Tag Archive | "Marketing"

Digital Marketing News: The Visual Internet, Influencer Marketing Trends, Sneaky Ads

How to Keep Up With the Rise of the Visual Internet [Infographic]
Online media is increasingly visual — from personal photos to branded motion graphics, gif and videos. How can you keep up with the rising need for visual content? This infographic shares tips to help you stay on top of the trend and keep your viewers engaged. MarketingProfs

10 Million People Used Facebook Live on New Year’s Eve
It probably won’t come as a shock that, for most, the tradition of cozying up around an antennaed TV to watch the ball drop on NYE is behind us. Because in front of us — right in front of our faces — is Facebook Live. Ringing in 2018, Facebook Live topped their activity from the previous year’s NYE festivities, with people sharing 47% more live videos than last year.  Facebook Media

Google’s Rich Results Tool Allows for Testing of Structured Data
Google has a way of defining things (“Conversions” for instance) and now, they’ve defined Rich Results. “Rich Results” has been coined as a phrase to refer to rich snippets, rich cards and other “rich” additions to a website’s content. And Google’s new tool will test for all types of structured data that can be shown as rich results, pulling from sources including JSON-LD, Microdata and RDFa. The tool currently works for recipes, jobs, movies and courses, and Google plans to expand to more data types. Search Engine Journal

Top Influencer Marketing Trends & Challenges of 2018
Of the influencer marketers surveyed by Linqia, 76% predict that their top challenge in 2018 will be determining the ROI of their influencer marketing programs. In addition, 52% of those same influencer marketers plan to adopt the trend of running influencer marketing programs that leverage multiple types of influencers, and 44% will use influencer content to improve the performance of other channels. MarketingProfs

What Millennials Are Killing Now, And 24 Other Insights We Can Glean by Analyzing Tweets
6,000 tweets are posted every second, and anybody who’s stayed up past bedtime scrolling through the Twitterverse can attest that, yes, it can all add up to a LOT of noise. But each tweet is also a piece of data. Brandwatch has analyzed billions of those tweets, which they refer to as “live human thought,” and answered some of our most burning questions: Who was the most talked about character in Game of Thrones Season 7? Does Starbucks spell my name wrong on purpose? Brandwatch

2018 Will Be the Year Chatbot Conversations Get Real
AT&T recently revealed plans to roll out a “mobile 5G” network in a dozen markets by the close of 2018. The company indicated that the network would bring 5G service to everything from mobile and VR to car AI and home TV. Not to be left out, Verizon, Sprint and T-mobile are all working towards 5G as well — all with nuanced approaches.  VentureBeat

On Facebook, Viral Reach for Branded-Content Ads Eclipses Standard Ads
New research from Shareablee shows that branded-content ads get twice as many organic or earned impressions as they do paid impressions on Facebook. Organic impressions for the average Facebook ad make up less that 10% of impressions from paid promotion. Creating shareable content that performs well organically — with a little help from paid promotion  is proving to be a winning combination. MarketingLand

One In Ten Publishers Say They’re Not Labeling Native Advertising
Two new studies from the Native Advertising Institute show that about 10% of news and magazine publishers aren’t properly labeling their online native advertising. These publishers largely cited “meeting budget demands” as their reason for doing so, even though 25% say this practice is one of the biggest threats they see to native advertising. MediaPost

Snapchat May Force Users To Watch Three Seconds Of Ads Before Skipping
To help increase their perceived value in the market, Snapchat is considering making their ads skippable only after the first three minutes. Currently, Snapchat users skip ads within the first second of viewing, where the industry standard for a successful ad lies around the two second mark. AdAge

Six Surprising Facts About the Way We Spend Our Time with Media
Believe it or not, in a world where we’re continually surrounded by media, some stats about its use can still surprise us. For example, U.S. adults spend more time listening to on-air radio than they do on social networks. eMarketer

2018 Will Be A Pivotal Year For Facebook’s Video Ambitions
Mark Zuckerberg has recently proclaimed that he sees video as a “megatrend.” True to form, this trend has caused Facebook to act by placing video first across the Facebook group of apps. The platform has upped their investment in video already, but it plans to invest an additional billion dollars in 2018. Digiday

On the Lighter Side:

The Real Story Behind Steak-umm’s Delightfully Weird Twitter Account – AdWeek

Sneaky Ads: In China, the Characters From the Show Appear in the Commercials, Too – Ad Age

