Ads on Breitbart Don’t Work Anyway, Here’s How to Exclude Them & Save Money

Google offers advertisers several different ways to target their ads on the Google Display Network to reach its vast audience. With over 2 trillion impressions served each month across over 2 million unique websites, most GDN advertisers don’t manually select each placement where their ads serve. Instead, many advertisers on GDN chose to target their ads to reach audiences of past website visitors through remarketing, serve ads on the websites with certain keywords, or use another programmatic method of buying their display placement, allowing Google to place their ads on thousands of sites for them.

This is typically not a problem, as most of the Google Display network includes sites that are either unremarkable or unobjectionable. However, the Google Display Network does include the controversial Breitbart.com, which hosts content many view as racist, sexist, anti-Semitic, Islamophobic, homophobic, violent, or otherwise offensive.

breitbart ad boycott

Recently, some large advertisers such as Kellogg’s announced they would no longer advertise on Breitbart.com, citing that the site’s content conflicted with their brand image. Many smaller advertisers are seeing their ads on Breitbart and following suit, and those who oppose Breitbart’s message are calling on other advertisers to do the same. In addition, ad tech provider AppNexus has barred the site from using its technology.

Do Ads on Breitbart Even Work?

Although brand damage is a genuine fear for all advertisers, there may be more reason for advertisers to drop their ads on Breitbart than just their corporate values. As it turns out, Breitbart ads don’t work and may be a huge waste of money!

In reviewing data from November 2016, WordStream managed a total of 3,098 accounts whose ads had appeared on Breitbart. Nearly all those advertisers didn’t necessarily intend to advertise on the domain; only 7 accounts of those 3,098 had targeted the domain as a managed placement in their campaigns. During November, these accounts displayed over 3 million impressions on the site and their overall ad performance on the domain was awful! Ads on Breitbart.com have surprisingly low click-through rates, poor conversion rates, and cost far too much per click, compared to its peers on the Google Display Network.

breitbart ads don't work

The self-proclaimed news network finds its ads underperform its peers in the online news space as well. While popular news sites often have higher cost-per-clicks than the average site on GDN, they typically also reach a larger, more engaged audience. Ads on Breitbart.com may cost as much as they do on FoxNews.com or NYTimes.com, but the reach of Breitbart.com is a fraction of that of its peers. Google AdWords’ Display Planner estimates that Breitbart.com displays a total of 150-200M impressions a week, which is less than half of the estimated reach of FoxNews.com (400M-500M weekly ad impressions) and a quarter the estimated reach of NYTimes.com (500M-1B weekly impressions).

More importantly though, Breitbart’s expensive audience is appreciably less likely to click or convert after seeing an ad. Unfortunately, lower click-through rates on the Google Display Network translate to lower display quality scores, which can ruin the rest of your campaign’s efforts as well!

How to Exclude a Specific Site on the GDN

When managing a display campaign within AdWords, it’s a best practice to routinely exclude poorly performing placements to prevent you from wasting budget on that site. Given Breitbart’s relatively poor ad performance and all the controversy the site surrounds itself in, here’s how you can exclude it from your display campaigns so that your ads won’t appear on the site:

how to exclude a site on google display network

Image via Ben Harnett

One of the benefits to advertising with Google is that you have a lot of control over where and how your ads appear across the web. If you’d rather your ads not appear alongside content on Breitbart.com or any other site for any reason, you can add that site as an exclusion to your AdWords campaigns.  

Data Sources

Data is based on a sample size of 3,098 accounts (WordStream clients) in all verticals advertising on the Google Display Network in November 2016.

About the author:

Mark is a Senior Data Scientist at WordStream with a background in SEM, SEO, and Statistical Modeling. He was named the 14th Most Influential PPC Expert of 2016 by PPC Hero. You can follow him on Twitter, LinkedIn, and Google +.

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3 Tools Access and Search Your Personal Twitter Archives

As unbelievable as it sounds Twitter is over ten years old. This is a ton of information. And even though it may feel like yesterday, most of us have joined Twitter years ago.

