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.
Despite marketers ranking measuring content marketing ROI and promoting existing content as their lowest priorities, the heavy onslaught in the industry requires the shift according to Michael Gerard of Curata. You will want to maximize your SEO/Web traffic and leads, maximize your content engine, & promote existing content.
Arnie Kuenn of Vertical Measures explains how to develop a successful content marketing strategy. According to Kuenn, it’s very important to know what you want to accomplish, determine your measurable objectives, generate more traffic/leads/sales, proactively manage your online reputation, & create content for search engine rankings.
“Consistently producing useful content will establish your company as an industry leader, and offers information or help to the audience. A smart content marketing strategy begins with understanding what the customer needs rather than what you want to offer them.” – Arnie Kuenn, Vertical Measures
Content Shock: Are We Being Overwhelmed With Too Much Content?-Interview With Arnie Kuenn at #SMX West
John Rampton of Search Engine Journal conducted an interview with Arnie Kuenn of Vertical Measures at the recent SMX West about users being overwhelmed by content. After watching the video, Rampton suggests to takeaway that you shouldn’t be concerned with content shock yet. If you are producing great content and answering questions, then you shouldn’t be concerned with content shock.
Chris Lake of Econsultancy introduces the periodic table of content marketing. Lake wanted to create a new way of visualizing a content strategy. Lake suggests you use the periodic table of content by creating a strategy, formatting correctly, deciding on a content type, determining content platforms, using metrics & goals, sharing triggers, and using a checklist. Take note of the subtle differences in the table by Lake.
Dave Murrow of Vertical Measures explains what to look for in a content marketing agency. According to Murrow, the rampant popularity of content marketing in 2014 has forced competition of agencies to increase as 73% of B2B marketers are producing more content that a year ago. Murrow alludes to the statements from Content Marketing Institute’s Joe Pulizzi about an agency really knowing about content marketing. If the agency implements a plan and strategy along with practicing what it preaches, than that could be an agency for you.
Erin Pritchard of Vertical Measures created an infographic explaining the requirements to develop a successful content marketing project. Pritchard alludes in this infographic about content creation being on the rise, how to implement a plan, determine goals, brainstorm, conceptualize, design & write, review & refine, publish & promote, & measure & audit. Did you know companies with content marketing strategies can pay less than 62% than they would with traditional marketing?
Fady Khoury of Bing shares the news about Bing ads search terms report that has expanded insight through request. Khoury shares photos of the new format from click terms to campaign terms. According to Khoury, this update from Bing hopes to please those who requested the change.
Stephen Kapusta of Luna Metrics explains how to choose the best PPC agency. It’s important to ask questions and communicate with your agency according to Kapusta. Understand you own your Adwords account and make sure you have access to that account. Kapusta recommends having a monthly meeting with your agency as well as having them maintain a certain level of reporting. Lastly, make sure your agency is a Google Certified Partner or that there is a certified individual in charge of your account.
Natalie Barreda of Vertical Measures explains what you need to know about Google engagement ads. Engagement ads begin visually as a traditional display ad, yet searchers have the ability to interact with the display ad according. There are two types of these ads, Lightbox & Hover-to-Play. According to Barreda, Google Engagement Ads are priced by a cost per engagement model, causing advertisers to pay once a user has engaged.
Jane Intrieri of IfbyPhone explains how to tie online and offline data together using Google Universal Analytics. Intrieri suggests tracking phone calls as conversions through universal analytics. Online Visits can turn into store visits, thus make sure your PPC ads are connected. Finally, Intrieri urges readers to test to improve user experience.
Mark Walsh of Media Post News explains how Pinterest promotes product pins & debuts gifts feed. According to Walsh, Pinterest hopes to re-ignite eCommerce, and learned product pins get higher click-through-rates than other pins. Gifts Feed shows a price range for specific products seen as gifts, allowing users to choose.
Stephanie Sammons of Build Online Influence explains how to benefit from the LinkedIn publishing platform. According to Sammons, it’s importance to build online influence, and to contribute to your community. By joining a network of 227+ million members, it’s important to create valuable, attractive content, share your post everywhere, manage your post comments, evaluate content performance, and keep your existing blog active.
Irfan Ahmad of Digitalinformationworld shares an infographic that is your guide to Google+ business to business marketing. Ahmad’s infographic explains how to sign up for a profile and establish authorship. Ahmad also explains Google+’s goal of visibility for users with tips on what and when to share content is advised on this infographic.
Patricia Redsicker of World View Editing shares new social media research that could change your strategy. According to Redsicker, users ‘Like’ Facebook for social logins, social customer care is growing on Twitter, younger audiences are NOT unfriending Facebook, & Instagram is the fastest-growing site globally.
Yonatan Dotan of yellowHEAD shares a startling case study of manual penalties and negative SEO. Dotan explains how a client he worked with suffered a penalty to see organic search traffic drop significantly. Avoid a backlink profile consisting of really spammy links to gambling, pornography, and pharmaceuticals; as well as duplicate content on multiple websites.
Kristine Schachinger of Search Engine Watch shares everything you need to know about SEO website audits. Schachinger suggests knowing what an SEO website audit is, as well as the different types of SEO audits that can be performed. Site Health Audits tend to be more general audits concerning technical, onsite, links, social media, and miscellaneous components of your website. According to Schachinger, don’t hire a tool, and incorporate the cost and reports that come along with audits.
Ray “Catfish” Comstock of BusinessOnline shares thoughts on whether SEO has changed over the years. Comstock suggests SEO remains an important part of the digital landscape. The basic fundamentals of SEO such as keyword research, internal link structure, ongoing performance analysis, link building, and content marketing still yield favorable results according to Comstock. The change in SEO is the high value of quality content.
Lauren Grabowski of SEER Interactive shares a guide to link prospecting. According to Grabowski, you can start with Guest Posting opportunities, Sponsorship opportunities, Blogger Opportunities, and Industry Level opportunities. To get to the next level of link building, Grabowski suggests Backlink Analysis, and using tools such as Buzzstream to find quality link building opportunities.
Barry Schwartz of Search Engine Roundtable shares the news from Google that being disavowed won’t hurt your site. Many concerns from people about using Google’s disavow tool to get rid of bad links actually hurts your site is not true. Schwartz advises reader to beware of many link spammers trying to get their links removed from their sites via threatening emails.
John-Henry Scherck of SEOgadget explains when building communities isn’t the best way to build links. Scherck shares that due to the shift of the industry two companies Movoto & Airbnb have been successful building links through scalable content. Scherck points out that both companies have built a great perception, product, and content. Both have different strategies for targeting audiences, but they know what works for them according to Scherck.
“Community building really only makes sense for communal products. So, while it’s the perfect growth strategy for a product like Airbnb, it makes no sense for a real estate site like Movoto. If you’re stressing over social singles and your lack of community engagement—maybe you don’t have a product that the community can get behind and actively support—and there’s nothing inherently wrong with that, you just need to go elsewhere for your links because that’s what your business model demands.” – John-Henry Scherck, SEOgadget
Clayton Wood of Majestic SEO explains how to find link opportunities using Majestic SEO. Wood suggests looking at your content before links to make sure they are evergreen pages. Compare your competitors links to yours for link building ideas. After following Google guidelines, Wood suggests examining broken back links, then conducting competitive link research. The key is to think outside of the box when using Majestic SEO to build links according to Wood.
April 29, 2014: Webinar: Mobile Behavior Report: Combining Mobile Tracking and Consumer Data to Build a Powerful Mobile Strategy