Not all content marketing practices yield equal results. In today’s landscape of SEO and social media, shareability is one of the most important qualities for a content marketing campaign. So what makes content shareable and why does it matter? Defining Shareability: Why Does it Matter? Put simply, “shareability” is the potential of a given piece of content to be transmitted, or shared, by a third party. Usually this manifests as a reader sharing a piece of content on their personal social media profile for more people to see, but there are many similar forms of redistribution, and a piece of content’s “shareability” determines how likely it is for such instances to occur. So why are shares so important for SEO and inbound traffic? The more people who share a piece of content, the more people are going to eventually see it, and the more people who see it, the more visitors you’re going to have. Think of your content as a single light in a dark … [Read more...] about What Makes Content Shareable & Why It Matters for SEO
Why cloud computing is needed
I’ve spent the last three years of my life professionally obsessed with links. My agency’s primary specialization is link-building, but it’s often impossible to build links if the site itself isn’t well optimized, and furthermore less likely to have the desired impact. Link-building is the majority of what we do, but we have to do everything in between in order to really make the link-building shine. My day-to-day job is 100 percent content marketing, but I work for a link-building agency. I very much have a foot in both worlds, which I’d like to think gives me a unique perspective. Today, I want to share with you my perspective on link-building and why I think links will continue to matter for real businesses in 2015. The Evolution of Link-Building and My Definition Despite having the job title of “link builder” for longer than a year, explaining the term “link-building” is surprisingly hard. I’ve had to do it for friends, … [Read more...] about What Is Link-Building, and Why Does It Matter in 2015?
Part one of our series on Why Companies Create Content we looked at changing customer perception and part two focused on making use of public opinion. This next instalment explores how companies can best construct content to respond to the frequent (and not so frequent) queries that come from their audience. Part three: To answer customer questions As consumers we're a demanding bunch - we don't just expect excellent customer service, we insist on it and shout from the rooftops when companies aren't doing what we ask of them. With the ability to browse shops or do our banking 24/7, it's only natural that you imagine there'd be someone there to answer your queries during the same time period. With our favourite social apps at our fingertips, it's only natural that instead of listening to Greensleeves on never-ending repeat with a call centre or sending an email into a virtual black hole, we target our questions (or ire) at companies directly, and publicly. Studies vary in the actual … [Read more...] about Why companies create content – part three: to answer customer questions
Here we’ll take a look at the practice of content syndication and answer a few questions… What is it? How do I get started? How do I find content syndication platforms? Is it helpful for SEO? Please note, this is a new version of our previously published guide to content syndication published in 2013, written by Andrew Delamarter. All the information has been revised and updated. What is content syndication? Content syndication is the process of pushing your blogpost, article, video or any piece of web-based content out to other third-parties who will then republish it on their own sites. Why would I use content syndication? Content syndication is particularly useful if you’re a smaller publisher or an up-and-coming writer who wants a larger audience from a more authoritative site. By having your blog content published on The Guardian (for instance) you will be exposed to a much wider audience that isn’t your own, who may then visit you on your own blog. The … [Read more...] about What is content syndication and how do I get started?
Easily spotted on the mobile web: holiday ad next to plane crash story; Muslim dating ad next to KKK story; beauty ad next to domestic violence story; car ad next to emissions scandal story… [This post originally appeared on our sister site ClickZ.com, but we thought it was so useful we wanted to share it here as well] Let’s admit it we’ve all had an occasional giggle when we spot an ad prominently displayed next to inappropriate content on the web. But for advertisers this is no laughing matter. An ad that is not displayed in a contextually appropriate environment is not only a waste of marketing budget, but is a potential embarrassment (if shared on social media) or, at worst, damaging to the brand’s reputation. Research by inMobi (via eMarketer), July 2016, highlighted in this column on mobile ad fraud reveals that 26% of advertisers state that concerns over brand safety is preventing the take up of programmatic purchasing (buying ads on the fly via an ad … [Read more...] about Why brands should care about brand safety in mobile advertising