[Build Backlinks Online] An Introduction to Integrated Marketing and SEO: How It Works and Why It Matters

Build Backlinks Online has posted a new item, 'An Introduction to Integrated
Marketing and SEO: How It Works and Why It Matters'

Posted by StephanieChang
To say that the SEO industry has changed would be considered a massive
understatement. In previous years, for a site to excel in the SERPs (search
engine results page), it needed a few key important ingredients:


A...

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Build Backlinks Online has posted a new item, 'What Makes 'Great Content' Great? 8 -Able Words for Greater Content'

I know y'all are sick of hearing that "content is king."

"Content is king" is one of the major web marketing clichés of our time, right up there with "SEO is dead."

Following close behind, I think, is the recommendation to "create great content." Want tons of Google traffic, hot leads, record sales? Don't worry about SEO, conversion rate optimization, any of that, just create great content!

But what does that really mean? What makes content great, and what exactly is "content" anyway?

Here's my definition: "Content" is really just information – really, simple as that! When you create content, you're putting information on your site. Some of it is intended to teach, some of it is intended to persuade, some of it is intended to entertain. And great content is information that succeeds at teaching, persuading or entertaining your visitors while also helping you meet your business goals.

To make this all a little more concrete, here are eight traits – all words that end in "able" – you should strive to embody with your content. If your content meets all or even most of these standards, you're off to a great start!

1. Great Content Is Findable

Your beautifully written content is utterly worthless if nobody knows it exists. (Unless you're Emily Dickinson – are you hoping to be discovered after you're dead?)

Emily D: hardly the poster child for SEO

So those gurus I quoted earlier who tell you to forget about SEO and just focus on greatness? They're lying. Good SEO is part of what will make your content great.

Really, your content should be findable in at least two ways:

• From inside your site – If someone is already surfing around your site, they should be able to find your latest and greatest.
• From outside your site – That almost always means via a search engine. People who don't even know you or your website exist should be able to find your content through a Google search.

The best way to achieve search findability is to align your content with a highly relevant keyword. Then optimize your content for that keyword. For more help with that process, check out: How to Rank for a Keyword in 10 Steps.

As for those people who are already on your site, here are some tips for making your content more discoverable:

Optimize your information architecture

Individual pieces of content are easier to find when they're sorted within a well organized site. (As a bonus, Google tends to favor well organized sites too.) Have a site map that gives visitors an overview of your organization. Use breadcrumbs and/or a left navigation menu to show visitors where they are within the organization of your site. Here's Amazon's left nav for example:

These design elements increase visibility of your other, related content pieces and make it easy for visitors to move up a level or down a level in the content hierarchy.

Level up, Mario!

Include a search function on your site

This is a no-brainer – visitors might want to see if you've covered a certain topic, or want to relocate something on your site that they've read in the past. A search function makes it easy.

(You may have noticed the glaring lack of a search box on the WordStream site. I'm not happy about it either.)

Have a "best of" sidebar

Show off your most popular content so it stays popular. A great way to do this is with a little sidebar module that shows your blog readers, for example, your top blog posts, like this one on the Moz blog:

This makes your site more "sticky," meaning people are more likely to stick around and read more.

Promote new content

When you create new content, promote it on your home page or other highly trafficked pages. Consider sending out an email blast to your list. The more people who know your content is out there, the more people are likely to read it, love it, share it, act on it.

2. Great Content Is Shareable

This is another two-parter—shareable content meets two criteria:

• People want to share it – When people find truly great content, they want to sing it from the rooftops, or at least put it on Facebook.
• It's easy to share – The first part is making something that people want to share, the second part is making it super easy for them to do that.

