20 Feb 2015

The Weekly Measure: Buyer Personas, Twitter and Google Partnership & Shareworthy Content 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

Connecting With Millennials: 7 Reasons Your Content Fails To Resonate With Millennials [INFOGRAPHIC]

Irfan Ahmad shared an infographic on Social Media Today created by NewsCred illustrating why content marketing efforts fail to reach target audiences. The infographic covers seven reasons why content fails to capture the attention of millenials such as their cultural interests are ignored, content is too long and an over-dependence on celebrities to create interest in a topic.

How Buyer Personas Come to Life with Content Creation

buyer-personsas-for-content-marketing Kat Robinson of Vertical Measures wrote an article about the role of buyer personas in content strategy. Robinson begins her article by discussing why buyer personas matter before moving on to describing how they are defined and created and how to map content to the buyer’s journey. At the end of her article she provides a link to download Vertical Measures’ free workbook titled “Content Marketing Quick Start.”

4 Steps to Create Share-Worthy Content for Social Media

CEO of Vertical Measures Arnie Kuenn discussed creating share-worthy content for social media in an article on the Relevance blog. Kuenn details a four step process for planning content while developing a strategy including learning what interests an audience, creating useful content around those interests, making the content easy to share and setting achievable goals to measure success.

Paid Search

How To Communicate Effectively With Clients Using A PPC Timeline

On PPC Hero, Sarah Stemen wrote an article about using a PPC timeline to communicate with clients. She touches upon the benefits of a PPC timeline approach before going through the four step process of creating one.

Spy vs. Spy: 4 Tips to Use Auction Insights for Smarter PPC

spy-vs-spy-four-tips-to-use-auction-insights-for-smarter-ppcJohn Gagnon posted an article on Search Engine Watch about using auction insights for PPC. Gagnon lays out the three sources of change in metrics and reveals where to find the Auction Insights Tool in both Google Adwords and Bing Ads. He then offers three tips to help focus efforts using this tool and a pro tip to troubleshoot CPA spikes.

Social Media

The Hierarchy of Needs for an Engaged Social Media Audience

Olsy Sorokina applied Maslows hierarchy of needs to social media engagement on Hootsuite. She explains each level of this hierarchy including social media influence, engagement, ambassadors, online reputation and social media presence.

Twitter Partners with Google: What You Need to Know

twitter-partners-googleSarah Schager posted on the Vertical Measures blog about Twitter’s new partnership with Google in displaying tweets in search results. Schager goes over what SEO strategists, social media strategists and community and reputation managers should do to prepare for this.

SEO

Local SEO For Franchises Means Teamwork

Chris Marentis explored local SEO for franchisees and franchisors, stressing the necessity of teamwork between the two, in an article on Search Engine Land. He lays out the road to success for a local SEO campaign starting at the beginning with addressing duplicate content and ending with going for the win-win between both parties in implementing a strong local SEO practice.

5 Techniques That May Be Killing Your Website (and SEO)

five-techniques-that-may-be-killing-your-website-and-seoKristine Schachinger reviewed five site design and layout techniques that could be harmful to SEO. Schachinger details the issues behind infinite scrolls, lazy loading, parallax, not being mobile-friendly and use of hamburger menus.

Link Building

What Is Link-Building, and Why Does It Matter in 2015?

On Search Engine Watch, Cory Collins wrote about why link building matters in 2015. He reviews the evolution of link building before moving into defining link building as an SEO building links, as a project manager and as a content marketer.

Adios Affiliates! Pinterest Pulls The Plug On Affiliate Links

pinterest-pulls-plug-on-affiliate-linksGregg Finn made a post on Marketing Land about news from Pinterest regarding the removal of all affiliate links, redirects, and trackers on Pins. Finn discusses what this development means for Power Pinners and businesses looking to profit from Pinterest.

Upcoming Events

February 27, 2015: Searchfest – Portland, OR

March 2-4, 2015: LeadsCon Las – Vegas, NV

March 3-5, 2015: SMX West – San Jose, TX

March 16-18, 2015: Content Marketing World – Sydney, Australia

March 17-18, 2015: SMX Munich – Munich

March 19-20, 2015: Content Marketing World – Singapore

March 23-25, 2015: Intelligent Content Conference – San Francisco

March 25-27, 2015: Social Media Marketing World – San Diego