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Content Marketing: 10 Common Mistakes Photo: flickr: DigitalRalph

This article was written by Yael Warman, Content Manager atLeverate.

Content marketing has become a vital component in businesses marketing strategies and its value and focus is rapidly rising, with 78% of CMOs considering custom content as the future of marketing.

Join the industry leaders at the Finance Magnates London Summit, 14-15 November, 2016. Register here!

With content marketing taking such a center stage role, guaranteeing that you design, develop and implement a successful content marketing campaign is of utmost importance. Lets take a look at some of the most common mistakes content marketers make, so you can avoid them and improve your chances of achieving your set goals.

1. Forgetting to set goals

How can you even attempt to achieve your goals if you dont even have them set?

Like any other aspect of your marketing strategy, content needs to have clear, quantifiable and measurable goals. Most B2B marketers aim at brand awareness as their number one goal, and while that is a great thing you can achieve through content, because developing high-quality pieces can showcase your companys expertise in your field, it is hardly its only achievable objective.

The reality is that you can KPI the sh*#t out of your content strategy. Building brand loyalty through credibility, educating your customer base or prospective clientele, engaging and connecting with your audience and even recruitment of talented individuals who might identify with your vision and culture, are all great goals a company can set to achieve through content marketing.

Leverate Leverate2. Not having a plan

For content to serve a purpose and be effective, it needs to follow a plan. Research your target audience and what their actual needs are.

Once armed with information, plan the direction in which you want your content strategy to go 6 months to a year down the line. Set up an editorial calendar including your daily and weekly postings. This creates a commitment that helps you stay focused long term and gives you a visual understanding of what you are doing.

3. Not paying enough attention to distribution

You may have developed the most interesting piece of content, but if you fail to distribute it properly to your audience, your content strategy will fail.

You should have a plan to distribute your content through multiple channels, some paid, some earned and some owned by your company, and each channel should speak its own language and serve its own purpose. For example, if you are using social media to promote your blog posts, make sure the messages posted in each social network to introduce your blog post, speak the language of that social network.

4. Not posting frequently enough

Companies that publish quality content regularly see the biggest returns in terms of web traffic and lead generation.

According to recent research shared by Hubspot, brands that published more than 16 blog posts per month received about 4.5 times more leads than companies that published between 0 and 4 posts per month.

Publishing with the same frequency every month is also an important factor, as customers want to see something new every time they visit your website or social media pages and they begin to expect your pieces.

5. Not having a purpose

The fact that someone is reading, seeing or listening to your content doesnt mean much unless you can guide them to take the action you want them to take.

As we stated above, your content strategy should have a clear objective and every piece of content you develop should help you serve that objective, so depending on what that objective is, use simple and straight-to-the-point language to let your audience know what their next action should be.

Is it signing up to your newsletter, is it subscribing to your e-mail list, is it liking your social media page or downloading an asset? Besides a clear CTA, I like including a whats in it for you to entice my audience to follow the action.

6. Not squeezing the juice out of SEO

Often times I come across an article so chock full of keywords that it is so obviously trying to achieve ranking rather that convey a valuable message, that it honestly turns me away from the actual content.

That is not to say however, that content and SEO cannot be good friends. With a little bit of research to determine the right keywords you want your content to rank for, a few structural adjustments are all it takes to optimize your content for search engines.

It makes little sense for you to create top-notch content if nobody is going to read it. Improving your content in order to help search engines discover it will help your company increase web traffic and lower the cost of customer acquisition. Find the keywords that best match your strategy and include them consistently throughout your pieces.

7. Not giving visuals enough importance

Adding infographics, pictures and a visually appealing layout to your content pieces goes a long way.

Entire platforms are built on the knowledge that humans primitive brain is best appealed to visually, such as Instagram and Pinterest.

Research has revealed that content containing images gets 94% more views than content that does not include images, regardless of industry or topic. Content that includes imagery also gets shared 35% more than content without visuals.

Some image best practices include using lifestyle photography instead of clipart, close-up pictures rather than unidentifiable subjects and images that portray a representation of your audience and that matches the content. Because the average person reads only 20% of the text appearing on a typical website, using infographics to convey a message is a powerful tool.

Even the way in which the text is displayed, the type and font size, the spacing and paragraphs breaks are important things to consider to make your content pieces more appealing to your audience.

8. Not using enough media variety

Audiences today consume content in all shapes and forms and are constantly hungry for more.

