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.
Arnie Kuenn of Vertical Measures explains how to capture your content marketing ROI. First step is know what you are investing in by tracking internal time spent creating and publishing content, promotional costs, additional payments to designers and producers, and more. Monitor subtle signs like social signals, backlinks, as well as put a number value on what you want to get from your visitors.
Nathan Safran of Conductor, Inc. explains how content marketing is changing and what we can do to be ready. According to Safran, the first problem is 7 out of 10 marketing executives struggle to measure marketing impact. Second being marketers need to know how to align better content with buyer’s journey. The new content marketing will emphasize customer segmentation and measurement according to Safran.
“This new phase ushers in an era of sophistication that allows marketers to better connect with their audience, educate them through the buyer’s journey and wring more value from their content dollar with better measurement of what does and doesn’t work.” – Nathan Safran, Conductor, Inc.
Simon Penson of Zazzle Media explains how to build relationships and links from natural content. According to Penson, the value of the brand is increasing online. Incorporate social graph mention trackers & web mention trackers to your strategy. This strategy requires building the relationships needed to build your brand.
Lloyd Faulk of Vertical Measures shares 9 brainstorming tools to help with your content generation strategy. According to Faulk, Ubersuggest.org, Topix.com, Yahoo Answers, Quora, Your Internal Staff, LinkedIn Discussions, Open Site Explorer, Google Alerts, and Twitter Search are all useful tools to create content. Brainstorming doesn’t have to be complicated, and can be fun according to Faulk.
Zach Etten of Vertical Measures shares thoughts on whether or not Facebook Ads are waste of money. After much said by Veritasium about Facebook fraud through the existence of click farms, and other behavior, we all must remember marketing of the past doesn’t work for the present. According to Etten, it’s important to look at measurement and targeting by selecting the most effective KPIs to measure success, actually measuring your performance to provide actionable insights for optimization, then targeting by knowing your audience properly.
Lisa Raehsler of Big Click Co. shares 3 ways for merging Google AdWords & Analytics to improve PPC results. According to Raehsler, end to end paid search reports can be used to view reporting of multiple goals and revenue. Multi-channel funnel reporting with top conversion paths will show you how different channels contribute to a conversion path. Matched search queries help analyze user behavior and how the user interacts with the website. According to Raehsler, there are endless possibilities with merging Google AdWords & Analytics.
Liam McGranahan of SwellPath explains how to get your pay-per-click pacing up to speed. According to McGranahan, the power of a pacing dashboard is limitless. It takes up to 15-30 minutes to create, and just 2 minutes to update every morning. Pacing dashboards also show potential problems with the account according to McGranahan.
Kiko Correa of Portent shares thoughts about optimizing your campaigns to death. During a friendly competition Correa participated in with collegues, he found that the most successful campaigns were branded. By “optimizing” the campaign with new keywords regularly, it started to siphon away the impression share that the original keyword was exposed to.
“The main thing I want to get across is that if you have a keyword that’s performing well and it’s important that it shows as often as possible, don’t give AdWords any chance to do otherwise, because it will. Because AdWords is dumb.” – Kiko Correa, PiPortent
Emeric Ernoult of AgoraPulse shares a guide to Facebook reach, and what marketers need to know. The latest analytics rolled out by Facebook show the number of unique visitors to your content through organic, paid, and viral reach. According to Ernoult, pages with high engagement were the least affected by a decline of reach. Ernoult also shares thoughts on whether or not it is worth it to pay for more reach.
Jesse Aaron of WebpageFX explains how to use Reddit to generate leads. According to Aaron, you shouldn’t approach Reddit like Facebook, Twitter, or Pinterest. As a business, you need to focus on joining and engaging in SubReddits, then create a MultiReddit, identify engagement opportunities, then create a Reddit sponsored headline campaign to generate leads.
Patricia Redsicker of Social Media Examiner explains how to create visual social media content. According to Redsicker, people connect more emotionally to images than text. The growing ease to be able to create images through smartphones has contributed to the popularity of Pinterest, Instagram, and Snapchat. Businesses are using Fiver or other services to create visual content for social media campaigns. Make sure to know the rules for online images as well as getting your audience to engage with such content.
Ricardo Bilton of DIGIDAY demystifies the social media editor. Don’t rely on the stereotypical view of the social media editor according to Bilton. This job has become increasingly more important for publications to share their content with audiences. Contrary to popular belief, social media editing is NOT dead, all about speed, and lazy. Social media editors are just as creative as journalists.
Harsh Ajmera of Digital Insights shares 5 hashtag tracking tools for Twitter, Facebook, and other social media platforms. Hashtags have become the way people promote, find, and follow discussions on social media according to Ajmera. Tools like RebelMouse, Tagboard, Talkwalker, Bundle Post, and Rite Tag all use unique ways to optimize and track hashtag behavior according to Ajmera.
Barry Schwartz shares on Search Engine Land about the latest news about Google launching a new search results design with larger fonts & possibly no underlines. According to the images shared by Schwartz, the new search results will appeal more to the eye with larger fonts, and without underlining.
Flawed Google Algorithm Updates, Movie Blogs, and Copyright Infringement-Tracking The Panda Updates From February 2014
Glenn Gabe of GSQi explains how Google Algorithm updates in February affected movie blogs, and copyright infringement. According to Gabe, what seemed to be a monthly Panda update made movie blogs losing a significant amount of traffic, only to be resolved after blog owners complained to Google’s Matt Cutts. Thin content, affiliate links, copyright infringement all caused websites and blogs to see changes in February as well.
The folks of Local Visibility System explain the pros and cons of building microsites for local SEO. Businesses are tempted to use microsites (very similar domain names) if they are a single-location business that serves a 50 mile radius or they have several locations. However, the cons outweigh the pros by content spreading out too thin, higher costs maintaining multiple domain names, overdone linking between sites that may turn into negative SEO, and more!
Aleh Barysevich of Link-Assistant.com shares five SEO steps to take before redesigning your site. According to Barysevich, start by doing research on your keywords and rankings through tools like SEMRush & Google Analytics, find important landing pages, set up site structure, check who’s already linking to you, and stick to gradual changes. The redesign process is unpredictable according to Barysevich.
Barry Schwartz writes on Search Engine Land about Google’s Matt Cutts latest video explaining how Google determines what’s a paid link. Links that are explicitly sold for money are the most obvious. Determinine the value of the link like how close it is in value to money. Gift vs. Loan determination is explored as well. Make sure to view the FTC Guidelines about content, and whether a transaction for a link is legal.
Jon Ball of Page One Power shares 5 examples of spam link building tactics that are done right. According to Ball, avoid blog commenting with links, avoid Press Releases, reciprocal linking just to improve rankings, directories solely for the purpose as link farms without value, and guest blogging with more than just link building in mind.
Helene Hall of Gravytrain shares thoughts about links still adding value to SEO. Despite claims that links no longer add value, Hall explains the changing trends for link building. Move from commerically focused anchor text, follow links, out dated web design, no follow internal links, thin and duplicate content to quality content. Peer reviews drive higher CTR, as well as uncluttered design, good semantic code, good SEO practices, and owning your niche.