Tiffani Allen

5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Tiffani Allen on Jun 18th, 2019     SEO

Common SEO Mistakes

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

Debbie Friez

Spotlighting Organic Social Media Video Success: Your Guide to Metrics and Specs

Debbie Friez on Jun 17th, 2019     Social Media, Video

Social Media Video

Native social media video is a marketing darling, with emerging new formats and increasing availability across platforms. Mainstays like Facebook prioritize native video posts over other content types. But how can marketers showcase the impact of native video tactics to clients? With variable analytics available for the different platforms, setting a benchmark for reporting in advance is smart but complicated.

Today we’re giving you the ultimate native video guide to set you up for success. Let’s look at the primary social media channels, outline the specs for your video, and list the available metrics for measurement.

Lee Odden

Infographic: 5 Must Have Ingredients for a Great Content Marketing Strategy

Lee Odden on Jun 14th, 2019     Content Marketing

ingredients content marketing strategy

If you’re still struggling with establishing your content marketing strategy for 2019, you’re not alone. Only 12% of respondents to a recent survey by the Content Marketing Institute felt successful at their current efforts to strategically manage content. What’s particularly striking about this is that the vast majority of organizations surveyed – 91% – used content marketing to sell their products. Where’s the disconnect?

To help answer that question, I’ve collaborated with the folks at Oracle Marketing Cloud to create an infographic featuring 5 must-have ingredients for a great content marketing strategy. You can download the full infographic here.

We could talk about the talent gap or the technology gap, but I believe that content marketing success really comes down to five basic ingredients:

  1. Goals
  2. Operations
  3. Insights
Lane Ellis

Digital Marketing News: Facebook’s Video Creation Kit, New Mary Meeker & Adobe Trends Reports, Google Buys Looker, & AV Studies

Lane Ellis on Jun 14th, 2019     Online Marketing News

2019 June 14 Bond Capital Chart

Mary Meeker’s Annual Tech Report Outlines Coming Shifts in Social Media and Digital Marketing
The highly-anticipated Internet Trends report for 2019 has been released, including data of interest to digital marketers. For more than 21 years venture capitalist Mary Meeker, partner at Kleiner Perkins, has researched and put out the report, this year weighing in at 333 pages. Social Media Today

Voice Search Study: Factors Influencing Search Engine Rankings in 2019
20 percent of Android Google App searches now come from voice, and a new SEMrush study examines ranking factors including the importance of first-page placement and other facets of voice search. SEMrush

Joshua Nite

B2B Demand Gen: The Next Evolution of 5 Tried-And-True Tactics

Joshua Nite on Jun 13th, 2019     B2B Marketing, Digital Marketing

New Demand Gen Tactics

B2B demand gen used to be easier than B2C. Because, let’s face it, so much B2B marketing was deadly boring. A cool concept, a little creative design, or a dash of humor were like water in the desert.

Now, though, it’s the norm for B2B marketing to be every bit as visually and emotionally compelling as B2C. Suddenly we’re selling water by a lake, not a desert. There’s no shortage of cool content. Audiences expect more, and marketers (including your competitors) are keeping up with demand. So it’s time to take B2B demand gen to the next level.

B2B Demand Gen Tactics: The Next Evolution

What follows are some logical upgrades for some of your favorite time-tested tactics. That’s not to say, of course, that you should stop doing things that are already working. But it’s worth testing these evolutions out to see what works for your target audience.

Lane Ellis

5 Examples of Remarkable Content Marketing in Action

Lane Ellis on Jun 12th, 2019     Content Marketing

Mountains and wildflowers image.

Remarkable content marketing is able to inspire us to reach out and try for newfound levels of success, through powerful storytelling and the kind of compelling and relevant information that provides best-answer results.

Here are five recent examples of how this kind of remarkable content marketing wins minds, hearts, and wallets — utilizing tactics that are memorable, well-targeted, and helpful.

#1 — Sigstr’s Customer-Fueled E-book

Sigstr Example Image

Email marketing platform Sigstr prominently incorporated some of its brand customers into a fashion-styled e-book for a recent campaign, a unique twist on a tried-and-true format that garnered the campaign the first-ever B2B Choice Award at B2B Marketing Exchange’s eighth-annual Killer Content Awards — The Finnys — in addition to the event’s customer lifecycle marketing award.

Anne Leuman

When & Why Net-New Content Creation Makes Sense—And When It Doesn’t

Anne Leuman on Jun 11th, 2019     B2B Marketing, Content Marketing

When New Content Creation Makes Sense

1996: The year content was named “king” in a burgeoning digital world.

2001: The year “content marketing” was officially coined and the modern content revolution began.