There are plenty of ways in which you can get your message across and the more different types of content you use, the more powerful your content marketing efforts will be. Speak to your target market using blogs, articles, white papers, e-books and case studies. Develop how-to guides and best of lists.

Video is exploding on social media, leverage the trend by producing your own videos and live casting the interesting things your company is doing. Interview the executives of your company. Produce infographics to convey harder to swallow material like statistics.

Make up your own memes. Have a weekly or monthly podcast. Think of content as an ever-changing animal and adapt it to convey different messages through different media.

9. Not focusing on quality

While putting your brand out there through content relies largely on the number of pieces you develop and distribute, you should never sacrifice quality for quantity.

As superficial as it may sound, one grammatical mistake or spelling error will have readers focusing on that rather than your message and will flush your efforts down the drain.

Titles are a particularly crucial component of your content. Having a great piece of content with a title that does it no justice or that is not catchy enough will take away from your content.

Audiences are likely to click on catchy titles. Countdowns (top 10s for example), negative keywords (worst or never are more clickable than always or best), and posing questions are great, proven ways to get your content clicked on.

Broken links on your content are an obvious no-no, but I cant tell you the number of times in which an interesting article has prompted me to click on a link in search of additional, valuable information, only to end up in browsers error page. Test your links if you are including any in your content (and you should be including them).

10. Making your content salesy as opposed to informational

While increased web-traffic and click-through rates are great achievements from a content marketing strategy, they should be considered a byproduct.

A content strategy that is designed specifically to increase traffic and conversion will end up being shamelessly promotional, and your audience will see right through your intentions, which decreases your opportunities for building brand loyalty.

Promotional links and other mentions of how great your company is at fixing that particular problem you are laying out in your blog, as subtle as you may think they sound, will come off as spammy, diminish your credibility and quality of the content and will not result in as much increased traffic as you may hope it would.

Readers in this day and age are smart and sophisticated and wont drink the Kool-Aid just because you serve it. Show off your brand by providing content that is valuable to them, not you and the results will come in as a result of your efforts. Trust me on that. I do this for a living.

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Admin · Ninguna vista · Escribir un comentario
19 Sep 2016
John,

In regards to a better name.. there are cases where I wouldnt recommended moving to a better, more brand able domain. I base my recommendations on having done organic SEO (and domaining) since 1996. Sure, there are new gTLD names that are not better, but if a business can get a better name then they should pull the trigger on it if they can.

Jacksonville.Attorney is just a better, more brandable name than EricBlockLaw.com. And, JacksonvilleAttorney.com is better, also. He probably would have had the same results if he had moved to JacksonvilleAttorney.com, but that doesnt make for a good story.

You said this:

>> So far, there is absolutely ZERO proof that a new TLD is better than a .com, even if it looks better on paper it might still receive all kinds of typos of people going to the .com because of memory retention problems when dealing with thousands of new extensions.

Well, when it comes to branding, and getting real people to CLICK on a website listing, and click on an ad, those New gTLDs, stuff like Jacksonville.Attorney, DOES look good on paper, and thats why people are clicking on the ads and clicking on the sites and visiting them. They simply look good. Did I mention that click-thru rate in the search results is, in fact, a search engine ranking factor?

Also, you mentioned the fact that it might still receive all kinds of typos. While that might be the case, we actually have NO PROOF that there are even any typos. I havent see ANY studies or proof anywhere that shows how often people (real people) are adding .com to the end of something like jacksonville.attorney, like if you told them in person to go to jacksonville.attorney they would type in jacksonville.attorney.com. Id like to see some data around that. I totally get what youre saying, but we just dont know that thats a valid argument.

Im not sure where you get come up with the fact that registries are just scumbag snake oil salesmen. Granted there may be some out there, but Im not aware of any.

In 2014 when I started to look into the New gTLDs, I did it from a marketing perspective and wanted proof that theyre better for marketing purposes. Like whether or not people click on them if its in an ad or if they will actually rank. I only became a believer when I saw the proof that they work.

.Biz, .mobi,, and .info are not even in the same league as some of the topical, niche, keyword rich new TLDs. You cant compare a .biz to a .ATTORNEY if an attorney is going to use one or the other. There are good TLDs and there are ones I wouldnt use. But you shouldnt put all TLDs into the same bucket as being loser extensions.

Admin · 2 vistas · Escribir un comentario
20 Jun 2016
china prison police kickReutersGoogle is effectively kicking out header bidding.For the past year or so, ad tech companies had been selling "header bidding" the hacky workaround used a way to chip away at Google's huge ad tech monopoly as one of their competitive advantages over rivals.