TopRank Marketing In The News:

TopRank Marketing Blog – 109 Content Marketing Blogs to Watch in 2018 (Broken Down By Category) – SnapApp

Caitlin Burgess - The Trendiest Marketing Content of 2017 – LinkedIn

Lee Odden – The Most Impactful Tips from the Biggest Marketing Minds of 2017 – LeadMD

Amy Higgins – A Year of Great Content in Review: 19 Best Pieces by Prowly Magazine Contributors in 2017 – Prowly

Lee Odden – Lee Odden to Keynote Pubcon Florida 2018 – PubCon

What was the top digital marketing news story for you this week?

We’ll be back next week with more digital marketing news! Have something to share in the meantime? Tweet us @toprank or drop me a line @Tiffani_Allen.

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The Difference Between Marketing and Advertising (and Why It Matters)

Marketing is the strategy of educating customers about a company’s choices in the marketplace, who their product or service will be a good fit for, and who it won’t. Advertising is then used to take that strategy and communicate it to an audience. Read on to learn more.
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Digital Marketing News: Teens Over Facebook, Blockchain and Big Blue, MoonPie Roasts You

Social Commerce

Social Commerce Takes Hold. A study by PwC reports that 78% of consumers are influenced by social media when shopping online. According to Marketing Week, the “social commerce boom” is being fueled by young mobile consumers. Thirty-three percent of 18- to 24-year-olds say they would purchase items directly on Facebook, 27% on Instagram and 20% on Twitter. For 25- to 34-year-olds, the numbers decrease a bit: 30% on Facebook. For 54- to 65-years-olds, it’s 10%. MediaPost

Top 100 Social Media Trends for 2018. From Influencer Campaigns to Social Media-Friendly Designs to social media inspired dog toys, these are 100 social media trends for next year. Or are they? IRL social media filters? TrendHunter

Snapchat Looking to Publish Content on Third-Party Websites With ‘Stories Everywhere’. The word from Cheddar is that Snap is developing a new program dubbed Stories Everywhere that will allow third-party publishers to embed Snapchat content on their websites. Let’s just hope it’s not too little, too late.  Variety

The Price Of Mobile Ads Will Surge More Than 45% In 2018. Mobile programmatic pricing is about to have its hockey stick moment, set to grow more than 45% by 2019, according to a projection released by programmatic agency Goodway Group. Ad Exchanger

Data Shows Tablets Driving Highest Click-Through Rates. A new report reveals that tablet impressions drove 1.13% click-through rates that were the highest of any device in many categories such as Automotive, Consumer product Goods, Education, Financial, Food & Drink, Government, Home & Garden as well as Retail, Technology, Travel and Utilities. MediaPost

Has Teen Use of Facebook Peaked? According to Forrester Research data, Facebook is the only platform of the 6 major social networks that’s experienced a decline in usage among 12-17 year olds.  MarketingCharts

Blockchain Pumping New Life Into Old-School Companies Like IBM. Demand for blockchain, best known for supporting bitcoin, is growing so much that it will be one of the largest users of capacity next year at about 60 data centers that IBM rents out to other companies around the globe. The market for blockchain-related products and services will reach $ 7.7 billion in 2022, up from $ 242 million last year, according to researcher Markets & Markets.  Bloomberg

Love In The Inbox: Americans Are Tied To Email, Study Finds. Email is not dead! 78% of Americans expect to use email as much or more than they now do in five years, according to Inbox Report 2018. MediaPost

Artificial Intelligence

On the Lighter Side:

MoonPie is brutally roasting people who insult the snack on Twitter – Business Insider

Wendy’s social media team hosted an ‘Ask Me Anything’ forum on Reddit – LA Times

Jack in the Box Tests Munchie Meals for California Pot Smokers – AdAge

TopRank Marketing In the News:

Lee Odden – 140 of Today’s Top SEO Experts to Follow – Search Engine Journal

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on our TopRank Marketing TV YouTube Channel.

Happy New Year from the Team at TopRank Marketing!


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Top 10 Content Marketing Posts of 2017

top content marketing posts
Content makes the Marketing world go ‘round, especially with our work here at TopRank Marketing. While content has been a steady drumbeat in the marketing mix over the past 7-8 years, marketers are still hungry for best practices, examples and the latest trends.