130 trillion and counting: The number of webpages currently indexed by Google.

One zillion infinities: The number of pieces of content you stand to create during your B2B content marketing career.

Zero: Perhaps the number of times you’ve asked yourself, “Do I really need to create a new piece of content?”

If the last one strikes a little too close to home, we’re not passing judgement — rather we’re reminding you that you don’t always have to start from scratch.

Caitlin Burgess

Ally or Adversary? How Our Marketing Fears Can Be Wielded for Good

Caitlin Burgess on Jun 10th, 2019     B2B Marketing

Now Fear This: Kicking Fear to the Marketing Curb

B2B marketers are a special breed: We’re relentlessly self-improving.

We look to our industry peers and thought leaders for wisdom. We scour data for opportunities and insight. We keep tabs on rising trends and emerging tools. We tirelessly strive to adapt our strategies to the evolving needs of our customers and prospects.

Without a doubt, we’re ambitious. But despite that ambition, we’re only human. Fear can easily creep in—which can become a helpful tool or a crippling bad habit.

Fear Itself

Fear is the most natural human emotion in my opinion. The presence of fear in our marketing minds not only signals self- and spatial-awareness, but also benevolence. We deeply care about what we do and who (i.e. our brands, co-workers, and buyers) we serve, and we want to do our absolute best to drive results and offer solutions.

Lane Ellis

Digital Marketing News: B2B Content Consumption Habits, Video Captions Boost Brands, Google’s How-To Structured Data & More

Lane Ellis on Jun 7th, 2019     Online Marketing News

Social Insider Facebook Video Chart Image

Social Media Moves Down the Funnel as Commerce Opportunity Arises
Social media is used to research products (42 percent) and discover brands (24 percent), and new eMarketer survey data takes a look at social’s power to influence purchase decisions among U.S. companies. eMarketer

LinkedIn Acquires Data Personalization Platform Drawbridge to Improve Ad Targeting
LinkedIn (client) has announced that it is acquiring data analytics firm Drawbridge, and will incorporate its advanced machine learning features to better refine the platform’s ad targeting options. Social Media Today

Behavioral Ad Targeting Not Paying Off for Publishers, Study Suggests
A new study on how behaviorally-targeted advertising affects online publishers’ revenue shows only modest gains around 4 percent over traditional tactics, and the Wall Street Journal takes a close look at the recently-released data. Wall Street Journal

Caitlin Burgess

The Experience Factor: It’s Time for Content Marketers to ‘Flip the Switch’

Caitlin Burgess on Jun 6th, 2019     B2B Marketing, Content Marketing

Flipping the Content Experience Switch

I’d love to tell you everything. But in the spirit of brevity and relevance, I’ll cut to the moment it all clicked.

While enjoying a lovely dinner with an old family friend last week, he relayed his version of a classic Maya Angelou quote to me:

“You know, you meet so many people throughout your life. And you never really remember what they said or what they did, but you always remember the way they made you feel.”

via GIPHY

For decades, content marketers have been tasked with meeting buyers along their journey, striving to create best-answer content that satisfies curiosity, encourages brand engagements, and paints their product or service as the solution buyers are looking for.

Nick Nelson

The Relationship Between SEO and Social: It’s Complicated … and Complementary

Nick Nelson on Jun 5th, 2019     Content Marketing

Social media marketing and search engine optimization are often viewed as two disparate components of a holistic digital strategy. In some ways, they are distinct, but there is far more convergence and crossover than we’re often led to believe.

I find that looking at one side through the lens of the other invariably helps me better understand the more ambiguous aspects of each. So today I thought I’d share this perspective, with a focus on how these tactical areas can work cohesively to strengthen your brand’s visibility and impact on the web.

Similarities Between Social and Search

Let’s begin by exploring some commonalities between social media networks and social engines.

Lane Ellis

10 Smart Question Research Tools for B2B Marketers

Lane Ellis on Jun 4th, 2019     Search Marketing

10 Smart Question Research Tools for B2B Marketers, who, what, when, where colorful image.

Getting to the heart of the questions most important to your potential audience is an unbeatable path to providing best-answer solutions.

Let’s look also at why question research is such an important facet in marketing, and some of the primary ways to uncover precisely what people are using search engines and other search technology to ask and learn more about.

In 2017 our Senior Content Marketing Manager Caitlin Burgess looked at this topic, in “Beyond Google Keyword Planner: 7 Easy-to-Use SEO Research Tools for Generating Content Ideas,” and in the interim new tools have become available, and new features have been added to several.

Let’s look at 10 smart tools and tactics to help uncover the questions your audience is asking.