Monday, 25 June 2018

5 Powerful Types (And Examples) of Link-Worthy Content

How to Create Link-Worthy Content

How to Create Link-Worthy Content Since the inception of the search engine, marketers have spent an obscene amount of time optimizing their content and strategy for search. And while the old days of keyword stuffing and other black-hat SEO tactics are behind (most marketers), there's two constants that remain the same for driving organic search results: The importance of good content and getting credible links to that good content. In fact, Google’s former Search Quality Senior Strategist and current Partner Development Manager, Andre Lippattsev, made it official in a recent interview stating that content and backlinks were the top two ranking factors in Google’s elusive algorithm. As a result, there’s little doubt that we marketers must create something irresistible for searchers and search engines if we want to score good results. via GIPHY To help you create link-worthy content that has the potential to generate credible referrals and backlinks, and give organic visibility a boost, here are five types of content worthy of consideration.

#1 - Original Research

Marketers are always looking for credible facts, statistics, and insights to not only understand more about their industry and keep up on trends, but also bolster their own content. As a result, original research can be an incredibly powerful and link-attracting piece of content. For example, the Content Marketing Institute’s State of B2B Content Marketing Annual Report is a something we often reference and link to in our own blog posts. CMI's 2018 B2B Content Marketing Report With statistics that highlight common content marketing trends, patterns, and pain points for B2B marketers, their report helps us learn more about our industry, but also reinforce our some of our own marketing philosophies and present the facts. As a result, CMI’s 2018 report has over 2,000 inbound links. 018 B2B Content Marketing Report Inbound Link Results Source: Moz Link Explorer Conducting your own industry research, however, is a time- and resource-intensive task. We know this first-hand from our own experience working with DivvyHQ to create our 2018 Content Planning Survey. To make sure that you’re putting together accurate, quality research, there are some guidelines you’ll want to follow. For instance, you’ll want to get a large enough sample size for your survey or study to ensure that your findings represent your industry accurately—you don’t want to collect only a few responses from people you know. In addition, avoid open-ended questions when conducting research as you’ll want to make sure that your findings are quantitative. And as with any content you create, make sure you have a robust amplification plan in place to drive awareness. In the end, if you’re able to put together fresh, useful research, your audience will find value and insight, and sources who cite your research will be compelled to link to your report, increasing your number of inbound links and (hopefully) rankings.

#2 - Infographics

Original research isn’t the only thing readers and sources rely on to find new, relevant insights that help them tell their stories. As a visual, engaging way to digest a lot of information at once, infographics are another type of linkable asset that resonates with readers and sources alike. Loaded with quotes, graphics, statistics, and more, infographics house plenty of information without overwhelming your audience. Packed with helpful insights, it’s no wonder that other sites will link to a beautiful infographic over a text-heavy white paper. For example, GetVoIP, a cloud communications advisory, created an infographic on “How To Get More Energy At Work.” The infographic resulted in 66 inbound links and was also picked up by Entrepreneur.com. GetVoIP Infographic If you’ve already done some original research as suggested above, creating an infographic is a great way to promote or get some additional life out of your research report. However, infographics can also be curated from credible sources representing statistics, quotes, and data in new, visual ways. To create infographics that readers and sources alike will appreciate, look at your existing content for repurposing opportunities. For example, you could take one of your top-performing, stat-packed blog posts and turn it into an infographic for an easy win. Or, find credible sources with data points that support the tips or takeaways you want to share and turn them into fun graphics. And of course, make sure the data and facts included are highly relevant to your target audience, and you have an amplification plan in place.

#3 - Online Tools & Resources

The two previous types of link-worthy content focus heavily on earning links through data. However, data isn’t the only link-worthy type of content. Inbound links are also earned by providing helpful tools and resources to your readers. The more “bookmark-able” resources you can produce, the more links you have the opportunity to capture. What kind of tools or resources are we talking about? Check out HubSpot’s Blog Ideas Generator as an example below. While there isn’t a lot of visible content on the page, there is a lot of value in the tool itself as it can help solve a big pain point among their target audience: writer’s block. HubSpot Ideas Generator Tool And the results of providing something so useful are substantial with the tool generating over 12,000 inbound links and 200 ranking keywords. Linking Results from HubSpot's Blog Idea Generator Tool Source: Moz Link Explorer Besides an idea generator, you could also create a calculator, calendar, or even just a listicle of helpful tools and resources. As an example, our own blog post featuring over 100 Search Engine Marketing Resources is one of our most linked-to pages with 3,114 inbound links.

#4 - Rankings

Rankings are also helpful, link-worthy types of content. People want to know who the best people are to follow on LinkedIn, what tools are best for employee advocacy, or what the top tactics are for generating leads. And creating a ranking is one of the ways you can offer those recommendations. Content that shares valuable, must-know information is what earns the most links, and rankings definitely tick that box. Plus, the individuals or brands featured on your list are also likely to share and link to your ranking in order to promote their accomplishment. In fact, Great Place to Work published their annual list of the Fortune 100 Best Companies to Work For and received over 350 inbound links in just under six months. Fortune 100 Best Companies to Work For 2018 When creating your own rankings, make sure you have a set process or methodology. There needs to be a clear rationale behind your choices. This shows your readers and potential link sources how you reached your ranking decisions, adding to the credibility of your list. And again, make sure you have an amplification plan in place before launch.

