Seth Godin once said: content marketing is the only marketing that’s left. What do you love most about your favorite commercials? Flo’s antics for Progressive? The talking llama who touts the services of Bank of America? Or, maybe it’s the talking lizard from GEICO, Kevin Hart imposing on his daughter’s date (part of which takes place in a Hyundai), or those dressed-up Doritos dogs? How about the last blogger you read from that helped grow and chisel your skills, from writing a better social media post to marketing your entire presence online more effectively? Incredible examples of effective brand marketing are not difficult to find, especially in an age of social media and instant connection. Great content marketing that supports a brand well leaves a positive impression, causes us to remember names, and gives us an in during office conversations around the coffee machine. Effectively done, it gives a brand an image and a voice that speaks volumes to our … [Read more...] about 8 Statistics That Prove Content Marketing Is the Best Brand Marketing
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If you were paying attention, you might recall that Google launched Remarketing Lists for Search Ads (RLSAs) at the end of June this year. Now that we’ve had a few months of experimenting with how to best make use of this feature, we’ve managed to come to some interesting preliminary conclusions. First, let’s revisit a couple of the basics: What Are RLSAs? RLSA campaigns use your remarketing lists to remarket to users on the Search Network. In layman’s terms, if someone has been to your website before, you can now use RLSA to set up a separate strategy for targeting them on Google.com and other sites in the company’s search network. Why Are They Important? RLSAs are potentially a game changer, and there is a reason that Google refers to it as “Remarketing 3.0” — it allows us to reap all the rewards we’ve had from regular remarketing on the extremely-focused and targeted search platform. How Do You Implement Them? Go into any Search … [Read more...] about How Should You Be Using RLSAs?
Everyone worth their social media salt knows to regularly monitor for brand mentions, but there is a small corner of social media that many people aren’t checking at all: common misspellings, abbreviations, and misused hashtags. Believe or it not, a fairly healthy subset of your customers are likely not spelling your company’s official name, its products, or even its tagline correctly. It’s up to us as social media marketers to track these mistakes and make the best possible use of them that we can. Below are some of the things that definitely need to be added to your regularly social media monitoring. This can help you better serve your customers and possible even grow your market share amongst your competitors’ customers. Brand and Product Name Misspellings This is the single biggest missed opportunity in your social media efforts. There are so many occurrences of misspellings in social media, especially when it comes to unique brand and product names. In … [Read more...] about How to Capitalize on Social Media User Mistakes
The Quixotic quest for iconic internet ads is a perennial call-to-arms for advertisers, agencies and entrepreneurs. Surely there must be a way to make online advertising—specifically display advertising—truly impactful. Yet this somewhat misguided mission overlooks the possibilities of entirely new modes of marketing. A $50 Billion Missed Opportunity Last Year? At Web 2.0 Summit last month, Mary Meeker of Morgan Stanley (soon to be with Kleiner Perkins) presented her latest analysis on internet trends. High on her list was the potential, if not the promise, of an online advertising boom. To support that proposition, she presented data (originally provided by Yahoo! for the May 2010 Investor Day) showing the percentage of time people spend in different media—print, radio, TV and the internet—relative to the percentage of advertising dollars that are spent in those media: The oversimplified conclusion is that because people spend 28% of their media time on the … [Read more...] about The Creative Revolution 2.0
It’s easy to find writers; they’re everywhere — from a one-second Google search to asking on LinkedIn. But hiring the best ones? That's the daunting task marketers and business owners face. And you do not just need writers, you need exceptional SEO content writers. Mainly because that’s what Google (aka the largest traffic driver of most sites) has clearly been clamoring for since their Panda update in 2011, RankBrain in 2015, and their “Fred” update (and by the way, Gary Illyes from Google coined “Fred’ for every unnamed Google update) in March, 2017. It’s obvious how each of these major updates communicates Google's preference for excellent SEO writers: If you're a frequent Moz reader, you probably know how they work — but if not: Panda penalizes every webpage with content that adds little to no value to people online, giving more visibility to content pieces that do. On its own, the RankBrain update has made Google almost … [Read more...] about How to Screen and Recruit the Best SEO Content Writers