SEO content strategies you may have overlooked
Today we feature five of Heather’s SEO copywriting video how-to’s that address web content planning and strategies which tend to get overlooked – at the cost of traffic and conversions.
From defining your unique selling proposition (U.S.P.) and a customer persona to creating clickable web page titles and resonant tone and feel, discover all that goes into a successful website launch…before the launch!
3 things to consider before a site launch
So you’ve a sexy web design and beautifully written content – you’re good to go, right? Wrong. Find out what’s missing from this picture – three critical elements, in fact – that will make all the difference between whether your site launch succeeds or flops. (Besides what the other videos listed here address).
So what defines you? Creating an irresistible U.S.P.
What distinguishes you from your competition? What makes you unique? Learn what makes for an effective unique selling proposition (U.S.P.) that will appeal to prospective customers and set you apart from the rest.
How to create a customer persona
Just as you need to define who you are by means of a U.S.P., you need to define who your target customer is by creating a customer persona. Listen in as Heather gives examples of customer personas, and discusses how to fine-tune yours so your web content attracts, keeps, and converts!
How to resonate with your readers through web page “tone and feel”
Now you’ve created a customer persona, you need to “speak” to him or her through your web pages’ “voice” – meaning, your site’s tone and feel. Does your web writing resonate with your target audience? Or is it generic – or worse, discordant? Learn how to tweak your web content for reader connection and conversion.
How to write SEO Titles that get the click: 3 tips
The search engine results page is your first conversions opportunity. In answering a reader question about the use of “pipes” in webpage Titles, Heather first explains what “pipes” are, then goes on to discuss preferable, smarter SEO and conversion strategies for creating Titles that will lure the “click” on the search engine results page.
image thanks to Eric__I_E (Eric)
Could your web content use help with quality, optimization, or conversions? Check into my SEO Content Review services for a low-cost, high return Rx!
SEO content marketing roundup, week ending March 13th
March 13, 2013 • written by Laura Crest
Enjoy this week’s picks!
Content Marketing
Lee Odden discusses the rise of the visual web and four tenets of effective content marketing with “The Creative Content Marketing Bar is Higher. Can You Reach It?” at Top Rank.
Michael King discusses “What It Takes To Get Remarkable Content Done” at iAcquire.
Neil Patel discusses “5 Content Marketing Mistakes that Even the Pros Make” at Quicksprout.
Tom Fishburne posts “Why Your Content Marketing Riches Can Be Found in the Niches” at Content Marketing Institute.
Jennifer Horowitz shares online marketing “Productivity Tips” at Level 343.
For online writers debating opening their own business, Heather Lloyd-Martin posts “Should you dive or wade into a freelance copywriting business?” at SEO Copywriting.
Events:
(Kristi Hines lists “10 Great Online Marketing Conferences for 2013” that covers much of what is listed here, plus other events.)
SEO & Search
Reporting on Google’s Amit Singhal’s interview by Guy Kawasaki, Danny Sullivan posts “Growth Of Mobile Search ‘Like Seeing My Second Child Grow’ Says Google Search Chief At #SXSW” at Search Engine Land.
Bharati Ahuja distills the main points of Amit Singhal’s interview with “A Short Summary Of What Amit Singhal Spoke At SXSW conference 2013 in Austin” at WebPro Technologies.
Eric Enge posts “Want to Rank in Google? Build Your Author Rank Now” at Search Engine Watch.
Lauren Litwinka posts the ambitious “How Does Your SEO Measure Up? 852 Supreme Performance Metrics Tips From #SMX” at aimClear.
Citing a recent article by Bill Slawski, Heather Lloyd-Martin posts “Updated: Google snippet trick tips for success” at SEO Copywriting.
Speaking of Bill Slawski (above), his most recent article concerning Google snippets, “How Google is Generating Query Refinements the Orion Way,” is at SEO by the Sea.
Dan Butler shares a comprehensive, resource-rich guide, “Micro Data & Schema.org: Guide To Generating Rich Snippets” at SEO Gadget.
Gabriella Sannino shares an interactive SEO resource with “Our Latest Robust SEO Dictionary… on Steroids” at Level 343.
Annabel Hodges posts “SEO Brand Marketing – Looking Beyond Keywords” at State of Search.
Again reporting from SXSW, Danny Sullivan posts “Bad Merchant? Google May Drop Your Rankings Later This Year” at Search Engine Land.
Greg Habermann discusses accessing more meaningful data with “Top 5 Google Analytics Changes You Might Have Missed” at Search Engine Watch.
Kristi Hines reviews “10 Premium SEO Tools That You Can Try for Free (or Cheap)” at Kikolani.
Siân Killingsworth discusses “What baseball & poultry can teach you about handling SEO clients” at SEO Copywriting.
Amy Teeple advises would-be SEO clients on “How to Avoid Shady SEO & Online Marketing Scams” at ACT Web Consulting.
Events:
Social Media Marketing
“Facebook News Feed Changes” headlines Social Media Examiner’s weekly news.
Catherine Shu reports “Pinterest Launches New Data Analytic Tool For Businesses As It Prepares To Monetize” at TechCrunch.
Also alluding to Pinterest monetization, Greg Sterling posts “Pinterest Analytics: Making The Most ‘Actionable’ Network More Actionable” at Marketing Land.
Ryan Tate posts “YouTube Founder Sees Social Future for Video” at Wired Business | Wired.com.
For those conducting social analytics, Kiko Correa posts “An Easy Way to Automate Your Facebook Reporting Using Pivot Tables” at Portent.
Ted Prodromou shares tips from his book with “Building Your Brand on Twitter” at Entrepreneur.
Events:
(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)
image thanks to mkhmarketing
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What baseball & poultry can teach you about handling SEO clients
March 12, 2013 • written by Siân Killingsworth
Perhaps you’re developing new content or maybe you’re just taking direction and making straightforward tweaks to existing copy, but at some point, your client asks you to do something you know is a bad idea.
Sometimes it’s because your client thinks she is an expert in not only her own business, but yours as well. Sometimes it’s because she’s trying to help but is simply misinformed or has information that’s out of date.
Either way, you know your ideas are going to be the more effective, but you don’t want to risk offending or angering your client by being rude about it.