The folks at Upworthy are experts in getting people to share their content. A while back I gleaned some tips for maximizing your content's viral potential based on a great slidedeck from Upworthy. Read the whole thing, but here are the basics of shareable content:

• Start with something truly awesome – Would YOU want to share it? If you're embarrassed to tell your coworkers what you just posted on the blog, start over, it's not good enough.
• Spend more time on "framing" – That means the headline, the "share text," the lead image, etc. – the stuff that shows up on Facebook. Think in terms of funnels – the more people that see your headline and feel intrigued, the more of them are going to click and read, maximizing the potential of them sharing it with their networks, and so on.
• Use handy-dandy social sharing tools – Hovering share buttons, "Click to Tweet" tweetables, a big fat pop-up that says "Share this, homie!" Do what you have to do, within reason, to encourage your readers to share your stuff.

I'm way more likely to tweet out an article if there's a button that makes it stupid-simple for me.

Scroll all you want, that sucker's not going anywhere

If I have to actually copy and paste both the headline and link into a tweet compose box, ugh – your content has to be 3-5 times more awesome for that.

3. Great Content Is Usable

"Usability" is key in design, whether you're talking about an online tool or a fork. And great content needs to be usable too – that is to say, it should be easy for people to consume your information.

If you're starting with a well-designed, highly usable website in the first place, any content you layer on top is going to be more usable too. But you also need to think about it at the level of each piece of content. This is especially true if:

• Your content is some kind of interactive tool – Tools are content! Apps are content! But people won't use them if they're not easy to use, so do user testing and take feedback seriously. Make sure they work across multiple browsers, environments, etc.
• There's some kind of action you want people to take – That action might be as simple as sharing the content (see above). Or you might want them to provide an email address, or click a button to donate some money, or make a purchase. This is where conversion rate optimization comes in.

Here's an example of the tool as content – the online stopwatch.

I was about to complain that the tool could be bigger when I noticed that you can change the size:

Usability hack! That's more like it.

Other stuff to worry about from a usability perspective – how does your site work on mobile devices? Do you have a loading speed problem?

What if we're talking about a regular old article? How do you make that usable? That brings us to our next able word.

4. Great Content Is Readable

Readability is essentially usability for text. This idea encompasses both good design and good writing.

From a design perspective, readable content is easy on the eyes. So think about readability factors like:

• Font size (We recently increased our blog's font size after some readers complained that our "great content" was too hard to read)
• Text and background color (Think red on black would look cool? Think again)
• Column width (Too wide and readers lose their place when they move back to the left margin)
• Leading (Leading is the vertical space between lines – not too tight)

As far as writing goes, know that writing for the web is a specialized skill. My list of 50 things every content marketer should know includes plenty of tips for making your content more readable, but here are a few to get you started:

• Lists – It's a cliché but it's true, people love lists – it's because they're easy to process. Consider lists both as a structure for your whole article (this one is a list of 8) as well as a way to increase readability within your article – notice all the bullet lists on this page?
• Scannable chunks – Another able word! Break your text up into as many chunks as possible, so it's easier for web readers to scan. That means bullet lists, headings and subheadings, use of bold text and pop-out quotes, etc. Give the eyes something to latch onto.
• Clarity and concision – These two C words are a copywriter's best friends. Aim for concision at the level of the sentence – there is nothing wrong with long-form content if every sentence conveys valuable information. Just don't ramble. To increase your clarity levels, never write anything you'd feel weird saying out loud. Write like you talk (but with better grammar).

5. Great Content Is Memorable

Great content doesn't just amuse you for 2 minutes and then disappear from your mind. It should stick with you, making you more likely to revisit it and recommend it to friends or colleagues.

I'd like to illustrate this one by way of example. Here are a few pieces of great content that I've remembered because they were so striking, unusual, or just excellently executed that I couldn't get them out of my mind. (Note that my picks are influenced by my being a woman; YMMV.)

