Wednesday, 18 July 2018

The Future of Connection on Facebook: How Stories May Change the Marketing Game

How Facebook Stories Will Change Social Media Marketing

How Facebook Stories Will Change Social Media Marketing “You have part of my attention – you have the minimum amount.” This scathing remark, delivered by actor Jesse Eisenberg while portraying Mark Zuckerberg amidst a heated deposition in the 2010 film The Social Network, has a certain pertinence today with regards to the company Zuckerberg founded back in 2004. As Facebook’s news feed algorithm becomes increasingly restricting for brands and publishers, many of us are finding it difficult to capture even the minimum amount of our audience’s attention on the platform. The search for elusive reach on the world’s largest social media channel has led some marketers to explore Facebook Groups as a way to stay visible with users. But it appears the more critical frontier may be Facebook Stories, a feature that is rapidly on the rise and — according to the company’s own top execs — represents the future of connection on Facebook. [bctt tweet="#FacebookStories — according to the company’s own top execs — represents the future of connection on #Facebook. #SocialMediaMarketing" username="toprank"]

A Primer on Facebook Stories

The Social Network, referenced earlier, is a biographical drama depicting the inception of Facebook and the power struggles that took place. The film was extremely well received, earning eight Oscar nominations and winning three: Best Adapted Screenplay, Best Original Score, and Best Film Editing. Certain people portrayed in the movie have criticized its inaccuracies (it wasn’t exactly kind to Mr. Zuckerberg, as the opening quote in this post illustrates), and writer Aaron Sorkin doesn’t deny playing loose with the facts. “I don't want my fidelity to be to the truth,” he told New York Magazine. “I want it to be to storytelling.” A reputed screenwriter, Sorkin understands the power of stories, which have an ability to hook and captivate audiences in a way few other styles of communication can hope to match. This dynamic is undoubtedly driving the growth of “Stories” — series of images and videos played in succession, perfectly suited for mobile screens — across all social media platforms. This chart via Block Party’s report, Beyond the News Feed: Why Stories Are Becoming the New Face of Social Media, visualizes the unmistakable trend well: Facebook Stories Usage Trend Interestingly, Snapchat — which largely sparked the popularity of this format when its “My Story” feature launched in 2014 — has remained stagnant while other players have gained fast traction. You can definitely count Facebook among them. Originally rolled out on mobile in 2017, Facebook Stories made their way to desktop earlier this year and the feature now boasts 150 million daily active users. Like the versions on Instagram and Snapchat, this content is ephemeral — Facebook Stories and all of their comments disappear after 24 hours. But the convention itself is here to stay. “We expect Stories are on track to overtake posts in feeds as the most common way that people share across all social apps,” said Zuckerberg (the real one, not the Eisenberg character) during a fourth-quarter earnings conference call. This sentiment is shared by Facebook’s Chief Product Officer, Chris Cox, who laid out a more specific and imminent timeline at the company’s annual conference in early May:
The increase in the Stories format is on a path to surpass feeds as the primary way people share things with their friends sometime next year.
Needless to say, this is a story marketers need to be tracking.

The Other Side of the Story

Okay, so we know that Stories are quickly becoming a mainstream method for sharing content on social media, and we know that Facebook is making a firm commitment to the format. What does all this mean to us as marketers? Add to Your Facebook Story This is definitely a tool that companies can use, if they are so inclined. You have the ability to post them from your brand page, and (at least for now) it may increase your content’s odds of getting noticed. Relatively speaking, this feature isn’t being used all that much, and Facebook’s clear emphasis on growing it means that Stories are carving prime real estate above the news feed. Some view this as the next great social media marketing opportunity on the platform. Earlier this year, Bud Torcom wrote in a piece at Forbes that Facebook Stories are “like California’s mines and creeks before the 1849 gold rush.” He sees this format transforming campaigns through experimentation, experiential marketing, influencer integration, and visual pizzazz. Michelle Cyca sees similar potential, as she wrote on the HootSuite blog, calling Stories “a way to reconnect with users who aren’t seeing your content in their Newsfeed the same way” and calling out examples of campaigns that drove lifts in awareness by incorporating the tactic. The idea of added organic reach is enticing (if fleeting, knowing that the onset of ads will turn this — like all Facebook marketing initiatives — into a pay-to-play space), but what really intrigues me about Stories is the almost infinite grounds for creativity. [caption id="attachment_24532" align="alignnone" width="600"]Facebook Stories Examples Facebook Stories Examples from ModCloth and Mashable.[/caption] It’s a very cool method for visual storytelling. It’s a low-barrier entry point for social video (no one is expecting premium production quality on these). And it presents an accessible avenue for toying with emerging technologies — most notably, augmented reality, which is being strongly integrated into Facebook Stories in another step down the road Snapchat has paved. [bctt tweet="The idea of added organic reach is enticing, but what really intrigues me about #FacebookStories is the almost infinite grounds for creativity. - @NickNelsonMN #SocialMediaMarketing" username="toprank"]

Where Does the Story Go Next?