Lucky for our readers, we have excellent content marketers contributing to our blog including Ashley Zeckman, Josh Nite, Caitlin Burgess and one of our new content team members this year who has made quite a splash: Anne Leuman.

As a body of work, this collection of our top 10 content marketing posts represents an incredibly useful resource, full of practical examples and relevant topics for CMOs to copywriters. As you put finishing touches on your 2018 content marketing planning, I hope these posts prove useful.

I’m going to take the most popular content marketing post with 5,500+ social shares (50 Influential Women in Content Marketing 2017) out of the list below because it’s not an article per se. You may still find it useful though, as it recognizes 50 talented professionals in the content marketing world ranging from Ann Handley to Amanda Todorovich to Amisha Gandhi and many more.

Now, on to the top 10! These are ordered by a combination of search visibility and social engagement:

Data Informed Content Marketing
What CMOs Need to Know About Data Informed Content Marketing – Lee Odden
39% of marketers are increasing spending on content marketing but only 41% are clear on what an effective content marketing program looks like. The missing link is data and this post highlights 3 sources of data marketers can use to better inform their content and 3 areas of focus for creating better content experiences. Expertise is also shared from experts including Tami Cannizzaro from CA Technologies and Josh Mueller from Dun & Bradstreet.


How 7 Startups Skyrocketed to Success with Content Marketing – Anne Leuman
Anne hit it out of the park with her first post ranking in the top 10 content marketing posts of the year! As marketers, we learn from examples and in this post, Anne outlines 7 blog and content marketing success stories ranging from Blue Apron to Glossier.


[Infographic] The In-Flight Guide to Content Marketing
– Ashley Zeckman
It wouldn’t be a great list of content marketing posts if it didn’t include an example of how we co-created content with content marketing experts to promote the Content Marketing World conference to other content marketers! With a “fly the friendly skies” metaphor, this infographic and advice from top experts highlights how marketers can plan their content marketing programs more effectively. Experts featured include: Tim Washer, Michael Brenner, Zerlina Jackson, Adele Revella, Ardath Albee and many more.


11 Content Marketing Tips to Build Your B2B Business
– Josh Nite
Josh brings his special writing magic to the topic of content marketing more consistently than any writer I know. In this post Josh builds upon another post on content marketing strategy (also included in this list) to highlight 11 practical steps B2B marketers can take to make content more valuable to customers and in turn, driving business goal achievement.


Content Conversations: Top Content Marketing Lessons Learned in 2017
– Ashley Zeckman
During the MarketingProfs B2B Forum, Ashley and our team shot video interviews with an impressive cast of content marketing influencers including conference organizer Ann Handley and famous content marketing pros like Joe Pulizzi and Chris Brogan. The post also includes highly quotable tips from brand marketers at GE Digital, LinkedIn, and Cisco as well.


How 6 B2B Brands Climbed to New Heights with Content Marketing
– Anne Leuman
At TopRank Marketing, we are very much focused on B2B marketing and in this post, Anne shines a light on 6 examples of B2B brands ranging from IBM to Slack plus takeaways for each to help marketers learn from the success of others in our industry.


The 5 W’s (and an H) That Guide Your Content Marketing Strategy
– Josh Nite
This post should be a pre-requisite for anyone making decisions about how their company will invest in, plan, create and promote content to affect business goals. Josh outlines the essentials of who, what, why, when, where and how of content marketing that is sure to guide you in the right direction.


Feeling Stuck? 5 Tips to Restart your Content-Creating Brain
– Josh Nite
Every writer and content marketer that is responsible for creating high quality content on a consistent basis runs into this situation: being stuck. With great empathy for his fellow content creators, Josh outlines 5 practical tips that content marketers can use to put your brain back on the track to creative content success.


Cracking the Code: 3 Steps to Building Influence with Content Marketing
– Ashley Zeckman
At TopRank Marketing, we walk the talk with our own marketing, especially when it comes to content collaboration with industry experts. Evidence of that fact is that many of the posts in this top 10 list include contributions from influencers. In this post, Ashley shares some of the secret sauce of how companies of any size or type can approach their content marketing collaboration efforts more effectively.


5 Outdated Content Marketing Tactics (And What to Do Instead)
– Josh Nite
Up to his neck in content creation on a daily basis, Josh has deep experience to draw from when it comes to sharing advice with other content marketers. In this post Josh highlights what he feels are tired tactics and their fresh replacements.

