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Archive for the Content Marketing Category

Google Shares Details About the Technology Behind Googlebot

Google Shares Details About the Technology Behind Googlebot

Posted by goralewicz
Crawling and indexing has been a hot topic over the last few years. As soon as Google launched Google Panda, people rushed to their server logs and crawling stats and began fixing their index bloat. All those problems didn’t exist in the “SEO = backlinks” era from a few years ago. With this exponential growth of technical SEO, we need to get more and more technical. That being said, we still don’t know how exactly Google crawls our websites. Many SEOs still can’t tell the difference between crawling and indexing.
The biggest problem, though, is that when we want to troubleshoot indexing problems, the only tool in our arsenal is Google Search Console and the Fetch and Render tool. Once your website includes more than HTML and CSS, there's a lot of guesswork into how your content will be indexed by Google. This approach is risky, expensive, and can fail multiple times. Even when you discover the pieces of your website that weren’t indexed properly, it's ex..

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How to Write Well: 10 Timeless Rules From Legendary Ad Exec David Ogilvy

How to Write Well: 10 Timeless Rules From Legendary Ad Exec David Ogilvy

Writing is easy. Most people can do it. If you’re reading this, you can write.
But can you write well? Does your writing connect with people? Does it engage readers, compelling them down the page? Does your writing inspire action, selling things or services or ideas?
If so, you have a potent skill at your disposal: you can command attention, a valuable commodity. More importantly, you can influence free will.
David Ogilvy, the creative force behind Ogilvy & Mather, understood this. He respected the potential of good writing.
The Memo “The better you write, the higher you will go,” Ogilvy wrote in a memo to his management team. “People who think well, write well.”
The note, drafted in 1982, later appeared in The Unpublished David Ogilvy, a collection of incisive letters and speeches by the man hailed as “The Father of Advertising.”
“Good writing is not a natural gift,” he writes. “You have to learn to write well.”
How to Write Well He closed out the memo with “10 hints” that anyo..

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7 of the Best Promotional Product Videos Ever

One of the wisest things I've ever read about product marketing came from the writer of a children's book.
“If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, teach them to long for the endless immensity of the sea,” said Antoine de Saint-Exupéry, creator of The Little Prince.
The goal in crafting a perfect product video is not far off. If you want your video to resonate, it should be about more than just the product. It should be about the problem, the solution, the experience, and the larger vision of what you're trying to build.
Considering the right video can put a product on the map for the first time or reinvigorate a company that has long been stale, it's important that marketers have a strong grasp on this. So to inspire your own efforts, we've collected a list of impressive product videos for marketing a product or new release.
What Is a Product Video? Product Videos Defined A product v..

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Brand Strategy 101: 7 Essentials for Strong Company Branding

Brand Strategy 101: 7 Essentials for Strong Company Branding

Let's say you've come to the difficult realization that quite frankly your brand — if you can even call it that — is all over the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you really are and what you really do.
Don't panic.
Before you get all hung up on what shade of green to use for your logo or what tone you're going to use when engaging with people on Twitter, you need to step back and take a look at the big picture.
What is Brand Strategy? Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand — the combined components of your company's character that make it identifiable.
(We'll get into that more in a bit.)
A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
First, let's cle..

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Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together – Whiteboard Friday

Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together - Whiteboard Friday

Posted by randfish
Have your headlines been doing some heavy lifting? If you've been using one headline to serve multiple audiences, you're missing out on some key optimization opportunities. In today's Whiteboard Friday, Rand gives you a process for writing headlines for SEO, for social media, and for your website visitors — each custom-tailored to its audience and optimized to meet different goals.

Click on the whiteboard image above to open a high-resolution version in a new tab!

<span id=”selection-marker-1″ class=”redactor-selection-marker”></span> Video TranscriptionHowdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about writing headlines. One of the big problems that headlines have is that they need to serve multiple audiences. So it's not just ranking and search engines. Even if it was, the issue is that we need to do well on social media. We need to serve..

