08 May 2015

The Weekly Measure: Buyer Personas, Call-Only Campaigns & Site Map Creation

The Internet marketing world is constantly churning out new ideas and innovative strategies for promoting clients and reaching customers. Each week, Vertical Measures will be collecting the best of the best from around the web, compiling all of the finest into The Weekly Measure. We’ll be on the lookout for great new articles, covering content marketing, paid search, social media, SEO and link building, as well as highlights of upcoming internet marketing conferences and webinars, and we look forward to reading your work, posting the best, and helping you stay connected every week.

Content Marketing

Why You Need A Persona-Based Content Marketing Strategy

why-you-need-persona-based-content-marketing-strategy  CEO of Vertical Measures Arnie Kuenn discussed the necessity of a persona-based content marketing strategy on Marketing Land. Throughout his post, he covers how to define and develop buyer personas, considering the buying team being pitched to during these processes and mapping the content to their journey.

No Subscription Goal for Your Content Marketing? Prepare to Be Ignored

Joe Pulizzi shared the importance of having a subscription goal for content marketing on Content Marketing Institute. Pulizzi provides research from both CMI and Marketing Profs as well as the Association of National Advertisers that shows that subscription growth is not on the content marketing agenda for a majority of organizations. He then gets into examples of why he believes that subscription is the present and future goal enterprises should be reaching towards.

Who is Vertical Measures? [VIDEO]

who-is-vertical-measuresQuinn Whissen shared a video¬†meant as a general¬†introduction to Vertical Measures to shed some light on exactly how we function as a company. The video lays out our company’s history, our devotion to content marketing and commitment to creating a sustainable marketing engine for clients.

Paid Search

3 Areas To Analyze Before Taking On A New PPC Account

On PPC Hero, Daniel Friscia looked into three areas that should be analyzed before taking on a new PPC account. Friscia’s post includes descripions for what to look for in accounts when it comes to budget, CPC vs Revenue analyzation and post-click issues.

Google Call-Only Campaigns: What You Need to Know

google-call-only-campaigns-what-you-need-to-you-need-to-knowZach Etten of Vertical Measures explained Google Call-Only Campaigns in a post on the Vertical Measures blog. He provides information how long these campaigns have been available, why they are effective and how they can be set up.

Social Media

Social Media Demographics to Inform a Better Segmentation Strategy

Michael Patterson posted about social media segmentation strategy on Sprout Social. Patterson dives deep into the demographics of major social media platforms and how they can be used to better align social conversion efforts while making connections with core groups of brand loyalists. He also includes an infographic created by the Sprout Social team at the end of his post that collects all of the information together.

Animate Your Social Media Marketing With GIFs

animate-social-media-marketing-gifsAllison Zeringue wrote an article about using animated GIFs to make social media marketing efforts stand out. She reviews copyright implications for GIF sharing before laying out how they can be used to build and develop a brand voice with personality, create viral content, visually highlight aspects of a product and define company culture.


How Search Result Analysis Leads To A Better SEO Program

Derek Edmond shared how to improve SEO by identifying priority keywords and phrases pulled from one’s own published content on Search Engine Land. He elaborates on a five step analysis process and provides examples of realized results and actions.

8 Tips to Writing Killer Meta Descriptions to Increase Your CTR

eight-tips-writing-killer-meta-descriptions-increase-ctrHin Lai posted on Search Engine Journal about increasing click through rate through writing rich meta descriptions. Lai’s post includes eight tips such as copying paid ads, writing descriptions that invoke curiosity and including keywords.

SEO 101 Series: How to Create a Sitemap [VIDEO]

seo-101-series-how-to-create-site-mapBrynna Baldauf made a post containing a video on how to create a site map, part four of six of Vertical Measures’ SEO 101 series. The video includes information on how to identify the two types of site maps and the process for building them.

Link Building

Building Links to Your “About Us” Page

On Search Engine Watch, Julie Joyce delved into building links to a company’s About Us page. She examines the About Us pages of three big brands and provides two specific outreach examples to maximize the likelihood of link generation.

How Many Links Should You Build to Your Website?

how-many-links-you-build-to-your-website Neil Patel posted about link building velocity on Quick Sprout. Patel lays out a six month plan for how many and what kinds of links to build for a website.

How Much Has Link Building Changed in Recent Years?

Paddy Moogan wrote an article on the Moz blog about the state of link building in 2015. He goes over what ways link building has changed since his initial post regarding the subject in 2013, such as the change in typical mindset and signals, the introduction of new signals, the lack of change in core principles and the part Google plays in the process.

Upcoming Events

May 12-14, 2015: Content Marketing Conference – Las Vegas, NV

  • We’ll be teaching at this conference! Join our full day certification Content Marketing Workshop at the first ever Content Marketing Conference.

May 13-14, 2015: Conversion Conference – Las Vegas, NV

May 19-20, 2015: Digital Summit Atlanta – Atlanta, Georgia

May 19-21, 2015: SMX London – London, England

May 27-28, 2015: DigiMarCon West – Los Angeles, California

May 27-28, 2015: SMX Sydney – Syndney, Australia

May 27-29, 2015: PeSA Internet Conference – Brisbane, Austalia