“You don't even know what the thing is yet. How big it can get, how far it can go. This is no time to take your chips down.” This advice — delivered to Eisenberg’s Zuckerberg by Justin Timberlake’s Sean Parker in The Social Network — referred to Zuck’s budding Facebook venture, but could just as easily apply to any social media marketer eyeing Stories as a way to connect with their audience. The downside is minimal. What have you got to lose? A little time and effort, perhaps. The possible benefits are extensive however. These include:
  • Prioritized placement on user feeds
  • Engaging bite-sized video content
  • Powerful visual storytelling for brands
  • Ability to experiment with new content styles and emerging tech like AR
  • Gaining familiarity with a format that could well represent the future of social marketing
More than anything, though, Facebook Stories are intriguing because they offer a real chance to capture part of a user’s attention — maybe even more than the minimum amount. [bctt tweet="#FacebookStories are intriguing because they offer a real chance to capture part of a user’s attention — maybe even more than the minimum amount. - @NickNelsonMN #SocialMediaMarketing" username="toprank"] And since brands generally aren’t tapping into this functionality as of yet, early adopters can jump ahead of the curve and beat their competition to the punch. If there’s one primary takeaway from Facebook’s story (as reflected in The Social Network), it’s the tremendous business value in being first. Just ask the Winklevoss twins. At TopRank Marketing, we’re all about helping companies tell their stories through a wide variety of digital channels and tactics. Give us a shout if you’d like to hear more. What are you thoughts on the future of Facebook stories? Tell us in the comments section below.

The post The Future of Connection on Facebook: How Stories May Change the Marketing Game appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/07/the-future-of-connection-on-facebook.html

Monday, 16 July 2018

What Does ‘Quality’ Really Mean in Content Marketing?

Quality in Content Marketing

Quality in Content Marketing Have you heard the good news about quality content? It’s the latest innovation that’s sweeping the nation. It’s going to revolutionize your content marketing efforts. If your current strategy is to crank out crappy content, then quality content is going to blow your KPIs away! Okay, sarcasm aside: Every content marketer knows their content needs to be good to be effective. We call it “quality,” or “value,” or “usefulness.” But all of these traits can vary widely depending on your audience. For example, conventional wisdom might say that 500-word blog posts don’t connect with readers. But that word count may be just the right length for the people you want to reach. So, when we get into the specifics, quality is relative and highly subjective. But it’s possible to define quality content marketing in a more universal way: Quality content demonstrates to your audience that you are listening to them. It’s that simple. Well, one step further: Quality content demonstrates that you’re listening and you care. We often think about what action we want readers to take. That’s a valid question; in fact, it’s the foundation of content marketing strategy. But for quality content we need to consider the flip side: How will the reader’s life be better after reading this content? Or, to really boil it down: What’s in it for them? That’s the essence of quality content. And here’s how you can make sure your content passes the test. First, at the broadest level, there are two minimum requirements for quality:

All Content Marketing Should Be ...

#1: Hyper-Relevant

We talk a lot about best answer content at TopRank Marketing, content that:
  • Serves a proven search need
  • Addresses a customer’s burning questions
  • Is substantial and comprehensive
Basically, it means that you’re putting in time and effort into researching your audience, what they need and how they’re searching for it. Then you’re crafting content that acknowledges that search and makes a genuine attempt to give them exactly what they’re looking for.

#2: Non-Promotional

It’s hard to convince people you’re listening to them if all you can talk about is how great you are. Quality content has to be non-promotional. Now, some brands take this advice to heart, but create content that’s still promotional, just with a thin veneer of solving a problem. They’ll publish a “10 Ways to Be Better at X,” but each way just leads to their solution. That’s a cheat. Real customer-centered content gives away valuable information that people can use even if they never buy from you.  For example, here’s Quicksprout’s “Advanced Guide to Content Marketing.” It’s massive. It’s ungated. Only a tiny fraction of it is related to the solutions they sell. Advanced Guide to Content Marketing Example Of course, your content mix should include some bottom-of-funnel content that will show how your brand solves a problem. But the majority of your content should focus on the reader. [bctt tweet="It’s hard to convince people you’re listening to them if all you can talk about is how great you are. - @NiteWrites #ContentMarketing" username="toprank"] So, quality content demonstrates to your reader that you’re listening and care about them. It does this by being hyper-relevant and non-promotional. It’s a good working definition, but still a little vague. Here are five ways you can approach content to guarantee quality:

Five Ways to Create Quality Content

#1: Tell a Story

Humans are storytelling animals. We're wired to process narratives, to get pleasure from a good tale and retain the information within it. This is why people have a favorite novel or movie, but few have a favorite white paper or instruction manual. Tell a story that shows your reader you understand what their world is like. Tell a story that shows you understand what they wish their world was like. Even better, make them (or someone very much like them) the star of the story. [bctt tweet="We're wired to process narratives. This is why people have a favorite novel or movie, but few have a favorite white paper or instruction manual. - @NiteWrites #ContentMarketing" username="toprank"] Read: Be Honest Like Abe: How Content Marketers Can Build Trust Through Storytelling

#2: Show Vulnerability

One of the quickest ways to make an emotional connection is to reveal your own shortcomings. Everyone has moments of failure; they’re what makes us human. Use your brand’s failings, and the lessons learned from them, to connect with the reader and help them improve. The Buffer team is great at the kind of honest, meaningful discussion I’m talking about here. Their “5 Times We Failed at Diversity Big Time (and How We Fixed It)” is a good starting example. Buffer Quality Content Example

#3: Help Them Look Smart at Work

What do most working people have in common, regardless of industry, function or seniority level? We all want to look good in front of our boss. If you are the boss, you want to look good in front of shareholders. Everyone can benefit from a little competitive edge, a tip or a trick or a bit of wisdom they can pull out at the next meeting.