How often do you look back? Do you know if it’s even possible?

Today’s round up has three tools allowing you to go back in time and access your personal Twitter archives.

TweetStory

Do you like “On this day” feature? With how social media platforms have been developing, you’d guess Twitter would add something like that too soon! While we are waiting, there’s already an app for that.

TweetStory is an iPhone app that shows you what you tweeted on this specific day in previous years. For someone who tweets A LOT, this app has been a huge discovery!

Tweetstory

TweetStory focuses on this aspect by offering you the possibility to see your tweets on current day but from 2007 and until last year.

The app also has push notifications in case you don’t want to miss a thing!

Snapbird

Snapbird is a handy tool that lets you search your personal Twitter archives. I still cannot quite understand why Twitter doesn’t have this feature built in, but it makes perfect sense to me.

You can search your own tweets and DMs. You can also choose to search your friends’ tweets to in case you are in need of quotes for your article or presentations.

I use the tool often because I tweet plenty of URLs and that’s the only way to find those URLs to reference in my future articles.

Naturally, you need to authenticate Snapbird using your Twitter credentials to give it access to your archives.

Snapbird

Search:

  • Any user’s timeline (including yourself)
  • Any user’s favorites (including yours)
  • Your friends’ tweets
  • Tweets mentioning you
  • Your sent and received direct messages

Options

First Tweet

The simplest tool on our list, this one does only one thing: Shows your very first Tweet. All you need to do is to sign in.

First tweet

And what was your first tweet? Do share! Where did it all get started?

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From RepPilot.com/info: Small Business Trends Presents: Top 10 Hiring Mistakes to Avoid

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From RepPilot.com/info: Small Business Trends Presents: Ecommerce Expert Panel: Tips and Advice for How to Sell More During the Holiday Season

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The Future of Online Reviews: Weekly Forum Update

seochat-wmw-cre8asite-threadwatch-roundup-768x576We took a little break for the holidays, but now we’re back! Even though haven’t written a post in a few months, our forums didn’t take a break at all. In fact, if anything, they’ve been a bit busier discussing some of the latest news.

This week’s title refers to the (perceived) growing power of online reviews. If you keep with us on SEO Chat, you’ll remember that a few weeks ago we shared a thread about how reviews could be the new links when it comes to ranking.

Whether that’s true or not is a matter for debate – but it’s undeniable that reviews play an important part in the online business world. What concerns many webmasters is how easy it is to fake reviews.

On third party platforms like Yelp, it’s difficult to prove that a review is fake – and, when proven, it’s even harder to get reviews removed. Amazon has started taking action against fake reviews, though, so perhaps other platforms will follow! Take a look at these stories, and more, below.

Desktop Pages, Mobile Pages, AMP Pages, and Index Priority

The mobile-first index is out there! Google says that it’s just a small test for now, but you can be assured that it will get bigger. Mobile pages will soon be considered the primary versions of their content.

That opens up a question – what if you don’t have a mobile version of your site? Google has clarified how the mobile-first index will handle different configurations: if you only have desktop and AMP versions of your site, the desktop version will be primary. If all you have are AMP pages (which is very rare, I imagine) then the AMP pages will be primary.

Little questions like this are cropping up more and more as time goes on. It makes sense when you think about it – there are kinds of different screen sizes and all kinds of different ways to make your site respond to them. So, naturally, there are lots of questions about how some obscure configurations will interact with the mobile-first index.

Yelp, Google, and Urbanspoon Easy Targets for Fake Reviews

If you’re a business that uses any of those three for reviews, you probably know this already. What’s the big deal? Well, those reviews are money in the bank for some businesses! Cre8asiteforums member bobbb shared an article with this premise:

“When researchers at the Harvard Business School analyzed restaurant reviews and revenue in Seattle, they found that a one-star increase on the popular review site Yelp meant a  five to nine per cent increase in revenue for independent restaurants…as the public’s reliance on review sites has increased, so has the market for bolstering businesses online reputations.”

