Your website is a critical component in your inbound marketing strategy. It's where visitors come to consumer blog and web content, and where they will find your landing pages, calls-to-action, and content offers. You want them to click on those calls to action and download those content offers so that you can capture their email, and build a relationship that turns prospects into leads, and leads into customers. When you create or update your website, there are lots of decisions to be made. Should the site have more pages or fewer? Should it be an interactive experience for anyone who visits? How much menu navigation should there be versus on page navigation? Beyond the look and feel, there are four key design choices you can make to aid your inbound marketing - by helping people find you, explaining how you can help them, and helping turn those visitors into leads and customers. We've made a video to show how website design can assist content marketing. For more information, read our article where we lay out the design steps in detail.
Evergreen content is defined differently by many different content experts. Wordstream even wrote a blog post about what evergreen content is where they covered many different definitions. The one we like the best is this one, "continues to be relevant long past its publication."
This article was updated June 2nd, 2017 to reflect changes in features and LinkedIn's User Interface.
LinkedIn designed showcase pages as a way for brands with multiple products and services to create pages dedicated to those diverse offerings. Showcase pages are much more functional than that. They can be used to target any customer or client segment. But there are some rules and some limitations. For example, you can only create showcase page names that aren’t taken. Many people have written about showcase pages. In this article, I’m going to share seven tips we’ve found help our clients create focused, and compelling pages that gain followers, drive traffic and increase conversions.
We recently published an article where we explained why we devote so much time in our campaigns to finding the right keywords. The article lays out the importance of selecting the right keywords, how keywords are used by search engines, and how selecting the right keywords can help drive search traffic to your site. Simply put, the difficulty, and opportunity, with keywords is to find some that are relevant in your industry and describe the products and services you offer, while differentiating your content to search engines. If you do this right, you improve SEO for your content, and your website, and get much more traffic. That article has been so well received we decided to make a companion SlideShare to explain the key points. Enjoy.
We get asked a lot of questions this time of year about how businesses should manage their social media accounts over the end of year holidays. These questions come from non-retail businesses. Retailers are in full swing in social media, and on all their other channels at this time of year. But for other businesses, the landscape is different. As employees take time off, and customers shift to holiday activities and retail shopping, there is often a turn down in web and social traffic, as well as community activity. So, with less traffic, and fewer people to engage, what should you do? In this article I’m going to talk about some options for changing your engagement strategies around the holidays to accommodate work and life realities, and get better results with less stress.
One of the first things we do when we’re launching a campaign is to search for keywords. Many content and digital marketers don’t give this activity the time and energy it truly deserves. How hard can it be? You pick keywords that are popular in your industry, and that describe the products and services you offer. But that’s only half of the equation. The easy half. The problem is, all your competitors are doing the same thing. Which means the keywords you select may be the same ones your competitors are using. The result? Your content gets thrown into SEO indexing algorithms with nothing to make it stand out. When competing against larger, more established brands with a larger online presence, your ranking for those keywords might put you several pages deep in search results. The difficulty, and opportunity, with keywords is to find some that are relevant in your industry and describe the products and services you offer, while differentiating your content to search engines. With some effort, your brand can rank for those keywords and get found at the top of search engine results pages. In this article, I’ll lay out four keyword selection tips to improve SEO in your digital marketing. By doing so you’ll improve your overall SEO, help your content and brand be found online more easily, and drive more traffic to your pages.
Most online marketers agree that an editorial calendar is a must for any organization that's serious about content marketing. I'm going to take that a step further and say just having a spreadsheet, or using Google Calendar, or some other tool that isn't designed specifically to be an editorial calendar puts your brand, and your marketing at a disadvantage. My editorial calendar is the only tool that stresses me out when I don't look at it for more than a day, and the only tool that gives me that zen feeling about the content marketing pipeline for my company and our clients. When we were was using static tools a few years ago I had all of the stress and none of the zen. There are lots of options out there from CoSchedule to ContentDJ and others. We use, recommend, and love DivvyHQ. We put together this infographic to show why you need a true editorial calendar to execute great content strategy. Along the way we'll show you the insights and capabilities that make it an indispensable tool for serious content marketers.
This article was supposed to be about the challenges of community management. I opened my laptop to work on that article, and found that the hard drive it was on had disappeared. From that moment, and for three weeks in one form or another, I was in recovery mode. This article is not disaster recovery 101. I’m not going to talk about backup solutions, recovery strategies or any of that. Suffice it to say, you should have a good, cloud based backup in place. It should be tested periodically, and you should have plans in place to facilitate recovery if data is lost. We had all of those things. What we discovered, however, were gaps in our understanding, and problems with our processes. These issues caused a simple hard drive failure to be costlier and more time consuming than we ever imagined. It forced us to move project deadlines and put some project components at risk. In this article I’m going to walk you through the unexpected problems, the challenges of recovery, and the impact. Finally, I’ll let you know what we’ve done to change our processes, and better prepare for the next recovery.
Almost two years ago now, we published an infographic populated with data from a Lunametrics article. The infographic had stats and facts about Google of interest to marketers, from users, to advertising spend, to mobile use. We decided that it was time to update those stats, and, for extra fun, thought we would add similar stats from Facebook for a comparison. So here it, Google vs. Facebook: facts and stats that every marketer should know:
We spend most of our time helping organizations formulate and execute content strategies, and creating great content. It’s our bread and butter. I’ve read a lot recently, from a number sources, about how organizations should bring content production in-house. The reasons for these opinions fall into one of several common content creation issues, from external authors lacking industry expertise, to agencies ripping off their customers by doing ad buys and not passing along rebates. And, no surprise, there are a lot of issues that can come from hiring external resources to create your content. But making the blanket statement that any organization should bring content production in-house ignores a number of problems can come with that approach as well. Problems that can harm marketing efforts for products and services, or make content marketing completely ineffective. In this article I’m going break down both sides of the issue, then I’ll tell you strategies that can overcome the hurdles on both sides. Let’s get started.