Here are some tips on championing your own, superior ideas while making your client feel respected, comfortable, and enthusiastic:
If the idea’s a turkey
When the client’s idea is something that clearly won’t work but she is pushing you hard to do it anyway, vent to a disinterested third party before you address it with a client. This way you get to say all the snarky, insulting things you want, and get them out of your system so you can collect yourself before you ruin an otherwise perfectly good client relationship.
One funny example I can share with you is when a former client of mine really, really wanted to publish almost a dozen pages on his website that would feature “articles” brimming with relevant keywords.
He had no intention of publishing content that was well-written, useful, or necessarily relevant to his audience, and he didn’t even have plans to promote the content. He merely wanted to have the keywords all over the website so that, theoretically, the site’s Google ranking would rise.
Of course, anyone who’s read a little bit about Google’s Panda update knows that publishing low-quality content is pretty much worthless. It took me a few deep breaths not to yell about this particularly “fowl” idea.
Don’t be a lame duck
You may be just the hired help, but permitting a client to steamroll you even one time is dangerous because that will set a precedent for the client to do so all the time.
If you believe that the client’s idea will be detrimental to her business, steel yourself to say something. She hired you because she respects your expertise, so now is the time to show it off. Furthermore, you might be held responsible when things backfire down the road, so protect yourself by putting your reservations in writing.
Don’t be chicken either
You should be working on content that you’ll be proud to put in your portfolio, so don’t be afraid to stand up for it.
Your reputation as an effective copywriter could take a beating if you put out material that’s weak, not in keeping with best practices, or otherwise low quality. Don’t let a fear of upsetting your client deter you from raising the issue.
Show off your slugging percentage
Let’s say your client insists you use absolutely perfect schoolmarm grammar despite the fact that her target audience is unpretentious, regular people with average educations. You know that type of language will alienate prospects, so hit the books yourself.
Do your due diligence and provide your client with evidence from your own work with other clients showing how colloquial wording is more effective than flawless grammar.
Three strikes & you’re out
My rule of thumb for persuading a client to drop their bad ideas in favor of my superior ones is borrowed from baseball. You can argue – politely! – no more than three times for your ideas, but if you’re shot down all three times, you have to let it go. Either the client is too stubborn or you need to improve your persuasion tactics!
One last piece of advice: Always allow your clients to explain why they want you to implement their ideas because often the reasons they have can help you lead them to an understanding of why their ideas won’t work and which ones will.
When you know what their reasons are, you can come up with solutions to the problem rather than appear to be arguing for the sake of argument.
About the Author ~ Siân Killingsworth
Siân Killingsworth is a freelance copywriter, content curator, and social media manager. Based in the San Francisco Bay Area, she blogs about marketing for small business at www.sianessa.com and spends a lot of time studying various social media channels to guide her clients with best, freshest marketing practices. When Siân isn’t writing, she enjoys discovering elegant wine bars, traveling, and working on her lifelong quest for the perfect prawn burrito. Find her on Twitter, Facebook, or email her at siankillingsworth@gmail.com.
photo thanks to allygirl520 (allison)
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Should you dive or wade into a freelance copywriting business?
March 11, 2013 • written by Laura Crest
Last week, Heather discussed some questions you need to ask yourself if you think that you want to launch a freelance copywriting business. Today, she addresses how to make the leap!
Typically, freelance copywriters start up their businesses in one of two ways – by just taking the plunge, or by slowing easing into their new enterprise.
Here, Heather addresses the pros and cons of each approach. Tune in to learn which way makes the most sense for you!
The first way: Take the plunge
The first way that people will approach starting up their business is to just take the plunge: they quit their job one day then start their freelance copywriting business the next.
This is the big fantasy about making your new freelance copywriting lifestyle happen. I did this with my business. I was working for a company and I quit with $100 in my pocket.
I started my freelance SEO copywriting business a couple weeks later. For me, taking the plunge was successful – but I was also younger, had fewer responsibilities, and there was a lot more going on at the time to where it stacked the odds in my favor.
For you, it may be a completely different scenario.
So first let’s consider the pros and cons of diving right in…
Pros:
- You can focus 100% on building your business.
You don’t need to worry about having one foot in working at a “real job” and one foot in your business. You can focus.
Cons:
(And these are pretty heavy duty cons…)
- You probably won’t have a stable income for awhile.
Although you will read ads that claim you’ll start making $20,000 in your first month, this is not a typical experience.
In a lot of cases, people are losing money for a few month before they make a profit, because on top of losing your steady paycheck…
- You will have expenses.
You may need to buy a new computer, you will need a website, you’ll need to contact an attorney, get business cards – all of those things that cost money that were covered in the last video.
- It will take time to build your brand (unless you are already established.)
Just because you’re new on the market doesn’t mean that everyone will be thinking “Oooo! I must work with him or her!” It takes some time…and…
This can be highly risky if you don’t have a financial safety net.
If you went through the questions to ask yourself last week (on planning for a successful launch), and thought “Okay, I’ve got money in the bank and I can ride on this for awhile” – cool!
But if you’re already feeling pretty tight, taking the plunge may not be the best way to start off. Instead, you might want to…
The second way: Have a “real job” and freelance in your free time
As with diving right in, here are some pros and cons of wading into launching your business.
Pros:
- You have a stable income while you build your business.
And that is wonderful! So even if your freelancing income goes up and down, you know that you’re getting a paycheck every couple of weeks.
- You can build your business gradually and with less stress.
One of the hardest ways to build your business is when you are scared to death that you’re going to be living under the bridge in a couple of months because you don’t have money to live.
So keeping your “real job” eliminates the stress of financial uncertainty and makes it easier for you because it is…
- Much less risky.
Now, a look at the cons…
Cons:
- You will work long hours.
You’ll be working at your “real job” during the day, only to come home and handle client projects at night.
- It may be hard to communicate with clients.
There may be some clients that you won’t be able to work with because they’ll need to meet with you during your “real job” work hours.
And finally…
- Some employers will not let you freelance.
This is something you’ll definitely want to ascertain, especially if you’re already writing content for your employer.
