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Craig Interviews Carolina Cassini From Tuscan Dream on OneFm 94.0

On Craig’s Onefm 94.0 radio show this week he interviews Carolina Cassini from She was visiting Cape Town all the way from Italy.

She has been an internet entrepreneur since 1999 and during the show, they share awesome tips and advice to be successful in the digital age. Everything from SEO, Google Adwords, Social media and good old branding.

Catch Craig’s show every Tuesday between 6-8pm or stream directly from the Onefm website.

Sales Executive

Are you highly energetic, a go-getter, a ‘sell with good intentions’ kinda person, with buckets of enthusiasm and the ambition to earn big?

We’re looking for another sales person to join our team. We are focused on delivering the absolute best service and results for our clients; we are a very vibrant, energetic, and dynamic digital marketing company that continues to grow.

Our goals are to reach business owners that deserve the best so that they can enjoy the fruits of our labour. It’s our moral obligation to reach business owners in need and make them aware that we can help. ‘We do stuff that matters with people that we care about.’

While it is essential that you’re a strong closer, you will also need to have the ability to make clients feel comfortable and at ease, while building tailored marketing solutions according to their budget and business objectives.

Our new office is centrally located in the Milnerton area.


– source new clients!!

– retaining old clients and ensure repeat business

– prepare sales action plans and strategies

– maintain sales records and reports

– schedule sales activities

– build up the company’s client database and keep it updated

– achieve sales targets

– create sales proposals & presentations

– respond to sales inquiries and concerns by phone, electronically or in person

– participate in sales events


– matric or equivalent

– an established business network

– high achiever with a proven sales record

– attention to detail

– take pride in your work

– willing to go the extra mile

– have a passion for sales and marketing

– ability to adapt to existing framework and processes

– valid code eight drivers licence and own car essential

– knowledge of principles and practices of sales

– knowledge of customer service principles

– experience in preparing presentations

– proven ability to achieve sales targets

– computer literacy is a given-

Understanding of search engines, social media, analytics and other digital strategies


– marketing diploma

– digital marketing courses

Personal skills/aAttributes

– planning and strategizing

– persuasiveness

– adaptability

– verbal and written communication

– negotiation skills

– resilience and tenacity

– stress tolerant

– goal drive

If you meet the requirements please contact us

Copywriter and Social Media Content Producer

We are looking for a qualified, dynamic copywriter and social media content producer to join our growing team. We need a creative and experienced copywriter, who is able to craft compelling copy for a wide range of topics, clients and digital mediums.

About the position

The duties of the position would include:

– writing blog posts and/or articles for clients and for the company’s own blog

– conceptualising content calendars and creating social media copy

– writing relevant SEO content on a variety of topics

– assisting with copy to be used across digital mediums, such as PPC advertising, banners, and other web assets

What we’re looking for

We have a relaxed, professional environment that feeds creativity and original thought. Online Marketing Guys is looking for you, if you have what we need:

– a university degree or diploma in English, Copywriting or a related field

– an excellent command of the English language

– SEO experience or capabilities, and willingness to learn these skills

– social media marketing and/or management experience and understanding

– creative, out-of-the-box thinking and a willingness to learn more about the online marketing industry

– ability to function well in a team environment

– ability to function under pressure

If you feel that you meet – or exceed – these requirements please contact us

What Content Marketing is NOT

Content marketing is a highly important and valuable tool to have in your marketing arsenal, as traditional marketing methods are becoming less effective and successful. Before we delve a little deeper into what content marketing is not, we will first answer the question of what content marketing is.

What is Content Marketing?

Content marketing is, “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience”. This is quite different to the usual marketing techniques of pitching services or products – rather, you are producing relevant and useful content for your audience and customers in order solve their problems and answer their questions.

Any forward thinking marketer – and businessperson – can see that content is the future of marketing. The difference between content marketing and the other “informational” pieces you see from some companies (read spam!) is that content marketing is useful and targeted – and valuable!

Regardless of what marketing tactics you use, content marketing should be an integral part of your process, not a separate element. Content marketing is used in social media marketing, SEO strategies, PPC campaigns, and inbound marketing.

Content Marketing is not (only) storytelling

The common idea about content marketing is that it is “storytelling” – if you reread the definition mentioned above, you will see that storytelling is not mentioned once, and for good reason! The point of a content marketing strategy is to demonstrate the value of your service or product, not just to tell a story effectively. Visitors to your site are drawn to your content not because it tells your brand’s story, but because it builds on theirs.

Content is not about sales, but rather it is about perpetuating an idea, and the brand behind that idea. When you build an audience, the idea should inform and intrigue the audience, rather than being a tired and overused sales pitch. However, aspects of storytelling should not be eliminated from your content – using emotions such as happiness, anger or sadness in your content can influence a customer’s actions or drive them to an action, such as purchasing your product or using your service.

