signals, including how popular it is and how people in your network are interacting with it. Our goal is to make your home timeline even more relevant and interesting.

This might come as news to Twitter, but we know what a Timeline is. We liked the one we had just fine. To Twitter, however, a Timeline—to paraphrase Lewis Carroll’s Humpty Dumpty—means just what they say it means.

The timeline changes are dynamic and ongoing and no one yet has a clear sense of what the final product will end up looking like. But this much we know: ‘New Twitter’ looks a lot like old Facebook.

For John P. and the folks like him that’s bad news.

Owned And Earned Media Should Be Approached With Renewed Vigor

Our Advice to John P. was simple and straightforward: Don’t throw the baby out with the bathwater. If Twitter has been working for you—and it has—don’t abandon the platform altogether.

Look for creative ways to work around the noise:

  • Pare his followers to all but the most important folks
  • Use Twitter Lists
  • Set up keyword filters in Hootsuite, then follow only those streams

Also, we made him aware that it’s time to consider other social media platforms, too, especially Google Plus and LinkedIn. Sensing a waning desire to navigate the social waters, we made one final point that’s summed up nicely via a quote from Mark Traphagen of Stone Temple Consulting.

“An active social presence combined with good network building can be a major contributor to growing a brand reputation, better customer service, developing trust and authority, as well as bringing traffic to your sites via the links you post,” says Traphagen. “Those considerations should all be part of any good digital marketer’s arsenal.”

We also made two other recommendations:

  1.  Owned media should be the point of emphasis: A company blog is the lifeblood of your content marketing efforts, so treat it as such. Publish content as frequently as possible—preferably at least a few times a week. Use it to answer the questions prospects and existing customers are asking your salespeople and staff, in addition to answering the most prominent queries for your category in organic search.
  2. Earned media can no longer be neglected: A business owner cannot afford to take off his or her PR hat for an extended period of time. You must always be looking for ways to naturally, seamlessly promote your company while serving the needs of prospects, existing customers and the online and offline communities overall. Make it a point to join local organizations, which could enable you to take advantage of sponsorship or speaking opportunities. Also, don’t be afraid to reach out to publications in your vertical, whereby you can ask about writing a column or becoming a regular contributor.

In the end, our approach was to highlight how Twitter, or any social platform for that matter, is but a part of a holistic content marketing plan. For John P. Twitter’s changes provoked a shift in thinking, leading him to focus more on the totality of his marketing efforts, something that went far beyond social media.

What are your thoughts on the changes from Twitter?