Although it may be tempting to be sneaky and freelance on the side, figuring no one will find out, and it’s in violation of company policy…well, you could be fired and that’ not a scenario you want!
Ultimately, the option you choose is up to you.
You need to evaluate how much risk you can take, how much money you have in the bank, and how long it’s realistically going to take you to get up and running before you actually start generating the income you need.
Thanks for joining me! As always, if you have a question or comment about this video post – or if you just want to reach out and say hi – I’d love to hear from you! You can email me at heather@seocopywriting.com, or find me on Twitter @heatherlloyd.
image thanks to cliff1066™ (Cliff)
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Updated: Google snippet trick tips for success
March 7, 2013 • written by Heather Lloyd-Martin
I’ve been talking about how to write a meta description and the “Google snippet trick” for a long time. In fact, this blog post originally ran in 2008…
…And now it’s time to update it.
A couple weeks ago, Bill Slawski posted about a patent Google was granted in March 2012. His article, How Google Might Generate Snippets for Search Results is a must-read – and gives us a clue on how we can better construct our content.
Here are some interesting tidbits from the post (italics are mine.)
If there is a page with a lengthy introduction (or an abstract) – and the words in the search query are present – Google may pull the snippet from the start of the page.
If the page has a conclusion – and the words in the search query are present – Google may pull the snippet from end of the page.
Different paragraphs are scored differently – and where the snippet is pulled from depends on the paragraph score. According to Bill’s article, “Other signals, such as the lengths of paragraphs, amount of punctuation, bold and italics, and more can also influence the choice Google makes.”
(For complete information, I encourage you to read Bill’s post. Do it now. I’ll wait.)
Below is the updated post with brand-new info. How does this change the way you’ll write content in the future (or will it change anything at all?) Post your comments below – thanks!
The meta description is like the Title’s trusted sidekick.
Batman had Robin. Sherlock Holmes had Watson. The Title has the meta description. The Title helps the page position in the search engines (and if it’s written correctly, it is also written like a enticing headline.) Yet, it’s the meta description that truly tells the story. It serves as a “tease,” giving your readers a taste of what the landing page is about.
SEO writers love to sweat over their meta descriptions. After all, it’s a great place to highlight important benefits and drive click-through. But there’s one catch: More often than not, instead of the submitted description, Google displays a “snippet” of text that appears around the search term.
That means that your carefully crafted descriptions (where you’ve painstakingly outlined your benefits and calls to action) don’t show on the search engine results page. Rather, Google takes a “snippet” of text that appears around the search term (like this):
Feeling frustrated and want to curse out the Google gods? Relax. This is a situation that you can (kind of) control. You just have to know how Google works.
The key is using your keyphrases in a very specific way that increases the probability of a good description – even if it is in a snippet form.
(And by “good,” I mean the description includes a call to action, a phone number, a benefit – anything that would encourage click-through.)
Please note that these tips provide general guidelines about how to “look” at your copy a certain way, and how to tweak your writing accordingly. This isn’t meant as a “must-follow-at-any-cost” formula, nor am I advocating a certain keyphrase density.
- Review the keyphrase focus for the page
Chances are, you have two “main” keyphrases, and up to three “bonus” keyphrases. Yes, you’ll want to exact match the keyphrase (you don’t need to overdo it, according to this video.) Mixing and matching the individual words in the keyphrase works, too.
- Use your most important keyphrases in your headline/subheadlines
Headlines should be benefit-rich, reader-savvy and oh-so enticing. And yes, they should also include a keyphrase whenever possible (maybe even two keyphrases if you can make them flow and fit.) Remember, people will quick-scan your headlines before diving into your content, so how you write them counts.
- Think “snippet text” as you’re writing/editing
Remember, the words around the search query appear as part of the Google snippet. Whenever possible, you’ll want a benefit statement, call-to-action or an interesting fact near the first instance of your main keyphrases. That way, there is compelling snippet text that could entice the reader to click through from the search results page and read more.
- Try to include your second most important keyphrase within your first couple paragraphs
This is typically very easy to do. If you can’t include the exact match keyphrase, try to include the individual words within the keyphrase.
- If it’s possible to include any “bonus” keyphrases in the first couple paragraphs, do it
(But not at the expense of your copy.)
The same “rules” apply – whenever possible, use the keyphrases in a way that would be compelling in a snippet.
- Include keyphrases throughout your body copy, including synonyms and keyphrase variations.
Yes, you can include synonyms – which often makes the copy much easier to write (plus, it helps the copy read much more naturally.) Here is some additional information on why synonyms are your friends.
- Don’t forget to add keyphrases towards the end of your document
If Google doesn’t pull the meta description from the beginning, it may pull it towards the end (especially if you have a longer conclusion.)
- VERY IMPORTANT POINT
If you find that adding keyphrases (or a variation of them) makes your copy read funny – delete them. The purpose of the Google snippet trick isn’t to destroy your content in favor of (possibly) getting a great Google snippet. The purpose is to control what you can control around your meta description – and try to tilt the odds in your favor. DO NOT randomly add keyphrases “just because.”
Be warned — the Google Snippet Trick doesn’t always work – and where Google pulls the snippet is based on many factors. But it works often enough (and is easy enough to do,) that implementation is a snap.
And heck, it allows you to somewhat control a previous uncontrollable situation (what Google includes as the description.) What could be better?
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SEO content marketing roundup, week ending March 6th
March 6, 2013 • written by Laura Crest
In other social media marketing headlines, Facebook will be holding an event tomorrow to debut its Newsfeed makeover, and Instagram boasts quantum growth as it reaches 100 million users.
Meanwhile, content marketers discuss the relative ROI among different marketing channels, the pros and cons of brand evangelism, blogging, and effective presentations.
Enjoy this week’s picks!
Content Marketing
Citing a recent CopyPress study, eMarketer posts “Which Content Marketing Tactics Get the Best ROI?”
Marketing Sherpa’s weekly research chart looks at marketers’ perceptions of their email marketing ROI.
Ritika Puri posts “Why Content Should Always Align with Brand Sales Goals” at The Content Strategist.
Nick Stamoulis discusses the complexity of the larger firm’s buying cycle with “Does your B2B content strategy target all the key influencers?” at SEO Copywriting.
