Tag Archive | "Marketing"

Ask MarketingSherpa: Finding and hiring content marketing writers

Read on for factors to consider when hiring a content marketing writer.
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Inbound Marketing: Do you care about the quality of your brand’s content?

An exploration of quantity-driven content marketing approaches and the role that quality should play.
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"Study Finds:" How Data-Driven Content Marketing Builds Links and Earns Press Mentions

Posted by KristinTynski

In 2019, high-authority links remain highly correlated with rankings. However, acquiring great links is becoming increasingly difficult. Those of you who operate publications of any variety, especially those who enjoy high domain authority, have likely received several link building requests or offers like this each day:

“Please link to my suspect site that provides little or no value.”

“Please engage in my shady link exchange.”

“I can acquire 5 links of DA 50+ for $ 250 each.”

Or maybe slightly more effectively:

“This link is broken, perhaps you would like to link here instead.”

“You link to X resource, but my Y resource is actually better.”

This glut of SEOs who build links through these techniques above have been consistently eroding the efficacy of this style of little-to-no-value ad outreach link building. In the past, perhaps it was possible to convert 2% of outreach emails of this style to real links. Now, that number is more like 0.2 percent.

Link building outreach has become glorified email spam—increasingly ignored and decreasingly effective. And yet, high-authority links remain one of the single most important ranking factors.

So where do we go from here?

Let’s start with a few axioms.

The conclusion: Leveraging data journalism to tell newsworthy stories re-enables effective promotion of content via outreach/pitching. Doing so successfully results in the acquisition of high domain authority links that enjoy the potential for viral syndication. Overall data journalism and outreach represents one of the only remaining scaleable high-authority link building strategies.

How can I leverage data journalism techniques to earn coverage?

To answer this question, I conducted my own data journalism project about the state of data journalism-driven link building! (Meta, I know.)

The primary goal was to understand how major publications (the places worth pitching content) talk about data journalism findings from external sources. By understanding how data journalism is covered, we lay the groundwork for understanding what types of data journalism, themes, and strategies for outreach can be most effective for link building.

We pulled 8,400 articles containing the text “study finds.” This keyword was used as a heuristic for finding data-driven news stories created by outside sources (not done internally by the news publication themselves). We then supplemented these articles with additional data, including links built, social shares, and Google’s Machine Learning topic categorization.

The categories derived by Google’s classifier can have multiple tiers based on the keywords in the article titles, giving us four ways to show the results within each category: The main topic area (containing all relevant subcategories), just the first subcategory, just the second subcategory, and just the third subcategory.

Which outlets most frequently cover data-driven stories from external pitches?

Let’s begin by taking a look at which top-tier news outlets cover “study finds” (AKA, any project pitched by an outside source that ran a survey or study that had “findings”).

For companies conducting studies, they hope to win press coverage for, these top sites are prime targets, with editorial guidelines that clearly see outside pitches of study findings as attractive.

It’s not surprising to see science-based sites ranking at the top, as they’re inherently more likely to talk about studies than other publications. But sites like The Independent, Daily Mail, The Guardian, CNN, Washington Post, and NBC News all ranked highly as well, providing great insight into which established, trusted news sources are willing to publish external research.

Which topic areas do these publishers write about most?

Diving a little deeper, we can explore which topics are covered in these publications that are associated with these external studies, providing us insight into which verticals might be the best targets for this strategy.

There are many unique insights to be gleaned from the following charts depending on your niche/topical focus. This data can easily be used as a pitching guide, showing you which publishers are the most likely to pick up and cover your pitches for the findings of your study or survey.

Here is a view of the overall category and subcategory distribution for the top publishers.

As you can see, it’s…a lot. To get more actionable breakdowns, we can look at different views of the topical categories. The categories derived by Google’s classifier can have multiple tiers based on the keywords in the article titles, giving us several ways to show the results within each category.

You can explore the Tableau sheets to get into the nitty-gritty, but even with these views, a few more specialized publications, like InsideHigherEd.com and blogs.edweek.org, emerge.

