The Weekly Measure: Measuring Content, PPC Personas, & Social Media Lead Generation

The Weekly Measure: Measuring Content, PPC Personas, & Social Media Lead Generation


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.


Top Tips for Optimizing Content: 9 Experts Weigh In

Arnie Kuenn of Vertical Measures interviewed 9 industry experts about top tips for optimizing content. According to Alan Bleiwiess, you need to hold anything SEO up against the QUART test (quality, uniqueness, authority, relevance, trust). According to Rand Fishkin of Moz, you should survey your audience by gathering a sample set to gather the most information about your content. We suggest you read the article in its entirety for all tips.

Measuring your Content Marketing                 8-Steps-Main-Cycle-Medium

Arnie Kuenn of Vertical Measures finishes up his 8 step series on LinkedIn about measuring your content marketing. Kuenn suggests measuring with web analytics to track everything that could optimize web usage. This process will help you establish a baseline then learn what to adapt to next.

The Best Cold Email Pitch I’ve Ever Gotten

Ginny Soskey of Hubspot shares the best cold email pitch she’s ever gotten. Soskey explains that the sender made sure he wasn’t a stranger, knew tone, peers, weaknesses, kept the email short and direct, he went the extra mile, & asked at the right time. Soskey stresses that the combination of these email traits were a reason she replied positively to this pitch.


Partial PPC Management is an Epidemic and it’s Killing Your Businesses Revenue  Data Gaps Closed

Zach Etten of Vertical Measures explains how partial PPC management is a big problem that affects ROI. According to Etten, determining the best value for leads is not a simple A or B question. Etten suggests closing the data gap between options A and B, and in order for this to succeed, every situation requires in-depth analysis.

Creating Marketing Personas to Improve PPC Experience

Stephen Kapusta of LunaMetrics shares how creating marketing personas can improve PPC experience. According to Kapusta, the most basic level of marketing personas are derived from two factors such as interest and reason. Kapustas suggest creating content to match intent, then using that intent to create effective PPC campaigns.

Understand “Approved Limited” in Your Bing Ads Campaigns

David Salper of Microsoft helps you understand “approved limited” in your Bing Ads campaigns. Salper explains that “approved” is a good thing, and means your ad or keyword is already approved for at least one of its targeted locations. “Limited” tells you that your ad may not be approved for a certain targeted location.

Infographic: Everything You Need To Know About Real Time Bidding For Display Ads

The folks at Marketing Land created this infographic of everything you need to know about real time bidding for display ads. The infographic shares what tool that automates purchasing online, software tool that connects advertisers and publishers, and much more!


Boost Posts or Promoted Posts on Facebook: Which is Better?

Andrea Vahl of explains which is better between Boost posts or Promoted posts on Facebook. Vahl reiterates that you should only promote your own content, not somebody else’s content. According to Vahl, to Boost a post, all you need to do is click the button in the lower right-hand corner of your post, then determine your target audience. To Promote a post to be in the ads on the right side of Facebook’s News Feed or within the News Feed, you must perform a process for targeting as well as payment for that advertisement. Vahl suggests figuring out what you want your ad to do for your audience, then decide between Boost or Promoted.

16 Resources to Generate Leads with Social Media

Debra Eckerling of Write On Online shares 16 resources to generate leads with social media. Eckerling suggests to establish authority within your field first. Eckerling shares great resources through Facebook, Twitter, LinkedIn, Video, Instagram, Pinterest, and more!

Do you Collect or Connect on LinkedIn?

James Potter of shares thoughts about collecting versus connecting on LinkedIn. Potter suggests avoiding using the default template LinkedIn provides when trying to make new connections. Potter explains that connecting on LinkedIn requires personable communication just like other networks or interactions.

4 Ways to Network with Instagram Direct

Maggie Hibma suggests that this relatively new feature to Instagram can be a game changer for social marketing as you now have a direct line of communication with customers and fans. According to Hibma, you will be able to create deeper connections, connect with industry influencers, get feedback, & find new connections.