#5 - Guides & Tutorials

Another type of resource that gets a lot of attention from other sources on the web are guides and tutorials. As the “one-stop shop” for everything you need to know on a given subject or task, guides and tutorials are helpful links for others to add to their content. For example, Blockgeeks, a blockchain training and education platform, created an in-depth guide on Bitcoin containing over 2,800 words. Bitcoin Tutorial Example The power page has resulted in over 800 inbound links and 180 ranking keywords for Blockgeeks. Linking Results From the What Is Bitcoin Guide Source: Moz Link Explorer To build those in-depth content opportunities, use tools like SEMrush.com to identify relevant variations of a keyword you would like to target. For example, if you want to cover the topic “document management,” the Keyword Magic Tool will give you a list of all of the related long-tail and question keyword variations to tackle in your guide like “document management software,” “what is document management,” “how does document management work,” and “why document management is important.” Those keyword variations should then serve as the outline for your guide, ensuring that you cover all of the relevant questions and topics your audience and sources might like to learn about. And while it’s already been said in this piece, I’ll say it again: make sure you have an amplification plan beyond SEO to drive awareness, engagement, and clicks.

Give Them Something to “Link About”

Searchers and search engines are on the hunt for quality, insightful content to answer questions, bolster their research, and share with their audiences. By strategically creating guides, resources, research reports, or infographics, you can serve up useful, insightful, and link-worthy content that leaves them thinking: via GIPHY Just remember to keep quality and usefulness top of mind when creating your content. As our own CEO, Lee Odden, says:
No matter how many tactics you find here and elsewhere, there simply is no substitute for creating content that others may find useful.
[bctt tweet="No matter how many tactics you find here and elsewhere, there simply is no substitute for creating content that others may find useful. - @leeodden" username="toprank"] Earning backlinks is one of the most important factors when it comes to improving your organic search rankings. Have a highly competitive word you want to rank for? Check out our guide on how to rank for competitive keywords.

The post 5 Powerful Types (And Examples) of Link-Worthy Content appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/06/5-powerful-types-and-examples-of-link.html

Friday, 22 June 2018

Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth

Instagram IGTV Announcement
With IGTV, Instagram Takes Aim at YouTube
Instagram has added the ability to upload videos up to an hour long, with the launch of its new IGTV feature, offering digital marketers a much bigger video canvas. Instagram also announced that it has broken through the one billion user barrier. Wired

Unilever stops working with digital media influencers who buy followers
Unilever has ceased working with social media influencers who buy followers, a first-of-its-kind effort to increase influencer transparency, the mega-brand recently announced. Marketing Land

Marketing-driven revenue from mobile apps has grown 80% since 2016
Marketers focusing on mobile may be on the right track, as mobile apps have driven a vast 80 percent marketing revenue expansion since 2016, according to voluminous new report data from Facebook and marketing analytics firm AppsFlyer, detailing major differences among the gaming, shopping, and travel markets. Venture Beat

For $150, Most Users Will Sell Personal Information to Brands
$150 would persuade most consumers to sell certain portions of their personal data to their favorite brands, according to recent survey data of U.S., U.K., and German Internet users. eMarketer

Reddit brings autoplay native video ads to desktop and mobile
Reddit’s traditionally sparse advertising will make way for new auto-play video ads on both its mobile and desktop sites, the increasingly popular social news aggregation, content rating, and discussion website announced recently. Tech Crunch

Instagram’s new shopping bag icon adds e-commerce element to advertisers’ Stories
Instagram has given certain advertisers new e-commerce features that will add a shopping bag icon to Instagram Stories, a move that could eventually be rolled out to all advertisers. Marketing Land

Google replacing video boxes with video carousel on desktop search
Google has moved almost completely to the carousel format for videos among desktop search results, providing new opportunities for digital marketers. Search Engine Land

Friday, June 22, 2018 News Statistics Image

Twitter Launches New Site to Provide Insights into How to Make Best Use of the Platform
Twitter launched its Twitter Media site to help digital marketers best make use of the platform’s latest features, including case studies and other best-practice-oriented content. Social Media Today

Bing Ads With Enhanced Targeting Settings & Dimensions Tab
Bing rolled out new advertising features including more precise location and device targeting, along with upgraded analytics information with a new Bing Ads Dimensions feature. SEO Roundtable

YouTube Like & Dislike Counts Are Now More Accurate
YouTube updated the way it tabulates video likes and dislikes, in an effort to combat spam, a move than should prove beneficial to digital marketers. Search Engine Journal

Want to Win Over Millennials and Gen Z? Vice’s New Study Says Brands Should Get Spiritual
The key elements marketers most need to tap into when targeting millennials and Gen-Z include surprises such as spirituality, according to new study data by Vice. Vice

ON THE LIGHTER SIDE:

Marketoonist Personalization Gap Cartoon

A lighthearted look at the personalization gap in marketing, by Marketoonist Tom Fishburne — Marketoonist

The EU’s bizarre war on memes is totally unwinnable — Wired

Look! Up in the Sky! It’s a Flying Orange Man With Wieners on His Belt! — AdWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Ashley Zeckman — What’s Trending: Ride the Marketing Merry-Go-Round — LinkedIn (client)
  • Lee Odden — The Keys to Successful B2B Content and Influence Programs — WriterAccess

What are your top content marketing news stories this week?

Thanks for stopping by, and please join us next week for another lineup of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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© Online Marketing Blog - TopRank®, 2018. | Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth | http://www.toprankblog.com

The post Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/06/digital-marketing-news-instagram-adds.html

Thursday, 21 June 2018

CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox

In a digital marketing career that has spanned numerous roles, often with a heavy focus on SEO, Courtney Cox has watched plenty of trends come and go.

But like many of us, she’s convinced that answer boxes (or “featured snippets,” or “position zero,” as you will) hold the key to search success going forward.

Not only do these “best answer” results attain prime visibility on SERPs, but as voice search continues to grow more prominent, they are likely to become the only result for many user queries within a few years.

Recognizing the magnitude of this topic, Cox will dedicate her session at Content Marketing World to Position 0: Optimizing Your Content to Rank in Google’s Answer Boxes. Drawing from her experience at Children’s Health, where she’s tasked with helping modernize the digital experience in an industry that has been — by her own admission — a little behind the curve, she’ll offer up practical advice for claiming this crucial real estate.