#4: Help Make Their Job Easier

Another thing all working people have in common is that we would prefer to not work so hard. Anything that can help us get the job done quicker, with less effort, without sacrificing quality, is incredibly valuable. Keep that idea in mind when writing checklists, tools and tips, or how-to posts. It’s not just “here’s how you do this,” it’s “here’s how you do this better, regardless of your current skill level.”

#5: Help Them Improve Themselves

Your audience’s lives are bigger than their interaction with your brand. They’re bigger than the pain points your brand has the expertise to solve. If you can reach out to the broader sphere of their life experience, you can bring quality in new and unexpected ways. This piece from LinkedIn's* Jason Miller, “How to Survive a Mid-Career Crisis in Marketing,” is a stellar example. It’s a guide that’s not really about marketing at all; it’s about finding your true voice and pursuing passion. Bonus: Notice that the piece tells a story and shows vulnerability, too. LinkedIn Quality Content Example

Quality Is Job One

Have you ever said to anyone, “I consumed some quality content the other day?” I sincerely hope not. Instead, you likely said, “I saw the greatest article,” or “Check out this cool video.” When content is useful, valuable, and meaningful, it’s not part of the deluge of content that surrounds us. It’s signal, not noise. That’s the only type of content we should be in the business of making. Not just because it gets better results — it does, but that’s only part of the equation. When we create quality content, that means the work we do is useful, valuable, and meaningful. Personally, I wouldn’t waste my time doing otherwise. [bctt tweet="When content is useful, valuable, and meaningful, it’s not part of the deluge of content that surrounds us. It’s signal, not noise. - @NiteWrites #ContentMarketing" username="toprank"] Create content that connects. Check out these 10 powerful lessons in resonance from some of the industry's top marketing minds. Disclosure: LinkedIn is a TopRank Marketing client.

The post What Does ‘Quality’ Really Mean in Content Marketing? appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/07/what-does-quality-really-mean-in.html

Friday, 13 July 2018

Digital Marketing News: Google’s New Ad Tools, Facebook’s Snoozefest, and LinkedIn’s QR Code Refresh

Facebook's New Custom Snooze Tool

Google leans more on algorithms for ads as critics highlight risks
Google has unveiled a slew of new ad-buying tools that incorporate machine learning, and expanded availability of a utility for running the best text-based search result ads. What will the new ad tools announced Tuesday offer for digital marketers? Reuters

Facebook Adds Keyword ‘Snooze’ Option to Help User Avoid Spoilers
Facebook has launched a new feature allowing users to hide certain words, effectively snoozing them for 30 days. How might marketers be affected? Social Media Today

Google’s New Speed Update Works On Gradual Scale; Small Improvements Matter
Google has shared information about its latest search algorithm update, which has a greater focus on site load speed that takes into account even the smallest increased efficiencies. SEO Roundtable

500px Nukes 1M+ Creative Commons Photos
Popular image hosting firm 500px has removed access to over a million Creative Commons photos, as part of its move urging marketers to instead use Getty Images and VCG. PetaPixel

Google announces Google Marketing Platform Partners program
Google announced the consolidation of its marketing partner program, with individuals, companies, and sales partners on a new approved-training list. Marketing Land

Internet mainstay StumbleUpon shuts its doors
One-time Internet mainstay StumbleUpon has finally shuttered its 16-year-old service, while the site’s founders simultaneously launched a new content aggregation site, Mix. Fast Company

July 13, 2018 Statistics Images

Instagram Releases New Guide to Creating and Uploading IGTV Content
Instagram has put out a new video tip and content-creation guide for digital marketers looking to use the company’s recently-released IGTV long-form video platform. Social Media Today

LinkedIn adds QR codes to make sharing your profile easier
LinkedIn (client) has implemented QR-code-based profile sharing to make it easier for users to swap links via apps, websites, lanyards, and other means, a move that comes in conjunction with the company’s recent major language translation feature. Engadget

Instagram is testing a persistent Stories bar that follows you down the feed
Instagram has bumped up the on-screen visibility of its Stories bar with the test of a version that keeps following users as they scroll through their feeds. Will marketers find it helpful or annoying? The Verge

“I Was Devastated”: The Man Who Created the World Wide Web Has Some Regrets
“Get out your broomstick,” was among Web-creator Tim Berners-Lee insights as he offered up his latest thoughts on the future of the Internet. Vanity Fair

ON THE LIGHTER SIDE:

Marketoonist Tom Fishburne July 13 Cartoon

A lighthearted look at innovation dreamers, realists, and spoilers by Marketoonist Tom Fishburne — Marketoonist

Punk Algorithm Tells You What’s Not Trending — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — The Top 5 Content Marketers and What You Can Learn From Them — Entrepreneur
  • Lee Odden — 10 Common Reasons Why Influencer Marketing Campaigns Fail
    Social Media Today
  • Lee Odden — Influencers and Media Partners: How to amplify the reach of content — Orbit Media

What are some of your top content marketing news items for this week?