There you go – 10 of our top content marketing posts for 2017. A HUGE THANK YOU to Ashley Zeckman, Josh Nite, Anne Lueman, Caitlin Burgess, Nick Nelson, Tiffani Allen, Alexis Hall and Elizabeth Williams for contributing posts on content marketing topics!

We published well over 100 posts specifically about content marketing this year and we’re working to improve the effectiveness of those efforts. To that end, we’re making a number of editorial changes to our blog in 2018 and one of them is a refinement of our topical focus to make sure we are delivering what our community is most interested in.

What content marketing and content focused topics would you like us to focus on for 2018? Data? AI? Technology? Video and Interactive? Basics or advanced tactics? Case studies? We’re all ears and welcome your feedback.

Of course, with the success of our content marketing efforts for brands like LinkedIn, SAP, Dell and many more B2B industry giants, we are continuing to grow our content marketing dream team. If you’re an experienced B2B content marketing manager that wants to start 2018 with a great team of smart content marketers, you’ll want to check this out.


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Search Engine Land’s Community Corner: Local SEO survey results, a new book on influencer marketing & SEO Christmas jumpers

As we head into the slow holiday stretch, the news likewise takes a breather. Of course Google did surprise the search community this week by confirming some algo updates, starting a new webmaster video series, and moving Eric Schmidt into a non-Executive Chairman of the Board position. Elsewhere…



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Best of 2017: MarketingSherpa’s most popular content about email, customer-first marketing, and competitive analysis

To give you that little extra oomph before we cross the line into 2018, here’s a look at some of our readers’ favorite content from the MarketingSherpa Blog this past year.
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Use as Directed: A Content Marketing Plan for Robust Business Performance

Posted by Alex-T

The chances that your company invests in a content marketing strategy are very high. Content Marketing Institute revealed that 89% of B2B and 86% of B2C marketers use content marketing, while the money spent on this activity ranges between 26% to 30% of an entire marketing budget.

I believe that spending up to 50% of your overall budget on content marketing needs isn’t too much, if you know how to take advantage of it. Not only will it benefit your brand’s awareness, but it will also help you generate traffic, leads, and sales. My personal experience working with digital businesses has shown that only a few are successful in finding a strategic approach to their content plan. Sadly, most companies practice throwing spaghetti on the wall to see if a piece of content gets any readers.

In this post, you’ll learn how to ensure that every piece of content you create drives traffic, attracts leads, and generates sales. I’ll give you ready-to-use solutions on how you can plan, execute, and measure your content promotion, so that content starts earning your business money.

Disclaimer: If you decide to follow any of my recommendations, make sure to adjust these techniques in accordance to your audience’s interests and your business needs, and test, test, and test again. As we all know, every business is unique, and what’s good for one brand may not be as helpful for another. Remember that blindly following any suggestions and mimicking other brands’ activities may not deliver desirable results.

Numbers don’t lie: Measure how your current content is performing

It’s important to start off your new content marketing campaign by analyzing your current situation. You may discover old content that hasn’t performed well yet, but that has the potential to benefit you with a few changes and a second chance. Working with old content is always a good idea, as the copywriting is already taken care of.

Many marketers don’t understand what’s absolutely required when it comes to measuring a content marketing campaign. Data measurement and analysis can be quite intimidating, especially if you’re just starting out.

Here are two steps to take in order to get some meaningful insights:

1. Figure out how your content ranks in Google and whether it brings you traffic and conversions

To get ahold of this data, you’re going to need a combination of tools.

Start with Google Analytics

The “Landing Pages” report in Google Analytics will show how your pages perform according to the number of impressions, clicks, conversions, and the average position of each page in the search results. To view this report in Google Analytics, your Google Search Console needs to be connected with your Google Analytics account. If you haven’t connected it yet, this data can be viewed directly in Google Search Console via the “Search Traffic” > “Search Analytics” report.