As we eagerly await her afternoon session on September 5th in Cleveland, OH, we had a chance to ask Cox about some pertinent matters relating to her specialization. Here’s what she had to say about data-driven conversion rate optimization, strategizing through competitive analysis, speaking the language of coding as marketers, and more.


What does your role as Digital Marketing Manager at Children’s Health entail? What are your main areas of focus and key priorities?

I have a team of strategists and editors that manages the online experience for our patient families. This includes everything from the user experience of Childrens.com, SEO, paid search, and management of our local listings across the web.

We are currently in a major transition period. Our goal is to provide the best online experience of any pediatric healthcare system in the country. Healthcare as an industry is behind the times, and historically, we have been no exception. As the cost of healthcare goes up, our consumers place more scrutiny on the total value of their experience with our system.

We typically think of that experience beginning when patient families walk through our doors; however, the initial patient experience frequently begins online with a search and ends online with a review. It’s our job to use the digital experience to show the value of our clinical services, reduce the anxiety of our patient families, and provide them with the information they need to make the right decisions for their child.

This year, that means implementing rigorous user testing, redesigning nearly every template on Childrens.com, taking advantage of advanced search tactics such as structured data and accelerated mobile pages, and publishing reviews directly on our website.

 

What is one thing that most company websites could be doing better when it comes to driving sales and conversions?

Fair warning – I’m going to try not to get on my soapbox about this one, but it’s hard because I feel so passionately about it.

Digital marketers need to abandon the “gut feeling” approach to conversion rate optimization. In the days of expensive usability labs and split-testing software, businesses with limited budgets could be excused from making data-driven, customer-centered optimizations. Those days are over.

If you want to outperform your competitors, you must start listening to your customers and responding to their behavior. If you’re not using free tools like Google Optimize for split testing or one of the infinite number of inexpensive user testing options available, then I guarantee you are failing your customers in some way in which you’re currently unaware.


Digital marketers need to abandon the “gut feeling” approach to conversion rate optimization. @CourtEWakefield #CMWorld
Click To Tweet


Moving on to your subject of focus at CMWorld: Aside from the obvious placement benefits, why is it so important to aim for ‘Position 0’ on Google search results?

‘Position 0’ results (aka ‘Featured Snippets’, aka ‘Answer Boxes’) are important for a number of reasons. As you mentioned, prominence at the top of the search engine results page positions your website for more engagement and clicks than a lower position, but that’s not all.

Voice platforms like Google Home rely heavily on the position 0 results to give answers to voice queries from their users. For example, if you ask Google Home, “why can’t my kid sleep?” you’ll get an excerpt from Childrens.com that shows in the Google answer box for the same query on Google.

It’s been predicted that by 2020, half of all searches will be done through voice, and most of those searches will be headless (on a screenless device like Amazon Alexa or Google Home). In those cases, position 0 is the only result. You want to own that space.

 

How can competitive analysis improve our efforts to land an Answer Box?

The best thing to start with is to take inventory of the websites populating the answer boxes for queries you want to dominate. Then go look at what they’re doing on their pages. Are they using natural language in their headlines? Do they have structured data? What are they doing right? What are they doing wrong? Is there a theme across all the sites that you can mimic?

Then, you’ll want to match what they’re doing right and take advantage where they’re failing. In my experience, most websites are not well-optimized for the answer boxes, and they’re ranking through dumb luck. A little effort goes a long way.


In my experience, most websites are not well-optimized for the answer boxes, and they’re ranking through dumb luck. @CourtEWakefield #CMWorld
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When it comes to working toward Position 0, which optimization techniques pay dividends above and beyond the SEO impact?

Any time that you invest significant effort into providing quality content that answers your visitors’ questions in a well laid out and easy-to-digest format, you’re going to start seeing payoffs beyond rankings. I think most content marketing folks understand that.

To ensure our content is high quality and highly relevant to what our customers need, we’ve been using a new technique that starts with the “People Also Ask” questions on Google. Basically, we type in a query we want to rank for, take inventory of the “People Also Ask” questions that appear for that query, and answer those questions directly in our content with the question itself as an H2 on the page.

Google is giving us a gift; by revealing these questions to us, they give us a deeper look than ever into the aggregation and relation of their search data. We’d be foolish not to utilize this data to create the most relevant content for users and position ourselves as a valuable thought leader.


Any time that you invest significant effort into providing quality content that answers your visitors’ questions, you’re going to start seeing payoffs beyond rankings. @CourtEWakefield #CMWorld
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What does the emergence of the Answer Box tell us about how search engines are changing to serve the user experience? What do you foresee as the possible next step in that direction?

The demands on our time are greater every day, and folks’ attention spans are ever shorter. We want answers, and we want them now. Answer boxes are just a response to that.

I won’t be surprised if five or 10 years from now, Google has enough functionality and feature sets that the majority of small businesses won’t need their own websites. You’ve already seen less reliance on individual ecommerce sites with the emergence of Amazon and even Etsy. Google could make this possible for service-based businesses like barber shops and coffee shops.

People get kind of anxious about that, especially those in the web development business, but the commoditization of the web has always been a reality. Those of us in digital marketing must adapt or die. And, on the client side, if Google is sending the business, why wouldn’t you want to reduce the cost of doing business by eliminating web hosting fees?

 

How can content marketers work more smoothly and seamlessly with development teams to get things done efficiently? Where do you see the most common snags?

I’m so lucky at Children’s because we have a marketing technology team that sits with us, and they are some of the most talented and easy-to-work with folks I’ve known in my career.

