Viewing posts from the Blogging category

Writing Good Keyword Copy

By: Megan Fridenmaker 

Is good keyword copy possible to write without sounding too repetitive? The answer is yes, even though it may seem like it’s difficult to do. With so much bad writing on the internet (not to mention the current trend of valuing subjects other than writing and reading in our school systems), finding good keyword copy seems like finding a needle in a haystack. However, with an eye for detail and enough practice, even the most difficult keywords can blend seamlessly within your paragraphs.

Bad SEO copy can make the potential customer ask whether or not anyone bothered to edit the copy before publishing it on your website. This makes you look unprofessional and could even cause the customer to click away and find another company to fill their needs. Therefore, finding someone who knows how to write good keyword copy could be the difference between new business or no business.

Since a large part of my job at Holland Advertising is writing SEO copy, I feel like I have gathered a fair amount of knowledge about good and bad writing practices. Writing good keyword copy that doesn’t sound unendingly repetitive was a difficult hurdle to overcome, but with practice I have become increasingly confident in my writing abilities. Below are my top three concepts I keep in mind when writing for SEO:

  • Treat each body of copy as the first impression a potential customer has of your business. The purpose of SEO copy is to rank organically on search engines and get people to click through to your website to learn more about your company and, hopefully, request your services. The copy you write could be the difference between the customer choosing your company or moving on to someone else, so make sure every piece is to the highest possible quality.
  • Repetitive writing is noticed by everyone. Good keyword copy does not sound like keyword copy. Let me repeat: good keyword copy does not sound like keyword copy! While there isn’t a rule stating how many times the keyword needs to be repeated per number of words/pages, I try to use it 6-8 times for every 350 words. This tactic keeps me from overusing a simple keyword or underusing a more complicated one. If you repeat it too many times, you verge on annoying the potential customer, and there’s no guarantee that your rankings will improve.
  • Don’t write for Google, write for your audience. Keep in mind that Google is not your customer, your customer is a real person with thoughts and feelings. Write in a style that your target audience will connect with and easily understand. Avoid big words and long sentences. Tip: read your piece out loud before sending it off to be edited or published. If it sounds awkward, repetitive, or doesn’t convey the right message, change it.

While there are many more tips and tricks to writing good keyword copy, these tactics have helped me write every SEO piece with relative ease. Hopefully they help give you an idea of what to do/what not to do when writing for SEO. Happy writing!

One more thing: you may have noticed by now, but I’ve written this piece like I would an SEO blog post for one of our clients. My target keyword was “good keyword copy,” which I have used eight times so far (not including the title.) If you need keyword copy or help with SEO, Holland Advertising has in-house experts to get you the results you desire. Contact Paul Frodge at to learn more.

Husman’s Snack Foods: When Cincinnati’s Snack Partnered with Cincinnati’s Advertising Agency

Celebrating 80 Years of Client Success Stories • 1937-2017 •  Blog 2 of 12


Vintage Husman’s Can

Husman’s Snack Foods has been a recognized brand in grocery stores across the Greater Cincinnati area for generations. It’s a brand that most consumers have grown up with and much of its marketing success can be attributed to Holland Advertising : Interactive. Just like some Cincinnatians may say their favorite ice cream is Graeter’s, many Cincinnatians will say their favorite potato chips are Husman’s. It’s one of the many success stories from our Cincinnati Advertising Agency.

Husman’s relationship with Holland Advertising began in 1958. Unlike other Cincinnati advertising agencies that on average have a client’s business 3-5 years, Holland had Husman’s Snack Foods as a client for 50 years. And it’s no wonder why—our marketing campaigns in the 60’s and 70’s spread the Husman’s name to the far reaches of the tri-state; including Cincinnati, Dayton, Northern Kentucky, Lexington, and Frankfort. In fact, our capabilities earned the loyalty of Husman’s to continue our partnership as they experienced changes in leadership multiple times.
So what did we do to make Husman’s Snack Foods one of our many success stories? We did a lot. From bus advertising to T.V. and Radio spots, if it was possible then we did it. We even helped Husman’s with their product development.