Earlpearl points out that the research was paid for by Yelp, but that doesn’t make it wrong in this case:

“…we have NO DOUBT via our smbs that positive reviews have a positive impact on customers.”

It’s not only fake reviews that are a problem, though. The owners and operators of sites like Yelp also have the power to determine which reviews appear in online profiles and which do not. Earlpearl writes that

“The sense is Yelp manipulates what shows or doesn’t show, subject to whether they can get your advertising. Certain types of smb’s get tons of reviews: restaurants in particular.”

Reviews may be the future, but it’s still not clear how they are evaluated and weighted.

Amazon Deletes 500,000 “Incentivized” Reviews

About time, eh? It’s encouraging to see a business like Amazon taking steps to preserve the integrity of their reviews. WebmasterWorld’s admin, engine, shared the full story. The disturbing part is that Amazon knows there are more incentivized and fake reviews out there – they just can’t find them yet. Lucy24 writes,

“If even Amazon can’t screen out bogus reviews, what hope is there for a brick-and-mortar business that has no built-in means to identify reviewers…”

So, you either hand over the screening process to a third-party…or you struggle on your own. Bit of a “damned if you do, damned if you don’t,” situation, eh? I think there’s a lot of money waiting for the person who can “invent a better mousetrap” when it comes to online reviews.

A Russian Hacker Celebrated Donald Trump’s Victory by Hacking Google Analytics

Pretty weird story here from Cre8asiteforums. Kim discovered that some of her traffic was coming from a strange language:

“Secret google.com You are invited! Enter only with this ticket URL. Copy it. Vote for Trump!”

Jennifer Slegg shared the real source of the traffic: a Russian hacker was using the Google Analytics Measurement Protocol to create artificial hits.

By changing the tracking IDs, they were able to project their message to a boatload of people. If you’ve been hit by this, there’s an easy solution – check the thread for more details!

Google Extends Rich Cards to Include Local Restaurants and Online Courses

Google’s new Rich Card format must have been a success in their eyes, because they’re expanding it! It used to only work for movies and recipes, but now online courses and local restaurants can make use of them in the US. Some WebmasterWorld members are skeptical. Hobbs writes

“That’s Google slowly turning into Yahoo. Adopting the ways of the dodo.”

Graeme_p adds that

“It makes sense,” but “The downside for some webmasters is that more and better information in the SERPs means less reason to visit the page… Not good if your site makes money from ads…”

Google Removes Content Keywords from Search Console

It’s a bit of a surprise to see a core feature of Search Console be retired, but the simple truth is that it’s been replaced. Content Keywords used to be a great tool for detecting site hacks and getting an insight into what Googlebot could see on your site.

Now “fetch as Google” and some simple “site:” searches in Google can do both of those things easily. Are there any features of Content Keywords that you’ll miss or can’t get elsewhere?

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The Seriously Comprehensive Guide to B2B Content Marketing

I don’t even want to try and guess how much content about B2B content marketing is out there. There are possibly thousands of guides on everything from brand voice and editorial style to market segmentation and content amplification.

Unfortunately for newcomers, most of this content is absolutely terrible.

 B2B content marketing

B2B content marketing, or business-to-business content marketing, can be very challenging, and it’s only going to become more so in the coming years (if such a thing were possible). That’s why we wanted to create a seriously comprehensive, detailed guide to content marketing for B2B-focused businesses.

We’ll cover a lot of territory today, including:

  • What B2B content marketing is
  • What sets it apart from consumer-facing content
  • How to come up with topic ideas and promote your B2B content
  • Examples of excellent B2B content marketing.

There’s a lot to talk about, so let’s get started.

What Is B2B Content Marketing?

As its name suggests, B2B content marketing is the art of using content to expand your business’s audience, strengthen and develop brand affinity, and ultimately drive leads and sales by appealing to other businesses.

All that sets B2B content marketing apart from other types of content marketing is that it used exclusively by businesses, for businesses. This is not run-of-the-mill consumer-facing content.

How Does B2B Content Marketing Differ from B2C Content Marketing?