But I know not everyone has that luxury. I think the thing that has helped me most in my career is that I’ve also been a developer. While not every content marketer can go out there and learn a coding language, they should really try to learn as much about that world as they can. It helps when you’re requesting the implementation of structured data or Accelerated Mobile Pages (AMP) that you understand the complexities or at least how much work it will take.

In my experience, developers really appreciate it when you consult with them about a request. “Have you heard about AMP? What do you think about it? I think it could really improve mobile traffic – does it have any downsides from your perspective?” That consultation goes a long way for buy in down the road.


While not every content marketer can go out there and learn a coding language, they should really try to learn as much about that world as they can. @CourtEWakefield #CMWorld
Click To Tweet


Which speaker presentations are you looking forward to most at Content Marketing World 2018?

You mean besides Tina Fey?

I’m a real tech geek, so the “How to Use Artificial Intelligence to Build and Optimize Content” and “Let’s Chat: How Messaging Apps, Chatbots, and Voice Assistants Will Impact Your Business in the Next 3-5 Years” have really piqued my interest. These are the things I hope we can get ahead of the game on to become healthcare digital marketing leaders.

Unpack More Answers

We thank Courtney for her great answers, which were extremely enlightening even if they didn’t come in a box.

For more expert insights on all of your most pressing questions, dive into the Ultimate Guide to Content Marketing below!


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© Online Marketing Blog - TopRank®, 2018. | CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox | http://www.toprankblog.com

The post CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/06/cmworld-interview-thinking-inside.html

Wednesday, 20 June 2018

Creating Content Connections: 10 Lessons in Resonance from Content Marketing Pros

Lessons in Content Marketing

Lessons in Content Marketing Spot on. via GIPHY Exactly. via GIPHY Truth. via GIPHY Accurate. via GIPHY Yaaaaaaaaaas! via GIPHY It’s hard to contain the excited, “uh huh” head nodding when you read, watch, or listen to a piece of content that really hits home … strikes the right chord … illuminates something deep inside your soul. And for us marketers, these moments should remind us of an important digital marketing truth: Creating content that resonates is key to building rapport, credibility, and trust with our audience, and, ultimately, driving marketing results. When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle—and that you may be worth paying attention to. In my time at TopRank Marketing, I’ve had the pleasure of reading, watching, listening, and talking to some of our industry’s brightest minds as they share insights or tips that really resonated with me as a content writer and strategist—teaching me and reminding me of the importance of resonance in the content we create and how we share it with our audience. Below I share some of those lessons that you can hopefully use to create more meaningful connections across channels with your content.

#1 - Comedy creates some of the most intimate connections.

Tim Washer of CiscoAs part of our Behind the Marketing Curtain series, I was lucky enough to speak with Tim Washer, a comedy and marketing genius as well as Cisco’s Creative Director of SP Marketing. As he shared his story and his perspective on comedy in marketing, his lesson in resonance was quite simple: Comedy demonstrates empathy—and empathy creates connection.
Let’s face it, a lot of true comedy comes from pain. So, when we can come out and touch on a customer pain point, we show them that we understand their point of view. When we do something that is self-deprecating, when we look vulnerable, and when we let our guard down a little bit that’s when we make a connection. These days, there’s so little content out there that truly connects with people. … So much of marketing is telling people how great we are. But with comedy—especially in the form of video—we can show them that we’re not always going to tell you how great we are. And if you can make someone laugh, that is the most intimate connection you can make.
Marketers need to let their guard down if we want our customers and buyers to do the same—and you can do this “on brand.” Good comedy is certainly an art; you don’t just throw “something funny” at your audience. Use your audience and their pain points as your guide to thoughtfully create content that will connect and make them giggle. Read my full interview with Tim. Follow Tim on Twitter or LinkedIn. [bctt tweet="If you can make someone laugh, that is the most intimate connection you can make. - @timwasher #LessonsInResonance #ContentMarketing" username="toprank"]

#2 - If you want to connect with your audience, be dedicated to helping them learn.

Mina SeetharamanA common goal for many brands want to build thought leadership by creating authoritative, credible content. But pushing your amazing product or service is not how you get there, as Mina Seetharaman, Executive Vice President and Global Managing Director of Content and Marketing Solutions for The Economist Group, told us in our interactive, supercharge your digital marketing infographic.
Thought leadership is about solving, not selling. People wake up thinking about their problems, not your product. In our research, Thought Leadership Disrupted, only 28% of marketers cited helping their audience become more knowledgeable as a primary objective. True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues.
People are constantly searching for answers to their burning questions and resources that will help them learn and find ways to solve their problems. When you make it a point to be the best answer for their inquiry, you have the opportunity to make a real impact. Find more tips for supercharging your digital marketing. Follow Mina on Twitter or LinkedIn. [bctt tweet="True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues. - @minaseeth #LessonsInResonance #ContentMarketing" username="toprank"]

#3 - Less is often more.

2017 marked my first trip to one of the industry’s biggest events: Content Marketing World. While there, I attended the incomparable Ann Handley’s session. There she revealed five “radiant” writing secrets inspired by the classic novel Charlotte’s Web. The MarketingProfs Chief Content Officer’s session was designed to help content writers become more thoughtful in how they approach content and make an impact on their audience. Ann challenged us all to:
Think of how Charlotte was able to save a life with just [a few] words. How can we use our words more intentionally? How can we make a difference?
It’s certainly no secret that we’re living in a world of content abundance. But if we want to create content that really resonates and makes our audience feel something, we need to remember that less is often more. Read more from Ann’s session. Follow Ann on Twitter or LinkedIn. [bctt tweet="Less is more in writing. How can we use our words more intentionally? How can we make a difference? - @annhandley @MarketingProfs #LessonsInResonance #ContentMarketing" username="toprank"]

#4 - When it comes to social content, don’t let your personal brand get in the way of your brand’s message.