Thanks for reading, and we hope you’ll return next week for another round-up 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: Google’s New Ad Tools, Facebook’s Snoozefest, and LinkedIn’s QR Code Refresh | http://www.toprankblog.com

The post Digital Marketing News: Google’s New Ad Tools, Facebook’s Snoozefest, and LinkedIn’s QR Code Refresh appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/07/digital-marketing-news-googles-new-ad.html

Thursday, 12 July 2018

SEO Writing: Creating SEO Friendly Content in 6 Easy Steps

Content

Looking for guidance on how to write content that improves your chances of moving up in the SERPS?

Then today is your lucky day!

This guide is aimed at answering your questions like: “What’s is SEO Writing?” and “How Do I make content SEO Friendly?”.

But that’s not it, I’ll also walk you through a step by step process of developing an SEO content strategy and how to put that strategy into action so that you can call yourself SEO writers!

So let’s jump in.

What is SEO Writing?

SEO writing refers to the skill of composing text in a rational manner that provides context and value to both website visitors and search engines.

That’s right…it’s a skill. It doesn’t mean for writers to just create an article or blog post that is cluttered and has tons of keyword stuffing in it.

It means to create quality content that is so helpful and valuable that Google has no option other than to include it because it enriches the search results.

How to Develop Your Content Strategy?

To be able to write content that is more effective in Google, you must start by performing the necessary research.

You can’t expect to just write different types of content and have it rank. There is pre-planning involved to be able to ensure what you compose actually warrants Google to rank you.

To be able to pre-plan, start creating an outline by answering the following questions:

1. Who’s Your Audience?

Think about it, how can you write about a topic if you aren’t sure who your audience is.

Go to Google Analytics…Audience…and pull both Demographic & Interest data.

Once you have this information you are able to understand who your target audience is and you can make sure your copy is catered to them.

2. What Are You Writing About?

Now that you know who you are writing for…you need to know what you’re going to write about.

The foundation of any successful SEO content is keyword research.

The purpose of this guide is not to teach you how to perform keyword research, that can be found on this helpful guide from Ahrefs’ (Why reinvent the wheel).

Keyword research can provide you with insight into how topics are searched for, what their wants & needs are, and ultimately you’ll understand your audience better.

3. What Questions Must Be Answered?

So you have a primary keyword that you want to cover. The next phase of your pre-planning research should be focused around understanding user intent.

To understand user intent you need to know if your topic is Informational or Transactional?

Informational means that the keyword is broader and that the user typing that into Google is searching for more information to help guide them (hence the name).

An example of this would be: “How to Ride a Bicycle”

Notice that the results for this term are primarily videos and articles explaining the process of learning to ride a bicycle. There are no listings of websites that try to sell anything because Google understands the user intent is trying to get an answer.

Transactional means that the topic indicates there is an intent to make a purchase or complete a purchase or transaction.

An example of this would be: “Mongoose Bicycle”.

Notice how sponsored shopping ads are being displayed, followed by organic results of websites that sell Mongoose bicycles. Google understands based on the history that users that type this query in, people are typically looking to make a purchase.

Now that we know what Informational & Transactional mean, why is this important for SEO?

To effectively write content that can perform well in the SERPS it is imperative to know user intent. This is essentially Google telling you the type of content that must be written to have a chance at success.

Using the example above for “mongoose bicycle”. By taking a look at the organic listings I can immediately tell this is transactional so I will want to make sure the copy I create is written to focus on a consumer who is looking to make a purchase instead of simply writing about the history of the mongoose bicycle.

There are other clues that you can take from the organic listings as well that help in answering users questions:

Notice how Google displays types of bikes, prices, reviews, & parts. Knowing that Google is connecting those terms with the main topic, I want to make sure in my writing, I talk about those descriptors.

4. How Comprehensive Is My Topic?

As mentioned above, when creating content you want to make it so helpful that Google has no option but to rank you because you have covered this topic better than anyone else.

Based on this you need to know how comprehensive a particular topic is. One of the best ways of researching this is to analyze the Page 1 organic listings and identify the length of their text. I then average out the length of that copy.

How do find this?

While there are several tools that do this, my favorite is SEMRush’s SEO Content Template.

After inputting a primary topic or keyword, SEMRush does most of the work for you. They scan the top 10 ranking sites and spit out the average text length.


While this is not a hard and fast metric, it should be used as a directional metric.

This is helpful because if the Top 10 ranking sites average text length is 3000 words and I write a piece of content that is 400 words, there is a good chance Google won’t view my coverage of the topic as comprehensive enough.

This can sometimes be construed the opposite though as well. It also doesn’t mean that by writing 10,000 words you will be viewed as the best.

Make sure you try to answer the user intent and do so as thoroughly as possible.

5. What’s Your Unique Value?

The last step in developing your content strategy for individual page optimization is identifying your unique value.

  • What have the top sites failed to cover?
  • Where have they covered but not extensively enough?
  • Could the reader benefit from seeing visuals within the copy to better understand?
  • Do you have a special understanding of a topic better than most where you can give more insight than a layman?

There are many scenarios where one could cover the same topic as many others but tie in their unique value.

