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.
Temple Stark of Vertical Measures shares reasons as to why 2014 is set to be a blowout year for content marketing. In fact, Stark looks to information other leaders in the industry have shared such as Joe Pulizzi of Content Marketing Institute. Developing and distributing relevant and valuable content to gain a target audience requires a strategy to be found in the crowd of thousands of pieces of content.
Tracy Vides of kuno creative shares 6 productivity tips to make content marketing work for you. Wake up early despite claims that you may not be a morning person, and use your passion as fuel to get you firing on all cylinders. Make content production a habit and create everyday, but create content blocks of time (reading isn’t included) as you don’t want to burn yourself out. Use what’s available by embracing the tools that are readily available, and finally develop your content one at a time, but become better at multi-tasking.
The folks of Effective Student Marketing explain the difference between content marketing and copywriting. According to them, content marketing is reusable content meant to add value to your target audience. Copywriting is anything you create with the intent to sell. Content is a way to build relationships, and copywriting assists with the conversions.
Colleen Jones of Content Science shares thoughts on content marketing being hijacked by content strategy. Jones mentions another article that confuses content creation with content strategy. Content strategy is scaling your content across different brands, marketing and geographic regions. According to Jones, it’s important to collaborate content strategy with content marketing.
Simms Jenkins of Bright Wave Marketing wants you to know that email still blows social media out the door despite previous claims. According to Jenkins, email’s bread and butter have been its ability for customer retention and monetization. With people using email on mobile more than making phone calls, brands can reach us more now than ever.
Zach Etten of Vertical Measures explains the top 10 questions you should ask a PPC agency before hiring them. Begin with transparency concerning a long-term contract, knowing who “owns” your PPC accounts, and how frequently you will be recieving reports and information is provided. Look at the quality of the agency by understanding the analysts’ experience with managing campaigns and putting together successful strategies. Lastly, look at the customer service through the kind of communication you have with your account manager, and the number of accounts your analysts manage.
Rebekah Diedo of Periscopix brings her second part on the new year PPC health check previously shared. This part is more focused on keywords, ads, and performance. These things need to be checked in great detail, thus Diedo provided a chart to aid you in this process.
Ana Morales of White Shark Media explains how mobile ads are making local businesses successful, and ways to do it. Morales notes that cell phones are used by 91% of adults. With that statistic, it is important to make ads enhanced for multiple platforms. Keep in mind, you can’t run an effective ad campaign without mobile enhanced advertising.
Purna Virjil of Stroll explains how to create an effective PPC competitive intelligence report in 3 easy steps. In the event that you are working with a new client, it’s important to learn how that client is stacking up against a competitor. Decide who gets on the list which will give you a well-rounded mix of tactics and strategies. Ask the right questions to figure out how to be more effective than the competition. Then you put all of this information you have found into an accountable report.
Andrea Vahl of “Facebook Marketing All-In-One For Dummies” shares 5 easy steps to drive more Facebook traffic. Make sure you have a sharable stream of content on your website, make it easy to share your content to Facebook on your website, optimize your Facebook posts, optimize other places on Facebook to add links to your website, and advertise. Make sure your website has a call to action once your visitors are there.
Carl DeLucia of MarketingWiz shares 4 rules for small businesses on managing social media more effectively. Rule #1 states that you do not need it all. Use the social networks that make more sense to the business. Choose a software such as Hootsuite in order to plan and monitor posts. Avoid multi-tasking even though Hootsuite or other tools allow the ability to do so, and set aside time for each network. Avoid noise or over-sharing on many different networks in order to create a brand and a voice for your business.
Emily Siner of NPR shares thoughts and statistics about Facebook’s next phase of growth after reaching the 10 year milestone. Despite worries about teens leaving Facebook for other networks, Facebook still earned $7.8 Billion in revenue last year according to Siner. Loyalty among users will help Facebook grow for years to come.