Which topic areas drive the most links?

Press mentions are great, but syndication is where data journalism and content-based outreach strategy really shines. I also wanted to understand which topic areas drive link acquisition. As it turns out, some topics are significantly better at driving links than others.

Note that the color of the bar charts is associated with volume of sharing by topic—the darker the bar on the chart, the higher it was shared. With this additional sharing data, it’s plain to see that while links and social shares are highly correlated, there are some categories that are top link builders but do not perform as well on social and vice versa.

This next set of data visualizations again explore these topic areas in detail. In each batch, we see the median number of links built as an overall category aggregate and then by each category.

Which domains generate the most links when they pick up a data-driven story?

Another interesting question is which domains overall result in the largest number of links generated for “study finds” stories. Below is that ranking, colored by the median number of total shares for that domain.

Notice that while The Independent ranked supreme in the earlier graph about including the most “study finds” pieces, they don’t appear at all on this graph. Sites like The Guardian, CNN, The Washington Post, and NBC News, however, score highly on both, meaning they’re probably more likely to publish your research (relatively speaking, since all high-authority sites are tough to get coverage on), and if you’re successful, you’re probably more likely to get more syndicated links as a result.

Which topic areas are the most evergreen?

Now, let’s look at each category by BuzzSumo’s “evergreen score” to see what kind of content will get you the most bang for your buck.

The evergreen score was developed by BuzzSumo to measure the number of backlinks and social shares an article receives more than a month after it’s published.

When you’re considering doing a study and you want it to have lasting power, brainstorm whether any of these topics tie to your product or service offering, because it appears their impact lingers for longer than a month:

What this all means

Link building through data-driven content marketing and PR is a predictable and scalable way to massively impact domain authority, page authority, and organic visibility.

Always consider:

1. Which publishers make sense to pitch to?

  • Do they often cover external studies?
  • Do they cover topics that I write about?
  • Does their coverage lead to a high volume of syndicated links?

2. Does my topic have lasting power?

To really make the most of your content and outreach strategy, you’ll need to incorporate these tips and more into your content development and pitching.

In previous articles on Moz I’ve covered:

These ideas and methodologies are at the heart of the work we do at Fractl and have been instrumental in helping us develop best practices for ideation, content creation, and successful outreach to press. Pulling on each of these levers (and many others), testing, and accumulating data that can then be used to refine processes is what begins to make a real impact on success rates and allows you to break through the noise.

If you want to discuss the major takeaways for your industry, feel free to email me at kristin@frac.tl.

Did anything surprise you in the data? Share your thoughts below!

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Effective Landing Pages: 30 powerful headlines that improved marketing results

Get oodles of examples of effective headlines in this MarketingSherpa blog post to help spark ideas as you brainstorm your own headlines
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3 Content Marketing Don’ts from a Grocery Store Solicitor

A grocery store solicitor is a nuisance because grocery shopping isn’t typically a leisurely activity. The shopper needs to get…

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Content Syndication: How to get wider distribution of your content marketing

Insights to help you bring more attention to your brand’s content and ultimately find the results you seek
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Rural Local SEO: A Marketing Package Strong on Education

Posted by MiriamEllis

Can your marketing agency make a profit working with low-budget clients in rural areas?

Could you be overlooking a source of referrals, publicity, and professional satisfaction if you’re mainly focused on landing larger clients in urban locales? Clients in least-populated areas need to capture every customer they can get to be viable, including locals, new neighbors, and passers-through. Basic Local SEO can go a long way toward helping with this, and even if package offerings aren’t your agency’s typical approach, a simple product that emphasizes education could be exactly what’s called for.

Today, I’d like to help you explore your opportunities of serving rural and very small town clients. I’ve pulled together a sample spreadsheet and a ton of other resources that I hope will empower you to develop a bare-bones but high-quality local search marketing package that will work for most and could significantly benefit your agency in some remarkable ways.

Everything in moderation

The linchpin fundamental to the rural client/agency relationship is that the needs of these businesses are so exceedingly moderate. The competitive bar is set so low in a small-town-and-country setting, that, with few exceptions, clients can make a strong local showing with a pared-down marketing plan.