The problem with Google, though, is that it doesn’t give you a page’s exact ranking; it only shows your site’s average position. It also requires you to check each page manually, so you can’t see a bigger picture all at once. Using tools — like SEMrush, SpyFu, Searchmetrics, Ahrefs, SERPstat, etc. — will allow you to see more precise data about your content’s rankings. For example, here’s a screenshot of a Google Analytics report showing a list of keywords for which a specific page appears in the SERPs:

And here’s the same data from SEMrush that allows you to filter pages, export the data, and work with it in a spreadsheet:

2. Find content that can be easily improved/edited to begin bringing value

After completing step #1, you’ll have an all-encompassing picture of your content’s past performance. Geared up with the information you’ve uncovered, find those pages that are showing up in the search results and bringing you clicks and conversions, but that aren’t listed among the top five or ten search results. These pages have a lot of potential to make it to the top of Google. I would recommend checking whether these pieces:

  • Are supported by internal links. The higher the referring article is in the search results, the better it is for you.
  • Are easily discoverable. How long will it take a user to find your article? And I’m not talking only about the number of internal links in your content piece, but also whether it’s featured in a similar content feed on blog posts.
  • Have enough external links. If there are none, then you should definitely consider mentioning your article in one of your next guest posts, or ask your colleagues in the PR department to help spread the word.
  • Have a well-written title and meta descriptions. Sometimes, this is what really affects your click-through rate and, as a result, your traffic.
  • Make a user stay on your page reading longer. If the answer is no, you need to brainstorm what kind of triggers you can add to your page so that your users spend some time browsing around your content. It could be a catchy GIF, educational videos, or product slide presentations.

The needs and wants of your business: Define the right metrics to track your progress

From an early age, we’re taught that there’s a difference between a need and a want, that we only have a few true basic needs, and myriad wants. The same logic can be applied to the business world, but it’s a lot harder to discern and comprehend.

During this stage, you need to select highly meaningful and relevant metrics that align perfectly with your business needs. Please don’t try to use generic metrics — your business may have its own kind of struggles and goals. For some businesses, for instance, a conversion does not equal money. I run a free online conference called Digital Olympus that does not intend to sell anything. For me, a conversion is a registration, and I’ve come to learn that the best conversion for my situation is when a registered user attends my online event. Keep such things in mind at all times!

Another great example of a non-monetary conversion comes from one of my clients. They are a completely free SaaS software for specialists in the agricultural industry. They realized that their conversions aren’t registrations alone, and the reason is quite simple. After carefully analyzing their users’ behavior, they discovered that after a user registers, they aren’t taking advantage of their tool at all. For them, the best conversion is a registered user that is actively involved with their product. Coincidentally, that’s where content marketing can come into play to solve their problems. Their users need help to understand how they can take advantage of the software; adding relevant content to the company’s site will surely add clarity and improve users’ understanding of their product.

When it comes to creating and managing content, it’s always a good idea to see exactly how users interact with it. Do they click on your call-to-action buttons? How many of them read your article in its entirety? All of these metrics are very easy to track if you use Google Tag Manager. It’s a must-have tool, allowing you to track whatever you want without going through the excruciating process of dealing with your dev team. Here’s an excellent post by Simo Ahava that explains which metrics you can track and analyze with the help of GTM.

Have your Google Analytics reports ever shown you something like this?:

img_560d3e8dd6eff.png

If the answer is yes, you must know that elevating feeling of joy and excitement, seeing all these visitors checking out your page. But unless you’re a deliberate YouTuber with a fame complex, you’re not interested in traffic, per se. You want to witness conversions.

The goals of pages that attract traffic but don’t convert, in the majority of cases, don’t match up to the goals of your web visitors. If you haven’t added lead magnets on those pages yet, it should be your top priority, because currently those content pieces aren’t converting your traffic into something tangible.

Don’t neglect the importance of SEO

Yes, it’s definitely important to write meaningful content that will perfectly resonate with your audience — but that’s not all. If you want to bring a steady flow of new visitors with the help of that content, you must optimize each of your posts to make sure that it has a fighting chance to rank on Google.

I highly recommend spending some time researching topics that will increase your chances to rank well. Below are a few ways you can identify them:

1. Find related keywords

Imagine you discovered that keywords related to “content marketing strategy” are the keywords driving the most conversions. Those keywords should be analyzed in order to find other keywords related to that subject. These keywords have proven to mirror your audience’s search behavior the most, and they’re very promising in terms of earning you more paying clients.

One of the easiest ways to find related keywords is to simply check Google’s Autocomplete. You can look for autocomplete suggestions manually or by using tools like AnswerThePublic.com and Keywordtool.io. The latter scans Google Autosuggest and gives you the search volume for each keyword entered. It’s a time-saver.