Andy Betts reviews Lee Odden’s SES London presentation with “Creative Content Marketing: Winning Hearts, Minds & Wallets” at Search Engine Watch.
Dan Tynski discusses “The Top 6 Reasons You’re Failing at Content Marketing” at the BuzzStream Blog.
Pawan Deshpande posts “4 Content Curation Tips You Can Take from Brand Success Stories” at Content Marketing Institute.
Chris Winfield discusses the value he’s found in using open data for content creation brainstorming and research with “Harnessing Open Data: 4 Resources To Get You Started” at Marketing Land.
David Teicher discusses “21 Startups and 4 Trends You Need to Know Now (Content, Commerce, Big Data and Smart Interfaces)” at Ad Age | digital.
Erin Pritchard posts “Taking Shape with Content Marketing (Why Creating Custom Content Is Important For Your Business)” – an infographic – at Vertical Measures.
Amanda Sibley posts “What in the Heck Is Co-Marketing?” at HubSpot.
Roger Dooley discusses “The Dark Side of Reader Comments” at Neuromarketing.
Demian Farnworth discusses “Why Google+ Is the Best Social Platform for Content Marketers” at Copyblogger.
Citing compelling research on blog formatting, readability, and credibility, Heidi Cohen post 31 elements to get your blog on track with “Blogging: Content Is Not King.”
Doc Sheldon warns “Don’t Let the Wrong Person Handle your Company Blog” at Level 343.
Lee Odden shares 10 savvy tips with “Optimize Conferences: 10 Killer Ways to Become a Conference Content Machine” at OptimizeBook.
Ian Lurie shares his webinar video and slides, “30 Tips for Awesome Presentations,” at Portent.
Renee Warren posts “The Ultimate Guide to Customer Acquisition” at KISSmetrics.
Jennifer Horowitz discusses “Creating Customer Evangelists” at Level 343.
Taking a contrary view is Jonathan Salem Baskin, asking “Is the Brand Evangelist Really the Marketer’s Friend?” at Ad Age | cmo strategy.
Michele Linn captures no less than “60 Memorable Tweets from Content Marketing World Sydney 2013 [Day 1]” at Content Marketing Institute.
Hartley Brody posts “How to Approach the Creation of Viral Marketing Content” at HubSpot.
Rae Hoffman discusses “Six Components Of A Killer Personal About Page” at The Sugar Rae Blog.
Events:
(Kristi Hines lists “10 Great Online Marketing Conferences for 2013” that covers much of what is listed here, plus other events.)
SEO & Search
Citing Google’s Inside Search announcement, Danny Sullivan posts “Google Releases Interactive Infographic: ‘How Search Works’” at Search Engine Land.
Referencing Google’s How Search Works “Fighting Spam” feature, Danny Goodwin posts “Google’s Live Spam Screenshots Highlight ‘Useless’ Web Pages” at Search Engine Watch.
Barry Schwartz reports that as part of its How Search Works interactive infographic, “Google Publishes Its Search Quality Rating Guidelines For First Time” at Search Engine Land. (Schwartz also provides the link to the Rating Guidelines downloadable pdf in his post.)
Adam Stetzer posts “Interflora Google Penalty, Advertorials & SEO Content Marketing” at Search Engine Watch.
Panda slapped this time around? Vanessa Fox posts “Your Site’s Traffic Has Plummeted Since Google’s Panda Update. Now What?” at Search Engine Land.
Bill Slawski posts “Why Google May Change Search Result Snippets” at SEO by the Sea.
Sujan Patel discusses “3 Ways to Make Your SERP Listing Stand Out” at Search Engine Journal.
Ken Lyons discusses the “seismic shift in content attitude” among SEO and search marketers in “Dramatically Raise the Value of Any Piece of Content with These 27 Tactics” at Search Engine Watch.
Annie Cushing discusses “How To Get Full Referral & Content URLs From Google Analytics” at Search Engine Land.
Josh McCoy posts “How to Configure & Track Google Analytics Goals for SEO” at Search Engine Watch.
Joanna Lord asks “When It Comes to Analytics, Are You Doing Enough?” at SEOmoz.
Eric Tsai discusses “How to Get Into Big Data Analytics” at DesignDamage.
Rebecca Murtagh posts “Social Signals & Search – Reading the Tea Leaves” at Search Engine Watch.
Rand Fishkin discusses usability and SEO in his latest SEOmoz Whiteboard Friday presentation, “UX Myths That Hurt SEO.”
Greg Sterling posts “Flush With New Cash, Structured Data Engine FindTheBest Ready To Make Its Move” at Search Engine Land.
Meghan Lockwood posts “6 Parts of Your Marketing You Should Always Be Optimizing” at HubSpot.
Purna Virji posts “Conversion Rate Optimization the Right Way: Tying in Qualitative Data” at Search Engine Watch.
Neil Patel posts “What Makes a Great SEO Proposal?” at Quicksprout.
Events:
Social Media Marketing
Lee Odden posts “Social Media Shakeout (Where Twitter, Facebook, LinkedIn and Google+ stand in 2013)” at Target Marketing Magazine.
Citing The Google+ Developers Blog announcement, Tim Peterson posts “Google Offers Social Sign-In Alternative to Facebook” at AdWeek.
It happens tomorrow: Matthew Panzarino reports on Facebook’s plan to redesign its news feed with “Facebook holding an event to show off a ‘new look for News Feed’ on March 7th” at The Next Web.
Instagram co-founder Kevin Systrom reports on the company’s explosive growth with “Instagram Today: 100 Million People” at the Instagram Blog.
One million followers (for real): Nick Besbeas posts “What HP’s 1 Million LinkedIn Followers Means for Marketers” via infographic at the (Official) LinkedIn Blog.
Ashley Zeckman posts “Feeling Lost In LinkedIn? 5 Elements of An Optimized LinkedIn Profile” at TopRank.
Ginny Marvin reports “Twitter Likes Promoted Tweet Results, Pushes Brand Surveys Out of Beta” at Marketing Land.
Jason Miller posts “Measuring Your Social Media Efforts” at the Salesforce Blog.
John Cade posts “How to Do a Social Media Competitive Analysis” at Social Media Today.