25 Ways to Wear a Scarf

I think I first saw this video when Joanna Lord tweeted it. (Videos are content!) I immediately emailed it to my mom, and that weekend, my friend Katie and I watched it again and tried to re-create some of these styles (not always with success). It's just awesome – she's so cute and the way it's edited (the split screens, the sped up and slowed down parts) keeps you watching:

10 Charts About Sex

I picked a random example from OkTrends – OkCupid's blog – but seriously, every post they ever published was both awesome and memorable. I say published, in the past tense, wiping away a tear, because they haven't put up a new post since this one in April 2011. But I'm sure they're still getting plenty of traffic for these content marketing gems, full of charming, witty, sexy data analysis (yes, data can be sexy!) on OkCupid's user base. Like this graph:

As they put it, "the more your parents are paying for your education, the more horny you are." (Maybe because those Ivy Leaguers don't have to work a job and study for class at the same time, sort of frees up the imagination ... go figure.)

In Which We Teach You How to Be a Woman in Any Boy's Club

I love this article by Molly Lambert from 2011, a manifesto/rulebook for women in male-dominated environments (ahem! SEO). Basically, Molly Lambert said what needed to be said. It's shareable – I have shared it many times. It's readable – see how it's broken up into scannable sections with subheads? With pretty yet interesting (relevant, but not obvious) pictures? It's memorable, or it wouldn't be in this list – memorable because it's unique (I've never seen another article quite like this) and beautifully executed (it's fierce and fearless). It's also quotable (see next section!) – here are some memorable quotes:

• Megan Fox Syndrome, aka Wendy from Peter Pan. It is the delusion that you can become an official part of the boys' club if you are its strictest enforcer, its most useful prole. 
• Some conversations are uncomfortable but also necessary. They are so uncomfortable because they are so necessary.
• The only men who are turned off by ambition and success are men that are insecure about their own talents and success or lack thereof.
• Whatever you look like, it will be used against you. 

Etc. Etc.

6. Great Content Is Quotable

One element of great web writing is the soundbite. Some writers are particularly great at this – almost every sentence in an article is full of biting wit and under 140 characters. (That can actually get pretty annoying.) The thing about quotable content is that it's both more memorable and more sharable. See how these able words are all working together now?

Here are some tips for writing more quotable content:

• Read more – The best way to become a better writer is to read good writing. Learn by absorption. Copy people you admire until you "find your own voice." (Most likely, you won't be able to copy them exactly anyway; you're not an impressionist.) And if you write for the web, don't just read books and print mags – read blogs and websites.
• Work on concision – Allow me to quote myself, because I said this in the readability section too. Clarity and concision are your buddies! If none of the sentences in your content are tweet-size, put down the Henry James novel and use the period key more often.
• Be funny – People like to quote the laugh lines. If you're funny in real life, you can be funny in writing. If you're not funny in real life, try something else – be wise. Be brilliant. Be poignant.
• Tell readers what to quote – If you know you've come up with a good line, put it in bold text or pop it out. Make sure people see it! Don't bury your treasure.

7. Great Content Is Actionable

As a business, one of the reasons you're creating content is to position yourself as an authority. If you can step up and help people when they need your help, they'll thank you for your expertise, and they'll trust you more in the future and be more likely to return to your site. (And maybe buy your stuff!)

If we're talking about informational content (the kind you find using informational search queries), the most helpful content is actionable content. That means people read it and think, "Hey! I could do that! I'm going to do it right now, in fact."

Actionable content gives people something to act on. Here are a couple of examples:

• Using Symbols to Get an 89% Lift in Conversions – It's one thing to say "Write better ads, they get higher CTR." It's another to make a very specific recommendation that people can actually do without having to think too hard. This post shares some data on the power of symbols (like a registered trademark symbol) when it comes to lifting click-through rate. Read article, add symbols, get higher CTR, boom boom boom.
• 5 Landing Page Headline Formulas You Can Test Today – Again, just telling people to write better headlines for their landing pages isn't actionable; it's vague. What is "better"? How do you do that? This post from Unbounce offers actual formulas with lots of examples to get you rolling. And notice how the title of the post sells how actionable it is!

8. Great Content Is Reportable

Remember, way back about 2,500 words ago, when I said that great content helps you meet your business goals? Well, you can't know if content is doing that unless you make sure it's reportable.