B2B content has to be useful above all else. If the reader cannot apply the actionable elements of your content to their own work or business, it’s missed the mark. This doesn’t mean you can’t publish the odd off-topic think piece or two every now and again, but as a B2B content marketer, being seen and renowned as a leading resource for professionals in your industry should be your top priority.

Of course, that’s not to say B2C content doesn’t have to be useful as well, but it’s not the only or primary consideration. Think about branded content, like that published by energy drink giant Red Bull, for example.

 B2B content marketing Red Bull content

Examples of the kind of content published in the ‘Adventure’ category
of Red Bull’s official website

Red Bull’s content is primarily entertaining. It features remarkable things happening across multiple media channels to create an exciting, media-rich experience. This is excellent for brand awareness, but perhaps less so for directly driving leads or sales. Think of it in the same way that marketers approach the Google Search and Display networks; the Search network (or B2B content marketing, in this slightly awkward metaphor) is more metric- or results-driven, whereas the Display network (or B2C content) is more effective for driving brand awareness.

However, this doesn’t mean that your B2B content can get away with being bland, boring, or forgettable. If anything, B2B content marketers have to balance all three elements of the Holy Trifecta of Content Marketing – useful, engaging, and of high quality – even more perfectly than B2C content professionals.

How To Do B2B Content Marketing Right

Now we know what B2B content is, let’s take a look at how to leverage the power of this marketing channel effectively. There are a lot of variables to consider, so let’s dive in.

Identify Your Ideal Audience

Before you can give your audience the content it craves, you have to know as much as you can about it.

However, although you may segment audiences by the stage of the funnel they happen to be in, each audience is comprised of individual people. This is why reader personas – similar to buyer personas – are so important.

B2B content marketing audience personas 

Image via Liquid Agency

Now, you might be thinking that your audience is too broad to define in this way, and – to an extent – you’d be right. You can only get so granular before you have to settle for broader definitions of who’s reading your stuff. However, you can get a hell of a lot more granular about your audiences simply by exploring your Google Analytics data.

Here, you can learn a great deal about the people visiting your site. You can see basic demographic information such as age, gender, and location, as well as valuable interest data that shows the topics they’re interested in. This is crucially important, as even if it’s not central to your business, it provides a way for you to “land and expand” into new, tangentially relevant subject areas, as Larry explains in this post about thought leadership.

Let’s take a look at WordStream’s data to give you an idea of what this looks like. Here’s a screenshot from our Google Analytics data on the composition of our primary audience:

 B2B content marketing WordStream audience demographic profile

As you can see, a majority of our readers are men between the ages of 25-34. The fact that a majority of our audience belongs to the Millennial demographic explains several of the editorial choices made at the WordStream blog, such as our use of memes, emoji, and unicorn imagery – our audience digs it! This is just one example of demographic targeting in action. (Check out this post on generational marketing to learn more about how to leverage these principles.)

Although the kind of data shown above can be useful, this is the simplest overview of your audience demographics that Google Analytics offers (and can be accessed by going to Audience > Demographics > Overview). This alone doesn’t tell us a great deal, so let’s take a look at some other interesting data.

As you can see in the summary of the Interests data below, more than a few of our readers are technology enthusiasts, and we’ve got quite a few photographers in the mix, too:

B2B content marketing WordStream audience interests profile 

By now, you should be able to start drawing some conclusions about your audience. This lets you target them with relevant content more effectively, because you can “speak” to them more clearly and in a way that is more likely to resonate with them based on their demographic and interest profiles.

However, it’s worth noting that, as indicated by the percentage in the upper-right of the image above, this data is often based on representative samples of your overall traffic – Google Analytics may not be able to provide you with exact data, depending on how much traffic your site receives.

So, now we know a little more about audiences, how the hell do we figure out what to write about?

How to Develop New Content Ideas Consistently

One of the greatest challenges facing content marketers in any vertical is coming up with new content ideas consistently. It’s easy to think of things to write about when you’re just starting out, but if you’ve been at the content marketing game for a while, you’ve probably experienced a drought of ideas at some point.