Husman's Bus

Cincinnati Trolley Bus featuring Husman’s ad

Our most popular campaigns included a jingle developed by Earl Holland, our second-generation owner, which you can listen to by clicking here. Like most jingles, it’s hard to get out of your head. In fact, people still remember the classic “When the chips are down, be sure they’re Husman’s” tune because it was played so frequently on the radio and TV back in the day.

Our ten-second TV spots were also a success. These spots were meant to be cute and playful, and so, Earl Holland, allowed his children to be the talent. With Earl’s children, Mark, Bryan, and Carol, Husman’s appealed to children as well as adults. Their smiles assured children that Husman’s was a delicious snack and having them sit around a dinner table confirmed for parents that it could also be a tasty side dish.

These spots helped Husman’s become the number 1 snack in the Cincinnati snack market for over 20 years, and they are incredibly nostalgic. These T.V. spots give us a glimpse of the younger versions of our current business owners at Holland Advertising : Interactive. Although, they may not look the same, Bryan and Mark can still help businesses achieve a greater ROI on their marketing investments. They just won’t be in front of a camera next time they do it.

As we celebrate our 80th anniversary, we encourage you to scroll through stills from the classic video spots and ask you to share any memories you may have of the work we once did at Husman’s Snack Foods.

Would you like to become one of our many client success stories? Contact Bryan Holland at 513.744.3001, or email him at

Click to enlarge

[Best_Wordpress_Gallery id=”1″ gal_title=”Husmans T.V Spot Stills”]

Cincinnati Advertising Agency Looks Back On First of Many Success Stories

Celebrating 80 Years of Client Success Stories • 1937-2017 •  Blog 1 of 12

Before Holland Advertising: Interactive was known as the oldest family-run advertising agency in the United States, it was only a dream. Bill Holland, with a deep love for the business, had always wanted to start his own advertising agency in Cincinnati but was already living a comfortable life selling radio spots for WCKY. However, in 1937, that all started to change—Bill’s commissions had suddenly been cut when he started to make more money than his sales manager at WCKY. Frustrated by his management, Bill decided to take a risk and left his job. He was going to turn his dream into a reality.

Shortly after leaving WCKY, Bill started his own advertising agency in Cincinnati and named it the William F. Holland Company. His advertising agency had several accounts, but its first great success came when Bill identified a serious fire problem not only costing home and business owners their possessions and money but sadly, their lives as well. Determined to do something about it, Bill Holland wrote and produced a radio program titled Firefighters.

 Bill, and his Cincinnati advertising agency, wrote and directed 140 episodes for Firefighters and then produced them at an NBC Recording Division in New York City. The Firefighters story followed the heroic adventures of the rookie firefighter, Tim Collins, who completed firefighter training after returning from World War II. Each episode focused on a particular fire emergency Tim and his fellow firefighters had to face. At the end of each episode the character, Fire Chief Bob Cody (portrayed by future Tony Award Nominee Cameron Prud’Homme) spoke to listeners directly about fire safety.

 As the nation’s first fire safety public service program, Firefighters was designed to teach fire prevention and good citizenship through dramatized stories of real fires. In addition, young listeners across the country were encouraged to practice fire safety by joining the Junior Firefighters Kids Club. Bill and his Cincinnati advertising agency were even able to get the radio program syndicated in over 225 markets and outranked national network radio shows like Lone Ranger and Sky King in Cincinnati. Its success even coined the term “firefighters” to be used in place of “firemen.”

However, the Cincinnati advertising agency’s success wasn’t truly felt until it had received a letter from Cincinnati Fire Chief Barney Houston in 1949. The letter commended William F. Holland Company for Firefighters because Chief Houston believed the radio program was directly responsible for a 20% reduction in false alarms. Additionally, Chief Houston noted his Fire Inspectors found the removal of common fire hazards in homes of Junior Firefighters. This small bit of information was confirmation for Bill that his Cincinnati advertising agency made a difference. The nation had become a safer place.

