All Posts in Content Marketing

|In: Blogging|Last Updated: | 0 Comments

Business owners improve the visibility and popularity of their website by using the right keywords. Content is vital for the website and must be both relevant and useful. New standards and algorithms used by popular search engines block websites that use irrelevant content and follow Black Hat SEO strategies, such as keyword stuffing.

Image Source

Following new strategies helps business owners find the best keywords to use in their website content.

Evaluate Related Searches on the SERPs

Evaluating related searches on the search engine results pages helps companies find better keywords and phrases. At the bottom of each page is a list with different keyword combinations. These keywords are used by internet users often when locating similar content. Conducting searches for the company and its products shows the business owner all related searches. When adding keywords to the website content it is paramount to use variations of the keywords to increase the visibility of the website and the company’s products. To learn more about selecting keywords, companies can learn about SEO services from Appiloque now.

Align Keywords with Business Goals and Missions

Businesses identify the company’s mission and business goals. The details help the company decide what keywords are relevant to the company and its brand. Adding keywords that are aligned with the company’s goals improve visibility and help like-minded consumers find the business faster.

Using Auto-Populate Features

Using auto-populate features improve how companies use keywords and improve the popularity and relevance of the website on search engines. Auto-populate features complete phrases and sentences entered into the search engine. The additional expressions and phrases are useful to company owners and show the owners what phrases are beneficial for driving traffic to the website. Testing different keywords with the auto-populate features helps companies track relevant keywords and expressions and add the expressions to their website content.

Using Analytic Tools on Search Engines

Using analytic tools on search engines provides companies with further insight into finding the best keywords to use in web content. All popular search engines offer business accounts where the companies generate reports for statistics on the company’s website. A comparison between the web site’ content and relevant keywords helps business owners determine if the content requires changing. Using the account console shows business owners all historical data for all relevant keywords and phrases that pertain to the company, its products, and services. It also helps business owners plan out new marketing strategies and campaigns by supplying companies with more popular keyword selections.

Accessing Keyword Niche Finders

Accessing keyword niche finding tools helps businesses link keywords together and help customers find exactly what they want online. The tools generate a list and show businesses what word combinations help internet users find the company’s products online. An analysis is conducted by the tools that shows for which niches the company and its products are relevant. Using niche-based keywords improves the visibility of the company website and its products online.

Business owners research keywords and phrases by following a variety of techniques. Evaluating related searches and auto-populate features help businesses find relevant expressions and keyword combinations for the website content. Analytic tools are used to evaluate keywords on popular search engines. Niche finders are also effective tools for generating reports and statistics about keywords. Following the best strategies helps businesses increase their profitability and achieve greater success online.

|In: Marketing|Last Updated: | 0 Comments

A considerate portion of marketers in Asia Pacific [29%] don’t have the right balance and synergies between digital and offline media, while the majority [84%] still struggle with cross-channel measurement. That’s according to the latest annual state of marketing study, Getting Media Right: Marketing in Motion, released today by Kantar.

2020 is set to see a significant rise in digital ad spend, as marketers in the region look to optimise their media mix. 80% of marketers plan to increase their investment in online video advertising over the next 12 months, while 68% plan to increase spend on social media networks and 57% plan to increase spend on podcasts. This is in sharp contrast to print media, where 72% of marketers say they will decrease spend in magazines, while 60% will reduce their investment in newspaper advertising.

Despite the projected growth in online advertising, digital measurement remains a challenge for marketers, with blind spots such as ‘walled gardens’ impacting the ability to understand cross-channel performance. This leaves many advertisers in the dark about the performance of their brand across channels.

Now in its sixth year, Getting Media Right examines the current state of marketing in a fast-moving connected world, and is based on in-depth survey feedback from nearly 500 senior marketers globally spanning advertiser brands, media publishers and agencies globally. It reveals an industry that continues to diversify its usage of different media contexts, yet requires better understanding of how ideas, content and media channels work together to achieve their goals of driving short-term sales and long-term brand growth.

Key findings from the study

  • The short-term vs. long-term dilemma comes to a head. Almost all marketers in the region [89%] now recognise the importance of balancing short-term sales with long-term brand building. However, still only 61% of marketers are using both short and long-term measurement; 32% still rely solely on short-term sales results.