One of the best ways to identify new topics in your niche is to see what people are sharing and talking about on social media. There are plenty of online marketing tools that can do this, but one of our favorites is BuzzSumo.

 B2B content marketing BuzzSumo screenshot

BuzzSumo lets you examine real-time data from across all major social networks to identify which topics in your industry are gaining the most traction. Based on this, you can prepare content that either presents a new angle on an existing topic – something that readers crave – or even as a counterpoint to prevailing opinion about a topic relevant to your business (a practice sometimes known as “contrarian content marketing”).

You also have to consider user intent when creating new content ideas. As mentioned above, you already know more about your audience by examining the demographic data, but you also need to anticipate what your audience wants to read and what they want to accomplish by reading it.

Let’s take WordStream’s content as an example. We knew that when Expanded Text Ads launched earlier this year, new and experienced advertisers alike had dozens of questions about what the new feature meant for their campaign.

B2B content marketing Expanded Text Ads content 

That’s why, in addition to covering the news as it happened, we also went back and really dove deep into what ETAs meant for advertisers, how to create and implement them in campaigns, and other essential tips and strategies.

We did this because we knew our audience would have two primary questions about Expanded Text Ads:

1.)    What are they?

2.)    Why should I use them?

When it comes to intent, you must remember that the reader only has one question in mind when evaluating whether or not to give your content a chance – “What’s in it for me?” It’s the same question sales professionals always bear in mind during calls with prospective customers, and you, as a content marketer, need to do the same.

Audition Your Content Using Social Validation

This is another powerful technique that Larry Kim uses to regularly develop content that knocks it out of the park.

Essentially, the concept of “auditioning” your content through social validation is using Twitter to test which content topics do well in terms of social shares and other engagement metrics. The reason Twitter should be a marketer’s primary means of auditioning content is because Facebook has already virtually eliminated organic reach, meaning you’d essentially have to promote content to see if it would do well – before producing that content. Obviously this is a waste of time and ad budget, hence Twitter.

Take this example from Larry’s Twitter account. Larry tweeted a link to an infographic about the mind of the entrepreneur, and found that it struck a chord with his audience.

B2B content marketing social validation content Twitter 

As a result, Larry went on to produce a blog post based on that infographic for his column at Inc. magazine – a column that performed extraordinarily well.

By auditioning the content first, Larry was able to use his limited time to produce content that was more likely to have a significant impact that the “publish, promote, and pray” approach apparently favored by some content marketers.

Promoting Your B2B Content

Content promotion is absolutely crucial in today’s online environment. Competition in the “attention economy” is intense, and relying solely on organic reach is a potentially disastrous mistake.

Take a look at the figure below. This represents the gradual but steady decline of organic reach on Facebook between October 2013 and February 2014:

B2B content marketing Facebook organic reach declining 

Image via social@Ogilvy

Obviously this should be of grave concern to social advertisers and those hoping to use Facebook to promote their content. However, the situation may be even more dire than advertisers thought. Recent data suggests that Facebook may have overestimated the reach of organic traffic on its platform, meaning that paid promotion is now virtually required if Facebook is a major part of your content promotion plan.

B2B content marketing Facebook overestimates organic reach 

Organic reach, highlighted in red, overestimated by 50% during a 7-day period,
and by 100% across a four-week (28-day) span

Fortunately, advertising on Facebook is remarkably cost effective. The nuances of Facebook advertising and how to use it for content promotion are beyond the scope of this post, but check out the resources below to learn more:

Examples of Great B2B Content Marketing

So, now we’ve taken a look at what B2B content marketing is, as well as how to develop and promote it, let’s check out some examples of the very best to serve as inspiration for your content marketing campaigns.

HubSpot

Our friends at HubSpot publish one of the best marketing blogs in the business, but HubSpot also serves as an excellent example of how to do B2B content marketing right.

