Product Editor Joe Haley features items with unique imprinting space that’s sure to grab attention.

Having business cards on hand is a must for networking events – the antimicrobial one featured here doubles as a screen cleaner, so it won’t get lost in the shuffle. When brainstorming upcoming campaigns with clients, look to promo products with distinctive imprint areas that will earn impressions.

Unique Custom Products

The lead-up to Christmas is a time of wonder and excitement for kids who still believe. Increase the anticipation with this hand-printed advent calendar. Users can fill the drawers with candies or small gifts, or mini liquor bottles for adults.

Discount Marketing Products

This teardrop backpack flag is great for directing large crowds through a sporting event, trade exhibition or historic city tour. It’s ready to use and includes a full-color, digitally printed polyester flag, carbon-fiber poles and black backpack with storage space for components when not in use.

Here’s a corporate gift that’s cutting-edge … literally. This 18-piece stainless-steel knife set includes two chef’s knifes, slicing knife, bread knife, Santoku knife, serrated knife, eight steak knives, paring knife, bird’s beak knife and kitchen shears. Each piece has a high-carbon stainless-steel blade and stainless-steel hollow handle with satin finish.

Are your customers looking for something different for their business cards? If so, consider this antimicrobial card that doubles as a device cleaner (FYI). The washable card cleans phone screens while killing bacteria, mold, yeast and fungus. It’s infused with a Dow/Dupont Silvadur antimicrobial treatment that’s been independently verified to be 99% effective.

Since work-from-anywhere jobs are making it possible for people to move their desks to virtually any location, this heat and privacy shade will be a welcome accessory. It protects laptops from the sun, making it easy to see the screen in direct sunlight while preventing it from overheating. It also provides privacy when working in public spaces like coffee shops, airports and libraries.

How often do you stow packages or bags on the front passenger seat, only to watch them go flying during a hard stop or sharp turn? This passenger seat caddy puts an end to that. It’s convenient, versatile, expandable and flexible. Features an extra elastic cord and grommet to restrain taller items.

Google has been rolling out updates to its search function to keep low-quality and unoriginal content from appearing high in rankings.

Last month, Google announced that it would be rolling out updates to its search function to make it easier for people to find high-quality content. The new ranking improvements are meant to stop low-quality or unoriginal content from appearing high in rankings.

The update will target “SEO-first” content – articles created primarily to rank on search engines – putting an emphasis instead on what Google calls “human-first content.” In a blog post, Google explained: “If you search for information about a new movie, you might have previously encountered articles that aggregated reviews from other sites without adding perspectives beyond what’s available elsewhere on the web. This isn’t very helpful if you’re expecting to read something new. With this update, you’ll see more results with unique information, so you’re more likely to read something you haven’t seen before.”

So, what does that mean for small businesses in the promotional products industry that use content marketing and search engine optimization tactics to raise their online profile and establish themselves as authorities on branding and logoed goods? Experts say there’s no need to panic. “I think Google’s new changes will penalize the sites churning out robotic content designed only for crawls, and (hopefully) reward those of us who focus on creating quality content that appeals to real people,” says Heather Clarke, marketing and communications manager for aloSIM, a company that sells prepaid phone data packages.

Still, it’s worth taking a look at your content strategy to make sure you’re serving your intended audience well. Here are a few quick tips to ensure you’re producing high-quality, customer-centered content.

1. Focus on what you know.
It’s a well-worn trope to “write what you know,” but when it comes to content marketing, it’s important to take note. High-quality content will help establish you and your business as an expert in your field. “It should be informative in a way that only someone in that niche can provide, but still understandable to customers,” says Sarah Brodsky, a digital analyst for search marketing firm 9Sail. “Writing about areas of your business that you know well and have personally experienced also demonstrates an in-depth understanding of the topic at hand.”

2. Make it readable.
Your articles should be easy to digest and get your point across without too much fuss. Use headings, subheadings and small blocks of text. Visual elements, like photos and infographics, can also help break things up. “People don’t like reading large blocks of text,” says Jessica Kats, an e-commerce expert at online shopping platform Soxy. “They get distracted, and it doesn’t get a good response.”

3. Use keywords naturally.
Keywords are still an important part of SEO strategy, but they shouldn’t make your writing stilted and awkward.

Once you’ve done your keyword research, find ways to incorporate them into a piece without it seeming forced. “It’s a delicate dance, trying to find that balance between writing in a fun, personable way and writing with SEO in mind,” says Clarke. “Because, of course, even the very best content won’t work if no one can find it.”

Above all, your keywords and chosen topic should mesh well. Your content, says Aissa Djalo of full-service creative agency Tiny Giants Co., should “answer the keyword’s search intent” – in other words, the reader should feel more educated after finishing your post.

4. Keep content fresh.
It’s tempting to repost evergreen content, especially if you’re a harried small-business owner with too much on your plate, but that could be a mistake. “If small businesses have been repeating or reposting their content, they’ll find that it does more harm than good after this update,” Brodsky says. “They should strive to create only new content – even if they’re repeating topics, all text should be unique, and the perspective and insights should be new.”

Product Editor Joe Haley features his top branded swag choices for winter fun.

According to the National Ski Areas Association (NSAA), ski slopes across the country reported approximately 61 million visitors last winter, a 3.5% year-to-year increase and the highest number of skiers since the NSAA started tracking numbers in 1978. Prepare for another busy season with these outstanding winter-themed promo products..

The “OG” gogglesoc is fully customizable and sustainable since it’s made from recycled plastic bottles. Skiers will keep their goggle lenses scratch-free, and advertisers can get quality sublimated branding with PMS color-matching. Think ski trips and winter getaways.

The versatile USA-made Lodge 10.25” cast iron skillet is sure to be a welcome kitchen item on winter camping trips. It arrives decorated, seasoned with 100% natural vegetable oil and ready to use right out of the box. Features sloped sides, two pour spouts and an easy-grip handle.

Winter is coming, and that’s why this waffle knit cuff beanie makes a great choice for end-of-year promotions. It’s made of 100% acrylic and measures 12” when unfolded. Works for ski resorts, schools and sports venues for wear by outdoor employees. Choose from 16 colors.

The Spyder half-zip sweater fleece combines technical features with an elevated aesthetic. Available in classic colors and multiple sizes with a modern fit. A women’s style is also available, making it great as a hospitality uniform piece or as part of a corporate store.

This rechargeable, dual-power aluminum headlamp is super-bright and peaks at 2075 lumens on turbo mode. Features a dust-resistant and storm-proof aluminum body that detaches to become a handheld flashlight. Spot-on for DIY enthusiasts, emergency personnel and for nighttime hikes.