Josh Constine reports “Facebook Lets Advertisers Tap Purchase Data Partners To Target Customers, Categories Like Car-Buyers” at TechCrunch.
Cotton Delo posts “In Atlas Deal, Facebook Gets Serious About Measuring Ads (Says Deal Is About Measurement, Not an Ad Network)” at Ad Age | digital.
Facebook engaging in cyberbullying? Jeff Bercovici posts “Facebook Hits Back at New York Times’ Bilton Over Post-Suppression Claim” at Forbes.
Relating the original Facebook vs. NYT saga, Greg Finn posts “Facebook Fact Checks The New York Times Claim To Lower Organic Engagement” at Marketing Land.
Brian Solis posts “No Business is Too Big to Fail or Too Small to Succeed – Sobering stats on business failures” at his blog.
Neil Patel posts “Dealing with Social Media Criticism: Deflect, Defy, Defend?” at KISSMetrics.
Martina Simon posts “A Guide on How to Not Suck At Social Media Campaign Marketing!” at Jeff Bullas’s Blog.
Kristi Hines lists “16 Ways Businesses Are Using Twitter Vine” at Social Media Examiner.
Events:
(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)
photo thanks to Danny Sullivan
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Does your B2B content strategy target all the key influencers?
March 5, 2013 • written by Nick Stamoulis
This section in particular really stuck with me:
Claim: Decision-makers don’t spend their time online researching products and services…The idea is that the typical C-suite executive doesn’t spend his or her time online reading blogs, conducting searches in Google, or participating in social media.
Rebuttal: Decision-makers are influenced by online channels when it comes to purchasing decisions…Even if a C-suite executive doesn’t spend a lot of their time reading blogs, using social media, and conducting research online, that doesn’t mean there aren’t others within their company who are doing those things. And chances are, these people have some level of influence on the decisions of those C-suite executives.
The B2B content marketing challenge: multiple influencers throughout the buying cycle
A lot of B2B companies struggle with content creation in one way another, whether it be coming up with topics to write about or having a hard time publishing a steady stream of content. Either way, most B2B companies realize the importance of content marketing but some still struggle with the actual implementation.
One of the most common issues I see is that B2B content marketing doesn’t take into account all of the possible influencers, nor each stage of the buying cycle.
B2B content marketing campaigns might be too heavily weighted at the beginning of the buying cycle, which is great for driving information-seeking visitors to your site, but not as good at actually converting them. Or, they are too heavily weighted at the end of the buying cycle, so companies are missing the opportunity to connect with potential customers early on.
For instance, say your company sold various enterprise software products. Your end decision maker is probably the CIO or CTO, right? But is that CIO the one actually doing the grunt work and investigating all the possible vendors out there? Probably not.
Perhaps the Director of IT is the one that does a lot of the leg work and presents the CIO/CTO with the top few choices. But is the Director of IT the only one involved in the research and information gathering process? Again, probably not.
A B2B content strategy scenario…
Say one of the products your company offered was a contact center software product. The CIO isn’t the one actually using that product, your enterprise’s contact center agents are. But they don’t have the authority to make a buying decision, so they turn to their contact center manager with their needs/complaints about their current system.
The contact center manager in turn might look up the chain of command to the Customer Experience Executive or the Chief Customer Office, and explain why/how a new contact center software solution can help improve the customer experience. They, in turn, have to get the okay from the CTO or CIO to make sure this new software will work within their existing system that in turn might have to check-in with the CFO to get the budget approved.
Each person, from the contact center agent all the way up to the C-suite, can influence the final decision in one way or another, and each individual is looking for different pieces of information.
The call center agent wants to make sure that your software will actually make their jobs easier, not harder. The contact center manager wants to know that your software will easily integrate and “play nice” with other applications already being used so their agents don’t have to waste time learning a new program.
The CCO wants to see how a software program can actually impact the customer experience and everyone wants to know how spending money on new software will help them make or save money in the long run.
Content marketing that targets all of the influencers
Does your B2B content marketing campaign hit each of those influencers and their needs? If not, you’re missing out on valuable opportunities to connect with and influence each member of your target audience.
In a large enterprise, unlike a small business, no one person makes a decision that impacts the rest of the company on his or her own. Many B2B sales and buying cycles are extremely long and involved, and require a substantial monetary investment from your potential clients.
You don’t want them to have any lingering questions or doubts regarding your product or company, and your B2B content marketing campaigns are how you answer those questions.
About the Author ~ Nick Stamoulis
Nick Stamoulis is the President of Brick Marketing, a Boston-based search marketing firm that specializes in B2B SEO services. With over 13 years of industry experience Nick Stamoulis shares his SEO knowledge by writing in the Brick Marketing Blog and publishing the Brick Marketing SEO Newsletter, read by over 120,000 opt-in subscribers.
photo thanks to Robert Gaal
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SEO content marketing roundup, week ending February 27th
February 27, 2013 • written by Laura Crest
The SEO and search community marks the second anniversary of Google’s Panda update, and discusses PageRank, related paid links penalties, a new twist on Google’s search snippets, and post-Penguin linking strategy.
Content marketers discuss increasing big data, mobile and social influences on the industry, while the social media community studies user demographics among networks and building Google+ authority.
Enjoy this week’s best of the web!
Content Marketing
Angie Nikoleychuk likens the characteristics of effective content with the characters of Criminal Minds with “Content Criminal Minds: Why your content needs a BAU” at SEO Copywriting.
Lee Odden shares “3 Essential Content Curation Best Practices to Boost Content Marketing Performance” at TopRank.
Lindsey Weintraub posts “The Content Curator’s Toolbox” at Social Media Today.
Stuart Thomas talks big data and more with “10 big mobile trends to look out for in 2013” at memeburn.
The impact of mobile and social media is evident in Marketing Sherpa’s latest weekly research chart: “New email marketing developments for 2013.”
Joe Lazauskas predicts a power shift in content marketing from agencies to publishers with “Publishers Poised to Become the New Agencies” at The Content Strategist.
In another content publishing thread, Charlotte Woolard reports “Publishers focus on centralizing mobile strategy to meet brand needs” at BtoB Online’s Media Business Magazine.
