Starved to its core, the skeleton of a content marketing campaign has one overall goal: provide engaging and valuable content so that your prospects actually know you exist, and your current customers continue to know you exist.Everything else builds upon this skeleton, from the mediums used such as blogs, social media or video, to the more granular details such as voice used in those blogs and social media posts, or the colors used in videos to psychologically attract more interest.When the time arrives to create the actual content, most digital marketing agencies search for specific types of content creators such as copywriters, bloggers, or producers.Rarely will an agency or business seek a journalist. This is a huge miss; well-trained and experienced journalists have a skill set that can add 10X the value to any content marketing campaign, from actual writing to strategy to keeping everything organized.My journalism background of the past two decades has shaped the way I operate my … [Read more...] about 10 Journalism Skills Every Content Marketer Needs
Biggest caves in the world
Throughout the year, we’ve been reviewing all the biggest Google news to bring you the latest and most impactful information on search, ads and some other Google-related tools and projects. And now it’s time to take stock. Not just because it’s the end of the year, after all, this year Google turned 20 while fourteen of these years it spent as a public company. So, let’s take a look at some of the biggest news that affected our digital lives once and for all. You’re probably wondering how is it possible to choose from myriads of news, updates and important tweaks? So did we. But after analyzing tons of material, we figured that essentially there are ten categories that are of utmost importance, and most of the digests we shared with you before pretty much cover them. Let’s dive right in! GOOGLE SEARCH NEWS 1. The Mobile-First is All Around Over the past few years, Google has been promising the entire search industry to switch its ranking algorithm to … [Read more...] about [SPECIAL EDITION] Google News Digest: The Biggest Headlines of 2018
I received my undergraduate degree from a small, liberal arts college in Siloam Springs, Arkansas where drinking, smoking and even dancing were forbidden. Those were the rules, and everyone knew what they were. You signed a paper when you enrolled acknowledging you knew these rules. But in truth, the rules were only enforced in the most egregious cases. If you were halfway smart, you wouldn’t get caught. In my youthful arrogance, my parting words in my final column for the school paper read, “And finally, I never got caught.” Looking back, I didn’t get caught because I was smart – but simply because the rules were not enforced as strictly as we perceived them to be. For the past several years, we’ve been living in an environment where Google was much like my undergraduate school. Sure, we all knew the rules. We knew that some people got caught and penalized or kicked out of the index. I’ve been doing SEO since before Google was around, and I … [Read more...] about Do You Need To Protect Your SEO Agency From Clients?
Regular readers of the Search & Conversion column know well one of my fellow contributors, Brian Massey. His columns are consistently some of the most educational and entertaining. The first time I met Brian was at a Pubcon session on landing pages, where he had donned a white lab coat, was engaging the audience — a hall packed with several hundred attendees — in impromptu experiments in conversion, and was whizzing balls and t-shirts at people. I don’t remember if he was throwing them for right answers, wrong answers, or both. But it was a cross between a raucous Saturday Night Live skit and an erudite TED talk. It was brilliant. His columns here on Search Engine Land exude that same energy and insight. Some of my favorite include Landing Page Battles of the Flat-Foreheaded, 7 Things To Teach Your Children About Conversion, and 5 Ways Conversion Takes Market Share Like Candy From a Baby. This guy never fails to make me laugh and, more importantly, make me think … [Read more...] about The Pocket-Sized Mad Scientist Of Conversion Optimization
If you haven’t been keeping up with Pinterest lately, you may have missed a couple of major developments. For starters, Pinterest is accelerating its advertising efforts by using Promoted Pins. Anna Ta, Product Manager, stated “Promoted Pins are just like regular Pins—the only difference is that a business paid to have more people see it.” That’s pretty self-explanatory, right? If you recall, Pinterest tinkered with Promoted Pins for six months last year and this experiment seems to be going into 2015. According to Marketing Land, “advertisers will not be able to specifically buy placement on home feeds.” Instead, “they can target a category related to the item. Ads will be displayed on home feeds of users who Pinterest determines are interested in a category, but only if the pins meet certain performance metrics (presumably some combination of Repins and clicks).” As if that announcement wasn’t enough, Pinterest also has its … [Read more...] about 10 Brands for Men on Pinterest