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.
Taylor Radey of PR 20/20 shares 10 steps to scale your content marketing strategy. Radey explains that lack of time has become a obstacle for B2C & B2B marketers. Radey suggests creating your initial content marketing strategy, developing a production process, developing writer specialization, holding regular editorial meetings, and more!
The Team at Bain & Company shared some thoughts on whether or not companies can find love in B2B markets. According to Bain & Company, in B2B, promoters have significantly more value than detractors. Greater loyalty correlates to a higher market share with customer’s spending increasing and higher profitability.
Arnie Kuenn of Vertical Measures explains how to turn those leads into customers through lead nurturing. According to Kuenn, lead nurturing is your brand’s chance to deepen your relationship with potential clients by offering engaging content or information based on their needs. Kuenn suggests creating white papers, case studies and free guides, continue to engage through social media, schedule lead-specific webinars, and maintain relationship with informative emails.
Heidi Cohen of Riverside Marketing Agencies shares 22 expert tips about content marketing lead generation. According to Connie Bensen of Dell, the content needs to be lightly branded at the end of the content as well as not too long to add value for the reader. According to Mike Delgado of Experian-North America, creating content your community craves is the key. According to Phil Paranicas of ThomasNet, make sure you have helpful, excellent, and creative content.
Dave Murrow of Vertical Measures explains how to rewrite the rule book for content marketing. Murrow highlights the change of marketing from more traditional channels to the content and social media marketing of present. Many big brands have been successful with their recent social media campaigns according to Murrow. The more B2B brands are moving forward with content marketing, the more others will as well according to Murrow.
Erin Pritchard of Vertical Measures shares a video about how to repurpose your content. Pritchard explains the benefits that you will reach more of your audience, including those who like shorter content and those who like in-depth content. Pritchard suggests using different formats to fit your audience correctly.
Manny Rivas of aimClear wants to know if AdWords social is the new SEO based on G+ post amplification via a 2% display CTR. Rivas explains the new roll out of engagement ads has allowed companies to dramatically amplify G+ interactions across the Google display network. Rivas stresses how social signals are now available for purchase from the very search engine companies we continually strive to gain organic life from.
Instagram Video Ads Are Coming Soon But the photo-sharing service continues to be very selective about its partners
Garett Sloane of AdWeek shares the latest news about Instagram video ads coming soon, but is still very selective about its partners. Facebook wants Instagram to keep the magazine feel, and thus the partners much match Instagram’s goal. The growth strategy is close deals like the one signed with Omnicom Media for $40 million in ad spending according to Sloane.
Oli Gardner of Unbounce shares eight steps to craft the ultimate PPC landing page. Gardners suggests you set your campaign objective first, define the customer pain and relief, write your campaign story, design your form, design the page around your form, do the congruence test, run through the conversion-centered design checklist, and dynamic text replacement. According to Gardner, storytelling is the key part in being successful marketer in this age of branding.
Zach Kitschke of Canva shares 4 ways visual design can improve your social media marketing. According to Kitschke, a strong visual brand helps you connect with your community and effectively convey your brand’s personality. Kitschke suggests you set your color palette, determine your brand fonts, use photo filters, and design consistent templates.
Nick Statt of CNET explains the latest Pinterest feature of mobile discovery with guided search. Statt explains that Pinterest hopes its new guided search feature (only available on iOS and Android) can help users find more of the 30 billion pins and 750 million boards. This is signifcant as it has been reported that around 75% of Pinterest use is done through its mobile apps.
Mat Honan of Wired explains how Twitter hopes a smarter signup process will keep you from fleeing. According to Honan, Twitter wants to help new users know why they signed up for an account via a new signup process. With the new process, Twitter hopes this will draw news users to be more interactive with their friends, favorite brands, and other people according to Honan.
Bonnie Bailly of Digimind explains the softer side of B2B marketing. Bailly stresses the importance of using social networks efficiently instead of just having a page.
Jennifer Slegg of JenniferSlegg.com explains 4 SEO myths & conspiracy theories that Google’s Matt Cutts wants to die. Slegg addresses the following claims/myths, paying for Google AdWords equal higher rankings, Google changes its algorithm to force people to buy ads, Black Hat Tricks are the best way to rank #1, & SEO tools will solve all of your problems. Slegg also acknowledges giving searchers what they want through search.
Jo Turnbull of seojoblogs.com shares 6 steps to fix your hacked website. Turnbull suggests finding the hack, finding the spam, removing the spam, reviewing security measures, starting from scratch (or nearly), having a site scanner, and choosing your plugins carefully. Turnbull reminds you that fixing a website after a hack is a tedious process, but is worth it in the end.
Jason Acidre of Kaiser The Sage explains how to really rank in Google SERPs. Acidre shares how he was fixated on ranking for certain search terms, & discovering co-occurence. Acidre suggests entity optimization to set your brand apart, then understanding the authority signals needed.
Amanda DiSilvestro of HigherVisibility.com explains how to conduct a content audit and why it matters for SEO. DiSilvestro says to gather more than one person to perform the audit, then create a spreadsheet with all of your data and include an SEO audit.
Simon Penson Zazzle Media shares thoughts on brand mentions being the future of link building. According to Penson, information about the Panda patent allows digital marketers to know how Google connects relevant queries with mentions of a brand. Panda also allows Google to determine the value of specific links for a modification factor according to Penson.
Lee Wilson of Vertical Leap advises on a history in the making between Matt Cutts and link networks. According to Wilson, Matt Cutts has made it a goal to de-index links that send spammy signals through guest blogging. Losing backlinks to signals of buying of such links is marked for spam according to Wilson.
Jon Cooper of PointBlankSEO shares scalable link campaigns with processes & workflow in depth. Cooper suggests signing up for a BuzzStream Account as well as add the extension to your Chrome browser. According to Cooper using this tool will allow you to keep track of all the information you need for building links. Cooper also suggests using other web based tools for prospecting links.