What Content Marketing is NOT – Myths Busted!

Although content marketing is not a new concept, there are still a huge number of myths regarding it, from what it is to how easy it is to do (side note – not just anyone can create top tier content), but many of these myths are not true, and below are some of the most common explained and disproved.

It only works for certain businesses

Content marketing is not industry specific – any business can produce content that is relevant, valuable and useful for their audience, once they understand what that means. The most important thing to remember is that content marketing is not about sales, but about promoting the value of your product or service with articles, media and visuals that are relevant and valuable.

It’s just writing, it can’t be that hard!

There is a common belief that content marketing is easy, and that anyone can do it. The reality is that, while the basics of content marketing are easy to handle alone, when you start reaching the more complex issues, it is best to hire a professional. Aside from creating compelling and valuable stories – which is a skill in itself – you will have to deal with the constant creation of content, and there is the fact that the content has to be done well.

Our customers probably aren’t online, and don’t use social media

This is highly unlikely, regardless of your industry. Studies have shown that in South Africa alone, there are 13 million Facebook users, 7.4 million Twitter users and 2.68 million Instagram users – which means that there is a huge pool of people who are online, including your customers!

All content should focus on my business

This is from the older school of marketing, where traditional marketing campaigns spoke at people, rather than with them, like content marketing campaigns. It is vital to avoid content that is too promotional, or reads too much like a sales brochure as this is will reduce the traffic to your site and negatively affect your customer’s experience. The purpose of content marketing is to engage with your audience, so aim to provide valuable content rather than speaking exclusively about your business and products.

Text-based content is enough!

This belief is most common among first time content marketers, and is understandable, as when most people hear the words “content marketing”, they are liable to think of blog posts or articles. However, the industry is changing! While the copy is vital, there is the visual component to consider, (this means more than just a cover image) which can be images or a video. Humans are visual creatures, so including creative and relevant images or videos with your copy can work wonders for your rankings and site traffic.

Text-based content pieces need to be long

While it is true that longer content pieces perform highly, with better rankings and more engagement, is it not always necessary to create long pieces of content – and it could be counterproductive. Shorter content can still rank very well, and it is important to think about a vital aspect before creating that impressive 2000+ word article: your customers. Longer pages work well when you are trying to encourage customers to buy a “big ticket item”, but can overwhelm customers. Rather try out different styles to optimise conversion rates.

Simply creating content means people will find it

It is a common thought process that simply creating the content and putting it onto your business’s site or blog will allow people to find it, but one of the most important steps in your content marketing strategy is to devise a distribution plan of your content. This could (and should) involve syndicating the content onto your social media platforms, which is an effective plan to implement, as it can contribute to higher volumes of site traffic.

We’re too late to the content marketing game!

Never has a statement been more untrue! The world has yet to hit the peak of content marketing, and it remains one of the most effective marketing tools in the industry. If your brand, business or company has yet to use content marketing as part of its strategy, it is not too late to start, and you are sure to find experts who are chomping at the bit to help you implement an effective content marketing strategy.

Why content marketing works

In today’s information age, customers are highly likely to research a product or service before making a purchase or signing up for something, which is why it is vital for businesses to have content that is valuable, relevant and consistent for their customers. This hunger for valuable information is why content marketing works!

By using content marketing as part of your business’s marketing strategy, you are building trust between yourself and your customers. One of the major aspects of successful marketing is establish a sense of trust with their consumers, and content marketing is an effective way to do so. According to a recent study, owned media (which is the website of a business, the social media profiles and emails) and earned media (reviews and recommendations) are two of the most trusted forms of advertising.

One of the major reasons why content marketing works is because it solves problems. People are not searching online for content so that they stumble on an advert or learn something new about a brand – they are looking for content that answers a question or solves a problem. When creating content, be it a blog post, a video or an infographic, try to place yourself in the mind of your consumer, thinking about what they are searching for and what they want to find.

Content marketing is successful because it is backed by data. This data allows you to see what content was popular, which was unsuccessful and what could use a bit of tweaking. You are also able to customise the metrics you use to track your content marketing campaigns, allowing you to see more clearly what needs to be done to achieve your goals or where your brand may need help.

The value of content marketing is high, and while it is often said that “content is king”, the customer is the real one in charge when it comes to content marketing. If your brand isn’t implementing a content marketing strategy, it’s not too late to start!

How to use your competitors to improve your SEO strategy

Let’s face it, the world of online marketing is cut-throat and the old adage of “keep your friends close, but your enemies closer” is one that can be highly beneficial for those looking to improve their own SEO strategy! Original thinking in the marketing industry is of huge value, but learning from your competitors can help with how to build your SEO strategy.

By studying and analysing your competition, you will find a wealth of information on how they implement their strategies, while also getting the competitive edge – you may even beat them at their own game!