To this day, Firefighters is considered an important contribution to public fire safety awareness around the country, and the Cincinnati advertising agency is still doing its part to spread the message of fire safety through continued marketing efforts. The William F. Holland Company is now known as Holland Advertising: Interactive and Bill’s grandsons, Mark and Bryan, are now partners in the business. Together, they are leading the charge in helping the Cincinnati Fire Museum by developing a new brand and other marketing strategies. Mark serves on the Cincinnati Fire Museum Board of Directors and shares a common goal with his brother to educate museum-goers about fire safety. Part of this goal was reached when Holland Advertising: Interactive recently launched the new Cincinnati Fire Museum website, completing Phase 1 of an improved online presence. The Holland Brothers also plan to continue their efforts through an exciting and interactive experience found in a Cincinnati Fire Museum App that is still in development.

To learn more on how our family-run advertising agency in Cincinnati has achieved fresh ideas, experienced execution, and greater ROI with our clients for 80 years then subscribe to our blog. We’ll be celebrating 80 years of client success stories throughout the year by sharing pieces of history like Firefighters each month.

Would you like to become one of our many client success stories? Contact Bryan Holland at 513.744.3001, or email him at







Blogging: Not an extra but a necessity.

As we were contemplating what our next blog post should be, a client approached us asking for advice. They wanted to generate new web content with minimal effort and money while being able to build credibility and boost their SEO in an already oversaturated market. They asked if that was even possible. Our immediate response: start a blog. Thus we began writing a blog about blogs. An inception of sorts. We couldn’t pass this opportunity ourselves.

Question: How can a business/brand generate new leads and web content with minimal effort and money while building credibility and boost SEO in an oversaturated market? Also, why would a small family business spend a few hours a week or month writing a blog?

Answer: Blogging. A well-developed blog can generate new leads and help your brand’s SEO. (Click to read more about inbound web-marketing)

In today’s internet-based society blogging helps a business create a credibly powerful online footprint. Ultimately, blogging drives new traffic (or leads) and current customers to a business’ website through the new content provided in each blog post published. The new content in turn helps a business’ SEO through social media.

Blogging started in the late 1990’s as a way to share ideas, thoughts and expressions. Leave it to marketing and advertising agencies to figure out how to take blogging to the next level, by using brand promotion.

Reasons to create a blog:
1. Drives/Increases Traffic (customers and leads) to your Website and brand:

      a. How often do you update your webpages? How many pages are on your webpage? All of these headaches can be solved by blogging.
      b. Every time a business writes a blog post they add one more page to their webpage. One more ping for Google, Bing or another search engine that tells them the website is active and should be checked in on frequently.
      c. Key: You don’t want “any” traffic but the “right” traffic.

Which leads us to number two…
2. New content: A blog helps generate new content, both short term and long term content.

      a. Content creation: Each new post is one more opportunity to drive new leads to your website through organic searches. An organic search result might come up with a blog post a company wrote years earlier.
        i. Key: Personalization. Tailor to the wants and needs of the people the business is attempting to generate leads with. Create content that answers potential and current customer’s basic questions and needs.

        Think of each post as a way to generate new leads.

      b. Social Media Content: Blog posts generate content for social media sites such as Twitter, LinkedIn, Facebook, Google+, name it. Many clients stress over social media content. Blogs can help lessen the stress of posting.
      c. Drives Long Term Results: This needs to be in every blog about business blogging.
      d. Say you write a blog post today, spend an hour and a half doing it. That blog post is now ranking in search engines. Days, weeks, months, and YEARS later it is still generating traffic and leads. One or two hours of effort today can turn into thousands of views and leads in the future.

Writing relevant content leads nicely into number three…
3. Develops better customer relations and reinforces or establishes Authority (Hyperlink establishing Authority in a brand)

      a. By writing posts that are relevant and educations to your potential leads and customers you are reinforcing your brand’s authority and authenticity in that field. Imagine sending an educational blog post to a client or confused potential new lead?
        i. You position yourself as a trustworthy go-to person.
      b. When a brand publishes the right content at the right time, marketing becomes relevant and helpful to your customers, not interruptive.