Beverly Jackson Once again, our Behind the Marketing Curtain series gave me the honor of speaking with social, content, and customer experience wiz Beverly Jackson, now Vice President of Social Portfolio Strategy for MGM Resorts International. When asked about a bad social media habit marketers needed to drop, her immediate response was: Too much self-promotion that gets in the way of a brand’s story:
The great thing about social media is that it allows brands to create one-on-one relationships with their customers and prospects—not the marketers. And the bottom line is: marketers should never get in the way of that relationship.
Your brand needs to own the relationship with the audience if you want to make an impact. Of course, you should do what you can do evangelize your brand, but don’t confuse your audience by using your brand and its content to propel your profile. It can backfire. Read my full interview with Beverly. Follow Beverly on Twitter or LinkedIn. [bctt tweet="#SocialMedia allows brands to create one-on-one relationships with their customers and prospects. Marketers should never get in the way of that.  - @bevjack #LessonsInResonance #ContentMarketing" username="toprank"]

#5 - Don’t settle for crappy content—your audience (and search engines) certainly won’t.

Josh NiteIn the fall of 2017, my talented colleague Joshua Nite made his speaking debut at a local bloggers’ event. During his presentation, he declared that it was time to flip the script on how we craft content. With search engines getting smarter and our audience being more self-directed in research than ever, Joshua said making the switch from SEO-driven content to content-driven SEO is the key to resonating with both readers and robots.
There’s never been a better opportunity to write great content that people actually want to read and that will get seen in search results. So, go forth and be awesome. And please, please—don’t settle for writing crappy content.
While seasoned marketers may say “duh” to this little reminder, I’d wager we all have room for improvement here. So here it is: We can’t settle. We need to innovate. We need to be thoughtful. And above all, we need to create content that our audience will actually enjoy reading. Read more from Josh’s presentation. Follow Josh on Twitter or LinkedIn. [bctt tweet="Go forth and be awesome. But please, please—don’t settle for writing crappy content. - @NiteWrites #LessonsInResonance #ContentMarketing" username="toprank"]

#6 - Your audience is already telling you how to connect with them.

Another pro I had the pleasure of interviewing for the Behind the Marketing Curtain series was author, customer experience and social media expert, and marketing veteran Dan Gingiss, now the Vice President, Strategic Group for Persado. While much of our conversation focused on social customer care, Dan said something simple—and perhaps even obvious—but it’s a good lesson nonetheless:
Always be listening. People will generally tell you everything you need to know about your business—what’s working, what needs fixing, and what could be your next big hit. Marketers need to embrace the feedback, including compliments, questions, and complaints.
From social media comments to customer surveys to inquiries or sales calls, brand or company has access to direct feedback from their ideal customers or buyers. They’re giving you an opening to make a connection. Use it to create content that answers their burning questions, quells their top concerns, or empathizes in a way that sparks agreement and head nodding. Read my full interview with Dan. Follow Dan on Twitter or LinkedIn. [bctt tweet="Always be listening. People will generally tell you everything you need to know about your business. - @dgingiss #LessonsInResonance #SociaMedia" username="toprank"]

#7 - “Story” is everything—and influencers can be compelling characters.

Ursula Ringham, Head of Global Influencer Marketing, SAPMy most recent interview introduced me to Ursula Ringham, SAP’s Head of Global Influencer Marketing. As we chatted, a constant reference point was what she called her “love of story”—something that’s guided her throughout her career and something all marketers need to reinvest in. And influencers can help.
In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.
At a time when content is absolutely everywhere—and consumer trust is diminishing—marketers and brands need to be in the business of storytelling if you  want your content to resonate, inspire, and build trustful connections with our audience. You need to commit. You need to be thoughtful. And you need to consider who (e.g. internal or external thought leaders, current customers, prospects, employees) can help you tell that story. Read my full interview with Ursula. Follow Ursula on Twitter or LinkedIn. [bctt tweet="In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. - @ursularingham" username="toprank"]

#8 - Invite your audience to be part of the content creation process.

Dave CharestWhen most modern marketers think of content co-creation, they likely think of partnering with industry thought leaders. Of course, this is a method we at TopRank Marketing absolutely believe in. But one co-creation opportunity marketers may not take advantage of, is partnering with your audience, as Dave Charest, Director of Content Marketing for Constant Contact, shared in Content Marketing Institute and TopRank Marketing’s “The Ultimate Guide to Conquering Content Marketing” eBook.
When it comes to content creation, far too often content is created in a meeting room with a bunch of marketers without any thought for the day-to-day reality of the person consuming it. BIG mistake. Level up your approach by creating content in partnership with members of your target audience. By including your audience in the creation process you’ll better understand what you need to create and how you need to create it. You’ll no longer be working in a vacuum and your content will better resonate with those you’re trying to reach.
There may be no better way to ensure a direct connect with your audience than asking them to be apart of your content process. From social media polls and other UGC to spotlight interviews or guest posts, there’s a range of ways you can include your target audience in the content creation process. Follow Dave on Twitter or LinkedIn. [bctt tweet="By including your audience in the content creation process you’ll better understand what you need to create and how you need to create it. @DaveCharest #LessonsInResonance #ContentMarketing" username="toprank"]

#9 - Marketing integration is a must to deliver the best answer.

Lee OddenAs a digital marketing industry veteran, perhaps one of TopRank Marketing CEO Lee Odden’s most famous lines is: “Be the best answer for your audience wherever and whenever they’re searching.” When you become the best answer, you become sticky for your readers—and integration is key to achieving best-answer status. This quote sums it up well:
With content marketing so popular among brands and content high in demand from customers, why are many B2B marketers so challenged to stand out and be effective? One reason is that the inherent pressure to produce can result in content that does not resonate. ... The best content isn’t really that great unless it can be found, consumed, and acted upon by buyers. That is why an effective content marketing program is customer-centric and incorporates data from SEO, insights about format and topics from social media, topical relevance of content from buyer persona research, and awareness of what effect media and influencers can have on buyers’ research and purchasing decisions.
Read more from Lee on the importance of being the best answer in B2B marketing. Follow Lee on Twitter or LinkedIn. [bctt tweet="The best content isn’t really that great unless it can be found, consumed, and acted upon by buyers. - @leeodden #LessonsInResonance #ContentMarketing" username="toprank"]

#10 - Resonance is rooted in long-held content marketing best practices.

