People are looking for things. You want them to find you.
But not just when looking for you, of course, that’s a given. Really, you want them to find you when they are looking for other things. Or, best of all, when they’re looking to buy other things.
And so the clash emerges. Because of how search works, if you want to be found, you have to essentially become that thing online. You have to equate yourself with what your audience is looking for as they hope to buy.
Exceptions and expectations
But what happens if there’s a dissonance between what people are currently looking for and what you think they really should be looking for? It’s a classic issue in something like tech PR. Or communications. Or whatever you want to call the big converging soup of media and marketing.
How do you join the dots between the ‘wrong’ search and the right ideas?
If you can explain the difference, that should be a relevant, shareable, memorable way to tackle the challenge. That should be a good fight in the battle, not for some mysterious search blackhattery — but because you’re genuinely moving the subject forwards.
And even better, play your cards right and it should become a relevant source for the subject you think people should be searching for too. Because you’ve actually created value.
https://i0.wp.com/www.augur.london/wp-content/uploads/2014/10/fencing.jpg?fit=1024%2C768&ssl=17681024Max Tatton-Brownhttps://www.augur.london/wp-content/uploads/2014/08/au_black.pngMax Tatton-Brown2014-10-21 10:29:152015-07-08 18:22:33Search, and the commercial clash of the information age
https://www.augur.london/wp-content/uploads/2014/08/au_black.png00Max Tatton-Brownhttps://www.augur.london/wp-content/uploads/2014/08/au_black.pngMax Tatton-Brown2014-10-09 15:35:242015-07-08 18:22:33How do brands tell their story?
Gorkana recently interviewed us about our industry, including where tech PR is going and the worst thing a journalist has ever said to me.
Which social media platform has changed your life?
Can I argue BBEdit, which powers the SomethingAwful.com forums? It turns out that growing up out in the country and wasting hours trawling through that community of 70,000+ “goons” would equip me with the insights to understand online communities when they went mainstream. Trolling, lurking, attention-whoring, Godwin’s Law – none of this stuff is new, it’s just that a wider audience is now experiencing the natural rhythms and characteristics of online behaviour.
“Having come from managing comms at Tradeshift, I’m most interested in the kinds of unsexy, B2B companies that really power things behind the scenes,” Tatton-Brown told the Holmes Report. “Unsung heroes.”
Augur launches with five technology clients, although Tatton-Brown declined to reveal their names, instead noting that some are backed by investors Passion and Notion. He also pointed out that the “much maligned” state of the PR industry requires a more thoughtful, credible approach to communication.
“Max said: “Good PR is not about a social media strategy, growth hacking and content marketing. It’s about looking at how you can become a better company, more fit for purpose within the ecosystem around you. The latest channels and trends are part of this bigger picture.”
“Augur, whose name comes from the role of a trusted advisor in classical times who interpreted the will of the Gods through the patterns of birds, is already working with five tech clients, in areas like retail, social/ marketing, collaboration and B2B.”
https://www.augur.london/wp-content/uploads/2014/08/au_black.png00Max Tatton-Brownhttps://www.augur.london/wp-content/uploads/2014/08/au_black.pngMax Tatton-Brown2014-02-22 09:30:502015-03-11 17:08:36Augur launch covered across industry