Unfortunately, there are no magic tools that do this for you. One must analyze by manually reviewing the competing pages to find those opportunities or gaps.

But finding your unique value is the difference between everyone else and the best in class.

How do you make content SEO Friendly?

Now that you have researched and developed the pre-planning strategy of your content, now comes the actual writing.

There are 6 steps you will want to follow to make sure your content is written with search engine optimization in mind:

Step 1: Create a catchy Title (Headline) that incorporates your primary keyword

Not all Titles are created equal. Outside of the content itself, a quality headline is arguably the biggest difference between successful engagement and a flopper.

This is the first thing that a user will see when performing a search. In fact, on average 5 Times as many people read the headline as the body copy.

Best practice is to try to incorporate your primary keyword towards the front of your Title if at all possible.

The Title should be no longer than 600 Pixels in length. (if you use WordPress and have Yoast installed they tell you this when creating the page. If you don’t have WordPress, I’d recommend using the Moz Title Tag Preview Tool.)

It takes time to write an engaging headline. One of the fastest ways to do this is to use the Coschedule Headline Analyzer.


After inputting your Title, it will score your text and provide suggestions on how to make it better.

Do this until you have found a winning combination and achieved at least a score of 80 or higher if possible.

Step 2: Write a compelling meta description

A meta description is used to summarize the content of a page. Search engines typically show the meta description as a snippet of text in the results pages.

While not a direct search engine ranking factor, meta descriptions are vital to gaining high click-through-rates from the SERPs.

It is a best practice to try to incorporate your primary keyword(s) within the description in a natural, non-spammy way. Always ask yourself, is this how a person would talk? If no, you might want to consider writing it more instinctive way.

While Google can truncate your snippet, it is also recommended to try and stay below 300 characters.

One way to test or preview a meta description is to use Portent’s handy SERP Preview Tool:

You simply enter in your description idea and see how it fits character wise and also looks in the preview.

Step 3: Write the Content using your pre-planned outline

This step is pretty self-explanatory. This is where you actually write the content using all of the elements you previously gathered in your analysis.

I find it helpful to just write and once I feel like I have covered the topic completely, then go back and edit where necessary.

You don’t want to feel too boxed in and have it alter your creative freedom.

Step 4: Make sure your Content answers your audience’s questions

Briefly discussed in the content strategy above, you want to make sure your content answers the common questions your audience might have.

Incorporating this ensures your copy is comprehensive in nature.

So, how do you find this?

There are many tools to help, but I’m going to give you the few that I use based on personal preference:

  • Google – The first thing I do is type in my primary keyword(s). At the bottom of the results you will see a section titled “Searches related to”
  • Google – The second thing I look for is to see if that same results page has a section called: “People also ask”
  • Ahrefs Keyword Explorer – There are many keyword research tools available but I tend to lean towards Ahrefs. If you enter a keyword and click on “questions”, they will provide you a list of the search queries that include the primary term you entered.

Once I have the common questions, I look to ensure my content has answers to the most common questions related to my topic.

Step 5: Incorporate semantic keywords to enrich your text

When it comes to “search”, semantic essentially means related. As it relates to the contextual meaning of a word.

From an SEO perspective, having semantically related terms to your “primary keyword(s)” helps provide a more connected and complete understanding of your topic.

So how do you do this?

By now the content should be written. This is important because to get the most accurate data back, you want to analyze the copy you just wrote against the copy of the top ranking websites for your primary keyword(s).

There are several great tools you can use to do this, but I tend to use Ryte’s Content Success tool.

If you click on “optimize your content” you can literally enter in all the copy you wrote and specify your primary keyword and Ryte will do the analysis for you based off researching the top ranking sites.

It will tell you what keywords to incorporate more within your text, which ones to reduce, and which ones to remove altogether.

As you update your copy you can continuously re-check for completeness. While this doesn’t guarantee you will rank, it helps ensure your content is topically in-line with your competitors.

Step 6: Review the final content to ensure its readability

The final step is to look at your content from a subjective point of view. If you were to come across this content, how easy would it be to read?

Have you checked for:

  • Grammatical errors
  • Spelling errors
  • Sentence structure
  • Etc.

The question you must ask yourself is, is your content fitting for your target audience?

Conclusion

Writing effective SEO content takes thorough analysis &  planning. But when done properly, the results speak for themselves. Take the extra time to do it right because releasing low-quality or thin content that doesn’t provide value only hurts your site in the long run.

Happy writing!

The post SEO Writing: Creating SEO Friendly Content in 6 Easy Steps appeared first on HigherVisibility.


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Wednesday, 11 July 2018

CMWorld Interview: Getting the Full Story from Gartner’s Heather Pemberton Levy

While digging through data and market research, it can be easy to get lost in the numbers. But when assessing these insights, what really matters is the stories they tell.

This is a key point of emphasis for Gartner, and specifically its Smarter with Gartner content platform, which adds context and substance to trends surfaced by the research firm’s findings.

So it is quite fitting that Heather Pemberton Levy, who helps guide Gartner’s strategic direction as VP of Content Marketing, champions the “Story Comes First” method. This concept served as a framework for her 2016 book, Brand, Meet Story: How to Create Engaging Content to Win Business and Influence Your Audience, and will also be in play during her workshop at Content Marketing World, entitled “From 0 to 60: Building a Mature B2B Content Marketing Organization.”

