Searching for weekend plans on your office PC, browsing businesses near you when you’re killing time downtown between meetings, browsing news stories on your tablet at your local coffee shop – Does this sound like you? It probably does, if you’re one of the 90% of people who move between mobile devices and desktop computers to browse the web on any given day. Technology is changing the way that consumers behave, and for advertisers, only the savvy survive. Thankfully, AdWords is making it easier for you to manage your accounts and display your ads to the on-the-go, multi-tasking customers out there today.
Everyone who has a website uses a URL structure that is inherent to their site. You might not have even thought about your URL structure before, but did you know you could actually be penalizing your site if you do not have this structure done correctly? It can cause click-through problems, pages to be left out of the search engine index, and even people getting lost on your site! To avoid some very disruptive errors, follow these few short tips to make sure your structure is correct.
Content is an all encompassing word; but at heart it is shorthand for pieces that demonstrate knowledge and authority in your field. A content audit, therefore, analyzes how you deliver your expertise to the outside world and how far it reaches. Performing this necessary step in your content’s journey helps you make decisions about not only the right mix of content that you can provide, but also what the best mix is. Think of it like putting dinner on the table according to the tastes of your family rather than reading the recipe off the box. It’s a tailor-made analysis based upon real-world observations that can make your efforts more effective in the long run.
There aren’t a lot of audits that make you feel better about yourself, but being able to start fresh or reset what you’re doing definitely re-energizes your company. Knowing how to effectively conduct a relatively painless content audit requires learning from people who have done it before. Let’s explore the steps you should take to analyze your successes and failures and move forward with your content marketing.
If you are a loyal follower of our blog or even just a first time peruser, you’ll see us throw out the phrase “content is king” quite a bit. Or maybe you’ve read that content isn’t king, but rather content is President. Whatever ruling dignitary we deem it to be, it’s simple enough to say: quality content development and strategy is vital to a business’ success in the digital realm of marketing.
In their 2013 content marketing benchmark survey, the Content Marketing Institute and Marketing Profs compiled the top priorities, goals and hurdles identified by marketers in their efforts. Content marketing now represents 33% of their marketing budgets, and over half of respondents said they were handling their content production exclusively in-house.
The results reflect the rise of content marketing as a primary strategy for businesses. But for a small business, with limited staff, marketing budget and unique business considerations, how do these results translate? Let’s take a look at the top challenges identified in the survey, and see how smaller business can address them.