Online Marketing News: Content Marketing World!, Google Goes Big Brother, Searcher Personas, Retro SERPs
Posted on 04. May, 2012 by Ashley Zeckman in Blog, Content Marketing Institute, content marketing world, joe pulizzi, Search Industry News, Small Business Internet Marketing, Small Business Marketing
Content Marketing World, We Found A Home
This recent video from Content Marketing Institute Founder Joe Pulizzi, provides some background into how Content Marketing World came to be. If you are big or small brand, B2B, B2C, or virtually any organization that creates content this conference is for you. Scheduled this year for Sept 4-6 in Columbus, Content Marketing World is now the largest content marketing conference in the world. TopRank is proud to be one of 4 exclusive media sponsors along with Copyblogger Media, Social Media Examiner and SmartBusiness Content Marketing.
Forget Big Brother – What About Giant Google?
Last week Google released its full FCC report which contained information about data collection from unsecured Wi-Fi connections. It appears that Google’s Street View cars were not only taking photos of streets, but were also intercepting email and SMS traffic. Read more to see what else Google has up their sleeve. Via Forbes.
Searcher Personas Driving Landing Page Design
Determining what drives your customers to purchase is invaluable information for any online marketer. Using searcher personas to determine what techniques to use for your landing pages will improve targeting and therefore your results. What motivates people to click? Read on to find out more. Via Search Engine Land.
Google Keeps It Real (Time)
Google News is getting an upgrade. Google will begin rolling out further integration between Google+ and Google News. Starting today Google News users will be able to see what their circles are covering and what they have to say about trending topics. Another new feature is a “realtime coverage page” which will surface Google+ comments and new articles as they become available. Via TechCrunch.
Enhance SEO with Author Avatars
Launched in June of 2011, Google’s authorship markup allows websites to connect individual authors to their posts across the web by adding a simple rel=author tag to their content. Google plans to use this information to help connect people with authors and ultimately their content. Via ClickZ.
5 Key Strategies for Building Your LinkedIn Network
With over 150 million members, LinkedIn is a valuable asset for business professionals. This article provides some seemingly simple but effective tips on sharing relevant and engaging information with your network. As well as tactics for continuing to grow your network on an ongoing basis. Via Social Media Examiner.
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Brian Larson – Your Search Results Just Went Retro
Bell bottoms made a comeback, so why can’t a simplified SERP as well? Although Bing originally led the charge in creating a more customized (and busy) SERP, the search engine is simplifying its search results. Don’t expect anyone to copy the Alta Vista UI, but Greg Sterling of Search Engine Land shares what this retro look means for Bing searches. Via Search Engine Land.
Jolina Pettice – Segmenting Traffic Based of Value of Device
Search Marketers are used to segmenting traffic based on sources which are known to convert at higher rates. i.e. Search Engines vs Direct vs Referrals. However, we may need to add an additional layer onto this segment to account for the type of device the visitor is using. For example, are visitors from iPads more valuable in terms of time-on-site and conversion than a visitor from a different type of tablet or desktop. This may be a data piece to mine further, if your visitors are viewing your site from an array of devices. Via Search Engine Land.
Shawna Kenyon – How 7 Top Brands Are Using Facebok’s New Ad Tools
In 2012 Facebook previewed a slew of new ad products to people outside the industry, though to some these new initiatives might have appeared to be ‘old hat’, advertisers see them as anything but. Among the new products were Premium on Facebook, Reach Generator, Offers and Logged Out ads. These new advertising offers came as a way to showcase new products and services in more than a two dimensional way allowing for ads to reach all of a brands fans and designed to expose them to things they might not otherwise see. The article above showcases 7 big brands and how they are utilizing the new services. Via Mashable.
Time to Weigh In: What emphasis does your company place on developing customer personas? Do you consider an article in your Google search more credible if there is an author avatar attached? Is your company currently segmenting traffic? If so, based on what data points?