Let’s be honest — many businesses in this scenario can squeak by on a website design package from some giant web hosting agency. A few minutes spent with Google’s non-urban local packs attest to this. But I’m personally dissatisfied by independent businesses ending up being treated like numbers because it’s so antithetical to the way they operate. The local hardware store doesn’t put you on hold for 45 minutes to answer a question. The local farm stand doesn’t route you overseas to buy heirloom tomatoes. Few small town institutions stay in business for 150 years by overpromising and under-delivering.

Let’s assume that many rural clients will have some kind of website. If they don’t, you can recommend some sort of freebie or cheapie solution. It will be enough to get them placed somewhere in Google’s results, but if they never move beyond this, the maximum conversions they need to stay in business could be missed.

I’ve come to believe that the small-to-medium local marketing agency is the best fit for the small-to-medium rural brand because of shared work ethics and a similar way of doing business. But both entities need to survive monetarily and that means playing a very smart game with a budget on both sides.

It’s a question of organizing an agency offering that delivers maximum value with a modest investment of your time and the client’s money.

Constructing a square deal

When you take on a substantial client in a large town or city, you pull out all the stops. You dive deeply into auditing the business, its market, its assets. You look at everything from technical errors to creative strengths before beginning to build a strategy or implement campaigns, and there may be many months or years of work ahead for you with these clients. This is all entirely appropriate for big, lucrative contracts.

For your rural roster, prepare to scale way back. Here is your working plan:

1. Schedule your first 15-minute phone call with the client

Avoid the whole issue of having to lollygag around waiting for a busy small business owner to fill out a form. Schedule an appointment and have the client be at their place of business in front of a computer at the time of the call. Confirm the following, ultra-basic data about the client.

  • Name
  • Address
  • Phone
  • URL
  • Business model (single location brick-and-mortar, SAB, etc.)
  • Category
  • Are there any other businesses at this address?
  • Main products/services offered
  • If SAB, list of cities served
  • Most obvious search phrase they want to rank for
  • Year established and year they first took the business online
  • Have they ever been aware of a penalty on their website or had Google tell them they were removing a listing?
  • Finally, have the client (who is in front of their computer at their place of business) search for the search term that’s the most obviously important and read off to you the names and URLs of the businesses ranking in the local pack and on the first page of the organic results.

And that’s it. If you pay yourself $ 100/hr, this quick session yields a charge of $ 25.

2. Make a one-time investment in writing a bare-bones guide to Local SEO

Spend less than one working day putting together a .pdf file or Google doc written in the least-technical language containing the following:

  • Your briefest, clearest definition of what local SEO is and how it brings customers to local businesses. Inspiration here.
  • An overview of 3 key business models: brick & mortar, SAB, and home-based so the client can easily identify which of these models is theirs.
  • A complete copy of the Guidelines for representing your business on Google with a link in it to the live guidelines.
  • Foolproof instructions for creating a Google account and creating and claiming a GMB listing. Show the process step-by-step so that anyone can understand it. Inspiration here.
  • A list of top general industry citation platforms with links to the forms for getting listed on them. Inspiration here and if the client can hit at least a few of these, they will be off to a good start.
  • An overview of the role of review acquisition and response, with a few simple tips for earning reviews and a list of the top general industry review platforms. Inspiration here and here.
  • An overview of the role of building offline relationships to earn a few online linktations. Inspiration here.
  • Links to the Google My Business forum and the main Google support platforms including their phone number (844.491.9665), Facebook, Twitter, and online chat. Tell the client this is where to go if they encounter a problem with their Google listing in the future.
  • Links to major independent business associations as a support vehicle for small and rural businesses like AMIBA, ILSR, and Small Business Saturday. Inspiration here.
  • Your agency’s complete contact information so that the business can remember who you are and engage you for further consulting down the road, if ever necessary.