Michele Linn shares a video post, “B2C vs. B2B Content Marketing: 3 Experts in The Big Debate,” at Content Marketing Institute.
Beth Hayden posts “How to Find Keywords that Work for Your Content Marketing Goals” at Copyblogger.
Erin Pritchard discusses “Content Strategy: The Best Ways to Optimize Your Content” in a video post at Vertical Measures.
Isla McKetta shares “The Secret Backstory of Portent’s Content Idea Generator” in a fun (and informative) post at Portent.
Jennifer Horowitz shares witty marketing “Inspiration…Lessons…Wise Words” at Level 343.
Seth Godin discusses his influencers with “Witnessing internet genius-–plus Joni” at his “sethgodin’s Lenses” Squidoo site.
Becky Gaylord posts “Content Best Practices: Zap Jargon with These Foolproof Steps” at Social Media Today.
Mark Schaefer posts “What comes after content marketing? Here are four ideas.” at {grow}.
Rob McCarthy posts a how to on “Conducting a Website Content Audit” at CMS Wire.
Beth Morgan addresses the fundamentals with “How to Make a Landing Page That C.O.N.V.E.R.T.S.” at KISSmetrics.
Mona Elesseily discusses “3 Neuromarketing Considerations For Landing Page Optimization” at Search Engine Land.
Oli Gardner poses “[How to] Use Design Principles to Increase Conversions” at Unbounce.
For beginners, Rebecca Churt posts “How to Design a Site Structure Visitors AND Search Engines Love” at HubSpot.
David Wallace shares a Marketo infographic on “The Evolution of Modern Marketing Automation” at Search Engine Journal.
Events:
(Kristi Hines lists “10 Great Online Marketing Conferences for 2013” that covers much of what is listed here, plus other events.)
SEO & Search
Reporting from SES London, Greg Jarboe posts “Meaningful SEO Metrics: Moving Beyond PageRank” at Search Engine Watch.
Citing Google’s Matt Cutts’ Webmaster post, Barry Schwartz reports “After Penalizing Interflora & UK Newspapers, Google Warns Against Advertoirals” at Search Engine Land.
Also referencing Google’s penalties for paid advertorials, Aaron Wall posts “Don’t Buy Link Rich Advertorials (Unless You’re Google)” at SEO Book.
And still speaking of PageRank, Barry Schwartz reports on Google’s Matt Cutts’ Webmaster Help video with “Google: PageRank Dilution Through A 301 Redirect Is A Myth” at Search Engine Land.
Bill Slawski discusses an intriguing search development with “How Google Might Generate Snippets for Search Results” at SEO by the Sea.
Julie McNamee continues her exhaustive tracking of SES London with “SES London 2013: 214 Top tips and takeaways” at Wordtracker.
Nathan Safran discusses the well-rounded SEO professional with “We Need More Full Stack SEOs” at Search Engine Watch.
Panda’s two-year anniversary is marked by a series of three posts by Matt McGee, the last of which is “Google Panda Two Years Later: 5 Questions With HubPages CEO Paul Edmondson” at Search Engine Land.
In the second of the series, McGee posts “Google Panda Two Years Later: The Real Impact Beyond Rankings & SEO Visibility” at Search Engine Land.
McGee’s first of the series is “Google Panda Two Years Later: Losers Still Losing & One Real Recovery” (at Search Engine Land).
In a loosely related post, Jenny Halasz posts a reality check with “How To Stop The Panic Before Asking ‘Have I Been Panda Slapped?’” also at Search Engine Land.
Peter Da Vanzo posts “Post-Panda: Data Driven Search Marketing” at SEO Book.
Lauren Litwinka shares “Graph Search, Google+, & SEO: Pertinent Considerations From Aaron Friedman” at the aimClear blog.
Ruud Hein posts “Larry Page On How To Become Part Of The Google+ Knowledge Graph” at Search Engine People.
Michael Gray makes a convincing case for “Why You Should Blog Less and Update More” at his Graywolf’s SEO Blog.
Mike Wilton posts “Stop Demonizing Every SEO Tactic That Gets Abused” at Search News Central.
Jason Acidre thoroughly explains “10 Types of Links that Really Matter and How to Get them” at Kaiserthesage.
From SES London, Kevin Gibbons shares “Think Before You Link! Defensible Link Building in a Post-Penguin World” at BlueGlass.
Nick Stamoulis posts “How Much Longer Will Your ‘Easy’ Link Building Tactics Really Work?” at Search Engine Guide.
Sujan Patel shares a “Step-by-Step Guide to Qualifying Your Backlink Sources” at Search Engine Journal.
Also noting Panda’s 2-year anniversary is Eric Ward, posting “The Link Shrink Is In: Is Starting Over The Best Option?” at Search Engine Land.
Citing a new report from Computerworld (and Bill Slawski’s insights), Chris Crum posts “Are These Google’s Ranking Signals For Google News?” at WebProNews.
In a related thread, Jeff Bercovici discusses “Why Publishers Need to Stop Worrying and Learn to Love Google” at Forbes.
And yes, more does not mean better in video, either: Greg Jarboe posts “How Long Should a Video Be? Long Enough to Reach a Point” at ReelSEO.
Citing Google’s AdWords Enhanced Campaigns, Dave Ragals posts “How to Combine Your Online Marketing Technologies Effectively & Efficiently” at Search Engine Watch.
Andrew Zahomacky discusses “Google’s Enhanced Grip On Advertisers” at Blue Fountain Media’s ROI Factor.
A deep dive into big data, ROI calculations, and analytics: Avinash Kaushik and friend Jesse Nichols combine their talents with “Excellent Analytics Tip #22: Calculate Return On Analytics Investment!” at Occam’s Razor.
Eric Enge posts “Misuse of Big Data Can Cost You at the Cash Register” at Stone Temple.
Bharati Ahuja provides all the information and links you need to win a free pair of those cool Google glasses in “The Google Glasses Project – The Future Technology” at WebPro Technologies.
Events:
Social Media Marketing
“Twitter Ads API” headlines Social Media Examiner’s weekly news.
Citing aimClear’s Marty Weintraub’s SES London keynote, Andy Betts posts “8 Ways to Optimize for Humans: The Art of Data-Driven Social Marketing” at Search Engine Watch.