Another tool worth trying is SEMrush’s Keyword Magic tool. It automatically gives you the most necessary information about a keyword, factoring in metrics such as CPC and volume (basic, but much-needed), keyword difficulty, competition level, SERP features, and exact and broad keyword matches. This tool gathers the data you need and offers a wide range of analysis for both single keywords and groups of keywords.

2. Check the competition level in the SERPs

After you’ve compiled a list of related keywords, it’s time to choose the keywords (e.g., topics for your future articles) that will help you rank higher in Google.

To save time, use a tool like SEMrush’s Keyword Difficulty. It tells you how difficult it will be for you to promote your piece of content based on the domain’s visibility in organic search results. However, the Keyword Difficulty tool doesn’t consider the number of referring domains for the website or page URL you’re trying to look up. Here’s what you can do to make the process of gathering this missing data hassle-free:

  • Begin by collecting the list of domains and pages (URLs) that currently rank in Google for the list of keywords you’ve selected during the previous step. To speed things up, use a tool that allows you to easily export lists of domains and pages.
  • After you collect all the domains and URLs, you’ll need to check the number of referring domains for each of them. Tools like Ahrefs or the Majestic Bulk Backlink Checker will allow you to analyze multiple links at once.
  • Finally, you can get a good understanding of what kinds of keywords have more or less competition based not only on the number of searchers they have, but also on their actual situation in the SERPs.

After these steps are completed, you’ll see how many referring domains each of your content pieces ought to have in order to rank higher. You’ll also be able to identify the number of referring domains by looking at how many links have been acquired by the other pages that currently rank well.

Content promotion that gives short-term results

As I’ve mentioned previously, you need to remember that ranking in Google and attracting organic visitors are among the top goals of any content piece. Ideally, every article you publish on your website should eventually rank well, but you need to give your new SEO campaign some time before it bears fruit. While you’re waiting, you can take advantage of the promotional activities that allow for almost instantaneous results. Depending on your budget and your current rankings, choose one of the following promotional activities that seem most relevant for you.

A. Promote your posts on social media channels

Some people say the world will never be same again thanks to social media. Not sure how to interpret that exactly, but not taking advantage of this powerful channel is reckless! This is a basic and very common way to promote content, and it’s not rocket science to figure out how things work. But let me give you a couple of really actionable tips that will help you to maximize the output:

  1. Create a short video to promote your content. They tend to perform really well on Facebook.
  2. Use GIFs that prove to be very effective. Tools like Canva will help you create them without needing to hire a designer, unless you really want your GIFs to win you an award.
  3. On Twitter, tag users that have recently shared something similar to your content. Search for a term that is related to your article, and you’ll see a list of users who you can tag.
  4. Facebook groups are always a great idea — especially private groups. I recommend researching such groups in advance. Be sure to think of a catchy, unique intro you’ll be able to post to each group. This article explains the benefits of building a Facebook group. Get inspired and get out there to network!
  5. If you want to promote your post on Facebook, make sure that your preview image meets the Facebook Ads Guidelines.
  6. Set up a small ad campaign on Twitter targeting users that have recently shared related content. Use BuzzSumo to find like-minded users.

B. Collect leads

If you choose this way of promotion, then you are going to put in some work. A dull page with “meh”-looking content won’t cut it. You’ll need to prepare something beforehand, something that will look attractive enough to convince a visitor to give you their email. A user is more likely to give you their contact information when they are offered one (or all) of the following options:

  • Exclusive content
  • Content with quotes from or provided by well-known industry experts
  • A webinar with a popular industry expert
  • Useful tools and templates. For instance, it’d be very helpful if a post offered to download a free and ready-to-use content — a promotional plan with a detailed description of all stages and resources one may need to implement a marketing strategy.

In case you don’t have a staff developer to help you with designing and adding a form to your website, there are different online services (like wisepops.com, wishpond.com, popupmonkey.com, or sumo.com) that you can use to create any kind of forms you want.

C. Use remarketing

Typically, only about 30% of visitors are willing to give you their contact details. The remaining 70% read or skim your content, close the tab, and get back to their routine. But you still have a second chance with them. How? The answer is remarketing:

  1. Prepare banners and landing pages that are relevant to your content. These can invite your users to join a webinar or offer an exclusive content. Basically, you can use the same lead magnets that you’ve already integrated into your content page.
  2. Prepare a script to automatically exclude your existing clients and leads from your remarketing campaign. There’s no need to bother them… yet.