We talk frequently on our blog about the crucial importance of storytelling — recently we discussed its impact as a trust-building tool — so we’re definitely on board with letting relatable narratives lead the way in content. We are eager to hear how Pemberton Levy and her team have woven this directive, and other elements, into the process of building Gartner’s highly-trafficked content hub from the ground up.

While we wait for her September session, we did have a chance to ask Pemberton Levy for her views on some important content marketing topics. Here’s what she had to say about flipping the traditional marketing model, the value of “version 0.5,” lessons learned from writing a mommy blog, and more.

What does your role as Vice President of Content Marketing at Gartner entail? What are your main areas of focus and key priorities?

I lead content marketing for global marketing campaigns and the Smarter with Gartner and Gartner.com platforms. Gartner equips business leaders across all major functions, in every industry and enterprise size, with the insights, advice and tools to achieve their top priorities. I manage a global team of contributors who create original content for all major business categories in the form of articles, infographics, eBooks, and videos based on Gartner’s proprietary insights.

My main area of focus is to ensure that our content is valuable to senior business leaders while meeting our key marketing priorities to attract prospects, engage and nurture them through the buyer’s journey. This involves continuously evolving our editorial and platform strategies, working with stakeholders throughout the organization, and evangelizing content marketing within the broader corporate marketing function.

You created the “Story Comes First” method. How does this flip the conventional marketing model and why is it important?

The Story Comes First method creates a structure for creating content that always begins with a story your reader can identify with and uses this moment to bridge their point of view with your brand’s unique selling point. Many marketers still talk about their products and services in terms of what they can do for their audience rather than what the audience cares about, why that’s important and how their solution can help solve the problem. Stories have the power to engage prospects with an emotional hook that endears them to a brand more successfully than standard marketing copy.


Stories have the power to engage prospects with an emotional hook that endears them to a brand more successfully than standard marketing copy. @heathrpemberton #CMWorld
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How has social media changed the game for brand storytelling?

Brands are no longer dependent on publicity with traditional media to influence target audiences. Social media gave brands their own “subscriber lists,” effectively giving them their own distribution channels for content marketing.

You’ll be presenting at CMWorld on building a mature B2B content marketing organization. What, from your view, are the hallmarks of maturity on this front?

In my three years building a content marketing organization with my colleagues at Gartner, my views have evolved on what signals content marketing maturity in a complex global organization.

First, if you dig into your analytics, the data may tell a different story than what you see on the first page of your dashboard report. It’s not easy to get the right analytics so it’s important to constantly lobby for good data and pay attention to it.

Second, what people do with your content may be different than what you intended. If you’re willing to listen to the data, it will be necessary, at times, to upend your strategy and head in a new direction.


What people do with your content may be different than what you intended. @heathrpemberton #CMWorld
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Which content marketing metrics and KPIs do you think are most critical to growth?

Rather than list specific KPIs, which is a longer discussion that I will cover in the workshop, I’ll note that it’s important to be crystal clear what you are measuring and why. Our content marketing strategy centers around three key objectives and we have specific KPIs and related metrics for each objective. Everyone on my team is measured based on these objectives and KPIs. This is the best way to work towards the right priorities for the organization.

What are some shortcuts you’ve identified in your career when it comes to striving toward content marketing maturity?

One of the hallmarks of Gartner corporate strategy is to “get to version 0.5 and then test” and improve from there. This philosophy has allowed us to be agile and put new ideas into the marketplace quickly to learn what works. It’s how Smarter With Gartner was built and we constantly remind ourselves that when we are planning a new strategic direction, it’s best to find a way to do something quickly with low impact on resources first and build it out further based on data from our audience.

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?

I wrote a mommy blog for four years that helped me learn how to tell stories and use dialog – all of which I brought to my content marketing career. The experience reminded me that I am an editor and publisher at heart and helped me find wants to create content, eventually for brands.

My takeaway for other content marketers is to read and write what you love for recreation or as a hobby and bring the best of what you see across genres to your own work. You never know how it will fit but it’s important to stay exposed to the masters of our craft.


Read and write what you love for recreation or as a hobby and bring the best of what you see across genres to your own work.@heathrpemberton #CMWorld
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Which speaker presentations are you looking forward to most at Content Marketing World 2018?

I’m looking forward to the sessions on creating video since the format takes time and resources to make standout content. I’m also excited for the keynotes by Amber Guild of The New York Times Company and, of course, Tina Fey.

Story Comes First. What’s Next?