4. Increases SEO/SERP: SEO is important when blogging

      a. When a potential lead searches for a professional or business in an industry the goal of any small business is to be the first in the search engine results. In a crowded market how do you do that? Effective search engine optimization.
      b. Search engines put emphasis on keywords that are used in each business market. Google (link) and others use more advanced formulas to determine the frequency in which you update your website and if others in your industry are continually updating their websites, you will ultimately be lost in the results.
      c. If you take the time to blog then you might as well utilize and take extra time to SEO. The more blog posts a business has the more traffic is generated.
      d. Tip: Tag/use common sense keywords that target your niche market, also hyperlink keywords in your website content. Never miss the opportunity to hyperlink a keyword. Hyperlinks get extra points with search engines. Where you rank in search engines matters.

Conclusion: Blogging is the smartest, fastest and most cost effective way to increase traffic flow to a business’s website.

Manufacture More Sales With Inbound Marketing!

If your internet marketing plan includes a great website loaded with product specifications, accolades about your company, information about how to contact you and easy online ordering, GREAT, but you could be doing more to generate leads and convert surfers to buyers.

When we are working with marketing professionals in the manufacturing industry we are often met with resistance to internet marketing. The argument we hear sounds a bit like this, “We are a B2B company, most of our prospects are attending tradeshows and reading trade publications. They aren’t surfing the web and using social media to find out about us, they use searches to shop for lawnmowers, cars or to get a deal on electronics or shoes.”

The truth is, the more expensive a purchase, the more research is done before the purchase. Prospects DON’T want to make a mistake, and the overwhelming majority is turning to the web to start their searches. Good, no GREAT, prospects are surfing for better products and solutions, and social media and other web analytics are leading them to your competitors’ websites with targeted ads and content-based web results. If they don’t find YOU, then you aren’t making their list of potential sources.

Resistance to developing a solid internet marketing plan is futile.

Creating an internet marketing plan that successfully integrates inbound marketing is essential. Yes, inbound marketing includes someone picking up the phone and calling your company, but now it is so much more. There are five major components to inbound marketing:

SEO (Search Engine Optimization) – This is the most important component in your internet marketing efforts. Without an optimized site, surfers won’t find you, and chances are your competitors are optimized. This could result in surfers being driven to your competition when they are searching for your products. There is a good chance your competitor is smart enough to include your company name in their optimization, so people searching for you will get THEM!

Email Marketing – You have a good list of customers, right? How about leads and prospects? Hopefully you do, and regular emails with relevant, compelling content will get prospects to click through to your site to take advantage of your offer or learn about your products.

Retargeting and Google AdWords Marketing – You can increase visits to your site exponentially by using keywords that prospects are using to search for your product. It’s as easy as it sounds, and this is how Google says it in their marketing, “People search on Google. They see your ad. You get more customers.” By using AdWords you get the top section and/or the right ad column in searches, and customers are more likely to click them and visit your site. Retargeting is an effective way to reach out to surfers that have visited your site and left. The next time they surf they are presented with one of your ads that allows them to click through to your site. This gives you another chance to convert them or at least get a great lead. Both of these tactics are an integral part of any effective internet marketing plan.

Blogging and White Papers – You’ve invested in SEO, emailed them and compelled them to click through, and/or reeled them in with a retargeted ad, now KEEP THEM THERE, and keep them coming back for more with fresh, relevant, interesting information. This makes you look like the expert you are and will help your search engine rankings. Everyone wins in this internet marketing scenario – informed, interested customers and prospects, great leads for you and more sales! Creating compelling content via articles and blogs will not only drive more business to your site, it can start a dialogue between you and your prospects and customers. The information they share with you can be an invaluable asset, and help you market to them more effectively.

Social Media – Never underestimate the power of online interaction – social media works in great ways. Opening a dialogue with your customers and prospects can have a multitude of benefits. Your website must include a link to your Facebook and Google+ page, and you really should be on LinkedIn, too – it’s not just for job searching anymore. Once you set up your pages, it’s easy to update regularly – repost your blogs, ask questions, showcase new products, welcome new customers – with great content and information.

