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.
Mike Lieberman of Square 2 Marketing explains how to differentiate & approach content and inbound marketing. According to Lieberman, inbound marketing is a broad, high level, descriptive term for marketing tactics. Content marketing is an important part of your inbound marketing scheme just like email marketing, website, & SEO tactics are in grand online marketing goals. Lieberman suggests to figure out when to create and how to use it both in customer acquisition and communication processes.
Mike Huber of Vertical Measures explains how to convince management to start your content marketing campaign through a great video. Huber suggests starting with content marketing case study research via Google to find the necessary information to convince your boss of a great ROI.
Arnie Kuenn of Vertical Measures shares thoughts on using editorial calendars to manage your content marketing. According to Kuenn, editorial calendars are essential for content marketing success. An editorial calendar should help your team track publishing dates and distribution channels, brainstorm new topics, and keep organization with writers and other contributors.
Ayaz Nanji of MarketingProfs explains how B2B buyers consume vendor content. According to Nanji, vendor content sharing varies from organization to organization. Those sharing patterns are being powered by 3 different personas, researchers, influencers, and decision-makers.
Suzanne Vranica of Wall Street Journal explain the latest news from IBM concerning investing $100 million into ad consulting. According to Vranica, IBM plans to hire 1,000 new staff for the marketing consulting group. Also, look out for laboratories in Mexico City, Sao Paulo, and Shanghai.
Natalie Barreda of Vertical Measures shares top 5 reasons you should bid on your brand name. According to Barreda, you control the message that’s representing your brand when bidding on your organization’s name, branded keywords are more cost-effective than non-branded keywords due to the lack of outside bids, dominating the search engine results page with paid and organic results will demonstrate your authority, searchers using your brand name will be highly targeted, and even if you’re not bidding on your own brand name, your competitors might be. This process will help you stay ahead of your competition.
Jeff Baum of Hanapin Marketing shares ways you can better understand your keyword performance with Google’s search funnel reports. Search Funnel reports documents a searcher’s entire path to conversion according to Baum. Once this data is assembled within your report, you can determine which keyword is giving you the best search results in Google.
Lori Weiman of The Search Monitor reminds you to keep an eye on your PPC market visibility. Weiman shares the statistics of some well known brands and their competitors. Weiman suggest keeping an eye on your market visibility score to avoid missing advertising opportunities within your market.
Nate Elliot of Marketing Leadership Professionals explains why every marketer should use Google Plus. According to the research Elliot conducted, top brands have collected 90% fans on Plus as on Twitter. Brands’ Google Plus posts generated nearly as much engagement per followers as their Facebook posts; also almost twice as much post engagement as on Twitter.
The folks at eMarketer share the news of the surge of Instagram usage in 2013 to rival Twitter. Usage in the U.S. increased by 35%, which equates to about 35 million people. eMarketer estimates that 43.2 million US consumers used Twitter last year.
Julia Borgini of Spacebarpress shares 10 ways to improve your LinkedIn company page. According to Borgini, LinkedIn brand pages are great for brand visibility as well as sustaining a useful community around your products or services. The ways include providing expert content that solves problems for your audience, use images to capture attention, show & tell with videos, and more!
Nicole Fallon of Business News Daily explains 3 March Madness social media lessons. Fallon shares how certain coaches have banned posting to social media from their players during March Madness. Fallon suggests that a cohesive strategy will help you get the most out of your social media marketing efforts.
Daniel Kosir of Search Engine People explains why social signals are important for SEO. According to Kosir, social signals indicate credibility as 92% of consumers trust recommendations of friends and family more than any other form. Consumers can help brand authority and increase SEO performance through online sharing, tweeting, and citing according to Kosir.
“In today’s digital world you must integrate social into your online marketing. Social is earned media, and earned media is always more trusted than paid media. If you fail to utilize social media as a tool, you are letting a formidable opportunity pass you by.” – Daniel Kosir, Search Engine People
Art Enke of Vertical Measures explains the evolution of the title tag through examples where keywords are highlighted. Google took note of such keyword abuse, and decided to change their new SERP layout. An average title tag using the new layout is 55 characters or less. According to Enke, use available tools to help you choose the correct title tags for the new dimensions.
Stoney deGeyter of Pole Position Marketing explains how to perform SEO tactics when budget is tight. deGeyter wonders why entertainment comes easy, but marketing for your businesses comes afterwards. Remember a business can start somewhere with an SEO campaign, and grow as the success arrives according to deGeyter.
James A. Martin of CIO shares link building strategies and tips for 2014. Martin asks industry leaders for their opinions on the state of link building. Many agree that the latest algorithm updates from Google have forced link builders to value quality links, and to refrain from gaming the system of before.
Amy Edwards of Bubble Jobs shares 5 alternative link building tactics for 2014. Edwards suggests updating successful old content, getting involved with industry initiatives, dig into your data then share, source content from multiple sources, and network offline.
Angie Pascale of Location3Media explains why building relationships instead of links will be the reason why guest blogging will never die. Instead of guest blogging for SEO purposes, Pascale suggests being selective for websites whose content fits with your guest content, creating great quality content, & building relationships the PR way for better results. Your relationships will help increase search brand traffic for you, and help you become an authority within your industry according to Pascale.
Brenden Cottam of SEER Interactive shares 3 fundamental human values for your link building. Make sure to be authentic, thoughtful, and transparent. According to Cottam, those on the receiving end of your emails are still human, and deserve common courtesy.