Every time you create a piece of content, have a goal in mind. Most of the time you'll have multiple, overlapping goals. Bake reportability into your content so you'll be able to tell if it's meeting those goals, which might include:

• Traffic – The absolute easiest metric to track. Usually not super valuable in and of itself – it's what you do with that traffic that matters.
• Engagement – We look at a number of engagement metrics including social shares (that clicky sidebar tells us how many tweets, likes, etc. we have), number of comments, time on page, and bounce rate. We want our visitors to really dig into our stuff, not just click, scan, and click away.
• Conversions – Conversion tracking is trickier than just tracking traffic, but it's worth the trouble so you know what kind of content helps you drive leads and sales, not just page views. (For more help here, check out Glenn Gabe's beginner's guide to conversion goals in Google Analytics.)

I urge you to make your content reportable for two reasons:

• If your content isn't reportable, you won't know if it's great – And the whole reason you're here is to learn how to make great content! After a while you'll know greatness when you see it.
• Great content begets more great content –This is the part where you learn from your greatest hits and your crappiest non-hits. Reporting on your content makes it easier to repeat your successes and avoid future failures.

Those are my eight traits that make great content. I hope you found this guide (since it's so findable) to be readable, memorable, actionable, quotable … and if so, won't you share it, pretty please?

This post originated on the WordStream Blog. WordStream provides keyword tools for pay-per click (PPC) and search engine optimization (SEO) aiding in everything from keyword discovery to keyword grouping and organization.

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[Build Backlinks Online] BBQ Ribs Can Teach You a Lot About Content Marketing

Build Backlinks Online has posted a new item, 'BBQ Ribs Can Teach You a Lot
About Content Marketing'

Sterling Ball is the president and CEO of Ernie Ball, one of the largest and
most historically important manufacturers of guitar strings and related
equipment, Founded by Sterlings father, the eponymous Ernie Ball.But its
Sterlings hobby that got him to practice Youtility marketing so useful, people
would pay for it. Using his e-commerce, marketing, [...]BBQ Ribs Can Teach You a
Lot About Content Marketing is a post from: Convince and Convert: Social Media
Strategy and Content Marketing Strategy


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[Build Backlinks Online] The Key to Empowering your Marketing Team - Whiteboard Friday

Build Backlinks Online has posted a new item, 'The Key to Empowering your
Marketing Team - Whiteboard Friday'


Posted by randfish

What holds marketing teams back from accomplishing great things? In today's
Whiteboard Friday, Rand tackles the big challenges many internal marketing teams
face, and outlines a way to bring structure and empowerment back to your
marketers.


Have something to add? Leave your thoughts and questions in the comments
below!






The Key to Empowering your Marketing Team - Whiteboard Friday





For reference, here's a still of this week's whiteboard.



Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today
I'm going to be talking to you a little bit about what holds marketing teams
back from being able to accomplish great things inside of companies, and for
external marketing teams that are on an agency or consulting basis, but really
oftentimes internally.
So this, I've got here my six little friends. This one, this guy is kind of
awkward. His back is a little out of whack. But that's okay. He's just a stick
figure. He's probably feeling just fine.


The challenge for these guys is that they constantly need their work
reviewed. They're kind of in the weeds, in the trenches doing marketing
activities, building content, trying to get that content shared and linked to,
trying to earn rankings and traffic, trying to buy advertising, trying to
influence the website and the marketing materials, make the conversion rate
higher, do all these things to promote the marketing funnel improving. Yet
they're constantly changing course, sometimes daily, sometimes even hourly. Boss
comes in, it's sort of like, "No, no, no, don't do that anymore. Focus on this
thing. No, wait, I know I told you to do that, but we don't need that anymore.
We need this other thing."


They're not empowered to make decisions, not even about their own work. They
really have to get constantly reviewed. Someone comes and gives them feedback on
everything they do. I've been this marketer myself before. Especially as a
consultant, you're oftentimes in this position. You don't have that empowerment
to make great decisions.