 B2B content marketing HubSpot blog

Firstly, the HubSpot blog is divided into two distinct tracks: marketing and sales. Some blogs (WordStream included) often combine sales and marketing content in a single resource. This makes sense in some cases, as the two disciplines are often closely related and frequently overlap in terms of topic. However, HubSpot knows that engaging, in-depth content is what its audience craves, so it separates its content in this manner to offer content that’s laser-focused on its audience’s needs.

HubSpot’s content itself is impeccable. From detailed guides to free resources, HubSpot’s content is the first port of call for marketers of all disciplines simply because it’s of such high quality and the fact that it’s so useful.

As you’d expect from a top-tier content provider, HubSpot offers original data, research, and insight to its readers, making it one of the best examples of B2B content anywhere on the Interwebs.

General Electric

Although perhaps best known for its cutting-edge microwave oven and television broadcasting division headed by the inimitable Alec Baldwin, General Electric is also one of the best B2B content publishers in the world.

B2B content marketing Alec Baldwin Jack Donaghy GE 30 Rock 

Alec Baldwin as GE executive Jack Donaghy in NBC’s ’30 Rock’

GE is a truly vast organization with dozens of divisions, hundreds of product lines, and thousands of physical locations. As you might expect from a company of this scale, GE publishes a stunning variety of content to appeal to decision makers in a wide variety of industries, but it is GE’s online magazine, The Txchnologist (no, that’s not a typo), that shines brightest.

The Txchnologist could be mistaken at first glance for B2C content. The site uses modern web technologies to provide visitors with a sleek, elegant online media experience, but the content of the magazine itself doesn’t sacrifice substance for style.

The Txchnologist’s content focuses on cutting-edge technological developments – the kind pioneered by GE’s immense R&D teams – in a way that lets decision makers see not only the benefits of specific GE technologies, but also how technology is shaping the world in a wider sense.

 B2B content marketing GE The Txchnologist

Image via GE/The Txchnologist

Overall, GE and The Txchnologist prove that B2B content doesn’t have to be boring or detached; in fact, it can rival even the glossiest of consumer magazines and websites to create a uniquely engaging and compelling branded B2B content experience.

Buffer 

Buffer isn’t just an awesome social media management tool, it’s also one of the best B2B marketing blogs on the Web.

Launched in November 2010, Buffer set itself apart from similar blogs early on by making a powerful commitment to quality content. However, although the content Buffer publishes is both interesting and useful – the ultimate goal of all B2B content – Buffer also created a great deal of buzz about its service by adopting a company culture of radical transparency, a movement that has grown enormously since Buffer courageously decided to make virtually every aspect of the company’s growth visible to anyone. This proves that it is possible (though certainly not easy) to break into a crowded vertical with established players and succeed.

B2B content marketing Buffer infographic 

Image via Buffer. Check out the entire infographic on Buffer’s
remarkable growth trajectory here
.

However, while Buffer may have turned some heads with its earlier promotional efforts and company culture, its content is impressive in its own right. Buffer’s content not only features more data and research than most B2B publishers, but manages to frame this data in an almost irresistibly compelling way, often combining marketing data with insights into psychology and other fascinating topics. This has earned Buffer thousands of links and immense brand exposure, both of which have propelled the organization to new heights of growth.

Content Marketing Institute

This one’s a little meta, but it would be remiss of me if I failed to mention the Content Marketing Institute’s content in this round-up.

CMI is the world’s leading authority on everything related to content marketing. Although the advice and strategies outlined in CMI’s content is most definitely useful and applicable to individuals launching personal blogs, CMI stands out as an invaluable resource for B2B content marketers, and this type of content makes up a large portion of the content that CMI publishes.

B2B content marketing CMI annual report screenshot 

Image taken from Content Marketing Institute’s B2B Content Marketing
2016 Benchmarks, Budgets, & Trends – North America report

Like the other publishers in this section, CMI offers readers a wide variety of infographics and other data visualizations based on its own independent research. CMI’s annual reports have come to be regarded as the definitive overview of content marketing as a distinct vertical in wider digital marketing circles, and some of the world’s most prominent content marketing experts, such as Ann Handley and Joe Pulizzi, are frequent contributors to the CMI blog.