Lindsay Schleisman posts “Search Savvy: Top 6 Search Operators for Online PR Pros” at aimClear.
Richard Kirk shares “18 Social & Local Marketing Ideas Based on the Consumer Journey” at Search Engine Watch.
Shea Bennett posts an infographic on “How People Use Social Media Around The Word (And What This Means For Marketers)” at AllTwitter.
Citing new data from Pew Research, Lenna Garibian posts “Social Network Demographics: Twitter, Pinterest, Instagram, Facebook” at MarketingProfs.
Demian Farnworth shares “Seven Ways Writers Can Build Online Authority with Google+” at Copyblogger.
Christopher Penn explains exactly “How to set up Google+ authorship” at Shift Communications.
Gini Dietrich cites Christopher Penn’s post (above) and expands on Google+ authorship with “Eleven Steps for Setting Up and Using the Yoast SEO Plugin” at Spin Sucks.
Bharati Ahuja discusses “The Technical Anatomy, Basics And Beauty Behind A Tweet” at WebPro Technologies.
Tara Urso posts “Create a LinkedIn Company Page: Step-by-Step Instructions” at Social Media Today.
Andrew Nattan posts “The Great Google+ Swindle” at Unmemorable Title.
Google+ pokes Facebook’s Open Graph? Chris Crum reports “Google Launches Google+ Sign-In, Calls ‘Frictionless’ Sharing Spammy” at WebProNews.
Angie Schottmuller posts “Social Media ROI: 14 Formulas to Measure Social Media Benefits” at Search Engine Watch.
Jay Baer shares “The 2 Ingredient Recipe for the Social Media Magic Middle” at Convince & Convert.
Amy Porterfield posts “How to Generate Leads With Video Marketing” at Social Media Examiner.
Nathan Mendehall posts “EdgeRank’s Newest Factor: Negative Feedback” at Social Media Today.
Events:
(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)
photo thanks to Thomas Leuthard
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Content Criminal Minds: Why your content needs a BAU
February 26, 2013 • written by Angie Nikoleychuk
The Behavioral Analysis Unit (BAU) uses someone’s behaviors and character traits to predict their actions. And like the show’s characters, I’ve made a career out of analyzing and using people’s behaviour. I just use it to influence their actions rather than arrest them.
Introducing Your Personal Content BAU
You may be the only content person in your business, but your content still needs a range of characteristics to be successful. Leave one out and the quality of your content will fall. How you integrate these characteristics and what you do with them will depend on the behavior of your target audiences. (That’s another book…er… post on its own.)
Ready to meet your content BAU?
Management, Organization, and Focus
Successful content creation requires a no-nonsense leader, too. Each piece you create has to be complete (introductions, summaries, META data, call-to-action phrases, etc.), and gone over by a ruthless editor.
Formatting, Confidence, and Community Dedication
Regardless of what industry you’re in, your content strategy should “be pretty” (contain a mix of text, images, and videos and have a balanced layout).
Your content should be pretty, too. Everything should be easy to navigate, easy to read, and include whitespace and images. It should be relatable and confident.
And don’t forget: Successful content is rarely self-serving. It should enrich the lives of your readers by providing them with information, entertainment, and solutions, not just advertise and push concepts.
Promotion and Communication
To add JJ to your content BAU, dedicate time to reputation management, audience interaction, and outreach programs. Make sure your message gets to the right people in the right way and always presents the right image for your business.
Facts and Information
While Spencer can often go a bit overboard (you might want to avoid that), his facts are irrefutable and usually pivotal to solving the case. By adding a little (or a lot) of Reid to your content and content strategy, you can have the same reputation. Fact check, fact check, fact check!
Lastly, Reid would never waste time on things that have no value, so why should you? Make sure each marketing effort is earning you some kind of ROI.
Fun, Balance, and Standing Out
It’s ok to provide serious content like news items and informational/instructional content, but you also need to have fun and show some personality. The stronger and more unique your personality is, the more you’ll stick out, which means you’ll get noticed and be remembered.
Passion and Class
When you’re passionate about something, it shows no matter how hard you try to hide it. Passion will keep your readers enthralled and make sure you’re always doing your best. Rossi’s class, charm, and insightfulness will reflect well on your business and encourage readers to see you as the expert you are.
Who will be part of your content Behavioral Analysis Unit? And the important question: Who is your favorite Criminal Minds character?
About the Author ~ Angie Nikoleychuk
Angie Nikoleychuk is the senior copywriter, consultant & strategist at Angie’s Copywriting Services. She specializes in link bait creation, content strategies, and content optimization. Like to learn more about creating effective link bait? Check out her book entitled Copywriting Master Class: Creating Successful Link Bait.
Criminal Minds images courtesy of Wikimedia
photo thanks to California Cthulu (Will Hart)
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SEO content marketing roundup, week ending February 20th
February 20, 2013 • written by Laura Crest
Perhaps it’s best to describe this roundup simply as a rich banquet featuring all your favorite online marketing entrées: SEO and search, content and social media (with events as the dessert). Meant to be savored and digested slowly, dinner is served – indulge yourself with this week’s choice selections!
Content Marketing
Citing its 2013 U.S. Digital Future in Focus report, comScore’s Carmela Aquino posts “Putting the Digital Future in Focus: Key Trends that Will Shape the U.S. Digital Industry in 2013.”
Elisa Gabber posts an exhaustive, link-rich list of “Content Marketing Skills: 50 Things Every Content Marketer Should Know” at WordStream.
Lee Odden discusses “3 Reasons Video Must be Part of Your Marketing Mix in 2013” at Watch.tv.
Katie L. Fetting makes a compelling (and witty) case for “Why Tom Cruise Should Be Your Content Strategist” (infographic plus post) at Portent.
Rebecca Corliss discusses “15 Metrics Every Marketing Manager Should Be Tracking” at HubSpot.
MarketingSherpa’s weekly research chart is around “Top analytics objectives for 2013.”
Mobile web traffic usage and trends for 2013 are shown via “Infographic: How Mobile is Changing Business” at KISSmetrics.