Once you have your internet marketing campaign up and running, you will need to nurture the leads and interest that are generated, either from email capture from downloading your whitepapers, or requests for more information on your contact us page. These are great leads and keeping a close eye on them will generate more sales. A simple email and follow-up call can be effective, but if it isn’t, keeping these contacts in your sales funnel is a great way to push them further down towards a purchase. If you don’t, you’re missing the opportunity to create a new customer – and isn’t creating a new customer what your internet marketing plan is all about?

If you’re concerned that creating an internet marketing plan will move you too far away from traditional advertising, you need not worry. The good news is your traditional marketing is even MORE effective when customers have already been exposed to your brand message. You don’t have to abandon these methods in favor of internet marketing, in fact, updating your collateral, print ads and tradeshow information to communicate the same message as your inbound internet marketing is a must!

Need help implementing an effective internet marketing strategy? Holland can help. Call Bryan Holland at holland advertising : interactive at 513.744.3001 or email him at

You Need Social Media!

Social media is used by business throughout the globe to further their relationships with customers, increase awareness of their products, mission and brand, and increase sales. But what about YOUR business? Have you considered social media, but think it really doesn’t apply to your business sector? You may be wrong! With a strategic vision for what you hope to accomplish, social media offers the unique opportunity for smaller companies to level the playing field like never before. While some business owners may be skeptical of the effectiveness of social media, others have realized legitimate returns through greater brand awareness, increased web traffic, enhanced customer service, better relationships, and higher sales.

Holland Advertising : Interactive Partner, Mark Holland, offers his top 10 reasons why your business should utilize social media and all it has to offer.

    1. Social media can be cost-effective, with a focused plan. Yes, memberships to social networks are free, but time is not, and neither is developing a winning strategy on how to make them work for your business. A significant time investment for strategic planning up front will equal big wins down the road and ensure that you’re constantly on track to meet your goals.

    2. Your customers are always connected. More people communicate with friends via social networks more than with personal email. Social media sites account for more than one out of every 4 minutes spent online. This boom in online activity has caused a huge shift in the way companies attract and interact with their customers.

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Want to connect with your customers? Blog!

Blogging is an easy way to drive traffic to your site via search engines, share valuable info with potential customers and show your talents as the expert that you are!

Blogging is inexpensive and easy. Blogger or WordPress are great blogging websites that are easy to use, and they give tutorials to help you get started. Setting it up is the easy part – the writing part is where things can get a little complicated. Here are 9 quick tips to remember when you start your business blog.

1. Create a plan – then follow that plan.

What do you hope to accomplish with your blog? Do you want to drive more business to your website, increase your local presence, or expand to a national audience? Do you want to share your expertise with others, increase awareness of your brand and generate business leads? If you’re blogging for your business, focus your efforts so that your message is clear and keep your posts focused on your goals.

2. See what’s out in the blogosphere – then find your niche.

As you start this process monitor what other bloggers in your industry are writing about, and how well their blogs are fairing on the web. It’s pretty easy to recognize successful blogs, they tend to be comment and discussion heavy, and appear on the first page or two of searches. You will also learn what NOT to do in the blogosphere, and how to differentiate your blog, company, and product or service from your competitors.

3. Plan to post regularly – but don’t overdo it!

Once you start your blog, you will find there is a rhythm to creating blog posts, but DON’T overwhelm your subscribers or email a link to your blog to everyone on your email list. Less really is more – the more you blog, the greater the chance your message will get watered down. A good plan is to start blogging two times per month, and if you have some great news or a new idea to share then strike while the iron is hot.

4. Use keyword-driven copy.

If you post twice monthly, be sure to use keywords to drive surfers to your site. You can optimize on a blog by blog basis, just be sure the keywords are the same for both your site and blog. With SEO, your copy needs to be 400-600 words long with the keyword density of 1-3% or a minimum of 5-7 times within the document.

5. Use social media to share your blog!

You’ll get more shares, likes and subscribers when you repost in Facebook and other social media sites. Put links at the TOP of your blog, so readers don’t need to scroll to the bottom to find them!

