The Internet marketing world is constantly churning out new ideas and innovative strategies for promoting clients and reaching customers. Each week, Vertical Measures will be collecting the best of the best from around the web, compiling all of the finest into The Weekly Measure. We’ll be on the lookout for great new articles, covering content marketing, paid search, social media, SEO and link building, as well as highlights of upcoming internet marketing conferences and webinars, and we look forward to reading your work, posting the best, and helping you stay connected every week.
Sam Petulla of Contently shares 10 charts that are changing the way we measure content. Petualla shares insights from industry experts on what is and isn’t working for content marketing. No one is looking at your native ads, what we engage with can’t be measured just with shares and clicks, however, others say it can be measured by shares and clicks. Petualla also found that more data does not equal better measurement even after blending metrics, and more!
Kevin Cain explains how to create a content matrix. Cain stresses the importance of a content matrix as one of the most fundamental and important tools a content marketer needs to have when developing a strategy. Cain suggests taking the following steps before creating your matrix… determine your audience’s contextual situation, determine your conversion goals for your audience, determine the tactics you use to contact your audience, and create quality content for your audience. Then to create your matrix conduct an audit of your existing content, and find where it fits in your current framework, then identify where the gaps are in your strategy.
Mark Ryan of EXTRACTABLE examines why marketers gate white papers behind lead forms. Ryan reiterates the pros & cons of gated content such as white papers, case studies, and research documents. Ryan also shares the pros & cons of public content (un-gated). The question whether to use gate or non-gated content comes down to how much traffic you think they will produce.
Kevan Lee of TheNextWeb explains the best length for everything on the internet. According to Lee, the ideal length of a Tweet is 100 characters, ideal length of a Facebook post is 40 characters, the ideal length of a Google+ headline is less than 60 characters, the ideal length of a headline is 6 words, the ideal length of a blog post is 7 minutes or 1,600 words, and the ideal width of a paragraph is 40-55 characters. Lee suggests the ease at which readers want is brevity, and to be able to move on to the next line quickly.
Gerald Heneghan of Roland Dransfield PR explains why the future of digital marketing is pure PR. Heneghan suggests that the recent signs show authorship is becoming more prominent, and there are changes being made to how content is produced and shared on the internet. Recent studies have shown that more PR agencies now offer SEO services for their customers. Heneghan suggests incorporating tradition PR tactics to craft a brand profile fit to positively influence.
Alicia Antoniolli with the help of Jessica Carr of 3QDigital explains why your SEM agency should manage your social campaigns. According to Antoniolli, SEM can help social campaigns by improving targeting, feeding the funnel, keyword expansion, and providing consistent branding/messaging.
Moira O’Donnell of RKG shares thoughts on branding with paid search. O’Donnell explains organic clicks may absorb some brand traffic, brand ads do provide incremental value by attracting clicks the brand would have lost to another brand. Make sure to ensure users you are the brand they’re searching for, make references to enable users to interact with your brand’s social media, make it easy to find brick and mortar stores, and finally make your ads shine and stand out.
“Both brand and non-brand advertising are important aspects of your overall paid search strategy. Non-brand provides incremental value while brand advertising enables you to strengthen brand messaging and support a positive brand experience for the user. The addition of brand advertising to your paid search program is a worthy one and will help you to capitalize on the demand you’ve created.” – Moira O’Donnell, RKG
Daniel Dannenberg with the help of Zach Etten of Vertical Measures created this gif-o-graphic about the growth of mobile ads. The animation highlights the mobile uprising from 2012-2017. Did you know 64% of smartphone owners have made a mobile purchase after seeing a mobile ad?
Larry Kim of Wordstream explains how paid search query data is not dead after the ‘not provided’ keyword announcement from Google has been released. Kim explains that if you are not using the AdWords API or a third party like Wordstream, you will be out of luck retrieving necessary keyword data. According to Kim, this shouldn’t be a reason to panic, and a re-evaluation of how you will retrieve your keyword data needs to be done.
Matthew Panzarino of TechCrunch shares the latest on Twitter’s Vine now allowing direct video messaging. Panzarino suggests that this new feature from Twitter is a direct parallel with Instagram’s direct image messaging. According to Panzarino, Twitter wants to explore video messaging as a separate silo. There are specific settings for sharing these messages according to Panzarino.
Christian Karasiewicz of Social Media Examiner shares 5 Facebook tools to improve your page management. Karasiewicz suggests creating a monitoring system through Hyperalerts, add functionality through third party tools like ShortStack, find trending hashtags, create engaging images, and use a good content curation tool.
Sean Swanson of Citation Gurus explains how to create a successful Google+ strategy. Swanson suggests refraining from auto-posting to Google+ as followers or potential followers will miss the quality of manual posting. Swanson also suggests posting at least 12 times a day including sharing other’s posts for the best engagement.
Neha Prakash of Mashable shares a video/song for social media marketers to rally behind. According to Prakash, the song debuted at the Social Media Marketing World Conference in San Diego, California. Enjoy this little earworm!
Laura Lippay of SEO Gadget compares content strategy to SEO, and what you should really be doing. Lippay suggests knowing your audience, understand competition and competitive landscape, know your goals, get creative, & plan ahead. Lippay stresses to use tools to receive feedback from those concerning your website.
Jayson DeMers of AudienceBloom explains how schema helps your SEO campaign. Schema is a type of data markup structure that search engines have used in their algorithms according to DeMers. The goal is to increase your organic traffic and leads by using Schema, thus your website should read easy to search engines as well as users. According to DeMers, Schema makes sure you have any relevant listings, ratings, to satisfy what your visitors tend to be searching.
Dori Fern of Contently shares 7 keys to great SEO for content marketers. Fern suggests original and engaging stories always win, keyword and audience research still matters, great headlines are key, and more!
Bradford Barker of Starbucks shares thoughts on measuring SEO goals, and whether or not to forget about rankings. Barker stresses the importance of knowing that rankings differ from user to user, which skew the validity of search rankings. Barker wants you to focus on the bigger picture of marketing to increase revenue for your business.
Julie Joyce of Link Fish Media Inc. shares thoughts on the linking dilemma Google has left for us all. According to Joyce, it is a giant mess for us all, and you will see the results on the link schemes page. Joyce stresses that anytime Google makes an example out anybody (MyBlogGuest), there are casualties. Joyce doesn’t agree with penalties as a result of a site looking like it has unnatural links or links that were okay before Google updated its link policies.
Chris Liversidge of QueryClick explains how to massively scale ethical link building for the win. Liversidge continues the discussion of how to build links after Google’s recent policy change on guest blog posting. Liversidge suggests the key to effective link building is diversity as well as building a segmenting process to better target your niche. Remember content is key when building links as highlighted by Liversidge.
Kaila Strong of Vertical Measures explains how to measure your link earning success. Strong suggests understanding the difference between correlation & causation in terms of reasons your rankings improve. Seeing your website authority increase could help your bottom line, thus quality link earning on high authority websites is the key. According to Strong, never underestimate the powerful traffic a link can create.
Gab Goldenberg of Internet Marketing Ninjas shares 3 types of linkbait he’s dying to try and why. Goldenberg suggests free book and poster giveaways as they have become really affordable to print and more elusive in the digital world we live in, crowdsourced stories and content via networks such as Quora to get links back to your site, and video contests via YouTube or Pinterest for added exposure.