We’ll find out when Pemberton Levy takes the stage in Cleveland. In the meantime, we recommend tapping into illuminating insights from her and many other content marketing leaders in The Ultimate Guide to Conquering Content Marketing:


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© Online Marketing Blog - TopRank®, 2018. | CMWorld Interview: Getting the Full Story from Gartner’s Heather Pemberton Levy | http://www.toprankblog.com

The post CMWorld Interview: Getting the Full Story from Gartner’s Heather Pemberton Levy appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/07/cmworld-interview-getting-full-story.html

Monday, 9 July 2018

The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices

The Power of Social Media Polls for Marketing

The Power of Social Media Polls for Marketing Let’s take a trip down memory lane, all the way back to 2007. The world was a different place. Rihanna’s “Umbrella” (ella, ella) dominated the Billboard Charts. Scorsese’s masterpiece The Departed won Best Picture. Facebook was only a year removed from opening its membership to the general public, and Twitter was a fledgling startup, still looking to gain traction. But even then, online polls were already emerging as an intriguing tool for digital marketers. On this blog, TopRank Marketing CEO Lee Odden penned a post about the relatively nascent tactic, which could be utilized through a modest WordPress plugin. “If you want to know what your users are thinking,” Lee wrote. “Just ask them.” It’s a simple premise, and one that hasn’t changed over the past decade, although the tools at our disposal have evolved considerably. Today, audience polls are integrated features on most major social media networks. As marketers seek new ways to drive engagement and gather data, the allure of social media polls is obvious. Let’s take a look at how polls work on each platform, what kind of value they can provide, and how to get the most out of them.

The Polling Details

Twitter Polls

Users on Twitter could informally run polls in the platform’s early days — by manually tracking responses, hashtags, or retweets — but the official Twitter polls feature was launched in 2015. This made it easy to create sleek, interactive, customized polls with two (and later up to four) options. Lee frequently runs polls like this one on Twitter to gauge the opinions of his followers on various subjects: What Makes Twitter Polls Engaging Staying in line with the overall appeal of Twitter, polls are extremely easy to participate in — one quick click of the mouse or tap of the mobile screen. How to Get Twitter Polls Right Knowing that the platform is built around quick-scrolling and bite-sized content, you’ll want to to ensure these polls are light on text, and eye-catching. Maybe include a couple of emojis, like HootSuite does here:

Instagram Polls

In 2017, Instagram rolled out its own polling convention, which became a part of its Stories feature. Instagram polls are added in the form of interactive stickers with two options that you can drag-and-drop on visual content you’ve created. As is the nature of the platform, polls will usually pertain to the content of the post in question. (“Which color shirt do you like better?” or – in the example below via the company’s official announcement post – “Which donut should I eat?”) Example of Instagram Stories Poll (*Extremely Homer Simpson voice* Mmm, donuts…) What Makes Instagram Polls Engaging This is an excellent avenue for quickly gathering feedback around something people can see right in front of them. And you’ll have many options for making them stand out aesthetically. How to Get Instagram Polls Right If you have a sizable and engaged Instagram following, you could enlist your audience to help guide a decision (a la M&Ms). Customers might be more attached to what you’re doing if they feel like they played even a small part in directing it. You may also try using polls for more general topics or market research – Instagram does have an enormous and active user base, after all – but the way it’s set up doesn’t lend itself to such applications as well as the other platforms mentioned here.

Facebook Polls

Very shortly after polls were introduced for Instagram last year, parent company Facebook released its own version for members and page administrators. Like Instagram, it only offers two response fields (presently), but does have some nice features like the ability to include images and gifs. Businesses might consider trying out more robust third-party apps Polls for Pages. Example of Facebook Polls What Makes Facebook Polls Engaging Driving engagement on Facebook, as a publisher, has become very challenging. You likely know this already. Polls can be helpful in this regard. A study by BuzzSumo found that questions rank as the most engaging types of posts on Facebook. Partially because of this, Neil Patel has argued that “a well-designed Facebook poll is one of the most powerful Facebook marketing tools today’s social media marketers have available to them.” How to Get Facebook Polls Right You’re competing with content from friends and family members in highly personalized feeds, so you’ll want a poll that stands out and bears considerable relevance to your audience. Take advantage of the ability to use images or moving graphics for voting options. While polls can be more impactful than a standard text-based update, your organic reach will still be somewhat limited by Facebook’s suppressive algorithm unless you really catch some viral traction or pay to boost the post.

What About Other Platforms?

As of now, these are the only three social networks with built-in polls. LinkedIn used to have a Group polls feature, but retired it in 2014 (much to the chagrin of B2B marketers). Snapchat and Pinterest have never offered polls.

Best Practices for Social Media Polls

In the sections above we mentioned some distinctions and pointers specific to each platform. But at a higher level, here are a few recommendations for marketers looking to use social media polls.

#1 - Pique Your Audience’s Interest

One thing I really like about the poll features on Twitter, Facebook, and Instagram is the immediate incentive factor for participants. Voting on a poll allows you to instantly see real-time results. I know there have been plenty of times where I’ve come across one on my feed and clicked because I was very curious to see what the general consensus was. Keep this irresistibility factor in mind as you create poll questions and response options.

#2 - Use Polls as a Springboard for Content

Let’s be honest: this isn’t exactly a scientific survey method, and the data obtained through social media polls isn’t going to be substantial enough to draw serious conclusions. However, you can still leverage the results in interesting ways. In May, Search Engine Journal ran the following Twitter poll: Then, they used the results (and responses) for an article on the topic. It was, transparently, just a sampling of feedback from random followers, but still made for a good read. Using the poll question as the post title also happens to be a savvy SEO move in this case, since it’s exactly the query a business owner might type into Google. You can also simply poll your audience to ask earnestly what kind of content they want from you, as Slack* did here:

#3 - Choose a Fitting Platform for Each Poll

Each platform has its own strengths and weaknesses. Make sure your polls align with them. Instagram and Facebook will only work for A/B type questions, which can be limiting. Twitter provides more of a multi-choice format but you can’t incorporate images or video into the voting options. And of course, each channel has its own distinct audience profile.   