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13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2018

13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2018

If you’re reading this blog post, there’s a good chance you arrived here by clicking on a link in an email we sent to you.
Email marketing is a powerful tool to encourage your audience to engage with content and to nurture leads in your database along the buyer’s journey.
And despite what you may think, email marketing is still growing: Gmail alone has 1 billion users worldwide, and The Radicati Group predicts that there will be 3 billion email users worldwide by 2020 (that’s almost half of the world’s population).
Certainly, email is not dead, but it is getting harder to do well. To that end, HubSpot Postmaster and Email Engineering Director Tom Monaghan has distilled his wisdom into a set of guidelines for email marketing for sustainable growth. Read on to learn what strategies you should start implementing, absolutely avoid, and keep up in 2018 and in years ahead.
How to Improve Your Email Marketing in 2018 1) Send emails to lists that want to hear from you. If you have email li..

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Listen to MozPod, the Free SEO Podcast from Moz

Listen to MozPod, the Free SEO Podcast from Moz

Posted by BrianChilds
We're marketers. We know from firsthand experience that there aren’t enough hours in the day to do everything that needs to get done. And that's even more true once you commit to leveling up and learning new skills.
The learning curve for developing digital marketing skills can be steep, and staying informed as things evolve and change (thanks, Google) can feel like a full-time job. Our Moz Training has classes to help accelerate the learning process, but as startup folks ourselves, we understand the importance of multitasking.

Learn SEO on the goWe're thrilled to introduce MozPod, an SEO podcast focused on sharing lessons from digital marketing experts. Episodes are led by instructors from Moz Academy and we discuss a wide variety of digital marketing concepts, from common terminology to recent changes and best practices.
Check it out on iTunes
Where can I listen in? iTunes The MozPod homepage Upcoming episodesOur first series covers conver..

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Snapchat Use Among Influencers Is Down 33% [New Data]

Snapchat Use Among Influencers Is Down 33% [New Data]

We've been following the competition heating up between Snapchat and Instagram since Instagram launched Stories last August.
And in the year since, we've been keeping track of the changing tides of disappearing messages and stories — and Instagram is the one to beat.
The number of Instagram Stories users exploded to 250 million users in just a year, far outpacing Snapchat's 173 million users. Anecdotally, more marketers have said they prefer Instagram Stories, and gradually, social media influencers have stopped flocking to Snapchat in favor of Instagram Stories to connect with their fans in an authentic, unpolished way.
MediaKix conducted a six months-long study to confirm if, in fact, Instagram Stories was beating out Snapchat among top social media influencers — and the results are in.
Among other findings, they found that:
Influencers shared twice as many stories on Instagram as on Snapchat. Snapchat experienced a 33% decline in use among influencers. Read the..

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Do iPhone Users Spend More Online Than Android Users?

Do iPhone Users Spend More Online Than Android Users?

Posted by MartyMeany
Apple has just launched their latest flagship phones to market and later this year they'll release their uber-flagship: the iPhone X. The iPhone X is the most expensive iPhone yet, at a cool $999. With so many other smartphones on the market offering similar functionality, it begs the question: Do iPhone users simply spend more money than everyone else?
At Wolfgang Digital, we love a bit of data, so we’ve trawled through a massive dataset of 31 million iPhone and Android sessions to finally answer this question. Of course, we’ve got some actionable nuggets of digital marketing strategy at the end, too!
Why am I asking this question?Way back when, before joining the online marketing world, I sold mobile phones. I couldn’t get my head around why people bought iPhones. They're more expensive than their Android counterparts, which usually offer the same, if not increased, functionality (though you could argue the latter is subjective).
When I moved into th..

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How to Start a Competitive Analysis: 57 Questions You Need to Ask [Free Kit]

How to Start a Competitive Analysis: 57 Questions You Need to Ask [Free Kit]

When was the last time you ran a competitive analysis for your brand?
If you're not sure, or if the last “analysis” you ran was a quick perusal of a competitor's website and social media presence, you're likely missing out on important intelligence that could help your brand grow.
To help you get started with competitive analysis the right way, we're breaking down everything you'll want to look for below.
Download the full competitive analysis kit from HubSpot and Amazon Alexa Web here. Every brand can benefit from regular competitor analysis. By performing a competitor analysis, you'll be able to:
Identify gaps in the market Develop new products and services Uncover market trends Market and sell more effectively As you can see, learning any of these four components will lead your brand down the path of achievement. But before you get too excited to start, we need to nail down a few important basics.
How to Identify Your True Competition First, you&#..

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