But there's a way to fix this, and it's an architecture I want to share with
you that's been really powerful for me and for a number of other companies that
have adopted this and that have shared it too. So the idea is basically that
what we want to do is we want to take all the things that the company wants to
accomplish today, in the future, in the far, far flung future, and we want to
connect that all the way down to what the marketing team is actually working on
today, right now. But it takes a little bit of work, and it takes a lot of
transparency, and it takes some thinking. If you don't have this architecture
yet, you should give it a try. Let me show you what I'm talking about.


A big company vision is a great starting point. I know many small and medium
businesses don't even really have a great big company vision. But if you can
imagine one, if you can put one on there, "We want to be Cleveland, Ohio's best
marketing agency, and we define best as our clients are the happiest, we have
the most clients, and we have the highest revenues in the city." Okay, great,
now you've got a company vision. Moz's vision, for example, is to help people do
better marketing. Tesla's vision is to transform how the world is transported.
NASA has an organizational vision to explore space. So you can get a company
vision.


So let's say it is, "Help people do better marketing." From that flows things
that you're going to do over the next few years. It could be five years, it
could be just two or three years, but the mission that you have. I'm going to go
back to Tesla again because I love Tesla's five-year mission. Tesla's five-year
mission is to "Power the transformation from gas to electric vehicles and to
become the world's leading car company by doing that." So become the world's
leading company by powering the transformation from gas to electric.


Okay. Then, based on that mission, that thing that you want to accomplish
over the next few years, you have a BHAG. A BHAG is Big Hairy Audacious Goal. I
know it sounds a little funny, but this acronym is actually quite important, and
so are all the letters in there. Big because you want it to be hard to achieve.
My favorite thing that people say about a BHAG is,
"It's out of reach, but not out of sight." A goal that is out of reach, I
can't see us accomplishing it today. My God, it's almost hard to imagine that we
accomplished it, but not completely out of sight.


So perhaps Tesla would say that their BHAG is to be the world's number one
auto manufacturer in ten years or in five years. That means that they have to
build so many cars and sell so many cars that they are the world's leading car
company through number of cars on the road. For Moz, our BHAG is one million
people subscribing to our platform. For your Cleveland, Ohio consulting agency,
it might be successfully keeping and maintaining 100 paying customers at $5,000
a month or more for a full year, nonstop. Whatever it is, it has to be
definable, easily definable, easily measurable, and powerful, something that
people can get behind.


I'll go back to NASA again. That moon mission that they had, in the 1960s
NASA had the moon mission and the BHAG for the moon mission was, "Put a man on
the surface of the moon and return him safely to the earth." Super measurable,
super definable, incredibly powerful to get behind. If you're doing marketing
for that, you can see that big vision and that big goal very clearly. Then from
there, from these two, I'm going to take our mission and our BHAG, and I'm going
to define a list of strategic goals, things we need to accomplish in order to
get these things done. But they're going to be things that we do over the next 6
to 12 months, just 6 to 12 months, just the next little while. This is really
powerful because those strategic goals should flow down to everything else that
the company does.


So if, for example, I say, "Hey, in order to sell more cars, Tesla needs to
open Tesla dealerships in 500 cities over the next 12 months, and here's the
list of cities." Okay, that's a strategic goal. Now we've got to go get that
done. We need to figure out people who know how to open stores and people who
know about real estate, and we need to have a bunch of investment dollars that
we can put it in these things. We need to figure out how long it is before we
open a dealership before that actually turns into sales for us. We need to hire
all the salespeople. We need to build a process for that. Huge list of things
that come from those, but the strategic goal is very simple. "Open stores in 500
cities."


At Moz, one of our strategic goals is to increase the retention of our Pro
subscribers. Build stuff. Make stuff in the product that makes people want to
stick around and use Moz longer. Okay, these are strategic goals.


