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Who is this third-party person they keep talking about?
Everywhere you look in the marketing world, people talk about third-party generation or content curation. You may be asking, “Who is this third person at the party anyway?” It’s actually simple: when someone else writes something about you, it has more credibility than when you write something about yourself. Makes total sense. Then why don’t […]
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Everywhere you look in the marketing world, people talk about third-party generation or content curation. You may be asking, “Who is this third person at the party anyway?” It’s actually simple: when someone else writes something about you, it has more credibility than when you write something about yourself. Makes total sense. Then why don’t we all do it?
As most of us look for that perfect person who is well-known in our industry and has credibility, we may find few or no possibilities. Have no fear, the industry has created something called “Paid Content Generation.” You can pay people to write something great about your company. You can even tell them what to say. How much easier could that be? Well, it is not quite that simple. You need to conduct due diligence to make sure the person writing is credible, and is a great writer. You don’t want this opportunity to backfire on you.
Many companies don’t have the resources to create content for all of today’s platforms: social media, blogs, infographics, etc., so this third-party content generation can also help them with their overall content strategy. But not all postings are created equal. For example, a common strategy on Twitter is to create some original content with other people’s content mixed in — a retweet. This combination works, but make sure your original content is sprinkled in as much as possible. You want to be seen as an expert in your industry. Not just someone who re-posts other companies’ stuff — they are then the expert. Always make sure you are building your brand, not someone else’s.
Now, let’s add the third-party content generator into the picture. This adds another voice to your brand. This person (or publication) is seen as unbiased and trustworthy because “what do they have to gain by pushing this brand so heavily?” You know it is because they were paid to do it — no one else needs to know that. A good third-party content writer will make that part of the equation invisible.
Sometimes the idea of it being paid content is unavoidable. For example, most industry publications bank on their unbiased and editorial trust so the idea of getting paid to write content is not acceptable. Therefore, it may state that the content is paid or an “advertorial.” That is OK — don’t shun these opportunities. These publications tend to be the most trusted and well read. Many people won’t notice the subtle paid-content message, and even if they do, you will get the search-engine optimization (SEO) benefit of being mentioned somewhere else other than on your own site.
So, let’s talk SEO and how this content can benefit you there as well. Google has crazy algorithms it creates so no one can figure out the system and win the ranking game. For the past couple of updates, content generation has been the most important element in the rankings. Third-party content is a big part of that. Google sees it as credible, and the companies that have it will rank higher in searches — assuming the rest of their site isn’t a disaster.
The digital world makes the linking from site to site easy, and research has shown that when there is a link present from an outside site, clicks increase by 33 percent, over links posted on your own site. We tend to trust this third-party content much more than self-generated content.
There are many tricks out there to help achieve your sales goals, because let’s face it, ultimately, that is what we want, more sales. Today’s world makes it easier for us to get our company out there in front of lots of new prospects. Embrace it.
Jenn Cline is a sales and marketing consultant for ABC Creative Group and The Business Journal News Network. Contact her at jcline@nordiqueconsulting.com
The Consolidation Contradiction
New York State has established itself over time as a nationally recognized leader for red tape, overregulation, and its stifling business climate. So why is Gov. Andrew Cuomo aiming to create yet another unnecessary layer of government? The governor’s executive budget proposal looks to form a new agency, the New York State Design and Construction
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New York State has established itself over time as a nationally recognized leader for red tape, overregulation, and its stifling business climate. So why is Gov. Andrew Cuomo aiming to create yet another unnecessary layer of government?
The governor’s executive budget proposal looks to form a new agency, the New York State Design and Construction Corp., to review large-scale infrastructure projects costing more than $50 million. As someone who has personally owned and run a business, I know from firsthand experience that increasing the size and involvement of government translates into delays and waste.
A walking contradiction
Gov. Cuomo has repeatedly called for municipal consolidation as a way to lower property taxes. Although ending unfunded mandates is the real answer, “consolidation” has been his response to the property-tax crisis that New Yorkers face.
However, on the state’s biggest, most important infrastructure projects, the consolidation approach apparently does not apply. Creating this agency, which will actually be a subsidiary of the Dormitory Authority run by hand-picked appointees, espouses the exact opposite sentiment that Cuomo has regularly preached.