CMI’s content is unique, interesting, and – perhaps most importantly – highly actionable, making it an invaluable resource for B2B content marketers. If you’re not reading CMI regularly, you’re missing out.

American Express

Even some of the world’s largest brands struggle to leverage the power of B2B content marketing effectively, but American Express is not one of them.

B2B content marketing American Express blog screenshot 

American Express offers as diverse an array of B2B content as it does financial services. However, much of the company’s content focuses on the challenges faced by smaller companies and individual entrepreneurs. This is reflected in the kinds of topics explored by American Express’ content, such as productivity and time management, budgeting and accounting, and social media. Also, as the founding organization of Small Business Saturday – one of the most important days of the year to thousands of small businesses – American Express understands the needs and concerns of its readership, and provides quality content to meet those needs.

One advantage that American Express has over some publishers is its impressive roster of guest contributors. Financial experts from media networks such as MSNBC frequently publish articles on how to grow your business and identify new opportunities in today’s challenging business environment. American Express’ content is organized into logical, intuitive sections, and reads very much like B2C content, proving that accessibility is just as important as substance.

WeWork

At first glance, coworking/coliving provider WeWork is a bit of an outlier in this round-up. It’s easy to mistake WeWork’s aspirational content as consumer-focused, when in fact it’s actually aimed squarely at the entrepreneurs who are reshaping the world of work. This is, in itself, something that content marketers are going to have to address as the so-called “gig economy” gains traction among the wider workforce, a change that WeWork is uniquely positioned to capitalize upon.

B2B content marketing WeWork blog screenshot 

WeWork’s B2B content is split across two primary channels: the WeWork blog, and Creator Magazine. The company’s blog content is as diverse as the entrepreneurs you can find in any WeWork location, and includes topics ranging from machine learning and product design to the freelancing life and social entrepreneurship, making it a surprisingly engaging and interesting read. Of course, as all great B2B content should, it’s also highly actionable and serves as an excellent evergreen resource for entrepreneurs trying to launch their own companies.

Creator Magazine is a little different, and not just in terms of format. The publication looks and feels a lot like a glossy periodical, and contains interviews with some of the world’s most successful and exciting business owners. The magazine features several different distinct content types, including highly actionable how-to guides to profiles of member entrepreneurs, meaning there’s something for many different tastes.

 B2B content marketing WeWork Creator Magazine

One thing that Creator Magazine’s content shares with the WeWork blog is its highly aspirational quality; this is content that will make you want to cast off the shackles of your 9-to-5 and finally take the plunge to become your own boss. And, of course, this aspirational positioning is reflected perfectly by WeWork’s slick, impressive product offerings, which makes WeWork’s content an outstanding example of how to pair useful, engaging content with a strong product and wider, consistent branding.

Go Forth and Conquer

As we’ve seen, there are dozens of elements to consider as a B2B content marketing professional. Although this can be intimidating to newcomers, hopefully you’ve identified several commonalities that the best B2B content marketing shares, such as being highly actionable, engaging, and laser-focused on specific, profiled audiences.

As always, get at me in the comments with questions or comments about anything we’ve covered above!

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From RepPilot.com/info: Local SEO in 2017 – How to Rank Higher in Local Search

Learn how to utilize proven local SEO strategies to give your business a head start on dominating local search in 2017.

Search engine optimization is ever evolving.  New algorithms are released, software constantly updates, and best practices change as businesses compete for the top stops in search engine results.

Small businesses and local shops rely on local SEO to build an attractive online presence and expose their business to more and more potential customers.  Learn how to grow your business with SEO tactics proven to help your local business rank higher in search engine results.

Local SEO Tactics for 2017

In the past two years, there have been big changes in what local SEO looks like, especially with Google.  The “Snack Pack” went from seven results to the more compact three-pack. We saw changes to the look and placement of search engine result page ads.  Mobile readiness and optimization became the standard and not just a suggestion.

With all these updates, the fundamental ranking factors have gone through less change. Use these proven tactics to create a local SEO strategy for the new year.