Then, from there, now we really start to get into the nitty-gritty with the
marketing goals being tied to these company goals, and this is such a powerful
architecture. It just removes all kinds of barriers, because now I can go and I
can build a process like this, right here. So I take a goal that the team is
trying to accomplish, and I translate that into what my actual marketing task is
around it. Then I have the process and the people that I need for that goal. So
actually, I'm going to use my checkboxes that I actually made.


I define my goal, I get the process and people I need, I figure out how we
define success, what the measurable elements are. Maybe it's, "Hey, we need to
broaden our brand's reach." We want to have more people exposed to the Moz
brand, and so therefore, we are going to define a goal as half a million people
following our Twitter account and 100,000 people following our Google + account,
and maybe a million people following us on Facebook and whatever those things
are.


Then you have those metrics-based targets. So those could be website visitor
statistics. They could be conversions. It could be an ROI number. It could be a
cost number. Many times a strategic goal will be to reduce cost to a certain
amount, and then you have these goals. "Hey, we need to reduce customer
acquisition costs. We need to find channels that don't cost as much."
Oftentimes, inbound channels don't cost as much, things like SEO and email
marketing, opt-in email marketing, community building, and content and those
kinds of things, that's a great way to reduce customer acquisition costs. It
could be a marketing goal, and you figure out who the process and people are
behind that. We may need a writer. We're going to need someone who is a
marketing analyst to do all the statistics work. We're going to figure out how
we measure success. That's going to be measured through number of people
acquired through these lower-cost channels. We're going to have metrics-based
targets. We're going to say we want to acquire 20% of our customers through
non-paid channels by the end of 2013.


Great. Now you have something so amazing. You have marketers that can see the
big picture. They can see all the way. They know everything that's connected
here, and that means that they know how their work matters. I can't tell you
what a change in attitude you get when you understand how your work matters
versus wondering why you're pushing buttons. It's just a remarkable change. Now,
those same people can navigate project complexity without needing someone over
their shoulder, looking all the time at their work, making sure that they're
doing the right thing, reviewing, because they can see that full connection.


You might have someone who reviews the work at the end of the cycle or is in
a project planning meeting with them, maybe a manager or a senior leader or
something like that, and that's fine and that's a good thing. But you don't need
to be in the weeds with your team anymore, and because they're empowered, they
can choose how they work best, figure out what makes them most effective, and
then they can execute on projects.


I urge you to give this a try. It won't take that long, especially if you've
got some of these bigger things already defined, and it can really move the
needle on how your marketing team works.


All right, everyone. Hope you've enjoyed this edition of Whiteboard Friday.
We'll see you again next week. Take care.



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[Build Backlinks Online] How to Utilize Social to Manage Customer Expectations

Build Backlinks Online has posted a new item, 'How to Utilize Social to Manage
Customer Expectations'

Tony Clark, Digital Communications Manager for Cedar Point Amusement Park, joins
the Social Pros Podcast this week to discuss handling many followers and
creating content with a small team, dealing with thousands of guests armed with
mobile devices at all times, and using social to manage expectations for
visitors. Read on for some of the [...]How to Utilize Social to Manage Customer
Expectations is a post from: Convince and Convert: Social Media Strategy and
Content Marketing Strategy


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[Build Backlinks Online] Why Your Blog Needs Google +1s and How to Get Them

Build Backlinks Online has posted a new item, 'Why Your Blog Needs Google +1s
and How to Get Them'

Most of us know that link building has played a major part of search engine
optimization for many years. The truth is though, that we need to understand
that they aren't as important as they used to be. In fact, according to the
study, they are now on ...

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[Build Backlinks Online] A Social Media Customer Service Win From @DeltaAssist

Build Backlinks Online has posted a new item, 'A Social Media Customer Service
Win From @DeltaAssist'

Moments of greatness often come when we least expect it. Especially when travel
and flight delays are involved. I recently found myself in a situation where an
international flight delay meant that I would miss my connection. While normally
not a big deal, my bright idea of maximizing my holiday in London meant that my
[...]A Social Media Customer Service Win From @DeltaAssist is a post from:
Convince and Convert: Social Media Strategy and Content Marketing Strategy


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