D. Use email marketing automation to turn leads into paying clients

If you are somehow collecting leads and aren’t putting them through email marketing funnels, then you might as well just burn the rest of your money. HubSpot will really come in handy here because you can create email marketing funnels based not only on how users interact with your emails, but also on the type of pages your leads have visited. I’ve tried several HubSpot features while working on a few projects in the past, and I couldn’t have asked for a more powerful functionality.

In case you aren’t a Hubspot user, there are other marketing tools that allow you to create email funnels. I’d also suggest involving your leads in as many activities as you possibly can, because every interaction matters and is making them warmer. Ask them to follow you on social media channels. You can also offer some case studies or success stories another client shared about your brand. Real-life cases with your actual clients are very powerful, and the open and click rates of these emails can be a lot higher.

Before you start pushing your products or services to your leads, it’s important to research what brought them to your website in the first place. This is absolutely essential, but sadly, a lot of companies tend to forget to do this research and fail; open rates plummet and users unsubscribe. Don’t let this happen to you.

In conclusion

It’s obvious why some blogs only post a couple of articles a year. What’s the point in creating tons of content that won’t bring any value to the business?

Always keep your SEO goals in mind, and remember that you have to do some preparation in order for them to be delivered accurately and on time. Even short-term results require some leg work. No doubt that, once you’ve adjusted your routine, practiced some of the tactics mentioned above, and are consistent with them, every time you create a piece of meaningful and purposeful content, it will take you less time to manage and promote it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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Year In Review: 6 Platform Changes That Shook Up Social Media Marketing in 2017

With 2018 on the horizon, we’re all in a state of reflection, looking back on all the good, the bad and the ugly 2017 brought us. When it comes to social media, it’s hard not to think about the latter two. With all the political turmoil and uptick in trolling, even Facebook recently admitted that its digging deep to turn the tide and bring well-being principles into the social experience.

But while there’s little doubt that 2017 surfaced new concerns and challenges in the social media space, there were some positive developments for everyday users and marketers alike. In this piece, we highlight some of those interesting and encouraging changes that occurred across platforms.

While this is certainly not a complete list, we think these are some changes that can be celebrated by marketers—as well as leveraged in 2018 and beyond.

#1 – Facebook continues its push to help users and brands tell Stories.

While Snapchat came on the scene in 2013, the platform began gaining major ground in 2016 as a formidable contender within the social media space, drawing younger audiences and causing Facebook to sit up, take notice and form an action plan.

While Snapchat’s main interface is totally unique, the one thing that could be cloned is its Stories feature—something that Facebook got to work on by first rolling out a similar feature on Instagram in the summer of 2016 and then in its own Messenger app shortly thereafter.

Facebook Stories Example

(Credit: Facebook)

But 2017 brought Facebook Stories to a new level. In early October, it was confirmed that Facebook was rolling out an option to syndicate Instagram Stories to Facebook Stories. Not long after, TechCrunch learned that Facebook Stories would soon be opened up to Pages, which would let brands, news publishers, athletes and nonprofits get in on all the fun. That full rollout to Pages appears to still be in the works, but its something marketers should be on the lookout for as they enter the new year.

#2 – LinkedIn implements lead gen forms on ads.

For B2B brands, there’s little doubt that LinkedIn can be an especially effective digital advertising platform with the right message, budget and targeting in place. And LinkedIn sweetened the pot earlier this year by adding a Lead Generation Forms option to its ad platform, allowing users to opt into your offer with just one click.

LinkedIn Lead Gen Forms Example

As TopRank Marketing’s own Steve Slater, Digital Advertising Manager, said in a post on the subject:

“Lead generation form ads encourage the impulse buy. With one click, you can gain access to prospect information in a way that required little time or effort on their end. The beauty of this approach for advertisers is that you can show your ads to the right audience and receive one click conversions.”

Of course, a few months after releasing the offering into the wild, LinkedIn has made some enhancement to the offering, including the ability to add custom questions to the forms, according to AdWeek. In addition, AdWeek said marketers have reported that using the lead gen forms have helped lower their average cost per lead by more than 20%—something that’s certainly worthy of your consideration as we head into 2018.