Mark Sherbin posts “7 Brand Storytelling Lessons You Can Learn from Ron Howard” at Content Marketing Institute.
Angie Nikoleychuk talks consumer psychology with “Telling Someone What to Do: Bad for Productivity, Good for Marketers?”
Jeffrey Russo posts “How Context Strengthens Your Entire Marketing Funnel” at HubSpot.
Heather Lloyd-Martin posts “Write a (good) blog post in 1 hour – here’s how!” at SEO Copywriting.
Lee Odden discusses web presence with “Is Finding Your Business Blog a Mystery? 3 Tips for Blog Promotion & Findability” at TopRank.
Neil Patel features Google’s Matt Cutts’ YouTube answer to a linking strategy question posed by AJ Kohn with “Don’t Accept Guest Posts Unless You Follow These 7 Rules” at Quicksprout.
Sianêssa Killingsworth discusses small business websites with “What Pages Does Your Website Really Need?”
Jakob Nielsen discusses quality assurance (versus control) as a better approach to website design usability with “QA & UX.”
Carrie Cousins discusses usability and reader interactivity with “Design Your Website for How People Read” at Designmodo.
Brian Massey, Tim Ash and three others are featured in “5 Conversion Experts Scrutinize a Universal Orlando Landing Page” at Crazy Egg’s The Daily Egg.
Events:
(Kristi Hines lists “10 Great Online Marketing Conferences for 2013” that covers much of what is listed here, plus other events.)
SEO & Search
Julie McNamee posts “SES London 2013: 84 Top tips and takeaways (and counting) at Wordtracker.
Eric Enge interviews Microsoft’s director of search with “Graph Search & Social Search With Bing’s Stefan Weitz” at Stone Temple.
Michael Gray discusses “The Role Social Media Plays In Crawling a Website” at his Graywolf’s SEO Blog.
Citing recent data from the 2013 Edelman Trust Barometer, Matt McGee reports “Search Engines More Trusted Than Social Media For News & Information [Study]” at Search Engine Land.
MarketingCharts reports “Search Still Drives More E-Commerce Traffic, Higher Order Values Than Email, Social.”
Don Pathak shares “Important SEO Habits to Adopt for Post Panda-Penguin Era Survival” at Search Engine Journal.
Jennifer Horowitz walks us through the tedium with “Link Analysis: an important part of SEO” at Level 343.
Chuck Price explains “How to Conduct a Link Audit” at Search Engine Watch.
Julie Joyce discusses “3 Ways to Measure Link Building ROI,” also at Search Engine Watch.
Will Critchlow discusses “Meaningful SEO Metrics” at SEOmoz.
Brian Dean posts “Love it or Hate it, There’s No Doubt That Google Prefers Brands” at Search Engine Journal.
Aaron Wall discusses “Growing the Search Pie” and “Identity vs. Irrelevance” at SEO Book.
Pete (Dr. Pete) Myers explains the “Secrets of the 7-Result SERP” at SEOmoz.
Jill Whalen discusses “Merry-Go-Round Sites” (“When Websites Don’t Provide What They Say They Will”) at High Rankings Advisor.
Kimberly Krause Berg discusses why “Making User Friendly Web Sites is an Internet Marketing Strategy” at Internet Marketing Ninjas Blog.
For those new to SEO, Dave Davies posts “A Guide to Getting Started With Analytics” at Search Engine Watch.
Hollis Thomases reveals “8 Hidden but Powerful Google Tools for Business” at Inc.com.
Matt McGee posts “Old SEO Tools vs. New SEO Tools” at Small Business Search Marketing.
David de Souza shares “4 Under The Radar Keyword Research Sources You Can Use To Find Hidden Gems” at Search Engine Land.
Amanda DiSilvestro poses the question “Website owner or writer: which should optimize content?” at SEO Copywriting.
Ian Lurie gets his geek on with “How To Build Your Own Enterprise SEO Datastore” at Search Engine Land.
On the other end of the business spectrum, Andrew Shotland posts “20+ Signals That Make Your Business Easier To Find in Local Search Engines,” also at Search Engine Land.
Doc Sheldon discusses the necessity of client cooperation with website troubleshooting with “Working in a Vacuum” at Level 343.
Events:
Social Media Marketing
Ryan McGrath posts “Social Media #SOS: How Keeping Up With The News Can Help Avoid Brand Disasters” at the aimClear Blog.
“Slideshare Email Tracking” headlines Social Media Examiner’s weekly news.
Roger C. Parker posts “12 Months of Content Marketing Ideas for SlideShare” at Content Marketing Institute.
Jennifer Van Grove reports “Facebook prepares to amp up its ad war with Google with Atlas” at c|net.
John McDermott posts “Startup LocalResponse Targets Twitter Conversations With Display Ads” at Ad Age|digital.
Greg Jarboe interviews Nan Dawkins, founder of Social Snap, with “Social Snap: The Sharpest Social Media Analytics Tool in the Shed” at ReelSEO.
Michael Stelzner’s weekly expert podcast features TopRank’s Lee Odden, “Search and Social: What Marketers Need to Know About the Changing Landscape” at Social Media Examiner.
Brian Solis posts “The 5 Pillars of New Media Strategy: There is no box!”
Cheryl Burgess posts “18 Experts, an Infographic and a New Book will Convince you that Social Media Networking is Serious Business!” at Blue Focus Marketing.
A sleeping giant? Ric Dragon posts “Something Has Changed At LinkedIn” at Marketing Land.
Amy McCloskey Tobin posts “A Triberr Confessional” at Spin Sucks.
Citing a Pew Internet report on 2012 social media user demographics, Camille Bautista reports “Social Media Users Say Pinterest Is as Popular as Twitter” at Mashable.
Mitt Ray posts “4 Ways to Succeed With Your Pinterest Brand Page” at Jeffbullas’s Blog.
For businesses just beginning with social media, Mackenzie Fogelson posts “How to Identify an Online Community for Your Business” at SEOmoz.
Chris Treadaway posts Facebook’s Graph Search Review, How it Works” at Social Media Examiner.
Ashley Zeckman discusses social media influence with “Social Media Night Out: 8 Tips To Get You Through The Evening” at TopRank.
Events:
(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)
image thanks to Faith Goble
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