1.    First – identify who your competitors really are

To do this, you need to identify those websites and companies you compete with for web visibility and traffic. Ideally, aim at creating a list of at least 10 competitors – a comprehensive competition search is no small task but the results will speak for themselves! Use industry keywords to search for similar businesses to yours on the major search engines.

An effective tool is Google Alerts – use this to set-up an email notification on updates on competitor’s products, to be notified whenever your company is mentioned, and to stay on the pulse of your industry’s latest news.

2.    Analyse which keywords you are competing for

Once you have properly determined which keywords are most relevant to your business – through many hours of brainstorming and keyword research – you can start looking at who else is ranking for those keywords.

Google Keyword Planner is a fantastic tool for this, it allows you to enter the URL for your competitor’s website and find out what keywords Google defines as being closely related to the topic and content on the site. To dig even deeper, you can use a tool like SEMRush to view what keywords the website ranks for organically.

3.    Scrutinise their content

It is a well-known fact that, in order to increase brand awareness, improve rankings and boost organic traffic, you need to produce high-quality content on a regular basis. Learn from your competitors by taking note of their successes and pitfalls. Important things to take note of, even when building your own content strategy, are:

Does it serve the audience with useful and relevant content? Content should be keyword focused and targeted to the correct audience.

Does the content talk to the audience, not at them? Blog posts should be value based and not focus on products or services – they are not a sales pitch! The content should include visuals or media – or both.

The content should contain just the right amount of information – not too much and not too little. Pages on the site – such as the Home page, About page – should be at least 350 to 500 words, while blog posts should be 1600 words.

User Experience:
This is also known as UX, and is highly important! The content should address the questions of the audience in an appealing and accessible manner – and being mobile responsive is a huge benefit to any company’s website. Other essential aspects are the speed at which the pages load, how the content is laid out on the page and the ease with which the content guides users to the end goal.

4.    Beat their Blog

When thinking of how to build your SEO strategy, a blog is always a highly significant aspect to consider. As well as looking at the competition’s content, you should be carefully examining their blogs. Important things to look for is how often they post, what topics they post on, the quality of their content and whether they are syndicating their blog posts to their social media accounts consistently.

Blogs can be a highly effective vehicle for generating more relevant content for your audience, and can also improve the search engine rankings of your website – even if you think your industry is boring, you are sure to find interesting and relevant topics which your audience will share!

5.    Suss out their social presence

The most popular social media platforms your competitors are likely to use are:

  • Facebook
  • Twitter
  • LinkedIn
  • Google+
  • Instagram

To use social media presence as an effective learning tool, try to explore more than one competitor’s social presence – this way, you will have a larger pool of data to wade through when implementing your own SEO strategy.

Keep an eye on their total number of followers/page likes (depending on what social media network you are on), the frequency of their posts, the engagement levels of their audience, the frequency of their original content and how they use the features of said social media network.

6.    Bust broken links – on their website and yours!

If broken backlinks are left unattended, they can add up and cause damage to your site’s ability to improve in rankings, so it is vital to find them and manage them. Take note of how many broken links are on your competitor’s website and aim to have less, if not zero. Other than affecting the ranking ability of your site, broken links have a negative effect on user experience, which deters customers and potential clients!

7.    Examine Title Tags

Title tags, or title elements, are of vital importance to on-page SEO, and so are a good place to start when assessing your competitor’s SEO strategy. Title tags communicate to the search engine, and to users, what the page content is focused on.

When making an assessment of your competitor’s page, you should look out for the following:

  • Are the title tags unique for each page? Having identical tags on numerous pages is considered duplicate content and will be penalised by Google.
  • Do the title tags include targeted keywords, which relate to the content?
  • Are the most important keywords at the beginning of the title tag?
  • Do they reach the correct character limit?

8.    Local SEO – are they using it?

The marketing efforts of your competitors in the local capacity are important to look at, especially if you have a brick-and-mortar establishment or location. One of the keys to local SEO is having a presence on popular online directories – so, to see whether your competition is using local SEO, find out if they have up-to-date details on local profiles. The tools to use for this include Google My Business, Yahoo Local (powered by Yext), and

You should look for consistency between the contact information on their business website and on their local profiles, how well and to what extent they have utilised the profile’s features, if they have any views or interactions form their audience and whether they have replied to these.

These SEO tips should equip you with a thorough strategy for assessing and exceeding your competition. As we all know, knowledge is power, and with the knowledge of where your competitors perform well – and not so well – you will be able to improve on how to build your SEO strategy, and become a stronger contender in your industry.

Head Office Location


Head Office: +27 (0)21 910 4437

Cape Town Office: 2nd Floor Edward II, 72-76 Edward Street, Bellville, Cape Town, South Africa

London Office: F3, Kingsway business Park, Oldfield Road, Hampton, Middlesex, United Kingdom