James Thomas of Square Social shares 3 ways to use Google+ to increase search rankings. According to Thomas, Moz released information stating that Google+ has the highest correlation in search rankings in Google. Make sure to optimize your Google+ page for search ranking by including cleaner links, and using your company name for professional identification. Post content with a simple summary, and make sure to use the link attachment area for a DO FOLLOW link. Connect the dots by tracking the content you have shared to record SEO correlation.
Daniel Dannenberg of Vertical Measures created this infographic to share a new social media tool for the Olympics. Due to the success of social media during past Olympic games, Russia has created their own social media channel VKontakte. This new tool is expected to bring social news to the Russian public as well as help promote the games.
Brian Honigman of BrianHonigman.com explains how guest blogging can still be done for SEO, but how not to overdo it. Only post to relevant and high quality websites, contribute original, quality content, link with value in mind, & build engaging, long-term relationships.
John Doherty of Hotpads shares thoughts on link removals in SEO. Removal of links happen after the decrease of organic traffic due to a penalty, or an over-abundance of exact match anchor text. You want to be proactive before Google does another update. Doherty suggests removing links correctly or else risk more harm to websites.
Lee Jackson of Web Presence explains why SEO is far from dead with 5 reasons. According to Jackson, you will always need to optimize your website; link building is hugely beneficial; you don’t have to sacrifice offline for SEO; Google is trying to help you; and the best tools of the trade still work. With the rise of content marketing, strategy and creativity are the keys to success.
“Whatever you choose to believe is firmly up to you. If you believe SEO is dead then I probably won’t be able to change your mind. I think the death knell is incredibly premature, and that instead the medium has evolved to a more creative method of marketing.” – Lee Jackson, Web Presence
Frank Strong of Sword and the Script explains how social media gurus are bashing SEO, and why this is foolish. SEO is a dirty word, only because a host of bad actors have gamed the system according to Strong. It is important to learn more about SEO before making assumptions as a “social media guru.”
James Agate of Skyrocket SEO explains how to passively attract valuable links. Earning links isn’t a myth, and can be done organically. By using Agate’s process (concept, seed placement, prime, supportive outreach, and extend quality links), it can lead to more traffic on your website as well as potential sales avenues.
Randy Millanovic of KAYAK Online Marketing shares thoughts on whether or not you should really disavow low quality links. According Millanovic, link quality varies, and unless you have a lot of low quality links, your website won’t likely get a penalty. The fear or guilt of participating in black SEO of the past shouldn’t keep you from disavowing links. Remember Google’s algorithm works on a point scale that SEOs aren’t privy to, thus building quality links more than stressing over a few bad links will make your website’s quality increase.
Nate Dame of SEOPerks explains 4 content marketing strategies that still build links. As consumers are spending more and more time online, B2B marketers are turning to content marketing. Publish and creatively promote a rich deep resource, run a “be everywhere day,” create a butt-kissing piece of content, and build your hand-crafted list of influencers.
Julie Joyce of Link Fish Media explains the link builder’s wall, and ways to vault it. Try a new tool, learn more about advanced search operators, try a different search engine, try some image-only search days, build links in a new physical place, trade projects with another coworker, create some new email templates, have a link contest, refresh your competitive analysis, refresh your keyword focus, indulge in link building daydreams, & reflect on your misses. Joyce also suggests taking a break and doing something physical to change your routine.
“I’m sure there are days when a content creator simply cannot come up with a single idea about what to write, and a programmer can’t solve a simple code issue because he’s just kind of had it. Just remember that with the way things change in our industry, we at least have the certainty that nothing will be very boring for long, and just that knowledge is a decent enough cure for burnout.” – Julie Joyce, Link Fish Media
Nathan Safran of Conductor, Inc. shares his thoughts on reading between the lines of Matt Cutts’ guest posting crtique as well as link building. Safran suggests looking beyond links, and what authority you are building. There is still value in guest posting on well known blogs in your industry as long as your content is high quality.