If you pay yourself $ 100 an hour, investing in creating this guide will cost you less than $ 1000.00. That’s a modest amount that you can quickly earn back from clients. Hopefully, the inspirational links I’ve included will give you a big head start. Avoid covering anything trendy (like some brand new Google feature) so that the only time you should have to update the guide in the near future will be if Google makes some major changes to their guidelines or dashboard.

Deliver this asset to every rural client as their basic training in the bare essentials of local marketing.

3. Create a competitive audit spreadsheet once and fill it out ad infinitum

What you want here is something that lets you swiftly fill in the blanks.

For the competitive audit, you’ll be stacking up your client’s metrics against the metrics of the business they told you was ranking at the top of the local pack when they searched from their location. You can come up with your own metrics, or you can make a copy of this template I’ve created for you and add to it/subtract from it as you like.

Make a copy of the ultra-basic competitive local audit template — you can do so right here.

You’ll notice that my sample sheet does not delve deeply into some of the more technical or creative areas you might explore for clients in tougher markets. With few exceptions, rural clients just don’t need that level of insight to compete.

Give yourself 45 focused minutes filling in the data in the spreadsheet. You’ve now invested 1 hour of time with the client. So let’s give that a value of $ 100.

4. Transfer the findings of your audit into a custom report

Here’s another one-time investment. Spend no more than one workday creating a .pdf or Google Docs template that takes the fields of your audit and presents them in a readable format for the client. I’m going to leave exact formatting up to you, but here are the sections I would recommend structuring the report around:

  • A side-by-side comparison of the client vs. competitor metrics, bucketed by topic (Website, GMB, Reputation, Links, Citations, etc)
  • A very basic explanation of what those metrics mean
  • A clear recommendation of what the client should do to improve their metrics

For example, your section on reputation might look like this:

The beauty of this is that, once you have the template, all you have to do is fill it out and then spend an hour making intelligent observations based on your findings.

Constructing the template should take you less than one workday; so, a one-time investment of less than $ 1,000 if you are paying yourself $ 100/hr.

Transferring the findings of your audit from the spreadsheet to the report for each client should take about 1 hour. So, we’re now up to two total hours of effort for a unique client.

5. Excelling at value

So, you’ve now had a 15-minute conversation with a client, given them an introductory guide to the basics of local search marketing, and delivered a customized report filled with your observations and their to-dos. Many agencies might call it a day and leave the client to interpret the report on their own.

But you won’t do that, because you don’t want to waste an incredible opportunity to build a firm relationship with a business. Instead, spend one more hour on the phone with the owner, going over the report with them page by page and allowing a few minutes for any of their questions. This is where you have the chance to deliver exceptional value to the client, telling them exactly what you think will be most helpful for them to know in a true teaching moment.

At the end of this, you will have become a memorable ally, someone they trust, and someone to whom they will have confidence in referring their colleagues, family members, and neighbors.

You’ve made an overall investment of less than $ 2,000 to create your rural/small town marketing program.

Packaging up the guide, the report and the 1:1 phone consulting, you have a base price of $ 300 for the product if you pay yourself $ 100/hour.

However, I’m going to suggest that, based on the level of local SEO expertise you bring to the scenario, you create a price point somewhere between $ 300–$ 500 for the package. If you are still relatively green at local SEO, $ 300 could be a fair price for three hours of consulting. If you’re an industry adept, scale it up a bit because, because you bring a rare level of insight to every client interaction, even if you’re sticking to the absolute basics. Begin selling several of these packages in a week, and it will start totaling up to a good monthly revenue stream.

As a marketer, I’ve generally shied away from packages because whenever you dig deeply into a client’s scenario, nuances end up requiring so much custom research and communication. But, for the very smallest clients in this least competitive markets, packages can hit the spot.

Considerable benefits for your agency

The client is going to walk away from the relationship with a good deal … and likely a lot to do. If they follow your recommendations, it will typically be just what they needed to establish themselves on the web to the extent that neighbors and travelers can easily find them and choose them for transactions. Good job!