Joe PulizziNo marketer has been untouched by the teachings of Joe “The Godfather of Content Marketing” Pulizzi. As someone who was relatively green in digital marketing when I joined TopRank Marketing back in 2015, Joe and the Content Marketing Institute (CMI)—along with my in-house team—were incredible resources as I learned the ropes. One of the first pieces I read featuring Joe’s insights was from a session we covered at Social Media Marketing World back in 2014. His message was simple, but it’s something we all need a little reminding of from time to time:
If we only talk about ourselves, we’ll never reach customers.
Content marketing evolved out of the need to meet our audience where and when our audience is searching—and at whatever point they may be in the buying cycle. And ensuring that we’re answering their questions and educating them—not just pushing our product or saying how great we are—is a basic yet still-relevant best practice we should never lose sight of if we want to connect with our audience. [bctt tweet="If we only talk about ourselves, we’ll never reach customers. - @JoePullizi #LessonsInResonance #ContentMarketing" username="toprank"] Follow Joe on Twitter or LinkedIn.

Go Forth to Create and Resonate

Another incredible marketing mind, Jay Acunzo, recently shared this go-to, “classic content marketing combo” tip. And it pretty much sums everything up:
Prioritize resonance over reach, and the latter (everything else you seek do do as a marketer) gets far easier.
Audiences want to connect with brands and companies that “get it.” So, give your audience great content. Give them guidance. Give them insight. Give them answers. And give them resonance. Ready to create content that resonates? Take a cue from TopRank Marketing Nick Nelson and Honest Abe. Read our post on how to build trustful connections through storytelling. Disclosure: SAP and Content Marketing Institute are TopRank Marketing clients.

The post Creating Content Connections: 10 Lessons in Resonance from Content Marketing Pros appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/06/creating-content-connections-10-lessons.html

Monday, 18 June 2018

Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing

It's Time to Redefine Influencer Marketing

It's Time to Redefine Influencer Marketing Every marketer should consider getting a tattoo of Gartner’s Hype Cycle, as a reminder to keep us from chasing shiny objects. The Hype Cycle goes like this:
  1. A new hotness emerges. It could be new technology, a new strategy or tactic, some new thing.
  2. There are wild predictions about how the thing will revolutionize the world.
  3. People scramble to get on board with the thing before they even understand it.
  4. The new thing doesn’t measure up to elevated expectations.
  5. People get disillusioned with the thing and decide it’s worthless.
  6. People actually learn how the thing works, get sophisticated in using it.
  7. The thing turns out to be pretty awesome and is used productively.
Marketers are just as susceptible to the hype machine as anyone else is. More so, even. Think of content marketing: We went from “content is king” to “content shock” in just a few years, and we’re just now hitting the plateau of productivity. Now it’s influencer marketing’s turn to ride the downhill slope to the trough of disillusionment. It’s inevitable. We started with high expectations, a ton of hype, and a lot of investment before people really knew what worked. Now the backlash is hitting. The latest Sprout Social Index is particularly sobering. Only 46% of marketers are using influencer marketing. Only 19% said they had the budget for an influencer program. And on the consumer side, people say they’re more likely to take a friend’s recommendation on social media than take an influencer’s word for it. In other words: The party’s over. Now the real work begins. It’s time to redefine influencer marketing, get more sophisticated, and get productive. Here’s how to get out of the trough:

#1 - Redefining Influence

In the B2C world (and even in the B2B realm), influence and celebrity are often treated as synonyms. Whether it’s Rhianna or Matthew McConaughey or Pewdiepie, it’s people who have audiences in the millions. There’s some differentiation for relevancy — this YouTuber does makeup tutorials, that one is a gamer — but it’s mostly a numbers game. It’s paying people with huge followings to throw some attention at your brand. As Ursula Ringham, Head of Global Influencer Marketing for SAP*, told us in a recent interview on social and influencer marketing:
"People often think that influencer marketing is all about celebrities hawking a product. It’s truly not about that—especially in the B2B realm. It’s about highlighting experts who have real experience on the business challenges a brand’s audience faces."
To become more sophisticated, you need to rethink what it means to be influential. Sure, a mega-star with a huge following is great — if they are relevant to your specific target audience and if their participation doesn’t break the bank. However, you can get amazing results working with influencers like:
  • Thought leaders in the industry with a small but prestigious network
  • Experts with radical new ideas who are poised to become thought leaders
  • Subject matter experts within your own company
  • Prospective customers from influential brands you want to work with
  • Employees who will advocate for your brand given direction and material
That last one is crucial. Inspiring your internal influencers can give your content a massive boost in reach — LinkedIn* estimates that the average employee has a network 10x bigger than the brand’s social reach. Sprout says, in the key findings of their report:
“Social marketers in 2018 see the value in employee advocacy as a cost-effective, scalable alternative to influencer marketing.”
I would say “addition” rather than “alternative,” but it’s definitely an undervalued tactic. Our experience is that a combination of industry and internal influencers can yield the most effective results. SAP Success Factors incorporated industry influencers, internal subject matter experts, partners and clients on a program that exceeded the lead generation goal by 272% with a 66% conversion rate. The bottom line is, when evaluating influencers, look beyond their follower count. Their industry reputation, group affiliations, and level of engagement are all indicators influence, too. And don’t forget to include your customers, prospects, and employees in your potential influencer pool. [bctt tweet="When evaluating influencers, look beyond their follower count. Their industry reputation, group affiliations, & level of engagement are all indicators influence, too. - @NiteWrites #RedefiningInfluencerMarketing" username="toprank"]

