The NewsyBit #4

On digital marketing and more – sources, lists, and opinions, curated with love and care

1. Advertising

What it does and what means aggressive advertising? In  Glenn Gabe’s opinion, “there is a serious connection between aggressive ads, poor user experience, and how Google is evaluating quality for a given site. (…)  Aggressive, disruptive, and deceptive ads lead to unhappy users. Google is keenly aware of user happiness since it is what keeps people coming back to Google. And, if user happiness tails off by even a small percentage, then that can be a direct hit to Google’s revenue (both short and long-term).”

Regarding this topic, Amanda Zantal-Wiener breaks “down what marketers need to know about these new guidelines (spoiler alert: Google isn’t doing away with ads altogether), and what you can do to prepare for their rollout”.

“Google recently held its Marketing Next event and announced several changes to its suite of advertising-related products.” This is the list that Robert Brady curated for online retailers. And some more changes and new features for AdWords from Allen Finn from WordStream.

2. Content

When writing for a certain industry, the importance of developing a certain degree of style might not occur to you, but the opposite might be the fact. “In this episode of the popular Here’s Why digital marketing video series, Stone Temple’s Mark Traphagen explains why developing a proper style is key to making sure your marketing messages hit home.”

That they are not alone with this thesis, demonstrates Andy Crestodina in this blogpost on Orbitmedia, also opinionating that “writing affects rankings. Quality is the ultimate factor that determines which page ranks high. It’s not a mystery. But a lot of people don’t understand the specific connections. There are at least four.“

Nonetheless “it’s no secret that SEO and content marketing complement each other. SEO helps users connect with and discover information about your brand, while content marketing ensures that information is relevant, engaging and primed for conversion” – as Search Engine Land’s columnist Jim Yu notes, adding that „content marketers must understand and adhere to SEO best practices to avoid causing technical errors, duplicate content or orphan pages. These are just a few issues that can severely impact content performance, driving down traffic, conversions and revenue.”

You might think that content marketing is a quite new concept, but “brands have been using stories to convey ideas to their audience for hundreds of years. And of course, narrative has been a medium of communication for as long as the human mind could comprehend a story”, according to Michael Brenner. Additionally, not only “is content king”, but “if handled well, it is far more than this. Content, along with the digital innovations that have facilitated it, is transforming the way brands and businesses view one another. In effect, we’ve all become a little more human. I’ve put together a list of some of the most important content marketing questions marketers have today. They may help you on your personal quest for content answers.“

HubSpot, Moz, Buffer, TrakMaven: how do they choose their content teams? “It’s always valuable to look at how other organizations within your industry get things done every day. And It’s particularly valuable to look at how an organization you admire, or aspire to emulate, has nailed what they do.“

3. Social Media

Social Media becomes more and more a factor for business success (or the opposite). That’s why it is high time to plan it thoroughly. “In this article, you’ll discover how to choose, pursue, and track your progress for four important social media marketing goals.

However, mistakes are due to happen, especially if you’re new at this. SEMrush interviews Gabriella Sannino on “The Myths and Truths about Social Media”, “to debunk some of the biggest social media misconceptions that can facilitate its misuse.” Here a couple of “social media nightmares”, and how these “companies (…) were able to deal with their crisis and even benefit from it.”

4. SEO

“About 29 percent of B2B marketers rate their content marketing strategy success as “very effective,” according to the Content Marketing Institute. However, according to Econsultancy, only about 22 percent of businesses are satisfied with their conversion rates.” The discrepancy lies in “missing out on a critical step in their content marketing programs—conversion rate optimization (CRO). CRO is the process of getting more conversions from your existing traffic. For example, instead of getting a 1 percent conversion rate, you make changes in various elements of your content marketing campaigns that boost your conversion rate to 2 or 3 percent with no additional investment.” In his blogpost on Kunocreative, Karen Taylor explains how CRO “works and how it can help your organization gain greater results from your content marketing program.”

A quite controversial factor as a “ranking signal” is the “dwell time”. “Some say it is critical and it shouldn’t be overlooked, but not everybody shares this belief. If it is a ranking factor, it means that everybody should rush to optimize it for getting the most out of it. Let’s see what it really is and what the search engines’ representatives have to say about it as well. 

Here the updated SEO Periodic Table of Success Factors, already at its fourth edition, with “a further explanation behind the changes, along with a reintroduction to the table, for those who are new to it.”

No week without: “Howdy, Moz fans, and welcome to another edition of Whiteboard Friday.” Rand Fishkin  “about when and how to use Domain Authority and Page Authority and link count metrics.” and about “the tactics that will help your content get seen and shared by those with a wide and relevant audience.”

5. Analytics

“Effective Content Marketing has always been based on a well-organized content strategy, clearly defined targets, and constant analysis of the results. How can you determine the success of your digital content? How do you figure out what kind of content attracts your audience and allows you to achieve your marketing goals? You start by measuring and analyzing your content performance by looking at the right metrics.” Alina Petrova on SEMrush presents 23 essential content metrics and learn how you can interpret, analyze, and measure them.”

More Google stuff: What is Google Data Studio? (“Data Studio is like Google Analytics dashboards on steroids.“),  featured snippets vs. organic clicks and metrics that can improve your search rankings.

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