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Clark Taylor
Works at Stone Temple Consulting
Attended West Virginia University
Lives in Germantown, Maryland
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Clark Taylor

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Can Deflategate Make Us Better Marketers?
Online marketers suffer from a feeling of being "always on," and it can become overwhelming. But it doesn't have to be, especially if you understand and prioritize your vested interests. Here's a story to explain, based off a recent news event in American football.

I enjoy good football, and I live in the Boston area, which means the past decade has turned me into a New England Patriots fan. If you aren't into football, or sports for that matter, there's still a good lesson to be learned, so keep reading.

During the 2014-2015 season, a big to-do was made about the Patriots allegedly deflating game balls below the regulated PSI. Termed "Deflategate" by the media, there was a big investigation just after the AFC Championship game (in January), and (in May) the results were published for the entire sports world to read and discuss. And then, the NFL used the report to levy a hefty fine on the Patriots organization, as well as suspend their quarterback, Tom Brady, for four games.

That paragraph sums up the scandal in a neat little package for the person who has no vested interest in the matter. 

No vested interest...such a powerful and telling phrase, if you think about it.

The fans have no vested interest in what happened with Deflategate. Zero. 

Their legacy as a fan isn't tainted. 

Their life on Sundays this fall goes on.

If the Patriots lose the first four games because Tom Brady was serving a suspension, nothing happens to the fans, regardless of how emotionally connected they are to their favorite team. They still have no vested interest in this scandal, and neither do fans of other teams, or even other sports. 

Who does have a vested interest in Deflategate?

The pundits, reporters, talk show hosts, and companies who have media ties to the NFL are all over this. Why? It's media, it's scandal, and it plays at the heartstrings of the millions of fans who didn't read the above paragraph. The ones who break the stories first, and the ones who have the most outrageous claims and conspiracy theories, stand to win because they are being talked about by everyone else. 

Vendors of sports memorabilia will want to watch public sentiment about the Patriots (and Tom Brady), and plan their products and marketing accordingly. There is real money at stake, and one misstep could mean big losses and wasted merchandise.

Researchers and governing entities may take a vested interest in Deflategate because of the facts and opinions surrounding the story, and also the inconsistencies being pointed out by those whose job it is to analyze the report. This party will be watching and observing with a scientific, unemotional eye, asking questions, and has a long-game approach to finding ways to make the entire system better for everyone involved. 

Deflategate also impacts strategic businesses. Tom Brady's lack of availability for the first part of the 2015-2016 season has a direct impact on fantasy football drafts. The matchups for those games, and how the team records could conceivably play out during the course of the playoffs, will impact sports betting lines (oops, I didn't say that, sports betting is illegal, kids). Those who have a vested interest in such matters will definitely be paying attention, but on a different level: not to report, but to analyze the effect on their own business operations, and make marketing moves accordingly.

Season ticket holders who frequently resell their tickets also have a vested interest, and may also want to follow this story more closely because it could impact their ability to pass off those first four games of the season. Or, they might see the suspension as an opportunity for the right audience, and use what they've learned about the new matchups to create a ticketing package experience that meets a small niche demand.

How this ties into marketing

Each of the above examples could easily represent a person or company in the online marketing space. You may have even conjured up one or two personalities from your own network while reading it: 

► The blogger who is the go-to source for every breaking news story.
► The "expert" who always has something insightful to say about a particular topic (I could put insightful in quotes, it's up to you on how you want to interpret expert).
► The info-product "ninja" who is always looking at how changes to tactics and techniques help him grow his list. 
► The business owner who is simply looking for information on how this affects them.

And of course, there's the audience of each who discusses, shares, posits, and sometimes even challenges what's being said, with the intent (subconsciously?) of becoming vested in the topic themselves such that they attain a position of authority, too. 

Here's the thing, though: outside of those circles of people, nobody else has a vested interest in what just happened. Not in Deflategate, not in the latest Google algorithm change, nor in "boosting their SEO while optimizing ROI for maximum engagement." 

Where do you go from here?