  • Marketers globally still struggle with integrated campaigns, but APAC marketers are having more success.  88% of marketers say they have integrated their marketing organisations, compared to 75% of global marketers.

  • Programmatic targeting continues to grow. Four in five marketers in APAC [78%] currently use programmatic targeting for their campaigns – and that is expected to reach 87% in 2020. But still one in five marketers [21%] aren’t confident they’re successfully targeting the right audiences.

  • Cookieless advertising could leave marketers in the dark. More than a third of marketers [36%] haven’t begun preparations for a cookieless world, leaving many concerned about how such change will impact the industry.

  • Nearly two thirds of marketers [61%] agree that developing custom content is an imperative, but when it comes to understanding how context impacts creative executions, there’s still a gap. More insight is required into how specific content needs to be tailored to specific contexts to improve message receptivity.

Jane Ostler, Global Head of Media Effectiveness, Kantar, said

While the rapid growth in digital ad spend comes as no surprise, this new research indicates that marketers still have a long way to go to when it comes to cross-channel measurement and proving ROI.

The next 12 months will see huge changes for the industry, with the rise of newer channels, such as podcasts and advanced TV, and the move away from cookies set to transform the way advertisers target and measure campaigns. Marketers should aim for the best of both worlds -they need to create a framework to monitor impact on business and brand metrics. That means harmonising measurement tools, building an infrastructure that enables measurement across the diverse marketing mix, and creating meaningful insights to improve performance across all channels.

Pablo Gomez, Chief Digital Officer for the region, said

The results go to show just how dynamic and complex APAC is as a region. Marketers here are faced with the challenge of rapidly increasing their digital investment, whilst at the same time, ensuring there is integration with offline media.

Measurement also remains one of the biggest issues for the region, especially online-offline cross measurement which is critical in a region dominated by TV and mobile. It’s clear that marketers need more focused data, with insights that give them the direction they need to better integrate and optimize their campaigns. This will also allow them to customize content better and improve the entire experience for their audiences.

Sandeep Ranade, Executive Director, South Asia, Insights Division, Kantar said

This research indicates that many marketers today focus on short-term measurement though they recognise the importance of balancing short-term sales vs long-term brand building. Integrated campaigns are the way forward, however there still a lot that needs to be done here. Marketers need to be more cognizant of the specific contexts while developing content.

This will help them future proof their digital measurement approaches in the rapidly growing and changing digital scenario.

For more information on Getting Media Right: Marketing in Motion, or to download a copy of the study, please visit http://www.kantar.com/gettingmediaright

|In: Marketing|Last Updated: | 0 Comments

When it comes to marketing your products or services, some of the more obvious options may come to mind. Things like social media, brand ambassadors and press releases. These are all good tools to help boost your visibility and attract attention to your company, but when you’re dealing with SaaS marketing your products and services look a little different.

A Killer Proposal

By using something like Qwilr’s Marketing Proposal Template, your company will win over clients and boost your business. Awe potential clients with embedded videos, social media posts, interactive estimates and more. You can create proposals that have features built-in that can alert you to when someone views your proposal, if and when they sign your contract and even when they send payment. Knowing this information the moment it happens will allow you to stay ahead of your growing business.

Email Marketing

Email marketing services nowadays tend to have fewer features, but the features that are available are well worth their salt. They are the features that get your business the best results. Features like auto responder allow you to automatically reply to customer emails with template emails that you customize. This allows you to spend that valuable time on another aspect of your business.

Search Engine Optimization

SEO goes hand in hand with content marketing. You want your content to be easily picked up by search engines so that more eyes can see your business easily. There’s on-page SEO and off-page SEO. On-page SEO is in your hands. You control your content, and you want it to be engaging content that will get shared, read, and linked to. But the real key to SEO is choosing the right keywords, titling and descriptions. And off-page SEO involves mostly link building and a creative distribution strategy. But it is always better to use links that are from high-quality and authoritative entities.