But now Google has effectively stamped it out.

As AdExchanger first reported and Google announced on Wednesday, has also begun testing allowing ad exchanges outside of its own AdX access to its "Dynamic Allocation" product.

Test partners include Index Exchange and Rubicon Project.

So why does this do away with the need for header bidding ... and what is header bidding anyway)?

To understand the answer to that question, you need to get to grips with what header bidding is and why it rose in popularity in the first place.

As the CEO of ad tech startup Beeswax, Ari Paparo, explained in a Business Insider article last year, virtually every publisher uses Google's DoubleClick for Publishers (DFP) technology to serve ads on their websites.

Google DFP gave publishers the option to switch on the Dynamic Allocation product, which was closely tied to Google's AdX. That product allows AdX to compete directly with the ad slots sold by publishers' in-house sales forces.

Most of the time, in-house sales forces sell ads at a higher price than ads sold programmatically (in other words, using ad tech to make the ad buying process automated.)

However, there are occasions when ad tech can win out because they use cookies to build profiles on users based on their browsing behavior.

One example: Users that have previously been searching for vacations in Barbados are hugely valuable to travel companies, who are willing to bid a lot of money to serve ads to them. But a publisher's salesforce might not even know they have been visiting the site.

That's where ad tech can win. And publishers win too, because they sell their ads at a higher price.

The problem for ad tech, when it came to DFP, is that only Google's AdX was being able to compete with the internal sales-forces for those audiences. Google's AdX didn't let third-party exchanges enter bids for those impressions. Everyone else had to wait for a slot that became available after the direct deals were sold.

That's where header bidding came in

How Header Bidding WorksAri PaparoAd tech companies figured out a workaround. They asked publishers to insert a special piece of code into the header of their web pages that sent out the ad request before Google's DFP could take a look. And so header bidding was born.

The header bidding concept was created some years ago Paparo says ad tech company AppNexus probably created the idea in 2009, although other people have claimed credit.

Now, use of header bidding is widespread. A report from BI Intelligence published earlier this year suggested almost 70% of publishers claim to have adopted header bidding technology, compared to almost zero two years ago.

In recent months, ad tech company, after ad tech company, after ad tech company, after ad tech company have been touting their new header bidding solutions.

Is header bidding no more?

baby waveDean Wissing/FlickrCCBye-bye header bidding?

Paparo certainly thinks so.

"The announcement from Google today essentially removes the need for header bidding. Google is saying, that if you are a reputable exchange or source of demand, and the publisher wants you to integrate into DFP they're going to let you bid against the direct sold inventory without having to go through AdX. It's like Microsoft letting you install Linux on your PC," he told Business Insider.

Paparo thinks that's good news for publishers as it gives them what they want. He says it's also "pretty good news" for ad tech companies with ad exchanges and demand-side platforms (DSPs) as they get access to more ad inventory without paying a "AdX" tax.

In fact, he thinks it's "marginally bad news for Google" as the company is now giving away one of its key advantages but it's most likely that Google is simply acknowledging that the market had moved on and it needed to follow.

Tom Shields, AppNexus SVP of strategy for the ad tech company's publisher technology group, is a little more suspicious about whether Google's move are well-intended.

He said: "If Google has finally embraced open dynamic allocation, thats a good thing for publishers, and we welcome them to the party. If theyre providing tools to help publishers see exactly whats happening inside their auctions, all the better. If, on the other hand, this proves to be just another measure to create artificial advantages and disadvantages in the market, then its the same old game."

In the blog post, DoubleClick director of product management Jonathan Bellack explains that the company is simply trying to help publishers make more money, without "compromising the user experience" referring to how header bidding code can slow page load time down for users.

A spokesperson for OpenX, an ad tech company that has previously credited publisher adoption of header bidding technology as helping to grow its revenues, takes Google's side: "Along with Google, OpenX agrees that server to server is the best way forward for managing multiple header bidding tags. Server to server is a long term scalable solution, one that can also provide unprecedented levels of transparency and control, both of which are core to the relationship OpenX enjoys with publishers and buyers."

In addition, Google also announced on Wednesday that all of its DFP clients will now be able to use a new product called "First Look," which allows publishers to give all of its programmatic ad buyers the chance to bid on 100% of their inventory, including ahead of sponsorships and reservations. The product had previously only been available to a test group of publishers.

