Reaching readers on multiple channels while still optimizing for online advertising is difficult
No matter what size you are, all publishers face significant challenges today. Reaching readers on multiple channels while still optimizing for online advertising is difficult. As your business scales up, these challenges get increasingly more complicated - and technical.
The UK publisher DailyFeed.co.uk recently faced this challenge as it attempted to scale its audience, engage readers and better manage its online advertising. Companies looking to grow can learn from the specific tactics DailyFeed used to scale its content offering to over 500 million page views in the past six months. In addition, it achieved scale in terms of readership, site engagement and usability for the workforce.
Most of the hurdles DailyFeed faced are common among all growing publishers. You also most likely face challenges with:
Need for a scalable content management system to allow the site…
Making people click through your ad is just a small part of the whole marketing process, you also need a great landing page to get them to convert
Paid campaigns are considered to be the best choice if you want to drive quick results, as they really do get those results. However, paid ads aren't all about simply bidding on the right keywords. There are some other things you need to.
Making people click through your ad is just a small part of the whole marketing process. The next thing they face is your landing page – a web page you should create for the purposes of your advertising campaign. The effectiveness of this page will influence whether or not you achieve your business goal.
Quality landing page creation doesn’t require titanic efforts but it does need some research. The approaches you have to use will depend on your target audience and the…
Chart of the week: 98% of B2B marketers now accept that content performance justifies its cost, with the main goal for content marketing being conversion
Content has become a huge part of marketing in general, which has resulted in 98% of B2B brands now recognizing that the performance of content justifies its cost. This is according to a new report from Walker Sands Communications.
However, few B2B brands have got everything about their content marketing strategy perfected with marketers reporting that they need to work to improve all aspects of their content within the next year.
The biggest area to need improvement is content production, which 83% of B2B marketers are looking to address in the next 12 months. This was followed closely by strategy and ROI tracking, both…
Understanding differences in culture can help you build more effective content to reach beyond borders
You only need to travel abroad or spend time with people who don’t come from the same place as you to see the impact of culture. The way a person acts, interprets or responds to different situations will be, to a great extent, influenced by their own cultural context.
There are many examples of brands trying to take culture into account and unfortunately, the results are not always positive. Whilst some receive industry appreciation and sales uplifts, some are left writing official apologies.
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Toyota went to…
Nearly 43% of all e-commerce traffic is organic, while just 26% of traffic comes from ads
"We don't need SEO. We use Adwords. It works better for us."
I’ve heard this phrase countless times over in the e-commerce space, but it couldn’t be further from the truth.
Nearly 43% of all e-commerce traffic is organic, while just 26% of traffic comes from ads. If you are focusing on PPC over SEO, you are missing out on a massive chunk of traffic.
Plus, as sites at the top of Google get 36.4% of search traffic, your e-commerce SEO strategy needs to be top notch.
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Content marketing includes more than articles. Videos can help increase engagement and leads, which is why you need to make the most of them
It used to be that content marketing meant just that - just content, with perhaps static images. Then along came infographics and animated gifs, which enlivened our visual experiences.
Well, those ‘static’ days of the Internet are now behind us, thanks to the growing popularity of videos in general, and video marketing in particular. According to a recent Cisco study, by 2021 82% of consumer internet traffic will be video. That’s a lot of bandwidth-sucking streaming.
Here are more compelling statistics from Demand Metric’s report 'The State of Video Marketing 2018,' courtesy of a recent post by Smart Insights' managing editor, Joanna Carter:
Some 67% of respondents use video on YouTube, while others use them on landing pages (57%), recorded webinars (55%) and…
Chart of the Week: Almost half of marketers now use to content to drive over 50% of their marketing campaigns, showing that content really is still king
Content marketing is being viewed as the future of marketing, according to research conducted by the World Media Group. Marketing that’s driven by content is on the rise with almost half (45%) or marketers saying that over 50% of their campaigns are content-led.
On top of this, 78% of all respondents and 85% of agencies said that they see investment in content marketing growing over the next few years. With so much focus being put on SEO performance, these findings make sense, as more marketers aim to increase their rankings through the use of targeted and SEO-focused content.
Most popular content for investment
The survey revealed that the next 12 months will likely see…
Chart of the Week: 64% see increasing leads for their business as being the primary objective for their marketing strategy
When it comes to marketing strategy goals, increasing the number of leads or sales prospects is the primary goal for the majority of marketers. According to new research from Ascend2, 45% of marketing influencers believe that the primary objective for a marketing strategy is to provide sales with more leads.
Other popular marketing strategy objectives according to the survey ‘Marketing Resource Effectiveness’ were to improve brand awareness and increase customer acquisition, which both came in at 61%.
Just over a third (34%) of respondents thought that improving engagement and nurturing was a primary objective for a marketing strategy to achieve. At the bottom of the table of objectives were improving user experience…
Successful content strategies that stand the test of time have been built from the outside of an organization looking in. In other words, the prime motivation was to help and assist the needs of their audience
In 1889, Andre and Edouard Michelin founded a tyre company, Michelin, which has now become a globally recognized brand. It accelerated the automobile industry in a time when there were fewer than 3,000 cards where it was established, in France.
For the company to grow, it had to win the hearts and minds of this very small target market of motorists and find similar audiences keen to aspire to own their own automobile. It also had to offer some creativity and inspiration as to what owning an automobile would allow you to do.
One such creative idea was to inspire the idea of taking road trips and look at how these trips could be…
All successful content strategies result from the right content assets that drive engagement, enhance reputation, and increase the visibility of a business
The purpose of content marketing is to use content as leverage to attract visitors to your site or digital assets, engage them, turn them into paying customers and retain them. Seems like a tall ask, doesn’t it?
And it is.
Even the best laid out content marketing strategy fails to find traction. So the question is – as businesses increasingly offer omnichannel experiences to their target audience, how do you ensure your content marketing strategy can be woven seamlessly into this business model and remain effective?
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The answer – don't forget content assets that are central…