Read: Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps

#3 – Instagram begins its rollout of the “paid partnership with” tag.

Influencer marketing is exploding right now, with brands of all sizes have forming both paid and unpaid partnerships with influencers—and using social platforms, especially Instagram, to spread their message.

In the spirit of enhanced transparency—and the added benefit of bringing even more credibility to your influencer marketing initiatives—Instagram rolled out a “paid partnership with” tag in June 2017 for posts and stories. Then, after a couple months of testing and data gathering, Instagram announced it would expand the tool.

“We have been closely working with a select group of creators and businesses throughout the Instagram community to test our new ‘Paid partnership with’ tag,” Instagram said in an update on Aug. 29. “And now, after months of gathering feedback from this test release, we’re excited to announce that access to this tool will be expanded to more of our partners across Instagram—with the global rollout being gradually released over the next few months.”

Read: What Brands Need to Know About Instagram’s New ‘Paid Partnership’ Feature

#4 – LinkedIn launches its own video capabilities.

As TopRank Marketing’s own Josh Nite so eloquently said:

“Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.”

Yes. When LinkedIn rolled out native video capabilities this year, B2B marketers everywhere rejoiced at the prospect of being able to serve up live, raw video to a professional audience. While the new offering is still in its infancy, you can bet that LinkedIn will make investments in evolving the offering to make it even easier to use in the future.

#5 – Twitter doubles its character count.

Perhaps one of the biggest social media news items of 2017 was Twitter’s decision to expand its character limit from 140 to 280. The company had been toying with the idea of super sizing its limit for a while—with rumors circulating that the limit could go as high as 10,000 characters—but it began with removing photos and links from the count in mid-2016.

The official switch to a 280-character limit came in early November, giving users (and brands and marketers) more space to express themselves—while still staying as true as possible to its commitment to brevity.

Twitter Character Count

The good news for marketers? While it’s still early, some preliminary research indicates that tweets longer than 140 characters get more engagement. SocialFlow, a social media analytics company, reported that their latest data showed that people are liking and retweeting longer tweets almost two-times more than shorter ones.

However, remember, value and resonance are what hook your audience—not your character count. So, before your rewrite all of your tweeting best practices, do your due diligence through some testing, and data collection and analysis to determine what your audience really responds to.

Read: Will More Tweet Space Equal More Value for Your Twitter Audience?

#6 – Facebook refreshes poll feature to include GIFs.

There’s no doubt in my mind that the invention and rising use of GIFs has made the internet so much better. And, well, Facebook just took it all to the next level by refreshing its “old” polling feature to support GIFs.

The new feature made its debut in early November and it’s pretty simple. At the top of your News Feed, click on the “What’s on your mind” section and select the ellipsis to reveal all your options, including “Poll.” For pages, select the “Event, Products, Job+” option at the top of your page. Then ask your question in the top and then select your two options via an image upload or GIF search, and hit publish.

Facebook Polls with GIFs Example

From what we can tell, this new feature isn’t widely used yet, but could pack big engagement potential. After all, it allows you to combine multiple social media best practices into one post: visual imagery, a compelling and engaging question, and a spark of humor and personality.

What’s On the Horizon for 2018?

As the old adage goes, the only constant is change—and we can certainly expect that to hold true for the social media landscape in 2018 and beyond. Of course, some of the change we can expect is already in the works—especially for Instagram.

Rumor has it that Instagram is in the midst of testing several new features on its mobile app—including a “regram” button. A couple weeks ago, The Next Web broke the news that Instagram was “secretly” testing the new feature.

As any Instagram user knows, at this point the only way to share posts from other users’ accounts is through third-party tools, or to download and re-upload to their account. If this does come to fruition, this could mean big things for brands that want to foster engagement and connect with influencers.

Other features that are reportedly being tested include: GIF search (via Giphy) to add animated GIFS to Stories, the ability to follow specific hashtags (which would be a real win for marketers), and the ability to “archive” stories.

Of course, you can bet that Snapchat, Facebook, Twitter, LinkedIn and even YouTube to continuously looks for ways to engage users and support advertisers. In early 2018, TopRank Marketing will release our annual Social Media Marketing Predictions, featuring insights from industry experts and thought leaders—so stay tuned for that!

What change to a social media platform got you excited, annoyed or scared in 2017? Tell us in the comments section below.


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