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)
Your first step, however, should be to audit your inbound link profile using a tool like Majestic SEO or Open Site Explorer, with the goal of determining your existing inbound link profile anchor text distribution. Once you know your current anchor text distribution, you have two options for adjusting it: Delete or dilute. Essentially, you can engage in a link removal campaign, and/or build new links to dilute your overall inbound link profile, which will bring down the ratio of all offending anchor texts. I recommend a two-pronged approach for maximum benefit, in which you execute both strategies simultaneously. … [Read more...] about Post-Penguin SEO Link Building: The Naked (URL) Truth
Hotchkiss: We similarly have found that you can’t assume a search funnel is happening because people use search at different stages and they’ll come in and then they’ll drop out of the process, and they may come in later or they may not, they may pursue other channels. But the other thing we found is sometimes there’s a remarkable consistency in the query used all the way through the process and we that quite often can be a navigational behavior. It can be people who say, “Okay, the last time I did this, I searched on Google for so-and-so and I remember the site I found was the third or fourth listing down,” and they use the same route to navigate the online space over and over again. So if you’re looking at it from a pure query level, it’s a bit of a head-scratcher because you’re saying, “Why did they use the same query over and over?” Again, it’s one of those nuances of online behavior. Did that seem to be one of … [Read more...] about Researcher Jim Jansen On The Truths & Myths Of The Search Buying Funnel
Instead, the smart strategy with email is to provide enhanced experiences in email clients where they’re supported, and use fallbacks to provide a consistent, minimally acceptable subscriber experience. Responsive design is a perfect example of this, with mobile users and desktop users being given different experiences — potentially wildly different experiences. … [Read more...] about Are you buying #AlternativeEmailFacts as truth?
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