A 4 Step guide to maximising your own resources for your content strategy

When it comes to building a strong digital campaign, many businesses underestimate the value of the information and resources they already have – particularly if they are specialists such as negligence lawyers and recruiters who have a wealth of statistics at their fingertips. The key to creating engaging content is to assess how you can transform the information you already have into a resource that portrays user-friendly and valuable facts about your industry. This will automatically increase the chance of someone who requires your services finding your business organically online.

4 ways to create shareable and unique content using your own resources

1. Define your end goal?

As with all marketing strategies, identify your goal before devising a plan to achieve it. This will give you the information required to assess the customer you are looking to attract and the type of…

Avoid the mistakes of video marketing by using animated videos effectively

Traditional video marketing is declining in viewing popularity – this post looks at what can be done to reverse this trend and highlights animated videos as a simple, cost-effective and highly engaging way to get more eyeballs on your video content Video marketing is becoming increasingly popular with more and more marketers using videos to get their message out there, as well as competing for as many eyeballs as possible!  In fact 50% of users watch business related videos On YouTube once a week. But whilst we’re seeing a rise in brands creating videos we’re also witnessing a slight decline in people actually viewing them.  Is it because we’re now being flooded with videos and it’s becoming a saturated marketplace? Or is it because this flood is marked by boring, 'me too',, non-engaging videos The answer is both.  But while the flood…

Our alerts and advice on the "must-know" developments in digital marketing

In August our two most significant alerts were about changes to the Facebook and Google algorithm - check these out in the sections on search and social media marketing below. Now we’re into September we’re into the final build-up to our Digital Impact conference which is in central London on the 17th September. We’re looking forward to meeting members at the event where we'll show how to make a bigger impact with your digital marketing with in-depth case studies and workshops covering all the digital marketing techniques we cover in our monthly updates, that’s Digital Transformation, SEO, AdWords, Content, Social and Email marketing plus improving desktop and mobile experiences using CRO and analytics.

Strategy and planning

What influences purchase of your product or service? - Our new infographic showing how your marketing communications should match your customer’s…

The top 10 free sources for UK, European, US, Asian and Global digital marketing statistics

Online marketers love statistics about digital marketing. They allow us to review customer adoption of the latest digital platforms, make business cases for investment in marketing and allow us to benchmark our performance against competitors. For Expert members, we compile a regularly updated set of usage statistics to use in presentations. Recommended Guide: Online usage statistics compilation Our "one stop" download includes the latest stats to include in presentations to make the case for digital investment. Download our Online marketing statistics compilation.   If you're compiling your own stats, which are the best, most reliable free and paid sources? Everyone has their favourites, but I thought it would be useful to…

Just head to http://analytics.twitter.com when signed-in

Importance: [rating=4] Recommended link: Twitter Analytics Previously Twitter's analytics service has been limited to advertisers, but that changed this week with an announcement via Twitter:

Absolutely thrilled to open up access to http://t.co/wcU6oj9hFM to EVERYONE. Check it out, and let us know what you think!

— Ian Chan (@chanian) August 27, 2014

How to access Twitter analytics?

Just as it says in the title to this article, if you're already signed into Twitter in your browser, if you go to http://analytics.twitter.com. There is no registration process, but a little bizarrely, you just have to access the dashboard URL and you should then see updates. Until then you will just see a blank dashboard: For more information on what you can see in Twitter's analytics see this post from Twitter introducing the Twitter Analytics dashboard. Enjoy! This is…

Changes to how you share photos, clickbait and likegating on Facebook

Importance: [rating=4] Recommended link: Facebook announcement on algorithm updates Given the amount of traffic that Facebook drives to sites, any significant changes to Facebook’s algorithm are now big news in the way that Google’s algorithm updates have been for years. So in our alerts we look to update readers on all the major changes made by Facebook. This data on visits prompted by shares of articles via social networks shows that Facebook is far more important for driving visits than other social networks across all sites, although this may be different for B2B sites. The major change to the Facebook algorithm announced this week has two main parts: a Clickbait filter and a change to processing of links related to status updates. While most commentary on the changes has focused on Clickbait, this…

Google’s use of “rel=author” markup to stop but Google+ posts to continue featuring in search results

Importance: [rating=4] Recommended link: Google announcement of end of Authorship

Summary of the change

John Mueller of Google Webmaster Tools announced in a personal Google+ post on 28th August that Google will now stop showing authorship results in Google Search, and will no longer be tracking data from content using rel=author markup. From a Google user point of view this means you will no longer see author images in pictures like this one from a briefing written by Chris Soames in 2012: In fact, you may have noticed from around a month ago that Google removed the author images. In this new announcement they are taking the next step and removing the author information too. We’re also alerting you to this since more significantly from an SEO point of view Google has said that they are no…

Integrating different inbound channels as part of a content-led digital strategy

Here's the only way to approach your marketing: What content will your customers thank you for? Ann Handley, Chief Content Officer at MarketingProfs @MarketingProfs In the ever-evolving sphere of digital marketing, creating compelling content just isn't enough. Instead, what you need to do is develop a strategic plan that is both consistent and integrated and will help drive traffic, generate leads and increase your conversions. While content creation still plays a pivotal role in an effective marketing strategy, smart brands are taking a more holistic approach - and that means focusing on how content marketing, SEO, social media, blogging and email marketing all work in sync.    Along with our own tips and tricks of the trade, in this article AWeber has enlisted a few industry leaders to share their insights…

Do We Need a Digital Department At All?

When I began working on the Smart Insights Digital Transformation guide, I believed that the days of the digital department were numbered. After all, if digital integration was a true goal of a business, shouldn’t this department simply be merged into marketing and other ‘non-digital’ departments? I felt that we’d only created digital departments as a bolt on reaction to the changing landscape, and that over time different skills would simply be ‘absorbed’ into the rest of the business. While this sentiment may run true amongst some readers, I soon found that this ideal has seldom been reached, and may never occur in many verticals. After all, it often seems that there will always be requirements for specific skills that need to sit within a specialist team. Rather than saying whether we ‘should’ or ‘should not’ have a digital department, there are varying ‘phases’…

3 Strategic learnings for real time marketing

Value: [rating=3] Recommended link: Forrester real-time analytics report - free download  Commissioned by MediaMath, the latest research piece by Forrester is well worth the time it will take you to scan to understand this emerging modern marketing technique. I think most marketers understand the concept of real-time marketing but may struggle to see how that works across the WHOLE customer journey (most people associate real-time with Social media channels, mistake number one! More on that later). It is certainly something I am still learning about especially the practical side of it and excited by the prospect of working with more clients on helping them on the journey. Looking at the data shared in the report suggests the value that brands can get from real-time marketing. So, the value is in…
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