Why does it take so long for SEO to get traction?

Jim Rudnick of Canuck SEO shares thoughts on why it takes so long for SEO to get traction. According to Rudnick, people must convince clients that SEO isn’t just about traffic and that takes time…this is tough as most think with their wallets. Good SEO in general takes time.

7 SEO Truths Every Business Leader Must Understand

Trond Lyngbo of MediaCom Norway shares 7 SEO truths every business leader must understand. According to Lyngbo, offline and online marketing are co-dependent, you don’t own your search rankings, even small changes can damage your SEO, be careful when changing to a new CMS, mobile SEO is not just “responsive design,” SEO is an act, & change is the only constant. Lyngbo reiterates that every business leader in 2014 must understand these changes, otherwise your business may be at risk.

A Quick (but Thorough) Guide to YouTube Optimization

Richard Jeng of MobLab explains a quick guide to YouTube optimization. Jeng explains how YouTube receives over 1 Billion unique monthly visitors, making it the 3rd largest search engine. Jeng suggests that you use the YouTube Keyword Tool for best keyword research, scout the competition, name your video file and upload your thumbnail, and more useful tips!

Matt Cutts: Google May Treat the Same Subdirectories As Unique

Barry Schwartz of Search Engine Roundtable shares the latest news from Google’s Matt Cutts on Twitter. According to Schwartz, the original answer to this question was no, but Matt Cutts hinted that Google does treat them differently. However, it is unclear as to when this occurs.


The World of Link Opportunities Beyond Bloggers

James Agate of Skyrocket SEO explains the world of link opportunities beyond bloggers. Agate suggests targeted acquisition such as resource pages or forums. Agate also suggests linking through events and press coverage.

“Ultimately you need diversity in the link building that you do. Many of the tactics described above are low-volume, high-value so are worth investing a bit more time in. Can you build a process around them? Yes, but it is likely to be more of a framework or alternatively very industry-specific because there are so many nuances hence why I haven’t provided a step-by-step.” – James Agate, Skyrocket SEO

Link Building for Restaurants: The Ultimate Guide

Julie Joyce of Link Fish Media, Inc. share the ultimate guide to link building for restaurants. Joyce stresses the importance of retaining customers for restaurants through promotions like a free appetizer to an email list. Joyce suggests building links through partnerships with local bloggers, then get listed in news outlets, partner with charities, get listed by local business directories and review sites, and educational sites. Reaching out through social media is also a great way to build links for restaurants according to Joyce.

3 reasons you shouldn’t be saying no to nofollow links

Laura Crimmons of Branded3 shares 3 reasons you shouldn’t be saying no to nofollow links. Crimmons shares that they have traffic driving potential, they can lead to dofollow links, and they may help with rankings in the future. Crimmons suggests that the key to having a successful SEO campaign is having a mix of dofollow and nofollow links.

Link Fixation-What To Know, What To Do

Duane Forrester of Bing shares thoughts on link fixation and what to know and do about it. According to Forrester, the value of links has changed over time as algorithms have become more prominent through search. Forrester explains how even building .edu and .gov links are losing value as many different link building tactics have been abused over time. The ultimate link bait is engaging content that searchers seek out regularly according to Forrester.


May 12-15, 2014: eMetrics Summit Leveraging Data Analytics Toronto, ON

May 14-16, 2014: Click Z Toronto, ON

May 20-21, 2014: Digital Summit Atlanta, GA

May 27-28, 2014: SMX Sydney, Australia

May 29, 2014: SMAZ: Social Media AZ Phoenix, AZ

May 28-30, 2014: BMA Chicago, IL

June 8-10, 2014: TMSA Annual Conference & Expo Dallas, TX

June 10, 2014: Content Marketing Conference Antwerp, Belgium

Brooke Brown

Brooke is an Internet Marketing Strategist with Vertical Measures, helping clients reach their campaign goals. With an Entrepreneurial spirit, Brooke enjoys teaching others how to increase their internet marketing prowess. Brooke also enjoys sports and music. +Brooke Brown