Admin · 79 vistas · Escribir un comentario
13 Avr 2016
seo company dallas


Whether you're a business professional or an aspiring blogger hoping to make some money on the side, your number one tool in the internet arena is going to be something called Search Engine Optimization. This refers to a group of actions you can take to make your website appear as the number one result in a search. Read on to find out how.


Make a number of mini-sites that lead back to your main site. This way, each site can focus on one or two keywords and have a fully functional site that you can get and optimize traffic for, but serves a dual purposes since it will link back to your main website. The more mini-sites you have, the more point to your original site, and that will cause it to rise in the search engine page rankings.


When trying to get your site ranked well by the search engines, it is important that you write meaningful markups around Dallas TX so that the spiders can easily find your content. Always focus on two solid principles here. One, make sure to use the proper headings and listings. Two, remember to always validate your markup.


Don't put large amounts of information in the TITLE or META tags of a website. Putting large numbers of keywords in these two areas of a page is a common tactic used by spammers. There is evidence that websites that have lots of information in these tags are heavily penalized by Google and other search engines.


Include various images on your website so that you can take advantage of the visual searches on the big search engines. Sometimes, it is much better to display, promote or market your product with a picture, rather than explaining what it does with a text description. This will go a long way in improving your visibility as a company.


Search engines crawl your entire site by default so you should include a robots.txt file to exclude pages that are not relevant to your site topic. Write the file and upload it to the root directory of the site. This will tell the search engine what to ignore right away so it doesn't waste time going through info that is not important.


How you present keywords is just as important as using them consistently. You impart importance to your visitors and draw their attention to them, by adding bold or italic tags. This also has an impact on the search engines. This simple addition brings weight to drives and searches visitors to act.


Don't use hidden text or links on your website to optimize your site for search engines. Some webmasters will try to make text or links invisible to visitors but visible to search engine spiders. One way they do this is to use white text on a white background. Search engines can now easily spot this sort of behavior, so it will not help your site rank at all.




Let viral marketing do some of the dirty work for you. Allowing your readers to post comments and reviews is an easy way of bringing your search engine rating higher. Search engines have favorable views of sites that allow commenting and reviewing, so using this method can easily bump you up a few points.


If you need to use them make sure to include a noframes tag and to create a full version of your site for the noframes client, search engines hate frames, so. You are never going to move anywhere in the ranks if the search engines spiders can't read your site. Creating a noframes site will ensure that you can even be indexed in the search engine.


As much as possible, stay away from frames in your website. Search engines can't index framed pages. The best that they will be able to do is to index your home page. This means that, if the majority of your site uses frames, then the majority of your site will not be indexed.


Sometimes focusing too much on SEO-related keywords and rules can detract from your writing quality and topic. You should start by writing for your readers. Writing a quality article should be your goal. Afterwards you can always go back and add keywords and edit it as you see fit.


You can use search engine optimization to generate traffic by continuously adding new and keyword-rich content to your site, whether it is through descriptive industry articles, new product descriptions, user reviews, or company blog posts. This keeps your search and content results fresh and up-to-date while keeping your regular visitors engaged.


When supplying information in your copy, include phrases like "How do I..." or "Where can I find..." in your keywords. People love to write questions into search engines, and you want to supply the answer. You can even use the question as the title of your post, which will rank it high for those keywords.


If you don't take the time to expand, build and enhance your personal branding, SEO means nothing to your site. Design a memorablelogo and slogan, and use effective layout and typography design on your site. Even if you have higher rankings in the search engines, they will mean nothing if customers are dissuaded and decide to leave immediately from your mediocre site.


Convince the owner to blog if you're optimizing a website for a company! People love to read what the big honcho in charge has to say, and they adore the idea of being able to communicate back with him through comments. This will drive a large amount of traffic to the site.


You can optimize your blog for search engines by using SEO-friendly URLs for each blog post. Most blogging services offer this option, which is a must-do if you are using your blog to make money. Rather than allowing the service to assign a generic URL, create your own post URL that includes keywords.


You must make sure that each web page has its own specific and unique content. In other words, do not place the same article on more than one web page. When you have two or more web pages with the same content, you will also have a set of inbound links that point to several pages rather than have the entire set of links point to one page,. That's the reason for this. Since search engines take into account the number of inbound links, you want to consolidate as many of those inbound links into one web page. It is significantly better to have one high ranked web page than several lower ranked web pages.


The best way to make the most of SEO is to build incoming links that are solid, write a great title and META description, be sure your internal linking structure is strong, keep your content quality level extremely high, and don't worry too much about the keyword density level. If you do all of these things, you will see your rankings in the search engines climb.





