There’s a lot written about how to plan, publish and promote content, but much less on the reasons for doing so in the first place. The majority of businesses know there’s a damn good reason for having branded social media profiles and regularly communicating with their audience about something other than their products, but actually pinpointing ‘why’ can often be difficult. After reviewing the output of thousands of companies we’ve established seven core reasons for creating content. These can all be tied to genuine business objectives; tangible activities that can be tracked and contribute to the bottom line. Working out the rationale for activity is often harder than actually getting on and doing it, but that’s where the heart of a solid strategy lies. Get that bit right and everything else should slot neatly into place. Here is part one of our seven part series: Part one: to create or change perception Brand identity is one of the most powerful … [Read more...] about Why companies create content – Part one: to create and change perception
Change 4 life
The day many marketers and publishers have dreaded has arrived: Facebook is changing its algorithm to send less traffic to content sites. In a blog post this morning, the social giant announced it would increasingly prioritize posts shared by friends and family over those from publishers, brands, and other pages. “The growth and competition in the publisher ecosystem is really, really strong,” Adam Mosseri, Facebook’s vice president of product management, told The New York Times. “We’re worried that a lot of people using Facebook are not able to connect to friends and family as well because of that.” The move doesn’t come as a total shock. Research by SocialFlow earlier this month found that the reach of publisher stories had already dropped by 42 percent. Facebook doesn’t announce its algorithm changes unless they’re going to have a big impact, and this one will. After all, 40 percent of publisher traffic comes from Facebook, … [Read more...] about How Facebook’s Big Algorithm Change Will Affect Marketers
When Star Trek: The Next Generation aired in 1987, having a casual conversation with a computer must have seemed like far-flung science fiction. But according to the state of voice search, we won’t have to wait until the year 2364 to get there. Voice search is the fastest growing type of search, according to the keynote speech given by Behshad Behzadi at SMX West in March, Principal Engineer at Google Zurich. Already, 55% of teens and 41% of adults use voice search on a daily basis, and that number is only growing. The allure of voice chat is undeniable—it’s faster, it’s hands-free, it lets you multi-task, and (especially among millennials) it’s considered cool. Voice chat is also becoming increasingly reliable as technology improves. In fact, two years ago word error rate was over 20%, but current speech recognition word error rate is as low as 8%—a huge leap in a short amount of time. And now, according to Behshad, conversational search is the … [Read more...] about How Voice Search Will Forever Change SEO
Earlier this year, Nemanja Darijevic, Creative and Development Director of Pixel Road Designs, joined SEJ ThinkTank to talk about the future of visual marketing. In his talk, Darijevic gave us a powerful reminder of just how important great visuals are to SEO and e-commerce in 2016, with facts such as: Our brains process images 60,000x faster than text. After three days, customers still retain 65% of visual stimuli versus just 10% of auditory stimuli. Consumers are 80% more willing to engage with content that includes relevant images. Content with relevant images earn 94% more views than content without images. Images are the most important deciding factor when making a purchase, according to 93% of consumers. Of course, marketing experts have known for a long time that compelling images are necessary to increase conversions. This isn’t news. And Google continues to prove how important great images are to SEO by re-emphasizing its image searching and reverse image searching … [Read more...] about Can Visual Search Change SEO for E-Commerce?
Search Engine Strategies Toronto returns to Toronto June 9 – 11th. The largest annual search engine marketing conference and trade show held in Canada, SES Toronto is a must-attend event in the Canadian online marketing community. It’s also an essential event for US and European SEMs who want to understand one of the most affluent but subtly unique markets in the world. There are as many reasons to attend SES Toronto as there are actual attendees, thousands. By far, the best reason is dramatically simple. The experience could literally change your life. More on that thought later. This is a particularly significant year in search and online marketing, one full of enormous disruption. The migrations to mobile devices, personalized and local search results, social media and video marketing are changing the ways online marketers work, think and plan. If don’t have SES Toronto on your calendar, this is a particularly good year to place it there. Like all conferences, SES … [Read more...] about Attending SES Toronto Could Change Your Life