We’ve all heard the stats: This year, marketers plan to produce 70 percent more content than they did in 2015. Content marketing has become the most significant part of the marketing mix and is showing no signs of slowing down. However, brands and agencies often still struggle to really define their ROI. One primary challenge facing many organizations is the lack of understanding of what they should be tracking in the first place. As content marketing has continued its growth and popularity, the technology used to track and measure performance has exploded. Marketers now have hundreds of different data points they can be looking at around one piece of content, but not all metrics are created equal. What are your content campaign goals? The key to solving the content performance challenge starts with having a very clear understanding of what you hope to accomplish with each campaign. For many organizations, main goals typically include brand recognition and exposure, increased … [Read more...] about How to measure the true performance of your content
Any successful SEO strategy still requires a promotional component — something that builds your business’ reputation and visibility while also netting you links to your website. Yet, we still live in a world where most businesses don’t truly engage in content marketing. In today’s post, I am going to outline how you can get started with such a campaign. Whether you are in a large enterprise or a small business, it can be difficult to launch a large-scale campaign. While the enterprise has a larger overall marketing budget, the money in that budget is tightly allocated and is likely already spoken for. Pulling a big pile of dollars out to spin up a major content marketing effort is just not going to happen overnight. The big advantage that a small business has is that once the decision to pursue content marketing is made, making it a priority is quite a bit easier. However, the total number of dollars in the budget is probably still limited. In either scenario, … [Read more...] about Your First Steps In Content Marketing
In my last column, I discussed how to create linkbait by writing about other people. Shari Thurow made a comment that fits in perfectly with an idea I had about finding ways to expand existing content and better market the byproducts of your business: “Instead of linking to the link-bait article, I’ll write my own POV (point of view) in the proper context and promote it elsewhere.” Shari’s idea was to respond further to interviews by writing more on her own site. This allows you to clarify any statements you made that were possibly taken out of context or misquoted, for example. But, I think we can use that idea for much more. Businesses Do It Businesses make use of byproducts all the time. Furniture companies resell their waste sawdust, for example, and we heated our house this winter using “bricks” made from that exact type of substance. There was even a fantastic article recently about a civil engineering professor who has found a way to create an … [Read more...] about Are You Taking Advantage Of Content Byproducts?
News publications having “sponsored content “deals are on the rise, and Google’s apparently concerned enough that it’s issued a warning today that publishers should keep such content out of Google News. In a post today on the Google News blog, the company writes: If a site mixes news content with affiliate, promotional, advertorial, or marketing materials (for your company or another party), we strongly recommend that you separate non-news content on a different host or directory, block it from being crawled with robots.txt, or create a Google News Sitemap for your news articles only. Otherwise, if we learn of promotional content mixed with news content, we may exclude your entire publication from Google News. Why such a warning now? Consider this: See that article about how wireless is changing health care, from the Washington Post? It is from the Post. But it wasn’t written by the Post. It was written by the CTIA, a wireless trade group: CTIA paid to … [Read more...] about As News Publications Experiment With Sponsored Content, Google Says Keep It Out Of Google News
Today, we welcome another guest author to Just Behave. This week, we’re pleased to welcome Sep Kamvar, the lead software engineer of personalization at Google. In the first of two parts, Sep looks at how the introduction of iGoogle and gadgets have created a new ecosystem of push content and how Google tackles the problem of organizing this new community generated content for their users. – Gord Hotchkiss When the personalization effort at Google started in the fall of 2003, Google’s search engine was very much a one-size-fits-all product. Over the course of two articles, I will talk about two key advances in personalization that we’ve achieved over these past four years: the personalization of our homepage through iGoogle and the personalization of search. This first article will focus on iGoogle. When we first started working on iGoogle, our goal was to build a product that was the answer to the query “What do I want to see?” We formalized this … [Read more...] about Organizing The World’s Push Content: The iGoogle Ecosystem