Archives for December 2016

Online Marketing News: Siri vs. Google Assistant, Periscope 360 Video & Amazon Tests Product Listing Ads

Infographic: Google Assistant vs. Siri: Which is the Best Smartphone AI?
Artificial Intelligence is not a thing of the future, it has become something that we rely on daily. Today’s smartphones are equipped with the latest in personal assistants, but they are not all created equal. See which one has the features that you’re looking for. Search Engine Journal

Periscope Launches Live 360 Video Broadcasting
Twitter’s Periscope is another in a long line of social networks enabling 360 video on their platform. As of today, everyone can view 360 videos but only a select group of partners can publish. What could this mean for your video marketing strategy in 2017? Marketing Land

The Future of Search Engine Optimization: Top SEO Predictions for 2017

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In the past, the SEO battle was focused on either black hat, or white hat tactics. Black hat SEO was considered extremely aggressive and didn’t typically play by the rules of search engines. White hat SEO tactics on the other hand were typically closely aligned with search engine guidelines.

Today’s world of SEO looks much different (and it’s about time). Instead of hyper focusing only on keywords or search engine needs, smart marketers are concentrating first and foremost on the needs of users. User experience as it relates to mobile accessibility, content structure and user intent on search engines have become the new norm.

Content is the reason search began in the first place. – Lee Odden

Facebook Advertising: How to Get More for Your Budget

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Gather around, children, and let me tell you a story of Facebook advertising in the long-forgotten year of 2012. In that gilded age, whenever your page posted an update, up to 20% of your followers would see it in their feeds organically.

It was a simpler time. A gentler time. And a time when Facebook took in a lot less revenue from advertisers.

Then in 2016, organic reach fell off the cliff (Or was it pushed?), sinking to as low as 2% of a page’s followers.

The moral of the story is: If you want to reach a sizable audience on Facebook now, you’re going to have to pay. But as our friends (and clients) over at LinkedIn Marketing say, “Organic is good. Paid is better.”

Mobile SEO in 2017: What You Need to Know to Prepare for the Upcoming Year

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Today, most online searches happen on mobile devices, not desktop computers. The advancements in technology and the ability to always being connected has led the charge for users to consume more information via mobile devices. Since most searches now happen on mobile devices, Google is making the move to go all-in on mobile. Google claims that their algorithms will eventually primarily use a mobile version of a site’s content to rank pages over a desktop version.

Google Switches to Mobile First

Google recently announced that they are switching the way that they index websites. Historically, Google has indexed websites based off of desktop sites. Now, Google will be using a mobile first index that will probably alter the results for desktop searches. Google has always encouraged webmasters to focus on mobile users and this index switch solidifies the importance of mobile optimization.

Content Curation 101: 7 Best Practices, Helpful Tools & Great Examples

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In today’s digital world, marketers know that creating quality content is key to informing, engaging and inspiring action, as well as building authority and rapport with their audiences. And oftentimes that means creating original pieces and assets that tap into their audience’s interests, address pain points and answer burning questions.

But let’s face it: marketers are busy—and creating quality, original pieces that get results and position your brand as having the best answer is incredibly time intensive.

However, there is one tactic that can come to the rescue: content curation.

What is content curation?

Simply put, content curation is all about finding, gathering and sharing the best and most relevant content the web has to offer on a specific topic that your audience cares about.

Lucky 13 – Happy Birthday to TopRank’s Online Marketing Blog!

Happy 13th Birthday TopRank Marketing Blog

We have a lot to celebrate this time of year and I feel incredibly lucky that TopRank’s Online Marketing Blog gets to celebrate yet another blog birthday.

Happy Lucky 13 Birthday Online Marketing Blog!

And thank you to Ashley Zeckman for doing a great job managing our blog in 2016!

I have a confession: Starting a blog in 2003 was just another “thing” to explore for its marketing value, not some ephiphany-inspired marketing journey. The inspiration came from a drive to reach more people with fewer resources in a meaningful way. Could blogging be the solution?