6. Link!

Include hyperlinks to articles, pages within YOUR website, or even other blogger’s articles within each post. This helps get your blog the attention of the search engines, directs readers to delve deeper into your website, and increase awareness of your blog. Be sure that the link is to RELEVANT information, not just your product page. Thoroughly read any other blog you link your blog to, including the comments. You may read a blog that sounds great, but creates a bit of controversy that isn’t well received and may have negative comments. Feel free to comment on other blogs as well and share your link in the comments, but don’t be offended if the writer deletes it – they may not follow the same blog etiquette as you!

7. Use visual elements.

It’s a fact that readers are more likely to open an article that has a visual element, and when it’s shared on social media it generates more interest than just a link. Be sure the images you use are not copyright protected.

8. Pay attention to your blog!

Encourage comments with questions within your blog and reply to comments as quickly as you can. We’ve all read blog posts that have questions in the comments that are never answered. Blogging can be a two-way discussion if managed properly and the result will be more shares and subscribers!

9. Keep it short, but content is king!

A good blog grabs the reader’s attention and leaves them with the impression that the blog contains valuable insights and information. Successful blogs have followers due to the relevant, insightful information they share with their readers, and their readers then share their content with others. Don’t just blog for the sake of blogging! Here’s a great article showcasing the top 10 business blogs – it will inspire you!

Hopefully your blog will prove successful and help you achieve your goals. Let the experts at Holland Advertising: Interactive help you get a greater ROI on your marketing investment. Call Bryan Holland at 513.744.3001 or 877.865.0977 or visit

Blah, Blah, Blah, Blah! Is THIS what you’re saying to your customers?

We often blog about social media and website marketing, and at holland advertising : interactive, it’s one of our most common topics of discussion with customers new and old. Social media is a great way to connect, but if you’re only using it as an extension of your marketing efforts, your audience will most likely tune you out.

So your company IS using social media to reach out to customers and prospects to generate sales. How is that working for you? We hope it’s going well, but if it’s not, it may be because you’re missing the mark with your posts, tweets, blogs, shares, etc. It may be that you need to improve the content of what you are saying and how you say it instead of blanketing your audience with buckshot attempts to connect.

This concept is called Content Marketing, and here is how Wikipedia defines it: Content Marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.

Information is king. Social media is no longer just tooting your own horn, because if someone is unfamiliar with your brand the message will get lost in the chatter. Provide them with good, no GREAT, information and they will more likely see the value of your brand. As you provide relevant content to your customers, you can position yourself as hero – the service or product provider that can help them succeed.

How do you do this? That is the big question. To connect with customers effectively, there has to be a benefit to them – whether it’s informative or entertaining. Hint: it can also encourage further interaction with some sort of reward, whether it’s a shout out on your Facebook page or a coupon for participating – how you interact with them is up to you. With any interaction remember: providing them with information that will make your product seem indispensible is key.

Here are some great ways to promote your business with effective Content Marketing without hitting your audience over the head:

1. Comments from happy users
2. Information on the best use of the product
3. Reviews of your product
4. Questions (and your answers!) about your product
5. Unique uses for the product that have been submitted by your customers
6. Hero shots of your product

If you are a service, then getting people talking, tweeting, and sharing information about your brand is imperative – and easy. You can apply bullets 1 -4 from above and change “product” to “service” and add the following:

1. Specials that can be earned with repeat patronage of your service
2. Ways for your customer to connect with others via social media – they will share their likes!

An impressive example of quality, employee-driven B2C Content Marketing is the “Store Experts” campaign by Guitar Center. The employees were encouraged to set up individual profiles that highlighted their unique talents, and enabled customers to directly contact the employee – a plus for commissioned employees. It generates 200 qualified leads every day – a success by most standards. It’s a great example of successful Content Marketing, and Marketing Sherpa has a comprehensive case study that is well worth the read. You can access it here:

There are many great examples of how successful, customer-focused Content Marketing can grow your business by leaps and bounds. Check out the links below for more examples of both B2B and B2C campaigns.

Get help from Holland. We can plan a Content Marketing Strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit or call Bryan Holland at 513.744.3001.