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.
Dave Murrow of Vertical Measures explains why audience segmenting may be the smartest move you make. B2B marketers plan to boost their budget for content marketing in 2014 according to Dave and a benchmark study. Shift your thinking, understand your audiences, study the numbers, & target the audience you want as you develop the content.
Jim Belosic of ShortStack shares 8 steps to make your WordPress blog more efficient. Create CTA Footer images, insert tracking links, allow for pin-ready blog post images, download Tweetable code (the way New York Times does), install Twitter cards, establish Google Authorship, add Twitter buttons, and connect blog to an RSS publisher.
Rebecca Lieb of the Altimeter Group explains the importance of a content marketing strategy. According to Lieb, the right mix of content depends on the product or product you are selling. Content strategy is the Foundation of Content Marketing.
The folks at eMarketer share some facts and statistics on B2B Marketers’ plans to up spend on content, and mobile in 2014. According to the study by Advertising Age, three-quarters of B2B marketers will up spend on content as well as mobile in 2014. While content marketing continues to grow, so does the uses of mobile devices, and thus content needs to be geared towards this.
Steph Grove of Marketme explains ways to ensure re-purposing content is worthwhile for your website. Steph emphasizes content being king for a website these days. The benefits of re-purposing content can add to by engaging readers as well as informing. Grove points out that most most readers prefer to skim content or if it appeals visually after talking with Arnie Kuenn of Vertical Measures.
Mike Murray of Content Marketing Institute shares 4 ways to improve your web content strategy for better results. Use templates to save time and effort, manage the process by breaking it into steps, try a creative approach, & avoid overextending your reach.
Tom Foran of Outbrain explains the 5 biggest myths about content marketing. Content marketing is a euphemism for “advertorial;” creating content is the hard part; you have to produce content in order to be a content marketer; content marketing is for big B2C brands; and content marketing has no ROI. Tom suggests building a brand alongside content marketing efforts.
Zach Etten of Vertical Measures explains how to set up a remarketing campaign in Google Adwords. Generate and install the remarketing code and determine your remarketing goals and strategy. Then get to creating the appropriate remarketing lists for your strategy, custom combinations for your strategy, and a new campaign for remarketing. Last but not least, measure and optimize, and then measure and optimize again.
Greg Sterling of Search Engine Land shares some insight into how Display Ads drive search clicks after two weeks via a SlideShare. Display advertising does indeed generate more search volume, clicks, and conversions. However, marketers may not be correctly determining ROI and CPA with simplistic metrics.
Alyssa Diloreto of LunaMetrics shares three Google AdWords features to test and try in the first quarter of the year: 1) Copy & Past Functionality, 2) Increase your Exact Match Expression Share, and 3) Test a New Ad Extension.
Joseph Kerschbaum of 3Q Digital explains 5 critical factors for optimizing mobile PPC targeting. Launch mobile preferred ads, create a mobile-optimized experience, utilize bid modifiers for mobile devices, monitor your geographic bid modifiers, and reconsider the Google display network via mobile.
Albert Costill of Search Engine Journal shares 30 things you absolutely need to know about Instagram. For example, Instagram was originally launched Octber 6, 2010 as an iPhone app. Within one month, it gained 1 million users. It took Foursquare and Twitter 2 years to reach that milestone.
William Johnson of Magento Developers explains the top 7 social media myths. When it comes to social media sites, the more you join, the better. But be careful – social media marketing has no return on investment and you will need more posts to be successful. He goes on to describe 4 other insightful myths that are easily busted.
“In recent times, social media has emerged as one of the most powerful tools for business owners to generate more and more revenue. However, it is important to bust the myths emerging around social media to ensure that you are able to use it perfectly for enhancing your business.” – William Johnson, Magento Developers
Michael Stelzner of Social Media Examiner shares thoughts on the recent Facebook marketing declines, and how businesses should react. Changes to Facebook news feed have contributed as well because of the announcement by Facebook (December 2, 23013) that they will start to decline or diminish organic reach for pages because users want to see content from friends and brands. A couple ways to react: start to budget for social advertising, and integrate Instagram.
Eric Sornoso of Infograpic Seeding explains how your marketing can benefit from photo messaging like Snapchat. Snapchat logs over 400 million messages a day with a demographic of age 13-25. The limited lifespan of a message is great for delivering call-to-action messages. Reward current customers with mobile coupons, gain new followers with a giveaway, take people behind the scenes, preview a new product, & tell customers about holiday sales and events.
BL Ochman of Whatsnextonline.com shares 5 pervasive myths about Google+: it’s a “ghost town”, just another social network, a niche community just for techies, and too hard for the average person to use is just a tip of the information on the myths of Google+.
In this infographic created by Daniel Dannenberg of Vertical Measures, you can see how following your followers that share your content can increase your visibility online. By engaging with influencers on Google+, your reach grows via each ripple. It also extends your longevity online by these ripples.
Panda, Penguin, Hummingbird: 3 major Google algo changes you REALLY need to address to win at SEO in 2014
The folks at Link-Assistant address the differences and similarities of Google algorithm updates Panda, Penguin, and Hummingbird. Panda and Penguin changed SEO with a emphasis on quality content for websites. Hummingbird changed semantic search to ensure Google and searchers were on the same page when using keywords.
James Martin of CIO shares 20 SEO tips, trends, and predictions for 2014. For example, SEO has always been about content marketing and now it’s more apparent that they are becoming synonymous. Also, SEO basics will never go away even though search engines are getting smarter every day.
Austin Faux of We Buy Ugly Houses explains how to build great local SEO business listings on Google. Suggestions being: claim and update, add reviews, accuracy, branch out, and local linking. Reports suggest that more than 50% of all mobile searches have local intent.
The folks at Fruition explain how a major California city suffered a Google penalty recently. The good news was that Fruition ruled out a hack quickly. They used Google Analytics, Webmaster Tools, and a backlink tool like Majestic SEO to check on quality of links to the website. Turns out the issue was Googlebot being blocked by internal website settings.
Alan Bleiweiss of Alan Bleiweiss Consulting shares some SEO penalty and recovery timelines for reference. Bleiweiss performs SEO audits, and has found a majority of websites that have one quick fix to recovery. Then there is the easy manual recovery, which happens after you clean up the mess according to Alan.
Rob Woods of Rob Woods Consulting shares a guide to doing press outreach for bulletproof link building. Due to the constant changes from Google, press links are the few true good links that will last for years to come. Don’t just focus on the link; the traffic you get from press links is also very valuable. Be prepared for rejection as you will possibly reach out to thousands without a response. Have something to say, be newsworthy, be helpful, and know your stuff.
Cassie Gillette of KoMarketing Associates shares some thoughts about link building being a thing of the past. “Traditional” link building is a thing of the past due to the recent Google algorithms. We have to think less like SEOs, and pay attention to what the links are doing. Think of link building as another means of connecting with others.
Joost de Valk of Yoast shares his thoughts on the future of link building, SEO, and branding. According to Joost, branding is the new link building, thus don’t link to a product you don’t believe in. Content marketing without branding is like an airplane without wings.
Jon Cooper of Point Blank SEO explains what to do after the guest blogging apocalypse. Despite the use of websites being primarily used guest blogs, advertise guest blog posts, or show little activity except those guests posts, a small amount of guest blogs will be okay. Link Builders must use other tactics for link building in the future.