branding & industry perspectives

advertising,digital,social media

Paid Social Do’s, Don’ts, and Key Considerations

30 May , 2015 | Mason

paid social media - icon grid

So, you’re ready to give paid social media a spot on your budget, and you’ve reviewed your options across the major platforms. Now comes the next step: planning your paid social strategy and campaigns.

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advertising,digital,social media

Paid Social: An Overview of Your Options

27 May , 2015 | Mason

paid social media icon tree

Now that we’ve convinced you that Paid Social deserves a spot in your digital budget, let’s look at what exactly you can do with those dollars. The information below was culled from each site’s own descriptions of its advertising options as of May 2015.

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advertising,digital,social media

Why Paid Social Media Deserves a Spot on Your Budget

29 Apr , 2015 | Mason

paid social icons

Social media can be a crowded place, especially when you’re trying to get your message to the right audience. You’re not only competing against other brands on social media, you’re contending with each network’s ever-changing algorithms that dictate just how much reach your message has.

In fact, with Facebook’s recent changes to its algorithm, it’s going to be an even tougher space for brands to get their message out. However, there is hope if you have a strategy and the budget to support your social media program.

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digital,seo

SEO Copywriting Elements That Matter

25 Feb , 2015 | Ryan Winiarski

seo copywriting elements that matter

This is the third part in Mason’s series on search engine optimization (SEO) strategy and tactics for ranking on results pages and driving traffic to your site. 

SEO has evolved far beyond a reliance on simple keywords, but the written content on your site, as well as the language hidden behind the scenes in the code, retain a great deal of influence on search engine algorithms. Here are the factors that make your content easy to digest for search engines so you can rank highly and capture as many clicks as possible.

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digital,seo

How the SEO Food Chain Affects Your Search Ranking

18 Feb , 2015 | Ryan Winiarski

illustration of seo food chain

In the first part of our discussion on SEO, we broke down the anatomy of a search engine results page, the appearance of different kinds of search results, some of the things search engines are and aren’t looking for, and how to begin thinking about implementing SEO into your own site. This installment will focus on defining our keyword phrases (or “thesis”) based on an understanding of the SEO food chain.

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advertising,digital

Could Native Advertising Overcome Display Ad Blindness?

13 Feb , 2015 | Mason

native advertising

Average click-through rates on display ads reflect a digitally savvy public that has learned to ignore or distrust them. Native advertising could prove an effective way of re-engaging that audience.

The last 15 years of Internet history have been a constant push-pull of online advertisers finding new ways to get their message in front of more eyeballs, and those eyeballs glazing over as users learned to ignore, avoid, or even block as many ads as possible. The result has been dubbed “banner blindness.

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digital,social media

Off the Radar: What to Do With ‘Dark Social’ Traffic

30 Jan , 2015 | Mason

radar dishes

Social sharing platforms are a rich source of data and insights for brands, illuminating their audiences’ preferences, behaviors, attitudes, and interests to better inform the brand’s digital strategy. But there’s a layer of activity happening below the surface, unmeasured, that has been described as ‘dark social.’

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digital,seo

The Anatomy of a Search Engine Results Page (SERP)

23 Jan , 2015 | Ryan Winiarski

search engine optimization

Search engines act as a portal to the rest of the Internet – all 4 billion pages (and counting) of it. Getting found amid the crowd requires a careful blend of art and science commonly known as Search Engine Optimization, or SEO.

In this guide, I intend to introduce you to what it is we’re talking about when we talk about SEO, and some of the things search engines are and aren’t looking for on each page of your website.

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advertising,mason

Our View: Top 14 Memorable Ads of 2014

30 Dec , 2014 | Mason

Hotels.com Captain Obvious

By the very nature of the business, advertisers have to be forward-thinking and planning ahead at all times. But that doesn’t mean we can’t appreciate all that’s already been said and done.

As we take a moment to look back on what made this last year memorable, we asked around the Mason office to find out which ads stood out from the pack among our staffers. Below we present our favorite ads of 2014, in no particular order, demonstrating the power of humor and unexpected creative.

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digital,seo,social media

8 Steps to SEO-Friendly Content Packages, Part 2: Deployment

22 Dec , 2014 | Mason

8 steps to seo friendly content marketing package part two deployment

Packaging your content creates an SEO-friendly library of resources that you can use and use to engage your audience and build your brand. In part one, we guided you through the planning stages. In part two, put it all into action.

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