To excel as a marketer or business owner, you need to understand where you have a vested interest in various topics, and what shape that vested interest takes. Similarly, you need to know how to identify and avoid situations where you'll get sucked in and prioritize your time in those discussions accordingly. 

In other words, and this might sound harsh, unless you have a vested interest in a topic, participating is simply an exercise in inflating your self-importance.

And remember, that vested interest can take on many forms, and vary in intensity from casual knowledge to testing a completely new tactic.

Understanding these fundamentals, which isn't easy, and is always changing, will help you find the right people and sources to follow, and to invest time (or money) in for the purpose of running your business. 

But wait, there's more!

The byproduct of this self-realization exercise is productivity. When you can focus on what's important and block out (or downplay) the rest, you'll become much more productive online, especially on social media where we have tools to help us manage the constant stream of activity. Use those tools, and make it part of your routine to evaluate the value of those streams on a regular basis. 

Personally, this realization caused me to:
► Drop out of most of the online communities I belong to,
► Change notification settings such that there aren't as many, 
► Restructure my various news feeds to reduce overlap and put more faith in specific people (for resources and/or learning opportunities) and newsletters, so I have more control over when I want to consume content,
► Prioritize time spent on Income Producing Activities, and simply not care about the rest.

An ongoing challenge for marketers and business owners

Today's attention economy is shifting the burden for content producers to become more relevant to their audience, and to rise above the noise created by everyone else.You might think this will reduce the amount of content being published, and it might, but it also might begin to surface more and more attention-worthy content, which leaves us with the same challenge we had before: how vested are we in particular topics, and how do we manage the content coming across our desks in a way that doesn't overwhelm us?

I'd love your thoughts in the comments or over on LinkedIn:
https://www.linkedin.com/pulse/can-deflategate-make-us-better-marketers-stephan-hovnanian

#contentmarketing   #marketing   #socialmedia  
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Lol +Jimmy Brokaw​​...yeah...if it wasn't my daughter's class.
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I'm afraid it's going to be a long night in Baltimore.
 
Maryland Governor Declares State of Emergency Over Baltimore Violence (Photos)
To all my Marylanders in Baltimore please keep safe. Maryland Governor Larry Hogan declared a state of emergency and activated the National Guard to address the violence in Baltimore, his office said on Monday. The governor's office said the actions came at...
To all my Marylanders in Baltimore please keep safe. Maryland Governor Larry Hogan declared a state of emergency and activated the National Guard to address the violence in Baltimore, his office said on Monday. The governor...
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I see. I saw bad reporting then. They said nothing of that.
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That's my girl!
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First Morels of the season. #gotshrooms #mushrooms
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Here's what they look like cooked...had them.for dinner tonight: https://instagram.com/p/19JPeHSxAM/
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My daughter is pretty lucky. I didn't see my first Major League game until I was almost 30 years old. Camden Yards last weekend, Nationals Park this weekend!
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yea i agree but im still nats fan
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Clark Taylor

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Joshua Berg originally shared to SEO:
 
New Google Search Analytics Tool Released

I've talked about this very useful tool coming out that so far only had a limited release to testers in beta. Well, it's now available for everyone and you'll find it in your Webmaster Tools where Search Queries has been.

It's excellent for comparing your mobile to desktop traffic and lots of other uses. Go check it out!


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Will be some smelly people in the house tonight. Having Morels and fried taters with Ramps.
#westvirgina #wildfood

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+Evan Sippert​ good eats!
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This PPC ad from Samsung made the homepage of Reddit today: http://www.reddit.com/r/funny/comments/345hrk/nice_try_samsung/

Great example of how a creative ad can drive earned media and organic visibility.
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Mobiledeggon winner?

This site went responsive on April 20, one day before the announced Google mobile algorithm update and saw a near immediate increase in impressions and sessions.  No other substantial changes were made.

