Content creation is more than “just writing” or plopping in as many meme-worthy Shutterstock images as possible – it’s a daring dance that involves being creative, engaging, and targeting the right audience. Not everyone gets that, including most competitors, so take advantage of that lapse in judgement and make your brand stand out as something unique. To achieve this, your brain needs to process multiple streams of information and transmogrify it into something special. And fast. It’s not a task for the faint of heart. So, what if you don’t want to just get the ball rolling? How about turning it into a boulder of engagement goodness to speed up lead accumulation, Indiana Jones-style? After all, great content is a core pillar of any successful digital marketing strategy, affecting everything from brand reputation to your site’s click-through rate (CTR). Why miss out? Today, let’s explore how great web content can help you leapfrog … [Read more...] about Struggling to Get More Leads? Write Great Content!
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People turn to Google for just about everything these days.Whether it’s to buy something, learn about something in-depth, get a quick answer, or simply pass the time, Google is the primary stream of information for the vast majority of people living with an internet connection.To be precise, Google makes up 92.19% of the search engine market share.The constant quest of SEO professionals is to get their content matched up with the search queries it answers.But how has this task changed over time?While there can be books written on this subject, the general consensus is that search queries are becoming longer, more specific, and conversational.In many cases, a portion of this shift can likely be attributed to the rise of voice search.A lot of what we are seeing is a growing importance on optimizing for questions and semantically related keywords.So what exactly does this all mean?And what are the best strategies when you’re down in the trenches of SEO?Let’s … [Read more...] about Questions & Keywords: How Should You Optimize Your Content?
share tweet share pin it e-mail share Just as every website needs a redesign over time to look fresh and new, a marketer’s content requires similar tune-ups. As business and customer needs evolve, and search engines tinker with their algorithms and set new rules of engagement, conducting a regular audit of your content is both necessary and required. Our colleague Jasleen Kals joined executives from the Content Marketing Institute recently on a webinar to discuss the benefits of regular content audits. In this installment of Memo to the Modern Marketer, we’ve distilled some of that talk and supplemented it with additional content to offer our advice on how to conduct regular content audits in five easy steps. Before You Start: Establish Why You are Doing a Content Audit As with any marketing initiative, the purpose for your content audit should be focused and aligned with your content marketing strategy. That … [Read more...] about How to Conduct a Content Audit in Five Easy Steps
share tweet share pin it e-mail share By Marcus Tober In a major update Google changed its algorithm last Thursday to tune down content-farms. Nearly 12% of all search results on google.com were affected. One thing is almost certain: this was an algorithmic update! Here at Searchmetrics we gather a lot of data from the Web. Over 55 million domains and 25 million keywords are continuously monitored, and all this data is then analyzed on a weekly and monthly basis. Over the last week, we’ve been intensely tracking the recent “Google Farmer Update” and algorithm changes to see what effects it is really having. Surprise: ehow.com wins Visibility: The Organic Performance Index (OPI) As you may know, following the big media buzz around the JCPenney.com story in the New York Times, on 2/24/11 Google made some changes to its search algorithms to try and stem the ever-increasing presence of farmed content on the search engines results pages … [Read more...] about Google Farmer Update: Who’s really affected? –
It’s no secret that creating engaging content is harder than ever.In fact, a study from Beckon showed that while content marketing was up 300 percent in 2016, engagement was only up 5 percent.Even worse, the small percentage of people taking the time to read and engage with your content are only spending 37 seconds on your page.Yikes!What’s the reason for these dreadful statistics?I’d say there are a number of things; from the overwhelming amount of content being created every day to the fact that we as consumers are always connected to media, it’s hard to capture attention.As marketers, and specifically content marketers, we have to adjust.We have to focus on creating content that:Gives our customers what they want.Keeps them engaged.Carries them through the buyer journey.No easy feat if I do say.While there is no silver bullet, there are certain things we can do to better engage our readers and increase the time they spend reading our content. Let’s … [Read more...] about 3 Tips to Increase the Time People Spend Reading Your Content