Author Archives: Roopinder Tara

Content the Gift That Keeps on Giving

A modern marketing mix will includes advertising, trade shows, other lead generation campaigns,  and lately more and more, content creation. Here is why creating content may be e most effective marketing spend in the long run.


In this study by Kapost, content marketing proved to grow over time, surpassing paid search and continuing unabated.  Get the whole report here.

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Twitter – Be Famous for 18 Minutes

As a media person, I cover several industry events. A keynote at a tradeshow can provide the pulse of a company or an industry. It’s also a good place to judge how the company pitch is received. You can do this by listening for reaction. Applause is an indicator. Tweets are better. In fact, monitor the Twitter feed for an event and you don’t even have to attend.

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How NOT to do Social Media

(Article first appeared on The CAD Insider on Sep 13, 2011. It has been freshened up and posted here.)

Social media has transformed the world, from finding high school friends on Facebook to overthrowing governments with Twitter. It has found its way into the business, appearing foremost on the agenda of every marketer. Some get it. Some don’t.

After observing one great success and a few dismal failures, may I offer these rules for those still seeking to effectively use social media in the technology business to business arena?

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Search Engine Optimization Dying – or Dead?

Search engine optimization, or SEO, the concept of manipulating a website or page to get favorable search rankings, is really nothing more than trying to fool Google. It is a cat-and-mouse game, where one side (Google) tries to determine what web pages are best to present to the world at large, and the other side those (SEO specialists) who try to crack Google’s methods to ensure that their — or their clients’ sites — stay on page one.

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Cost per Lead – Trade Shows

A qualified lead is what you hope to get from attending a trade show. That’s what comes from all those who have been lured to your booth with the promise of free pens/squeeze toys/bottle openers and other silly swag you hope to not have to ship back to the office, and hundreds of pleas of “Can I scan your badge?” You throw out all the names of those who don’t have decision making status, are students, obvious freeloaders, your competition, etc. The name you are left with are your qualified leads.

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