But you’re going to walk away with some amazing benefits, too, some of which you might not have considered before. To wit:

1. Relationships and the ripple effect

A client you’ve treated very well on the phone is a client who is likely to remember you for future needs and recommend you. I’ve had businesses send me lovely gifts on top of my consulting fee because I’ve taken the time to really listen and answer questions. SEO agencies are always looking for ways to build authentic relationships. Don’t overlook the small client as a centroid of referrals throughout a tight-knit community and beyond it to their urban colleagues, friends, and family.

2. Big data for insights and bragging rights

If your package becomes popular, a ton of data is going to start passing through your hands. The more of these audits you do, the more time you’re spending actively observing Google’s handling of the localized SERPs. Imagine the blog posts your agency can begin publishing by anonymizing and aggregating this data, pulling insights of value to our industry. There is no end to the potential for you to grow your knowledge.

Apart from case studies, think of the way this package can both build up your proud client roster and serve as a source of client reviews. The friendly relationship you’ve built with that 1:1 time can now become a font of very positive portfolio content and testimonials for you to publish on your website.

3. Agency pride from helping rebuild rural America

Have you noticed the recent spate of hit TV shows that hinge on rebuilding dilapidated American towns? Industry consolidation is most often cited as the root of rural collapse, with small farmers and independent businesses no longer able to create a tax base to support basic community needs like hospitals, fire departments, and schools. Few of us rejoice at the idea of Main Streets — long-cherished hallmarks not just of Americana but of shared American identity — becoming ghost towns.

But if you look for it, you can see signs of brilliant small entrepreneurs uniting to buck this trend. Check out initiatives like Locavesting and Localstake. There’s a reason to hope in small farming co-ops, the Main Street movement, and individuals like these who can re-envision a crumbling building as an independent country store, a B&B, or a job training center with Internet access.

It can be a source of professional satisfaction for your marketing agency if you offer these brave and hard-working business owners a good deal and the necessary education they need to present themselves sufficiently on the web. I live in a rural area, and I know just how much a little, solid advice can help. I feel extra good if I know I’m contributing to America’s rural comeback story.

Promoting your rural local SEO package

Once you’ve got your guide and templates created, what next? Here are some simple tips:

  • Create a terrific landing page on your website specifically for this package and call it out on your homepage as well. Wherever appropriate, build internal links to it.
  • Promote on social media.
  • Blog about why you’ve created the package, aligning your agency as an ally to the rebuilding of rural communities.
  • If, like me, you live in a rural area, consider presenting at local community events that will put you in front of small business owners.
  • Don’t overlook old school media like community message boards at the local post office, or even fliers tacked to electric poles.
  • If you’re a city slicker, consider how far you’d have to travel to get to the nearest rural community to participate in events.
  • Advertising both off and online in rural papers can be quite economical. There are also place of worship print bulletins, local school papers, and other publications that welcome sponsors. Give it a try.
  • And, of course, ask happy clients to refer you, telling them what it means to your business. You might even develop a referral program.

The truth is that your agency may not be able to live by rural clients, alone. You may still be targeting the bulk of your campaigns towards urban enterprises because just a few highly competitive clients can bring welcome security to your bank account.

But maybe this is a good day to start looking beyond the fast food franchise, the NY attorney and the LA dermatology group. The more one reads about rural entrepreneurs, the more one tends to empathize with them, and empathy is the best foundation I know of for building rewarding business relationships.

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What’s Really Broken in the ‘Content Marketing Playbook’

Sometimes it bums me out that we’ve become a culture of contrarians. Whether it’s Black Panther, 3D printing, or strawberry…

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What’s Really Broken in the ‘Content Marketing Playbook’

Sometimes it bums me out that we’ve become a culture of contrarians. Whether it’s Black Panther, 3D printing, or strawberry…

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Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel

If you avoid these seven online marketing mistakes and you follow these tips you’re going to generate more sales, says popular digital marketing expert Neil Patel. A common theme of Neil’s tips is creating a brand. “Google doesn’t want to rank sites that aren’t brands,” he says. “There’s an issue out there called fake news and that’s why they’re pushing brands over anything else.” Patel says that if you follow these tips you’re going to crush it!”