#2 - Redefining Compensation

The rising cost of influencer marketing is another factor that has led to the trough of disillusionment. The majority of influencer marketing, especially in B2C, has been exclusively transactional. Big brands swept up top-tier influencers, the payments kept getting bigger for smaller results, and eventually the bubble had to burst. To reach the plateau of productivity, that compensation model must change. At TopRank Marketing, we focus on building relationships with influencers and invite them to co-create with us. While there are instances in which financial compensation is part of the partnership, most often the compensation is the same both for our client and the influencer:
  • A cool, valuable asset to share
  • Cross-promotion to each other’s audiences
  • Boost to thought leadership
  • Access to a community of thought leaders
The relationship model is far more sustainable than a transactional-only approach. Again, if there is an influencer who prefers a transaction, and is of high value to the client, we’re not opposed to financial compensation. But these cases should be the exception, not the norm.

#3 - Redefining Measurement

Proving ROI is a crucial part of making your influencer marketing more sophisticated. Without the ability to show what your influencers have accomplished for the brand, it’s hard to sell management on continued investment. It all starts with measurable goals and KPIs that hold your influencer marketing to the same standards as every other tactic you use. Tracking performance against those goals is the next step. We all have access to the tools and tech for this kind of measurement. We just need to use them more effectively to show how influencers are effective throughout the entire buyer’s journey. Right now, marketers tend to focus on the top of funnel metrics, because they’re easy to measure: Social reach, influencer participation, engagements, likes, comments. You need to get more granular than just those raw engagement numbers. You need to get from engagement to action. When you’re ready to amplify, give each influencer a custom URL to share. Then you can measure which influencers are actually inspiring people to leave social media and check out the asset you’ve created. From there, you can measure how those clicks convert to a lead capture, and track the lead through your pipeline. [bctt tweet="We all have access to the tools & tech for better measurement of #influencermarketing #ROI. We just need to use them more effectively. - @NiteWrites #RedefiningInfluencerMarketing" username="toprank"]

Redefining Influencer Marketing

It’s time for influencer marketing to graduate from the Hype Cycle and become a trusted part of your integrated marketing strategy. To get to the plateau of productivity, we must discard what doesn’t work, keep what does, and refine our approach for continued improvement. It starts with reconsidering just what influence means and who has it. Once you find your true influencers, it’s about developing relationships and building communities, rather than ever-more-expensive transactions. Finally, it requires making your measurement as sophisticated as it is for the rest of your marketing tactics. We have found that influencer marketing beyond the Hype Cycle is an indispensable part of our marketing mix. The proof is in the pie: Read how our Easy-As-Pie Guide to Content Planning drove a 500% increase in leads for client DivvyHQ. *Disclosure: SAP and LinkedIn are TopRank Marketing clients.

The post Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/06/beyond-hype-cycle-its-time-to-redefine.html

Friday, 15 June 2018

Digital Marketing News: Behavior & Analytics Studies, Facebook’s A/B Testing, & LinkedIn’s Carousel Ads

Perceived Influence Marketing Charts Graph

Perceived Influence Marketing Charts Graph As Concerns Grow Over Internet Privacy, Most Say Search & Social Have Too Much Power How Internet users perceive the influence a variety of popular online platforms have over their lives was among the subjects examined in a sizable new joint report by Ipsos, the Internet Society, and the Centre for International Governance Innovation, offering some surprising insight for digital marketers. Marketing Charts Facebook Experiments with A/B Testing for Page Posts Facebook has been trying out A/B testing of Facebook Page posts, a feature that if rolled out in earnest could eventually have significant implications for digital marketers. Social Media Today CMOs Say Digital Marketing Is Most Effective: Nielsen Study Accurately measuring digital marketing advertising spending’s return on investment remains a challenge, while the overall effectiveness of digital ad spend has grown, according to a fascinating new Nielsen study of chief marketing officers. Broadcasting & Cable Snapchat Rolls Out Option to 'Unsend' Messages, New eCommerce Tools Snapchat has added several e-commerce tools including an in-app ticket purchase solution, branded augmented-reality games, and has given its users the option to unsend messages. Social Media Today People Are Changing the Way They Use Social Media Trust of various social media platforms and how Internet users’ self-censorship has changed since 2013 are among the observations presented in the results of a broad new study conducted by The Atlantic. The Atlantic Facebook launches tool to let users rate advertisers’ customer service Facebook has added a feedback tool that lets users rate and review advertisers’ customer service, feedback the company says will help it find and even ban sellers with poor ratings. Marketing Land 2018 June 15 Statistics Image Google's about-face on GDPR consent tool is monster win for ad-tech companies Google reversed its General Data Protection Regulation course recently, allowing publishers to work with an unlimited number of vendors, presenting new opportunities for advertising technology firms. AdAge LinkedIn rolls out Sponsored Content carousel ads that can include up to 10 customized, swipeable cards LinkedIn (client) has rolled out a variety of new ad types and more performance metrics for marketers, with its Sponsored Content carousel ads that allow up to 10 custom images. Marketing Land Report: Facebook is Primary Referrer For Lifestyle Content, Google Search Dominates Rest What people care about and where they look for relevant answers online are among the marketing-related insights revealed in a recent report from Web analytics firm Parse.ly. Facebook was many users’ go-to source for answers for lifestyle content, while Google was the top source for all other content types. MediaPost Survey: 87% of mobile marketers see success with location targeting Location targeting is widely-used and has performed well in the mobile marketing realm, helping increase conversion rates and how well marketers understand their audiences, according to new report data. Marketing Land ON THE LIGHTER SIDE: Marketoonist Short-Termism Cartoon A lighthearted look at marketing short-termism, by Marketoonist Tom Fishburne — Marketoonist ‘The weird one wins’: MailChimp’s CMO on the company’s off-the-wall advertising — The Drum TOPRANK MARKETING & CLIENTS IN THE NEWS:
  • Lee Odden — Why Content Marketing is Good for B2B Companies — Atomic Reach
  • Lee Odden — Top 2018 Influencers That Might Inspire Your Inner Marketer — Whatagraph
  • Lee Odden — Better than Bonuses: 4 Motivators that Matter More than Money — Workfront
  • Anne Leuman — What’s Trending: Marketing GOOOOOAAAALS! — LinkedIn (client)
Thanks for visiting, and please join us next week for a new selection of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Behavior & Analytics Studies, Facebook’s A/B Testing, & LinkedIn’s Carousel Ads appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/06/digital-marketing-news-behavior.html