#4 - Think Strategically

In many cases, the objective for a running a poll will simply be to attract attention and boost engagement. Nothing wrong with that. But you can also think bigger and tie it to other goals. For example, you could run a Facebook poll with a trivia question, prompting voters to visit your website and find the answer. Think big and, when possible, tie your poll to a larger strategy.

#5 - Follow Up on Results

Granted, it doesn’t take a ton of effort to vote in a social media poll, but users are still taking an action and you should make it worth their while in some way. One method is to create content around the tabulations, as mentioned earlier. But even following up with later posts remarking on the results, or inviting further thoughts, will show that it you’re not just tossing out throwaway questions for the heck of it. It will signal that you’re genuinely engaged with what your audience has to say and that you want to hear more.

What’s Your Poll Position?

Now that you know a little more about social media polls and how they work on each platform, where do you stand? Love ‘em? Hate ‘em? Let us know below (and, hey, we’d love it if you gave us a follow on Twitter while you’re at it). Interested in finding other ways to increase your social media reach and engagement? Check out these recent posts from our blog:

The post The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/07/the-power-of-social-media-polls-drill.html

Friday, 6 July 2018

Digital Marketing News: Google’s Marketing Platform Partners, LinkedIn’s Translations, & Facebook’s Instant Articles Subscription Results

LinkedIn Adds Translation Services In Over 60 Languages

[one-sixth-first][/one-sixth-first][one-sixth][/one-sixth][one-sixth][/one-sixth][one-sixth][/one-sixth][one-sixth][/one-sixth][one-sixth][/one-sixth] LinkedIn Adds Translation Services In Over 60 Languages Google announces Google Marketing Platform Partners program Google has been busy consolidating and refreshing its marketing partner offerings, with individuals, companies, and sales partners on its new approved-training list, combining Google Analytics Certified Partners and DoubleClick Certified Marketing Partners. MarTech Today [embed]https://youtu.be/la8PrRl7bVw[/embed] Facebook trials subscription tool to appease Instant Article publishers On the heels of Facebook's recent subscription Groups announcement, could the news that the social media giant is also testing subscription-based Instant Article signal a shift that digital marketers will need to adjust to? The Drum Forrester issues first Wave report on Experience Optimization "The Forrester Wave: Experience Optimization Platforms" report examining the continued consolidation of online testing, behavioral targeting, and recommendation practices in experience optimization, with Adobe garnering top marks. MarTech Today Facebook starts showing all ads a Page is running Facebook has introduced a new Info & Ads dashboard that shows all ads run including those on Instagram, Messenger, and partner networks, a move that may simplify certain tasks for some digital marketers. Marketing Land Unveiling Translations in the LinkedIn Feed: Keep in Touch with Your Global Community LinkedIn's new “See Translation” feature brings post translation in 60 languages to the service's users, offering interesting audience reach expansion to digital marketers. LinkedIn (client) Instagram Rolls Out Video Chat, New Camera Effects And Topic Channels Instagram has released several new features including video messaging, new camera effects, and topic channels on Explore, for users of its Android and iOS apps. How can digital marketers best use the new features? Forbes July 6, 2018 Artificial Intelligence Statistics Image Dove introduces a mark indicating its ad images are free of digital manipulation Unilever's Dove has put out a branding mark meant to signify that an advertising image is free of digital manipulation. Will the move represent a shift the use of such marks in the greater digital marketing universe? AdAge B2B marketers are ‘generally unclear’ of what AI means, according to research With 32% of marketers not confident in their knowledge of AI, and 54% only somewhat confident, greater understanding could be a worthwhile goal among B2B marketers. The Drum Why publishers are ditching viral clips for long-form video series Some publishers have found greater success with video series than with traditional clips aiming solely for viral popularity. What could a shift to episodic video publishing mean for marketers? Axios Teens, YouTube and the rise of the micro-influencers 70% of teen YouTube audiences are more likely to be influenced by YouTubers, recent survey data shows. How can savvy marketers utilize these findings in campaigns targeting teens? The Drum ON THE LIGHTER SIDE: Marketoonist Tom Fishburne Brand Positioning Cartoon A lighthearted look at brand positioning, by Marketoonist Tom Fishburne — Marketoonist 1990, meet 2018: How far does 20MHz of Macintosh IIsi power go today? — Ars Technica TOPRANK MARKETING & CLIENTS IN THE NEWS:
  • Lee Odden — Pubcon Pro 2018 Featured Speaker: Lee Odden — Pubcon
  • Lee Odden — IDMA 2018: Celebrating the best in the industry — Exchange4Media
  • Lee Odden — It takes a Village — Digital Doughnut
  • TopRank Blog — My 10 Biggest Mistakes in 10 Years as an Entrepreneur — Medium
What are your top content marketing news items this week? Thank you for joining us, and we hope you'll return next week for another round-up 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: Google’s Marketing Platform Partners, LinkedIn’s Translations, & Facebook’s Instant Articles Subscription Results appeared first on Online Marketing Blog - TopRank®.


Article Source: http://bathseoexpert.blogspot.com/2018/07/digital-marketing-news-googles.html