Use Local Schema Markup

Schema markups are structured data markups that tell search engines what your business does. It can be added to the existing HTML microdata, similar to other tags used on your web pages. Google has a free Structured Data Testing Tool that will alert you of errors in your structured data.

local-seo-2017-structured-data-test

Correctly using schema markups can raise your ranking in local search by several positions, yet most websites don’t do it.  That’s good news for your business. When you use local schema markups, you’ll be ahead of your competitors.

If you want to learn more about schema, BrightLocal.com has an informative article called “Schema Demystified” you should check out.

Optimize Your Google My Business

Your Google My Business listing is vitally important to ranking in Google search results. Complete Google My Business listings also influence search engine user with one Gybo study showing users who view more complete listings are about 30% more likely to report an intention to visit a store or purchase from it.

local-seo-ranking-factors-google-my-business

Google likes to keep things in-house as much as possible, so it favors its own accurate and current business listings when giving local search results to its users. Additionally, if you want any chance of showing up in the life-altering Local 3-Pack which prominently displays the top three most relevant results for local search, you have to verify and optimize your Google My Business listing (preferably with dozens of five-star reviews).

ALSO READ: How to Optimize Your Google My Business Listing

Get More Customer Reviews Posted Where They Matter Most

Google has put a much larger ranking power on customer reviews, putting them front and center in the three-pack and showing snippets of reviews on search engine results pages. Getting those golden stars to show up in search engine results with schema reviews markups helps your business stand out and increases your click-through rates.

Customer reviews have a direct impact on local search results. Knowing what you can do to get more and better customer reviews on the right sites means you have an advantage over your competitors. You can’t write your customers’ reviews, but you should be putting emphasis on doing what you can to influence how often you get reviewed and how highly you are rated.

moz review signals

ALSO READ:  3 Ways Customer Reviews Improve SEO

If you’re more of a DIY business owner and webmaster, you can visit the Google Developers Structured Data page on Enabling Rich Snippets for Reviews and Ratings to get examples, definitions, tips and code to get your gold stars seen in search results.

By adding the promotion of positive customer reviews to your SEO strategy you are putting the information that customers are looking for in the first place, they are looking.  For effective reputation management, the optimal solution is to automate your customer review gathering and promotion to ensure your business is continuously gaining and posting the best reviews and highest ratings where you customers will see them.

Consistently Publish Locally Optimized Content

People use search engines to find information.  Your content provides this information. When you can, use more visuals and graphics for today’s attention-deficient readers and use clear calls to action. Read “Website Pages that Increase Local Search Ranking” to learn how to optimize your static pages for local search.

Remember that search engines prefer fresh content so use your blog to publish content that answers the questions people are asking search engines about your industry.  Include your local keywords in the title, headings, and tags organically and consistently.  This reminds the search engine web crawlers that your website is a top destination for people looking for your type of business in your city.

Optimize Your Mobile-Ready Website to Load Faster

Search engines rank fast loading mobile-ready websites higher because that is what their customers (search engine users) want.  You’ve heard this before so here is the quick list to a faster website: Optimize and minimize images in the right format and enable Gzip compression and browser cache. Minify HTML, CSS, and JavaScript, and remove unused plugins and apps.

Complete and Manage Your Business Listings

Your business listings make your business visible online and the more listings you create, the better chance you have of customers finding you. Your business listings and local citations are important to search engines like Google.  They are factors in the ranking algorithms used to create search engine results and a business with more citations will (if all other factors are equal) rank higher than a business with less.

ALSO READ: The What Why and How of Business Listings and Citations

Submitting to business directories and listing sights can be tedious and time-consuming.  Cost-effective services such as Reputation Loop’s Business Listing Management ensures your business is easily found everywhere customers are searching and locks in the correct information quickly all from one simple dashboard.

Free Demo RepLoop

Zach_Color_Trans_small_CroppedAbout The Author

Zach Anderson is the co-founder of Reputation Loop (helping small businesses grow by generating customer feedback and online reviews) who loves online marketing and golf.

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