#seo   #mobilegeddon  
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Looking into this more right now +Mark Traphagen 
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Now, some desktop searches have mobile integration with Google Action Cards.
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The Best Methods For Re-sharing Older Content on Social Media http://buff.ly/1EgpGza
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Interesting how Twitter is good for any time frame.
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Work
Occupation
Senior Marketing Consultant
Skills
SEO, Social Media Marketing, Content Marketing, Reputation Management, Web Analytics
Employment
  • Stone Temple Consulting
    Senior Marketing Consultant, 2011 - present
  • 123Print, Inc.
    Chief SEO and Social Media Geek, 2009 - 2011
  • WSI Web Marketing
    Director, Internet Marketing Services, 2007 - 2009
  • Autoscribe Corporation
    Internet Marketing Manager, 2000 - 2007
  • Autoscribe Corporation
    National Accounts Executive, 1998 - 2000
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Germantown, Maryland
Previously
Germantown, Maryland - Frederick, Maryland - Rockville, Maryland - Morgantown, West Virginia - Purgitsville, West Virginia
Story
Tagline
Marketing Geek, Mountaineer, Husband, Daddy, Believer
Introduction
Most of my posts are about marketing, SEO and social media stuff but I also post about sports, being a daddy or just stuff I think is interesting or funny. I also write a lot of business and restaurant reviews around the Washington, DC area and where ever I travel.

Suggested Circles
  • Content Marketing
  • SEO
  • Social Media
  • Plusers
  • Geeks
  • Internet Marketing
  • Mountaineers
  • Washington, DC
  • West Virginia University Alumni
  • Germantown, Maryland
  • Coffee Nerds
  • Ingress (Resistance Agent:Mountaineer)
  • Christians
  • Stone Temple Consultants
Professionally

I'm an SEO geek, social media and Google+ evangelist working for the great Eric Enge as a principal marketing consultant at Stone Temple Consulting. I've worked with Fortune 50 brands, start-ups, local businesses and previously as an in-house SEO.

Recently, I've been working on difficult SEO problems including Penguin and Panda recoveries, SEO strategy, site redesigns and re-platforms. I'm become a student of semantic search so I can help my clients adapt as Google evolves. I also enjoy helping individuals and organizations improve their brands by building their influence and trust online.


Personally

I love hanging out with my wife and daughter, working on home improvement projects and going to West Virginia Mountaineer football games. I'm also an active member of the National Capital Area Chapter, WVU Alumni Association, currently serving as a board member. I created and manage the chapter's Google+ page and have setup several private communities. I've lived in the Washington, DC area for over 14 years, but still call West Virginia home. I guess some might say I'm religious. I believe the Holy Bible is the inspired word of God. I recently started attending Trinity United Methodist Church in Germantown.

Anyway, reach out to me and say hello. I'm a pretty friendly guy!


Education
  • West Virginia University
    Business Administration
  • Potomac State College
    Computer Science
  • West Virginia University
    1986 - 1989
Basic Information
Gender
Male
Looking for
Friends, Networking
Relationship
Married
Apps with Google+ Sign-in
Clark Taylor's +1's are the things they like, agree with, or want to recommend.
Mobile Phone Size Evolution - Blog About Infographics and Data Visualiza...
www.coolinfographics.com

Great data visualization of the Evolution of Mobile Phone Sizes on the Future Trends page from...

GoToMeeting for Windows Reveals New, Reimagined Design
www.gotomeeting.com

New look, fewer clicks. Sure, the modern new design looks good, but we also moved all the most critical features—mute, share your screen, tu

Google’s Knowledge Vault is The Future of Search | Eric Enge | LinkedIn
www.linkedin.com

Currently, Google’s Knowledge Graph is supplying a vast amount of content to users within PC and mobile search results. It has embraced the

Let's Get Crack'n Interview with the Head Crab
www.wvualumni.org

About John WallsJohn has been a WV NCAC Board member for the past two years, and is a 1978 graduate of the WV Journalism School. He worked i

Chromecast
market.android.com

Chromecast is an easy way to enjoy online video, music and more on your TV. Plug it into any HDTV and control it with your existing smartpho

Google+ Services
www.stonetemple.com

More and more smart businesses are realizing that they ignore Google+ to their peril. Knowing the importance of search to getting found by t

Resistance Medallions | Quexser
quexser.com

UPDATE. Thanks for the response, I just wanted you all to know I have been watching and trying yo keep count. As of now I believe we have th

Ingress
market.android.com

✮ Top Game of 2013 at Google Play Player's Choice Awards. ✮ Best Android Strategy Game Runner-up at Android Central Best of 2013 Awards ✮ On

Your First 9 SEO Tasks - Plus Your Business
www.plusyourbusiness.com

Bewildered on how to get started with SEO? Here are your first 9 tasks to take on to setup an SEO optimized web site.