In fact, the creation of TopRank’s Online Marketing Blog followed several other search marketing focused blogs that launched the same year including Search Engine Roundtable, Search Engine Journal and SEO Book. Two of those three are still going pretty strong with daily posts and large readerships.

Online Marketing News: Abandoned Carts, Email Benchmarks & 2016’s Most Popular Content

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Infographic: Average Cart Abandonment Rates for Q3 2016
Why, and at what frequency, are users abandoning their online shopping carts? Many folks are abandoning carts simply because they’re just looking or researching — 34% to be exact. 23% are abandoning carts because of issues with the cost or time required for shipping. ClickZ

3Q16 Email Marketing Benchmarks and Trends
Marketers sent nearly 20% more emails in Q3 of 2016 than in the same period of 2015. However, click through rates were 12.5% lower. This could be due to the rising share of mobile ‘clicks’ to marketing emails, meaning that the emails we send to our list need to be mobile-friendly and actionable from a mobile device. MarketingProfs

The Future of Influencer Marketing: Top Predictions for 2017

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The buyer journey has changed, and will only continue to evolve. Clean funnels that marketers used to use to determine their digital marketing strategy are a thing of the past.

Today’s consumers can take many different paths (at their own pace) to discover the products and solutions that work best for them. This can create a lot of unpredictability for marketers struggling to keep their head above water.

For marketers trying to do more with less, or connect in a more meaningful way, influencer marketing can be an extremely effective method.

Influencer Marketing is the practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.” – TopRank Marketing

A Day in the Life: Time Management for Content Creators

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Don’t you hate the days where you’re busy all day with nothing to show for it? Maybe you started three projects and hit roadblocks on all of them. Maybe you kept getting interrupted every time you got up to speed.

However it happens, it’s a lousy feeling. There’s panic as the clock seems to pick up speed. How is it 3:00 already? And now it’s 4:30! ARRRGH! And then comes the emptiness, the realization that everything is getting pushed out to tomorrow.

It’s no fun. But it happens. Especially to content creators/copywriters/writers of any stripe. We have to balance the really interesting projects, the research-intensive maybe less-interesting projects, the “delightfully challenging,” the not-at-all-delightfully challenging, and the tiny housekeeping tasks that build up and eventually bury us.

8 Holiday Content Ideas for Busy Marketers

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While you’d probably love to slow down and smell the pine during the holiday season, let’s be honest—that’s usually not an option for marketers. It’s crunch time and you’re working hard to tie up loose administrative ends, manage holiday campaigns and prepare to start the New Year stronger than ever.

But despite your busy schedule, you’re always on the hunt for ways to boost your content marketing efforts. Am I right?

Well to help you out, below are a handful of last-minute content marketing ideas that are easy to execute and keep you connected with your audience through the holiday season.

A Year in Blog Posts: TopRank Marketing’s Most Popular Influencer Marketing Posts of 2016

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If you’re a marketer and haven’t been living on another planet for the past few years, influencer marketing is a term that you’re familiar with. The increasing popularity of influencer marketing has brought every person out of the woodwork sharing their “expertise” and trying their hand at building a program.

In fact, 84% of marketers plan to run influencer marketing programs within the next year. If you fall into that 84% or have already kicked off your influencer marketing initiative, there are some things you need to know.

First and foremost, you need to have a strategy for your influencer marketing program. That strategy should include building relationships with influencers that have mutual interests, audiences and goals.

Online Marketing News: B2B Case for LinkedIn, The State of Content & Ranking Factors Study

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Get Proof: The Case for B2B Marketing on LinkedIn [Infographic]
A new infographic from LinkedIn makes a compelling case for B2B Marketing on the channel. 92% of B2B marketers leverage LinkedIn over all other social platforms for their marketing efforts, and 80% of B2B marketing leads generated through social come from LinkedIn. LinkedIn Marketing Solutions Blog

Facebook Page Layout Changes: How Marketers Should Respond
Facebook pages have a new layout for visitors — bumping up videos and photos underneath shopping recommendations where popular content used to live. Not a fan? Not to worry! You can still edit the order of your page’s content by editing the order of the sidebar tabs. Social Media Examiner