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.
Sam Petulla of Contently shares 10 charts that are changing the way we measure content. Petualla shares insights from industry experts on what is and isn’t working for content marketing. No one is looking at your native ads, what we engage with can’t be measured just with shares and clicks, however, others say it can be measured by shares and clicks. Petualla also found that more data does not equal better measurement even after blending metrics, and more!
Kevin Cain explains how to create a content matrix. Cain stresses the importance of a content matrix as one of the most fundamental and important tools a content marketer needs to have when developing a strategy. Cain suggest taking the following steps before creating your matrix… determine your audience’s contextual situation, determine your conversion goals for your audience, determine the tactics you use to contact your audience, and create quality content for your audience. Then to create your matrix conduct an audit of your existing content, and find where it fits in your current framework, then identify where the gaps are in your strategy.
Mark Ryan of EXTRACTABLE examines why marketers gate white papers behind lead forms. Ryan reiterates the pros & cons of gated content such as white papers, case studies, and research documents. Ryan also shares the pros & cons of public content (un-gated). The question whether to use gate or non-gated content comes down to how much traffic you think they will produce.
Kevan Lee of TheNextWeb explains the best length for everything on the internet. According to Lee, the ideal length of a Tweet is 100 characters, ideal length of a Facebook post is 40 characters, the ideal length of a Google+ headline is less than 60 characters, the ideal length of a headline is 6 words, the ideal length of a blog post is 7 minutes or 1,600 words, and the ideal width of a paragraph is 40-55 characters. Lee suggests the ease at which readers want is brevity to be able to move on to the next line quickly.
Alicia Antoniolli with the help of Jessica Carr of 3QDigital explains why your SEM agency should manage your social campaigns. According to Antoniolli, SEM can help social campaigns by improving targeting, feeding the funnel, keyword expansion, and providing consistent branding/messaging.
Moira O’Donnell of RKG shares thoughts on branding with paid search. O’Donnell explains organic click may absorb some brand traffic, brand ads do provide incremental value by attracting clicks the brand would have lost to another brand. Make sure to ensure users you are the brand they’re searching for, make reference to enable users to interact with your brand’s social media, make it easy to find brick and mortar stores, and finally make your ads shine and stand out.
“Both brand and non-brand advertising are important aspects of your overall paid search strategy. Non-brand provides incremental value while brand advertising enables you to strengthen brand messaging and support a positive brand experience for the user. The addition of brand advertising to your paid search program is a worthy one and will help you to capitalize on the demand you’ve created.” – Moira O’Donnell, RKG
Matthew Panzarino of TechCrunch shares the latest on Twitter’s Vine now allowing direct video messaging. Panzarino suggests that this new feature from Twitter is a direct parallel with Instagram’s direct image messaging. According to Panzarino, Twitter wants to explore video messaging as a separate silo. There are specific settings for sharing these messages according to Panzarino.
Christian Karasiewicz of Social Media Examiner shares 5 Facebook tools to improve your page management. Karasiewicz suggests creating a monitoring system through Hyperalerts, add functionality through third party tools like ShortStack, finding trending Hashtags, creating engaging images, and using a good content curation tool.
Julie Joyce of Link Fish Media Inc. shares thoughts on the linking dilemma Google has left for us all. According to Joyce, it is a giant mess for us all, and you will see the results on the link schemes page. Joyce stresses that anytime Google makes an example out anybody (MyBlogGuest), there are casualties. Joyce doesn’t agree with penalties as a result of a site looking like it has unnatural links or links that were okay before Google updated it’s link policies.
Chris Liversidge of QueryClick explains how to massively scale ethical link building for the win. Liversidge continues the discussion of how to build links after Google’s recent policy change on guest blog posting. Liversidge suggests the key to effective link building is diversity as well as building a segmenting process to better target your niche. Remember content is key when building links as highlighted by Liversidge.
Kaila Strong of Vertical Measures explains how to measure your link earning success. Strong suggests understanding the difference between correlation & causation in terms of reasons your rankings improve. Seeing your website authority increase could help your bottom line, thus quality link earning on high authority websites is the key. According to Strong, never underestimate the powerful traffic a link can create.
April 29, 2014: Webinar: Mobile Behavior Report: Combining Mobile Tracking and Consumer Data to Build a Powerful Mobile Strategy