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.
Arnie Kuenn of Vertical Measures explains how to use content distribution channels for maximum exposure. Not to be confused with promotion, distribution give you the chance to show up on search results according to Kuenn. Kuenn suggest posting on sites such as the Huffington Post or Forbes for added exposure of your niche expertise. Other great distribution channels according to Kuenn are RSS Feeds, Video/Photo/Podcasts, and Webinars.
Pawan Deshpande of Curata explains the good, the bad, and the ethics of content marketing SEO. Deshpande explains how marketers have found well-executed content curation a way to keep up with the constant demand for new content. The best practices for the good include curating for your audience and not for search engines, clearly linking back to the original article, adding feeds to Google blog search index, and posting curated content to Google+. Consider avoiding republishing the full text of third-party articles, curating from a single source repeatedly, duplicating full-sized images, using nofollow links and open links in new tabs setting for visitors.
Lisa Toner of Hubspot shares this interesting infographic about the 7 steps to content marketing success. Toner stresses the prediction of 62% B2C marketers and 54% of B2B increasing their spending on content marketing. The infographic covers content relevance, developing a strategy, understanding customer and brand needs, and more!
Rachel Sprung of Hubspot explains which marketing analytics you should be looking at. Sprung suggests increasing brand awareness by increasing traffic, looking at search rankings, and social media search. Next is to grow your database through tracking blog visits, social media reach, as well as landing page traffic and conversions. Sprung also suggests getting more qualified leads and closing more business.
Noah Kagan of OKDork shares the findings from the BuzzSumo team on why content goes viral. According to the BuzzSumo team, long form content gets more social shares than short form content, having at least one image in your post leads to more Facebook share; invoke awe/laughter/amusement to appeal to people’s narcissistic side; people love to share lists and infographics; 10 is the magic number for lists; andpeople tend to share content that looks trustworthy.
Larry Kim of Wordstream shares 10+ new features coming to AdWords, and what you need to know. According to Kim, the new features include enhanced reporting, bulk editing capabilities, automated bidding tools, & “draft mode.” For the mobile app market, look for the latest features… targeting users based on their existing apps, get more impressions for app ads, increase engagement in apps, and better measures in app engagement.
Sam Owen of Hanepin explains how to optimize PPC conversion rates without touching a landing page. Owen suggests buying good traffic that converts instead of the most you can buy without getting the best conversions. Owen also suggests optimizing your funnel through great quality keywords. Owen stresses the importance of aligning ad messaging, eliminating inconsistencies, and remarketing.
Joseph Kerschbaum of 3Q Digital shares 5 mobile mistakes you need to stop making in AdWords. Kerschbaum suggests launching mobile-preferred ads in your ad groups, not forgetting that mobile ads actually show up on phones, not crossing mobile and GDN streams, designing mobile pages with intent in mind, and not to assume all leads are equal.
“Are we saying mobile leads are awful? Not at all. But you’ll want to gauge the specific value of them to make sure your bids take into account the true ROI. That’s enough of a tongue-lashing for now, I think. Good luck catching the mobile wave!” – Joseph Kerschbaum, 3Q Digital
Geoff Weiss of Entrepreneur.com explains the latest news from Burt’s Bees. According to Weiss, to promote its latest Brightening Face Care line, Burt’s Bees will fill your calendars via Apple, Google, Microsoft Outlook, and Yahoo by ads that appear as appointments. The ads will disappear after 8 weeks, but will give Burt’s Bees plenty of content for the marketing team to use.
Natalie Barreda of Vertical Measures explains the latest features in Google AdWords. Barreda shares thoughts from Jerry Dischler (Vice President of Product Management for Google AdWords) about ads focusing on consumers, not just mobile. According to Barreda, AdWords now allows advertisers to drive discovery and installations of their mobile apps. More insightful reporting is now also available to enhanced campaigns as well as a complete bulk actions tool in AdWords interface according to Barreda.
Matt Southern of Bureau explains how Twitter has made it easy to search for Tweets by a specific date. Using the Twitter advanced search, you can now find out what was being Tweeted about on a certain date according to Southern. The only drawback to this update according to Southern, is that this advanced search isn’t available on mobile.
Drew Neisser of Renegade explains how to respond to Facebook’s declining organic reach. Neisser explains that the likelihood of your posts reaching your fans is about a 1 to 20 ratio. Neisser suggests reevaluating your Facebook investment, optimizing Facebook posts for sharing, increase emphasis on customer service, engage your fans elsewhere, build your own communities, or just pay to promote your content.
John Nemo of Nemo Media Group shares 3 ways to generate leads with LinkedIn groups. Nemo explains how 64% of all traffic going to your website is coming from LinkedIn. Nemo suggests using search filters to find leads, personalizing every invitation to connect, and reverse-engineering your content by showing your expertise.
Megan Conley of Social Tribe shares a beginner’s social media guide for small businesses. Conley suggests doing your homework to create the best social media strategy, coordinating your channels, starting small, listening and sharing, creating a daily plan, boost results with social advertising, & lather, rinse, repeat.
Barry Schwartz of Search Engine Roundtable explains that most SEOs would react to Google dropping links as a ranking factor. According to Schwartz, the idea came about after Yandex, a popular Russian search engine dropped links as a ranking factor. Schwartz conducted a survey of SEOs, which concluded 35% would very excited, 32% curious, and 18% concerned if Google dropped links.
Reid Bandream of LunaMetrics shares thoughts on how to get your SEO priorities straight with the keyword equation. Bandream suggests determining relative keyword benefit in order to figure out how different keywords compare to one another. Bandream also suggests comparing quantity vs. quality to figure out the competition.
Gianluca Fiorelli of Moz explains why Google is broken and the search quality team does nothing to fix it. Fiorelli stresses the importance of Google allowing most Google properties in different regions to improve overall marketing. Fiorelli explains the series of updates from Google in order to fix SERPs, and prevent spam. Fiorelli is convinced Matt Cutts doesn’t understand international results like users and marketers throughout the world.
Jens Frohlich of Indexlift explains how to reverse a Google Manual Spam Action in 3 days. Frohlich shares how he found the manual penalty to be due to link schemes which requires a link detox followed by a reconsideration request. Frohlich ended up getting the manual action revoked 3 days later.
Matthew Barby of Wyatt International explains how to get your content linked to from top-tier websites. Barby finds community building more valuable than link building alone. Barby suggests finding content gaps from existing content or re-purposing content to attract quality links, then promote the content via social networks as well as organic outreach.