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Everybody talks about the need to provide quality content on your site if you want to rank well in searches. But how do search engines identify quality content?
Successive Google algorithm updates (culminating in the recent Panda 4.1) aim to refine results so that they match the intent of the search query and deliver the most comprehensive, accessible and well-written answer.
Social media plays such an important role in publishing that sharable and fun interactive content is now the way to elevate a piece from 'buzzy' to 'viral'.
Buzzfeed and The Guardian have proved masterful at this (for different reasons) but there are plenty of other publishers and organisations getting in on the act.
Here's just a few of them..
I've kept this list simple and it's a fairly accurate idea of what I use day-to-day.
I didn't use any of these tools when I started working on the Econsultancy blog. I'm still not an advanced content creator but I do have some small tricks up my sleeve.
Take a look at this list of tools to aid you in your image, video and text travails.
In the UK, every vehicle over three years old used on public roads must undergo a test to check it’s roadworthy.
It’s known as the MOT (Ministry of Transport) test and, like death and taxes, it’s inevitable.
You rarely hear any major protests from car owners - the last thing they want is for the various bits of steel, aluminium and electrical wiring to fall apart when they’re travelling at 70mph down the A31.
They understand it’s in their best interests to give their car a thorough check-up every so often - it would be marvellous if every website owner felt the same way, introducing a regular COT (Content Optimisation and Taxonomy) test.
Content is very important for SEO, but this should also come with caveats, as simply creating more and more isn't always the answer.
Following on from yesterday's post on sub-domain conflicts, here I'll look at a few examples where brands' content-led pages are harming their search rankings.
The latest update to Econsultancy’s Internet Statistics Compendium sees the usual batch of hand-picked data gems.
This month, the Social Media sub-report of the compendium saw some particularly interesting stats about engagement (from SocialFlow), how US Fortune 500 companies are using social networks and blogs (Umass) and research which will likely be of interest to businesses and household web-users alike released in August by Fractl.
I probably don’t need to convince you of the value of content marketing as much has been written on the topic in the past few years.
However it can still be difficult to measure the precise ROI of content marketing, as one can’t simply point to a blog post or YouTube video and say it definitely led to someone making a purchase.
However there are methods of proving the value of content marketing to an organisation, as highlighted by these case studies.
And head over to our new(ish) Case Study Database if you need further real world examples...
Just when you think you’ve gotten to grips with every new phrase or buzzword in the world of digital marketing, another comes along to make you go “uhhhhhh...?”
During my first year at Econsultancy I’ve been making a point of writing beginner’s guides to any new terms or phrases I find particularly baffling, or that I might suspect other people may find baffling too.
Today I’ll be looking at experiential marketing. A phrase I have repeatedly spell-checked more than any other. But first, some clarification is needed…
Ugg is launching a multimedia campaign, promoting its footwear as part of an idealised lifestyle.
Check out the video embedded below to get an idea of the brand position (the ad feels like a sort of gooey Guinness advert crossed with a Lands End catalogue).
With this new campaign afoot (no pun intended), I thought I’d take a look around the brand’s web presence and see how it stacks up.
The conclusion is that there's a lot to improve upon in Ugg's digital strategy. Part of maintaining a premium lifestyle brand is doing digital well. Having said that, no doubt the new campaign, with its well produced videos, will revitalise the brand if given enough media exposure.
For more on content in ecommerce, attend our Festival of Marketing, November 12-13th in London.
In short, Readz is a platform designed to spell the end for hosted PDFs.
It's a drag and drop content creation platform that can be used to produce magazines, reports, portfolios and the like.
I spoke to CEO and Founder, Bart De Pelsmaeker about the company and its journey.
This week I heard Helen Southgate, the MD of affilinet UK, speak at a performance marketing conference and say;
If affiliate networks don’t change they will gone in five years.
This isn’t another 'death of' post. The performance marketing sector is a £14 bn growth area.
There are pressures, though, and Helen isn’t wrong to urge change. I doubt anyone inside the industry would argue that there are no common demands that networks, agencies and in-house teams face.
One of those common issues is the feeling that there is untapped value in the large number of content affiliates available and a frustration this value is hard to reach.