Content Marketing

Here’s the thing about content marketing: its value grows the longer you employ it. It’s an investment that when handled properly can do wonders for your products or services. It can be used to attract visitors to your website, generate leads and build your brand. Content marketing includes things like podcasts, blogs, webinars, e-books and more.

Content marketing differs from pay-per-click advertising because the content is owned by companies. And advertising is more like rented space. It may not be accessible all of the time, but your business’ content is.

Retargeting

Regardless of the type of product or service you offer consumers/clients, most visitors to your site are not going to do what you want them to do, buy, sign up, etc. But re-marketing or retargeting can give you a second chance with site visitors. Retargeting tracks your visitors and will display ads for your business as they surf other web pages. This software can also be used to target specific demographics or users.

Each of these marketing tools is a tried in true SaaS marketing strategy that deserves a test run in your business. Remember that every business presents its own unique needs and clientele, so some tools may produce better results than others. With that in mind, research, test and optimize potential tools to see what gets you where you’re trying to go.

|In: Marketing|Last Updated: | 0 Comments

Up to 95% of buyers consider content as trustworthy when evaluating your brand and its offerings, according to insights from NewsCred. If you’re not producing quality content, you’re missing out on an opportunity to improve your brand’s credibility. With 75% of consumers expecting a consistent experience when engaging with your business – website, social media, mobile and even in person, there’s no doubt that great content helps shape the customer experience.

Image Source – Design

Whether you’re a small business or large corporate looking to improve your brand, understanding the latest trends in content marketing plays a crucial role in helping you create a cohesive omnichannel experience for your customers.

Live-Streaming Content Everywhere

While live-streaming was pretty new in the market when Facebook Live was introduced to the public in 2016, more brands are embracing the ‘live everywhere’ trend. Platforms like JW live allow publishers to harness the power of live streaming for fresh promotional and revenue generating opportunities. With everything from corporate sites to social media networks and mobile web offering outlets for real-time video streaming, revolutionizing your marketing strategy is easier. Live streaming wields a digital influence that any business cannot afford to ignore when it comes to brand engagement and monetization.

To take advantage of this trend, pick a live streaming platform that best suits your marketing strategy. Take into consideration how many followers use the platform and how engaged they have been in the past. When going live, make sure not to miss any opportunity to interact. Respond to any comments, questions or concerns. Use platforms like Twitter’s Periscope, Youtube live streaming, Facebook live video or Tumblr to live stream your promotional content. There has never been a time when original content has been so attainable and accessible in the video community. By establishing new channels for digital content creation, such as live-streaming, you can easily foster engaging and rewarding opportunities for your business.

Content Built for Voice Search

Voice-enabled smart speakers are expected to be in 55% of households by 2022, as noted by TechCrunch. There is no doubt we’re in the age of the voice search revolution. Because of the opportunities that this growing trend offers, content writing agencies and marketers are focused on figuring out exactly how to provide better content value. Businesses across different industries are testing out potential integrations between their content strategies and voice search. To succeed, you need to look beyond functionality alone and embrace voice-search marketing capabilities.

With voice search representing more than 20% of queries on Google’s mobile app, it’s important to know how best to use voice-search marketing to your advantage. After years of adjusting digital content to optimize written search, brands need to re-strategize their SEO. The goal is to provide quick answers that help you drive more traffic to your site. This involves doing more strategic keyword research to identify which keywords in your niche result in a featured snippet. Combined with AI and its impact on consumer purchases, voice search can help you gain more entity authority, ensuring your content ranks higher.

Increased Investment in Mobile Content Strategies

You can’t ignore the power of mobile content marketing. Considering how ingrained mobile devices have become in our lives, optimizing content for mobile is something that every business should have embraced by now. By 2019, mobile content advertising is expected to represent up to 72% of all digital ad spending in the US. Advertisers and marketers are increasing their investment in mobile content strategies to remain competitive. Businesses must look beyond photos, videos, and chat for their content marketing and embrace more modern mobile marketing trends like e-books, live mobile streams, mobile alerts and interactive content.

Being a marketer in today’s evolving business world is no easy work. You need to understand new platforms in the market, their impact on how customers engage with brands and stay on top of new developments. Knowing and implementing some of these latest content marketing trends will help boost brand visibility and win the favor of customers.