Official Google Webmaster Central Blog: Infinite scroll search-friendly ...
googlewebmastercentral.blogspot.com

Thursday, February 13, 2014 at 6:45 AM. Webmaster Level: Advanced Your site's news feed or pinboard might use infinite scroll—much to your u

Google validates that PR is SEO in patent filing
www.shiftcomm.com

Google validates that PR is SEO in patent filing. Read how Google uses PR in its search result computations.

New Mountaineer “Fired Up” for DC Golf Tournament -
www.wvualumni.org

About John WallsJohn has been a WV NCAC Board member for the past two years, and is a 1978 graduate of the WV Journalism School. He worked i

SEO FC: The Internet Marketing 11
www.top5seo.co.uk

Ever wondered what a football team made up of some of the most influential figures in internet marketing would look like? Wonder no more!

A Few Things Google - Google Drive Presentations
drivedecks.com

This Drive Deck ranges from a YouTube Guide to Google Plus Basics, this compilation of resources from Denis Labelle is on Google Plus. Googl

Duane Forrester’s 5 Keys to Improving Search Rankings
www.stonetemple.com

Eric Enge: When a publisher comes to you and says, "What should I do to improve my SEO in rank well and Bing", how do you answer that questi

Best steak sub ever. Never thought I'd find one I liked better that D'atri in Cumberland but this is it. Also, great fresh brewed sweet tea. It's not cheap but worth it.
Public - a month ago
reviewed a month ago
Don't let the outside appearance fool you (it's in a strip mall). It's pretty nice on the inside and the food and service is really good.
Public - 2 months ago
reviewed 2 months ago
Worst. Panera. Ever. 30+ mins to get our food. The manager did come over to apologize after we finished out meal. He said 3 people didn't show up for work and they had been short staffed all day.
Public - a year ago
reviewed a year ago
Spent 3 nights here for the ClickZ Live conference earlier this month. Hard to find anything to complain about in this place other than the rate. But it's New York, right? Initially the elevator system is a shock but once you understand it you'll wonder why all large hotels don't do it the same way. The location in Times Square couldn't be better. Like most people, I do wish Internet access was included. At $300++ per night, you'd think that would be covered.
Public - a year ago
reviewed a year ago
136 reviews
Map
Map
Map
My truck broke down in a remote area of WV on a Sunday evening. This shop was recommended by my brother who helped me get it towed to Valley Servicecenter. They didn't have a key drop so I left my key with my brother who dropped the key off the following day. I talked to Chris about the symptoms and we both expected a blown plug. Turns out we were right. I was expecting that he'd need to use a helicoil kit to repair but was lucky the threads we're not stripped and the repair was to simply replace the plug and the damaged coil. The repair cost me less than $150 and was turned around quickly even though I didn't have an appointment. I believe Chris is an honest mechanic and if he were closer to my home, I'd go to him first (though I do have a mechanic in my area who I also trust).
• • •
Public - 8 months ago
reviewed 8 months ago
Very good steak sub and reasonable beer prices for NYC. Just a couple of blocks from Times Square right around the corner from all the chain restaurants.
Public - a year ago
reviewed a year ago
I have a real problem trusting auto mechanics but I really do trust Auto Masters. My wife and I have both had minor repair work done here and I feel we got quality repairs at a reasonable price. The shops we used to take our cars to usually require an appointment more than a week in advance. Both times we've used Auto Masters we've been able to get our cars in for an appointment within a couple of days.
Public - a year ago
reviewed a year ago