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© Online Marketing Blog, 2012. |
Online Marketing News: Content Marketing World!, Google Goes Big Brother, Searcher Personas, Retro SERPs | http://www.toprankblog.com
Online Marketing News: Facts Tell & Stories Sell, Start-up Tips from Tech Giants, Mobile Skyrockets, Breaking Up With Customers
Posted on 24. Feb, 2012 by Ashley Zeckman in Blog, content marketing, Content Marketing Institute, Search Industry News, Small Business Internet Marketing, Small Business Marketing, Social Media, social media marketing, Twitter
The History of Content Marketing
From the dawn of time people with things to sell have been using stories to attract, engage, and retain customers ala #optimize. The infographic above from the Content Marketing Institute takes us all the way through the evolution of content marketing and provides some meaningful insight into what companies have done in the past to generate results. You might learn a thing a two, plus it’s a great read.
”6 Start-up Tips From the World’s Biggest Tech Companies” Every company has to start somewhere. Famous companies such as Google, HP, and Microsoft were built on a set of core principals including creating long term customer relationships and listening to feedback. This post provides tips from some of the largest companies in world on how to get through the start up phase of your business. Via Inc.
“38 Million Americans Visit Social Networks on Mobile Devices ‘Near Daily’ [STUDY]“ A recent study released by comScore found that 64.2 million U.S. citizens use mobile devices to access social networking and more then half of them are visiting daily. Curious to know what type of information they’re reading and sharing? Via Mashable.
“10 Ways to Deal With Upset Customers Using Social Media” As hard as you try there will almost without exception be negative feedback about your company. What can separate you from the competition is the way that you handle this interaction. Each negative comment is an opportunity to address a problem or help retain a customer who might otherwise be lost. This article provides 10 very helpful tips on what you can do to turn a negative into a positive. Via SocialMedia Examiner.
“The Top Reasons Customers Break Up With Brands Online” Do you know why customers may be choosing to “break up” with your brand? This infographic provides some very interesting statistics on why consumers choose to unsubscribe from email campaigns, “unlike” your brand on Facebook, and stop following your company on Twitter. Via Ragan.
“What Matters in Social Business?” We can all agree that social business is top of mind for many marketers. However, we need to understand what matters most in social business. Understanding how online marketing has evolved and the role it will continue to play is key in creating a long-term sustainable strategy. Via CMS Wire.
TopRank Team News
Ken Horst – Google’s new Latitude Leaderboards suggest gamified check-ins are coming to Google+
Google’s recent update for Google Maps for Android included a new gaming element which is tied to its “Latitude” location app. This new update includes an overall leader board among friends and it leader boards by location.
Clearly Google has a plan to incorporate their check in service with Google+ and adding the gaming aspect is another indicator that Google is serious about fighting for this space. Will all this be enough to steal significant market share from heavily entrenched Foresquare? Stay tuned! Via The Next Web.
Brian Larson – Researcher: Facebook’s 2012 Ad Sales to Top $5B
Facebook ad revenue is expected to increase by 2 billion year over year. That’s right, social media giant Facebook is expected to reach 5.1 billion in ad sales revenue in 2012, according to eMarketeter. Of that 5.1 billion, 2.6 billion is expected to come from display ad sales. Trailing close behind in display ads is Google, which eMarketer expects to draw 2.5 billion in ad sales revenue.
As Google expands its footprint, it should come as no surprise that eMarketer predicts Google will surpass Facebook in display ad sales in 2013. Via ClickZ.
Time to Weigh In: Have you incorporated storytelling into your content marketing strategy? If so, what results have you seen? How do you currently handle negative feedback online and is it working?
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© Online Marketing Blog, 2012. |
Online Marketing News: Facts Tell & Stories Sell, Start-up Tips from Tech Giants, Mobile Skyrockets, Breaking Up With Customers | http://www.toprankblog.com
Good Content Marketing vs. Great Content Marketing: Learn the Difference From Joe Pulizzi #OMS12
Posted on 09. Feb, 2012 by Ashley Zeckman in Blog, content marketing, Content Marketing Institute, joe pulizzi, Online Marketing Summit, Small Business Internet Marketing, Small Business Marketing
If you are part of the online marketing or content marketing industry you have undoubtably heard of Joe Pulizzi (@juntajoe) and his company the Content Marketing Institute (CMI). Joe has been a member of the content marketing community for over a decade, and has made it his mission to help brands create quality content and distribute that content through multiple online channels. This was my first time seeing Joe speak and he made it a great interactive experience, and was of course wearing his trademark Orange.
