Do you sell an expensive software suite or a freemium tool?Are you offering a commodity or are you introducing something new to the market?Do you need more awareness or do you need to lose fewer customers?Focus on answering questions like these first, and the appropriate content strategy will become a lot clearer. … [Read more...] about There Are No Universal Truths in Content Marketing (Sort Of)
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My colleague, Kevin Mandeville, lightened things up a little by poking some fun at Counselor to the President Kellyanne Conway’s assertion of alternative facts by creating the #AlternativeEmailFacts hashtag. He used the hashtag on some dubious statements about email marketing and encouraged others to join in. And join in they did, with nearly 100 alternative email facts served up over the course of a few days. … [Read more...] about Are you buying #AlternativeEmailFacts as truth?
Can you guess what anchors are represented by the big pieces of this pie? Exact-match keyword anchor text for money keywords. This is the type of link profile that would have performed extremely well prior to Google Penguin, but it’s deadly post-Penguin since it lacks diversity, as over 75% of its inbound links are divided into 4 separate anchor texts. This is a big signal to Google of link profile manipulation. … [Read more...] about Post-Penguin SEO Link Building: The Naked (URL) Truth
Hotchkiss: And we found that alters the behavior on the search page as well. If it’s a task-type purchase where I just have to go and get there, you see that satisficing play out on the search page too. Typically when we look at engagement with the search page, you see people scan the top four, three or four listings. It’s that satisficing type of intent where you say, “I just want to buy this thing.” What you’ll see is that people scan those first three or four and pick what they feel is, like you say, the path of least effort. They go down and say, “Okay… it’s a book. Amazon’s there. I know Amazon’s price. I’m just going to click through and order this,” but if it’s entertainment, then suddenly they start treating the search page more like a catalog where they’re paying more attention to the brands and they’re just… they’re using that as a navigational hub to branch off to three or … [Read more...] about Researcher Jim Jansen On The Truths & Myths Of The Search Buying Funnel
Here is a simple example: Let’s say you are spending a significant amount of budget on paid Facebook initiatives. Understanding which posts are being shared the most organically can help you quickly decide which ones are worth paying to promote. The ability to quickly identify (or be alerted to) posts that have higher than average sharing could prompt you to take immediate action that could improve your paid results significantly. … [Read more...] about The Truth About Social Media Measurement