In addition, this maneuver would likely provide the governor with greater influence over “independent” agencies like the Metropolitan Transportation Authority and Thruway Authority. His pattern of continually seeking to concentrate power at the expense of sound policy is alarming, especially when it will only create more inefficiency.
State residents’ interests must come first
The governor should, instead, be focused on maximizing the effectiveness of the state agencies and departments that he already oversees. For example, instead of creating a new agency, why has the Thruway Authority not created a spending plan for the $4 billion Tappan Zee Bridge project? Adding more layers of government oversight is not the way to make government better, faster, and more transparent.
If the governor was serious about improving New York’s infrastructure, he would be focused on funding much-needed road and bridge repairs, especially Upstate. In addition, the taxpayers who fund these projects would not have to search for answers on how their money is being spent.
A recent story in the Wall Street Journal enumerated the concerns of those on both sides of the aisle. Concerns were raised by people of varying backgrounds and expertise — from government officials to private entities that follow state policies. New York State does not need another agency. At a time when infrastructure repairs, improvement, and growth are vital to the sustained economic success of New York, I have grave concerns that the governor has again put politics above policy. That is an all-too-familiar theme of his administration.
Brian M. Kolb (R,I,C–Canandaigua) is the New York Assembly Minority Leader and represents the 131st Assembly District, which encompasses all of Ontario County and parts of Seneca County. Contact him at kolbb@assembly.state.ny.us
Updating New York’s water infrastructure must be a priority
New York state is facing one of its greatest challenges yet — our drinking and waste-water infrastructure is in critical need of updates and repairs. Concerns are growing over drinking-water systems throughout the state, some that include possible carcinogens. These serve as sobering reminders of how important safe drinking and waste- water systems are to
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New York state is facing one of its greatest challenges yet — our drinking and waste-water infrastructure is in critical need of updates and repairs. Concerns are growing over drinking-water systems throughout the state, some that include possible carcinogens. These serve as sobering reminders of how important safe drinking and waste- water systems are to the health and well-being of our residents and how these systems deserve attention and investment from the state.
Nearly 95 percent of New York state residents rely on the public water supply. According to the American Society of Civil Engineers’ (ASCE) 2015 report, New York received a C grade for its drinking-water infrastructure and a D for its sewer and waste water systems. Our upstate water infrastructure faces similar challenges to our roadways and bridges — extreme Northeast winters, frost, flooding from heavy rain, and age take their toll. New York’s communities are in need of updated water infrastructure.
The ASCE estimates it would cost more than $38.7 billion over the next 20 years to properly update, repair, and replace current drinking-water infrastructure. Additionally, a significant portion of waste-water treatment and sewer pipes throughout New York is aged well past “useful life expectancy.” The ASCE projects that it would cost $36.2 billion over the next 20 years to update the system fully.
As a local example, we can look at the Mohawk Valley Water Authority (MVWA), which serves Utica and its surrounding suburbs. Of its 700 miles of pipes, about one-third were laid more than a century ago. Interestingly, a recent audit revealed that the MVWA’s system faced about 43 percent water loss.
New York needs to take these matters seriously and assist our local governments in updating critical systems. This year, Gov. Cuomo’s budget would expand the New York State Water Infrastructure Improvement Act of 2015 by $100 million, bringing it to a total of $300 million. This is something I support along with many of my other legislative colleagues. However, our work is not done there.
I continually look for more ways to support our local communities, which is why I am proud to join my Assembly Republican colleague, Jim Tedisco (R,C,I–Glenville), in sponsoring legislation that would create a program known as the Safe Water Action Program (or SWAP). The program would be modeled after the already popular Consolidated Local Street and Highway Improvement Program (or CHIPs), which helps local highway departments pay for roadway improvements. We are aiming to have the program included in the 2016-17 state budget, and we have sent letters to the governor, Assembly speaker, and Senate majority leader to gain their support.
New York needs to invest public dollars carefully to ensure that our roads, bridges, and water systems are safe for residents.
Marc W. Butler (R,C,I–Newport) is a New York State Assemblyman for the 118th District, which encompasses parts of Oneida, Herkimer, and St. Lawrence counties, as well as all of Hamilton and Fulton counties. Contact him at butlerm@assembly.state.ny.us
2016 CNY Construction Projects Special Report
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Stay up-to-date on the companies, people and issues that impact businesses in Syracuse, Central New York and beyond.