I enjoyed the history that Joe shared with the audience as well as his practical tactical tips that can be implemented by an organization of any size. However, I think the true takeaway is determining a way to differentiate yourself from your peers and your competition.
A Brief History of Content Marketing
Content marketing is not a new concept. In fact, one of the first slides in his presentation showed a newsletter from 1931 published by John Deere. Their print publication the “Furrow” was created as a way to educate their customers about their products and services, and provided a way to solve some of the common technology issues that they were facing. One quote from Joe that stuck out in my mind during the presentation was:
“From the days of cave men writing on the walls, brands have been creating stories to sell their product and form a connection.”
The Barriers to Entry are Gone
The issues that our content marketing forefathers faced are far different than those we face today. The barriers to entry or our ability to get in front of potential customers is no longer a hurdle. Where are we now?
- Content Acceptance: prospects and customers can accept a piece of content online within 3 seconds.
- Talent: Journalists that would have previously worked as editors or writers for major publications have now shifted to the brand side.
- Technology: We can now execute a content strategy that will not cost an extravagant amount of money to distribute. Often times the technology we use is at no charge.
Pulizzi stressed that we must do what we can to make a difference for our audience. But how can we accomplish this seemingly difficult task? Through storytelling! A well-formed story is an essential part of an online marketing strategy. If you are trying to figure out why you aren’t having much interaction, it’s probably because you don’t have compelling stories. Online tactics including search engine optimization, lead generation, and social media should al be focused around telling a compelling story to engage your audience. After all, we know that facts tell and stories sell!
One of the examples shared was that of Coca-Cola. The brand has recently released a series of videos that provide their take on the future of content marketing and more specifically the importance of storytelling.
If you’re interested you can find links to the videos below:
Content Marketing 2020: Part One
Content Marketing 2020: Part Two
Six Characteristics That Separate the Good to Great Content Marketers
#1 – The focused Non-Sales Content Mission and Platform
People do not want to be constantly bombarded with sales material. If you are in a competitive industry (which lets face it most of us are) try to find a super niche way to attract your customers. Create content that is not sales focused but customer centric.
#2 – Opening up New Content/Media markets
Create content that doesn’t pitch your product but focuses on what the audience wants to know. Try experimenting with different types of content.
#3 – The Chief Storyteller
We are seeing great brands that are hiring people to tell some great storytelling. Many teams are now made up of managing editors, content producers, chief listening officers, and content creators.
#4 – Leveraging Employees in Content Creation
By encouraging they participation of your employees in content creation you can accomplish a few things. First off content creation on a regular basis will continue to educate your employees on the industry and provide them with increased exposure online as an advocate for your brand. Secondly you can eliminate the need to hire a content creation team all at once.
#5 – Removing Your Brand From the Story
Joe said that someone once told him “your story travels further the less you mention your brand.” Therefore, the more you provide quality content that is relevant to your readers the more likely they are to read and share that information.
#6 – Building the Influencer or Customer Community (a focus on referral traffic)
Search is still very relevant but we are seeing the switch to increased referral based business. If you have an influencer ripe for you on your site and they share with their network and that will in turn send even more people back to your site.
Key Takeaways: Social Media 4-1-1 From the Content Marketing Institute
Content Marketing Mix: For every 6 posts shared on Twitter or Facebook CMI follows the following formula:
- 4 shares of other influencers/company content
- 1 original piece of CMI content
- 1 sales pitch
Make It Easy to Share: Have you ever wanted to share an article and spent more time looking for the social share buttons than you did actually reading the content? Place your social sharing buttons in a visible place that makes it easier for your audience to share your content with their network.
Start Small: If you focus on creating a lot of content versus quality content it will hurt your brand. If you believe that it is more realistic to post great content once a week you will be far better off than posting mediocre content five times a week.
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© Online Marketing Blog, 2012. |
Good Content Marketing vs. Great Content Marketing: Learn the Difference From Joe Pulizzi #OMS12 | http://www.toprankblog.com
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