Thursday, 14 June 2018

CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain

Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.

But how can enterprise brands scale personalization efforts in a way that is efficient and effective?

Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.

Applying personalization to an entire content marketing operation, especially at the enterprise level, might feel overwhelming. But applying it individually to different aspects of the process, piece by piece? This feels more feasible.

Peter will be joining other high-scoring content marketing experts at 2018’s Content Marketing World in Cleveland, OH this September. In anticipation of this awesome event, we sat down with Peter for the first interview in our series leading up to the event and asked him more about his role at Adobe, the importance of content personalization and the impact of technology on personalization.  

What does your role as Group Product Manager at Adobe entail? What are your main areas of focus and key priorities?

At Adobe, I focus on content marketing, digital asset management, and personalization at scale.

Throughout my career, I’ve developed a passion for customers, their use cases and building scalable software for them.

Specifically, my interests include next-generation technologies, evolving organizational structures, and industry best practices.

You’re a big believer in the importance of personalization. Where do you see the biggest opportunities for content marketers to improve in this regard?

First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery.

Establishing and aligning these functions with each other is the first block in a strong foundation.

What we are doing here is leveraging the centuries-old concept of “divide and conquer,” where we break personalization down into manageable stages.

Once everything is in place, the biggest opportunity lies in providing relevant data that is actionable at each of the content supply chain functions.

While we all talk a lot about data-informed and data-driven content marketing, I still see addressing this data gap as the biggest opportunity by far.

Which prevalent pitfalls are preventing content from connecting with its audience, from your view?

We have the people, the data, and the tools to create engaging content at scale, yet we often jumpstart the process of creating content without the required thoughtfulness on the initial critical steps.

It is essential to be clear which audiences we are targeting and subsequently to define clear goals for the message we are creating.

To this day, most brands need to improve at this stage, otherwise the best content marketer in the world cannot create an effective piece of engaging content.

Developing scalable ways to create and personalize content has been a key area of emphasis in your career. How can marketers think differently about scaling for efficiency and impact?

Similar to what I said earlier of “divide and conquer,” break the problem into manageable pieces and thus build a content supply chain.

Then, optimize each piece of the supply chain as opposed to trying to improve the whole thing all at once.

Where do you see the biggest influences of technologies like machine learning and automation in the world of content?

Currently, many mundane tasks, such as gathering and analyzing data or making sure content is optimized for each channel, take up a lot of time and effort in content marketing, preventing us from doing what matters most.

Things that take weeks and months will gradually be performed in the background.

By eliminating these mundane tasks, the human capacity for creativity and intuition will be magnified and reach new levels that were unimaginable before.

Which aspects of marketing SaaS products and services could and should be instilled for pros in other verticals?

Marketing software has received the kind of attention and focus that very few verticals have ever received, and as a result, we now benefit from a variety of software options that is unparalleled. This has led to a lot of AI being developed for marketing first that will be deployed in other verticals later.

A result of this fierce competition is that marketing software tends to be the more flexible and user friendly than others, adapting to a multitude of use cases, which has set new standards across all verticals.

Lastly, even though software in general does not integrate well with each other, given its variety and busy ecosystem, marketing software has trail-blazed integration best practices, which other verticals will benefit from.

Looking back, is there a particular moment or juncture in your career that you view as transformative? What takeaways could other marketers learn and apply?

Joining Adobe was truly transformative, because it allowed me to engage with customers across the entire breadth and depth of digital marketing, as well as with colleagues across different products and solutions who are truly world-class at what they do.

My recommended takeaway is to look beyond your current scope of work — which is not necessarily easy — and to figure out ways to connect with people who can help you understand adjacent functions and disciplines.

Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before.

Which speaker presentations are you looking forward to most at Content Marketing World 2018?

I’m looking forward to quite a few sessions, but here are 5 sessions I am particularly excited about:

  • Joe Pulizzi’s keynote on Tuesday. I am sure I am not the only one interested to hear his take on the industry and where it is headed.
  • Then Gartner’s Heather Pemberton Levy and her workshop on their branded content platform, Smarter With Gartner, which I am a big fan of.
  • Michael Brenner’s workshop on how to create a documented content marketing strategy, which I know a lot of brands struggle with.
  • And then two sessions that talk about leveraging data during content creation: Morgan Molnar and Brad Sanzenbacher on Wednesday, and Katie Pennell on Thursday.

Ready Player One

Big thanks to Peter for his enlightening insights. His final takeaway — “Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before” — is at the heart of Content Marketing World, which will bring together a diverse set of voices and perspectives to broaden your view of this exciting yet challenging frontier.

Tap into some of the unique expertise offered by CMWorld speakers by checking out the Ultimate Guide to Conquering Content Marketing below:

 


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The post CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/06/cmworld-interview-peter-krmpotic-on.html