Neil Patel, digital marketing expert and founder of Neil Patel Digital, discusses the seven online marketing mistakes in his latest video release:

Stop Making These 7 Online Marketing Mistakes

I’m going to break down seven online marketing mistakes that you need to stop. You’re probably wondering you’re doing all these things but why aren’t you seeing results? Even if you’re doing the right things, if you’re also doing the wrong things at the same time it’s going to hurt you and it’s going avoid you from getting the results that you deserve.

Mistake 1: Not Collecting Emails

The first mistake you are making is not collecting emails. It doesn’t matter how good you are with SEO or marketing only a very small percentage of your visitors are ever going to convert into customers. By collecting emails not only can you get people to come back to your site but you can convince them to convert over emails.

The moment someone gives you their email address think of that as a micro-commitment. They’re much more likely to convert into a customer because they committed, they already gave you something. That’s why you want to collect emails. You can do this through sliders or exit pop-ups. You can do this for free using tools like Hello Bar.

Mistake 2: Not Collecting Subscribers Through Push Notifications

The second mistake you’re making is you’re not collecting subscribers through push notifications. There are free tools like Subscribers.com that’ll make it easy. Just add in a JavaScript or a WordPress plug-in and then when people come to your website they will automatically subscribe through the browser. Then anytime you have new content or products or services that you want to sell then you can notify them through Subscribers.

Mistake 3: Not Building a Brand

The reason tip number one on collecting emails and tip number two on getting more push notifications subscribers are really important is because you need to build a brand. This gets you into the third mistake. Google doesn’t want to rank sites that aren’t brands. Why is this? There’s an issue out there called fake news and that’s why they’re pushing brands over anything else. It’s not just going to be Facebook and in Google. Eventually, it’s going to be Twitter and LinkedIn and all the sites out there.

When you get people back to your site seven times you’re much more likely to build a brand. It’s called the Rule of Seven in marketing. So with your site, you want to provide an amazing user experience. When you provide an amazing user experience, create a great product, create a great service, it’ll help you build a great brand over time.

Mistake 4: Not Interlinking

The fourth mistake you’re making is not interlinking. You may notice on Google I’m ranking for terms like online marketing on page one. You’re probably wondering how do I do this? A lot of it comes out to interlinking. In my sidebar, I link to my most popular pages of content. When I write blog posts related to online marketing I link back to the online marketing guide that talks about what online marketing is. By having all these links it helps me rank higher.

Mistake 5: Just Focusing On Text-Based Content

The fifth mistake I have for you is just focusing on text-based content. The future of digital marketing is moving to video. It doesn’t mean you should stop doing text but it means you should also be doing video. When you do video you’re going to get more traffic because everyone’s lacking it. LinkedIn wants it right now. YouTube wants more of it. Facebook wants it. Instagram even wants it.

Why is this? They want to crush the television networks. You look at things like the Oscars or traditional movie theaters and they’re not doing as well. You look at traditional TV and they’re going to get crushed. Why? It’s because of Facebook. It’s because of Google. It’s because of Netflix. If you’re there creating that video content you can be part of it and you’re going to get extra traffic. They want as much help as possible to crush these big old-school companies.

Mistake 6: Sticking To Just a Few Marketing Channels

The sixth mistake that you’re making is you’re really sticking to just a few marketing channels. Marketing is competitive. People raise venture capital hundreds of millions of dollars just so they can compete in marketing and sales. You need to do more than one or two or three marketing channels. The more you do the better off you’re going to be.

Mistake 7: Not Asking For the Sale

The seventh mistake I have for you is not asking for the sale. Whether it’s a lead or whether it’s getting people to buy your product, there’s nothing wrong with asking people to buy from you. If you don’t you’re not going to generate any sales. Everyone’s like I get all this traffic through my online marketing but no one’s converting. Why? Because you’re not asking for a sale.

Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel

The post Stop Making These 7 Online Marketing Mistakes and You Will Crush It, Says Neil Patel appeared first on WebProNews.

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