How can you boost the ROI of your content marketing initiatives? First, create a documented strategy; 60 percent of companies with one had success with content marketing. Create resource articles, which are king.
Leverage content upgrades in your articles. For one thing, use email. Email content drives conversions. You can offer subscribers incentives to get them to sign up. These content upgrades are relevant and help users transact with you immediately. Also leverage content upgrades in your guest posts. If you offer bonus incentives that readers must sign up to receive, you’ll get good results.
If you’re in SEO, “gaming” Google is what you do. The good news is, there will never be an easier time to use SEO than right now. Over time, it’ll be harder to reverse-engineer ranking factors. The reality is, you must engage in SEO to do well in a competitive niche. You must write for users and search engines both.
Keyword density isn’t a reliable metric by itself any longer. A page has to be useful, and has to semantically earn the right to be on the front of the search results. Make sure your page is truly deserving; review ranking pages and related phrases and look for patterns. High quality content and links will help you earn your position.
It’s almost the make-or-break season for most e-commerce brands, and preparation is key. About 60 percent of brands will start promotion in September, with 29 percent doing it earlier than last year. After all, 74 percent of businesses say holiday sales account for 20 percent of their annual take.
Amazon gets 50 percent of sales in the U.S. for retailers. Brand websites come in at 23 percent, and third-party marketplaces that aren’t eBay or Amazon get 10 percent. Paid search gets seven percent. Black Friday is the most profitable day for most businesses, with Cyber Monday not far behind, and 82 percent of e-commerce brands are expecting sales to grow.
Keyword-heavy strategies are becoming extinct. Delete the bottom third keywords and re-deploy that spending to remarketing. The market is shifting away from keyword-based strategies altogether and moving to identity-based targeting. Don’t use Dynamic Keyword Insertion for all ad groups; use ad customizers instead. Also, do not use the same strategy on domestic and international campaigns. You must account for regional nuances and cultural trends.
Don’t just focus on Google’s Search Network – look at Bing Ads Search, Google Shopping, remarketing, Google Display Network, paid social media, and popular engines in other countries. And don’t look solely at subjective Quality Scores – consider conversion rates and other concrete data.
SEO copywriting is a complex business and requires writers to wear a variety of hats, using different talents to craft content. High-quality, unique, well-written content is good SEO’s holy grail. Headlines are the most important part of an article, so SEOs devote a lot of time to them. Meta descriptions don’t help rank, but serve potential customers with a preview of coming attractions.
Links are the bread and butter of SEO and you should know how to do them well. Keywords are a central piece, and play a role in ranking, optimizing, and targeting, depending on how spammy or natural they are. All great content needs to rely on these concepts.
Manipulation helps motivate and influence, but isn’t always bad. To utilize it, give potential clients a reason you do what you do. This helps get your target audience more inclined to action. Establish similarities between your brand and your audience, in values or music or style. Use emotional appeals, because we make decisions based on emotion.
Create a perception of authority – note your certification, experience, featured clients. People prefer to buy from experts in the field. Get prospects to make a small commitment – this makes followers feel closer to your brand. And help them jump on the bandwagon – people are more inclined to do something if a peer has done it before them.