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.
Joe Pullizi of Content Marketing Institute asks “Where are all the content strategists at?” He then explains why content strategy is important in this podcast with Robert Rose. Did you know Contently raised $9 Million despite the reports of a struggling content marketing industry? Robert exposes a problem with a recent find on YouTube. Joe then rants about how people use “content marketing” and “content strategy” too much, and how knowing the difference can be the one thing to make your website better quality.
Celine Roque of Contently shares three content formats that are about to take off. Roque explains that brand publishers and marketers are working diligently to stay educated on the latest trends and predictions. Building a brand with content will become more and more important.
Pawan Deshpande of Curata shares a list of content marketing tools. A few of the lead tracking tools are as follows… Webtrends, Mixpanel, and Kissmetrics. A few marketing animation tools are as follows… Pardot, Genius, and Act-On. As you will see from the graphic and list provided, there are many to choose from and use in your content marketing endeavors.
Arnie Kuenn of Vertical Measures wrote a great article for Content Marketing Institute about compelling content, and what to do next. Content optimization is the first step you need to take for your content to be found. Content promotion is another step that needs to be utilized. Distribute through relevant platforms, then link building–which if done correctly, can be effective in your content strategy.
Brian Honigman guest writes for adknowledge to explain how marketers can build thought leadership. Write constantly, participate in speaking engagements, facilitate networking opportunities, & use social media to answer questions.
“Education is the key to establishing yourself as a thought leader in your field, which can be executed in a multitude of ways through different forms of content and media.” – Brian Honigman, adknowledge
Grant Simmons of The Search Agency explains how a bad SEO content strategy is built, and ways to alleviate such a problem. According to Simmons, concepts & connections, relevance & relationships, authority and authenticity, and promotion & prominence can turn into ‘CRAP’.
Shivani Karwal of powered by search shares lessons from marketing leaders in pay per click. Aaron Wall of SEO Book suggests you look out at the default settings Google already provides. The key is to track direct marketing performance to be able to target things more granularly. Sam Mallikarjunan of Hubspot shares his lesson that says you need to make sure you have a reasonable closed-loop attribution model in place.
The folks at PerformanceIN explain the importance of improving conversion rate from mobile to paid search through a case study they conducted. Due to the lack of a specific mobile website, conversion rates on mobile was low. Net Media Planet created a campaign where a click-to-call strategy was used so that consumers made one-click calls rather than visit the mobile specific website. The campaign ended up being a success where the conversion rate was 26 times higher than a normal mobile campaign.
Online Display Ad Spending Up 32 Percent in 2013, Still Just 4.5 Percent Of $243 Billion Market [Nielson]
Ginny Marvin of Marketing Land shares Nielson’s latest quarterly look at global advertising. According to the data shared here, online display advertising was the fastest growing advertising media with ad spending online up 32%.
Mona Elesseily of Page Zero Media shares thoughts on the effects a scrub agency can make on a paid search campaign. Instead of becoming a PPC wannabe, learn how to become a great paid search practitioner from the outline Elesseily presents here.
Eilene Zimmerman of New York Times reports on the latest advertising changes Facebook has implemented to compete with Google. Since users spend most of their time in their “NewsFeed,” ads and promoted posts will now show up there. Their click-through rates of the ads on the right side column are lower than the newsfeed.
John Haydon of Inbound Zombie shares 18 ways to improve your Facebook News Feed performance. These tips are intended to increase your overall Facebook reach. To begin, create a content strategy, know when your fans are online, pay attention to post frequency, let people post content on your Facebook page, and more!
Karissa Bell of Mashable comments on the news of Twitter for Android being updated with new photo-editing features. Twitter hopes to compete with Vine and Instagram by creating a new way of sharing photos, according to Bell. This new feature also allows users to discover fresh new content.
Geoff of wersm(we are social media) shares this infographic that lists 10 tips to write engaging Facebook posts. Geoff’s infographic suggests you be natural, be topical, be timely and relevant… plus many more!
Stephen Kenwright of Branded3 shares thoughts on author rank being dead, but Google+ still being a essential component for content marketers. Author Rank is dead because authors only write on authoritative sites. Authors are having a hard time adopting Google+, thus Google’s plan has been foiled according to Kenwright. As it has been noted Google+ increases click-through-rates, which should make it a part of your SEO strategy.
Eric Enge of Stone Temple Consulting compares his 2013 predictions for SEO to those for 2014. Enge explains how Google’s Hummingbird algorithm will start to show effects on links, social media, and search as a whole in 2014. Another prediction for 2014 is that author rank and publisher rank will become more prominent by In-Depth Article ranking.
Scott Cohen of 180 Fusion shares 7 areas of focus for an SEO friendly website. 2013 brought us the latest Google algorithm changes which also changed usability of organic search. Try to target a specific page on your website that pertains to your niche. An on-site blog needs to be updated on a weekly basis. Every page should have a contextual image, and more!
Stoney deGeyter of Pole Position Marketing shares keyword research after “not provided” and Hummingbird were released. Despite the widespread chaos and panic in the SEO world, Hummingbird as well as “not provided” just changed how keywords are processed. There are still ways to get relevant keyword data.
Prashant Puri of AdLift explains the 2014 SEOs silver linings playbook. Beal suggests identifying internal linking prospects with tools such as SEOMoz or Ahrefs, analyzing keywords with the content, creating schematic sitemaps, & creating a social media marketing campaign.
Irfan Ahmad of DigitalInformationWorld created this infographic of sustainable SEO methods and tools that should work in 2014. As you can see, the infographic compares SEO from the past to SEO of the present. These comparisons suggest ways to approach SEO for more effective campaigns.
Barry Schwartz of Search Engine Land explains the latest warning Google has issued concerning affiliates that have “thin content.” Be weary of having “thin content” as Google may mark it as spam causing websites to incur a penalty.
Mike Huber of Vertical Measures created this video to answer questions people may have about Penguin Penalty recovery. For example, a Google penalty can occur from duplicate content or spammy links. It’s important to update and improve your backlink portfolio as well as look for over-optimized anchor text.
Aaron Wall of SEO Book shares thoughts on how Google works in terms of their Disavow tool and link removal for websites. Aaron suggests Google invests in fear that could lead people to abandon potential ROI techniques. Despite the warnings from Google’s Matt Cutts, not every strategy in the internet marketing world produces spam according to Aaron.
Kaila Strong of Vertical Measures spoke to others in the internet marketing industry about their best link they ever built. Ross Hudgens of Siege Media credits the opportunity he had to guest blog for Outspoken Media‘s blog in 2010, and still values that opportunity as a his career jumping off point. Annalisa Hilliard of Pole Position Marketing explains that the best link she ever built is the link that keeps on giving. Hilliard explains that building relationships in your niche helps engage the content you are sharing. Strong then explains how an intern for Vertical Measures built a link that generated traffic and offered information for that specific niche.
Barry Schwartz of Search Engine Land shares the latest installment of “White Board Wednesday” from Google’s Matt Cutts. The video explains why you should NOT try to build links through article directories. This practice is lower quality content, and looks more spammy than anything. There are algorithmic updates that would penalize you for building such links.
Nathan Safran of Conductor explains why ten blue links are alive and well in search. ‘Blue Links’ refer to the organic search results. Safran tested assumptions about blue links, which yielded some interesting results. For example, 34% of SERPs have rich media & nearly 9 or more have organic links.
Eric Ward of EricWard.com explains why link building is still an important practice in SEO. Despite the latest news and warnings from Google’s Matt Cutts, there is still value to building links the correct way. According to Ward, make sure to find the right content, the right person, and the right introduction through outreach.