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Admin · 96464 vistas · Escribir un comentario
06 Dic 2015
In terms of ways to earn money, millions are finding that websites are fun, easy and reliable earners. A website needs to not only have ample traffic to be successful it has to be attractive and functional, however. So, for every SEO tactic you know, you would do well to learn a web design tactic right alongside it. Here are a few different tactics you can use for your site.


Don't force users to install strange BHOs. Many tech-savvy users won't do it. Common offenders include unusual video players, image viewers, and platforms for interactive games. For most standard use cases, there is a trusted plugin, such as Windows Media Player or even Flash) that will do what you want without driving away users.


Don't use splash pages for your site unless required by law, and especially don't use a Flash intro. Most people just want to get to your content as quickly as possible, and don't care to look at useless splash pages. If you have some amusing content that you absolutely want visitors to see, integrate it into the homepage instead.


Don't disable the visitor's right-click functionality. Some sites do this in order to prevent people from copying and pasting text or saving images from the site. The thing is, it doesn't work and disables other useful functions. OCR can be used to capture text from such sites, and grabbing images is as simple as taking a screenshot.


Use a tracking service, rather than displaying your visitor counter for all to read. Many websites still display their counters, yet they do not serve any real purpose. There are many high quality tracking services available, and some are even free. Use these instead of showing off how many people visit you.


For the best layout, make sure that the colors you choose for the background and font are restful to the eyes. Choosing moving backgrounds or neon colors can make it hard for people to read, and they may navigate to another web site. Include pictures to break up your content and make the site complete, however.


You will want to keep your designs simple if you believe your site may be accessed via mobile devices. The use of flash, excessive images, and complicated menus will not translate well to a mobile platform. Keep your page simple and clean. Alternatively, create a specific mobile site for your users.


Include text content on your link page. This will let your visitors know what they're going to click on. Someone could mistakenly click it by using a keyboard shortcut if you have links that don't specify where it takes you.


Watch the amount of flashy multimedia that is on your site. Don't overdo it with a bunch of "extras". These may make it difficult for visitors to find the desired information from the site, particularly if they're viewing your site from a non-Flash compatible device, though flash multimedia and graphics may appear enticing.


Minimize the amount of clicking or scrolling visitors must do to access information. The more a user has to click or scroll around to find the information they seek, the more likely they are to give up looking for it. Aim for having at least 400 words on every page of your site by combining pages that have content that falls below this number of words.


Include a links page for your use and site it to provide a variety of resources related to the site's purpose. You should also include a variety of links, including links to sites that are offering backlinks to your site. If related sites link back to your site, your site ranking will move up in the rankings on search results pages.


Focusing on your target audience is important even for website design. For instance, if you're designing a site in order to sell winter coats, you're not exactly going to have a beach themed background with Joe Strummer tunes playing upon entry. Keep your site closely related to its targeted audience.


Always use the same type of fonts so that guest to your site don't become agitated by reading different types of fonts. You want people to browse through the site with ease so that they can just concentrate on the material on the site and what the site has to offer.


Create webpages that are "scannable". Reading online is different than reading a newspaper or a book. By default, site visitors scan webpages, looking for anything that stands out. Make sure your pages have lists, bolded words, titles, and short blocks of text. That way, your site will "feel better" to site visitors, enticing them to stay on your site.


Talk to a pro to learn a lot about web design. This virtually guarantees that you will improve, so long as you put in the effort.


Running a web and site designing, must have a personal office. Avoid distractions, to make everything effectively work in your space. Make your office supplies and tools easily accessible, and keep an optimized work space for your needs.


When you decide to build a site, make it revolve around the needs of your target audience. You want things like your font, layout and overall theme to align with the interests of those who are going to visit your site, so that they are interested in coming back to your site after their initial visit.


If you ever run into a problem don't be afraid to ask for advice. Go ahead and consult with a friend or someone through a forum or email who you think might be willing to help you. If you don't get any help, we all need it from time to time so don't feel any shame, you aren't going to get anywhere.


Make good use of "white space." Although not always white, it is merely a blank space within a web page. Designing web pages with a how viewers would see your site is key, therefore you don't want to clutter your website with lots of pictures and text. White space allows visitors to easily scan your pages and feel comfortable on your site.


After reading this article, you should have a better idea about what needs to be done to design your website. Create a budget, look for advisors, and start your website. Get started on creating the best website possible for your business without any costly expenses.
Admin · 17 vistas · Escribir un comentario
30 Nov 2015

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